This document provides an overview of how small businesses can use social media for marketing purposes. It discusses which social networks are most popular and effective for different target audiences. Key recommendations include understanding your target customers, having relevant and engaging content, regularly posting to build relationships, and measuring the results of social media efforts through analytics tools. The focus is on using social media authentically to build community and drive sales over time rather than direct selling.

1. Using Social Media for your Small BusinessNotes from Kemp EdmondsSocial Media EducatorBCIT

2. Kemp Edmonds (me)BCIT Marketing GraduateSIFE BCITSpring Living FairNon-profitsBCIT’s Social Media ManagerPragmatic Consulting & Hands-on TrainingSocial Media Educator

5. Some Reality87% of Americans know of Twitter (Pew, 2010)7% have an account88% of Americans know of Facebook30-50% have an accountYour market may not widely use this toolsHow much is one customer worth?How about one customer who refers three more?

7. More RealityIs your website ready to receive and convert?Do you have positive customer testimonials?Do you have a company blog?Do people pick up the phone?How quickly do you respond to email?Social Media often comes last and should.

8. Old Marketing

9. New Marketing

10. You know social media!

11. Do you use it for... Marketing RecruitingPublic RelationsCommunicationsBusiness Development and SalesCommunity BuildingPress Releasesbecause you can.

12. How does it lead to Sales?

13. Is this social media?

14. What is Social Media?Social = sharing, Media = informationPeople share interests & activities, or People are interested in exploring the interests and activities of others. Social media services provide ways for users to interact, such as e-mail and instant messaging.

16. See the power of Social NetworkingKris Krug’s Facebook Network Visualized

17. Social Networks V. Social MediaThe MediumThe Message

18. Why is it important to use and understand social media?Free (just Time) OR InexpensiveIt is where the people areBuild relationshipsBuild contactsBuild salesFind a jobFind a mentorFind adviceBuild your businessBuild your brandConnect with your audience and customers

19. A typewriter is a means of transcribing thought, not expressing it. –Marshall McLuhanA keyboard is a means of transcribing thought. Social Media are a means of expressing it. –Me ;)

23. theconversationprism.com

24. Hubspot.com

25. Understand your target audience firstQuantcast Feb. 2010

26. What income level are you targeting?Quantcast Feb. 2010

27. What level of education do they have?Quantcast Feb. 2010

28. The Traditional FunnelHubspot.com

29. The New FunnelHubspot.com

31. 25%PaidIgnored75%Free+Traffic

32. SEO matters, Social Media helps

34. 5 things everyone should know about Social MediaIt’s called social media not social sellingDon’t forget everything you already know about marketingYou’ve got to choose the right nicheYou have to engageYou have to have goals

35. What’s Working for Small Business?

36. Connecting Authentically

37. Building real life Community

38. Trying new things

39. Being a hub

40. Actively engaging the community

41. How to effectively deliver your message on Social mediaConnect with people authenticallyBe the Brand Evangelist not the BrandHave a base of people to spread your messageYour message should match offline messaging80/20 Rule, Use it.

42. Free tools for Small BusinessGoogle Docs - Web-based Office SuiteOpen Office – Free Office SuiteDropbox – Online StorageMail Chimp – Email MarketingFeedburner – SubscribeHootsuite - Social Networks Doodle - Scheduling

43. FREE tools for online:http://analytics.google.comhttp://alerts.google.comhttp://netvibes.comhttp://slideshare.nethttp://linkedIn.comhttp://hootsuite.comhttp://YouTube.comhttp://Blogger.com ORhttp://Wordpress.orghttp://bit.ly OR http://j.mphttp://search.twitter.comGoogle URL Builder

44. Amplify your Social Media efforts:By building a fan baseThrough friends and past customersSyndicate, Distribute, Guest blogUnderstand different audiencesSocial networking advertising

45. Why to Use Facebook AdsIncredible TargetingYou get awareness for freeGreat information about clickersCut through the clutterBuild brand awarenessLeverage your page - Friends of FansDownside: The more bidders the higher the CPC

46. Tracking Example:Tools UsedGoogle URL BuilderJ.mp for link shortening and trackingFacebook as the advertising mediumGoogle Analytics to track visitor behaviour

47. Google URL Builder

48. J.MP OR BIT.LY

49. Tracking Example: Facebook AdThis is one variation of the ad. We used 8 different ads and 4 targets for the same campaign

50. Totals from Facebook

51. Totals from j.mp (Double tracking)

52. J.MP Geographic Stats

53. J.MP Referrer Stats

54. J.MP - Referrer Stats: Digging DeeperThe importance of MADTargeting <25 can be expensive and ineffective25% of clicks came from Farmville…

56. What does it all mean?You can track almost everythingFacebook users read ads and don’t clickThe 1% rulePutting a shortened URL in your ad helpsFan pages allow you to leverage connections

58. Effective ManagementSet some time aside to setup your profilesA lot a small part of your day (30 minutes)Don’t let things languishTwitter (once/day)LinkedIn (once/week)Facebook Page (depends on expectations)Blog (set a schedule monthly, weekly…)

59. DOShare, create and discussConnect, network and build relationships Give creditGet help/advice from othersMeasure, measure, measureExperiment, try, test, fail, learn, succeed.Return to human communications

60. DON’TThink you are aloneThink this is advertising or salesAlways talk about yourselfThink if you build it they will comeLet your content languishUse others content without permissionThink social media can replace anything else

61. How content theft can kill your career

62. Make people want to show others

63. Why people share:

64. Blogs for community engagement and thought leadership

65. Creative Commons

66. Criteria to determine which if any social networks to get started withUnderstand your customerUnderstand social network demographicsDo you have the resources?Establish needAre you busy with clients already?Long-term neglect will hurtYou have to have goals

67. 5 THINGS TO REMEMBERLearn to teach yourself by doing & googlingShorten and track everythingRespect your personal brand onlineUse this skill set as a competitive advantageConnect beyond the digital world

68. Find me online for more infohttp://kempedmonds.comhttp://twitter.com/kempedmondshttp://slideshare.net/kempedmondskempedmonds@gmail.comPlease Ask Questions…This presentation