This 2-1/2 hour presentation covers an introduction to marketing in social media for small business people. It covers Facebook, Twitter, LinkedIn, with a brief intro to geo-location services & deal sites.
Great, low cost way for you to reach & engage with your customers & prospectsYou can compete with the big boysYour message can spread to your “fans” friendsCustomer ratings & reviews will influence prospectsHelps you to be found by search enginesLead generationReputation ManagementResearch Market research (customers and prospects)Competitive researchCustomer ServiceYour customers expect you to be thereThey are talking about your business whether you are there or not
Killer Apps include10-way video chatCircles
Companies that blog get 55% more visitors to their websites than companies that don’t blogThe more you blog, the more people you can attract
Facebook & Twitter are technologies to help spread WOM, not strategiesFabulous for sharing and relationship buildingLinkedIn is great forB2B Personal networking and professional developmentSales & competitive research
The image is crucial. It will show up on all your page tabs.ShowName of the CompanyBranding elements, the look and feelA little bit about what your company is about Maybe include address & URL
Do everything you can to encourage people to “Like” and comment.
Be as creative as you want!
Interview your customersAsk them what they want to see on your FB page
It basically, how you are going to manage your page
By setting up an ad – even if you don’t go through with it, you can get an estimate of the number of people in your target.Gives you a much better idea of how much it will cost to advertise to themYou can advertise to your fans AND your fans’ friends
There are now more than 1 MM apps that use Twitter in some way
Hashtag was created by Twitter users. It’s an easy way to search for something.
LinkedIn’s “Groups” are a powerful way to grow your network and spread a message.Like Facebook, LinkedIn now has a wall that drives “likes” and comments (as well as traffic).
Use caution!Groupon, Living Social, Deal Chicken
Restaurant offers a fine dining dinner for 2, $100 valueGroupon restaurant customer buys it for $50Groupon keeps half; restaurant gets $25 or $12.50 a personThe restaurant has to supply $50 dinners and only gets $12.50 in revenueObviously, no business can sustain this for long. Either they go out of business or reduce the cost. If they reduce the cost it triggers a downward spiral. The quality goes downPerceived value goes down (relative to the $50)Less likelihood of that customer being willing to pay full price
1.B2Bvs B2C2. Industry vertical, e.g. restaurant, fashion, music, technology3. Where does your customer hang out?
Social media for small business
SOCIAL MEDIA FORSMALL BUSINESS Karen Pelletier Marketing Consulting www.marketing-consultant-k-pelletier.com Twitter: @kjpelletier Facebook: kjpelletier LinkedIn: http://www.linkedin.com/in/karenjpelletier
My Background30 years experience in marketing; I am NOT a programmer Karen Pelletier Marketing Consulting
Housekeeping• Turn cell phones to vibrate• Slides available by going to − Twitter.com > Search on #scoresocmedsem > click on link OR − Go to my homepage and download the pdf file OR − Text 90210 / scorecv
How Many of You…• Are B2C marketers? B2B?• Use social media personally? − Checked out online reviews before booking a hotel or trying a new restaurant? − Have read reviews of a product online before purchasing?• Use social media for your business?
What I want you to get out of this seminar• Why you need to embrace social media• A feel for the social media universe• A basic understanding of The Big 3 and what they can do for business• An understanding of how to evaluate alternatives given your business’ objectives
What Is Social Media?• Web and mobile based sites that people are using to participate, create, share, discover, bookmark, argue & debate• Powerful communication channel that values authenticity and useful content
Your Customers Are There % of the age group that currently has a profile page on a social networking site 80% 76% 68% 63% 45% 31% 15% 12 - 17 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 + Source: Arbitron 2011
This Holds for All Categories Category Purchased Number of information % of shoppers influenced sources used by the before the point of purchase typical shopper Automotive 18.2 97% Technology / Consumer Electronics 14.8 92% Voters 14.7 95% Travel 10.2 99% Over-the-Counter Health 9.8 78% Consumer Pkg Goods, Grocery 7.3 61% Consumer Pkg Goods, Health, 7 63% Beauty, Personal Care Quick Serve Restaurants 5.8 72% Banking 10.8 91% Insurance 11.7 94% Credit Card 8.6 81% Investments 8.9 89% Source: Google Shopper Sciences, Zero Moment of Truth Industry Studies, US, April 2011
5 - Search Engine Optimization• Both Google & Bing use social mentions (FB & Twitter) in their search algorithms• Your website will be displayed right next to blog postings and reviews
6 – It’s Effective for Lead Generation Both B2B and B2CHubSpot: 101 Marketing Charts & Graphs
7 - Reputation Management• People are talking about you online, whether you are there or not Domino’s Pizza Crisis• Being involved in social media gives you the opportunity to respond before there’s a crisis
If you do nothing else…Monitor what’s being said about your company or brand• Set up FREE Google Alerts• Do periodic searches on YouTube & Twitter• If you have a restaurant or hotel monitor the review sites − Expedia, Orbitz, Travelocity, etc. − Trip Advisor, Urban Spoon, Open Table, etc.
