Social Media Strategies Alameda County SBDC

Transcription

1 Social Media Strategies Alameda County SBDC Berkeley Public Library November 8, 2016

2 Thank you to Our Sponsor

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4 Partnership and Hosting We are the premier provider of Business Advisory Services to the small business community. Our mission is to create economic opportunity by empowering entrepreneurs.

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6 Seminar Examples Access to Capital Starting a Business Successful Business Plans Meet the Lenders Social Media Government Contracts Marketing Law for Entrepreneurs Worker Owned Businesses Buying a Business Starting a Restaurant Crowdfunding and Alternatives Starting a Food Business How to Pitch Your Company Finding Your Core Customer Exporting Website Development Home Based Businesses

7 ACSBDC Consultants Ron Barrett Loan Specialist Deb Doyle Branding FJ Cava Generalist David Bokash Technology Deagon Williams Food & Restaurants Paula Mattisonsierra Retail Mari Lovalvo Human Resources Tara Lynn Gray Crowdfunding Lee Lambert Director

8 ACSBDC Consultants Tom Yeh Strategy Carolyn Johnson Operations Dorian Webb Operations Mary Passarella Accounting Ed Duarte Construction Bob Komoto Export/Import Maria Mejia Finance David Mitroff Social Media Tom Camerato Financial Modeling

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12 Instructor Cynthia Mackey CEO, Winning Strategies LLC, Develop Digital Marketing strategies for SMB businesses Manage social media, design and build websites and mobile apps, SEO, place digital ads, supporting graphic design and copywriting Prior Experience 10+ years managing Winning Strategies; 10+ years in corporate Technical Product Manager, telecommunications, and Internet products/services Consultant and interim executive for startups in Bay Area/Silicon Valley Engagement/Development Manager for interactive web and mobile apps Education Executive Ed, Duke University Web Administration certification, Golden Gate University MS, Telecommunications, Golden Gate University BS, University of Southern California CONTACT: 12

13 Agenda 1. Overview: Social Media Networks for Business 2. Facebook 3. Google+/Google Places 4. LinkedIn 5. Pinterest 6. Twitter 7. Summary & Conclusion Purchasing & Inventory Management CARAT

14 Social Media Networks for Business

15 Social Networks for Business Facebook Products/Services with broad appeal to consumers Google+/Google Places Claim pages & improve Search Engine Results LinkedIn Social Selling and Recruiting 15

16 Social Networks for Business Pinterest Highest Conversion from Social Media to Sales Twitter Events, Location-based businesses, Market Research Yelp Important for local business YouTube Important for video 16

17 Create a Social Media Strategy Focus on 1-2 Social Media Networks First Learn where your customer lives Start slow, 1-2 networks, add from there Create a Content Strategy What to Post? Text, graphics, video, photos, info, etc. Create a Posting Strategy Determine frequency of posts Observe your competitors to help decide 17

18 Create a Social Media Strategy Commit to Strategy At least 3 months (one quarter) Use data/analytics to evaluate success GOAL: Increase Fan Engagement Write posts that your fans will like, comment on, share, or click on The more engagement, the more valuable your content, the faster you will grow 18

19 Website Content: What do we say? Customer Analysis Before writing or rewriting website content, make sure you have a current Customer Analysis A Customer Analysis is a key part of every Marketing Plan and Business Plan A Customer Analysis identifies: customer buying criteria, customer behavior analysis and customer demographics Instructions for Creating a Customer Analysis can be found at: 19

20 Website Content: What do we say? Customer Analysis: The Key to Great Website Content and Effective E-Marketing The Customer Buying Criteria and Behavior Analysis can be used to formulate the language (i.e. The Sales Pitch ) appropriate for your Website Content The Customer Demographics can then be used to identify superior marketing channels for the internet marketing campaign Customer Analysis Buying Criteria Behavior Analysis Website Content Customer Demographics Marketing Channels 20

21 E-Commerce Customer Conversion The acquisition and conversion of E-Commerce Customers is a complex process involving many stages of evolution. [1] First-time Visitors are driven to the Web Store via, Keyword Advertising, Organic Search or other means. [2] As these visitors become more interested in the company/product they may browse the product catalog or research the company. [3] Once these Shoppers purchase a product they become Customers. [4] Customers can be converted to Regular Customers by providing a valuable product/service, good after-sales service and building loyalty through Social Media or other means. Visitors Shoppers Customers Regular Customers 21

22 Create a Social Media Strategy Create a Budget How do you plan to draw clients/advertise? Before it was newspaper ads. Now its social media ads! Don t forget Mobile ads that is another class! 22

23 Facebook

24 Facebook Business Pages Why have a Business Page instead of Personal Page Access to Facebook Insights (performance analytics) Ability to schedule posts Ability to Create Ads Ability to have Call to Action on Cover Image 24

25 Facebook: Create Business Page Select Page Type, choose Subclass and enter Page Name Setup Business Page: Enter Description, add Website, include Pictures, etc. 25

26 Facebook: Insights is Analytics for Your Page Shows Performance Data Helps Target Better 26

27 Facebook: Advertising Advantages Can Set Budget Ads are Targeted Ads Increase Your Exposure to Potential Customers Faster 27

28 Facebook: Create an Ad Easiest Ad: Boost a Popular Post Determine budget Strategy: Experiment with low budget then slightly increase note results Create an Ad with Ad Manager What do you want to say? Photo ready to go with your text/copy? Target demographics that match your audience 28

