American Business Women’s Association October 23, 2014 Albuquerque, NM © 2014 Watermelon Mountain Web Marketing 1 Jan Zimmerman, Author Web Marketing for

American Business Women’s Association

October 23, 2014Albuquerque, NM

© 2014 Watermelon Mountain Web Marketing 1

Jan Zimmerman, AuthorWeb Marketing for Dummies

Social Media Marketing All-in-One for DummiesFacebook Marketing All-in-One for Dummies

Watermelon Mountain Web [email protected] 505-344-4230

Establishing goals and objectives for your social media activities

Identifying your target markets and which social media they use

Which social media are best for which purposes Managing your social media marketing plan Determining the return on your social media

investment


What Makes A Medium Social?

It’s Two-Way! Communications tool for listening Starts conversations Encourages people to pass it on Finds ways to travel on its own Invites comments and feedback It’s a monolog - not a dialog - until

someone responds!


Where Social Media Fits Into Your Business

Operations

Management & Hiring

Marketing

& Sales

Accounting & Finance

Planning

Online Marketin

g

Social Media


Commonly Used Social Media


Facebook


facebook.com

Twitter


twitter.com

LinkedIn


linkedin.com

Pinterest


pinterest.com

Google +


plus.google.com

Instagram


Instagram.com

YouTube


youtube.com

Meet-upmeetup.com



Social Media Strategy Lead

GenerationCustomer

LoyaltyBranding

Sell Products

AdvertisingBusiness Process

SEO

Facebook

Twitter

LinkedIn

Pinterest

Google +

Instagram

YouTube

Meet-up

Goals for Social Media

Cast a wider net for leads Branding Build relationships & customer loyalty Improve business processes Improve search engine ranking Sell when opportunity arises Save money on advertising Mostly free (except for labor)


What an Online Marketing Mix Looks

Like…

SEO (natural search marketing)

Social Media

Blog

Web site

E-newsletter

PPC Ads

Press Releases

Paid Banners


Cons of Using Social Media

Hard to reach target markets to find qualified prospects

Hard to gain visibility, especially on major social media channels

Very time-consuming: respond 2X posts

Better as destination than as a source

Most are better for branding than sales

B2C using social media aren’t there to buy, but to communicate with friends

B2B make different use of social media Still need a website or blog as online hub


Planning Your Social Media Campaign

It’s better to use 1-2 channels well than to use many poorly

Rule of thumb: 2 hours/week/channel Take advantage of existing resources and skills Match your channels to your goals and audience Establish baseline frequency and stick with it Supplement with other online and offline

marketing (e-newsletters, direct mail, events, press releases, etc.)


Exploring Your Target Market Online

Find Competitors

Results from keyword search Go to Google.com and search Demographic Research

Quantcast.com Alexa.com


Take Advantage of Scheduling & Syndication

Tools Save time Organize content See results of communications

on a dashboard Efficient reporting of results


HootSuite


hootsuite.com

Measuring Your Performance

Monitor traffic on web, blogs, and some social media

Track appearances Quality less important than

Quantity Recency Frequency

Conversion rate: what action did visitors perform?


Google Analytics


google.com/analytics

Return on Investment: ROIGain from investment - Cost of investment Usually expressed as % over time


For More Information Presentation & Handouts available at http://

www.watermelonweb.com/resources

Watermelon Mountain Web Marketing 505-344-4230 [email protected]


Documents

American Business Women’s Association October 23, 2014 Albuquerque, NM © 2014 Watermelon Mountain Web Marketing 1 Jan Zimmerman, Author Web Marketing for