How Social Media Can Help Your Small Business Succeed
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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
- 3. The What’s and Why’s of Social Media
- 4. Social Media: Personal vs. Business @donjbaron
- 5. Social Media: Personal vs. Business @donjbaron
- 6. Social Media: Easy to start
- 9. Barrier to Entry SPEND AUDIENCE SIZE
- 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%
- 15. Strategies: Marketing, Sales & Support @donjbaron
- 16. Strategies – Marketing VS @donjbaron
- 17. Strategies – Choose Networks and Demographics
- 18. Strategies – Create a following
- 19. Strategies – Amplify your Success
- 20. Strategies – Drive traffic to your website
- 21. Strategies – Paid Marketing
- 22. Strategies – Be realistic about your spend
- 23. Strategies – Pick your best content
- 24. Strategies – Clear plan to conversion
- 25. • Marketing Tactics Marketing Tactics @donjbaron
- 26. Marketing Tactics – Create an online presence
- 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
- 28. Marketing Tactics – Rich Content
- 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)
- 30. Marketing Tactics – Schedule and Streamline
- 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
- 32. Marketing Tactics – Target Influencers
- 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
- 34. Marketing Tactics – Listen Smartly
- 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
- 36. Marketing Tactics – Paid Media
- 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/
- 38. Sales and Support – Two sides of the same coin
- 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
- 40. Example Execution Plans @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
- 48. Thank You! Don Baron @DonJBaron www.hootsuite.com