This presentation, designed by Lisa Vaughn, Owner of Gladiator Law Marketing LLC supports the Berea College Entrepreneurship for the Public Good 2013 Summer Institute coaching small business owners in Berea / Madison County Kentucky and small business owners in the Kentucky River Area Development District.

1. SOLOMO
Community Workshop: Growing
Your Small Business with Social Media
SOLOMO
Community Workshop: Growing
Your Small Business with Social Media
This presentation, designed by Lisa Vaughn, Owner of Gladiator Law
Marketing LLC supports the Berea College Entrepreneurship for the
Public Good 2013 Summer Institute coaching small business owners in
Berea / Madison County Kentucky and small business owners in the
Kentucky River Area Development District.
This presentation, designed by Lisa Vaughn, Owner of Gladiator Law
Marketing LLC supports the Berea College Entrepreneurship for the
Public Good 2013 Summer Institute coaching small business owners in
Berea / Madison County Kentucky and small business owners in the
Kentucky River Area Development District.

2. Consider… CHANGE.Consider… CHANGE.
3 MAIN CONCEPTS TO REVISIT
1. How social media can
CHANGE your business.
2. How you can CHANGE how
you use social media.
3. How you can CHANGE your
relationship with others in this
room.
3 MAIN CONCEPTS TO REVISIT
1. How social media can
CHANGE your business.
2. How you can CHANGE how
you use social media.
3. How you can CHANGE your
relationship with others in this
room.
CHANGE REQUIRES…
1. Want / Desire for Change
2. Choose to do Something
Different.
3. Walk the Walk / Take Action.
CHANGE REQUIRES…
1. Want / Desire for Change
2. Choose to do Something
Different.
3. Walk the Walk / Take Action.

3. You’ve Decided to Change…You’ve Decided to Change…
You are here tonight because you’re interested in doing something
different. We Are Here to Help.
1. FACEBOOK
2. YELP
3. PINTEREST
4. GOOGLE+
5. TRIPADVISOR
You are here tonight because you’re interested in doing something
different. We Are Here to Help.
1. FACEBOOK
2. YELP
3. PINTEREST
4. GOOGLE+
5. TRIPADVISOR

4. Workshop GoalsWorkshop Goals
1. GAIN AN ADDITIONAL UNDERSTANDING OF A WIDER VARIETY OF
SOCIAL MEDIA PLATFORMS.
2. IDENTIFY PRACTICAL WAYS YOU CAN BETTER UTILIZE SOCIAL
MARKETING FOR YOUR BUSINESS.
3. USE YOUR SOCIAL PROFILES TO COMMENT ON AT LEAST THREE (3)
OTHER LOCAL BUSINESSES IN THE COMMUNITY.
1. GAIN AN ADDITIONAL UNDERSTANDING OF A WIDER VARIETY OF
SOCIAL MEDIA PLATFORMS.
2. IDENTIFY PRACTICAL WAYS YOU CAN BETTER UTILIZE SOCIAL
MARKETING FOR YOUR BUSINESS.
3. USE YOUR SOCIAL PROFILES TO COMMENT ON AT LEAST THREE (3)
OTHER LOCAL BUSINESSES IN THE COMMUNITY.

5. FacebookFacebook
1.11 Billion Users
665 Million Daily Users
50 Million Facebook Pages
Avg Friends per Facebook User? 141.5
Photos Uploaded Daily? 350 Million
36 Posts per Page Monthly (average)
1.11 Billion Users
665 Million Daily Users
50 Million Facebook Pages
Avg Friends per Facebook User? 141.5
Photos Uploaded Daily? 350 Million
36 Posts per Page Monthly (average)

6. FacebookFacebook
42% of Marketers say Facebook is CRITICAL to Business.42% of Marketers say Facebook is CRITICAL to Business.

7. Tips for Facebook SuccessTips for Facebook Success
Leverage existing business connections via direct mail; email marketing; links from
business website, etc.
Connect with other local businesses by Liking their pages and sharing each
other’s posts.
Stay in conversation with your audience to continue to engage and promote the
business. (Use photos, polls, and questions in your posts)
Feature content / discounts / products on your website to funnel traffic to site.
Network all your platforms together, when possible, for consistent messaging.
Leverage existing business connections via direct mail; email marketing; links from
business website, etc.
Connect with other local businesses by Liking their pages and sharing each
other’s posts.
Stay in conversation with your audience to continue to engage and promote the
business. (Use photos, polls, and questions in your posts)
Feature content / discounts / products on your website to funnel traffic to site.
Network all your platforms together, when possible, for consistent messaging.

