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Bad Penny Factory Tour - Barbados

This document summarizes a digital marketing workshop presentation for small businesses by Christine Collins. The presentation covers topics such as understanding social media and why it's relevant, choosing which social media platforms to use, how to build a presence on Facebook and Pinterest, and how to measure the results of digital marketing efforts. The presentation includes slides on analyzing social media metrics, setting goals for digital marketing, listening to customers, and creating and promoting content on Facebook and Pinterest.

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Digital Marketing Workshop Barbados Chamber of Commerce
DIGITAL MARKETING FOR SMALL BUSINESSES Christine Collins Presented By
@BadPennyFactory Slides 3 Christine Collins Creative Director HELLO Former Digital Media Manager of several Fortune 100 companies with over 10 years of industry experience. A professional with a strong reputation and direct access to key social media influencers, creatives and technical specialists. As Director of Bad Penny Factory, she advises small businesses, entrepreneurs and non-profits on their digital footprint. Christine holds a Bachelor of Science degree in Design from the Oklahoma State University.
@BadPennyFactory Slides 4 Facebook, Twitter, Instagram, LinkedIn, Pinterest, Snapchat – what is social media really about and why is it relevant to me? Social Breakdown With so many social media options, how do I choose where to spend my time online? How do I engage with people and what should I post? Pick Your Playground MAP TO THE CHAT
@BadPennyFactory Slides 5 How do I gain followers and trend content? How do I become a trusted author and draw people into conversations? Build a Community My content is awesome so how do I reach more people? What other digital marketing tools will help me spread the word about my business? Boost Your Story
@BadPennyFactory Slides 6 I now spend several hours a week on social media so is all this work paying off? How do I know if I’m making an impact on my business? Measure Results Celebrate your content! Nurture and love what you’ve built online so it won’t fade away. Take time to evaluate, recalibrate and execute. Rinse and Repeat
SOCIAL BREAKDOWN Why should digital marketing and social media be important to me?
@BadPennyFactory Slides 8 7.395 3.419 2.307 3.790 Total Population Internet Users Active Social Media Users Unique Mobile Users Each quarter, leading statistic firms compile data from all over the world. These 2016 findings are important because any time you produce marketing you want the most exposure for the smallest investment. Follow the numbers and go where the crowds are already present. DATA PROVIDED BY: SMART INSIGHTS, PEW RESEARCH CENTER, WE ARE SOCIAL, GLOBAL WEB INDEX Numbers In Billions GLOBAL DIGITAL IMPACT 1.968 Active Mobile Social Media Users 3.752 Male Population 3.686 Female Population
@BadPennyFactory Slides 9 55% Facebook Users 5% Pinterest Users BARBADOS POPULATION Barbados is online! The population in Barbados is 291,495 and as of 2016, 228,717 are internet users. 79% Internet Users Facebook Users Pinterest Users Twitter Users Other Channels BARBADOS INTERNET USAGE According to World Internet Stats, Barbados has seen a huge growth internet users since the year 2000. In just 13 years, 3 out of 4 people are now internet users. And of those users, Barbados has 160,000 Facebook subscribers. Rapid Online Growth
@BadPennyFactory Slides 10 Social media is a sensible way for us to converse with clients, partners, vendors, prospects and friends. The various channels give us the ability to engage with people and promote our business at scale. Social media channels can be used as customer service forums, to promote events and contests, offer coupons and giveaway deals and much more. A Digital World SOCIAL MEDIA CONNECTIONS “Engagement happens when people care.”
@BadPennyFactory Slides 11 Before you dive in, think about what you want to achieve with your marketing goals. As you evaluate your goals, pull together a list of challenges and opportunities you hope to address with your efforts. Start with the audience you want to address and think about how that community currently perceives your business. What are the beliefs and attitudes they have toward your business? How do their attitudes need to change so you can be successful? Set Clear Goals DEFINE SUCCESS “Focus on the target. Become efficient and seek to understand the layers of interconnections.”
@BadPennyFactory Slides 12 “Listening is a critical part of the conversation.” Listen to what people are saying and seek to understand them and their beliefs. Craft your story in response to listening and use messaging to convey understanding. Tell Your Story What do you want your audience to understand about you? Use social media to share things that will build that understanding over time. Layer your story with snackable bites so your audience has time to digest your message at a comfortable pace. Avoid saturated content heartburn. Understand Your Audience SOCIAL LISTENING
PICK YOUR PLAYGROUND Which social media channels should I use to promote my business?
