My client wants social media -- now what

www.ReciprocateLLC.com

Now what?

My client is asking about social media…


My Story

Karen Emanuelson • 20+ years of marketing experience

• Owner of Reciprocate LLC, a Marketing Solutions firm

• Develop and Implement Traditional and Online Marketing Strategies

• Provide custom social media training

• Free website design/redesign consultations

• Hired by SCORE Minnesota

Serve as your District Internet Marketing Consultant

• Small Business & SCORE Advocate


Sept 20, 2010 Virtue.com

PC

A Little History

July 2006

1981

May 2003

2004 – Select groups only

2006 – Status updates added

First Web Page August 1991


Organization Goals

Keywords SEO

Website

Social Media

Email MarketingBlogging

Directory Listings

Online PR

SEM

Internet Marketing

Strategy


Social Media


What is Social Media?

People

Sharing and

Having Conversations

Online


What is Social Media?

• User-Generated Content• Blogs – WordPress, Blogger• Video – YouTube, Vimeo• Photos – flickr, Picasa

• Networking & Sharing Sites• LinkedIn• Facebook• Twitter


How you can help your clients?

Ask Questions

• Why do they think they should be using social media or

the Internet for marketing?

• What is your client trying to do?

• Look at their business model

• Help them explore their business goals

• What is their business focus?

• How much time and money are they planning to spend

on Internet marketing?


Most social media networks are “free”

“Free” comes at a cost• Time

– Initial research– Creating strategy– Setting up profiles– Ongoing updates

• Effort

– Creative, informational updates• Staff

– Can pay for Social Media management• Commitment

– Like email, Social Media is ongoing, not one time


Is your client invisible online?

Phot

o by

Liu

Bol

in


Goals

What does your client want to achieve?

Example Goals:

– Increase brand awareness

– Reputation management

– Improve Search Engine rankings

– Increase number of visitors to website

– Increase sales


Most important concept

Social Media and

Internet marketingare a means to an end,not an end themselves


Traditional & Internet Marketing are similar

Branding = Recognition


Branding = Recognition


Branding – Traditional and Online

LogoColorsTaglineImage


What is your client’s U S P ?

Unique

Selling

Proposition

Why should customers buy from your client?


How to help clients – online resources

http://ebusinessnow.org/

~300 online workshops

~344 how-to guides


How to help clients – online resources

http://score.org/

Area Workshops and events

– Live webinars

Templates & Tools

– Social media & networking


SCORE Minnesota Online

http://new.score-mn.org/

http://SEminnesota.score.org/


The Social Media Report Q3 2011

Key Findings of Internet Users

70%

30%Shop OnlineDon't Shop On-line

80%

20%

Visit Social Media and Blog SitesDon't visit Social Media and Blogs


What is Social Media Used For?

Source: NM Incite

Find New Friends

Family Contact

Find/Maintain Old Friends

78

92

91

66

87

86

Family/FriendsNon-Parents Parents



Source: NM Incite

Find A Job

Business Contact

29

54

27

46

Career/NetworkingNon-Parents Parents



Source: NM Incite

Give Negative Feedback

Give Postive Feedback

Get Coupons/Promos

Learn About Products

Read Consumer Feedback

57

59

64

64

71

49

52

56

59

64

Products/ServicesNon-Parents Parents



Source: NM InciteDating

Following Celebrities

"How To" Info

Gaming

Creative Outlet

Entertainment

13

39

47

54

73

76

16

34

45

43

59

63

Lifestyle/EntertainmentNon-Parents Parents


By 2013, more consumers will access

the web from mobile devices than desktop or laptop

computers

Internet users 55+ are driving the growth of social

networking through mobile


6,965,079,928

annual Mobile Marketing Association Forum Asia Pacific conference Oct 25, 2010

4,200,000,0004,500,000,000


Tactics

Which social media platformshould your client be using?


• Professional• B2B• Personal Profile• Company Profile with tabs

• Casual• B2C• Some B2B• Personal Page• now with subscriptions

• Business Page• with Welcome Landing Page

• Casual• 140 characters• B2B and B2C• Can send Direct Messages• Good platform for sharing links & “listening”

• Casual• B2C• B2B • Subscribe to “channels”

Which To Choose?


Social media isa means to an end,

not an end itself


Your Client’s Target Market

Customer – Target Market EPI• End user• Purchaser• Influencer

Which social media networks or Internet services does the target market use?


Your Client’s Marketplace

Competition

Where does the competition market their product/service?

What tactics does the competition use?


Tactic Questions to Ask

What value does your client plan to share?• Knowledge• Industry tips• Tutorials• Tools to assist• Discounts

Which platform lends itself best to the plan?

How does this differ from the competition?


Social Media User Attitude

WIIFM?

What’s In It For Me?

You need to add value


• 120+ million in 200+ countries

• 43+ million in United States

• Two new members join every second

• Executives from all Fortune 500 companies

• 200+ million companies have LinkedIn pages


24/7 Resume and Marketing Brochure

– Customers

– Prospective customers

– Business partners

– Competition

Online Rolodex

– Email access


• Take advantage of all features– Personal Profile

– Company Profile• Products and Services tab

• Reviews

– Post updates from both personal and company

– Answers tab

– Join groups for email access


U.S. Internet users spend more time on Facebook than any other Web Brand


New feature 10-2011


• 106 million registered users

• 300,000 new users sign up per day

• Approximately 60% from outside the U.S

• 600 million search queries on Twitter each day

• More than 100,000 Twitter applications

• 37% of active Twitter users use their phone to tweet

• Just under 2 billion tweets per month


More than $7 Million in sales via Twitter


• 3+ billion videos viewed each day

• 48 hours of video uploaded every minute

• Nearly 8 years of content uploaded every day

• Demographic: 18-54 years old in 25 countries across 43 languages


#2 search engine after Google

More video is uploaded to YouTube in one month than the 3 major US networks created in 60 years


Your client is 53 times more likely to get on the first page

of Google's search results

if they have video on their page

http://blogs.forrester.com/interactive_marketing/2009/01/the-easiest-way.html


What can happen after you help

your clients create their own opportunities?


7 Social Media Tips

1. Prioritize. Start with one network.2. Use keywords – everywhere.3. Regularly update your profiles and posts.4. Respond to comments from connections and fans.5. Treat each social media network uniquely.6. Don’t pay for connections, followers, fans – or

guaranteed placement on Google.7. Change will continue. Embrace it.


The answer may not always be


You CAN help!

Your client is asking about social media…


Karen Emanuelson [email protected]

651-340-6313


www.Facebook.com/ReciprocateLLC

www.LinkedIn.com/in/karenemanuelson

www.Twitter.com/kareneman

Feel free to contact me with questions

My client wants social media -- now what

Business

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