Emily Reeves, Director of Digital Strategy and Planning at Stone Ward presented to Arkansas Small Business and Technology Development Center on the topic of social media for small business.

1. Social
Media
for
Small
Business
2.12.13
Presented to:
Arkansas Small Business and Technology Development Center
University of Arkansas at Little Rock | College of Business
Donald W. Reynolds Center for Business and Economic Development

2. Hi, I am Emily.
@reeves501
@stoneward

3. Agenda
Why should you use social media?
What happens when you avoid social
media?
How should you plan for using social media?
How can you manage your social media
presences?
Questions?
@reeves501
@stoneward

4. Why should you use
social media?
@reeves501
@stoneward

5. Why Social?
It is where your customers are spending
their time.
It allows for two-way communications
with your customers.
It is a great tool for learning more about your
customers wants and needs.
It allows for easy content distribution.
Your competitors are there.
@reeves501
@stoneward

6. Why Social?
Social media is actually better suited for small businesses than it
is for large businesses.
Social media is about making personal connections. It should feel
like going into your regular coffee shop every day where
everyone knows each other’s name, a little bit about their lives
and your regular order.
Social media is not about the number of followers/fans; it is
about the connections and value of the engagements that you
make and have in those channels.
It is word-of-mouth. On steroids.
@reeves501
@stoneward

7. Need facts to prove the
worth of social media?
@reeves501
@stoneward

8. Facts & Figures: Video
Video works. It just does.
Online video delivers 10 times
the response rate of static text and graphics.
People stay on websites 5.33 times longer with video.
Product videos make consumers 85% more likely to buy.
@reeves501
source @stoneward

9. Facts & Figures: Video
Video works. It just does.
The human brain absorbs 50% more information through
moving pictures and sound than the next best medium.
People are 75% more likely to watch
video than read print.
YouTube is ranked as the #2 search engine in the world.
@reeves501
source @stoneward

10. Facts & Figures: Photos
Instagram keeps beating its own records.
Hurricane Sandy = 10 photo uploads per second
The 2012 Election = over 1 million photos in one day
Thanksgiving = 200 photo uploads per second
@reeves501
source, source, source @stoneward

11. Facts & Figures: Photos
Pinterest is a reality businesses must face.
The service engenders enormous loyalty and has
become a daily habit for more than half its users.
38% of U.S. social media users plan to
use Pinterest more often.
70% of the site’s users are women and 64% of the site’s
fans are under the age of 34. In fact, Pinterest is the
third-most widely-used social network for women
18-44 (behind Facebook and Twitter).
@reeves501
source @stoneward

12. Facts & Figures: Photos
Pinterest is a reality marketers must face.
The most popular pins?
Food
Arts & Crafts
Fashion
Interior Design
Family-Related Content
Photography
27% of Pinterest users have purchased a product as a
result of seeing it on someone else’s pinboard.
@reeves501
source @stoneward

13. Facts & Figures: Facebook
People still use Facebook, despite
increasing frustrations with it.
23% of Facebook’s users check their account at
least five times every single day.
32% of the heaviest adopters of social networks —
those ages 18 to 24 — connect with sites such as
Facebook and Twitter in the bathroom.
@reeves501
source, source @stoneward

14. Facts & Figures: Facebook
Though brand engagement on
Facebook is continuing to decrease.
On average, just 6% of fans engage with a
brand's Facebook Page via likes,
comments, polls and other means.
@reeves501
source @stoneward

15. Facts & Figures: Facebook
Though brand engagement on
Facebook is continuing to decrease.
Many marketers simply don’t know how to create the
kinds of conversations that engage customers.
20 of 50 companies have a 4:1 company to customer
ratio of posts on their Facebook pages.
71% of the company posts were promotional, but only
5% of all posts actually sought to create real
conversation with their customers.
@reeves501
source @stoneward

16. Facts & Figures: Google+
Google+ is growing.
The Google +1 button is used 5 billion times per day.
48% of fortune global 100
companies are now on Google+.
Google+ pages appear in search results for 30% of
brand term searches for brands with G+ pages,
up from 5% in February 2012.
Only 8% of Americans 12+ have a Google+ profile page.
@reeves501
source @stoneward

17. Facts & Figures: Google+
Google+ is growing.
42% of worldwide Google+ users are single;
27% are married.
68% of Google+ users are male,
while 32% of Google+ users are female.
Websites using the +1 button generate
3.5x the Google+ visits than sites without the button.
@reeves501
source @stoneward

18. Facts & Figures: Email
Ask people to do something and they
will typically do it:
87% of US online adults
receive opt-in email.
@reeves501
sources: Blackbaud, Common Knowledge @stoneward

19. Facts & Figures: Email
All ages of people will subscribe to
emails from companies:
• 18-29 years old: 15.6%
• 30-39 years old: 24.4%
• 40-49 years old: 28.2%
• 50-64 years old: 32.9%
• 65+ years old: 31.4%
US population that subscribes to brand emails: 26.1%
@reeves501
sources: Blackbaud, Common Knowledge @stoneward

