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Social Media Time-Starved Entrepreneurs

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This document discusses strategies for time-strapped entrepreneurs to effectively use social media. It provides statistics on social media usage and notes that most CEOs are now using LinkedIn. The document then offers steps to define target customers, choose appropriate networks like Facebook, Instagram, LinkedIn and Twitter, create goals and a content plan, and post at optimal times. It emphasizes the importance of automation, engaging with followers, and tracking results. The overall message is that social media can be worthwhile for businesses despite not being a full-time job, through strategic planning and efficient use of available tools.

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WILL SCOTT, CEO SEARCH INFLUENCE @SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION SOCIAL MEDIA FOR TIME-STARVED ENTREPRENEURS
WHY SOCIAL MEDIA IS WORTH YOUR TIME @SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION
OF ONLINE ADULTS USE SOCIAL NETWORKING SITES @SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION 74%
@SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION OF ONLINE ADULTS USE FACEBOOK 71%
@SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION OF ONLINE ADULTS USE LINKEDIN 28% OF ONLINE ADULTS USE PINTEREST 28%
@SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION OF ONLINE ADULTS USE INSTAGRAM 26% OF ONLINE ADULTS USE TWITTER 23%
@SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION OF BUSINESSES SAY SOCIAL MEDIA KEEPS CUSTOMERS 25%
@SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION ARE CEOs FINALLY GOING SOCIAL?
68% @searchinfluence OF CEOs HAD NO SOCIAL PRESENCE ON THE FIVE SOCIAL NETWORKS OF CEOs WHO HAD TWITTER ACCOUNTS WERE ACTUALLY TWEETING 69% @SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION
LINKEDIN @searchinfluence DOMINATES AS THE ENTRY SOCIAL NETWORK OF CHOICE OF CEOs ONLY ON ONE NETWORK WERE ON LINKEDIN 74% @SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION
@SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION YOU CAN GO SOCIAL
NOT YOUR FULL-TIME JOB … AND THAT’S OK! @SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION
COMPLEMENT YOUR BUSINESS @SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION
TARGET YOUR SOCIAL TIME @SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION
CHANNEL YOUR TARGET CUSTOMER @SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION
STEP 1 DEFINE YOUR TARGET MARKET • DO YOUR CUSTOMERS FALL INTO A CERTAIN INCOME CLASS TO AFFORD YOUR PRODUCTS, SERVICES? • IS YOUR PRODUCT OR SERVICE SPECIFICALLY FOR MEN OR WOMEN? • WHAT IS YOUR TYPICAL CUSTOMER’S AGE? MARITAL AND FAMILY STATUS? WHO MAKES THE PURCHASING DECISIONS? • WHERE IS YOUR TARGET CUSTOMER PHYSICALLY LOCATED? LOCAL? ONLINE? • DOES YOUR PRODUCT OR SERVICE APPEAR TO A CERTAIN CULTURE? @SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION
@SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION STEP 2 WHAT MAKES YOUR CUSTOMERS TICK? • WHAT ARE YOUR CUSTOMERS LIKES & DISLIKES? • WHAT TYPES OF TELEVISION SHOWS DO THEY WATCH? WHAT KINDS OF MAGAZINES, WEBSITES, ETC., DO THEY READ? • WHAT ARE THEIR VALUES? • WHAT KIND OF LIFESTYLE DO THEY LEAD? HOW DOES YOUR PRODUCT OR SERVICE FIT INTO THEIR LIFESTYLE?
STEP 3 CHOOSE YOUR TARGET NETWORKS TO REACH THEM @SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION
@SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION CHOOSING YOUR TARGET NETWORKS • FAST-MOVING CONSUMER GOODS WILL PERFOMR BETTER ON FACEBOOK • TWITTER IS PRIMARILY A NEWS SOURCE FOR ITS USERS. • PINTEREST IS THE PLACE TO BE FOR FOOD- AND DRINK-RELATED PRODUCTS OR CONTENT AS WELL AS FAMILY OR PARENTING CONTENT. • INSTAGRAM’S AUDIENCE PRIMARILY FEMALE BETWEEN THE AGES OF 18 AND 44. CLOTHING, ACCESSORIES AND ENTERTAINMENT-RELATED BRANDS DO WELL HERE.
FACEBOOK @SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION
INSTAGRAM @SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION
LINKEDIN @SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION
TWITTER @SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION
