social media strategies for small businesses
DESCRIPTION
TRANSCRIPT
www.lcra.org
Social Media Strategies for Small Businesses
April 7, 2010
www.lcra.org
Social media isn’t a conversation. It’s where the conversation takes place.
www.lcra.orgThink Social Media Is a Fad?
It’s a Revolution!
www.lcra.orgBenefits of Social Media
• It’s FREE!• Builds deeper relationships• Increases brand awareness • Broadens your network• Helps SEO• Increases website traffic• Can help reach journalists/media• Empowers fans to be viral
ambassadors for your brandSource: Social Media for Tourism Pros
www.lcra.orgBasic Social Media Strategy
• Incorporate into existing marketing & PR plans
• Listen to the conversation• Review and analyze what you learn• Engage if and when it makes sense• Monitor and adjust• Measure results
Source: Social Media for Tourism Pros
www.lcra.orgSocial Media = Biz Cocktail Party
• Business cocktail party– Meet people and
start conversations– Answer questions
and help others– Ask questions and
trust others’ advice
• Social media– Become a member
of the “community”– Add value to the
community• Ask and answer
questions– More effective than
live cocktail parties• No boundaries of
time or space• Other people can
listen in easily
Source: HubSpot
www.lcra.org
Common Social Media PlatformsFacebook, Blogs, & Twitter
www.lcra.orgWhat Is Facebook?
• A social networking service that allows users to connect to friends and colleagues
• Post updates. Share links, photos, and videos
• Can comment on others’ activity• Well over 250 million active users
– Fastest growing demographic is 35 years old and up
– Over 8 million users become fans of pages each day
• Remember: Personal profiles are for people, not businesses. Develop a fan page instead.
Face
book
www.lcra.orgWhat Is Facebook?
www.lcra.orgFacebook Benefits to Biz
• Low cost• Engage with fans of your business
page• Fans receive your updates and can
upload comments, photos, and video• When fans engage you on your page,
their activity shows up in their friends’ streams– This can prompt others to check out
your page and your business!
Face
book
www.lcra.orgFacebook Benefits to Biz
• Can incorporate content from other social media platforms– Ex: blog posts, updates from Twitter,
pictures from Flickr, videos from YouTube, etc.
• Targeted advertising opportunities (cheap too!)Fa
cebo
ok
www.lcra.orgWhat Is a Blog?
• Online journals with entries (or posts) in reverse chronological order
• Readers can leave comments for the author on blog posts– Readers and author can interact via
these comments• A place to store detailed
information/content about your business– Link to this content from Facebook &
Blo
gs
www.lcra.orgBlogs
www.lcra.orgBlog Benefits for Biz
• Low cost• Increased website traffic• Increased credibility and trust• Increased profits• Engage in casual dialogue with
customers• Increased visibility in search rankings• Be seen as an expert
Blo
gs
www.lcra.orgWhat Is Twitter?
• Free social networking and micro-blogging site that allows users to send and read messages known as “tweets”
• Tweets can have no more than 140 characters & are delivered to the author’s subscribers, known as “followers”
• 44 million + users– 72.5% joined during the first half of 2009
Twitt
er
www.lcra.orgWhat Is Twitter?
Screenshot of Twitter business profile page
www.lcra.orgTwitter Benefits for Biz
• Low cost• Speed of feedback• Potential reach of message• Customer engagement/service• Track what people are saying about
your business• Create buzz around upcoming events• Promote your business and other
content you create
Twitt
er
www.lcra.org
Let’s Get You Set Up!
www.lcra.orgFacebook Setup
1. Login to your personal Facebook page
2. Click on “Advertising” at the very bottom right of the page
3. Click on “Pages”4. Click on “Create Page” button5. Choose a Page Category & Name
www.lcra.orgFacebook Setup (cont’d)
6. Complete detailed informationa. Upload a photo or logob. Write a brief bio/descriptionc. Address, phone number, website,
hours, etc.7. Click “Publish”8. Viola!
