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Introduction to Social Media Marketing Workshop Mountain Home, AR

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Arkansas State University Small Business & Technology Development Center
Arkansas State University Small Business & Technology Development Center

Powerpoint provided by the Arkansas State University Small Business and Technology Development Center at an Introduction to Social Media Marketing for Small Businesses workshop in Mountain Home, AR Tuesday, July 24, 2012.

BusinessTechnology
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Social Media Marketing Massing Fires
Bring Marketing STEEL on TARGET
What We Will Cover What is Social Media Marketing? How Does Social Media Fit in Your Marketing Plan? What Social Media Channels are Right for You? What Messages Do You Send? What Tools to Use? How Do You Know It Works? Where do You Go Next?
What Is Social Media Marketing?
What is the Challenge?
Marketing Plan What is my MESSAGE? – Value Proposition Who are My CUSTOMERS? Where do they LEARN ABOUT ME? What MATTERS to my Customers? What is my SALES FUNNEL?
Feeding the Cash Register Email BLOG Local Search Off-Line Web Site
Getting the Word Out Spread the word on the RIGHT Channels Post it on a site that search engines can index Where we create content to FEED our Blog Create Content in a Form Customers Want
How To Find the Right Sites
Exactly Who Uses Social Networks? Are they my Potential Customers? Get detailed user data for 2012 at the ASU SBTDC Pinterest Site at our Social Network Stats 2012! http://pinterest.com/astatesbdc/
Get more Facebook user data on our Facebook 2012 board Visit the ASU SBTDC Facebook Page!
See what the “Tweeple” look like: At Twitter 2012 Infographic Connect with the ASU SBTDC on Twitter!
Google + Offers Insight into users at Google Plus Stats 2012 You can connect with us on Google Plus as well
Pinterest 2012 Stats and Figures…Plus How to Leverage Pinterest We love to Pin Interesting information at the ASU SBTDC Boards
Social network for businesses and Professionals LinkedIn Stats 2012 Of course love to connect with you on LinkedIn
AND… A WHOLE LOT MORE! How do you get found in a universe with: 500 MILLION websites? 150 MILLION Blogs Over 200 BILLION Internet Display Banner Ads every 90 Days?
Monitoring Tools http://www.google.com/alerts https://twitter.com/search http://www.socialmention.com/ http://addictomatic.com/ Listen to the conversations! Read detailed “How To” set up at our storify posts http://storify.com/asbtdc_asu/monitoring
Monitor for: Your business or organization Your Competition Your product or service Industry
Monitoring will show you: Networks your customers use What they are interested in What they are saying about your competition What they are saying about your product What they are saying about:
Industrial Espionage Follow your competition on social media See what networks they use Evaluate how they connect Evaluate “value” they add to customers Reactions of followers, fans, subscribers, etc. STEAL What works! AVOID what isn’t working
What is Good Content Educates Informs Entertains Provides Value Builds Trust Creates Relationships…then SELLS……
Why Good Content Matters
How to Spread Content Video Images, pictures – Articles Infographics eBooks/White Papers Webinars Podcasts Coupons/discounts/special offers Know how subscribers in different networks PREFER to receive your content
Tools to Create Content Slideshare.com upload your PowerPoint, word documents, pdf files, brochures, even video online to share with your audience Animoto.com Video creation and sharing tool that allows you to upload images and short video clips, add text, then mix with a great music library to share with your fans. YouTube – Fits as both a support tool and as its own social network. Shoot video from anywhere, upload to YouTube and share on your sites. Get more information about Slideshare, Animoto and YouTube at our Storify article “Tools to Create GREAT Content”
Tools to Save Time Hootsuite.com Buffer.com Tweetdeck.com Facebook Page Scheduler Read all about these and other scheduling tools at our Storify article “Scheduling Tools for Beginners”
What is Next? First Things First: Website If a Local Business – Claim Local Listings Leverage E-Mail to connect with customers Develop a Buyer Persona to target best customer Determine what is important to that segment Set Up Monitoring Platforms Determine the RIGHT social networks Determine the RIGHT type of Content Start Delivering Good Content they VALUE Find tools to make your Online Marketing Easier
How is Social Media Used? • Customer Service • Product/service feedback • Industry networking • Promotions/Contests • News, company updates • Internal Collaboration
Creating a Social Media Plan STEPS Pre-planning Listen to the conversations Create TARGET profile Set Specific Goals Join Conversation Measure Return
Step 1 Preplanning What are your CURRENT Channels? E-Mail? Direct Mail Newsletter Websites s
Step 2 Listen to the Conversation Secure your brand on social platforms Blogs, twitter, Facebook, LinkedIn Usernames unique Try to be consistent Set up monitoring platforms Google Alerts SocialMention.com Technorati Twitter Search
Step 2 Listen to the Conversation KEYWORD categories to identify: Key industry influencers Competitors Industry news sources Blog Comments
Step 3 Create Target Profile Find KEY attributes by Listening Chart out their presence in social media Market Segmentation Demographic Geographic Psychographic Behavioristic Continue to gather customer information along the way
Step 4 Set Specific Goals Brand Awareness/Advocacy Increase Traffic/Opt-Ins Business Partnerships Search Engine Results Generate Leads Reduce CRM Costs Increase Revenues
Step 5 – Join the Conversation Establish an Editorial Calendar Choose schedule for days you will post Keeps on Track & Organize Content Consistency Helps when you need Content Ideas
Step 6 – Measure ROI WHAT IS ROI? Non-Financial: Visitors WOM Page Views Fans & Followers FINANCIAL Sales Revenue Transactions Coupons
FINALLY Take advantage of training available in your area on marketing, Online marketing, social media marketing and stay up dated. Meet with our consultants for assistance in developing the RIGHT social media marketing plan Stay informed HAVE FUN! Download this PowerPoint for links at: http://www.asbtdc-asu.com
Connect with Us E-mail hlawrenc@astate.edu Facebook http://www.facebook.com/asu.sbtdc Facebook http://www.facebook.com/herb.lawrence Twitter http://www.twitter.com/asbtdc_asu LinkedIn http://www.linkedin.com/in/asusbtdc Google Plus https://plus.google.com/u/0/116773498364928584762/ posts Oh… or call me (870) 972-3517

