social media 2011
DESCRIPTION
This is a presentation focused on small retail businesses who are not doing much with social mediaTRANSCRIPT
Social MediaFor Small Business
Doing it Right
• Determine the audience you want to reach• Develop a campaign
• Talking to people where they are• Use a tool that you can stick to
• Monitor, measure and adjust• Stick to it – building quality relationships takes
time
04/12/23 ©2011 SCK Solutions | Social Media 2
Know Your Audience
Determine Where Your Audience Is.
Median Age• Twitter 39 years• Facebook 38 years • LinkedIn 40 years
PEW 3/09 Study
04/12/23 ©2011 SCK Solutions | Social Media 3
Know Your Audience - Facebook
800 million active users - ½ of the American adults300 million access from phoneFemales 48.8% - Males 51.2%Top States - Ohio #7US User Ages 3/1/11• 13 to17 10%• 18 to 25 35%• 26 to 34 20%• 35 to 44 16% • 55 to 64 7%
Pew Research Center 8/11 / Facebook 10/11
04/12/23 ©2011 SCK Solutions | Social Media 4
Know Your Audience - Twitter
04/12/23 ©2011 SCK Solutions | Social Media 5
Pew Research Center 5/11
Twitter – 21 million active users
Know Your Audience - LinkedIn
120+ Million Members• Females 38% - Males 61%• Average Age 40• Professional focus
Source: LinkedIn 20109
04/12/23 ©2011 SCK Solutions | Social Media 6
Know your Audience - YouTube
• Average American spends 5 hours per month watching video online
• The #2 search engine in the US• 15 million iPad users
04/12/23 ©2011 SCK Solutions | Social Media 7
Know your Audience - Mobile
• 83% of American adults own a cell phone• 51% used their phone at least once to get
information they needed right away• 73% Americans use text messaging and picture
taking • 44% accessing the internet• 35% own a smartphone - 9 in10 smartphone
owners use text messaging or take pictures with their phones
Source Pew Reasearch Center 10/11
04/12/23 ©2011 SCK Solutions | Social Media 8
Know your Audience – Location Based
• Foursquare – 10 million users, partnered with Groupon and American Express**• Yelp - 30 million visitors**• 7% of adults who go online with their mobile phone use a location-based service*• 10% of online Hispanics use these services – significantly more than online
whites (3%) or online blacks (5%) *• 6% of online men use a location-based service compared with 3% of online
women*
*Source Pew Research 9/10 **Source Pew Research 10/11
Source: Mashable.com 6/11
04/12/23 ©2011 SCK Solutions | Social Media 9
Basics to Social Media Marketing
• Always listen – before you jump in• The brand is public
• Think about a social media company policy• Choose a graphic/logo and use it on all tools
• Don’t forget a personality• Humanize your company
• Creativity wins• Think campaign and multi-purpose content
04/12/23 ©2011 SCK Solutions | Social Media 10
Basics to Building a Community
Personal Branding – online activities sets expectation about who you are, be an influencer• Build trust with consistency• Expertise is a core component
Measure Influence• Incoming traffic – page views• Reader engagement• Recommendations• Connections• Track record• Engagement
04/12/23 ©2011 SCK Solutions | Social Media 11
Directories
04/12/23 ©2011 SCK Solutions | Social Media 12
Google search your business and complete all the directories that the company is list on.
Small Business Going Social Hierarchy
1. Social ResearchListen to what is going on using blogs, Twitter, Google Trends, Google Alerts, follow RSS feeds
2. Blogging/PodcastingRead, comment and then start a blog
3. Social NetworksProvide information to build a community, Facebook, LinkedIn, YouTube, Google+
4. Micro - TwitterNeed to dedicate the time for real-time communications
5. MobileTimely or direct communications using text messaging, Foursquare and Yelp
04/12/23 ©2011 SCK Solutions | Social Media 13
1. Social Research
• Monitor Twitter using TweetDeck.com or HootSuite.com
04/12/23 ©2011 SCK Solutions | Social Media 14
1. Social Research
• Google Trends
04/12/23 ©2011 SCK Solutions | Social Media 15
1. Social Research
• Google Alerts, Bookmarks and RSS Feeds
04/12/23 ©2011 SCK Solutions | Social Media 16
1. Social Research – Monitoring Sites
• Twilert.com — You’ll receive an e-mail message every time your business is mentioned on Twitter. How easy is that?
• Social Mention.com — Instant search results of blogs, social networks microblogs, comments, video, news and more.
