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5 Steps for Social Media Success


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Powerpoint used in small business workshops in Batesville, AR Wednesday, July 10th and Mountain Home Tuesday, July 23rd. Introduction to Social Media Marketing prepared and presented by the Arkansas State University Small Business and Technology Development Center hosted by the Batesville Area Chamber of Commerce

Published in: Education, Technology, Business

5 Steps for Social Media Success

  1. 1. Social Media Marketing Conquering the Digital Divide!
  2. 2. What is Social Media Marketing? How Does Social Media Fit in Your Marketing Plan? What Social Media Channels are Right for You? What Messages Do You Send? What Tools to Use? How Do You Know It Works? Where do You Go Next? What We Will Cover
  3. 3. Free confidential consulting assistance Free Market Research Information Low cost Training workshops Innovation and technology consulting Website and social media analysis reports For more information visit the ASU SBTDC Website About Us
  4. 4. Website Analysis Report
  5. 5. Name Company/organization Position Website??? Social Media? Which ones? WHAT is the ONE thing you want to take away today? NOW! About YOU!
  6. 6. What Is Social Media Marketing?
  7. 7. What is the Challenge?
  8. 8. Feeding the Cash Register Email Local Search Web Site Off-Line BLOG
  9. 9. How Visitors Find Your Website Traffic Sources ASBTDC website
  10. 10. Getting the Word Out Where we create content to FEED our Blog/ Website Create Content in a Form Customers Want Post it on a site that search engines can index Spread the word on the RIGHT Channels
  11. 11. The Challenge Today? How do you get found in a universe with: 500 MILLION websites? 150 MILLION Blogs Over 200 BILLION Internet Display Banner Ads every 90 Days?
  12. 12. How is Social Media Used? • Customer Service • Product/service feedback • Industry networking • Promotions/Contests • News, company updates • Internal Collaboration
  13. 13. Creating a Social Media Plan STEPS Pre-planning Listen to the conversations Create TARGET profile Set Specific Goals Join Conversation Measure Return
  14. 14. Step 1 Preplanning What are your CURRENT Channels? E-Mail? Websites Direct Mail Newsletters
  15. 15. Step 2 Listen to the Conversation Secure your brand on social platforms Blogs, twitter, Facebook, LinkedIn Usernames unique Try to be consistent Set up monitoring platforms Google Alerts Technorati Twitter Search
  16. 16. Step 2 Listen to the Conversation KEYWORD categories to identify: Key industry influencers Competitors Industry news sources Blog Comments
  17. 17. How To Find the Right Sites
  18. 18. Your business or organization Your Competition Your product or service Industry Monitor for:
  19. 19. Networks your customers use What they are interested in What they are saying about your competition What they are saying about your product What they are saying about: Monitoring will show you:
  20. 20. Follow your competition on social media See what networks they use Evaluate how they connect Evaluate “value” they add to customers Reactions of followers, fans, subscribers, etc. STEAL What works! AVOID what isn’t working Industrial Espionage Action Items: Secure your BRAND Set up Monitoring Channels
  21. 21. Step 3 Create Target Profile Find KEY attributes by Listening Chart out their presence in social media Market Segmentation Demographic Geographic Psychographic Behavioristic Continue to gather customer information along the way
  22. 22. Step 3 Create Target Profile Target Audience is 24-50 males 350 billion spending power 16-19 hours online each week 96% joined social networks 78% trust peer recommendations Only 14% trust advertisements Belong to: Quantcast Twitter: 31 Facebook: 33 LinkedIn 39
  23. 23. Get detailed user data for 2012 at the ASU SBTDC Pinterest Site at our Social Network Stats 2012! Exactly Who Uses Social Networks? Are they my Potential Customers?
  24. 24. Get more Facebook user data on our Facebook 2012 board Visit the ASU SBTDC Facebook Page!
  25. 25. 12 Point Facebook Page Audit from Social Media Examiner Optimize Your Facebook Page
  26. 26. See what the “Tweeple” look like: At Twitter 2012 Infographic Connect with the ASU SBTDC on Twitter!
  27. 27. Google + Offers Insight into users at Google Plus Stats 2012 You can connect with us on Google Plus as well
