Download - Social media for small business
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SOCIAL MEDIA FOR SMALL BUSINESS
Karen Pelletier Marketing Consultingwww.marketing-consultant-k-pelletier.com
Twitter: @kjpelletier
Facebook: kjpelletier
LinkedIn: http://www.linkedin.com/in/karenjpelletier
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My Background
30 years experience in marketing; I am NOT a programmer
Karen Pelletier
Marketing Consulting
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Housekeeping
• Turn cell phones to vibrate
• Slides available by going to
− Twitter.com > Search on #scoresocmedsem > click on link OR
− Go to my homepage and download the pdf file OR
− Text 90210 / scorecv
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How Many of You…
• Are B2C marketers? B2B?
• Use social media personally?
− Checked out online reviews before booking a hotel or trying a new restaurant?
− Have read reviews of a product online before purchasing?
• Use social media for your business?
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What I want you to get out of this seminar
• Why you need to embrace social media
• A feel for the social media universe
• A basic understanding of The Big 3 and what they can do for business
• An understanding of how to evaluate alternatives given your business’ objectives
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What Is Social Media?
• Web and mobile based sites that people are using to participate, create, share, discover, bookmark, argue & debate
• Powerful communication channel that values authenticity and useful content
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Why Should You Be In Social Media?
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1 - Reach
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Your Customers Are There
12 - 17 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 +
% of the age group that currently has a profile page on a social networking site
76%
15%
31%
45%
63%
68%
80%
Source: Arbitron 2011
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2 - Opportunity to Engage with your Fans!
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3 - You can be very targeted
Fashion
Music
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4 - Ratings & Reviews Matter
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This Holds for All CategoriesCategory Purchased Number of information
sources used by the typical shopper
% of shoppers influencedbefore the point of purchase
Automotive 18.2 97%
Technology / Consumer Electronics 14.8 92%
Voters 14.7 95%
Travel 10.2 99%
Over-the-Counter Health 9.8 78%
Consumer Pkg Goods, Grocery 7.3 61%
Consumer Pkg Goods, Health, Beauty, Personal Care
7 63%
Quick Serve Restaurants 5.8 72%
Banking 10.8 91%
Insurance 11.7 94%
Credit Card 8.6 81%
Investments 8.9 89%
Source: Google Shopper Sciences, Zero Moment of Truth Industry Studies, US, April 2011
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5 - Search Engine Optimization
• Both Google & Bing use social mentions (FB & Twitter) in their search algorithms
• Your website will be displayed right next to blog postings and reviews
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6 – It’s Effective for Lead GenerationBoth B2B and B2C
HubSpot: 101 Marketing Charts & Graphs
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7 - Reputation Management
• People are talking about you online, whether you are there or not
• Being involved in social media gives you the opportunity to respond before there’s a crisis
Domino’s Pizza Crisis
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If you do nothing else…
Monitor what’s being said about your company or brand
• Set up FREE Google Alerts
• Do periodic searches on YouTube & Twitter
• If you have a restaurant or hotel monitor the review sites
− Expedia, Orbitz, Travelocity, etc.
− Trip Advisor, Urban Spoon, Open Table, etc.
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8 - Market Research & Opportunity for Customer Involvement
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9 - Competitive Research
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Why Jump In Now?
• Learn now… future changes will only make things easier and more intuitive
• It’s an opportunity to connect with your customers
• Cost effective (though time intensive) way to market your business
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Overview of the Social Media Universe
• Blogs
• Sites like Facebook, Twitter & LinkedIn
− There are millions of SM sites
• Geo-location & Deal Sites
• They all interact− Choose your HUB (social media page or website)
− Drive traffic to your HUB
− Create strong CTAs
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Content is the Magnet!
Source: Angela Maiers
• What you want is for people to spread your message or content by “sharing”
• To encourage sharing, your content must− Be useful, entertaining
or both!− Answer questions
your readers may have− Be clear & concise− Be EASY to share
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“Repurpose” your content in many forms
• Blog articles
• Videos
• White Papers
• Webinars
Promote your content in social media
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Blogging Drives Leads
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Always include an Image in your blog post
• If you include an image in your blog post, when it’s shared it will show up with the thumbnail of your image
− Makes it more likely that people scanning their page will read it
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The Big 3
750 MM Users
350 B Tweets/Day
130 MM Users
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Why Facebook?
Facebook includes
• Pages -- a place to engage
• Ads & Deals
• Apps
• E-commerce
• Analytics
It’s like a parallel universe to the Internet, only it’s• focused on your brand• more customer oriented• all info in 1 place
A lot of ways to engage!
