Bad Penny Factory Tour - Barbados

Digital Marketing Workshop

Barbados Chamber of Commerce

DIGITAL MARKETING FOR SMALL BUSINESSES

Christine Collins

Presented By

@BadPennyFactory Slides

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Christine Collins

Creative Director

HELLO

Former Digital Media Manager of several Fortune

100 companies with over 10 years of industry

experience. A professional with a strong reputation

and direct access to key social media influencers,

creatives and technical specialists. As Director of

Bad Penny Factory, she advises small businesses,

entrepreneurs and non-profits on their digital

footprint.

Christine holds a Bachelor of Science degree in

Design from the Oklahoma State University.


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Facebook, Twitter, Instagram, LinkedIn, Pinterest, Snapchat – what is social media really about and why is it relevant to me?

Social Breakdown

With so many social media options, how do I choose where to spend my

time online? How do I engage with people and what should I post?

Pick Your Playground

MAP TO THE CHAT


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How do I gain followers and trend content? How do I become a trusted author and draw people into conversations?

Build a Community

My content is awesome so how do I reach more people? What other digital

marketing tools will help me spread the word about my business?

Boost Your Story


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I now spend several hours a week on social media so is all this work paying off? How do I know if I’m making an impact on my business?

Measure Results

Celebrate your content! Nurture and love what you’ve built online so it won’t

fade away. Take time to evaluate, recalibrate and execute.

Rinse and Repeat

SOCIAL BREAKDOWN

Why should digital marketing and social media be important to me?


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7.395

3.419

2.307

3.790

Total Population

Internet Users

Active Social Media Users

Unique Mobile Users

Each quarter, leading statistic firms

compile data from all over the

world. These 2016 findings are

important because any time you

produce marketing you want the

most exposure for the smallest

investment.

Follow the numbers and go where

the crowds are already present.

DATA PROVIDED BY: SMART INSIGHTS, PEW RESEARCH CENTER, WE

ARE SOCIAL, GLOBAL WEB INDEX

Numbers In Billions

GLOBAL DIGITAL IMPACT

1.968

Active Mobile Social Media Users

3.752 Male Population

3.686 Female Population


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55% Facebook Users

5% Pinterest Users

BARBADOS POPULATION Barbados is online! The population in

Barbados is 291,495 and as of 2016, 228,717

are internet users. 79% Internet Users

Facebook Users

Pinterest Users

Twitter Users

Other Channels

BARBADOS INTERNET USAGE

According to World Internet Stats, Barbados has seen a huge growth internet users since the year 2000. In just 13 years, 3 out of 4 people are now

internet users. And of those users, Barbados has 160,000 Facebook subscribers.

Rapid Online Growth


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Social media is a sensible way for us

to converse with clients, partners,

vendors, prospects and friends. The

various channels give us the ability to

engage with people and promote our

business at scale.

Social media channels can be used as

customer service forums, to promote

events and contests, offer coupons

and giveaway deals and much more.

A Digital World

SOCIAL MEDIA CONNECTIONS

“Engagement happens when people care.”


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Before you dive in, think about what you want to achieve with your marketing goals. As you evaluate your goals, pull together a list of challenges

and opportunities you hope to address with your efforts. Start with the audience you want to address and think about how that community

currently perceives your business. What are the beliefs and attitudes they have toward your business? How do their attitudes need to change so

you can be successful?

Set Clear Goals

DEFINE SUCCESS

“Focus on the target. Become efficient and seek to understand the layers

of interconnections.”


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“Listening is a critical part of the

conversation.” Listen to what people are saying and seek

to understand them and their beliefs. Craft your story in response to listening

and use messaging to convey understanding.

Tell Your Story What do you want your audience to understand about you? Use social media to share things that will build that understanding over time. Layer your story with snackable bites so your audience has time to digest your message at a comfortable pace. Avoid saturated content heartburn.

Understand Your Audience

SOCIAL LISTENING

PICK YOUR PLAYGROUND

Which social media channels should I use to promote my business?


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Instagram Visual celebration of positive outcomes and business coverage.

Google+ Awareness, advocacy and education exposure through the Google Network..

Twitter Thought leadership through active participation and timely shared content.

YouTube Inspiration and education through emotional stories and instructional guides.

Facebook Active engagement and promotion of original web content and communities.

17%

20%

22%

25%

42%

Facebook, Twitter and Instagram lead

the pack as the top social media

channels on a global scale.

