Social Media Marketing for Small Business 101

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An overview of how the marketing landscape has changed and a series of case studies on how social media marketing has been beneficial for a range of Australian small, medium and large businesses.

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Social Media Marketing for Small Business 101

  1. 1. How to improve business PROFITS with Social Media
  2. 2. <ul><li>What’s on the Agenda? </li></ul><ul><li>A bit about me and e-CBD and this workshop </li></ul><ul><li>The marketing landscape: Where we’re at </li></ul><ul><li>Introduction to the main Social Networks and Case Studies </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><ul><li>As a network </li></ul></ul></ul><ul><ul><ul><li>As an advertising tool </li></ul></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><li>Questions and Workshop </li></ul><ul><li>Re-cap </li></ul>
  3. 3. <ul><li>About me: Matt Granfield </li></ul><ul><li>Communications degree </li></ul><ul><li>Worked in Public Relations and Journalism </li></ul><ul><li>Joined e-CBD with Marilyn Strauss in 2001 </li></ul><ul><li>Focussed on online marketing </li></ul><ul><li>Became Marketing Magazine’s ‘Online Marketing Guru’ </li></ul><ul><li>Became interested in social media two years ago </li></ul><ul><li>Started specialist SM consultancy </li></ul><ul><li>Created the Dialogix tool </li></ul><ul><li>Now used by many of the biggest corporations in Australia </li></ul>
  4. 4. About me: Matt Granfield
  5. 5. <ul><li>About us: e-CBD </li></ul><ul><li>Started in 1997 in Southport </li></ul><ul><li>Marilyn and Matt joined forces in 2001 </li></ul><ul><li>Design Websites </li></ul><ul><li>Always had a strong focus on SEO and marketing </li></ul><ul><li>Saw the rise in interest in Facebook marketing, blogs and Twitter for small business and we’re now strong advocates of it, working with clients as diverse as the Australian Labor party and the Animal Welfare League, right down to small businesses. </li></ul>
  6. 6. <ul><li>About This Workshop </li></ul><ul><li>Social media is a collective term for a range of websites that let people contribute to them. YouTube for example, is a form of social media. </li></ul><ul><li>Social networks are social media websites that act as interactive networks of people with a common interest. Facebook is a social network. </li></ul><ul><li>It’s not a lecture, so ask questions or interrupt at any time </li></ul><ul><li>At the end we’ll go through as many businesses as we can and see what ideas we can come up with </li></ul><ul><li>While social networks are a hugely popular tool, they’re not a magic money wand. </li></ul>
  7. 7. <ul><li>How Much Do We Know? </li></ul><ul><li>Who here has heard of Facebook? </li></ul><ul><li>Who here is on Facebook? </li></ul><ul><li>Who here has started using Facebook for business? </li></ul><ul><li>Who here is on LinkedIn? </li></ul><ul><li>Who here has watched YouTube? </li></ul><ul><li>Who has uploaded a video to YouTube? </li></ul><ul><li>Who has a Twitter account? </li></ul>
  8. 8. <ul><li>How Much Do We Know? </li></ul><ul><li>Who here has heard of Facebook? </li></ul><ul><li>Who here is on Facebook? </li></ul><ul><li>Who here has started using Facebook for business? </li></ul><ul><li>Who here is on LinkedIn? </li></ul><ul><li>Who here has watched YouTube? </li></ul><ul><li>Who has uploaded a video to YouTube? </li></ul><ul><li>Who has a Twitter account? </li></ul><ul><li>Who has a Twitter account and has only used it a couple of times and the only thing they’ve said is ‘figuring out how to use Twitter’? </li></ul>
  9. 9. The Marketing Landscape: Where We’re At...
  10. 10. “ Word of Mouth” was the first form of marketing. And it as has ALWAYS been the most effective way of getting new business. People have always trusted their friends opinions…
  11. 11. Hey Maximus, Poncius in front of me reckons I need a new anti-perspirant, you always smell nice, what do you use? Centurio, it never lets me down!
  12. 12. <ul><li>Word of mouth never stopped being important, but when mass media became popular last century, brands could rely on advertising to broadcast their message at the world and word of mouth didn’t seem as important to some marketers anymore… </li></ul>
  13. 13. The Yellow Pages used to work
  14. 14. If you wanted to reach more people you put an ad in the local paper…
  15. 15. Or bought a 30 second commercial on TV.
