Social Media for Small Businesses


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This presentation provides a quick overview of what social media is and how to use to promote your business.

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Social Media for Small Businesses

  1. 1. © Natalie Griffiths Associates 2010 Marketing Strategy for Small Businesses Understanding Social Media and leveraging as a marketing tool to promote your business By Natalie Griffiths Associates Created using WordleCreated using Wordle Updated: 22.11..10
  2. 2. © Natalie Griffiths Associates 2010 Marketing Strategy for Small Businesses • Content – Social Media: an introduction – Social Media: networking sites examples – Social Media: utilising LinkedIn as a social media platform – Developing your social media strategy 2
  3. 3. © Natalie Griffiths Associates 2010 Marketing Strategy for Small Businesses Social Media: an introduction 3
  4. 4. © Natalie Griffiths Associates 2010 Marketing Strategy for Small Businesses 4 What is Social Media? “ …. designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques” _________ “…. media that is created to be shared freely” _________ “ … based on user participation and user-generated content. They include social networking sites like LinkedIn or Facebook” Social media has grown phenomenally since the emergence of Web 2.0 (second generation of the World Wide Web.) This has provided users with tools to build social & business connections as well as being able to share information or collaborating with projects online. Social Media can be described as being user generated; shared freely; highly accessible; and disseminated through social interaction
  5. 5. © Natalie Griffiths Associates 2010 Marketing Strategy for Small Businesses 5 How can this help my business? From a business perspective, Social Media can be a relatively inexpensive promotional tool when integrated as part of your marketing communication strategy. It can work as an additional advertising mechanism, or it can offer interactive means by which to talk directly to your customers and prospects – some of which is still free. The key however is not to simply launch into this space because everyone else is – but to think through what you want to achieve, plan your communication strategy and finally make sure you have something relevant on offer to your prospects. Otherwise, much time and energy can be invested for limited or no results. Note: Traditional principles in marketing still apply to Social Media marketing. Examples of how Social Media is used by businesses Facebook may be used for customer service and broadcasting updates; Twitter may be used for promotions; LinkedIn helps to establish credibility; YouTube could give a behind the scenes look at your business Social media takes many different forms, including Internet forums, weblogs, social blogs, microblogging, wikis, podcasts, pictures, video, rating, social bookmarking
  6. 6. © Natalie Griffiths Associates 2010 • Social Media Marketing can be used to compliment your communication strategy and enables businesses to: – Test new ideas (with limited investment) – Launch campaigns / viral networking – Gain credibility through endorsements and by providing expertise on specific subjects – Conduct polls to determine opinion – Collaborate / exchange ideas – Gather a following – Provide a sense of “community” – Encourage direct feed back Marketing Strategy for Small Businesses 6
  7. 7. © Natalie Griffiths Associates 2010 Social Media: networking site examples 7Marketing Strategy for Small Businesses
  8. 8. © Natalie Griffiths Associates 2010 8 Blogging - various • Used to share resources, experiences or views; report on new services/ideas; or as a reflective tool. • Utilised by businesses to promote expertise and to generate a following / fan base (top ten tips etc) • UK government and the USA presidential election candidates used blogs to support their campaigns Marketing Strategy for Small Businesses
  9. 9. © Natalie Griffiths Associates 2010 9 Microblogging - Twitter • Similar to blogging, but only facilitates short updates “Get short, timely messages …” • Contains some personal information and encourages a following / fan base • Most business sites now feature the Twitter symbol • Notable celebrities that tweet include Stephen Fry, Ashton Kutcher (millions of followers!) Marketing Strategy for Small Businesses
  10. 10. © Natalie Griffiths Associates 2010 10Marketing Strategy for Small Businesses Social networking - Facebook • Facebook came into existence as an internal friendship network for students of Harvard College (Feb 4 2004.) Since then it has grown phenomenally with over 40 million active users. • Features: – Connection with friends – Real time newsfeed updates – Profile incl: pictures, video, web links etc – Event calendar (and invitation function) – Ability to set up groups or join other groups – Give virtual gifts; gaming; market place etc Business usage has increased significantly with Facebook now becoming a part of company’s social media marketing. This is not for however for all businesses as they may find their marketing budget is better spent elsewhere. everyone. Many “savvy” facebook members prefer simply use the site for finding or maintaining friendships rather than anything else.
  11. 11. © Natalie Griffiths Associates 2010 11Marketing Strategy for Small Businesses Social (professional) networking – Linkedin • This social network can be used to find jobs, people or business opportunities – You can input information to a “Profile” (company or individual) and include a photo plus details of your (or company) website and link to Twitter – The “Profile” itself either reflects details about the company or a personal c.v. – “Connections” are built by sending invitations, or through LinkedIn invites • Features include: – Company / Employee Research – LinkedIn Answers – LinkedIn Groups – Recommendations (from your connections) – Real time updates “Share an update …” – Network updates and daily / weekly digest by email Resources: As of 8 April 2010 LinkedIn had more than 65 million registered users
