2012 mwbe central indiana resource fair · the social media data stacks 7 140,336 50,055 23,617...

Social Media Resources for Small Businesses

2012 MWBE Central Indiana Resource Fair

M. Kim Saxton, Ph.D.July 17, 2012

Social Media 101• Defining Social Media & Why it’s Important• Developing a Persona• Blogging• Social Networks• The Future

Source: http://blog.nielsen.com/nielsenwire/online_mobile/ads-with-friends-analyzing-the-benefits-of-social-ads/

What is Social Media?• Any Web 2.0 feature that allows

customers to interact with you• The purpose of social media is to

engage:– A 2-way conversation– Share not Tell marketing– Have to give them a way to share too

Source: BtoB Business Intelligence Center, “Emerging Trends in Social Media Marketing”

The Social Media Data Stacks

6

Most US Adults are active on Social Networks & they are worth more

Source: Pew Internet & American Life Project

8%

16%

29%

46%

61%65%

2%

9%13%

27%

38%

43%

2005 2006 2007 2008 2009 2010 2011

Ever Yesterday

Social Network Site Use Growth% of online adults, 2005-2011

61% Email59% Search

Engines

The Social Media Data Stacks

7

140,336

50,055

23,617 22,417 19,250 17,786 11,870 8,578 8,397 7,601

Facebook Blogger Twitter Wordpress MySpace LinkedIn Tumblr Six ApartTypepad

Yahoo Pulse Wikia

And, Facebook has become a must

Top Network & Blog SitesAverage monthly unique visitors (000), Q3 2011

Source: The Nielsen Company

These are blogs

The Social Media Data Stacks

8

Because people do prefer to connect to Brands on FacebookPreferred Social Network for Brand Connection% of social network users, May 2011

6%

3%

5%

6%

Source: Edison Research and Arbitron

Facebook 80%Twitter

LinkedIn

Other

Twitter

Don’t KNow

The Social Media Data Stacks

9

People Expect Something for “Like”Consumer Expectations for Brand Liking% of Facebook users, September 2011

58%

58%

47%

39%

38%

37%

37%

36%

28%

27%

24%

Expect access to exclusivecontent, events or sales

Expect discounts orpromotions through Facebook

Expect to receive updatesabout the co. to the newsfeed

Expect the company to postupdates, photos or videos to newsfeed

Expect to share with friends,family and/or coworkers

Expect the name of co.to show up on my profile

Do not expectanything to happen

Expect the co. to send more relevantcontent based on my public profile

Expect to interact with pageowner (e.g., brand, person)

Expect the co. to access datain my public profile

Expect the co. to contact methrough other channels

Source: ExactTarget

Hard News – what works best is also hardest to do

Latest: Pinterest

Source: http://blog.compete.com/2012/06/28/pinning-down-the-impact-of-pinterest/

STEP 1: DEVELOP A PERSONA

Who is your target audience?

What do they need?

What questions do they have?

What is their demographic

makeup?

High School Juniors/SeniorsConcerns:-What is life like on campus?-What do I want to study?-Will I fit in on campus?

Forums:-Social Networks-Search

Demographic:-Upper/Middle class-Located in Midwest

Source: http://www.contentmarketinginstitute.com/2011/04/4-questions-answered-about-buyer-personas/

B2B Audience Template

Do Research on your Audience• Monittor• SocialMention• Google Alerts• Alltops

Now, plan your Strategy1. What’s Your Pitch? Shoot for 120 characters

2. What’s the Point? What type of program is this? Awareness, Sales, or Loyalty?

3. What’s Your Relationship with Your Audience? Nothing to Your Advocate

4. What’s Your One Thing? You = X

5. How Will You Be Human?6. How Will You Measure Success? First-time

visitors, Repeat Visitors, Comments, Shares

STEP 2: START YOUR COMPANY BLOG

Why Blog?• It’s a permanent repository for your social

network content• You can have a wide variety of content• Your customers want to see what you

think• It’s one of the most effective ways to

engage• It helps in organic search• And, it helps in organic search

How to Start a Blog• Set up a network to redirect to your domain• Freeware:

– Wordpress.com– Blogger.com

• Paid, hosted networks:– Compendium– Hubspot– SquareSpace– Typepad

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July 12, 2012Customize footer: View menu/Header and Footer

The Purposes for your Blog• Create Awareness for your brand

• Help Visitors see your brand as human and establish your Thought Leadership

• Purchase Behavior

Here’s the Key to Success:

Set a Schedule & Stick to it

STEP 3: ADD SOCIAL NETWORKS

Set up Your Profile• Start with the basics on the main four or five:

– Facebook.com– Twitter.com– LinkedIn.com (esp. important for B2B)– Pinterest– Google+

• Set up a Social Network Management account:– HootSuite.com– Buffer. Com– MarketMeSuite.com

Start Promoting your Blog Posts & then think about Optimizing• You’ve already written the blog posts. Write

enticing lead-ins to them• Find Influencers in your market

– Follow them– Then, engage them

• Optimize Facebook First• Then, optimize LinkedIn• Add Pinterest if visual• Add Google+

Set up a One-Stop-Shop Information Site

Share a Common Experience

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Create a Great Contest

Tie in to a Great Cause

And, optimize LinkedIn• Company Page• Executive Profile Pages• Join or Create a Group• Leverage Group Discussions in other

places like newsletters and blog posts• Add Polls• Add Presentations

July 12, 2012Customize footer: View menu/Header and Footer

Should you be on Pinterest?

Source: http://blog.compete.com/2012/06/28/pinning-down-the-impact-of-pinterest/

A LOCAL EXAMPLE

July 12, 2012Customize footer: View menu/Header and Footer

Launch on your blog

Get Others to Share

Follow up with Email

The Results • Monday, June 25th – post to Facebook,

new webpage, email sent to database. Goal = 250 sold chickens

• Tuesday, June 26th = 140 sold chickens• Wednesday, June 27th 9am = 300

chickens• Wednesday, June 27th – people buy

more than ordered• Wednesday, June 27th = 400 total volume

Some Great Resources:• Kissmetrics.com• ConvinceandConvert.com• JeffBullas.com• MarketingTechBlog.com• AppSumo.com• SlingshotSEO.com• ExactTarget.com• Hubspot.com• Compendium.com

Future Trends in Social Media• Mobile• Search includes social indicators• Location-based• Social Commerce• Gaming• Global Magazine Super Blogs• Global Micro Niche Businesses

Source: http://www.jeffbullas.com/2011/11/22/7-top-trends-in-social-media/

A couple of parting words: