Sm 1 final j'12

Social Media Strategies for Small Business
January 18, 2012

SpoonerSkadron

1. What’s Happening Today

• Share a bit of history
• Talk about Social Media tools and strategies
• Use Case Studies and real world examples
• Talk Marketing
• Leave w/handful of take home messages about
social media marketing tools and strategies

2 SpoonerSkadron / CMC Jan 2012

2. In The Beginning

• The Offline Experience

– Defined our social circles
– Influenced by advertising
• Spokesperson: Spuds McKenzie, Joe Isuzu, Maytag Repair guy,
Charlie Sunkist Tuna, Max Headroom

• Catch Phrases: “Just Say No”, “Where’s the Beef”, “We thank you
for your Support”, “Drivers Wanted”, “Just Do It”...


2. In The Beginning

• The online experience
• Online Sevices:
– Prodigy, Compuserve, AOL
» Started getting our news, sports, weather, online. Started
exchanging thoughts on message boards

» These were the ﬁrst generation social networks.


2. In The Beginning

• 1995: The Web Emerges
– Users ﬂock en masse to the internet


2. In The Beginning

– The rise of banner ads
– For the first time, a marketer could actually know how many people saw an ad, and even
further, know how many people interacted with it.

• Sites dedicate space.
• Internet advertising grows.
• Great deal for advertisers
• Best way to reach people.
• For about 5 years...


2. In The Beginning

– Decline of banner ads and the rise of
“Search”
• Websites proliferate
• Too much noise
• A way to sort through the noise is needed


2. In The Beginning

• Search Engines: Yahoo! arrives
– The ﬁrst search engine - Index information and offers
basic search function that helps users ﬁnd info quickly

1996 2000 2012


2. In The Beginning

• Around 2000, search engines became the
starting point to get information.

• Other search engines you might remember:
– Lycos, AltaVista, DogPile, AskJeeves, Excite....


2. In The Beginning

• The Ascent of Google
– Google was powerful, accurate and uncluttered.
– They abandoned impression-based ads in 2000
» Market ﬁnds them ineffective
– Experiment with text-based ads “AdWords” (click-
through ads)
» Pay only if it’s clicked
» Revolutionary...guarantee trafﬁc to a website.
» Highly targeted users because they searched for a
term in the search engine.
» Pioneered learning about consumer interests
through “search”


2. In The Beginning

• Social Networks emerge
– Online communities have been around “forever”
– Around ’03, we get comfortable interacting with others
watching
» Classmates.com & Friendster.com start
rudimentary “profiles”
– MySpace ’03-’08
» Customized profiles
» Users get really comfortable with the idea of living
their lives online
» Pioneered learning about consumer interests
through “profile data”


2. In The Beginning

2003 2012


2. In The Beginning

• “thefacebook” Emerges
– Launched at Harvard to get students to know each other.
clip


2. In The Beginning

• 2009: The Year of the Real-Time Feed
– Facebook re-designs homepage to feature News Feed
which is made up of status updates, links, photos etc from
Friends and Fan pages.

– It turns Facebook into a real-time communication channel
for friends to communicate with each other.

– People live off-line. Report on-line.

– Never has so much info been available about consumers.


2. In The Beginning

• The Real-Time News Feed

Today: Next: Ticker = Most Important updates


2. In The Beginning

Timeline


2. In The Beginning

And because of that, we’re witnessing a
fundamental shift in power.

New Communication channels are intimate
and are relationship builders.

This is the opportunity for small biz!


2. In The Beginning

What shifted?

• From preaching to two-way comm.
• Companies no longer controlling message
• Because they don’t want to read our ads or see
commercials
• Because they want their info and news and product
reviews from people they know, have a relationship with,
and share a bond with
• Because they want to share their experiences with people
they trust.


2. In The Beginning

In the old days, they sold the brand and the
service.
Like Mad Men: “Wow the clients w/great creative and hit the mass market”.

Today, brands connect w/audiences.
The big guys are doing it. The little guys should too.


