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Helping small businesses share what they know – online
Make Your Own Door TM
Using Social Media to Increase your visibility online
Karen Emanuelson
Helping small businesses share what they know – online
Make Your Own Door TM
Flowtown.com
According to the 2010 Social Shopping Study,
50 %
conduct research online
for at least half of the purchases made
Helping small businesses share what they know – online
Make Your Own Door TM
Helping small businesses share what they know – online
Make Your Own Door TM
Today you will learn
• Social Media BEST practices for small business
• How to Make Your Own Door by creating your own
opportunities
Helping small businesses share what they know – online
Make Your Own Door TM
About Me
Karen Emanuelson
25+ years of marketing experience
Owner of Reciprocate LLC
a marketing and social media consulting firm
helping small businesses
learn to market their products and services -- online
Helping small businesses share what they know – online
Make Your Own Door TM
BEST Practices
• Branding
• Etiquette
• Strategy
• Tactics
Helping small businesses share what they know – online
Make Your Own Door TM
What is Social Media?
People
Sharing and
Having Conversations
Online
Helping small businesses share what they know – online
Make Your Own Door TM
What is Social Media?
• Connections
• Finding others who have similar likes, hobbies,
histories, and goals
• Building communities of like-minded people
• Conversations
• Two-way conversations
• Think of it as a party
• Chameleon
• Different networks have different styles
• Constantly changing
Helping small businesses share what they know – online
Make Your Own Door TM
What is Social Media?
User-Generated Content
• Blogs – WordPress, Blogger
• Video – YouTube, Vimeo
• Photos – flickr, Picasa
Networking & Sharing Sites
• LinkedIn
• Facebook
• Twitter
Helping small businesses share what they know – online
Make Your Own Door TM
BEST Practices
• Branding
• Etiquette
• Strategy
• Tactics
Helping small businesses share what they know – online
Make Your Own Door TM
Branding = Recognition
Helping small businesses share what they know – online
Make Your Own Door TM
Branding = Recognition
Helping small businesses share what they know – online
Make Your Own Door TM
Branding
Consistent
• Logo
• Colors
• Message
Helping small businesses share what they know – online
Make Your Own Door TM
BEST Practices
• Branding
• Etiquette
• Strategy
• Tactics
Helping small businesses share what they know – online
Make Your Own Door TM
Social Media Philosophy
Reciprocate
Share What You Know
Helping small businesses share what they know – online
Make Your Own Door TM
Social Media Etiquette
Giving
NOT
Receiving
Providing Information
NOT
Selling
Helping small businesses share what they know – online
Make Your Own Door TM
Social Media User Attitude
WIIFM?
What’s In It For Me?
You need to add value
Helping small businesses share what they know – online
Make Your Own Door TM
WIIFM
Helping small businesses share what they know – online
Make Your Own Door TM
BEST Practices
• Branding
• Etiquette
• Strategy
• Tactics
Helping small businesses share what they know – online
Make Your Own Door TM
Social media networking
and internet marketing
are a means to an end,
not an end themselves
Helping small businesses share what they know – online
Make Your Own Door TM
Goals
What do you want to achieve?
Example Goals:
• Increase brand awareness
• Improve Search Engine rankings
• Increase number of visitors to website
• Increase sales
Helping small businesses share what they know – online
Make Your Own Door TM
Objectives
Develop specific objectives for each goal
Objectives should be S.M.A.R.T.
• Specific
• Measurable
• Achievable
• Reasonable
• Timetable
Helping small businesses share what they know – online
Make Your Own Door TM
Objectives
Develop specific objectives for each goal
Example Objectives:
• Increase sales by 25% by 2012
• Increase traffic to website by 50% in 6 months
Objectives should not be
• 1,000 Facebook fans or
• 2,000 Twitter followers
Helping small businesses share what they know – online
Make Your Own Door TM
Identify Your Target Market
• Your Customer
• Business to Business (B2B) or Business to
Consumer (B2C)?
• Demographics
• Age
• Education
• Computer savvy
• Which social media networks or online services
does my target audience use?
