social media 101

……………………………………………………………………………………

Eric Ellis – Deluxe Corporation

SOCIAL MEDIA 101

AGENDA

What is Social Media? Why Social Media Works for

Small Businesses The 5 Key Elements of a Successful Social

Media Campaign Listen Identify Strategize Engage Measure

@ericjohnellis

@deluxecorp

Facebook.com/deluxecorp

WHAT IS SOCIAL MEDIA?

WHY ALL THE BUZZ?

Social media sites, 2012-2013% of online adults who use the following social media websites, by year

PEW RESEARCH CENTER

Facebook LinkedIn Pinterest Twitter Instagram

20 2215

2116 18

2012 2013

WHY SOCIAL MEDIA WORKS FOR SMALL BUSINESS

SOCIAL MEDIA = EXPERTISE

EXPERTISE = SALES

SOCIAL MEDIA OPTIMIZATION

Strategize

Identify

Measure

Engage

LISTENVoice DevelopmentChannel LeveragingContent Planning

Relationship FosteringUpfront, Open and Transparent

Adding to the Conversation

ROI AnalysisData Aggregation

Effort Optimization

Objectives & GoalsSocial Media MappingHabits, Motivations & Influence

Strategize

Identify

Measure

Engage

Effort Optimization

LISTEN

Social MediaOptimization Customers are already talking about your business. Do you

know what they are saying?

LISTEN

google.com/alerts

LISTEN

Facebook Graph Search

LISTEN

twitter.com/search-advanced

RSS (Real Simple Syndication) allows you to subscribe to any website that has one of these in the address bar. You can then track every site you’re subscribed to without having to go to each individual site.

LISTEN

socialmention.com

IDENTIFY

Social MediaOptimization

Strategize

Identify

Measure

Engage

Effort Optimization

IDENTIFY

What are your Business Goals? Use these goals to develop SMART

objectives:SpecificMeasurableAttainableRealisticTime-Based

Identify

Who is your Audience Who do you need to reach and why? What do you want them to know? What social media tools are they using?

IDENTIFY

STRATEGIZE

Strategize

Identify

Measure

Engage

Effort Optimization

STRATEGIZE

Business Goals Social Media Objective

To make money and to stay in business

Increase “client” base by 10% in next 6 months, recruit new “clients,” draw traffic to website

To increase the number of new “clients”

Keep the local community updated on happenings, discounts, events to increase sales by 5% in the next month

To stay connected with clients and provide better customer service

Understand how “clients” use social media and monitor what “clients” are saying about your company to increase client engagement by 20% year over year

STRATEGIZE

Facebook ZeroWhy you need to diversify

STRATEGIZE

Why Google+ isn’t deadWhy you need to be on Google+

Twitter Why Twitter wants the

older demographic

STRATEGIZE

BlogPurpose: Increase

recognition, increase engagement, searchability

STRATEGIZE

Social Media is not a silo anymoreWhy SEO and Content Strategy should be

integrations

Image Courtesy of www.business2community.com

STRATEGIZE

Social Media is visualWhy visual content wins every time

Image Courtesy of: www.hubspot.com

ENGAGE

Strategize

Identify

Measure

Engage

Effort Optimization

ENGAGE

Time and resources Plan on at least 5 hrs. per week Make sure you have a good work plan in place Identify the need for outside expertise Locate and engage resources needed

for success

Behavior Guidelines Be transparent Be honest Be appropriate Be diplomatic Never comment on legal matters BE SMART

ENGAGE

MEASURE

Strategize

Identify

Measure

Engage

Effort Optimization

Objectives & GoalsSocial Media MappingHabits, Motivations & InfluenceSocial Media

Optimization

MEASURE

Social ROI

Your website is your hub

Start by listening

Develop a plan in alignment with your goals

Identify, strategize, engage, measure

Keep adjusting and improving

CONCLUSION

LAST THOUGHT

Your story is unique Social Media is a great way to share it

……………………………………………………………………………………

QUESTIONS?

THANK YOU

Learn More: Visit www.deluxe.com

Or Connect With Us: Twitter: @deluxecorp facebook.com/deluxecorp youtube.com/deluxecorporation linkedin.com/company/deluxe-corporation

All trademarks are the property of their respective owners.

@ericjohnellis

social media 101

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