1. Social Media
#smbredwoodarea
rvtechsolutions.com/smb
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2. Social Media & Business
#smbredwoodarea
Sarah Kuglin
Redwood Valley Technical Solutions
Web Design and Social Media
• www.rvtechsolutions.com
• Facebook.com/rvtechsolutions
• Twitter.com/sarahkuglin
• LinkedIn.com/in/sarahkuglin
• Gplus.to/sarahkuglin
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3. 9 out of 10 Internet
Users visited a
social networking
site each month
in 2010.
SOURCE: COMSCORE, FEBRUARY 2011
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4. US Internet users
spend 3x more
minutes on blogs &
social networks than
on email
SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010
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5. Social Networking
sites grew 88%
among users aged
55-64 between
April 2009 and
May 2010
SOURCE: PEW RESEARCH
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6. Social Media is a
conversation…
supported by online tools.
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7. http://youtu.be/x0EnhXn5boM
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8. Social Media & Business
1. Set Goals and Make a Plan
2. Have Clear Objectives
3. Strategy
4. Measurement
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9. Make a Plan
• How can you use Social Media for your business?
Use tools like Facebook, Twitter, LinkedIn and YouTube to:
•Building Brand Awareness
•Increase Traffic To Your Website
•Improve Search Results
•Generate Leads
•Engage With Customers
•Educate Your Customers
•Share Ideas and Knowledge
•Listen to your Followers
•Providing Customer Service
•Testimonials and Feedback
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10. Your Strategy
Set clear objectives so you can measure the results of
your time spent on Social Media networks.
Your Measurable Goals Might Be To:
o Drive traffic to your blog and website
o Grow your mentions and shares
o Enhance customer service and customer experience
o Grow your email list
o Gain targeted media attention
o Crowdsource new products or services
o Generate sales leads
o Sell more products or services
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11. Your Strategy
• Your strategy should achieve the goals of the
organization as a whole, and require participation
by all areas of the business.
• Designate your team of administrators, content
providers and resources. It needs to be done
professionally and consistently.
• Use a Social Media Policy in-house. Your team
should know what they can and cannot share
online.
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12. Your Strategy
• How will you handle negative feedback?
o Treat negative feedback like any other customer
service issue.
o Do your best to move a negative conversation off-line.
Suggest a resolve and a way to contact you offline.
o Social Media gives you a way to respond and resolve
negative experiences.
o Respond immediately! Others will see your promptness to
resolve.
o Don’t remove negative posts (with exceptions).
Defining all of this will help you create a sharing strategy!
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13. Strategy and Tactics
1. Relationship Marketing and Social Media
2. How To Use Content to Build Relationships
3. Convert Followers
Into Customers
4. Reputation
Management
5. Measuring Your
Efforts
6. Time & Investment
7. Embrace the Future
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14. Relationship Marketing
• “In the world of Social
Media, Relationships are
the new Currency”
– Toby Bloomberg
• “Social Media is about
Sociology and
Psychology, not
technology”
– Brian Solis
• People still do business
with people they
like, know and trust.
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15. Relationship Marketing
• Relationship marketing refers to everything you do
to make your prospective and current customers
aware of your products and services, position your
business in their minds as the obvious choice, and
help you to build lifelong, profitable relationships
with them.
-Mari Smith, The New Relationship Marketing Book
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16. Relationship Marketing
• Use Social Networks to nurture and grow
relationships with current and potential customers.
• Build relationships with customers through a video
they watch, a white paper or a blog post they read.
• Content helps a person who is thinking about
buying a product, actually buy it.
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17. Relationship Marketing
• Companies that are succeeding at
Social Media Marketing and
Relationships make a
commitment to
customer service
and create
demand for their
product.