@BadPennyFactory Slides 14 Instagram Visual celebration of positive outcomes and business coverage. Google+ Awareness, advocacy and education exposure through the Google Network.. Twitter Thought leadership through active participation and timely shared content. YouTube Inspiration and education through emotional stories and instructional guides. Facebook Active engagement and promotion of original web content and communities. 17% 20% 22% 25% 42% Facebook, Twitter and Instagram lead the pack as the top social media channels on a global scale. Rounding out the top channels are LinkedIn, Pinterest, Tumblr, and Myspace. Google social platforms are heavily integrated into their unified account sign-in which impacts their numbers and exposure. DATA PROVIDED BY: PEW RESEARCH CENTER, SMART INSIGHTS, GLOBAL WEB INDEX Active Social Media Users TOP TRENDING CHANNELS Facebook controlled 42% of the global social media market share by the end of 2015. 42%
@BadPennyFactory Slides 15 With so many social media channels available it can be overwhelming to try and manage multiple outlets of communication. Each platform offers unique benefits based on what outcome you are trying to achieve. Evaluate your brand and determine the type of content that makes the most sense for you to publish. Is your business best represented by videos, pictures, written stories or fast facts? Do you use coupons in your promotions? Ask yourself what works for your market. Start with consistently posting to 3 channels and then scale your marketing from that benchmark. Start Small CREATE A PRESENCE
All About Facebook What does this mean to me?
@BadPennyFactory Slides 17 Facebook Pages Creating a Presence Should You Be On Facebook? •  Your customers are already an active community •  You have raving fans •  People take lots of photos and videos with your products •  You’re buzzworthy and people talk about your business •  You put on events •  You have regular news and updates for customers Follow Your Customers YOUR BUSINESS ON FACEBOOK Peak activity time happens before 9AM Morning Coffee 3 out of 4 internet users are on Facebook 160,000 Users Local leading Facebook pages average likes 5,000 Likes
@BadPennyFactory Slides 18 SIGN UP FOR ACCOUNT FreeGet Started Email Account Username Photos and Videos Connect with Fans Go Public CREATE A PAGE FreeSimple Process Business Name Business Information Photos and Content Invite Friends Set Target Users PROMOTIONAL ADS 50*$ per month Pay Per Click Track Campaigns Extend Reach Get Noticed Get Creative CREATE A PAGE All you need is an internet connection, an active email account and a little bit of time. Remember images get noticed! Have at least two photos ready to add to your profile. – one for your banner and one for your profile. Have your business description ready and contact information so customers will know how to reach you. Simple Steps *average monthly spend for small businesses but can be more or less depending on your goal.
@BadPennyFactory Slides 19 •  SPECIAL OFFERS and incentives create buzz about your page. •  TAG PHOTOS by allowing your customers to tag themselves with your products. •  INVITE FRIENDS by accessing your friends list and clicking one simple button. •  BE RESPONSIVE and get rewarded for responding to posts, comments, and messages. •  CROSS PROMOTE and find similar business pages and get involved in conversations. Start With Hello QUICK TIPS “Play nice and be helpful! Keep it simple and start by saying hello.”
@BadPennyFactory Slides 20 •  SET GOALS and stay focused by tackling one goal at a time. •  DETERMINE BUDGET and know that you only pay per click, not impressions. •  TARGET INTEREST thoughtfully by understanding the situations that make connections. •  CALL TO ACTION needs to be clear and exciting. Give people a reason to click. Set Goals UNDERSTANDING ADS “Put your customer first. Understand that if you’re a wedding photographer, most customers don’t list photography as an interest, they list engaged.”
All About Pinterest What does this mean to me?
@BadPennyFactory Slides 22 Pinterest Boards Creating a Presence Should You Be On Pinterest? •  Your business sells multiple products in Pinterest categories •  You are a home product or fashion business •  Your main customers are active on Pinterest •  You have a pin-friendly website •  You have business and brand advocates Follow Your Customers YOUR BUSINESS ON PINTEREST Peak activity time happens around noon Lunch Time 1 out of 20 internet users is on Pinterest 11,000 Users Over 1,000 pins just about Barbardos 1,000 Pins
@BadPennyFactory Slides 23 SIGN UP FOR ACCOUNT FreeGet Started Email Account Username Profile Photo Bio Content Go Public CREATE A BOARD FreeSimple Process Board Name Description Category Invite Collaborators Start Pinning PROMOTIONAL ADS 70*$ per month Promoted Pins Only For US, CA, UK Markets Extend Reach Get Noticed Get Creative CREATE A PAGE All you need is an internet connection, an active email account and a little bit of time. Pinterest also connects with your Facebook account and you can simply sign up using Facebook. You can create a personal or business Pinterest account during the sign up process. Simple Steps *average monthly spend for small businesses but can be more or less depending on your goal.