  16. 16. But the landscape has changed…
  17. 17. <ul><ul><li>Ads are everywhere. In fact, people see and hear between 1,000 and 3,000 advertising messages every day… </li></ul></ul><ul><ul><li>87,600,000 throughout their lives… </li></ul></ul>
  18. 18. <ul><ul><li>People still watch TV, but they flick through the ads. They read the news online instead of on paper. </li></ul></ul><ul><ul><li>Recommendations and opinions for every product and service are now available on the Internet. </li></ul></ul><ul><ul><li>We don’t rely on ads for information. </li></ul></ul>
  19. 19. <ul><ul><li>We have reached a point where: </li></ul></ul><ul><ul><li>14% of people trust ads </li></ul></ul><ul><ul><li>78% of people trust consumer recommendations </li></ul></ul><ul><ul><li>(Source: Neilsen Global Trust In Advertising Survey, 2007) </li></ul></ul>
  20. 20. McKinsey and Co. estimate that 2/3 of the economy is now influenced by personal recommendations…
  21. 22. <ul><ul><li>The Internet is now the largest </li></ul></ul><ul><ul><li>mass-communication medium, by far… </li></ul></ul>
  22. 23. <ul><li>13 hours of video are uploaded to YouTube every minute </li></ul>
  23. 24. <ul><ul><li>There are more than 133 million blogs in the world (Source: Technorati) </li></ul></ul>
  24. 25. <ul><ul><li>Half the Australian population visits Facebook each month. </li></ul></ul>
  25. 26. <ul><ul><li>Every single second of every single day , Twitter’s users mention brands they LOVE and HATE . </li></ul></ul><ul><ul><li>Last year Twitter grew by more than 1300% </li></ul></ul><ul><ul><li>(Source: Twitter Search, Forrester Research) </li></ul></ul>
  26. 27. <ul><ul><li>There are millions of special interested forums in Australia. Vogue Magazine’s Australian forum is one of the biggest with 93,000 active members. The most common forum topics are product recommendations. (Source: Vogue Forums) </li></ul></ul>
  27. 28. <ul><li>Last year a Neilsen survey found that: </li></ul><ul><li>86% of people have used search engines to find local businesses </li></ul><ul><li>52% of consumers use telephone directories less than they did two years ago </li></ul><ul><li>78% of consumers research a product online before making a purchase </li></ul><ul><li>73% of people prefer to find products and services online rather than having an advertisement sent to them </li></ul>
  28. 29. “ 70% of Internet users in Australia visited a social networking site in June 2009, up 29% from 2008...” Source: Comscore, http://www.comscore.com/Press_Events/Press_Releases/2009/8/2_Million_More_Australians_Go_Social_in_2009
  29. 30. That’s about 11 million people
  30. 31. And so there’s a perception among business owners that if you’re not doing some sort of social media marketing, you’re missing out.
  31. 32. And so there’s a perception among business owners that if you’re not doing some sort of social media marketing, you’re missing out. It’s, for the most part, true.
