This document discusses which social media channels are best for different types of businesses. It notes that Facebook is good for service-based businesses like salons or restaurants to interact with mostly female audiences, while LinkedIn, YouTube, and Facebook work well for technical or expensive products aimed at possibly male audiences. Customer service is important across channels, with Facebook and Twitter being top locations for customer queries and complaints. The key is understanding target audiences and using social media to efficiently drive people to a business's main website and blog.
Which Social Media Channel is Right for Your Business
1. Which Social Media
Channel is Right for
Your Business?
Michelle Fontaine ~ 508-769-9137 ~ Michelle@fbsmarty.com
www.fbsmarty.com www.facebook.com/fbsmarty
2. Business & Volunteer Path
Social Media
Entrepreneur!
Webmaster
MBA, Assumption College
Marketing Mgr.
Proud Moment – 2012 Tourism Award from
Corporate the Commonwealth of Massachusetts –
Presented by Jeannie Hebert, President
Admin Blackstone Valley Chamber of Commerce
Secretary • CWE Advisory Board Member
• BVCC Director
• Co-Chair, Tourism, BVCC
4. Overall On-Line Marketing Strategy
Be Found
SEO
Social
Google Optimize Directories
Facebook Google+ LinkedIn Pinterest Twitter YouTube
Instagram
5. Google is SEARCH (95%)
• Google is the ‘momma’ search engine
• Google indexes all our properties on the
Internet
• 24/7 Google ‘bots’ score the Internet and bring
back fresh content to the ‘momma’
• ‘Momma’ sorts it all out (indexes it)
• When someone types in a search, she finds the
best results and puts it in priority order
• She uses over 400 different algorithms to do this
8. Social Media is Marketing
• Social Media is here to stay and changes
how businesses must communicate
• Bottom line for business:
• Be quickly findable on the web
• Be transparent, giving and personal
• Be efficient and accountable
• Finding the right channels to focus on is our
topic today
10. What are Internet Properties
• Websites – we traditionally only thought about
this one
• YouTube – owned by Google
• Facebook – all business pages are public
• Instagram – owned by Facebook
• Twitter
• Pinterest – very appealing, visual, addicting
• Google+ - hangouts are main reason to use
• Directories
• Blogs – self-hosted
• LinkedIn – virtual resume
11. Understanding Keywords
• Know, and use, the right keywords on all your
properties
• Free keyword tool:
www.adwords.google.com/select/keywordtoolext
ernal
13. No matter what channel… the
truth of the matter is…
• Use marketing strategies to accomplish
specific goals.
• Know what you want to accomplish
• Create a plan
• Measure
14. Example of a Marketing
Strategy
• Strategy = to increase demonstrations of our product by 100%
in 30 days.
• Historically, it is known that for every 100 visits to the demo
page they give 10 demos
• Goal is 20 demos (100% increase) in 30 days = 200 hits
• Historically, it is calculated that each demo cost $____
• Tactics to accomplish our goal
• Offering a free _____ for people to download on the demo page
in exchange for their lead info
• Promote this on FB page with a custom app and regular postings
• Promote this on Twitter page through automated tie with
Facebook and additional manual posts
• Create video about the fantastic free offer and post on YouTube
• Post that video from YouTube on Pinterest
• Run a FB ad campaign with a $___ budget
15. Was it Successful?
• 200 hits to demo page?
• 20 demos?
• What was the cost of the campaign?
• How did that cost compare to traditional cost
per demo?
• Was the Return on the Investment (ROI) good?
18. Google Maps/Places
• Claim and fill out
your Google Place
Page (free) and
then you can
gather reviews!
• Reviews are an
advantage for
service businesses
like hairdressers,
salons, restaurants
19. Fresh Content is Key
• Blogging is the #1 way to get found
• Frequent fresh web pages (content management
systems or webmaster talents)
• Knowing, and using, the right keywords on all
your properties is important
20. The Big Picture starts with Blogging!
FACEBOOK
3 posts a day
Twitter – 140 characters
fast streaming
BLOG – Your Digital Asset
ENewsletter – The In Box
YOUTUBE or Facebook Video
21. How do Channels Work With
Websites?
• Your website is the center of it all
• IF your website contains a blog, then it acts like a
magnet to Google
• All your Social Media Channels are opportunities
to drive people TO your blog (to your website)
• Inbound links help SEO
28. Social Media in Business Stats
• 65% of the world’s top companies have an active Twitter
profile
• 91% of experienced social marketers see improved
website traffic due to social media campaigns and 79%
are generating more quality leads
• The average time spent by marketers on social media is
1-5hrs per week for those just getting started and 6+
hours per week for those with 3+ years of experience
• The most popular social networking tool for marketing is
Facebook – being used by 92%, followed by Twitter
(84%), LinkedIn (71%) and blogs (68%)
• 80% of US social network users prefer to connect with
brands through Facebook
29. B2B - LinkedIn
• LinkedIn is 4X better for B2B lead generation
than Facebook and Twitter
• LinkedIn is also a must for your personal virtual
resume
30. Customer Service
• Facebook is the ‘face to face’
• Twitter is the real-time environment
31. Customer Service and Social
Media Stats
• Social media users are willing to pay a 21% premium
for brands that deliver great service through social
media
• 17% have used social media in past year to obtain a
service response
• Social media users who receive great service tell an
average of 42 people (compared to just 9 for social
absentees)
• 83% of social media users have not completed an
intended purchase because of poor customer service
and will inform 53 people (compared to 49% and 17
people for those not active on social)
32. Make Money by...
Efficiently running your Customer
Service
• Facebook is the place people go to find out
more about you.
• It’s where people ask their questions!
• Aim for quick responses ~ people love that!
• Twitter users expect even more instant
responses
35. Service Companies
• For Service Companies who reach out to
consumers (mostly female):
• Salons
• Retail Stores
• Restaurants
• Bars
• Facebook, Pinterest, YouTube and Twitter
36. Technical, expensive, toys
• Technical or
Expensive
Products for
Consumers
• Perhaps a
male target
audience?
• YouTube,
LinkedIn,
Facebook,
Google+
38. Thank you!
• Teacher, Speaker, Manager
• No student left behind ;)
• Many teaching options such as:
• 6 week virtual courses
• 1 to 1’s
• On-demand training
• Corporate training
• Learning Opportunities can be found at
https://www.facebook.com/FBSmarty
39. Follow me…
• LIKE me on Facebook.com/fbsmarty
• Twitter.com/fbsmarty
• Google+ Social Media by Michelle
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• Michelle Fontaine
• FBSmarty
• Social Media by Michelle