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Introduction to Social Media Marketing Workshop Mountain Home, AR

  • 1. Social Media Marketing Massing Fires
  • 3. What We Will Cover What is Social Media Marketing? How Does Social Media Fit in Your Marketing Plan? What Social Media Channels are Right for You? What Messages Do You Send? What Tools to Use? How Do You Know It Works? Where do You Go Next?
  • 4. What Is Social Media Marketing?
  • 5. What is the Challenge?
  • 6. Marketing Plan What is my MESSAGE? – Value Proposition Who are My CUSTOMERS? Where do they LEARN ABOUT ME? What MATTERS to my Customers? What is my SALES FUNNEL?
  • 7. Feeding the Cash Register Email BLOG Local Search Off-Line Web Site
  • 8. Getting the Word Out Spread the word on the RIGHT Channels Post it on a site that search engines can index Where we create content to FEED our Blog Create Content in a Form Customers Want
  • 9. How To Find the Right Sites
  • 10. Exactly Who Uses Social Networks? Are they my Potential Customers? Get detailed user data for 2012 at the ASU SBTDC Pinterest Site at our Social Network Stats 2012! http://pinterest.com/astatesbdc/
  • 11. Get more Facebook user data on our Facebook 2012 board Visit the ASU SBTDC Facebook Page!
  • 12. See what the “Tweeple” look like: At Twitter 2012 Infographic Connect with the ASU SBTDC on Twitter!
  • 13. Google + Offers Insight into users at Google Plus Stats 2012 You can connect with us on Google Plus as well
  • 14. Pinterest 2012 Stats and Figures…Plus How to Leverage Pinterest We love to Pin Interesting information at the ASU SBTDC Boards
  • 15. Social network for businesses and Professionals LinkedIn Stats 2012 Of course love to connect with you on LinkedIn
  • 16. AND… A WHOLE LOT MORE! How do you get found in a universe with: 500 MILLION websites? 150 MILLION Blogs Over 200 BILLION Internet Display Banner Ads every 90 Days?
  • 17. Monitoring Tools http://www.google.com/alerts https://twitter.com/search http://www.socialmention.com/ http://addictomatic.com/ Listen to the conversations! Read detailed “How To” set up at our storify posts http://storify.com/asbtdc_asu/monitoring
  • 18. Monitor for: Your business or organization Your Competition Your product or service Industry
  • 19. Monitoring will show you: Networks your customers use What they are interested in What they are saying about your competition What they are saying about your product What they are saying about:
  • 20. Industrial Espionage Follow your competition on social media See what networks they use Evaluate how they connect Evaluate “value” they add to customers Reactions of followers, fans, subscribers, etc. STEAL What works! AVOID what isn’t working
  • 21. What is Good Content Educates Informs Entertains Provides Value Builds Trust Creates Relationships…then SELLS……
  • 22. Why Good Content Matters
  • 23. How to Spread Content Video Images, pictures – Articles Infographics eBooks/White Papers Webinars Podcasts Coupons/discounts/special offers Know how subscribers in different networks PREFER to receive your content
