20110925SocialMediaPacket

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:

– Facebook

– Twitter

– LinkedIn

– 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 +

LinkedIn

• 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!

[email protected]

• Do a social media background check!

– About.me/travis.corrigan