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Night 3 Batesville Next Level

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slides used in Night 3 Next Level business series in Batesville, AR by the ASU Small Business and Technology Development Center

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Night 3 Batesville Next Level

  1. 1. 6 Steps to Marketing SUCCESS!By Herb Lawrence, ASU Small Business andTechnology Development Center Director
  2. 2. Marketing Fundamentals Haven’t changedEffective Marketing Segmenting your Market Know Who Else is Telling Stories Developing Target Groups Information Channels Target Needs/Wants Craft Compelling Message Analyze Results Time Management
  3. 3. The “On-Line” Elephant Traditional Media Web Site Permission E- LocalSEO Mail Social Media Blogging Listings Facebook Google Maps Twitter Yelp LinkedIn Jonesboro.com FourSquare YouTube Gowalla Bookmarking SlideShare Flickr Photobucket Tumblr
  4. 4. Where they Get News/Information
  5. 5. What Does a Small Business Really NEED? Website – optimized for search Claim Local Listings ◦ Google Places ◦ Bing Business ◦ Yelp ◦ Yahoo Business Center Geo-Locating Capture (local B2C) Professional Email Provider One Social Site Initially
  6. 6. How Customers Communicatein 2012 Personal Communciations
  7. 7. How Customers Communicate How they WANT to Talk to Brands
  8. 8. How CustomersCommunicate
  9. 9. Biggest Influencers onCustomers
  10. 10. Media that Influences PurchaseBehavior
  11. 11. Where do they LOOK?
  12. 12. Current Statistics 3 out of 4 use Social networksregularly  Social media overtaken e-mailas #1 activity on the web ◦ 17% of all web usage 200 million blogs ◦ 900,000 blog posts daily ◦ 34% of opinions about companies, brands and products 93% of social media users believe companies should have presence on social media
  13. 13. Customer NOW Find You New Consumers(Maybe)  Begin Search on-Line  Includes B2B  Review Websites  Read Blogs on Subject  Read Comments  Poll Friends on-line  Conduct Local Search ALL BEFORE YOU EVEN KNOW THEY ARE THERE!Customer Involvement Changed
  14. 14. THE CHALLENGE
  15. 15. Social Media Platforms  Of nearly 800 million users, 20 million join fan pages daily  5 Billion links, photos, videos shared on FB daily  Fastest growing segment 35 and older  FB added 100 million users in 6 months@
  16. 16. Social Media Platforms Over 80 Million users 80% of Twitter usage happens off of twitter.com Over 10 million updates a day 140 character micro- blog
  17. 17. Social Media Platforms  2nd largest search engine  4th largest site on web  13 hours video uploaded every minute  250,000 videos uploaded daily  250,000,000 viewed daily
  18. 18. Social Media Platforms Network for Business Professionals 55 Million Worldwide Dominate Group 35-49 & 50+ Develop Business Connections Industry Data
  19. 19. How is Social Media Used?• Customer Service• Product/service feedback• Industry networking• Promotions/Contests• News, company updates• Internal Collaboration
  20. 20. Latest Information on Social http://pinterest.com/pin/273382639850 421929/
  21. 21. Creating a Social MediaPlan STEPS ◦ Pre-planning ◦ Listen to the conversations ◦ Create TARGET profile ◦ Set Specific Goals ◦ Join Conversation ◦ Measure Return
  22. 22. Step 1 PREPLANNING ASK YOURSELF: ◦ Information Flow in Your Industry ◦ Where do People Get Information? ◦ How do Consumers interact with Industry? ◦ Do they Use networks? ◦ What INFLUENCES your Customers?
  23. 23. Step 1 Preplanning What are your CURRENT Channels? E-Mail? Direct Mail Newsletter Websites s
  24. 24. Step 1 Preplanning Asking Questions reminds you WHO YOU ARE and WHO YOU WANT TO BE It also indicates how SOCIAL MEDIA can be used to compliment your business goals.
  25. 25. 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 ◦ SocialMention.com ◦ Technorati ◦ Twitter Search
  26. 26. Step 2 Listen to the Conversation  KEYWORD categories to identify: ◦ Key industry influencers ◦ Competitors ◦ Industry news sources ◦ Blog Comments
