social media and digital marketing for small business
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Social Media and Digital Marketing
Don Schindler
• 13 years in digital• 11 years as a
marketer• donschindler.com• [email protected]• @donschindler
What you needed for marketing
• Objectives and Goals• Competition Research• Target Audience Profile• Key Insight• Brand Statement and
Story• Strategy• Tactics• Measurement• Adjustment
• If you don’t have a marketing strategy, send me an email and I’ll send you a sample one.
Tactics – in order
• Small Business1. Website (mobile first)2. Brochures/Flyers/B-
Cards3. Email Marketing4. Local Media/PR5. Local Search6. Social Media
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SOCIAL MEDIA
SUCKS!
Ipsum lorem dolor sit amet Kids adopted it first.
real time communications
Face-to-Face, instant message, and cell phone are real time communications but they are also fleeting.
Social Media is real time communications that can be permanent and spread virally.
That’s the scary part.
Your audience has an audience
How many people know that he really dislikes
being here?
Digital Footprint
What does your digital presence look like?
Drive to your Main Presence
Website
Email Search
Youtube
Photo Sites
Your website
• Should have:– CMS– Good design– CALL TO ACTION– Analytics– Search Engine
Friendly–Mobile First
blogging
• Search Engines love blogs
• Easy to do• Comments/
Feedback• Inbound Links• Personality• Edelman Talk• Topics for blogs
– Emails– FAQs– What your
competition is doing– Keyword search
Email Newsletters
The secret to promotion in social media
Talk about others – highlight them, encourage them, be there for them.
University Social Media Strategy
• Goal– Promote and protect
• Governance– Guideline– Decision Tree– Monitoring
• Education– Classes– Brown Bags– Linkedin Group
• Measurement– KPIs
Decision Tree
All are created equal
Traffic
SEOSocial Media
Over 900 million
Facebook brings
• More conversations• More personality• More chances to get into their “life”
stream than other pieces (16% actually make it)
• More chances to promote via promoted posts and pages
• Deeper connections than anything else online
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Facebook secrets
• Bias against newcomers but also bias for established brands
• “Most Recent” is not really your friends• Links are favored over updates.• Photo and Videos trump links.• Stalking won’t get you noticed.• Get people to comment.• Popular kids won’t see you.• http://www.thedailybeast.com/articles/20
10/10/18/the-facebook-news-feed-how-it-works-the-10-biggest-secrets.html
PROS
• It’s growing – especially with youth• Power of instant conversations• Spreading the word quickly• Companies are not the answer – your
personality is.• Company Twitter as an aggregator• You can collect users with bots
CONS
• Lots and lots of noises• Bots• Interface is not friendly• No SEO• Can suck the life right out of you
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LINKEDIN MAPS CONNECTIONS
Linkedin Power
• More connections, more touches• Connected to Twitter and Facebook• Open up your profile• A group can offer sharing• Being a community manager takes
time, patience and planning• Encourage others to talk• Automatically emails others with
updates they control
Linkedin secret – open up your profile
Groups
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Review sites
• Yelp• Directory
services• Angie’s List• Citysearch
How much time does it take?
How do you measure the return?
Google Alerts
Monitoring Tools
• Social Mention
• SM2
Communication Goals
• Promote and Protect Your Reputation.• Connect with audiences in real time
and form trusted relationships.
Listen / Monitor
• Use the free tools available (takes more time and people).
• Buy good monitoring tools – Sysomos or Radian6.
• Play attention to what is being said and by whom.
• Set benchmarks.
Set Policy
• Establish a policy / guidelines for employees.
• Educate your employees about social media and how to conduct themselves online.
• Give them a place to go if things go wrong.
Enact Education
• Take classes or get someone to teach you how to use your digital presence.
• Teach your staff these things as well.• Encourage staff to learn about social
media and how it works.• Encourage staff to use social media
to promote themselves and the company.
Marketing Objectives or Goals
• What is success for you?• Can it be measured in dollars?• How will you track it?
• http://www.slideshare.net/pgillin/social-marketing-roi-yes-you-can
• http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi
Adjustment
• I used to say that once you stepped in, there was no way back out.
• But that’s not true.• Building back your trust takes a lot of
work.
Project Management
Don Schindler
• 13 years in digital• 11 years as a
marketer• donschindler.com• [email protected]• @donschindler