Leveraging Social Media for Small Business Success
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This document contains tips and advice about leveraging social media for business purposes. It discusses how small businesses depend on relationships with customers and social media can help deepen these relationships. It emphasizes that businesses should have a social media strategy tailored to their specific needs. Having consistent, relevant content that connects with customer objectives is important for engagement. Examples like Old Spice's highly successful viral video campaign demonstrate how social media can boost business metrics like sales and brand awareness. Engagement is about building a foundation of content and community over time.
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Leveraging Social Media for Small Business Success
- 1. Leveraging Social Media … You can’t ignore this anymore … ABRIDGED Are you ready to learn? Ready to play well with others?
- 11. Keywords .. What is you niche? 1. Write down your words related to niche 2. Group them together as they're related by same words 3. Use names and phrases people commonly search by • Caterer – wedding catering, party food provider, your thoughts? 4. Find a ‘pivot point’ – a keyword to form a theme for your website. 5. Research competitors’ keyword strategies for ideas.
- 16. Small Business Is ABOUT RelaGonships • Compete with the big dogs • You know your Customers know Personally • Your business DEPENDS on that rela7onship… • Social media deepens rela7onships… • YOU have the advantage in Social Media!
- 31. Answer Ques7ons!
- 37. Unburritable!
- 38. As a B2B Marketer, why should I care? • B2B have their own customer touch points • Reference Management • Vendor Management • Help Desk • Error 404 Pages • What’s yours?
- 40. Connect with ObjecGves • E ‐ ENTERTAINING • I ‐ INFORMATIONAL • E ‐ EDUCATIONAL • I ‐ INSPIRATIONAL • O – OBJECTIVE: What was the point of doing all the work? Source: hQps://nutlug.wordpress.com/2010/09/24/old‐macdonalds‐method‐for‐crea7ng‐engaging‐content/
- 44. Relevant (Timely and interesGng) The audience cares about and enjoys this content Messages are on brand and reflect the core benefits of the organiza7on in audience perspec7ve Engagement Commitment Time and resources are devoted to building a foundation – content, community, feedback The internal team is invested in the effort, helps generate conversation and feels the benefits of a growing community Talkable: Have a conversation People are interacting more frequently, or more deeply Connection: Build your community Builds connections: People are sharing and make recommendations daily People try things from peer recommendations Source: Cultural Strategies ‐ www.cultural‐strategies.com Armando Rayo, VP, Engagement ‐ arayo@cultural‐strategies.com
- 45. source | Blog post from Augie Ray, Forrester Analyst (Jan. 20, 2010) “For marketers, it’s not TwiWer that maWers, but TwiWerers.” source | John Moore, @brandautopsy, www.brandautopsy.com www.Slideshare.net
- 46. CreaGng Advocates INSPIRE Inspire people to take action that changes the world • Engage • Passion • Story • Create Possibili7es • Connect • Open Doors • Be Relevant • Diverse & Inclusive • Innovate • Create Rela7onships EQUIP Equip people with skills, knowledge & abilities • Educate • Skills • Abili7es • knowledge • Informa7on • How to’s • Leadership • Talking Points MOBILIZE Mobilize people & networks to take action. • Call to Ac7on • Resources • Step by step • Online/offline Transi7on • Incen7ves • Create Advocates Source: Cultural Strategies ‐ www.cultural‐strategies.com Armando Rayo, VP, Engagement ‐ arayo@cultural‐strategies.com
- 47. source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006) “76% of consumers believe companies are untruthful in their adver3sing” source | John Moore, @brandautopsy, www.brandautopsy.com www.Slideshare.net
- 48. source | Nielsen’s “Trust in Advertising” Report (2007) “78% of global consumers say they trust recommenda3ons from other consumers” source | John Moore, @brandautopsy, www.brandautopsy.com www.Slideshare.net