2. In The Beginning

Welcome to Social Media.

http://www.youtube.com/watch?v=x0EnhXn5boM


3. Build Relationships

SM helps brands connect w/audiences.

Today, everybody wants to participate in the
experience (good and bad).

Objective: Participation



Coca-Cola Expedition 206

One of the most unique and involved social
media marketing campaigns out there.
Tapping regular people to be happiness ambassadors:

• engage with locals

• uncover what makes them happy

• share their experiences online

• complete tasks in each country as determined by online voters

http://mashable.com/2009/10/21/expedition206/


Coca-Cola Expedition 206
www.expedition206.com
photo stream on ﬂickr
www.facebook.com/cocacola
twitter feed
you tube



• What is the premise of Coca Cola’s
SM strategy?



• Coke owns something. What is it?
– Coke on Campus is using social media marketing.

– and in Brazil

http://www.youtube.com/watch?v=lqT_dPApj9U



Big brands are engaging by acting small:
How are they doing it?

- Old Spice
- Skittles
- Ford (Fiesta)
- Dove Soap
- Southwest Air
- Starbucks
- Whole Foods



Why are they acting “small”?

• to get closer to customers
• to give personal attention
• because they’re remembering why
relationships matter



SM helps deliver personal service.
Relationship = trust and return visits.



Example: Starbucks

- Website as an information hub
- Targeted at speciﬁc audience
- Online video
- interactive with design your own
- FB/Twitter accessible
- “Shared values” blog
- Compelling content; experiential; integrated



Example: Small Businesses on Facebook

- Easy Lunch Boxes (makes healthy green lunches)
• Fabulous branding on welcome page, also making clear the incentives for liking the page
• Creative use of Photos tab
• Excellent responsiveness to each individual commenter
• Shares good content for moms/people raising families

- Intrepid Traveler (specialize in creating unique travel adventures)
• Great description of company philosophy on Info page
• Appealing use of “photo of the day”
• Keeps customers returning through mystery trips (“surprise and delight” element) and an
interactive game
• Creates customer community on Meet Others page



The Take-away:

Social media opens up a channel to:
- Give a personal attention to customers
- Build relationships that drive return visits
- Participate
- Target speciﬁc audiences


4. Start a Conversation

FB: 600 Million users
126 million blogs
900,000 new blog posts
50 million tweets/day
2 billion searches on Google
90 trillion emails sent in ’09
10 billion tweets since ’06
106m registered twitter users



25% of the users on sm sites are aged 35-44;
62% are aged 25-62
64% of Twitters users are aged 35 or older
61% of FB users are aged 35 or older



35-44 is the most “social” age group.
The average social network user is 37 years old.
LinkedIn, with its business focus, has a high
average user age - 44.
The average Twitter user is 39 years old.

The average Facebook user is 38 years old.



5 trends changing the world:

- Resistance to advertising: People trust people like themselves

- Media fragmentation: so many channels out there

- The customer is in control

- SM holds companies accountable

- Pressure is on to “target” and reduce waste
“half my ad budget is wasted...but which half?”



• Deﬁnitions:
– Social Networking: Connecting, sharing, educating, interacting, and
trust building we engage in.

– Social Media: Tools we use to network.



In SM, the tools are getting all the attention.
(It’s overwhelming.)

It’s less about technology and more about the
people - what they’re saying, and thinking.



Adopt the social media mindset before the
social media toolkit.

- Authenticity
- Transparency
- Integrity
- Openness



10 Rules about the social web
1) Every voice matters
2) Word of Mouth is more important than ever (power of referral)



10 Rules about the social web
3) Everbody’s talking so listen!
4) Lose control of your content.
5) Info has to be “ﬁndable” (google) and “shareable” (social)
6) Web today is about “shared connections” and less about
destination.
- Website is a hub connecting visitors to everywhere else you are
online.
7) Aggregate and ﬁlter = the new web
- Amex open forum www.openforum.com/
8) Facebook is the operating system of the web
9) Twitter is the new email
10) The web is real time all the time. And it can be inexpensive
www.willitblend.com


Social Media Marketing Strategy:

Listen. Engage. Measure.



