2013 epg social media (solomo) community workshop slide deck

30
SOLOMO Community Workshop: Growing Your Small Business with Social Media SOLOMO Community Workshop: Growing Your Small Business with Social Media This presentation, designed by Lisa Vaughn, Owner of Gladiator Law Marketing LLC supports the Berea College Entrepreneurship for the Public Good 2013 Summer Institute coaching small business owners in Berea / Madison County Kentucky and small business owners in the Kentucky River Area Development District. This presentation, designed by Lisa Vaughn, Owner of Gladiator Law Marketing LLC supports the Berea College Entrepreneurship for the Public Good 2013 Summer Institute coaching small business owners in Berea / Madison County Kentucky and small business owners in the Kentucky River Area Development District.

Upload: entrepreneurship-for-the-public-good

Post on 14-Jan-2015

256 views

Category:

Education


0 download

DESCRIPTION

This presentation, designed by Lisa Vaughn, Owner of Gladiator Law Marketing LLC supports the Berea College Entrepreneurship for the Public Good 2013 Summer Institute coaching small business owners in Berea / Madison County Kentucky and small business owners in the Kentucky River Area Development District.

TRANSCRIPT

Page 1: 2013 EPG Social Media (SOLOMO) Community Workshop Slide Deck

SOLOMOCommunity Workshop: Growing

Your Small Business with Social Media

SOLOMOCommunity Workshop: Growing

Your Small Business with Social Media

This presentation, designed by Lisa Vaughn, Owner of Gladiator Law

Marketing LLC supports the Berea College Entrepreneurship for the

Public Good 2013 Summer Institute coaching small business owners in

Berea / Madison County Kentucky and small business owners in the

Kentucky River Area Development District.

This presentation, designed by Lisa Vaughn, Owner of Gladiator Law

Marketing LLC supports the Berea College Entrepreneurship for the

Public Good 2013 Summer Institute coaching small business owners in

Berea / Madison County Kentucky and small business owners in the

Kentucky River Area Development District.

Page 2: 2013 EPG Social Media (SOLOMO) Community Workshop Slide Deck

Consider… CHANGE.Consider… CHANGE.

3 MAIN CONCEPTS TO REVISIT

1. How social media can

CHANGE your business.

2. How you can CHANGE how

you use social media.

3. How you can CHANGE your

relationship with others in this

room.

3 MAIN CONCEPTS TO REVISIT

1. How social media can

CHANGE your business.

2. How you can CHANGE how

you use social media.

3. How you can CHANGE your

relationship with others in this

room.

CHANGE REQUIRES…

1. Want / Desire for Change

2. Choose to do Something

Different.

3. Walk the Walk / Take Action.

CHANGE REQUIRES…

1. Want / Desire for Change

2. Choose to do Something

Different.

3. Walk the Walk / Take Action.

Page 3: 2013 EPG Social Media (SOLOMO) Community Workshop Slide Deck

You’ve Decided to Change…You’ve Decided to Change…

You are here tonight because you’re interested in doing something

different. We Are Here to Help.

1. FACEBOOK

2. YELP

3. PINTEREST

4. GOOGLE+

5. TRIPADVISOR

You are here tonight because you’re interested in doing something

different. We Are Here to Help.

1. FACEBOOK

2. YELP

3. PINTEREST

4. GOOGLE+

5. TRIPADVISOR

Page 4: 2013 EPG Social Media (SOLOMO) Community Workshop Slide Deck

Workshop GoalsWorkshop Goals

1. GAIN AN ADDITIONAL UNDERSTANDING OF A WIDER VARIETY OF

SOCIAL MEDIA PLATFORMS.

2. IDENTIFY PRACTICAL WAYS YOU CAN BETTER UTILIZE SOCIAL

MARKETING FOR YOUR BUSINESS.

3. USE YOUR SOCIAL PROFILES TO COMMENT ON AT LEAST THREE (3)

OTHER LOCAL BUSINESSES IN THE COMMUNITY.

1. GAIN AN ADDITIONAL UNDERSTANDING OF A WIDER VARIETY OF

SOCIAL MEDIA PLATFORMS.

2. IDENTIFY PRACTICAL WAYS YOU CAN BETTER UTILIZE SOCIAL

MARKETING FOR YOUR BUSINESS.

3. USE YOUR SOCIAL PROFILES TO COMMENT ON AT LEAST THREE (3)

OTHER LOCAL BUSINESSES IN THE COMMUNITY.

