Social Media Strategies for Small Business

Social Media Strategies for Small Business II
January 25, 2012

1 SpoonerSkadron / CMC Jan’12

Tuesday, January 24, 12

1. What’s Happening Today

• Review key points from last week
• Content
• Look at Facebook
• Discuss Twitter
• Review Blogs
• Touch on YouTube, LinkedIn
• Summary



2. Key Points of Social Media Marketing

From the NY Times homepage:




Adopt the social media mindset before
the social media toolkit.

- Authenticity
- Transparency
- Integrity
- Openness

It’s about the people.

http://www.youtube.com/watch?v=4-94JhLEiN0




In SM, the tools and technology are getting
all the attention.

I Just Bought This

http://www.youtube.com/watch?v=eZAAZ7iXN-o




Social Media Marketing Strategy:

Listen. Engage. Measure.




Listen:
To who’s talking, what they’re saying, their tone, their attitude...

Where to listen:
twitter.com/search;
blogsearch.google.com;
google alerts;
radian6.com;
socialmention.com (The service provides a real-time analysis of what’s being discussed
around the web)




Engage:

How do you “engage” in the social media world?
Play on Facebook
Start a blog
Find a blog you like and comment
Start an email campaign for your users
Tweet




Measure:
Deﬁne and meet objectives & goals, Use Google analytics
Facebook Insights, Qualitative v. Quantitative




Social Media complements traditional
marketing. It doesn’t take its place.
Excused TV




The Take-away:

It’s not about the tools. It’s about the people and their conversation.
Adopt the SM mindset.
Listen. Engage. Measure.
Take your gaze off the bottom line.




Your
customers
are
everywhere.




New Platforms
Tumblr effortlessly share everything

foursquare note your location with a mobile phone and find out where friends are

getglue social network for entertainment. See what friends are watching

klout uses social network data to measure influence

spotify music streaming service




Websites, including google, use tiny crumbs of
stored information (“cookies”) to remember your
previous visits.

Tips on how to stay safe on the internet
http://www.google.com/goodtoknow/




• Your mission statement.
– Make it speak “one-on-one”
Write your mission statement!




Objective
High level achievement. Simple is best.Make it easy to remember.
“We want to improve customer loyalty”




Decide what business objectives you want to
accomplish with SM that you weren’t doing
before SM.




• Attract new customers
• Raise awareness and create buzz
• Share info online to make it easier for people to
ﬁnd us
• Foster a community and give them a reason to
tell others about us
• Become a reliable source of friendly, smart,
[“insert your skill/product/service here”] advice,
and establish “my company” as experts.




What you want: Go viral

Dancing Baby ’96
http://www.youtube.com/watch?v=-5x5OXfe9KY



5. Content

Content.
It’s your competitive advantage.



5. Content

We’re now “publishers”.



5. Content

Your goal is to create content that:

• Is appealing to your would-be constituents.
• They ﬁnd value in.
• Keeps ‘em coming back for more.



5. Content

Burger King’s Subservient Chicken

Subservient Chicken

http://www.youtube.com/watch?v=DzoOlnzCsRY

http://www.bk.com/en/us/campaigns/subservient-chicken.html



5. Content

Produce great content and your customers
will come to you.

Produce really great content, and your
customers will spread the message for you.

Ann Handley & CC Chapman,
from “Content Rules”



5. Content

Flea Market Montgomery

http://www.youtube.com/watch?v=FJ3oHpup-pk



5. Content

The Cleveland Show Flea Market Mini Mall

http://www.youtube.com/watch?v=qvlyJVS75GY



5. Content

I was asked about:

“...cool features...that fans appreciate and make the page look
better? As an example, check out the Whole Foods [fan] page, and
notice how they have a section just for "recipes" or "newsletters."

http://www.facebook.com/wholefoods



5. Content

Produce good content: The Rules
– Understand that you’re a “publisher”.
– Inspire originality: get your brand story straight and give it an original
voice.
– Pursue your “objective”
– Talk like a person: (I hate buzzwords and corporate speak.)
– Re-think, don’t recycle: evolve content for various tools
– Share don’t sell: Position yourself as a go-to and get your gaze off the
bottom line.
– Show, don’t just tell: Demonstrate how it works. Don’t preach. Don’t sell.
– Surprise!: Do something unexpected
– Stoke the ﬁre: Ignite a conversation among your customers
– Pick your best: you don’t have to blog and tweet and FB and...but you
have to do something. 28 SpoonerSkadron / CMC Jan’12


5. Content

Good content from a small business:

Jarvie Digital
Scott Jarvie is a photographer who
shares resources on his website
and through his social sites,
demonstrating his expertise and
generosity to other photographers
and prospects.

