BCNA Workshop - Social Media for Small Businesses

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Putting Your Businesson the

Social Media Map

Presented by Catherine VenturaFor the Business Center for New Americans

September 28, 2011

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Nothing is more powerful thanword-of-mouth endorsement

from someone you trust.

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Social media is ahuge shift

in the way a business can

listen to, talk to, engage with, and providevalue to customersto build relationships

that inspireword of mouth advocacy.

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Word of Mouth Marketing is“…giving people a reason to talk about

your stuff, making it easier for theconversation to take place.”

Andy Sernovitz - Association for Interactive Marketing

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Web 1.0 was about “broadcasting”;websites were:

• A destination• A brochure• A newsletter• An archive

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The new “real-time” web is aboutinteracting:

• Listening & engaging with your public.• Making new connections and contacts.• Sharing valuable information and links in real time.• Turning your “friends,” customers, and allies into

evangelists who share -- and spread -- your messagefor you.

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Primary uses of Social Media:

• Branding• PR• New Business• Customer Relations

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[branding]

Increased visibility and name recognition

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[pr]

Making sure you get the word out

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[new business]

Attracting new customers and improvingGoogle results (SEO)

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Marketing is… creating, communicating,delivering, & exchanging offerings that havevalue for customers, clients, partners, and

society at large.

American Marketing Association

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[creating]

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[communicating]

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[delivering]

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[exchanging]

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… identifying , anticipating & satisfyingcustomer requirements profitably…

The Chartered Institute of Marketing

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[identifying]

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[anticipating]

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[satisfying]

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[satisfying]

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[customer service]

Strengthening and rewarding customerrelationships.

Hearing about and addressing issues inreal time.

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I think listening is imperative for allcompanies… After listening comesengagement… People will be talking aboutyour brand, isn’t it great to be able torespond right back?

Frank Eliason, Citi (ex-Comcast)

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[listening]

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[listening]

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[responding]

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How do you get started?

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Creating a Social Media Success:

• Choose Social Media goals that support marketing goals• Create a Social Media positioning and voice• Decide which sites are right for you• Create profiles• Share content that supports those marketing goals• Create community and connections• Measure success

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A simpler way of looking at it:

• Why social media?• Who should we be talking to?• How should we be saying it?• Where should we be saying it?• What should we be saying?• How can we tell if our voice is being heard?

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[WHY?]What are your immediate, short term, andlong term marketing goals?

• Branding and awareness?• Good will?• Incoming traffic to website?• Networking and creating strategic alliances?• Increasing your database?

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[WHO?]Who do you need to reach to achieve yourmarketing objectives?

• Current customers?• Potential customers?• The press?• Influencers?• Potential partners?

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[HOW & WHERE?]

Location Listings

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LinkedIn

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Twitter

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Facebook

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YouTube

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Blogs

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Foursquare

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[WHAT?]What can you contribute to add value to thecommunity you are trying to attract?

• To current customers?• To potential customers?• To the press?• To Influencers?• To potential partners?

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Start by listening!

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Google Alerts

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Saved Google Searches:

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Saved Google Searches:

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Saved Twitter Searches:

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Saved YouTube Searches:

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Use Your Browser!

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Once you’ve listened…

• Analyze what you’ve learned• Identify strengths and problem areas• Create a content strategy• Start engaging

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Content Strategy:Developing a Social Media Voice

What is the personality of your business?

What makes you differentiated and unique? Who do you need to reach? What value are you adding to the conversation?

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Content Strategy:Sharing Value

60% of what you share should be valuable to your community.

30% should be networking. 10% should be “personality”.

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[value]

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[networking]

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[personality]

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What are the Rules of Engagement?

• Honesty• Authenticity• Generosity• Personality• Consistency

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Let’s get started!

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Google Places

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Google Places

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LinkedIn

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Twitter

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Facebook

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Facebook

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Facebook

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YouTube

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Tweetdeck

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Foursquare

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Foursquare

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Think ROE instead of ROI…

Social Media success is about “Return on Engagement”…Successful engagement is based on:

• Making connections• Communicating in an authentic way• Having a consistent and welcome voice and message

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Monitor “Return on Objective” by tracking:

• Growth of number of connections, followers, and friends on social media sites.• Increase in relationships with influencers and potential clients.• Reach and positioning, via unique visits to each site, search visibility, Facebookinteractivity, Twitter interaction, etc.• Search engine optimization via link building.• Sentiment monitoring: determining how your organization is being discussed inthe social media space.• Continually fine tune plan to focus going forward on most effective engagementand relationship building.

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The Billboard Effect

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Your customers and communities are alreadyactive on social media sites.

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Find out where they congregate and bring avaluable new voice to the conversation!

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Contact:

Catherine VenturaVenn Diagram, Inc.530 Manhattan Avenue #66New York, New York 10027917.292.0519

twitter.com/catherinventurahttp://venndiagram.blogspot.com/http://catherineventura.tumblr.com/www.linkedin.com/in/[email protected]