5 Steps for Social Media Marketing Success

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Powerpoint presentation from the Arkansas State University Small Business and Technology Development Center provided to our Jonesboro, AR area small businesses as an introduction to leveraging social with their online marketing efforts.

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  • Good news is that small businesses can create a lot of content at virtually no cost. The bad news… lots of folks are doing it and is crowwded
  • Megan this is our baseline for online marketing… note hover on website image and is link to our website
  • Bottom row is how we create visual content to engage middle is the publishing tool (our blog) over on it and is hot link to our blog then top is the channels we use to disciminate our content
  • Use Keyword link to go to Google Insights for Search and show examples
  • Demographic: age gender family size social class incomeGeographic region, population, climatePsychographic activities, interests, opinions, attitudesBehavioristic brand loyalty, benefits sought, readiness bo buy
  • Link to let them go to our Pinterest board that has infographics of demographic data about the top social sites
  • The what is ROI link is to an old video on ROI for social media
  • Note: social mention is still available but will not allow for email delivery anymore. Also the bottom link is an article I curated on how to use listening tools
  • Hot links to free or almost free content creation sites. They will go to my sites so you may have to have my login to access or use your own. Also bottom Linke “Tools to create Great Content” article I curated on Storify with tips and processes that they can access to learn how to use these.
  • Hot links to free or almost free content creation sites. They will go to my sites so you may have to have my login to access or use your own. Also bottom Linke “Tools to create Great Content” article I curated on Storify with tips and processes that they can access to learn how to use these.
  • Scheduling tools again hot links but to my sites may need login to access or use your own. Also bottom link is article I put together on how to use them
  • Scheduling tools again hot links but to my sites may need login to access or use your own. Also bottom link is article I put together on how to use them
  • Since the powerpoint has a lot of hot links I always allow the attendees to go back and download them onto their hard drives to access the links like all the articles I wrote. Goes to my slideshare account but anyone can access itl.
  • 5 Steps for Social Media Marketing Success