Page 5: 2013 EPG Social Media (SOLOMO) Community Workshop Slide Deck

FacebookFacebook

1.11 Billion Users

665 Million Daily Users

50 Million Facebook Pages

Avg Friends per Facebook User? 141.5

Photos Uploaded Daily? 350 Million

36 Posts per Page Monthly (average)

1.11 Billion Users

665 Million Daily Users

50 Million Facebook Pages

Avg Friends per Facebook User? 141.5

Photos Uploaded Daily? 350 Million

36 Posts per Page Monthly (average)

Page 6: 2013 EPG Social Media (SOLOMO) Community Workshop Slide Deck

FacebookFacebook

42% of Marketers say Facebook is CRITICAL to Business.42% of Marketers say Facebook is CRITICAL to Business.

Page 7: 2013 EPG Social Media (SOLOMO) Community Workshop Slide Deck

Tips for Facebook SuccessTips for Facebook Success

� Leverage existing business connections via direct mail; email marketing; links from business website, etc.

� Connect with other local businesses by Liking their pages and sharing each other’s posts.

� Stay in conversation with your audience to continue to engage and promote the business. (Use photos, polls, and questions in your posts)

� Feature content / discounts / products on your website to funnel traffic to site.

� Network all your platforms together, when possible, for consistent messaging.

� Leverage existing business connections via direct mail; email marketing; links from business website, etc.

� Connect with other local businesses by Liking their pages and sharing each other’s posts.

� Stay in conversation with your audience to continue to engage and promote the business. (Use photos, polls, and questions in your posts)

� Feature content / discounts / products on your website to funnel traffic to site.

� Network all your platforms together, when possible, for consistent messaging.

Page 8: 2013 EPG Social Media (SOLOMO) Community Workshop Slide Deck

Facebook in ActionFacebook in Action

NEXT: Partner with your EPG Support Team to work hands-on via Facebook.

- Claim a Business Page

- Ask Questions

- Like Other Local Businesses

- Comment or Share a post from

another local business.

NEXT: Partner with your EPG Support Team to work hands-on via Facebook.

- Claim a Business Page

- Ask Questions

- Like Other Local Businesses

- Comment or Share a post from

another local business.

Page 9: 2013 EPG Social Media (SOLOMO) Community Workshop Slide Deck

Workshop Goals: FacebookWorkshop Goals: Facebook

1. DID YOU: GAIN AN ADDITIONAL UNDERSTANDING?

2. DID YOU: IDENTIFY PRACTICAL WAYS YOU CAN IMPROVE?

3. DID YOU: SUPPORT OTHER LOCAL BUSINESSES IN THE COMMUNITY?

1. DID YOU: GAIN AN ADDITIONAL UNDERSTANDING?

2. DID YOU: IDENTIFY PRACTICAL WAYS YOU CAN IMPROVE?

3. DID YOU: SUPPORT OTHER LOCAL BUSINESSES IN THE COMMUNITY?

Page 10: 2013 EPG Social Media (SOLOMO) Community Workshop Slide Deck

Biz.YELP.comBiz.YELP.com

� Small businesses with a free business owner’s account saw an average of $8,000 in annual revenue from Yelp. – Boston Consulting Group

� Reviews increased 54% to more than 30 million, while average monthly unique visitors grew 52% to more than 78 million in the 2nd

Q.

� Small businesses with a free business owner’s account saw an average of $8,000 in annual revenue from Yelp. – Boston Consulting Group

� Reviews increased 54% to more than 30 million, while average monthly unique visitors grew 52% to more than 78 million in the 2nd

Q.

Page 11: 2013 EPG Social Media (SOLOMO) Community Workshop Slide Deck

Tips for Leveraging YELPTips for Leveraging YELP

� Fully complete your business listing on Yelp. Many options are provided – the more information you complete the better potential customers will understand your business.

� Photos are important to convey an impression of your store to customers. This is especially important for mobile customers, the photos are featured prominently on Yelps mobile website, and can be a strong factor in a buying decision.

� Utilize Yelp Check-In Offers to drive purchases and show appreciation for your social customers. Remember, social is about getting business in the door.

� Feature Yelp Deals on your profile.

� Fully complete your business listing on Yelp. Many options are provided – the more information you complete the better potential customers will understand your business.

� Photos are important to convey an impression of your store to customers. This is especially important for mobile customers, the photos are featured prominently on Yelps mobile website, and can be a strong factor in a buying decision.

