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  1. 1. Social Media Marketing<br />Travis Corrigan<br />Founder, Partner – Research Accelerator, LLC<br />
  2. 2. Purpose<br />Determine whether or not Social Media really is useful for small businesses.<br />Give you some foundational, no-nonsense knowledge on Social Media.<br />Give you some actionable takeaways to start implementing for your business today.<br />
  3. 3. Social Media. So Hot Right Now.<br />
  4. 4. Some (Appropriate) Skepticism<br />43% of small businesses claim social media is not necessary for their organization. <br />Yet, 50% of businesses rely on WOM recommendations. <br />- Source: Equi=Media, 2009<br />
  5. 5. Online Ad Spend: Expensive and Rising<br />
  6. 6. Social Media ≠ Advertising<br />Social Media<br />Dynamic conversation as part of a community.<br />Based on influence - invitation and aiding buying decisions.<br />Target is looking for your posts in the first place – and thankful for them.<br />Advertising<br />One way transmission to your target audience.<br />Based on scale – optimizing maximum opportunities to interrupt.<br />Target is trying to avoid you.<br />
  7. 7. Social Media ≠ Advertising<br />Social Media = Automatic savings over time (requires patience, diligence)<br />Advertising = <br />Carpet Bombing (expensive, lots of collateral damage)<br />
  8. 8. Some Reconciliation<br />Use both, but try to aim for consistency in methods/messaging.<br />Make sure that your social media efforts sit at the cross-section of automation and authenticity.<br />
  9. 9. Social Media drives SEO<br />Helps determine the authority of the author on a particular subject or topic.<br />Using trackeable links and a good content creation/distribution strategy drives organic SEO for your company <br />(Source: http://selnd.com/haEKai)<br />
  10. 10. Social Media: Skate Where the Puck is Going<br />
  11. 11. Social Media for Your Business<br />Step 1: Enter the Conversation <br />Build an audience and your communication channels in Facebook, Twitter and Linked in.<br />This is done by simply being active and putting out useful content that is interesting to read.<br />
  12. 12. Social Media for Your Business<br />Step 2: Contribute to the Conversation<br />This is done by writing your own content in the form of a blog post. <br />People are able to see and engage with the humanity of your product offering.<br />
  13. 13. Social Media for Your Business<br />Step 3: Convert<br />Use calls to action on your website so that your meaningful posts convert to customer leads.<br />Use your social media channels to announce offers and new products.<br />
  14. 14. It’s okay, we get confused when we see this too…<br />
  15. 15. An Overview of Social Media Strategy<br />Only use the top services/sites:<br />Facebook<br />Twitter<br />LinkedIn<br />Tumblr<br />Wordpress<br />Blogger<br />
  16. 16. Why?<br />Most of them link to each other – makes automation easier.<br />Best for Search Engine Optimization.<br />Most services sync to third-party aggregators.<br />
  17. 17. A Word on Content<br />Blog Posts <br />High-value, pseudo-sales statements about what your company is up to and thinks about.<br />Micro-Blogging (Twitter, FB, LinkedIn)<br />Selectively picked content from others that you push through along with a comment or two.<br />
  18. 18. A Word on Content (cont.)<br />Status Updates<br />Firehose to pass along other people’s content,<br />Used to: <br />Enter the conversation. <br />Building the communication channels.<br />Maintain and engage in dialogue w/your community.<br />
  19. 19. Measuring Performance.<br />Impressions via unique URL Analytics<br />Compare against baseline metrics and benchmarks (next slide)<br />
  20. 20. CPM Benchmarks<br />
  21. 21. Case for Automation<br />Find relevant article/source <br />Add authentic comment<br />Add appropriate hashtags/keywords for SEO<br />Post to Twitter, FB, LinkedIn separately<br /> = 5 minutes of time or $1.67<br />
  22. 22. Savings with Automation<br />1 hour of time in the morning to queue sources.<br />= 10 posts via FB + Twitter + LinkedIn<br />Savings of $30 to achieve potentially thousands of impressions daily.<br />
  23. 23. Maximum Effect, Minimum Effort.Customized just for You.<br />Unique, High-Value Content Sources<br />Automation Magic<br />
  24. 24. This sounds like a lot to think about..<br />Kinda. We took out the hard part.<br />All you need to choose is: <br />Who you want to interact with.<br />How you want to come across.<br />Topics you’d like to be known for.<br />
  25. 25. Really?<br />Yep. Here’s what we we do:<br />Set up all your profiles for you.<br />Determine which blog platform integrates with your website and develop a blog strategy that works best.<br />Customize an automating system for you to find relevant content and have it distributed appropriately.<br />
  26. 26. Really Really?<br />Yep! Here’s what you get:<br />System setup<br />Process documents/training for your team.<br />OR<br />We can manage the whole thing and give you regular performance reports.<br />
  27. 27. Recap<br />Social Media drives SEO.<br />With automation, the right strategy and patience – you can build organic SEO over time.<br />We can get you started or manage everything.<br />
  28. 28. Interested? We’re Cost-Effective!<br />Call us! <br />(415) 506-7548<br />Email us!<br />researchaccelerator@gmail.com<br />Do a social media background check!<br />About.me/travis.corrigan<br />