  • 24. Tools to Create Content Slideshare.com upload your PowerPoint, word documents, pdf files, brochures, even video online to share with your audience Animoto.com Video creation and sharing tool that allows you to upload images and short video clips, add text, then mix with a great music library to share with your fans. YouTube – Fits as both a support tool and as its own social network. Shoot video from anywhere, upload to YouTube and share on your sites. Get more information about Slideshare, Animoto and YouTube at our Storify article “Tools to Create GREAT Content”
  • 25. Tools to Save Time Hootsuite.com Buffer.com Tweetdeck.com Facebook Page Scheduler Read all about these and other scheduling tools at our Storify article “Scheduling Tools for Beginners”
  • 26. What is Next? First Things First: Website If a Local Business – Claim Local Listings Leverage E-Mail to connect with customers Develop a Buyer Persona to target best customer Determine what is important to that segment Set Up Monitoring Platforms Determine the RIGHT social networks Determine the RIGHT type of Content Start Delivering Good Content they VALUE Find tools to make your Online Marketing Easier
  • 27. How is Social Media Used? • Customer Service • Product/service feedback • Industry networking • Promotions/Contests • News, company updates • Internal Collaboration
  • 28. Creating a Social Media Plan STEPS Pre-planning Listen to the conversations Create TARGET profile Set Specific Goals Join Conversation Measure Return
  • 29. Step 1 Preplanning What are your CURRENT Channels? E-Mail? Direct Mail Newsletter Websites s
  • 30. Step 2 Listen to the Conversation Secure your brand on social platforms Blogs, twitter, Facebook, LinkedIn Usernames unique Try to be consistent Set up monitoring platforms Google Alerts SocialMention.com Technorati Twitter Search
  • 31. Step 2 Listen to the Conversation KEYWORD categories to identify: Key industry influencers Competitors Industry news sources Blog Comments
  • 32. Step 3 Create Target Profile Find KEY attributes by Listening Chart out their presence in social media Market Segmentation Demographic Geographic Psychographic Behavioristic Continue to gather customer information along the way
  • 33. Step 4 Set Specific Goals Brand Awareness/Advocacy Increase Traffic/Opt-Ins Business Partnerships Search Engine Results Generate Leads Reduce CRM Costs Increase Revenues
  • 34. Step 5 – Join the Conversation Establish an Editorial Calendar Choose schedule for days you will post Keeps on Track & Organize Content Consistency Helps when you need Content Ideas
  • 35. Step 6 – Measure ROI WHAT IS ROI? Non-Financial: Visitors WOM Page Views Fans & Followers FINANCIAL Sales Revenue Transactions Coupons
  • 36. FINALLY Take advantage of training available in your area on marketing, Online marketing, social media marketing and stay up dated. Meet with our consultants for assistance in developing the RIGHT social media marketing plan Stay informed HAVE FUN! Download this PowerPoint for links at: http://www.asbtdc-asu.com
  • 37. Connect with Us E-mail hlawrenc@astate.edu Facebook http://www.facebook.com/asu.sbtdc Facebook http://www.facebook.com/herb.lawrence Twitter http://www.twitter.com/asbtdc_asu LinkedIn http://www.linkedin.com/in/asusbtdc Google Plus https://plus.google.com/u/0/116773498364928584762/ posts Oh… or call me (870) 972-3517

Editor's Notes

  1. Demographic: age gender family size social class incomeGeographic region, population, climatePsychographic activities, interests, opinions, attitudesBehavioristic brand loyalty, benefits sought, readiness bo buy