Sm ii j12 final

SpoonerSkadron / CMC Jan’12

January 25, 2012Social Media Strategies for Small Business II

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Tuesday, January 24, 12


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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2. Key Points of Social Media Marketing

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From the NY Times homepage:




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http://www.youtube.com/watch?v=4-94JhLEiN0

It’s about the people.

Adopt the social media mindset before the social media toolkit.

- Authenticity- Transparency- Integrity - Openness








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In SM, the tools and technology are getting all the attention.

http://www.youtube.com/watch?v=eZAAZ7iXN-o

I Just Bought This




http://www.youtube.com/watch?v=a3thNMKwh2Y

http://www.youtube.com/watch?v=a3thNMKwh2Y





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Social Media Marketing Strategy:

Listen. Engage. Measure.




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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)


http://socialmention.com/

http://socialmention.com/



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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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Measure:Define and meet objectives & goals, Use Google analyticsFacebook Insights, Qualitative v. Quantitative


http://www.facebook.com/pages/Skadron-For-Council/163548493698506

http://www.facebook.com/pages/Skadron-For-Council/163548493698506



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Social Media complements traditional marketing. It doesn’t take its place.

Excused TV


http://www.excusedtv.com/

http://www.excusedtv.com/



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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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Your customers are everywhere.




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New PlatformsTumblr 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


http://klout.com/corp/kscore

http://klout.com/corp/kscore



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Tips on how to stay safe on the internethttp://www.google.com/goodtoknow/

Websites, including google, use tiny crumbs of stored information (“cookies”) to remember your previous visits.


http://www.google.com/goodtoknow/

http://www.google.com/goodtoknow/



• Your mission statement. – Make it speak “one-on-one”

Write your mission statement!

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ObjectiveHigh level achievement. Simple is best.Make it easy to remember.“We want to improve customer loyalty”




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Decide what business objectives you want to accomplish with SM that you weren’t doing before SM.




• 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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What you want: Go viral

http://www.youtube.com/watch?v=-5x5OXfe9KY

Dancing Baby ’96




http://www.youtube.com/watch?v=mqLFH1CALRs

http://www.youtube.com/watch?v=mqLFH1CALRs


5. Content

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Content. It’s your competitive advantage.



5. Content

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We’re now “publishers”.



5. Content

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• Is appealing to your would-be constituents.• They find value in.• Keeps ‘em coming back for more.

Your goal is to create content that:



5. Content

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Burger King’s Subservient Chicken

http://www.youtube.com/watch?v=DzoOlnzCsRY

http://www.bk.com/en/us/campaigns/subservient-chicken.html

Subservient Chicken











5. Content

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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”



5. Content

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Flea Market Montgomery

http://www.youtube.com/watch?v=FJ3oHpup-pk







5. Content

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http://www.youtube.com/watch?v=qvlyJVS75GY

The Cleveland Show Flea Market Mini Mall


http://www.youtube.com/watch?v=c97NsBcGOuw&feature=related

http://www.youtube.com/watch?v=c97NsBcGOuw&feature=related




5. Content

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“...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

I was asked about:







5. Content

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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.



5. Content

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Jarvie DigitalScott 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.

Good content from a small business:

Lesson

1) Differentiate personal profile for biz page

2) Sharing resources grows your fan base and your perceived expertise.


http://photos.jarviedigital.com/

http://photos.jarviedigital.com/


5. Content

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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.

Good content from a small business:

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.

Ana White, Carpenter


http://ana-white.com/

http://ana-white.com/


5. Content

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Now that I have good content, how do I get it out there?



5. Content

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Create an Editorial Calendarto plan, produce, and publish content

DailyWeeklyMonthlyQuarterly



5. Content

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Daily

– Twitter updates with value to your followers– Post a news item to your FB page– Respond to blog comments



5. Content

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Weekly

– Make at least one new blog post– Participate in a discussion group on LinkedIn– Update a section on your webpage



5. Content

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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


http://www.slideshare.net/

http://www.slideshare.net/

http://www.meetup.com/

http://www.meetup.com/


5. Content

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PinkStinks: Content Strategy and Social Media Program

The campaign for real role models

Blogspinkstinks.wordpress.com

NewsletterFacebook (group)Facebook (fan)TwitterYouTube


http://pinkstinks.wordpress.com/

http://pinkstinks.wordpress.com/

http://www.facebook.com/group.php?gid=34235022438

http://www.facebook.com/group.php?gid=34235022438

http://www.facebook.com/pages/Pinkstinks/103316736378379

http://www.facebook.com/pages/Pinkstinks/103316736378379

http://twitter.com/%23!/PinkStinksUK

http://twitter.com/%23!/PinkStinksUK

http://www.youtube.com/pinkstinksUK

http://www.youtube.com/pinkstinksUK


5. Content

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Kodak: Content Strategy and Social Media Program

Expand reach and Engage.

Blogs1000 WordsPlugged InGrow Your Biz

FacebookTwitterUser-generated content


http://1000words.kodak.com/thousandwords/

http://1000words.kodak.com/thousandwords/

http://pluggedin.kodak.com/pluggedin/

http://pluggedin.kodak.com/pluggedin/

http://growyourbiz.kodak.com/growyourbiz/

http://growyourbiz.kodak.com/growyourbiz/

http://exchange.kodak.com/

http://exchange.kodak.com/


5. Content

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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



5. Content

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Long-tail KeywordsNumber of hits

Quality of hits



6. Facebook

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The #1 Facebook Mistake Small Businesses Make?


http://www.likeable.com/2011/09/the-1-mistake-small-businesses-make-on-facebook/

http://www.likeable.com/2011/09/the-1-mistake-small-businesses-make-on-facebook/


6. Facebook

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Not taking the steps to get your current customers to “like” you on Facebook.



