Sm 1 final j'12

January 18, 2012Social Media Strategies for Small Business

SpoonerSkadron

SpoonerSkadron / CMC Jan 2012

1. What’s Happening Today

• Share a bit of history• Talk about Social Media tools and strategies• Use Case Studies and real world examples• Talk Marketing• Leave w/handful of take home messages about

social media marketing tools and strategies

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2. In The Beginning

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• The Offline Experience

– Defined our social circles– Influenced by advertising

• Spokesperson: Spuds McKenzie, Joe Isuzu, Maytag Repair guy, Charlie Sunkist Tuna, Max Headroom

• Catch Phrases: “Just Say No”, “Where’s the Beef”, “We thank you for your Support”, “Drivers Wanted”, “Just Do It”...

http://www.youtube.com/watch?v=IzxHDqUz8Sk&NR=1





2. In The Beginning

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• The online experience• Online Sevices:

– Prodigy, Compuserve, AOL» Started getting our news, sports, weather, online. Started

exchanging thoughts on message boards

» These were the first generation social networks.


2. In The Beginning

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• 1995: The Web Emerges– Users flock en masse to the internet

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

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


2. In The Beginning

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– The rise of banner ads– For the first time, a marketer could actually know how many people saw an ad, and even

further, know how many people interacted with it.

• Sites dedicate space.• Internet advertising grows.• Great deal for advertisers• Best way to reach people.• For about 5 years...


2. In The Beginning

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– Decline of banner ads and the rise of “Search”

• Websites proliferate• Too much noise• A way to sort through the noise is needed


2. In The Beginning

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• Search Engines: Yahoo! arrives– The first search engine - Index information and offers

basic search function that helps users find info quickly

2000 20121996


2. In The Beginning

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• Around 2000, search engines became the starting point to get information.

• Other search engines you might remember:– Lycos, AltaVista, DogPile, AskJeeves, Excite....


2. In The Beginning

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• The Ascent of Google– Google was powerful, accurate and uncluttered.– They abandoned impression-based ads in 2000

» Market finds them ineffective– Experiment with text-based ads “AdWords” (click-

through ads)» Pay only if it’s clicked» Revolutionary...guarantee traffic to a website.» Highly targeted users because they searched for a

term in the search engine.» Pioneered learning about consumer interests

through “search”


2. In The Beginning

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• Social Networks emerge– Online communities have been around “forever”– Around ’03, we get comfortable interacting with others

watching» Classmates.com & Friendster.com start

rudimentary “profiles”– MySpace ’03-’08

» Customized profiles» Users get really comfortable with the idea of living

their lives online» Pioneered learning about consumer interests

through “profile data”


2. In The Beginning

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2003 2012


2. In The Beginning

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• “thefacebook” Emerges– Launched at Harvard to get students to know each other.

clip

http://www.sonypictures.com/previews/movies/thesocialnetwork/clips/2791/

http://www.sonypictures.com/previews/movies/thesocialnetwork/clips/2791/


2. In The Beginning

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• 2009: The Year of the Real-Time Feed– Facebook re-designs homepage to feature News Feed

which is made up of status updates, links, photos etc from Friends and Fan pages.

– It turns Facebook into a real-time communication channel for friends to communicate with each other.

– People live off-line. Report on-line.

– Never has so much info been available about consumers.


2. In The Beginning

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• The Real-Time News Feed

Today: Next: Ticker = Most Important updates


2. In The Beginning

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Timeline

http://www.facebook.com/about/timeline

http://www.facebook.com/about/timeline


2. In The Beginning

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And because of that, we’re witnessing a fundamental shift in power.

New Communication channels are intimate and are relationship builders.

This is the opportunity for small biz!


2. In The Beginning

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What shifted?

• From preaching to two-way comm.• Companies no longer controlling message• Because they don’t want to read our ads or see commercials• Because they want their info and news and product reviews from people they know, have a relationship with, and share a bond with• Because they want to share their experiences with people they trust.


2. In The Beginning

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In the old days, they sold the brand and the service.Like Mad Men: “Wow the clients w/great creative and hit the mass market”.

