Social Media Marketingfor business owners & CEO’s

Quick Introductions

• Your name

• Your organization

• One thing you hope to learn

• Why Do Social Media Marketing?

• How to think about Social Media Marketing strategy

• Show & Tell about tools to help get you going

Seminar Objectives

Timeline?

• 1-3 months

• 3-6 months

• 6 months - 1 year

• 1-2 years

• 2 years or more

Does this describe your situation?

• Business is either “OK” or slow.

• You think there’s something to this Social Media Marketing thing, but you just don’t know enough.

• You think that Social Media Marketing might help you with your business, but you’re not convinced.

• Have…

• A website?

• A telephone?

• A mobile phone?

• A fax?

• An email account?

Do you?

• Have…

• LinkedIn

• Facebook

• Twitter

• YouTube

• Flickr/Picasa

• … accounts personally or for your business?

Do you?

Question

Did you do an ROI analysis on any of your traditional services (phone, fax, mobile, email)?

Question

How much time do you spend on the internet? Total including email, browsing, research, leisure, news - everything

Question

How much would it be worth to you if you got an increased share, perhaps 5% or 10% of your customers internet time?

Social Media Marketing is often referred to as consumer generated media (CGM). A

common thread running through all definitions of social media is a blending of technology and social interaction for the

joint creation of value.

What is it?

• Using Social Media platforms to promote you, your business and get more sales

• Communications

• Blogging, Micro-Blogging, Wiki’s, Events

• Collaboration & Authority Building

• Google Docs, Dropbox

• Social Media Networking

• Facebook, LinkedIn, Twitter

• Multimedia - YouTube

• Location Based - Foursquare

• An ongoing conversation happening right now

What is it?

The truth may be… you don’t. In fact, it could be harmful if you don’t take it seriously enough. However, if you do…

• #1 Reason – New business

• #2 Reason – It strengthens your relationships

• #3 Reason – Establish yourself as an expert

• #4 Reason – Improve communications

• #5 Reason – Branding, Visibility, leverage your existing marketing….

• and… It’s mostly free

Why do social media marketing?

• Inform customers/market

• It’s becoming what your customers expect

• Compliments traditional marketing…

• Interaction customs are different. Exchange of information rather than goods/services

• And… your customers want to be heard, be part of a conversation. Positive Yelp reviews for instance.

• Better search engine results

• … it’s an extension of your regular networking

Why do social media marketing?

• 25% of all legitimate email never arrives

• Multiple layers of spam filters.

• ISP mishaps

• Hardware failure

• Email is too cumbersome

• One copy for each recipient, multiple versions

• Many replies/forwards are too difficult to manage

• Messages are short & concise

• Social networks keep everything in one place

The “demise” of email

Brand Equity

Corporate Social StrategistSocial proof

Social Currency Author

ContributorAuthorityLike

Follow

Following

WikiBlog

RSS

Podcast

Unlike

Tweet

Post

Twitterhea

Friending

Social Animosity

New language

• The era of networking

• IT Manager/Director/Consultant

• The era of Internet

• ‘90’s – CIO then CTO

• The era of Internet Marketing (ads, SEO)

• Late 90’s – CMO

• Now

• Community Manager

New roles

LinkedIntwitter

facebook

LinkedIn

Integrated Social Media

Private “facebook”

LinkedIn

• Pick one and start (facebook, LinkedIn)

• Facebook or LinkedIn

• You don’t have to do it all yourself!

• Like most technological change, it seems difficult or awkward at first. Walk, run, sprint…

• Incorporate into your daily routine for 10 minutes in the morning, 20 minutes at the end of the day.

• Broadcast the most interesting thing of the day about your company, current events, something you read or something specific to your industry

• Make a video & post on YouTube

Startup tactically

Put a video on YouTube

Link to YouTube video of Stan Slap

• See “How to Implement a Social Media Marketing Strategy

• Dedicate 30 minutes a day

• What does success look like?

• What are others doing?

• What role will you play? Local? Industry?

• Curator• Tastemaker• Thought Leader• Explorer

• Listen/Observe

• Post/Comment

Startup strategically

Strategy - a plan of action designed to achieve a particular goal that

helps an organization concentrate its limited resources on the greatest

opportunities.

Developing Strategy• What do your want to achieve?

• A. Become more responsive to people/consumer audiences

• B. Incorporate audience/consumer feedback into your organization more quickly and effectively than has happened traditionally

• What is your timetable?

