Which Social Media Channel is Right for Your Business?

Michelle Fontaine ~ 508-769-9137 ~ Michelle@fbsmarty.comwww.fbsmarty.com www.facebook.com/fbsmarty

Business & Volunteer Path

Secretary

Admin

Marketing Mgr.

Webmaster

Social Media

Proud Moment – 2012 Tourism Award from the Commonwealth of Massachusetts – Presented by Jeannie Hebert, President Blackstone Valley Chamber of Commerce

• CWE Advisory Board Member• BVCC Director• Co-Chair, Tourism, BVCC

MBA, Assumption College

Corporate

Entrepreneur!

Parent PathBlessed in many ways!

Overall On-Line Marketing Strategy

Be Found

SEO

Google Optimize Directories

Social

Facebook

Instagram

Google+ LinkedIn Pinterest Twitter YouTube

Google is SEARCH (95%)

• Google is the ‘momma’ search engine• Google indexes all our properties on the

Internet• 24/7 Google ‘bots’ score the Internet and bring

back fresh content to the ‘momma’• ‘Momma’ sorts it all out (indexes it)• When someone types in a search, she finds the

best results and puts it in priority order• She uses over 400 different algorithms to do this

Your mission, should you choose to accept it, is to be #1 on Google!

websitefacebook

LinkedInYouTubeYouTube

Google+

SlideshareSlideshare

Yelp

IncognitoWindow toRemove history

Social Media is Marketing• Social Media is here to stay and changes

how businesses must communicate• Bottom line for business:• Be quickly findable on the web• Be transparent, giving and personal• Be efficient and accountable

• Finding the right channels to focus on is our topic today

Social & Search are Part of Marketing

What are Internet Properties• Websites – we traditionally only thought about this

one• YouTube – owned by Google• Facebook – all business pages are public• Instagram – owned by Facebook• Twitter • Pinterest – very appealing, visual, addicting• Google+ - hangouts are main reason to use• Directories• Blogs – self-hosted• LinkedIn – virtual resume

Understanding Keywords

• Know, and use, the right keywords on all your properties• Free keyword tool:

www.adwords.google.com/select/keywordtoolexternal

Demo Keyword Tool

No matter what channel… the truth of the matter is…

•Use marketing strategies to accomplish specific goals.•Know what you want to accomplish•Create a plan•Measure

Example of a Marketing Strategy• Strategy = to increase demonstrations of our product by 100% in

30 days.• Historically, it is known that for every 100 visits to the demo

page they give 10 demos• Goal is 20 demos (100% increase) in 30 days = 200 hits

• Historically, it is calculated that each demo cost $____• Tactics to accomplish our goal

• Offering a free _____ for people to download on the demo page in exchange for their lead info

• Promote this on FB page with a custom app and regular postings• Promote this on Twitter page through automated tie with Facebook

and additional manual posts• Create video about the fantastic free offer and post on YouTube• Post that video from YouTube on Pinterest• Run a FB ad campaign with a $___ budget

Was it Successful?

• 200 hits to demo page?• 20 demos?• What was the cost of the campaign?• How did that cost compare to traditional cost per

demo?• Was the Return on the Investment (ROI) good?

No Matter Where You Focus… You should still do this…

Places for Business

Google Maps/Places

• Claim and fill out your Google Place Page (free) and then you can gather reviews!• Reviews are an

advantage for service businesses like hairdressers, salons, restaurants

Fresh Content is Key

• Blogging is the #1 way to get found• Frequent fresh web pages (content management

systems or webmaster talents)• Knowing, and using, the right keywords on all

your properties is important

The Big Picture starts with Blogging!

BLOG – Your Digital Asset

Twitter – 140 charactersfast streaming

YOUTUBE or Facebook Video

ENewsletter – The In Box

FACEBOOK3 posts a day

How do Channels Work With Websites?• Your website is the center of it all• IF your website contains a blog, then it acts like a

magnet to Google• All your Social Media Channels are opportunities

to drive people TO your blog (to your website)• Inbound links help SEO

Where do your target audiences hang out?

http://mashable.com/2012/03/09/social-media-demographics/

http://mashable.com/2012/03/09/social-media-demographics/

http://mashable.com/2012/03/09/social-media-demographics/

http://mashable.com/2012/03/09/social-media-demographics/

http://mashable.com/2012/03/09/social-media-demographics/

Social Media in Business Stats• 65% of the world’s top companies have an active Twitter

profile• 91% of experienced social marketers see improved website

traffic due to social media campaigns and 79% are generating more quality leads

• The average time spent by marketers on social media is 1-5hrs per week for those just getting started and 6+ hours per week for those with 3+ years of experience

• The most popular social networking tool for marketing is Facebook – being used by 92%, followed by Twitter (84%), LinkedIn (71%) and blogs (68%)

• 80% of US social network users prefer to connect with brands through Facebook

B2B - LinkedIn

• LinkedIn is 4X better for B2B lead generation than Facebook and Twitter• LinkedIn is also a must for your personal virtual

resume

Customer Service

• Facebook is the ‘face to face’• Twitter is the real-time environment

Customer Service and Social Media Stats• Social media users are willing to pay a 21% premium

for brands that deliver great service through social media• 17% have used social media in past year to obtain a

service response• Social media users who receive great service tell an

average of 42 people (compared to just 9 for social absentees)• 83% of social media users have not completed an

intended purchase because of poor customer service and will inform 53 people (compared to 49% and 17 people for those not active on social)

Make Money by...Efficiently running your Customer Service

• Facebook is the place people go to find out more about you.• It’s where people ask their questions!• Aim for quick responses ~ people love that!• Twitter users expect even more instant

responses

Customer Service

• Pages can now be messaged• Gripes can

be sent to admins privately

Natural Customer Service

Service Companies

• For Service Companies who reach out to consumers (mostly female):• Salons• Retail Stores• Restaurants• Bars

• Facebook, Pinterest, YouTube and Twitter

Technical, expensive, toys

• Technical or Expensive Products for Consumers• Perhaps a

male target audience?• YouTube,

LinkedIn, Facebook, Google+

Female target market?

• Pinterest!

Thank you!

• Teacher, Speaker, Manager• No student left behind ;)• Many teaching options such as:• 6 week virtual courses• 1 to 1’s• On-demand training• Corporate training

• Learning Opportunities can be found at https://www.facebook.com/FBSmarty

Follow me…

• LIKE me on Facebook.com/fbsmarty• Twitter.com/fbsmarty• Google+ Social Media by Michelle

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• Just Google me ;)• Michelle Fontaine• FBSmarty• Social Media by Michelle