SlideShare a Scribd company logo
Social Media For Busy
Entrepreneurs and Small
Businesses
Introduction
James’ Background
Random House
Mark Bittman
Jodi Picoult
Karen Slaughter
Janet Evanovich
Small Business
Meurice Garment Care
Delezhen Jewelry
Big Business
Ford, Amtrak, Colgate
Social Media Is…
– a platform for making connections
– authentic reflection of consumers’ values
– built on the passions of users
Introduction
Social Media Is NOT
– intended for advertising
– impressed by glossy production
– quick or easy
Introduction
Social Ecosystem
Social Ecosystem
Facebook
§  Lowest Common Denominator
§  Close to 200 Million US users
§  Strict privacy settings
§  Very low organic reach
§  Many active niche communities
Social Ecosystem
Twitter
§  Small minority of very-active users
§  Most ethnically diverse network
§  Connections to strangers encouraged
§  Don’t fear the stream
§  Connections more important than
hashtags
Social Ecosystem
Instagram
§  Highly visual network
§  Nearly mobile-exclusive
§  Business + personal content
§  Comparable users to Twitter
§  More sharing than conversation
§  Spontaneous, experience driven
Social Ecosystem
Pinterest
§  Heavily female network
§  Third largest site (by traffic)
§  Users open to strangers
§  Great for SEO & ecommerce
§  Look for relationships with big
influencers
Social Ecosystem
YouTube
§  Perfect forum for experts
§  Pay attention to tags & categories
§  Goal is to funnel traffic
§  Less crowded by businesses
§  Avoid the comments
Social Ecosystem
LinkedIn
§  Tremendous networking resource
§  Active discussion groups
§  Choose connections wisely
§  Surprisingly good content platform
§  Consultants, professional services
thrive here
Social Ecosystem
The lesser networks…
Google+
Vine
Yelp
Foursquare
Snapchat (no!)
Tumblr
Medium
Metrics And Reporting
Metrics And Reporting
Reach Fans Clicks Shares Likes
þ þ þ þ þ
þ þ þ þ þ
þ þ þ þ
þ þ þ þ
þ þ þ þ
þ þ þ þ
Metrics And Reporting
Less-Tangible Metrics
§  Social Proof
§  Modern Perception
§  Direct Feedback
§  Demographic Stats
§  Email Signups
Metrics And Reporting
Measurement Considerations
§  social is not transactional
§  analytics aren’t standardized — or available as a native feature
§  keep goals reasonable
§  not always possible to tie social to offline actions
§  advertising can help squeeze maximum value from content
§  please don’t buy followers
Metrics And Reporting
Native Analytics Facebook
YouTube
Twitter
Pinterest
LinkedIn
Scheduling Hootsuite
Buffer
Sprout
Crowdbooster
Twitter TweetReach
Follower Wonk
Instagram Iconosquare
Extra Credit Hashtagify.me
pinterest.com/source/yoururl.com
Content Content Content
Content
Getting Started
§  narrow down your channels, save ones you don’t need
§  build out profiles
— you’ll need your graphics person for images / color palates
— consistent URLs
§  plan your content calendars and set goals
Content
Post Anatomy
§  Hashtags
§  Call To Action (CTA)
§  Replies / Mentions
§  Links
§  Photos / Video
Content
Building A Content Strategy
§  Find your competition. Follow them before posting yourself.
§  Ration your updates by the rule of threes:
— Content of value all on it’s own
— Links, commentary, re-tweets, replies to other accounts
— Updates on your brand
§  You can’t post too often. J
Content
Where Does Content Come From?
Insider Knowledge:
Blogs do you follow? (Feedly,
Pulse, Flipboard)
What projects are you
working on?
Neighborhood alliances /
trade associations.
As-They-Happen:
Press mentions
Web and social alerts: Topsy,
Google Alerts, Hyper
In-person events you come
across: Take photos!
Mentions to accounts you’d
like to befriend (keep lists!)