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18. Relationship Marketing
Follow Mari Smith’s Four-Part Formula for
Building a Loyal Community
1. Build a Quality Network
2. Provide Quality Content
3. Be Consistent
4. Be
Genuine, Authentic, Passionate, and
Caring
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19. Relationship Marketing
Best Practice Tips for Relationship Marketing
using Social Media Tools
1. Ask questions and do surveys regularly
2. Request customer feedback as much as possible
3. Have effective Listening and monitoring tools in place
4. Have a corporate Social Media policy
5. Generate leads on a regular basis
6. Conducts regular training sessions
7. Stay on the cutting edge by evolving, adapting and integrating new technologies.
8. Embrace high-tech but always maintain high-touch
9. Strive for a very high customer satisfaction rate
10. Consistently goes out of your way to let our customers know how much you value them.
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20. Helpful Is The New Viral
-Hubspot
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21. Content Marketing
• Content Marketing is anything you create
to share and tell your story.
o Blog Post
o Magazine or Newsletter Article
o Video
o Talking at an Event
o Email
o Tweets or Facebook Status Update
o Posters, Brochures and all Printed Material
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22. Inbound marketing
costs 62% less per
lead than
traditional, outbound
marketing.
SOURCE: HUBSPOT, 2011
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23. Content Marketing
• Use Content Marketing to become a Center of
Influence
• What is Quality Content
o Specialized Knowledge and Expertise
o Answer common questions your customers have
about your products or services
o Share Quotes
o Curate Quality Content
o Repurpose Material
o Regularly remind your community of what you have
to offer
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24. Content Marketing
• Be Consistent
o What is your brand? What personality do you want to have or develop
online? Keep your brand and message the same online and offline.
o Consistently provide the content your followers are looking for
• Be Genuine, Authentic, Passionate, and Caring
o Be Yourself / Be The Brand
o Customers have become brand advocates, you want them to know you
care about your brand and about them.
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25. Content Marketing
• Tell stories with your content!
• Your day to day routine is an
influential story to your customers.
• Use a story to tell who you are and
how you treat your customers.
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26. Content Marketing
• How do you come up with a story?
• Ask Employees: Why do you work
here? Why do you love it?
• Ask customers why they use you.
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27. Content Marketing
• Use a Content Calendar
o This will help create consistency and quality in
your content sharing strategy
o Decided ahead of time what and when you will
share, then and you can schedule content and
posts
o Use tools to monitor and schedule your posts
like Hootsuite (www.hootsuite.com) and
TweekDeck (www.tweekdeck.com)
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28. Content Calendar
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29. Brand Management Tools
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30. Schedule Posts
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31. Content Marketing
• Make Your Content Sharable
Let others share your content and information too
• Offer Social Proof
The number of Likes, Share’s, Tweets, Plus 1’s
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32. 32

33. Engage with Followers
• Social networks require content, participation and
engagement to grow.
o Ask questions
• what does your community want to hear
• ask their opinions
• ask about their experiences
o Post and Tweet information that encourages comments and sharing
(even offer incentives)
o Provide value (offer discounts or giveaways, free Items like
whitepapers, webinars, how to and tips)
o Run Contests and promotions (with Facebook, follow their Guidelines)
o Use Photos and Videos often.
• Studies show photos get the highest engagement rate on Facebook.
• Videos are often shared and become viral.
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34. Engage with Followers
• Crowdsourcing
o Use your network to enhance
or create new products or
services.
• Engaging Includes
Listening
o Listen to what’s being said
about you, then respond if
needed.
o Listen to news and exciting
events in your industry
• Share that news and
information with your
network too
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35. Engage with Followers
• Use your social profiles to engage with
others in your field or industry
o Comment on Blog Posts with relevant information
o Share and Retweet information of influencers to your
community
o Find ways to engage with your community, not just
on your page!
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36. Convert Followers
Into Customers
• What do your followers need to do
next…
o Download a White Paper
o Download a Video
o Subscribe to my Blog
o Subscribe to my Email List
o Purchase my Products or Services
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37. Set Metrics and Measure
• “What gets measured, gets improved.”
– Keith Cunningham
• Use your Content Calendar to track which post
topics generate the most response and sharing.
• What day and time do you get the best
impressions, comments and shares?
o Is it the week day mornings, week day evenings or maybe the weekend.