Today, brands connect w/audiences.The big guys are doing it. The little guys should too.


2. In The Beginning

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Welcome to Social Media.

http://www.youtube.com/watch?v=x0EnhXn5boM






3. Build Relationships

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SM helps brands connect w/audiences.

Today, everybody wants to participate in the experience (good and bad).

Objective: Participation



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One of the most unique and involved social media marketing campaigns out there.Tapping regular people to be happiness ambassadors:

• engage with locals

• uncover what makes them happy

• share their experiences online

• complete tasks in each country as determined by online voters

http://mashable.com/2009/10/21/expedition206/

Coca-Cola Expedition 206





http://vimeo.com/7183728

http://vimeo.com/7183728



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Coca-Cola Expedition 206

www.expedition206.com

photo stream on flickr

www.facebook.com/cocacola

twitter feed

you tube

http://www.expedition206.com

http://www.expedition206.com

http://www.flickr.com/photos/e206

http://www.flickr.com/photos/e206

http://www.facebook.com/cocacola

http://www.facebook.com/cocacola

https://twitter.com/%23!/x206

https://twitter.com/%23!/x206

http://www.youtube.com/user/expedition206

http://www.youtube.com/user/expedition206



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• What is the premise of Coca Cola’s SM strategy?



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http://www.youtube.com/watch?v=lqT_dPApj9U

• Coke owns something. What is it?– Coke on Campus is using social media marketing.

– and in Brazil







http://www.youtube.com/watch?v=SgGfBiswon0&feature=related

http://www.youtube.com/watch?v=SgGfBiswon0&feature=related

http://www.youtube.com/watch?v=hVap-ZxSDeE&feature=relmfu

http://www.youtube.com/watch?v=hVap-ZxSDeE&feature=relmfu



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Big brands are engaging by acting small: How are they doing it?

- Old Spice- Skittles- Ford (Fiesta)- Dove Soap- Southwest Air- Starbucks- Whole Foods



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Why are they acting “small”?

• to get closer to customers• to give personal attention• because they’re remembering why relationships matter



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SM helps deliver personal service.Relationship = trust and return visits.



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Example: Starbucks

- Website as an information hub- Targeted at specific audience- Online video- interactive with design your own- FB/Twitter accessible- “Shared values” blog- Compelling content; experiential; integrated

http://www.starbucks.com/






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Example: Small Businesses on Facebook

- Easy Lunch Boxes (makes healthy green lunches)

• Fabulous branding on welcome page, also making clear the incentives for liking the page• Creative use of Photos tab• Excellent responsiveness to each individual commenter• Shares good content for moms/people raising families

- Intrepid Traveler (specialize in creating unique travel adventures)

• Great description of company philosophy on Info page• Appealing use of “photo of the day”• Keeps customers returning through mystery trips (“surprise and delight” element) and an interactive game• Creates customer community on Meet Others page

http://www.socialmediaexaminer.com/top-10-small-business-facebook-pages-2011-winners/

http://www.socialmediaexaminer.com/top-10-small-business-facebook-pages-2011-winners/

http://www.facebook.com/EasyLunchboxes












http://www.facebook.com/intrepidtravel

http://www.facebook.com/intrepidtravel



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The Take-away:

Social media opens up a channel to:- Give a personal attention to customers - Build relationships that drive return visits- Participate- Target specific audiences


4. Start a Conversation

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FB: 600 Million users126 million blogs900,000 new blog posts50 million tweets/day2 billion searches on Google90 trillion emails sent in ’0910 billion tweets since ’06106m registered twitter users



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25% of the users on sm sites are aged 35-44; 62% are aged 25-62 64% of Twitters users are aged 35 or older 61% of FB users are aged 35 or older



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35-44 is the most “social” age group. The average social network user is 37 years old.LinkedIn, with its business focus, has a high average user age - 44.The average Twitter user is 39 years old.

The average Facebook user is 38 years old.



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5 trends changing the world:

- Resistance to advertising: People trust people like themselves

- Media fragmentation: so many channels out there

- The customer is in control

- SM holds companies accountable

- Pressure is on to “target” and reduce waste“half my ad budget is wasted...but which half?”



