www.agileinternetmarketing.com
Developing a Social Media Plan for Your Business
Kevin BurkeAgile Internet Marketing
www.agileinternetmarketing.comNew England Business Expo
October 28, 2010
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Agile Internet Marketing –Kevin Burke
• President – Agile Internet Marketing
• Helping small and medium sized businesses grow via the Internet
• We provide Search Engine marketing, Optimization, Link Building, PPC, Social media and Press Release services
• Active in Internet Marketing for over twelve years
www.agileinternetmarketing.com
Social media definition
• The premise of social media marketing and PR is engaging the consumer in conversation in a way that provides mutual benefit.
• From:Marketing Sherpa• 2009 Social Media and PR Benchmark Guide
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What is Social Media?
1. Public Relations
2. Customer Service
3. Loyalty Building
4. Collaboration
5. Networking
6. Customer Acquisition
7. Content Distribution
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Develop a Plan
• Identify what you are trying to accomplish: Objectives
• Identify your options
• Create a plan
• Build a system for measuring
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What are the options?
• YouTube
• Slideshare
• Blogs
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Not Your Kids Facebook• 1) The 35-54 year old demographic is growing fastest
• 276.4% growth rate
• 2) The 55+ demographic is the second fastest• 194.3% growth rate
• 3) The 25-34 year old demographic doubles every 6 months
• 4) There are more females (55.7%) than males (42.2%) on Facebook • 2.2% are of unknown gender.
• 5) College crowd 18-24 year olds remains largest • at 40.8% • down from 53.8% six months ago.
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Face the Facts
• Is Facebook right for you?• Largely consumer driven• Not an “engineering/purchasing” destination• More activity than Google• Insure your presence
Create Your FB Page
• Identify your objectives
• Brand awareness
• New client acquisition
• Client loyalty
• Who will view your page?
• What do you want your page to say about you?
• How will you engage your audience
• Incentives, contests, promotions, relevant technical content
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Promote Page?
• Join Groups – New feature• Offer discounts• Add SM icons to email signature• Add icons to website “Join us on Facebook”• Email marketing • Old school – mailings – cards – handouts
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Social Media Icons
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Promote on Signature
Kevin BurkePresidentAgile Internet MarketingPhone: 508-625-0150Cell: 508-320-2625www.agileinternetmarketing.comMy blog: www.agileinternetmarketing.com/blogFollow me on: Linkedin and Twitter
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• Who uses Linkedin & Why?
• Business professionals • LinkedIn promotes:
• business intelligence
• business development
• creation of business relationships
• conversation• networking
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Your Linkedin Profile
• Create your account
• Build your online profile - Completely
• Summarize your expertise
• Build your community
• Request Recommendations
• Give Recommendations
• Integrate blog
• Upload presentations
• Join and engage in relevant groups
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Join Groups –Contribute
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Group Discussions
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Group Updates
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Group Sales Spam (Splam)
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LinkedIn Network Updates
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Basic LinkedIn is Free - $ Upgrades
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Twitter is a free social networking and
micro-blogging service that enables its users to
send and read other users' updates known as
tweets. Tweets are text-based posts of up to
140 characters, displayed on the user's profile
page and delivered to other users who have
subscribed to them
(known as followers).
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1
„What has your attention?“
(„What are you doing?“)
• Monitoring & Customer Service
• Market research• Emotional bond
B2C, B2E, E2E
Business Uses
Personal
2
„What‘s the latest news (about that
company)?“
• PR / Corporate communications
• Demonstrate expertise by sharing knowledge
Business Uses
Informational
3
„What are you missing?“
Promotional
Business Uses
• Channel for new form of promotion
• Organise / Promote Events
4
„Fresh bread just out of oven now“
Automatic
• Data Push and Automated Interaction with Customers / Customer Systems
Business Uses
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Search for Information
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Measure Activity via bit.ly
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Twitter Resources & Tools
www.tweetdeck.com
www.hootsuite.com
www.seeismic.com
http://twitter.grader.com/
www.hashtags.org
www.wefollow.com
http://business.twitter.com/twitter101
bit.ly
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Blogging
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How to Distribute Your BlogEmail Campaign
Other Blogs
Social Bookmarking Sites
Other (links)…
Blog Posts
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Multiple benefits
• Freshness of Content for Search Engines• Push content out to your network• Increase website visitors• Valuable assistance - education• Establish your authority• Assist existing customer base
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GEO Location Social Media
• If Twitter is “what are you doing now” then Geolocation is “what are you doing next….where are you going and where are you now”
• FourSquare and others adding geo capabilities• Yelp is adding GEO as well• Be more concerned with Google Places and
Reviews
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Where do I begin?
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Develop a Status Report
• Where are you now?– Any presence on major SM sites?– Status of present website?– Do we have or can we develop quality content?
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Overall Strategy
• Before anything…look at your overall Internet Strategy to see where SM should fit– State and importance of website– Optimization– efforts– PPC– Local search– Email marketing– Social Media? Time-budget-expectations– SM should be a PART of strategy
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Who are we trying to reach?
• Where are your customers and prospects– Spa – Facebook?– Plastic Molder – Linked In
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What is the message?
• Are we pushing specials and discounts?• Offering valuable advise and expertise?• Engineering assistance?• Establishing ourselves as an authority?• Branding?
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Prospecting?
• Do we want to “prospect” – Linked In?• Market intelligence– What are your competitors doing and saying?– What are YOUR customers saying?– Do we want to use SM for our own research?
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Manpower Assessment
• Who is going to do all this work?– Who is the SM champion?– One person or multiple– Who controls the “message”– Who monitors activity– Who determines success?
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Planning
• Establish Identity across all platforms• Concentrate on where your customers are• Use all online and offline avenues to promote– Website– Email signatures– Email marketing– All print materials– Business cards
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Planning
• Content is still king• Join Groups– LI and Facebook and Twitter– Join in, converse, monitor, determine if group is
relevant and active
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Planning
• Tweet a little – get comfortable – listen• Get Conversant• Define Objectives - Measure and Adjust– Web Analytics– Facebook fans?– LinkedIn follower?– New customers – Customer retention?– Brand recognition
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Remember social media is
Social.
Engage, share, support and then promote.