SOCIAL MEDIA FOR SMALL BUSINESS: IT S A JUNGLE OUT THERE!
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- Kellie Ward
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1 SOCIAL MEDIA FOR SMALL BUSINESS: IT S A JUNGLE OUT THERE!
2 AGENDA Contemplating referral value in B2X How do people spend time online? What is social media? Guiding principles for social media presence 6 top mistakes Key social media - overview How to start... Future glimpses where to from here?
3 WHAT VALUE REFERRAL? When you shop for luggage, what activities do you undertake in the lead-up to the purchase?
4 REFERRAL (WOM) IS NOT A NEW IDEA advertising is one of several influences on a person s behaviour and probably less important because it is known to be self-serving than such influences as peers and personal observation Kotler, P. Marketing Management: Analysis, Planning and Control. 1967!
5 WOM INFLUENCES awareness, Interest, expectations, perceptions, attitudes, behavioural intentions, & behaviour
6 WOM MAY FOCUS ON... brand product service people organization
7 ONLINE BEHAVIOURS 12 hours per month for social networking!
8 DEFINING SOCIAL MEDIA FOR BUSINESS Business Social Media: And a massive # of them, too! Web-based and mobile technologies that turn communication between a business and its (potential) clients into an interactive dialogue, involving the creation and exchange of usergenerated content
9 THE BUSY WORLD OF LISTENING
10 THE ONLINE ECOSYSTEM (SIMPLIFIED) Facebook Twitter Your Website YouTube LinkedIn
11 IS BUSINESS SOCIAL MEDIA A WOM/Referral engine? Value creation engine? Runaway train? Waste of effort?
12 MOTIVATIONS LIKING A BRAND ON FACEBOOK
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14 MARKETING ANGLES
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17 People are sick of being sold to. They are sick of being marketed to. They come to social networks for fun, information, connection and entertainment. Jeffrey Gitomer
18 GUIDING PRINCIPLES Contemplate strategic role, approach and required commitment Create value first Monitor Build connections Monetize Measure
19 STRATEGIES AND APPROACHES Marketing Plan in order Clarity around audiences and personas Research who s playing where, who influences who Identify key messages and value concepts Create editorial plan
20 CREATE VALUE FIRST Value must be perceived by the recipient Your messages of value must be transparent and without expectation of return or response No blatant requests to buy... Let s get married on 1st date
21 MONITOR
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24 MONITOR THE VOC Basic search techniques (search.twitter.com) Social media monitoring tools Sprout Social, Radian6, social CRMs...
25 BUILD CONNECTIONS... Invite current customers Invite prospects to get to know you Invite vendors Invite those of similar role in other communities BIG COCKTAIL PARTY!
26 MONETIZE Boil the frog Givers gain Don t standardize the contact hyperfocused Be brave Be patient Be positive Manage the online rep Personality shining Take it offline when it s time
27 All business social media is interconnected... you have to do all of them and well if you expect to monetize your efforts.
28 MEASURE Qualitative Quantitative SET GOALS, FIND THE TOOL(s) TO HELP MEASURE GOALS, MEASURE, RINSE, REPEAT
29 MISTAKE #1 (OF 6) Failing to Monitor
30 MISTAKE #2 (OF 6) Expecting Instant Results
31 MISTAKE #3 (OF 6) Failing to Invest Sufficient Resources
32 MISTAKE #4 (OF 6) Focusing Internally
33 MISTAKE #5 (OF 6) Not Building Networks
34 MISTAKE #6 (OF 6) Ignoring Synergy Among Campaigns
35 FACEBOOK FOR BUSINESS FREE! (except ads) People connecting with others Apps to engage
36 THINGS TO DO ON FACEBOOK Value Feedback News Events Fun (contests)
37 KEY POINTER FAN/BUSINESS PAGE Overview of company Website and contact info Press releases Videos Blog RSS Twitter updates Company news and status Customer interaction
38 LINKEDIN FOR BUSINESS FREE! (exceptions) Business people and businesses connecting with others
39 THINGS TO DO ON LINKEDIN Positioning Feedback News Expertise Value from others
40 LINKEDIN ON TOP FOR SALESPEOPLE By far the most valuable of all social media for salespeople...
41 TWITTER FOR BUSINESS FREE! Microblogging 140 characters or fewer
42 THINGS TO DO ON TWITTER Customer service Feedback News Events Value from others
43 YOUTUBE FOR BUSINESS FREE Video sharing website Incredible search engine!
44 THINGS TO DO ON TWITTER Customer service Feedback Contests Amuse/entertain
45 BLOGGING FOR BUSINESS Can be FREE! Recording expertise Consistency
46 THINGS TO DO ON A BLOG Create authority Show your humanity Share expertise Consistency Generate ideas
47 STILL CRITICAL... 45%
48 INTEGRATE SOCIAL INTO YOUR WEBSITE -to-market) Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010
49 THE STARTING GATE Gather addresses of all of your customer contacts (invite) Gather valuable content (engage) Design your pages (attract)
50 If you sell toilets, you have to talk about plumbing. If you sell insurance, you have to talk about protection or peace of mind. If you sell clothing, you have to talk about fit and fashion. If you sell real estate, you have to talk about building equity and home repair. Jeffrey Gitomer
51 THE ONLINE ECOSYSTEM (SIMPLIFIED) Facebook Twitter YouTube Your Website LinkedIn
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54 SOCIAL MEDIA SMB SUCCESSES Herschel Supply Co used social media to improve customer service DAVIDsTEA developed a loveable brand on social media Serengetee believes in social media engagement Emerson Salon Creates a New Business Model Butter Lane Supports a Following Liberty Bay Books Starts Conversations Feather Your Nest Makes a Name for Itself
55 PERHAPS THE WINNER?
56 SOCIAL MEDIA B2X FLOPS Kryptonite Evolution vs ball point pen L'Oreal faked it Quiznos's 2 girls and 1 sub My Dell Hell Comcast guy falls asleep on couch Dominos Pizza "extra toppings" Chrysler hates Detroit drivers KFC is over-run by rats United Airlines breaks the wrong guy's guitar***
57 THE RIGHT CONCLUSION if you're using social media, make sure you take it on seriously. Create the proper support channels and oversight so that mistakes don't happen, because once your message is out there in the universe, it can't be taken down easily. - Cleo Kirkland
58 THANK YOU!
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