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How To Expand Your Small Business With Social Media
Presenter: Doug Hay, CEO
Agenda
• Presentation
• Q&A – write questions in Webinar questions
  console.
• They will be answered at the end of the
  presentation.
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
• 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”,
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
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
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
Facebook dominates the social
networking scene with nearly 85
per cent share of social
networking pie

Followed by MySpace and Twitter


 - Nielson Study
Conversion
What is social
media?
[Image by JosephGilbert.org.]
Marketing Has Changed Forever




               Community
Social Media Strategy




1. Research and listening          4 . Engage
2. Create a content strategy       5. Measure
3. Choose tools & create content
The Modern Sales Funnel




Photo Credit: www.erincolbert.com
Social Media is for Leads
       and Sales




Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Social Media
Marketing:

Givers Get
Adults on Internet
Integrated
                     Offline
Marketing           Marketing


 Strategy
             Blog               Web
                                Site




                     Social
                     Media
Inbound (Pull Based) Marketing




  Photo credit http://campcreative.net/blog
Inbound Marketing is More Effective
Image credit: http://thewritesolution.files.wordpress.com/
Universal Search
Google Universal
10
Action
Steps
1. Homework
What Are They Saying?




• What are they
  saying?
• Who are the
  influencers?
Conversations
           Analyze the
              conversations
2. Strategy
What Do You Want To Achieve?


             • Set goals
             • What
               audiences/verticals
               should you be
               communicating with?
             • Set up metrics to track
               the results
Social Media Tools
• Optimized press releases
  & articles
• Blogs
• Micro blogging (Twitter)
• Podcasts
• Videocasts
• RSS (really simple
  syndication)
• Social Media Sites
3. Optimized Site
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
ROI For SEO

       Can go through
       the roof, shaming
       just about every
       other component
       of your marketing
       plan.
          - Forrester Research
4. Blog
Image credit: www.small-biz-ideas.net/
Search Engines


        • Content is king
        • Search engines
          will crawl your
          website more
          often if you have
          a blog which is
          updated regularly
Blogging
• Choose a platform
• Build a blog
• Write blog posts
• Reach out to other
  bloggers & comment
• Promote you blog
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
Blogging Generates Leads
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
5. Facebook
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.
Gap Fan Page
engagement.

- Links to a
photo album
where fans can
upload pix of
their babies
wearing Gap
denim.
6. Twitter
Twitter Opportunity


          • 190 Million users
          • Posting 65 million
            tweets per day
          • 20 billionth post
            made over the
            weekend

               - Twitter COO Dick Costolo
6. Create Content
We’re all publishers
Content creation
• Optimized press
releases
• Articles in RSS feeds
• White papers
• e-books
• Podcasts
• Video
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
Think Outside The Box
Syndicate In RSS
Syndicate

            Syndicate your
            content with an RSS
            (Really Simple
            Syndication) news
            feed.
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
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
7. Engage
Image credit: http://www.gapingvoid.com
8. Directories
9. Video
Every minute users upload 20 hours of video.
Streams 100 million videos daily.
10. Measure
Photo credit: http://www.mersiomarketing.com/blog/
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
Image credit: http://www.trafficteria.com/
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
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.

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