Instructed by Jason King.

1. Social Media Strategy for SMB’s
Jason King BA (Hons) Cert DMP
Marketing Consultant
Jason King Consultancy

2. 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

3. About Me
• Over 16 years Sales, Marketing & Business
Development Experience
JK Consultancy Specializes in:
• Social Media
• Digital Marketing
• Integrated Marketing Solutions
• Micro-Businesses & SME’s

4. Agenda:
•
•
•
•
•
Social Media Landscape & Platforms
Getting Started on Social Media
Social Media Strategy
How to Use Social Media
Social Media Policy & Guidelines

5. 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
Community
*Share external articles
*Promote your Company Blog
Contribute
Comment
3) Comment
*Answer and ask Questions
*Encourage comments to enrich discussions

6. Social Media Landscape
• Social Media Popularity is fuelled by:
*Internet
*Smartphones
*Tablets
• 1 in 4 people worldwide use Social Media

7. Social Media Landscape
Social = Communications
The Art of Social Media is to be SOCIAL

8. Social Media Landscape
Media = Communications Method

9. Shift in the Balance of Power
Business
Consumer
Consumer
Business
Social Networking is a Consumer-orientated Environment
Ultimately controlled by the Consumer

10. 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

11. Social Media Platforms

12. 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?

13. Facebook
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

14. Twitter
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

15. LinkedIn
1)
2)
3)
4)
225 Million Users Worldwide
Ideal B2B Platform
Join LinkedIn Groups
A Business Page is required for Paid
Marketing
5) The 3 C’s of LinkedIn
Community
*Community
*Contribute
Contribute
Comment
*Comment

16. Pinterest
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

17. Google +
1)
2)
3)
4)
5)
500 Million Users Worldwide
Links to other Google Products
Google Circles & Hangouts
Join Google + Communities
Plus Ones - +1’s

18. 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

19. 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

20. Getting Started - Settings
• Be Open & Transparent
• Combine or Separate your Personal &
Business Accounts
• Facebook must NOT have 2 different
Logins
• Set Up Notifications

21. Getting Started - Branding
• Make Logo Prominent
• Keep Colours, Images & Pictures
Consistent
• Use Keywords
• Change the URL to your Company Name
CONSISTENCY
CONSISTENCY
CONSISTENCY

22. Set Social Media Objectives
•
•
•
•
Set Formal Objectives
Measure Results
Focus on Long Term Results
Set Objectives using the SMART
Framework:
Specific
Realistic
Measurable
Time-bound
Achievable

23. 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

24. 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

25. How to use Social Media
• Use Social Media as a Tool for:
– Customer Service
– Market Research
– Networking
– Target Marketing
– Selling

26. Content
• 20% of Posts Sales Related
• 80% Shared Content
• Create a Media Mix:
– Pictures
– Videos
– Text
– Graphics
Pictures
Videos
Text
Graphics

27. Content
•
•
•
•
•
Aim to Engage Readers
Offer Tips & Advice
Become a Trusted source of information
Encourage Feedback, Listen & Respond
Measure Feedback & Trends

28. 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

29. 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

30. 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

31. 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

32. 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

33. Move The Needle

34. Set Objectives & Measure – Homework Task
• 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
Move The Needle

35. 5 Key Takeaways
1) Understanding the Social Media Landscape
2) How to set up your small business Social
Media accounts
3) Set Social Media Objectives
4) How to integrate Social Media into Business &
Marketing Functions
5) Be Social and engage with people
BE SOCIAL!

36. Thank You!
Learn more at
www.onlinemarketinginstitute.org