Social media 2011


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This is a presentation focused on small retail businesses who are not doing much with social media

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Social media 2011

  1. 1. Social Media For Small Business
  2. 2. Doing it Right <ul><li>Determine the audience you want to reach </li></ul><ul><li>Develop a campaign </li></ul><ul><ul><li>Talking to people where they are </li></ul></ul><ul><ul><li>Use a tool that you can stick to </li></ul></ul><ul><li>Monitor, measure and adjust </li></ul><ul><li>Stick to it – building quality relationships takes time </li></ul>10/13/11 ©2011 SCK Solutions | Social Media
  3. 3. Know Your Audience <ul><li>Determine Where Your Audience Is. </li></ul><ul><li>Median Age </li></ul><ul><li>Twitter 39 years </li></ul><ul><li>Facebook 38 years </li></ul><ul><li>LinkedIn 40 years </li></ul><ul><li>PEW 3/09 Study </li></ul>10/13/11 ©2011 SCK Solutions | Social Media
  4. 4. Know Your Audience - Facebook <ul><li>800 million active users - ½ of the American adults </li></ul><ul><li>300 million access from phone </li></ul><ul><li>Females 48.8% - Males 51.2% </li></ul><ul><li>Top States - Ohio #7 </li></ul><ul><li>US User Ages 3/1/11 </li></ul><ul><li>13 to17 10% </li></ul><ul><li>18 to 25 35% </li></ul><ul><li>26 to 34 20% </li></ul><ul><li>35 to 44 16% </li></ul><ul><li>55 to 64 7% </li></ul><ul><li>Pew Research Center 8/11 / Facebook 10/11 </li></ul>10/13/11 ©2011 SCK Solutions | Social Media
  5. 5. Know Your Audience - Twitter 10/13/11 ©2011 SCK Solutions | Social Media Pew Research Center 5/11 Twitter – 21 million active users
  6. 6. Know Your Audience - LinkedIn <ul><li>120+ Million Members </li></ul><ul><li>Females 38% - Males 61% </li></ul><ul><li>Average Age 40 </li></ul><ul><li>Professional focus </li></ul><ul><li>Source: LinkedIn 20109 </li></ul>10/13/11 ©2011 SCK Solutions | Social Media
  7. 7. Know your Audience - YouTube <ul><li>Average American spends 5 hours per month watching video online </li></ul><ul><li>The #2 search engine in the US </li></ul><ul><li>15 million iPad users </li></ul>10/13/11 ©2011 SCK Solutions | Social Media
  8. 8. Know your Audience - Mobile <ul><li>83% of American adults own a cell phone </li></ul><ul><li>51% used their phone at least once to get information they needed right away </li></ul><ul><li>73% Americans use text messaging and picture taking </li></ul><ul><li>44% accessing the internet </li></ul><ul><li>35% own a smartphone - 9 in10 smartphone owners use text messaging or take pictures with their phones </li></ul><ul><li>Source Pew Reasearch Center 10/11 </li></ul>10/13/11 ©2011 SCK Solutions | Social Media
  9. 9. Know your Audience – Location Based <ul><li>Foursquare – 10 million users, partnered with Groupon and American Express** </li></ul><ul><li>Yelp - 30 million visitors** </li></ul><ul><li>7% of adults who go online with their mobile phone use a location-based service * </li></ul><ul><li>10% of online Hispanics use these services – significantly more than online whites (3%) or online blacks (5%) * </li></ul><ul><li>6% of online men use a location-based service compared with 3% of online women * </li></ul><ul><li>*Source Pew Research 9/10 **Source Pew Research 10/11 </li></ul><ul><li>Source: 6/11 </li></ul>10/13/11 ©2011 SCK Solutions | Social Media
  10. 10. Basics to Social Media Marketing <ul><li>Always listen – before you jump in </li></ul><ul><li>The brand is public </li></ul><ul><ul><li>Think about a social media company policy </li></ul></ul><ul><ul><li>Choose a graphic/logo and use it on all tools </li></ul></ul><ul><li>Don’t forget a personality </li></ul><ul><ul><li>Humanize your company </li></ul></ul><ul><li>Creativity wins </li></ul><ul><li>Think campaign and multi-purpose content </li></ul>10/13/11 ©2011 SCK Solutions | Social Media
  11. 11. Basics to Building a Community <ul><li>Personal Branding – online activities sets expectation about who you are, be an influencer </li></ul><ul><ul><li>Build trust with consistency </li></ul></ul><ul><ul><li>Expertise is a core component </li></ul></ul><ul><li>Measure Influence </li></ul><ul><ul><li>Incoming traffic – page views </li></ul></ul><ul><ul><li>Reader engagement </li></ul></ul><ul><ul><li>Recommendations </li></ul></ul><ul><ul><li>Connections </li></ul></ul><ul><ul><li>Track record </li></ul></ul><ul><ul><li>Engagement </li></ul></ul>10/13/11 ©2011 SCK Solutions | Social Media
  12. 12. Directories 10/13/11 ©2011 SCK Solutions | Social Media Google search your business and complete all the directories that the company is list on.