Saved searches in social
apps
Evergreen posts:
Link your full social
presence / newsletter
Blog posts you’ve written -
any age
Fun facts about your
organization / awards
Holidays
Occasional product / service
mentions
Community Building
Community Building
Finding Your Tribe
§  go easy on the hashtags
§  bleed the feed
§  look for ongoing conversations / groups to follow
§  being helpful is the fastest road to followers
§  keep a consistent, natural tone / voice – no press releases!
Community Building
Engaging Your Audience
§  Prepare for customer service issues
— Reply within four hours
— Be open, honest, warm – never defensive
— Negative feedback often leads to the best clients
— Blocking / deleting is a last resort
§  Ask plenty of questions
§  Experiment with topics, and compare results against calendar
§  Influencers have a ready audience to borrow
Community Building
Blogger Outreach
§  Start by identifying a few key users you respect.
§  Build your outreach pool through accounts key users follow.
§  Keep a detailed list of everyone you’d like to connect with.
§  Rotate follow-up with a few minutes of your time each day.
§  Volunteer answers, advice, always like and share.
§  When you directly contact, be sure to mention their social activity
Community Building
What Do Influencers Offer?
Reviews / blog coverage
Social endorsement
Ad space
Newsletter placement
What Can You Offer?
Services / goods (solutions)
Connections
$$$
Exposure
Comedy troupe creating social
issue based satire.
Soon to premiere on popular
Netflix original show “Orange is
the New Black”.
DNA Comedy
Growth!
à What does it look like?
à Quantify and be Specific
Networking! à Get on influencers radar
à Producers, TV personalities, people
in the biz you’d want to work with in
the future.
Goals	
  
Finding content and
keeping on brand.
ISSUE SOLUTION
Mood Board Time!
DNA Comedy Mood Board
ISSUE
Post to
personal or
business
page?
SOLUTION
Squat.
You can use your personal
page to promote your
business.
Handy Tip
Write in bio of less
active profile to
follow your active
profile.
ISSUE
Multiple
admins in
charge on
page
SOLUTION
Editorial Calendar
DNA
Comedy
Editorial
Calendar
Discussion
Art: Unsplash blog: jfwhite.org @jamesfacts james@jfwhite.org

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Social Media For Busy Entrepreneurs and Small Businesses

  • 1. Social Media For Busy Entrepreneurs and Small Businesses
  • 2. Introduction James’ Background Random House Mark Bittman Jodi Picoult Karen Slaughter Janet Evanovich Small Business Meurice Garment Care Delezhen Jewelry Big Business Ford, Amtrak, Colgate
  • 3. Social Media Is… – a platform for making connections – authentic reflection of consumers’ values – built on the passions of users Introduction
  • 4. Social Media Is NOT – intended for advertising – impressed by glossy production – quick or easy Introduction
  • 6. Social Ecosystem Facebook §  Lowest Common Denominator §  Close to 200 Million US users §  Strict privacy settings §  Very low organic reach §  Many active niche communities
  • 7. Social Ecosystem Twitter §  Small minority of very-active users §  Most ethnically diverse network §  Connections to strangers encouraged §  Don’t fear the stream §  Connections more important than hashtags
  • 8. Social Ecosystem Instagram §  Highly visual network §  Nearly mobile-exclusive §  Business + personal content §  Comparable users to Twitter §  More sharing than conversation §  Spontaneous, experience driven
  • 9. Social Ecosystem Pinterest §  Heavily female network §  Third largest site (by traffic) §  Users open to strangers §  Great for SEO & ecommerce §  Look for relationships with big influencers
  • 10. Social Ecosystem YouTube §  Perfect forum for experts §  Pay attention to tags & categories §  Goal is to funnel traffic §  Less crowded by businesses §  Avoid the comments
  • 11. Social Ecosystem LinkedIn §  Tremendous networking resource §  Active discussion groups §  Choose connections wisely §  Surprisingly good content platform §  Consultants, professional services thrive here
