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Monique Pouget's SCORE Business Mentors presentation about leveraging Social Media for your small business. Includes 5 tips for building a Social Media strategy, examples of Facebook, Twitter, YouTube and LinkedIn strategies, monitoring tools, and an example about Farmer Ray's Social Media strategy.
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The Business Owner's Media Mogul Manual: A Strategic Plan to Leverage Web-Based Technologies
January 21, 2011
Presentation Overview
• Social Stats Worth Reviewing• Leveraging Social Media Strategies
– Facebook – Twitter – YouTube– LinkedIn
• Monitoring Tools• An Example: How Social Media Saved Farmer Ray• Closing thoughts
Social: The New Search
1. 69% of consumers are more likely to use a local business it if has information on a social networking site.
2. Gen Now (tech-savvy consumers all age groups):• 93% usage rate for Facebook• 56% find local business info via companies’
Facebook fan pages• 55% seek peer referrals & recommendations• 75% are likely to use local businesses
recommended
Source: “TMP Directional Marketing and 15Miles: Bridging the Gap, From Search to Sales, Local Search Usage Study” September 2010
Who Says Small Businesses Can’t Do Social?
Leveraging Social Media Strategies5 Tips to Success
Leveraging Social Media Strategies5 Tips to Success
• Step 1: Research
Source: http://www.seomoz.org/dp/pro-webinarsocial-media-strategies
Leveraging Social Media Strategies5 Tips to Success
• Step 2: Construct a Strategy– What are our business goals?
– What do we want social media to do for our
business?
– What will we attempt to reach these goals?
– What metrics will we use to measure our success?
– What will we consider an acceptable ROI?
Source: http://www.seomoz.org/dp/pro-webinarsocial-media-strategies
Leveraging Social Media Strategies5 Tips to Success
• Step 3: Find a Social “Brand Champion”
Leveraging Social Media Strategies5 Tips to Success
• Step 4: Identify Channels of Value
Source: http://www.seomoz.org/dp/pro-webinarsocial-media-strategies
Leveraging Social Media Strategies5 Tips to Success
• Step 5: Measure Properly
Source: http://www.seomoz.org/blog/the-social-media-marketers-seo-checklist
Powerful Facebook Stats
Source: http://www.facebook.com/press/info.php?statistics
Customers Use Facebook
Powerful Facebook Page
Other Ideas for Facebook
• Facebook only privileges
• Post about local community events that pertain to your customers, industry, or business
• Ask your fans questions about what they want to see
• Update fans about businesses happenings
• Add photos from “behind the scenes,” events, or products
• Build relationships with fans by engaging with them
Use Twitter for Customer Service
More Twitter Customer Service
• Use Twitter to respond to Customer Service Inquiries
Proactive Online Conversations
When Negative
• Address publicly
• Remember: Responses and posts are public – you may not convert unhappy customer, but you can positively influence first-time visitors
• Don’t delete unless spam or cannot be solved
Single negative brand mention:
Public response: not accepting blame, but trying to help the customer privately
YouTube
YouTube
YouTube Videos
• Create 60-120 second video spots
• Optimize video descriptions for target keywords
• Build business YouTube channel & add videos
• Pull in video to homepage and/or blog
• Have video template already created with branded header and footer graphic
• Submit video sitemap to Google
• Videos from YouTube have a good chance of co-ranking or out-ranking news video search rankings
YouTube
Tracking YouTube
• Cut-off mark for high-converting leads is 2:00
• Adwords calls cost around $150 per call while the YT/Video costs about $50 per call for the same period
• The YT/Video channel continues to attract new subscribers and visitors, so it's growing and generating more calls, with the only investment being the addition of new content.
Bing Organic
Affiliates Google Organic
Yahoo Organic
Adwords Direct to Site
Youtube/Video
Google Local
Pay Per Call
0:00:00
0:28:48
0:57:36
1:26:24
1:55:12
2:24:00
2:52:48
3:21:36
Avg Call Duration by Traffic Source
2:00:00
• LinkedIn Facts– LinkedIn has more than 90 million members in
over 200 countries around the globe.– A new member joins LinkedIn approximately
every second, and about half of our members are outside the U.S.
– Executives from all Fortune 500 companies are LinkedIn members.
• Use LinkedIn to:– Manage the information that’s publicly available about you as
professional– Find and be introduced to potential clients, service providers,
and subject experts who come recommended– Create and collaborate on projects, gather data, share files and
solve problems– Be found for business opportunities and find potential partners– Gain new insights from discussions with likeminded
professionals in private group settings– Discover inside connections that can help you land jobs and
close deals– Post and distribute job listings to find the best talent for your
company
Monitoring Tools
search.twitter.com
Hootsuite
google.com/alerts
blogsearch.google.com
Google Alerts
Monitoring Tools
Recap of Tools & Resources
• search.twitter.com
• Hootsuite.com
• google.com/alerts
• blogsearch.google.com
How Social Media Saved Farmer Ray
Source: “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010
Situation:
Mercy for Animals releases video showing undercover footage depicting cruelty to animals.
Farmers were outraged that it was an unfair representation.
How Social Media Saved Farmer Ray
Source: “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010
Response:
Farmer Ray Lin fought back.
Started blog with stories and pictures about his farm …
How Social Media Saved Farmer Ray
Source: “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010
Response:
Farmer Ray Lin fought back.
Started AgChat foundation to train farmers on how to use social media …
How Social Media Saved Farmer Ray
Source: “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010
Response:
Farmer Ray Lin fought back.
Launched AgChat Facebook fan page …
How Social Media Saved Farmer Ray
Source: “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010
Response:
Farmer Ray Lin fought back.
Launched AgChat Twitter profile …
How Social Media Saved Farmer Ray
Source: “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010
Response:
Farmer Ray Lin fought back.
Launched AgChat YouTube channel …
How Social Media Saved Farmer Ray
Source: “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010
Response:
Farmer Ray Lin fought back.
Launched AgChat Linkedin Group …
How Social Media Saved Farmer Ray
Source: “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010
Response:
Farmer Ray Lin fought back.
Held first AgChat conference in August …
How Social Media Saved Farmer Ray
Source: “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010
Moral of the Story:
• Farmer Ray Lin has built a vibrant online community.
• Farmer Ray Lin is prepared.
• He’s now setting the ground rules.
• He has support when there’s a crisis.
Closing Thoughts
Engage in Online Conversations
• Even though you can’t control what’s being said about your business, doesn’t mean it can be ignored
• The conversation will happen online whether your company is paying attention or not
• Better to pay attention…and respond!
Questions?
