open for businss: an introduction to social media marketing
DESCRIPTION
An introduction to social media marketing for new small business owners and entrepreneurs. Presented originally to the California VEDC.TRANSCRIPT
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Social Media MarketingAN INTRODUCTION FOR NEW BUSINESS OWNERS
Presented byAlice Fuller
Principle Consultant
Image: Building an open source business by opensourceway/shape modified from original
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About Me!
•TV Producer, AP “House Hunters,” HGTV• 2007 became an Entertainment Blogger• 2010 Social Media Marketer, Founded Sheer Social• Clients have included:AARP, CoachArt.org,Bio Ionic Professional HairCare, HBFF
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REALLY
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One Way Communication“OLD SCHOOL”
THEAUDIENCE
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Interactive communication“NEW SCHOOL”
YOUYOUR
AUDIENCE
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SOCIAL MEDIA IS...“Collective of online
communication channels dedicated to
community based , interaction, and collaboration.”whatis.techtarget.com
“Today’s most transparent,
engaging and interactive form of public relations. It combines the true
grit of real time content with the
beauty of authentic peer-to-peer
communication.”Lisa Buyer, The Buyer Group
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SocialMedia
Blogs
PhotoSharing
MicroBlogging
VideoSharing
AudioSharing
ForumsMsg
Boards
Social Platforms
MobileApps
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So how can social media
grow my business?
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Source: Digital Sherpa & Nielsen
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WHO? WHERE?
Target Audience
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Yes! We are talking about you and your
business online!
Are YOU listening?Will YOU respond?
How Quickly?
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Case StudyKind of Company: San Francisco food cart
Objective: Attract local customers to traveling business
Success: Grew his TWITTER following to 12,000 in less than a year.
•Uses Twitter to inform customers daily location and brulee flavor
•Uses Twitter to develop a personal relationship with customers by asking questions for their favorite flavors, where to park his cart, tells funny stories.
•Also uses YELP as referral source. Has 224 reviews with 4 and half star rating.
Source: Thecremebruleecart.com/story/
Techcrunch.com
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So What Will You Say?
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First: Start Listening
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2nd: Create & Share Content of Value
InfographicsPhoto & Video
Inspiration
Tips & how-tosHumor
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3rd: Engage in Conversation
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Hashtags
•Basically help track conversations around a certain topic•Recognized by MOST not all popular platforms •Easy to create especially around timely events, holidays, and brands• Easy to search for their use on most platform
Example:
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4. Measure Progress aka ROI(Return On Investment)
1. Set a goal2. Decide what to measure in relationship to social media campaigns.3. Track increase and decreases4. Use available tools provided by social platforms
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Should You Blog?
Pros•Boost in Search Engine Optimization•Display your expertise and authority• Generates shareable content• Can be monetized
Cons•Must be updated•Takes time to write, proofread, etc•Growing an audience requires strategy
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Pros•Over 1 Billion Users•Connect with friends & family•Follow fav brands & companies to get discounts, coupons•Detailed target market data and insights•Create and manage online groups•Site buttons, plug-ins, and widgets provided
Cons•Overcrowding of Newsfeed•Keeping up with format changes•Possibly not all your fan page updates will be seen•Content reach reduction to 6.5% and more•Push to pay for advertising•Search limited to public posts
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TwitterPros•Short and sweet interactions with new people•Ideal for real time news & info gathering•Easier search options with or without hashtags•Easy to follow topical trends•Promoting contentCons•140 character limit• Adapting to new ways of messaging • Mostly text-based• Very easy to make public mistakes• Spammers
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Kind of Company: Gemstone jewelry store in Virginia
Objective: Showcase her product and attract customers
Success: Grew her FAN PAGE LIKES to over 45,000, has received average of 1,403 reviews, and 4.5 rating
•Uses Facebook’s focus on strong visuals to full advantage
•Uses 3rd party apps to sell products and grow email list through the fan page
Case Study
Source: http://blog.ispionage.com/5-case-studies-small-business-facebook-success.html
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Pros•Creating a public professional profile. Establish authority•Networking with old and new biz associates•Receive recommendations•Sharing your content with industry peers•Creating and managing professional groupsCons• Restrictions for free accounts• Making new connection may require introduction •Groups become content dumping grounds
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YouTube
Pros•Free hosting of video•Second largest search engine in the world•Provides boost in online visibility and organic SEO •Easy to share and embed video to other sites•Livestream for free•Mobile friendlyCons•Requires Google account•Distracting related video display•Trolls and spammers
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Case StudyKind of Company: Laura Kinney, Trophy Boutique in Austin, Texas
Objective: Showcase her services as a personal stylist, her personality, and attract new business
Success: Ranked #1 on Google and YouTube for “Austin Personal Stylist”
•Used YOUTUBE videos to show potential customers benefits of her business and her differing services
•Now uses videos to introduce potential clients to her business
•Once videos were made public, she received “lots of bites” and “brought in quite a few new customers directly”
Source: http://christophersharpe.com/youtube-for-small-business-marketing/
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Develop Your Strategy
1. Listen to online conversation2. Create visual and valuable content3. Engage with your audience4. Implement a campaign4. Set measurable goals5. Track progress
DOES REQUIRE SOME TIME, BUT NOT ALL DAY!!!
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Quick Tools & Tips
1. Create content calendar2. Use Facebook’s Post Scheduler3. Use mobile apps4. Set up Google Alerts for your name and business5. Use more photos and quick videos for better engagement
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For More TrainingTake My ONLINE
COURSE
Visithttps://www.udemy.com/13-strategies-that-trump-facebooks-algorithm/
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Questions? Contact:
Alice FullerPrincipal Consultant, Sheer Social
Ph: 818-672-6287FB: Fb.com/sheersocial
Tw: @SheerSocial
Alice FullerPrincipal Consultant, Sheer Social
Ph: 818-672-6287FB: Fb.com/sheersocial
Tw: @SheerSocial