My client wants social media -- now what

My client is asking about social media…

Now what?
www.ReciprocateLLC.com

My Story

Karen Emanuelson
• 20+ years of marketing experience

• Owner of Reciprocate LLC, a Marketing Solutions firm

• Develop and Implement Traditional and Online Marketing Strategies
• Provide custom social media training

• Free website design/redesign consultations

• Hired by SCORE Minnesota

Serve as your District Internet Marketing Consultant

• Small Business & SCORE Advocate


A Little History

PC 1981
First Web Page August 1991

May 2003
2004 – Select groups only
2006 – Status updates added

July 2006
Sept 20, 2010 Virtue.com


Organization
Goals

Keywords
SEM
SEO

Online PR Website
Internet
Marketing
Strategy

Directory
Social Media
Listings

Email
Blogging
Marketing


Social Media


What is Social Media?

People

Sharing and

Having Conversations

Online


What is Social Media?

• User-Generated Content
• Blogs – WordPress, Blogger
• Video – YouTube, Vimeo
• Photos – flickr, Picasa

• Networking & Sharing Sites
• LinkedIn
• Facebook
• Twitter


How you can help your clients?

Ask Questions
• Why do they think they should be using social media or the
Internet for marketing?
• What is your client trying to do?
• Look at their business model
• Help them explore their business goals
• What is their business focus?
• How much time and money are they planning to spend on
Internet marketing?


Most social media networks are “free”

“Free” comes at a cost
• Time
– Initial research
– Creating strategy
– Setting up profiles
– Ongoing updates
• Effort
– Creative, informational updates
• Staff
– Can pay for Social Media management
• Commitment
– Like email, Social Media is ongoing, not one time


Is your client invisible online?

Photo by Liu Bolin

Goals

What does your client want to achieve?

Example Goals:
– Increase brand awareness
– Reputation management
– Improve Search Engine rankings
– Increase number of visitors to website
– Increase sales


Most important concept

Social Media
and
Internet marketing
are a means to an end,
not an end themselves


Traditional & Internet Marketing are similar
Branding = Recognition


Branding = Recognition


Branding – Traditional and Online

Logo
Colors
Tagline
Image


What is your client’s U S P ?

Unique
Selling
Proposition

Why should customers buy from your client?


How to help clients – online resources

http://ebusinessnow.org/
~300 online workshops
~344 how-to guides


How to help clients – online resources

http://score.org/
Area Workshops and events
– Live webinars
Templates & Tools
– Social media & networking


SCORE Minnesota Online

http://new.score-mn.org/
http://SEminnesota.score.org/


The Social Media Report Q3 2011

Key Findings of Internet Users
Visit Social
20%
Media and
Blog Sites
80% Don't visit
Social Media
and Blogs
30% Shop Online

70% Don't Shop
Online


What is Social Media Used For?

Family/Friends
Non-Parents Parents

86
Find/Maintain Old Friends
91

87
Family Contact
92

66
Find New Friends
78

Source: NM Incite



Career/Networking
Non-Parents Parents

46
Business Contact
54

27
Find A Job
29

Source: NM Incite



Products/Services
Non-Parents Parents

Read Consumer Feedback 64
71

Learn About Products 59
64

Get Coupons/Promos 56
64

Give Postive Feedback 52
59

Give Negative Feedback 49
57
Source: NM Incite


Lifestyle/Entertainment
Non-Parents Parents

Entertainment 63
76

Creative Outlet 59
73

Gaming 43
54

"How To" Info 45
47

Following Celebrities 34
39

Dating 16
Source: NM Incite
13


By 2013,
Internet users 55+ are
more consumers will access
drivingweb growth of social
the the from mobile
networking through mobile
devices than desktop or
laptop computers


6,965,079,928

4,200,000,000
4,500,000,000
annual Mobile Marketing Association Forum Asia Pacific conference Oct 25, 2010


Tactics

Which social media platform
should your client be using?


Which To Choose?

• Professional • Casual
• B2B • B2C
• Personal Profile • Some B2B
• Company Profile with tabs • Personal Page
• now with subscriptions
• Business Page
• with Welcome Landing Page

• Casual • Casual
• 140 characters • B2C
• B2B and B2C • B2B
• Can send Direct Messages • Subscribe to “channels”
• Good platform for sharing links &
“listening”


Social media is
a means to an end,
not an end itself


Your Client’s Target Market

Customer – Target Market EPI
• End user
• Purchaser
• Influencer

Which social media networks or Internet services
does the target market use?


Your Client’s Marketplace

Competition

Where does the competition market their
product/service?

What tactics does the competition use?


Tactic Questions to Ask

What value does your client plan to share?
• Knowledge
• Industry tips
• Tutorials
• Tools to assist
• Discounts

Which platform lends itself best to the plan?

How does this differ from the competition?


Social Media User Attitude

WIIFM?

What’s In It For Me?

You need to add value


• 120+ million in 200+ countries
• 43+ million in United States
• Two new members join every second
• Executives from all Fortune 500 companies
• 200+ million companies have LinkedIn pages


24/7 Resume and Marketing Brochure
– Customers
– Prospective customers
– Business partners
– Competition
Online Rolodex
– Email access


• Take advantage of all features
– Personal Profile
– Company Profile
• Products and Services tab
• Reviews
– Post updates from both personal and company
– Answers tab
– Join groups for email access


U.S. Internet users spend
more time on Facebook
than any other Web Brand


New feature 10-2011


• 106 million registered users
• 300,000 new users sign up per day
• Approximately 60% from outside the U.S
• 600 million search queries on Twitter each day
• More than 100,000 Twitter applications
• 37% of active Twitter users use their phone to tweet
• Just under 2 billion tweets per month


More than $7 Million in sales via Twitter


• 3+ billion videos viewed each day

• 48 hours of video uploaded every minute

• Nearly 8 years of content uploaded every day

• Demographic: 18-54 years old in 25 countries
across 43 languages


#2 search engine after Google

More video is uploaded to YouTube in one
month than the 3 major US networks
created in 60 years


Your client is 53 times more likely to get on the
first page
of Google's search results

if they have video on their page

http://blogs.forrester.com/interactive_marketing/2009/01/the-easiest-way.html


What can happen
after you help
your clients
create their own
opportunities?


7 Social Media Tips

1. Prioritize. Start with one network.
2. Use keywords – everywhere.
3. Regularly update your profiles and posts.
4. Respond to comments from connections and fans.
5. Treat each social media network uniquely.
6. Don’t pay for connections, followers, fans – or guaranteed
placement on Google.
7. Change will continue. Embrace it.


The answer may not always be


Your client is asking about social media…

You CAN help!

Feel free to contact me with questions

Karen Emanuelson
kemanuelson@ReciprocateLLC.com
651-340-6313

www.Facebook.com/ReciprocateLLC
www.LinkedIn.com/in/karenemanuelson
www.Twitter.com/kareneman


My client wants social media -- now what

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