This 2-1/2 hour presentation covers an introduction to marketing in social media for small business people. It covers Facebook, Twitter, LinkedIn, with a brief intro to geo-location services & deal sites.

1. SOCIAL MEDIA FOR
SMALL BUSINESS
Karen Pelletier Marketing Consulting
www.marketing-consultant-k-pelletier.com
Twitter: @kjpelletier
Facebook: kjpelletier
LinkedIn: http://www.linkedin.com/in/karenjpelletier

2. My Background
30 years experience in marketing; I am NOT a programmer
Karen Pelletier
Marketing Consulting

3. Housekeeping
• Turn cell phones to vibrate
• Slides available by going to
− Twitter.com > Search on #scoresocmedsem > click on link OR
− Go to my homepage and download the pdf file OR
− Text 90210 / scorecv

4. How Many of You…
• Are B2C marketers? B2B?
• Use social media personally?
− Checked out online reviews before booking a hotel or trying a new
restaurant?
− Have read reviews of a product online before purchasing?
• Use social media for your business?

5. What I want you to get out of this seminar
• Why you need to embrace social media
• A feel for the social media universe
• A basic understanding of The Big 3 and what they can do
for business
• An understanding of how to evaluate alternatives given
your business’ objectives

6. What Is Social Media?
• Web and mobile based sites that people are using to
participate, create, share, discover, bookmark, argue &
debate
• Powerful communication channel that values authenticity
and useful content

7. Why Should You Be In Social Media?

8. 1 - Reach

9. Your Customers Are There
% of the age group that currently has a profile page
on a social networking site
80%
76%
68%
63%
45%
31%
15%
12 - 17 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 +
Source: Arbitron 2011

10. 2 - Opportunity to Engage with your Fans!

11. 3 - You can be very targeted
Fashion
Music

12. 4 - Ratings & Reviews Matter

13. This Holds for All Categories
Category Purchased Number of information % of shoppers influenced
sources used by the before the point of purchase
typical shopper
Automotive 18.2 97%
Technology / Consumer Electronics 14.8 92%
Voters 14.7 95%
Travel 10.2 99%
Over-the-Counter Health 9.8 78%
Consumer Pkg Goods, Grocery 7.3 61%
Consumer Pkg Goods, Health, 7 63%
Beauty, Personal Care
Quick Serve Restaurants 5.8 72%
Banking 10.8 91%
Insurance 11.7 94%
Credit Card 8.6 81%
Investments 8.9 89%
Source: Google Shopper Sciences, Zero Moment of Truth Industry Studies, US, April 2011

14. 5 - Search Engine Optimization
• Both Google & Bing use
social mentions (FB &
Twitter) in their search
algorithms
• Your website will be
displayed right next to
blog postings and reviews

15. 6 – It’s Effective for Lead Generation
Both B2B and B2C
HubSpot: 101 Marketing Charts & Graphs

16. 7 - Reputation Management
• People are talking about you online, whether you are
there or not
Domino’s Pizza Crisis
• Being involved in social media gives you the opportunity
to respond before there’s a crisis

17. If you do nothing else…
Monitor what’s being said about your company or brand
• Set up FREE Google Alerts
• Do periodic searches on YouTube & Twitter
• If you have a restaurant or hotel monitor the review sites
− Expedia, Orbitz, Travelocity, etc.
− Trip Advisor, Urban Spoon, Open Table, etc.

18. 8 - Market Research &
Opportunity for Customer Involvement

19. 9 - Competitive Research

20. Why Jump In Now?
• Learn now… future changes will only make things easier
and more intuitive
• It’s an opportunity to connect with your customers
• Cost effective (though time intensive) way to market
your business

21. Overview of the Social Media Universe
• Blogs
• Sites like Facebook, Twitter & LinkedIn
− There are millions of SM sites
• Geo-location & Deal Sites
• They all interact
− Choose your HUB (social media page or website)
− Drive traffic to your HUB
− Create strong CTAs

22. Content is the Magnet!
• What you want is for people to spread your message or
content by “sharing”
• To encourage sharing,
your content must
− Be useful, entertaining
or both!
− Answer questions
your readers may have
− Be clear & concise
− Be EASY to share
Source: Angela Maiers

23. “Repurpose” your content in many forms
• Blog articles
• Videos
• White Papers
• Webinars
Promote your content in social media

24. Blogging Drives Leads

25. Always include an Image in your blog post
• If you include an image in your blog post, when it’s shared
it will show up with the thumbnail of your image
− Makes it more likely that people scanning their page will read it

26. The Big 3
750 MM Users
350 B Tweets/Day
130 MM Users

27. Why Facebook?
Facebook includes
It’s like a parallel universe to the
• Pages -- a place to engage
Internet, only it’s
• Ads & Deals • focused on your brand
• Apps • more customer oriented
• all info in 1 place
• E-commerce
• Analytics A lot of ways to engage!

