social media strategy for small business
DESCRIPTION
5 steps to help a business create a social media strategy. Originally presented to the Westerville Area Chamber of Commerce.TRANSCRIPT
Getting Started in 5 Easy Steps
Heather WhalingGeben Communicationgebencommunication.comprTini.com (blog)twitter.com/prTinilinkedin.com/in/heatherwhaling
Creating a Social Media Strategy
What are we talking about?
Social media isn’t:• Traditional
marketing “digitized”• Quick sales• Free• Stand alone
Social media is:• Insightful• Conversational • Strategic• Valuable … when
done correctly
58% 60% 62% 64% 66% 68% 70% 72% 74%
% of respondents
After interacting with companies or brands via new media, I generally have amore positive impression of the company/brand
I feel a stronger connection with a company/brand if I can interact with it ina new media environment
I feel better served by companies/brands when I can have a conversationwith them in a new media environment.
When one of my friends interacts with a company/brand via new media, itimproves my opinion of that company/brand
Consumer Attitudes & New Media Interaction
Social Media Trends
• 17% of online time is spent on social networks
• In 2010, 50% of marketers (read: your competition) will incorporate social media
• Top 5 marketing tactics increasing in 2010:– Social media (75%)– Web search/SEO (51%)– Email campaigns (49%)– Virtual events (48%)– Online advertising (28%)
Photo Credit: First Monday, Orlando Chamber of Commerce
Be Strategic
Step 1: Create measurable goalsStep 2: Research and listenStep 3: Develop a networkStep 4: Integrate online and offlineStep 5: Measure ROI and ROE
Step 1: Create Measurable Goals
Specific
Measurable
Attainable
Realistic
Time-sensitive
Photo credit: Knickerstwist
Step 2: Research and Listen
• Who are you trying to reach? How are they using social media?– Surveys, polls, focus groups– What are people saying?– Where are they saying it?
• Pay attention to review sites (like Yelp)• Listen, listen, listen
Case Study: First Mariner
Bank
Step 3: Develop a Network
Choose the right tools
Start interacting
Create interesting content
Focus on strategy
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
Cultivate influencers
Promote others
Be creative
Share, share, share
Step 4: Integrate Online and Offline
• Cross-promote content• Balance traditional communication
and social media• Enhance media relations
– Talk to reporters on social networks– HARO and Pitch with Me– Distribute social media releases
• Use offline tools to drive online efforts … and visa versa
Case Study: Geben Gives
Case Study: Geben Gives
Step 5: Measure ROI and ROE
• Return on Insight = The New ROI• Return on Engagement
– Twitter followers, lists, retweets and link open-rates
– Blog comments, traffic, inbound links– Facebook fans, wall posts and comments– YouTube ratings, embeds on other sites
• Measuring influence requires research
“Planning without action is futile, action without planning is fatal.”
Heather WhalingGeben Communication
gebencommunication.comprTini.com (blog)twitter.com/prTini
linkedin.com/in/heatherwhaling