@BadPennyFactory Slides 24 •  CONNECT ACCOUNTS and include your Facebook, Twitter, and website. •  DETAILED CAPTIONS increase your website and business name visibility. •  RESEARCH INTERESTS by seeing what your customers are pinning. •  UNDERSTAND CATEGORIES and be specific when assigning business pins. •  INFOGRAPHICS and other useful content get great traction and exposure. Put A Pin In It QUICK TIPS “Holiday coming up? New product release? Create a Themed Board for the big reveal.”
All About Twitter What does this mean to me?
@BadPennyFactory Slides 26 Twitter Feeds Creating a Presence Should You Be On Twitter? •  Your business has shareable content like blog posts •  You are interested in what people are saying about your business •  You have regular news updates and special offers •  You are in entertainment or event promotion •  You run a mobile business like a food truck or pop-up shop Follow Your Customers YOUR BUSINESS ON TWITTER Peak activity time happens late evening Snack Time 1 out of 50 internet users is on Twitter 4,000 Users Over 500 likes just about Barbardos a week 500 Likes
@BadPennyFactory Slides 27 SIGN UP FOR ACCOUNT FreeGet Started Email Account Username Profile and Banner Photos Bio Content Go Public CREATE A FOLLOWING FreeSimple Process Search Accounts Create Business Hashtags Follow Users Stream Video Start Tweeting PROMOTIONAL ADS 30*$ per month Promoted Tweets Real Time Reports Extend Reach Get Noticed Get Creative CREATE A HANDLE All you need is an internet connection, an active email account, phone number and a little bit of time. Twitter also allows you to set your birthday or business launch day on your bio and celebrates your special day with added promotion and animated effects. Simple Steps *average monthly spend for small businesses but can be more or less depending on your goal.
@BadPennyFactory Slides 28 •  MICRO BLOG and spread the word in 140 characters or less. •  USE SEARCH and follow customers, similar business, and key influencers. •  REALLY LISTEN and find out what people are saying about your business. •  USE HASHTAGS specific to your business to track engagement and sort information. •  WATCH COMPETITORS and keep an eye on what other business are doing. Tweet Tweet QUICK TIPS “Create quick, snackable bites of information for fans and followers to enjoy.”
All About Social Media •  TWITTER: I AM EATING A #DONUT •  FACEBOOK: I LIKE DONUTS •  FOURSQUARE: THIS IS WHERE I EAT DONUTS •  INSTAGRAM: HERE’S A VINTAGE PHOTO OF MY DONUT •  YOUTUBE: WATCH ME EATING A DONUT *JEFFHESTER.NET CONTENT •  LINKEDIN: MY SKILLS INCLUDE EATING A DONUT •  PINTEREST: HERE’S A DONUT RECIPE •  LAST.FM: NOW LISTENING TO “DONUTS” •  GOOGLE+: I’M A GOOGLE EMPLOYEE WHO EATS DONUTS •  SNAPCHAT: JOIN ME FOR A SECRET DONUT MEET-UP
@BadPennyFactory Slides 30 Schedule Posts Write Stories Take Photos. Stream Videos Build up your content and then use scheduling tools to help manage posts. Develop a content calendar to keep track of important dates and posts. Write testimonials, take product and experience photos, video stream helpful chats about your products and services, offer behind-the-scenes looks at your business operations. Need help? Seek out professionals to help you draft blogs and develop online graphics to showcase your business. Build Your Library GENERATE CONTENT “Relevence, timing and tone. Know your social plan.”
@BadPennyFactory Slides 31 Sample Content Calendar GET ORGANIZED EDITORIAL CALENDAR TOPIC/TITLE CONTENT/DETAILS KEYWORD(S) TARGET AUDIENCE OFFER/CTA CHANNEL(S) MONDAY Author Erin Brown 10 Helpful Charts to Measure Your Content Performance Use visual charts to help explain how to measure content performance content performance, content measurement Business Marketer, Channel Owner Free Report with Helpful Measurement Formulas Facebook Due Date 11/20/15 Site Blog Publishing Date 11/23/15 TwiMer TUESDAY Author Sarah Dolan SEO Explained: Tips and Tricks That Get You NoRced Briefly explain SEO and offer helpful, beginner-level Rps SEO, search engine opRmizaRon Business Marketer, Channel Owner Free eBook: SEO Explained with Helpful Tips Facebook Due Date 11/20/15 Site Blog Publishing Date 11/23/15 TwiMer WEDNESDAY Author Nate Dawson How to Use Polls to Boost Engagement Explain the polling feature and use best pracRces to craX voRng choices Polling, online voRng, survey quesRons Business Marketer, Channel Owner Fast Guide to Digital Polls and How To Use Them Facebook Due Date 11/20/15 Site Blog Publishing Date 11/23/15 TwiMer “Offer more than you ask. Be the solution your customer is searching for online.”
