This document discusses how to market a business using social media. It explains that social media marketing involves generating useful content for customers, delivering it in the proper context, making connections with customers, and building an online community around a brand or products. It recommends starting with blogging to build content, then using social networks like Facebook and tools like Twitter to connect with customers and engage in conversations to develop a community. The document provides examples of companies successfully using these strategies and offers basic steps to get started with social media marketing.

1. Marketing Your BusinessMicki Voelkel…using Social Networking

2. Marketing Your Business…using Social Media Marketing

3. The InstructorMicki VoelkelCenter for Business and Professional DevelopmentUniversity of Arkansas-Fort Smith479-788-7771mvoelkel@uafortsmith.edu

4. The Road Map

5. Why?

6. What is Social Media?**And why is it important?

7. Social Media:The platform you use to communicate and collaborate online such as Facebookor Twitter.

8. Social Networking:What you DO with social media!

9. Social Media Marketing:The use of technology to co-create, know, like and trust.** According to John Janttsch, Duct Tape Marketing

10. So?

11. Did You Know? 4.0Scott McLeod and Karl Fisch

13. 65% of Businesses Surveyed plan to increase spending on social media in 2010.T & D Magazine, February 2010

14. Effective Communication is strongly correlatedwith meeting financial targetsT & D Magazine, February 2010

15. Top Reasons Companies are not implementing or Expanding use of Social MediaLimited staff or resources ……………..45%Limited knowledge ……………………40%Lack of IT support or tech …………….36%Lack of Senior Mgmt Support ……….33%Lack of employee access ……………32%Lack of metrics to measure ………….32%Legal Dept Restrictions ……………….19%Source: Watson Wyatt, T & D Magazine, February 2010

16. Your younger employees are already communicating on social networks.

17. So are a lot of your older employees.** The fastest growing demographic of Facebook users is women age 50+.

18. Your customers are almost certainly on social networks.

19. And they are already talking about you.

20. Rather than asking yourself IF you should or should not use Facebook or Twitter…John JantschLet’s Talk: Social Media for Small Business

21. The question is “How can Facebook and Twitter help you achieve your marketing objectives?”John JantschLet’s Talk: Social Media for Small Business

22. What?

23. Marketing PrinciplesProductPricingPlacementPromotionAccording to Textbooks

24. Social Media MarketingContentContextConnectionsCommunity

25. Generate CONTENTYou need tons of relevant, education-based, and user-generated content!

26. Information should be useful for people.…Deliver it in CONTEXT

27. People are starving for CONNECTION…

28. …to build a COMMUNITY aroundProductsBrandsPeople

30. It’s not about lead generation.

31. Some marketing objectives to consider…

32. Spread your content and expertise to a new audience.

33. Network with like-minded people.

34. Build a community of evangelists.

35. Reach new audiences in the exact way they choose to communicate.

36. Hear literally everything being said online about your brand in real time.

37. Be seen as a trusted source of information.

38. Hierarchy of Social MarketingAdapted from John Jantsch

39. Read blogs. Comment on blogs. Blog.

40. Blogging is the foundation of the pyramid—the doorway to all other social marketing.

41. Social Search let’s you see what people are saying about you NOW!

42. Social Search is your tool for brand management.

43. Social Networking: Reach out for prospects on Facebook or other sites…

44. The process will frustrate if you don’t have the content and context need met.

45. Micro-blogging allows for quick-tracking and engagement.

46. Without content, micro-blogging can’t do as much for you.

47. Two Role Models

48. Eat This Not That

49. American Management Association

50. How?

51. I’m just one person. How do I get started?

52. Step 1:Content

53. Update your web site frequently with interesting, educational content.

54. Search the web for articles and blogs that may interest your customers.

55. Start your own blog.

56. Update your blog frequently.

57. Step 2:Context

58. What do customers need now?

59. How can they use your information?

63. Step 3:Connect

64. Van’s

67. Step 4:Community

70. Virtual and Real Come together…

72. OK. So now what.

73. FacebookBusiness

74. http://www.facebook.com/businessClick the Pages link.

75. TwitterBusiness

76. http://business.twitter.com/twitter101

77. Micki Voelkel479-788-7771mvoelkel@uafortsmith.edu