1.
Jump Start Your Small Business
Using Social Media

2.
Our discussion today:
• Why social media works for small
businesses
• How to listen first before launching
your campaign
• How to create a social media
strategy
• What elements make up a
successful campaign
Does your business currently have social media included in your 2013 plan?
a. Yes b. Not yet, but planning to c. No plans in 2013

3.
Presented by
• Brenda Arndt
Social Media Manager - Deluxe
Brenda has 12+years in small business
and corporate eMarketing.
Facebook.com/deluxecorp
@deluxecorp

4.
Social Media – Why the Buzz?

5.
The landscape

6.
Will Social Media Work For You?
• People buy from
you for your
expertise, social
media will help your
expertise become
more well known.

7.
How Do You Get Started?
1. Listen first
2. Create a Strategy and a
plan before jumping in
3. Create a profile that helps
people verify your
legitimacy

8.
How Do You Get Started?

9.
Where Do You Get Started?
• Yelp http://
www.yelp.com/minneapolis
• Twitter http://www.twitter.com
• Facebook Pages http://
www.facebook.com/pages/
• Blogging
• http://wordpress.com/
• http://www.typepad.com/
• YouTube http://www.youtube.com/
• LinkedIn Company Page
http://www.linkedin.com/company/ad
d/show
• Pinterest https://pinterest.com
/join/signup/
• Google+ https://plus.google.com/

10.
Sample Strategic Plan
Identify Objectives
•Restate your objective so that it is “SMART” (specific, measurable,
attainable, realistic, and time-based)
•Tie your objectives back to your overall company goals
Objective Tie to your overall goals
Increase “client” base by 10% in next 6 To make money and to stay in business
months, recruit new “clients”, draw traffic to
website
Keep the local community updated on To increase the number of new “clients”
happenings, discounts, events in increase
sales by 5% in the next month
Understand how “clients” use social media To stay connected with clients and provide
and monitor what “clients” are saying about better customer service
your company increasing client engagement
by 20% year over year

11.
Create Your Strategy
• Identify Audience
– Who do you need to reach to meet your objective? Why this
target group?
– Is this a target group identified in your company’s
communications plan?
– What key points do you want to make with your audience?
– What social media tools are they currently using?
– Where do those people live online?
– Do you have a built-in community, or do you need to create one?

12.
Create Your Strategy
Turning Strategies into Actions, Find & Follow, Listen & Learn
Build A Listening Dashboard
If I told you that you could listen
in on your customers and
prospects?
Would you listen?
What type of impact do you think a listening platform would
have on your business?
a. Respond to Reviews d. Brand Monitoring
b. Customer Service e. Not sure what a listening
c. Reach out to Prospects platform is

13.
Build A Listening Dashboard
13

14.
www.google.com/accounts/NewAccount

15.
www.google.com/alerts

16.
Google Blog Search

17.
RSS
• RSS (Real Simple Syndication) allows you
to subscribe to any website that has one
of these in the address bar. You can
then track every site you’re subscribed to
without having to go to each individual
site.

18.
www.google.com/reader

19.
Build A Listening Dashboard

20.
https://twitter.com/search-advanced

21.
www.YouTube.com

22.
www.socialmention.com

23.
Current Social Media Inventory
• Sample Summary of Existing Online Presence
• Facebook
• Page established
• Lack of consistent activity, maintenance, management
• Twitter
• No presence
• Blog
• No presence
• Yelp
• Listing established
• Issues with listing, management at less than 1 hour/week

24.
Sample Strategic Plan
– Facebook
• Purpose: To increase recognition, increase social
engagement, establish online social network, searchability
• Metrics for Success: “Likes”, shares, comments, comments
that are referrals

25.
Sample Strategic Plan
– Twitter
• Purpose: Increase recognition, increase engagement,
stablish network, establish brand, searchability
• Metrics for Success: Followers, Retweets, referrals

26.
Sample Strategic Plan
– Blog
• Purpose: Increase recognition, increase engagement,
searchability
• Metrics for Success: Number of posts, audience growth,
comments/likes, subscribers, SEO improvements, referrals

27.
Ideas for Content
Testimonials
Giving back
to your
community
Events
Specials

28.
Create Your Strategy
Who will implement?
– Can you allocate a minimum of five hours per week to your
strategy once you've passed the learning curve?
– Do you have the most efficient work flow and tasks in place?
– Do you need any outside expertise?
– Will your work depend on any other resource or person?

29.
Guidelines
• Be transparent and state where you work
• Never represent yourself or your organization in a
false or misleading way
• When disagreeing, keep it appropriate and polite
• Behave diplomatically if writing about competition
• Never comment on anything related to
legal matters
• Never participate in social media when the topic
being discussed may be considered a crisis
situation
• Be smart about protecting yourself, your
privacy, and your company’s confidential
information

30.
What Do You Take Away?
• Put a plan in place before you jump in
• Your blog or website should be the center of your
social marketing efforts
• Establish a consistent habit of posting, and stick to
it
• Mix up your content types
• Integrate, integrate, integrate
• Use calls to action to entice people to stick around
• Keep an eye on what people are saying about you
and your competitors

31.
Above all, remember…..
32

32.
The author is responsible

33.
Questions?
Brenda Arndt
Social Media Manager, Deluxe Corporation
Brenda.Arndt@deluxe.com
@deluxecorp
Facebook.com/deluxecorp
YouTube.com/deluxecorporation
linkedin.com/company/deluxe-corporation