  13. 13. Small Business Going Social Hierarchy <ul><li>Social Research </li></ul><ul><ul><li>Listen to what is going on using blogs, Twitter, Google </li></ul></ul><ul><ul><li>Trends, Google Alerts, follow RSS feeds </li></ul></ul><ul><li>Blogging/Podcasting </li></ul><ul><ul><li>Read, comment and then start a blog </li></ul></ul><ul><li>Social Networks </li></ul><ul><ul><li>Provide information to build a community, Facebook, </li></ul></ul><ul><ul><li>LinkedIn, YouTube, Google+ </li></ul></ul><ul><li>Micro - Twitter </li></ul><ul><ul><li>Need to dedicate the time for real-time communications </li></ul></ul><ul><li>Mobile </li></ul><ul><ul><li>Timely or direct communications using text messaging, </li></ul></ul><ul><ul><li>Foursquare and Yelp </li></ul></ul>10/13/11 ©2011 SCK Solutions | Social Media
  14. 14. 1. Social Research <ul><li>Monitor Twitter using or </li></ul>10/13/11 ©2011 SCK Solutions | Social Media
  15. 15. 1. Social Research <ul><li>Google Trends </li></ul>10/13/11 ©2011 SCK Solutions | Social Media
  16. 16. 1. Social Research <ul><li>Google Alerts, Bookmarks and RSS Feeds </li></ul>10/13/11 ©2011 SCK Solutions | Social Media
  17. 17. 1. Social Research – Monitoring Sites <ul><li> — You’ll receive an e-mail message every time your business is mentioned on Twitter. How easy is that? </li></ul><ul><li>Social — Instant search results of blogs, social networks microblogs, comments, video, news and more. </li></ul>10/13/11 ©2011 SCK Solutions | Social Media
  18. 18. 2. Writing a Blog Best Practices <ul><li>Commit to a schedule </li></ul><ul><li>Show personality and stir the pot now and then </li></ul><ul><li>Make easy to subscribe </li></ul><ul><li>Build Your Audience </li></ul><ul><li>Network with other blogs and link out to them </li></ul><ul><li>Comment on others blog </li></ul><ul><li>Ask questions and opinions to get comments </li></ul><ul><li>Drive Traffic to Your Website </li></ul><ul><li>Develop and use keyword terms – headlines and body copy and link to your site </li></ul><ul><li>Use Google analytics </li></ul>10/13/11 ©2011 SCK Solutions | Social Media
  19. 19. 2. Blogs Tools <ul><li> – create a blog </li></ul><ul><li> - enhances your blog with images </li></ul><ul><ul><li>Go to Advanced Image Search </li></ul></ul><ul><li> – largest blog search and ranking tool </li></ul>10/13/11 ©2011 SCK Solutions | Social Media
  20. 20. Facebook <ul><li>Getting Started - Create a Page </li></ul><ul><li> and </li></ul>10/13/11 ©2011 SCK Solutions | Social Media
  21. 21. Facebook <ul><li>Add Applications </li></ul><ul><li> </li></ul>10/13/11 ©2011 SCK Solutions | Social Media
  22. 22. Facebook <ul><li>Connect to other Social Sites with Apps </li></ul><ul><li>Facebook Blog </li></ul><ul><ul><li>You can quickly and easily import an external blog from another website. Go to the main Notes application page by typing &quot;Notes&quot; into the search box at the top of the screen and click the Import a blog link on the right side of the page. </li></ul></ul><ul><li>Twitter, Google+ and LinkedIn App </li></ul><ul><ul><li>Pulls your tweets and posts into Facebook </li></ul></ul><ul><li>Join my Mailing List </li></ul><ul><ul><li>Your fans can sign up to be added to your Constant Contact mailing list </li></ul></ul><ul><li>Create Polls </li></ul><ul><ul><li>Polls engage you fans </li></ul></ul>10/13/11 ©2011 SCK Solutions | Social Media
  23. 23. Facebook <ul><li>Promote </li></ul><ul><li>Send a engaging video or photo via email to your network. Ask them to Like you and then pass on the email to their network </li></ul><ul><li>Reward most active commenter </li></ul><ul><li>Sell an experience </li></ul><ul><li>Tell stories </li></ul><ul><li>Interviews - tip of the day </li></ul><ul><li>Post weekly at a minimum/monitor daily </li></ul><ul><li>Create a contest and promote with an email campaign </li></ul><ul><li>Personal URL </li></ul><ul><li>add to your email signature, business card… </li></ul>10/13/11 ©2011 SCK Solutions | Social Media
  24. 24. Facebook <ul><li>Measure </li></ul><ul><li>Number of followers </li></ul><ul><li>Facebook Insights </li></ul>10/13/11 ©2011 SCK Solutions | Social Media