28. Your Goals on Facebook
Be found by people searching for your product/service
Promote your business by
• Getting “fans”
− Get people to click your “Like” button
• Getting your “fans” to interact with you
− That spreads your content to your fan’s friends
− Enables you to build a community around your brand or company
− Promote your content and events
Generate leads for your business

29. FB Fans are customers looking for
Deals, News, Exclusives and Community

30. FB Profile vs. Page
FB Profile is Your Own personal page
• You must have your own Profile page to set up a business
page
FB Page is a business page
• 6 business “types” to choose from
• The “type” you choose dictates the content in the info
section

31. Components of a FB Profile
Avatar
Source: Hubspot, How to Use
Facebook for Business

32. Sample Profile

33. To Create your FB Page
• Choose a name that your customers will recognize
− Search to see if the business name you want is available
• At the bottom of your personal profile page click on
“Create a Page”

34. Select the Type of business

35. Can have multiple
FB Page administrators
180 x 540
pixels
Key
Branding
Opportunity
Tabs

36. Importance of Fans to Sharing

37. Discussion & commentary increases the probability
that it will show up in your fans’ news feeds

38. Landing (Welcome or Reveal) Page
• This is what your visitors see BEFORE they Like you
• Purpose is to convert visitors into Fans
• Incent them to click “Like” by offering exclusive
content!
• Use a strong CTA

39. Another Great Call to Action (CTA)

40. The Info shown here is
Info Tab determined by the “Type” of
business you chose
The avatar
is consistent
throughout
all pages of
your site

41. Reviews
Tabs

42. Other Tabs
Be as creative as you want! You can create any type of tab
• Our Team with photos and names
• Upcoming Events
• Your Opinion Counts (polling or review apps)
• Videos: demonstrations or your customer’s videos

43. Programming
• Facebook uses iFrames to organize the elements on the page
− The content of the frames
resides on your website server
− You can do it yourself or use a web
development firm to create your branding
element and set up your pages for you
− If you use a content management system
to manage your website you should be able
to use it to update your FB pages

44. Post as yourself or your business
• By going up to Account you can go around FB and post as your self,
or as your business
• If your goal is to promote your business and get fans, post as your
business,
− Just make sure it’s not spam (too self promotional)
• You can “Comment” on others’ posts

45. Your Content
• What content does your target market want?
− Inside peak
− Information that’s of value
− Exclusive deals
• The goal is to make it content that your fans will want to share
• Try to adhere to the 80/20 rule helpful content/promoting your product

46. Create an Editorial Guideline
• How frequently are you going to post
• What types of media you are going to use
• Will you post 3rd party content that you think is of value
• Create Signature Experiences that your target will value
− Zappos’ fan of the week
− Social Media Examiner’s Expert Friday
• Reply policy
• How you will handle negative posts/comments
• Ratio of helpful content to promotion (80/20)

47. Don’t post
anything you
wouldn’t want
to see on the
front page of
the NY Times

48. Social Plug-ins
• Use Twitter, LinkedIn &
your website to drive
traffic to your FB page
• Go to
http://developers.faceb
ook.com/docs/plugins/
to copy code to place
on your website

49. FB for Business

50. FB Ads
• You can target
− Fans
− Your Fans’ Friends
− Interests
− Geography
− Even your competition!

51. Hilton example

52. Facebook Deals
• Clicking on a deal shows up in your friends’ newsfeeds

53. Why should you pay for an Ad?
• You can always post “deals” on your wall for your fans
• If you pay for a FB ad, you get the ability to
− Target your ad to people beyond your fan base
− Target by interest, geography, demographics
− Get robust Analytics

54. Facebook Insights

55. Best FB Video Tutorial
http://www.socialmediaexaminer.com/fbvideo/

56. Questions?

57. T
w
i
t
t
e
r
v
e
r
s
e

58. • Called a micro-blog
− 140 character limit
• Like a Headline News service
− You scan it quickly
− Post only if you have something of value to share (via a link)
− If there is something that peaks your interest you click on the link
• No one wants to know what you had for breakfast!

59. Ways to Use Twitter for Business
• Drive people to your Hub (website or FB page)
• Use Twitter Search to monitor your brand, industry, competition
• Use your Twitter “Favorites” as a list of testimonials
− http://twitter.com/USERNAME/favorites
• Build relationships by providing info that’s of value
• Promote your blog, content, specials, sales or events
• Customer service
− User Twitter Search to respond to mentions of your company
− Speed really impresses the customer!

