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Social media marketing tips for small businesses
1. Successful with
social Lammertyn - Pixular @UEAPME
Stefaan
media - @slk8500
Photo by massonth (a bit busy) - http://flic.kr/p/6ZwXLc
Wednesday 4 July 12
9. Program
1. We are halfway...
2. Social media? Definition & Findings
3. Can’t see the wood for the trees
4. Twitter & LinkedIn: tip of the iceberg
5. Sociale Media 4 STOW
6. On your marks, get set, GO
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10. #01
There was a time...
#01 > We are halfway...
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11. Photo by TheAlieness GiselaGiardino²³ - http://flic.kr/p/5Rz9G
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14. Digital is the new normal
#01 > We zijn halfway
are halfweg
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15. Photo by Dhammika Heenpella / Images of Sri Lanka - http://flic.kr/p/7g7nSm
#01 > We zijn halfway
are halfweg
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16. #01 > We zijn halfway
are halfweg
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17. #02
WHAT ARE
SOCIAL MEDIA?
“Social media are the online tools and
platforms that people use to share their
opinions, insights and experiences.”
#02 > Social media: Definition & Findings
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18. Facts & figures
• Growth!
• Sociale media is convenient
• On average 55 minutes/day on Facebook
• 65% of TOP100 companies on Twitter
• All ages use this kind of media 7 > 100
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19. #02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
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20. Findings
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
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21. Vaststellingen
SCHOOL IS COOL
#02 > Sociale media: Definitie & Vaststellingen
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22. THEN... NOW Computing
devices
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
22
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
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23. THEN... NOW Connectivity
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
23
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
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24. THEN... NOW Life Stories
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
24
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
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25. THEN... NOW News &
Information
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
25
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
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26. THEN... NOW Note Taking
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
26
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
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27. THEN... NOW Music
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
27
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
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28. THEN... NOW Navigation
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2012
28
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
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31. In our time...
Photo by The Next Web - http://flic.kr/p/8g2yDN
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
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32. #02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
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33. Findings
Word of Mouth is World of Mouth
Fans make new Fans
New consumer is a Trend, not a hype
33
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
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34. Findings
“Nothing influences a person more than the
recommendation of a trusted person”
Marc Zuckerberg - Facebook
78% consumers believe
recommendations of others
34
#02 > Sociale media: Definitie & Vaststellingen
#02 > Social media: Definition & Findings
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36. CAN’T SEE THE WOOD
FOR THE TREES
1. Blogs
2. Microblogs: Twitter - Yammer - ...
3. Social Networks: LinkedIn - Facebook -
Google+- ...
4. Media Sharing: Youtube - Slideshare -
Spotify - Pinterest
5. Location Based apps: Foursquare
#03 > Can’t see the wood bomen
#03 > Door het bos de for trees
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37. #03
You know these...
#03 > Can’t see the wood for trees
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38. #03 > Can’t see the wood bomen
#03 > Door het bos de for trees
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50. USE OF
SOCIAL MEDIA
What’s in it 4 me ?
#04 > Odds en Pitfalls
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51. Photo by Rosa Dik 009 - on & off - http://flic.kr/p/8BVyDx
WHO LOOKS FOR IT,
WILL FIND IT
#SM4KMO
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52. SERENDIPITY
Looking for a needle in a haystack &
finding the farmer’s daughter instead
Pek van Andel
#03 > Can’t see the wood for trees
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53. Photo by coconinoco - http://flic.kr/p/8g9p1o
#03 > Can’t see the wood for trees
6. Toekomst
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64. Twitter
• Microblog
• Text message of the Internet
• Tweet = message < 140 characters
• Constant message flow
• Following = people you follow
• Followers = people following you
Microblog
64
#04 > Twitter
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74. Tools
• On your PC/MAC or Smartphone
• www.twitter.com / search.twitter.com
• Application: Twitterbird/Tweetbot
• Combination: Hootsuite/Tweetdeck
74
#05
#04 > Twitter
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75. Efficient twittering
• Tell others your story
• Better with Added Value
• Use links in your messages
• Ask questions & give answers
• Share your knowledge & insights
• TXS, be thankful - don’t forget your
grandmother
75
#04 > Twitter
#05
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80. LinkedIn
Networking is Just like
Working
80
#04 > LinkedIn
#05 > LinkedIn
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81. LinkedIn
• Knowledge > Contacts
• Who knows who ?
• Professional use
• Status updates - recommendations - Q&A
Social
Network
81
#04 > LinkedIn
#05 > LinkedIn
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103. LinkedIn > Network
• Seek and you shall find
• Contacts of contacts
• Join groups
• Recommendations
• Presentations
• Detect opportunities
103
#04 > LinkedIn
#05 > LinkedIn
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104. LinkedIn > Network
• Personal invitations
• Dare to ask questions
• Be willing to give answers
• Build up!