  25. 25. Twitter – Setup & Audience <ul><li>Claim your name now - @yourname </li></ul><ul><li>Guidebook: </li></ul><ul><li> – shorten and track your links </li></ul><ul><li>Search: - </li></ul><ul><li> – who is following you </li></ul><ul><ul><ul><li>Export your Outlook contacts into a Gmail account and then search for them on Twitter to follow </li></ul></ul></ul><ul><ul><ul><li> – contest, small group or monitor feeds </li></ul></ul></ul><ul><ul><ul><li>ie: #cle </li></ul></ul></ul>10/13/11 ©2011 SCK Solutions | Social Media
  26. 26. Finding an Twitter Audience <ul><li>Twitter </li></ul><ul><ul><li>“ Who to Follow” link on top bar (a must follow smallbiztrends) </li></ul></ul><ul><li> </li></ul><ul><ul><li>Twitter directory by topic – can follow based on keywords </li></ul></ul><ul><li> </li></ul><ul><ul><li>Twitter List - Lists as a way of organizing your followers, 2) Lists as a form of recommendation, and </li></ul></ul><ul><ul><li>3) Lists as a way of measuring influence </li></ul></ul><ul><li> </li></ul><ul><ul><li>Learn how you rank </li></ul></ul><ul><ul><li>Top tweeter by location </li></ul></ul><ul><li>Monitor / Search Tweets by terms </li></ul><ul><ul><li>You follow someone and they typically follow in return </li></ul></ul>10/13/11 ©2011 SCK Solutions | Social Media
  27. 27. Start Tweeting <ul><li>Nine tweets about business and one personal </li></ul><ul><li>Do not sell, educate </li></ul><ul><li>Learn the etiquette; re-tweet, direct messages (DM) thank those who mention you </li></ul><ul><li>Respond and engage, show some personality in a professional manor </li></ul>10/13/11 ©2011 SCK Solutions | Social Media
  28. 28. LinkedIn <ul><li>Increase you personal visibility </li></ul><ul><li>Check out prospects before you meet </li></ul><ul><li>Search for employees </li></ul><ul><li>Events – check out who is going to an event you have been invited to or create your own event </li></ul><ul><li>Link to your website from “My Website” and “Other” by modifying the name of the link </li></ul><ul><li>Use keywords of the skills you are looking for </li></ul><ul><li>Send relevant questions to your network </li></ul><ul><li>Connect with your Twitter feed </li></ul>10/13/11 ©2011 SCK Solutions | Social Media
  29. 29. YouTube <ul><li>Second most used search engine – Google is first, of course </li></ul><ul><li>Create a channel and post video’s no longer than 1 to 2 minutes unless there is a compelling reason, ie: training video </li></ul><ul><li>Link back to your website and Facebook </li></ul><ul><li>Think of the words your customers will search on and add as tags </li></ul><ul><li>Post video’s to website and Facebook as well </li></ul>10/13/11 ©2011 SCK Solutions | Social Media
  30. 30. Mobile <ul><li>Mobile Website </li></ul><ul><li>Apps </li></ul><ul><ul><ul><li>Experience App </li></ul></ul></ul><ul><li>SMS – Text Messaging </li></ul><ul><li>QR Codes </li></ul><ul><li>Social Tools </li></ul><ul><ul><li>Foursquare – 10 million users </li></ul></ul><ul><ul><li>Yelp – 30 million users </li></ul></ul>10/13/11 ©2011 SCK Solutions | Social Media
  31. 31. Mobile - Foursquare <ul><li>Competitive, social game </li></ul><ul><li>Provide a reward to the “Mayor” </li></ul><ul><li>Analytic dashboard available </li></ul>10/13/11 ©2011 SCK Solutions | Social Media
  32. 32. Mobile - Yelp <ul><li>GEO Locator </li></ul><ul><li>Customer Reviews </li></ul><ul><ul><li>Photos, Add Tips, Check In, Review, Bookmark </li></ul></ul><ul><li>Business Center </li></ul><ul><ul><li>Create Deals, Reply to Reviews, View Trends and Stats </li></ul></ul>10/13/11 ©2011 SCK Solutions | Social Media
  33. 33. Always Keep in Mind <ul><li>Organizations who understand how to facilitate conversations online can't help but be more successful. </li></ul><ul><li>How can you get your customers to participate more? </li></ul><ul><li>Participate with you? </li></ul><ul><li>Participate with each other? </li></ul><ul><li>What can you do to help facilitate conversations? </li></ul><ul><li>To learn watch </li></ul><ul><li> </li></ul>10/13/11 ©2011 SCK Solutions | Social Media
  34. 34. [email_address] Barb Cagley, president 440-933-8654 @barbcagley