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• Why social media works for small businesses
• How to listen first before launching your campaign
• How to create a social media strategy
• What elements make up a successful campaign
@ericjohnellis
Social Media – Why all the Buzz?
Social Media – Where do we experience it?
The landscape
Will Social Media Work For You?
• People buy from
you for your
expertise
• Social media will
help your expertise
become more well
known
How Do You Get Started?
1. Listen first
2. Create a Strategy and a plan before jumping in
3. Create a profile that helps people verify your legitimacy
Create a Content Epicenter:
Where Do You Get Started?• Yelp
http://www.yelp.com/minneapolis
• Twitter http://www.twitter.com
• Facebook Pages http://www.facebook.com/pages/
• Blogging• http://wordpress.com/• http://www.typepad.com/
• YouTube http://www.youtube.com/
• LinkedIn Company Page http://www.linkedin.com/company/add/show
• Pinterest https://pinterest.com/join/signup/
• Google+ https://plus.google.com/
Identify Objectives
•Restate your objective so that it is “SMART” (specific, measurable, attainable, realistic, and time-based)
•Tie your objectives back to your overall company goals
Sample Strategic Plan
Tie to your overall goals
Objective
To make money and to stay in business
Increase “client” base by 10% in next 6 months, recruit new “clients”, draw traffic to website
To increase the number of new “clients”
Keep the local community updated on happenings, discounts, events in increase sales by 5% in the next month
To stay connected with clients and provide better customer service
Understand how “clients” use social media and monitor what “clients” are saying about your company increasing client engagement by 20% year over year
Create Your Strategy• Identify Audience
• Who do you need to reach to meet your objective? Why this target?
• Is this a target group identified in your company’s communications plan?
• What key points do you want to make with your audience?• What social media tools are they currently using?• Where do those people live online?• Do you have a built-in community, or do you need to create one?
Free tip: Using Facebook Custom Audiences, you can upload your email database into Facebook to see if your current customers are already on Facebook by matching the email address you have to the one associated with Facebook. That match rate could determine if your customer database is already on Facebook.
If I told you that you could listen in on your customers and prospects…
Would you listen?
Build A Listening Dashboard
Turning Strategies into Actions, Find & Follow, Listen & Learn
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Build A Listening Dashboard
www.google.com/accounts/NewAccount
www.google.com/alerts
Google Blog Search
RSS
• RSS (Real Simple Syndication) allows you to subscribe to any website that has one of these in the address bar. You can then track every site you’re subscribed to without having to go to each individual site.
Facebook Graph Search
https://twitter.com/search-advanced
www.socialmention.com
Current Social Media InventoryPresence? Viable? Business Case
Needed Content Hub
Challenge
Need writers
Show Expertise Video Editing
SEO Value
– Facebook• Purpose: To increase recognition, increase social
engagement, establish online social network, searchability• Metrics for Success: Likes, Comments, Shares, Clicks,
Impressions
– Twitter• Purpose: Increase recognition, increase engagement,
establish network, establish brand, searchability• Metrics for Success: Followers, Retweets, Replies,
Favorites
– Blog• Purpose: Increase recognition, increase engagement,
searchability• Metrics for Success: Number of posts, traffic,
comments/likes, subscribers, leads
Testimonials
Events
Giving back to your community
Social Exclusive Offers
Who will implement?– Can you allocate a minimum of five hours per week to
your strategy once you've passed the learning curve?– Do you have the most efficient work flow and tasks in
place?– Do you need any outside expertise?– Will your work depend on any other resource or person?
Strategy is Cyclical
Some Guidelines for social media
• Be transparent and state where you work • Never represent yourself or your organization in
a false or misleading way• When disagreeing, keep it appropriate and polite• Behave diplomatically if writing about
competition• Never comment on anything related to
legal matters• Never participate in social media when the topic
being discussed may be considered a crisis situation
• Be smart about protecting yourself, your privacy, and your company’s confidential information
What Do You Take Away?
• Put a plan in place before you jump in• Your blog or website should be the center of your
social marketing efforts• Establish a consistent habit of posting, and stick
to it• Mix up your content types• Integrate, integrate, integrate• Use calls to action to entice people to stick around• Keep an eye on what people are saying about you
and your competitors• Measure, measure, measure
30
Above all, remember…..
You’re Unique! Use That!
Questions?@ericjohnellis