social media for time-starved entrepreneurs

WILL SCOTT, CEO SEARCH INFLUENCE @SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION

SOCIAL MEDIA FOR

TIME-STARVED ENTREPRENEURS

WHY SOCIAL MEDIA IS

WORTH YOUR TIME

@SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION

OF ONLINE ADULTS USE SOCIAL NETWORKING SITES


74%


OF ONLINE ADULTS USE FACEBOOK

71%


OF ONLINE ADULTS USE

LINKEDIN

28%OF ONLINE ADULTS USE

PINTEREST

28%


OF ONLINE ADULTS USE

INSTAGRAM

26%OF ONLINE ADULTS USE

TWITTER

23%


OF BUSINESSES SAY SOCIAL MEDIA KEEPS CUSTOMERS

25%


ARE CEOs FINALLY

GOING SOCIAL?

68%

@searchinfluence

OF CEOs HAD NO SOCIAL PRESENCE ON

THE FIVE SOCIAL NETWORKS

OF CEOs WHO HAD TWITTER ACCOUNTS

WERE ACTUALLY TWEETING

69%


LINKEDIN

@searchinfluence

DOMINATES AS THE

ENTRY SOCIAL NETWORK OF CHOICE

OF CEOs ONLY ON ONE NETWORK

WERE ON LINKEDIN

74%



YOU CAN GO SOCIAL

NOT YOUR FULL-TIME JOB

… AND THAT’S OK!


COMPLEMENT

YOUR BUSINESS


TARGET YOUR

SOCIAL TIME


CHANNEL YOUR

TARGET CUSTOMER


STEP 1 DEFINE YOUR TARGET MARKET

• DO YOUR CUSTOMERS FALL INTO A CERTAIN INCOME CLASS TO AFFORD YOUR PRODUCTS, SERVICES?

• IS YOUR PRODUCT OR SERVICE SPECIFICALLY FOR MEN OR WOMEN?

• WHAT IS YOUR TYPICAL CUSTOMER’S AGE? MARITAL AND FAMILY STATUS? WHO MAKES THE PURCHASING DECISIONS?

• WHERE IS YOUR TARGET CUSTOMER PHYSICALLY LOCATED? LOCAL? ONLINE?

• DOES YOUR PRODUCT OR SERVICE APPEAR TO A CERTAIN CULTURE?



STEP 2 WHAT MAKES YOUR CUSTOMERS TICK?

• WHAT ARE YOUR CUSTOMERS LIKES & DISLIKES?

• WHAT TYPES OF TELEVISION SHOWS DO THEY WATCH? WHAT KINDS

OF MAGAZINES, WEBSITES, ETC., DO THEY READ?

• WHAT ARE THEIR VALUES?

• WHAT KIND OF LIFESTYLE DO THEY LEAD? HOW DOES YOUR PRODUCT OR

SERVICE FIT INTO THEIR LIFESTYLE?

STEP 3

CHOOSE YOUR

TARGET

NETWORKS

TO REACH THEM



CHOOSING YOUR TARGET NETWORKS

• FAST-MOVING CONSUMER GOODS WILL PERFOMR BETTER ON FACEBOOK

• TWITTER IS PRIMARILY A NEWS SOURCE FOR ITS USERS.

• PINTEREST IS THE PLACE TO BE FOR FOOD- AND DRINK-RELATED

PRODUCTS OR CONTENT AS WELL AS FAMILY OR PARENTING CONTENT.

• INSTAGRAM’S AUDIENCE PRIMARILY FEMALE BETWEEN THE AGES OF 18

AND 44. CLOTHING, ACCESSORIES AND ENTERTAINMENT-RELATED BRANDS

DO WELL HERE.

FACEBOOK


INSTAGRAM


TWITTER


YOUTUBE



MAKE A PLAN

@searchinfluence@SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION

STEP 1 CREATE SOCIAL MEDIA GOALS

• WRITE DOWN 3 SOCIAL MEDIA GOALS: WHAT SUCCESS LOOKS

LIKE AND HOW YOU’LL TRACK THEM.

• WHAT TYPES OF CONTENT WILL YOU POST AND HOW OFTEN?

