social media strategy for smbs
TRANSCRIPT
Social Media Strategy for SMB’s
Jason King BA (Hons) Cert DMP
Marketing Consultant
Jason King Consultancy
Today You Will Learn:
• Social Media Basics
• Social Media Platforms
• How to Integrate a Social Media Strategy
• How to use Social Media as a Business & Marketing Tool
• Tips on Social Media Policies
• Over 16 years Sales, Marketing & Business Development Experience
JK Consultancy Specializes in:• Social Media• Digital Marketing• Integrated Marketing Solutions• Micro-Businesses & SME’s
About Me
Agenda:
• Social Media Landscape & Platforms• Getting Started on Social Media• Social Media Strategy• How to Use Social Media• Social Media Policy & Guidelines
The 3 C’s of Social Media
1) Community*Social Media Groups are small Communities
*You’re a small element of a wider Community
2) Contribute
*Share external articles
*Promote your Company Blog
3) Comment
*Answer and ask Questions
*Encourage comments to enrich discussions
Community
CommentContribute
Social Media Landscape
• Social Media Popularity is fuelled by:
*Internet
*Smartphones
*Tablets
• 1 in 4 people worldwide use Social Media
Social Media Landscape
Social = Communications
The Art of Social Media is to be SOCIAL
Social Media Landscape
Media = Communications Method
Shift in the Balance of Power
Business
ConsumerBusinessConsumer
Social Networking is a Consumer-orientated Environment Ultimately controlled by the Consumer
Word of Mouth
• Social Media alters the dimensions of traditional word of mouth Marketing
• No longer is word of mouth between 2 parties•No need to push Marketing – Let your Customers do it for you
Social Media Platforms
Social Media Platforms
• Always Ask:
• Do my Customers use this Social Media Platform?
• Ask your Customers what Social Media Platforms they use
• What Platforms are my Competitors Using?
1) Over 1 Billion Users Worldwide
2) Fastest Growing Demographic 55-64 Age Group
3) Build a Business Page Separate from your Personal Profile
4) Excellent Targeted Marketing Features
5) Competitions, Events & Relationship Building
1) Over 500 Million Users Worldwide
2) Micro-Blogging site Using only 140 Characters
3) Excellent Customer Services Tool
4) Post Several Times a Day at Optimum Times
5) Connect with Customers & Industry Peers
1) 225 Million Users Worldwide
2) Ideal B2B Platform
3) Join LinkedIn Groups
4) A Business Page is required for Paid Marketing
5) The 3 C’s of LinkedIn
*Community
*Contribute
*Comment
Community
Comment
Contribute
1) 70 Million Users Worldwide
2) 75% Female Demographic
3) Ideal Platform for Images & Creative Visuals
4) Easy to Use – Pin It Button
5) Create Pinterest Boards
Google +
1) 500 Million Users Worldwide
2) Links to other Google Products
3) Google Circles & Hangouts
4) Join Google + Communities
5) Plus Ones - +1’s
Other Popular Social Media Platforms
•
Platform Users Significant Features
70 Million •Reddit is Open Source•Users Vote on the most popular Content
10 Million •Good News Source•Users Vote on the most popular Content
130 Million •Widely used in China•Dubbed “The Chinese Facebook”
178 Million •Photo & Video Sharing Site•Easy to Share with Facebook, Twitter, Tumblr & Flickr
87 Million •Photo & Video Sharing Site•Good memory Capacity to Store Photos
Getting Started - Profile
• Your Profile is the 1st Point of Contact – Make an IMPACT
• Use a Professional Photo• Include a Link to your Website• Use Hashtags # • Include Personal Interests – Be Yourself
Getting Started - Settings
• Be Open & Transparent• Combine or Separate your Personal &
Business Accounts• Facebook must NOT have 2 different
Logins• Set Up Notifications
Getting Started - Branding
• Make Logo Prominent• Keep Colours, Images & Pictures
Consistent• Use Keywords• Change the URL to your Company Name
CONSISTENCY
CONSISTENCY
CONSISTENCY
Set Social Media Objectives
• Set Formal Objectives• Measure Results• Focus on Long Term Results• Set Objectives using the SMART
Framework:Specific Measurable Achievable
Realistic Time-bound
Social Media Strategy
• Integrate your Social Media Strategy with:– Other Social Media Accounts– Offline & Online Marketing– Link to Your Website– Company Processes– Email
• Be Convenient – Communicate with customers in THEIR environment
Social Media Strategy – 7 Key Elements
1) Be SOCIAL – The Golden Rule
2) Set SMART Objectives & Measure Results
3) Build 1:2:1 Long-Term Relationships
4) Dedicate TIME
5) Match the Platform to your Target Market
6) Share and be Shared
7) Follow and be Followed
How to use Social Media
• Use Social Media as a Tool for:
– Customer Service– Market Research– Networking– Target Marketing– Selling
Content
• 20% of Posts Sales Related • 80% Shared Content• Create a Media Mix:
– Pictures– Videos– Text– Graphics
Pictures
Videos
Text
Graphics
Content
• Aim to Engage Readers• Offer Tips & Advice• Become a Trusted source of information• Encourage Feedback, Listen & Respond• Measure Feedback & Trends
Join Groups
• The best Social Media Platforms to Join Groups are:– LinkedIn– Google+– Facebook– Reddit
• Don’t use Groups to only sell• Community Contribute Comment
Time your Posts
• Post at different times of the day• Measure what time of the day brings the
highest Responses• Think about the habits of your Target
Market• Use Auto-Scheduling Apps such as:
– Hootsuite– Buffer– Sprout Social
Social Media Policies & Guidelines
• Compose a Formal Social Media Policy – A few sentences will suffice
• Ensure your Staff are Trained & Fully Competent
• Treat Online & Offline Behaviour as the same thing
• Use existing Internet & Email Policies as a guide
Social Media Policies & Guidelines
• Monitor what your staff are posting – Identify Strengths & Weaknesses
• Specify what Employees can and cannot post
• Ensure Legal Compliance with Data Protection & Privacy Legislation
• Link your Business Objectives with Social Media to create a Consistent Company Culture
Be Social!
• Start & Keep the Conversation Flowing• Link the Conversation back to your
company products/services – make sure they’re relevant
• Read profiles & find common ground• Offer free advice & tips• Gain Credibility & Trust
Move The Needle
Move The Needle
• Set a Target of gaining 10 new Likes/Followers in a Week
• Focus on the Images, Text & Headings used• Measure the volume of Likes & Shares• Post exactly the same posts – but change
Image, Text, Headings & Time of the Day• Identify the best/worst responses
Set Objectives & Measure – Homework Task
1) Understanding the Social Media Landscape2) How to set up your small business Social
Media accounts3) Set Social Media Objectives4) How to integrate Social Media into Business &
Marketing Functions5) Be Social and engage with people
5 Key Takeaways
BE SOCIAL!
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