This document discusses social media strategies for businesses. It begins by defining social media as online tools that allow people to communicate without face-to-face interaction. The three most popular social media platforms for businesses are described as Facebook, Twitter, YouTube, Flickr, LinkedIn, and blogs. The document then addresses why businesses should have a social media strategy, how to measure the benefits and ROI of social media, and provides a case study example of a restaurant that increased revenue through social media.

1. social media [what, why, how]

2. [objective]
to answer three questions:
what is social media?
why should my business have a
social media strategy?
how do we measure benefits and
ROI?

3. [what is social media]
social media is a set of
web-based tools that let
people communicate
without being face-to-face.

4. there are a lot of tools.

5. The most popular
social media
tools for
business are
Facebook,
Twitter, YouTube,
Flickr, LinkedIn,
and blogs.
Each social media tool serves a different purpose.

6. “Social media is not about Facebook or
MySpace or Flickr or Twitter or blogs or
YouTube. It’s about having a strategy for
making your company or organization more
like a person and less like a machine. It’s
about humanization.”
Jason Baer
www.convinceandconvert.com

7. social media is: social media isn’t:
 a conversation  a sales pitch
 a good way to raise your  a guaranteed book deal or
internet profile appearance on Oprah
 a way for potential clients  a get-rich-quick scheme; a
to find and get to know panacea; or an excuse to
your business stop selling
 a marathon  a sprint
 a targeted community of  a giant audience of any
the right people people who’ll listen
it’s a marathon, not a sprint.

8. [why you need a strategy]
social media is not going away.
the tools and buzzwords may
change, but the desire to feel
connected to the companies you
do business with will not.

9. This man* cost United Airlines an estimated $180 million when his
complaint went viral on YouTube, Facebook, Twitter,
and other internet sites.
If you aren’t paying attention, a volcano could erupt
online without you knowing it.
*(more to come on him)

10. [three things you get]
1. engagement: better word-of-
mouth & deeper relationships
with customers.
2. immediacy: real-time ability
to target promotions.
3. community: a group of people
who are there voluntarily.

11. [engagement]
Social media marketing generates:
- positive word-of-mouth and awareness for your brand.
word-of-mouth is: 7x more effective than a newspaper ad
5x more effective than a personal sales pitch
2x more effective than a radio ad
-marketing science institute, 2006
- increase in mentions of your company (conversational market share).
when businesses think about your product or service category, you want to
be the first thing they think of.

12. Stronger customer acquisition
a customer acquired through traditional marketing is expected to bring a
company 1.59 new customers in a lifetime.
a customer acquired through word-of-mouth marketing is expected to bring
3.23.
-villanueva, yoo, hanssens
Relationships built on trust
76% of consumers don’t believe that companies tell the truth in advertising.
-yankelowich, 2006
80% of ceos believe their brand provides a superior customer experience.
8% of their customers agree.
-bain & company
54% of consumers avoid products and services that overwhelm with
advertising.
-yankelowich, 2006

13. [immediacy]
1. Build a community on Facebook , Twitter, your blog,
etc.
2. Establish trust. Share and produce useful content,
not just sales pitches.
3. Give them offers when you need them, and you’ll
have built up a community of trust that makes them
more likely to take action.
For example, you have a new product to roll out.
With a community built on trust, your customers
will not only be the first to jump on board, but
they’ll thank you for the opportunity to do it.

14. [community]
“…people have been endlessly fascinated by one another for a very long
time. social networking is not new; we just have new ways to do it.”
-joe kraus, google
“remember, relationships are a two-way street. you can’t always ask ask ask -
you have to give in return.”
-holly buchanan, www.grokdotcom.com
“think dinner with clients, rounds of golf, customer appreciation events.
we don’t do these things because they themselves have an immediate
impact on the bottom line…. it’s about working to increase the likelihood that
your business is the one people choose.”
-amber naslund, radian6

15. [lack of community]
More than 3 million people saw this video describing United’s
terrible customer service, and 14K commented with similar stories.

16. for any company, a
measurably engaged
community means
you’re top of mind
when clients need
you most.

17. [how to measure roi]
one size does not fit all.
your success should be
determined by your objectives.
social media is infinitely
measurable, as long as you are
strategic and know what you
want to achieve.

18. If your social media objective is…. Then measure success by….
 Deepening your relationship  Counting the number of referrals
with existing customers…. you get from fans and followers.
 Spreading the word to as  Tracking your fan and follower
many people as possible…. counts.
 Improving your search  Benchmarking and tracking how
results…. you rank over time.
 Establishing authority in a  Counting how often you appear
particular field…. in queries.
 Driving revenue to a particular  Counting how much incremental
time period or product line…. revenue you make.
measure roi based on your objectives.

19. [facebook]
Insights: shows you who your fans are…

20. [facebook]
…and how they interact with your page
Post Quality measures the percentage of fans who engage when you post
content compared to like pages with similar fan counts.

21. [twitter]
what is your reach?
My grade of 92 means that
I’m in the top 10%. My rank
of 12.65 puts me in the 80th
percentile.
Twitter metrics are new and based on algorithms. Twitter Grader gives you a
grade, and Twitterank a ranking, based on your reach and authority on Twitter.
We will also watch number of followers and number of retweets (mentions).

22. [case study]
Liza’s Kitchen is a family restaurant focused on high-quality
ingredients and fresh preparations of food in a relaxed,
beach atmosphere. With a new, larger location and patio;
beer and wine sales; and a new evening meal period; there
are several opportunities that must be leveraged
simultaneously in order to maximize revenue. Liza’s
Kitchen is embarking on a period of major growth. Because
the principals of the business are fully engaged in the daily
operation, now was the time to bring in outside help to
make sure none of these opportunities are missed.
GOAL: Increase revenues while maintaining profit margins
and quality of life.
STRATEGIES:
Streamline and Expand Catering Business
Maximize Wine Sales and Expertise – Position Cat as Local
[please note: this client doesn’t use Wine Expert
twitter. hive does a great deal of
Position New Location for New or Non-Traditional Types of
traditional marketing and PR work for
them as well as social media.] Business

23. [results so far]
Liza’s Kitchen
Facebook Fan Page
April 14, 2.30 pm 0 fans
April 16, 10.53 pm 296 fans
May 25, 2.14 pm 463 fans
July 15, 12.50pm 655 fans
Oct. 6, 12.34pm 923 fans
Dec. 3, 10.22am 1,009 fans
Fan Engagement
Favorite menu item 40 comments
Pre-Event Poll 17, 3, & 13 comments
Post-Event Poll 10 comments
Product Pictures 11 comments
Cooking Tips 3, 4, & 10 comments
Direct Calls to Action 8, 3, 2, 1, & 5 comments
Special Events via Facebook
Wine Tasting Strongest revenue performance ever for meal period
Cooking Demo Sold out event; sold highest amount of retail product ever
"Susan implemented a comprehensive strategy for us that is helping grow our business without killing
us! HIVE built our database from zero to 300 in three days, allowing us to reach out with new information
real-time."
- Cat and Mike Meek, Proprietors

24. questions?
To contact HIVE Marketing, LLC | Susan Barry
susan.barry@hive-marketing.com
404.964.5765
@hivesusan | www.facebook.com/hivemarketing