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You’ve heard the buzz about Facebook, Twitter, YouTube & LinkedIn, now find out how to harness the power of social media for your own business!• Why social media works for small businesses• How to listen first before launching your campaign• How to create a social media strategy that works• What elements make up a successful campaignNow’s the time to leverage social media to build better relationships with your customers and prospects, ultimately driving more sales for your business.
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©2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 1
Jump Start Your Small Business
Using Social Media
Welcome! We’ll be starting shortly.March 24, 2010 2-3 pm EST
©2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 2
Our discussion today:
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
Does your business currently have social media included in your 2010 plan? a. Yes b. Not yet, but planning to c. No plans in 2010
©2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 3
Presented by Nathan Eide
Social Media Manager - Deluxe Nathan has 6+years in small business,
agency & corporate eMarketing.
Jared RoyPresident, Risdall Integration GroupJared is a big believer in the power of
connecting brands with consumers in new & innovative ways.
Josh DahmesPresident, Risdall Online Marketing GroupJosh helps clients understand how to utilize the
internet as a promotional channel for their products and services.
©2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 4
Social Media – Why the Buzz?
If Facebook were a country, it would be the third most populous with over 350 million users
In fact, Facebook added 100 million users in less than 9 months 1 in 6 higher education students are enrolled in online curriculum 80% of companies using LinkedIn as a primary tool to find
employees There are over 200,000,000 Blogs 34% of bloggers post opinions about products & brands More than 1.5 million pieces of content (web links, news stories,
blog posts, notes, photos, etc.) are shared on Facebook ... Daily 1 out of 8 couples married in the U.S. last year met via social media Social Media has overtaken porn as the #1 activity on the Web
©2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 5
The landscape
©2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 6
Why bother?
“For companies, resistance to social media is futile.”
Millions of people are creating content for the social Web. Your competitors are already there. Your customers have been there for a long time. If your business isn't putting itself out there, it ought to be.
Business Week, February 19, 2009
©2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 7
Social media users are open to marketing
34% used a search engine to research a product after seeing an ad on a social network
30% said they first learned about a new product or service via their social media use
28% showed interest in offers presented in a social media context 46% would discuss or recommend a product on Facebook 44% of Twitter users already have recommended a product 36% of YouTube users said learning about a brand on a social
network site prompted them to visit an e-commerce site in response
Performics 2009 study
©2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 8
Will Social Media Work For You?
Did you go into business for a reason? Do people hire you or buy from you
because of your expertise? Are you up on the latest trends in your
industry? The most common mistake with social
media is thinking your expertise is common knowledge.
You don’t have to be a celebrity to be relevant on the web.
You already are someone who has valuable information, is a trusted source and knows how to communicate in a friendly, effective,
and possibly entertaining manner.
©2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 9
How Do You Get Started?
Create a profile that helps people verify your legitimacy Let consumers know to whom they are talking Empower your social media representative Be cognizant of privacy Link to all your social media outlets Be real. Be smart. Be helpful. Be funny. Integration is the key Facebook is NOT a strategy
©2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 10
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 Answers– http://www.linkedin.com/answers
©2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 11
Guidelines
Be transparent and state where you work Never represent yourself or your organization in a false
or misleading way Post meaningful, respectful comments Use common sense and common courtesy Stick to your area of expertise When disagreeing, keep it appropriate and polite If you write about the competition, behave diplomatically,
have the facts straight and appropriate permissions 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
©2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 12
Create Your Strategy
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 & objectives
Identify Audience– Who do you need to reach to meet your objective? Why this target
group?– 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?
©2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 13
Create Your Strategy
Turning Strategies into Actions– Find & Follow– Listen & Learn
Integrate across all marketing efforts/channels Where’s your home?
– Do you need a website?– Getting the work done
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?
©2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 14
How will you know if it works?
Do you measure up? What is your original, measurable objective (e.g., # of event
attendees or new customers)? What hard data points or metrics will you use to track your
objectives? How often will you track? Do you have the systems and tools set up to track efficiently? What questions will you ask to generate insights? Who will participate? Do you go past ROI?
©2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 15
©2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 16
WiseGrass
WiseGrass is a Pennsylvania-based, lawn care business that does a fantastic job of utilizing social media.
Mix of content types
Share on Facebook and blog
Scour reviews on Yelp, Yahoo and Google local search
Respond in kind to reviews
Value-added information
©2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 17
WiseGrass
Social media is the new Word of Mouth!
Capture testimonials
On every page, they offer testimonials from happy customers:
– After trying to take care of my lawn needs and failing miserably, I called Paul. After just a few months the results are amazing. My lawn is now #1—Chris Millersville PA • 9 months, 3 weeks ago
The best feature is how they openly collect them
– A simple web page asks, “How was your experience?” and gives customers 150 characters to tell the world.
©2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 18
What Do You Take Away?
If you have a blog it should be the center of your social marketing efforts
Establish a consistent habit of posting, and stick to it Get to know other bloggers and tweeters in your industry, and
become a valuable part of the community Mix up your content types Twitter is all about two-way conversation Ask for retweets (politely) Use a Twitter client to help you manage your activities Think before you post/tweet/reply 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
©2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 19
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Build A Listening Dashboard
©2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 20
Build A Listening Dashboard
If I told you that you could listen in on your customers and prospects?
Would you listen?
What type of impact do you think a listening platform would have on your business?
a. Respond to Reviews d. Brand Monitoringb. Customer Service e. Not sure what a listeningc. Reach out to Prospects platform is
©2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 21
www.google.com/accounts/NewAccount
©2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 22
www.google.com/alerts
©2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 23
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.
©2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 24
www.google.com/reader
©2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 25
www.search.twitter.com
©2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 26
www.socialmention.com
©2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 27
Google Blog Search
©2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 28
www.technorati.com
©2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 29
www.flickr.com
©2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 30
www.YouTube.com
©2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 31
Build A Listening Dashboard
©2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 32
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Above all, remember…..
©2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 33
The author is responsible
©2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 34
Questions?
Nathan EideSocial Media Manager, Deluxe Corporation
Jared RoyPresident, Risdall Integration Group
Josh DahmesPresident, Risdall Online Marketing Group