Social Media for Small Businesses - A Forza Sponsored Presentation


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This presentation sponsored by Forza Financial ( focuses on social media for small businesses and start ups for the Forza Financial micro lending community. Information on how to use social media to tell your story and make the sale is given. As well as how to start a Facebook page, Twitter feed, and Instragram accounts and what are some best practices for small businesses and entrepreneurs.

If your company or organization would like to sponsor a presentation about digital and social media marketing strategy contact me at

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Social Media for Small Businesses - A Forza Sponsored Presentation

  1. 1. A Forza Sponsored Presentation / / Twitter: @susanchesley
  2. 2. Introduction We need to prove the potential impact of social media, measure its effectiveness, and align activities with company financials. Source: Harvard Business Review & SAS Social Media Surveys - 2010
  3. 3. About Susan • University of Alabama Instructor in Masters of Marketing Program – Create & Teach MKT597: Digital & Social Media Marketing Courses • President of Castle Sands LLC – Create Websites & Social Media Presences for Professionals • Executive Director Foresight Education & Research Network (online network 3,500+ professionals worldwide) • Education: Birmingham-Southern College & University of St Andrews (Business + Technology) •
  4. 4. Outline for Today Using Social Media Marketing for Small Businesses Platforms: Facebook, Twitter, & Instagram Platforms: Emphasis on Facebook Pages How to Understand the Platform’s Analytics Resources / Questions
  5. 5. Using Social Media Professionally • In order to have ROI potential, you must understand: – How to use different platforms / channels – How to gauge effectiveness – How to integrate into other marketing efforts • You are looking to impact the bottom line (ROI) and capitalize on the ability to create, listen, analyze and interact with your customer conversations online.
  6. 6. What Does Social Media Do? Social Media’s Core Functions: Monitor Amplify Respond Lead
  7. 7. Telling Your Story • Social Media - is not free - but it is a great way to tell your story & can be tailored to your budget. – Time is an opportunity cost – Budget can be spent on hiring someone to work on your social media – Budget can be spent on “sponsored” stories and promotions
  8. 8. Facebook • 680 million Monthly Active Users in Dec. ‘12 • 1 out of every 5 page views in the USA is on Facebook • Main competition is for attention – Edge Rank – the more engagement a user has with content the stronger Edge Rank believes the user’s interest is in similar content and filters newsfeed accordingly – Likes, clicks, shares proves interest  It does not track purchases or conversions Source: Jab, Jab, Jab Right Hook by Gary Vaynerchuk
  9. 9. Facebook for Business:
  10. 10. Twitter • As of 12/2012 there were more than 100 million users in the USA • Twitter users post 750 tweets per second With Twitter you are talking to the world at large – anyone can find you via a hashtag (#) and you can talk with anyone – it’s an open network @susanchesley Source: Jab, Jab, Jab Right Hook by Gary Vaynerchuk
  11. 11. Twitter for Business
  12. 12. Instagram • As of 12/2012 Instagram had 130 million Monthly Active Users • Instagram photos generate up to 1,000 comments per second Instagram is a visual, artistic, way to express yourself and your business authentically. Source: Jab, Jab, Jab Right Hook by Gary Vaynerchuk
  13. 13. Instagram for Business
  14. 14. In-depth: Creating a Facebook Page 1. Set Your Goals What do you want? More Followers? More Sales? 2. Understand Yourself This is your chance to tell a story about your organization or business.
  15. 15. What Am I Aiming For? • LESS Likes MORE Engagement – With Edge Rank it is more important to get engaged users who will LIKE & SHARE your content – Promote your Facebook presence online and offline with flyers, banners, in-store displays, giveaways/coupons, and actively engaging your audience
  16. 16. Create Sharable Content & Calls to Action Shareable Content – 783 views Shareable Content / Call to Action– 164 views
  17. 17. How to Know Your Audience
  18. 18. Understanding Your Posts
  19. 19. What Does it All Mean? • You can tailor fit your marketing to your target market online which may be the same or different than who is coming into your offline business. • You can test content immediately and see what works and what doesn’t. A lot of social media is about experimentation.
  20. 20. Brief Overview: Twitter Accounts
  21. 21. What Am I Aiming For? • Talk to your target audience • Engage with new people – many journalists and influencers are actively using Twitter • People can spread your message around quickly with a hashtag campaign (offline & online interaction) and can meet quickly too • Share “retweet” other content (that makes sense to your business) to spread the word that you are an active community member
  22. 22. How to Keep Up With It All?
  23. 23. Brief Overview: Instagram Accounts
  24. 24. What Am I Aiming For? • Like & Get Involved With Other Users • Help Spread Your Message to a Younger Audience Who is Mobile Specific
  25. 25. How Do I Keep Up With it All?
  26. 26. Spread Your Story, Make the Sale • Social Media is a marketing tool - it can greatly emphasize what you do and has the ability to spread far and wide. • You have to put in the time and budget appropriate to the growth you expect to reach your goals. • Focus on monitor, amplify, respond & lead when creating your company’s social media presence. • Your goals are your benchmarks which are your ROI measures.
  27. 27. Suggested Resources • • • • • • • • • Jab, Jab, Jab, Right Hook by Gary Vaynerchuk Likeable Social Media by Dave Kerpen