  32. 33. Introduction to the main Social Networks and Case Studies
  33. 35. <ul><li>World’s biggest social network </li></ul><ul><li>11 million Australian users </li></ul><ul><li>Average user has 130 friends </li></ul><ul><li>Very PERSONAL place </li></ul><ul><li>People put their baby photos and wedding photos on it. Don’t be offended if they don’t want to be your ‘friend’ </li></ul><ul><li>People use it as an online journal, sharing personal moments with their friends </li></ul><ul><li>Everything you do on it is shared with all your friends. That’s why marketers love it. It’s ‘VIRAL’ </li></ul><ul><li>It has a fantastic, targeted advertising program </li></ul>
  34. 38. <ul><li>Should Your Company Have a Page? </li></ul><ul><li>The answer is YES if: </li></ul><ul><li>Your customers are an active community unto themselves </li></ul><ul><li>You have heaps of fans </li></ul><ul><li>People take lots of photos and videos of themselves using your product or service </li></ul><ul><li>People are already telling their friends about you because you’re awesome </li></ul><ul><li>People actually care about you </li></ul><ul><li>You put on events </li></ul><ul><li>You have news to regularly update people with </li></ul><ul><li>You are a band </li></ul><ul><li>Eg. http://www.facebook.com/pages/Scarborough-Australia/Big-Cat-Reality/16608007646 </li></ul><ul><li>Eg. http://www.facebook.com/thebeautifulgirls </li></ul><ul><li>Eg. http://www.facebook.com/charlottereevesphotography </li></ul>
  35. 39. <ul><li>Should Your Company Have a Page? </li></ul><ul><li>The answer is NO if: </li></ul><ul><li>Your customers don’t have any reason to interact with each other </li></ul><ul><li>You’re doing it because you think you should </li></ul><ul><li>You have less fans than you thought you did </li></ul><ul><li>You’re scared of the world finding out that no-one really cares about your product </li></ul><ul><li>You have nothing to talk about </li></ul><ul><li>The people who use your product or service aren’t on Facebook </li></ul><ul><li>Eg. http://www.facebook.com/people/Casity-Sons-Plumbing/100001046460990#!/profile.php?id=100001046460990 </li></ul><ul><li>Eg. http://www.facebook.com/pages/This-is-Handee/335394565831?v=wall </li></ul>
  36. 40. OK, so you think your business should have a Page. How do you get some friends? <ul><li>Give them real incentives to be friends with you </li></ul><ul><ul><li>Special Facebook-only offers (eg. http://www.facebook.com/thebeautifulgirls#!/thebeautifulgirls?v=wall&story_fbid=117063471644249 ) </li></ul></ul><ul><ul><li>Exclusive news </li></ul></ul><ul><li>Create and foster a community (eg. http://www.facebook.com/pollyboutique ) </li></ul><ul><li>Have events </li></ul><ul><li>Give people a reason to tag themselves in your photos </li></ul><ul><li>Be interesting so people want to follow you </li></ul><ul><li>Invite your friends (der) </li></ul><ul><li>Link to your Facebook from your website (eg. http://www.charlottereeves.com.au/home.html ) </li></ul><ul><li>Tell people about the ‘suggest a friend’ button </li></ul><ul><li>Start an amusing group that people will want to join for fun and associate yourself with it (eg. http://www.facebook.com/pages/Stop-Dog-Nudity/9909344442 ) </li></ul><ul><li>Cross-promote. Find other similar Facebook pages and offer to tell people about them if they do the same for you. </li></ul><ul><li>But be prepared to break some rules. Failing that... </li></ul><ul><li>ADVERTISE </li></ul>
  37. 41. How Does Advertising Work?
  38. 42. How Does Advertising Work?
  39. 43. Advertising Tips <ul><li>Pay per click, not for impressions (you’ll get heaps of impressions anyway </li></ul><ul><li>Think outside the square when you’re targeting interests. People who need a wedding photographer aren’t the ones listing ‘photography’ as in interest. They’re the ones who are ‘engaged’ </li></ul><ul><li>Sex sells. Use a picture and make it attention-grabbing. ‘Sexy singles attract’ </li></ul><ul><li>Bid the maximum amount to ensure you get the best placement </li></ul><ul><li>Include your phone number in the ad (then you don’t have to pay for the click) </li></ul><ul><li>Have a goal for the ad - is it to get more fans? Is it to sell something? </li></ul><ul><li>More fans is often a good idea, but might not mean more money. If you’re a restaurant in Main Beach you might just want to offer a discount for mentioning the ad (for example). </li></ul><ul><li>Have a call to action. Give them a reason to click. </li></ul>
  40. 45. <ul><li>Micro blog </li></ul><ul><li>Lets people say what they’re thinking and share information in 140 characters or less </li></ul><ul><li>Is, most of the time, a complete pile of crap </li></ul><ul><li>But it’s an amazing listening post </li></ul><ul><li>And it’s easily searchable. You can find people based on their geographic location. </li></ul><ul><li>You can get a feed of people talking about your brand (or city, or whatever) </li></ul><ul><li>Great way for businesses to update people with news and offers </li></ul>
  41. 47. Problem : New cafe, needs business (sales) Key Influencers : Coffee Lovers, Vocal Early Tech Adopters, Business Leaders, Local Press
  42. 50. Results...
