social media strategies for small businesses

www.lcra.org

Social Media Strategies for Small Businesses

April 7, 2010

www.lcra.org

Social media isn’t a conversation. It’s where the conversation takes place.

www.lcra.orgThink Social Media Is a Fad?

It’s a Revolution!

www.lcra.orgBenefits of Social Media

• It’s FREE!• Builds deeper relationships• Increases brand awareness • Broadens your network• Helps SEO• Increases website traffic• Can help reach journalists/media• Empowers fans to be viral

ambassadors for your brandSource: Social Media for Tourism Pros

www.lcra.orgBasic Social Media Strategy

• Incorporate into existing marketing & PR plans

• Listen to the conversation• Review and analyze what you learn• Engage if and when it makes sense• Monitor and adjust• Measure results

Source: Social Media for Tourism Pros

www.lcra.orgSocial Media = Biz Cocktail Party

• Business cocktail party– Meet people and

start conversations– Answer questions

and help others– Ask questions and

trust others’ advice

• Social media– Become a member

of the “community”– Add value to the

community• Ask and answer

questions– More effective than

live cocktail parties• No boundaries of

time or space• Other people can

listen in easily

Source: HubSpot

www.lcra.org

Common Social Media PlatformsFacebook, Blogs, & Twitter

www.lcra.orgWhat Is Facebook?

• A social networking service that allows users to connect to friends and colleagues

• Post updates. Share links, photos, and videos

• Can comment on others’ activity• Well over 250 million active users

– Fastest growing demographic is 35 years old and up

– Over 8 million users become fans of pages each day

• Remember: Personal profiles are for people, not businesses. Develop a fan page instead.

Face

book

www.lcra.orgWhat Is Facebook?

www.lcra.orgFacebook Benefits to Biz

• Low cost• Engage with fans of your business

page• Fans receive your updates and can

upload comments, photos, and video• When fans engage you on your page,

their activity shows up in their friends’ streams– This can prompt others to check out

your page and your business!

Face

book

www.lcra.orgFacebook Benefits to Biz

• Can incorporate content from other social media platforms– Ex: blog posts, updates from Twitter,

pictures from Flickr, videos from YouTube, etc.

• Targeted advertising opportunities (cheap too!)Fa

cebo

ok

www.lcra.orgWhat Is a Blog?

• Online journals with entries (or posts) in reverse chronological order

• Readers can leave comments for the author on blog posts– Readers and author can interact via

these comments• A place to store detailed

information/content about your business– Link to this content from Facebook &

Twitter

Blo

gs

www.lcra.orgBlogs

www.lcra.orgBlog Benefits for Biz

• Low cost• Increased website traffic• Increased credibility and trust• Increased profits• Engage in casual dialogue with

customers• Increased visibility in search rankings• Be seen as an expert

Blo

gs

www.lcra.orgWhat Is Twitter?

• Free social networking and micro-blogging site that allows users to send and read messages known as “tweets”

• Tweets can have no more than 140 characters & are delivered to the author’s subscribers, known as “followers”

• 44 million + users– 72.5% joined during the first half of 2009

Twitt

er

www.lcra.orgWhat Is Twitter?

Screenshot of Twitter business profile page

www.lcra.orgTwitter Benefits for Biz

• Low cost• Speed of feedback• Potential reach of message• Customer engagement/service• Track what people are saying about

your business• Create buzz around upcoming events• Promote your business and other

content you create

Twitt

er

www.lcra.org

Let’s Get You Set Up!

www.lcra.orgFacebook Setup

1. Login to your personal Facebook page

2. Click on “Advertising” at the very bottom right of the page

3. Click on “Pages”4. Click on “Create Page” button5. Choose a Page Category & Name

www.lcra.orgFacebook Setup (cont’d)

6. Complete detailed informationa. Upload a photo or logob. Write a brief bio/descriptionc. Address, phone number, website,

hours, etc.7. Click “Publish”8. Viola!

www.lcra.orgFacebook Setup: Next Steps

1. Enter some contenta. Add a status updateb. Link to a great article about your bizc. Create an eventd. Upload some photos

www.lcra.orgFacebook Setup: Next Steps

2. Promote your pagea. Update your personal status with a link

to your new page – hit up your friendsb. Become a Fan of other local/related

pagesc. Include links in your E-mail signature,

on your website, in E-newsletters

www.lcra.orgTwitter Setup

1. Go to http://twitter.com2. Click on the “Join the Conversation”

button3. Create a username and password4. Add an E-mail address5. Type in the security code6. Click on “I accept, Create my

Account”

www.lcra.orgTwitter Setup (cont’d)

6. Click on “Settings” at the top righta. Account Settings:

i. Select English and Central Time Zoneii. DO NOT protect your tweets

b. Profile Settings:a. Upload a profile photob. Enter real name/business namec. Enter actual location (Ex: Elgin, TX)d. Enter website URLe. Enter bio – VERY IMPORTANT

www.lcra.orgTwitter Setup (cont’d)

7. Click on “Design” at the top righta. Choose a background or upload a new

image8. Viola!

www.lcra.orgTwitter Setup: Next Steps

1. Enter some content (140 characters)a. Tell the world you’re on Twitter!b. Link to an interesting article related to

your businessi. Use a URL shortener like http://bit.ly to

save space

2. Talk about an upcoming event, sale, a new product/service

a. Look for interesting people/organizations to follow

b. Click on “Find People” at the top rightc. Search by name, username & location

www.lcra.orgTwitter Setup: Next Steps

3. Promote your pagea. Update your Facebook status with a

link to your new page – hit up your friends

b. Become a follower of other local/related people/businesses

c. Include links in your E-mail signature, on your website, in E-newsletters

4. Set up HootSuite (www.hootsuite.com)

a. Select columns to display

www.lcra.orgBlog Setup

1. Go to http://www.blogger.com.2. Click on the orange “Create a Blog”

button.3. Create a Google account, or sign in

using your existing Google account.4. Name your blog.5. Choose a template.6. Start blogging!

www.lcra.org

How To “Listen”

www.lcra.orgHow To “Listen”

1. Go to http://www.google.com/alerts.2. Sign into your Google account.3. Enter your search term, set the

frequency and method of alert delivery.

a. Use quotes when searching for specific keywords, names or terms.

b. Select “Comprehensive” for alert type.4. Check your E-mail for your alert.

