SBDC Presentation on Social Media, Ecommerce and internet strategy for small business owners.

1. Social Network Marketing
Integrating Real Life with Online
Presented by Kristin Slice, MA
Maricopa Small Business Development
Center

2. Me: Kristin Slice, MA
Business Analyst, SBDC
Certified Social Media Strategist
Entrepreneur
You:?

3. 54% of B2B buyers begin their
buying process with informal
research about business problems;
nearly 80% of the time spent
researching is done line
- 2014, B2B Marketer

4. 51 %percent of local merchants
get at least one online
marketing sales call a week,
with 10 % getting called almost
on a daily basis.

5. All resulting in:

6. Everything I know about
marketing…

7. Roadmap
• Key Elements to Marketing
• Putting Together Your Strategy
• Executing Your Strategy

8. https://conversationprism.com/

9. Conversation Prism
Using the traditional definition, a prism separates
white light into a spectrum of colors. The “white light”
in this case, is the focused stream of conversations
that are often grouped, but not separated by voice,
context, source, or outcome. We take this beam of
dialog and blast it into a spectrum of discernible light,
let’s call it enlightenment, to see, hear, learn and
adapt. We quite literally bring conversations to light.
Used figuratively, it references the clarification or
distortion afforded by a particular viewpoint…for
example, “We view conversations across the networks
through the prism of our social dashboard.”

10. Key Elements to Marketing
Definitions:
• SEO
• Social Media
• E-Commerce
• PPC

11. Habits:
• Value Based
• They are “big brand” aware
Key Elements to Marketing

12. Value:
• Eliminates Time and Space Barriers
• Leverage Time and Resources
• Small Businesses are Lead by Real Humans
Key Elements to
Marketing

13. Watcha got there?
I’ll take it!
Key Elements to
Marketing
Marketing Versus Sales

14. You’re all beautiful unique
butterfly's….
Your strategy should be
unique.

15. Part II Putting Together Your Social
Network Marketing Strategy

16. Putting Together Your Strategy
Questions to Ask Yourself:
• What is your goal?
• How does your target audience use
social media, when purchasing your
product or service?
• What resources do you have available?

17. Putting Together Your
Strategy

18. Putting Together Your
Strategy
Selling Online and E-commerce:
- A REALLY, REALLY GOOD website
- Major resources
- Etsy, Amazon, Bloggers

19. Part III Executing
Your Strategy

20. Part III Executing Your
Strategy
Overview of effort:
• Plan - 2 weeks
• Execute - 2-4 weeks
• Launch
• Promote - 2-6
weeks
• Measure - ongoing

21. Executing Your
Strategy
Planning
• Panning - 1 hours of planning saves
you 10 hours of doing
• Start planning 4-6 weeks out
(content to be created, editorial
plan)
• Social media is a team sport
• Create visual and written content

22. Execute
• Gather followers
• Post, interact, listen
• Think of promotion as you create and use
this to help you develop ideas or effort and
research, it could be a better blog post,
slide share, Facebook post or Tweet.
• Create assets and promotional images -
including email header, landing page
image, blog CTA and social promotion
images during this process
Executing Your
Strategy

23. Promote
• Use hashtags for organizing the conversation online
• Send an internal notification after launching the
campaign in hopes that they will promote it to their own
audiences -- the assets, pre-defined tweets, links to the
article, etc
• Optimize email for sharing by including social icons, or
including CTAs asking people to share the piece of
content
• Update nurturing emails with this specific content based
on their actions to break up the monotony of typical email
campaigns
Executing Your
Strategy

24. Promote (tips)
• Post on launch day to LinkedIn, where your customers
and other professionals in the space are (once a week for
a few months after that - depending on success of
content)
• Amplify messages with ads
• Change your Facebook cover photo with an image /
graphic showcasing the new material
• Post a video on Facebook so you can boost it to targeted
audiences
• Create an offer as an ad on Facebook that might offer
targeted audiences a discount to use your product
• Pin a tweet to the top of your feed - tweets with images
generate 55% more leads than those that don't
Executing Your
Strategy

25. Final Trends to Consider
Mobile More people access the internet through mobile
devices than desktops(Google)
Content is not king, Value is QUEEN! 78% of CMOs believe
custom content is the future of marketing. It’s not clear
what the other 22% are thinking. (SocialTimes)
Old School is the New School 76% of small businesses say
their ideal marketing strategy encompasses a combination
of both print and digital communication.

26. Activity
Review 2 - 3 businesses with successful
social media accounts.
What do you see?
Discuss

27. Next Steps
Follow 2-3 Business for 1 Week
Start Building Your Strategy
Next Class:
Tuesday, 1/31 9:00