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Social Media Resources for Small Businesses 2012 MWBE Central Indiana Resource Fair M. Kim Saxton, Ph.D. July 17, 2012
Social Media Resources for Small Businesses
2012 MWBE Central Indiana Resource Fair
M. Kim Saxton, Ph.D.July 17, 2012
Social Media 101• Defining Social Media & Why it’s Important• Developing a Persona• Blogging• Social Networks• The Future
Source: http://blog.nielsen.com/nielsenwire/online_mobile/ads-with-friends-analyzing-the-benefits-of-social-ads/
What is Social Media?• Any Web 2.0 feature that allows
customers to interact with you• The purpose of social media is to
engage:– A 2-way conversation– Share not Tell marketing– Have to give them a way to share too
Source: BtoB Business Intelligence Center, “Emerging Trends in Social Media Marketing”
The Social Media Data Stacks
6
Most US Adults are active on Social Networks & they are worth more
Source: Pew Internet & American Life Project
8%
16%
29%
46%
61%65%
2%
9%13%
27%
38%
43%
2005 2006 2007 2008 2009 2010 2011
Ever Yesterday
Social Network Site Use Growth% of online adults, 2005-2011
61% Email59% Search
Engines
The Social Media Data Stacks
7
140,336
50,055
23,617 22,417 19,250 17,786 11,870 8,578 8,397 7,601
Facebook Blogger Twitter Wordpress MySpace LinkedIn Tumblr Six ApartTypepad
Yahoo Pulse Wikia
And, Facebook has become a must
Top Network & Blog SitesAverage monthly unique visitors (000), Q3 2011
Source: The Nielsen Company
These are blogs
The Social Media Data Stacks
8
Because people do prefer to connect to Brands on FacebookPreferred Social Network for Brand Connection% of social network users, May 2011
6%
3%
5%
6%
Source: Edison Research and Arbitron
Facebook 80%Twitter
Other
Don’t KNow
The Social Media Data Stacks
9
People Expect Something for “Like”Consumer Expectations for Brand Liking% of Facebook users, September 2011
58%
58%
47%
39%
38%
37%
37%
36%
28%
27%
24%
Expect access to exclusivecontent, events or sales
Expect discounts orpromotions through Facebook
Expect to receive updatesabout the co. to the newsfeed
Expect the company to postupdates, photos or videos to newsfeed
Expect to share with friends,family and/or coworkers
Expect the name of co.to show up on my profile
Do not expectanything to happen
Expect the co. to send more relevantcontent based on my public profile
Expect to interact with pageowner (e.g., brand, person)
Expect the co. to access datain my public profile
Expect the co. to contact methrough other channels
Source: ExactTarget
Hard News – what works best is also hardest to do
Latest: Pinterest
Source: http://blog.compete.com/2012/06/28/pinning-down-the-impact-of-pinterest/
STEP 1: DEVELOP A PERSONA
Who is your target audience?
What do they need?
What questions do they have?
What is their demographic
makeup?
High School Juniors/SeniorsConcerns:-What is life like on campus?-What do I want to study?-Will I fit in on campus?
Forums:-Social Networks-Search
Demographic:-Upper/Middle class-Located in Midwest
Source: http://www.contentmarketinginstitute.com/2011/04/4-questions-answered-about-buyer-personas/
B2B Audience Template
Do Research on your Audience• Monittor• SocialMention• Google Alerts• Alltops
Now, plan your Strategy1. What’s Your Pitch? Shoot for 120 characters
2. What’s the Point? What type of program is this? Awareness, Sales, or Loyalty?
3. What’s Your Relationship with Your Audience? Nothing to Your Advocate
4. What’s Your One Thing? You = X
5. How Will You Be Human?6. How Will You Measure Success? First-time
visitors, Repeat Visitors, Comments, Shares
STEP 2: START YOUR COMPANY BLOG
Why Blog?• It’s a permanent repository for your social
network content• You can have a wide variety of content• Your customers want to see what you
think• It’s one of the most effective ways to
engage• It helps in organic search• And, it helps in organic search
How to Start a Blog• Set up a network to redirect to your domain• Freeware:
– Wordpress.com– Blogger.com
• Paid, hosted networks:– Compendium– Hubspot– SquareSpace– Typepad
July 12, 2012Customize footer: View menu/Header and Footer
July 12, 2012Customize footer: View menu/Header and Footer
The Purposes for your Blog• Create Awareness for your brand
• Help Visitors see your brand as human and establish your Thought Leadership
• Purchase Behavior
Here’s the Key to Success:
Set a Schedule & Stick to it
STEP 3: ADD SOCIAL NETWORKS
Set up Your Profile• Start with the basics on the main four or five:
– Facebook.com– Twitter.com– LinkedIn.com (esp. important for B2B)– Pinterest– Google+
• Set up a Social Network Management account:– HootSuite.com– Buffer. Com– MarketMeSuite.com
Start Promoting your Blog Posts & then think about Optimizing• You’ve already written the blog posts. Write
enticing lead-ins to them• Find Influencers in your market
– Follow them– Then, engage them
• Optimize Facebook First• Then, optimize LinkedIn• Add Pinterest if visual• Add Google+
Set up a One-Stop-Shop Information Site
Share a Common Experience
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Create a Great Contest
Tie in to a Great Cause
And, optimize LinkedIn• Company Page• Executive Profile Pages• Join or Create a Group• Leverage Group Discussions in other
places like newsletters and blog posts• Add Polls• Add Presentations
July 12, 2012Customize footer: View menu/Header and Footer
Should you be on Pinterest?
Source: http://blog.compete.com/2012/06/28/pinning-down-the-impact-of-pinterest/
A LOCAL EXAMPLE
July 12, 2012Customize footer: View menu/Header and Footer
Launch on your blog
Get Others to Share
Follow up with Email
The Results • Monday, June 25th – post to Facebook,
new webpage, email sent to database. Goal = 250 sold chickens
• Tuesday, June 26th = 140 sold chickens• Wednesday, June 27th 9am = 300
chickens• Wednesday, June 27th – people buy
more than ordered• Wednesday, June 27th = 400 total volume
Some Great Resources:• Kissmetrics.com• ConvinceandConvert.com• JeffBullas.com• MarketingTechBlog.com• AppSumo.com• SlingshotSEO.com• ExactTarget.com• Hubspot.com• Compendium.com
Future Trends in Social Media• Mobile• Search includes social indicators• Location-based• Social Commerce• Gaming• Global Magazine Super Blogs• Global Micro Niche Businesses
Source: http://www.jeffbullas.com/2011/11/22/7-top-trends-in-social-media/
A couple of parting words:
