for Small Business May 17 2012 SCORE Julia Campbell J Campbell Social Marketing wwwjcsocialmarketingcom juliajcsocialmarketingcom What is Social Media Any online technology or practice that people use to share content opinions insights experiences perspectives and med ID: 567168
Download Presentation The PPT/PDF document "Social Media Marketing" is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.
Slide1
Social Media Marketing for Small BusinessMay 17, 2012SCORE
Julia Campbell, J Campbell Social Marketing
www.jcsocialmarketing.com
julia@jcsocialmarketing.com
Slide2
What is “Social Media”?Any online technology or practice that people use to share (content, opinions, insights, experiences, perspectives and media).
REAL interactions in REAL time.Slide3
Is social media just a fad?Facebook
had
845 million monthly
active users at the end of December 2011 and 483 million daily active users on average. Twitter
now has around
half a billion registered profiles
, with over 100 million in the USA alone. Collectively, Twitter users now send 175 million tweets every day. Slide4
Is social media just a fad?As of February 9, 2012,
LinkedIn
operates the world’s largest professional online network with more than
150 million members in over 200 countries and territories.In January 2012 Pinterest
had
11.7 million unique U.S. visitors
, making it the fastest site ever to break through the 10 million unique visitor mark.YouTube: 60 hours of video are uploaded every minute, or one hour of video is uploaded to YouTube every second.Over 4 billion videos
are viewed on
YouTube
per day.
Over 800 million unique users
visit
YouTube
each monthSlide5
4 Things You Need To KnowThis is not a cure for your own ambivalence about marketing your business.
Your Social Media Manager/Marketer cannot operate in a silo.
If you do not have a website or your website is awful, social media will not be effective.
You get out what you put in – time, resources. Slide6
Approach social media like a cocktail partyMingle and chat.
Laugh and listen to amazing stories.
Don’t be a wallflower.
Do not be the guy with the lampshade on his head.
Do not oversell or come on too strong!
Each “party” (network) has it’s own etiquette and rules. Slide7
Facebook 101The place where people go to connect/reconnect with friends and family.
People come to Facebook to
make personal connections
and to
have fun
.
Strategy – Help customers feel more connected to your business; show them who you are as individuals; help them connect to each other.
Share “
behind the scenes
” photos and videos, ask questions, share compelling statistics and success stories.
Easy, light, fun
. Include media with all posts – links, photos, videos. Slide8
Twitter 101
A space where people share the content that excites them, in short
140 character
bursts. “Micro-blogging”
The link reigns supreme
!
Strategy
– Don’t get too personal; share the best content you can find; drive traffic to your website.
Get people to “
ReTweet
” your content; follow “key influencers” and ask them to spread your message.
ReTweet
, Thank – create
good Twitter karma
.
Statistics, quotes, links.
Be creative
!Slide9
LinkedIn 101A professional network where people go to
build networks
and
connect to resources
.
Strategy
– Unlike Facebook, people actually want to talk about work and work issues on LinkedIn. Longer, wordier responses, more professional tone.
Look for potential employees and customers, share professional networking events, join Groups and ask questions and start discussions.
Thought leadership in your industry. Slide10
Pinterest 101Third largest social network, fastest growing.
Very popular with women.
The “ability to create your own lifestyle magazine on the Internet” via bulletin boards (pin boards).
11.7 million unique U.S. visitors in January 2012, making it the fastest site ever to break through the 10 million unique visitor mark.
Strategy
– Compelling images! Great for retail, art, fashion, jewelry, architecture, travel – visual mediums. Slide11
YouTube 101Video-sharing website where users can upload, view and share videos.
Strategy
– Create a branded channel, upload videos!
Videos should be quick, simple, engaging and professional.Slide12
What comes first? Slide13
Social Media Plan – SCORE Create a social media plan.
Using social media means long term commitment.
You will not get results in one day.
What is your capacity? Staff time, etc.?
You get out what you put in (like everything else). Slide14
Social Media Plan – SCORE What does SCORE do?
140 characters, clear & concise, short & sweet.
Set a goal.
What has to happen so that you can say “it’s working”?
Sales
Brand awareness
Brand reputation
Customer loyalty
Put a number on it.
What gets measured gets done!
Hard to measure “brand reputation” – but try to quantify what you can. Slide15
Social Media Plan – SCORE
Who is your audience?
Select the target group that is most likely to be persuaded by your message.
Who are the people that have the most to gain by what you do?
The “general public” is NOT a target market.
Which market is most likely to engage in social media?
What channels are they using? What are they doing there?
1-9-90 rule (1% of people participate actively, 9% comment and interact occasionally and 90% are lurkers)Slide16
Social Media Plan – SCORE Do they know who you are?
Where should you start?
Start with Fans/Brand Advocates
Recruit them to spread the word and
bring others over to their way of thinking.
Might initially be a small group.
Turn what you do into a simple message. (Think tagline.)
Why do people buy from you? Why do people participate with you?
More than just the “unique selling proposition” – should be emotional and meaningfulSlide17
Social Media Plan – SCORE
Get set up
Square avatar
Compelling images
Search Engine Optimization – SEO
SEO visibility – key word research
Google Trends -
http://www.google.com/trends/
Google Key word Tool
Type in any word, phrase or website name
. Google gives a list of keyword ideas plus data showing how often words are searched and their ad bid competition. Slide18
Social Media Plan – SCORE Plan your content.
Make a schedule/Content Calendar
3 blog posts per week
One video
Update your status every day
Build time in for interaction – answering comments and feedbackSlide19
Ideas for generating content
Industry blogs, newsletters, websites
Google Alerts & New York Times alerts
Competitors
Success Stories
Inspirational quotes
Reached a goal
Want input on an issue
Events, anniversaries, celebrations, birthdays
Email newsletter
Tie c
urrent
events to your cause/issue
Read everything and follow everyone!
Figure out what’s working for others
and adapt it! Slide20
Social Media Strategy – SCORE Writing style
Don’t use big words and jargon.
Relax, act normally.
People like personality.
Put some passion into it.
Be excited but don’t hype. Slide21
Social Media Strategy – SCORE Promote your social media networks!
If you build it, they will come. (Well, no…)Slide22
Julia’s Social Media Philosophy
Social media is a TOOL
– it is
not
a silver bullet.
In other words, you still need a
good product or service
to get people to care.)
Integrate
it
with an overall marketing campaign, just as you would other tools (direct mail, newsletter, website, ads, customer service). Slide23
Julia’s Social Media Philosophy
Not all social media channels are right for you.
Pick and choose
.
Do a few well than many poorly.
QUALITY over QUANTITY
– one quality Facebook post per day (or every few days) is worth more than 100 posts that are perceived as
spammy
. Slide24
To learn more:www.socialmediaexaminer.com
www.hubspot.com
www.johnhaydon.com
www.jcsocialmarketing.com Slide25
Questions, comments, feedback?
Email:
julia@jcsocialmarketing.com
Website:
www.jcsocialmarketing.com
Cell:
978-578-1328
Twitter:
@skullsflying
Facebook:
www.facebook.com/jcsocialmarketing