social media strategies for business, goering center

Social Media & Business Strategies

Presented by Jackie Reau, Game Day Communicationsjreau@gamedaypr.comTwitter: gamedayjreau

A recent survey by Forrester Research, the market research company, found that 77% of the mangers of small and medium businesses are concerned

about building their social-marketing presence.

But nearly all of them say they are so bewildered about what to do and so overwhelmed with the ordinary chores of running their businesses that they

want someone to help.

What is social media…today?

http://www.youtube.com/watch?v=sIFYPQjYhv8

Presented byJackie Reau, Game Day Communications

Why should you use social media• Positions you as a thought leader, innovator with

targeted influencers• Customer service/engagement with instant

interaction/results• Organic search engine optimization with strategic

tagging• Share your content, control your message• Capture competitive intelligence

Because your customers will demand it!

Align Social Media Efforts with your Customer’s Buying Cycle

You & social media• Many HR managers are using social media in the

recruitment process to determine qualified applicants

• Use social media to position yourself favorably • Monitor “your” brand with Google

– You can’t delete negative references but social media helps “push” them down to other pages

• Reinvent yourself using social media to draw interest to you and your passion(s)

Getting started• Purpose/objective

– Marketing/positioning/branding– Customer service engagement

• Retrain your brain – Incorporate social media into your lifestyle

• Develop a strategic yet spontaneous editorial schedule for your social media conversation

• Recruit and train your staff, colleagues to help• Educate your customers/clients on where to find you and

how to use social media with traditional efforts

What social media users want…• They are nosy! They want to know information first!• They want exclusive opportunities and access to you

and your brand• They don’t want you to be a one-way, marketing

machine• Be transparent, genuine and real• Ask them for their thoughts, insight

Planning your strategy• Conduct an analysis on your competition to gauge

how they are using or if they are using social media• Conduct an internal audit on who is using social

media within your audience to determine your reach• Create a social media team to help execute your

strategies

Social Media

•E-mail newsletters, Facebook, Twitter, YouTube, LinkedIn, smart phone applications

•Frequency of use, frequency in sharing/posting content (shared or original content)

Search Engine Usage

•How do they use search engines, which ones do they use

Information on Specific Industry/Company

•Intent to purchase, motivation to attend, competitive questions

•Use current and prospective customers to benchmark

Demographics

•Age, Sex, Race, Education, Zip Code/Community of Residence

Psychographics

•Based on your industry, i.e. smart phone ownership, top three hobbies, core values

Conduct a social media consumption study

•Record your editorial plans on a Google calendar or spreadsheet

•Plan for six months to one year based on your research, BE FLEXIBLE

•Theme your content based on the buying cycle and your customer’s needs

•The goal is to create a good mix of content types (blogs, photos, videos), topics to make sure you are reaching all of your customers

•Tag your content with your SEO keywords on a consistent basis

•Repurpose content: i.e. use snippets from a white paper on Twitter

Create an editorial schedule

Create and share your social media network

• Always link social media to your web site• Create your own content with videos, photos and

upload• Recruit expert bloggers for your site to create your

own “beat” writers• Use social media newsroom sites with social media

releases, i.e. Pitchengine, CNN’s i-report, CBS’ Bleacherreport to share your content

Tricks for Facebook

• Create a fan page for general consumer use and a group for specific consumer use

• Add applications to your page to make it more interactive, i.e. video, links to other social media

• Post updates from your smart phone

Tricks for Twitter

• Use Tweetdeck, Hootsuite to manage your Tweets• Create lists on Twitter to manage updates, interact

with specific groups, topics• Use a smart phone to send, manage updates

Tricks for YouTube

• Create and name your own channel• Purchase a $100 mini video camera for the office• Upload videos regularly, per your schedule

– Testimonials– New projects, new staff, new menu items, etc.

• Tag and name videos properly• Share your videos via Facebook, Twitter

Measurement

• Create a quarterly scorecard to add to your marketing matrix– Web site traffic– Facebook Fan Page fans, offers, engagements– Twitter followers, engagements– Youtube views, comments– Blog views, comments– Response to exclusive offers with promo codes

Resources for staying fresh

• Mashable.com• Google alerts with key words of industry interest• HARO, Help A Reporter Out• Your local Social Media Breakfast• WOMMA, Word of Mouth Marketing Association

Contact:

Jackie ReauGame Day Communications &GDC Social Mediajreau@gamedaypr.com(513) 929-4263, office(513) 708-5822, mobile

Linkedin: JackieReauTwitter: @gamedayjreauFacebook: Jackie Reau