60. What Type of Account Should You Set Up
Personal or Business?
Represents your company as a whole Establishes your personal brand
• Keep your customers up to date on events • Network, build relationships
• Promote sales, specials, etc. • Promote blog articles, content, events,
• Promote recent blog articles etc.
• Update customers on products and services
• Provide customer service
User name = Company name User name = name; namecompany;
nameindustry; companyname
Avatar = your company Logo Avatar = your picture

61. To Use Twitter
• Go to Twitter.com
• Set up a FREE account
• Select your user name & upload your avatar
• Fill out your profile. Describe who you are so that people will
want to follow what you have to say
− Include links to your website, other SM accounts
• Your Twitter feed will be empty until you write a tweet or select
people to follow
− Their tweets and your tweets will show up in your feed
• Find people to follow
• Get people to follow you
− Put Twitter buttons on your website and all your marketing material

62. Manage your interactions

63. Twitter Page Search
Promoted
Tweets

64. Components of a Tweet 140 Characters
User name Hash tag
Link to web page, URL shortener. Twitter also will
automatically shorten your links.
Avatar An @mention
Ask for the RT
Make it consistent When used at start of
across all SM accts message it’s like an
address

65. Other Twitter Resources
• How to Use Twitter for Business: An Introductory Guide,
HubSpot
• Twitter For Beginners, Social Media DIY Workshop
• Twitter Grader (free)
• Tweet Deck (free)

66. Questions?

67. A great source for B2B

68. Social Media for B2B
Business people are using social media
• 86% of Technology Buyers engage in some form of social
activity for work purposes.
Source: It's Time For Tech Marketers To Go Big With B2B Social Media Strategies, by Kim Celestre on July 20, 2011

69. How to Use LinkedIn for Business
• Establish a network
− Upload contacts from Outlook, hotmail, gmail, etc.
− Invite them to become a part of your network with a personalized
invitation
• Search for your target customers
− People with the job title & company you want to target
− Save your people searches by creating alerts
− Browse your networks’ networks
− Join Groups
• Make direct contact with key people

70. LinkedIn Profile
• Fill out your Profile completely
− Compelling headline & summary
• Optimize your profile to be found
− Use your keywords to describe your website links
• Marketing Consultant for marketing-consultant-k-pelletier.com
− Link to your other SM accounts
• Apps
− Travel & Events
− Amazon reading list
− SlideShare
− Blog links
− Polls

71. LinkedIn Profile
LinkedIn’s “Groups” are a
powerful way to grow your
network and spread a message.
Like Facebook, LinkedIn
now has a wall that drives
“likes” and comments (as
well as traffic).

72. LinkedIn Business Page

73. Create a LinkedIn Business Page
http://www.linkedin.com/companies?trk=hb_tab_compy
You must have
a personal profile

74. Join Groups in your industry
• Follow the discussions
• LinkedIn Answers
− Answer questions, add value where you can
− Become a “go to” source in your field
• If there is no relevant group you can create one

75. Some final observations on the
social media world

76. New Apps and Sites Emerge Daily

77. Google+
• Clean design interface
• Integration with other Google products including search,
gmail, docs, Picasa
• Circles
• 10-way video chat
• Will be rolling out business pages shortly

78. Daily or Group Deal Sites

79. Use Extreme Caution

80. Groupon Example The consumer will judge
50% off dinner for 2 the value in terms of the
Retail Value $50/person retail price
Groupon keeps 50% of the
revenue
Consumer
pays $25
Restaurant gets
$12.50
Revenue Cost

81. When Does A Group Deal Make Sense?
When you are looking to
• Generate trial
• Clear out old inventory
• Schedule the timing of a deal to eat up excess capacity,
and you can net ≥ your marginal cost
• Capitalize on upsell opportunities to make the total
transaction profitable
• Capture names for email or social media marketing

82. Which Site to Use?
Do some research to determine which ones offer the best
terms and ability to reach your target market
• Terms, economics, and control vary by site
− As the space becomes more competitive you will be able to get
better terms
− Put time constraints on your offer to protect yourself
• Some sites may be very targeted to your niche or industry
− Daily Gourmet & BiteHunter for foodies
− Yuupon & TripAlertz for travel
− Doggyloot
− RapidBuyr for B2B

83. Deal Site Checklist
• Understand what your objectives are
− Bring in NEW users
− Reward current customers
• Who’s your target market and what would interest them
• Run the numbers
• Make sure the “fine print” protects you
• Think about the impact on perceived value for the money
− Are these deal customers likely to come back and purchase your
product at full price?
• Track the results

84. Track
• How many buyers are new customers?
• Did they spend more than the voucher or coupon
amount?
• How many of these new customers came back and how
much did they spend?
• What was the breakage (people who bought the deal but
didn’t redeem it)?

85. Summary

86. When creating your social media plan
Figure out what’s right for you and your business
• B2B or B2C?
• What is your marketing objective?
• Who is your target customer?
• Where are they (geographically)?
• Where does your customer hang out online?
− Find them and listen in on the conversation for a while
− Follow influencers, blogs
− Participate when you can be helpful
− Are there any Industry vertical networks that would enable you to
most efficiently reach and engage with your target market?
• Brainstorm on how best to engage with them

87. Homework
• Log onto Twitter.com and create an account if you don’t
have one.
• Do a Twitter Search #scoresocmedsem
− Download this presentation
• Create a Tweet: How helpful was this seminar to you?
Rate it on a scale of 1 – 5.
− 1=not helpful at all; 5=extremely helpful.
− put the hash tag, #scoresocmedsem in your tweet
• Do a couple of Twitter searches on your industry. Find 5
people to follow.

88. Questions?