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Social Media Strategies for Small Business
1. Social Media Strategies for Small Business II
January 25, 2012
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Tuesday, January 24, 12
2. 1. What’s Happening Today
• Review key points from last week
• Content
• Look at Facebook
• Discuss Twitter
• Review Blogs
• Touch on YouTube, LinkedIn
• Summary
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3. 2. Key Points of Social Media Marketing
From the NY Times homepage:
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4. 2. Key Points of Social Media Marketing
Adopt the social media mindset before
the social media toolkit.
- Authenticity
- Transparency
- Integrity
- Openness
It’s about the people.
http://www.youtube.com/watch?v=4-94JhLEiN0
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5. 2. Key Points of Social Media Marketing
In SM, the tools and technology are getting
all the attention.
I Just Bought This
http://www.youtube.com/watch?v=eZAAZ7iXN-o
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6. 2. Key Points of Social Media Marketing
Social Media Marketing Strategy:
Listen. Engage. Measure.
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7. 2. Key Points of Social Media Marketing
Listen:
To who’s talking, what they’re saying, their tone, their attitude...
Where to listen:
twitter.com/search;
blogsearch.google.com;
google alerts;
radian6.com;
socialmention.com (The service provides a real-time analysis of what’s being discussed
around the web)
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8. 2. Key Points of Social Media Marketing
Engage:
How do you “engage” in the social media world?
Play on Facebook
Start a blog
Find a blog you like and comment
Start an email campaign for your users
Tweet
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9. 2. Key Points of Social Media Marketing
Measure:
Define and meet objectives & goals, Use Google analytics
Facebook Insights, Qualitative v. Quantitative
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10. 2. Key Points of Social Media Marketing
Social Media complements traditional
marketing. It doesn’t take its place.
Excused TV
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11. 2. Key Points of Social Media Marketing
The Take-away:
It’s not about the tools. It’s about the people and their conversation.
Adopt the SM mindset.
Listen. Engage. Measure.
Take your gaze off the bottom line.
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12. 2. Key Points of Social Media Marketing
Your
customers
are
everywhere.
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13. 2. Key Points of Social Media Marketing
New Platforms
Tumblr effortlessly share everything
foursquare note your location with a mobile phone and find out where friends are
getglue social network for entertainment. See what friends are watching
klout uses social network data to measure influence
spotify music streaming service
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Tuesday, January 24, 12
14. 2. Key Points of Social Media Marketing
Websites, including google, use tiny crumbs of
stored information (“cookies”) to remember your
previous visits.
Tips on how to stay safe on the internet
http://www.google.com/goodtoknow/
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15. 2. Key Points of Social Media Marketing
• Your mission statement.
– Make it speak “one-on-one”
Write your mission statement!
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16. 2. Key Points of Social Media Marketing
Objective
High level achievement. Simple is best.Make it easy to remember.
“We want to improve customer loyalty”
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17. 2. Key Points of Social Media Marketing
Decide what business objectives you want to
accomplish with SM that you weren’t doing
before SM.
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18. 2. Key Points of Social Media Marketing
• Attract new customers
• Raise awareness and create buzz
• Share info online to make it easier for people to
find us
• Foster a community and give them a reason to
tell others about us
• Become a reliable source of friendly, smart,
[“insert your skill/product/service here”] advice,
and establish “my company” as experts.
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19. 2. Key Points of Social Media Marketing
What you want: Go viral
Dancing Baby ’96
http://www.youtube.com/watch?v=-5x5OXfe9KY
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20. 5. Content
Content.
It’s your competitive advantage.
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21. 5. Content
We’re now “publishers”.
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22. 5. Content
Your goal is to create content that:
• Is appealing to your would-be constituents.
• They find value in.
• Keeps ‘em coming back for more.
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24. 5. Content
Produce great content and your customers
will come to you.
Produce really great content, and your
customers will spread the message for you.
Ann Handley & CC Chapman,
from “Content Rules”
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26. 5. Content
The Cleveland Show Flea Market Mini Mall
http://www.youtube.com/watch?v=qvlyJVS75GY
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27. 5. Content
I was asked about:
“...cool features...that fans appreciate and make the page look
better? As an example, check out the Whole Foods [fan] page, and
notice how they have a section just for "recipes" or "newsletters."
http://www.facebook.com/wholefoods
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Tuesday, January 24, 12
28. 5. Content
Produce good content: The Rules
– Understand that you’re a “publisher”.
– Inspire originality: get your brand story straight and give it an original
voice.
– Pursue your “objective”
– Talk like a person: (I hate buzzwords and corporate speak.)
