Social Media for Small Business
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Conversify is a global social media agency that develops social media strategies and tactics to connect clients with their target audiences. They help clients achieve business objectives through social listening, assessing conversations, stimulating discussions, and measuring engagement online. Conversify recommends starting with defining strategy, objectives, and metrics, then developing tailored brand personalities and content calendars to guide social media efforts. They provide examples of style guides and conversation topics tailored for different brands.
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Social Media for Small Business
- 1. ……………………………………………………………………………………………………… Score Denver: Social Media February 14, 2012 ………………………………………………………………………………………………………… © © Conversify 2011 Conversify 2011 www.conversify.net Page 1
- 2. ……………………………………………………………………………………………………… WHAT IS CONVERSIFY? Conversify is a global social media agency. We develop and execute social media strategies and tactics to create connections with your target audience. We help you achieve your business and marketing objectives by listening, assessing, stimulating and measuring conversations online in the world of social media. ………………………………………………………………………………………………………… © Conversify 2011 Page 2
- 3. ……………………………………………………………………………………………………… ………………………………………………………………………………………………………… © Conversify 2011 Page 3
- 4. ……………………………………………………………………………………………………… WHAT IS SOCIAL MEDIA? Any digital technology that allows you to be social. ………………………………………………………………………………………………………… © Conversify 2011 Page 4
- 5. ……………………………………………………………………………………………………… WHAT CAN SOCIAL MEDIA DO? Evangelism Loyalty Emotional Engagement Interest ………………………………………………………………………………………………………… © Conversify 2011 Page 5
- 6. ……………………………………………………………………………………………………… START WITH STRATEGY • TARGET: Who is your Target Audience? • OBJECTIVES & GOALS: What do you want them to do? • MEASUREMENT: What does success look like? ………………………………………………………………………………………………………… © Conversify 2011 Page 6
- 7. ……………………………………………………………………………………………………… TARGET AUDIENCE Who is your Target Audience? • Demographics • Geographics • Psychographics ………………………………………………………………………………………………………… © Conversify 2011 Page 7
- 8. ……………………………………………………………………………………………………… OBJECTIVES What do you want to get them to do? • Objective with Goal: Increase Fans by 30% • Increase awareness • Increase loyalty • Education • Increase evangelism ………………………………………………………………………………………………………… © Conversify 2011 Page 8
- 9. ……………………………………………………………………………………………………… MEASUREMENT Where are you now? Where are you going? [Goal] • Ask how they heard about you • Pay attention to the names/ develop a CRM. • Qualitative measures: Engagement • Did they tell their friends (ReTweeting) • Net Promoter Score ………………………………………………………………………………………………………… © Conversify 2011 Page 9
- 10. ……………………………………………………………………………………………………… LISTEN & LOOK • Quick search on Twitter, Facebook, YouTube and Google Blogs • Set up Google Alerts • Look at what your competitors are doing in Social Media ………………………………………………………………………………………………………… © Conversify 2011 Page 10
- 11. ……………………………………………………………………………………………………… BRAND PERSONALITY The Marine Conservation Alliance’s [MCA] brand was heavily scientific and not easily approachable enough for the broad community MCA wanted to speak with. So, we encouraged them to think of their brand as a wise, grandfatherly type who knew a lot about the science of fisheries management and who could help you understand it, too. MCA agreed that this fit their brand personality and applying it has the created approachability that Social Media required. ………………………………………………………………………………………………………… © Conversify 2011 Page 11