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• Definitions:– Social Networking: Connecting, sharing, educating, interacting, and

trust building we engage in.

– Social Media: Tools we use to network.



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In SM, the tools are getting all the attention. (It’s overwhelming.)

It’s less about technology and more about the people - what they’re saying, and thinking.



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Adopt the social media mindset before the social media toolkit.

- Authenticity- Transparency- Integrity - Openness



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10 Rules about the social web 1) Every voice matters2) Word of Mouth is more important than ever (power of referral)



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10 Rules about the social web3) Everbody’s talking so listen!4) Lose control of your content.5) Info has to be “findable” (google) and “shareable” (social)6) Web today is about “shared connections” and less about destination.

- Website is a hub connecting visitors to everywhere else you are online.

7) Aggregate and filter = the new web - Amex open forum www.openforum.com/

8) Facebook is the operating system of the web9) Twitter is the new email10) The web is real time all the time. And it can be inexpensive

www.willitblend.com

http://www.openforum.com

http://www.openforum.com

http://www.willitblend.com

http://www.willitblend.com



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Social Media Marketing Strategy:

Listen. Engage. Measure.



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Listen:Who’s talking, where they are, what they’re saying, the tone, the attitude...

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? Respond to blog comments Participate in forums Join social networks Start a blog Create a podcast Start an email campaign or newsletter for your users



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Engage:

Become involved in the 3 most important categories of social media:

Social networks: Facebook, LinkedIn, YouTube, Flickr...Blogging: Wordpress, ebloggerMicroblogging: Twitter



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Engage with Social networks: LinkedIn, Facebook, YouTube, Flickr, Twitter, Pinterest

LinkedIn: (Business attire) business oriented platform, B2B, helps SEO, heighten connectivity.Facebook: (Business casual). Makes info easy to share. People average 55 min/day.YouTube: inexpensive, easy-to-use video enormous reachFlickr: inexpensive, easy-to-use photo-sharingTwitter: (after hours rager!) microbloggingPinterest: “theme-based” image collection - online pinboard Tumblr: combo of sm & microbolgBlogging: personal journals

Each of these mediums has its own strategy to create awareness.



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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.

Engage:Blogging: wordpress.com; eblogger



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Engage:Microblogging: Twitter

Twitter: (24/7, at the bar after work).

Businesses using to network, connect, monitor, gather feedback, raise awareness, promote events and products; good w-o-m tool.

NYT, is listening and engaging in a way that builds a personal relationship with the brand.

http://www.nytimes.com/roomfordebate/2012/01/02/are-teachers-overpaid?scp=1&sq=room%2520for%2520debate&st=cse

http://www.nytimes.com/roomfordebate/2012/01/02/are-teachers-overpaid?scp=1&sq=room%2520for%2520debate&st=cse



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Measure:The Key: Understand what objective you want to accomplish.

- Google analytics- Facebook Insights- Qualitative v. Quantitative- Objectives & Goals

SM success is measured in increased hits, fans, and mentions.And increased business.

But take your gaze off the bottom line. The Kia Hamsters build relationships and measure outcome.

http://www.youtube.com/watch?v=4zJWA3Vo6TU

http://www.youtube.com/watch?v=4zJWA3Vo6TU



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The Take-away:

It’s not about the technology. It’s what people are saying.Adopt the SM mindset.Listen. Engage. Measure.Take your gaze off the bottom line.


5. Jump In

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

- Capture a biz opp- Address a biz problem- Engaging a new demographic...


5. Jump In

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Get online and join the conversation.

Monitor industry blogs, forums and online communities.

Create social media profiles- FB, Twitter, LinkedIn, YouTube

Create SM opportunities and add to those you find (like coming here)

Make a commitment.- Develop an online audience through regular contributions to online conversations. (This takes time!)