• Where does my customer “hang out?”
Helping small businesses share what they know – online
Make Your Own Door TM
What is your U S P ?
Unique
Selling
Proposition
Why should customers buy from you?
Helping small businesses share what they know – online
Make Your Own Door TM
Who Visits Social Media Sites?
Helping small businesses share what they know – online
Make Your Own Door TM
Most social media networks are “free”
“Free” comes at a cost
• Time
• Initial research
• Setting up profiles
• Ongoing updates
• Effort
• Creative, informational updates
• Commitment
• Ongoing, not one time
Helping small businesses share what they know – online
Make Your Own Door TM
How do you
Make Your Own Door
using social media?
Helping small businesses share what they know – online
Make Your Own Door TM
BEST Practices
• Branding
• Etiquette
• Strategy
• Tactics
Helping small businesses share what they know – online
Make Your Own Door TM
Tactics
Which social media platform
should you be using?
Helping small businesses share what they know – online
Make Your Own Door TM
Four to Compare
• Professional, B2B
• Connect to known individuals
• Update status – strictly business
• Participate in group discussions,
answer questions, demonstrate
knowledge & “thought leadership”
• Casual, some B2C
• Add Friends; “Like” businesses
• Write on own wall or someone else’s
include personal activities & hobbies
• Conversational
• Casual, 140 characters, B2B and B2C
• Follow not-personally-known individuals
• Send “Tweets” as broadcasts
• Can send Direct Messages
• Good platform for sharing links & “listening”
• Casual, some B2C
• Can subscribe to “channels”
• Can “like,” comment & share videos
• #2 search engine after Google
Helping small businesses share what they know – online
Make Your Own Door TM
Tactic Questions to Ask
• What (value) do I plan to share?
• Knowledge
• Timely industry tips
• Tutorials
• Discounts
• Which platform lends itself best to my plan?
• How does this differ from the competition?
Helping small businesses share what they know – online
Make Your Own Door TM
• 75+ million in 200+ countries
• 33+ million in United States
• A new member joins LinkedIn every second
• Executives from all Fortune 500 companies
• Average age 43
• 54% male/46% female
• Average household income $107,278
• 77.6% College/Post Graduate
Helping small businesses share what they know – online
Make Your Own Door TM
• 24/7 Resume and Marketing Tool
• Customers
• Prospective customers
• Business partners
• Online Rolodex
• Email access
Helping small businesses share what they know – online
Make Your Own Door TM
Tips
• Complete all fields in your profile
• Use keywords
• Customize your URL
• Create a company profile
• Add products and services
• Join Groups
• Share what you know / provide value
• No spamming or hard selling
Helping small businesses share what they know – online
Make Your Own Door TM
500 million people
• Older audience
• Adults = bulk of growth in 2009 and 2010
• Reconnect with people from their past
• Learn about children and grandchildren
Helping small businesses share what they know – online
Make Your Own Door TM
• Younger audience
• May stop considering social networks cool
when parents and grandparents join
• Teens and millennials entering the work force
• May want to disassociate themselves from
past immaturities
Helping small businesses share what they know – online
Make Your Own Door TM
Study published March 2010
• Emailed survey - 13,270 customers
689 people responded
5.2%
• Launched the Facebook page and invited
everyone on the mailing list to become a fan
Helping small businesses share what they know – online
Make Your Own Door TM
3 months later
resurveyed customers
1,067
responses
(8%)
Helping small businesses share what they know – online
Make Your Own Door TM
The Results?
People who replied to both surveys & become
Facebook fans ended up being best customers
• Spent about the same per visit
• Visited 20% more often than non-fans
• Most likely to recommend Dessert Gallery to
friends
Helping small businesses share what they know – online
Make Your Own Door TM
The Numbers
283 (2.1%) of customers on Dessert
Gallery’s email list became fans within 3
months
Helping small businesses share what they know – online
Make Your Own Door TM
The Final Analysis
A business Facebook page
may not have astronomical numbers
but fans can be your best customers
Helping small businesses share what they know – online
Make Your Own Door TM
Morpace Omnibus Report
Helping small businesses share what they know – online
Make Your Own Door TM
• 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
Helping small businesses share what they know – online
Make Your Own Door TM
Why Tweet?
