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Which social network to choose for your growing your small business?

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Do you have a small business that needs some help attracting new customers? You’ve heard that promotion through social networks can be very effective, but you do not know where to start and how to choose the right platform for your business.

In this presentation I will:
- review the major social networks and the specifics of each (Facebook, YouTube, Instagram, Twitter, LinkedIn, Pinterest)
- share examples of successful social network use by small companies I know
- give some ideas for creating your social media growth strategy

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Which social network to choose for your growing your small business?

  1. 1. Ekaterina Filippova eKat Communication www.ekatcommunication.ch
  2. 2. Programme About me Review of major social networks’ specifics: Facebook, YouTube, Twitter, LinkedIn, Pinterest, Instagram Examples of successful social media use by small companies Some ideas for your social media growth strategy
  3. 3. Aboutme 13+ years in Switzerland 8 years in American corp in 
 European communications department Master’s in Media & Communications 2,5 years of freelance work in digital communication English, French & Russian
  4. 4. Aboutme Entrepreneurs & small businesses
  5. 5. - 208 - Howmanysocialnetworksexist? Photo source: https://www.quora.com/How-much-does-it-cost-to-make-a-social-network-website-exactly-like-Facebook-with-the-same-features Stats source: https://en.wikipedia.org/wiki/List_of_social_networking_websites
  6. 6. Socialnetworkusersstats Stats source: http://www.slideshare.net/wearesocialsg/digital-in-2017-global-overview
  7. 7. Usage%byregion Stats source: http://www.slideshare.net/wearesocialsg/digital-in-2017-global-overview
  8. 8. Alittlebitofhumour
  9. 9. Facebook
  10. 10. Facebook Usage statistics Stats source: http://www.slideshare.net/wearesocialsg/digital-in-2017-global-overview http://www.globalmediainsight.com/blog/facebook-users-statistics/
  11. 11. Facebook Demographics Stats source: http://www.slideshare.net/wearesocialsg/digital-in-2017-global-overview http://www.globalmediainsight.com/blog/facebook-users-statistics/
  12. 12. Facebook Type of content Network’s main functions: • Keep in touch with friends and share your news (users) • Promote company, sell goods/services etc (companies) Possible to create ads? Yes
  13. 13. Facebook Success story: Mathilde Vermer Strategy: • Regular publication of posts interesting to target audience (poems, blog entries) • Active use of Facebook Ads for boosting certain posts Results: • ~1’500 likes • + 50 new likes/week • High engagement with large amount of post shares (up to 100+)
  14. 14. Facebook Success story: Mathilde Vermer Strategy: • Regular publication of posts interesting to target audience (poems, blog entries) • Active use of Facebook Ads for boosting certain posts Results: • ~1’500 likes • + 50 new likes/week • High engagement with large amount of post shares (up to 100+)
  15. 15. Facebook Company types: solopreneurs, mainly В2С but В2В sector is growing as well Industries: virtually any Ideas for promoting your business: 1. Creation of company page 2. Creation of group 3. Creation of shop for selling items directly on the platform 4. Facebook Ads 5. Publication of useful/interesting/humorous/cute articles or links 6. Creation of events (online & offline) 7. Promotion through personal profile
  16. 16. Facebook Ideas for promoting your business: 7. Reposting colleagues’ information (cross-promotion) 8. Publication of link to full info on own website (e.g. blog posts) 9. Facebook Live video streaming sessions 10.Services showcase through Services tab 11.Creation of special promotions 12.Contest creation
  17. 17. YouTube
  18. 18. YouTube Usage statistics Stats source: http://www.globalmediainsight.com/blog/youtube-users-statistics/
  19. 19. YouTube Demographics Stats source: http://www.globalmediainsight.com/blog/youtube-users-statistics/ http://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/
