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Why social media is essential Steps to determine what social media to use The big 7 social media platforms Tips for incorporating social media into your marketing
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Go Social with Your Business
TBDC Business Incubator ProgramJune 12, 2013
Marilyn KayCEO and Founder
Twitter: #smTBDC
Agenda
In other words....
• Why social media is essential
• Steps to determine what social media to use
• The big 7 social media platforms
• Tips for incorporating social media into your marketing
• Ways to measure your results
Why Social Media Is ESSENTIAL
CONNECTED Consumers
CONVERSATION not Broadcast
COMMUNITY not Campaigns
Social SHARING on THEIR TERMSImage: courtesy of photostock/FreeDigitalPhotos.net Image: Courtesy of Ambro/FreeDigitalPhotos.net
Step 1: Ask, Listen and Learn
Ways to LISTEN
KNOW Your MARKET
KNOW What they THINK
Image: Courtesy photostock/FreeDigitalPhotos.net
Images: Courtesy Ambro/FreeDigitalPhotos.net
Image: Courtesy Hartswood Films, BBC One. Image: Courtesy imagerymajestic/FreeDigitalPhotos.net
FRESH Content
customer SUPPORT
DEALS/Contests
EDuTainment
HOW Tos
What Do They NEED?
WHERE do they HANG out?
Where are your ideal customers?
Step 2: Decide Your SocialMedia Goals
•Get more profile?
• Expand your network?
•Get more leads?
•Get more ideas?
•Reinvent yourself?
WHAT Do YOU Want?
What are Your Goals?
Goals Identified by Businesses
Step 3: Decide Your Tool/s
Be WHERE your customers need you, WHEN they WANT you.
• Blog
• YouTube
• Google+
Blog
Blogging PROS• 97% more Sales Conversions
• Share Tips, How Tos and Photos
• Improve SEO
•Build a List
• Show Who You are, Your Abilities/Services
•Need Regular Content
•Need Resources to find/create images and other content
•Need to Promote Readership
•Need to Encourage Engagement
Blogging CONS
Image: Courtesy of David Castillo Dominici/ FreeDigit alPhot os.net
Tumblr
Tumblr• FREE
• Very easy to use
• Free and Premium themes
• Emphasis on images
• Fastest growing blog platform
• Popular with millennials
Blogger• Free, secure platform• Easy to use
• Easier to add text
• Integrates with other social media
• Can monetize with AdWords
visit: http://www.accessprofilesblog.com/
WordPress.com - Free, but w/Limitations
WordPress.com
• FREE, secure platform
• Fairly easy to use
•Website + Blog
• Free and Premium Themes
•More social integration
•No monetization
WordPress - Host on Your Domain
Self-Hosted WordPress Site
• Fairly easy to moderately difficult to use
• Security and update responsibilities
•Website + Blog
•Unlimited functionality
•More social integration
•Can easily monetize
How could content marketing fit into your marketing mix?
Twitter - Pros• Quick sound bites
• Find out what people want
• Get ideas for development
• Develop relationships and conversation
• Promote your products
• Find new customers
• Fast customer support
Twitter - Cons
•Needs lots of care and feeding
•Needs timely responses
•Needs lots of work to get followers
•Quick sound bites
• Friends already on it
•Great for local businesses
• Engage with your fans
•Customer support
• Promote your business
•Cheap, Targeted Ads
•Contests
Facebook - Pros
https://www.facebook.com/funkywomandesigns
Facebook - Cons
• Friends aren’t guaranteed fans
• High maintenance: time and resources
• You must advertise or risk only 16% or less of fans seeing your posts
• Constantly changing
LinkedIn - Personal
•Network with Decision Makers
•Be an Expert
•Get Known in Search
•Get Referrals
• Promote Your Services/Products Image: Courtesy Ambro/FreeDigitalPhotos.net
LinkedIn - Company
• Promote your company
•Recruit employees
•Advertise products/ services
•Gain followers
LinkedIn - Cons
• Requires Completed Profile to be effective
• Requires Status Updates, active Group Participation, Replies, Offering and Seeking Recommendations
• Better for B2B than B2C
• Ads targeted, but more expensive than Facebook
Pinterest - Pros
• Easy to use
• Drives more traffic than Facebook or Twitter
• Easier contests than Facebook
• Growing quickly
• Ideal for visual products and services
• Can add prices to images
•Need to produce lots of great images and videos
•Need to really engage with fellow Pinners
•Need to verify your website for credibility and analytics
•Only one profile allowed
Pinterest - Cons
YouTube•More captivating
content
• Possibility to go viral
•Doesn’t take a lot of equipment
• Even the camera shy can create videos
YouTube - Cons•Need to learn video basics
•Need to have video camera (can be an iPhone) and mike, but a webcam and mike can also work
•Need to learn simple video editing
•Can require a lot of time to produce
•Must optimize and engage with commenters for best results on YouTube
Google + Pros•Google love and Google+
Local
• Share conversations
• Promote your authorship
• Promote your blog
•Hangouts connected to YouTube
•Collaborative features
Google+ Cons
• Linking Gmail accounts and YouTube can be tricky
•Reputation for Geeks
•Can be confusing to use
•Google+ Local can be problematic
Step 4: Plan and Schedule
Allocate Your RESOURCES
49% of Small Businesses have increased their time spent on
social media in 2013
Manta's Q1 SMB Wellness Index, April 2013
Create a Content Calendar
•Weekly
•Monthly
•Holidays
• Special Events
Set Up a Daily Routine
Schedule and Manage Content
Crisis Plan
Social Media Policy
Step 5: Measure and Tweak
MEASURE More Than “Likes”
MEASURE More than Likes
Analytics Tools
Look at your goals. Decide what you will measure. Then measure.
Questions?
Free Guides
http://triskeleconsulting.com/get-your-free-social-media-strategy-template/
http://triskeleconsulting.com/get-free-linkedin-profile-guide/
http://triskeleconsulting.com/get-your-free-web-presence-assessment-guide/
Marilyn Kay
CEO and Founder
http://triskeleconsulting.com
Twitter: @triskeleweb
Facebook: https://www.facebook.com/triskeleconsulting
