Social Media for Small Business: Integrating offline with Online

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Integrated Social Media Marketing For Small Business


“I’m too busy / I don’t get it / my customers aren’t there.”

•Wrong.

•You can find the time.

•It’s easy to understand.

•Your customers are most definitely there.


“I’ve tried __________ and it didn’t work.”

•All advertising works if it’s used the right way.

•You can’t test the medium, you can only test the message.

•It all works best when it’s working together.


For Example


Using Outdoor Wrong:

Poor taste.

Just poor.


Using Outdoor Right:


Using Print Wrong:


Using Print Right:


“But my best advertising is word of mouth.”

•GREAT!

•Social Media is word of mouth on steroids.

•The problem with WOM:• You can’t control word of mouth. • You can’t measure word of mouth. • It works both ways - positive and negative.


What is your problem?

TV, Radio, Magazine

TV, Radio, Magazine

TV, Magazine, Newspaper

Direct Mail, Email, Internet, Social Media, WOM

Search, Experience, Internet, Social Media, WOM

Search, Email, Internet, Social Media, WOM

Email, Internet, Social Media, Teleservices


Social Media + Yellow Pages

•Yellow Pages is great at the bottom of the funnel.

•If it works - and you can prove it - keep using it. Otherwise...

•Cut your yellow pages budget and reallocate to Search.


Social Media + Newspaper

•Newspaper is great at the details and establishing brands.

•It does well selling to people who are already looking.

•Try the well-tested “testimonial” approach, using feedback from social media.


Social Media + Magazine

•Magazines are a great medium to impact perceptions and drive awareness.

•Use magazines to drive mobile device interaction - texts, as well as social media.

•More advanced tech allows for direct interaction (2D barcodes, etc.).


Social Media + Cable TV

•TV is a great way to deliver a high impact message and establish top of mind awareness.

•Use the limited time you have to pique the interest of the audience...

•...and extend the dialog online!


Social Media + Point of Sale

•Don’t forget about the impact of experience!

•Collect info - email address at the very least!

•Geo-located social media shows a lot of promise.


Social Media + Outdoor / Out of Home

•High-impact medium great for directional work and short, quick messages.

•Use digital outdoor to publish real time social media info.

•Think beyond billboards and way, way outside the box.


Be a Guerilla.


Be a Guerilla.


Be a Guerilla.


Be a Guerilla.


Be a Guerilla.


Be a Guerilla.


Integration happens with the creative, not the channel.

•Take the online space into account when you’re developing creative concepts.

•Take a “big idea” approach, not a “channel” approach.

•Hire a professional. Don’t ask them to work for free. Don’t ask for the work to be done tomorrow.


Great creative makes every penny work harder.


Don’t be this client. Real quotes from real clients courtesy:


So - how to get started?

•Listen - use a monitoring service to find out what people are talking about.

•Plan - based on your business objectives and your offline marketing plans.

•Engage - think about it like talking on the phone.


What We’ve Learned

•Plan for the Long Term.

•Start Small.

•Measure Everything.

•Build on Tiny Successes.

•Be Yourself.


And the most important point of all . . .


Social Media Doesn’t Work Without Content.


What kind of content?

•Blog Posts•Video•Photos•Customer Generated•Status Updates•FAQ / Q&A•Presentations•Digital Brochures•Games / RIA’s•Syndicated•Shared


Free or Affordable Tools That Can Help You

•HubSpot - Lead Generation

•HootSuite - Twitter/Facebook

•SocialMention - Monitoring

•Google - Alerts, Apps, Maps, Analytics, and much more.

•WordPress / Blogger - Blogging


Free or Affordable Tools That Can Help You

•Flickr - Image Hosting

•YouTube - Video Hosting

•Flip - HD Video Camera ($200)

•MailChimp, MyEmma - Email

•iPhone - Social on the Go


Questions?

Ask us anything. Ask anonymously.

Visit formspring.me/raidious + ask on Facebook + ask on Raidious.com


Raidious helps small businesses shine online.

Digital marketing doesn’t work...without content. We help with that.

Hire us. You’ll be : ) you did. Visit our website: raidious.com

Email us: [email protected]

Call us: 317-203-9807

Find us on Twitter, Facebook, LinkedIn

Or just Google Raidious.


Thanks for your time!