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6 Steps to Social Media Marketing SUCCESS! Keeping SBDCs Ahead of the Social Media Learning Curve

6 Steps to Social Media Marketing SUCCESS! Keeping SBDCs Ahead of the Social Media Learning Curve. By Herb Lawrence, ASU Small Business and Technology Development Center Director. OR: . Eating Your Own Dog food…And LOVING IT!. The SBDC Challenge. TRAINING. HELPING THE SMALL BUSINESS.

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6 Steps to Social Media Marketing SUCCESS! Keeping SBDCs Ahead of the Social Media Learning Curve

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  1. 6 Steps to Social Media Marketing SUCCESS!Keeping SBDCs Ahead of the Social Media Learning Curve By Herb Lawrence, ASU Small Business and Technology Development Center Director

  2. OR: Eating Your Own Dog food…And LOVING IT!

  3. The SBDC Challenge TRAINING HELPING THE SMALL BUSINESS CONSULTING STAYING CURRENT MARKETING OUR SBDC

  4. What is Social Media? Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. - wikipedia.org

  5. What is Social Media? • An ongoing conversation that’s happening RIGHT NOW • A promotional channel for content distribution • A long-term return on efforts • A steady stream of information

  6. Marketing Fundamentals Haven’t changed Effective Marketing • Segmenting your Market • Developing Target Groups • Information Channels • Target Needs/Wants • Craft Compelling Message • Analyze Results • Time Management

  7. Our On-line Marketing Elephant SEO Blog Social Media Website SEO E-Mail Local Listing Mobile

  8. Because at the End of the Day! If it doesn’t make: It doesn’t make:

  9. Where they Get News/Information

  10. Current Statistics • 3 out of 4 use Social networks regularly • Social media overtaken e-mail as #1 activity on the web • 17% of all web usage • 200 million blogs • 900,000 blog posts daily • 34% of opinions about companies, brands and products • 93% of social media users believe companies should have presence on social media

  11. Our Challenge with Small Businesses • Just over 10% have CLAIMED their businesses on Google Places • Only 10-20% Have Websites Optimized for Mobile Search • 66% Are NOT Involved in Social Media

  12. Customer NOW Find You (Maybe) New Consumers • Begin Search on-Line • Includes B2B • Review Websites • Read Blogs on Subject • Read Comments • Poll Friends on-line • Conduct Local Search ALL BEFORE YOU EVEN KNOW THEY ARE THERE! Customer Involvement Changed

  13. The Challenge

  14. Social Media Platforms • Of 700+ million users, 20 million join fan pages daily • 5 Billion links, photos, videos shared on FB daily • Fastest growing segment 35 and older • FB added 100 million users in 6 months@

  15. Social Media Platforms • Over 99 Million users • 80% of Twitter usage happens off of twitter.com • Over 10 million updates a day • 140 character micro-blog

  16. Social Media Platforms • 2nd largest search engine • 4th largest site on web • 13 hours video uploaded every minute • 250,000 videos uploaded daily • 250,000,000 viewed daily

  17. Social Media Platforms • Network for Business Professionals • 55 Million Worldwide • Dominate Group 35-49 & 50+ • Develop Business Connections • Industry Data

  18. How is Social Media Used? • Customer Service • Product/service feedback • Industry networking • Promotions/Contests • News, company updates • Internal Collaboration

  19. Creating a Social Media Plan • STEPS • Pre-planning • Listen to the conversations • Create TARGET profile • Set Specific Goals • Join Conversation • Measure Return

  20. Step 1 PREPLANNING • ASK YOURSELF: • Information Flow in Your Industry • Where do People Get Information? • How do Consumers interact with Industry? • Do they Use networks? • What INFLUENCES your Customers?

  21. Step 1 Preplanning • What are your CURRENT Channels? E-Mail? Direct Mail Newsletters Websites

  22. Step 1 Preplanning • Asking Questions reminds you WHO YOU ARE and WHO YOU WANT TO BE • It also indicates how SOCIAL MEDIA can be used to compliment your business goals.

  23. Preplanning • Action Items • Make a List of Questions

  24. Step 2 Listen to the Conversation • Secure your brand on social platforms • Blogs, twitter, Facebook, LinkedIn • Usernames unique • Try to be consistent • Set up monitoring platforms • Google Alerts • SocialMention.com • Technorati • Twitter Search

  25. Step 2 Listen to the Conversation • KEYWORD categories to identify: • Key industry influencers • Competitors • Industry news sources • Blog Comments

  26. Listen to the Conversation • Action Items: • Secure your BRAND • Set up Monitoring Channels

  27. Step 3 Create Target Profile • Target Audience is 24-50 males • 350 billion spending power • 16-19 hours online each week • 96% joined social networks • 78% trust peer recommendations • Only 14% trust advertisements • Belongto: Quantcast • Twitter: 31 • Facebook: 33 • LinkedIn 39

