The document discusses social media marketing and provides an overview of key concepts. It defines social media as online tools like blogs, social networking sites and microblogs that allow users to connect and share content. The benefits of social media marketing for businesses include audience reach, interactivity and flexibility. The document then covers topics like setting up social media accounts, creating a social media calendar, using tools like Facebook, Twitter and LinkedIn for marketing, and integrating social media into an overall marketing plan.
2. What is Social Media ?
What is “Social Media”?
Networking Online
• Making New Contacts • Utilizing Online Tools
• Building Relationships
Building Relationships – Blogs
– Adding Value – Social Sites (Facebook)
– Trust and Credibility – Micro Blogs (Twitter)
– Email
• Leveraging the Network
h k
– Aggregation sites
– Business
– Entertainment • Benefits
– Charity – Audience Reach
– Interactivity
– Flexibility
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3. Why Social Media for Business?
Why Social Media for Business?
• Communication Channel
– Flexible Communication
– Incredible Reach
– High Interactivity
• How does it equate to revenue?
– Direct Revenue
• Ads, products and subscriptions
– Indirect Revenue
• Generate leads and referrals
– Build Attitude, Trust and Credibility
• Monitor and Manage the Brand
– Customer service
– Public relations
ub c e at o s
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4. The Value of Networking
The Value of Networking
• Making ONE solid
Making ONE solid
connection
YOU Networking
Contact
• Links you to HUNDREDS
of potential connections
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5. The Value of Online Social Networking
The Value of Online Social Networking
• Links you to THOUSANDS of
p
potential customers….Repeatedly!
p y
• Making ONE solid
connection
Networking
YOU
Contact
Contacts are
“Opt‐In”!!!
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8. Nothing New
Marketing Basics
Audience Objectives
• Segment the Market • Awareness
– Geographic – Change level of awareness
– Demographic
– Psychographic • Attitude
– Behavioral – Modify audience perception
• Priorities and Needs
o t es a d eeds • Behavior
• Buying Behavior – Generate specific action
Message
Show Value Differentiate Close
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9. The Social Media Process
The Social Media Process
The Social
The Social Set Up
Set Up Add Value
Add Value
Media Plan Accounts with Content
• Audience, • Choosing the • Sticking to the
Objectives, right titles, URLs, message
Message email and • Frequency and
• Choosing the usernames Timing
Right Tools
Ri ht T l • Li ki
Linking accountst •MMessage Mix
Mi
• RESOURCES • Using Social • The Media
• Integrated with Media Tools Calendar
Marketing
Marketing • Campaigns
Campaigns,
Message connecting and
interacting
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10. Social Media Tools
Social Media Tools
Primary Tools Accessories
• Social Networks • Email
– Facebook, LinkedIn, MySpace, • Web Site
Meet‐up
ee up
• A
Aggregation Tools
i T l
• Content Sites – Hootsuite, TweetDeck,
– YouTube, SlideShare, Ustream FacebookConnect
• “Status” Networks • Bookmarking
– Twitter, Foursquare – Delicious
• Blogs – Shareaholic
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11. Facebook
• Primary Marketing Objectives
– Broadcast Advertising to build brand
– Information Resource Site
• Friend Page
– Personal page
– Friends
d
• Can see personal info and posts of friends and their friends
• “Like” a business fan page to see their content on your news feed
• Fan Page
Fan Page
– Business or organization page
• Admin has personal account
– Fans “Like” your page
• Can only see fan page
• Can’t see Admin personal page or other fan info
The GOAL is to get your fans to share your message across their network!
g y f y g
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12. Why do They Follow
Why do They Follow
1. 40% want to receive discounts and promotions
2.
2 37% want to show support for the brand/company
37% want to show support for the brand/company
3. 36% hope (want) to get free samples, a coupon (a.k.a. freebies)
4. 34% want to stay informed about the activities of the company
5. 33% want to get updates on future products
6. 30% want to get updates and information on future sales
7.
7 27% like to get fun and entertainment out of it
27% like to get fun and entertainment out of it
8. 25% want to get access to exclusive content
9. 22% mentioned they were referred by someone to follow this
brand/company
10. 21% want just to learn more about the company
The top‐10 reasons why consumers follow a company on Facebook
Posted January 11, 2011 by Ralph Paglia
http://socialmediatoday.com/ralphpaglia/260439/top‐10‐reasons‐why‐consumers‐following‐company‐facebook
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Copyright 2012 Sigma College of Small Business, Inc.
13. LinkedIn
• Primary Marketing Objective
Primary Marketing Objective
– Relationship Selling
• More Professional, Career Site
,
– Connections and Links
– Access people through direct connections
• Complete Profile
l fl
– History of jobs is searchable
– Recommendations
• Business Page
– People can link to your business
p y
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14. Twitter
Be Relevant in 140 Characters
• Primary Marketing Objective
– Attitude Improvement
– Reach
• “Followers”
Followers
– Not as personal as Facebook
– Easy to un‐follow
– Use “Lists”
• “Tweet” your Message
• Replies and Re‐tweets
Replies and Re tweets
– Important part of being effective
– Build Credibility – Add Value
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Copyright 2012 Sigma College of Small Business, Inc.
15. Blogging
• Primary Marketing Objective
– Attitude – Expertise and Credibility
– “The Draw” – Content that draws people
• Content and linking
– Provides searchable content that is updated
d h bl h d d
– Value of content drives traffic
• Use to build expertise and credibility
– Link back to yours and network sites
Link back to yours and network sites
• Personal or company blog
– Who do you want to brand
• Free v Hosted
Free v. Hosted
– Free good for content
– Hosted recommended for
more interactive blog
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16. Setting Up Accounts
g p
• What and Who are You Promoting
– Business v. Personal
l
– Company or Product Brand
• Titles, URLs, Usernames and emails
– Identifiable to you or company
Identifiable to you or company
– Short and concise
– Common across media
• Setup Accounts
– Setup username in all potential accounts
• Reserves even if immediate use is unlikely
• Customize to Brand
• Initial Entries
Initial Entries
– About, Introduction, First Article
– Recent “Writings”
• Linking Accounts
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17. The Social Media Calendar
The Social Media Calendar
• Build consistent, credible messaging
, g g
• List “post‐worthy” events and information
– Events, products, community, education
– Create campaigns
• Set number of associated posts and base
message
• Write posts
– Write out the actual post with any links
p y
– Adjust timing
• Schedule and post
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18. Social Media Tools
Social Media Tools
• Aggregators
– Manage multiple streams
– See and post to Twitter
See and post to Twitter,
Facebook, LinkedIn, etc…
– Tweetdeck Hootsuite
Tweetdeck, Hootsuite
– Schedule functionality
• Share Tools
Share Tools
– Add social links to web site
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19. Social Media Marketing 101
Social Media Marketing 101
• Social Media is a Very Effective Marketing Tool
Social Media is a Very Effective Marketing Tool
• Build it into Your Marketing Plan
– Audience Objectives Message
Audience, Objectives, Message
– Plan the time and resources
– Use the best tools for your business
Use the best tools for your business
• Interact and Communicate
– Comment Retweet Reply
Comment, Retweet, Reply
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