• Observe the hygiene of your network
104
#04 > LinkedIn
#05 > LinkedIn
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105. NO MAGIC BUT
STRATEGY
105
#06 > On the line, get set, GO
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106. Social
Media
Roadmap
106
#06 > On the line, get set, GO
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112. There is a secret to Twitter success
and it’s the same secret for all of social media,
especially business social media:
wake up & write
@gitomer
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113. THOU SHALL
Photo by jpmatth - http://flic.kr/p/a8fjQQ LISTEN
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114. #07
It’s about conversations,
and the best
communicators start as
the best listeners
Brian SOLIS
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115. LISTENING
#01
• Name of organization
• Brands & Employees
• Programs
• Website
• Keywords from sector
• Colleagues & Competitors
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116. LISTENING
#01
• Let the technology work for you
• Monitoring
• Social Mention/Google Alerts
• Tracebuzz/Engagor
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120. THOU SHALL
DETERMINE
Photo by cliff1066™ YOUR GOALS
- http://flic.kr/p/5Mf7xA
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121. GOALS
#02
• Increase customer satisfaction
• Visibility & name recognition
• Market research
• Expertise
• PR
• Recruitment
• Press
Commandment II: Thou shall determine your goals
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122. GOALS
#02
Make sure your goals fit
into the overall marketing strategy
of your company
Commandment II: Thou shall determine your goals
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123. THOU SHALL
DEFINE YOUR
TARGET AUDIENCE
Photo by contemplative imaging - http://flic.kr/p/6pLTXu
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124. AUDIENCE
#03
Customers
Individuals
Prospects Press
Candidates Government
Young people
Seniors
Companies Consumers
Commandment III: Thou shall define your targets
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127. THOU SHALL
DEFINE YOUR
Photo by steve loya - http://flic.kr/p/2h3DRh BENCKMARKS
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128. BENCHMARKS
#05
• # website visitors
• # FB fans
• # Followers on Twitter
• Applies for information
• Mentions in the press
• ....
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129. THOU SHALL
Photo by police5151 - http://flic.kr/p/6gXUcq ORGANIZE
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130. ORGANIZE
#06
• Support within the organization
• Sensitize ...
• SM-coordinator
• Guidelines
• Actions & reactions
Commandment VI: Thou shall organize
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131. #09
Social Media Policy
Good agreements = good friends!
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139. LOOK FOR
FANS/FRIENDS
Photo by Anne Bennett - http://flic.kr/p/4mk5e8 FOLLOWERS
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140. F-FACTOR
#08
• Word of mouth > world of mouth
• Who’s behind your company or brand?
• Go for partnership > ambassadors
• Support your fans!
Commandment: Look for fans
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142. TELL OTHERS
YOUR STORY
Photo by Images by John 'K' - http://flic.kr/p/6kfzwS
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143. CONVERSATION
#09
• Detect interesting issues
• Intervene and help
• Give answers and dare to ask questions
Commandment IX: Thou shall start the conversation
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144. THOU SHALL
ANALYZE AND
ORGANISEREN
Photo by Willamor Media - http://flic.kr/p/88r8UC ADJUST
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145. OBSERVE
#10
• SM is never off the air
• Objectives achieved?
• Why (not)?
• What didn’t we do right?
• Adjust where necessary
Commandment X: Thou shall analyze and adjust
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146. Text
http://tomfishburne.com
Wednesday 4 July 12
147. And what have we learned today?
147
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148. #11
Create
Content for your
audience and make your
audience Content
148
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149. CONCLUSION
• Start listening
• Start today!
• Ensure added value
• Think before you Tweet
• Discover your place
• Search to find people/items
149
#06 >> Aan deline, get set, GO
#06 On the lijn, klaar, start
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150. CONCLUSION
• Don’t be boring, don’t start online
arguments
• Watch your manners > grandmother!
• Respect 1 of 3 rule
• Help where you can
• Let everyone hear from you regularly
150
#06 >> Aan deline, get set, GO
#06 On the lijn, klaar, start
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151. Reputation
The internet never forgets!
151
#05 > Kansen en Valkuilen
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154. #12
MAKE SURE SM
DOESN’T
BECOME SM
Photo by philippe leroyer - http://flic.kr/p/8eArtT
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155. Contact
Questions, comments or suggestions?
Stefaan Lammertyn/Pixular
stefaan@pixular.be
www.sm4kmo.be
Follow us on Twitter:
@slk8500
#SM4KMO
Wednesday 4 July 12