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How To Expand Your Small Business With Social Media
Presenter: Doug Hay, CEO
Agenda
• Presentation
• Q&A – write questions in Webinar questions console.
• They will be answered at the end of the presentation.
Presenter: Doug Hay
• Early adopter of Internet
marketing & social media
• 30 year marketing veteran
• Sought after speaker -
presented at local, regional
and national conferences
• Lectured at two universities
for the Sales & Marketing
Executives program
• 80% of female Internet users said
they had become a fan of a
product or brand on a social
network.
• 72% had learned about a new
product or brand, or joined a
group around one.
SheSpeaks “Annual Social Media Study 2009”,
New media users overwhelmingly believe
companies or brands should:
• Have a presence in new media (95%)
• Interact with their consumers in this
space (89%).
Consumers feel companies’ or brands’
top priorities within new media should be
to problem solve and provide
information (61%)
Cone Inc Study
Solving Customer Service Issues
“75% of Americans are very likely to speak
positively about a company after a good
service experience in contrast with 59%
who are very likely to speak negatively
about a company after poor service”.
- American Express 2010
Social Media Is More Popular Than
Social media accounts for 23% per cent of
America’s online time vs 8% on email.
- Nielson Study
Facebook dominates the social
networking scene with nearly 85
per cent share of social
networking pie
Followed by MySpace and Twitter
- Nielson Study
Conversion
What is social
media?
CommunityCommunity
Marketing Has Changed Forever
Social Media Strategy
1. Research and listening
2. Create a content strategy
3. Choose tools & create content
4 . Engage5. Measure
The Modern Sales Funnel
Photo Credit: www.erincolbert.com
Social Media is for Leads
and Sales
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Social Media
Marketing:
Givers Get
Adults on Internet
Integrated
Marketing
Strategy
Social
Media
Blog
Offline
Marketing
Web
Site
Inbound (Pull Based) Marketing
Photo credit http://campcreative.net/blog
Inbound Marketing is More Effective
Image credit: http://thewritesolution.files.wordpress.com/
Universal SearchGoogle Universal
10
Action
Steps
1. Homework
What Are They Saying?
• What are they
saying?
• Who are the
influencers?
ConversationsAnalyze the
conversations
2. Strategy
What Do You Want To Achieve?
• Set goals
• What
audiences/verticals
should you be
communicating with?
• Set up metrics to track
the results
Social Media Tools
• Optimized press releases & articles
• Blogs
• Micro blogging (Twitter)
• Podcasts
• Videocasts
• RSS (really simple syndication)
• Social Media Sites
3. Optimized Site
• Your site itself must be optimized
– Key word research and strategy
– Write new content around key words
– Design, programming, etc per a strategy
and key words
• Link building with new editorial content which
Google places heavy emphasis on
Search Engine Optimization (SEO)
ROI For SEO
Can go through
the roof, shaming
just about every
other component
of your marketing
plan.
- Forrester Research
4. Blog
Image credit: www.small-biz-ideas.net/
Search Engines
• Content is king
• Search engines
will crawl your
website more
often if you have
a blog which is
updated regularly
• Choose a platform
• Build a blog
• Write blog posts
• Reach out to other
bloggers & comment
• Promote you blog
Blogging
• The blog and feed search sites - called news aggregators -gather syndicated content
• They have growing audiences who visit their sites to find new content
News Aggregators
Blogging Generates Leads
5. Facebook
Facebook Growth
• 400+ Million Users
• The 35+
demographic now
represents more than
30% of the entire
user base.
• The 55+ audience
grew a whopping
922.7% in 2009.
Gap Fan Page
engagement.
- Links to a
photo album
where fans can
upload pix of
their babies
wearing Gap
denim.
6. Twitter
Twitter Opportunity
• 190 Million users
• Posting 65 million
tweets per day
• 20 billionth post
made over the
weekend
- Twitter COO Dick Costolo
6. Create Content
We’re all publishers
• Optimized press
releases
• Articles in RSS feeds
• White papers
• e-books
• Podcasts
• Video
Content creation
Integrate with Social Media
• Research Content Ideas
• Optimize the Content
• Add it to Your Site in a RSS Feed
• Add Images
• Add Social Media Links
Think Outside The Box
Syndicate In RSS
Syndicate your
content with an RSS
(Really Simple
Syndication) news
feed.
Syndicate
Publisher creates the RSS file and
places it online
Internet end-users
Other sites and systems
Search engines and directories
Content consumers
subscribe to the feed
and retrieve its content
whenever they want
Publisher creates the RSS file and places it
online
Internet end-users
Other sites and systems
Search engines and directories
Content consumers subscribe to
the feed and retrieve its content
whenever they want
7. Engage
Image credit: http://www.gapingvoid.com
8. Directories
9. Video
Every minute users upload 20 hours of video.
Streams 100 million videos daily.
10. Measure
Photo credit: http://www.mersiomarketing.com/blog/
Takeaways
Cross promote on social sites, email, etc
Ceate quality content
Engage not just publish
Tweet your posts multiple times
Register: blog search engines, directories
Network with influencers
Image credit: http://www.trafficteria.com/
Free Initial Consultation
Doug Hay
818-326-6784
Blog: www.dougahay.com
Twitter: www.twitter.com/doughay
Facebook: http://www.facebook.com/doug.hay
LinkedIn: www.linkedin.com/in/doughay
Copyright Notice
All materials contained in these presentations
are protected by United States copyright law
and may not be reproduced, distributed,
transmitted, displayed, published or broadcast
without the prior written permission of Doug
Hay.