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38. Facebook Insights
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39. Set Metrics and Measure
• Test, Experiment, Measure and Test Again.
• Measure based on the goals you set in your plan
o What metrics have you set as your goals to achieve?
o What is your call to action?
o What are you trying to get your community to do?
• Use the tools available to measure your results
o Facebook Insights, TweetReach and others
o Google Analytics (or your website and blog analytics)
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40. Examples of Measuring
• Goal: Drive traffic, gain followers, initiate shares
• Objectives & Strategy: How, where, and when
will you obtain your goal
• Measure: The numbers using statistics & tools
o How many participants
o How much did they spend at the event
o Number of new followers / fans
o Number of impressions of your campaign
o Number of mentions
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41. Set Metrics and Measure
• Other Metrics you can measure and track:
o Leads and customers
o Fans, followers and unique visitors
o Page views
o Mentions, Retweets and Shares
o Posts that are getting the most interaction
o Traffic to your Blog and Website
o Conversions and clicks
o Retention and loyalty
o Foot traffic – customers in the door
o Enhance customer service and customer satisfaction
o Grow your email list and subscribers
o and many other metrics
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42. Set Metrics and Measure
• Social Media can also be measured on:
o Reputation Protection
o Brand Advocacy Building
o Research and Development
o And more…
• Remember your goals and how you effect your community.
Do they take the actions you want them to take such as
clicks, shares, likes and purchases?
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43. Midas Video
http://youtu.be/zqBpcqaUhuE
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44. Reputation Management
• Understand and know what people
think, how they rate your work and what
they are saying about you.
• Use a Social Media Policy for RM
o Establish rules for protecting your property, your brand, and projects
that are not public yet.
o Provide information for everyone on your team to convey the same
message and response on your networks.
o Makes it easier to respond to emergencies before they get out of hand
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45. Reputation Management
• Use tools to listen, manage and monitor your
reputation on social media networks and the web.
o Google Alerts: www.google.com/alerts
o Social Mention: www.socialmention.com
o Twilert: www.twilert.com
o Kurrently: www.kurrently.com
o Boxcar: www.boxcar.io
• Search the Social Networks
o Search Facebook, Twitter, LinkedIn and Google +
• Put a team member in charge
o Regularly monitor your brand and have a process in place on how to
respond when needed.
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46. Reputation Management
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47. Reputation Management
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49. Online Ranking
• Scoring tools that rank your online presence
o Klout (www.Klout.com)
o PeerIndex (www.Peerindex.com)
o Twitter Grader (www.Twittergrader.com)
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50. Time / Investment
• “In the end, the reality is that you get out of
social media what you invest in it.”
-Brian Solis
• “Remember, if someone can’t get from you what
they are looking for, they are quick to go to
somewhere else.”
– Mari Smith
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51. How Can You
Convince Management?
• Ask how they search for new products or services.
o More than likely it’s online through search or using
social networks (by asking friends).
• Create a video or slideshow that spells out your
goals, the tools you will use to achieve them, and
how you will measure the success.
• It takes time to build a community! Don’t expect
immediate success, continue to work at your goals.
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52. Always Expect Change
• Social Media is here to stay but the tools and
how they work are always changing.
• Keep and open mind, embrace the
technological changes.
• Remember, the social networks own your
content and your followers. Use your website
as your hub!
• The concept of conversation, interaction and
relationships with people will stay the same.
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53. Q&A
Tweet questions and comments about the event
using the has tag #smbredwoodarea
or Ask Questions on facebook.com/rvtechsolutions
Listen to my interview with Mari
Smith, Social Media Expert and
author of The New Relationship
Marketing: How to Build a
Large, Loyal, Profitable Network
Using the Social Web
www.rvtechsolutions.com
Join my email list for Sources:
the latest in Social Mari Smith
www.marismith.com
Media and the web! Social Media Examiner
www.socialmediaexaminer.com
www.rvtechsolutions.com
Wikipedia
www.wikipedia.com
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