Introduction to Internet Marketing: Using Social Media for Business Success

(Or Make More Money with Social Media)

Bright Spark Media

provides internet marketing solutions to

SMBs, entrepreneurs, and professionals

so they can gain visibility online,

engage with their customers, get more sales leads,

and make more money in their business…and do so in a

more efficient way.

Outline

•  pay, sign in, get drink, find a seat – socialize

•  icebreaker

•  introductions

•  intro video

•  What, Who, Where, When, Why, and How

•  During the workshop - Workbook and do some Action Steps

•  3 things you can start doing today to be more successful

•  Q&A

•  Evaluations

Introductions

Who are you? What’s your business? What is your challenge with Social Media marketing?

•  too many choices – overwhelm •  fear – what if they say something negative •  not enough time

Practice Engaging Today

Tips and tricks Quotes Glad to be here – great venue, meeting new people

#DIY-FB

Why should your business use social media?

There are millions of reasons.

Here are some of them…

900 million Facebook users

200 million Twitter accounts

120 million LinkedIn profiles

Some up-to-date figures:

800 million Facebook users

What does that mean?

There are 3600 seconds in an hour

86 400 seconds in a day

31 556 926 seconds in a year

It would take more than 25 years

for all 800 million Facebook users

to view your Fan Page just once.

•  What •  Who •  Where •  When •  Why •  How

Internet Marketing – the Basics

1. What

•  Internet marketing vs social media marketing

•  Examples

•  Explore social media marketing – You vs Your Brand

•  Focus on Facebook: personal profile vs Fan page

internet marketing

vs

social media marketing

Internet Marketing

•  term used to describe the ways in which businesses use the web in order to promote their companies and their products or services.

•  social media marketing – is a component of internet marketing

Social Media Marketing

•  marketing through social networks

•  the key to social media marketing is interacting with other members of these social networks (prospective clients, industry experts and strategic alliances) to foster business relationships.

The key to social media marketing is interacting with other members of these

social networks (prospective clients, industry experts and strategic alliances)

to foster business relationships.

What are some types of “internet marketing”

(also called “online marketing” or “e-marketing”)?

Facebook Twitter Google + LinkedIn YouTube

Reddit Delicious Digg blogs websites

email marketing banner ads Adwords/PPC

Examples of internet marketing

Engagement tools Sharing tools Money tools

Getting social with your business – Personal vs Brand

Personal •  your voice (authenticity) •  engagement/interaction •  sharing personal updates •  connecting with family or

friends •  jokes, games

Business (your Brand) •  your voice (authenticity) •  engagement/interaction •  be helpful – solve

problems •  post updates – focus on

business and your clients •  build a mailing list •  get leads •  advertise

Tip: The internet is like a trash vortex

•  whatever you say on the internet is there forever, even if you change your mind and delete it

•  don’t say anything you wouldn’t want to see on a billboard with your logo, your name and your phone number, while driving past with your mom!

Trash Vortex

Focus on Facebook: Personal Profile vs Fan page

Personal Profile •  made for individuals •  must be “friends” to

view & engage

Fan Page •  made for businesses •  branding •  publicly viewable •  searchable by Google •  direct visitors to specific

pages – targeting, fangates •  shareable on website, blog •  contests, apps, ecommerce •  iframes – facebook website

Facebook’s new Timeline Cover Photo: use it to link YOU to your brand

Another Example of an Effective Personal Profile

2. Who

•  Who is using social media?

•  Businesses doing social media well – case studies

•  Targeted marketing – who is your audience?

Who is using social media?

•  Job hunters •  Recruiters •  Fortune 100 companies •  Small businesses •  Automechanics •  Professionals such as accountants, chiropractors, dentists, financial advisors, realtors…

There is no reason you shouldn’t join the ranks and get social too!

Infographic source: http://www.mediabistro.com/alltwitter/small-business-social-media_b14294

By Erik Qualman from his book Socialnomics: How Social Media Transforms the Way We Live and Do Business

“We don’t have a choice on whether we DO social media

…the question is how well we DO it.”

Brands that ROCK at Social Media

Starbucks as innovator – they understand their audience:

•  First coffee shops to offer Wi-fi

•  Free iTunes downloads every week

•  Recent innovation – order on the go with location based services and specially created app – prepay, and pickup

•  My Starbucks – “hey that’s MY idea!” – they show they are listening

Brands that ROCK at Social Media

Volkswagon – engaging ads, customer opinion

•  different versions of the ads were released on YouTube and fans could vote for their favorite, which would then be shown during the Superbowl

•  their ads play on emotions, not selling

Brands that ROCK at Social Media

Barrack Obama - US Presidential Election 2008: overcoming voter apathy by using social media to connect

•  Obama’s publicly funded election campaign raised $650 million ($500 million of that raised online through Facebook and the his website) vs McCain’s government funded $85 million

•  Extensive use of YouTube, Facebook, Twitter, MySpace, and Flickr, plus in-game ads in 18 Xbox games and creation of an iPhone app

•  Once elected, Obama released the Democratic Weekly Address as a YouTube video, which he continued to produce weekly until he took office on 20 January 2009.

