1. Social Media Is
Good For Business
Lori Aitkenhead Justin Williams
@Lori_SMC @JustinSMV

2. Agenda
1) How do you use social media for biz?
2) How do you create a social media
marketing strategy?

3. How Do You Use
Social Media for
Biz?

4. It Starts With Relationships
Convert
Relationships to
Revenue
• Leverage the
relationships you build Manage Brand
Develop Brand to create loyal patrons Image
Awareness • Listen to your audience
• Demonstrate and • Address their needs
embody your brand’s • Crisis management
vision
Build Organic
Relationships

5. Relationship Building
• 80/20 Marketing
• Building Authority & Presence
• Connect & Engage

7. Building Authority & Presence
Gain Trust

8. Connect & Engage
Without Engagement, Don’t Bother Using Social Media

9. Build Brand
Awareness
As you build relationships,
you build brand awareness.

10. Brand Awareness
• When a need arises, they think of YOU first.
• Constant engagement will make a person remember
you.

11. How does social media do it differently
than traditional media?

13. Relationships to
Revenue
Once you have brand awareness,
how do you get tangible leads?

14. Relationships to Revenue
LEAD
Landing
Page
Call To
Action
Blog
Social
Networks

15. Call to Action

16. Example of Landing Page

17. Effective Calls To Action
Click Here

18. Calls to Action With Valuable Content
• Offer valuable content
to get valuable
information.
• Valuable enough to
overcome the anxiety
of giving contact info.

19. Call To Action Valuable Content
Get your exclusive online deal! Coupon
Learn how to blog for business! Webinar
Download our free guide Brochure, eBook,
to home staging! article, etc.
Which software is right
Product demo or quiz
for your business?
Grade your website
Widget or application
with our free tool!
What are the leading indicators
Whitepaper
of heart disease?

20. Effective Landing Pages
• Limited navigation
• No other calls to action
• No distractions
• “Above the fold”
• Limit number of fields

27. • Listen
Brand Management • Respond
• Create a daily plan
•c

28. LISTEN!
LISTEN!
• Brand is developed by what others say about you, not what
you say about you.

29. Listen!

31. Managing Negative Feedback
What not to do: What to do:
• Don’t be afraid • Respond with a solution
immediately in the
• Don’t ignore forum for all to see.
• Don’t delete

32. Create a Plan
Brogan, 2009

33. Research
• Stay updated on the latest in social media
– Read at least 2 articles a day
• 1 on your industry – info to share with your community
• 1 on social media
• Learn from professionals regularly
– Attend one free webinar each week
• Hubspot.com
• Watch for announcements on Twitter

34. Auto Tweeting
• Everything is good…in moderation!
• Over-using means:
– No engagement
– No relationship building

35. Integrate Traditional
and Social Media

36. Why Integrate?
• To train your audience
• Repetition of message
• Achieve more bang for your buck

37. It’s Just Like, It’s Just Like

38. Seriously?

39. Ways to Integrate
• Direct mail • Live Events
• Internal signage – Eventbrite
• TV spots – Hashtags during and
after live events
• Email newsletters – Slideshare
• In your radio spots
• On your website

40. Creating a
Social Media
Campaign

41. Identify Measurable Objectives
• Make conceptual into measurable
– “Get more leads” or “make more money” is not a
measurable goal. It’s the product of reaching your goals.
• Measurable:
– Increase call to action clicks by 30% over the next 12
months.
– Use tools such as Google Analytics, Quantcast.com. bit.ly
to measure

42. Identify Target Audience
• Who is your ideal client/customer?
• Don’t know?
– Who uses your product/service most often?
– What types of people have you been unsuccessful
targeting?

43. Research Target Audience
- Demographics
- Geographics
- Attitudes
- Lifestyle

44. Research Sources
• FREE • Paid:
– LISTEN to people in – Mintel
forums!
– MarketingProfs
– Emarketer.com
– Nielsen

45. Example Target:
Green Consumers in Hampton Roads
• What motivates young green consumers?
– Material/status symbols
• Message: Where to shop or latest cool products.
• What motivates middle-aged green consumers?
– Green actions: Recycling, volunteering, building
materials, etc
• Message: Actionable tips

46. Remember
• Engage, Engage, • Valuable content
Engage!
• Don’t be afraid
• Listen!
• Integrate
• Blogs are key
• Largest investment is
• 80/20 time
• No hard sell • Need trustworthy
person who knows and
cares about your brand

47. Walkin’ the Walk
www.socialroads.wordpress.com
Log: the industry wire
Pass: s m a t b
(no spaces)

48. Lori Aitkenhead
www.Lori2point0.com
@Lori_SMC
lori.a@cox.net
#SMATB

49. Justin Williams
@JustinSMV
www.justifiedlions.com
#SMATB