1 Central Ohio s Small Business Resource
2 Who Wilson? Program Coordinator for the Ohio SBDC at Columbus State Manage SBDC marketing, branding, outreach, digital media & events AAS Multimedia Production BS Organizational Management MS Marketing & Communication Certified Program Planner
3 What is the Ohio SBDC at CSCC? Economic Development Entity National Network: 1000 nationwide, 27 state 9 County District Joined CSCC 2004 Only Location in the US, housing 4 SBDC Centers SBDC - Core Manufacturing & Technology SBDC International Trade Assistance Center Latino SBDC
4 How we do, what we do One-on-One Advising Advising meetings are conducted by Certified Business Advisors and are by appointment only. The goal of each one-on-one meeting is to advance the business forward helping each succeed regardless of where they are in the business cycle. Training Events Training events augment our one-on-one advising services. They enable us to accelerate our clients business knowledge and make business execution the focus of our one-on-one appointments.
5 Social Media for Small Business Tonya Wilson Program Coordinator Ohio SBDC at Columbus State
6 AGENDA What is Social Media? What is Social Media s Impact on the US / World? First Things First 7 Steps to Social Media Strategy The Social Media Tools & Examples of Social Media Use Q&A Your questions answered
7 What is Social Media? The interaction among people in which they create, share, and/or exchange information and ideas in virtual communities and networks.
8 What is Social Media s Impact?
9 Before you begin you must put FIRST THINGS FIRST
10 The Must Have Established Identity Updated Website Clear point of conversion (online / store)
11 Building Activity ~ Prospecting
12 The how to 7 STEPS TO YOUR SOCIAL MEDIA STRATEGY
13 7 Steps to Your Social Media Strategy: STEP 1 TARGET MARKET (CUSTOMER)
14 7 Steps to Your Social Media Strategy: STEP 1 KNOW YOUR CUSTOMER
15 7 Steps to Your Social Media Strategy: STEP 1 KNOW YOUR CUSTOMER
16 7 Steps to Your Social Media Strategy: STEP 2 DETERMINE HOW YOUR CUSTOMERS USE SOCIAL MEDIA Look at your target market. Based on age, gender and geography how do they use social media? Find their Social Technographics Profile
17 7 Steps to Your Social Media Strategy: STEP 2 DETERMINE HOW YOUR CUSTOMERS USE SOCIAL MEDIA
18 7 Steps to Your Social Media Strategy: STEP 3 SET YOUR OBJECTIVE(S) 1. What does your customer and potential customers know about you? 2. What do you want to accomplish? Awareness? Sales? Loyalty? Create an editorial calendar
19 7 Steps to Your Social Media Strategy: STEP 4 DETERMINE YOUR METRICS Identify Success - Know what success looks like BEFORE you start For Awareness - web traffic, web traffic referrals, search volume trends, followers, fans, friends, social mentions, share of voice For Sales web traffic, time spent on site, bounce rate, repeat visits, content acceptance rate, followers / fans/ Friends, social mentions, share of voice, social connectivity within sales funnel
20 7 Steps to Your Social Media Strategy: STEP 4 WHAT S MY METRICS? Identify Success - Know what success looks like BEFORE you start For Loyalty time spent on site, repeats visits, content acceptance rate, followers/fans/friends, repeat social mentions, share of voice, recommendations and reviews, social connectivity among purchases, customer service metrics, net promoter score Are you making or saving more money than you did before you got involved?
21 7 Steps to Your Social Media Strategy: STEP 5 KNOW YOUR USP USP = Unique Selling Proposition What do you do better than anyone else? Why are your T-Shirts better than others? Why should I, your customer, buy your t-shirts over others?
