Sm biz getting started social media handbook

The Conversation is NOW.
Is your business present?

Want to play Social Media Trivia
on your phone?

Text LOCAL to 30364.

Handbook for Small Business and Social Media.

Presented at Frontier Communications on March 24, 2011by Kay-Tee Franke

Who’s Driving Today’s Conversation?

Why Should My Business Be in the Conversation?

How do I Get My Business in the Conversation?

What’s it Going to Cost and is There ROI?

When Will This be a Necessity?

What are Some Basic Steps I Can Implement?

Engaging Results Communications 608.837.5270 www.engagingresultscomm.com www.DaneTxt.com Sun Prairie, WI 2011

Traditional communication tools
to convey one’s message.


Impressions vs. Depth of Engagement

• Measuring standards used to involve # of
impressions or % of market reached.
• Now?
– Marketers are still reaching for the market, but placing
a higher value on “depth of engagement”.

Answer this for your business:
What has been more effective for my business?
A. 1,000 people seeing my logo
B. 100 people interacting with my product


Interactive communication that is
created and shared by many.
Social Media


Communicate with Intent
5 theories to say and forget:
• Social Media is only meant to foster fun conversations, not ever to sell.
• This is a balancing act, but here are two questions to ask yourself on a weekly basis to stay on track.
1. Are users interacting with the content to build their conversations?
2. Will my fans/followers remember my USP? (remember that media doesn’t produce the sale, it is a tool to help you
make the sale)

• My business is ______________________ so everyone will talk about it.
• This would imply that your business is always on the very top of its customer minds and appropriate for every
conversation. Word of mouth can be powerful if the referral is made.
• Are your fans engaged enough that they’ll mention you (eyewear retailer) when their friend mentions shopping for
glasses?

• “Social Media will get the word out there” even if we don’t have fans/followers yet.
• Social media is permission based. If you provide a reason for fans to follow and let them know that reason exists, then
they may invite you to be in their conversation. Then it becomes a marketing tool.
• Where are my customers? When and how are they open to communication? (traditional, social, mobile, etc)

• Social Media can be a last minute thought.
• This is a commonly practiced mistake. Even though, some involvement is reactive by nature, the “driver” can still set the
tone and lead towards goals.
• Question to ask yourself when planning a week’s messages: What questions/info would guide them toward finding
the ___________________________ (event, sale, sample, referral, time commitment, etc)

• If it’s not broken, don’t fix it.
• Not true, not true. Because many of the social media tools are permission based, marketers must rely on their current
communication methods to convert the conversation before the current tool is obsolete.


True Cost of Social Media Planning Questions
Social Media costs may not all appear as
hard, fixed costs on a bottom line, but • What are 5 separate
they do exist and should be evaluated elements of the business?
when planning.
• Which will be the focus and
for how long?
Social Media or Marketing Strategist
• What is the story behind its
(salary or billable hour)
importance?
Community or Promotions Manager
• How can I tell the story
Incentives for participation (prizes, while leading from behind?
discounts, content, etc)
• Where are my customers?
Dashboards or company to manage
media • Who is going to manage my
new media and who is
Mobile application or mini-site for
going to be accountable?
easy user access (over 70% of social
browsing is mobile) • What resources are we
willing to devote to this?
Promotional space in advertising, in-
store, product labels to mention the • What do we want to
social tools to potential fans/users accomplish?
Risk of market position loss • How will we measure?
(especially if managed by the non- • When will we move to Plan
experienced) B or C?


1,2,3 of Claiming Your Business
Directory Submission Sites
Get Listed! Google, Yahoo, Bing...

It is not always enough to have a website, a social media plan and internet marketing strategies, if people cannot find you and your
business easily. A simple way to get noticed is to submit you or your company to directories such as Google, Yahoo and Bing and let
them do some work for you. These directories allow a simple method of creating links to your website and social media accounts.

Here is a list of a few directory submission sites:

1.GetListed.org: Here you can list with Google Maps, Yahoo Local and more in one step!
2.Google Places: Google Places allows you to "claim" your business online and ensure that when people search on Google Maps
and Google they can find you and your correct business listing. You can promote offers, post photos and more!
3.Bing Local: Just as with Yahoo and Google, Bing also offers localized listings and the opportunity to verify your business
information.

Directory Submission websites and listing services allow you to "claim" your business and ensure customers can find YOU! Allow
yourself to reach your customers and attract new ones.

Start small, and continue to take baby steps along the way to grow, engage, and reach your target market throughout 2011!

Directory Submissions Sites instruction provided by: Jodi Fisher Impact Virtual Services 608.279.3949 jodi@impactvirtualservices.com


Online Social Media Actions
Facebook….Start fan page (need personal profile first), get more than 25 fans (suggest to friends), secure a
unique domain (facebook.com/DaneExclusiveDeals)

LinkedIn……Create a company profile, connect it to your personal profile, post a status update

Twitter……Create an account, select people/businesses to follow, tweet about being a newcomer

Going Mobile
Mobile Website or App…..Check your website from a mobile device. How does it look? Even though
many smart phones are now able to show the site as it would on a computer, it doesn’t mean that they can
navigate it.
Is your contact info on the home page? How about your address?

Text Message Marketing…..The average adult now sends 4x as many text messages than phone
calls! Are you speaking their language? Speak with Engaging Results Communications to determine a plan that’s
right for your customers’ needs.

Video….Your mobile device can help you capture video and pictures to post to your other social media in real
time. Speak with your carrier for details. Be sure to tag potential fans/followers when posting online to encourage it
to go viral.


Sm biz getting started social media handbook

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