Effective Social MediaFor Small Business

2

BrightZone

• Who we are• Services we offer– Identify your best customers– Build brand awareness– Content development– Improve web site traffic– More effective marketing – Targeted advertising

• How small business can benefit– Develop a better understanding of you customer(s)– Improve marketing to increase leads and sales– Develop awareness of changes and leverage opportunities

Foundation for discussion

• Blog• Social media

– Twitter– Facebook– Google+– LinkedIn– Pinterest or Instagram– You Tube– Yelp, Google Places, Around Me,

Mapquest, Google Maps other local directories

• Newsletter• Email

No

BrightZone

Yes ??

Marketing Basics

• Social media is an extension of Marketing– All elements of marketing still apply– It is only the channels (vehicles) which are new

• Your message must be market driven• Message must adapt to changes in the market• Effective implementation is the key to success

5

Social MediaMarketing Basics

• What are you going to say (Branding and persona)• Who are you talking to (Customer avatar)• Scenario – how does your Branding message fill

the wants or needs of the customer?• Message must be easily understood and equated

to a value in customers mind. (what is your value proposition from their point of view -WIIFM)

6

Who is Your Target Customer

• Persona– Who are you– What voice do you use– What are your values

• Avatar – who is she?– What are their likes– What are their values– What gets their interests

Selling B to B is still selling to people

Value of Social Media for Business

• Social media is– A way to find people with similar interests– A way to build a community– Place to build relationships – Extensions of conventional marketing channels

• Social media for business is not – The place to bark – Buy my Stuff – The place for a political agenda

8

Social Media Channels Start with the most essential for the US

Start with the most essential for the US • Twitter• Facebook• Google+• LinkedIn• Pinterest• YouTube

All of these may not be appropriate for

every businessDetermine which work

best for yours

9

Quick Example of Social MediaTwitter

10

Quick Example of Social MediaFacebook

11

Quick Example of Social MediaGoogle+

12

Quick Example of Social MediaLinked In

13

Quick Example of Social MediaPinterest

14

Quick Example of Social MediaYou Tube

Social Media SuccessFive Must-haves

1. Content strategy. It is critical to have a continuous supply of information -- editorial calendar along with a plan for creation and production.

2. Consistency – You need to produce regularly and continually and your values and message must be the same across all channels. Social media requires real people representing your firm with a human voice.

3. Commitment. You must show up regularly and participate. Recognize social media is not a quick solution but takes time to build a community and build relevance.

4. Marketing. You must let prospects, customers and the public know about you

5. Brand monitoring. In today’s 24/7 world, you must constantly check what’s being said about your firm, products and brand.

5/31/2011 15

16

Social Media is Part of the Story

• Social media is just part of you marketing strategy• Your marketing should reflect your business

strategy• So – social media is integral to your business

strategy

Recognize the social media is not a “Field of Dreams”

If you build it , they will not come!

You will have to entice them!