8. Facebook in ActionFacebook in Action
NEXT: Partner with your EPG Support
Team to work hands-on via Facebook.
- Claim a Business Page
- Ask Questions
- Like Other Local Businesses
- Comment or Share a post from
another local business.
NEXT: Partner with your EPG Support
Team to work hands-on via Facebook.
- Claim a Business Page
- Ask Questions
- Like Other Local Businesses
- Comment or Share a post from
another local business.

9. Workshop Goals: FacebookWorkshop Goals: Facebook
1. DID YOU: GAIN AN ADDITIONAL UNDERSTANDING?
2. DID YOU: IDENTIFY PRACTICAL WAYS YOU CAN IMPROVE?
3. DID YOU: SUPPORT OTHER LOCAL BUSINESSES IN THE COMMUNITY?
1. DID YOU: GAIN AN ADDITIONAL UNDERSTANDING?
2. DID YOU: IDENTIFY PRACTICAL WAYS YOU CAN IMPROVE?
3. DID YOU: SUPPORT OTHER LOCAL BUSINESSES IN THE COMMUNITY?

10. Biz.YELP.comBiz.YELP.com
Small businesses with a free business owner’s account saw an
average of $8,000 in annual revenue from Yelp. – Boston Consulting
Group
Reviews increased 54% to more than 30 million, while average
monthly unique visitors grew 52% to more than 78 million in the 2nd
Q.
Small businesses with a free business owner’s account saw an
average of $8,000 in annual revenue from Yelp. – Boston Consulting
Group
Reviews increased 54% to more than 30 million, while average
monthly unique visitors grew 52% to more than 78 million in the 2nd
Q.

11. Tips for Leveraging YELPTips for Leveraging YELP
Fully complete your business listing on Yelp. Many options are provided – the
more information you complete the better potential customers will understand
your business.
Photos are important to convey an impression of your store to customers. This is
especially important for mobile customers, the photos are featured prominently
on Yelps mobile website, and can be a strong factor in a buying decision.
Utilize Yelp Check-In Offers to drive purchases and show appreciation for your
social customers. Remember, social is about getting business in the door.
Feature Yelp Deals on your profile.
Fully complete your business listing on Yelp. Many options are provided – the
more information you complete the better potential customers will understand
your business.
Photos are important to convey an impression of your store to customers. This is
especially important for mobile customers, the photos are featured prominently
on Yelps mobile website, and can be a strong factor in a buying decision.
Utilize Yelp Check-In Offers to drive purchases and show appreciation for your
social customers. Remember, social is about getting business in the door.
Feature Yelp Deals on your profile.

12. YELP in ActionYELP in Action
NEXT: Partner with your EPG Support
Team to work hands-on via Yelp.
- Claim a Business Page
- Ask Questions
- Comment on others in the
community.
NEXT: Partner with your EPG Support
Team to work hands-on via Yelp.
- Claim a Business Page
- Ask Questions
- Comment on others in the
community.

13. Workshop Goals: YelpWorkshop Goals: Yelp
1. DID YOU: GAIN AN ADDITIONAL UNDERSTANDING?
2. DID YOU: IDENTIFY PRACTICAL WAYS YOU CAN IMPROVE?
3. DID YOU: SUPPORT OTHER LOCAL BUSINESSES IN THE COMMUNITY?
1. DID YOU: GAIN AN ADDITIONAL UNDERSTANDING?
2. DID YOU: IDENTIFY PRACTICAL WAYS YOU CAN IMPROVE?
3. DID YOU: SUPPORT OTHER LOCAL BUSINESSES IN THE COMMUNITY?

14. Over 45 Million Users (most in mid-western states)
Average user has more discretionary cash, shops online more,
upper-middle class. Pinterest shoppers spend $140 - $180 per order
(FB:$80, Twitter:$60)
Successful / active pinners average 46 repins on every pin.
Pins that include prices receive 36 percent more likes than those
that do not.
Over 45 Million Users (most in mid-western states)
Average user has more discretionary cash, shops online more,
upper-middle class. Pinterest shoppers spend $140 - $180 per order
(FB:$80, Twitter:$60)
Successful / active pinners average 46 repins on every pin.
Pins that include prices receive 36 percent more likes than those
that do not.

15. 81% of U.S. online consumers trust information and advice from
Pinterest.
Average time spent on Pinterest per visit, 14.2 minutes
Peoples’ preference to associate with retailers / brands: 43%
Pinterest; 24% FB.
81% of U.S. online consumers trust information and advice from
Pinterest.
Average time spent on Pinterest per visit, 14.2 minutes
Peoples’ preference to associate with retailers / brands: 43%
Pinterest; 24% FB.

