Develop a Social media Strategy for Your Business

www.agileinternetmarketing.com

Developing a Social Media Plan for Your Business

Kevin BurkeAgile Internet Marketing

www.agileinternetmarketing.comNew England Business Expo

October 28, 2010

Agile Internet Marketing –Kevin Burke

• President – Agile Internet Marketing

• Helping small and medium sized businesses grow via the Internet

• We provide Search Engine marketing, Optimization, Link Building, PPC, Social media and Press Release services

• Active in Internet Marketing for over twelve years

Social media definition

• The premise of social media marketing and PR is engaging the consumer in conversation in a way that provides mutual benefit.

• From:Marketing Sherpa• 2009 Social Media and PR Benchmark Guide

What is Social Media?

1. Public Relations

2. Customer Service

3. Loyalty Building

4. Collaboration

5. Networking

6. Customer Acquisition

7. Content Distribution

Develop a Plan

• Identify what you are trying to accomplish: Objectives

• Identify your options

• Create a plan

• Build a system for measuring

What are the options?

• Facebook

• Twitter

• Linkedin

• YouTube

• Slideshare

• Blogs

Not Your Kids Facebook• 1) The 35-54 year old demographic is growing fastest

• 276.4% growth rate

• 2) The 55+ demographic is the second fastest• 194.3% growth rate

• 3) The 25-34 year old demographic doubles every 6 months

• 4) There are more females (55.7%) than males (42.2%) on Facebook • 2.2% are of unknown gender.

• 5) College crowd 18-24 year olds remains largest • at 40.8% • down from 53.8% six months ago.

Face the Facts

• Is Facebook right for you?• Largely consumer driven• Not an “engineering/purchasing” destination• More activity than Google• Insure your presence

Create Your FB Page

• Identify your objectives

• Brand awareness

• New client acquisition

• Client loyalty

• Who will view your page?

• What do you want your page to say about you?

• How will you engage your audience

• Incentives, contests, promotions, relevant technical content

Promote Page?

• Join Groups – New feature• Offer discounts• Add SM icons to email signature• Add icons to website “Join us on Facebook”• Email marketing • Old school – mailings – cards – handouts

Social Media Icons

Promote on Signature

Kevin BurkePresidentAgile Internet MarketingPhone: 508-625-0150Cell: 508-320-2625www.agileinternetmarketing.comMy blog: www.agileinternetmarketing.com/blogFollow me on: Linkedin and Twitter

• Who uses Linkedin & Why?

• Business professionals • LinkedIn promotes:

• business intelligence

• business development

• creation of business relationships

• conversation• networking

Your Linkedin Profile

• Create your account

• Build your online profile - Completely

• Summarize your expertise

• Build your community

• Request Recommendations

• Give Recommendations

• Integrate blog

• Upload presentations

• Join and engage in relevant groups

Join Groups –Contribute

Group Discussions

Group Updates

Group Sales Spam (Splam)

LinkedIn Network Updates

Basic LinkedIn is Free - $ Upgrades

Twitter is a free social networking and

micro-blogging service that enables its users to

send and read other users' updates known as

tweets. Tweets are text-based posts of up to

140 characters, displayed on the user's profile

page and delivered to other users who have

subscribed to them

(known as followers).

„What has your attention?“

(„What are you doing?“)

• Monitoring & Customer Service

• Market research• Emotional bond

B2C, B2E, E2E

Business Uses

Personal

„What‘s the latest news (about that

company)?“

• PR / Corporate communications

• Demonstrate expertise by sharing knowledge

Business Uses

Informational

„What are you missing?“

Promotional

Business Uses

• Channel for new form of promotion

• Organise / Promote Events

„Fresh bread just out of oven now“

Automatic

• Data Push and Automated Interaction with Customers / Customer Systems

Business Uses

Search for Information

Measure Activity via bit.ly

Twitter Resources & Tools

www.tweetdeck.com

www.hootsuite.com

www.seeismic.com

http://twitter.grader.com/

www.hashtags.org

www.wefollow.com

http://business.twitter.com/twitter101

bit.ly

Blogging

How to Distribute Your BlogEmail Campaign

Twitter

Facebook

Other Blogs

Social Bookmarking Sites

Other (links)…

Blog Posts

Multiple benefits

• Freshness of Content for Search Engines• Push content out to your network• Increase website visitors• Valuable assistance - education• Establish your authority• Assist existing customer base

GEO Location Social Media

• If Twitter is “what are you doing now” then Geolocation is “what are you doing next….where are you going and where are you now”

• FourSquare and others adding geo capabilities• Yelp is adding GEO as well• Be more concerned with Google Places and

Reviews

Where do I begin?

Develop a Status Report

• Where are you now?– Any presence on major SM sites?– Status of present website?– Do we have or can we develop quality content?

Overall Strategy

• Before anything…look at your overall Internet Strategy to see where SM should fit– State and importance of website– Optimization– efforts– PPC– Local search– Email marketing– Social Media? Time-budget-expectations– SM should be a PART of strategy

Who are we trying to reach?

• Where are your customers and prospects– Spa – Facebook?– Plastic Molder – Linked In

What is the message?

• Are we pushing specials and discounts?• Offering valuable advise and expertise?• Engineering assistance?• Establishing ourselves as an authority?• Branding?

Prospecting?

• Do we want to “prospect” – Linked In?• Market intelligence– What are your competitors doing and saying?– What are YOUR customers saying?– Do we want to use SM for our own research?

Manpower Assessment

• Who is going to do all this work?– Who is the SM champion?– One person or multiple– Who controls the “message”– Who monitors activity– Who determines success?

Planning

• Establish Identity across all platforms• Concentrate on where your customers are• Use all online and offline avenues to promote– Website– Email signatures– Email marketing– All print materials– Business cards

Planning

• Content is still king• Join Groups– LI and Facebook and Twitter– Join in, converse, monitor, determine if group is

relevant and active

Planning

• Tweet a little – get comfortable – listen• Get Conversant• Define Objectives - Measure and Adjust– Web Analytics– Facebook fans?– LinkedIn follower?– New customers – Customer retention?– Brand recognition

Remember social media is

Social.

Engage, share, support and then promote.

Develop a Social media Strategy for Your Business

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