• Attract customers
• Retain customers
• Make contacts
• Increase brand awareness
• Research/Education
• Ideas
• Your Competition
• Listen
Helping small businesses share what they know – online
Make Your Own Door TM
Helping small businesses share what they know – online
Make Your Own Door TM
You are 53 times more likely to get on
the first page
of Google's search results
if you have video on your page
http://blogs.forrester.com/interactive_marketing/2009/01/the-easiest-way.html
Helping small businesses share what they know – online
Make Your Own Door TM
Video Ideas:
• Product demonstrations
• Before and after
• Products in use
• Provide information
• Tutorials
Helping small businesses share what they know – online
Make Your Own Door TM
• 27-year-old with
11-year-old son
• Started selling
makeup on eBay
• Created tutorial
channel on YouTube
Helping small businesses share what they know – online
Make Your Own Door TM
18 YouTube Records including:
# 2 – Most Subscribed (All Time )
United Kingdom
# 1 – Most Subscribed (All Time) Gurus –
United Kingdom
# 2 – Most Subscribed (All Time) – Partners –
United Kingdom
#74 – Most Subscribed (All Time)
# 6 – Most Subscribed (All Time)- Gurus
#26 – Most Viewed (All Time)
United Kingdom
# 2 – Most Viewed (All Time) Gurus –
United Kingdom
Helping small businesses share what they know – online
Make Your Own Door TM
What can
happen if you
Make Your
Own Door?
Helping small businesses share what they know – online
Make Your Own Door TM
How will you make your own door?
Helping small businesses share what they know – online
Make Your Own Door TM
Karen Emanuelson
www.ReciprocateLLC.com
Reciprocate. Share What You Know

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Make Your Own Door | Social Media Marketing | Reciprocate

  • 1. Helping small businesses share what they know – online Make Your Own Door TM Using Social Media to Increase your visibility online Karen Emanuelson
  • 2. Helping small businesses share what they know – online Make Your Own Door TM Flowtown.com According to the 2010 Social Shopping Study, 50 % conduct research online for at least half of the purchases made
  • 3. Helping small businesses share what they know – online Make Your Own Door TM
  • 4. Helping small businesses share what they know – online Make Your Own Door TM Today you will learn • Social Media BEST practices for small business • How to Make Your Own Door by creating your own opportunities
  • 5. Helping small businesses share what they know – online Make Your Own Door TM About Me Karen Emanuelson 25+ years of marketing experience Owner of Reciprocate LLC a marketing and social media consulting firm helping small businesses learn to market their products and services -- online
  • 6. Helping small businesses share what they know – online Make Your Own Door TM BEST Practices • Branding • Etiquette • Strategy • Tactics
  • 7. Helping small businesses share what they know – online Make Your Own Door TM What is Social Media? People Sharing and Having Conversations Online
  • 8. Helping small businesses share what they know – online Make Your Own Door TM What is Social Media? • Connections • Finding others who have similar likes, hobbies, histories, and goals • Building communities of like-minded people • Conversations • Two-way conversations • Think of it as a party • Chameleon • Different networks have different styles • Constantly changing
  • 9. Helping small businesses share what they know – online Make Your Own Door TM What is Social Media? User-Generated Content • Blogs – WordPress, Blogger • Video – YouTube, Vimeo • Photos – flickr, Picasa Networking & Sharing Sites • LinkedIn • Facebook • Twitter
  • 10. Helping small businesses share what they know – online Make Your Own Door TM BEST Practices • Branding • Etiquette • Strategy • Tactics
  • 11. Helping small businesses share what they know – online Make Your Own Door TM Branding = Recognition
  • 12. Helping small businesses share what they know – online Make Your Own Door TM Branding = Recognition
  • 13. Helping small businesses share what they know – online Make Your Own Door TM Branding Consistent • Logo • Colors • Message
