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Social Media For Small Business
Leverage It Or Get Left Behind
So, Are You Ready?
Who is @MichaelBowers?
District Center Manager for Ohio SBDC at Columbus State since 2002
SBDC State Star for Ohio in 2007
Won the SBA Innovation and Service Center of the Year for Ohio and SBA Region Five in 2007
Won the State of Ohio SBDC Innovation Award 2011
Striving to accelerate the growth of entrepreneurship and small business innovation. #RunNerds Marathoner. What's worth doing is worth doing for 26.2!
Ohio SBDC
An experienced & award winning team providing no-cost, one-on-one business management advice
with four centers to serve you at one location:
Specialty Centers
Ohio SBDC Manufacturing CenterOhio SBDC International Business Center
Ohio SBDC Latino Center
The Ohio SBDC at Columbus State
Where is the Ohio SBDC at Columbus State
Advised 1,087 Small BusinessesConducted classes for over 1,500 attendeesFacilitated $4,804,950 in loans / investment
capitalAssisted in the creation or retention of 617
jobs 51% of SBDC clients are women owned 36% of SBDC clients are minority owned
2012 SBDC Activity
SBDC Business Assistance
Business Start-Up ~ BizStartNow, a three week intensive program covering the specifics of business start-up and operation ~ No Charge
Topic Specific Small Group Advising ~ Topic specific content delivered to small groups of business owners to help them quickly address pressing needs ~ No Charge
One-On-One Business Advising ~ SBDC Certified Business Advisors work one-on-one with the business owner to address the specific issues that will take the business to the next level ~ No Charge
Slides Available at Ideas2Deals.com
No Stupid Questions
(Although I will talk & Tweet about you afterwards)
I love you all it just may not seem like it (Tough Love)
Ground Rules
What Are We Doing Today?
Discuss the strategic development of a social media strategy.
Discuss the various social media platforms and how to best leverage these to reach your goals.
Discuss how using Social Media will help you get your ideas to spread and reach customers.
Discuss how use Social Media to reduce marketing costs
How to manage time to best implement a social media strategy
It’s All About The Story…
What’s Your Story?
On The Top Of The Evaluation Form
Write ONE Thing You Want To Learn Today
Social Media Tools Without Strategy.
Why Did We Start With Social?
Seth Godin, Getting Your Ideas To Spread
There are so many options and media now that are competing for
consumers’ attention that it is easy for them to ignore traditional
“Push” advertising
Traditional Advertising Won’t Work
Be Remarkable
Key To Success…
Being Good Is Easy To Ignore
Being Safe Is Bad
Want To Hear From You
Want To Ignore You
Work The Edges
Earn Attention Of People That Want To Talk To You
Build Trust With Them
They Will Share With Their Friends
Key To Success…
The Power of Digital
Why Participate?
Marketing is changing
The need to spend money on push advertising is diminishing
“Word Of Mouth” is a click away
Your customers are on-line NOW!
You must be there too if you are going to reach and sell your customers.
If you are not there you can bet your competition is
Why Participate?
What Social Media Can Do For You
Improved Marketing outreach.
Marketing cost savings.
Improved customer flow.
Improved impact
Better Results!!!
I am not a technical person. I know less about programming and
computers than anyone.
I just know how to push buttons and I have a pretty cool phone.
Anyone Can Do Social Media!
Social Media Done Right…
Social Media is Strategic
Social Media Done Right…
“In preparing for battle I have always found that plans are useless, but planning is indispensable.”
- Dwight D. Eisenhower
Words of Wisdom…
Social Media is not the TOOLS
Social Media is the strategy and the story behind the tools
Using Social Media!
Lead
Don’t Push
Social Media Done Right…
Through “Engagement” You will create “Fans” that will follow you and buy from
you
Social Media Done Right…
Social Media Is Simple…
Just Moving People Around the Internet
Building Activity ~ Prospecting
Goals ~ What do you want to achieve?Platforms ~ Where are your customers? This will determine where you should be.Promotion~ How are you going to promote and engage?
Three Steps in SM Development
Social Media is about Building a “community” of
people interested in what you do.
Do You Remember Community?
Strong ValueStrong Story
Strong Engagement
If You Build It Will They Come
Your Website
Where The Magic Happens
This is where the magic happens and by magic I
mean SEO and CONVERSION.
Your Website Is Critical
Your Website Is Critical
Ohio Growth Summit
Your Blog
Your Story
Thought Leadership
Your Expertise
Your Value
Your Blog
Content Drives Traffic.
Your Blog
The Blog Allows You To Tell The
Story…
Content Marketing
Content Marketing means creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat buyers.
The type of content you share is closely related to what you sell; in other words, you’re educating people so that they know, like, and trust you enough to do business with you.
via www.copyblogger.com
Content Marketing
You have to create content ~ Get in the habit of writing
Embrace Brevity ~ Not everything is a 5,000 word manifesto. Remember your content will probably be read on a 3 inch screen
Keep it simple ~ This isn’t English class. Write to your audience.