8 - Market Research & Opportunity for Customer Involvement
Why Jump In Now?• Learn now… future changes will only make things easier and more intuitive• It’s an opportunity to connect with your customers• Cost effective (though time intensive) way to market your business
Overview of the Social Media Universe• Blogs• Sites like Facebook, Twitter & LinkedIn − There are millions of SM sites• Geo-location & Deal Sites• They all interact − Choose your HUB (social media page or website) − Drive traffic to your HUB − Create strong CTAs
Content is the Magnet!• What you want is for people to spread your message or content by “sharing”• To encourage sharing, your content must − Be useful, entertaining or both! − Answer questions your readers may have − Be clear & concise − Be EASY to share Source: Angela Maiers
“Repurpose” your content in many forms• Blog articles• Videos• White Papers• WebinarsPromote your content in social media
Always include an Image in your blog post• If you include an image in your blog post, when it’s shared it will show up with the thumbnail of your image − Makes it more likely that people scanning their page will read it
The Big 3 750 MM Users 350 B Tweets/Day 130 MM Users
Why Facebook?Facebook includes It’s like a parallel universe to the• Pages -- a place to engage Internet, only it’s• Ads & Deals • focused on your brand• Apps • more customer oriented • all info in 1 place• E-commerce• Analytics A lot of ways to engage!
Your Goals on FacebookBe found by people searching for your product/servicePromote your business by• Getting “fans” − Get people to click your “Like” button• Getting your “fans” to interact with you − That spreads your content to your fan’s friends − Enables you to build a community around your brand or company − Promote your content and events Generate leads for your business
FB Fans are customers looking forDeals, News, Exclusives and Community
FB Profile vs. PageFB Profile is Your Own personal page• You must have your own Profile page to set up a business pageFB Page is a business page• 6 business “types” to choose from• The “type” you choose dictates the content in the info section
Components of a FB Profile Avatar Source: Hubspot, How to Use Facebook for Business
To Create your FB Page• Choose a name that your customers will recognize − Search to see if the business name you want is available• At the bottom of your personal profile page click on “Create a Page”
Discussion & commentary increases the probabilitythat it will show up in your fans’ news feeds
Landing (Welcome or Reveal) Page • This is what your visitors see BEFORE they Like you • Purpose is to convert visitors into Fans • Incent them to click “Like” by offering exclusive content! • Use a strong CTA
Other TabsBe as creative as you want! You can create any type of tab• Our Team with photos and names• Upcoming Events• Your Opinion Counts (polling or review apps)• Videos: demonstrations or your customer’s videos
Programming• Facebook uses iFrames to organize the elements on the page − The content of the frames resides on your website server − You can do it yourself or use a web development firm to create your branding element and set up your pages for you − If you use a content management system to manage your website you should be able to use it to update your FB pages
Post as yourself or your business• By going up to Account you can go around FB and post as your self, or as your business• If your goal is to promote your business and get fans, post as your business, − Just make sure it’s not spam (too self promotional)• You can “Comment” on others’ posts
Your Content• What content does your target market want? − Inside peak − Information that’s of value − Exclusive deals• The goal is to make it content that your fans will want to share• Try to adhere to the 80/20 rule helpful content/promoting your product
Create an Editorial Guideline• How frequently are you going to post• What types of media you are going to use• Will you post 3rd party content that you think is of value• Create Signature Experiences that your target will value − Zappos’ fan of the week − Social Media Examiner’s Expert Friday• Reply policy• How you will handle negative posts/comments• Ratio of helpful content to promotion (80/20)
Don’t postanything youwouldn’t wantto see on thefront page ofthe NY Times
Social Plug-ins• Use Twitter, LinkedIn & your website to drive traffic to your FB page• Go to http://developers.faceb ook.com/docs/plugins/ to copy code to place on your website
Facebook Deals• Clicking on a deal shows up in your friends’ newsfeeds
Why should you pay for an Ad?• You can always post “deals” on your wall for your fans• If you pay for a FB ad, you get the ability to − Target your ad to people beyond your fan base − Target by interest, geography, demographics − Get robust Analytics
• Called a micro-blog − 140 character limit• Like a Headline News service − You scan it quickly − Post only if you have something of value to share (via a link) − If there is something that peaks your interest you click on the link• No one wants to know what you had for breakfast!
Ways to Use Twitter for Business• Drive people to your Hub (website or FB page)• Use Twitter Search to monitor your brand, industry, competition• Use your Twitter “Favorites” as a list of testimonials − http://twitter.com/USERNAME/favorites• Build relationships by providing info that’s of value• Promote your blog, content, specials, sales or events• Customer service − User Twitter Search to respond to mentions of your company − Speed really impresses the customer!
