social media & your first year in business

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.

Social Media & Your First Year in BusinessPresented by:Kimber S. Powers, Marketing Training Specialist, Deluxe Small Business Services


Here’s What We’ll Cover• Why Use Social Media?• How Social Media should be working for you• Build brand awareness • Maximizing your use of social for good leverage• Develop strong ads and partnerships• Network, Network, Network• Targeted Ads• Summary• Q&A


People use social media for…


Businesses use social media for---well, business


Causing a social disconnect between people and businessesBuy our New

England Patriots

Boxer ShortsDid you see the Patriots

game on Sunday?

I sure did! Man, that

Tom Brady is amazing!

Awkward


Which has led to increased ad-blocking


And businesses not seeing much of a return on their social media investments


But there is a way for businesses to win on social media

How Social Media is Supposed to Work


The old way consumers went about making purchasing decisions

First Moment of

Truth

Second Moment of

Truth

Stimulus

At shelfIn-store

Experience

Source: www.zeromomentoftruth.com


The current way consumers go about making purchasing decisions


Social media has the opportunity to influence consumers from a variety of sources

Source: fleishmanhillard.com


Let’s align the data to social media marketing recommendations


Build brand awareness and

community

Build strategic partner

relationships

Engage with your audience

Engage with the Media

Carefully use sponsored content

to drive results

Engage with the media and local

figures

Let’s Dive Deep!


Build brand awareness and community


Build brand awareness and

community


Why is brand awareness and community important?• 58% of people are influenced by a friend in their network

• The larger and more relevant your audience is, the deeper reach you have

• If your brand is likeable and integrated in the social conversation, the more you’ll stand out from the noise


Listen, respond and grow awareness & communities


Listen and respond with Twitter


Listen and respond with Facebook & LinkedInB2C - Facebook B2B – LinkedIn Pulse


Listen and respond with Instagram


Every major social network allows you to listen and respond


Strong social calls-to-actions on your Website


Promote in-store


Use custom audience + email match

https://www.facebook.com/ads/manager/audiences/?act=10153535023034458&aln=datafile


Retarget Website visitors on social networks

User visits Website and a retargeting cookie is dropped

Same users are retargeted on Twitter

with content & possibly “follow” you

Same users are retargeted on Facebook with content & possibly

“Like” you.

http://www.adroll.com

http://www.adroll.com/


Build brand awareness and community


Build strategic partner

relationships


Why is brand awareness and community important?• 51% of people are influenced by trusted group or organization

• The more relevant partners you have, the more likely you are to be recommended by a trusted source

• If your brand is likeable and integrated in the social conversation, the more you’ll stand out from the noise


For Example: Deluxe has many strong partnerships


Which may result in conversation that builds credibility


Which can lead to links that increase findability in search engine results


Think about how you can leverage already established partnerships/connections

• Vendors

• Retailers

• Event locations

• Manufacturers

• B2B customers

• Non-profit organizations


Getting Out and Meeting People

Source: www.bestlegalresource.com

https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&ved=0CAYQjB0&url=http://www.bestlegalresource.com/you-never-know-where-your-next-client-or-referral-will-come-from/people-networking-event&ei=narPVPDPI8acNoz4gsAB&bvm=bv.85076809,d.eXY&psig=AFQjCNF3Iz-z4WpSKVHepc6CfUPUJ1PlGA&ust=1422982165650423


Engage with your audience


Engage with your

audience


Why is it important to engage with your audience?• 38% of people are influenced by companies they follow

• Improves your business’s chances of being top-of-mind for consumers

• Gives your business the chance to influence purchase behavior


Talk with / not “at”• Asking our social networks to keep up

with us on a regular basis is not a small favor.

• Reward them with showing that you’re just as interested in them as they are in you

• They may well reward you with loyalty and business


Share helpful content• Mix your sales and promotional

content with informative and useful content

• Research your audience, find out what they’re interested in and share content related to them

• You don’t have to write the content—you can share helpful information from 3rd party Websites


Share your network’s content• We like to ask our networks to SHARE

our content (which helps us)• How are we reciprocating?

• Why would our audience care about our success if we don’t care about theirs?

• What if we were able to build up mutual admiration with your audience?


Pin best content to your profiles


Carefully use sponsored content to drive results


Carefully use sponsored content to drive

results


Facebook advertising allows hyper targeting


Facebook custom audience targeting


Social Coupons

https://ww.deluxe.com/small-business/social-media/coupons




Twitter audiences can be targeted through ads


Instagram ads for visual brands


Summary

• The best practices•Build brand awareness and community•Build strategic partner relationships•Engage with your audience•Carefully use sponsored content to drive results

• Make sure you’re dedicating the right number of resources

• Get expert help where you need it


Upcoming Webinars• May 18 – Writing Compelling Content for Small Businesses 101

• May 19 – Designing a Winning Mobile App for Your Small Business

• June 2 – Getting to Know Google Analytics 101

• June 19 – Creating a Successful Email

Register at: www.deluxe.com/blog or www.verticalresponse.com/more

http://www.deluxe.com/blog

http://www.verticalresponse.com/more