16. Tips for Using PinterestTips for Using Pinterest
Cultivate a defined audience organized around topical themes (home décor;
fashion; recipes; tattoos; sports teams; academia; hobbies; celebrities; TV shows;
geographic areas). This can result in like-minded people who are interested,
presuming you target the right audience, in your businesses products/services.
Boards based on “How To" information do very well on Pinterest.
Share an inside look at your company and/or products. Create pinboards that
provide a feel for your company’s culture, ideas, projects, and community
involvement.
Follow other, relevant, pinners and expand your social pinning networking.
Cultivate a defined audience organized around topical themes (home décor;
fashion; recipes; tattoos; sports teams; academia; hobbies; celebrities; TV shows;
geographic areas). This can result in like-minded people who are interested,
presuming you target the right audience, in your businesses products/services.
Boards based on “How To" information do very well on Pinterest.
Share an inside look at your company and/or products. Create pinboards that
provide a feel for your company’s culture, ideas, projects, and community
involvement.
Follow other, relevant, pinners and expand your social pinning networking.

17. Tips for Using PinterestTips for Using Pinterest
Discounts & Coupons exclusive to Pinterest.
Don’t make it all about you! Share content relevant to your business audience,
but not just about your products/services. Example: http://pinterest.com/oreck/
“This is not about the widget you sell,
it’s about the mindset of the person who might be interested in it.”
Discounts & Coupons exclusive to Pinterest.
Don’t make it all about you! Share content relevant to your business audience,
but not just about your products/services. Example: http://pinterest.com/oreck/
“This is not about the widget you sell,
it’s about the mindset of the person who might be interested in it.”

18. in Actionin Action
NEXT: Partner with your EPG Support
Team to work hands-on via Pinterest.
- Business.Pinterest.com
- Ask Questions
- Follow and Pin from others in the
community.
NEXT: Partner with your EPG Support
Team to work hands-on via Pinterest.
- Business.Pinterest.com
- Ask Questions
- Follow and Pin from others in the
community.

19. Workshop Goals: PinterestWorkshop Goals: Pinterest
1. DID YOU: GAIN AN ADDITIONAL UNDERSTANDING?
2. DID YOU: IDENTIFY PRACTICAL WAYS YOU CAN IMPROVE?
3. DID YOU: SUPPORT OTHER LOCAL BUSINESSES IN THE COMMUNITY?
1. DID YOU: GAIN AN ADDITIONAL UNDERSTANDING?
2. DID YOU: IDENTIFY PRACTICAL WAYS YOU CAN IMPROVE?
3. DID YOU: SUPPORT OTHER LOCAL BUSINESSES IN THE COMMUNITY?

20. Google+ LOCAL for BusinessesGoogle+ LOCAL for Businesses
43% of all Google searches include local intent.
Google Maps usage is 40% mobile
61% of local searches result in a purchase
Only 33% of businesses are fully utilizing Google+ Local (can we say
competitive advantage?)
43% of all Google searches include local intent.
Google Maps usage is 40% mobile
61% of local searches result in a purchase
Only 33% of businesses are fully utilizing Google+ Local (can we say
competitive advantage?)

21. Tips for Using Google+ LocalTips for Using Google+ Local
Fully complete your business listing. This includes
adding photos and/or videos. Directions. Hours of
Operation. Payment Options. Detailed
descriptions.
Encourage family, friends, and existing customers
to leave reviews. This is a critical feature of
Google+ Local and can increase click-through-
rates by 42%.
Incorporate links to your Google+ Local listing on
your website.
Fully complete your business listing. This includes
adding photos and/or videos. Directions. Hours of
Operation. Payment Options. Detailed
descriptions.
Encourage family, friends, and existing customers
to leave reviews. This is a critical feature of
Google+ Local and can increase click-through-
rates by 42%.
Incorporate links to your Google+ Local listing on
your website.

22. Google+ Local in ActionGoogle+ Local in Action
NEXT: Partner with your EPG Support
Team to work hands-on via Google+
Local.
https://plus.google.com/local
- Claim a Business Page
- Ask Questions
- Write a review for another
business in the community.
NEXT: Partner with your EPG Support
Team to work hands-on via Google+
Local.
https://plus.google.com/local
- Claim a Business Page
- Ask Questions
- Write a review for another
business in the community.

23. Workshop Goals: Google+ LocalWorkshop Goals: Google+ Local
1. DID YOU: GAIN AN ADDITIONAL UNDERSTANDING?
2. DID YOU: IDENTIFY PRACTICAL WAYS YOU CAN IMPROVE?
3. DID YOU: SUPPORT OTHER LOCAL BUSINESSES IN THE COMMUNITY?
1. DID YOU: GAIN AN ADDITIONAL UNDERSTANDING?
2. DID YOU: IDENTIFY PRACTICAL WAYS YOU CAN IMPROVE?
3. DID YOU: SUPPORT OTHER LOCAL BUSINESSES IN THE COMMUNITY?

