Social Media for Small Business
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From small business networking group meeting held 11/30/2011 at Cafe Bene at intersection of Cleveland and Grand Ave. in St. Paul, Minnesota. Chris McLaren presented concepts and recommendations on how to use social media in marketing for small business.
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Social Media for Small Business
- 1. Mastermind Group Meeting
- 5. WHAT IS SOCIAL MEDIA?
- 9. Marketing continues to get more complex. The need to focus efforts on mastering and incorporating new approaches to maximize effectiveness is clear. 1990s 1999 2000s 2010 IM Email Direct Mail Telephone TV Radio Print Display Cable TV Website Search Online Display IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Webinars Affiliate Marketing Mobile Email SMS IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Contextual Wikis Social Networks Mobile Web Social DM Voice Marketing Mobile Email SMS + MMS IM Email Direct Mail Telephone TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Contextual Wikis Social Networks Mobile Web Behavioral Social Media & Ads Virtual Worlds Widgets Twitter Mobile Apps & Geolocation <1990 Direct Mail Telephone TV Radio Print Display TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Contextual Wikis Social Networks Mobile Web Behavioral Social Media & Ads Virtual Worlds Widgets Twitter Mobile Apps & Geolocation = Driven/Owned by Emerging media = Significantly affected by Emerging media Social DM Voice Marketing Mobile Email SMS + MMS IM Email Direct Mail Telephone
- 10. Social media is where the people are
- 11. Facebook is the most popular site in the world; a corresponding marketing shift is overdue
- 15. HOW CAN SOCIAL MEDIA BE USED BY SMALL/MID SIZED BUSINESSES FOR MARKETING?
- 16. How Social Media Drives Conversions Awareness Engagement How people generally experience brands in social media Seen from a measurement POV Awareness Engagement Advocacy Conversion Time 0% 100% Ratio to a conversion (example) 100,000:1 5,000:1 50:1 Advocacy Feedback Loop Conversions 1:1 Users take a desired action Buy online, live chat, contact form, whitepaper download, visit specified site content, email sign up, RSS, SMS, etc.
- 18. Cindy Bates’ Blog Business Insights e Newsletter Products on Microsoft “In” Page
- 19. Demand Generation (Partner + Customer) Social Advocacy Platform Partner Customer Feedback Loop Conversion Users take desired action Usually occurs on hubs Time 0% 100% (Org/Structure) Social Content Playbook Dashboard Performance Reporting SCRM Platform Branding
- 23. Social Media Promotions Gage Confidential. All Rights Reserved. Use to drive awareness, engagement and loyalty
- 26. HOW CAN SOCIAL MEDIA BE USED IN CONJUNCTION WITH OTHER FORMS OF MARKETING (EMAIL, ETC.)?
- 27. Think CRM Awareness Engagement Advocacy Conversion
- 31. Example mobile scenarios/actions Scenarios: Drive traffic and participation in a survey, sweepstakes, landing page, event, etc. Awareness = Prospect is aware of and/or knowledgeable about offering Engagement = Prospect acts to indicate a desire to start, continue and/or deepen information exchange Conversion = Prospect takes an action known to drive desired outcome Advocacy = Customer or influencer takes an action in support or recommendation of offering and/or your brand here Possible user actions: Value to Brand Complete a survey / enter a contest Sign up for alerts + notifications Share and/or recommend to one or more in their social network Broadcast their activity to their social net Have a public or private virtual conversation with a brand rep
- 33. For more information Chris McLaren Director, Emerging Media & Strategy Gage Marketing Group Phone: 763-595-3855 [email_address] http://about.me/cmclaren1 Twitter: @cmclaren1
Notas del editor
- In Web 2.0 terms, this would be a website that doesn't just give you information, but interacts with you while giving you that information. This interaction can be as simple as asking for your comments or letting you vote on an article, or it can be as complex as Flixster recommending movies to you based on the ratings of other people with similar interests.
- In Web 2.0 terms, this would be a website that doesn't just give you information, but interacts with you while giving you that information. This interaction can be as simple as asking for your comments or letting you vote on an article, or it can be as complex as Flixster recommending movies to you based on the ratings of other people with similar interests.
- In Web 2.0 terms, this would be a website that doesn't just give you information, but interacts with you while giving you that information. This interaction can be as simple as asking for your comments or letting you vote on an article, or it can be as complex as Flixster recommending movies to you based on the ratings of other people with similar interests.
- In Web 2.0 terms, this would be a website that doesn't just give you information, but interacts with you while giving you that information. This interaction can be as simple as asking for your comments or letting you vote on an article, or it can be as complex as Flixster recommending movies to you based on the ratings of other people with similar interests.
- While Google is not going to become obsolete overnight, the trend is now distinctly movingaway from Google's area of domination and toward the social media marketplace. Products like Facebook are emerging as platforms which can displace your need for a web site (why build a web site when all you need is on their platform?) or even email. Their referral networks have the ability to be more powerful than a generic web search when you seek information. And by tying you together with others like you, they can probably move you to products and buying locations you really want faster than a keyword Google-style search. BNet.comheadlined &quot;How Facebook Intends to Supplant Google as the Web's #1Utility,&quot; and it just might happen - as we see users are increasingly spending more time on Facebook than Google (see chart) Source: Silicon Alley Insider
- Defining the field of inquiry
- Advocacy platform Partner / Franchisee social media activation Social Media promotions Curation Branded outpost build and asset publishing Implement a Social Media Marketing System (SMMS) Non-Branded Social Media engagement / ROI tracking (aka social CRM) SEO backlinking campaign for Travel Leaders website Syndicated “Chat” Facebook and TL.com connect with agents Travel blogging / influencer campaigning
- Illustrating what is meant by brand community.
- In Web 2.0 terms, this would be a website that doesn't just give you information, but interacts with you while giving you that information. This interaction can be as simple as asking for your comments or letting you vote on an article, or it can be as complex as Flixster recommending movies to you based on the ratings of other people with similar interests.
- Illustrating the symbiotic relationship between conversion events and other forms of value generated through social media marketing. Explain how conversion still matters and ought to be thought of as central, key indicator of effectiveness. From a tactical POV, social media should be thought of as capable of delivering all four value types – because in fact, it does.
- Illustrating the various common metrics and how they tend to fit into the high level categories illustrated on previous slide.
- Website: http://www.microsoft.com/business/ MM Facebook SMB Facebook Twitter SMB LinkedIn – Products Page on Microsoft “In” page YouTube (Microsoft Small Business)
- Social Content Playbook Social Widgets Dashboard Design Social Activation for Partners Facebook: “Ask A Partner” Application Facebook: Promotion (Customer) Facebook: Promotion (Partner) Facebook: Custom UX implementation Social Advocacy Platform Dashboard Design Demand Generation / Awareness Building
- In Web 2.0 terms, this would be a website that doesn't just give you information, but interacts with you while giving you that information. This interaction can be as simple as asking for your comments or letting you vote on an article, or it can be as complex as Flixster recommending movies to you based on the ratings of other people with similar interests.