– Re-think, don’t recycle: evolve content for various tools
– Share don’t sell: Position yourself as a go-to and get your gaze off the
bottom line.
– Show, don’t just tell: Demonstrate how it works. Don’t preach. Don’t sell.
– Surprise!: Do something unexpected
– Stoke the fire: Ignite a conversation among your customers
– Pick your best: you don’t have to blog and tweet and FB and...but you
have to do something. 28 SpoonerSkadron / CMC Jan’12
Tuesday, January 24, 12
29. 5. Content
Good content from a small business:
Jarvie Digital
Scott Jarvie is a photographer who
shares resources on his website
and through his social sites,
demonstrating his expertise and
generosity to other photographers
and prospects.
Lesson
1) Differentiate personal profile for biz page
2) Sharing resources grows your fan base and
your perceived expertise.
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30. 5. Content
Good content from a small business:
Ana White, Carpenter
Ana is a carpenter with a website to
empower women to do carpentry
projects. She has created a
following among those who love her
easy-to-follow, do-it-yourself
projects.
Lesson
1. Create a community where users can talk
about themselves.
2. Empower your fans to share their
experiences with other users.
3. Have clear strategies for your blog and
Facebook page.
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31. 5. Content
Now that I have good content, how
do I get it out there?
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32. 5. Content
Create an Editorial Calendar
to plan, produce, and publish content
Daily
Weekly
Monthly
Quarterly
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33. 5. Content
Daily
– Twitter updates with value to your followers
– Post a news item to your FB page
– Respond to blog comments
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34. 5. Content
Weekly
– Make at least one new blog post
– Participate in a discussion group on LinkedIn
– Update a section on your webpage
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35. 5. Content
Monthly
– Post an deeper article on your blog
– Create and mail an e-mail newsletter
– Produce a short video; 2-3 minutes works
– Contribute a powerpoint and post on SlideShare
– Publish a customer success story
– Organize a MeetUp
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36. 5. Content
PinkStinks:
Content Strategy and Social Media Program
The campaign for real role models
Blogs
pinkstinks.wordpress.com
Newsletter
Facebook (group)
Facebook (fan)
Twitter
YouTube
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37. 5. Content
Kodak:
Content Strategy and Social Media Program
Expand reach and Engage.
Blogs
1000 Words
Plugged In
Grow Your Biz
Facebook
Twitter
User-generated content
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38. 5. Content
Long-tail Keywords
- more specific search phrases
- generate lower volume of hits
- takes searchers to sites with rich content
more closely matching what searchers
look for.
- include in blogs
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39. 5. Content
Long-tail Keywords
Number of hits
Quality of hits
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40. 6. Facebook
The #1 Facebook Mistake Small Businesses Make?
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41. 6. Facebook
Not taking the steps to get your current
customers to “like” you on Facebook.
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42. 6. Facebook
Consider:
- Personally asking your customers to join.
- Sending a dedicated email.
- Have a customers-only contest.
Get creative. Remember to work with people who already know
and love you.
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43. 6. Facebook
Handout
8 Brands That Have Found Success on FB
http://www.likeable.com
- Dave Kerpen,
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44. 6. Facebook
Set up a business page
http://www.facebook.com/pages/create.php
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46. 6. Facebook
7 tips to Customize your FB page for business:
1) Claim your vanity URL: http://www.facebook.com/username
2) Get creative with your picture
3) Create a custom welcome page (takes tech skills):
http://www.facebook.com/skittles
4) Create custom tabs
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47. 6. Facebook
5) Get creative with the “photostrip”
6) Target your posts (response to google+ circles)
Use this feature to segment and personalize Facebook posts to
different audiences of fans on your page
7) Run a contest or promotion (FB has strict rules)
Checkout Wildfire do-it-yourself promo builder.
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48. 6. Facebook
Among the 84 Facebook brand pages examined:
• 88% said they posted video content
• 82% solicited fan stories or comments
• 79% had their wall open for fan comments 66%
• actively replied to fan posts and comments
From study by Wong, Doody, Crandall, Wiener
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49. 6. Facebook
“Personal Search Results”
“Social media replacing SEO as Google makes search results personal”
• In the old search model, you optimized the headline
with keywords like “Aspen’s Fresh Powder″ so
everyone searching Google for that phrase sees your
story. A simple, one-size-fits-all solution.
• In the new model, Stacy’s search results will feature
that story if her friend Jim previously shared or
promoted it. But Vigi’s results could instead highlight a
different story that her friend Carolyn shared.
http://www.poynter.org/latest-news/media-lab/social-media/159102/social-media-seo-google-makes-search-results-personal/
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50. 7. Twitter
“Twitter is a real-time information network
that connects you to the latest information
about what you find interesting.”