BUILD A COMMUNITY How do I become a trusted resource?
@BadPennyFactory Slides 33 Add Value When talking in social, always add value to the conversation. Research Use listening tools and analytics programs to dig deeper into public conversations. Recycle Reuse, repurpose, reward and respond. Learn to cycle and recycle powerful content. Lists and Groups Create lists for key people, customers and influencers. Group users together by topic. Devote time to your digital marketing plan by spending energy on research and developing ways you can offer value to online communities. Keep content simple and use common sense with your posts. Identify key themes and create valuable content around them. Think of ways to help people by offering better, faster and more rewarding ways of doing things. Thoughtful Moves EVERYDAY ACTION ITEMS
@BadPennyFactory Slides 34 Be you. Engage with people as a person and be natural with your approach. Don’t be something you’re not. Be Authentic Really listen to people and find ways to be there for them. Be considerate and grateful of their time. Be Thoughtful Give more than you take. Offer people and conversations value before asking something in return. Be Generous Interact with others online. Participate by joining the conversation, following accounts, and liking and sharing content. Be Social Do what you say you will do. Be honest with your transactions and straightforward. Be True Simple Human Communication BE SOCIAL
BOOST YOUR STORY How do I gain more reach and exposure for my business?
@BadPennyFactory Slides 36 Invest Budget Costs Paid Marketing The goal of paid marketing is to convert actions to sales. Generating engaging content is the first step, boosting that content to reach people who need your business products and services is the next. Take a look at your marketing budget. Whether you can invest $200 a month or $2,000 a month, there are service plans that can benefit you. Your hub’s Search Engine Optimization. Website SEO Pay-per-click services with Google. AdWords Trend content with increased likes. Increase Followers Extend Your Reach DIGITAL MARKETING
WEBSITE SEO What does this mean to me?
@BadPennyFactory Slides 38 •  START LISTENING and analyze what your audience is looking for online. •  IDENTIFY KEYWORDS used to search for solutions related to your business. •  BUILD YOUR OPTIMIZATION around those keywords and phrases. •  BE CONSISTENT and pepper those keywords throughout your content. •  MONITOR PERFORMANCE and stay flexible and make adjustments when necessary. Words Words Words SEO BREAKDOWN “Social media campaign measurement basics: engagement, reach, exposure, ad performance, and conversions.”
@BadPennyFactory Slides 39 Sample Measurements SEO SOFTWARE
GOOGLE ADWORDS What does this mean to me?
@BadPennyFactory Slides 41 Google and Bing Ads PAID ADVERTISING https://www.google.com/adwords/http://ads.bingads.microsoft.com •  SIGN UP FOR FREE and learn to set up your ads with these services. •  SET A BUDGET control your budget and only pay when your ad is clicked. •  REACH CUSTOMERS globally or locally and set a specific distance from your business. •  EXPAND YOUR AUDIENCE and see your ads on Google, Bing, Yahoo and AOL.
INCREASE FOLLOWERS To buy or not to buy?
@BadPennyFactory Slides 43 Know Your Options BUYING FRIENDS •  BENEFITS can include low costs, low time commitment and gained social influence. •  RISKS can include spam tactics, antitrust and channel shutdown. •  DEFINE YOUR STRATEGY and do your research! *BAD PENNY FACTORY DOES NOT ENDORSE, CONDONE OR HAVE ANY AFFILIATION WITH THE COMPANIES LISTED
MEASURE RESULTS How do I know my efforts are paying off?
@BadPennyFactory Slides 45MEASURING DIGITAL CONTENT Trends and changes are the most valuable insight that can be pulled from any report. Analytics should be measured through a single tool for a universal view of the health of your content. Once you select the tool that works best for you, get familiar with it and set up a few standard reports that will allow you to push a button to see a snapshot of your work and how it’s performing online. Metrics That Matter “It’s the true experience of the journey that people gravitate toward.”
@BadPennyFactory Slides 46 + + = The social media channel and piece of content with the call-to-action message. Platform 01 Time and effort spent on creating the content and the post schedule. Post 02 Amount of money invested to promote the content. Paid Boost 03 Calculate the expected performance. Review Gather significant data to build a formula that works for your business. Regularly review the information to determine how to achieve optimal performance within your control. Create a testing plan to check your findings and then continue to tweak the formula over time. These solutions will also help define your marketing budget. Again, think: how can I get the biggest bank for my buck? Cost of Content BASIC FORMULA 0.31% CTR
THANK YOU Continue the conversation by emailing contact@badpennyfactory.com
@BadPennyFactory BadPennyFactory.com

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Bad Penny Factory Tour - Barbados

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  • 2.
