Marketing Your Business Using Social Media

Marketing Your

Business

…using Social Networking

Micki Voelkel

Marketing Your

Business

…using Social Media Marketing

The Instructor

Micki VoelkelCenter for Business and Professional

DevelopmentUniversity of Arkansas-Fort Smith

[email protected]

The Road MapWhy?

Why do I need Social Media Marketing?

Why?

What is Social Media?*

*And why is it important?

Social Media:The platform you use to

communicate and collaborate online such as Facebook or

Twitter.

Social Networking:

What you DO with social media!

Social Media Marketing:

The use of technology to co-

create, know, like and trust.** According to John Janttsch, Duct Tape

Marketing

So?

Did You Know? 4.0Scott McLeod and Karl Fisch

65% of Businesses Surveyed plan to increase spending on social media in 2010.

T & D Magazine, February 2010

Effective Communicatio

n is strongly correlated

with meeting financial targets

T & D Magazine, February 2010

Top Reasons Companies are not implementing or Expanding use of Social Media

Limited staff or resources……………..45%

Limited knowledge……………………40%

Lack of IT support or tech…………….36%

Lack of Senior Mgmt Support……….33%

Lack of employee access ……………32%

Lack of metrics to measure………….32%

Legal Dept Restrictions……………….19%

Source: Watson Wyatt, T & D Magazine, February 2010

Your younger employees are

already communicatin

g on social networks.

So are a lot of your older employees.*

* The fastest growing demographic of Facebook users is women age 50+.

Your customers are almost certainly on social networks.

And they are already talking

about you.

Rather than asking

yourself IF you should

or should not use

Facebook or Twitter…John Jantsch

Let’s Talk: Social Media for Small Business

The question is “How can

Facebook and Twitter

help you achieve your

marketing objectives?”

John JantschLet’s Talk: Social Media for Small

Business

What?

Marketing Principles

• Product• Pricing• Placement• Promotion

According to Textbooks

Social Media Marketing

• Content• Context• Connections• Community

Generate CONTENT

You need tons of relevant, education-based, and user-generated content!

…Deliver it in CONTEXT

Information should be useful

for people.

People are starving for CONNECTION…

…to build a COMMUNITY around

People

Products

Brands

Social Media Marketing

Content

Context Connection

Community

It’s not about lead generation.

Some marketing objectives to consider…

Spread your content and

expertise to a new audience.

Network with like-minded

people.

Build a community of evangelists.

Reach new audiences in the exact way they choose to communicate.

Hear literally

everything being said

online about your

brand in real time.

Be seen as a trusted source of

information.

Social Networking

Social Search

Blogging

Hierarchy of Social Marketing

Adapted from John Jantsch

Read blogs.

Comment on blogs.

Blog.

Blogging is the foundation of the

pyramid—the doorway to all other

social marketing.

Social Search

let’s you see what people

are saying about you

NOW!

Social Search is your tool for brand management.

Social Networking: Reach out for prospects on

Facebook or other sites…

The process will frustrate if you don’t have the content and

context need met.

Micro-blogging allows for quick-tracking and

engagement.

Without content, micro-blogging can’t do as

much for you.

Two Role Models

Eat This Not That

American Manageme

nt Association

How?

I’m just one person.

How do I get started?

Step 1:Content

Update your web site frequently with

interesting, educational content.

Search the web for articles and blogs that

may interest your customers.

Start your own blog.

Update your blog frequently.

Step 2:Context

What do customers need

now?

How can they use your

information?

Step 3:Connect

Van’s

Step 4:Community

Virtual and Real

Come together

…

Social Media Marketing

Content

Context Connection

Community

OK. So now what.

FacebookBusiness

http://www.facebook.com/businessClick the Pages link.

TwitterBusiness

http://business.twitter.com/twitter101

Micki [email protected]