Listen:
Who’s talking, where they are, what they’re saying, the tone, the
attitude...

twitter.com/search
blogsearch.google.com
google alerts
radian6.com
socialmention.com
(The service provides a real-time analysis of what’s being discussed around the web)



Engage:

How?
Respond to blog comments
Participate in forums
Join social networks
Start a blog
Create a podcast
Start an email campaign or newsletter for your users



Engage:

Become involved in the 3 most important categories of social media:

Social networks: Facebook, LinkedIn, YouTube, Flickr...
Blogging: Wordpress, eblogger
Microblogging: Twitter



Engage with Social networks:
LinkedIn, Facebook, YouTube, Flickr, Twitter, Pinterest

LinkedIn: (Business attire) business oriented platform, B2B, helps
SEO, heighten connectivity.
Facebook: (Business casual). Makes info easy to share. People average
55 min/day.
YouTube: inexpensive, easy-to-use video enormous reach
Flickr: inexpensive, easy-to-use photo-sharing
Twitter: (after hours rager!) microblogging
Pinterest: “theme-based” image collection - online pinboard
Tumblr: combo of sm & microbolg
Blogging: personal journals

Each of these mediums has its own strategy to create awareness.



Engage:
Blogging: wordpress.com; eblogger

Blogging:
- Blogs make it easy to communicate more effectively with the
audience you care about.
- Easy way to update a Web site.
- Simple way of organizing the content
- Way to collect feedback
- Public blogs are a great complement to the communications
technologies you already use, such as email newsletters,
conference calls and mailings.



Engage:
Microblogging: Twitter

Twitter: (24/7, at the bar after work).

Businesses using to network, connect, monitor, gather feedback, raise
awareness, promote events and products; good w-o-m tool.

NYT, is listening and engaging in a way that builds a personal
relationship with the brand.



Measure:
The Key: Understand what objective you want to accomplish.
- Google analytics
- Facebook Insights
- Qualitative v. Quantitative
- Objectives & Goals

SM success is measured in increased hits, fans, and mentions.
And increased business.

But take your gaze off the bottom line.
The Kia Hamsters build relationships and measure outcome.



The Take-away:

It’s not about the technology. It’s what people are saying.
Adopt the SM mindset.
Listen. Engage. Measure.
Take your gaze off the bottom line.


5. Jump In

Decide what you want to accomplish with
SM that you weren’t doing before SM.

- Capture a biz opp
- Address a biz problem
- Engaging a new demographic...


5. Jump In

Social Media Strategic Plan

Get online and join the conversation.

Monitor industry blogs, forums and online communities.

Create social media proﬁles
- FB, Twitter, LinkedIn, YouTube

Create SM opportunities and add to those you ﬁnd
(like coming here)

Make a commitment.
- Develop an online audience through regular
contributions to online conversations. (This takes time!)


5. Jump In

Social Media Schedule
Twice a day
• Check your Twitter feed. Reply when required and check the keywords you are listening for. Join a
conversation.
• Check your LinkedIn profile and visit some of the Groups you are in. Engage with your LinkedIn
network in some way twice a day, every day.
• Check your Facebook Page and post something of value or respond to comments.
• Check your Google Alerts for information on your competitors and mentions of your own brand.

Once A Week
• Work on Twitter and Facebook Lists to be better organized and so you are able to send targeted
marketing messages when appropriate.
• Participate in LinkedIn Answers and discussions in the Groups you belong to.
• Schedule tweets and status updates for the next week so you are providing your connections with
consistent and valuable information.
• Spend some time building relationships with other influencers.
• Keep up to date on new products and social tools that will increase your efficiency and reach.


5. Jump In

Social Media Schedule
Daily activities:

Monday
Schedule tweets and status updates to provide meaningful content. This information may be more timely
and less generic that the weekly content scheduled.

