implementing a social media strategy for small business
DESCRIPTION
This presentation was given at a lunch and learn event with Vancouver's Board of Trade on March 23rd, 2011 at the Pan Pacific Hotel in Vancouver.TRANSCRIPT
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Implementing a Social Media
Strategy for Small Business
By: Kemp Edmonds
This presentation is available now: j.mp/kempvbot
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Let’s Talk
• Background – Grounding
• Developing Strategy
• Implementation
• The ROI conundrum
• Questions & Connections
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It’s young. It’s growing.
• 50% of Americans have an account on
• 8% of online Americans use
• 4% are using location based services like…
Sources:InsideFacebook.com (US) Feb. 2011Pew Internet Research (US) Feb. 2011 Pew Internet Research (US) Nov. 2010
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Nearly 100% of online users…
Use email
Use a web browser
Use web search
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Important Questions
• Does your organization have email communications?
• Is your website ready to receive and convert?
• Do you have a company blog?
• Do you have positive customer testimonials?
• Do you have a great product or service?
• Social Media often comes last and should.
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Social Media is not…
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It is…
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Develop Your Strategy
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Research - Take the temperature:• Ask existing customers about communications• Evaluate and observe competitors activities• Follow industry leaders and evaluate
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Survey the Scene
• Ask your customers
• Ask frontline employees
• Ask co-workers
• Ask competitors
• Ask everyone
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Two Strategic Frameworks
POST
• People: Assess your customers’ social activities
• Objectives: What do you want to accomplish
• Strategy: Plan for how relationships will change
• Technology: Decide on your social technologies
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The Inside-Out Strategy
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Begin with Goals…
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...From Goals Stem Objectives
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...Then Measures of Success
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Last comes the execution
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Provide Value
• Think bigger than your products and service
• Think of your customers’ lifestyle
• Provide value around your products and services
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Find your social media voice
Avoid the Grand
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Responsibility & Scheduling
Who is responsible for posting content and responding?
How often will you post? Schedule it.
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Listening Kit - Email Alerts
Google AlertsSocial MentionTweetBeepTweak your searches…
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Cradle to Grave Tracking
kempe.me/kempslides
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Schemap
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One tool to rule them all.
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Are we asking the right questions?
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What’s the ROI of your phone?
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Social Media ROI
Time
RO
I
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Thank you!
Connect:kempedmonds.com@[email protected]
Learn:Social Media Master Class – May – http://j.mp/smmc01Intro to Social Networking – http://bcit.ca/mdia1045
This presentation: