Successfully reported this slideshow.
Your SlideShare is downloading. ×

Social Media Strategy for Small Business

Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Upcoming SlideShare
Social Media, Social Good
Social Media, Social Good
Loading in …3
×

Check these out next

1 of 15 Ad

More Related Content

Slideshows for you (20)

Similar to Social Media Strategy for Small Business (20)

Advertisement

More from Geben Communication (20)

Recently uploaded (20)

Advertisement

Social Media Strategy for Small Business

  1. 1. Getting Started in 5 Easy Steps Creating a Social Media Strategy Heather Whaling Geben Communication gebencommunication.com prTini.com (blog) twitter.com/prTini linkedin.com/in/heatherwhaling
  2. 2. What are we talking about? <ul><li>Social media isn’t: </li></ul><ul><li>Traditional marketing “digitized” </li></ul><ul><li>Quick sales </li></ul><ul><li>Free </li></ul><ul><li>Stand alone </li></ul><ul><li>Social media is: </li></ul><ul><li>Insightful </li></ul><ul><li>Conversational </li></ul><ul><li>Strategic </li></ul><ul><li>Valuable … when done correctly </li></ul>
  3. 4. Social Media Trends <ul><li>17% of online time is spent on social networks </li></ul><ul><li>In 2010, 50% of marketers (read: your competition) will incorporate social media </li></ul><ul><li>Top 5 marketing tactics increasing in 2010: </li></ul><ul><ul><li>Social media (75%) </li></ul></ul><ul><ul><li>Web search/SEO (51%) </li></ul></ul><ul><ul><li>Email campaigns (49%) </li></ul></ul><ul><ul><li>Virtual events (48%) </li></ul></ul><ul><ul><li>Online advertising (28%) </li></ul></ul>
  4. 5. Photo Credit: First Monday, Orlando Chamber of Commerce
  5. 6. Be Strategic <ul><li>Step 1: Create measurable goals </li></ul><ul><li>Step 2: Research and listen </li></ul><ul><li>Step 3: Develop a network </li></ul><ul><li>Step 4: Integrate online and offline </li></ul><ul><li>Step 5: Measure ROI and ROE </li></ul>
  6. 7. Step 1: Create Measurable Goals <ul><li>S pecific </li></ul><ul><li>M easurable </li></ul><ul><li>A ttainable </li></ul><ul><li>R ealistic </li></ul><ul><li>T ime-sensitive </li></ul>Photo credit: Knickerstwist
  7. 8. Step 2: Research and Listen <ul><li>Who are you trying to reach? How are they using social media? </li></ul><ul><ul><li>Surveys, polls, focus groups </li></ul></ul><ul><ul><li>What are people saying? </li></ul></ul><ul><ul><li>Where are they saying it? </li></ul></ul><ul><li>Pay attention to review sites (like Yelp) </li></ul><ul><li>Listen, listen, listen </li></ul>
  8. 9. Case Study: First Mariner Bank
  9. 10. Step 3: Develop a Network <ul><li>Choose the right tools </li></ul><ul><li>Start interacting </li></ul><ul><li>Create interesting content </li></ul><ul><li>Focus on strategy </li></ul><ul><li>Cultivate influencers </li></ul><ul><li>Promote others </li></ul><ul><li>Be creative </li></ul><ul><li>Share, share, share </li></ul>
  10. 11. Step 4: Integrate Online and Offline <ul><li>Cross-promote content </li></ul><ul><li>Balance traditional communication </li></ul><ul><li>and social media </li></ul><ul><li>Enhance media relations </li></ul><ul><ul><li>Talk to reporters on social networks </li></ul></ul><ul><ul><li>HARO and Pitch with Me </li></ul></ul><ul><ul><li>Distribute social media releases </li></ul></ul><ul><li>Use offline tools to drive online efforts … </li></ul><ul><li>and visa versa </li></ul>
  11. 12. Case Study: Geben Gives
  12. 13. Case Study: Geben Gives
  13. 14. Step 5: Measure ROI and ROE <ul><li>Return on Insight = The New ROI </li></ul><ul><li>Return on Engagement </li></ul><ul><ul><li>Twitter followers, lists, retweets and link open-rates </li></ul></ul><ul><ul><li>Blog comments, traffic, inbound links </li></ul></ul><ul><ul><li>Facebook fans, wall posts and comments </li></ul></ul><ul><ul><li>YouTube ratings, embeds on other sites </li></ul></ul><ul><li>Measuring influence requires research </li></ul>
  14. 15. <ul><li>“ Planning without action is futile, </li></ul><ul><li>action without planning is fatal.” </li></ul>Heather Whaling Geben Communication gebencommunication.com prTini.com (blog) twitter.com/prTini linkedin.com/in/heatherwhaling

×