Leveraging Blogs & Facebook For Your Business


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Presentation on how to leverage blogs and Facebook for small businesses.

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Leveraging Blogs & Facebook For Your Business

  1. 1. Leveraging Blogs & Facebook For Your Business Rachel Melia Online & Mobile Marketing Consultant
  2. 2. Agenda <ul><li>My background </li></ul><ul><li>Marketing paradigm shift </li></ul><ul><li>Social media stats </li></ul><ul><li>Social media business use </li></ul><ul><li>Case studies </li></ul><ul><li>Is it for you? </li></ul><ul><li>Business reasons to jump in </li></ul><ul><li>Do’s & Don’ts </li></ul><ul><li>Getting started </li></ul><ul><li>Resources </li></ul>
  3. 3. Background <ul><li>15 years online advertising experience on clients including Kodak Mobile (part of Kodak Gallery), Macromedia, Microsoft, Palm, Tivo </li></ul><ul><li>3+ years as marketing consultant for Cellfire, Attainia, and others </li></ul><ul><li>Acquisition, activity/retention, website development, user research </li></ul><ul><li>Recent emphasis on social media marketing </li></ul><ul><li>Women In Consulting Facebook Coordinator </li></ul>
  4. 4. Marketing Paradigm Shift Hubspot, 2009 Marketing used to be one-way.. … now marketing is two-way
  5. 5. Social Media Stats <ul><li>Facebook has 350 million users </li></ul><ul><li>Facebook reaches 56% of the internet universe with an average usage of 6 hrs/mo per user </li></ul><ul><li>Facebook is the #3 site visited by users 65 and older </li></ul><ul><li>Twitter grew 500% year-over-year </li></ul><ul><li>Time spent on social networking sites in the US increased 277% year-over-year </li></ul><ul><li>The average US worker spends 5 hrs/mo visiting social networks at the office </li></ul>Source: Mediapost.com Social media has become mainstream and continues to grow rapidly
  6. 6. Business Use <ul><li>62% visit company pages on social media sites </li></ul><ul><li>55% visit company blogs </li></ul><ul><li>55% search for info on social media sites </li></ul><ul><li>Of companies using social media, 70% of maintain profiles on social media sites </li></ul><ul><li>60% of companies maintain blog/s </li></ul>*Business.com 2009 Business Social Media Benchmarking Study Respondents: 3,000 business North American business professionals
  7. 7. Business Use <ul><li>Website traffic most popular success metric </li></ul><ul><li>Engagement with prospects and brand awareness also popular metrics </li></ul><ul><li>Website traffic, useful product feedback, and lead volume are measured most successfully (very well/well vs. not at all/barely) </li></ul>
  8. 8. Business Use <ul><li>Of those with company social media profile, 80% have a Facebook page </li></ul><ul><li>Approximately 50% say social media sites impact business results well/very well – varies minimally across sites </li></ul><ul><li>48% report Facebook impacts business results well/very well </li></ul>
  9. 9. Business Use <ul><li>Employees at very small companies are the most likely to use social media as a business resource and employees at very large companies somewhat less likely </li></ul><ul><li>Real estate & construction most likely to use social media as resource </li></ul><ul><li>Law and industrial goods & services least likely to use social media as resource </li></ul>
  10. 10. Additional Research – B2C & B2B <ul><li>Driving traffic most used Facebook tactic </li></ul><ul><li>Creating a Facebook application and creating a survey worked best for B2C </li></ul><ul><li>Creating a survey and “friending” recent customers worked best for B2B </li></ul>
  11. 11. Case Studies – Big B2C <ul><li>Company: Dairy Queen </li></ul><ul><li>Objectives/Tactics: Blog – humanize brand and connect with customers, Facebook – consumer engagement, Twitter – reputation monitoring, customer service, DQ promotion, identifying/rewarding brand evangelists </li></ul><ul><li>Results: Blog – 50,000 visitors and 560 comments, Facebook – 748,908 fans, Twitter – 5,090 followers </li></ul><ul><li>Company: Starbucks </li></ul><ul><li>Tactic: Facebook – varied/fun status updates (video, blog posts, all aspects about coffee) </li></ul><ul><li>Results: 5,535,433 very engaged/loyal fans </li></ul>
  12. 12. Case Studies – B2B <ul><li>Company: Spherion (recruiting and staffing) </li></ul><ul><li>Objective: Access to active and passive job seekers </li></ul><ul><li>Tactic: Facebook - Partnered with CareerBuilder to provide robust content </li></ul><ul><li>Results: 8,339 fans, valuable candidate feedback used for improved business model and communication strategy, plethora of job applicants (10% placed) </li></ul><ul><li>Company: Louis E. Page (fencing supplier) </li></ul><ul><li>Tactic: Blog (“How To Use Woven Wire Fencing To Build A Horse Paddock”) </li></ul><ul><li>Results: 1,500 views, media coverage, 850% increase in sales leads </li></ul><ul><li>http://www.necn.com/Boston/SciTech/2009/07/28/Business-finds-success-through/1248823389.html </li></ul>