  • 14. Helping small businesses share what they know – online Make Your Own Door TM BEST Practices • Branding • Etiquette • Strategy • Tactics
  • 15. Helping small businesses share what they know – online Make Your Own Door TM Social Media Philosophy Reciprocate Share What You Know
  • 16. Helping small businesses share what they know – online Make Your Own Door TM Social Media Etiquette Giving NOT Receiving Providing Information NOT Selling
  • 17. Helping small businesses share what they know – online Make Your Own Door TM Social Media User Attitude WIIFM? What’s In It For Me? You need to add value
  • 18. Helping small businesses share what they know – online Make Your Own Door TM WIIFM
  • 19. Helping small businesses share what they know – online Make Your Own Door TM BEST Practices • Branding • Etiquette • Strategy • Tactics
  • 20. Helping small businesses share what they know – online Make Your Own Door TM Social media networking and internet marketing are a means to an end, not an end themselves
  • 21. Helping small businesses share what they know – online Make Your Own Door TM Goals What do you want to achieve? Example Goals: • Increase brand awareness • Improve Search Engine rankings • Increase number of visitors to website • Increase sales
  • 22. Helping small businesses share what they know – online Make Your Own Door TM Objectives Develop specific objectives for each goal Objectives should be S.M.A.R.T. • Specific • Measurable • Achievable • Reasonable • Timetable
  • 23. Helping small businesses share what they know – online Make Your Own Door TM Objectives Develop specific objectives for each goal Example Objectives: • Increase sales by 25% by 2012 • Increase traffic to website by 50% in 6 months Objectives should not be • 1,000 Facebook fans or • 2,000 Twitter followers
  • 24. Helping small businesses share what they know – online Make Your Own Door TM Identify Your Target Market • Your Customer • Business to Business (B2B) or Business to Consumer (B2C)? • Demographics • Age • Education • Computer savvy • Which social media networks or online services does my target audience use? • Where does my customer “hang out?”
  • 25. Helping small businesses share what they know – online Make Your Own Door TM What is your U S P ? Unique Selling Proposition Why should customers buy from you?
  • 26. Helping small businesses share what they know – online Make Your Own Door TM Who Visits Social Media Sites?
  • 27. Helping small businesses share what they know – online Make Your Own Door TM Most social media networks are “free” “Free” comes at a cost • Time • Initial research • Setting up profiles • Ongoing updates • Effort • Creative, informational updates • Commitment • Ongoing, not one time
  • 28. Helping small businesses share what they know – online Make Your Own Door TM How do you Make Your Own Door using social media?
  • 29. Helping small businesses share what they know – online Make Your Own Door TM BEST Practices • Branding • Etiquette • Strategy • Tactics
  • 30. Helping small businesses share what they know – online Make Your Own Door TM Tactics Which social media platform should you be using?
  • 31. Helping small businesses share what they know – online Make Your Own Door TM Four to Compare • Professional, B2B • Connect to known individuals • Update status – strictly business • Participate in group discussions, answer questions, demonstrate knowledge & “thought leadership” • Casual, some B2C • Add Friends; “Like” businesses • Write on own wall or someone else’s include personal activities & hobbies • Conversational • Casual, 140 characters, B2B and B2C • Follow not-personally-known individuals • Send “Tweets” as broadcasts • Can send Direct Messages • Good platform for sharing links & “listening” • Casual, some B2C • Can subscribe to “channels” • Can “like,” comment & share videos • #2 search engine after Google
  • 32. Helping small businesses share what they know – online Make Your Own Door TM Tactic Questions to Ask • What (value) do I plan to share? • Knowledge • Timely industry tips • Tutorials • Discounts • Which platform lends itself best to my plan? • How does this differ from the competition?
