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Turbo-Charge Small Business Marketing with Social Media


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A host of new online tools are now available that small business owners can use to showcase their expertise, find new customers and build their businesses. Blogs, podcasts, digital video and social networks are revolutionizing markets, offering business owners new ways to find and connect with customers around the world at little or no cost. This session introduces the most popular social media concepts and provides step-by-step advice on how to put them to work for your business.

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Turbo-Charge Small Business Marketing with Social Media

  1. 1. Turbo-Charge Small Business Marketing with Social Media Paul Gillin PMA09 March 4, 2009
  2. 2. New Media Rules <ul><li>Mainstream media is downsizing </li></ul><ul><li>New voices are gaining influence </li></ul><ul><li>Loyalty is shifting to topics and authors </li></ul><ul><li>Marketers are becoming publishers </li></ul><ul><li>Search is the new circulation </li></ul><ul><li>We are never going back </li></ul>
  3. 3. 2008 Newspaper Layoffs Source: Erica Smith (
  4. 4. Traditional Communications
  5. 5. New Reality
  6. 6. Meet the New Influencers Steve Hall Philipp Lenssen Paige Heninger & Gretchen Vogelzang
  7. 7. Why Now? <ul><li>Cheap technology </li></ul><ul><li>Fast networks </li></ul><ul><li>Google </li></ul><ul><li>“ The Long Tail” </li></ul>Source: Pew Research It’s now cheaper to keep information than it is to throw it away. It’s also easier to publish information than ever before. This is an explosive new combination.
  8. 8. The Numbers <ul><li>Active blogs on the Internet: 25-40 million </li></ul><ul><li>Social networks: 2,700 </li></ul><ul><li>“ White box” social network providers: >100 </li></ul><ul><li>Photos added to Flickr daily: 1.5 million </li></ul><ul><li>Daily Twitter messages: 6 million </li></ul><ul><li>Average age of evening news viewer: 60 </li></ul>
  9. 9. Whom Do Consumers Trust? Percent who trust each source Source: Nielsen, Oct., 2007
  10. 10. The Many Arms of Social Media Cost to user = $0
  11. 11. Blogs – Global Podium
  12. 12. Podcasts: Audio Personality
  13. 13. New Kids On The Block
  14. 14. Just One Guy Technorati rank: 714 Technorati fans: 146 Google Indexed pages: 3,760 Alex ranking: Top .17% Inbound links: 10,542 bookmarks: 2,068 New York Times citations: 136 Computerworld citations: 193 InformationWeek citations: 72 Newsletter subscribers: 130,000
  15. 15. Small business
  16. 16. Self-Appointed Celebrities
  17. 17. Embrace Niche Markets
  18. 18. <ul><li>Niche markets are: </li></ul><ul><li>Knowledgeable </li></ul><ul><li>Engaged </li></ul><ul><li>Responsive </li></ul><ul><li>Helpful </li></ul><ul><li>Spenders </li></ul>
  19. 19. Go Where Customers Are
  20. 20. Put Communities to Work Needs Definition Product Architecture Iterative Development Field Testing Viral Marketing Peer Support Product lifecycle
  21. 21. The Power of Friending Profile Friends Groups
  22. 22. Cultural Norms of Social Media <ul><li>“ Transparency” </li></ul><ul><li>Conversation </li></ul><ul><li>Individual </li></ul><ul><li>Courteous </li></ul><ul><li>Sharing </li></ul><ul><li>Attribution </li></ul><ul><li>Suspicion of marketers </li></ul>
  23. 23. Engage <ul><li>Action: Talk to the influencers Tools: Comments, groups, blogs, “friends” </li></ul><ul><li>Objective: Identify brand advocates; contain and educate critics </li></ul><ul><li>Result: Influence the conversation </li></ul>
  24. 24. Engagement Tactics <ul><li>Invite them into the club </li></ul><ul><li>Offer links or small promotions </li></ul><ul><li>Use discounts, giveaways, contests, free trials </li></ul><ul><li>Never edit or censor </li></ul><ul><li>Involve them in what you do </li></ul>
  25. 25. Search Optimize
  26. 26. Promote Yourself
  27. 27. Promote Others
  28. 28. Tweet Your Stuff
  29. 29. Ancillary Products Sponsored newsletters Books Sponsored podcasts Guides/calendars/coffee-table books Contests
  30. 30. Thank you! Paul Gillin 508-202-9807 [email_address] Twitter: @pgillin Available on Amazon or from w Available on Amazon or from