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Social Network Marketing: Integrate Real Life with Online

Kristin Slice
Kristin Slice
Kristin SlicePartnering with organizations to achieve greater results through entrepreneurship.

SBDC Presentation on Social Media, Ecommerce and internet strategy for small business owners.

Social Network Marketing: Integrate Real Life with Online

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Social Network Marketing
Integrating Real Life with Online
Presented by Kristin Slice, MA
Maricopa Small Business Development
Center
Me: Kristin Slice, MA
Business Analyst, SBDC
Certified Social Media Strategist
Entrepreneur
You:?
54% of B2B buyers begin their
buying process with informal
research about business problems;
nearly 80% of the time spent
researching is done line
- 2014, B2B Marketer
51 %percent of local merchants
get at least one online
marketing sales call a week,
with 10 % getting called almost
on a daily basis.
All resulting in:
Everything I know about
marketing…

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Social Network Marketing: Integrate Real Life with Online

  • 1. Social Network Marketing Integrating Real Life with Online Presented by Kristin Slice, MA Maricopa Small Business Development Center
  • 2. Me: Kristin Slice, MA Business Analyst, SBDC Certified Social Media Strategist Entrepreneur You:?
  • 3. 54% of B2B buyers begin their buying process with informal research about business problems; nearly 80% of the time spent researching is done line - 2014, B2B Marketer
  • 4. 51 %percent of local merchants get at least one online marketing sales call a week, with 10 % getting called almost on a daily basis.
  • 6. Everything I know about marketing…
  • 7. Roadmap • Key Elements to Marketing • Putting Together Your Strategy • Executing Your Strategy
  • 9. Conversation Prism Using the traditional definition, a prism separates white light into a spectrum of colors. The “white light” in this case, is the focused stream of conversations that are often grouped, but not separated by voice, context, source, or outcome. We take this beam of dialog and blast it into a spectrum of discernible light, let’s call it enlightenment, to see, hear, learn and adapt. We quite literally bring conversations to light. Used figuratively, it references the clarification or distortion afforded by a particular viewpoint…for example, “We view conversations across the networks through the prism of our social dashboard.”
  • 10. Key Elements to Marketing Definitions: • SEO • Social Media • E-Commerce • PPC
  • 11. Habits: • Value Based • They are “big brand” aware Key Elements to Marketing
  • 12. Value: • Eliminates Time and Space Barriers • Leverage Time and Resources • Small Businesses are Lead by Real Humans Key Elements to Marketing
  • 13. Watcha got there? I’ll take it! Key Elements to Marketing Marketing Versus Sales
  • 14. You’re all beautiful unique butterfly's…. Your strategy should be unique.
  • 15. Part II Putting Together Your Social Network Marketing Strategy
  • 16. Putting Together Your Strategy Questions to Ask Yourself: • What is your goal? • How does your target audience use social media, when purchasing your product or service? • What resources do you have available?
  • 18. Putting Together Your Strategy Selling Online and E-commerce: - A REALLY, REALLY GOOD website - Major resources - Etsy, Amazon, Bloggers
  • 20. Part III Executing Your Strategy Overview of effort: • Plan - 2 weeks • Execute - 2-4 weeks • Launch • Promote - 2-6 weeks • Measure - ongoing
  • 21. Executing Your Strategy Planning • Panning - 1 hours of planning saves you 10 hours of doing • Start planning 4-6 weeks out (content to be created, editorial plan) • Social media is a team sport • Create visual and written content
  • 22. Execute • Gather followers • Post, interact, listen • Think of promotion as you create and use this to help you develop ideas or effort and research, it could be a better blog post, slide share, Facebook post or Tweet. • Create assets and promotional images - including email header, landing page image, blog CTA and social promotion images during this process Executing Your Strategy
  • 23. Promote • Use hashtags for organizing the conversation online • Send an internal notification after launching the campaign in hopes that they will promote it to their own audiences -- the assets, pre-defined tweets, links to the article, etc • Optimize email for sharing by including social icons, or including CTAs asking people to share the piece of content • Update nurturing emails with this specific content based on their actions to break up the monotony of typical email campaigns Executing Your Strategy
  • 24. Promote (tips) • Post on launch day to LinkedIn, where your customers and other professionals in the space are (once a week for a few months after that - depending on success of content) • Amplify messages with ads • Change your Facebook cover photo with an image / graphic showcasing the new material • Post a video on Facebook so you can boost it to targeted audiences • Create an offer as an ad on Facebook that might offer targeted audiences a discount to use your product • Pin a tweet to the top of your feed - tweets with images generate 55% more leads than those that don't Executing Your Strategy
  • 25. Final Trends to Consider Mobile More people access the internet through mobile devices than desktops(Google) Content is not king, Value is QUEEN! 78% of CMOs believe custom content is the future of marketing. It’s not clear what the other 22% are thinking. (SocialTimes) Old School is the New School 76% of small businesses say their ideal marketing strategy encompasses a combination of both print and digital communication.
  • 26. Activity Review 2 - 3 businesses with successful social media accounts. What do you see? Discuss
  • 27. Next Steps Follow 2-3 Business for 1 Week Start Building Your Strategy Next Class: Tuesday, 1/31 9:00

Editor's Notes

  1. Introduction of myself and go around the room
  2. Intro
  3. Intro
  4. Business Owners struggle with understanding online marketing, how it relates to their business and how to use online tools effectively. At the SBDC we work with 100’s of businesses every year, as a result we see the reality of several businesses, the pros and the cons of different tools and how to effectively use limited resources. Any online tool, from social media to video, to e-commerce are tools, they all depend on your strategy. Today we are going to start with strategy.
  5. Business Owners struggle with understanding online marketing, how it relates to their business and how to use online tools effectively. At the SBDC we work with 100’s of businesses every year, as a result we see the reality of several businesses, the pros and the cons of different tools and how to effectively use limited resources. Any online tool, from social media to video, to e-commerce are tools, they all depend on your strategy. Today we are going to start with strategy.
  6. Foundational Elements: SWOT of Online Marketing A definition of Online Marketing
  7. Foundational Elements: SWOT of Online Marketing A definition of Online Marketing, a tool that you communicate through. All communication rules still apply.
  8. Foundational Elements: SWOT of Online Marketing There is a lot of JARGON that all get put in the same category because they all use an online medium. But just because you are really good at soccer doesn’t mean your good at football because they are both on grass. Each have different strategies. It is important that we share some common definition to get started.
  9. Foundational Elements: SWOT of Online Marketing There are a few key foundational elements to any marketing strategy that are important to consider when you think about your online efforts. These specific trends significantly impact any online marketing because even though marketing online uses digital tools, people are still at the core.
  10. Foundational Elements: SWOT of Online Marketing
  11. Key Elements: SWOT of Online Marketing When thinking about online marketing, it is important to know the difference between marketing and sales. (Unless you are a product and considering E-commerce) MOST small businesses use online marketing as a lead generation tool. You still need to have a sales strategy in place.
  12. Transition: Putting Together a Social Network Marketing STRATEGY
  13. Transition: Putting Together a Social Network Marketing STRATEGY
  14. Part II Putting Together Your Social Step One: Decide on your goal? Share with the group
  15. Putting Together a Social Network Marketing STRATEGY Once you have determined your goal, then you can put together a list of activity that need to be executed to support that goal.
  16. have different strategies. It is important that we share some common definition to get started.
  17. Short Leash CoHoots / Seed Spot