Using Social Media for your Small Business: Roadmap 2.0


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Using Social Media for your Small Business: Roadmap 2.0

  1. 1. Roadmap to Web 2.0<br />Notes from Kemp Edmonds<br />Social Media Educator<br /><br />Photo by: st0l1Remixed under creative commons license.<br />
  2. 2. Kemp Edmonds (me)<br />BCIT Marketing Graduate<br />SIFE BCIT<br />Spring Living Fair<br />Non-profits<br />BCIT’s Social Media Manager<br />Pragmatic Consulting & Hands-on Training<br />Social Media Educator<br />
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  4. 4. Some Reality<br />87% of Americans know of Twitter (Pew, 2010)<br />7% have an account<br />88% of Americans know of Facebook<br />40% have an account<br />Your market may not widely use these tools.<br />How much is one customer worth?<br />How about one customer who refers five more?<br />
  5. 5. More Reality<br />Is your website ready to receive and convert?<br />Do you have positive customer testimonials?<br />Do you have a company blog?<br />Do people pick up the phone?<br />How quickly do you respond to email?<br />Social Media often comes last and should.<br />
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  7. 7. Old Marketing<br />$$$$$$$$$$<br />
  8. 8. New Marketing<br />$ + Time<br />
  9. 9. You know social media!<br />
  10. 10. Big Picture Social Media<br />Business Intelligence: establish benchmarks, monitor conversations, measure ROI<br />Program Management: content strategy, campaign execution, community building<br />Application Development: tools to integrate, differentiate and support, social objectives<br />
  11. 11. Building a strong foundation<br />Listen<br />Engage<br />Be Human<br />Help & Share<br />Center your customer’s community<br />Set frequency and responsibility<br />Host events for your community<br />Build affinity and trust<br />
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  13. 13. Is this social media?<br />
  14. 14. What is Social Media?<br />Social = sharing, Media = information<br />People share interests & activities, or <br />People are interested in exploring the interests and activities of others. <br />Social media services provide ways for users to interact, such as e-mail and instant messaging.<br />
  15. 15. See the power of Social Networking<br />Kris Krug’s Facebook Network Visualized<br />
  16. 16. Social Networks V. Social Media<br />The Medium<br />The Message<br />
  17. 17. Why is it important to use and understand social media?<br />Free (just time) OR Inexpensive<br />It is where the people are<br />Build relationships<br />Build contacts<br />Build sales<br />Find a job<br />Find a mentor<br />Find advice<br />Build your business<br />Build your brand<br />Connect with your audience and customers<br />
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  22. 22. The Traditional Funnel<br /><br />
  23. 23. The New Funnel<br /><br />
  24. 24. Social Media is the grease in the marketing funnel<br /><br />
  25. 25. Understand your target audience first<br />Quantcast Feb. 2010<br />
  26. 26. What income level are you targeting?<br />Quantcast Feb. 2010<br />
  27. 27. What level of education do they have?<br />Quantcast Feb. 2010<br />
  28. 28.
  29. 29. 25%<br />Paid<br />Ignored<br />75%<br />Free<br />+Traffic<br />
  30. 30. SEO matters, Social Media helps<br />
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  32. 32. 5 things everyone should know about Social Media<br />It’s called social media not social selling<br />Don’t forget everything you already know about marketing<br />You’ve got to choose the right niche<br />You have to engage<br />You have to have goals<br />
  33. 33. What’s Working for Small Business?<br />
  34. 34. Connecting Authentically<br />
  35. 35. Building real life Community<br />
  36. 36. Trying new things <br />
  37. 37. Being a hub<br />
  38. 38. Actively engaging the community<br />
  39. 39. How to effectively deliver your message on Social media<br />Connect with people authentically<br />Be the Brand Evangelist not the Brand<br />Have a base of people to spread your message<br />Your message should match offline messaging<br />80/20 Rule, Use it.<br />
  40. 40. Free tools for Business<br />Google Docs - Web-based Office Suite<br />Open Office – Free Office Suite<br />Dropbox – Online Storage<br />Mail Chimp – Email Marketing<br />Feedburner – Subscribe<br />Hootsuite - Social Networks <br />Doodle - Scheduling<br />
  41. 41. FREE tools for online:<br /><br /><br /><br /><br /><br /><br /><br /> OR<br /> OR<br /><br />Google URL Builder <br />Google Forms -<br />Facebook Advertising:<br />
  42. 42. Tracking Example:Tools Used<br />Google URL Builder<br /> for link shortening and tracking<br />Facebook as the advertising medium<br />Google Analytics to track visitor behaviour<br />
  43. 43. Tracking Process<br />
  44. 44. Google URL Builder<br />
  45. 45. J.MP OR BIT.LY<br />
  46. 46. Tracking Example: Facebook Ad<br />This is one variation of the ad. We used 8 different ads and 4 targets for the same campaign<br />
  47. 47. Totals from Facebook<br />
  48. 48. Totals from (Double tracking)<br />
  49. 49. J.MP Geographic Stats<br />
  50. 50. J.MP Referrer Stats<br />
  51. 51. J.MP - Referrer Stats: Digging Deeper<br />The importance of MAD<br />Targeting <25 can be expensive and ineffective<br />25% of clicks came from Farmville…<br />
  52. 52.<br /><br />
  53. 53. What does it all mean?<br />You can track almost everything<br />Facebook users read ads and don’t click<br />The 1% rule<br />Putting a shortened URL in your ad helps<br />Fan pages allow you to leverage connections<br />Understand the Facebook user’s mentality<br />
  54. 54. Why Use Ads?<br />Incredible Targeting<br />You get awareness for free<br />Great information about clickers<br />Cut through the clutter<br />Build brand awareness<br />Leverage your page - Friends of Fans<br />People click through to your website<br />
  55. 55. Effective Management<br />Assign responsibility<br />Set some time aside to setup your profiles<br />A lot a small part of your day (30 minutes)<br />Don’t let things languish<br />Twitter (once/day)<br />LinkedIn (once/week)<br />Facebook Page (depends on expectations)<br />Blog (set a schedule monthly, weekly…)<br />
  56. 56. DO<br />Share, create and discuss<br />Connect, network and build relationships <br />Give credit<br />Get help/advice from others<br />Measure, measure, measure<br />Experiment, try, test, fail, learn, succeed.<br />Return to human communications<br />
  57. 57. DON’T<br />Think you are alone<br />Think this is advertising or sales<br />Always talk about yourself<br />Think if you build it they will come<br />Let your content languish<br />Use others content without permission<br />Think social media can replace anything else<br />
  58. 58. How content theft can kill your career<br />
  59. 59. Make people want to show others<br />
  60. 60. Why people share:<br />
  61. 61. Blogs for community engagement and thought leadership<br />
  62. 62. Creative Commons<br />
  63. 63. Criteria to determine which if any social networks to get started with<br />Understand your customer<br />Understand social network demographics<br />Do you have the resources?<br />Establish need<br />Are you busy with clients already?<br />Long-term neglect will hurt<br />You have to have goals<br />
  64. 64. 5 THINGS TO REMEMBER<br />Learn to teach yourself by doing & googling<br />Shorten and track everything<br />Respect your personal brand online<br />Use this skill set as a competitive advantage<br />Connect beyond the digital world<br />
  65. 65. Amplify your Social Media efforts<br />By building a fan base<br />Through friends and past customers<br />Syndicate, Distribute, Guest blog<br />Understand different audiences<br />Social networking advertising<br />
  66. 66. Find me online for more info<br />This presentation:<br /><br /><br /><br /><br />Please Ask Questions…<br />