ASBTDC Social Media for Small Business by Stone Ward


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Emily Reeves, Director of Digital Strategy and Planning at Stone Ward presented to Arkansas Small Business and Technology Development Center on the topic of social media for small business.

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ASBTDC Social Media for Small Business by Stone Ward

  1. 1. SocialMediaforSmallBusiness2.12.13Presented to:Arkansas Small Business and Technology Development CenterUniversity of Arkansas at Little Rock | College of BusinessDonald W. Reynolds Center for Business and Economic Development
  2. 2. Hi, I am Emily. @reeves501 @stoneward
  3. 3. Agenda Why should you use social media? What happens when you avoid social media? How should you plan for using social media? How can you manage your social media presences? Questions? @reeves501 @stoneward
  4. 4. Why should you use social media? @reeves501 @stoneward
  5. 5. Why Social? It is where your customers are spending their time. It allows for two-way communications with your customers. It is a great tool for learning more about your customers wants and needs. It allows for easy content distribution. Your competitors are there. @reeves501 @stoneward
  6. 6. Why Social?Social media is actually better suited for small businesses than itis for large businesses.Social media is about making personal connections. It should feellike going into your regular coffee shop every day whereeveryone knows each other’s name, a little bit about their livesand your regular order.Social media is not about the number of followers/fans; it isabout the connections and value of the engagements that youmake and have in those channels.It is word-of-mouth. On steroids. @reeves501 @stoneward
  7. 7. Need facts to prove theworth of social media? @reeves501 @stoneward
  8. 8. Facts & Figures: Video Video works. It just does. Online video delivers 10 times the response rate of static text and graphics. People stay on websites 5.33 times longer with video. Product videos make consumers 85% more likely to buy. @reeves501source @stoneward
  9. 9. Facts & Figures: Video Video works. It just does. The human brain absorbs 50% more information through moving pictures and sound than the next best medium. People are 75% more likely to watch video than read print. YouTube is ranked as the #2 search engine in the world. @reeves501source @stoneward
  10. 10. Facts & Figures: Photos Instagram keeps beating its own records. Hurricane Sandy = 10 photo uploads per second The 2012 Election = over 1 million photos in one day Thanksgiving = 200 photo uploads per second @reeves501source, source, source @stoneward
  11. 11. Facts & Figures: Photos Pinterest is a reality businesses must face. The service engenders enormous loyalty and has become a daily habit for more than half its users. 38% of U.S. social media users plan to use Pinterest more often. 70% of the site’s users are women and 64% of the site’s fans are under the age of 34. In fact, Pinterest is the third-most widely-used social network for women 18-44 (behind Facebook and Twitter). @reeves501source @stoneward
  12. 12. Facts & Figures: Photos Pinterest is a reality marketers must face. The most popular pins? Food Arts & Crafts Fashion Interior Design Family-Related Content Photography 27% of Pinterest users have purchased a product as a result of seeing it on someone else’s pinboard. @reeves501source @stoneward
  13. 13. Facts & Figures: Facebook People still use Facebook, despite increasing frustrations with it.  23% of Facebook’s users check their account at least five times every single day. 32% of the heaviest adopters of social networks — those ages 18 to 24 — connect with sites such as Facebook and Twitter in the bathroom. @reeves501source, source @stoneward
  14. 14. Facts & Figures: Facebook Though brand engagement on Facebook is continuing to decrease. On average, just 6% of fans engage with a brands Facebook Page via likes, comments, polls and other means. @reeves501source @stoneward
  15. 15. Facts & Figures: Facebook Though brand engagement on Facebook is continuing to decrease. Many marketers simply don’t know how to create the kinds of conversations that engage customers. 20 of 50 companies have a 4:1 company to customer ratio of posts on their Facebook pages. 71% of the company posts were promotional, but only 5% of all posts actually sought to create real conversation with their customers. @reeves501source @stoneward
  16. 16. Facts & Figures: Google+ Google+ is growing. The Google +1 button is used 5 billion times per day. 48% of fortune global 100 companies are now on Google+. Google+ pages appear in search results for 30% of brand term searches for brands with G+ pages, up from 5% in February 2012. Only 8% of Americans 12+ have a Google+ profile page. @reeves501source @stoneward
  17. 17. Facts & Figures: Google+ Google+ is growing. 42% of worldwide Google+ users are single; 27% are married. 68% of Google+ users are male, while 32% of Google+ users are female. Websites using the +1 button generate 3.5x the Google+ visits than sites without the button. @reeves501source @stoneward
  18. 18. Facts & Figures: Email Ask people to do something and they will typically do it: 87% of US online adults receive opt-in email. @reeves501sources: Blackbaud, Common Knowledge @stoneward
