This document outlines tips for small businesses and solo brands on effective and efficient social media marketing. It discusses establishing target audiences by developing customer personas and identifying who is talking about your brand online. It also emphasizes the importance of measuring return on investment through analytics and focusing social media efforts on the 20% of content that generates the most results. The overall message is that social media requires understanding audiences, measuring performance, and focusing limited resources for the greatest impact.

1. Social Media Marketing for
Small & Solo Brands
Designated Editor
Speaking Series
Suzanne McDonald | New Media Strategist & Education Expert
Sue@DesignatedEditor.com
Tips & tools for being Effective & Efficient
@NewMediaStrategist
Providence

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Masters in Journalism
& Mass Communications BA in Journalism
Winner
New Media /
Internet Company
of the Year

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Words to grow by …
@NewMediaStrategist
“If you are not embarrassed
by the first version of your product,
you’ve launched too late.”
– Reid Hoffman,
LinkedIn Co-Founder
& Venture Capitalist

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What to do before you do social
Finding & focusing on target audiences
Is it working? Honing for ROI
Effective & Efficient Social Media

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Effective & Efficient Social Media
@NewMediaStrategist
What to do before you do social
Know your brand & customers
Alternatives to social? Email?
Is your website ready for social?

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email
http://www.readwriteweb.com/cloud/assets_c/2011/09/infographic_abs_final-33590.php@NewMediaStrategist
Pre-social

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Pre-social: Blogs least expensive

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Pre-social: Know your brand
o Prospects choose
o Is it a new idea?
o Are you filling a void?
o Tie pre-existing connections
“A name is like a point of a knife,
open up the mind & insert.”

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How are you solving their problems?
o Who’s your best customer?
o What is his/her life like?
o How do they like to buy?
o Are you helping or hindering?
o Do I want to speak to someone?
o Which problems are they looking to solve?
Pre-social: Develop Personas

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Pre-social: See who’s talking about

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Pre-social: Ask the right questions
o Where did they look?
o What terms did they use?
o What were they looking for?
o What did they find?
o Decision-making factors?
o How do they describe your offerings?
o What they think of your competition?

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Your prospects’ vocabulary
@NewMediaStrategist

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http-_www.ragan.com_Uploads_Public_Images_Social_Media_Demographics_Infographic

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Finding target audiences
@NewMediaStrategist
Effective & Efficient Social Media
o Easier than you think
o Tools are not Gospel
o Investigate & take notes

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Effective & Efficient Social Media
Why is it important?
Ask WHY 3 times to drill down
Share what’s uniquely
perfect for 1 person

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Finding &
focusing on
target
audiences
Finding target audiences

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o Location
o Education
o Gender
o Married
o Interests
o Age
Targeting ads
@NewMediaStrategist

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Groups to join?
@NewMediaStrategist

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Focus your messages
@NewMediaStrategist
keytakeaways.net/contagious

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who is your audience?
@Sue_DesigEditor

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Harrington’s influential tweeps

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Influencer-finder tools

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who is your audience?
@Sue_DesigEditor

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Effective & Efficient Social Media
Is it working? Honing for ROI
o Tools are merely tools
o Apply insights and learnings
o Get help if you’re overwhelmed

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ROI?

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ROI: The why behind ROI
Effective & Efficient Social Media
“80%
of your
results come
from
20%
of your
efforts
20%
of your
results
come from
the
other 80%”

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ROI? Google Analytics
@NewMediaStrategist

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ROI?

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ROI?

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ROI?

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ROI?

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ROI?

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ROI? Facebook Insights

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Remember
@NewMediaStrategist
“In between goals is a thing
called life, that has to be lived
and enjoyed.”
– Sid Caesar, Entertainer

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In-person engagement

49. Questions?
Designated Editor
Speaking Series
Happy to help!
Sue@DesignatedEditor.com@NewMediaStrategist
Social Media
Marketing
for Small &
Solo Brands
Suzanne McDonald | New Media Strategist & Education Expert
Providence