Mondays and Wednesdays
Get involved in an industry speciﬁc conversation on Twitter.

Tuesdays
Respond to blog comments on your blog, and comment on another blog.

Fridays
Use your listening tools and listen! Look at your analytics and analyze your website and blog trafﬁc for the
week.


5. Jump In

Listen ﬁrst and monitor the conversation.
Engage second.
Measure third.

- everybody thinks they listen (like being on a date!)
- go to “active” listening. Put it on your calendar.
“Fridays 9-10 i’m listening.”


6. Lessons From a Small Business

“OGST”
objective/goal/strategy/tactic

objective: spread democracy
goal: wipe out al queda
strategy: air and ground attacks
tactics: unmanned drones and 10,000 ground troops



Deﬁne Objective

High level achievement and simple is best.
Make it easy to remember.

“We want to improve customer loyalty”



Deﬁne Goal

Make this anything you can measure. It signals that you’re
accomplishing the objectives.

“We want a 10% increase in return visits by existing customers”



Deﬁne Strategy

Like a group of tactics.

“Reach out to each active customer”



Deﬁne Tactics

Very speciﬁc. (Assign an owner.)

“Launch a weekly email campaign with a coupon offer”
- or-
“Give special discount for Followers on FB.”



Quick Start Guide for Social Media
- from “Facebook Marketing”,
by Chris Treadway & Mari Smith



Lesson from a small business:
Back in 1997, Gary Vaynerchuk wanted to turn his family's liquor store
into a major Web retailer. Nobody thought he could do it, but over time
he proved them wrong.

http://www.npr.org/2011/04/25/135578933/a-wine-bloggers-guide-to-social-media-for-business?sc=emaf



He says the "thank you" in the title represents a return to the kind of
personal attention mom-and-pop-type businesses used to give
their customers.

http://winelibrary.com/



“Social Media” is really online marketing with a
“social” component. Strategies/Tactics businesses
large and small use include:

Social Networking (FB) Publishing (blog) Photo sharing (FlCKr)

Audio (podcast) Video Microblogging (twtr)

Livecasting (camera records Virtual worlds (2nd life) Gaming
every moment)

Productivity Apps (skype) Aggregators (delicious) RSS

Search Mobile Interpersonal


Ch. 11

UnMarketing: Stop Marketing. Start Engaging.
- Scott Stratten


7. Expectations When Starting

• What to expect when starting a social media
campaign:

– It takes time.
• So, decide what you’re promoting: business, brand, product,
people
– It takes resources
• Money, time and who’s the manager
– Facebook, Twitter, YouTube won’t do the job for you
• it gives you a new way to reach people, if done right
– Every situation is different so evaluate



• Key questions when starting a SM
campaign:

– What do you want to say?
– How will you say it?
– Do you need your own content or will you point to other content out
there?
– Who will post it?
– What creative is necessary to reach your objective? (logos, graphic
design...)



• Deﬁne objectives when starting a social
media campaign:

– Are you looking for revenue from e-commerce
– Are you trying to reach new customers
– Are you trying to communicate with existing customers
– Are you establishing a base to market new products in the future
– Are you interested in a set of SM customers to measure against other
customer lists (email, newsletter subscriber.
– Are you trying to reposition your business or brand
– Others?



You want to get them to engage with you and with
their friends.
(Remember, it’s interactive, you’re not just blasting messages).



Don’t Sell Anything On Facebook
Read the handout


8. Marketing

• Buzz words = “inbound marketing”
• Focus is on “getting found” by customers.


8. Marketing

Inbound marketing:
Get found by customers through blogs, search and social media.

This is how buyers make purchasing decisions today.

They’re using the Internet to learn about the products and services.


8. Marketing

• List the 5 general business objectives:


8. Marketing

• Attract new customers
• Raise awareness and create buzz
• Share info online to make it easier for people to ﬁnd us
• Foster a community and give them a reason to tell others about us
• Become a reliable source of friendly, smart, [“insert your skill/product/
service here”] advice, and establish “my company” as experts.