� Utilize Yelp Check-In Offers to drive purchases and show appreciation for your social customers. Remember, social is about getting business in the door.

� Feature Yelp Deals on your profile.

Page 12: 2013 EPG Social Media (SOLOMO) Community Workshop Slide Deck

YELP in ActionYELP in Action

NEXT: Partner with your EPG Support Team to work hands-on via Yelp.

- Claim a Business Page

- Ask Questions

- Comment on others in the

community.

NEXT: Partner with your EPG Support Team to work hands-on via Yelp.

- Claim a Business Page

- Ask Questions

- Comment on others in the

community.

��

Page 13: 2013 EPG Social Media (SOLOMO) Community Workshop Slide Deck

Workshop Goals: YelpWorkshop Goals: Yelp

1. DID YOU: GAIN AN ADDITIONAL UNDERSTANDING?

2. DID YOU: IDENTIFY PRACTICAL WAYS YOU CAN IMPROVE?

3. DID YOU: SUPPORT OTHER LOCAL BUSINESSES IN THE COMMUNITY?

1. DID YOU: GAIN AN ADDITIONAL UNDERSTANDING?

2. DID YOU: IDENTIFY PRACTICAL WAYS YOU CAN IMPROVE?

3. DID YOU: SUPPORT OTHER LOCAL BUSINESSES IN THE COMMUNITY?

Page 14: 2013 EPG Social Media (SOLOMO) Community Workshop Slide Deck

�Over 45 Million Users (most in mid-western states)

� Average user has more discretionary cash, shops online more,

upper-middle class. Pinterest shoppers spend $140 - $180 per order

(FB:$80, Twitter:$60)

� Successful / active pinners average 46 repins on every pin.

� Pins that include prices receive 36 percent more likes than those

that do not.

�Over 45 Million Users (most in mid-western states)

� Average user has more discretionary cash, shops online more,

upper-middle class. Pinterest shoppers spend $140 - $180 per order

(FB:$80, Twitter:$60)

� Successful / active pinners average 46 repins on every pin.

� Pins that include prices receive 36 percent more likes than those

that do not.

Page 15: 2013 EPG Social Media (SOLOMO) Community Workshop Slide Deck

� 81% of U.S. online consumers trust information and advice from

Pinterest.

� Average time spent on Pinterest per visit, 14.2 minutes

� Peoples’ preference to associate with retailers / brands: 43%

Pinterest; 24% FB.

� 81% of U.S. online consumers trust information and advice from

Pinterest.

� Average time spent on Pinterest per visit, 14.2 minutes

� Peoples’ preference to associate with retailers / brands: 43%

Pinterest; 24% FB.

Page 16: 2013 EPG Social Media (SOLOMO) Community Workshop Slide Deck

Tips for Using PinterestTips for Using Pinterest

� Cultivate a defined audience organized around topical themes (home décor;

fashion; recipes; tattoos; sports teams; academia; hobbies; celebrities; TV shows;

geographic areas). This can result in like-minded people who are interested,

presuming you target the right audience, in your businesses products/services.

� Boards based on “How To" information do very well on Pinterest.

� Share an inside look at your company and/or products. Create pinboards that

provide a feel for your company’s culture, ideas, projects, and community

involvement.

� Follow other, relevant, pinners and expand your social pinning networking.

� Cultivate a defined audience organized around topical themes (home décor;

fashion; recipes; tattoos; sports teams; academia; hobbies; celebrities; TV shows;

geographic areas). This can result in like-minded people who are interested,

presuming you target the right audience, in your businesses products/services.

� Boards based on “How To" information do very well on Pinterest.

� Share an inside look at your company and/or products. Create pinboards that

provide a feel for your company’s culture, ideas, projects, and community

involvement.

� Follow other, relevant, pinners and expand your social pinning networking.

Page 17: 2013 EPG Social Media (SOLOMO) Community Workshop Slide Deck

Tips for Using PinterestTips for Using Pinterest

� Discounts & Coupons exclusive to Pinterest.

� Don’t make it all about you! Share content relevant to your business audience,

but not just about your products/services. Example: http://pinterest.com/oreck/

“This is not about the widget you sell,

it’s about the mindset of the person who might be interested in it.”

� Discounts & Coupons exclusive to Pinterest.

� Don’t make it all about you! Share content relevant to your business audience,

but not just about your products/services. Example: http://pinterest.com/oreck/

“This is not about the widget you sell,

it’s about the mindset of the person who might be interested in it.”

