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Powerpoint presentation from the Arkansas State University Small Business and Technology Development Center provided to our Jonesboro, AR area small businesses as an introduction to leveraging social with their online marketing efforts.
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Social Media Marketing
Conquering the Digital Divide!
What is Social Media Marketing? How Does Social Media Fit in Your
Marketing Plan? What Social Media Channels are Right
for You? What Messages Do You Send? What Tools to Use? How Do You Know It Works? Where do You Go Next?
What We Will Cover
Free confidential consulting assistance Free Market Research Information Low cost Training workshops Innovation and technology consulting Website and social media analysis reports For more information visit the ASU SBTDC Website
About Us
Website Analysis Report
Name Company/organization Position Website??? Social Media? Which ones? WHAT is the ONE thing you want to take
away today?
NOW! About YOU!
What Is Social Media Marketing?
What is the Challenge?
Feeding the Cash Register
Local Search Web Site
Off-Line
BLOG
How Visitors Find Your Website
Traffic Sources ASBTDC website
Getting the Word Out
Where we create content to FEED our Blog/ Website
Create Content in a Form Customers Want
Post it on a site that search engines can index
Spread the word on the RIGHT Channels
The Challenge Today?
How do you get found in a universe with:
500 MILLION websites?150 MILLION Blogs
Over 200 BILLION Internet Display Banner Ads every 90 Days?
How is Social Media Used?
• Customer Service• Product/service
feedback• Industry networking• Promotions/Contests• News, company
updates• Internal Collaboration
Creating a Social Media Plan
STEPS Pre-planning Listen to the conversations Create TARGET profile Set Specific Goals Join Conversation Measure Return
Step 1 PreplanningWhat are your CURRENT Channels?
E-Mail?
Websites
Direct Mail
Newsletters
Step 2 Listen to the Conversation
Secure your brand on social platforms Blogs, twitter,
Facebook, LinkedIn Usernames unique Try to be consistent
Set up monitoring platforms Google Alerts SocialMention.com Technorati Twitter Search
Step 2 Listen to the Conversation
KEYWORD categories to identify: Key industry influencers Competitors Industry news sources Blog Comments
How To Find the Right Sites
Your business or organization Your Competition Your product or service Industry
Monitor for:
Networks your customers use What they are interested in What they are saying about your competition What they are saying about your product What they are saying about:
Monitoring will show you:
Follow your competition on social media See what networks they use Evaluate how they connect Evaluate “value” they add to customers Reactions of followers, fans, subscribers,
etc. STEAL What works! AVOID what isn’t working
Industrial Espionage
Action Items:Secure your BRANDSet up Monitoring Channels
Step 3 Create Target Profile
Find KEY attributes by Listening Chart out their presence in
social media Market Segmentation
Demographic Geographic Psychographic Behavioristic
Continue to gather customer information along the way
Step 3 Create Target Profile
Target Audience is 24-50 males 350 billion spending power 16-19 hours online each week 96% joined social networks
78% trust peer recommendations Only 14% trust
advertisements Belong to: Quantcast
Twitter: 31 Facebook: 33 LinkedIn 39
Get detailed user data for 2012 at the ASU SBTDC Pinterest Site at our Social Network Stats 2012!
Exactly Who Uses Social Networks? Are they my Potential Customers?
http://pinterest.com/astatesbdc/
Get more Facebook user data on our Facebook 2012 boardVisit the ASU SBTDC Facebook Page!
12 Point Facebook Page Audit from Social Media Examiner
Optimize Your Facebook Page
See what the “Tweeple” look like: At Twitter 2012 InfographicConnect with the ASU SBTDC on Twitter!
