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Using social marketing to promote your business webinar 2010
 

Using social marketing to promote your business webinar 2010

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  • Marketing plan must be part of the Business Plan Communicating the message using traditional media, Internet , Social Media, email and Public Relations. Budget as a percentage og Revenues. How much to spend and where. Putting together a calendar of events and allocating marketing dollars to each of those events
  • The Wall Street Journal reported that Starbucks receives over ten times as much traffic to its Facebook page (19.4 million unique visitors each month) as to its corporate website (1.8 million). For Coca-Cola , the divergence is even starker: 22.5 million visitors on Facebook vs. just 270,000 to its website—over 80 times as much traffic.
  • Benefits of Your Own Website 1. Control the design. 2. Own the data. 3. Targeting and personalization. 4. Reach all your audience.
  • Benefits of Social Media 1. Inherently interactive. That’s where the term “social” comes from. Unlike a static HTML website, designed to read and click, social media like Facebook, YouTube , and Twitter are designed around sharing, responding, and interacting. 2. Where people are spending time. With over 500 million active users on Facebook, most Web audiences are spending more time there than browsing company sites. Just be sure that’s true for your own demographic (e.g. Facebook is a nonstarter in Japan) and your own industry (most users still do not use Facebook for learning about b2b topics). 3. Easy to acquire. Clicking a “like” button on Facebook or “follow” button on Twitter is a lot easier than filling in the sign up form on a web page. So it’s no surprise that many companies find it easier to build a large following on social media platforms. 4. Virality. When your audience interacts with you on social media platforms, it is instantly visible to their own friends and contacts. This digital “word-of-mouth” can be one of the most powerful tools for reaching new audiences.
  • Benefits of Social Media 1. Inherently interactive. That’s where the term “social” comes from. Unlike a static HTML website, designed to read and click, social media like Facebook, YouTube , and Twitter are designed around sharing, responding, and interacting. 2. Where people are spending time. With over 500 million active users on Facebook, most Web audiences are spending more time there than browsing company sites. Just be sure that’s true for your own demographic (e.g. Facebook is a nonstarter in Japan) and your own industry (most users still do not use Facebook for learning about b2b topics). 3. Easy to acquire. Clicking a “like” button on Facebook or “follow” button on Twitter is a lot easier than filling in the sign up form on a web page. So it’s no surprise that many companies find it easier to build a large following on social media platforms. 4. Virality. When your audience interacts with you on social media platforms, it is instantly visible to their own friends and contacts. This digital “word-of-mouth” can be one of the most powerful tools for reaching new audiences.
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Using social marketing to promote your business webinar 2010 Using social marketing to promote your business webinar 2010 Presentation Transcript

    • Using Social Media Marketing
    • To Promote Your Business
    Call 866-740-1260 and use Access code: 4917658 to get the Audio Portion of this Webinar © 2011 YCHANGE International LLC. All rights reserved
  • Small Business Development Centers
    • Provide:
      • Workshops, Seminars and Long Term Classes
      • Business Counseling
    • Are funded by:
      • Sponsoring Community College
      • Small Business Administration (SBA)
      • OECDD (Lottery Money)
    Call 866-740-1260 and use Access code: 4917658 to get the Audio Portion of this Webinar © 2011 YCHANGE International LLC. All rights reserved 5/13/2011 Slide
  • Portland Metro Area SBDC’s Call 866-740-1260 and use Access code: 4917658 to get the Audio Portion of this Webinar © 2011 YCHANGE International LLC. All rights reserved
    • Mt. Hood CC
      • Downtown Gresham
      • 503-491-7658
    • PCC
      • By OMSI
      • 971-722-5080
    • CCC
      • Harmony Campus
      • 503-656-4447
    • Vancouver SBDC
      • 360-260-6372
    5/13/2011 Slide
  • Introductions
    • Jim Smith
    • Business Advisor and Instructor @ MHCC, SBDC
    • Experience
    • (503) 922-0784
    • [email_address]
    Call 866-740-1260 and use Access code: 4917658 to get the Audio Portion of this Webinar © 2011 YCHANGE International LLC. All rights reserved 5/13/2011 Slide
  • Agenda
    • Using Social Marketing To Promote Your Business
    • Determine The Customer Segment
    • Craft The Marketing Message
    • Communicating The Message
    • Forms of Communication
    • Social Marketing
    Call 866-740-1260 and use Access code: 4917658 to get the Audio Portion of this Webinar © 2011 YCHANGE International LLC. All rights reserved 5/13/2011 Slide
    • The spoken and unspoken customer PAIN and what they value most are understood in part by the answers to a particular set of questions.