www.lcra.orgFacebook Setup: Next Steps
1. Enter some contenta. Add a status updateb. Link to a great article about your bizc. Create an eventd. Upload some photos
www.lcra.orgFacebook Setup: Next Steps
2. Promote your pagea. Update your personal status with a link
to your new page – hit up your friendsb. Become a Fan of other local/related
pagesc. Include links in your E-mail signature,
on your website, in E-newsletters
www.lcra.orgTwitter Setup
1. Go to http://twitter.com2. Click on the “Join the Conversation”
button3. Create a username and password4. Add an E-mail address5. Type in the security code6. Click on “I accept, Create my
Account”
www.lcra.orgTwitter Setup (cont’d)
6. Click on “Settings” at the top righta. Account Settings:
i. Select English and Central Time Zoneii. DO NOT protect your tweets
b. Profile Settings:a. Upload a profile photob. Enter real name/business namec. Enter actual location (Ex: Elgin, TX)d. Enter website URLe. Enter bio – VERY IMPORTANT
www.lcra.orgTwitter Setup (cont’d)
7. Click on “Design” at the top righta. Choose a background or upload a new
image8. Viola!
www.lcra.orgTwitter Setup: Next Steps
1. Enter some content (140 characters)a. Tell the world you’re on Twitter!b. Link to an interesting article related to
your businessi. Use a URL shortener like http://bit.ly to
save space
2. Talk about an upcoming event, sale, a new product/service
a. Look for interesting people/organizations to follow
b. Click on “Find People” at the top rightc. Search by name, username & location
www.lcra.orgTwitter Setup: Next Steps
3. Promote your pagea. Update your Facebook status with a
link to your new page – hit up your friends
b. Become a follower of other local/related people/businesses
c. Include links in your E-mail signature, on your website, in E-newsletters
4. Set up HootSuite (www.hootsuite.com)
a. Select columns to display
www.lcra.orgBlog Setup
1. Go to http://www.blogger.com.2. Click on the orange “Create a Blog”
button.3. Create a Google account, or sign in
using your existing Google account.4. Name your blog.5. Choose a template.6. Start blogging!
www.lcra.org
How To “Listen”
www.lcra.orgHow To “Listen”
1. Go to http://www.google.com/alerts.2. Sign into your Google account.3. Enter your search term, set the
frequency and method of alert delivery.
a. Use quotes when searching for specific keywords, names or terms.
b. Select “Comprehensive” for alert type.4. Check your E-mail for your alert.
Goo
gle
Ale
rts
www.lcra.orgHow To “Listen”
1. Click on the “+ Add Column” button above your columns.
2. Select the “Search” tab and type in your search term (keyword) in the blank.
a. Use quotes.3. Your new column will appear at the
end of your existing columns.4. Watch it populate with tweets!
Hoo
tSui
te
www.lcra.org
So What Do I Say?
www.lcra.orgSo What Do I Say?
• Customer FAQs• Tutorials• Company news• Events you’re attending• Your own content• Content from others• Observations• What you’re reading or watching
www.lcra.orgRules of Engagement
• Listen more than you talk• Remember: It’s about them, not you.• Always “listen” and interact/engage• Provide value far beyond your
particular site or service
Source: Social Media for Tourism Pros
www.lcra.orgFormula for Success
70 20 10
Source: Social Media for Tourism Pros
www.lcra.orgFormula for Success
• 70% of content = value-added, audience-based & not about you at all
• 20% of content = spontaneous interaction with followers, fans, or friends
• 10% of content = unabashed self-promotion
70 20 10
Source: Social Media for Tourism Pros
www.lcra.org
The Unplanned
www.lcra.orgThe Unplanned
• Social media is a quick, easy way to react to unplanned events
• Affords the ability to react (in minutes) to hot topics
• Examples: – US Airways/Hudson River incident– Ft. Hood shootings
Source: Visit Baltimore Social Media Presentation
www.lcra.org
Source: Southwest Airlines/Paula Berg
www.lcra.orgThe Unplanned
www.lcra.orgThe Unplanned
• Establish social media channels before a crisis.– Build your relationships and credibility
before you need to use them
Source: Southwest Airlines/Paula Berg
Less
on
www.lcra.org
Who’s Talking About Smithville?
www.lcra.orgWho’s Talking About Smithville?
