Social Media Marketing (Facebook & LinkedIn) for Entrepreneurs & Small Business

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An introduction to social media and social networking for entrepreneurs, small business owners, consultants, freelancers, and other marketers. Discusses the scale and usefulness of Facebook, myspace, linkedin, and twitter. Intro to culture of social media marketing by looking at the examples of Wal-Mart and Target.

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Social Media Marketing (Facebook & LinkedIn) for Entrepreneurs & Small Business

  1. 1. Lecture 6-5:  Social Networking for Entrepreneurs
  2. 2. There are real business uses for social networks If they are used properly , social media can be a profitable part of your overall marketing strategy
  3. 3. Section 1: What NOT to Post
  4. 4. Don't post ANYTHING without planning - see Walmart example Don't spam people - "You know how some marketers without even saying "hi" start posting their websites' urls on your wall. That really annoys me and I know that it annoys other people." - Lana Kravtsova, www.dreamfollowers.com Please don't post boring stuff that only you care about
  5. 5. <ul><li>A Major Social Networking Failure </li></ul><ul><ul><li>Didn't allow people to use the Discussion Board </li></ul></ul><ul><ul><li>Failed to anticipate negative comments </li></ul></ul><ul><ul><li>Tried to be something they are not </li></ul></ul><ul><ul><li>In short, failed because they were control freaks </li></ul></ul>
  6. 6. Be Sure to Choose the Right Tool for Your Market <ul><li>Who's Your Target? </li></ul><ul><ul><li>Artists and Entertainers must be on Myspace </li></ul></ul><ul><ul><li>Reach the 18 - 35 crowd on Facebook </li></ul></ul><ul><ul><li>Affluent professionals network on LinkedIn </li></ul></ul><ul><ul><li>Twitter is literally anything you want </li></ul></ul>
  7. 7. Section 2: How to Generate Interest in Your Product Building Your Target Market “List”
  8. 8. Online vs. Offline <ul><li>How do you connect in real world networking situations? </li></ul><ul><ul><li>Attend events where your targets will be </li></ul></ul><ul><ul><li>Speak or present at the event, if possible </li></ul></ul><ul><ul><li>Join their trade association's board </li></ul></ul>
  9. 9. Online vs. Offline <ul><li>When you are networking after the event: </li></ul><ul><ul><li>Small talk </li></ul></ul><ul><ul><li>As &quot;What do you do?&quot; </li></ul></ul><ul><ul><li>Listen. I mean, actually listen. </li></ul></ul><ul><ul><li>Offer something valuable - a book title or website, a contact or client lead </li></ul></ul><ul><ul><li>Write it on your card and ask for theirs </li></ul></ul><ul><ul><li>Follow up </li></ul></ul>
  10. 10. Online vs. Offline <ul><li>Online is basically the same </li></ul><ul><ul><li>Find out where your targets go - adwords are good for this </li></ul></ul><ul><ul><li>Start positioning yourself as an expert in the field - &quot;Present&quot; on the topic </li></ul></ul><ul><ul><li>Join their favorite social networks </li></ul></ul><ul><ul><li>Set up a page there and say RELEVANT interesting things about their key topics </li></ul></ul>
  11. 11. Facebook Example <ul><li>Set up a  “ Page ” . If you don't have a Facebook account this will create one for you in addition to the Page. </li></ul>
  12. 16. You need both a Page and a Group <ul><ul><li>The Page let's you build a brand that can be searched on Google </li></ul></ul><ul><ul><li>The Group is good for discussion forums and inviting people to your events </li></ul></ul>
  13. 17. Once You Get Set Up Time for the Moment of Truth
  14. 18. Section 3: &quot;Just Click the Subscribe Button&quot; Making the Ask
  15. 19. Does Your Message Come Off Like This?
  16. 20. Make a Safe Initial Offer
  17. 21. &quot;Free Sample&quot; Give something your target will find valuable away in exchange for their contact info
  18. 22. Now you can sell them stuff!
  19. 23. Note: If your product costs big $$$ <ul><li>Use the fast food approach: </li></ul><ul><li>* Small $ investment </li></ul><ul><li>* Medium $$ investment </li></ul><ul><li>* Large $$$ investment </li></ul>
  20. 24. Review and Lessons Learned:
  21. 25. Advertising is DEAD <ul><li>If you remember nothing else - </li></ul><ul><ul><li>Social Networking is NETWORKING </li></ul></ul><ul><ul><li>It's about people, not companies </li></ul></ul><ul><ul><li>If Walmart can't control the conversation, neither can you </li></ul></ul><ul><ul><li>Be Authentic and Responsive </li></ul></ul>
  22. 26. The best in the biz (Google, Facebook, Youtube, etc.) help people do what they already want to do You should do the same
  23. 27. Reference sites <ul><li>http://webworkerdaily.com/2009/05/26/10-golden-rules-of-social-media/ </li></ul><ul><li>http://social-media-optimization.com/2007/10/a-failed-facebook-marketing-campaign/ </li></ul><ul><li>http://www.lnkr.net/archives/rosh/general/the-world’s-most-profitable-social-network/2713 </li></ul><ul><li>http://www.bookyourselfsolid.com/ </li></ul>
  24. 28. Questions? [email_address]

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