Social media marketing is an important opportunity for newspapers and small businesses. It allows generating leads, measuring results, and having a flexible multi-media approach. While print remains important, online revenue should grow. Businesses need to use platforms like Facebook, Twitter, and LinkedIn to engage customers and be part of online conversations. The key is reputation management and guiding advertisers through social media solutions. Newspapers can offer social media services and gain market share.

1. Social Media Marketing:
For you and your advertisers
Halifax, NS May 11, 2012
Shannon Kinney
shannon@dreamlocal.com

2. The Giveaway:
Free consultation
on how to generate revenue with
social media for your market!

3. Times have changed,
media use has changed

4. Old marketing tactics

5. New marketing tactics

6. Advertiser Needs
• Print is recognized as a brand builder and important
part of marketing mix, but is farther away from sale
in many cases
• Ability to generate leads/calls/walk-ins and
measure results
• Flexibility in contracts, billing, packages
• Multi-media approach and solutions
• Consultative selling – help me understand all of my
options and create custom solutions for me

7. In this climate,
every business
is re-thinking all of their budgets,
and they will never return to the
way they once were.

8. Where Should We Be?
• You need to aggressively review our operations in
all departments to seek efficiencies, new ideas,
and best practices (and likely already have been)
• Online revenue should be growing to be larger
percentage of overall revenue, less reliance on
print only
• Creating new products on our own or through
partnerships to grow audience and revenue

9. It’s less about selling space
and more about
selling solutions

10. …and working with your customers

11. …in ways you have NEVER done
before

12. It’s NOT about the
distribution vehicle

14. It’s about continuing
your deep relationship with
your audience
and your advertisers

15. The question for businesses
used to be:
how do your customers find you?

16. Now is:
where do your
current and future customers
find what they need?

21. Questions get answered.
Recommendations are made.
Conversations happen.
Are you there?

22. http://www.youtube.com/watch?v=lFZ0z5Fm-Ng

23. Facebook now has more than
901 million ACTIVE
users

24. Facebook
• Do I need to use it? YES! If
you advertisers are
responsible for marketing
your business, absolutely.
• Do my clients’ businesses
need to be there now? Yes.
There are no ifs, ands, or
buts. Regardless of your
business, you need to be
represented here. We can
help!
• Top benefit: You stay top of
mind with people as they
browse – you’re part of the
conversation

25. Facebook: Statistics
• More than 50% of active users log in each day
• 125 billion friend connections
• People spend over 700 billion minutes per
month on Facebook
• 2.7 billion posts are “liked” or commented on
each day
• 250 million photos are shared each day
• 1 million business page “likes” are happening
each day – and that is shared with all of their
friends
Source: Facebook

26. Facebook: Timeline for Business Pages

28. Facebook: Timeline for Business Pages

29. 29

30. 30

31. Do Facebook - WELL
• Professionally designed page
• Thoughtful content strategy that incorporates
the personal touch, sales and marketing, and
outbound marketing strategy
• Listen and respond, stimulate conversation
• Utilize the new feature of outbound
commenting as your page
• WOW your fans!

32. Twitter
• Do I need to use it? It is
powerful but not for
everyone
• Do my clients’ businesses
need to be there now?
Depends on their
business. If you create
and write a lot of
content, Twitter is a
fantastic tool. It works
extremely well for
searching, listening and
communicating quickly
with your customers

33. LinkedIn
• Do I need to use it? If you
would benefit from
sharing your background,
establishing your
expertise, and showing
who you are connected
to professionally, yes.
• Do my clients’ businesses
need to be there now?
It’s much more important
for companies interested
in hiring, and/or
conducting b2b business,
but can be a very
powerful tool for
establishing expertise as
well

34. Foursquare
• Do I need to use it? If you
enjoy showing businesses
that you frequent them, and
if you’re just a wee bit
competitive, it is a fun tool to
use. Great for deals or
visiting new areas
• Do my client’s businesses
need to be there now? If
their business is retail,
hospitality oriented, a
restaurant or bar, we highly
recommend leveraging
Foursquare. It is a powerful
tool to offer deals, recognize
your best customers, and
monitor what customers are
saying about you on the
Web.

35. Pinterest

36. Google+ (G+)
• Do I need to use it? If you
enjoy Facebook for the
social aspect, or Twitter
for the opportunity to see
the news and content you
should be reading, you’ll
enjoy G+
• Do my clients’ businesses
need to be there now? If
they have the time yes
due to it’s close tie with
search results

37. YouTube: 2nd largest search engine
Professionally designed page

38. What works and what doesn’t

39. The key is Reputation Management…
And you need it now more than EVER!

40. Facebook now has over
488 million
MOBILE users
Do you have a usable
mobile web site?

41. Emerging
mobile
activities
•Location based services
•Quick Response (QR)
codes & barcodes
•Comparison Shopping
•Mobile Coupons
•Push Notifications
28% of smartphone
owners have used their
phone at least once to
check in
Source: ExactTarget

42. So what?
What does this mean to your
newspapers? To small – medium
businesses?

43. The rules of marketing have
changed.

44. We help businesses
play the game by the new rules.
AND, save them time.
Can you?
Should you?

45. The agency model:
Solution based selling
Is a MUST
And unlike larger newspapers,
Many of you already do it!

46. Why Agency?
• Serving local businesses is core to your mission
and role in your community
• Maintaining the relationship as the trusted
advisor and partner is critical to your long term
success
• Filling the advertiser need and guiding them
through the process will solidify your position
• Solution-based selling builds trust
• Can ultimately sell more print

47. Revenue opportunities
• Sell social media services, reputation
management
• Added distribution of listings via social media
(Washington Post Twitter channels)
• Sponsored posts and tweets?

48. Solution Components
Core Offering Optional
• Video optimization, distribution,
• Online marketing strategy marketing
development • Photography
• Social Media channel • Mobile marketing solutions (sites,
enhancement and ongoing promotions)
management • PR
• SEO / SEM
• Reputation Management
• Agency level service (media
and SEO planning, etc)
• Email marketing • Event promotion (flyers, etc)
• Blog posting management • Print ad design
• Web site & landing page
development

49. We offer
•Agency model: evaluation and plan development
• Agency: outsource it to us, we will fulfill what you
sell
• Small business services
• Social media strategy, planning, channel design
• Staff training on social media and effective usage
• Webinars and resources
• Channel management

50. Action items – what to do now
1. Consider your sales methods, are you
solution selling or space selling?
2. Are your advertisers confused by the online
marketing landscape and options?
3. Could you gain market share by offering
social solutions?
4. Do you have the resources to lead the
charge? Build or buy?
5. If you aren’t sure what to do OR you don’t
have resources – we can help!

51. The Giveaway:
Free consultation
on how to generate revenue with
social media for your market!

52. Thank you! You survived!
Questions?
Shannon Kinney, Dream Local
shannon@dreamlocal.com
207-354-7073
www.dreamlocal.com
Twitter: @shannonkin
Facebook: facebook.com/shannonkinney,
facebook.com/dreamlocal
Foursquare: Shannonkin
LinkedIn: www.linkedin.com/in/shannonkinney
Google+ www.gplus.to/shannonkinney