  28. 28. Pinterest 2012 Stats and Figures…Plus How to Leverage Pinterest We love to Pin Interesting information at the ASU SBTDC Boards
  29. 29. Social network for businesses and Professionals LinkedIn Stats 2012 Of course love to connect with you on LinkedIn
  30. 30. Step 4 Set Specific Goals Brand Awareness/Advocacy Increase Traffic/Opt-Ins Business Partnerships Search Engine Results Generate Leads Reduce CRM Costs Increase Revenues
  31. 31. Step 5 – Join the Conversation Establish an Editorial Calendar Choose schedule for days you will post Keeps on Track & Organize Content Consistency Helps when you need Content Ideas
  32. 32. Why Good Content Matters
  33. 33. Educates Informs Entertains Provides Value Builds Trust Creates Relationships…then SELLS…… What is Good Content
  34. 34. Video Images, pictures – Articles Infographics eBooks/White Papers Webinars Podcasts Coupons/discounts/special offers How to Spread Content Know how subscribers in different networks PREFER to receive your content
  35. 35. Step 5 – Join the Conversation THINK Conversation, not Campaign! Don’t focus on selling Ask questions/respond Provoke engaging dialogue Earn a REPUTATION When consumers TRUST your content, they will TRUST YOUR PRODUCTS/ SERVICES
  36. 36. Step 6 BONUS – Measure ROI WHAT IS ROI? Non-Financial: Visitors WOM Page Views Fans & Followers FINANCIAL Sales Revenue Transactions Coupons
  37. 37. Step 6 – Measure ROI QUALITATIVE QUANTITATIVE Involved in Industry Conversations How Customers Perceive us versus competition Did we build KEY relationships Moving from MONOLOGUE to DIALOGUE? Website Analytics Social Mentions SEO Ranking Link Clicks Newsletter/E-mail Subscribers added
  38. 38. First Things First: Website If a Local Business – Claim Local Listings Leverage E-Mail to connect with customers Develop a Buyer Persona to target best customer Determine what is important to that segment Set Up Monitoring Platforms Determine the RIGHT social networks Determine the RIGHT type of Content Start Delivering Good Content they VALUE Find tools to make your Online Marketing Easier What is Next?
  39. 39. Tools, Tools and More Tools
  40. 40. Monitoring Tools Listen to the conversations! Read detailed “How To” set up at our storify posts
  41. 41. Facebook Tools
  42. 42. upload your PowerPoint, word documents, pdf files, brochures, even video online to share with your audience Video creation and sharing tool that allows you to upload images and short video clips, add text, then mix with a great music library to share with your fans. YouTube – Fits as both a support tool and as its own social network. Shoot video from anywhere, upload to YouTube and share on your sites. Get more information about Slideshare, Animoto and YouTube at our Storify article “Tools to Create GREAT Content” Tools to Create Content
  43. 43. Storify is one of the best platforms that allows users to aggregate and display photos, articles, tweets and other content from across the web. Allows you to curate your favorite twitter, Facebook and RSS sites, writers, etc. into an online newspaper just for your readers. Tools to Curate Content
  44. 44. Facebook Page Scheduler Read all about these and other scheduling tools at our Storify article “Scheduling Tools for Beginners” Tools to Save Time
  45. 45. Results for Batesville Area Chamber Agora Plus Facebook Page Barometer Batesville Area Chamber of Commerce Vs Barometer Simplymeasured Nutshell Mail Sample Tools to Analyze Your Activity
  46. 46. More Facebook
  47. 47. Brandify Free Trial Most Inclusive Tool: BRANDIFY
  48. 48. Contests Facebook 9 Tips for A Successful Facebook Contest – Social Media Examiner Facebook TOS and Contests Must Know Facebook Policies on PROMOTIONS elines.php#promotionsguidelines Pinterest Easy Contest Ideas for Pinterest
  49. 49. Online Timing is EVERYTHING! Timing and Social Media Our Tips on Best Time to Post Online by social media network AND by Industry
  50. 50. Blogs to Follow on Social Media
  51. 51. HubSpot’s Internet Marketing Whitepapers & EBooks Best How To Resources
  52. 52. Take advantage of training available in your area on marketing, Online marketing, social media marketing and stay up dated. Meet with our consultants for assistance in developing the RIGHT social media marketing plan Stay informed HAVE FUN! Download this PowerPoint for links at: FINALLY
  53. 53. E-mail Facebook Facebook Twitter LinkedIn Google Plus posts Pinterest Oh… or call me (870) 972-3517 Connect with Us