Page 18: 2013 EPG Social Media (SOLOMO) Community Workshop Slide Deck

in Actionin Action

NEXT: Partner with your EPG Support Team to work hands-on via Pinterest.

- Business.Pinterest.com

- Ask Questions

- Follow and Pin from others in the

community.

NEXT: Partner with your EPG Support Team to work hands-on via Pinterest.

- Business.Pinterest.com

- Ask Questions

- Follow and Pin from others in the

community.

��

Page 19: 2013 EPG Social Media (SOLOMO) Community Workshop Slide Deck

Workshop Goals: PinterestWorkshop Goals: Pinterest

1. DID YOU: GAIN AN ADDITIONAL UNDERSTANDING?

2. DID YOU: IDENTIFY PRACTICAL WAYS YOU CAN IMPROVE?

3. DID YOU: SUPPORT OTHER LOCAL BUSINESSES IN THE COMMUNITY?

1. DID YOU: GAIN AN ADDITIONAL UNDERSTANDING?

2. DID YOU: IDENTIFY PRACTICAL WAYS YOU CAN IMPROVE?

3. DID YOU: SUPPORT OTHER LOCAL BUSINESSES IN THE COMMUNITY?

Page 20: 2013 EPG Social Media (SOLOMO) Community Workshop Slide Deck

Google+ LOCAL for BusinessesGoogle+ LOCAL for Businesses

� 43% of all Google searches include local intent.

�Google Maps usage is 40% mobile

� 61% of local searches result in a purchase

�Only 33% of businesses are fully utilizing Google+ Local (can we say

competitive advantage?)

� 43% of all Google searches include local intent.

�Google Maps usage is 40% mobile

� 61% of local searches result in a purchase

�Only 33% of businesses are fully utilizing Google+ Local (can we say

competitive advantage?)

Page 21: 2013 EPG Social Media (SOLOMO) Community Workshop Slide Deck

Tips for Using Google+ LocalTips for Using Google+ Local

� Fully complete your business listing. This includes adding photos and/or videos. Directions. Hours of Operation. Payment Options. Detailed descriptions.

� Encourage family, friends, and existing customers to leave reviews. This is a critical feature of Google+ Local and can increase click-through-rates by 42%.

� Incorporate links to your Google+ Local listing on your website.

� Fully complete your business listing. This includes adding photos and/or videos. Directions. Hours of Operation. Payment Options. Detailed descriptions.

� Encourage family, friends, and existing customers to leave reviews. This is a critical feature of Google+ Local and can increase click-through-rates by 42%.

� Incorporate links to your Google+ Local listing on your website.

Page 22: 2013 EPG Social Media (SOLOMO) Community Workshop Slide Deck

Google+ Local in ActionGoogle+ Local in Action

NEXT: Partner with your EPG Support Team to work hands-on via Google+ Local.https://plus.google.com/local

- Claim a Business Page

- Ask Questions

- Write a review for another

business in the community.

NEXT: Partner with your EPG Support Team to work hands-on via Google+ Local.https://plus.google.com/local

- Claim a Business Page

- Ask Questions

- Write a review for another

business in the community.

Page 23: 2013 EPG Social Media (SOLOMO) Community Workshop Slide Deck

Workshop Goals: Google+ LocalWorkshop Goals: Google+ Local

1. DID YOU: GAIN AN ADDITIONAL UNDERSTANDING?

2. DID YOU: IDENTIFY PRACTICAL WAYS YOU CAN IMPROVE?

3. DID YOU: SUPPORT OTHER LOCAL BUSINESSES IN THE COMMUNITY?

1. DID YOU: GAIN AN ADDITIONAL UNDERSTANDING?

2. DID YOU: IDENTIFY PRACTICAL WAYS YOU CAN IMPROVE?

3. DID YOU: SUPPORT OTHER LOCAL BUSINESSES IN THE COMMUNITY?

Page 24: 2013 EPG Social Media (SOLOMO) Community Workshop Slide Deck

TripAdvisorTripAdvisor

�World’s Largest Travel Site. Most appropriate for Hotels / B&B / Restaurant / Attractions

� 75 Million Business Reviews on the TripAdvisor Network + 60 million unique visitors each month to the TripAdvisor Website.

�What happens on TripAdvisor doesn’t just stay on TripAdvisor. A broad content syndication network reaches over 300m monthly.

�World’s Largest Travel Site. Most appropriate for Hotels / B&B / Restaurant / Attractions

� 75 Million Business Reviews on the TripAdvisor Network + 60 million unique visitors each month to the TripAdvisor Website.

