vmla 2013 social media
TRANSCRIPT
LEVERAGING SOCIAL MEDIAFOR YOUR SMALL BUSINESS
Jonathan Arehart, President & CEO, Cavendo
@jarehart
Cavendo.com
Tons to Cover
• The Business Case• Rules of the Road• Growing Your Presence• Mobile• Analytics• Advertising Options
The Business Case
What the Statistics Say…• 67% of Internet users are using social networks• 59% are on Facebook• 16% use Twitter
• Highly educated; opinion leaders; urban
Source: Pew Internet Project
What It Means for Marketers….
• New pathways to customers• Timeless/searchable• More interactive/dynamic/real time• More linked and social• Conversational model
Rules of the Road
• Tweet = 140 characters or less• @= people, businesses, non-profits, products, etc.• #= discussion topics. The list of top trending topics is available from the
home screen in the left column • RT = Retweet. This is a way to share something that someone else has
posted• MT = modified tweet. You have retweeted what someone else has
posted, but made changes.• Reply = reply. You can reply directly to a specific tweet posted by
someone else. The conversation becomes viewable.• Direct messages: You can send direct messages via Twitter. You can use
this if asked a question you feel more comfortable answering privately.• Twitter automatically shortens hyperlinks now, but if you ever need to do
it manually, use www.tinyurl.com.
TwitterHashtag
Retweet
Reply
Engaging biow/links
Variety + interactionImportant to building an audience
Discover new people and topics to follow
• There is not a limit to the length of content• There IS a big difference between your profile and the Fanpage
• Profile = personal• Fan page = primarily business/event-related• For your particular business, however, the lines are a little more
blurred• Evaluate whether your Twitter will go to your profile or your fan
page • Recommendation: send it to the fan page
• Multimedia is king on Facebook. • Use the camera on your phone and post the photos. • Facebook is also a great place to post audio/video
Cover image& icon/logo
Standard postw/link
Posts by others
Key info& stats
Most important thing to do:
be responsive!
Photos are much more likely to getHigher engagement
Contests and other activitiesengage your audience and get them to participate
Most importantly: you createchampions/ambassadors(see shares, too)
Photo galleriesare easiest to sharefor your fans and other users
Strong engagementwith tagged photosfrom events/locations
Groups are betterfor actual groups,not for business pages
Growing Your Presence
Objective 1: Increase number of followers
•Tactic: Golden Rule: do unto others as they would do unto you. Follow others to be followed
•Tactic: Add content consistently. Tag others’ handles (@) and contribute to conversations (#)
Objective 2: Tweet with existing & potential clients
•Tactic: Every time you get a business card, check Twitter and hit follow
•Tactic: Follow & communicate with your current clients (something as simple as wishing them luck on a presentation or meeting they’ve posted about is an interaction you didn’t have before)
Objective 3: Capitalize on your affiliations and activities
• Tactic: Follow and communicate with groups you belong to. If they re-tweet you, you have reached more people and likely gained followers
• Tactic: Follow and communicate about/with news and industry outlets you read regularly.
• Tactic: If you do a TV interview, post about it! If you make a presentation, post about it! Volunteering? Post about it!
Objective 1: Increase number of friends • Tactic: Upload contact list to Facebook• Tactic: “Friend” current clients and contacts regularly (and accept their requests)
Objective 2: Increase number of fans pages
• Tactic: Feed Twitter feed to this page for consistent content updates
• Tactic: Link from your website and marketing emails to this page rather than your profile
Objective 3: Utilize Facebook as a place for multimedia content
• Tactic: Upload photos• Tactic: Upload audio segments • Tactic: Upload video
Website
• Are you “responsive?”
• Do you have a plan for mobile?
• 15-35% of most website traffic is now mobile (mostly, Apple iOS)
Content & Upkeep
• Don’t let your sites go dormant• Set goals for content posting and upkeep (e.g., once a week/twice a
month)
• Respond to questions/feedback/interactions• Monitor: setup notifications for pages or email alerts
• Promote your sites!• Website• Email signature• Marketing products
Cautions
Set careful boundaries on access and posts
Example: Posting profane or unauthorized photos/comments on a business account from personal phone
Action: Don’t mix personal and business accounts
Be aware of current events and situations in the world and be sensitive to your posts.
Example: Oklahoma tornadoes; Boston bombings
Action: Unschedule automated tweets/posts
Monitoring/Analytics
Management
Don’t forget mobile
Analytics
Facebook Insights:Demographic& interaction-basedanalytics
Secret Twitter analytics site at: http://ads.twitter.com (use regular Twitter login)
Advertising Options
• Facebook• Geographic targeting• Industry targeting• Demographic targeting• “Likes” = communication
channels
• Twitter• New analytics• New sophistication• Keyword, account and
user specific targeting• Worldwide and by
Device (Platform)