    DIGITAL MARKETING FOR SMALLBUSINESSES Christine Collins Presented By
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    @BadPennyFactory Slides 3 Christine Collins CreativeDirector HELLO Former Digital Media Manager of several Fortune 100 companies with over 10 years of industry experience. A professional with a strong reputation and direct access to key social media influencers, creatives and technical specialists. As Director of Bad Penny Factory, she advises small businesses, entrepreneurs and non-profits on their digital footprint. Christine holds a Bachelor of Science degree in Design from the Oklahoma State University.
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    @BadPennyFactory Slides 4 Facebook, Twitter,Instagram, LinkedIn, Pinterest, Snapchat – what is social media really about and why is it relevant to me? Social Breakdown With so many social media options, how do I choose where to spend my time online? How do I engage with people and what should I post? Pick Your Playground MAP TO THE CHAT
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    @BadPennyFactory Slides 5 How doI gain followers and trend content? How do I become a trusted author and draw people into conversations? Build a Community My content is awesome so how do I reach more people? What other digital marketing tools will help me spread the word about my business? Boost Your Story
  • 6.
    @BadPennyFactory Slides 6 I nowspend several hours a week on social media so is all this work paying off? How do I know if I’m making an impact on my business? Measure Results Celebrate your content! Nurture and love what you’ve built online so it won’t fade away. Take time to evaluate, recalibrate and execute. Rinse and Repeat
  • 7.
    SOCIAL BREAKDOWN Why shoulddigital marketing and social media be important to me?
  • 8.
    @BadPennyFactory Slides 8 7.395 3.419 2.307 3.790 Total Population Internet Users Active Social MediaUsers Unique Mobile Users Each quarter, leading statistic firms compile data from all over the world. These 2016 findings are important because any time you produce marketing you want the most exposure for the smallest investment. Follow the numbers and go where the crowds are already present. DATA PROVIDED BY: SMART INSIGHTS, PEW RESEARCH CENTER, WE ARE SOCIAL, GLOBAL WEB INDEX Numbers In Billions GLOBAL DIGITAL IMPACT 1.968 Active Mobile Social Media Users 3.752 Male Population 3.686 Female Population
  • 9.
    @BadPennyFactory Slides 9 55% Facebook Users 5% PinterestUsers BARBADOS POPULATION Barbados is online! The population in Barbados is 291,495 and as of 2016, 228,717 are internet users. 79% Internet Users Facebook Users Pinterest Users Twitter Users Other Channels BARBADOS INTERNET USAGE According to World Internet Stats, Barbados has seen a huge growth internet users since the year 2000. In just 13 years, 3 out of 4 people are now internet users. And of those users, Barbados has 160,000 Facebook subscribers. Rapid Online Growth
  • 10.
    @BadPennyFactory Slides 10 Social mediais a sensible way for us to converse with clients, partners, vendors, prospects and friends. The various channels give us the ability to engage with people and promote our business at scale. Social media channels can be used as customer service forums, to promote events and contests, offer coupons and giveaway deals and much more. A Digital World SOCIAL MEDIA CONNECTIONS “Engagement happens when people care.”
  • 11.
    @BadPennyFactory Slides 11 Before youdive in, think about what you want to achieve with your marketing goals. As you evaluate your goals, pull together a list of challenges and opportunities you hope to address with your efforts. Start with the audience you want to address and think about how that community currently perceives your business. What are the beliefs and attitudes they have toward your business? How do their attitudes need to change so you can be successful? Set Clear Goals DEFINE SUCCESS “Focus on the target. Become efficient and seek to understand the layers of interconnections.”
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    @BadPennyFactory Slides 12 “Listening isa critical part of the conversation.” Listen to what people are saying and seek to understand them and their beliefs. Craft your story in response to listening and use messaging to convey understanding. Tell Your Story What do you want your audience to understand about you? Use social media to share things that will build that understanding over time. Layer your story with snackable bites so your audience has time to digest your message at a comfortable pace. Avoid saturated content heartburn. Understand Your Audience SOCIAL LISTENING
  • 13.
    PICK YOUR PLAYGROUND Whichsocial media channels should I use to promote my business?