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Your Goals on Facebook
Be found by people searching for your product/service
Promote your business by
• Getting “fans”
− Get people to click your “Like” button
• Getting your “fans” to interact with you − That spreads your content to your fan’s friends
− Enables you to build a community around your brand or company
− Promote your content and events
Generate leads for your business
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FB Fans are customers looking for Deals, News, Exclusives and Community
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FB Profile vs. Page
FB Profile is Your Own personal page
• You must have your own Profile page to set up a business page
FB Page is a business page
• 6 business “types” to choose from
• The “type” you choose dictates the content in the info section
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Components of a FB Profile
Source: Hubspot, How to Use Facebook for Business
Avatar
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Sample Profile
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To Create your FB Page
• Choose a name that your customers will recognize− Search to see if the business name you want is available
• At the bottom of your personal profile page click on “Create a Page”
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Select the Type of business
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FB Page
180 x 540pixels
Can have multiple administrators
Tabs
Key Branding Opportunity
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Importance of Fans to Sharing
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Discussion & commentary increases the probability that it will show up in your fans’ news feeds
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Landing (Welcome or Reveal) Page
• This is what your visitors see BEFORE they Like you• Purpose is to convert visitors into Fans• Incent them to click “Like” by offering exclusive
content! • Use a strong CTA
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Another Great Call to Action (CTA)
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Info TabThe Info shown here is determined by the “Type” of business you chose
The avatar is consistent throughout all pages of your site
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Reviews
Tabs
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Other Tabs
Be as creative as you want! You can create any type of tab
• Our Team with photos and names
• Upcoming Events
• Your Opinion Counts (polling or review apps)
• Videos: demonstrations or your customer’s videos
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Programming
• Facebook uses iFrames to organize the elements on the page
− The content of the frames
resides on your website server
− You can do it yourself or use a web
development firm to create your branding
element and set up your pages for you
− If you use a content management system
to manage your website you should be able
to use it to update your FB pages
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Post as yourself or your business
• By going up to Account you can go around FB and post as your self, or as your business
• If your goal is to promote your business and get fans, post as your business,
− Just make sure it’s not spam (too self promotional)
• You can “Comment” on others’ posts
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Your Content
• What content does your target market want?
− Inside peak
− Information that’s of value
− Exclusive deals
• The goal is to make it content that your fans will want to share
• Try to adhere to the 80/20 rule helpful content/promoting your product
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Create an Editorial Guideline
• How frequently are you going to post
• What types of media you are going to use
• Will you post 3rd party content that you think is of value
• Create Signature Experiences that your target will value
− Zappos’ fan of the week
− Social Media Examiner’s Expert Friday
• Reply policy
• How you will handle negative posts/comments
• Ratio of helpful content to promotion (80/20)
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Don’t post anything you wouldn’t want to see on the front page of the NY Times
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Social Plug-ins
• Use Twitter, LinkedIn & your website to drive traffic to your FB page
• Go to http://developers.facebook.com/docs/plugins/to copy code to place on your website
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FB for Business
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FB Ads
• You can target− Fans
− Your Fans’ Friends
− Interests
− Geography
− Even your competition!
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Hilton example
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Facebook Deals
• Clicking on a deal shows up in your friends’ newsfeeds
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Why should you pay for an Ad?
• You can always post “deals” on your wall for your fans
• If you pay for a FB ad, you get the ability to
− Target your ad to people beyond your fan base
− Target by interest, geography, demographics
− Get robust Analytics
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Facebook Insights
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Best FB Video Tutorial
http://www.socialmediaexaminer.com/fbvideo/
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Questions?
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• Called a micro-blog− 140 character limit
• Like a Headline News service− You scan it quickly
− Post only if you have something of value to share (via a link)
− If there is something that peaks your interest you click on the link
• No one wants to know what you had for breakfast!
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Ways to Use Twitter for Business
• Drive people to your Hub (website or FB page)
• Use Twitter Search to monitor your brand, industry, competition
• Use your Twitter “Favorites” as a list of testimonials
− http://twitter.com/USERNAME/favorites
• Build relationships by providing info that’s of value
• Promote your blog, content, specials, sales or events
• Customer service
− User Twitter Search to respond to mentions of your company
− Speed really impresses the customer!
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What Type of Account Should You Set Up Personal or Business?
Represents your company as a whole• Keep your customers up to date on events• Promote sales, specials, etc.• Promote recent blog articles• Update customers on products and services• Provide customer service
User name = Company name
Avatar = your company Logo
Establishes your personal brand• Network, build relationships• Promote blog articles, content, events,
etc.
User name = name; namecompany; nameindustry; companyname
Avatar = your picture
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To Use Twitter
• Go to Twitter.com
• Set up a FREE account
• Select your user name & upload your avatar
• Fill out your profile. Describe who you are so that people will want to follow what you have to say
− Include links to your website, other SM accounts
• Your Twitter feed will be empty until you write a tweet or select people to follow
− Their tweets and your tweets will show up in your feed
• Find people to follow
• Get people to follow you
− Put Twitter buttons on your website and all your marketing material
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Manage your interactions
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Twitter Page
Promoted Tweets
Search
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Components of a TweetHash tag
Link to web page, URL shortener. Twitter also will automatically shorten your links.