Lesson

1) Differentiate personal proﬁle for biz page

2) Sharing resources grows your fan base and
your perceived expertise.



5. Content

Good content from a small business:

Ana White, Carpenter
Ana is a carpenter with a website to
empower women to do carpentry
projects. She has created a
following among those who love her
easy-to-follow, do-it-yourself
projects.

Lesson

1. Create a community where users can talk
about themselves.
2. Empower your fans to share their
experiences with other users.
3. Have clear strategies for your blog and
Facebook page.


5. Content

Now that I have good content, how
do I get it out there?



5. Content

Create an Editorial Calendar
to plan, produce, and publish content

Daily
Weekly
Monthly
Quarterly



5. Content

Daily

– Twitter updates with value to your followers
– Post a news item to your FB page
– Respond to blog comments



5. Content

Weekly

– Make at least one new blog post
– Participate in a discussion group on LinkedIn
– Update a section on your webpage



5. Content

Monthly

– Post an deeper article on your blog
– Create and mail an e-mail newsletter
– Produce a short video; 2-3 minutes works
– Contribute a powerpoint and post on SlideShare
– Publish a customer success story
– Organize a MeetUp



5. Content

PinkStinks:
Content Strategy and Social Media Program
The campaign for real role models

Blogs
pinkstinks.wordpress.com

Newsletter
Facebook (group)
Facebook (fan)
Twitter
YouTube



5. Content

Kodak:
Content Strategy and Social Media Program
Expand reach and Engage.

Blogs
1000 Words
Plugged In
Grow Your Biz

Facebook
Twitter
User-generated content



5. Content

Long-tail Keywords
- more speciﬁc search phrases
- generate lower volume of hits
- takes searchers to sites with rich content
more closely matching what searchers
look for.

- include in blogs



5. Content

Long-tail Keywords
Number of hits

Quality of hits



6. Facebook

The #1 Facebook Mistake Small Businesses Make?



6. Facebook

Not taking the steps to get your current
customers to “like” you on Facebook.



6. Facebook

Consider:
- Personally asking your customers to join.
- Sending a dedicated email.
- Have a customers-only contest.

Get creative. Remember to work with people who already know
and love you.



6. Facebook

Handout

8 Brands That Have Found Success on FB

http://www.likeable.com

- Dave Kerpen,



6. Facebook

Set up a business page
http://www.facebook.com/pages/create.php



6. Facebook



6. Facebook

7 tips to Customize your FB page for business:
1) Claim your vanity URL: http://www.facebook.com/username

2) Get creative with your picture

3) Create a custom welcome page (takes tech skills):
http://www.facebook.com/skittles

4) Create custom tabs



6. Facebook

5) Get creative with the “photostrip”

6) Target your posts (response to google+ circles)
Use this feature to segment and personalize Facebook posts to
different audiences of fans on your page

7) Run a contest or promotion (FB has strict rules)
Checkout Wildﬁre do-it-yourself promo builder.



6. Facebook

Among the 84 Facebook brand pages examined:
• 88% said they posted video content
• 82% solicited fan stories or comments
• 79% had their wall open for fan comments 66%
• actively replied to fan posts and comments

From study by Wong, Doody, Crandall, Wiener



6. Facebook

“Personal Search Results”
“Social media replacing SEO as Google makes search results personal”

• In the old search model, you optimized the headline
with keywords like “Aspen’s Fresh Powder″ so
everyone searching Google for that phrase sees your
story. A simple, one-size-ﬁts-all solution.

• In the new model, Stacy’s search results will feature
that story if her friend Jim previously shared or
promoted it. But Vigi’s results could instead highlight a
different story that her friend Carolyn shared.

http://www.poynter.org/latest-news/media-lab/social-media/159102/social-media-seo-google-makes-search-results-personal/



7. Twitter

“Twitter is a real-time information network
that connects you to the latest information
about what you ﬁnd interesting.”
- Twitter



7. Twitter

Two main components: Follow and Followers



7. Twitter

“#” (hashtag) = It’s the theme. It connects tweets
about a speciﬁc topic.