  19. 19. Facts & Figures: Email All ages of people will subscribe to emails from companies: • 18-29 years old: 15.6% • 30-39 years old: 24.4% • 40-49 years old: 28.2% • 50-64 years old: 32.9% • 65+ years old: 31.4% US population that subscribes to brand emails: 26.1% @reeves501sources: Blackbaud, Common Knowledge @stoneward
  20. 20. Facts & Figures: Email All ages of people will subscribe to emails from companies: 20% of opt-in emails are opened on a mobile device. Be sure your message is rendering across mobile devices.  @reeves501sources: Blackbaud, Common Knowledge @stoneward
  21. 21. Facts & Figures: Email Putting it into perspective: using email to build social followers will yield some results. 1000 emails = 134 FB followers = 26 Twitter followers @reeves501sources: Blackbaud, Common Knowledge @stoneward
  22. 22. Facts & Figures: Mobile We are addicted to our mobile phones. 90% of 18-29 year olds sleep with their smartphones. 1 in 3 people would rather give up sex than their phone. 95% of people use the phone for something just before going to bed. Half of people check their phones immediately if they wake up during the night. @reeves501source @stoneward
  23. 23. Facts & Figures: Text Messaging Ask people to do something and they will typically do it: 23% of US online adults have opted in to receive text messages from companies or organizations. @reeves501sources: Blackbaud, Common Knowledge @stoneward
  24. 24. Facts & Figures: Text Messaging Who opts-in to text messages? Males and females have the same rate of opting in to SMS messages, but females report a significantly more positive experience: 39.3% vs. 29.4% Why? Perhaps content driven, women like coupons? SMS is invasive, so must be carefully crafted.Very personal. Consider that in messaging, frequency and timing of delivery.  @reeves501sources: Blackbaud, Common Knowledge @stoneward
  25. 25. What happens whenyou avoid social media? @reeves501 @stoneward
  26. 26. When You Avoid Social Media: You are missing an opportunity to build brand loyalty. Your competition is taking advantage of your absence. You don’t know what your customers think about you (the good, the bad & the ugly). Customers are looking for you online and not finding you; it is like you don’t exist at all. @reeves501 @stoneward
  27. 27. How should you planfor using social media? @reeves501 @stoneward
  28. 28. This is About More Than SocialStop thinking about the tools andstarting thinking about the results.Think about social media, mobileand web across paid, earned andowned media, all as a holistic digitalstrategy that drives desiredexperiences and outcomes. @reeves501 @stoneward
  29. 29. What You Should Hear When Planning What is your goal? Here is the ROI. I don’t care about follower counts. Facebook and Twitter are only a start. Let’s look at data. Your website should be social. @reeves501 @stoneward
  30. 30. Think About Mapping the Message @reeves501 @stoneward
  31. 31. Think About Mapping the Message @reeves501 @stoneward
  32. 32. Think About Your Content Infographics Blog Posts Videos Created Brand T RA FFIC Content TRA FFI C Community/ Brand Channel Site Webinars CONT ENT S EO CONTENT MARKETING HUB (your website) Facebook Google Pinterest Twitter Search Engine Marketing Outposts IC TR Results Pages & Influencer Sites FF A A FF TR Partner Sites IC Yahoo Bing Influencer Blogs TR AFF IC News Sites @reeves501 @stoneward
  33. 33. Social Media Etiquette Don’t over-promote. Don’t be lazy. Don’t act desperate. Don’t do it if it doesn’t feel good. Be honest. @reeves501 @stoneward
  34. 34. Monitor, Measure & OptimizeAll digital efforts can affect andinfluence each other. Look at themcomprehensively.Integrating social media into otherefforts can show ROI. Social mediashould not be measured in terms offans or followers. @reeves501 @stoneward
  35. 35. Reach Engagement Conversions Visits Page views Contest entriesContent reach Visit duration Newsletter sign-ups Impressions New “likes” Coupon downloads Post activity Video views Click-throughs Any activity that indicates movement to sale @reeves501 @stoneward
  36. 36. How can you manage your social media presences? @reeves501 @stoneward
  37. 37. Where Do You Start? Accept that social media management is extremely time intensive. Get personally involved in social media channels. Use them for yourself to get a better understanding of what the channels are and how they are used. Conduct searches related to your products and services and listen to the conversations to learn what is important to your audience and where they are spending their time. Put together a content strategy. Assign someone or hire a person or a company to manage your community. @reeves501 @stoneward
  38. 38. Some Tips To stay in the stream, post daily. Photos and videos are more interesting than text. People love to be asked their opinion. People like to feel like they are getting exclusive access to something by being a part of your network. Get personal and be authentic. Respond quickly. Create conversation. @reeves501 @stoneward
  39. 39. Need Help? Emily Reeves Director Digital Strategy & Planning Stone Ward 501.604.6142 @reeves501 @stoneward
  40. 40. Questions? @reeves501 @stoneward
  41. 41. Thank you.Emily ReevesDirector of Digital Strategy &