Post on 24-May-2020
SOCIAL MEDIA FOR SMALL BUSINESS:IT’S A JUNGLE OUT THERE!
AGENDA
• Contemplating referral value in B2X
• How do people spend time online?
• What is social media?
• Guiding principles for social media presence
• 6 top mistakes
• Key social media - overview
• How to start...
• Future glimpses – where to from here?
WHAT VALUE REFERRAL?
• When you shop for luggage, what activities do
you undertake in the lead-up to the purchase?
‘advertising is one of several influences on a
person’s behaviour and probably less important
– because it is known to be self-serving – than
such influences as peers and personal
observation’
Kotler, P. Marketing Management: Analysis, Planning
and Control. 1967!
REFERRAL (WOM) IS NOT A NEW IDEA…
• awareness,
• Interest,
• expectations,
• perceptions,
• attitudes,
• behavioural intentions,
&
• behaviour
WOM INFLUENCES…
WOM MAY FOCUS ON...
• brand
• product
• service
• people
• organization
ONLINE BEHAVIOURS
12 hours per month for social networking!
Business Social Media:
• Web-based and mobile technologies that turn
communication between a business and its
(potential) clients into an interactive dialogue,
involving the creation and exchange of user-
generated content
DEFINING SOCIAL MEDIA FOR BUSINESS
And a massive # of them,
too!
THE BUSY WORLD OF LISTENING
THE ONLINE ECOSYSTEM (SIMPLIFIED)
Your Website
YouTube
EmailLinkedIn
• WOM/Referral engine?
• Value creation engine?
• Runaway train?
• Waste of effort?
IS BUSINESS SOCIAL MEDIA A…
MOTIVATIONS –LIKING A BRAND ON FACEBOOK
MARKETING ANGLES…
http://www.cmo.com/content/dam/CMO_Other/articles/CMO_Guide_Social_2014.pdf
“People are sick of being sold to. They are sick of
being marketed to. They come to social networks for
fun, information, connection and entertainment.”
– Jeffrey Gitomer
GUIDING PRINCIPLES
• Contemplate strategic role, approach and
required commitment
• Create value first
• Monitor
• Build connections
• Monetize
• Measure
STRATEGIES AND APPROACHES
• Marketing Plan in order
• Clarity around audiences and personas
• Research who’s playing where, who influences
who
• Identify key messages and value concepts
• Create editorial plan
CREATE VALUE FIRST
• Value must be perceived by the recipient
• Your messages of value must be transparent and
without expectation of return or response
– No blatant requests to buy...
– “Let’s get married” on 1st date
MONITOR
MONITOR THE VOC
• Basic search techniques
– (search.twitter.com)
• Social media monitoring tools
– Sprout Social, Radian6, social CRMs...
BUILD CONNECTIONS...
• Invite current customers
• Invite prospects to get to know
you
• Invite vendors
• Invite those of similar role in
other communities
• BIG COCKTAIL PARTY!
MONETIZE
• Boil the frog
• Givers gain
• Don’t standardize the contact – hyperfocused
• Be brave
• Be patient
• Be positive
• Manage the online rep
• Personality shining
• Take it offline when it’s time
http://www.socialmediaexaminer.com/8-ways-to-successfully-sell-using-social-media/
All business social media is
interconnected... you have to do all of
them and well if you expect to
monetize your efforts.
MEASURE
• Qualitative
• Quantitative
SET GOALS, FIND THE TOOL(s) TO
HELP MEASURE GOALS, MEASURE,
RINSE, REPEAT
MISTAKE #1 (OF 6)
Failing
to
Monitor
MISTAKE #2 (OF 6)
Expecting
Instant
Results
MISTAKE #3 (OF 6)
Failing to
Invest
Sufficient
Resources
MISTAKE #4 (OF 6)
Focusing
Internally
MISTAKE #5 (OF 6)
Not
Building
Networks
MISTAKE #6 (OF 6)
Ignoring
Synergy
Among
Campaigns
FACEBOOK FOR BUSINESS
FREE! (except ads)
People connecting
with others
Apps to engage
THINGS TO DO ON FACEBOOK
Value
Feedback
News
Events
Fun (contests)
KEY POINTER – FAN/BUSINESS PAGE
Overview of company
Website and contact info
Press releases
Videos
Blog RSS
Twitter updates
Company news and status
Customer interaction
http://mashable.com/2009/09/22/facebook-pages-guide/
http://www.socialmediaexaminer.com/how-to-set-up-a-facebook-page-for-business/
LINKEDIN FOR BUSINESS
FREE! (exceptions)
Business people and
businesses connecting
with others
THINGS TO DO ON LINKEDIN
Positioning
Feedback
News
Expertise
Value from others
LINKEDIN ON TOP FOR SALESPEOPLE
By far the most
valuable of all social
media for
salespeople...
TWITTER FOR BUSINESS
FREE!
Microblogging140 characters or fewer
THINGS TO DO ON TWITTER
Customer service
Feedback
News
Events
Value from others
YOUTUBE FOR BUSINESS
FREE
Video sharing
website
Incredible search
engine!
THINGS TO DO ON TWITTER
Customer service
Feedback
Contests
Amuse/entertain
BLOGGING FOR BUSINESS
Can be FREE!
Recording
“expertise”
Consistency
THINGS TO DO ON A BLOG
Create authority
Show your humanity
Share expertise
Consistency
Generate ideas
THINGS TO DO ON A BLOG
EMAIL STILL CRITICAL...
45%
INTEGRATE SOCIAL INTO YOUR WEBSITE
-to-market)
Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010
THE STARTING GATE
• Gather email addresses of all of your customer
contacts (invite)
• Gather valuable content (engage)
• Design your pages (attract)
If you sell toilets, you have to talk about
plumbing.
If you sell insurance, you have to talk about
protection or peace of mind.
If you sell clothing, you have to talk about fit and
fashion.
If you sell real estate, you have to talk about
building equity and home repair.
– Jeffrey Gitomer
THE ONLINE ECOSYSTEM (SIMPLIFIED)
Your Website
YouTube
EmailLinkedIn
http://visual.ly/small-business-social-media-cheat-sheet
SOCIAL MEDIA – SMB SUCCESSES
• Herschel Supply Co used social media to
improve customer service
• DAVIDsTEA developed a loveable brand on
social media
• Serengetee believes in social media
engagement
• Emerson Salon Creates a New Business Model
• Butter Lane Supports a Following
• Liberty Bay Books Starts Conversations
• Feather Your Nest Makes a Name for Itself
PERHAPS THE WINNER?
SOCIAL MEDIA – B2X FLOPS
• Kryptonite Evolution vs ball point pen
• L'Oreal faked it
• Quiznos's 2 girls and 1 sub
• My Dell Hell
• Comcast guy falls asleep on couch
• Dominos Pizza "extra toppings"
• Chrysler hates Detroit drivers
• KFC is over-run by rats
• United Airlines breaks the wrong guy's
guitar***
THE RIGHT CONCLUSION
“…if you're using social media, make sure you take
it on seriously. Create the proper support channels
and oversight so that mistakes don't happen,
because once your message is out there in the
universe, it can't be taken down easily.”
- Cleo Kirkland