Successful social strategies for small business


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Earlier this month I was asked to present to the local chamber on social media, including strategy considerations along with 5 social sites. Covering all that content in an hour meant that this ended up as an overview presentation directed at small business owners.

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Successful social strategies for small business

  1. 1. Social Media: Strategic Considerations for Small Businesses Business Breakthrough Series | Lake Tahoe South Shore Chamber of Commerce Jenn Gleckman Strategic Marketing Group @tahoejenn
  2. 2. Social media marketing is typically defined as the use of social media to achieve marketing goals.
  3. 3. What is marketing?Those processes that focus on delivering value and benefits to customers, not just selling goods and services.
  4. 4. Think about that in the context of your business.
  5. 5. A Facebook page is not a social media strategy.
  6. 6. Social is inherently mobile.
  7. 7. What social channels?
  8. 8. Social = content46% of internet users post original photos and videos online they have created themselves and 41% curate photos and videos they find elsewhere on the internet and post on image- sharing sites. - Pew Internet & American Life Project, Photos & Videos as Social Currency
  9. 9. Getting started• What are your goals?• Who are you trying to reach?• How does social media fit with your existing marketing strategy?
  10. 10. What do you want to achieve using social media? ResearchWebsite traffic Lead generation Customer Service Brand awareness
  11. 11. Facebook1 billion monthly active users as of October 2012Approximately 81% of monthly active users are outside the U.S. and Canada.552 million daily active users600 million mobile monthly active usersMore than 42 million Pages with ten or more Likes at the end of March 2012Source:
  12. 12. TwitterA real-time social network/microblogging site that allows users to post messages and links of up to 140 characters.Users are 60% women, average age 39500 users worldwide, 140 million U.S. users as of March 2012Sources: Mediabistro, Twitter
  13. 13. The world’s largest online professional networkMore than 175 million members in over 200 countriesUnlike the other social networks described here, this is primarily a B2B (business to business) network
  14. 14. A visual social networkPeople connect through things/places/items that interest them.Users are 68% female, 49.5% are between 25-44 years old, $100K annual HHIDrives more referral traffic than YouTube, Twitter and LinkedInSource: Hubspot blog
  15. 15. InstagramMobile photography social networkCross platform sharingHighly engaged users100 million users within 2 yearsSource: Business Insider
  16. 16. Don’t just jump inListen, observe – social is a conversation Think of it as an online cocktail party Interruption marketing = not so effective Less about the hard sell and broadcasting of messages More developing relationships through many informal interactions over time
  17. 17. #DoingitRightGive people a reason to connect – WIIFM?You can’t trick people into liking you.Make/share content that you’d like to see.Develop a personality.Try different things.A sense of humor helps.
  18. 18. Develop TacticsHow often to post? Identify frequency (and channel)What to post? Identify content (and desired action)Who will be responsible? Identify roles (and expectations)Two words – editorial calendar
  19. 19. One radio station’s content calendar example…Source: Wheeler Blog,
  20. 20. MeasurementQuantitative = quantity Likes, fans, impressions, click thru, cost per action, views Starting point Provides a benchmark Easier to identify these types of key performance indicators
  21. 21. MeasurementQualitative = quality Those opinions and beliefs that impact a company Harder to measure, varies with individual content, conversations, channels Engagement: interaction with the individual content Sentiment analysis: general brand perception based on language being used
  22. 22. Measurement ResourcesFacebook – Insights, Edgerank CheckerTwitter – Hootsuite, Tweetdeck, SocialBroSocial Influence – Klout, KredWeb analytics (+ more) – Google AnalyticsScheduling – Facebook, Buffer, HootsuiteJust the tip of the measurement iceberg…..
  23. 23. Size of your reputation matters more than the size of your marketing budget. -Philip Wolf, PhocusWright
  24. 24. Thank you!Jenn GleckmanStrategic Marketing Tourism, Technology + Marketing WorkshopNovember 1,