3 Reasons Your Small Business is Clueless about Social Media
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Transcript of 3 Reasons Your Small Business is Clueless about Social Media
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Clueless aboutSocial Media
3 Reasons Your Small Business is
Session Framework
•Find your audience, voice and what to say.
•#1 question to ask prior to posting.
•Close with five action points to start on today.
•Cole Directory published in 1947.•Crisscross directory of addresses & phone numbers.•Invaluable information for a number of industries:
•Telemarketing•Debt collection •Law enforcement
•Today, web-based lead generation for businesses.
Background
Jack Cole
www.colecommunity.com
Social Media Stats
Social Media Stats
•79% U.S. adults use social media:•900 M active Facebook users.•200 M active Twitter users.•10.4 M registered Pinterest users.•More than 324 M view more than 2.5 B pages/month.
1. Don’t know the “voice of your brand.”
2. You don’t know your audience.
3. You don’t know how to articulate the value of your service/industry.
Three Clues
Flickr.com via aussiegall
Is all About Engagement:•Listen•Respond•Communicate
Don’t:•Overly Self-Promote•Hard Sell•badger
Social Media
Give Thanks
“When I first started tweeting, I had no brand recognition; no one knew who I was. To build my brand I started creating conversations about what I cared passionately about: wine.” ~Gary Vaynerchuk
Search.Twitter
Find Your Voice
•What’s interesting about my product/service?•Why did I start my business? Inspiration?•What challenge/problem am I trying to solve?•“Aha” moment? Result?
Tap Brand Evangelists
•Rethink the customer testimonial.•Ask for permission.•Promote on website.
Who’s Your Audience?
•Current customer base:•Age
•Gender
•Estimated income & home value level
•Is that consistent with your ideal target market?
•Survey/poll base to see what social media spaces they spend time at.
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Pictures:•Representative of your brand•Creative•Updated frequentlyVideos:•1-3 minutes in length•How-tos, testimonials, promotions Questions, blog articles:•Relate to your service/industry •Relevant•Interesting
Post Quality Content
Is this content relevant to my audience or business?
# 1 Question to Ask
Is this content relevant to my audience or business?
Tag People
Always Respond, never delete:
•Be courteous, ask to talk offline
•Offer a customer service number
•Be representative of your brand
•Watch what employees are saying/posting
•Consider a social media policy
Timely Response
Highlight Posts
•Pins are located in the upper right hand corner•Stays at the top of your Timeline for up to 7 days
•Share
•Like
•Respond to your
friend’s content
Share the love
Consider:•Schedule Facebook posts
•Ideally once/twice a day•Create conversations/build relationships/hold contests.•Give stuff away!•Schedule other social media updates with free tools
•Hootsuite•Keep tabs on the competition•See how your favorite stores, brands & companies are engaging with their friends
More Tips
Don’t Be Everywhere.
•Focus on your strengths.
•What social media spaces best represent that.
•Cross-promote•Email signature
•Direct mail
•eNewsletters
•Social media spaces.
•Automate sparingly.
•Be consistent.
Articulate Your Value
•Being local is a huge asset! •You live and work in the community.
•You understand the needs of your neighbors.
•Harness your power.
•Customers’ needs come first!
What is foursquare:•Location based marketing using a cell phone
Why it’s important:• Both foursquare use, and smart-phone use are on the rise• More buzz = More traffic = More sales• Foster customer loyaltyHow:• foursquare.com/add_venue• Choose appropriate “badge”• Implement loyalty rewards program
Drive traffic using location-based applications
TMLocation! Location! Location!
Reward customers who “check in”
•Offer a Discount for rate user experience.•Make sure you can track the response.
Drive Online Reviews Via DM
Reward Reviews
Customer R
eviews
Five Action Points
• Find your voice.
• Figure out where your prospects/customers hang
out online. Be there.
• Determine relevance prior to posting.
• Add local to your posts and be responsive.
• Track to see what’s working and do more of that.
Resources
facebook.com/FacebookPages
www.socialmediaexaminer.com
www.Hubspot.com
www.hootsuite.com
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