Social media for small businesses
-
Upload
marsha-sanders -
Category
Social Media
-
view
98 -
download
0
description
Transcript of Social media for small businesses
Social'Media'in'Perspec0ve'An#overview#for#small#businesses
Marsha'Sanders'May'22,'2013'
SOCIAL'MEDIA'OVERVIEW'Source:'Three'ships'media'
Social'media'conclusions' Just one part of an effective marketing strategy Content is king
Develop content of value to your clients Establish yourself as the ‘go to’ expert in your area
Research, research, research Ask your customers where they are on social media, and
what are they looking for Get market research on demographics and social media
Set priorities for your time Focus first on your website, then your blog, then a
company Facebook page Your website is the only place on the web where you can
control your messaging and content
Different'types'of'social'media'sites'
'Social#media#is#any#website#or#mobile#func6on#that#enables#the#
sharing#of#content#with#other#people'
'Benefits'of'social'media'• Build'your'brand;'generate'
awareness'• Generate'qualified'leads'
• Establish'expert'status'• Provide'quality'customer'
service'
• Generate'input'for'product'or'service'enhancements'
The'changing'world'of'social'media'
Put'social'media'in'marke0ng'perspec0ve'
CONTENT'IS'KING'
Content'–'Conversa0on'–'Community''
• Content'is'king'• Create'valuable'content'and'share'it'
• Create'a'conversa0on'and'interact'with'your'clients'• Clients'can'then'interact'with'each'other'to'create'an'engaging'community,'
at'this'stage'your'clients'can'actually'market'for'you'by'“liking”'and'“sharing”'
'
How'much'control'do'you'have?'
There'are'some'risks'to'your'business'when'you'don’t'control'the'content'
Source:'Richard'Stacy,'Social'Media'Architect'
WHAT’S'BEST'FOR'YOUR'BUSINESS?'
Source:'Jasmine'Sandler,'Search'
Engine'Watch,'May'9,'2013'
'
''
Facebook'(800M'users)'
Facebook is a trusted, familiar platform – extend to your business
Clients like to see the “real you, the real company” through interactions, photos, insider stuff
Content needs to be relevant, add value, and some percentage should be light and entertaining
Content “makes or breaks” engagement with your site Accelerate ROI by showing up in as many users’ top
newsfeeds as possible This becomes a cycle – post content that generates “likes”
and comments; future content then appears in newsfeeds of those that “liked” and commented
An'example'of'fun'content,'“can'you'relate?”'
Source:'ASPCA'
Facebook:'Ge\ng'started'
Check out competitor’s Facebook pages to get ideas
Easy to set up and run, and good to practice on before branching out on other social media sites
Add very detailed information, including some marketing messages
Start interacting: share photos, ideas, tips – anything that is an extension of your brand and offerings
Best'prac0ces'for'small'business''Smart'Passive'Income'
LinkedIn'(225M)'
LinkedIn was developed to create and foster business relationships and networking; can create separate business pages
Companies build profiles to Showcase products and employee networks Promote upcoming events
Includes targeted advertising, and the ability to email all your connections
LinkedIn Groups are effective and promote valuable networking with comments and status updates
From B2B sales perspective, you can learn everything about prospects from their individual pages
Twi`er'(+200M'users)'
This is where news breaks – real time conversations happen; the best social media vehicle for covering events
According to Marketo, Twitter is the “water cooler for B2B marketers”
Ability to linkback to your website and blog Businesses can prospect leads and follow thought leaders on
topics of interest Use the 4-1-1 rule (TippingPoints Labs and Joe Pulizzi)
For every 1 self-promotional tweet, retweet 1 tweet, and share 4 tweets of relevant content created by others
Follow experts in your field – study their use of Twitter Follow back people who are following you Search for tweets relevant to your products and services by searching
on your keywords
Twi`er'
Remember'that'with'followers'–'and'
tweets'–quality'trumps'quan0ty'
Luminaries'like'Seth'Godin'tweet'a'lot'
Example'of'an'effec0ve'tweet'from'Philips'Healthcare'
“One#week#le=!#Register#for#Clinical#Informa6cs#
User#Conf#Oct#19E21#Sign#up#nowEbe#part#of#the#
ac6on!#HeHp://bit.ly/pd5Qcl#cardiology”#
YouTube'(8'million'videos)'
Videos that are on brand, on message, and deliver valuable content can drive qualified leads
Videos can also be embedded on websites to add valuable content to the site
Creating a YouTube channel builds client loyalty Videos measurably boost SEO ratings on search
engines (53% higher chance to appear on Google search first page)
Pinterest'(49M)'and'Instagram'(27M)'
Prospects and clients love visual client Visual content has an emotional appeal Show rather than tell to engage clients Pinterest (49M) is an electronic image scrapbook (pinboard)
where users can share and organize visual imagery Pinterest pages can be used as a landing page for email
campaigns or events with focused content The boards are a unique way of organizing visual content Instagram is where creative users post great visuals, but don’t
post a photo on Instagram unless it is visually engaging
Google+'(90M)'
The next big social network after Facebook; includes business pages with About profiles
Primarily a platform for content delivery rather than business networking (unlike LinkedIn)
Content can rank higher in search engines because it is fed into personal search results for your G+ circles, including rich content – from YouTube or Pinterest
G+ circles help marketers segment their lists Negative
Google is mandating G+ accounts for Gmail users Business pages are still lacking in terms of B2B adoption
Blogging'
Blogs can educate prospects for lead generation and facilitate interaction with clients Blogs are powerful marketing assets as long as they are on topic
for prospects and customers; avoid selling Research topics of interest to your clients and write about them
How to blog Use your keywords in your blog Link to you blog from pages on your website Include Calls to Action at the end of each blog
What to blog about? Post blog content to other outlets with Hootsuite
How'much'0me'does'it'take?'
Twitter – 2x/day to 2x/week to keep content fresh Facebook – 2x/week; 70% of all interaction occurs
within one hour of posting Blogging – must be fresh; several blogs with
substantial content per month Respond to comments within 24 hours
B2C'company'use'of'social'media'
WHERE'ARE'YOUR'CUSTOMERS?'
Source:'Pew'Research'and'Mashable'
Where'are'adults'on'social'media?'
GETTING'STARTED'
First'steps'
Website is most important Can control messaging Not dependent on decisions made by social media
companies (MySpace, Plaxo, virtually gone) Keep it up to date, add blog posts regularly
Create a Social Media profile Modify for different outlets Read profiles of experts in your field and modify yours
after that
Start with Facebook, then branch out to others
Takeeaways' Go where your customers are
Research. Ask your customers where they are on social media, what are they looking for?
Read market research Content is king
Develop content that your customers are looking for Establish yourself as an expert Move from developing content, to joining the conversation, and
engaging the community Where to begin?
B2B and B2C customers behave differently Begin by creating a Facebook page, add blogs to your website Your website is your highest priority because you can control
you messages and content there. Social media and blogging are next
RESOURCES'
Some'useful'resources'
Data: Pew Research – www.pewresearch.org Demographics of social media users, 2/14/13 Social networking, 2012
Developing content – www.copyblogger.com How to develop content when you don’t have a clue
How to blog – www.blogtyrant.com/how-to-blog A guide to quickly start blogging
Marketing – www.marketingprofs.com Web marketing – www.marketo.com
Contact'
Marsha Sanders [email protected] 617-KOI-0305