    Your Customer Segment Call 866-740-1260 and use Access code: 4917658 to get the Audio Portion of this Webinar © 2011 YCHANGE International LLC. All rights reserved 5/13/2011 Slide
    • What do these CUSTOMERS need?
    • What is their pain?
    • Do they even know their needs?
    • Do they really understand their pain?
    • What does your Competition offer them?
    • What can YOU offer these customers?
    • What do they THINK YOU offer them?
    • How do they describe your offerings?
    Understanding Your Customers Call 866-740-1260 and use Access code: 4917658 to get the Audio Portion of this Webinar © 2011 YCHANGE International LLC. All rights reserved 5/13/2011 Slide
  • Perspectives
    • Potential customers are analyzed from the following perspectives:
        • Geographic
        • Demographic
        • Psychographic
        • Behavioristic
        • Linguistic
    Call 866-740-1260 and use Access code: 4917658 to get the Audio Portion of this Webinar © 2011 YCHANGE International LLC. All rights reserved 5/13/2011 Slide
  • CUSTOMERS
    • Listen to your customers Learn to think inside their box Learn their language Learn to walk in their shoes
    Call 866-740-1260 and use Access code: 4917658 to get the Audio Portion of this Webinar © 2011 YCHANGE International LLC. All rights reserved 5/13/2011 Slide
  • The Marketing Message
    • Using what you learned about your customers and the language they use to describe your offerings….how you describe what you do to them.
    Call 866-740-1260 and use Access code: 4917658 to get the Audio Portion of this Webinar © 2011 YCHANGE International LLC. All rights reserved 5/13/2011 Slide
  • It Explains Your Business
    • Who you are targeting?
    • What they are looking for?
    • What you are offering?
    • Why it is so very special?
    • How it is unlike others?
    Call 866-740-1260 and use Access code: 4917658 to get the Audio Portion of this Webinar © 2011 YCHANGE International LLC. All rights reserved 5/13/2011 Slide
    • Collateral
    • Mail Pieces
    • Letterhead & Business Cards
    • Elevator Pitch
    • Tagline & Slogan
    • Web Site/Social Media
    Call 866-740-1260 and use Access code: 4917658 to get the Audio Portion of this Webinar © 2011 YCHANGE International LLC. All rights reserved Different Uses of The Message 5/13/2011 Slide
  • Communicate The Message
    • Via The Different Media
      • Classical Media
      • Digital/Electronic Media
    Call 866-740-1260 and use Access code: 4917658 to get the Audio Portion of this Webinar © 2011 YCHANGE International LLC. All rights reserved 5/13/2011 Slide
  • Classical Media
        • Broadcast
        • Print
        • Conversation
        • Mail
        • PR
    Call 866-740-1260 and use Access code: 4917658 to get the Audio Portion of this Webinar © 2011 YCHANGE International LLC. All rights reserved 5/13/2011 Slide
  • Digital/Electronic Media
        • Web Sites, eMail
        • Social Media, Blogs,
    Call 866-740-1260 and use Access code: 4917658 to get the Audio Portion of this Webinar © 2011 YCHANGE International LLC. All rights reserved 5/13/2011 Slide
  • The Superset Media… Call 866-740-1260 and use Access code: 4917658 to get the Audio Portion of this Webinar © 2011 YCHANGE International LLC. All rights reserved 5/13/2011 Slide
  • A Website Is… Your Customers Use It – not to find you – But To Check You Out! Call 866-740-1260 and use Access code: 4917658 to get the Audio Portion of this Webinar © 2011 YCHANGE International LLC. All rights reserved 5/13/2011 Slide
  • Content
    • The most important aspects of your site:
      • To speak to your target market/visitor’s true need
      • You need to listen first, to understand the language
      • You write differently for the Web than you do for anything else
      • Use the site to establish credibility
    Call 866-740-1260 and use Access code: 4917658 to get the Audio Portion of this Webinar © 2011 YCHANGE International LLC. All rights reserved 5/13/2011 Slide
  • Why Social Media
    • Social media use rising : More than 500 million people on Facebook and more than 1.2 billion Twitter updates in January 2010 alone. More than 71% of businesses plan on increasing their use of Facebook, Twitter, YouTube and blogs in 2010
    • Small businesses are dominant players : Small businesses are cashing in quickly on social media. The increase in use over the past year is up from 12% to 24 %.