Social Media Strategic Plan


5. Jump In

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Twice a day• Check your Twitter feed. Reply when required and check the keywords you are listening for. Join a

conversation.• Check your LinkedIn profile and visit some of the Groups you are in. Engage with your LinkedIn

network in some way twice a day, every day.• Check your Facebook Page and post something of value or respond to comments.• Check your Google Alerts for information on your competitors and mentions of your own brand.

Once A Week• Work on Twitter and Facebook Lists to be better organized and so you are able to send targeted

marketing messages when appropriate.• Participate in LinkedIn Answers and discussions in the Groups you belong to.• Schedule tweets and status updates for the next week so you are providing your connections with

consistent and valuable information.• Spend some time building relationships with other influencers.• Keep up to date on new products and social tools that will increase your efficiency and reach.

Social Media Schedule


5. Jump In

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Daily activities:

MondaySchedule tweets and status updates to provide meaningful content. This information may be more timely and less generic that the weekly content scheduled.

Mondays and WednesdaysGet involved in an industry specific conversation on Twitter.

TuesdaysRespond to blog comments on your blog, and comment on another blog.

FridaysUse your listening tools and listen! Look at your analytics and analyze your website and blog traffic for the week.

Social Media Schedule


5. Jump In

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Listen first and monitor the conversation. Engage second. Measure third.

- everybody thinks they listen (like being on a date!)- go to “active” listening. Put it on your calendar.

“Fridays 9-10 i’m listening.”


6. Lessons From a Small Business

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objective: spread democracygoal: wipe out al quedastrategy: air and ground attackstactics: unmanned drones and 10,000 ground troops

“OGST”objective/goal/strategy/tactic



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Define Objective

High level achievement and simple is best. Make it easy to remember.

“We want to improve customer loyalty”



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Define Goal

Make this anything you can measure. It signals that you’re accomplishing the objectives.

“We want a 10% increase in return visits by existing customers”



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Define Strategy

Like a group of tactics. “Reach out to each active customer”



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Define Tactics

Very specific. (Assign an owner.)

“Launch a weekly email campaign with a coupon offer”- or-

“Give special discount for Followers on FB.”



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



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http://www.npr.org/2011/04/25/135578933/a-wine-bloggers-guide-to-social-media-for-business?sc=emaf

Lesson from a small business:Back in 1997, Gary Vaynerchuk wanted to turn his family's liquor store into a major Web retailer. Nobody thought he could do it, but over time he proved them wrong.









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He says the "thank you" in the title represents a return to the kind of personal attention mom-and-pop-type businesses used to give their customers.

http://winelibrary.com/

http://winelibrary.com

http://winelibrary.com





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“Social Media” is really online marketing with a “social” component. Strategies/Tactics businesses large and small use include:

Social Networking (FB) Publishing (blog) Photo sharing (FlCKr)

Audio (podcast) Video Microblogging (twtr)

Livecasting (camera records every moment)

Virtual worlds (2nd life) Gaming

Productivity Apps (skype) Aggregators (delicious) RSS

Search Mobile Interpersonal



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Ch. 11

UnMarketing: Stop Marketing. Start Engaging.- Scott Stratten


7. Expectations When Starting

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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

– Every situation is different so evaluate



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• Key questions when starting a SM campaign:

– What do you want to say?– How will you say it?– Do you need your own content or will you point to other content out

there?– Who will post it?– What creative is necessary to reach your objective? (logos, graphic

design...)



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• Define objectives when starting a social media campaign:

– Are you looking for revenue from e-commerce– Are you trying to reach new customers– Are you trying to communicate with existing customers– Are you establishing a base to market new products in the future– Are you interested in a set of SM customers to measure against other

customer lists (email, newsletter subscriber.– Are you trying to reposition your business or brand– Others?



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You want to get them to engage with you and with their friends.

(Remember, it’s interactive, you’re not just blasting messages).



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Don’t Sell Anything On FacebookRead the handout


8. Marketing

• Buzz words = “inbound marketing”• Focus is on “getting found” by customers.

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8. Marketing

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Inbound marketing:

Get found by customers through blogs, search and social media.

This is how buyers make purchasing decisions today.

They’re using the Internet to learn about the products and services.


