Explore social media for small business and engage your customers online! Learn how to leverage the most popular sites, how to build followers, and how to apply a deliberate strategy that will build your business using social media.
8. Listen
• Monitor your company, products, your
industry, competitors, your “image”
• Set up tools [google reader, alerts]
listen
strategy
contentmanage
9. Strategy
Goals
– Increase traffic to your company’s website
– Build brand awareness
– Increase sales or leads
– Increase customer loyalty
– Reputation management
– Solicit feedback on products, projects, and new concepts
– Gather information
Strategy
– Company versus personal brand
– Carve out niche (Keywords)
Plan
– How you’ll participate: level of engagement, your voice
– Content you need to create
– time will you devote
– How to integrate with other marketing
– Training program
listen
strategy
contentmanage
10. ContentAdd value
– from other sources
– Keyword relevant
– original content true to your brand
Presence
– Build profile
Engage
– Keep the tone conversational
– Fill out your profiles and Include a photo
– Give without expecting to get
– Listen
– Show respect
– Be consistent
– Bridge your online efforts
(and relationship building) with
offline meetings and networking
listen
strategy
contentmanage
13. don’t just take my word for it…
“Without content, using social media as a distribution mechanism
and conversation starter is pretty pointless.”
Joe Pulizzi, founder of Junta42
“Great content gives social media life, by giving people something
more interesting to talk about than what they’re ordering right now
at Starbucks.”
Sonia Simone, senior editor at Copyblogger
“Spend resources on creating content, more than beautiful design.”
Mike Volpe, vice president of marketing at HubSpot
14. social media loves content
Your
website
Press
releases
Slides
Images
Blog
Video
Articles
15. what if you don’t have content?
5 Easy Steps to
Content That Drives Traffic!
16. #1: Who are you talking to?
B2B Markets:
• What industry?
• What location?
• What size?
• What title/position?
B2C Markets:
• What location?
• What gender?
• What age?
• What income?
19. #3: How will you say it?
Your
website
Press
releases
Slides
Images
Blog
Video
Articles
20. #4: When will you say it?
• Plan at least 3 months out
• Use a mix of keywords/phrases
• Use a mix of tools
• Be flexible
Consistency is the key to success!
22. EZ Content Template
1. Who is your prospect?
2. What do you want your prospect to do/feel?
3. How will your content help your prospect?
4. What does your prospect need to know?
5. What questions your prospect will have?
23. post content on the Web
Your
website
Press
releases
Slides
Images
Blog
Video
Articles
SEO Pay-Per Click
Off-LineSocial Media
24. Manage
Nurture
– Ongoing relationships
– Create new partnerships
– Bridge online and offline
Measure and manage
– Hootsuite, tweetdeck, ping.fm…
– Google analytics
– Hubspot
listen
strategy
contentmanage
35. Profile Pics Attract Twitter Followers
Source: Data from Twitter Grader - http://bit.ly/cgTEj0
Hinweis der Redaktion
Open: analogy to remodeler
Kudos to the group
Introductions: name, company, skill level, and what they’d like from today
Do what the big guys do.
Ad dollars are shifting from push to pull. And here’s what I mean by that.
In recent years there’s been a shift in marketing. Traditionally, marketers PUSHED their message out to people, through TV ads and print ads and billboards, etc. But the internet has changed all that. People can now choose what messages they want to hear, and where and when they want to hear them. The customers now are PULLING the marketing, rather than having it pushed onto them.
The good news is that the Internet is a much more cost-effective medium than traditional mass media. It used to be that we’d put up a website and figure we’re good to go. And if your website isn’t very important to your marketing, then you’re probably still okay. But if you want new customers to find you online, you have to do more.
This chart shows what else has to happen. Creating a basic website is just the beginning, and will get you only very basic results. At Part I of this seminar, we discussed how to optimize your website for the search engines, and we touched on creating a link strategy. Those two things will get you better results. But when you engage in SM, that’s when things can really take off.
Today, we’ll talk about how to leverage the most popular social media sites in your marketing – Twitter, LinkedIn and Facebook. We’ll walk you through the mechanics of how they work, so that you can feel comfortable that you know what you’re doing. We’ll also show you how to set up a strategy for using social media, because these things are hungry beasts, and if you don’t have a clear strategy set up beforehand, this can take over your life! So our intent here today is to show you what to do and how to do it, so that you can make these social media sites work for you and drive traffic back to your website.
Definition of social media
Commit
Example of designer papers competition
Goals
Increase traffic to your company’s website
Build brand awareness
Increase sales
Increase leads
Increase customer loyalty
Engage in reputation management
Introduce a new product
Solicit feedback on products, projects, and new concepts
Gather information
Strategy
Company versus personal brand
Keywords you’ll vie for
Plan
How you’ll participate: level of engagement, more for your personally, or your company
How you’ll engage prospects
What is “your voice”
What content might you need to create?
How much time will you devote
How will you integrate with other marketing? Specific campaigns?
Training program for yourself or others
Let’s take it up a notch.
On your website you might post things like this…
You could guess and just randomly start writing on various topics. Who knows, some of them might even be of interest to someone. But if you’re like me, you’re too busy to waste time guessing. I’d much rather know. Guessing is like just shooting wildly and hoping that you hit your target. The saying is, Ready…Aim…Fire, not Fire…Ready…Aim. So how do you figure out, with any degree of certainty, what your prospects want to know?
Wordtracker’s free keyword questions tool is, in my mind, the best tool you can use when you’re looking for ideas for specific content. This list will return the top 100 questions that people actually type into search engines, and it ranks them, too. I can go straight off this list and create an entire year’s worth of a schedule for my content.
I can also drill up or drill down in my detail. I could go bigger, and search on just “tea,” to see what people are asking in general terms about tea. I could get more specific, and search on “caffeine,” to find out what specifically about caffeine has people worried. With this one free and easy-to-use tool, I have a wealth of information that I’d be foolish to ignore.
To keep the slide clean, I didn’t list the many, many more sites that are out there!
Now, your content can be found more easily, by many more people.
No need to take notes – these are in your handout
Once you have a clear goal in mind, here’s one way to look at how to strategically approach..
It integrates online and offline (thus, handshakes to keystrokes)
At the highest level, you are looking to tap into social capital for targets -> people important to your job search. These can be all types, not just hiring managers. For example (reveal).
Influencers, by the way, can be:
Professionals
People in your target industry
Opinion shapers
“knob turners”
Organization targets
Channel leaders
We can get to these people through mass techniques or focused
Let’s get more specific… discuss next two levels
Bridge: This is still a traditional approach – just using more technical tools. There’s so much more…
A recent study by the executive search firm ExecuNet found that 77 percent of recruiters run searches of candidates on the Web to screen applicants; 35 percent of these same recruiters say they've eliminated a candidate based on the information they uncovered.
- from careerbulider.com
Keep in mind that while you’re looking to connect, some of the very people you’re trying to reach are online at the same time – perhaps for different reasons – but they’re out there.
It’s in our best interests to:
Be easily found
Have a consistent message
Aligned with our goals
So what is our personal brand?
Do what the big guys do.
Ad dollars are shifting from push to pull. And here’s what I mean by that.
In recent years there’s been a shift in marketing.
(review slide)
Break it down further – describe each
There are more. But these are the biggies when it comes to personal branding
The last element is your image. This is big – transition to Lillian