XL Social Media StrategiesFor S-M Sized Businesses

FOCUS ON TWITTER

JAY BUSSELLE, IDEA CUSTOM SOLUTIONS

SOCIAL MEDIA MARKETING IS LIKE A PUPPY.

It’s so adorable and cute that you

forget it also needs constant

care and attention!

The Benefits?89% Increased exposure

75% Increased traffic on website

69% Marketplace Insight (training)

65% Develop loyal fans

61% Generate leads

58% Improve search rankings

54% Grow business partnerships

47% Reduce marketing expenses

43% Improved sales

The benefits ofSocial Media Marketing according to SMB marketers worldwide (eMarketer.com , May 2015)

Zero visibility isn’t a good thing

Downtown Phoenix AZ

Aug 2014

Each of These is an On-ramp

Is It A Waste Of Time?

Some business owners, marketers and sales people start the process and don’t see immediate results (sales or ROI) so they think it’s just busy work or time wasted.

1. They (you) didn’t have the right expectations. This isn’t the same thing as buying an ad on TV.

2. Social Media Marketing, like all marketing, isn’t a light switch to be turned on & off.

UPDATES since Jan 16:

Pinterest = 176 million

Twitter = 1.3 billion

Facebook = 1.55 billion

Instagram = 400 million

LinkedIn = 414 million

Let’s Define Social Media

I call it Social Media Marketing

Social can be fun but so far in my life it has never paid all the bills.

It’s still marketing, it’s networking, it’s influencing, it’s storytelling, and it’s creating awareness.

Think of it as an amplification and magnification tool that creates connections

Make Great Choices

Social media strategy is no longer about following the masses, it

is about engaging with targeted audiences.

Don’t spend time and money building the wrong content to share

on the wrong network.

Content. Conversation. Community.

These are buzzwords but they relate to the efforts and objectives related to successfully executing social media marketing.

Unfortunately, many companies do a poor job of allocating the necessary resources to support their social media efforts Content = the information, infographics, video, blogs, graphics, photos

Conversation = the discussion, questions, comments, reviews,

Community = like minded groups, niches, tribes,

Social, yes… but with an emphasis on business

This is NOT sharing cute

pictures of cats or kids

on Facebook with your

friends and family and

hoping they “like” it.

This is NOT following celebrities, politicians, musicians or athletes to find out what they ate for dinner last night or that they like ice cream.

Social Misconceptions

This is NOT a popularity contest or tool to see who is wearing what?

Social Misconceptions

Imagine that you are creating a new cable network station. This

new network represents your business. What would you say, share,

explain, teach and even entertain?

What I want to know is, can you help me?

Can you produce content to tell me or show me that you can help

me solve my problems?

Building A Business Network

The Goal of Your Network

Tell the right story to the right audience in their preferred language.

OR

Who Is Your Perfect Customer?

Create a buyer persona or profile to define the perfect customer

What industry or which market would they represent?

How much would they spend on decorated apparel?

How often would they buy?

Do they participate in Social Media?

LinkedIn, Facebook or Twitter?

When investing in Social Media Marketing

you should get involved where your

audience is already participating

Where Are The Pros Focused?

Let’s look at some important objectives most marketing professionals are currently focused on:

1. Engagement

2. Awareness

3. Lead Generation

4. Website Traffic

5. Increase Sales

6. Increase Search Ranking

7. Lead Nurturing

*Social Media Strategy Survey – Ascend 2 & Partners, DEC 2015

The most fundamental synonym for Social

Media Marketing is INFLUENCE

The Source of the Influence

Measuring the impact that a given source will have influence on you taking action

* www.fleishmanhillard.com

The Order Of Influence

Let’s review the order of influence:

1. Friend in your network

2. Trusted group

3. Company you follow

4. A media source you follow

5. Public figure or celebrity

6. Company paid content

Build Brand Awareness

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!

Talk With – NOT AT!

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

Be AUTHENTIC and you will be rewarded with loyalty and business.

Reciprocate! Share content… share in their successes.

Success Stories

Visit: biz.twitter.com/success-stories to review case histories

1. What can your company do in 140 characters?

2. By industry, tactic, product, goal & company size

0

2

4

6

8

10

12

18-24 25-34 35-44 45-54 55-64 65+

11.7 11.3

8.76.7

4.12.7

January 2015

Users in Millions

Age Group

My Twitter Profile Page

Pinned Tweet Activity

Pinned Tweet Activity

Followers

Twitter Analytics – 28 Day Summary

Twitter Analytics – Tweet Activity

Twitter Analytics – Audience Insights

Twitter Search

You can find LOTS of information about, clients, prospects, topics, events, companies & competitors:

1. You can find an industry icon or supplier and see who is following them

2. Same thing with your competition

3. Perform a Search on the menu bar of Twitter (zoom tool)

4. Look up a person, company, event or a hashtag

Listen & Respond

All major Social Media platforms allow you to Search, Listen, Engage and Respond!

Listen, Respond & Grow

Get involved on this platform on a consistent basis.

Be a part of the conversation and ask questions

Be slow to sell and quick to build trust

Be authentic, be you!

We just covered

a lot of

information!!!

Decide to be VISIBLE!

Know your prime target

Identify on which platforms they are likely to be social

Build your brand as if it were a cable network channel

Create strategic partner relationships locally & industry specific

Dedicate 2-3 hours per week for 1 year (15-30 minutes per day)

Listen, Respond, Engage & Grow…. every day!

Let’s connect on Twitter & LinkedIn!