8. Marketing

• List the 5 general business objectives:

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8. 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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8. Marketing

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http://kogibbq.com/

The first “viral eatery”

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

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

http://kogibbq.com

http://kogibbq.com


8. Marketing

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After several weeks of parking in different locations, and not getting any customers, Kogi gave free samples to bouncers at clubs who spread the word.

The "big break" came when it contacted food bloggers who then wrote about Kogi. Its subsequent use of Twitter to announce its location lead to considerable buzz on social media.

Lesson: Kogi have shown that social media is about taking the mundane and making it remarkable. On the face of it, a mobile food truck isn’t all that innovative. But a mobile food truck that tweets its way through Los Angeles? That gets people engaged and importantly, the end result is boosted real-world sales.

(from Wikipedia and Mashable)


8. Marketing

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Real, local company making it big online.

http://www.wigglywigglers.co.uk/




8. Marketing

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This is a rural store specializing in garden equipment and worm composters. They demonstrate how to make content come alive online. SM presence is great and it’s integrated into their site.

Their “cinema” page hosts great video demos showcasing their latest products, and they record a regular podcast, They use Twitter to post garden tips and updates from the farm, with a distinctive personal touch.

They share a specialist information both on and off their site, which has established them as experts in the area. Their social media activity has brought credibility to their brand. This is priceless.

Lesson: It is ultimately the people that are the face of the company online.

http://www.wigglywigglers.co.uk/cinema/index.html

http://www.wigglywigglers.co.uk/cinema/index.html

http://www.wigglywigglers.co.uk/podcasts/index.html

http://www.wigglywigglers.co.uk/podcasts/index.html

http://twitter.com/wiggled

http://twitter.com/wiggled


8. Marketing

• A brief exercise on mission statement.– “Who are we?”

• Wells Fargo: We’re a nationwide, diversified, community-based financial services company. Community-based distinguishes us from every other large bank. By community-based we mean we’re not just a bank that happens to be in the community, we’re a community bank….blah, blah, blah.

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8. Marketing

• Sweet:– Starbucks: Our mission: to inspire and nurture the human spirit

one person, one cup and one neighborhood at a time.

– Google: Our mission is to organize the world’s information and make it universally accessible and useful.

– Nike: To bring inspiration and innovation to every athlete* in the world. "If you have a body, you are an athlete.”

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8. Marketing

• Mission statements speaking to “one-on-one”

• Who are we trying to reach?– Not just more traffic but the right traffic.

• Broadly identify the types of clients you want to have.

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8. Marketing

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A satisfied customer shares good experiences with 9 to 12 others.

An angry customer will tell up to 20 other people about a bad experience.

It costs 5 times more to get a new customer than to keep an existing one.

Customers will spend up to 10% more for the same item if a relationship exists.


8. Marketing

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http://www.youtube.com/watch?v=5YGc4zOqozo

United Breaks Guitars






8. Marketing

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Ch. 14

Publicized Customer Service.


9. Summary

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The social network’s goal is to build trust in a given community.


9. Summary

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Goals v. Results:

Your goal needs to be engagement.Business will result.


9. Summary

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6 thoughts:1) SM is not a substitute for great products and services. It’s a communication channel.

2) SM is a means to an end. Not a solution.

3) Being social requires you to give first and expect nothing in return.

4) Business always required conversations; old mediums didn’t always support it.

5) Technology is an enabler, not a substitute for relationships

6) SM operates alongside your biz. It doesn’t replace it.


9. Summary

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Using Social Media as a tool for small business:

• Listen first• Understand the conversation • Speak last


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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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.compingdom.comsocialnomics.nethubspot.comsocialmedia.bizmarketingprofs.comsocialmediatoday.com

Paul Cheney, Social Media HandymanSean McDonald, Ants Eye ViewCharlene Li, Altimeter GroupAnil Dash, Six ApartBrad Friedman, The Friedman Group

UnMarketing, by Scott StrattenFacebook Marketing, Chris TreadwayContent Rules, Ann HandleyThe Social Media Bible, Lon Safko

NPR “All Tech Considered”

Documents

Sm 1 final j'12