© 2013 watermelon mountain web marketing 1 self-assessment tool what’s your current comfort level...

© 2013 Watermelon Mountain Web Marketing1

Self-Assessment Tool

What’s Your Current Comfort Level with Social Media?

Please start filling out the Self- Assessment handout.

If you want your form back, please put your name on it.

Presented to the New Mexico Professional Chapter of the Association for Women in Communications

January 9, 2013

Albuquerque, NM

© 2013 Watermelon Mountain Web Marketing2

Jan Zimmerman, AuthorWeb Marketing for Dummies

Social Media Marketing All-in-One for DummiesWatermelon Mountain Web Marketing

[email protected] 505-344-4230

Establishing goals and objectives for your social media activities

Identifying your target markets and which social media they use

Managing your social media marketing plan

Determining the return on your social media investment

© 2013 Watermelon Mountain Web Marketing 3

© 2013 Watermelon Mountain Web Marketing

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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!

Commonly Used Social Media


Pros of Using Social Media

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


Social Media Technologies Help You

STAYTOP of MIND


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

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


Where Social Media Fits Into Your Business

Operations

Management & Hiring

Marketing

& Sales

Accounting & Finance

Planning

Online Marketi

ng

Social Media


What an Online Marketing Mix Looks Like

SEO (natural search marketing) Social

Media

Blog

Web site

E-news

letter

PPC Ads

Press releases

Paid Banners


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



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Create A Social Media Marketing Plan

15 minutes to complete the handout

Can do for your own business or select a problem from the ones on the table

Please work in teams of 3 if possible

Let’s Take a Break


Take Advantage of Scheduling & Syndication Tools Save time Organize content See results of

communications on a dashboard

Efficient reporting of results


HootSuite


Managing Your Social Media Schedule Schedule your social media time Use project management software if

you’re not already using it Create a social media activity calendar

Google CalendarYahoo! CalendarMozilla Lightening


Use a Social Media Activity Calendar Assign tasks in the calendar Use the reminder tools Make social media time a regularly

scheduled, repeat event


Yahoo! Calendar


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Measuring Your Performance Monitor traffic on web, blogs,

and some social media Track appearances Quality less important than

QuantityRecencyFrequency

Conversion rate: what action did visitors perform?


SocialMention.com


Google Alerts


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MarketingGrader.com


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Google Analytics Dashboard


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Compare Sources for Sales & Leads


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Return on Investment: ROI


Gain from investment - Cost of investment Usually expressed as % over time

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ROI Calculator

www.frogloop.com/care2blog/2010/6/21/social-network-roi-calculator-update.html


For More Information Presentation & Handouts available at

http://www.watermelonweb.com/marketingresources.htm

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


© 2013 watermelon mountain web marketing 1 self-assessment tool what’s your current comfort level...

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