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    @BadPennyFactory Slides 14 Instagram Visual celebrationof positive outcomes and business coverage. Google+ Awareness, advocacy and education exposure through the Google Network.. Twitter Thought leadership through active participation and timely shared content. YouTube Inspiration and education through emotional stories and instructional guides. Facebook Active engagement and promotion of original web content and communities. 17% 20% 22% 25% 42% Facebook, Twitter and Instagram lead the pack as the top social media channels on a global scale. Rounding out the top channels are LinkedIn, Pinterest, Tumblr, and Myspace. Google social platforms are heavily integrated into their unified account sign-in which impacts their numbers and exposure. DATA PROVIDED BY: PEW RESEARCH CENTER, SMART INSIGHTS, GLOBAL WEB INDEX Active Social Media Users TOP TRENDING CHANNELS Facebook controlled 42% of the global social media market share by the end of 2015. 42%
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    @BadPennyFactory Slides 15 With somany social media channels available it can be overwhelming to try and manage multiple outlets of communication. Each platform offers unique benefits based on what outcome you are trying to achieve. Evaluate your brand and determine the type of content that makes the most sense for you to publish. Is your business best represented by videos, pictures, written stories or fast facts? Do you use coupons in your promotions? Ask yourself what works for your market. Start with consistently posting to 3 channels and then scale your marketing from that benchmark. Start Small CREATE A PRESENCE
  • 16.
    All About Facebook Whatdoes this mean to me?
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    @BadPennyFactory Slides 17 Facebook Pages Creatinga Presence Should You Be On Facebook? •  Your customers are already an active community •  You have raving fans •  People take lots of photos and videos with your products •  You’re buzzworthy and people talk about your business •  You put on events •  You have regular news and updates for customers Follow Your Customers YOUR BUSINESS ON FACEBOOK Peak activity time happens before 9AM Morning Coffee 3 out of 4 internet users are on Facebook 160,000 Users Local leading Facebook pages average likes 5,000 Likes
  • 18.
    @BadPennyFactory Slides 18 SIGN UPFOR ACCOUNT FreeGet Started Email Account Username Photos and Videos Connect with Fans Go Public CREATE A PAGE FreeSimple Process Business Name Business Information Photos and Content Invite Friends Set Target Users PROMOTIONAL ADS 50*$ per month Pay Per Click Track Campaigns Extend Reach Get Noticed Get Creative CREATE A PAGE All you need is an internet connection, an active email account and a little bit of time. Remember images get noticed! Have at least two photos ready to add to your profile. – one for your banner and one for your profile. Have your business description ready and contact information so customers will know how to reach you. Simple Steps *average monthly spend for small businesses but can be more or less depending on your goal.
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    @BadPennyFactory Slides 19 •  SPECIALOFFERS and incentives create buzz about your page. •  TAG PHOTOS by allowing your customers to tag themselves with your products. •  INVITE FRIENDS by accessing your friends list and clicking one simple button. •  BE RESPONSIVE and get rewarded for responding to posts, comments, and messages. •  CROSS PROMOTE and find similar business pages and get involved in conversations. Start With Hello QUICK TIPS “Play nice and be helpful! Keep it simple and start by saying hello.”
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    @BadPennyFactory Slides 20 •  SETGOALS and stay focused by tackling one goal at a time. •  DETERMINE BUDGET and know that you only pay per click, not impressions. •  TARGET INTEREST thoughtfully by understanding the situations that make connections. •  CALL TO ACTION needs to be clear and exciting. Give people a reason to click. Set Goals UNDERSTANDING ADS “Put your customer first. Understand that if you’re a wedding photographer, most customers don’t list photography as an interest, they list engaged.”
  • 21.
    All About Pinterest Whatdoes this mean to me?
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    @BadPennyFactory Slides 22 Pinterest Boards Creatinga Presence Should You Be On Pinterest? •  Your business sells multiple products in Pinterest categories •  You are a home product or fashion business •  Your main customers are active on Pinterest •  You have a pin-friendly website •  You have business and brand advocates Follow Your Customers YOUR BUSINESS ON PINTEREST Peak activity time happens around noon Lunch Time 1 out of 20 internet users is on Pinterest 11,000 Users Over 1,000 pins just about Barbardos 1,000 Pins
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    @BadPennyFactory Slides 23 SIGN UPFOR ACCOUNT FreeGet Started Email Account Username Profile Photo Bio Content Go Public CREATE A BOARD FreeSimple Process Board Name Description Category Invite Collaborators Start Pinning PROMOTIONAL ADS 70*$ per month Promoted Pins Only For US, CA, UK Markets Extend Reach Get Noticed Get Creative CREATE A PAGE All you need is an internet connection, an active email account and a little bit of time. Pinterest also connects with your Facebook account and you can simply sign up using Facebook. You can create a personal or business Pinterest account during the sign up process. Simple Steps *average monthly spend for small businesses but can be more or less depending on your goal.
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    @BadPennyFactory Slides 24 •  CONNECTACCOUNTS and include your Facebook, Twitter, and website. •  DETAILED CAPTIONS increase your website and business name visibility. •  RESEARCH INTERESTS by seeing what your customers are pinning. •  UNDERSTAND CATEGORIES and be specific when assigning business pins. •  INFOGRAPHICS and other useful content get great traction and exposure. Put A Pin In It QUICK TIPS “Holiday coming up? New product release? Create a Themed Board for the big reveal.”