Cyc
ling
www.lcra.orgWho’s Talking About Smithville?
Cyc
ling
www.lcra.orgWho’s Talking About Smithville?
Cyc
ling
www.lcra.orgWho’s Talking About Smithville?
Cyc
ling
www.lcra.orgWho’s Talking About Smithville?
Cyc
ling
www.lcra.orgWho’s Talking About Smithville?
Cyc
ling
www.lcra.orgWho’s Talking About Smithville?
Cyc
ling
www.lcra.orgWho’s Talking About Smithville?
www.lcra.orgWho’s Talking About Smithville?
Mov
ie/F
ilmin
g
www.lcra.orgWho’s Talking About Smithville?
Mov
ie/F
ilmin
g
www.lcra.orgWho’s Talking About Smithville?
Mov
ie/F
ilmin
g
www.lcra.orgWho’s Talking About Smithville?
Mov
ie/F
ilmin
g
www.lcra.orgWho’s Talking About Smithville?
Spec
ial E
vent
s
www.lcra.orgWho’s Talking About Smithville?
Spec
ial E
vent
s
www.lcra.orgWho’s Talking About Smithville?
Spec
ial E
vent
s
www.lcra.orgWho’s Talking About Smithville?
Spec
ial E
vent
s
www.lcra.orgWho’s Talking About Smithville?
www.lcra.orgWho’s Talking About Smithville?
Loca
l Bus
ines
s
www.lcra.orgWho’s Talking About Smithville?
Loca
l Bus
ines
s
www.lcra.org
Small Business Examples
www.lcra.org
United Linen
www.lcra.orgUnited Linen
• Family owned and operated company in Bartlesville, OK– Founded in 1936 as a personal laundry
and dry cleaning business• Sells linens, uniforms, and restaurant
supplies to other businesses• Focus on customer service and
empower all employees to deliver itMea
sure
men
t
www.lcra.orgUnited Linen
Hel
p R
etai
l Cus
tom
ers
www.lcra.orgUnited Linen
Add
Val
ue
www.lcra.orgUnited Linen
Add
Val
ue
www.lcra.orgUnited Linen
Add
Val
ue
www.lcra.orgUnited Linen
Kee
p C
usto
mer
s In
form
ed
www.lcra.org
Promise Pizza
www.lcra.orgPromise Pizza
• Founded in early 2009 in Round Rock, TX
• Locally-owned small restaurant• Key Goals:
– Social responsibility– Better product– Tasty pizza– Community-minded
www.lcra.orgPromise Pizza
Ask
You
r Cus
tom
er
www.lcra.orgPromise Pizza
Say
Than
k Yo
u
www.lcra.orgPromise Pizza
Com
e Sa
y H
ello
www.lcra.orgPromise Pizza
Twitt
er O
nly
Dea
ls
www.lcra.orgPromise Pizza
Show
Com
mun
ity
Invo
lvem
ent
www.lcra.orgPromise Pizza
We
Can
Do
Bet
ter
www.lcra.org
Some Other Good Examples
www.lcra.org
Include links to social media sites on your main website.
www.lcra.org
Use E-mail signature files as an opportunity to expand
your social networks.
www.lcra.orgWaco Chamber - Twitter
Prom
ote
Even
ts
www.lcra.orgLost Pines Hyatt – Twitter
Last
Min
ute
Dea
ls
www.lcra.orgTwitter Examples
Shar
e Ph
otos
/Vid
eos
www.lcra.orgTwitter Examples
Shar
e Ph
otos
/Vid
eos
www.lcra.orgTwitter Examples
Twitt
er L
ists
www.lcra.orgHyatt Lost Pines - Facebook
www.lcra.orgPapasan Team Realty - Facebook
www.lcra.orgPapasan Team Realty - Facebook
www.lcra.orgFlickr Photo Contest
Enter to win cool prizes! http://bit.ly/CRTcontest
www.lcra.orgQuestions?
Sarah Page1-800-776-5272, Ext. 3513512-914-8873 (cell)[email protected]@ColoradoRiverTr