Getting started inlow-cost, no-cost

social media marketingWade KwonNews Pirate

Conversation starters• Who's on Facebook?• Who's texting more than emailing?• What's the name of that Chinese

restaurant down the street?

Conversation killers• Who wants to buy this watch?• I bet I could tune up your car for less

than $50.• Do you like this shirt? Let me tell you

how to get one just like it.

Social media = fun• You don't log on saying, "Gee, I wonder

what someone can sell me today ...”• I log on to find out:

– What's going on with my friends– Funny pictures they've uploaded– What's going on in the "world" =

Birmingham, pop culture, politics, friends' workday

Do you even needsocial media?

Important questions• What is our marketing goal?• What is our motive?

– To join the conversation, or to control it?• Do we have resources to use social media?

– low cost– but time investment– no one tells you about the "puppy investment”

Important questions• How will we test our message?

– Experiment?– Are we willing to fail publicly?

• How will we measure results?

By the numbers• 150 million on Facebook

– bigger than Russia = 9th largest country• 112 million blogs tracked by Technorati

– Bigger than Mexico = 11th largest country– Audience = about 5 times as much

By the numbers• 35 million on LinkedIn

– California = biggest state• 7 million on Twitter

– Virginia

Blogs

What are they?

Let’s take a quick tour.

Pros• You can host it, full control.

– Hosting elsewhere - no traffic bump, no integration.

• You can tout your expertise, your friendliness, your goods.

• Google loves blogs.– Ex.: Lipstick Birmingham

Cons• Maintenance - have regular content.• Maintenance - pay close attention to

your readers.– Birmingham News breaking news

• You have to drive traffic.• Time intensive.

First steps• Game plan

– who's blogging, what topics, how much time, who's the reader.

• Blog interactively.– You're not selling product. You're building

conversation.• Be patient.

– It takes months to be "noticed" by Google.

LinkedIn

What is it?

Let’s take a quick tour.

Pros• Very professional. No fooling around

here.• Richer demographics:

– Nearly 60% of users = $93,000+ incomes– Poll: 28% executives = $104,000 avg. inc.– Poll: 30% consultants = $93,000 avg. inc.

Cons• People see it as specific tool.

– Not for sharing personal stuff.• Severe limitations in customization.

– Facebook: build apps, create fan pages.– Blogs: do just about anything.– LinkedIn: recommend people, ask

questions, create/join groups.

First steps• Beef up your personal profile.• Network with others related to you:

– by profession– by geography

• Trumpet what you need:– new engineer, new vendor, advice on sales

pitch.

Facebook

What is it?

Let’s take a quick tour.

Pros• The game in town.

– 150 million users.• Can instantly build audience among

friends.• Flexible: can engage in several ways.

– Pages. Groups. Apps. Targeted ads.

Cons• You're still playing by Facebook's rules.

– Re-designs. Pages.• New design = lost in the shuffle?• Time intensive.• Has any business turned it into clear

engagement and success?– Even Facebook still figuring it all out.

First steps• Ask your customers.

– Are they on Facebook?– How do they use it?– What do they like to see? Dislike?

• Adopt a Cause.• Think like Facebook.

Twitter

What is it?

A demonstration.

Let’s take a quick tour.

Pros• Buzz tool of the moment.• Easy to start using, integrate with Web

site, computers, phones.• Very personal one-to-one and

one-to-many conversations.

Cons• Few users.• "I don't get it" factor.• Backlash / negative buzz.

First steps• Tim's rule: Try it on your own.• Follow, reTweet, chat, reveal.• Be bold.

– Stand out if you want to make a splash.It's still the Wild West.

Before we wrap up …

Learn to blog(from me)April 11, 18

Homewood LibraryBirminghamblogging.com

In conclusion• Do you need social media for

marketing?• What is your goal?• Which tools are best for you and your

customers?

Thank you!