- 12. DEVELOPMENT PHASE – Example 1 ……………………………………………………………………………………………………… SOCIAL MEDIA BRAND STYLE GUIDE Much like a visual brand style guide with rules about logo use, color palette or font style, our SM Brand Style Guide articulates how a client should engage in Social Media. For instance, Rainbow Rewards’ target audience is white, affluent, well educated women. Apple Bottoms by Nelly Fragrance’s audience is ethnic, high school educated and working class. The Social Media Style Guides for each brand couldn’t be more different. On the next page we provide a simplified example of some guidelines for these two different SM Brand Style Guides. ………………………………………………………………………………………………………… © Conversify 2011 Page 12
- 13. DEVELOPMENT PHASE – Example 1 ……………………………………………………………………………………………………… SOCIAL MEDIA BRAND STYLE GUIDE • No cursing: “Darn” is •Retweets of curse words are okay, but acceptable when used in a only if there are substitute symbols light-hearted way. “*&$” replacing certain vowels. • Limited Contractions • Contractions are appropriate • No texting shorthand (okay to • Use of texting shorthand: bend this rule in Twitter only.) U R for You Are, 2, LOL, etc. • Occasional risqué humor is okay • Limited slang • Use emoticons and exclamations •Emoticons are okay. ………………………………………………………………………………………………………… © Conversify 2011 Page 13
- 14. STRATEGY PHASE – Example 2 ……………………………………………………………………………………………………… CONVERSATION GUIDE After a year of running the Wine Sisterhood, we did an analysis of our Fans & Followers and the messaging they responded to. The analysis proved the “Sisters” are all about having fun, finding a social group and feeling cultured. We honed the previous year’s messaging to six topics. 1. Food & Wine: #FoodieFriday, pairings, restaurants, news and recipes 2. Moms & Family: #MommyMonday, mommy blogs, stress relief 3. Creative types: Ask for opinions, wine diaries 4. Social gals: special event ideas, hosting tips, party games/activities 5. Travel (reading, not doing): shopping, how to find good hotels/restaurants, wine country 6. Entertainment: pop culture that involves or includes wine/food ………………………………………………………………………………………………………… © Conversify 2011 Page 14
- 15. DEVELOPMENT PHASE – Example 2 ……………………………………………………………………………………………………… SOCIAL MEDIA EDITORIAL CALENDAR Our Social Media Editorial Calendar, critical to planning and organizing messaging, is a dynamic document that provides both proactive and reactive direction for all content across all social networks. ………………………………………………………………………………………………………… © Conversify 2011 Page 15
- 16. ……………………………………………………………………………………………………… WHAT TOOLS SHOULD YOU USE? The Biggies: Multimedia Type: Industry Specific: Physical Location: Mobile: ………………………………………………………………………………………………………… © Conversify 2011 Page 16
- 17. ……………………………………………………………………………………………………… WHAT DO YOU SAY? To kick-off the conversation… ………………………………………………………………………………………………………… © Conversify 2011 Page 17
- 18. ……………………………………………………………………………………………………… WHAT DO YOU SAY? Whenever appropriate, insert a call-to-action. ………………………………………………………………………………………………………… © Conversify 2011 Page 18
- 19. ……………………………………………………………………………………………………… WHAT DO YOU SAY? Whenever appropriate, insert a call-to-action. ………………………………………………………………………………………………………… © Conversify 2011 Page 19
- 20. ……………………………………………………………………………………………………… WHAT DO YOU SAY? Adding that personal touch. @BabyCare: Don’t forget the spouse this Valentines day? We still have babysitting specials for Valentine’s Day. Reserve Now! http://bit.ly/link002 @TapTweet: Children should eat from the same menu as grown ups! Just smaller portions – http://twitpic/002 [photo of small child enjoying his meal] @DoggiesRUs: Look at Fido go! After two weeks of training, he’s a champion jumper – http://twitpic/004 [photo of dog jumping.] @TapTweet: We know how tricky it can be to find good gluten free menus in other restaurants, we like to apologize on their behalf… ………………………………………………………………………………………………………… © Conversify 2011 Page 20
- 21. ……………………………………………………………………………………………………… http://www.Conversify.net http://www.twitter.com/conversify http://www.facebook.com/conversify http://www.Linkedin/in/company/Conversify (US) 303-991-3664 (UK) 01322-442 620 ………………………………………………………………………………………………………… © Conversify 2011 Page 21
Editor's Notes
- Where are you now? Where are you going?
- Where are you now? Where are you going?
- Where are you now? Where are you going?