  12. 12. © Natalie Griffiths Associates 2010 Social Media: utilising LinkedIn as a social media platform 7Marketing Strategy for Small Businesses
  13. 13. © Natalie Griffiths Associates 2010 • Ensuring that you are “connected” and posting regular updates through your social network can be time consuming • For those of you that don’t have a dedicated social media team it can feel as though there is a huge effort for little return • The truth however is that your customer / prospect are likely to be using a number of social media channels. Focusing on just one channel could mean you potentially miss out on communicating with many • The trick is to try and use a single source to update as many channels as possible. For businesses on a budget LinkedIn provides just this … and it is free. Marketing Strategy for Small Businesses
  14. 14. © Natalie Griffiths Associates 2010 • LinkedIn has a number of applications / social media channels that you can associate with your profile • Once you “plug” these into your profile, you only need to do a single update for it to appear in both • With Twitter for example you are able to post Tweets through your Twitter account that appear in your LinkedIn profile, or vice versa. Marketing Strategy for Small Businesses LinkedIn and Twitter To add your Twitter account, visit “Edit My Profile” and click “Add Twitter account” next to the Twitter field. Twitter will ask you to verify your account name and password. Once the account is verified, you’ll be asked how you’d like to share your tweets on LinkedIn.
  15. 15. © Natalie Griffiths Associates 2010 • SlideShare is the world's largest community for sharing presentations. You can embed presentations into your own blog, website or associate with your LinkedIn account Marketing Strategy for Small Businesses LinkedIn and SlideShare • Set up a SlideShare account • Upload presentations either through LinkedIn or Slideshare for it to appear in both channels • When in LinkedIn, your presentations will appear in your profile SlideShare is present on both Linkedin and Facebook. Sync both these accounts with SlideShare and you have a holy triad. Upload to any one — SlideShare, Facebook or LinkedIn and it will shows up instantly on all three
  16. 16. © Natalie Griffiths Associates 2010 • This application enables you to showcase your creative work in your LinkedIn Profile and vice versa Marketing Strategy for Small Businesses LinkedIn and Creative Portfolio Display • After installing the application, upload your portfolio in the Behance Network (a free online platform for creative professionals.) • You can create an unlimited number of multimedia projects and can select which projects are displayed on your LinkedIn profile.
  17. 17. © Natalie Griffiths Associates 2010 Marketing Strategy for Small Businesses • LinkedIn Applications – There are numerous applications available through LinkedIn to associate and sync with your profile – Access these from the menu bar. Select More and then Get More Applications – Take time to review which are most appropriate and concentrate your efforts on setting them up with a view to updating as frequently as you can
  18. 18. © Natalie Griffiths Associates 2010 Developing your Social Media strategy (extract only) 12Marketing Strategy for Small Businesses
  19. 19. © Natalie Griffiths Associates 2010 Marketing Strategy for Small Businesses 13 Developing your Social Media Strategy • Determine objectives • What do you want to achieve? • Generate awareness; stimulate a “following”; launch a product; lead generation; enhance reputation / expertise • Note you may have different objectives if using multiple platforms • Agree goals • Define up to 5 key “goals” which can be measured (SMART) • Define strategy • Outline your communication and brand strategy • Ensure you have determined who your target audience; the image you want to project; and relevant timely messages • Draw up a plan • Keep on track by outlining specific actions on a time based plan
  20. 20. © Natalie Griffiths Associates 2010 Marketing Strategy for Small Businesses 14 Developing your Social Media Strategy • Other considerations: • Find people to follow / encourage people to join, follow you (establish fans) or recommend • Use the tools regularly, even if only for short updates (keep it fresh) • Link to other Social Media platforms (blogs, twitter, newswires etc) • But be aware of the time this can take! • Integrate with other forms of communication / marketing collateral • Include to your email sign off etc • Integrate directly on your website • Stick to the PLAN … and make sure you are doing only what you set out to achieve.
  21. 21. © Natalie Griffiths Associates 2010 Natalie Griffiths Associates • Overview – Natalie Griffiths Associates is a London based marketing consultancy resource offering flexible executive level support for small to large sized organisations. – During a time of economic uncertainty, increasing your permanent work force can be hard to justify. The aim with Natalie Griffiths Associates is to ensure you get the right help on an interim basis. – Whether it’s developing strategic marketing plans for 2011, determining brand direction or integrating social media into the communication mix, Natalie Griffiths Associates brings both a track record and corporate level experience to help drive your business forward. • Common Issues & Challenges – Rapid change to your organisation has led to a senior level skills shortage – Your product launch will miss its deadline without leadership support – Fresh impetus is required to get things moving on a complex project – It's time consuming to find executive level resources with a track record Providing expert marketing support to help drive your business forward
  22. 22. © Natalie Griffiths Associates 2010 • For more information contact Natalie on: • Website: • Mobile: 07904972864 • Landline: 02070891439 – Or Skype for free • Email: Natalie Griffiths Associates