• WHO WILL CREATE THE CONTENT?

• YOUR SOCIAL MEDIA EFFORTS SHOULD BE DRIVEN BY

BUSINESS OBJECTIVES.

• GO BEYOND SOCIAL; CONSIDER LEADS, SENTIMENT OR

WEBSITE TRAFFIC.


STEP 2 DO A SOCIAL MEDIA AUDIT

• WHAT SOCIAL MEDIA NETWORKS ARE YOU ON?

• WHO IS CONNECTING WITH YOU VIA THESE SOCIAL NETWORKS?

• HOW DOES YOUR SOCIAL MEDIA PRESENCE

COMPARE TO YOUR COMPETITORS?


STEP 3 CREATE OR IMPROVE

• IF YOU’RE NOT ALREADY ON YOUR TARGET

SOCIAL MEDIA NETWORKS, IT’S TIME TO OPEN AN ACCOUNT

• IF YOU’RE ON YOUR TARGET SOCIAL MEDIA NETWORKS, REFINE & UPDATE

THEM.

PUT IT ON THE

CALENDAR



BEST TIMES TO POST ON FACEBOOK

• POST BETWEEN 1-4 P.M.

• PEAK TIME IS WEDNESDAY AT 3 P.M.

• LIMIT POSTS ON FACEBOOK TO ONCE PER DAY


BEST TIMES TO POST ON LINKEDIN

• BEST DAYS ARE TUESDAYS – THURSDAYS

• PEAK TIMES ARE NOON AND 5-6 P.M.

• WORST TIMES TO POST ON LINKEDIN ARE

MONDAYS AND FRIDAYS 10 P.M. TO 6 A.M.


BEST TIMES TO POST ON TWITTER

• GOOD TIMES TO POST ARE MONDAYS THROUGH

THURSDAYS FROM 1-3 P.M.

• WORST TIMES TO POST ARE ANY DAY AFTER 8

P.M. AND FRIDAYS AFTER 3 P.M.

MULTITASK


GET SOCIAL

MEDIA APPS ON

YOUR PHONE


@searchinfluence

SOCIAL MEDIA APPS


LINKEDINPINTEREST

INSTAGRAMFACEBOOK

@searchinfluence

APPS FOR TWITTER


TWEETCASTERTWICCA

(FOR ANDROID)

TWITTERECHOFON

AUTOMATE,

AUTOMATE,

AUTOMATE


@searchinfluence

FACEBOOK

SCHEDULING


@searchinfluence

THERE’S ALSO

HOOTSUITE


REACT & ENGAGE



STRATEGIC FOLLOWING

• FOLLOW OTHER KEY INDUSTRY MEMBERS AND

INFLUENCERS THAT ARE RELEVANT TO YOUR

BUSINESS

• ENGAGE WITH INDUSTRY INFLUENCERS ONLINE


ENGAGE STRATEGICALLY ON TWITTER

• RETWEET TWEETS THAT ARE RELEVANT TO YOU

• @MENTION INDIVIDUALS OR BUSINESSES YOU

ADMIRE

• RESPOND/REPLY TO TWEETS THAT ARE

RELEVANT TO YOU OR MENTION YOU


ENGAGE STRATEGICALLY ON FACEBOOK

• REPOST CONTENT THAT IS RELEVANT TO YOU

• TAG INDIVIDUALS OR BUSINESSES THAT YOU ADMIRE

• RESPOND/REPLY TO POSTS THAT ARE RELEVANT

TO YOU OR MENTION YOU


LEVERAGE YOUR AUDIENCE

• ASK YOUR AUDIENCE TO SHARE IMPORTANT POSTS

• ASK YOUR AUDIENCE TO COMMENT AND SHARE

FEEDBACK

• BE PREPARED TO RESPOND TO COMMENTS WHEN

NEEDED

TRACK

YOURSELF


@searchinfluence

SOCIAL MENTION


@searchinfluence

TOPSY


@searchinfluence

ARE YOU INFLUENTIAL?


WILL SCOTT, CEO SEARCH INFLUENCE @SEARCHINFLUENCE @W2SCOTT @LOCALSEARCHASSOCIATION

THANK YOU!ANY QUESTIONS?

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