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Social Media for Small Business
Southeastern Oklahoma State UniversityCenter for Regional Economic
Development
Page 2
Technology is Changing the Communications Market
35 years
26 years
15 years
13 years
6 years Broadband
What is Social Media?
Wikipedia defines social media as media for social interaction, using highly accessible and scalable communication techniques. Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue.
As a marketing tool, Facebook is here to stay. Many people give up as they don’t get the desired result immediately, i.e. a huge increase in sales. However, consider marketing on Facebook as a step by step process: you first build trust, traffic and eventually – sales.
Examples of Social MediaCommunication• Blogs:
– Blogger, ExpressionEngine, LiveJournal, Open Diary, TypePad, Vox, WordPress, Xanga• Microblogging:
– FMyLife, Foursquare, Jaiku, Plurk, Posterous, Tumblr, Twitter, Qaiku, Google Buzz, Identi.ca Nasza-Klasa.pl
• Location-based social networks: – Foursquare, Geoloqi, Gowalla, Facebook places, The Hotlist
• Social networking: – ASmallWorld, Bebo, Bloomfire, Cyworld, Diaspora, Facebook, Hi5, Hyves, LinkedIn, MySpace, Ning,
Orkut, Plaxo, Tagged, XING , IRC, Yammer• Events:
– Eventful, The Hotlist, Meetup.com, Upcoming• Information Aggregators:
– Netvibes, Twine (website)• Online Advocacy and Fundraising:
– Causes, Kickstarter Wikipedia
•It took 13 years to sell 100M Sony Walkman’s
•It took 3 years to sell 100M iPods
•The iPhone sold 1M units in just 74 days!
If Facebook were a country, it would be the 3rd largest on Earth (est. 2004)
More ExamplesCollaboration/authority building• Wikis:
– PBworks, Wetpaint, Wikia, Wikimedia, Wikispaces• Social bookmarking (or social tagging):
– CiteULike, Delicious, Diigo, Google Reader, StumbleUpon, folkd• Social Media Gaming:
– Empire Avenue• Social news:
– Digg, Mixx, NowPublic, Reddit, Newsvine• Social navigation:
– Trapster, Waze• Content Management Systems:
– Wordpress, Drupa, Plone• Document Managing and Editing Tools:
– Google Docs, Syncplicity, Docs.com, Dropbox.com• Collaboration:
– Central Desktop Wikipedia
More ExamplesMultimedia• Photography and art sharing:
– deviantArt, Flickr, Photobucket, Picasa, SmugMug, Zooomr• Video sharing:
– sevenload, Viddler, Vimeo, YouTube, Dailymotion, Metacafe, Nico Nico Douga, Openfilm
• Livecasting: – Justin.tv, Livestream, OpenCU, Skype, Stickam, Ustream, blip.tv, oovoo
• Music and audio sharing:– ccMixter, Pandora Radio, Last.fm, MySpace Music, ReverbNation.com,
ShareTheMusic, The Hype Machine, Groove Shark, SoundCloud, Bandcamp,Soundclick,imeem.
• Presentation sharing:– scribd, SlideShare
Wikipedia
More ExamplesReviews and opinions• Product reviews:
– epinions.com, MouthShut.com• Business reviews:
– Customer Lobby, Yelp, Inc.• Community Q&A:
– Askville, EHow, Stack Exchange, WikiAnswers, Yahoo! Answers, Quora, ask.com
Entertainment• Media and entertainment platforms:
– Cisco Eos• Virtual worlds:
– Active Worlds, Forterra Systems, Second Life, The Sims Online, World of Warcraft, RuneScape• Game sharing:
– Kongregate, Miniclip, Newgrounds, Armor Games Wikipedia
Overwhelmed Yet???
Don’t be! There are NO reasons for you to apply every social media outlet to your business – with new social media programs emerging everyday, it isn’t possible.
How do you decide which social media outlets will work best for your business?
• Research– Determine where your customers are networking
and utilize that social media to your advantage– You may need to join several networking sites to
reach as many customers/clients as possible– Facebook is by far the most popular social
networking site, but if your customers aren’t there you are wasting your time
The Keys to Social Media Marketing
In order to have the most success with social media, you have to understand that you cannot apply your typical sales strategy to social media.
LISTENING & CONNECTING are the keys to social media marketing success.
How do you begin?
You’ve already done your homework and have decided which social media outlets will benefit the most customers……
Now it is time to register and begin your prosperous journey through the world of social media.
Two Most Popular Social Media Sites
Facebook pages can:
• Create brand awareness• Strengthen and create loyalties• Build marketing efforts• Generate and manage events
Facts about Facebook:• More than 500 million active users • 50% of active users log on to Facebook in any
given day• Average user has 130 friends• People spend over 700 billion minutes per
month on FacebookFacebook Statistics
Five Steps to Build a Facebook Business Page
1. Assign an employee to manage the page2. Determine a social media procedure and
messaging structure3. Create compelling and interesting content
that isn’t always about you4. Engage and interact with fans5. Publicize the page
Hernandez
• Twitter connects businesses to customers in real-time. Businesses use Twitter to quickly share information with people interested in their products and services, gather real-time market intelligence and feedback, and build relationships with customers, partners and influential people. From brand lift, to CRM, to direct sales, Twitter offers businesses a chance to reach an engaged audience.
Twitter – Best Practices
Build your following, reputation, and customer's trust with these simple practices:
• Share. Share photos and behind the scenes info about your business. Even better, give a glimpse of developing projects and events. Users come to Twitter to get and share the latest, so give it to them!
• Listen. Regularly monitor the comments about your company, brand, and products.
• Ask. Ask questions of your followers to glean valuable insights and show that you are listening.
• Respond. Respond to compliments and feedback in real timeTwitter
Twitter – Best Practices Continued
• Reward. Tweet updates about special offers, discounts and time-sensitive deals.
• Demonstrate wider leadership and know-how. Reference articles and links about the bigger picture as it relates to your business.
• Champion your stakeholders. Retweet and reply publicly to great tweets posted by your followers and customers.
• Establish the right voice. Twitter users tend to prefer a direct, genuine, and of course, a likable tone from your business, but think about your voice as you Tweet. How do you want your business to appear to the Twitter community?
Twitter – From 0 to 90,000,000 tweets/day in 4 years
Common Mistakes Businesses Make with Social Media
• No Consistency – be consistent, present and responsive, or don’t do it at all
• No Plan or strategy for social media• It Takes Time to see a return on your social media efforts• Permanent Ink – everything you write on social media
sites are public and may be searchable forever• Response Time – customers expect a response to a
query within a short amount of time. Do not be slow to respond or not respond at all
Fry
How Do Influencers Spread Content?• Email to friends and associates• Share via social networking sites (Facebook, MySpace,
LinkedIn)• Vote up at social news portals (Digg, Reddit,
Newsvine, Mixx, Propeller)• Link to from Blog posts and comments• Discuss at forums and groups• Spread via word-of-mouth directly to colleagues and
contacts• Link to on their websites• Broadcast via multimedia (video, podcasts)• Mainstream media (TV, radio, newspapers,
magazines)
Facebook + Business = Success
Innovative Uses with FaceBook
Set up your FaceBook Page