  27. 27. Listen to the Conversation Action Items: ◦ Secure your BRAND ◦ Set up Monitoring Channels
  28. 28. 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
  29. 29. 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
  30. 30. Create your Target Profile ACTION ITEMS: ◦ Establish Target Profiles ◦ Give them names, photos, or anything else to help you relate to them  BUYER PERSONAS
  31. 31. Step 4 Set Specific Goals Brand Awareness/Advocacy Increase Traffic/Opt-Ins Business Partnerships Search Engine Results Generate Leads Reduce CRM Costs Increase Revenues
  32. 32. Step 5 Join theConversation  Phases of Social Equity 1. Awareness 1. Value and Fun 2. Qualify Fans/followers 2. Engagement 1. Increase long-term communication 3. Social Commerce 1. Product reviews, exclusive pricing, product previews, registration
  33. 33. Step 5 – Join the ConversationEstablish an EditorialCalendar Choose schedule for days you will post Keeps on Track & Organize Content Consistency Helps when you need Content Ideas
  34. 34. Step 5 – Join the Conversation BE TRANSPARENT & AUTHENTIC  Don’t be Evasive  Offer your name, title, organization, experience  Admit your interest in the topic  Define your Credibility  Be consistent across all SM profiles & Platforms
  35. 35. Step 5 – Join the ConversationTHINK Conversation, notCampaign! Don’t focus on selling Ask questions/respond Provoke engaging dialogue Earn a REPUTATION
  36. 36. Step 5 – Join the Conversation BE the Expert in Your Industry  Write about what you know,  Offer insights  Offer LINKS to resourcesWhen consumers TRUST yourcontent, they will TRUST YOURPRODUCTS/SERVICES
  37. 37. Step 5 – Join the Conversation HAVE RULES OF ENGAGEMENT!  Handle NEGATIVE comments  Who will RESPOND  Admit mistakes  Respond KINDLY Handling negative comments correctly will turn BRAND DETRACTORS into ADVOCATES
  38. 38. Join the ConversationACTION ITEMS:1. Create an EDITORIAL CALENDAR2. Create RULES OF ENGAGEMENT3. Share your Expectations with all involved
  39. 39. Step 6 – Measure ROIWHAT IS ROI? Non-Financial: ◦ Visitors ◦ WOM ◦ Page Views ◦ Fans & Followers FINANCIAL ◦ Sales ◦ Revenue ◦ Transactions ◦ Coupons
  40. 40. Step 6 – Measure ROI KEY PERFORMANCE INDICATORS  Transactions  New Customers  Sales  Revenues  Average Order Size BE SPECIFIC Frequency, Reach, Yield How often, How Many, How Much
  41. 41. Measure ROIACTION ITEMS: Track Key Social Media Activities over Time Set up Analytic Tools ◦ Such as Google Analytics Make necessary Adjustments to increase Qualitative first ◦ Quantitative numbers will follow Qualitative Efforts Compare Metrics to Goals
  42. 42. BUDGETING SOCIAL MEDIAPLAN WAIT!!!!! ISN’T FACEBOOK FREE?
  43. 43. Budgeting for Social Media TIME DESIGN & BRANDING ANALYTIC TOOLS SOCIAL MONITORING AUTOMATION APPLICATIONS SOCIAL MEDIA ADVERTISING OUTSOURCING/CONSULTING
  44. 44. Levels of Social MediaEngagement Determine your LEVEL I level of engagement ◦ Place holding and budget for time  Usernames accordingly  Setting up Fan Pages LEVEL II ◦ Short-term Promotion  Answering questions  Finding Key Influencers in industry LEVEL III ◦ Dedicated Strategic Engagement  Active Profiles on Several Platforms  Promotions, Contests, Active Content Distribution
  45. 45. Bringing it Together Ok…BUT…Where Do I start?
  46. 46. Tips to get started Platforms you can ACTIVELY Maintain What outsourcing is needed? ◦ Design, Development, content ◦ Brand Monitoring, Plan your Content FLOW Find Tools to AUTOMATE ◦ Ping.fm ◦ HooutSuite ◦ Tweetdeck
  47. 47. FIND SYNERGY
  48. 48. Thank You! Oh or call me: 870-972-3517 Let’s Connect On-LineE-mail hlawrenc@astate.eduWebsite: http://www2.astate.edu/a/business/sbtdc/ASU Small Biz Blog http://www.asbtdc-asu.comFacebook Page:http://www.facebook.com/asu.sbtdcFacebook Profile:http://www.facebook.com/herb.lawrenceTwitter: http://www.twitter.com/asbtdc_asuLinkedIn: http://www.LinkedIn.com/a/asusbtdc

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