Eating The Elephant A Practical Guide to Social Media Marketing for Small Businesses Presented by: Carolyn Higgins President of Fortune Marketing Company
Agenda Social Media Marketing – what’s it all about? Approach to Social Media Marketing T ools & Tips ◦ What to do rather than How Overview of programs
Strategy Before Tactics
Social Media Marketing is a part of your overall marketing system
Your Customers Use the Internet! 600 million Facebook users; 109 million Twitter users In the last 2 years usage by 18-35 year olds has fallen; For 36- 65 year olds, it has increased (Source: Blogging, 2011B2B Social Media Guide) 110 million tweets are sent per day on Twitter (Source: Twitter) 57 million people read and follow blogs (source: Tom Webster, The Social Habit)
Social media isn’t just about marketing Online conversations Listening Customer Service Spotting Trends Collaborating Your own support desk
Interruption doesn’t work; I want to find you when I need you
Outbound vs. Inbound Marketing Outbound Inbound (Prospecting, Hunting, (Attracting, Educating, “Getting Interrupting) Found”) Print Ads Blogs, e-books, white papers Radio Ads Podcasts Television Ads Videos Tradeshows Webinars Cold Calling Search Engine Optimization E-mail Blasts RSS, Feeds
Conversations & Building Relationships
New tools and new ways of working
Opening up new access points LinkedIn Friend YouTube Feed Online Facebook Website PR or Blog Flickr T witter Stumble Digg Upon
Listen First
2 Great Listening T ools
www.Google.com/Alerts
http://search.twitter.com/advanced
Get Found!
Grab Your Digital Real Estate
Create a Google personal profile http://www.google.com/profiles
Local search profiles • Google Maps • Yahoo Local • Bing • google.com/lbc • Google Places
Social search profiles • Yelp! • CitySearch • Insider Pages
A blog is a great way to get found
Blogging best practices • Read, follow, and listen • Write what people search • Feed the spiders often • Engage your comment community • Amplify your message
Create a LinkedIn profile page
LinkedIn best practices • Profile – links, keywords, descriptive • Status updates • Search for leads – Ideal Customer Profile • Recommend • Groups: Questions and Answers
T witter is Like text messaging EXCEPT Instead of you deciding who to send the message to You broadcast messages We decide if we want to listen (follow) P..S. You can also send direct messages, just like regular texting.
Who do I follow? • T wellow.com • Mr tweet • T wubble • Just T weet It • search.twitter
You’ll want some tools for T witter T weetDeck.com Seesmic.com HootSuite.com
Some basic Facebook stuff • Profile • Company Page • Groups • Ads
Facebook best practices • Build Company page – ask friends to “Like” • Promote with special modules and content • Repurpose content • Be consistent • Buy ads to promote content
How do we eat without choking?
Create a routine • Daily • Weekly • Monthly
Then pick your tools
Recap 1. Strategy before tactics 2. Listen first 3. Get found by ◦ claiming your digital real estate ◦ create and share valuable content 4. Lead back to your web site 5. Use a system to stay on top of things ◦ Select tools after you define your needs
Special Offer: Learn Social Media Online Class Instructional videos, reading, resources, Learn about and “ DO ” Social Media! Local Online Marketing: Google, Yahoo, Bing Social Media: Facebook, Twitter, Twitter, Yelp, SEO – Youtube, Flickr, Slideshare, Blogging, Podcasts
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Contact Information Carolyn Higgins Fortune Marketing Company chiggins@FortuneMarketingCompany.com 707.718.4489 Website: www.FortuneMarketingCompany.com Blog: www.FortuneMarketingCompany.com/marketing-blog T witter: www.twitter.com/FortuneMktgCo Facebook: http://www.hs.facebook.com/FortuneMarketingCo LinkedIn: linkedin.com/carolynrhiggins Ezine Articles: http://ezinearticles.com/?expert=Carolyn_R_Higgins
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