04/12/23 ©2011 SCK Solutions | Social Media 17
2. Writing a Blog Best Practices
• Commit to a schedule• Show personality and stir the pot now and then• Make easy to subscribe
Build Your Audience• Network with other blogs and link out to them• Comment on others blog• Ask questions and opinions to get comments
Drive Traffic to Your Website• Develop and use keyword terms – headlines and
body copy and link to your site• Use Google analytics
04/12/23 ©2011 SCK Solutions | Social Media 18
2. Blogs Tools
• Wordpress.com – create a blog• Google.com/images - enhances your blog with images
• Go to Advanced Image Search
• Technorati.com – largest blog search and ranking tool
04/12/23 ©2011 SCK Solutions | Social Media 19
Getting Started - Create a Page http://tinyurl.com/kukfcy and http://on.fb.me/o1JMbX
04/12/23 ©2011 SCK Solutions | Social Media 20
Add Applications• http://on.fb.me/pEkydW
04/12/23 ©2011 SCK Solutions | Social Media 21
Connect to other Social Sites with Apps• Facebook Blog
• You can quickly and easily import an external blog from another website. Go to the main Notes application page by typing "Notes" into the search box at the top of the screen and click the Import a blog link on the right side of the page.
• Twitter, Google+ and LinkedIn App• Pulls your tweets and posts into Facebook
• Join my Mailing List • Your fans can sign up to be added to your Constant Contact
mailing list
• Create Polls • Polls engage you fans
04/12/23 ©2011 SCK Solutions | Social Media 22
Promote• Send a engaging video or photo via email to your
network. Ask them to Like you and then pass onthe email to their network
• Reward most active commenter• Sell an experience• Tell stories• Interviews - tip of the day• Post weekly at a minimum/monitor daily• Create a contest and promote with an email
campaign• Personal URL http://www.facebook.com/username/ add to your email signature, business card…
04/12/23 ©2011 SCK Solutions | Social Media 23
Measure• Number of followers• Facebook Insights
04/12/23 ©2011 SCK Solutions | Social Media 24
Twitter – Setup & Audience
• Claim your name now - @yourname• Guidebook: www.mashable.com/2009/05/31/twitter/• Bit.ly – shorten and track your links• Search: TweetDeck.com - Search.twitter.com • FriendorFollow.com – who is following you• Export your Outlook contacts into a Gmail account
and then search for them on Twitter to follow• Hashtags.org – contest, small group or monitor feeds
• ie: #cle
04/12/23 ©2011 SCK Solutions | Social Media 25
Finding an Twitter Audience
• Twitter• “Who to Follow” link on top bar
(a must follow smallbiztrends)
• WeFollow.com • Twitter directory by topic – can follow based on
keywords
• Listorious.com • Twitter List - Lists as a way of organizing your
followers, 2) Lists as a form of recommendation, and • 3) Lists as a way of measuring influence
• Tweetgrader.com• Learn how you rank• Top tweeter by location
• Monitor / Search Tweets by terms• You follow someone and they typically follow in return
04/12/23 ©2011 SCK Solutions | Social Media 26
Start Tweeting
• Nine tweets about business and one personal• Do not sell, educate• Learn the etiquette; re-tweet, direct messages (DM)
thank those who mention you• Respond and engage, show some personality in a
professional manor
04/12/23 ©2011 SCK Solutions | Social Media 27
• Increase you personal visibility• Check out prospects before you meet• Search for employees• Events – check out who is going to an event you
have been invited to or create your own event• Link to your website from “My Website” and
“Other” by modifying the name of the link• Use keywords of the skills you are looking for • Send relevant questions to your network• Connect with your Twitter feed
04/12/23 ©2011 SCK Solutions | Social Media 28
YouTube
• Second most used search engine – Google is first, of course
• Create a channel and post video’s no longer than 1 to 2 minutes unless there is a compelling reason, ie: training video
• Link back to your website and Facebook• Think of the words your customers will search on
and add as tags• Post video’s to website and Facebook as well
04/12/23 ©2011 SCK Solutions | Social Media 29
Mobile
• Mobile Website• Apps
• Experience App
• SMS – Text Messaging• QR Codes• Social Tools
• Foursquare – 10 million users• Yelp – 30 million users
04/12/23 ©2011 SCK Solutions | Social Media 30
Mobile - Foursquare
• Competitive, social game• Provide a reward to the “Mayor”• Analytic dashboard available
04/12/23 ©2011 SCK Solutions | Social Media 31
Mobile - Yelp
• GEO Locator• Customer Reviews
• Photos, Add Tips, Check In, Review, Bookmark
• Business Center• Create Deals, Reply to Reviews, View Trends and Stats
04/12/23 ©2011 SCK Solutions | Social Media 32
Always Keep in Mind
Organizations who understand how to facilitate conversations online can't help but be more successful. How can you get your customers to participate more? Participate with you? Participate with each other? What can you do to help facilitate conversations?
To learn watchhttp://www.zeromomentoftruth.com/
04/12/23 ©2011 SCK Solutions | Social Media 33