• Find an Internal Evangelist

• Consider Your Employees

• Listen First (Research) (Listorious)

• First line of defense. Creating a secure password

• Take something familiar your city or county. • For example – San Mateo, California 94401 and switch

it around. • Use capital letters and symbols.• Result: 944San?MateoCA01

• Use a password manager (e.g. LastPass)

• Keep private data separate

• Salesforce.com CRM integrates with many platforms but keeps your client data secure

• Learn the platforms

• Nothing you post publicly is secure

What about security?

break

Event metricsServiceService DetailsDetails CostCostMailChimp

Email/Campaign2K - List12K/Mo $0.00

Blogger CEO’s Browser, Modern CEO Blogs $0.00

WufooCustom Forms

1 User, 3 Forms, 3 Reports, 10 custom fields, 100 Entries/Mo $0.00

Facebook Page Whatever you can do on facebook $0.00

PostRank Connect Social engagement data tracking, Post tracking, “Influence” management/metrics $0.00

Klout “Influence” measurement $0.00

Twoolr Twitter growth metrics $0.00

Event metricsServiceService DetailsDetails CostCostEventBrite Registration/Ticket Sales $15.75

Google Checkout Credit Card Processing $10.88

PageModo Enhance’s facebook business page $6.25

Facebook Ad 60,310 impressions, 20 clicks $30.45

Wildfire Ad 9 visits, 1 “conversion” $42.94

Food is Food ~$90

Printing is Printing ~$15.00

Total $180.82

Income $240.58

Net Profit $59.76

• Hootsuite

• LinkedIn, Twitter, Facebook

• Blogger

• CEO’s Browser, Modern CEO

• Chatter/Yammer

• Facebook Business Page

• LinkedIn Business Page

Demo

What’s needed

• Commitment

• Strategy

• Implementation

• Follow through

• Measure/Adjust

• Decide what you want to accomplish – set goals

• Market analysis – listen, identify influencers• Establish time line for implementation

• Assess platforms

• Develop content guidelines & content

• Integrate

• Resource planning/allocation

• Build content development capability

• Measure, Assess, Adjust

Develop a plan

• Use aggregation websites to monitor and post social media sites

• Post & Follow

• Tweetdeck, Hootsuite, Seesmic

• Gist.com (follow in Gmail)

• eTacts (follow and chat in Gmail)

• Integration

• If you don’t have one get a gmail account

• Analytics

• Alerts

• Monitoring (Ratings, Influence measurement, monitoring)• Klout, PostRank, SocialMention, Trackur

Manage the process

Small businesses by definition have smaller budgets and must watch their dollars more closely, explained

Mike Svatek, Chief Product Officer of social commerce consultancy bazaarvoice.com. “If you can see ROI, it’s

much easier to keep pouring money into it.” Svatek said MotoSport, one of their clients, saw a 21%

increase in conversion when their mailings included user-generated content and product reviews.

Source: http://mashable.com/2010/08/02/future-business-social-media/

• Monitoring

• Klout (ratings)

• PostRank (ratings, influence management)

• SocialMention

• Trackur (social media monitoring)

• Analyze and Adjust

• Create content that relates to what people follow

Monitor & measure

LinkedInLinkedIn TwitterTwitter FacebookFacebook

Blog 1Blog 1

Get Get SatisfactionSatisfaction

YouTubeYouTube

Blog 2Blog 2

HootsuiteHootsuite

MSMS LiveLive WriterWriter

BrowserBrowser

Blog 3Blog 3

Use to manage

Tool or application to manage

What I use to manage my environment

Don’t assume anything

• Don’t assume that your target audience doesn’t use Social Media

• Don’t assume that what you want to write about is what your community wants to hear

• LinkedIn

• Ask for recommendations

• List your website & blog

• Join groups

• Post

• Comment

• Facebook Page

• You don’t need a personal facebook account

• Twitter

• Find interesting people to follow/observe

Social media sites

• Get Satisfaction

• Get Satisfaction is a simple way to build online communities that enable productive conversations between companies and their customers. http://getsatisfaction.com/ken_nangle_consulting

• Yelp

• Reviews

Customer support sites

Questions?

• Setup one account that you don’t have (fb, twitter, linkedin)

• Invite everyone in this room today and post

• Everyone in the room respond to the post

What’s next?

• Free Social Media Marketing consultation

• Must “friend”, “tweet”, or connect to me via LinkedIn.

• Your message must contain “SMM Seminar”

Contest

• Please follow me:

• LinkedIn: Ken Nangle Consulting LLC

• Twitter: kennangle

• Facebook: Ken Nangle Consulting LLC

• Ken Nangle Consulting LLC

• www.kennangle.com

• ken@kennangle.com

In conclusion