Published on March 5, 2014
A Forza Sponsored Presentation www.susanfant.com / firstname.lastname@example.org / Twitter: @susanchesley
Introduction We need to prove the potential impact of social media, measure its effectiveness, and align activities with company financials. Source: Harvard Business Review & SAS Social Media Surveys - 2010
About Susan • University of Alabama Instructor in Masters of Marketing Program – Create & Teach MKT597: Digital & Social Media Marketing Courses • President of Castle Sands LLC – Create Websites & Social Media Presences for Professionals • Executive Director Foresight Education & Research Network (online network 3,500+ professionals worldwide) • Education: Birmingham-Southern College & University of St Andrews (Business + Technology) • www.susanfant.com www.slideshare.net/susanchesleyfant
Outline for Today Using Social Media Marketing for Small Businesses Platforms: Facebook, Twitter, & Instagram Platforms: Emphasis on Facebook Pages How to Understand the Platform’s Analytics Resources / Questions
Using Social Media Professionally • In order to have ROI potential, you must understand: – How to use different platforms / channels – How to gauge effectiveness – How to integrate into other marketing efforts • You are looking to impact the bottom line (ROI) and capitalize on the ability to create, listen, analyze and interact with your customer conversations online.
What Does Social Media Do? Social Media’s Core Functions: Monitor Amplify Respond Lead
Telling Your Story • Social Media - is not free - but it is a great way to tell your story & can be tailored to your budget. – Time is an opportunity cost – Budget can be spent on hiring someone to work on your social media – Budget can be spent on “sponsored” stories and promotions
Facebook • 680 million Monthly Active Users in Dec. ‘12 • 1 out of every 5 page views in the USA is on Facebook • Main competition is for attention – Edge Rank – the more engagement a user has with content the stronger Edge Rank believes the user’s interest is in similar content and filters newsfeed accordingly – Likes, clicks, shares proves interest It does not track purchases or conversions Source: Jab, Jab, Jab Right Hook by Gary Vaynerchuk
Facebook for Business: http://www.facebook.com/business
Twitter • As of 12/2012 there were more than 100 million users in the USA • Twitter users post 750 tweets per second With Twitter you are talking to the world at large – anyone can find you via a hashtag (#) and you can talk with anyone – it’s an open network @susanchesley Source: Jab, Jab, Jab Right Hook by Gary Vaynerchuk
Twitter for Business http://business.twitter.com
Instagram • As of 12/2012 Instagram had 130 million Monthly Active Users • Instagram photos generate up to 1,000 comments per second Instagram is a visual, artistic, way to express yourself and your business authentically. Source: Jab, Jab, Jab Right Hook by Gary Vaynerchuk
Instagram for Business http://business.instagram.com
In-depth: Creating a Facebook Page 1. Set Your Goals What do you want? More Followers? More Sales? 2. Understand Yourself This is your chance to tell a story about your organization or business. www.facebook.com/rainbowflyfishingclub
What Am I Aiming For? • LESS Likes MORE Engagement – With Edge Rank it is more important to get engaged users who will LIKE & SHARE your content – Promote your Facebook presence online and offline with flyers, banners, in-store displays, giveaways/coupons, and actively engaging your audience
Create Sharable Content & Calls to Action Shareable Content – 783 views Shareable Content / Call to Action– 164 views
How to Know Your Audience
Understanding Your Posts
What Does it All Mean? • You can tailor fit your marketing to your target market online which may be the same or different than who is coming into your offline business. • You can test content immediately and see what works and what doesn’t. A lot of social media is about experimentation.
Brief Overview: Twitter Accounts
What Am I Aiming For? • Talk to your target audience • Engage with new people – many journalists and influencers are actively using Twitter • People can spread your message around quickly with a hashtag campaign (offline & online interaction) and can meet quickly too • Share “retweet” other content (that makes sense to your business) to spread the word that you are an active community member
How to Keep Up With It All? https://tweetdeck.twitter.com
Brief Overview: Instagram Accounts
What Am I Aiming For? • Like & Get Involved With Other Users • Help Spread Your Message to a Younger Audience Who is Mobile Specific
How Do I Keep Up With it All? http://www.hootsuite.com
Spread Your Story, Make the Sale • Social Media is a marketing tool - it can greatly emphasize what you do and has the ability to spread far and wide. • You have to put in the time and budget appropriate to the growth you expect to reach your goals. • Focus on monitor, amplify, respond & lead when creating your company’s social media presence. • Your goals are your benchmarks which are your ROI measures.
Suggested Resources • • • • • • • • • Jab, Jab, Jab, Right Hook by Gary Vaynerchuk Likeable Social Media by Dave Kerpen http://www.facebook.com/business http://business.twitter.com http://business.instagram.com http://tweetdeck.twitter.com http://www.hootsuite.com http://www.slideshare.net/susanchesleyfant http://socialmediatoday.com
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