  • 25.
    All About Twitter Whatdoes this mean to me?
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    @BadPennyFactory Slides 26 Twitter Feeds Creatinga Presence Should You Be On Twitter? •  Your business has shareable content like blog posts •  You are interested in what people are saying about your business •  You have regular news updates and special offers •  You are in entertainment or event promotion •  You run a mobile business like a food truck or pop-up shop Follow Your Customers YOUR BUSINESS ON TWITTER Peak activity time happens late evening Snack Time 1 out of 50 internet users is on Twitter 4,000 Users Over 500 likes just about Barbardos a week 500 Likes
  • 27.
    @BadPennyFactory Slides 27 SIGN UPFOR ACCOUNT FreeGet Started Email Account Username Profile and Banner Photos Bio Content Go Public CREATE A FOLLOWING FreeSimple Process Search Accounts Create Business Hashtags Follow Users Stream Video Start Tweeting PROMOTIONAL ADS 30*$ per month Promoted Tweets Real Time Reports Extend Reach Get Noticed Get Creative CREATE A HANDLE All you need is an internet connection, an active email account, phone number and a little bit of time. Twitter also allows you to set your birthday or business launch day on your bio and celebrates your special day with added promotion and animated effects. Simple Steps *average monthly spend for small businesses but can be more or less depending on your goal.
  • 28.
    @BadPennyFactory Slides 28 •  MICROBLOG and spread the word in 140 characters or less. •  USE SEARCH and follow customers, similar business, and key influencers. •  REALLY LISTEN and find out what people are saying about your business. •  USE HASHTAGS specific to your business to track engagement and sort information. •  WATCH COMPETITORS and keep an eye on what other business are doing. Tweet Tweet QUICK TIPS “Create quick, snackable bites of information for fans and followers to enjoy.”
  • 29.
    All About SocialMedia •  TWITTER: I AM EATING A #DONUT •  FACEBOOK: I LIKE DONUTS •  FOURSQUARE: THIS IS WHERE I EAT DONUTS •  INSTAGRAM: HERE’S A VINTAGE PHOTO OF MY DONUT •  YOUTUBE: WATCH ME EATING A DONUT *JEFFHESTER.NET CONTENT •  LINKEDIN: MY SKILLS INCLUDE EATING A DONUT •  PINTEREST: HERE’S A DONUT RECIPE •  LAST.FM: NOW LISTENING TO “DONUTS” •  GOOGLE+: I’M A GOOGLE EMPLOYEE WHO EATS DONUTS •  SNAPCHAT: JOIN ME FOR A SECRET DONUT MEET-UP
  • 30.
    @BadPennyFactory Slides 30 Schedule Posts WriteStories Take Photos. Stream Videos Build up your content and then use scheduling tools to help manage posts. Develop a content calendar to keep track of important dates and posts. Write testimonials, take product and experience photos, video stream helpful chats about your products and services, offer behind-the-scenes looks at your business operations. Need help? Seek out professionals to help you draft blogs and develop online graphics to showcase your business. Build Your Library GENERATE CONTENT “Relevence, timing and tone. Know your social plan.”
  • 31.
    @BadPennyFactory Slides 31 Sample ContentCalendar GET ORGANIZED EDITORIAL CALENDAR TOPIC/TITLE CONTENT/DETAILS KEYWORD(S) TARGET AUDIENCE OFFER/CTA CHANNEL(S) MONDAY Author Erin Brown 10 Helpful Charts to Measure Your Content Performance Use visual charts to help explain how to measure content performance content performance, content measurement Business Marketer, Channel Owner Free Report with Helpful Measurement Formulas Facebook Due Date 11/20/15 Site Blog Publishing Date 11/23/15 TwiMer TUESDAY Author Sarah Dolan SEO Explained: Tips and Tricks That Get You NoRced Briefly explain SEO and offer helpful, beginner-level Rps SEO, search engine opRmizaRon Business Marketer, Channel Owner Free eBook: SEO Explained with Helpful Tips Facebook Due Date 11/20/15 Site Blog Publishing Date 11/23/15 TwiMer WEDNESDAY Author Nate Dawson How to Use Polls to Boost Engagement Explain the polling feature and use best pracRces to craX voRng choices Polling, online voRng, survey quesRons Business Marketer, Channel Owner Fast Guide to Digital Polls and How To Use Them Facebook Due Date 11/20/15 Site Blog Publishing Date 11/23/15 TwiMer “Offer more than you ask. Be the solution your customer is searching for online.”
