© 2013 watermelon mountain web marketing 1 jan zimmerman, author web marketing for dummies social...
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© 2013 Watermelon Mountain Web Marketing
1
Jan Zimmerman, AuthorWeb Marketing for Dummies
Social Media Marketing All-in-One for DummiesWatermelon Mountain Web Marketing
[email protected] 505-344-4230
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What are niche social media Why use them How to select the right social
media for your business How to measure your success What to do when things aren’t
working
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Tools that extend your social reach
Sites that reach specific target markets
Sites that specialize in specific activities
Your own social media channel
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Casting a wide net to catch your target market
Branding Building relationships Improving business processes Improving search engine ranking Selling when opportunity arises Saving money on advertising
Decide which goal(s) apply to you Quantify objectives for each one Go after niche markets one at a time
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Bookmarking StumbleUpon, Delicious, Google.com/bookmarks Specialty Bookmarks, e.g. book recommendations
Social Media Chiclets & Share Buttons Addthis.com, ShareThis.com
Social News Digg, reddit, google.com/news
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Choose social networks that match your demographic target
Try to choose social networks that enable you to syndicate content
Fish where your fish are
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Research social networks first. Check demographics, site usage, and reputation Read reviews with tips on how to use each site
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Site Name URL What it Does
Alexa and Quantcast www.alexa.comwww.quantcast.com
Rank traffic and demographic data
Mashable www.mashable.com Presents social media news and tips
Practical eCommerce www.practicalecommerce.com/articles/2932-18-Social-Networks-for-Entrepreneurs
Lists 18 social networks for entrepreneurs
Social Media Today http://socialmediatoday.com/amzini/306252/social-networking-growth-stats-and-patterns
Compiles statistical sources
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Lurk Quality of dialog Quality of posts Quantity of posts compared to the number of
registered users
Assess Responses Ratio responses to posts (look for at least 2:1) Quality of responses: relevance, tone Quantity of viral sharing (e.g. retweets)
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Smaller than the big social networking sites
If users fit the demographics of your clients – you will make a bigger impact
Become a big fish in a small pond – you become the expert rather than getting lost on the bigger sites
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Business networks are a growing segment of social networks
These are good for soft selling and referrals
Never underestimate the power of a referral
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https://plus.google.com/116675178962448870958
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http://www.linkedin.com/pub/ellen-cline/4/a94/a17
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B2B Choose industry- or interest specific
social networks by searching online. The social network should: Be large enough to support your investment Attract new users
Vertical industry sites, other than shopping, are particularly appealing for B2B marketers
Use adroit maneuvering to intersect with sales cycle
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http://www.tripadvisor.com/
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http://www.yelp.com
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http://sciencestage.com/arrayit
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Social Shopping Reach consumers interested in buying Users enjoy latest product reviews,
real-time deals, and product news Be careful with Daily Deal sites
As a retailer you should: Track results Customize social profiles (i.e., a
sporting goods store might promote camping gear on a social network for backpackers)
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http://www.kaboodle.com/reviews/cupcake-laptop-sleeve-9
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http://www.groupon.com/deals/revolution-bakery-1
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Use demographics to determine your niche markets Age Gender Location Income Education
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http://www.makemesustainable.com
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http://www.mybbwo.com
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http://santafenm.citysearch.com/profile/6961909/santa_fe_nm/blue_corn_cafe_brewery.html
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Use multiple sites, such as Pinterest and Flickr, that share the same activity type
Users will generally focus on only one of these
Multiple sites with the same activity type will increase search engine ranking
Keep it simple! Use RSS to automatically update other services with the same content
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http://www.pinterest.com/weswendesign/
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http://www.meetup.com/nmtechscene/
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https://www.foursquare.com/pageonebooks
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http://www.ramonafarmersmarket.ning.com
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Google analytics Identify traffic arriving to your site from social media
services through referral reports. Some social networks such as Ning, Meetup, and
Google + offer easy Google Analytics integration
Key performance indicators e.g. traffic, sales, conversions, downloads, etc. Tagging Links Use a URL shortening tool for statistics URL shorteners, such as Tiny.ly, offer real-time
statistics to track traffic generated from specific links.
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https://www.google.com/analytics/web
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Your social presence can’t be found Inappropriate match between channel and
audience Poor content Lack of audience engagement Remember the four P’s of marketing!
Product Price Position Promotion
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Understand your social media goals Conduct Social Media Market Research by
industry sector Asses Audience Involvement Choose minor social communities
strategically targeting your market’s demographics
Make business connections online Integrate social media & web metrics to
track results
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Presentation & Handouts available at http://www.watermelonweb.com/marketingresources.htm
Watermelon Mountain Web Marketing 505-344-4230 [email protected]
© 2013 Watermelon Mountain Web Marketing 38