6. Facebook

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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.



6. Facebook

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8 Brands That Have Found Success on FB

- Dave Kerpen,

http://www.likeable.com

Handout




http://finance.google.com/finance?tab=we

http://finance.google.com/finance?tab=we


6. Facebook

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Set up a business page

http://www.facebook.com/pages/create.php









6. Facebook

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6. Facebook

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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


http://www.facebook.com/username/

http://www.facebook.com/username/

http://www.facebook.com/skittles

http://www.facebook.com/skittles


6. Facebook

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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.


http://www.wildfireapp.com/

http://www.wildfireapp.com/


6. Facebook

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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



6. Facebook

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“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/







7. Twitter

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“Twitter is a real-time information network that connects you to the latest information about what you find interesting.”

- Twitter


http://twitter.com/invitations/suggestions

http://twitter.com/invitations/suggestions


7. Twitter

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Two main components: Follow and Followers



7. Twitter

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“#” (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



7. Twitter

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A Quick #Hashtag Lesson

from: likeable.com

The key is readability & relevance. So:

1) Don’t use too many.2) Keep them relevant3) Leave “#” at the end 4) Stay away from numbers and special characters 5) Use caps in multiple word “#” (#Green#Architect)


http://www.likeable.com/2011/09/a-quick-hashtag-lesson/





7. Twitter

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“The Cup” espresso cafe in Boulder.


https://twitter.com/%23!/thecupboulder

https://twitter.com/%23!/thecupboulder


7. Twitter

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Ch. 14

Publicized Customer Service.



7. Twitter

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140 characters so...

Make every word countKeep tweets really shortKeep it simple - no big wordsLink directly to blogs or other online sourceProvide context with kewords and hastagsWrite a good headlinePeople keep things interesting



7. Twitter

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Southwest Airlines


http://twitter.com/#!/SouthwestAir

http://twitter.com/#!/SouthwestAir


7. Twitter

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Eating, Sleeping, Praying, and Writing All About It

Sunday was spent using Twitter or Facebook to tell The New York Times what you did on Sunday.


http://www.nytimes.com/2011/11/27/nyregion/readers-share-their-sunday-routines.html?_r=1&hp

http://www.nytimes.com/2011/11/27/nyregion/readers-share-their-sunday-routines.html?_r=1&hp


8. Blogs

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The central location through which you can share your thoughts.



8. Blogs

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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.

Key part of the engagement in the social media equation:



8. Blogs

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Blogs can be hosted on their own site:

WordPress.comTypePad.comBlogger.com

or, integrated into your website.



8. Blogs

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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 work4) Use photos: graphics inside paragraphs make for good reading5) Size is important: long enough to make your case; short enough to stay interesting


http://modernpilatesboston.com

http://modernpilatesboston.com


8. Blogs

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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...



8. Blogs

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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 engines11) 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


http://blog.hubspot.com

http://blog.hubspot.com


YouTube & LinkedIn

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April 23, 2005

http://www.youtube.com/watch?v=jNQXAC9IVRw&feature=player_embedded

First YouTube upload:







YouTube & LinkedIn

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YouTube & LinkedIn

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Charlie

Sneezing Panda

Susan Boyle

Paul Potts


http://www.youtube.com/watch?v=_OBlgSz8sSM

http://www.youtube.com/watch?v=_OBlgSz8sSM

http://www.youtube.com/watch?v=FzRH3iTQPrk

http://www.youtube.com/watch?v=FzRH3iTQPrk

http://www.youtube.com/watch?v=RxPZh4AnWyk&feature=related

http://www.youtube.com/watch?v=RxPZh4AnWyk&feature=related

http://www.youtube.com/watch?v=1k08yxu57NA





YouTube & LinkedIn

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Audi channel4 minute commercial/260,000 views/Audience specific

Branded/Fresh user content/Speaks to specific audience

Whole Foods


http://www.youtube.com/watch?v=s2Iouyw0IaY

http://www.youtube.com/watch?v=s2Iouyw0IaY

http://www.youtube.com/user/WholeFoodsMarket?blend=7&ob=5





9. Summary

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Quick Start Guide for Social Media- from “Facebook Marketing”, by Chris Treadway & Mari Smith



9. Summary

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Use Social Media as a tool for small business to:

• Listen • Engage• Measure



9. Summary

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• 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



9. Summary

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We’re now content providers:

Bite-sized tweets on TwitterAdvice on a blog postHuman interest videosReal-time news feed on Facebook



9. Summary

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Start creating content that tells your story and positions you as an expert people seek.



9. Summary

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Join the conversation.Stay with it.Start now.

[email protected]


mailto:[email protected]

mailto:[email protected]


9. Summary

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Credit to:

mashable.comhubspot.comsocialmedia.bizlikeable.commarketingprofs.comUnMarketing, by Scott StrattenFacebook Marketing, Chris TreadwayContent Rules, Ann Handley and CC ChapmanThe Social Media Bible, Lon Safko