    • Mass consumer adoption of social media : 93% of social media users say your company should have a social media presence. 56% of users feel both more closely connected with and better served by companies when they can interact with them in a social media environment
    • Social media drives search engine optimization : improving search engine rankings
    Call 866-740-1260 and use Access code: 4917658 to get the Audio Portion of this Webinar © 2011 YCHANGE International LLC. All rights reserved 5/13/2011 Slide
  • Benefits of Social Media
    • 1. Inherently interactive. That’s why it’s “social”. A static HTML web site is designed to read and click. Social media like Facebook , YouTube , and Twitter are designed around sharing, responding, and interacting.
    • 2. Where people are spending time. Most Web audiences are spending more time there than browsing company sites. Be sure that’s true for your demographic (Facebook is a nonstarter in Japan) and your own industry (no use of Facebook for learning about b2b topics).
    • 3. Easy to acquire. Clicking a “like” button on Facebook or “follow” button on Twitter is a lot easier than filling in a sign up form on a web page.
    • 4. Virality. Interactings on social media platforms, causes instant visibility to friends and contacts. This digital “word-of-mouth” is one of the most powerful tools for reaching new audiences.
    Call 866-740-1260 and use Access code: 4917658 to get the Audio Portion of this Webinar © 2011 YCHANGE International LLC. All rights reserved 5/13/2011 Slide
  • The Web’s Impact on Customers.
    • Communication habits are changing
    • Most of your future customers will be coming from a digital generation
      • iPhone & iPad
      • Instant Messaging
      • Web searching
      • Social Media & Networking
      • Digital Readers & Meters
    Call 866-740-1260 and use Access code: 4917658 to get the Audio Portion of this Webinar © 2011 YCHANGE International LLC. All rights reserved 5/13/2011 Slide
  • Call 866-740-1260 and use Access code: 4917658 to get the Audio Portion of this Webinar © 2011 YCHANGE International LLC. All rights reserved RE-THINKING “social” Networking
    • By 2010, Gen Y will outnumber Baby Boomers using Social Networking Technologies
    • 96% have joined a social network
    • 1 out of 8 couples married last year met online
    • Radio 50 million users = 38 years
    • facebook reached 100 million in 9 months !
    • facebook “country,” third largest in the world
    • Twitter – 75 million visitors in January
    • Twitter – 50 million tweets per day
    5/13/2011 Slide
  • Social Media Tools RSS Blogs Facebook Twitter LinkedIn YouTube Yelp, Foursquare SocialMention Twubs © 2011 YCHANGE International LLC. All rights reserved Slide
  • Blogs Call 866-740-1260 and use Access code: 4917658 to get the Audio Portion of this Webinar © 2011 YCHANGE International LLC. All rights reserved 5/13/2011 Slide
  • Blogs
    • Over 42% of internet users have read blogs
    • Loyalty: 33% read blogs regularly,
    • 46% of them read the same blogs regularly
    • 54% say they surf for new blogs to read
    • 28% of blog readers report taking an action as a result of a blog post
    Call 866-740-1260 and use Access code: 4917658 to get the Audio Portion of this Webinar © 2011 YCHANGE International LLC. All rights reserved 5/13/2011 Slide
  • Why blog?