Content Marketing
Most important
Be Helpful
Content Marketing
What Is Your Content
Strategy?
Ideas To Deals Blog
Embed Video For Content
Write Content ~ Answer Questions
Social Media Tools
You Don’t Buy Drills You Buy
Holes
Social Media Tools
Focus on the outcome, the desired result, not
the tool
E-Mail Marketing
E-Mail Marketing
With Social you can’t really know if people saw your message.
With email at least you know it went to their email box and you can track
opens.
E-Mail Marketing
E-Mail Marketing
Email marketing only works if you have a quality list to send to.
Build a consistent deliver pattern and provide value
Engagement
Visual
Easy
My Personal Facebook Page
facebook.com/SBDC.Columbus
facebook.com/ohiogrowthsummit
facebook.com/ohiogrowthsummit
facebook.com/ohiogrowthsummit
Be sure to direct people to your page and ask for the
“Like”
Facebook.com/SBDC.Columbus
FaceBook Tips
You can schedule your updates, pictures and videos but be sure to interact and
respond.
Engagement!
FaceBook Tips
140 Characters
“Lead” people to where you would like to go.
Twitter.com/MichaelBowers
twitter.com/OHGrowthSummit
twitter.com/Ohio_SBDC
Great for business to business activity.
Big in job seeking and full of people considering entrepreneurship
LinkedIn Profile
Linkedin Groups
People like Visual
Great way to draw attention
Google owns it…Google Likes It!
YouTube
www.youtube.com/ohiosbdc
www.youtube.com/ohiosbdc
www.youtube.com/ohiosbdc
www.youtube.com/ohiosbdc
You Tube Interviews
YouTube Interviews
YouTube Interviews
Vine ~ 6 Second Video
Goggle +
Goggle+
Goggle+ Hangouts
• Pin from your website so when people find it they will click back to your site.
• Add your business name and address to your photo so when people find it and pin it they see your information.
• Create pinboards for various topics your customers are interested in and looking for.
• Participate ~ Pin things you like and people will follow
Visual Social Sharing
Visual Social Sharing
Why Instagram?
• Instagram launched as an iPhone app in Apple's App Store on October 6, 2010.
• By December 2010, Instagram had one million registered users.
• By July 2011, Instagram users had shared over 100 million photographs. It reached 10 million registered users in September that year.
• The number had hit 30 million by April 2012.
Check-In Tools
Why Foursquare
• Foursquare has had over 3 billion check-ins• Foursquare sees 2,000 check-ins per minute• 60% of Foursquare's 25 million users are
male• 41% of Foursquare users are between the
ages of 25 and 34• 60% of Foursquare users are male• More than 2/3 of active Foursquare users post
tips
Check-In Tools
Why Yelp
• Yelp had 22MM reviews on its network in September 2011, an increase of 66% over September 2010
• A one-star increase in Yelp rating leads to a 5-9% increase in revenue
• Yelp had a monthly average of 84 million unique visitors in Q3 2012
• By the end of Q3 2012, Yelpers had written more than 33 million rich, local reviews
• Yelp's mobile application was used on 8.2 million unique mobile devices on a monthly average basis during Q3 2012
Check-In Tools
Why Google+ Local
• 59% of consumers use Google every month to find local businesses
• 20% of searches on Google are related to location.
• 67% of Android users used Google Maps apps in the past 30 days
Social Media Tools
You Don’t Buy Drills You Buy
Holes
Social Media Tools
Focus on the outcome, the desired result, not
the tool
You can manage your sites from a single tool.
You don’t have to go to each site and it doesn’t take that
long.
SM Management
Hootsuite.com
Hootsuite.com
Buffer.com
Be Sure You Are Listening
Listen With Twitter Search
Listen With Google Alerts
Listen With A Reader ~ RSS
Listen With Hootsuite
Final Thoughts (Almost Done)
Be Strategic. What do you Want to accomplish?
Always Think Community
Engage, Engage, Engage
Final Thoughts
Be Heavy on Content
Don’t Push, Lead
Final Thoughts
Be Patient.
Social is a long term strategy that will build long term client/customers
Create Small Successes.
Final Thoughts
Create Value
Final Thoughts
Where Am I?
E-mail [email protected] SBDC http://www.sbdccolumbus.com/Blog http://www.ideas2deals.com/Twitter @MichaelBowers and @Ohio_SBDCFacebook https://www.facebook.com/michael.bowers
https://www.facebook.com/SBDC.Columbushttps://www.facebook.com/Ideas2DealsGoogle + http://gplus.to/MichaelBowersPinteresthttp://pinterest.com/michaelbowers/LinkedIn http://www.linkedin.com/in/mbowers030
Do or Do Not…
There Is No Try!
If You Choose to Participate…
The Ohio SBDC at Columbus State
p. 614-287-5294
www.SBDCColumbus.com