- Twitter
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51. 7. Twitter
Two main components: Follow and Followers
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52. 7. Twitter
“#” (hashtag) = It’s the theme. It connects tweets
about a specific topic.
“@” = to direct to a particular person, “@steve”
“RT” = re-tweet..forward the message
“Trending” = what’s popular now
“Search” = powerful to find topics inside twitter
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53. 7. Twitter
A Quick #Hashtag Lesson
The key is readability & relevance. So:
1) Don’t use too many.
2) Keep them relevant
3) Leave “#” at the end
4) Stay away from numbers and special characters
5) Use caps in multiple word “#” (#Green#Architect)
from: likeable.com
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54. 7. Twitter
“The Cup” espresso cafe in Boulder.
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56. 7. Twitter
140 characters so...
Make every word count
Keep tweets really short
Keep it simple - no big words
Link directly to blogs or other online source
Provide context with kewords and hastags
Write a good headline
People keep things interesting
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58. 7. Twitter
Sunday was spent using Twitter or Facebook to tell The New York Times what you did on Sunday.
Eating, Sleeping, Praying, and Writing All About It
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59. 8. Blogs
The central location through which you can
share your thoughts.
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60. 8. Blogs
Key part of the engagement in the social
media equation:
Blogging:
- Blogs make it easy to communicate more effectively with the
audience you care about.
- Easy way to update a Web site.
- Simple way of organizing the content
- Way to collect feedback
- Public blogs are a great complement to the communications
technologies you already use, such as email newsletters,
conference calls and mailings.
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61. 8. Blogs
Blogs can be hosted on their own site:
WordPress.com
TypePad.com
Blogger.com
or, integrated into your website.
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62. 8. Blogs
10 Guideline before you blog:
1) Define your purpose: who and what?
2) Schedule: you decide but try once or twice a week
http://modernpilatesboston.com/
3) Mix it up: short, long, funny, serious, heavy, light posts all work
4) Use photos: graphics inside paragraphs make for good reading
5) Size is important: long enough to make your case;
short enough to stay interesting
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63. 8. Blogs
6) Headlines are compelling: learn to write good ones
-Curiosity: “What’s a Pastry Chef doing on Twitter?”
-Use numbers (especially odd!): “19 Facebook Secrets to Grow Your
Small Business”
-Simplify complexity: “Still Single? This is Why.”
7) Design has value: Give it a style and personality that reflects
you. Include tools...sm icons, archives of recent posts...
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64. 8. Blogs
8) Call to Action: “Get our free newsletter”
http://blog.hubspot.com/
9) Never Edit Comments, but moderate to keep away
inappropriateness.
10) Make categories and tags: good for readers and search engines
11) Write How You Speak: Some editing is good, but a blog post
doesn’t have to be perfect.
12) Don’t Overthink It: posts don’t have to be balanced and
comprhensive.
From “Conten Rules”
- Ann Handley, CC Chapman
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65. YouTube & LinkedIn
First YouTube upload:
April 23, 2005
http://www.youtube.com/watch?v=jNQXAC9IVRw&feature=player_embedded
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67. YouTube & LinkedIn
Charlie
Sneezing Panda
Paul Potts
Susan Boyle
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68. YouTube & LinkedIn
Whole Foods
Branded/Fresh user content/Speaks to specific audience
Audi channel
4 minute commercial/260,000 views/Audience specific
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69. 9. Summary
Quick Start Guide for Social Media
- from “Facebook Marketing”,
by Chris Treadway & Mari Smith
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70. 9. Summary
Use Social Media as a tool for small
business to:
• Listen
• Engage
• Measure
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71. 9. Summary
• What to expect when starting a social media
campaign:
– It takes time.
• So, decide what you’re promoting: business, brand, product,
people
– It takes resources
• Money, time and who’s the manager
– Facebook, Twitter, YouTube won’t do the job for you
– It gives you a new way to reach people, if done right
– Focus on the content
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72. 9. Summary
We’re now content providers:
Bite-sized tweets on Twitter
Advice on a blog post
Human interest videos
Real-time news feed on Facebook
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73. 9. Summary
Start creating content that tells your
story and positions you as an expert
people seek.
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74. 9. Summary
Join the conversation.
Stay with it.
Start now.
steve@spoonerskadron.com
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75. 9. Summary
Credit to:
mashable.com
hubspot.com
socialmedia.biz
likeable.com
marketingprofs.com
UnMarketing, by Scott Stratten
Facebook Marketing, Chris Treadway
Content Rules, Ann Handley and CC Chapman
The Social Media Bible, Lon Safko
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