Rounding out the top channels are

LinkedIn, Pinterest, Tumblr, and

Myspace.

Google social platforms are heavily

integrated into their unified account

sign-in which impacts their numbers

and exposure.

DATA PROVIDED BY: PEW RESEARCH CENTER, SMART INSIGHTS, GLOBAL

WEB INDEX

Active Social Media Users

TOP TRENDING CHANNELS

Facebook controlled 42%

of the global social

media market share by

the end of 2015.

42%


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With so many social media channels

available it can be overwhelming to

try and manage multiple outlets of

communication. Each platform offers

unique benefits based on what

outcome you are trying to achieve.

Evaluate your brand and determine

the type of content that makes the

most sense for you to publish. Is your

business best represented by videos,

pictures, written stories or fast facts?

D o y o u u s e c o u p o n s i n y o u r

promotions? Ask yourself what works

for your market.

Start with consistently posting to 3

channels and then scale your

marketing from that benchmark.

Start Small

CREATE A PRESENCE

All About Facebook

What does this mean to me?


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Facebook Pages

Creating a Presence

Should You Be On Facebook? •  Your customers are already an active community •  You have raving fans •  People take lots of photos and videos with your products •  You’re buzzworthy and people talk about your business •  You put on events •  You have regular news and updates for customers

Follow Your Customers

YOUR BUSINESS ON FACEBOOK

Peak activity time

happens before 9AM

Morning Coffee 3 out of 4 internet users

are on Facebook

160,000 Users Local leading Facebook

pages average likes

5,000 Likes


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SIGN UP FOR ACCOUNT

Free Get Started

Email Account

Username

Photos and Videos

Connect with Fans

Go Public

CREATE A PAGE

Free Simple Process

Business Name

Business Information

Photos and Content

Invite Friends

Set Target Users

PROMOTIONAL ADS

50* $ per month

Pay Per Click

Track Campaigns

Extend Reach

Get Noticed

Get Creative

CREATE A PAGE

All you need is an internet connection, an active email account and a little bit of time. Remember images get noticed! Have at least two photos

ready to add to your profile. – one for your banner and one for your profile. Have your business description ready and contact information so

customers will know how to reach you.

Simple Steps

*average monthly spend for small businesses but

can be more or less depending on your goal.


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•  SPECIAL OFFERS and incentives create buzz about your page.

•  TAG PHOTOS by allowing your customers to tag themselves with your products.

•  INVITE FRIENDS by accessing your friends list and clicking one simple button.

• BE RESPONSIVE and get rewarded for responding to posts, comments, and messages.

• CROSS PROMOTE and find similar business pages and get involved in conversations.

Start With Hello

QUICK TIPS

“Play nice and be helpful! Keep it simple and start by saying hello.”


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•  SET GOALS and stay focused by tackling one goal at a time.

• DETERMINE BUDGET and know that you only pay per click, not impressions.

•  TARGET INTEREST thoughtfully by understanding the situations that make connections.

• CALL TO ACTION needs to be clear and exciting. Give people a reason to click.

Set Goals

UNDERSTANDING ADS

“Put your customer first. Understand that if you’re a wedding photographer, most customers don’t

list photography as an interest, they list engaged.”

All About Pinterest



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Pinterest Boards

Creating a Presence

Should You Be On Pinterest? •  Your business sells multiple products in Pinterest categories •  You are a home product or fashion business •  Your main customers are active on Pinterest •  You have a pin-friendly website •  You have business and brand advocates


YOUR BUSINESS ON PINTEREST

Peak activity time

happens around noon

Lunch Time 1 out of 20 internet users

is on Pinterest

11,000 Users Over 1,000 pins just

about Barbardos

1,000 Pins


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SIGN UP FOR ACCOUNT

Free Get Started

Email Account

Username

Profile Photo

Bio Content

Go Public

CREATE A BOARD

Free Simple Process

Board Name

Description

Category

Invite Collaborators

Start Pinning

PROMOTIONAL ADS

70* $ per month

Promoted Pins

Only For US, CA, UK Markets

Extend Reach

Get Noticed

Get Creative

CREATE A PAGE

All you need is an internet connection, an active email account and a little bit of time. Pinterest also connects with your Facebook account and

you can simply sign up using Facebook. You can create a personal or business Pinterest account during the sign up process.

Simple Steps




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• CONNECT ACCOUNTS and include your Facebook, Twitter, and website.

• DETAILED CAPTIONS increase your website and business name visibility.