“@” = to direct to a particular person, “@steve”

“RT” = re-tweet..forward the message
“Trending” = what’s popular now

“Search” = powerful to ﬁnd topics inside twitter



7. Twitter

A Quick #Hashtag Lesson
The key is readability & relevance. So:

1) Don’t use too many.
2) Keep them relevant
3) Leave “#” at the end
4) Stay away from numbers and special characters
5) Use caps in multiple word “#” (#Green#Architect)

from: likeable.com



7. Twitter

“The Cup” espresso cafe in Boulder.



7. Twitter

Ch. 14

Publicized Customer Service.



7. Twitter

140 characters so...

Make every word count
Keep tweets really short
Keep it simple - no big words
Link directly to blogs or other online source
Provide context with kewords and hastags
Write a good headline
People keep things interesting



7. Twitter

Southwest Airlines



7. Twitter

Sunday was spent using Twitter or Facebook to tell The New York Times what you did on Sunday.

Eating, Sleeping, Praying, and Writing All About It



8. Blogs

The central location through which you can
share your thoughts.



8. Blogs

Key part of the engagement in the social
media equation:
Blogging:
- Blogs make it easy to communicate more effectively with the
audience you care about.
- Easy way to update a Web site.
- Simple way of organizing the content
- Way to collect feedback
- Public blogs are a great complement to the communications
technologies you already use, such as email newsletters,
conference calls and mailings.



8. Blogs

Blogs can be hosted on their own site:

WordPress.com
TypePad.com
Blogger.com

or, integrated into your website.



8. Blogs

10 Guideline before you blog:
1) Deﬁne your purpose: who and what?
2) Schedule: you decide but try once or twice a week
http://modernpilatesboston.com/
3) Mix it up: short, long, funny, serious, heavy, light posts all work
4) Use photos: graphics inside paragraphs make for good reading
5) Size is important: long enough to make your case;
short enough to stay interesting



8. Blogs

6) Headlines are compelling: learn to write good ones
-Curiosity: “What’s a Pastry Chef doing on Twitter?”
-Use numbers (especially odd!): “19 Facebook Secrets to Grow Your
Small Business”
-Simplify complexity: “Still Single? This is Why.”

7) Design has value: Give it a style and personality that reﬂects
you. Include tools...sm icons, archives of recent posts...



8. Blogs

8) Call to Action: “Get our free newsletter”
http://blog.hubspot.com/
9) Never Edit Comments, but moderate to keep away
inappropriateness.
10) Make categories and tags: good for readers and search engines
11) Write How You Speak: Some editing is good, but a blog post
doesn’t have to be perfect.
12) Don’t Overthink It: posts don’t have to be balanced and
comprhensive.

From “Conten Rules”
- Ann Handley, CC Chapman



YouTube & LinkedIn

First YouTube upload:

April 23, 2005

http://www.youtube.com/watch?v=jNQXAC9IVRw&feature=player_embedded



YouTube & LinkedIn



YouTube & LinkedIn

Charlie

Sneezing Panda

Paul Potts

Susan Boyle


YouTube & LinkedIn

Whole Foods
Branded/Fresh user content/Speaks to speciﬁc audience

Audi channel
4 minute commercial/260,000 views/Audience speciﬁc



9. Summary

Quick Start Guide for Social Media
- from “Facebook Marketing”,
by Chris Treadway & Mari Smith



9. Summary

Use Social Media as a tool for small
business to:
• Listen
• Engage
• Measure



9. Summary

• What to expect when starting a social media
campaign:

– It takes time.
• So, decide what you’re promoting: business, brand, product,
people
– It takes resources
• Money, time and who’s the manager
– Facebook, Twitter, YouTube won’t do the job for you
– It gives you a new way to reach people, if done right
– Focus on the content



9. Summary

We’re now content providers:
Bite-sized tweets on Twitter
Advice on a blog post
Human interest videos
Real-time news feed on Facebook



9. Summary

Start creating content that tells your
story and positions you as an expert
people seek.



9. Summary

Join the conversation.
Stay with it.
Start now.

steve@spoonerskadron.com



9. Summary

Credit to:

mashable.com
hubspot.com
socialmedia.biz
likeable.com
marketingprofs.com
UnMarketing, by Scott Stratten
Facebook Marketing, Chris Treadway
Content Rules, Ann Handley and CC Chapman
The Social Media Bible, Lon Safko



Social Media Strategies for Small Business

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