  43. 53. <ul><li>How do we use it? </li></ul><ul><li>http://search.twitter.com/advanced </li></ul><ul><li>Keep an eye on competitors </li></ul><ul><li>Monitor the local area for people asking for referrals </li></ul><ul><li>Follow people who are interested in what we do </li></ul><ul><li>Engage key influencers </li></ul>
  44. 55. <ul><li>World’s biggest and most popular video sharing website </li></ul><ul><li>Virtually any ‘how to’ search in Google returns a YouTube video in the top 5 results </li></ul><ul><li>People with personality have become famous on YouTube </li></ul><ul><li>Most videos get less than 1,000 views </li></ul><ul><li>Weigh up the ROI before investing in a video </li></ul><ul><li>But if you’ve got a camera, why not give it a crack? </li></ul><ul><li>Best way to explain complicated things on your website </li></ul>
  45. 57. <ul><ul><li>Market Research: Wine Library </li></ul></ul><ul><ul><li>Son of Russian Immigrants starts reading blogs and forums to find out what wines people want to know about. </li></ul></ul><ul><ul><li>Answers common questions, tells people to check out his site. </li></ul></ul><ul><ul><li>Turns small New York bottle shop into the world’s biggest online wine store with a $48 million a year turnover . </li></ul></ul>
  46. 59. <ul><li>Professional business social networking website </li></ul><ul><li>A place to upload your resume </li></ul><ul><li>A place to search for savvy employees </li></ul><ul><li>Lots of online business networking groups </li></ul><ul><li>How I met my business partner in DP Dialogue </li></ul><ul><li>You can ask people for their professional recommendations </li></ul>
  47. 63. <ul><li>Don’t start a blog </li></ul>
  48. 64. <ul><li>Don’t start a blog unless you have at least two hours a week to update it with interesting information and/or news about your business. </li></ul><ul><li>Pretty much everything has been said and no-one has time to read. </li></ul><ul><li>You’re better off reading other people’s blogs and commenting on them. </li></ul><ul><li>Use Twitter instead. It’s much easier and quicker. </li></ul><ul><li>Or if you’ve got lots of great content, use Tumblr, or consider Facebook (eg. Princess Polly and TBG ) </li></ul>
  49. 65. Re-Cap
  50. 66. Top 10 Small Business Social Media Marketing Tips <ul><li>Set up a Google alert for your brand and engage the people who are talking about you, wherever they are talking. </li></ul>
  51. 67. Top 10 Small Business Social Media Marketing Tips <ul><li>Set up a Google alert for your brand and engage the people who are talking about you, wherever they are talking. </li></ul><ul><li>Set up alerts for your industry (especially if no one is talking about your brand) </li></ul>
  52. 68. Top 10 Small Business Social Media Marketing Tips <ul><li>Set up a Google alert for your brand and engage the people who are talking about you, wherever they are talking. </li></ul><ul><li>Set up alerts for your industry (especially if no one is talking about your brand) </li></ul><ul><li>You don’t HAVE to have a Facebook page for your business. </li></ul>
  53. 69. Top 10 Small Business Social Media Marketing Tips <ul><li>Set up a Google alert for your brand and engage the people who are talking about you, wherever they are talking. </li></ul><ul><li>Set up alerts for your industry (especially if no one is talking about your brand) </li></ul><ul><li>You don’t HAVE to have a Facebook page for your business. </li></ul><ul><li>Use Facebook advertising, it’s cheap </li></ul>
  54. 70. Top 10 Small Business Social Media Marketing Tips <ul><li>Set up a Google alert for your brand and engage the people who are talking about you, wherever they are talking. </li></ul><ul><li>Set up alerts for your industry (especially if no one is talking about your brand) </li></ul><ul><li>You don’t HAVE to have a Facebook page for your business. </li></ul><ul><li>Use Facebook advertising, it’s cheap </li></ul><ul><li>Keep an eye on what people near you are saying on Twitter </li></ul>
  55. 71. Top 10 Small Business Social Media Marketing Tips <ul><li>Set up a Google alert for your brand and engage the people who are talking about you, wherever they are talking. </li></ul><ul><li>Set up alerts for your industry (especially if no one is talking about your brand) </li></ul><ul><li>You don’t HAVE to have a Facebook page for your business. </li></ul><ul><li>Use Facebook advertising, it’s cheap </li></ul><ul><li>Keep an eye on what people near you are saying on Twitter </li></ul><ul><li>Spend some time each day reading about what other people are doing. There are 1 billion social media marketing blogs out there. Reading blogs is much easier than writing blogs. </li></ul>
