social media marketing tools for small business
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A presentation provided to the Bastrop Economic Development Corporation on February 22, 2012.TRANSCRIPT
Social Media Marketing Tools for Small Business
A workshop for:Bastrop Economic Development Corporation
February 22, 2012
About Me
About Me
GEEK ALE
RT!!
Today We’ll Cover …
• Social media review• Common social media platforms• What to say• Best Practices• Know your audience• Who’s Talking About Bastrop?• Time Saving Tools• New tools to drive sales• Small Business Examples• Q&A
Social Media Review
Benefits of Social Media
• It’s FREE!• Builds deeper relationships• Increases brand awareness • Broadens your network• Helps SEO• Increases website traffic• Can help reach journalists/media• Empowers fans to be viral ambassadors
for your brandSource: Social Media for Tourism Pros
Social Media User StatisticsFacebook Twitter Foursquare
# of Total Users > 845 million 225 million > 10 million
# of New Users Daily
460,000 22,000 (3400% growth in 2010)
# of Mobile Users 350 million (2x as active)
55 percent
Daily Use 50% use daily 50 million ~ 14,000-18,000
Geography 70% from outside the U.S.
60% from outside the U.S.
40% from outside the U.S.
Connections Average user has 130 friends & likes 80 pages
26 million users follow a brand (67% will buy)
Sources: http://www.facebook.com/press/info.php?statistics;http://thesocialskinny.com/100-more-social-media-statistics-for-2012/http://www.observer.com/2011/media/foursquare-user-no-6000000-signs;http://blog.hubspot.com; http://www.digitalbuzzblog.com/infographic-facebook-vs-twitter-demographics-2010-2011/
Common Social Media PlatformsFacebook & Twitter
What Is Facebook?
• Social networking service that allows users to connect to friends and businesses
• Share content, links, photos, and videos• Comment on others’ activity• Remember: Personal profiles are for people,
not businesses. Develop a fan page instead.
Facebook Stats
• Over 845 million active users• Fastest growing demographic is women 55
years old and up • Average user is connected to 80 pages,
groups, or events• 50% of active users log onto Facebook daily• 350 million+ users access Facebook from a
mobile device– This group is 2x as active as those who don’t
Source: http://www.facebook.com/press/info.php?statistics
What Is Facebook?
Facebook Benefits
• Low cost• Engage with fans of your page• Fans receive your updates and can upload
comments, photos, and video• When fans engage you on your page, their
activity shows up in their friends’ streams– This can prompt others to check out your page
and your organization!
Facebook Benefits
• Can incorporate content from other social media platforms– Ex: blog posts, updates from Twitter, pictures from
Flickr, videos from YouTube, location-based apps (FourSquare), etc.
• Targeted advertising opportunities (cheap too!)
What Is Twitter?
• Free social networking and micro-blogging site that allows users to send and read messages known as “tweets”
• Tweets can have no more than 140 characters & are delivered to the author’s subscribers, known as “followers”
Twitter Stats
• 225+ million users• 460,000 new users sign up daily• 55% of active users use their mobile phone to
tweet• Twitter users are 3x more likely to follow a
brand on Twitter than any other social networking site
Source: http://blog.hubspot.com
What Is Twitter?
Twitter Benefits
• Low cost• Speed of feedback• Potential reach of message• Customer engagement/service• Track what people are saying about your
organization• Create buzz around upcoming events• Promote your organization and other content
you create
So What Do I Say?
So What Do I Say?
• Customer FAQs• Tutorials• News (sales, new products/services, etc.)• Events you’re attending• Your own content• Content from others• Attractions and events• Observations• What you’re reading or watching
Rules of Engagement
• Listen more than you talk• Remember: It’s about them, not you.• Provide value far beyond your particular
site or service
Source: Social Media for Tourism Pros
Formula for Success
70 20 10
Source: Social Media for Tourism Pros
Formula for Success
• 70% of content = value-added, audience-based & not about you at all
• 20% of content = spontaneous interaction with followers, fans, or friends
• 10% of content = unabashed self-promotion
70 20 10
Source: Social Media for Tourism Pros
Best Practices
Have a Compelling Bio
Link To Everything …
… on Everything
Create “Terms of Use”
Create Group Rules
If you agree to these rules, you can join the groupOnly post pictures to this group for which you own the original copyright or are in the public domain.
