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Introduction to marketing using social media
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Marketing Your
Business
…using Social Networking
Micki Voelkel
Marketing Your
Business
…using Social Media Marketing
The Instructor
Micki VoelkelCenter for Business and Professional
DevelopmentUniversity of Arkansas-Fort Smith
The Road MapWhy?
Why do I need Social Media Marketing?
Why?
What is Social Media?*
*And why is it important?
Social Media:The platform you use to
communicate and collaborate online such as Facebook or
Twitter.
Social Networking:
What you DO with social media!
Social Media Marketing:
The use of technology to co-
create, know, like and trust.** According to John Janttsch, Duct Tape
Marketing
So?
Did You Know? 4.0Scott McLeod and Karl Fisch
65% of Businesses Surveyed plan to increase spending on social media in 2010.
T & D Magazine, February 2010
Effective Communicatio
n is strongly correlated
with meeting financial targets
T & D Magazine, February 2010
Top Reasons Companies are not implementing or Expanding use of Social Media
Limited staff or resources……………..45%
Limited knowledge……………………40%
Lack of IT support or tech…………….36%
Lack of Senior Mgmt Support……….33%
Lack of employee access ……………32%
Lack of metrics to measure………….32%
Legal Dept Restrictions……………….19%
Source: Watson Wyatt, T & D Magazine, February 2010
Your younger employees are
already communicatin
g on social networks.
So are a lot of your older employees.*
* The fastest growing demographic of Facebook users is women age 50+.
Your customers are almost certainly on social networks.
And they are already talking
about you.
Rather than asking
yourself IF you should
or should not use
Facebook or Twitter…John Jantsch
Let’s Talk: Social Media for Small Business
The question is “How can
Facebook and Twitter
help you achieve your
marketing objectives?”
John JantschLet’s Talk: Social Media for Small
Business
What?
Marketing Principles
• Product• Pricing• Placement• Promotion
According to Textbooks
Social Media Marketing
• Content• Context• Connections• Community
Generate CONTENT
You need tons of relevant, education-based, and user-generated content!
…Deliver it in CONTEXT
Information should be useful
for people.
People are starving for CONNECTION…
…to build a COMMUNITY around
People
Products
Brands
Social Media Marketing
Content
Context Connection
Community
It’s not about lead generation.
Some marketing objectives to consider…
Spread your content and
expertise to a new audience.
Network with like-minded
people.
Build a community of evangelists.
Reach new audiences in the exact way they choose to communicate.
Hear literally
everything being said
online about your
brand in real time.
Be seen as a trusted source of
information.
Social Networking
Social Search
Blogging
Hierarchy of Social Marketing
Adapted from John Jantsch
Read blogs.
Comment on blogs.
Blog.
Blogging is the foundation of the
pyramid—the doorway to all other
social marketing.
Social Search
let’s you see what people
are saying about you
NOW!
Social Search is your tool for brand management.
Social Networking: Reach out for prospects on
Facebook or other sites…
The process will frustrate if you don’t have the content and
context need met.
Micro-blogging allows for quick-tracking and
engagement.
Without content, micro-blogging can’t do as
much for you.
Two Role Models
Eat This Not That
American Manageme
nt Association
How?
I’m just one person.
How do I get started?
Step 1:Content
Update your web site frequently with
interesting, educational content.
Search the web for articles and blogs that
may interest your customers.
Start your own blog.
Update your blog frequently.
Step 2:Context
What do customers need
now?
How can they use your
information?
Step 3:Connect
Van’s
Step 4:Community
Virtual and Real
Come together
…
Social Media Marketing
Content
Context Connection
Community
OK. So now what.
FacebookBusiness
TwitterBusiness
http://business.twitter.com/twitter101
