1.
6 Steps to Marketing
SUCCESS!
By Herb Lawrence, ASU Small Business and
Technology Development Center Director

2.
Marketing Fundamentals Haven’t changed
Effective Marketing
 Segmenting your Market
 Know Who Else is Telling Stories
 Developing Target Groups
 Information Channels
 Target Needs/Wants
 Craft Compelling Message
 Analyze Results
 Time Management

3.
The “On-Line” Elephant
Traditional Media
Web Site
Permission E- Local
SEO Mail Social Media Blogging Listings
Facebook Google Maps
Twitter Yelp
LinkedIn Jonesboro.com
FourSquare
YouTube
Gowalla
Bookmarking
SlideShare
Flickr
Photobucket
Tumblr

4.
Where they Get News/Information

5.
What Does a Small Business
Really NEED?
 Website – optimized for search
 Claim Local Listings
◦ Google Places
◦ Bing Business
◦ Yelp
◦ Yahoo Business Center
 Geo-Locating Capture (local B2C)
 Professional Email Provider
 One Social Site Initially

6.
How Customers Communicate
in 2012 Personal Communciations

7.
How Customers Communicate
How they WANT to Talk to Brands

8.
How Customers
Communicate

9.
Biggest Influencers on
Customers

10.
Media that Influences Purchase
Behavior

11.
Where do they LOOK?

12.
Current Statistics
 3 out of 4 use Social networks
regularly
 Social media overtaken e-mail
as #1 activity on the web
◦ 17% of all web usage
 200 million blogs
◦ 900,000 blog posts daily
◦ 34% of opinions about companies, brands and
products
 93% of social media users believe
companies should have presence on
social media

13.
Customer NOW Find You
New Consumers
(Maybe)
 Begin Search on-Line
 Includes B2B
 Review Websites
 Read Blogs on Subject
 Read Comments
 Poll Friends on-line
 Conduct Local Search
ALL BEFORE YOU EVEN KNOW THEY ARE THERE!
Customer Involvement Changed

14.
THE CHALLENGE

15.
Social Media Platforms
 Of nearly 800 million
users, 20 million join fan
pages daily
 5 Billion links, photos,
videos shared on FB daily
 Fastest growing segment
35 and older
 FB added 100 million
users in 6 months@

16.
Social Media Platforms
 Over 80 Million users
 80% of Twitter usage
happens off of
twitter.com
 Over 10 million
updates a day
 140 character micro-
blog

17.
Social Media Platforms
 2nd largest search engine
 4th largest site on web
 13 hours video uploaded
every minute
 250,000 videos uploaded
daily
 250,000,000 viewed daily

18.
Social Media Platforms
 Network for Business Professionals
 55 Million Worldwide
 Dominate Group 35-49 & 50+
 Develop Business Connections
 Industry Data

19.
How is Social Media Used?
• Customer Service
• Product/service feedback
• Industry networking
• Promotions/Contests
• News, company updates
• Internal Collaboration

20.
Latest Information on Social
 http://pinterest.com/pin/273382639850
421929/

21.
Creating a Social Media
Plan
 STEPS
◦ Pre-planning
◦ Listen to the conversations
◦ Create TARGET profile
◦ Set Specific Goals
◦ Join Conversation
◦ Measure Return

22.
Step 1 PREPLANNING
 ASK YOURSELF:
◦ Information Flow in Your Industry
◦ Where do People Get Information?
◦ How do Consumers interact with
Industry?
◦ Do they Use networks?
◦ What INFLUENCES your Customers?

23.
Step 1 Preplanning
 What are your CURRENT Channels?
E-Mail? Direct
Mail
Newsletter
Websites s

24.
Step 1 Preplanning
 Asking Questions reminds you WHO
YOU ARE and WHO YOU WANT TO
BE
 It also indicates how SOCIAL MEDIA
can be used to compliment your
business goals.