Google + Offers Insight into users at Google Plus Stats 2012You can connect with us on Google Plus as well
Pinterest 2012 Stats and Figures…Plus How to Leverage PinterestWe love to Pin Interesting information at the ASU SBTDC Boards
Social network for businesses and Professionals LinkedIn Stats 2012Of course love to connect with you on LinkedIn
Step 4 Set Specific Goals
Brand Awareness/Advocacy Increase Traffic/Opt-Ins Business Partnerships Search Engine Results Generate Leads Reduce CRM Costs Increase Revenues
Step 5 – Join the Conversation
Establish an Editorial Calendar Choose schedule for days
you will post Keeps on Track & Organize
Content Consistency Helps when you need
Content Ideas
Why Good Content Matters
Educates Informs Entertains Provides Value Builds Trust Creates Relationships…then SELLS……
What is Good Content
Video Images, pictures – Articles Infographics eBooks/White Papers Webinars Podcasts Coupons/discounts/special offers
How to Spread Content
Know how subscribers in different networks PREFER to receive your content
Step 5 – Join the Conversation
THINK Conversation, not Campaign! Don’t focus on selling Ask questions/respond Provoke engaging
dialogue Earn a REPUTATION
When consumers TRUST your content, they will TRUST YOUR PRODUCTS/ SERVICES
Step 6 BONUS – Measure ROI WHAT IS ROI? Non-Financial:
Visitors WOM Page Views Fans & Followers
FINANCIAL Sales Revenue Transactions Coupons
Step 6 – Measure ROI
QUALITATIVE QUANTITATIVE
Involved in Industry Conversations
How Customers Perceive us versus competition
Did we build KEY relationships
Moving from MONOLOGUE to DIALOGUE?
Website Analytics Social Mentions SEO Ranking Link Clicks Newsletter/E-mail
Subscribers added
First Things First: Website If a Local Business – Claim Local Listings Leverage E-Mail to connect with customers
Develop a Buyer Persona to target best customer Determine what is important to that segment
Set Up Monitoring Platforms Determine the RIGHT social networks Determine the RIGHT type of Content Start Delivering Good Content they VALUE Find tools to make your Online Marketing
Easier
What is Next?
Tools, Tools and More Tools
Monitoring Tools
Listen to the conversations! Read detailed “How To” set up at our storify posts http://storify.com/asbtdc_asu/monitoring
http://addictomatic.com/
https://twitter.com/search
http://www.socialmention.com/
http://www.google.com/alerts
Slideshare.com upload your PowerPoint, word documents, pdf files, brochures, even video online to share with your audience
Animoto.com Video creation and sharing tool that allows you to upload images and short video clips, add text, then mix with a great music library to share with your fans.
YouTube – Fits as both a support tool and as its own social network. Shoot video from anywhere, upload to YouTube and share on your sites.
Get more information about Slideshare, Animoto and YouTube at our Storify article “Tools to Create GREAT Content”
Tools to Create Content
Storify.com Storify is one of the best platforms that allows users to aggregate and display photos, articles, tweets and other content from across the web.
Paper.li Allows you to curate your favorite twitter, Facebook and RSS sites, writers, etc. into an online newspaper just for your readers.
Tools to Curate Content
Hootsuite.com Buffer.com Tweetdeck.com Facebook Page Scheduler
Read all about these and other scheduling tools at our Storify article “Scheduling Tools for Beginners”
Tools to Save Time
Fanpagekarma.com Results for Batesville Area Chamber
Agora Plus Facebook Page BarometerBatesville Area Chamber of Commerce Vs
BarometerSimplymeasured http://simplymeasured.com/
Nutshell Mail https://nutshellmail.com/Sample
Tools to Analyze Your Activity
More Facebook
Brandify Free Trial https://www.brandify.com/
Most Inclusive Tool: BRANDIFY
Contests
9 Tips for A Successful Facebook Contest – Social Media Examiner
Facebook TOS and Contests Must Know Facebook Policies on PROMOTIONS https://www.facebook.com/page_guidelines.php#promotionsguidelines
Easy Contest Ideas for Pinterest
Online Timing is EVERYTHING!
Timing and Social Media
Our Tips on Best Time to Post Online by social media network AND by Industry
Blogs to Follow on Social Media
http://storify.com/asbtdc_asu/blogs
HubSpot’s Internet Marketing Whitepapers & EBooks
Best How To Resources
Take advantage of training available in your area on marketing, Online marketing, social media marketing and stay up dated.
Meet with our consultants for assistance in developing the RIGHT social media marketing plan
Stay informed HAVE FUN! Download this PowerPoint for links at: http
://www.slideshare.net/hlawrenc/
FINALLY
E-mail [email protected] Facebook http://www.facebook.com/asu.sbtdc Facebook
http://www.facebook.com/herb.lawrence Twitter http://www.twitter.com/asbtdc_asu LinkedIn http://www.linkedin.com/in/asusbtdc Google Plus https://
plus.google.com/u/0/116773498364928584762/posts
Pinterest http://pinterest.com/astatesbdc/ Oh… or call me (870) 972-3517
Connect with Us