  20. 20. YouTube Type of content Network’s main functions: • Viewing and upload of videos (users) • Promotion of company, creation of video instructions etc (companies) Possible to create ads? Yes
  21. 21. YouTube Company types: В2С, В2В, solopreneurs Industries: entertaintment, art, health and beauty, food & drinks, media, marketing Stats source: https://medium.com/@Divimove_/insights-into-the-online-video-strategies-of-the-worlds-biggest-brands-and-industries-fd3337fe8968#.bpy0z2w3a
  22. 22. YouTube Company types: В2С, В2В, solopreneurs Industries: entertaintment, art, health and beauty, food & drinks, media, marketing Stats source: https://medium.com/@Divimove_/insights-into-the-online-video-strategies-of-the-worlds-biggest-brands-and-industries-fd3337fe8968#.bpy0z2w3a
  23. 23. YouTube Success story: breew
  24. 24. YouTube Success story: breew Strategy: • Regular publication of videos & playlists (founder talks, Meilleur du web, web series, showcase of services) Results: • 1.1k+ subscribers • Considered as an expert in video creation in Suisse Romande
  25. 25. YouTube Ideas for promoting your business: 1. Creation of instructional or entertaining videos 2. Video demos of your products 3. Creation of video interviews with specialists in your industry/ within company 4. Webinar live streaming 5. Video annotations 6. Key words use 7. Contest creation 8. Creation of relevant play-lists 9. Adding CTAs (Call to Action) 10.Posting videos on other social networks & own website 11.Making useful comment to other people’s videos Photo source: http://www.misskrizia.com/interviews/4871/youtube-annotations-external-linking-2013-update/
  26. 26. Instagram
  27. 27. Instagram Usage statistics Stats source: http://www.globalmediainsight.com/blog/instagram-users-statistics/ https://www.statista.com/statistics/253577/number-of-monthly-active-instagram-users/ 600
  28. 28. Instagram Demographics Stats source: http://www.globalmediainsight.com/blog/instagram-users-statistics/
  29. 29. Instagram Type of content Network’s main functions: • Share photos with friends Possible to create ads? Yes
  30. 30. Instagram Success story: Sognare Roma
  31. 31. Instagram Success story: Sognare Roma Strategy: • Regular posting of beautiful images of Rome (3-4 times/week) with interesting stories in description • Strategic use of # hashtags (key words) • Following colleagues’ profiles, commenting & liking their photos Results: • 7,3k+ followers • Constant stream of tour requests
  32. 32. Instagram Company types: В2С, solopreneurs Industries: entertainment, art, real estate, retail, food & drinks, fashion, tourism, hospitality, beauty & fitness, sports, hobby & pet products Ideas for promoting your business: 1. Regular posting of beautiful/unusual photos related to what you sell 2. Using popular or more specialised # hashtags 3. Photos/videos of your products or services 4. Special promotions for followers 5. Following colleagues/industry leaders, liking & commenting 6. Automatic posting to Facebook & Twitter 7. Facebook Ads Info source: http://www.socialmediatoday.com/social-networks/anthonycarranza/2015-06-16/7-industries-benefit-most-social-media
  33. 33. LinkedIn
  34. 34. LinkedIn Usage statistics Stats source: http://www.globalmediainsight.com/blog/linkedin-users-statistics/ https://www.statista.com/statistics/274050/quarterly-numbers-of-linkedin-members/ 467
  35. 35. LinkedIn Demographics Stats source: http://www.globalmediainsight.com/blog/linkedin-users-statistics/
  36. 36. LinkedIn Type of content Network’s main functions: • Creation of online CV (users) • Business networking (users) • New talent search (company) Possible to create ads? Yes
  37. 37. LinkedIn Success story: Sarah Santacroce Strategy: • Regular publication of original articles on LinkedIn Pulse • Active commenting on other users’ publications Results: • 4,1k+ followers • Considered as an expert on LinkedIn in Suisse Romande
  38. 38. LinkedIn Success story: Sarah Santacroce Strategy: • Regular publication of original articles on LinkedIn Pulse • Active commenting on other users’ publications Results: • 4,1k+ followers • Considered as an expert on LinkedIn in Suisse Romande