20. Facts & Figures: Email
All ages of people will subscribe to
emails from companies:
20% of opt-in emails are
opened on a mobile device.
Be sure your message is rendering across mobile devices.
@reeves501
sources: Blackbaud, Common Knowledge @stoneward

21. Facts & Figures: Email
Putting it into perspective: using email to
build social followers will yield some results.
1000 emails
=
134 FB followers
=
26 Twitter followers
@reeves501
sources: Blackbaud, Common Knowledge @stoneward

22. Facts & Figures: Mobile
We are addicted to our mobile phones.
90% of 18-29 year olds sleep with their smartphones.
1 in 3 people would rather give up sex than their phone.
95% of people use the phone for
something just before going to bed.
Half of people check their phones
immediately if they wake up during the night.
@reeves501
source @stoneward

23. Facts & Figures: Text Messaging
Ask people to do something and they
will typically do it:
23% of US online adults have opted in
to receive text messages
from companies or organizations.
@reeves501
sources: Blackbaud, Common Knowledge @stoneward

24. Facts & Figures: Text Messaging
Who opts-in to text messages?
Males and females have the same rate of opting in to
SMS messages, but females report a significantly more
positive experience:
39.3% vs. 29.4%
Why? Perhaps content driven, women like coupons?
SMS is invasive, so must be carefully crafted.Very personal.
Consider that in messaging, frequency and timing of delivery.
@reeves501
sources: Blackbaud, Common Knowledge @stoneward

25. What happens when
you avoid social media?
@reeves501
@stoneward

26. When You Avoid Social Media:
You are missing an opportunity to build
brand loyalty.
Your competition is taking advantage of
your absence.
You don’t know what your customers think
about you (the good, the bad & the ugly).
Customers are looking for you online and not
finding you; it is like you don’t exist at all.
@reeves501
@stoneward

27. How should you plan
for using social media?
@reeves501
@stoneward

28. This is About More Than Social
Stop thinking about the tools and
starting thinking about the results.
Think about social media, mobile
and web across paid, earned and
owned media, all as a holistic digital
strategy that drives desired
experiences and outcomes.
@reeves501
@stoneward

29. What You Should Hear When Planning
What is your goal?
Here is the ROI.
I don’t care about follower counts.
Facebook and Twitter are only a start.
Let’s look at data.
Your website should be social.
@reeves501
@stoneward

32. Think About Mapping the Message
@reeves501
@stoneward

33. Think About Mapping the Message
@reeves501
@stoneward

34. Think About Your Content
Infographics
Blog Posts
Videos
Created Brand
T RA FFIC Content TRA FFI C
Community/
Brand Channel Site
Webinars
CONT ENT
S EO
CONTENT MARKETING
HUB
(your website) Facebook
Google Pinterest
Twitter
Search Engine Marketing Outposts
IC
TR
Results Pages & Influencer Sites
FF
A
A
FF
TR
Partner Sites
IC
Yahoo
Bing Influencer Blogs
TR AFF IC
News Sites
@reeves501
@stoneward

35. Social Media Etiquette
Don’t over-promote.
Don’t be lazy.
Don’t act desperate.
Don’t do it if it doesn’t feel good.
Be honest.
@reeves501
@stoneward

36. Monitor, Measure & Optimize
All digital efforts can affect and
influence each other. Look at them
comprehensively.
Integrating social media into other
efforts can show ROI. Social media
should not be measured in terms of
fans or followers.
@reeves501
@stoneward

37. Reach Engagement Conversions
Visits Page views Contest entries
Content reach Visit duration Newsletter sign-ups
Impressions New “likes” Coupon downloads
Post activity Video views
Click-throughs Any activity that
indicates movement
to sale
@reeves501
@stoneward

38. How can you manage your
social media presences?
@reeves501
@stoneward

39. Where Do You Start?
Accept that social media management is extremely time
intensive.
Get personally involved in social media channels. Use
them for yourself to get a better understanding of what
the channels are and how they are used.
Conduct searches related to your products and services
and listen to the conversations to learn what is important
to your audience and where they are spending their time.
Put together a content strategy.
Assign someone or hire a person or a company to manage
your community.
@reeves501
@stoneward

40. Some Tips
To stay in the stream, post daily.
Photos and videos are more interesting than text.
People love to be asked their opinion.
People like to feel like they are getting exclusive access to
something by being a part of your network.
Get personal and be authentic.
Respond quickly. Create conversation.
@reeves501
@stoneward

41. Need Help?
Emily Reeves
Director Digital Strategy & Planning
Stone Ward
ereeves@stoneward.com
501.604.6142
@reeves501
@stoneward

42. Questions?
@reeves501
@stoneward

43. Thank
you.
Emily Reeves
Director of Digital Strategy & Planning
www.stoneward.com
www.waitingfortheelevator.com
@reeves501
@stoneward