  28. Step 3 Create Target Profile • Find KEY attributes by Listening • Chart out their presence in social media • Market Segmentation • Demographic • Geographic • Psychographic • Behavioristic • Continue to gather customer information along the way

  29. Create your Target Profile • ACTION ITEMS: • Establish Target Profiles • Give them names, photos, or anything else to help you relate to them • BUYER PERSONAS

  30. Step 4 Set Specific Goals • Brand Awareness/Advocacy • Increase Traffic/Opt-Ins • Business Partnerships • Search Engine Results • Generate Leads • Reduce CRM Costs • Increase Revenues

  31. Step 5 Join the Conversation • Phases of Social Equity • Awareness • Value and Fun • Qualify Fans/followers • Engagement • Increase long-term communication • Social Commerce • Product reviews, exclusive pricing, product previews, registration

  32. Step 5 – Join the Conversation Establish an Editorial Calendar • Choose schedule for days you will post • Keeps on Track & Organize Content • Consistency • Helps when you need Content Ideas

  33. Step 5 – Join the Conversation BE TRANSPARENT & AUTHENTIC • Don’t be Evasive • Offer your name, title, organization, experience • Admit your interest in the topic • Define your Credibility • Be consistent across all SM profiles & Platforms

  34. Step 5 – Join the Conversation BE the Expert in Your Industry • Write about what you know, • Offer insights • Offer LINKS to resources When consumers TRUST your content, they will TRUST YOUR PRODUCTS/SERVICES

  35. Step 5 – Join the Conversation HAVE RULES OF ENGAGEMENT! • Handle NEGATIVE comments • Who will RESPOND • Admit mistakes • Respond KINDLY Handling negative comments correctly will turn BRAND DETRACTORS into ADVOCATES

  36. Join the Conversation ACTION ITEMS: • Create an EDITORIAL CALENDAR • Create RULES OF ENGAGEMENT • Share your Expectations with all involved

  37. Step 6 – Measure ROI WHAT IS ROI? • Non-Financial: • Visitors • WOM • Page Views • Fans & Followers • FINANCIAL • Sales • Revenue • Transactions • Coupons

  38. QUALITATIVE QUANTITATIVE • Involved in Industry Conversations • How Customers Perceive us versus competition • Did we build KEY relationships • Moving from MONOLOGUE to DIALOGUE? • Website Analytics • Social Mentions • SEO Ranking • Link Clicks • Newsletter/E-mail Subscribers added Step 6 – Measure ROI

  39. Step 6 – Measure ROI KEY PERFORMANCE INDICATORS • Transactions • New Customers • Sales • Revenues • Average Order Size BE SPECIFIC Frequency, Reach, Yield How often, How Many, How Much

  40. Measure ROI ACTION ITEMS: • Track Key Social Media Activities over Time • Set up Analytic Tools • Such as Google Analytics • Make necessary Adjustments to increase Qualitative first • Quantitative numbers will follow Qualitative Efforts • Compare Metrics to Goals

  41. BUDGETING SOCIAL MEDIA PLAN WAIT!!!!! ISN’T FACEBOOK FREE?

  42. Budgeting for Social Media • TIME • DESIGN & BRANDING • ANALYTIC TOOLS • SOCIAL MONITORING • AUTOMATION APPLICATIONS • SOCIAL MEDIA ADVERTISING • OUTSOURCING/CONSULTING

  43. Levels of Social Media Engagement Determine your level of engagement and budget for time accordingly • LEVEL I • Place holding • Usernames • Setting up Fan Pages • LEVEL II • Short-term Promotion • Answering questions • Finding Key Influencers in industry • LEVEL III • Dedicated Strategic Engagement • Active Profiles on Several Platforms • Promotions, Contests, Active Content Distribution

  44. Bringing it Together Ok…BUT…Where Do I start?

  45. Tips to get started • Platforms you can ACTIVELY Maintain • What outsourcing is needed? • Design, Development, content • Brand Monitoring, • Plan your Content FLOW • Find Tools to AUTOMATE • Ping.fm • HooutSuite • Tweetdeck

  46. Find Synergy

  47. ARE YOU READY TO DIGG IN?

  48. Thank You! Oh or call me: 870-972-3517 Let’s Connect On-Line E-mail hlawrenc@astate.edu ASU Small Biz Blog http://www.asbtdc-asu.com Facebook Page: http://www.facebook.com/asu.sbtdc Facebook Profile: http://www.facebook.com/herb.lawrence Twitter: http://www.twitter.com/asbtdc_asu LinkedIn: http://www.LinkedIn.com/a/asusbtdc

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