how social media can help your small business succeed

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How Social Media Can Help Your Small Business Succeed September 16th, 2014 SMB Business Development Hootsuite Media, Inc. @donjbaron Don Baron

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Page 1: How Social Media Can Help Your Small Business Succeed

How Social Media Can Help Your Small Business SucceedSeptember 16th, 2014

SMB Business DevelopmentHootsuite Media, Inc.

@donjbaron

Don Baron

Page 2: How Social Media Can Help Your Small Business Succeed

• What is Social Media and why is it important?

• Social Media Networks and Demographics

• Social Media Marketing Strategies & Tactics

• Social Media Sales/Support Strategies & Tactics

• Example Execution Plans

• References / Case Studies

Talk Overview

@donjbaron

Page 3: How Social Media Can Help Your Small Business Succeed

The What’s and Why’s of Social Media

Page 4: How Social Media Can Help Your Small Business Succeed

Social Media: Personal vs. Business

@donjbaron

Page 5: How Social Media Can Help Your Small Business Succeed

Social Media: Personal vs. Business

@donjbaro

n

Page 6: How Social Media Can Help Your Small Business Succeed

Social Media: Easy to start

Page 7: How Social Media Can Help Your Small Business Succeed

Why Social Media?

Page 8: How Social Media Can Help Your Small Business Succeed

Why Social Media?

Page 9: How Social Media Can Help Your Small Business Succeed

Barrier to Entry

SPEND

AU

DIE

NC

E S

IZE

Page 10: How Social Media Can Help Your Small Business Succeed

• Affordable and Effective Targeting

• Actionable

• Built in Advocate Amplification

• Casual

• Ubiquitous and Active

Social Media Engagement Characteristics

@donjbaron

Page 11: How Social Media Can Help Your Small Business Succeed

Social Media Networks

http://www.mediabistro.com/alltwitter/social-media-stats-2014_b54243

Page 12: How Social Media Can Help Your Small Business Succeed

http://www.mediabistro.com/alltwitter/social-media-stats-2014_b54243

Social Media Networks

Page 13: How Social Media Can Help Your Small Business Succeed

Marketing Effort B2B vs B2C

http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2014.pdf

B2C B2B

Page 14: How Social Media Can Help Your Small Business Succeed

Some more numbers

of online users rely on social media before making purchase decisions.http://www.nielsen.com/us/en/newswire/2012/how-connectivity-…

of consumers say they will change their shopping behavior in response to social media content.

of consumers rely on social media to influence their purchasing decision (ODM Group)

of consumers cite social networks as a way they discover new brands, products or services: http://www.emarketer.com/Article/Social-Media-Weaves-Its-Way…

46% 85% 74%

33%

Page 15: How Social Media Can Help Your Small Business Succeed

Strategies:Marketing, Sales & Support

@donjbaron

Page 16: How Social Media Can Help Your Small Business Succeed

Strategies – Marketing

VS

@donjbaron

Page 17: How Social Media Can Help Your Small Business Succeed

Strategies – Choose Networks and Demographics

Page 18: How Social Media Can Help Your Small Business Succeed

Strategies – Create a following

Page 19: How Social Media Can Help Your Small Business Succeed

Strategies – Amplify your Success

Page 20: How Social Media Can Help Your Small Business Succeed

Strategies – Drive traffic to your website

Page 21: How Social Media Can Help Your Small Business Succeed

Strategies – Paid Marketing

Page 22: How Social Media Can Help Your Small Business Succeed

Strategies – Be realistic about your spend

Page 23: How Social Media Can Help Your Small Business Succeed

Strategies – Pick your best content

Page 24: How Social Media Can Help Your Small Business Succeed

Strategies – Clear plan to conversion

Page 25: How Social Media Can Help Your Small Business Succeed

Marketing Tactics

Marketing Tactics

@donjbaron

Page 26: How Social Media Can Help Your Small Business Succeed

Marketing Tactics – Create an online presence

Page 27: How Social Media Can Help Your Small Business Succeed

• Start with your webpage – this is still the cornerstone

• Find your voice and use it

• Let people engage you on your site

• Highlight your successes

Marketing Tactics – Create an online presence

@donjbaron

Page 28: How Social Media Can Help Your Small Business Succeed

Marketing Tactics – Rich Content

Page 29: How Social Media Can Help Your Small Business Succeed

• Use content that catches your audience’s attention

• Content doesn’t need to be you selling stuff – anything that makes the readers’ lives better, more productive, or just gives them a good laugh

• Encourage your customers to develop content / Contests

• Use #hashtags to attach to trends (#IceBucketChallenge, e.g)

Marketing Tactics – Create Rich Content

Page 30: How Social Media Can Help Your Small Business Succeed

Marketing Tactics – Schedule and Streamline

Page 31: How Social Media Can Help Your Small Business Succeed

• Spend an hour a week planning a social media calendar for that week

• Schedule content so you don’t have to be there when it posts!