3. Where

•  Online and offline – real-life experiences go virtual

•  Blending traditional and social media marketing for a successful all-round marketing campaign is the key!

Online conversations usually start off-line

What would you pay to hear what people are saying about your brand? Or your product? Or your competitors?

It’s free - you just have to listen.

•  set up a social media dashboard (like Hootsuite, or Tweetdeck) to monitor your brand

•  “listen” for keywords in your industry

•  is public sentiment positive or negative? •  if negative, address it – show empathy, or fix it if possible •  if positive, leverage it!

Online conversations usually start off-line

Examples:

•  #FF – spread the good word

•  Dark Horse Café

•  United Airlines breaks guitars

United Airlines vs Sons of Maxwell

Negative publicity for United Airlines, but a brilliant marketing move by Sons of Maxwell lead singer Dave Carroll.

The band is reaping the benefits of increased exposure due to this video that went viral.

United Airlines breaks guitars

Consider a few things:

•  This video has now been viewed by 11 million people – remember I said earlier that the internet is the great trash vortex??? Even if the complaint was resolved, 2 years later people are STILL watching this video, and sharing it!

•  Remember that social media means everyone has a voice

•  Complaints need to be addressed in real-time, and you need to show empathy

•  Think outside the box – create an opportunity for exposure

4. When

•  When is the best time to post?

•  When does it work for me – creating an editorial calendar

When is the best time to post?

Did you know that there is an optimum time for posting your content so it gets viewed and shared the most?

Here are a few key takeaways from the Science of Social Timing:

•  The best time to tweet is 5PM ET •  1 to 4 tweets per hour is ideal •  The best days to tweet are midweek and on the weekends •  The best day to share on Facebook is Saturday •  The best time to share on Facebook is Noon ET

Set a Schedule – Editorial Calendar

Set certain days of the week for each task

1 hour, once per wk (i.e. Sunday) – set one day to find content to share (iGoogle, Google Reader, All Top), and schedule posts for the whole week – via Hootsuite or Hootdeck

15 minutes, 2-3 times per wk (i.e. Monday and Wednesday) •  check messages & respond – Twitter, LinkedIn, Facebook •  like/share/comment/retweet on 3 Fan Pages/people you follow on Twitter

15 minutes, 1-2 times per wk (i.e. Tuesday and Thursday) •  follow & engage with 5 new people on Twitter, LinkedIn, Facebook

15 minutes, once per wk (i.e. Friday) •  ask for and give 2 recommendations on LinkedIn •  join a LinkedIn group discussion and comment, or comment on a blog •  give shoutouts or greet new fans/followers

5. Why

•  Goals for using internet marketing in your business

•  Why should you be using social media?

Why should your company be engaging in social media?

•  because your customers are – millions of them – whether you are participating or not

•  to establish yourself as an expert in your industry

•  so you can listen to what your customers are saying – and engage with them in a meaningful way

•  to help solve their problems •  to give them information •  to acknowledge complaints •  to leverage compliments •  to connect with them and establish leads

Strategy - Why is your business using social media?

•  To get noticed/improve brand visibility (new business, new product) … ROI = # of new likes/impressions

•  to generate more Sales leads … ROI = # people who joined your email list, signed up for workshop, bought book, etc

•  to develop client loyalty … ROI = # of people commenting/sharing your content or giving recommendations/testimonials

Your social media goals will determine how you calculate your ROI (return on investment)!

6. How

•  How to use social media efficiently – Hootsuite

•  How to do it right •  Good examples and bad examples •  2 things most businesses miss

•  How to get started – top 3 things your business can do immediately to improve your social media success

How to use social media efficiently – Hootsuite

•  set up a social media dashboard (such as Hootsuite, or Tweetdeck) so you can control many social media channels from one place

•  Facebook Fan page •  your personal Facebook profile •  LinkedIn •  Twitter •  YouTube

•  pre-schedule some posts to go out every day

•  monitor mentions of your brand, or direct messages, and reply

•  create lists to eliminate “noise” and work according to a plan

How to use social media well – good practices

•  Engage! Share, “like”, comment, “retweet” – it’s good for the other person’s ranking (called Edgerank in Facebook) – similar to SEO {Besides, it’s just a nice thing to do }

•  give credit when sharing photos or content with their name AND a link

•  compliment people and businesses whenever possible – give “shoutouts”

•  use consistent branding across all your marketing – website, blog, newsletter, social networking sites

•  make your content easy to share – add a “retweet” or “share” button

Hootsuite: a social media dashboard