  13. 13. Case Studies – B2B <ul><li>Company: Business.com (business how-to site) </li></ul><ul><li>Objectives: Build awareness as source for business solutions and drive higher quality traffic to site </li></ul><ul><li>Tactics: 2 blogs (“What Works For Business” and “B2B Online Marketing”), Twitter – 2 accounts </li></ul><ul><li>Results: Learnings – volume of blog posts important for consistent following and SEO rankings, importance of editorial planning – intermix long posts w/ frequent short ones </li></ul><ul><li>Company: Women In Consulting </li></ul><ul><li>Objectives: Awareness as resource for consultants/small businesses, thought leadership, grow affiliate and member base </li></ul><ul><li>Tactics: Blog, LinkedIn, Facebook, Twitter </li></ul><ul><li>Results: LinkedIn – 1,060 members, Twitter – 305 followers, Facebook – 320 fans (started 4 mos ago/limited promotion) </li></ul><ul><li>Next: Survey to learn what types of content people want, role social media plays in acquiring new members </li></ul>
  14. 14. Should You Do It?
  15. 15. Business Reasons <ul><li>Blog </li></ul><ul><li>Thought leadership – credibility/PR </li></ul><ul><li>Content for Facebook and other social media </li></ul><ul><li>Drive traffic to site, etc. </li></ul><ul><li>SEO – search favors frequent updates </li></ul><ul><li>Facebook </li></ul><ul><li>Customer/ prospect engagement </li></ul><ul><li>Drive traffic to site, etc. </li></ul><ul><li>Customer feedback and suggestions </li></ul><ul><li>Profile customer demographics and interests </li></ul><ul><li>Surveys </li></ul><ul><li>SEO – search now indexing social sites </li></ul>
  16. 16. Do’s & Don’ts <ul><li>Always remember POST – People, objectives, strategy, tactics. Use social media to achieve objectives. </li></ul><ul><li>Don’t take on too much – Social media takes significant time to execute well and see results. Focus is important. </li></ul><ul><li>Don’t spam – Producing quality content is critical to success. Remember your company’s reputation is on the line. </li></ul><ul><li>Do figure out what works for you – Some social media best practices apply to many companies, but not all. No one knows YOUR brand better than you. Look at social media outreach as an opportunity to open a dialogue with core audience and find out what they want from YOU. Every company has to experiment with social media and find out what works best for them. </li></ul>Business.com 2009 2009-dabbling with tools, 2010-all about strategy
  17. 17. Getting Started – Blog <ul><li>Choose blog service - Blogger (Google), Typepad, WordPress </li></ul><ul><ul><li>Use of company domain (blog.company.com vs. company.typepad.com) </li></ul></ul><ul><ul><li>Allows subscriptions by RSS and email </li></ul></ul><ul><ul><li>Themes/customization </li></ul></ul><ul><ul><li>Integration with social media </li></ul></ul><ul><li>Create blog </li></ul><ul><ul><li>Template, customization, widgets </li></ul></ul><ul><li>Develop content strategy and publishing schedule </li></ul><ul><li>Designate writer/s and manager/s </li></ul><ul><li>Develop promotion strategy </li></ul><ul><ul><li>Site, email/newsletter, social media, signature, guest articles </li></ul></ul><ul><li>Analysis </li></ul><ul><ul><li>Blogging services offer reporting tools </li></ul></ul><ul><ul><li>3 rd party tools such as Hubspot, Omniture </li></ul></ul>
  18. 18. Getting Started - Facebook <ul><li>Create page (or group) </li></ul><ul><ul><li>Logo, company information </li></ul></ul><ul><li>Develop content strategy and publishing schedule </li></ul><ul><ul><li>Blog posts, industry insights, relevant articles, interesting company information, events, photos/videos </li></ul></ul><ul><li>Designate administrator/s </li></ul><ul><li>Develop promotion strategy </li></ul><ul><ul><li>Site, email/newsletter, social media, signature </li></ul></ul><ul><li>Analysis </li></ul><ul><ul><li>Facebook has reporting tools </li></ul></ul><ul><ul><li>3 rd party tools such as Hubspot, Omniture </li></ul></ul>
  19. 19. Resources <ul><li>Hubspot http://www.hubspot.com/ </li></ul><ul><li>Mashable http://mashable.com/ </li></ul><ul><li>MarketingProfs http://www.marketingprofs.com/ </li></ul>
  20. 20. <ul><li>Thank you! </li></ul><ul><li>[email_address] </li></ul><ul><li>http:// www.linkedin.com/in/rachelmelia </li></ul>