    1. 1. Social Media MarketingConquering 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 assistanceFree Market Research InformationLow cost Training workshopsInnovation and technology consultingWebsite and social media analysis reportsFor more information visit the ASU SBTDC WebsiteAbout Us
    4. 4. Website Analysis Report
    5. 5. NameCompany/organizationPositionWebsite???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 RegisterEmailLocal SearchWeb SiteOff-LineBLOG
    9. 9. How Visitors Find Your WebsiteTraffic Sources ASBTDC website
    10. 10. Getting the Word OutWhere we create content to FEED our Blog/ Website Create Content ina Form CustomersWantPost it on a sitethat search enginescan indexSpread 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 BlogsOver 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 PlanSTEPSPre-planningListen to the conversationsCreate TARGET profileSet Specific GoalsJoin ConversationMeasure Return
    14. 14. Step 1 PreplanningWhat are your CURRENT Channels?E-Mail?WebsitesDirectMailNewsletters
    15. 15. Step 2 Listen to the ConversationSecure your brand on socialplatformsBlogs, twitter, Facebook, LinkedInUsernames uniqueTry to be consistentSet up monitoring platformsGoogle AlertsSocialMention.comTechnoratiTwitter Search
    16. 16. Step 2 Listen to the ConversationKEYWORD categories to identify:Key industry influencersCompetitorsIndustry news sourcesBlog Comments
    17. 17. How To Find the Right Sites
    18. 18. Your business or organizationYour CompetitionYour product or serviceIndustryMonitor for:
    19. 19. Networks your customers useWhat they are interested inWhat they are saying about your competitionWhat they are saying about your productWhat they are saying about:Monitoring will show you:
    20. 20. Follow your competition on social mediaSee what networks they useEvaluate how they connectEvaluate “value” they add to customersReactions of followers, fans, subscribers, etc.STEAL What works!AVOID what isn’t workingIndustrial EspionageAction Items:Secure your BRANDSet up Monitoring Channels
    21. 21. Step 3 Create Target ProfileFind KEY attributes by ListeningChart out their presence in socialmediaMarket SegmentationDemographicGeographicPsychographicBehavioristicContinue to gather customerinformation along the way
    22. 22. Step 3 Create Target ProfileTarget Audience is 24-50 males350 billion spending power16-19 hours online each week96% joined social networks78% trust peer recommendationsOnly 14% trust advertisementsBelong to: QuantcastTwitter: 31Facebook: 33LinkedIn 39
    23. 23. Get detailed user data for 2012 at the ASU SBTDCPinterest Site at our Social Network Stats 2012!Exactly Who Uses Social Networks?Are they my Potential Customers?http://pinterest.com/astatesbdc/
    24. 24. Get more Facebook user data on our Facebook 2012 boardVisit the ASU SBTDC Facebook Page!
    25. 25. 12 Point Facebook Page Auditfrom Social Media ExaminerOptimize Your Facebook Page
    26. 26. See what the “Tweeple” look like: At Twitter 2012 InfographicConnect with the ASU SBTDC on Twitter!
    27. 27. Google + Offers Insight into users at Google Plus Stats 2012You can connect with us on Google Plus as well
    28. 28. Pinterest 2012 Stats and Figures…Plus How to Leverage PinterestWe love to Pin Interesting information at the ASU SBTDC Boards
    29. 29. Social network for businesses and Professionals LinkedIn Stats 2012Of course love to connect with you on LinkedIn
    30. 30. Step 4 Set Specific GoalsBrand Awareness/AdvocacyIncrease Traffic/Opt-InsBusiness PartnershipsSearch Engine ResultsGenerate LeadsReduce CRM CostsIncrease Revenues
    31. 31. Step 5 – Join the ConversationEstablish an Editorial CalendarChoose schedule for days you willpostKeeps on Track & Organize ContentConsistencyHelps when you need Content Ideas
    32. 32. Why Good Content Matters
    33. 33. EducatesInformsEntertainsProvides ValueBuilds TrustCreates Relationships…thenSELLS……What is Good Content
    34. 34. VideoImages, pictures –ArticlesInfographicseBooks/White PapersWebinarsPodcastsCoupons/discounts/special offersHow to Spread ContentKnow how subscribers in different networks PREFER to receive your content
    35. 35. Step 5 – Join the ConversationTHINK Conversation, not Campaign!Don’t focus on sellingAsk questions/respondProvoke engaging dialogueEarn a REPUTATIONWhen consumers TRUST your content, they will TRUST YOUR PRODUCTS/ SERVICES
    36. 36. Step 6 BONUS – Measure ROIWHAT IS ROI?Non-Financial:VisitorsWOMPage ViewsFans & FollowersFINANCIALSalesRevenueTransactionsCoupons
    37. 37. Step 6 – Measure ROIQUALITATIVE QUANTITATIVEInvolved in IndustryConversationsHow Customers Perceive usversus competitionDid we build KEY relationshipsMoving from MONOLOGUE toDIALOGUE?Website AnalyticsSocial MentionsSEO RankingLink ClicksNewsletter/E-mail Subscribersadded
    38. 38. First Things First:WebsiteIf a Local Business – Claim Local ListingsLeverage E-Mail to connect with customersDevelop a Buyer Persona to target best customerDetermine what is important to that segmentSet Up Monitoring PlatformsDetermine the RIGHT social networksDetermine the RIGHT type of ContentStart Delivering Good Content they VALUEFind tools to make your Online Marketing EasierWhat is Next?
    39. 39. Tools, Tools and More Tools
    40. 40. Monitoring ToolsListen to the conversations!Read detailed “How To” set up at our storify postshttp://storify.com/asbtdc_asu/monitoringhttp://addictomatic.com/https://twitter.com/searchhttp://www.socialmention.com/http://www.google.com/alerts
    41. 41. Facebook Tools
    42. 42. Slideshare.com upload your PowerPoint, word documents, pdffiles, brochures, even video online to share with your audienceAnimoto.com Video creation and sharing tool that allows you to uploadimages and short video clips, add text, then mix with a great music libraryto 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 andYouTube at our Storify article “Tools to Create GREATContent”Tools to Create Content
    43. 43. Storify.com Storify is one of the best platforms that allows usersto aggregate and display photos, articles, tweets and other contentfrom across the web.Paper.li Allows you to curate your favorite twitter, Facebook andRSS sites, writers, etc. into an online newspaper just for yourreaders.Tools to Curate Content
    44. 44. Hootsuite.comBuffer.comTweetdeck.comFacebook Page SchedulerRead all about these and other scheduling tools at ourStorify article “Scheduling Tools for Beginners”Tools to Save Time
    45. 45. Fanpagekarma.comResults for Batesville Area ChamberAgora Plus Facebook Page BarometerBatesville Area Chamber of Commerce Vs BarometerSimplymeasured http://simplymeasured.com/Nutshell Mail https://nutshellmail.com/SampleTools to Analyze Your Activity
    46. 46. More Facebook
    47. 47. Brandify Free Trial https://www.brandify.com/Most Inclusive Tool: BRANDIFY
    48. 48. ContestsFacebook9 Tips for A SuccessfulFacebook Contest – Social MediaExaminerFacebook TOS and Contests MustKnow Facebook Policies onPROMOTIONShttps://www.facebook.com/page_guidelines.php#promotionsguidelinesPinterestEasy Contest Ideas for Pinterest
    49. 49. Online Timing is EVERYTHING!Timing and Social MediaOur Tips on Best Timeto Post Online bysocial media networkAND by Industry
    50. 50. Blogs to Follow on Social Mediahttp://storify.com/asbtdc_asu/blogs
    51. 51. HubSpot’s Internet Marketing Whitepapers & EBooksBest How To Resources
    52. 52. Take advantage of training available in your area onmarketing, Online marketing, social media marketingand stay up dated.Meet with our consultants for assistance indeveloping the RIGHT social media marketing planStay informedHAVE FUN!Download this PowerPoint for links at:http://www.slideshare.net/hlawrenc/FINALLY
    53. 53. E-mail hlawrenc@astate.eduFacebook http://www.facebook.com/asu.sbtdcFacebook http://www.facebook.com/herb.lawrenceTwitter http://www.twitter.com/asbtdc_asuLinkedIn http://www.linkedin.com/in/asusbtdcGoogle Plushttps://plus.google.com/u/0/116773498364928584762/postsPinterest http://pinterest.com/astatesbdc/Oh… or call me (870) 972-3517Connect with Us

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