Our presentation on fundamentals of Social Media Marketing planning for the Association of Small Business Development Centers national meeting in New Orleans September 2012 by the Arkansas State University Small Business and Technology Development Center

1. For our ASBDC friends in New Orleans!
Social Media Marketing Basics
Massing Fires

2. Bring Marketing STEEL on TARGET

3. What We Will Cover
What is Social Media Marketing?
How Does Social Media Fit in Your Marketing Plan?
What Social Media Channels are Right for You?
What Messages Do You Send?
What Tools to Use?
How Do You Know It Works?
Where do You Go Next?

4. What Is Social Media Marketing?

5. What is the Challenge?

6. Marketing Plan
What is my MESSAGE? – Value Proposition
Who are My CUSTOMERS?
Where do they LEARN ABOUT ME?
What MATTERS to my Customers?
What is my SALES FUNNEL?

7. Feeding the Cash Register
Email
BLOG
Local Search Off-Line
Web Site

8. Getting the Word Out
Spread the word on the RIGHT Channels
Post it on a site
that search engines
can index
Where we create content to FEED our Blog Create Content in
a Form Customers
Want

9. Getting the Word Out
Spread the word on the RIGHT Channels
Post it on a site
that search engines
can index
Create Content in
Where we create content to FEED our Blog a Form Customers
Want

10. Getting the Word Out
Spread the word on the RIGHT Channels
Post it on a site
that search engines
can index
Create Content in
Where we create content to FEED our Blog a Form Customers
Want

11. How To Find the Right Sites

12. Exactly Who Uses Social Networks?
Are they my Potential Customers?
Get detailed user data for 2012 at the ASU SBTDC
Pinterest Site at our Social Network Stats 2012!
http://pinterest.com/astatesbdc/

13. Get more Facebook user data on our Facebook 2012 board
Visit the ASU SBTDC Facebook Page!

14. See what the “Tweeple” look like: At Twitter 2012 Infographic
Connect with the ASU SBTDC on Twitter!

15. Google + Offers Insight into users at Google Plus Stats 2012
You can connect with us on Google Plus as well

16. Pinterest 2012 Stats and Figures…Plus How to Leverage Pinterest
We love to Pin Interesting information at the ASU SBTDC Boards

17. Social network for businesses and Professionals LinkedIn Stats 2012
Of course love to connect with you on LinkedIn

18. AND… A WHOLE LOT MORE!
How do you get found in a universe with:
500 MILLION websites?
150 MILLION Blogs
Over 200 BILLION Internet Display Banner Ads every 90 Days?

19. Monitoring Tools
http://www.google.com/alerts
https://twitter.com/search
http://www.socialmention.com/
http://addictomatic.com/
Listen to the conversations!
Read detailed “How To” set up at our storify posts
http://storify.com/asbtdc_asu/monitoring

20. Monitor for:
Your business or organization
Your Competition
Your product or service
Industry

21. Monitoring will show you:
Networks your customers use
What they are interested in
What they are saying about your competition
What they are saying about your product
What they are saying about:

22. Industrial Espionage
Follow your competition on social media
See what networks they use
Evaluate how they connect
Evaluate “value” they add to customers
Reactions of followers, fans, subscribers, etc.
STEAL What works!
AVOID what isn’t working

23. What is Good Content
Educates
Informs
Entertains
Provides Value
Builds Trust
Creates Relationships…then
SELLS……

24. Why Good Content Matters

25. How to Spread Content
Video
Images, pictures –
Articles
Infographics
eBooks/White Papers
Webinars
Podcasts
Coupons/discounts/special offers
Know how subscribers in different networks PREFER to receive your content

26. Tools to Create Content
Slideshare.com upload your PowerPoint, word documents, pdf files, brochures,
even video online to share with your audience
Animoto.com Video creation and sharing tool that allows you to upload images
and short video clips, add text, then mix with a great music library to share with your
fans.
Storify.com Online curation site bring information from Google, Facebook, Twitter,
YouTube, Instagram and more. Perfect for quick creation of information in appealing format.
YouTube – Fits as both a support tool and as its own social network. Shoot video
from anywhere, upload to YouTube and share on your sites.
Get more information about Slideshare, Animoto and YouTube at
our Storify article “Tools to Create GREAT Content”

30. Tools to Save Time
Hootsuite.com
Buffer.com
Tweetdeck.com
Facebook Page Scheduler
Read all about these and other scheduling tools at our
Storify article “Scheduling Tools for Beginners”

31. What is Next?
First Things First:
Website
If a Local Business – Claim Local Listings
Leverage E-Mail to connect with customers
Develop a Buyer Persona to target best customer
Determine what is important to that segment
Set Up Monitoring Platforms
Determine the RIGHT social networks
Determine the RIGHT type of Content
Start Delivering Good Content they VALUE
Find tools to make your Online Marketing Easier

32. How is Social Media Used?
• Customer Service
• Product/service feedback
• Industry networking
• Promotions/Contests
• News, company updates
• Internal Collaboration

33. Creating a Social Media Plan
STEPS
Pre-planning
Listen to the conversations
Create TARGET profile
Set Specific Goals
Join Conversation
Measure Return

34. Step 1 Preplanning
What are your CURRENT Channels?
E-Mail? Direct
Mail
Newsletter
Websites s

35. Step 2 Listen to the Conversation
Secure your brand on social
platforms
Blogs, twitter, Facebook,
LinkedIn
Usernames unique
Try to be consistent
Set up monitoring platforms
Google Alerts
SocialMention.com
Technorati
Twitter Search

36. Step 2 Listen to the Conversation
KEYWORD categories to identify:
Key industry influencers
Competitors
Industry news sources
Blog Comments

37. Step 3 Create Target Profile
Find KEY attributes by Listening
Chart out their presence in social
media
Market Segmentation
Demographic
Geographic
Psychographic
Behavioristic
Continue to gather customer
information along the way

38. Step 4 Set Specific Goals
Brand Awareness/Advocacy
Increase Traffic/Opt-Ins
Business Partnerships
Search Engine Results
Generate Leads
Reduce CRM Costs
Increase Revenues

39. Step 5 – Join the Conversation
Establish an Editorial Calendar
Choose schedule for days you will
post
Keeps on Track & Organize Content
Consistency
Helps when you need Content Ideas

40. Step 6 – Measure ROI
WHAT IS ROI?
Non-Financial:
Visitors
WOM
Page Views
Fans & Followers
FINANCIAL
Sales
Revenue
Transactions
Coupons

41. FINALLY
Take advantage of training available in your area on
marketing, Online marketing, social media marketing
and stay up dated.
Meet with our consultants for assistance in
developing the RIGHT social media marketing plan
Stay informed
HAVE FUN!
Download this PowerPoint for links at:
http://www.asbtdc-asu.com

42. Connect with Us
E-mail hlawrenc@astate.edu
Facebook http://www.facebook.com/asu.sbtdc
Facebook http://www.facebook.com/herb.lawrence
Twitter http://www.twitter.com/asbtdc_asu
LinkedIn http://www.linkedin.com/in/asusbtdc
Pinterest http://pinterest.com/astatesbdc/
Google Plus
https://plus.google.com/u/0/116773498364928584762/posts
Oh… or call me (870) 972-3517