  • 33. Helping small businesses share what they know – online Make Your Own Door TM • 75+ million in 200+ countries • 33+ million in United States • A new member joins LinkedIn every second • Executives from all Fortune 500 companies • Average age 43 • 54% male/46% female • Average household income $107,278 • 77.6% College/Post Graduate
  • 34. Helping small businesses share what they know – online Make Your Own Door TM • 24/7 Resume and Marketing Tool • Customers • Prospective customers • Business partners • Online Rolodex • Email access
  • 35. Helping small businesses share what they know – online Make Your Own Door TM Tips • Complete all fields in your profile • Use keywords • Customize your URL • Create a company profile • Add products and services • Join Groups • Share what you know / provide value • No spamming or hard selling
  • 36. Helping small businesses share what they know – online Make Your Own Door TM 500 million people • Older audience • Adults = bulk of growth in 2009 and 2010 • Reconnect with people from their past • Learn about children and grandchildren
  • 37. Helping small businesses share what they know – online Make Your Own Door TM • Younger audience • May stop considering social networks cool when parents and grandparents join • Teens and millennials entering the work force • May want to disassociate themselves from past immaturities
  • 38. Helping small businesses share what they know – online Make Your Own Door TM Study published March 2010 • Emailed survey - 13,270 customers 689 people responded 5.2% • Launched the Facebook page and invited everyone on the mailing list to become a fan
  • 39. Helping small businesses share what they know – online Make Your Own Door TM 3 months later resurveyed customers 1,067 responses (8%)
  • 40. Helping small businesses share what they know – online Make Your Own Door TM The Results? People who replied to both surveys & become Facebook fans ended up being best customers • Spent about the same per visit • Visited 20% more often than non-fans • Most likely to recommend Dessert Gallery to friends
  • 41. Helping small businesses share what they know – online Make Your Own Door TM The Numbers 283 (2.1%) of customers on Dessert Gallery’s email list became fans within 3 months
  • 42. Helping small businesses share what they know – online Make Your Own Door TM The Final Analysis A business Facebook page may not have astronomical numbers but fans can be your best customers
  • 43. Helping small businesses share what they know – online Make Your Own Door TM Morpace Omnibus Report
  • 44. Helping small businesses share what they know – online Make Your Own Door TM • 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
  • 45. Helping small businesses share what they know – online Make Your Own Door TM Why Tweet? • Attract customers • Retain customers • Make contacts • Increase brand awareness • Research/Education • Ideas • Your Competition • Listen
  • 46. Helping small businesses share what they know – online Make Your Own Door TM
  • 47. Helping small businesses share what they know – online Make Your Own Door TM You are 53 times more likely to get on the first page of Google's search results if you have video on your page http://blogs.forrester.com/interactive_marketing/2009/01/the-easiest-way.html
  • 48. Helping small businesses share what they know – online Make Your Own Door TM Video Ideas: • Product demonstrations • Before and after • Products in use • Provide information • Tutorials
  • 49. Helping small businesses share what they know – online Make Your Own Door TM • 27-year-old with 11-year-old son • Started selling makeup on eBay • Created tutorial channel on YouTube
  • 50. Helping small businesses share what they know – online Make Your Own Door TM 18 YouTube Records including: # 2 – Most Subscribed (All Time ) United Kingdom # 1 – Most Subscribed (All Time) Gurus – United Kingdom # 2 – Most Subscribed (All Time) – Partners – United Kingdom #74 – Most Subscribed (All Time) # 6 – Most Subscribed (All Time)- Gurus #26 – Most Viewed (All Time) United Kingdom # 2 – Most Viewed (All Time) Gurus – United Kingdom
  • 51. Helping small businesses share what they know – online Make Your Own Door TM What can happen if you Make Your Own Door?
  • 52. Helping small businesses share what they know – online Make Your Own Door TM How will you make your own door?
  • 53. Helping small businesses share what they know – online Make Your Own Door TM Karen Emanuelson www.ReciprocateLLC.com Reciprocate. Share What You Know

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  1. © 2006 Microsoft Corporation. All rights reserved. This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
  2. © 2006 Microsoft Corporation. All rights reserved. This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
  3. © 2006 Microsoft Corporation. All rights reserved. This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.
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