• RESEARCH INTERESTS by seeing what your customers are pinning.

• UNDERSTAND CATEGORIES and be specific when assigning business pins.

•  INFOGRAPHICS and other useful content get great traction and exposure.

Put A Pin In It

QUICK TIPS

“Holiday coming up? New product release? Create a Themed Board for the big reveal.”

All About Twitter



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Twitter Feeds

Creating a Presence

Should You Be On Twitter? •  Your business has shareable content like blog posts •  You are interested in what people are saying about your

business •  You have regular news updates and special offers •  You are in entertainment or event promotion •  You run a mobile business like a food truck or pop-up shop


YOUR BUSINESS ON TWITTER

Peak activity time

happens late evening

Snack Time 1 out of 50 internet users

is on Twitter

4,000 Users Over 500 likes just about

Barbardos a week

500 Likes


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SIGN UP FOR ACCOUNT

Free Get Started

Email Account

Username

Profile and Banner Photos

Bio Content

Go Public

CREATE A FOLLOWING

Free Simple Process

Search Accounts

Create Business Hashtags

Follow Users

Stream Video

Start Tweeting

PROMOTIONAL ADS

30* $ per month

Promoted Tweets

Real Time Reports

Extend Reach

Get Noticed

Get Creative

CREATE A HANDLE

All you need is an internet connection, an active email account, phone number and a little bit of time. Twitter also allows you to set your birthday

or business launch day on your bio and celebrates your special day with added promotion and animated effects.

Simple Steps




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• MICRO BLOG and spread the word in 140 characters or less.

• USE SEARCH and follow customers, similar business, and key influencers.

• REALLY LISTEN and find out what people are saying about your business.

• USE HASHTAGS specific to your business to track engagement and sort information.

• WATCH COMPETITORS and keep an eye on what other business are doing.

Tweet Tweet

QUICK TIPS

“Create quick, snackable bites of information for fans and followers to enjoy.”

All About Social Media

•  TWITTER: I AM EATING A #DONUT

•  FACEBOOK: I LIKE DONUTS

•  FOURSQUARE: THIS IS WHERE I EAT DONUTS

•  INSTAGRAM: HERE’S A VINTAGE PHOTO OF MY DONUT

• YOUTUBE: WATCH ME EATING A DONUT *JEFFHESTER.NET CONTENT

•  LINKEDIN: MY SKILLS INCLUDE EATING A DONUT

• PINTEREST: HERE’S A DONUT RECIPE

•  LAST.FM: NOW LISTENING TO “DONUTS”

• GOOGLE+: I’M A GOOGLE EMPLOYEE WHO EATS DONUTS

•  SNAPCHAT: JOIN ME FOR A SECRET DONUT MEET-UP


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Schedule Posts

Write Stories

Take Photos.

Stream Videos

Build up your content and then use

scheduling tools to help manage

posts. Develop a content calendar to

keep track of important dates and

posts. Write testimonials, take product

and experience photos, video stream

helpful chats about your products and

services, offer behind-the-scenes

looks at your business operations.

Need help? Seek out professionals to

help you draft blogs and develop

online graphics to showcase your

business.

Build Your Library

GENERATE CONTENT

“Relevence, timing and tone. Know your

social plan.”


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Sample Content Calendar

GET ORGANIZED

EDITORIALCALENDAR TOPIC/TITLE CONTENT/DETAILS KEYWORD(S) TARGETAUDIENCE OFFER/CTA CHANNEL(S)MONDAY Author ErinBrown 10HelpfulChartsto

MeasureYourContentPerformance

Usevisualchartstohelpexplainhowtomeasurecontentperformance

contentperformance,contentmeasurement

BusinessMarketer,ChannelOwner

FreeReportwithHelpfulMeasurementFormulas

FacebookDueDate 11/20/15 SiteBlog

PublishingDate 11/23/15 TwiMerTUESDAY Author SarahDolan SEOExplained:Tipsand

TricksThatGetYouNoRcedBrieflyexplainSEOandofferhelpful,beginner-levelRps

SEO,searchengineopRmizaRon


FreeeBook:SEOExplainedwithHelpfulTips


PublishingDate 11/23/15 TwiMerWEDNESDAY

Author NateDawson HowtoUsePollstoBoostEngagement

ExplainthepollingfeatureandusebestpracRcesto

craXvoRngchoices

Polling,onlinevoRng,surveyquesRons


FastGuidetoDigitalPollsandHowToUseThem


PublishingDate 11/23/15 TwiMer

“Offer more than you ask. Be the solution your customer is searching for online.”

