successful social strategies for small business

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Social Media: Strategic Considerations for Small Businesses Business Breakthrough Series | Lake Tahoe South Shore Chamber of Commerce Jenn Gleckman Strategic Marketing Group @tahoejenn

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Earlier this month I was asked to present to the local chamber on social media, including strategy considerations along with 5 social sites. Covering all that content in an hour meant that this ended up as an overview presentation directed at small business owners.

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Page 1: Successful social strategies for small business

Social Media: Strategic Considerations

for Small Businesses

Business Breakthrough Series | Lake Tahoe South Shore Chamber of Commerce

Jenn Gleckman

Strategic Marketing Group

@tahoejenn

Page 2: Successful social strategies for small business

Social media marketing is typically defined as

the use of social media to achieve marketing

goals.

Page 3: Successful social strategies for small business

What is marketing?

Those processes that focus on delivering

value and benefits to customers, not just

selling goods and services.

Page 4: Successful social strategies for small business

Think about that in the context of your business.

Page 5: Successful social strategies for small business

A Facebook page is not a social media strategy.

Page 6: Successful social strategies for small business
Page 7: Successful social strategies for small business

Social is inherently mobile.

Page 8: Successful social strategies for small business

What social channels?

Page 9: Successful social strategies for small business
Page 10: Successful social strategies for small business
Page 11: Successful social strategies for small business
Page 12: Successful social strategies for small business

Social = content

46% of internet users post original photos and

videos online they have created themselves

and 41% curate photos and videos they find and 41% curate photos and videos they find

elsewhere on the internet and post on image-

sharing sites.- Pew Internet & American Life Project,

Photos & Videos as Social Currency

Page 13: Successful social strategies for small business

Getting started

• What are your goals?

• Who are you trying to reach?

• How does social media fit with your existing

marketing strategy?marketing strategy?

Page 14: Successful social strategies for small business
Page 15: Successful social strategies for small business

What do you want to achieve using

social media?

Research

Lead generation

Website traffic

Brand awareness

Customer Service

Lead generation

Page 16: Successful social strategies for small business

Facebook

1 billion monthly active users as of October 2012

Approximately 81% of monthly active users are outside the U.S. and Canada.

552 million daily active users 552 million daily active users

600 million mobile monthly active users

More than 42 million Pages with ten or more Likes at the end of March 2012

Source: newsroom.fb.com

Page 17: Successful social strategies for small business

Twitter

A real-time social

network/microblogging site

that allows users to post

messages and links of up to 140 messages and links of up to 140

characters.

Users are 60% women, average

age 39

500 users worldwide, 140 million

U.S. users as of March 2012

Sources: Mediabistro, Twitter

Page 18: Successful social strategies for small business

The world’s largest online professional network

More than 175 million members in over 200

countries

Unlike the other social networks described here, Unlike the other social networks described here,

this is primarily a B2B (business to business)

network

Page 19: Successful social strategies for small business

A visual social network

People connect through things/places/items that interest

them.

Users are 68% female, 49.5% are between 25-44 years old,

$100K annual HHI $100K annual HHI

Drives more referral traffic than YouTube, Twitter and

LinkedIn

Source: Hubspot blog

Page 20: Successful social strategies for small business

Instagram

Mobile photography social network

Cross platform sharing

Highly engaged users

100 million users within 2 years 100 million users within 2 years

Source: Business Insider

Page 21: Successful social strategies for small business

Don’t just jump in

Listen, observe – social is a conversation

Think of it as an online cocktail party

Interruption marketing = not so effective

Less about the hard sell and broadcasting of Less about the hard sell and broadcasting of

messages

More developing relationships through many

informal interactions over time

Page 22: Successful social strategies for small business

#DoingitRight

Give people a reason to connect – WIIFM?

You can’t trick people into liking you.

Make/share content that you’d like to see.

Develop a personality.Develop a personality.

Try different things.

A sense of humor helps.

Page 23: Successful social strategies for small business

Develop Tactics

How often to post?

Identify frequency (and channel)

What to post?

Identify content (and desired action)Identify content (and desired action)

Who will be responsible?

Identify roles (and expectations)

Two words – editorial calendar

Page 24: Successful social strategies for small business

One radio station’s content calendar example…

Source: Wheeler Blog, http://wheelerblogs.com/2011/08/31/example-daily-socialmedia-content-calendar/

Page 25: Successful social strategies for small business

Measurement

Quantitative = quantity

Likes, fans, impressions, click thru, cost per action,

views

Starting point Starting point

Provides a benchmark

Easier to identify these types of key performance

indicators

Page 26: Successful social strategies for small business

Measurement

Qualitative = quality

Those opinions and beliefs that impact a company

Harder to measure, varies with individual content,

conversations, channelsconversations, channels

Engagement: interaction with the individual content

Sentiment analysis: general brand perception based

on language being used

Page 27: Successful social strategies for small business

Measurement Resources

Facebook – Insights, Edgerank Checker

Twitter – Hootsuite, Tweetdeck, SocialBro

Social Influence – Klout, Kred

Web analytics (+ more) – Google Analytics Web analytics (+ more) – Google Analytics

Scheduling – Facebook, Buffer, Hootsuite

Just the tip of the measurement iceberg…..

Page 28: Successful social strategies for small business

Size of your reputation matters more

than the size of your marketing

budget.budget.

-Philip Wolf, PhocusWright

Page 29: Successful social strategies for small business

Thank you!Jenn Gleckman

Strategic Marketing Group

[email protected]

@tahoejenn

smgonline.netsmgonline.net

agitinteractive.com

Tahoe Tourism, Technology + Marketing Workshop

November 1, 2012

www.Tinyurl.com/TahoeTTM