Transcript
Social Media Marketing
Travis Corrigan
Founder, Partner – Research Accelerator,
LLC
Purpose
• Determine whether or not Social Media
really is useful for small businesses.
• Give you some foundational, no-nonsense
knowledge on Social Media.
• Give you some actionable takeaways to
start implementing for your business today.
Social Media. So Hot Right Now.
Some (Appropriate) Skepticism
• 43% of small businesses claim social
media is not necessary for their
organization.
• Yet, 50% of businesses rely on WOM
recommendations.
- Source: Equi=Media, 2009
Online Ad Spend: Expensive and Rising
Social Media ≠ AdvertisingSocial Media
• Dynamic conversation as
part of a community.
• Based on influence -
invitation and aiding
buying decisions.
• Target is looking for your
posts in the first place –
and thankful for them.
Advertising
• One way transmission to
your target audience.
• Based on scale –
optimizing maximum
opportunities to interrupt.
• Target is trying to avoid
you.
Social Media ≠ Advertising
Social Media = Automatic savings over time (requires patience, diligence)
Advertising = Carpet Bombing (expensive, lots of collateral damage)
Some Reconciliation
• Use both, but try to aim for
consistency in methods/messaging.
• Make sure that your social media
efforts sit at the cross-section of
automation and authenticity.
Social Media drives SEO
• Helps determine the authority of the
author on a particular subject or topic.
• Using trackeable links and a good
content creation/distribution strategy
drives organic SEO for your company
• (Source: http://selnd.com/haEKai)
Social Media: Skate Where the Puck is Going
Social Media for Your Business
• Step 1: Enter the Conversation
– Build an audience and your
communication channels in Facebook,
Twitter and Linked in.
– This is done by simply being active and
putting out useful content that is
interesting to read.
Social Media for Your Business
• Step 2: Contribute to the
Conversation
– This is done by writing your own content
in the form of a blog post.
– People are able to see and engage with
the humanity of your product offering.
Social Media for Your Business
• Step 3: Convert
– Use calls to action on your website so
that your meaningful posts convert to
customer leads.
– Use your social media channels to
announce offers and new products.
It’s okay, we get confused when we see this too…
An Overview of Social Media Strategy
• Only use the top services/sites:
– Tumblr
– Wordpress
– Blogger
Why?
• Most of them link to each other –
makes automation easier.
• Best for Search Engine Optimization.
• Most services sync to third-party
aggregators.
A Word on Content
• Blog Posts
– High-value, pseudo-sales statements about
what your company is up to and thinks about.
• Micro-Blogging (Twitter, FB, LinkedIn)
– Selectively picked content from others that
you push through along with a comment or
two.
A Word on Content (cont.)
• Status Updates
– Firehose to pass along other people’s content,
– Used to:
• Enter the conversation.
• Building the communication channels.
• Maintain and engage in dialogue w/your
community.
Measuring Performance.
• Impressions via unique URL Analytics
• Compare against baseline metrics
and benchmarks (next slide)
CPM Benchmarks
Case for Automation
• Find relevant article/source
• Add authentic comment
• Add appropriate hashtags/keywords
for SEO
• Post to Twitter, FB, LinkedIn
separately
= 5 minutes of time or $1.67
Savings with Automation
• 1 hour of time in the morning to
queue sources.
• = 10 posts via FB + Twitter +
• Savings of $30 to achieve potentially
thousands of impressions daily.
Maximum Effect, Minimum Effort.Customized just for You.
Automation Magic
Unique, High-Value Content Sources
This sounds like a lot to think about..
• Kinda. We took out the hard part.
• All you need to choose is:
–Who you want to interact with.
– How you want to come across.
– Topics you’d like to be known for.
Really?
• Yep. Here’s what we we do:
– Set up all your profiles for you.
– Determine which blog platform integrates with
your website and develop a blog strategy that
works best.
– Customize an automating system for you to find
relevant content and have it distributed
appropriately.
Really Really?
• Yep! Here’s what you get:
• System setup
• Process documents/training for your
team.OR
• We can manage the whole thing and
give you regular performance
reports.
Recap
• Social Media drives SEO.
• With automation, the right strategy
and patience – you can build organic
SEO over time.
• We can get you started or manage
everything.
Interested? We’re Cost-Effective!
• Call us!
(415) 506-7548
• Email us!
researchaccelerator@gmail.com
• Do a social media background check!
– About.me/travis.corrigan