open for businss: an introduction to social media marketing

Social Media MarketingAN INTRODUCTION FOR NEW BUSINESS OWNERS

Presented byAlice Fuller

Principle Consultant

Image: Building an open source business by opensourceway/shape modified from original

About Me!

•TV Producer, AP “House Hunters,” HGTV• 2007 became an Entertainment Blogger• 2010 Social Media Marketer, Founded Sheer Social• Clients have included:AARP, CoachArt.org,Bio Ionic Professional HairCare, HBFF

REALLY

One Way Communication“OLD SCHOOL”

THEAUDIENCE

Interactive communication“NEW SCHOOL”

YOUYOUR

AUDIENCE

SOCIAL MEDIA IS...“Collective of online

communication channels dedicated to

community based , interaction, and collaboration.”whatis.techtarget.com

“Today’s most transparent,

engaging and interactive form of public relations. It combines the true

grit of real time content with the

beauty of authentic peer-to-peer

communication.”Lisa Buyer, The Buyer Group

SocialMedia

Blogs

PhotoSharing

MicroBlogging

VideoSharing

AudioSharing

ForumsMsg

Boards

Social Platforms

MobileApps

So how can social media

grow my business?

Source: Digital Sherpa & Nielsen

WHO? WHERE?

Target Audience

Yes! We are talking about you and your

business online!

Are YOU listening?Will YOU respond?

How Quickly?

Case StudyKind of Company: San Francisco food cart

Objective: Attract local customers to traveling business

Success: Grew his TWITTER following to 12,000 in less than a year.

•Uses Twitter to inform customers daily location and brulee flavor

•Uses Twitter to develop a personal relationship with customers by asking questions for their favorite flavors, where to park his cart, tells funny stories.

•Also uses YELP as referral source. Has 224 reviews with 4 and half star rating.

Source: Thecremebruleecart.com/story/

Techcrunch.com

So What Will You Say?

First: Start Listening

2nd: Create & Share Content of Value

InfographicsPhoto & Video

Inspiration

Tips & how-tosHumor

3rd: Engage in Conversation

Hashtags

•Basically help track conversations around a certain topic•Recognized by MOST not all popular platforms •Easy to create especially around timely events, holidays, and brands• Easy to search for their use on most platform

Example:

4. Measure Progress aka ROI(Return On Investment)

1. Set a goal2. Decide what to measure in relationship to social media campaigns.3. Track increase and decreases4. Use available tools provided by social platforms

Should You Blog?

Pros•Boost in Search Engine Optimization•Display your expertise and authority• Generates shareable content• Can be monetized

Cons•Must be updated•Takes time to write, proofread, etc•Growing an audience requires strategy

Facebook

Pros•Over 1 Billion Users•Connect with friends & family•Follow fav brands & companies to get discounts, coupons•Detailed target market data and insights•Create and manage online groups•Site buttons, plug-ins, and widgets provided

Cons•Overcrowding of Newsfeed•Keeping up with format changes•Possibly not all your fan page updates will be seen•Content reach reduction to 6.5% and more•Push to pay for advertising•Search limited to public posts

TwitterPros•Short and sweet interactions with new people•Ideal for real time news & info gathering•Easier search options with or without hashtags•Easy to follow topical trends•Promoting contentCons•140 character limit• Adapting to new ways of messaging • Mostly text-based• Very easy to make public mistakes• Spammers

Kind of Company: Gemstone jewelry store in Virginia

Objective: Showcase her product and attract customers

Success: Grew her FAN PAGE LIKES to over 45,000, has received average of 1,403 reviews, and 4.5 rating

•Uses Facebook’s focus on strong visuals to full advantage

•Uses 3rd party apps to sell products and grow email list through the fan page

Case Study

Source: http://blog.ispionage.com/5-case-studies-small-business-facebook-success.html

LinkedIn

Pros•Creating a public professional profile. Establish authority•Networking with old and new biz associates•Receive recommendations•Sharing your content with industry peers•Creating and managing professional groupsCons• Restrictions for free accounts• Making new connection may require introduction •Groups become content dumping grounds

YouTube

Pros•Free hosting of video•Second largest search engine in the world•Provides boost in online visibility and organic SEO •Easy to share and embed video to other sites•Livestream for free•Mobile friendlyCons•Requires Google account•Distracting related video display•Trolls and spammers

Case StudyKind of Company: Laura Kinney, Trophy Boutique in Austin, Texas

Objective: Showcase her services as a personal stylist, her personality, and attract new business

Success: Ranked #1 on Google and YouTube for “Austin Personal Stylist”

•Used YOUTUBE videos to show potential customers benefits of her business and her differing services

•Now uses videos to introduce potential clients to her business

•Once videos were made public, she received “lots of bites” and “brought in quite a few new customers directly”

Source: http://christophersharpe.com/youtube-for-small-business-marketing/

Develop Your Strategy

1. Listen to online conversation2. Create visual and valuable content3. Engage with your audience4. Implement a campaign4. Set measurable goals5. Track progress

DOES REQUIRE SOME TIME, BUT NOT ALL DAY!!!

Quick Tools & Tips

1. Create content calendar2. Use Facebook’s Post Scheduler3. Use mobile apps4. Set up Google Alerts for your name and business5. Use more photos and quick videos for better engagement

For More TrainingTake My ONLINE

COURSE

Visithttps://www.udemy.com/13-strategies-that-trump-facebooks-algorithm/

Questions? Contact:

Alice FullerPrincipal Consultant, Sheer Social

Ph: 818-672-6287FB: Fb.com/sheersocial

Tw: @SheerSocial

Alice FullerPrincipal Consultant, Sheer Social

Ph: 818-672-6287FB: Fb.com/sheersocial

Tw: @SheerSocial