  • 32.
    BUILD A COMMUNITY Howdo I become a trusted resource?
  • 33.
    @BadPennyFactory Slides 33 Add Value Whentalking in social, always add value to the conversation. Research Use listening tools and analytics programs to dig deeper into public conversations. Recycle Reuse, repurpose, reward and respond. Learn to cycle and recycle powerful content. Lists and Groups Create lists for key people, customers and influencers. Group users together by topic. Devote time to your digital marketing plan by spending energy on research and developing ways you can offer value to online communities. Keep content simple and use common sense with your posts. Identify key themes and create valuable content around them. Think of ways to help people by offering better, faster and more rewarding ways of doing things. Thoughtful Moves EVERYDAY ACTION ITEMS
  • 34.
    @BadPennyFactory Slides 34 Be you.Engage with people as a person and be natural with your approach. Don’t be something you’re not. Be Authentic Really listen to people and find ways to be there for them. Be considerate and grateful of their time. Be Thoughtful Give more than you take. Offer people and conversations value before asking something in return. Be Generous Interact with others online. Participate by joining the conversation, following accounts, and liking and sharing content. Be Social Do what you say you will do. Be honest with your transactions and straightforward. Be True Simple Human Communication BE SOCIAL
  • 35.
    BOOST YOUR STORY Howdo I gain more reach and exposure for my business?
  • 36.
    @BadPennyFactory Slides 36 Invest Budget Costs PaidMarketing The goal of paid marketing is to convert actions to sales. Generating engaging content is the first step, boosting that content to reach people who need your business products and services is the next. Take a look at your marketing budget. Whether you can invest $200 a month or $2,000 a month, there are service plans that can benefit you. Your hub’s Search Engine Optimization. Website SEO Pay-per-click services with Google. AdWords Trend content with increased likes. Increase Followers Extend Your Reach DIGITAL MARKETING
  • 37.
    WEBSITE SEO What doesthis mean to me?
  • 38.
    @BadPennyFactory Slides 38 •  STARTLISTENING and analyze what your audience is looking for online. •  IDENTIFY KEYWORDS used to search for solutions related to your business. •  BUILD YOUR OPTIMIZATION around those keywords and phrases. •  BE CONSISTENT and pepper those keywords throughout your content. •  MONITOR PERFORMANCE and stay flexible and make adjustments when necessary. Words Words Words SEO BREAKDOWN “Social media campaign measurement basics: engagement, reach, exposure, ad performance, and conversions.”
  • 39.
  • 40.
    GOOGLE ADWORDS What doesthis mean to me?
  • 41.
    @BadPennyFactory Slides 41 Google andBing Ads PAID ADVERTISING https://www.google.com/adwords/http://ads.bingads.microsoft.com •  SIGN UP FOR FREE and learn to set up your ads with these services. •  SET A BUDGET control your budget and only pay when your ad is clicked. •  REACH CUSTOMERS globally or locally and set a specific distance from your business. •  EXPAND YOUR AUDIENCE and see your ads on Google, Bing, Yahoo and AOL.
  • 42.
  • 43.
    @BadPennyFactory Slides 43 Know YourOptions BUYING FRIENDS •  BENEFITS can include low costs, low time commitment and gained social influence. •  RISKS can include spam tactics, antitrust and channel shutdown. •  DEFINE YOUR STRATEGY and do your research! *BAD PENNY FACTORY DOES NOT ENDORSE, CONDONE OR HAVE ANY AFFILIATION WITH THE COMPANIES LISTED
  • 44.
    MEASURE RESULTS How doI know my efforts are paying off?
  • 45.
    @BadPennyFactory Slides 45MEASURING DIGITALCONTENT Trends and changes are the most valuable insight that can be pulled from any report. Analytics should be measured through a single tool for a universal view of the health of your content. Once you select the tool that works best for you, get familiar with it and set up a few standard reports that will allow you to push a button to see a snapshot of your work and how it’s performing online. Metrics That Matter “It’s the true experience of the journey that people gravitate toward.”
  • 46.
    @BadPennyFactory Slides 46 + += The social media channel and piece of content with the call-to-action message. Platform 01 Time and effort spent on creating the content and the post schedule. Post 02 Amount of money invested to promote the content. Paid Boost 03 Calculate the expected performance. Review Gather significant data to build a formula that works for your business. Regularly review the information to determine how to achieve optimal performance within your control. Create a testing plan to check your findings and then continue to tweak the formula over time. These solutions will also help define your marketing budget. Again, think: how can I get the biggest bank for my buck? Cost of Content BASIC FORMULA 0.31% CTR
  • 47.
    THANK YOU Continue theconversation by emailing contact@badpennyfactory.com
  • 48.