29 Facebook: Create an Ad - Guidelines How Will Your Ad Be Viewed? Mobile or Desktop Newsfeed, Righthand Column Facebook Ad Guidelines Don t Get Overwhelmed Marketing is about experimenting to find what works Allow yourself the time (and budget) to do that 29

30 Google Plus and Google Places

31 Google Plus (G+) and Google Places Google Places Google prioritizes local search (e.g., someone enters keyword and is local to you, you get priority) Free advertising, even if you don t have a website You can add photos and information to your free listing 31

32 Google Plus (G+) and Google Places Google+ Local (Business) Page Google reviews, recent posts will appear in search Big Plus: If customer is connected to you through Google+ (in a circle or group), when they search for a product you see, search results will give you priority 32

33 Google Plus: Pick Category o o Pick the Category Local Business or Place = Google Places Everything Else = Google Plus Select Business Type using Pulldown List 33

34 Google Plus: Add Information o o Add Information Name Website o o Add Information Picture, Contact Information, etc. Specify Page Settings 34

35 Google Plus Page: Finished Page 35

36 Google Places: Pick Category Pick: Local Business or Place Google Places: HomePage 36

37 Google Places: Find or Create Business Google Places: Agree to Terms Google Places: Search for Business 37

38 Google Places: Verify Business Google Places: Enter Business Information o Real Location? Google Places: Verify By Postcard 38

39 Web Performance: Google Analytics Free Performance Assessment Tool: Google Analytics Overview: Google Analytics provides rich insights into website traffic and marketing effectiveness Provides data on the number of visitors, page views, etc. to gauge traffic and popularity trends Helps evaluate effectiveness of advertising campaigns. How Get Onto Your Website? Setup an account, and copy code provided to your website 39

40 Google Analytics: Visitor Information Google Analytics provides detailed visitors information, including: Visitor Demographics and System/Mobile System Information. Visitor Demographics: Language, Country & City Visitor System: Browser, Operating System & Service Provider 40

41 Google Analytics: Page Traffic Google Analytics Page Traffic provides detailed page-level measurements that allow content to be upgraded and optimized. 41

42 Google Analytics: Acquisition Overview Google Analytics Page Traffic provides detailed page-level measurements that allow content to be upgraded and optimized. 42

43 Google Analytics: Landing Pages Where Visitors Go to On Your Website 43

44 Google Analytics: Social Referral Social Network Referrals and Landing Page they Go to 44

45 Google Analytics: Network Referrals Social Network Referrals 45

46 LinkedIN

47 LinkedIn: Company Page LinkedIn Often viewed for job hunters only, LinkedIn is a great tool for connecting businesses to potential customers as well as contractors or employees. Create a Company Page for your business 47

48 LinkedIn: Groups and Social Selling LinkedIn LinkedIn Groups are underutilized as a sales opportunity particularly for consultants. Social Selling. Leveraging your brand to fill pipeline with the right people, insights, and relationships. (LinkedIn) This is available through premium option. Social Selling allows you to filter by company, title, region with the right premium package, and send LinkedIn Inmail.(based on their settings). This essentially creates a warm lead. 48

49 LinkedIn 49

50 Pinterest

51 Pinterest: What Is It? Pinterest Pin an Interest Pinterest allows one to select an image and group it together by category on Pinterest Highest conversion for sales Pin your photos and re-pin other photos Sales Conversion Powerhouse, SocialMediaToday 51

52 Pinterest for Business What Do I Pin? Look at your Competitors or similar industries on Pinterest If you have product visuals that look good, mix then in to other repins Set Up Your Pinterest Business Page 52

53 Pinterest Analytics Review Your Profile and Your Audience Profile Look at your Competitors or similar industries on Pinterest If you have product visuals that look good, mix then in to other repins Learn More at Analytics for Pinterest 53

54 Twitter

55 Twitter: Real Time Bite-size Information Twitter Business Account Similar to Personal Account 55

56 Twitter: Its All About The HashTag Tweet your location to followers Use Hashtags to learn about or connect to your target audience 56

57 Twitter Analytics What Analytics Shows Why Important 57

58 Twitter Ads What Analytics Shows Setup Ad Can create a need ad or promote a tweet 58

59 Examples

60 Social Media Examples Irie Magazine 60

61 Social Media Examples Irie Magazine Product Reggae ezine Background Graphic Design artist with a passion for Reggae How Started Social Media Started a graphic novel/comics and shared work on his Facebook page Preferred Social Media Network Facebook Results Approximately 277,000 followers in just over a year Teamed with Reggae artists and promoters Giveaways 61

62 Social Media Examples Mannequin Madness 62

63 Social Media Examples Mannequin Madness Product Buy, Sell & Recycle Mannequinns Background Corporate, PR; Bought 50 mannequins on a whim How Started Social Media Started with Yelp; took a Facebook class Preferred Social Media Network Pinterest Results Approximately 11,000+ followers in just about a couple years Contests Posted Consistently 63

64 Social Media Examples Ottos Naturals 64

65 Social Media Examples Ottos Naturals Product - Cassava Flour gluten-free, dairy-free, egg-free Background Alternative medicine & Health Kinesiology for 13 yrs; product is gluten free, dairy free, egg free How Started Social Media Followed gut created presence that I would respond to if I was on the other side Preferred Social Media Network Instagram Results 350 to 3500 followers in 2 months Teamed with food bloggers Giveaways 65

66 Summary & Conclusion

67 Course Review Have a Social Media Strategy Integrate with your website Facebook Google+/Google Places Google Analytics LinkedIn Pinterest Twitter YouTube Yelp Real Examples Good luck! 67

68 Post-training Evaluation Thank you for attending this seminar! 70 68

69 Thanks everyone