Doug Hay presented on how small businesses can expand using social media. He discussed how social media has become more popular than email for online time. He outlined a 10 step process for social media marketing including researching audiences, creating a content strategy, optimizing websites, blogging, engaging on Facebook and Twitter, submitting content to directories, creating video, and measuring results. The presentation emphasized creating quality content and cross-promoting across different social media platforms and channels.

1. How To Expand Your Small Business With Social Media
Presenter: Doug Hay, CEO

2. Agenda
• Presentation
• Q&A – write questions in Webinar questions
console.
• They will be answered at the end of the
presentation.

3. Presenter: Doug Hay
• Early adopter of Internet
marketing & social media
• 30 year marketing veteran
• Sought after speaker -
presented at local, regional
and national conferences
• Lectured at two universities
for the Sales & Marketing
Executives program

4. • 80% of female Internet users said
they had become a fan of a
product or brand on a social
network.
• 72% had learned about a new
product or brand, or joined a
group around one.
SheSpeaks “Annual Social Media Study 2009”,

5. New media users overwhelmingly believe
companies or brands should:
• Have a presence in new media (95%)
• Interact with their consumers in this
space (89%).
Consumers feel companies’ or brands’
top priorities within new media should be
to problem solve and provide
information (61%)
Cone Inc Study

6. Solving Customer Service Issues
“75% of Americans are very likely to speak
positively about a company after a good
service experience in contrast with 59%
who are very likely to speak negatively
about a company after poor service”.
- American Express 2010

7. Social Media Is More Popular Than
Email
Social media accounts for 23% per cent of
America’s online time vs 8% on email.
- Nielson Study

8. Facebook dominates the social
networking scene with nearly 85
per cent share of social
networking pie
Followed by MySpace and Twitter
- Nielson Study

9. Conversion

10. What is social
media?

11. [Image by JosephGilbert.org.]

12. Marketing Has Changed Forever
Community

13. Social Media Strategy
1. Research and listening 4 . Engage
2. Create a content strategy 5. Measure
3. Choose tools & create content

14. The Modern Sales Funnel
Photo Credit: www.erincolbert.com

15. Social Media is for Leads
and Sales
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

16. Social Media
Marketing:
Givers Get

18. Adults on Internet

19. Integrated
Offline
Marketing Marketing
Strategy
Blog Web
Site
Social
Media

20. Inbound (Pull Based) Marketing
Photo credit http://campcreative.net/blog

21. Inbound Marketing is More Effective

22. Image credit: http://thewritesolution.files.wordpress.com/

23. Universal Search
Google Universal

24. 10
Action
Steps

25. 1. Homework

26. What Are They Saying?
• What are they
saying?
• Who are the
influencers?

27. Conversations
Analyze the
conversations

28. 2. Strategy

29. What Do You Want To Achieve?
• Set goals
• What
audiences/verticals
should you be
communicating with?
• Set up metrics to track
the results

30. Social Media Tools
• Optimized press releases
& articles
• Blogs
• Micro blogging (Twitter)
• Podcasts
• Videocasts
• RSS (really simple
syndication)
• Social Media Sites

33. 3. Optimized Site

36. Search Engine Optimization (SEO)
• Your site itself must be optimized
– Key word research and strategy
– Write new content around key words
– Design, programming, etc per a strategy
and key words
• Link building with new editorial content which
Google places heavy emphasis on

37. ROI For SEO
Can go through
the roof, shaming
just about every
other component
of your marketing
plan.
- Forrester Research

38. 4. Blog

39. Image credit: www.small-biz-ideas.net/

40. Search Engines
• Content is king
• Search engines
will crawl your
website more
often if you have
a blog which is
updated regularly

41. Blogging
• Choose a platform
• Build a blog
• Write blog posts
• Reach out to other
bloggers & comment
• Promote you blog

42. News Aggregators
• The blog and feed
search sites - called
news aggregators -
gather syndicated
content
• They have growing
audiences who visit
their sites to find
new content

43. Blogging Generates Leads

44. Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV

45. 5. Facebook

46. Facebook Growth
• 400+ Million Users
• The 35+
demographic now
represents more than
30% of the entire
user base.
• The 55+ audience
grew a whopping
922.7% in 2009.

48. Gap Fan Page
engagement.
- Links to a
photo album
where fans can
upload pix of
their babies
wearing Gap
denim.

50. 6. Twitter

51. Twitter Opportunity
• 190 Million users
• Posting 65 million
tweets per day
• 20 billionth post
made over the
weekend
- Twitter COO Dick Costolo

53. 6. Create Content

54. We’re all publishers

55. Content creation
• Optimized press
releases
• Articles in RSS feeds
• White papers
• e-books
• Podcasts
• Video

56. Integrate with Social Media
• Research Content Ideas
• Optimize the Content
• Add it to Your Site in a
RSS Feed
• Add Images
• Add Social Media Links

57. Think Outside The Box

58. Syndicate In RSS
Syndicate
Syndicate your
content with an RSS
(Really Simple
Syndication) news
feed.

59. Internet end-users
Publisher creates the RSS file and
places it online
Content consumers
subscribe to the feed
and retrieve its content
whenever they want
Other sites and systems
Search engines and directories

60. Internet end-users
Publisher creates the RSS file and places it
online
Content consumers subscribe to
the feed and retrieve its content
whenever they want
Other sites and systems
Search engines and directories

62. 7. Engage

63. Image credit: http://www.gapingvoid.com

64. 8. Directories

65. 9. Video

66. Every minute users upload 20 hours of video.
Streams 100 million videos daily.

67. 10. Measure

68. Photo credit: http://www.mersiomarketing.com/blog/

69. Takeaways
Ceate quality content
Cross promote on social sites, email, etc
Engage not just publish
Register: blog search engines, directories
Tweet your posts multiple times
Network with influencers

70. Image credit: http://www.trafficteria.com/

71. Free Initial Consultation
Doug Hay
doug@dougahay.com
818-326-6784
Blog: www.dougahay.com
Twitter: www.twitter.com/doughay
Facebook: http://www.facebook.com/doug.hay
LinkedIn: www.linkedin.com/in/doughay

72. Copyright Notice
All materials contained in these presentations
are protected by United States copyright law
and may not be reproduced, distributed,
transmitted, displayed, published or broadcast
without the prior written permission of Doug
Hay.