24. TripAdvisorTripAdvisor
World’s Largest Travel Site. Most appropriate for Hotels / B&B /
Restaurant / Attractions
75 Million Business Reviews on the TripAdvisor Network + 60 million
unique visitors each month to the TripAdvisor Website.
What happens on TripAdvisor doesn’t just stay on TripAdvisor. A
broad content syndication network reaches over 300m monthly.
World’s Largest Travel Site. Most appropriate for Hotels / B&B /
Restaurant / Attractions
75 Million Business Reviews on the TripAdvisor Network + 60 million
unique visitors each month to the TripAdvisor Website.
What happens on TripAdvisor doesn’t just stay on TripAdvisor. A
broad content syndication network reaches over 300m monthly.

25. Tips for Using TripAdvisorTips for Using TripAdvisor
Claim and fully complete your TripAdvisor Business listing.
Use photographs to add detail to your TripAdvisor listing.
Be willing to engage and respond to comments left by others.
Use the TripAdvisor Facebook App to link the platforms together and encourage
FB fans to leave TripAdvisor Reviews.
Encourage your customers to leave reviews on TripAdvisor. Use newsletters,
comment cards, email marketing and other communication channels to
encourage customers to promote your business by sharing their experiences.
Claim and fully complete your TripAdvisor Business listing.
Use photographs to add detail to your TripAdvisor listing.
Be willing to engage and respond to comments left by others.
Use the TripAdvisor Facebook App to link the platforms together and encourage
FB fans to leave TripAdvisor Reviews.
Encourage your customers to leave reviews on TripAdvisor. Use newsletters,
comment cards, email marketing and other communication channels to
encourage customers to promote your business by sharing their experiences.

26. TripAdvisor in ActionTripAdvisor in Action
NEXT: Partner with your EPG Support
Team to work hands-on via TripAdvisor.
- Signup for Business Listing,
http://www.tripadvisor.com/Owners
- Ask Questions
- Leave a review for another business in
your community.
NEXT: Partner with your EPG Support
Team to work hands-on via TripAdvisor.
- Signup for Business Listing,
http://www.tripadvisor.com/Owners
- Ask Questions
- Leave a review for another business in
your community.

27. Workshop Goals: TripAdvisorWorkshop Goals: TripAdvisor
1. DID YOU: GAIN AN ADDITIONAL UNDERSTANDING?
2. DID YOU: IDENTIFY PRACTICAL WAYS YOU CAN IMPROVE?
3. DID YOU: SUPPORT OTHER LOCAL BUSINESSES IN THE COMMUNITY?
1. DID YOU: GAIN AN ADDITIONAL UNDERSTANDING?
2. DID YOU: IDENTIFY PRACTICAL WAYS YOU CAN IMPROVE?
3. DID YOU: SUPPORT OTHER LOCAL BUSINESSES IN THE COMMUNITY?

28. You’ve Decided to Change…You’ve Decided to Change…
You are here tonight because you’re interested in doing something
different.
1. FACEBOOK
2. YELP
3. PINTEREST
4. GOOGLE+
5. TRIPADVISOR
You are here tonight because you’re interested in doing something
different.
1. FACEBOOK
2. YELP
3. PINTEREST
4. GOOGLE+
5. TRIPADVISOR

29. Did We Meet Our Workshop Goals?Did We Meet Our Workshop Goals?
1. GAIN AN ADDITIONAL UNDERSTANDING OF A WIDER VARIETY OF
SOCIAL MEDIA PLATFORMS.
2. IDENTIFY PRACTICAL WAYS YOU CAN BETTER UTILIZE SOCIAL
MARKETING FOR YOUR BUSINESS.
3. USE YOUR SOCIAL PROFILES TO COMMENT ON AT LEAST THREE (3)
OTHER LOCAL BUSINESSES IN THE COMMUNITY.
1. GAIN AN ADDITIONAL UNDERSTANDING OF A WIDER VARIETY OF
SOCIAL MEDIA PLATFORMS.
2. IDENTIFY PRACTICAL WAYS YOU CAN BETTER UTILIZE SOCIAL
MARKETING FOR YOUR BUSINESS.
3. USE YOUR SOCIAL PROFILES TO COMMENT ON AT LEAST THREE (3)
OTHER LOCAL BUSINESSES IN THE COMMUNITY.

30. SOLOMO
Community Workshop
SOLOMO
Community Workshop
QUESTIONS & DISCUSSIONQUESTIONS & DISCUSSION