my client wants social media -- now what
DESCRIPTION
Social media is one type of marketing and is very similar to traditional marketing. Presentation to SCORE Minnesota chapters by Reciprocate LLC to educate SCORE mentors on how to handle social media questions from their small business clients.TRANSCRIPT
www.ReciprocateLLC.com
Now what?
My client is asking about social media…
www.ReciprocateLLC.com
www.ReciprocateLLC.com
My Story
Karen Emanuelson • 20+ years of marketing experience
• Owner of Reciprocate LLC, a Marketing Solutions firm
• Develop and Implement Traditional and Online Marketing Strategies
• Provide custom social media training
• Free website design/redesign consultations
• Hired by SCORE Minnesota
Serve as your District Internet Marketing Consultant
• Small Business & SCORE Advocate
www.ReciprocateLLC.com
Sept 20, 2010 Virtue.com
PC
A Little History
July 2006
1981
May 2003
2004 – Select groups only
2006 – Status updates added
First Web Page August 1991
www.ReciprocateLLC.com
Organization Goals
Keywords SEO
Website
Social Media
Email MarketingBlogging
Directory Listings
Online PR
SEM
Internet Marketing
Strategy
www.ReciprocateLLC.com
Social Media
www.ReciprocateLLC.com
What is Social Media?
People
Sharing and
Having Conversations
Online
www.ReciprocateLLC.com
What is Social Media?
• User-Generated Content• Blogs – WordPress, Blogger• Video – YouTube, Vimeo• Photos – flickr, Picasa
• Networking & Sharing Sites• LinkedIn• Facebook• Twitter
www.ReciprocateLLC.com
How you can help your clients?
Ask Questions
• Why do they think they should be using social media or
the Internet for marketing?
• What is your client trying to do?
• Look at their business model
• Help them explore their business goals
• What is their business focus?
• How much time and money are they planning to spend
on Internet marketing?
www.ReciprocateLLC.com
Most social media networks are “free”
“Free” comes at a cost• Time
– Initial research– Creating strategy– Setting up profiles– Ongoing updates
• Effort
– Creative, informational updates• Staff
– Can pay for Social Media management• Commitment
– Like email, Social Media is ongoing, not one time
www.ReciprocateLLC.com
Is your client invisible online?
Phot
o by
Liu
Bol
in
www.ReciprocateLLC.com
Goals
What does your client want to achieve?
Example Goals:
– Increase brand awareness
– Reputation management
– Improve Search Engine rankings
– Increase number of visitors to website
– Increase sales
www.ReciprocateLLC.com
Most important concept
Social Media and
Internet marketingare a means to an end,not an end themselves
www.ReciprocateLLC.com
Traditional & Internet Marketing are similar
Branding = Recognition
www.ReciprocateLLC.com
Branding = Recognition
www.ReciprocateLLC.com
Branding – Traditional and Online
LogoColorsTaglineImage
www.ReciprocateLLC.com
What is your client’s U S P ?
Unique
Selling
Proposition
Why should customers buy from your client?
www.ReciprocateLLC.com
How to help clients – online resources
http://ebusinessnow.org/
~300 online workshops
~344 how-to guides
www.ReciprocateLLC.com
How to help clients – online resources
http://score.org/
Area Workshops and events
– Live webinars
Templates & Tools
– Social media & networking
www.ReciprocateLLC.com
SCORE Minnesota Online
http://new.score-mn.org/
http://SEminnesota.score.org/
www.ReciprocateLLC.com
The Social Media Report Q3 2011
Key Findings of Internet Users
70%
30%Shop OnlineDon't Shop On-line
80%
20%
Visit Social Media and Blog SitesDon't visit Social Media and Blogs
www.ReciprocateLLC.com
What is Social Media Used For?
Source: NM Incite
Find New Friends
Family Contact
Find/Maintain Old Friends
78
92
91
66
87
86
Family/FriendsNon-Parents Parents
www.ReciprocateLLC.com
What is Social Media Used For?
Source: NM Incite
Find A Job
Business Contact
29
54
27
46
Career/NetworkingNon-Parents Parents
www.ReciprocateLLC.com
What is Social Media Used For?
Source: NM Incite
Give Negative Feedback
Give Postive Feedback
Get Coupons/Promos
Learn About Products
Read Consumer Feedback
57
59
64
64
71
49
52
56
59
64
Products/ServicesNon-Parents Parents
www.ReciprocateLLC.com
What is Social Media Used For?