8. Marketing

The ﬁrst “viral eatery”

http://kogibbq.com/


8. Marketing

After several weeks of parking in different
locations, and not getting any customers,
Kogi gave free samples to bouncers at
clubs who spread the word.

The "big break" came when it contacted
food bloggers who then wrote about Kogi.
Its subsequent use of Twitter to announce
its location lead to considerable buzz on
social media.

Lesson: Kogi have shown that social
media is about taking the mundane and
making it remarkable. On the face of it, a
mobile food truck isn’t all that innovative.
But a mobile food truck that tweets its way
through Los Angeles? That gets people
engaged and importantly, the end result is
boosted real-world sales.

(from Wikipedia and Mashable)

8. Marketing

Real, local company
making it big online.


8. Marketing

This is a rural store specializing in garden
equipment and worm composters. They
demonstrate how to make content come
alive online. SM presence is great and it’s
integrated into their site.

Their “cinema” page hosts great video
demos showcasing their latest products,
and they record a regular podcast, They
use Twitter to post garden tips and
updates from the farm, with a distinctive
personal touch.

They share a specialist information both
on and off their site, which has
established them as experts in the area.
Their social media activity has brought
credibility to their brand. This is priceless.

Lesson: It is ultimately the people that are
the face of the company online.

8. Marketing

• A brief exercise on mission statement.
– “Who are we?”

• Wells Fargo: We’re a nationwide, diversified, community-based
financial services company. Community-based distinguishes us
from every other large bank. By community-based we mean we’re
not just a bank that happens to be in the community, we’re a
community bank….blah, blah, blah.


8. Marketing

• Sweet:
– Starbucks: Our mission: to inspire and nurture the human spirit
one person, one cup and one neighborhood at a time.

– Google: Our mission is to organize the world’s information and
make it universally accessible and useful.

– Nike: To bring inspiration and innovation to every athlete* in the
world. "If you have a body, you are an athlete.”


8. Marketing

• Mission statements speaking to “one-on-one”

• Who are we trying to reach?
– Not just more trafﬁc but the right trafﬁc.
• Broadly identify the types of clients you want to
have.


8. Marketing

A satisﬁed customer shares good experiences
with 9 to 12 others.

An angry customer will tell up to 20 other people
about a bad experience.

It costs 5 times more to get a new customer than
to keep an existing one.

Customers will spend up to 10% more for the
same item if a relationship exists.

8. Marketing

United Breaks Guitars

http://www.youtube.com/watch?v=5YGc4zOqozo


8. Marketing

Ch. 14

Publicized Customer Service.


9. Summary

The social network’s goal is to build trust in a
given community.


9. Summary

Goals v. Results:

Your goal needs to be engagement.
Business will result.


9. Summary

6 thoughts:
1) SM is not a substitute for great products and
services. It’s a communication channel.

2) SM is a means to an end. Not a solution.

3) Being social requires you to give ﬁrst and expect
nothing in return.

4) Business always required conversations; old mediums
didn’t always support it.

5) Technology is an enabler, not a substitute for relationships

6) SM operates alongside your biz. It doesn’t replace it.

9. Summary

Using Social Media as a tool for small
business:
• Listen ﬁrst
• Understand the conversation
• Speak last


9. Summary

Use Social Media as a tool for small
business to:
• Listen
• Engage
• Measure


9. Summary

Join the conversation.
Stay with it.
Start now.

steve@spoonerskadron.com


9. Summary

Credit to:

mashable.com
pingdom.com
socialnomics.net
hubspot.com
socialmedia.biz
marketingprofs.com
socialmediatoday.com

Paul Cheney, Social Media Handyman
Sean McDonald, Ants Eye View
Charlene Li, Altimeter Group
Anil Dash, Six Apart
Brad Friedman, The Friedman Group

UnMarketing, by Scott Stratten
Facebook Marketing, Chris Treadway
Content Rules, Ann Handley
The Social Media Bible, Lon Safko

NPR “All Tech Considered”


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