September 11th, 2012 presentation to the Coloma-Lotus Chamber of Commerce, CA about Social Strategy for the Small Business

1. Social Strategy for the Small
Business
Presentation for the
Coloma-Lotus Chamber of
Commerce
Coloma-Lotus
Chamber of Commerce

2. What is Social Media
Marketing?
Social media marketing refers to the process of
gaining website traffic or attention through
social media sites.
 Social media marketing programs usually center on efforts to create
content that attracts attention and encourages readers to share it
with their social networks.
 A business message spreads from user to user and presumably
resonates because it appears to come from a trusted, third-party
source, as opposed to the brand or company itself. Hence, this form
of marketing is driven by word-of-mouth, meaning it results in earned
media rather than paid media.
Coloma-Lotus
Chamber of Commerce

3. What is Social Media
Marketing?
Social media marketing refers to the process of
gaining website traffic or attention through
social media sites.
 Social media has become a platform that is easily accessible to
anyone with internet access. Increased communication for
organizations fosters brand awareness and often, improved
customer service.
 Additionally, social media serves as a relatively inexpensive platform
for organizations to implement marketing campaigns.
Coloma-Lotus
Chamber of Commerce

4. Brad Attig - Social Strategist?
What makes a good social strategist
 Early adopter of technology
 Uses social media at all times for their business and personal life.
 Have a significantly better understanding of the mechanics of social
media platforms.
 Have real life experience in business, preferably at multiple levels.
 Are generally curious, wide open to new ideas and a risk-taker
 Understand overall marketing and how social media fits within the
framework of the business needs.
Coloma-Lotus
Chamber of Commerce

5. Why Bother with Social?
6 facts to consider
1. If Facebook 3. YouTube is the 5. Five new
were a world’s second Twitter
country, it would largest search accounts are
be the world’s engine. created every
3rd largest. 4. More than 24 single second.
2. The average hours of video 6. 23% Of All Time
Facebook user is uploaded to Spent Online
creates 90 YouTube every Happens on
content items minute. Social .
per month.
Coloma-Lotus
Chamber of Commerce

6. Social Media 3rd Qtr. 2012
Top Business Objectives No better social
from a recent survey of
nearly 500 businesses. platform exists
1. Better Customer for B2C
Engagement - 78% communication
2. Increased Revenue -
51%
than Facebook
3. Better Customer
Experience - 47%
4. Increased Thought
Leadership - 41%
5. Better Operational
Efficiency - 15%
Coloma-Lotus
Chamber of Commerce

7. Social Media 3rd Qtr. 2012
Top Business Challenges No better social
from a recent survey of
nearly 500 businesses. platform exists
1. Measuring ROI – 51% for B2B
2. Managing & Growing communication
Social Presence – 44%
than LinkedIn
3. Monitoring Social
Media – 34%
4. Integrating Social with
Leads and Sales –
34%
5. Lack of Sufficient
Resources – 33%
Coloma-Lotus
Chamber of Commerce

8. Not Being on Social Media
Platforms Tells Many of Your
Customers One Thing!
Coloma-Lotus
Chamber of Commerce

9. Maximizing Effort
The Strategy Checklist
 Don’t take on too much. It’s easy to become infatuated with Social
and want to be everywhere.
 Keep it manageable so you don’t drop the ball.
 Dominate one social media channel before you move to another.
 Go where the members are. Pinterest is great but if you aren’t
established on Facebook, you are only hurting yourself.
 Images and Video are everything today.
 Set up a daily routine and stick with it, have a backup or 2 as well.
 Don’t go it alone, get help. What might take you 10 hours will take a
professional 10 minutes.
 Understand that Social is not a silver bullet, it takes time and effort.
Coloma-Lotus
Chamber of Commerce

10. Maximizing Reach
The Strategy Checklist
 Embed sharing buttons on your website in a visible place!
 Encourage and reward employees to interact on the company social
pages and groups within their individual profiles.
 Employees should create introductions for your brand to help further
spread the word.
 Start a Facebook or LinkedIn discussion group or groups.
 Ensure each group has a brand evangelist to cultivate stimulating
discussions and entice members to visit your company pages.
 Hold group question & Answer sessions.
 Engage and hold conversations just like you would in person.
Coloma-Lotus
Chamber of Commerce

11. Key Takeaways
Tips for Growing Social Reach for Small Buinesses
 Complete all profiles & update them regularly.
 This means Google Places, Bing Business Portal, Facebook, LinkedIn, Twitter and
YouTube
 Use target keywords in profiles and posts.
 Promote profiles via non-social channels including
websites, emails, print materials and social press releases.
 Add sharing buttons and cross-promote your profiles.
 Grow your networks and make friends in your industry- Identify
influencers and promote their content.
 Be and act human! When people reach out, interact back.
Coloma-Lotus
Chamber of Commerce

12. Grow Your Flock
Tips for Growing your Fans
 With Social Media, resist the temptation to drive traffic back to the
company website.
 Instead, maximize the platform by directing them to applications on
the social site. You can easily embed your website right on a
Facebook page or showcase your YouTube channel videos.
 Capture email addresses and make people feel special.
 Identify and encourage your key evangelists reward them well.
 Make it easy to share, post, upload and give recommendations.
Coloma-Lotus
Chamber of Commerce

13. Engage Fans with Content
Tips for Growing Social Reach
 Updates should include blog posts, company and industry
news, testimonials, press coverage, events and other content.
 Showcase stats and data and use image and video. Video is shared
12X more and images are shared 2x more.
 Maximize the ability to target status updates.
 Refine the audience to make posts specific and relevant to targeted
user groups.
 Make things easy to use and find.
Coloma-Lotus
Chamber of Commerce

14. Advertising on Social Media
Best Practices Important Facts
 Clear, attractive  95% of Facebook wall
message. posts are not
 Strong call-to-action. answered by brands.
 Refresh ads  70% of local
frequently. businesses use
 Create multiple ads Facebook.
and test copy and  Facebook is the
images. leading source of
 Set an appropriate referred social media
daily and weekly traffic to websites, at
budget. 26%. Twitter is second
at 3.6%.
Coloma-Lotus
Chamber of Commerce

15. Tie Social to Web Analytics
Some Tips That Help on Analytics
 Study Google Analytics or Clicky Analytics to track referral
traffic, conversions and visitor demographics to understand what
makes someone return.
 Most platforms have built-in analytics include impressions and
engagement.
 Instead of ignoring your stats, find a strategist that can explain and
monitor them for you.
Coloma-Lotus
Chamber of Commerce

16. Remember This
Above all Else
On the Internet, your customer is
only one click away from your
competition. If you aren’t
interacting with your
customers, someone else will be.
Coloma-Lotus
Chamber of Commerce

17. Questions?
Coloma-Lotus
Chamber of Commerce

18. Coloma-Lotus
Chamber of Commerce

19. While you are here please text
like bradattigonsocialstrategy to 32665
Facebook.com/bradattigonsocialstrategy
Thank You!
Coloma-Lotus
Chamber of Commerce