Source: NM InciteDating
Following Celebrities
"How To" Info
Gaming
Creative Outlet
Entertainment
13
39
47
54
73
76
16
34
45
43
59
63
Lifestyle/EntertainmentNon-Parents Parents
www.ReciprocateLLC.com
www.ReciprocateLLC.com
By 2013, more consumers will access
the web from mobile devices than desktop or laptop
computers
Internet users 55+ are driving the growth of social
networking through mobile
www.ReciprocateLLC.com
6,965,079,928
annual Mobile Marketing Association Forum Asia Pacific conference Oct 25, 2010
4,200,000,0004,500,000,000
www.ReciprocateLLC.com
Tactics
Which social media platformshould your client be using?
www.ReciprocateLLC.com
• Professional• B2B• Personal Profile• Company Profile with tabs
• Casual• B2C• Some B2B• Personal Page• now with subscriptions
• Business Page• with Welcome Landing Page
• Casual• 140 characters• B2B and B2C• Can send Direct Messages• Good platform for sharing links & “listening”
• Casual• B2C• B2B • Subscribe to “channels”
Which To Choose?
www.ReciprocateLLC.com
Social media isa means to an end,
not an end itself
www.ReciprocateLLC.com
Your Client’s Target Market
Customer – Target Market EPI• End user• Purchaser• Influencer
Which social media networks or Internet services does the target market use?
www.ReciprocateLLC.com
Your Client’s Marketplace
Competition
Where does the competition market their product/service?
What tactics does the competition use?
www.ReciprocateLLC.com
Tactic Questions to Ask
What value does your client plan to share?• Knowledge• Industry tips• Tutorials• Tools to assist• Discounts
Which platform lends itself best to the plan?
How does this differ from the competition?
www.ReciprocateLLC.com
Social Media User Attitude
WIIFM?
What’s In It For Me?
You need to add value
www.ReciprocateLLC.com
www.ReciprocateLLC.com
• 120+ million in 200+ countries
• 43+ million in United States
• Two new members join every second
• Executives from all Fortune 500 companies
• 200+ million companies have LinkedIn pages
www.ReciprocateLLC.com
24/7 Resume and Marketing Brochure
– Customers
– Prospective customers
– Business partners
– Competition
Online Rolodex
– Email access
www.ReciprocateLLC.com
• Take advantage of all features– Personal Profile
– Company Profile• Products and Services tab
• Reviews
– Post updates from both personal and company
– Answers tab
– Join groups for email access
www.ReciprocateLLC.com
U.S. Internet users spend more time on Facebook than any other Web Brand
www.ReciprocateLLC.com
www.ReciprocateLLC.com
New feature 10-2011
www.ReciprocateLLC.com
• 106 million registered users
• 300,000 new users sign up per day
• Approximately 60% from outside the U.S
• 600 million search queries on Twitter each day
• More than 100,000 Twitter applications
• 37% of active Twitter users use their phone to tweet
• Just under 2 billion tweets per month
www.ReciprocateLLC.com
www.ReciprocateLLC.com
More than $7 Million in sales via Twitter
www.ReciprocateLLC.com
• 3+ billion videos viewed each day
• 48 hours of video uploaded every minute
• Nearly 8 years of content uploaded every day
• Demographic: 18-54 years old in 25 countries across 43 languages
www.ReciprocateLLC.com
#2 search engine after Google
More video is uploaded to YouTube in one month than the 3 major US networks created in 60 years
www.ReciprocateLLC.com
Your client is 53 times more likely to get on the first page
of Google's search results
if they have video on their page
http://blogs.forrester.com/interactive_marketing/2009/01/the-easiest-way.html
www.ReciprocateLLC.com
What can happen after you help
your clients create their own opportunities?
www.ReciprocateLLC.com
7 Social Media Tips
1. Prioritize. Start with one network.2. Use keywords – everywhere.3. Regularly update your profiles and posts.4. Respond to comments from connections and fans.5. Treat each social media network uniquely.6. Don’t pay for connections, followers, fans – or
guaranteed placement on Google.7. Change will continue. Embrace it.
www.ReciprocateLLC.com
The answer may not always be
www.ReciprocateLLC.com
You CAN help!
Your client is asking about social media…
www.ReciprocateLLC.com
Karen Emanuelson [email protected]
651-340-6313
www.ReciprocateLLC.com
www.Facebook.com/ReciprocateLLC
www.LinkedIn.com/in/karenemanuelson
www.Twitter.com/kareneman
Feel free to contact me with questions