  56. 72. Top 10 Small Business Social Media Marketing Tips <ul><li>Set up a Google alert for your brand and engage the people who are talking about you, wherever they are talking. </li></ul><ul><li>Set up alerts for your industry (especially if no one is talking about your brand) </li></ul><ul><li>You don’t HAVE to have a Facebook page for your business. </li></ul><ul><li>Use Facebook advertising, it’s cheap </li></ul><ul><li>Keep an eye on what people near you are saying on Twitter </li></ul><ul><li>Spend some time each day reading about what other people are doing. There are 1 billion social media marketing blogs out there. Reading blogs is much easier than writing blogs. </li></ul><ul><li>Create a community of interest around what you do. It takes time, but it’s worth it. </li></ul>
  57. 73. Top 10 Small Business Social Media Marketing Tips <ul><li>Set up a Google alert for your brand and engage the people who are talking about you, wherever they are talking. </li></ul><ul><li>Set up alerts for your industry (especially if no one is talking about your brand) </li></ul><ul><li>You don’t HAVE to have a Facebook page for your business. </li></ul><ul><li>Use Facebook advertising, it’s cheap </li></ul><ul><li>Keep an eye on what people near you are saying on Twitter </li></ul><ul><li>Spend some time each day reading about what other people are doing. There are 1 billion social media marketing blogs out there. Reading blogs is much easier than writing blogs. </li></ul><ul><li>Create a community of interest around what you do. It takes time, but it’s worth it. </li></ul><ul><li>Don’t start something you can’t finish or maintain properly or it’s a waste of time and you’re better off with Google Ads. </li></ul>
  58. 74. Top 10 Small Business Social Media Marketing Tips <ul><li>Set up a Google alert for your brand and engage the people who are talking about you, wherever they are talking. </li></ul><ul><li>Set up alerts for your industry (especially if no one is talking about your brand) </li></ul><ul><li>You don’t HAVE to have a Facebook page for your business. </li></ul><ul><li>Use Facebook advertising, it’s cheap </li></ul><ul><li>Keep an eye on what people near you are saying on Twitter </li></ul><ul><li>Spend some time each day reading about what other people are doing. There are 1 billion social media marketing blogs out there. Reading blogs is much easier than writing blogs. </li></ul><ul><li>Create a community of interest around what you do. It takes time, but it’s worth it. </li></ul><ul><li>Don’t start something you can’t finish or maintain properly or it’s a waste of time and you’re better off with Google Ads. </li></ul><ul><li>Use LinkedIn as a networking tool. Join groups and ask questions. </li></ul>
  59. 75. Top 10 Small Business Social Media Marketing Tips <ul><li>Set up a Google alert for your brand and engage the people who are talking about you, wherever they are talking. </li></ul><ul><li>Set up alerts for your industry (especially if no one is talking about your brand) </li></ul><ul><li>You don’t HAVE to have a Facebook page for your business. </li></ul><ul><li>Use Facebook advertising, it’s cheap </li></ul><ul><li>Keep an eye on what people near you are saying on Twitter </li></ul><ul><li>Spend some time each day reading about what other people are doing. There are 1 billion social media marketing blogs out there. Reading blogs is much easier than writing blogs. </li></ul><ul><li>Create a community of interest around what you do. It takes time, but it’s worth it. </li></ul><ul><li>Don’t start something you can’t finish or maintain properly or it’s a waste of time and you’re better off with Google Ads. </li></ul><ul><li>Use LinkedIn as a networking tool. Join groups and ask questions. </li></ul><ul><li>If you want people to talk about you, be creative (or pay someone who is). </li></ul>
  60. 76. <ul><li>Audience Question Time </li></ul><ul><li>More Information? </li></ul><ul><li>1300 733 088 </li></ul><ul><li>www.e-cbd.com </li></ul><ul><li>@mattgranfield </li></ul>

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