What Type of Account Should You Set UpPersonal or Business? Represents your company as a whole Establishes your personal brand • Keep your customers up to date on events • Network, build relationships • Promote sales, specials, etc. • Promote blog articles, content, events, • Promote recent blog articles etc. • Update customers on products and services • Provide customer service User name = Company name User name = name; namecompany; nameindustry; companyname Avatar = your company Logo Avatar = your picture
To Use Twitter• Go to Twitter.com• Set up a FREE account• Select your user name & upload your avatar• Fill out your profile. Describe who you are so that people will want to follow what you have to say − Include links to your website, other SM accounts• Your Twitter feed will be empty until you write a tweet or select people to follow − Their tweets and your tweets will show up in your feed• Find people to follow• Get people to follow you − Put Twitter buttons on your website and all your marketing material
Components of a Tweet 140 Characters User name Hash tag Link to web page, URL shortener. Twitter also will automatically shorten your links.Avatar An @mention Ask for the RTMake it consistent When used at start ofacross all SM accts message it’s like an address
Other Twitter Resources• How to Use Twitter for Business: An Introductory Guide, HubSpot• Twitter For Beginners, Social Media DIY Workshop• Twitter Grader (free)• Tweet Deck (free)
Social Media for B2BBusiness people are using social media• 86% of Technology Buyers engage in some form of social activity for work purposes. Source: Its Time For Tech Marketers To Go Big With B2B Social Media Strategies, by Kim Celestre on July 20, 2011
How to Use LinkedIn for Business• Establish a network − Upload contacts from Outlook, hotmail, gmail, etc. − Invite them to become a part of your network with a personalized invitation• Search for your target customers − People with the job title & company you want to target − Save your people searches by creating alerts − Browse your networks’ networks − Join Groups• Make direct contact with key people
LinkedIn Profile• Fill out your Profile completely − Compelling headline & summary• Optimize your profile to be found − Use your keywords to describe your website links • Marketing Consultant for marketing-consultant-k-pelletier.com − Link to your other SM accounts• Apps − Travel & Events − Amazon reading list − SlideShare − Blog links − Polls
LinkedIn Profile LinkedIn’s “Groups” are a powerful way to grow your network and spread a message. Like Facebook, LinkedIn now has a wall that drives “likes” and comments (as well as traffic).
Create a LinkedIn Business Pagehttp://www.linkedin.com/companies?trk=hb_tab_compyYou must havea personal profile
Join Groups in your industry• Follow the discussions• LinkedIn Answers − Answer questions, add value where you can − Become a “go to” source in your field• If there is no relevant group you can create one
Some final observations on the social media world
Groupon Example The consumer will judge 50% off dinner for 2 the value in terms of the Retail Value $50/person retail price Groupon keeps 50% of the revenue Consumer pays $25Restaurant gets$12.50 Revenue Cost
When Does A Group Deal Make Sense?When you are looking to• Generate trial• Clear out old inventory• Schedule the timing of a deal to eat up excess capacity, and you can net ≥ your marginal cost• Capitalize on upsell opportunities to make the total transaction profitable• Capture names for email or social media marketing
Which Site to Use?Do some research to determine which ones offer the bestterms and ability to reach your target market• Terms, economics, and control vary by site − As the space becomes more competitive you will be able to get better terms − Put time constraints on your offer to protect yourself• Some sites may be very targeted to your niche or industry − Daily Gourmet & BiteHunter for foodies − Yuupon & TripAlertz for travel − Doggyloot − RapidBuyr for B2B
Deal Site Checklist• Understand what your objectives are − Bring in NEW users − Reward current customers• Who’s your target market and what would interest them• Run the numbers• Make sure the “fine print” protects you• Think about the impact on perceived value for the money − Are these deal customers likely to come back and purchase your product at full price?• Track the results
Track• How many buyers are new customers?• Did they spend more than the voucher or coupon amount?• How many of these new customers came back and how much did they spend?• What was the breakage (people who bought the deal but didn’t redeem it)?
When creating your social media planFigure out what’s right for you and your business• B2B or B2C?• What is your marketing objective?• Who is your target customer?• Where are they (geographically)?• Where does your customer hang out online? − Find them and listen in on the conversation for a while − Follow influencers, blogs − Participate when you can be helpful − Are there any Industry vertical networks that would enable you to most efficiently reach and engage with your target market?• Brainstorm on how best to engage with them
Homework• Log onto Twitter.com and create an account if you don’t have one.• Do a Twitter Search #scoresocmedsem − Download this presentation• Create a Tweet: How helpful was this seminar to you? Rate it on a scale of 1 – 5. − 1=not helpful at all; 5=extremely helpful. − put the hash tag, #scoresocmedsem in your tweet• Do a couple of Twitter searches on your industry. Find 5 people to follow.