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How Social Media Can Help Your Small Business Succeed
1. How Social Media Can Help
Your Small Business Succeed
September 16th, 2014
Don Baron
SMB Business Development
Hootsuite Media, Inc.
@donjbaron
2. Talk Overview
• What is Social Media and why is it important?
• Social Media Networks and Demographics
• Social Media Marketing Strategies & Tactics
• Social Media Sales/Support Strategies & Tactics
• Example Execution Plans
• References / Case Studies
@donjbaron
10. Social Media Engagement Characteristics
• Affordable and Effective Targeting
• Actionable
• Built in Advocate Amplification
• Casual
• Ubiquitous and Active
@donjbaron
11. Social Media Networks
http://www.mediabistro.com/alltwitter/social-media-stats-2014_b54243
12. Social Media Networks
http://www.mediabistro.com/alltwitter/social-media-stats-2014_b54243
13. Marketing Effort B2B vs B2C
B2C B2B
http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2014.pdf
14. Some more numbers
of online users rely on social media before making purchase decisions.
http://www.nielsen.com/us/en/newswire/2012/how-connectivity-…
of consumers say they will change their shopping behavior in response to social media
content.
of consumers rely on social media to influence their purchasing decision
(ODM Group)
of consumers cite social networks as a way they discover new brands,
products or services:
http://www.emarketer.com/Article/Social-Media-Weaves-Its-Way…
46%
85%
74%
33%
27. Marketing Tactics – Create an online presence
• Start with your webpage – this is still the cornerstone
• Find your voice and use it
• Let people engage you on your site
• Highlight your successes
@donjbaron
29. Marketing Tactics – Create Rich Content
• Use content that catches your audience’s attention
• Content doesn’t need to be you selling stuff – anything that
makes the readers’ lives better, more productive, or just gives
them a good laugh
• Encourage your customers to develop content / Contests
• Use #hashtags to attach to trends (#IceBucketChallenge, e.g)
31. Marketing Tactics – Schedule and Streamline
• Spend an hour a week planning a social media calendar
for that week
• Schedule content so you don’t have to be there when it posts!
• Use tools that allow you to post to more than one network at a time
• Use shortened links to track success (bit.ly, ow.ly , etc)
@donjbaron
33. Marketing Tactics – Target Influencers
• Influencers have a bigger reach than you
• Get their attention / engage
• Use twitter lists to keep up with important people in your industry
• Look at the content that resonates with their followers – emulate
@donjbaron
35. Marketing Tactics – Listen Smartly
• Use tools that allow you to stream several social networks
into one place
• If your business is local, use Twitter geo-searching
• Use lists to target specific users
• Create notifications on your mobile device to respond more quickly
@donjbaron
37. Marketing Tactics – Paid Media
• Get specific about your target demographic. You know your
customers, target them ! FB is especially excellent at targeting.
• Re-use content that’s worked for your organic reach, use analytics to
help you optimize performance
• Consider retargeting technologies
• Read up on some best practices:
http://blog.hootsuite.com/facebook-ads-twitter-ads-best-practices/
39. Sales and Support
• Create a brand page on Facebook, Twitter, LinkedIn, Google+, etc.
• Listen for twitter Keywords that indicate buying decisions or support
questions , set up notifications on your phone.
• Listen locally / Listen topically
• Connect to your systems of record
• Commit !
@donjbaron
41. A few models and commitment levels
• Upfront Effort
• Research (3-6 Hrs.)
• Startup (5-10 Hrs.)
• Recurring Options
• Light: 1-5 Hrs. / Week
• Involved: 5+ Hrs. / Week
@donjbaron
42. Research (3-6 Hrs)
• Map your customers to knowledge of network demographics
• Find businesses like yours that are successful. Learn.
• Determine mix of Marketing/Selling/Support business goals
• Talk to an expert
• Be realistic
@donjbaron
43. One Time Startup Effort (5 – 10 Hrs)
• Create a rich social rich profile on targeted social networks
• Create a landing page to collect email addresses
• Sign up for a productivity tool , mobile too.
• Follow/like 3 influencers, 3 customers, 3 competitors
• Fill your first content calendar
@donjbaron
44. Ongoing work (1-5 hrs / week)
• Research what’s new this week (new products/trends?)
• Fill your content calendar for the week , including 3 original pieces of
content (could be just a tweet)
• Engage with 3 customers, 3 influencers each week
• Spend 10-15 minutes a day scanning
@donjbaron
45. Ongoing work (5+ Hrs/Week)
• Decide whether to outsource or go in house
• Content!
• Develop a paid advertising strategy
• Run a monthly contest to build lists
• Spend 1 hr a day engaging (split AM/PM)
• Measure success
@donjbaron
47. Reference
Which networks are right for you / Getting started?
http://blog.hootsuite.com/what-social-networks-should-you-be-on-twitter/
http://blog.hootsuite.com/guide-to-getting-started-on-facebook-twitter-google/
Small Business Strategy and Success
http://blog.hootsuite.com/save-time-and-resources-with-social-media-3-tips-for-small-businesses/
http://blog.hootsuite.com/social-media-for-business/
http://blog.hootsuite.com/linkedin-for-small-business/
http://www.slideshare.net/hootsuite/10-social-media-marketing-tips-for-small-businesses
http://www.slideshare.net/hootsuite/smss-lookbook
http://blog.hootsuite.com/facebook-ads-twitter-ads-best-practices/
Advanced Strategy:
http://blog.hootsuite.com/how-to-create-a-social-media-strategy/
http://www.slideshare.net/hootsuite/hootsuiteanalyticsbestpractice
@donjbaron