Small Business Challenges & Their Impact on Social Media!
Learn:
A Social Media Plan that Works
Determine Goals
Determine Channels
Build Your Audience
Develop a Content Strategy
Execute & Evaluate the Plan
social pharmacy d-pharm 1st year by Pragati K. Mahajan
Making It Happen - Marketing Like a Superstar!
1. Market Like a Superstar!
Rachel Strella
Strella Social Media
www.strellasocialmedia.com
2. Today, we’ll discuss…
Small Business Challenges &
their Impact on Social Media
A Social Media Plan that Works
Determine Goals
Determine Channels
Build Your Audience
Develop a Content Strategy
Execute & Evaluate the Plan
9. A Plan That Works: Goals
Sample Goals
Increase website traffic
Build customer loyalty
Establish credibility/authority
Build your audience/following
Increase Search Engine
Optimization (SEO)
10. A Plan That Works: Goals
Sample Goals
Drive foot traffic to a location
Increase visibility
Awareness of a product/service
Reach a specific new audience
Increase customer engagement
11. A Plan That Works: Goals
Goal Checklist
Select 2-3 goals for 90-day plan
Keep goals in alignment with
your brand and long-term plan
Select goals that are
measurable in some way
13. A Plan That Works: Channels
“Big 3” Channels: Facebook
Audience is consumer-based
Largest age segment is 21-24
Great for sharing
Integrates well with 3rd party
apps
Oversaturated channel
14. A Plan That Works: Channels
“Big 3” Channels: LinkedIn
Audience is business-based
Largest age segment is 35-44
Three powerful gems: groups,
advanced search, and answers
Relationships a MUST
15. A Plan That Works: Channels
“Big 3” Channels: Twitter
140-character limit
Largest age segment is 30-49
Channel is wide-open
Strong customer-service outlet
Language can be confusing
(hashtags, re-tweets, etc)
16. A Plan That Works: Channels
Supplemental Channels: YouTube
Powerful – top search site along
with Google
Largest age segment is 18-34
Great for small business
branding and SEO
Hard to leverage if camera shy
17. A Plan That Works: Channels
Supplemental Channels: Google+
Interface similar to Facebook
Largest age segment is 25-34
Higher usage among men (69%)
than women (31%)
Great for SEO
Audience: engineers, web
developers, students, marketers
18. A Plan That Works: Channels
Supplemental Channels: Pinterest
Photo sharing site; pinboards
Largest age segment is 25-54
Higher usage among women
(79%) than men (21%)
Best for product-based brands
Attraction: fashion, food, décor,
bridal, fitness, animals, kids, travel
19. A Plan That Works: Channels
Supporting Channels: Blogs
Online source of information
from a 1st person POV
Great for driving traffic to a
website, gaining credibility,
community building and SEO
Best if you own the content
(self-hosted site vs. free site)
20. A Plan That Works: Channels
Supporting Channels: Enews
Electronic communication sent
via email to a list of subscribers
Generate TOMA
Great for those who have
email, but not social media
Do not spam or add contacts to
a list without permission
21. A Plan That Works: Channels
Channel Checklist
Determine target audience and
where they are on social media
Select 2-3 media that match
your goals and target audience
Play to your strengths
Find ways to maximize efforts
23. A Plan That Works: Audience
Audience: Use Social Media Tools
Import email contacts to fan
page
Use Twitter’s “Discover Tab”
Do not import lists into
LinkedIn; make authentic
connections
24. A Plan That Works: Audience
Audience: Cross Reference
LinkedIn Profile: List Twitter
and Facebook
Leverage your popular channels
to draw audience to other
channels
Use integration tools (Pinterest)
Cross reference when relevant
25. A Plan That Works: Audience
Audience: Build During Use
Join LinkedIn Groups; make
personal connections
Use hashtags and mentions in
tweets
Beware of offers that
‘guarantee’ immediate fans or
followers
26. A Plan That Works: Audience
Audience: Marketing Integration
List social media channels on
direct mail, newspaper ads,
newsletter or business cards
Add social sites to website and
email signature
Using Facebook? Claim unique
URL (facebook.com/username)
27. A Plan That Works: Audience
Audience: Connect Offline Efforts
Leverage networking, office or
store space, and events as
opportunities to promote sites
Use “social media cards,” QR
codes, signs, and products
Give them a reason to connect
with you online
28. A Plan That Works: Audience
Audience: Think Outside the Box
Use contests, a call for “re-
tweets” or other methods to
generate interest
Be mindful of what others are
doing to build fans
If you run a contest on
Facebook, use a 3rd party app
29. A Plan That Works: Audience
Audience Checklist
If you’re just starting out, this
should be a primary goal
If you’re already established,
continue to think of ways to build
Revisit audience-building
regularly and brainstorm
31. A Plan That Works: Content
Content: Themes
Consider how to create
engaging content
What value can I provide?
What’s interesting about my
business?
Where are growth opportunities?
How can I educate my audience?
32. A Plan That Works: Content
Content: Theme Examples
Accountant: Tax tips during the
month of March
Retailers: Christmas - December
Salon: Prom preparation tips in
the spring
Business Coach: Job interview
tips around college graduation
33. A Plan That Works: Content
Content: Theme Calendar
Match goals and themes
Develop a “theme of the
month” to help create a
consistent message that
resonates with audience (themes
also simplify your content
planning)
34. A Plan That Works: Content
Content: Theme Calendar Example
Industry: Physical Therapy
Short-Term Goals:
#1: Build brand awareness
#2: Educate community on
proactively seeking physical
therapy, rather than post injury
35. A Plan That Works: Content
Content: Theme Calendar
Example
Month #1: Debunking physical
therapy myths
Month #2:How physical therapy
is a better than a gym workout
Month #3: Common injuries
prevented with physical therapy
36. A Plan That Works: Content
Content: Integrate!
PT: Blog, Twitter and YouTube
Embed video link in blog posts
Share blog posts on Twitter
Integrate with offline
marketing efforts (print/direct
mail)
Integrate with online media
(enews/online ads)
37. A Plan That Works: Content
Content: Editorial Calendar
Assign the themes by month
Under each month, list the
social media channels and break
down how frequently you plan to
post on each channel (an ‘outline’
of content)
38. A Plan That Works: Content
Content: Develop Content
Fill-in the outline
A few content guidelines:
Shorter and punchier is better
Knowledge is power
Engage the audience
Be authentic
Reveal ‘human side’ of business
39. A Plan That Works: Content
Content: Develop Content
Use pictures when relevant
Consider timeliness
Highlight industry events/news
Be authentic
Use sales pitches sparingly
Proofread content
Work smart
40. A Plan That Works: Content
Content Checklist
Determine themes
Develop theme calendar
Consider how to integrate
Develop an editorial calendar
Write content with zest!
42. A Plan That Works: Execute
Content: Execute the Plan
Assign responsibilities
Monitor channels
Engage/respond
Put a plan in place for handling
negative feedback
43. A Plan That Works: Evaluate
Content: Evaluate the Plan
What worked?
What didn’t work?
What should you shift?
Are there new channels to
embrace?
What should the next 90 days
look like?
44. A Plan That Works: Execute
Execution & Evaluation Checklist
Assign work – including content
development, branding
monitoring/engagement, and
handling negative feedback
Evaluate plan
Make necessary changes and
determine plan for next 90 days
46. A Plan for Your Small Business
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