    • You can become the expert.
    • Connect to a wider audience.
    • Grow your brand – your chance to talk about all things you want to tell clients.
    • Gives you material to distribute.
    • SEO.
    Call 866-740-1260 and use Access code: 4917658 to get the Audio Portion of this Webinar © 2011 YCHANGE International LLC. All rights reserved 5/13/2011 Slide
  • Facebook Call 866-740-1260 and use Access code: 4917658 to get the Audio Portion of this Webinar © 2011 YCHANGE International LLC. All rights reserved 5/13/2011 Slide
  • Facebook
    • More than 500M active users. 100M in US
    • Each has on average 130 friends
    • 50% log in each day
    • 0ver 66% are not college students
    • Fastest growing demographic is 35+
    • Over 150 million users on mobile devices
    Call 866-740-1260 and use Access code: 4917658 to get the Audio Portion of this Webinar © 2011 YCHANGE International LLC. All rights reserved 5/13/2011 Slide
  • Facebook
    • Go to where the clients are. They’ll spread the word.
    • You already have friends on Facebook to start a network.
    • Very easy to use
    • Integrates easily with other social media platforms
    • You can advertise on Facebook
    Call 866-740-1260 and use Access code: 4917658 to get the Audio Portion of this Webinar © 2011 YCHANGE International LLC. All rights reserved 5/13/2011 Slide
  • Twitter Call 866-740-1260 and use Access code: 4917658 to get the Audio Portion of this Webinar © 2011 YCHANGE International LLC. All rights reserved 5/13/2011 Slide
  • What is Twitter?
    • Twitter is a microblogging platform composed entirely of 140 character answers to 1 simple question:
    • “ What are you doing?” or rather, “What are you interested in right now?”
    Call 866-740-1260 and use Access code: 4917658 to get the Audio Portion of this Webinar © 2011 YCHANGE International LLC. All rights reserved 5/13/2011 Slide
  • Twitter
    • Currently 105m registered users
    • 300K new users monthly. 60% quit in first month
    • 4 Degrees of Separation – you’re closer to your clients than you might think
    • 34-44 years old - 26% of users
    • 10% of user make up 90% of content
    Call 866-740-1260 and use Access code: 4917658 to get the Audio Portion of this Webinar © 2011 YCHANGE International LLC. All rights reserved 5/13/2011 Slide
  • LinkedIn Call 866-740-1260 and use Access code: 4917658 to get the Audio Portion of this Webinar © 2011 YCHANGE International LLC. All rights reserved 5/13/2011 Slide
  • LinkedIn
    • World’s largest professional network with over 60 million members
    • Draw up a professional profile or resume
    • Make professional connections: employers, consultants, group members, etc
    • Collaborate, post/distribute jobs listings
    © 2011 YCHANGE International LLC. All rights reserved Slide
  • Social Media Tools RSS Blogs Facebook Twitter LinkedIn YouTube Yelp, Foursquare SocialMention Twubs © 2011 YCHANGE International LLC. All rights reserved Slide
  • Call 866-740-1260 and use Access code: 4917658 to get the Audio Portion of this Webinar © 2011 YCHANGE International LLC. All rights reserved Final Thoughts
    • Jim Smith
    • (503) 922-0784
    • [email_address]
    • www.ychange.com
    • www.twitter.com/ychange/
    • www.facebook.com/ychange/
    5/13/2011 Slide
  • Smart Marketing
    • A two day class that will cover the aspects of Marketing in today’s environment.
    • Date: 5/26 & 6/2
    • Time 1 – 4 p.m.
    • Fee: $65
    5/13/2011 Slide Call 866-740-1260 and use Access code: 4917658 to get the Audio Portion of this Webinar © 2011 YCHANGE International LLC. All rights reserved