  39. 39. LinkedIn Company types: В2С, В2В, solopreneurs Industries: 148 different industries Ideas for promoting your business: 1. The most effective promotion - through personal profile 2. Constructive and useful comments to other users’ publications (e.g. thought leaders in your industry) 3. Regular publication of original articles 4. Regular reposting of articles by thought leaders in your industry 5. Participation in discussions of specialised topics in groups 6. Direct contact with potential clients and partners (InMail) 7. Creation of presentations on SlideShare Info source: https://www.linkedin.com/pulse/linkedin-industry-rankings-see-which-tops-list-joshua-waldman
  40. 40. Twitter
  41. 41. Twitter Usage statistics Stats source: http://www.globalmediainsight.com/blog/twitter-users-statistics/
  42. 42. Twitter Demographics Stats source: http://www.globalmediainsight.com/blog/twitter-users-statistics/
  43. 43. Twitter Type of content Network’s main functions: • Keep users updated on current events Possible to create ads? Yes
  44. 44. Twitter Company types: В2С, В2В, solopreneurs Industries: telecom, airlines, finance, fashion, entertainment, retail, automobile, alcoholic beverage Ideas for promoting your business: 1. Networking with influencial people in your industry 2. Using popular or more specialised # hashtags 3. Customer service 4. Search for potential clients by using specialised # hashtags 5. Using coupons 6. Using ads 7. Market research through #hashtag use Info source: http://visual.ly/most-socially-devoted-industries-twitter
  45. 45. Twitter Success story: Cyon Strategy: • Tweets several times/day • Used as customer service tool Results: • 2,2k+ followers • Good customer service - fast reply for complaints => better reputation
  46. 46. Pinterest
  47. 47. Pinterest Usage statistics Stats source: http://www.globalmediainsight.com/blog/pinterest-users-statistics/ http://fortune.com/2016/10/13/pinterest-monthly-active-users/ 150
  48. 48. Pinterest Demographics Stats source: http://www.globalmediainsight.com/blog/pinterest-users-statistics/
  49. 49. Pinterest Type of content Network’s main function: • Saving useful links grouped by topic Possible to create ads? Yes (only in US, Canada & UK)
  50. 50. Pinterest Success story: Favor the Bold Communication
  51. 51. Pinterest Success story: Favor the Bold Communication Strategy: • Creation of large amount of thematic boards • Regular and frequent addition of pins on topics of interest to target audience • Addition of pins with links to own blog posts Results: • 1,3k+ followers • Increased traffic to website (up to 60%) and sales of workbook
  52. 52. Pinterest Company types: В2С, В2В, solopreneurs Industries: hospitality, tourism, beauty & fitness, pets products Info source: https-//leveragenewagemedia.com/images/social-infographic-2014 http://growepic.com/channel?channel=pinterest https://blog.bufferapp.com/pinterest-marketing-tips
  53. 53. Pinterest Ideas for promoting your business: 1. Creating pin with link to info & websites of interest to your target audience 2. Creating re-pins of other companies/influencers in your industry 3. Creating pins with links to your own materials or website 4. Adding a pin, board or profile to your website 5. Creating rich pins with additional info about your products 6. Writing detailed descriptions rich with key words Info source: https-//leveragenewagemedia.com/images/social-infographic-2014 http://growepic.com/channel?channel=pinterest https://blog.bufferapp.com/pinterest-marketing-tips
  54. 54. Whichsocialnetworktochoose? Stats source: http://growepic.com/by-industry https://www.socialmediaexaminer.com/wp-content/uploads/2016/05/SocialMediaMarketingIndustryReport2016.pdf
  55. 55. Whichsocialnetworktochoose? Stats source: http://growepic.com/by-industry https://www.socialmediaexaminer.com/wp-content/uploads/2016/05/SocialMediaMarketingIndustryReport2016.pdf
  56. 56. Whichsocialnetworktochoose? 1. THE ONE THAT IS USED BY YOUR TARGET AUDIENCE 2. The one YOU will be able to use regularly and would have time for 3. The one for which it will be the easiest to create content Focus on one network, be active for 3-6 months => evaluate your progress & add new networks or make changes
  57. 57. Ekaterina Filippova eKat Communication +41 76 296 8958 contact@ekatcommunication.ch ekatcommunication.ch facebook.com/ekatcommunication

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