Goo

gle

Ale

rts

www.lcra.orgHow To “Listen”

1. Click on the “+ Add Column” button above your columns.

2. Select the “Search” tab and type in your search term (keyword) in the blank.

a. Use quotes.3. Your new column will appear at the

end of your existing columns.4. Watch it populate with tweets!

Hoo

tSui

te

www.lcra.org

So What Do I Say?

www.lcra.orgSo What Do I Say?

• Customer FAQs• Tutorials• Company news• Events you’re attending• Your own content• Content from others• Observations• What you’re reading or watching

www.lcra.orgRules of Engagement

• Listen more than you talk• Remember: It’s about them, not you.• Always “listen” and interact/engage• Provide value far beyond your

particular site or service

Source: Social Media for Tourism Pros

www.lcra.orgFormula for Success

70 20 10

Source: Social Media for Tourism Pros

www.lcra.orgFormula for Success

• 70% of content = value-added, audience-based & not about you at all

• 20% of content = spontaneous interaction with followers, fans, or friends

• 10% of content = unabashed self-promotion

70 20 10

Source: Social Media for Tourism Pros

www.lcra.org

The Unplanned

www.lcra.orgThe Unplanned

• Social media is a quick, easy way to react to unplanned events

• Affords the ability to react (in minutes) to hot topics

• Examples: – US Airways/Hudson River incident– Ft. Hood shootings

Source: Visit Baltimore Social Media Presentation

www.lcra.org

Source: Southwest Airlines/Paula Berg

www.lcra.orgThe Unplanned

www.lcra.orgThe Unplanned

• Establish social media channels before a crisis.– Build your relationships and credibility

before you need to use them

Source: Southwest Airlines/Paula Berg

Less

on

www.lcra.org

Who’s Talking About Smithville?

www.lcra.orgWho’s Talking About Smithville?

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www.lcra.orgWho’s Talking About Smithville?

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www.lcra.orgWho’s Talking About Smithville?

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www.lcra.orgWho’s Talking About Smithville?

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www.lcra.orgWho’s Talking About Smithville?

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www.lcra.orgWho’s Talking About Smithville?

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www.lcra.orgWho’s Talking About Smithville?

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www.lcra.orgWho’s Talking About Smithville?

www.lcra.orgWho’s Talking About Smithville?

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www.lcra.orgWho’s Talking About Smithville?

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www.lcra.orgWho’s Talking About Smithville?

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www.lcra.orgWho’s Talking About Smithville?

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www.lcra.orgWho’s Talking About Smithville?

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www.lcra.orgWho’s Talking About Smithville?

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www.lcra.orgWho’s Talking About Smithville?

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www.lcra.orgWho’s Talking About Smithville?

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www.lcra.orgWho’s Talking About Smithville?

www.lcra.orgWho’s Talking About Smithville?

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www.lcra.orgWho’s Talking About Smithville?

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www.lcra.org

Small Business Examples

www.lcra.org

United Linen

www.lcra.orgUnited Linen

• Family owned and operated company in Bartlesville, OK– Founded in 1936 as a personal laundry

and dry cleaning business• Sells linens, uniforms, and restaurant

supplies to other businesses• Focus on customer service and

empower all employees to deliver itMea

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www.lcra.orgUnited Linen

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www.lcra.orgUnited Linen

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www.lcra.orgUnited Linen

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www.lcra.orgUnited Linen

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www.lcra.orgUnited Linen

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www.lcra.org

Promise Pizza

www.lcra.orgPromise Pizza

• Founded in early 2009 in Round Rock, TX

• Locally-owned small restaurant• Key Goals:

– Social responsibility– Better product– Tasty pizza– Community-minded

www.lcra.orgPromise Pizza

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www.lcra.orgPromise Pizza

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www.lcra.orgPromise Pizza

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www.lcra.orgPromise Pizza

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www.lcra.orgPromise Pizza

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www.lcra.orgPromise Pizza

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Some Other Good Examples

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Include links to social media sites on your main website.

www.lcra.org

Use E-mail signature files as an opportunity to expand

your social networks.

www.lcra.orgWaco Chamber - Twitter

Prom

ote

Even

ts

www.lcra.orgLost Pines Hyatt – Twitter

Last

Min

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Dea

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www.lcra.orgTwitter Examples

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www.lcra.orgTwitter Examples

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www.lcra.orgTwitter Examples

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www.lcra.orgHyatt Lost Pines - Facebook

www.lcra.orgPapasan Team Realty - Facebook

www.lcra.orgPapasan Team Realty - Facebook

www.lcra.orgFlickr Photo Contest

Enter to win cool prizes! http://bit.ly/CRTcontest

www.lcra.orgQuestions?

Sarah Page1-800-776-5272, Ext. 3513512-914-8873 (cell)sarah.page@lcra.org@ColoradoRiverTr