An @mentionWhen used at start of message it’s like an address
140 Characters
Ask for the RT
User name
AvatarMake it consistent across all SM accts
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Other Twitter Resources
• How to Use Twitter for Business: An Introductory Guide,
HubSpot
• Twitter For Beginners, Social Media DIY Workshop
• Twitter Grader (free)
• Tweet Deck (free)
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Questions?
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A great source for B2B
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Social Media for B2B
Business people are using social media
• 86% of Technology Buyers engage in some form of social activity for work purposes.
Source: It's Time For Tech Marketers To Go Big With B2B Social Media Strategies, by Kim Celestre on July 20, 2011
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How to Use LinkedIn for Business
• Establish a network− Upload contacts from Outlook, hotmail, gmail, etc.
− Invite them to become a part of your network with a personalized invitation
• Search for your target customers
− People with the job title & company you want to target
− Save your people searches by creating alerts
− Browse your networks’ networks
− Join Groups
• Make direct contact with key people
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LinkedIn Profile
• Fill out your Profile completely− Compelling headline & summary
• Optimize your profile to be found− Use your keywords to describe your website links
• Marketing Consultant for marketing-consultant-k-pelletier.com
− Link to your other SM accounts
• Apps− Travel & Events
− Amazon reading list
− SlideShare
− Blog links
− Polls
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LinkedIn Profile
LinkedIn’s “Groups” are a powerful way to grow your network and spread a message.
Like Facebook, LinkedIn now has a wall that drives “likes” and comments (as well as traffic).
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LinkedIn Business Page
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Create a LinkedIn Business Page
http://www.linkedin.com/companies?trk=hb_tab_compy
You must have
a personal profile
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Join Groups in your industry
• Follow the discussions
• LinkedIn Answers
− Answer questions, add value where you can
− Become a “go to” source in your field
• If there is no relevant group you can create one
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Some final observations on thesocial media world
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New Apps and Sites Emerge Daily
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Google+
• Clean design interface
• Integration with other Google products including search, gmail, docs, Picasa
• Circles
• 10-way video chat
• Will be rolling out business pages shortly
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Daily or Group Deal Sites
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Use Extreme Caution
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Groupon Example
Revenue Cost
Consumer pays $25
50% off dinner for 2 Retail Value $50/person
Restaurant gets $12.50
Groupon keeps 50% of the revenue
The consumer will judge the value in terms of the retail price
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When Does A Group Deal Make Sense?
When you are looking to
• Generate trial
• Clear out old inventory
• Schedule the timing of a deal to eat up excess capacity, and you can net ≥ your marginal cost
• Capitalize on upsell opportunities to make the total transaction profitable
• Capture names for email or social media marketing
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Which Site to Use?
Do some research to determine which ones offer the best terms and ability to reach your target market
• Terms, economics, and control vary by site− As the space becomes more competitive you will be able to get
better terms
− Put time constraints on your offer to protect yourself
• Some sites may be very targeted to your niche or industry
− Daily Gourmet & BiteHunter for foodies
− Yuupon & TripAlertz for travel
− Doggyloot
− RapidBuyr for B2B
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Deal Site Checklist
• Understand what your objectives are− Bring in NEW users
− Reward current customers
• Who’s your target market and what would interest them
• Run the numbers
• Make sure the “fine print” protects you
• Think about the impact on perceived value for the money− Are these deal customers likely to come back and purchase your
product at full price?
• Track the results
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Track
• How many buyers are new customers?
• Did they spend more than the voucher or coupon amount?
• How many of these new customers came back and how much did they spend?
• What was the breakage (people who bought the deal but didn’t redeem it)?
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Summary
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When creating your social media plan
Figure out what’s right for you and your business
• B2B or B2C?
• What is your marketing objective?
• Who is your target customer?
• Where are they (geographically)?
• Where does your customer hang out online?
− Find them and listen in on the conversation for a while
− Follow influencers, blogs
− Participate when you can be helpful
− Are there any Industry vertical networks that would enable you to most efficiently reach and engage with your target market?
• Brainstorm on how best to engage with them
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Homework
• Log onto Twitter.com and create an account if you don’t have one.
• Do a Twitter Search #scoresocmedsem− Download this presentation
• Create a Tweet: How helpful was this seminar to you? Rate it on a scale of 1 – 5.
− 1=not helpful at all; 5=extremely helpful.
− put the hash tag, #scoresocmedsem in your tweet
• Do a couple of Twitter searches on your industry. Find 5 people to follow.
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Questions?