- 49. 1 | Word‐of‐Mouth 2 | Newspaper men7on 3 | Online Reviews 4 | Brand websites 5 | Magazine Ads 6 | TV Ads 7 | Radio Ads 8 | Email NewsleQer 9 | Search Engines Ads source | Nielsen’s “Trust in Advertising” Report (2007) source | John Moore, @brandautopsy, www.brandautopsy.com www.Slideshare.net
- 50. source | Advertising Age article (June 2008) “Studies show we are exposed to 5,000 marke3ng messages every day” source | John Moore, @brandautopsy, www.brandautopsy.com www.Slideshare.net
- 52. source | Keller Fay “ Talk Track” report (2008) “The typical American takes part in 125 conversa3ons per week that discuss products and services” source | John Moore, @brandautopsy, www.brandautopsy.com www.Slideshare.net
- 53. “Of those 125 conversa3ons, specific brands/companies are men3oned 90 3mes” source | Keller Fay “ Talk Track” report (2008) source | John Moore, @brandautopsy, www.brandautopsy.com www.Slideshare.net
- 54. source | Rubicon Consulting research (Oct. 2008) “Online reviews are second only to personal advice as the driver of purchase decisions” source | John Moore, @brandautopsy, www.brandautopsy.com www.Slideshare.net
- 55. “... the post of a blogger who receives cash or in‐kind payment to review a product is considered an endorsement. Thus, bloggers who make an endorsement must disclose the material connec2ons they share with the seller of the product or service." source | John Moore, @brandautopsy, www.brandautopsy.com http://www.slideshare.net/WOMMAssociation
- 56. “A company’s personality is always its best adver3sing.” source | John Moore, @brandautopsy, www.brandautopsy.com www.Slideshare.net
- 57. “We want people to be here because they are passionate about customer service and they like our culture.” Tony Hsieh ceo, Zappos source | John Moore, @brandautopsy, www.brandautopsy.com www.Slideshare.net
- 58. “Be everywhere your customers are.” source | John Moore, @brandautopsy, www.brandautopsy.com www.Slideshare.net
- 59. source | Burson-Marsteller & Digital Media Study (June 2009) “54% have a Twi`er presence 32% maintain a Blog 29% are on Facebook” Fortune 100 Companies… source | John Moore, @brandautopsy, www.brandautopsy.com www.Slideshare.net
- 60. 1. Distribute News and Updates 2. Extension of Customer Service 3. Marke3ng Promo men3ons 4. Employee Recruitment tool source | Burson-Marsteller & Digital Media Study (June 2009) Ways Businesses use TwiWer: source | John Moore, @brandautopsy, www.brandautopsy.com www.Slideshare.net
- 61. “Social Media helps small businesses look bigger and big businesses get smaller. “ source | John Moore, @brandautopsy, www.brandautopsy.com www.Slideshare.net
- 63. “69% of businesses on Twi`er post at least 4 3mes per week” source | Burson-Marsteller & Digital Media Study (June 2009) source | John Moore, @brandautopsy, www.brandautopsy.com www.Slideshare.net
- 64. # 1: Never the product always the passion!! • Reframe conversa7on • Not about the product • Is about the customer • What role does product play in customer lives?
- 65. # 2: Empower People!! • More than just content • People want to know the good, the bad, and the ugly • Give them what they need to know to talk about you • Create Ambassadors
- 66. # 3: Know Thyself Well • Old Spice has a powerful iden7ty • Your iden7ty is not the same as your compe77on • Not everyone will like you. • Find your #11(s)
- 67. # 4: Never is it just online • Buzz is not TwiQer • Tweets don’t maQer • Find all Customer Touch Points • People believe those recommenda7ons from peeps they know, like, and trust!
- 68. # 5: Make your advocates feel like Rock Stars!! • Li| up your customers • Show your apprecia7on by acknowledgment • Say “Gracias, Merci, …” • Not just free trips on American Airlines
- 73. Ques7ons?
Editor's Notes
- Comscore says that 88% of clicks go organic, 12% PPC.In 2009, businesses spent $18B in PPC and only $1.5B on SEO. Companies are spending 10X more money competing for only 12% of the traffic when they invest only in PPC.