22 7 Steps to Your Social Media Strategy: STEP 6 KEEP YOUR FOCUS ON THE CUSTOMER Focus on the outcome, the desired result, not the tool: What does the customer really want and need? You don t buy drills, You buy holes
23 7 Steps to Your Social Media Strategy: STEP 7 REMEMBER SOCIAL IS ABOUT BEING SOCIAL! Mastering of the connection, NOT THE DELIVERY MEDIUM, is the goal o Social Media is the TOOL. Its not the conversation its where the conversation happens o Choose the tools AFTER you develop your strategy
24 Your tool box SOCIAL MEDIA PLATFORMS
25 The Social Media Tools
26 Create Your Social Media Channels Based on what you found your target market s Social Technographic Profile to be create social media outposts to interact with customers, prospects, and prospective employees Are they In-actives, spectators, joiners, collectors, critics or creators?
27 142 million Facebook users (and growing) are mobile only year age bracket is the largest growing demographic on Facebook. 95% of its users log in daily. Facebook: 18 to 29 year olds, however the fastest growing demographic is 45 to 54 year olds
30 230+ million users. 76% access Twitter via Mobile. Over 500 million Tweets are sent a day. User 18 to 29 year olds, however the fastest growing demographic is 55-64
32 #2 Search Engine 1 billion unique visitors monthly. YouTube reaches more U.S. Adults aged than any cable network.
34 YouTube Interviews Skype
35 YouTube Interviews Studio
36 YouTube Interviews by ipad
37 Over 200 millions users. 35% of users access the site daily. 2.7 million business pages. 30 to 49 year olds
39 500 million registered users. Google weighs +1's in organic search engine rankings 25 to 34 year olds (71.8% are men)
40 Google +
42 Google+ Hangouts
43 1.3 million businesses. 2,000 check-ins per minute. 41% of users are between the ages of 25 and 34. Over 50 million people worldwide, who have checked in over 6 billion Check-ins Over 1.9 million businesses have claimed their locations to connect with their customers.
44 70 million users. Only 8% of users are men. 20% of US internet using women that are on Pinterest. 5 Million daily pins. 18 to 49 year olds
45 Pinterest Pin from your website so when people find it they will click back to your site. Add your business name and address to your photo so when people find it and pin it they see your information. Create boards for various topics your customers are interested in and looking for. Participate ~ Pin things you like and people will follow
47 150 million monthly active users. Over 16 billion photos shared (and growing by 55 million every day). 1 billion likes a day. 18 to 29 year olds
48 Visual Social Sharing
49 13 million users. 5 tweets per second contain a vine video. Grew a whopping 403% between the first and third quarters of Vine: Early adopters of all ages still too new for exact demographic data.
51 Lowe s Fix in Six Vine Videos
52 BLOG: Showcase Yourself as the Expert Showcase your knowledge and expertise Debunk fears Educate and entertain Inform and enlighten
53 How do you do it all? SOCIAL MEDIA MANAGEMENT
55 An Easier Way to Manage - HootSuite
56 How do I know what s working? SOCIAL MEDIA MEASUREMENT
57 How do you measure?
58 How do you measure? Google Analytics. A service offered by Google that generates detailed statistics about the visits to a website. Tracks visitors from all referrers, including organic search engines, display advertising, pay-per-click networks, marketing, and digital collateral (such as links within PDF documents).
59 How it looks in Analytics
60 How to make sure your message is received as intended SOCIAL MEDIA MONITORING
61 Monitor Your Company
62 Something to always remember: FINAL THOUGHTS
63 Stay Focused Be Patient Social is a long term strategy that will build long term clients / customers Create small successes Always remember your goals Know your metrics what does your success look like Measure, adjust, measure, adjust, measure, adjust
64 Remember it s all just about people Create a quality product or service you are passionate about Be trustworthy, transparent and authentic Genuinely want to meet your consumers needs and desire Together with them show them you care, listen to their needs, wants, ideas and suggestions Have a conversation, talk to them NOT at them. Create a reason for them to become your company Advocate
65 The Confession
66 The Response
67 Customer Feedback
68 Loyalty Building
69 For more information and to engage with the Ohio SBDC at CSCC VISIT CALL