BUILD A COMMUNITY

How do I become a trusted resource?


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Add Value When talking in social,

always add value to the conversation.

Research Use listening tools and

analytics programs to dig deeper into public

conversations.

Recycle Reuse, repurpose, reward and respond. Learn to cycle and recycle powerful content.

Lists and Groups Create lists for key people, customers and influencers. Group users together by topic.

Devote time to your digital marketing plan by spending energy on research and developing ways you can offer value to online communities. Keep

content simple and use common sense with your posts. Identify key themes and create valuable content around them. Think of ways to help

people by offering better, faster and more rewarding ways of doing things.

Thoughtful Moves

EVERYDAY ACTION ITEMS


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Be you. Engage with people as a person and be natural

with your approach. Don’t be something you’re not.

Be Authentic

Really listen to people and find ways to be there for

them. Be considerate and grateful of their time.

Be Thoughtful Give more than you take.

Offer people and conversations value before asking something in return.

Be Generous

Interact with others online. Participate by joining the conversation, following accounts, and liking and

sharing content.

Be Social Do what you say you will do.

Be honest with your transactions and straightforward.

Be True

Simple Human Communication

BE SOCIAL

BOOST YOUR STORY

How do I gain more reach and exposure for my business?


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Invest

Budget Costs

Paid Marketing The goal of paid marketing is to convert actions to sales. Generating engaging content is the first step, boosting that content to reach people who need your business products and services is the next. Take a look at your marketing budget. Whether you can invest $200 a month or $2,000 a month, there are service plans that can benefit you.

Your hub’s Search

Engine Optimization.

Website SEO Pay-per-click services

with Google.

AdWords Trend content with

increased likes.

Increase Followers

Extend Your Reach

DIGITAL MARKETING

WEBSITE SEO



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•  START LISTENING and analyze what your audience is looking for online.

•  IDENTIFY KEYWORDS used to search for solutions related to your business.

• BUILD YOUR OPTIMIZATION around those keywords and phrases.

• BE CONSISTENT and pepper those keywords throughout your content.

• MONITOR PERFORMANCE and stay flexible and make adjustments when necessary.

Words Words Words

SEO BREAKDOWN

“Social media campaign measurement basics: engagement, reach, exposure, ad performance, and conversions.”


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Sample Measurements

SEO SOFTWARE

GOOGLE ADWORDS



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Google and Bing Ads

PAID ADVERTISING

https://www.google.com/adwords/http://ads.bingads.microsoft.com

•  SIGN UP FOR FREE and learn to set up your ads with these services.

•  SET A BUDGET control your budget and only pay when your ad is clicked.

• REACH CUSTOMERS globally or locally and set a specific distance from your business.

•  EXPAND YOUR AUDIENCE and see your ads on Google, Bing, Yahoo and AOL.

INCREASE FOLLOWERS

To buy or not to buy?


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Know Your Options

BUYING FRIENDS

• BENEFITS can include low costs, low time commitment and gained social influence.

• RISKS can include spam tactics, antitrust and channel shutdown.

• DEFINE YOUR STRATEGY and do your research! *BAD PENNY FACTORY DOES NOT ENDORSE, CONDONE OR HAVE ANY AFFILIATION WITH THE COMPANIES LISTED

MEASURE RESULTS

How do I know my efforts are paying off?


45 MEASURING DIGITAL CONTENT

Trends and changes are the most valuable insight that can be pulled from any report. Analytics should be measured through a single tool for a

universal view of the health of your content. Once you select the tool that works best for you, get familiar with it and set up a few standard reports

that will allow you to push a button to see a snapshot of your work and how it’s performing online.

Metrics That Matter

“It’s the true experience of the journey that people gravitate toward.”


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+ + =

The social media channel and piece of content with

the call-to-action message.

Platform 01 Time and effort spent on

creating the content and the post schedule.

Post 02 Amount of money invested

to promote the content.

Paid Boost 03 Calculate the expected

performance.

Review

Gather significant data to build a formula that works for your business. Regularly review the information to determine how to achieve optimal

performance within your control. Create a testing plan to check your findings and then continue to tweak the formula over time. These solutions

will also help define your marketing budget. Again, think: how can I get the biggest bank for my buck?

Cost of Content

BASIC FORMULA

0.31% CTR

THANK YOU

Continue the conversation by emailing [email protected]

@BadPennyFactory

BadPennyFactory.com