�What happens on TripAdvisor doesn’t just stay on TripAdvisor. A broad content syndication network reaches over 300m monthly.

Page 25: 2013 EPG Social Media (SOLOMO) Community Workshop Slide Deck

Tips for Using TripAdvisorTips for Using TripAdvisor

� Claim and fully complete your TripAdvisor Business listing.

� Use photographs to add detail to your TripAdvisor listing.

� Be willing to engage and respond to comments left by others.

� Use the TripAdvisor Facebook App to link the platforms together and encourage

FB fans to leave TripAdvisor Reviews.

� Encourage your customers to leave reviews on TripAdvisor. Use newsletters,

comment cards, email marketing and other communication channels to

encourage customers to promote your business by sharing their experiences.

� Claim and fully complete your TripAdvisor Business listing.

� Use photographs to add detail to your TripAdvisor listing.

� Be willing to engage and respond to comments left by others.

� Use the TripAdvisor Facebook App to link the platforms together and encourage

FB fans to leave TripAdvisor Reviews.

� Encourage your customers to leave reviews on TripAdvisor. Use newsletters,

comment cards, email marketing and other communication channels to

encourage customers to promote your business by sharing their experiences.

Page 26: 2013 EPG Social Media (SOLOMO) Community Workshop Slide Deck

TripAdvisor in ActionTripAdvisor in Action

NEXT: Partner with your EPG Support Team to work hands-on via TripAdvisor.

- Signup for Business Listing,

http://www.tripadvisor.com/Owners

- Ask Questions

- Leave a review for another business in

your community.

NEXT: Partner with your EPG Support Team to work hands-on via TripAdvisor.

- Signup for Business Listing,

http://www.tripadvisor.com/Owners

- Ask Questions

- Leave a review for another business in

your community.

Page 27: 2013 EPG Social Media (SOLOMO) Community Workshop Slide Deck

Workshop Goals: TripAdvisorWorkshop Goals: TripAdvisor

1. DID YOU: GAIN AN ADDITIONAL UNDERSTANDING?

2. DID YOU: IDENTIFY PRACTICAL WAYS YOU CAN IMPROVE?

3. DID YOU: SUPPORT OTHER LOCAL BUSINESSES IN THE COMMUNITY?

1. DID YOU: GAIN AN ADDITIONAL UNDERSTANDING?

2. DID YOU: IDENTIFY PRACTICAL WAYS YOU CAN IMPROVE?

3. DID YOU: SUPPORT OTHER LOCAL BUSINESSES IN THE COMMUNITY?

Page 28: 2013 EPG Social Media (SOLOMO) Community Workshop Slide Deck

You’ve Decided to Change…You’ve Decided to Change…

You are here tonight because you’re interested in doing something

different.

1. FACEBOOK

2. YELP

3. PINTEREST

4. GOOGLE+

5. TRIPADVISOR

You are here tonight because you’re interested in doing something

different.

1. FACEBOOK

2. YELP

3. PINTEREST

4. GOOGLE+

5. TRIPADVISOR

Page 29: 2013 EPG Social Media (SOLOMO) Community Workshop Slide Deck

Did We Meet Our Workshop Goals?Did We Meet Our Workshop Goals?

1. GAIN AN ADDITIONAL UNDERSTANDING OF A WIDER VARIETY OF

SOCIAL MEDIA PLATFORMS.

2. IDENTIFY PRACTICAL WAYS YOU CAN BETTER UTILIZE SOCIAL

MARKETING FOR YOUR BUSINESS.

3. USE YOUR SOCIAL PROFILES TO COMMENT ON AT LEAST THREE (3)

OTHER LOCAL BUSINESSES IN THE COMMUNITY.

1. GAIN AN ADDITIONAL UNDERSTANDING OF A WIDER VARIETY OF

SOCIAL MEDIA PLATFORMS.

2. IDENTIFY PRACTICAL WAYS YOU CAN BETTER UTILIZE SOCIAL

MARKETING FOR YOUR BUSINESS.

3. USE YOUR SOCIAL PROFILES TO COMMENT ON AT LEAST THREE (3)

OTHER LOCAL BUSINESSES IN THE COMMUNITY.

Page 30: 2013 EPG Social Media (SOLOMO) Community Workshop Slide Deck

SOLOMOCommunity Workshop

SOLOMOCommunity Workshop

QUESTIONS & DISCUSSIONQUESTIONS & DISCUSSION