25.
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

26.
Step 2 Listen to the Conversation
 KEYWORD categories to identify:
◦ Key industry influencers
◦ Competitors
◦ Industry news sources
◦ Blog Comments

27.
Listen to the Conversation
 Action Items:
◦ Secure your BRAND
◦ Set up Monitoring Channels

28.
Step 3 Create Target Profile
 Target Audience is 24-50 males
◦ 350 billion spending power
◦ 16-19 hours online each week
◦ 96% joined social networks
 78% trust peer recommendations
◦ Only 14% trust advertisements
 Belong to: Quantcast
◦ Twitter: 31
◦ Facebook: 33
◦ LinkedIn 39

29.
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

30.
Create your Target Profile
 ACTION ITEMS:
◦ Establish Target Profiles
◦ Give them names, photos, or anything
else to help you relate to them
 BUYER PERSONAS

31.
Step 4 Set Specific Goals
 Brand Awareness/Advocacy
 Increase Traffic/Opt-Ins
 Business Partnerships
 Search Engine Results
 Generate Leads
 Reduce CRM Costs
 Increase Revenues

32.
Step 5 Join the
Conversation
 Phases of Social Equity
1. Awareness
1. Value and Fun
2. Qualify Fans/followers
2. Engagement
1. Increase long-term communication
3. Social Commerce
1. Product reviews, exclusive pricing,
product previews, registration

33.
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

34.
Step 5 – Join the Conversation
BE TRANSPARENT & AUTHENTIC
 Don’t be Evasive
 Offer your name, title,
organization, experience
 Admit your interest in the topic
 Define your Credibility
 Be consistent across all SM profiles &
Platforms

35.
Step 5 – Join the Conversation
THINK Conversation, not
Campaign!
 Don’t focus on selling
 Ask questions/respond
 Provoke engaging dialogue
 Earn a REPUTATION

36.
Step 5 – Join the Conversation
BE the Expert in Your
Industry
 Write about what you know,
 Offer insights
 Offer LINKS to resources
When consumers TRUST your
content, they will TRUST YOUR
PRODUCTS/SERVICES

37.
Step 5 – Join the Conversation
HAVE RULES OF ENGAGEMENT!
 Handle NEGATIVE comments
 Who will RESPOND
 Admit mistakes
 Respond KINDLY
Handling negative comments
correctly will turn BRAND
DETRACTORS into ADVOCATES

38.
Join the Conversation
ACTION ITEMS:
1. Create an EDITORIAL CALENDAR
2. Create RULES OF ENGAGEMENT
3. Share your Expectations with all
involved

39.
Step 6 – Measure ROI
WHAT IS ROI?
 Non-Financial:
◦ Visitors
◦ WOM
◦ Page Views
◦ Fans & Followers
 FINANCIAL
◦ Sales
◦ Revenue
◦ Transactions
◦ Coupons

40.
Step 6 – Measure ROI
KEY PERFORMANCE
INDICATORS
 Transactions
 New Customers
 Sales
 Revenues
 Average Order Size
BE SPECIFIC
Frequency, Reach, Yield
How often, How Many, How
Much

41.
Measure ROI
ACTION ITEMS:
 Track Key Social Media Activities over
Time
 Set up Analytic Tools
◦ Such as Google Analytics
 Make necessary Adjustments to
increase Qualitative first
◦ Quantitative numbers will follow Qualitative Efforts
 Compare Metrics to Goals

42.
BUDGETING SOCIAL MEDIA
PLAN
WAIT!!!!! ISN’T FACEBOOK
FREE?

43.
Budgeting for Social Media
 TIME
 DESIGN & BRANDING
 ANALYTIC TOOLS
 SOCIAL MONITORING
 AUTOMATION APPLICATIONS
 SOCIAL MEDIA ADVERTISING
 OUTSOURCING/CONSULTING

44.
Levels of Social Media
Engagement Determine your
 LEVEL I level of engagement
◦ Place holding and budget for time
 Usernames accordingly
 Setting up Fan Pages
 LEVEL II
◦ Short-term Promotion
 Answering questions
 Finding Key Influencers in industry
 LEVEL III
◦ Dedicated Strategic Engagement
 Active Profiles on Several Platforms
 Promotions, Contests, Active Content Distribution

45.
Bringing it Together
Ok…BUT…Where Do I
start?

46.
Tips to get started
 Platforms you can ACTIVELY Maintain
 What outsourcing is needed?
◦ Design, Development, content
◦ Brand Monitoring,
 Plan your Content FLOW
 Find Tools to AUTOMATE
◦ Ping.fm
◦ HooutSuite
◦ Tweetdeck

47.
FIND SYNERGY

48.
Thank You!
Oh or call me: 870-972-3517
Let’s Connect On-Line
E-mail hlawrenc@astate.edu
Website: http://www2.astate.edu/a/business/sbtdc/
ASU Small Biz Blog http://www.asbtdc-asu.com
Facebook Page:
http://www.facebook.com/asu.sbtdc
Facebook Profile:
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Twitter: http://www.twitter.com/asbtdc_asu
LinkedIn: http://www.LinkedIn.com/a/asusbtdc