All pictures posted to this group may be used by the Colorado River Trail in its various publications, both print or online (including social media). We will credit you as the photographer on any photo that we use.
Only photos depicting the Colorado River Trail region will be accepted. We reserve the right to reject submissions to our Flickr group displaying content we deem to be inappropriate or offensive without prior warning. The Colorado River Trail reserves the right to update the Group Rules.
Use Personality
Use Personality
Use Personality
Use Dynamic Content
Use Dynamic Content
Use Favorite Pages
Use Welcome Pages or “Like Gates”
Use Welcome Pages or “Like Gates”
Common Welcome Page Apps• Paid Apps– Wildfire - http://www.wildfireapp.com/
• Pages, contests, coupons, sweepstakes, etc.
– North Social - http://northsocial.com/• Pages, contests, coupons, sweepstakes, custom apps, etc.
– Fan Page Engine - http://fanpageengine.com/• Pages and like gates
– Lujure - http://lujure.com/home/• Pages and apps
• Free and Paid Apps– Pagemodo - http://www.pagemodo.com/
• Pages, like gates, contact forms, coupons, etc.
– WooBox - http://woobox.com/• Pages, like gates, contests, polls, deals, coupons, etc.
Tag on Facebook
Get Great Photos with Flickr Groups
Know Your Audience
Photo: stijnbokhove
Facebook Insights
Facebook Insights
Who’s Talking About Bastrop?
Realtors
Local Businesses
Employers/Job Seekers
Musicians
Media
Partners
Travelers
Time-Saving Toolsand Helpful Utilities
Photo: brandi666
RSS Feeds – Feedburner.google.com
RSS Feeds – TwitterFeed.com
RSS Feeds – TwitterFeed.com
RSS Feeds – TwitterFeed.com
RSS Feeds – TwitterFeed.com
HootSuite – Schedule Posts
HootSuite – Schedule Posts
HootSuite – Schedule Posts
HootSuite – Monitoring
Ping.fm
Ping.fm
Facebook to Twitter
Hyper Alerts
Hyper Alerts
Hyper Alerts
Nutshell Mail
Nutshell Mail
Nutshell Mail
URL Shorteners – Bit.ly
URL Shorteners – Bit.ly
New Tools To Drive Sales
QR Codes
Why Use QR Codes?
• Consumers don’t have to type or text• Engage consumers on the go, on THEIR terms• Drive them to mobile commerce sites, and
digital experiences• Provide quick access to useful (RELEVANT)
information• Costs nothing to produce a QR Code
Source: Tim Hayden (http://www.44doors.com)
DO
• Educate your audience on “why” and “how”• Develop a custom micro-site that truly captures
your audience “in the moment” to take your desired action
• Provide an AWESOME experience: immediate conversion is key– Incorporate audio and video that can’t be duplicated
on paper– Ask for email or a Facebook “like” in exchange for a
coupon or exclusive information
Source: Tim Hayden (http://www.44doors.com)
DO NOT
• Drive the audience to your standard website homepage
• Translate web pages 1:1 from desktop to mobile: brevity rules the moment
• Repeat information that is printed or published on the same real estate as a QR Code
• Extend the moment for longer than 90 seconds
Source: Tim Hayden (http://www.44doors.com)
QR Codes
Geneva Midsommar Festival Swedish Days
Location-based Apps
Location-based Apps
Location-based Apps
Location-based Apps
Location-based Apps
Small Business Examples
United Linen
United Linen
• Family owned and operated company in Bartlesville, OK– Founded in 1936 as a personal laundry and
dry cleaning business• Sells linens, uniforms, and restaurant
supplies to other businesses• Focus on customer service and empower
all employees to deliver it
Add Value
Add Value
Add Value
Keep Customers Informed
Promise Pizza
Promise Pizza
• Founded in early 2009 in Round Rock, TX
• Locally-owned small restaurant• Key Goals:– Social responsibility–Better product– Tasty pizza–Community-minded
Ask Your Customer
Say Thank You
Twitter Only Deals
We Can Do Better
Questions?
Old School:• Phone – 512.473.3513• E-mail – [email protected]
New School:• Twitter - @ColoradoRiverTr (work), @pagetx (personal)• Facebook – facebook.com/ColoradoRiverTrail• Flickr – flickr.com/groups/ColoradoRiverTrail • Foursquare – foursquare.com/coloradorivertr• Delicious – delicious.com/pagetx• Slideshare – slideshare.net/pagetx