Social Media Marketing 101 - Sigma College of Small Business

Social Media Marketing 101

www.SigmaBizLearning.com

Provided by Sigma College of Small Business, Inc.

What is “Social Media”?What is Social Media ?

Networking OnlineNetworking

• Making New Contacts

• Building Relationships

Online

• Utilizing Online Tools– BlogsBuilding Relationships

– Adding Value

– Trust and Credibility

h k

– Social Sites (Facebook)

– Micro Blogs (Twitter)

– Email• Leveraging the Network– Business

– Entertainment

– Email

– Aggregation sites

• Benefits

– Charity – Audience Reach

– Interactivity

– Flexibility

Copyright 2012 Sigma College of Small Business, Inc.

Flexibility

2Social Media Marketing 101

Why Social Media for Business?Why Social Media for Business?

• Communication Channel– Flexible Communication– Incredible Reach– High Interactivity

• How does it equate to revenue?– Direct Revenue

• Ads, products and subscriptions– Indirect Revenue

• Generate leads and referrals– Build Attitude, Trust and Credibility

• Monitor and Manage the Brand– Customer service– Public relations


ub c e at o s


The Value of NetworkingThe Value of Networking

• Making ONE solidMaking ONE solid connection

YOU Networking Contact

• Links you to HUNDREDS of potential connections

Copyright 2012 Sigma College of Small Business, Inc.4Social Media Marketing 101

The Value of Online Social NetworkingThe Value of Online Social Networking• Links you to THOUSANDS of

potential customers….Repeatedly!• Making ONE solid

connection

p p y

YOU Networking CContact

Contacts are “Opt‐In”!!!


Start Here!C h Ch i iCash Cheap, Time Expensive


Copyright 2012 Sigma College of Small Business, Inc.7

Aliza Sherman, Web Worker Daily


Nothing NewMarketing Basics

Audience ObjectivesAudience• Segment the Market

– GeographicDemographic

Objectives• Awareness

– Change level of awareness– Demographic– Psychographic– Behavioral

• Priorities and Needs

• Attitude– Modify audience perception

• Behavioro t es a d eeds• Buying Behavior

Behavior– Generate specific action

Message

Show Value Differentiate Close


The Social Media Process

The Social Set Up Add Value

The Social Media Process

The Social Media Plan

• Audience,

Set Up Accounts

• Choosing the

Add Value with Content

• Sticking to the Objectives, Message

• Choosing the Ri ht T l

right titles, URLs, email and usernamesLi ki t

message• Frequency and TimingM MiRight Tools

• RESOURCES• Integrated with Marketing

• Linking accounts• Using Social Media Tools

• Message Mix• The Media Calendar

• CampaignsMarketing Message

Campaigns, connecting and interacting


Social Media ToolsSocial Media ToolsPrimary Tools Accessories

• Social Networks– Facebook, LinkedIn, MySpace,

Meet‐up

• Email

• Web Site

A i T lee up

• Content Sites– YouTube, SlideShare, Ustream

• Aggregation Tools– Hootsuite, TweetDeck,

FacebookConnect• “Status” Networks

– Twitter, Foursquare

• Blogs

• Bookmarking– Delicious

Shareaholic• Blogs – Shareaholic


FacebookFacebook• Primary Marketing Objectives

– Broadcast Advertising to build brand– Information Resource Site

• Friend Page– Personal page

d– Friends• Can see personal info and posts of friends and their friends• “Like” a business fan page to see their content on your news feed

• Fan PageFan Page– Business or organization page

• Admin has personal account– Fans “Like” your page

• Can only see fan page• Can’t see Admin personal page or other fan info

The GOAL is to get your fans to share your message across their network!



g y f y g

Why do They FollowWhy do They Follow1. 40% want to receive discounts and promotions

2 37% want to show support for the brand/company2. 37% want to show support for the brand/company

3. 36% hope (want) to get free samples, a coupon (a.k.a. freebies)

4. 34% want to stay informed about the activities of the company

5. 33% want to get updates on future products

6. 30% want to get updates and information on future sales

7 27% like to get fun and entertainment out of it7. 27% like to get fun and entertainment out of it

8. 25% want to get access to exclusive content

9. 22% mentioned they were referred by someone to follow this brand/company

10. 21% want just to learn more about the companyThe top‐10 reasons why consumers follow a company on Facebook



Posted January 11, 2011 by Ralph Pagliahttp://socialmediatoday.com/ralphpaglia/260439/top‐10‐reasons‐why‐consumers‐following‐company‐facebook

LinkedInLinkedIn

• Primary Marketing Objective• Primary Marketing Objective– Relationship Selling

• More Professional, Career Site,– Connections and Links– Access people through direct connections

l f l• Complete Profile– History of jobs is searchable– Recommendations– Recommendations

• Business Page– People can link to your business


p y


TwitterBe Relevant in 140 Characters

• Primary Marketing Objective– Attitude Improvement– Reach

• “Followers”• Followers– Not as personal as Facebook– Easy to un‐follow– Use “Lists”

• “Tweet” your Message• Replies and Re‐tweetsReplies and Re tweets

– Important part of being effective– Build Credibility – Add Value



BloggingBlogging

• Primary Marketing Objective– Attitude – Expertise and Credibility– “The Draw” – Content that draws people

• Content and linkingd h bl h d d– Provides searchable content that is updated

– Value of content drives traffic• Use to build expertise and credibility

– Link back to yours and network sitesLink back to yours and network sites• Personal or company blog

– Who do you want to brand• Free v HostedFree v. Hosted

– Free good for content– Hosted recommended for

more interactive blog



Setting Up Accountsg p

• What and Who are You Promotingl– Business v. Personal

– Company or Product Brand• Titles, URLs, Usernames and emails

– Identifiable to you or companyIdentifiable to you or company– Short and concise– Common across media

• Setup Accounts– Setup username in all potential accounts

• Reserves even if immediate use is unlikely

• Customize to Brand• Initial EntriesInitial Entries

– About, Introduction, First Article– Recent “Writings”

• Linking Accounts



The Social Media CalendarThe Social Media Calendar

• Build consistent, credible messaging, g g• List “post‐worthy” events and information

– Events, products, community, education– Create campaigns

• Set number of associated posts and base messagemessage

• Write posts– Write out the actual post with any linksp y– Adjust timing

• Schedule and post



Social Media ToolsSocial Media Tools

• AggregatorsAggregators– Manage multiple streams

See and post to Twitter– See and post to Twitter, Facebook, LinkedIn, etc…

– Tweetdeck Hootsuite– Tweetdeck, Hootsuite

– Schedule functionality

• Share Tools• Share Tools– Add social links to web site



Social Media Marketing 101Social Media Marketing 101

• Social Media is a Very Effective Marketing ToolSocial Media is a Very Effective Marketing Tool• Build it into Your Marketing Plan

– Audience Objectives MessageAudience, Objectives, Message– Plan the time and resources– Use the best tools for your businessUse the best tools for your business

• Interact and Communicate– Comment Retweet ReplyComment, Retweet, Reply

