My client is asking about social media. Now what?

Transcription

1 My client is asking about social media Now what?

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3 My Story Karen Emanuelson 20+ years of marketing experience Owner of Reciprocate LLC, a Marketing Solutions firm Develop and Implement Traditional and Online Marketing Strategies Provide custom social media training Free website design/redesign consultations Hired by SCORE Minnesota Serve as your District Internet Marketing Consultant Small Business & SCORE Advocate

4 A Little History Sept 20, 2010 Virtue.com PC 1981 First Web Page August 1991 May Select groups only 2006 Status updates added July 2006

5 Internet Marketing Strategy

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7 What is Social Media? People Sharing and Having Conversations Online

8 What is Social Media? User-Generated Content Blogs WordPress, Blogger Video YouTube, Vimeo Photos flickr, Picasa Networking & Sharing Sites LinkedIn Facebook Twitter

9 How you can help your clients? Ask Questions Why do they think they should be using social media or the Internet for marketing? What is your client trying to do? Look at their business model Help them explore their business goals What is their business focus? How much time and money are they planning to spend on Internet marketing?

10 Most social media networks are free Free comes at a cost Time Initial research Creating strategy Setting up profiles Ongoing updates Effort Creative, informational updates Staff Can pay for Social Media management Commitment Like , Social Media is ongoing, not one time

11 Is your client invisible online? Photo by Liu Bolin

12 Goals What does your client want to achieve? Example Goals: Increase brand awareness Reputation management Improve Search Engine rankings Increase number of visitors to website Increase sales

13 Most important concept Social Media and Internet marketing are a means to an end, not an end themselves

14 Traditional & Internet Marketing are similar Branding = Recognition

15 Branding = Recognition

16 Branding Traditional and Online Logo Colors Tagline Image

17 What is your client s U S P? Unique Selling Proposition Why should customers buy from your client?

18 How to help clients online resources g/ ~300 online workshops ~344 how-to guides

19 How to help clients online resources Area Workshops and events Live webinars Templates & Tools Social media & networking

20 SCORE Minnesota Online

21 The Social Media Report Q Key Findings of Internet Users

22 What is Social Media Used For? Source: NM Incite

23 What is Social Media Used For? Source: NM Incite

24 What is Social Media Used For? Source: NM Incite

25 What is Social Media Used For? Source: NM Incite

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28 6,965,079,928 4,200,000,000 4,500,000,000 annual Mobile Marketing Association Forum Asia Pacific conference Oct 25, 2010

29 Tactics Which social media platform should your client be using?

30 Which To Choose? Professional B2B Personal Profile Company Profile with tabs Casual B2C Some B2B Personal Page now with subscriptions Business Page with Welcome Landing Page Casual 140 characters B2B and B2C Can send Direct Messages Good platform for sharing links & listening Casual B2C B2B Subscribe to channels

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32 Your Client s Target Market Customer Target Market EPI End user Purchaser Influencer Which social media networks or Internet services does the target market use?

33 Your Client s Marketplace Competition Where does the competition market their product/service? What tactics does the competition use?

34 Tactic Questions to Ask What value does your client plan to share? Knowledge Industry tips Tutorials Tools to assist Discounts Which platform lends itself best to the plan? How does this differ from the competition?

35 Social Media User Attitude WIIFM? What s s In It For Me? You need to add value

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37 120+ million in 200+ countries 43+ million in United States Two new members join every second Executives from all Fortune 500 companies 200+ million companies have LinkedIn pages

38 24/7 Resume and Marketing Brochure Customers Prospective customers Business partners Competition Online Rolodex access

39 Take advantage of all features Personal Profile Company Profile Products and Services tab Reviews Post updates from both personal and company Answers tab Join groups for access

40 U.S. Internet users spend more time on Facebook than any other Web Brand

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42 New feature

43 106 million registered users 300,000 new users sign up per day Approximately 60% from outside the U.S 600 million search queries on Twitter each day More than 100,000 Twitter applications 37% of active Twitter users use their phone to tweet Just under 2 billion tweets per month

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45 More than $7 Million in sales via Twitter

46 3+ billion videos viewed each day 48 hours of video uploaded every minute Nearly 8 years of content uploaded every day Demographic: years old in 25 countries across 43 languages

47 #2 search engine after Google More video is uploaded to YouTube in one month than the 3 major US networks created in 60 years

48 Your client is 53 times more likely to get on the first page of Google's search results if they have video on their page

49 What can happen after you help your clients create their own opportunities?

50 7 Social Media Tips 1. Prioritize. Start with one network. 2. Use keywords everywhere. 3. Regularly update your profiles and posts. 4. Respond to comments from connections and fans. 5. Treat each social media network uniquely. 6. Don t pay for connections, followers, fans or guaranteed placement on Google. 7. Change will continue. Embrace it.

51 The answer may not always be

52 Your client is asking about social media You CAN help!

53 Feel free to contact me with questions Karen Emanuelson