bcna workshop - social media for small businesses
TRANSCRIPT
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Putting Your Businesson the
Social Media Map
Presented by Catherine VenturaFor the Business Center for New Americans
September 28, 2011
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Social media is ahuge shift
in the way a business can
listen to, talk to, engage with, and providevalue to customersto build relationships
that inspireword of mouth advocacy.
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Word of Mouth Marketing is“…giving people a reason to talk about
your stuff, making it easier for theconversation to take place.”
Andy Sernovitz - Association for Interactive Marketing
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Web 1.0 was about “broadcasting”;websites were:
• A destination• A brochure• A newsletter• An archive
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The new “real-time” web is aboutinteracting:
• Listening & engaging with your public.• Making new connections and contacts.• Sharing valuable information and links in real time.• Turning your “friends,” customers, and allies into
evangelists who share -- and spread -- your messagefor you.
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Marketing is… creating, communicating,delivering, & exchanging offerings that havevalue for customers, clients, partners, and
society at large.
American Marketing Association
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… identifying , anticipating & satisfyingcustomer requirements profitably…
The Chartered Institute of Marketing
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[customer service]
Strengthening and rewarding customerrelationships.
Hearing about and addressing issues inreal time.
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I think listening is imperative for allcompanies… After listening comesengagement… People will be talking aboutyour brand, isn’t it great to be able torespond right back?
Frank Eliason, Citi (ex-Comcast)
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Creating a Social Media Success:
• Choose Social Media goals that support marketing goals• Create a Social Media positioning and voice• Decide which sites are right for you• Create profiles• Share content that supports those marketing goals• Create community and connections• Measure success
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A simpler way of looking at it:
• Why social media?• Who should we be talking to?• How should we be saying it?• Where should we be saying it?• What should we be saying?• How can we tell if our voice is being heard?
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[WHY?]What are your immediate, short term, andlong term marketing goals?
• Branding and awareness?• Good will?• Incoming traffic to website?• Networking and creating strategic alliances?• Increasing your database?
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[WHO?]Who do you need to reach to achieve yourmarketing objectives?
• Current customers?• Potential customers?• The press?• Influencers?• Potential partners?
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[WHAT?]What can you contribute to add value to thecommunity you are trying to attract?
• To current customers?• To potential customers?• To the press?• To Influencers?• To potential partners?
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Once you’ve listened…
• Analyze what you’ve learned• Identify strengths and problem areas• Create a content strategy• Start engaging
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Content Strategy:Developing a Social Media Voice
What is the personality of your business?
What makes you differentiated and unique? Who do you need to reach? What value are you adding to the conversation?
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Content Strategy:Sharing Value
60% of what you share should be valuable to your community.
30% should be networking. 10% should be “personality”.
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Think ROE instead of ROI…
Social Media success is about “Return on Engagement”…Successful engagement is based on:
• Making connections• Communicating in an authentic way• Having a consistent and welcome voice and message
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Monitor “Return on Objective” by tracking:
• Growth of number of connections, followers, and friends on social media sites.• Increase in relationships with influencers and potential clients.• Reach and positioning, via unique visits to each site, search visibility, Facebookinteractivity, Twitter interaction, etc.• Search engine optimization via link building.• Sentiment monitoring: determining how your organization is being discussed inthe social media space.• Continually fine tune plan to focus going forward on most effective engagementand relationship building.
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Contact:
Catherine VenturaVenn Diagram, Inc.530 Manhattan Avenue #66New York, New York 10027917.292.0519
twitter.com/catherinventurahttp://venndiagram.blogspot.com/http://catherineventura.tumblr.com/www.linkedin.com/in/[email protected]