YOUTUBE @SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION
@SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION MAKE A PLAN
@searchinfluence@SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION STEP 1 CREATE SOCIAL MEDIA GOALS • WRITE DOWN 3 SOCIAL MEDIA GOALS: WHAT SUCCESS LOOKS LIKE AND HOW YOU’LL TRACK THEM. • WHAT TYPES OF CONTENT WILL YOU POST AND HOW OFTEN? • WHO WILL CREATE THE CONTENT? • YOUR SOCIAL MEDIA EFFORTS SHOULD BE DRIVEN BY BUSINESS OBJECTIVES. • GO BEYOND SOCIAL; CONSIDER LEADS, SENTIMENT OR WEBSITE TRAFFIC.
@searchinfluence@SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION STEP 2 DO A SOCIAL MEDIA AUDIT • WHAT SOCIAL MEDIA NETWORKS ARE YOU ON? • WHO IS CONNECTING WITH YOU VIA THESE SOCIAL NETWORKS? • HOW DOES YOUR SOCIAL MEDIA PRESENCE COMPARE TO YOUR COMPETITORS?
@searchinfluence@SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION STEP 3 CREATE OR IMPROVE • IF YOU’RE NOT ALREADY ON YOUR TARGET SOCIAL MEDIA NETWORKS, IT’S TIME TO OPEN AN ACCOUNT • IF YOU’RE ON YOUR TARGET SOCIAL MEDIA NETWORKS, REFINE & UPDATE THEM.
PUT IT ON THE CALENDAR @SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION
@searchinfluence@SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION BEST TIMES TO POST ON FACEBOOK • POST BETWEEN 1-4 P.M. • PEAK TIME IS WEDNESDAY AT 3 P.M. • LIMIT POSTS ON FACEBOOK TO ONCE PER DAY
@searchinfluence@SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION BEST TIMES TO POST ON LINKEDIN • BEST DAYS ARE TUESDAYS – THURSDAYS • PEAK TIMES ARE NOON AND 5-6 P.M. • WORST TIMES TO POST ON LINKEDIN ARE MONDAYS AND FRIDAYS 10 P.M. TO 6 A.M.
@searchinfluence@SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION BEST TIMES TO POST ON TWITTER • GOOD TIMES TO POST ARE MONDAYS THROUGH THURSDAYS FROM 1-3 P.M. • WORST TIMES TO POST ARE ANY DAY AFTER 8 P.M. AND FRIDAYS AFTER 3 P.M.
MULTITASK @SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION
@SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION
GET SOCIAL MEDIA APPS ON YOUR PHONE @SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION
@searchinfluence SOCIAL MEDIA APPS @SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION LINKEDINPINTEREST INSTAGRAMFACEBOOK
@searchinfluence APPS FOR TWITTER @SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION TWEETCASTERTWICCA (FOR ANDROID) TWITTERECHOFON
AUTOMATE, AUTOMATE, AUTOMATE @SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION
@searchinfluence FACEBOOK SCHEDULING @SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION
@searchinfluence THERE’S ALSO HOOTSUITE @SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION
REACT & ENGAGE @SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION
@searchinfluence@SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION STRATEGIC FOLLOWING • FOLLOW OTHER KEY INDUSTRY MEMBERS AND INFLUENCERS THAT ARE RELEVANT TO YOUR BUSINESS • ENGAGE WITH INDUSTRY INFLUENCERS ONLINE
@searchinfluence@SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION ENGAGE STRATEGICALLY ON TWITTER • RETWEET TWEETS THAT ARE RELEVANT TO YOU • @MENTION INDIVIDUALS OR BUSINESSES YOU ADMIRE • RESPOND/REPLY TO TWEETS THAT ARE RELEVANT TO YOU OR MENTION YOU
@searchinfluence@SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION ENGAGE STRATEGICALLY ON FACEBOOK • REPOST CONTENT THAT IS RELEVANT TO YOU • TAG INDIVIDUALS OR BUSINESSES THAT YOU ADMIRE • RESPOND/REPLY TO POSTS THAT ARE RELEVANT TO YOU OR MENTION YOU
@searchinfluence@SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION LEVERAGE YOUR AUDIENCE • ASK YOUR AUDIENCE TO SHARE IMPORTANT POSTS • ASK YOUR AUDIENCE TO COMMENT AND SHARE FEEDBACK • BE PREPARED TO RESPOND TO COMMENTS WHEN NEEDED
TRACK YOURSELF @SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION
@searchinfluence SOCIAL MENTION @SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION
@searchinfluence TOPSY @SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION
@searchinfluence ARE YOU INFLUENTIAL? @SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION
WILL SCOTT, CEO SEARCH INFLUENCE @SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION THANK YOU! ANY QUESTIONS?

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