• Use tools that allow you to post to more than one network at a time

• Use shortened links to track success (bit.ly, ow.ly , etc)

Marketing Tactics – Schedule and Streamline

@donjbaron

Page 32: How Social Media Can Help Your Small Business Succeed

Marketing Tactics – Target Influencers

Page 33: How Social Media Can Help Your Small Business Succeed

• Influencers have a bigger reach than you

• Get their attention / engage

• Use twitter lists to keep up with important people in your industry

• Look at the content that resonates with their followers – emulate

Marketing Tactics – Target Influencers

@donjbaron

Page 34: How Social Media Can Help Your Small Business Succeed

Marketing Tactics – Listen Smartly

Page 35: How Social Media Can Help Your Small Business Succeed

• Use tools that allow you to stream several social networks into one place

• If your business is local, use Twitter geo-searching

• Use lists to target specific users

• Create notifications on your mobile device to respond more quickly

Marketing Tactics – Listen Smartly

@donjbaron

Page 36: How Social Media Can Help Your Small Business Succeed

Marketing Tactics – Paid Media

Page 37: How Social Media Can Help Your Small Business Succeed

• Get specific about your target demographic. You know your customers, target them ! FB is especially excellent at targeting.

• Re-use content that’s worked for your organic reach, use analytics to help you optimize performance

• Consider retargeting technologies

• Read up on some best practices: http://blog.hootsuite.com/facebook-ads-twitter-ads-best-practices/

Marketing Tactics – Paid Media

Page 38: How Social Media Can Help Your Small Business Succeed

Sales and Support – Two sides of the same coin

Page 39: How Social Media Can Help Your Small Business Succeed

• Create a brand page on Facebook, Twitter, LinkedIn, Google+, etc.

• Listen for twitter Keywords that indicate buying decisions or support questions , set up notifications on your phone.

• Listen locally / Listen topically

• Connect to your systems of record

• Commit !

Sales and Support

@donjbaron

Page 40: How Social Media Can Help Your Small Business Succeed

Example Execution Plans

@donjbaron

Page 41: How Social Media Can Help Your Small Business Succeed

• Upfront Effort

• Research (3-6 Hrs.)

• Startup (5-10 Hrs.)

• Recurring Options

• Light: 1-5 Hrs. / Week

• Involved: 5+ Hrs. / Week

A few models and commitment levels

@donjbaron

Page 42: How Social Media Can Help Your Small Business Succeed

• Map your customers to knowledge of network demographics

• Find businesses like yours that are successful. Learn.

• Determine mix of Marketing/Selling/Support business goals

• Talk to an expert

• Be realistic

Research (3-6 Hrs)

@donjbaron

Page 43: How Social Media Can Help Your Small Business Succeed

• Create a rich social rich profile on targeted social networks

• Create a landing page to collect email addresses

• Sign up for a productivity tool , mobile too.

• Follow/like 3 influencers, 3 customers, 3 competitors

• Fill your first content calendar

One Time Startup Effort (5 – 10 Hrs)

@donjbaron

Page 44: How Social Media Can Help Your Small Business Succeed

• Research what’s new this week (new products/trends?)

• Fill your content calendar for the week , including 3 original pieces of content (could be just a tweet)

• Engage with 3 customers, 3 influencers each week

• Spend 10-15 minutes a day scanning

Ongoing work (1-5 hrs / week)

@donjbaron

Page 45: How Social Media Can Help Your Small Business Succeed

• Decide whether to outsource or go in house

• Content!

• Develop a paid advertising strategy

• Run a monthly contest to build lists

• Spend 1 hr a day engaging (split AM/PM)

• Measure success

Ongoing work (5+ Hrs/Week)

@donjbaron

Page 46: How Social Media Can Help Your Small Business Succeed

Reference

@donjbaron

Don Baron
We won't get here with all the up front content, but we'll give this to folks to take home and read on
Page 47: How Social Media Can Help Your Small Business Succeed

Reference

Which networks are right for you / Getting started?http://blog.hootsuite.com/what-social-networks-should-you-be-on-twitter/http://blog.hootsuite.com/guide-to-getting-started-on-facebook-twitter-google/

Small Business Strategy and Successhttp://blog.hootsuite.com/save-time-and-resources-with-social-media-3-tips-for-small-businesses/http://blog.hootsuite.com/social-media-for-business/http://blog.hootsuite.com/linkedin-for-small-business/http://www.slideshare.net/hootsuite/10-social-media-marketing-tips-for-small-businesseshttp://www.slideshare.net/hootsuite/smss-lookbookhttp://blog.hootsuite.com/facebook-ads-twitter-ads-best-practices/

Advanced Strategy: http://blog.hootsuite.com/how-to-create-a-social-media-strategy/http://www.slideshare.net/hootsuite/hootsuiteanalyticsbestpractice

@donjbaron

Page 48: How Social Media Can Help Your Small Business Succeed

Thank You!

Don Baron@DonJBaron

www.hootsuite.com