  • 12. Social Ecosystem The lesser networks… Google+ Vine Yelp Foursquare Snapchat (no!) Tumblr Medium
  • 14. Metrics And Reporting Reach Fans Clicks Shares Likes þ þ þ þ þ þ þ þ þ þ þ þ þ þ þ þ þ þ þ þ þ þ þ þ þ þ
  • 15. Metrics And Reporting Less-Tangible Metrics §  Social Proof §  Modern Perception §  Direct Feedback §  Demographic Stats §  Email Signups
  • 16. Metrics And Reporting Measurement Considerations §  social is not transactional §  analytics aren’t standardized — or available as a native feature §  keep goals reasonable §  not always possible to tie social to offline actions §  advertising can help squeeze maximum value from content §  please don’t buy followers
  • 17. Metrics And Reporting Native Analytics Facebook YouTube Twitter Pinterest LinkedIn Scheduling Hootsuite Buffer Sprout Crowdbooster Twitter TweetReach Follower Wonk Instagram Iconosquare Extra Credit Hashtagify.me pinterest.com/source/yoururl.com
  • 19. Content Getting Started §  narrow down your channels, save ones you don’t need §  build out profiles — you’ll need your graphics person for images / color palates — consistent URLs §  plan your content calendars and set goals
  • 20. Content Post Anatomy §  Hashtags §  Call To Action (CTA) §  Replies / Mentions §  Links §  Photos / Video
  • 21. Content Building A Content Strategy §  Find your competition. Follow them before posting yourself. §  Ration your updates by the rule of threes: — Content of value all on it’s own — Links, commentary, re-tweets, replies to other accounts — Updates on your brand §  You can’t post too often. J
  • 22. Content Where Does Content Come From? Insider Knowledge: Blogs do you follow? (Feedly, Pulse, Flipboard) What projects are you working on? Neighborhood alliances / trade associations. As-They-Happen: Press mentions Web and social alerts: Topsy, Google Alerts, Hyper In-person events you come across: Take photos! Mentions to accounts you’d like to befriend (keep lists!) Saved searches in social apps Evergreen posts: Link your full social presence / newsletter Blog posts you’ve written - any age Fun facts about your organization / awards Holidays Occasional product / service mentions
  • 24. Community Building Finding Your Tribe §  go easy on the hashtags §  bleed the feed §  look for ongoing conversations / groups to follow §  being helpful is the fastest road to followers §  keep a consistent, natural tone / voice – no press releases!
  • 25. Community Building Engaging Your Audience §  Prepare for customer service issues — Reply within four hours — Be open, honest, warm – never defensive — Negative feedback often leads to the best clients — Blocking / deleting is a last resort §  Ask plenty of questions §  Experiment with topics, and compare results against calendar §  Influencers have a ready audience to borrow
  • 26. Community Building Blogger Outreach §  Start by identifying a few key users you respect. §  Build your outreach pool through accounts key users follow. §  Keep a detailed list of everyone you’d like to connect with. §  Rotate follow-up with a few minutes of your time each day. §  Volunteer answers, advice, always like and share. §  When you directly contact, be sure to mention their social activity
  • 27. Community Building What Do Influencers Offer? Reviews / blog coverage Social endorsement Ad space Newsletter placement What Can You Offer? Services / goods (solutions) Connections $$$ Exposure
  • 28. Comedy troupe creating social issue based satire. Soon to premiere on popular Netflix original show “Orange is the New Black”. DNA Comedy
  • 29. Growth! à What does it look like? à Quantify and be Specific Networking! à Get on influencers radar à Producers, TV personalities, people in the biz you’d want to work with in the future. Goals  
  • 30. Finding content and keeping on brand. ISSUE SOLUTION Mood Board Time!
  • 32. ISSUE Post to personal or business page? SOLUTION Squat. You can use your personal page to promote your business. Handy Tip Write in bio of less active profile to follow your active profile.
  • 35. Discussion Art: Unsplash blog: jfwhite.org @jamesfacts james@jfwhite.org