Harnessing the Power of Social Media MARKETING

Assessing and understanding social media resources.

-Laurie Morse-Dell, Center for Technology & Business

Understanding Social Media Resources

1. Know what Social Media Marketing is Use of web-based and mobile

technologies to turn communication into interactive dialogue with ability to share

It is still MARKETING

What does that mean for small businesses?It means you can do it.

2. Understand that Social Media is Real Life Bring it back to real life & be authentic

Would you say or do what you are proposing to do on social media in “real life”?

If not, don’t do it.

Photo by purplemattfish

3. Follow the Informal Rules of Social MediaEach social media tool has it’s own social guidelines.Facebook = a pub: bring a friendLinkedIn = trade show: bring business cardTwitter =cocktail party: bring a hostess giftBlogging = keynote presentation: bring a leave-behind

4. Be Realistic Social media is just another tool.

It is not the silver bullet for your marketing problems

Not every brand is going to do as well as Starbucks or Nike

Time is money, make the most of it

Can’t set it and forget it, social media marketing requires interaction and conversation

What does that mean for small businesses?Set achievable goals so you don’t burn out.

Assessing Social Media Resources

Should I Use Social Media for my Small Business Marketing? Should my business be sharing who we

are and what we do with the public? If you want more and more

customers to find you, buy from you and share how much they love you…

Yes.

Impact of Social Media on Marketing Efforts

Prospects Awareness Leads Customers Evangelists

Sale

s

Cycle

So what tools should you use for your small business? It depends on what you want to

accomplish…

Find Prospects - Listen Listening for potential

customers at their point of need allows you to identify and make them aware

ANY size business should listen

You never know what you might hear…

Photo by tomhe

Listening Tools

Google Alerts Google Reader Hootsuite

Listening Tools

Google Alerts Google Reader Hootsuite

Listening Tools

Google Alerts Google Reader Hootsuite

Create Awareness Building meaningful content and sharing

it builds a relationship with prospects This is NOT about pushing sales or

advertising

Awareness/Relationship Tools Facebook Twitter LinkedIn

Tips for Small Businesses Recruit your current customer base first Put your Facebook address on your

off-line promotional materials Form alliances with other companies

for joint giveaways – it will help bring their likers to your page, and vice versa.

Generate Leads Identify interested buyers Provide direct contact

Lead Generation Tools LinkedIn Facebook Blogs E-newsletters

http://youtu.be/B6kbHR403JU

Lead Generation Tools LinkedIn Facebook Blogs E-newsletters

Tips for Small Businesses Set up your personal profile first, then

your business Add your current contacts Give recommendations Get involved in groups Use advanced people search to find

more contacts Ask for introductions

Customers Support: Keep the customers you gain.

What else can you offer them to make them evangelists

Research: Poll your followers for ideas on product improvements or new services

Incentives: Give them coupons/special offers

Customer Support Tools

You don’t have to be a big business to go the extra mile for your clients.

Facebook: Support, Market Research

YouTube: How to videos LinkedIn: Market

Research E-newsletters:

Incentives (mailchimp.com)

Tips for Small Businesses Offer the same great customer service

on-line as you do off-line Be personable’ Ask for feedback, it can only help

Evangelists Allow fans to tell your story Give them as much information and

assets as possible You never know what they are going to

create for you It will be authentic because it will be in

their words

Tools to Support Evangelists

Twitter Facebook LinkedIn YouTube Blogs List is

endless!

Tips for Small Businesses Don’t be afraid to let customers talk

about you, they want to help you

So now what… Remember to

Start with a consistent message that you share on and off line

Find where your audience is by listening Share the consistent message and

engage the audience Create evangelists Measure, ask your customers where they

heard about you

Start with LinkedIn!linkd.in.com/in/lauriedell