Presentation Prepared by Modthink Marketing for the ASBTDC Social Media Class

1. Social Media
For Small Businesses
Brent Robinson, Chief Thought Officer
brent@Modthink.com

2. What We Hope You Get From Today
• How social media can help you
drive business
• Marketing basics
• Understanding of top platforms
• Content & campaign basics
• Go-To resources

3. Plan for Today
Marketing 101
Offering
Niche
Personas
Introductions
Name
Company
Expectations
Structure
Content
Blog
Social
Paid
Channels
Content
Baseline/Campaign
10-4-1 Rule
Call to Action
Resources

4. Marketing 101

5. Why Digital Marketing?
In 2015 Facebook
influenced 52 per cent
of consumers’ online
and offline purchases,
up from 36 per cent in
2014. (Source: The
Drum)

6. Why Social Media for Business?
• Build trust with your audience
• Educate your buyers before your competitors do
• Address customer complaints or concerns
• Demonstrate your expertise

7. Find Your Niche
“Everyone is not your
customer.”
~Seth Godin

8. Niche
https://www.entrepreneur.com/article/240163
● Understanding your business’ niche is
important in defining your customer
● Find your hook, what makes your
business stand out in your industry?

9. Know your Buyer’s Journey

10. Name: General Persona Description
“What am I trying to understand that you can teach me?”
A short 2 to 3 sentences about me. Where am I now? How did I get here?
What am I thinking about for my future? Keep it simple.
GOALS/VALUES
“This is a quote
or personal
statement
reflecting my
philosophy.”
My “Customer’s Journey”
Awareness DecisionConsideration
• Goal/Trait/Value
• Goal/Trait/Value
• Goal/Trait/Value
• Goal/Trait/Value
FRUSTRATIONS/RESERVATIONS
• Reservation one
• Reservation Two
• Reservation Three
• I’m trying to understand my
challenge.
• What questions am I asking?
• Where am I finding good
information?
• Who do I trust to help me
understand this?
• What is the name of this
thing I’m trying to
understand?
• I have a good idea about my
challenge.
• What are some ways I can solve
this?
• Who are people that might have
solutions for me?
• What criteria am I using to
evaluate my options?
• I’m making a short list of solutions.
• What are those resources that
helped me get here?
• What is my decision-making
criteria?
• Who can I talk to or trust to reach
out to?
1 2 3
Education: BA, MBA
Age/Family: 35, Married, two young kids
Job Title/Function: example
Income: example
Location: example
PROFILE
SOURCES/INFLUENCES
Blogs/Websites: example, example
Social Media: example, example
Trade Resources: examples
Books: example
Thought Leaders: example
REAL WORLD EXAMPLES
One: LinkedIn profile of actual people
Two: LinkedIn profile of actual people
Three: LinkedIn profile of actual people

11. EX: Cheryl Residential Individual (high percentage)
“How do I move my stuff without having to be overly involved?”
Looking to clean out home in March, a bigger project she’s put off for a
while.
GOALS/VALUES
“A ship in port is
safe, but that’s
rarely what
ships are built
for.”
My “Customer’s Journey”
Awareness DecisionConsideration
• Live full lives
• Considerate of spouse in decisions
• Value financial security
• Value professional degrees/professions
• Investment-minded in many ways
• Family and relationship-oriented
FRUSTRATIONS/RESERVATIONS
• How long will this take?
• How much thought has to go into this?
• How much are they going to babysit the process?
• Don’t want to have to deal with the details
• Pain tolerance for junk
everywhere breaks her
• Needs a space for something
else (new baby, converting
garage, etc) which makes a
clean out a priority
• After search, they’re likely to
reach out to peers who’ve
done it
• I have a good idea about my
challenge.
• Can donate stuff to thrift store
• Call someone to pick it up
• Can do it themselves, but
hauling themselves
• Bulk pick up
• Craigslist/FB Garage sale
• Google search options
• Reach out to friends who’ve
done major clean outs before
• I’m making a short list of solutions.
• What her spouse agrees to
• Evaluates time she has to invest in
this project
• Donating items, but how much
time does that take?
• How much brain power does it take
to rent a dumpster?
• As long as affordable, not usually
shopping around
• Trust in reliability
1 2 3
Education: Licensed Vocational Nursing Program
Age/Family: 32, Married, two young kids
Job Title/Function: Licensed Vocational Nurse
Household Income: $90,000
Location: Bentonville, AR
PROFILE
SOURCES/INFLUENCES
Blogs/Websites: NPR, enhancing relationships,
managing stress, mom blogs
Social Media: Instagram, Facebook
Trade Resources: Finance/real estate podcasts
Books: Woman-leadership genre
Thought Leaders: Joanna Gaines, Pioneer Woman
REAL WORLD EXAMPLES
One: LinkedIn profile of actual people
Two: LinkedIn profile of actual people
Three: LinkedIn profile of actual people

12. Introductions

13. Welcome!
Emily Bowen, Account Executive
A graduate of Oklahoma State University, Emily is an
experienced Account Executive. Skilled in digital
marketing, content creation, media relations, and
account management.
Lauren Allison, Marketing Data Analyst
Lauren is a Marketing Data Analyst Intern and a senior
majoring in Business Analytics at the University of
Arkansas. Skilled in Google AdWords, Analytics, and
social media management.

14. Take a moment, Introduce Yourselves!
• Name
• Business
• What do you hope to
learn today?

15. Structure

16. Structure
Customer
Content
Syndication
Foundation
Paid

17. Channels

18. Social Channels

19. Facebook
• Business Manager feature
• Allows for efficient management of your
business page
• Reaches a wide range of
current/potential customers
• Allows customers and clients to
interact with your business
• Examples: Reviews, Tagging
• Option to boost posts or run paid
media advertising

20. Twitter
• Also reaches a wide age range
• Allows for sharing of third party
content and Call-to-Action
• Only allows 280 characters per tweet
• These shorter snippers of information
make your customer
more likely to
read.
• Option to boost
tweets and advertise

21. Instagram
• Targets the 18 to 34 age
range
• Growing in popularity with
other age ranges
• Connected to Facebook
• Boosting and advertising
done through Business
Manager
• Visual Channel
• All posts include photos

22. LinkedIn
• Very professional channel
• Ability to showcase your
business to other
professionals and industry
experts
• Unique ability for not only
posts and sharing, but also
articles
• Has its own advertising
network

23. YouTube
• Extremely popular among all
ages
• Ability to post longer videos
than other channels
• Advertising through the
Google network
• Great for brand awareness
• Option to reply to comments
of viewers

24. Google My Business
• Increases search
visibility
• Helps customers find
your location
• Allows for listing of
important information
• Hours of operations,
phone number, etc.
• Encourages customers to
review your business

25. Content

26. Baseline vs Targeted Campaigns
• Long-term, on-going campaign
of branded and industry-
specific content general to
the company
Baseline Campaign Targeted Campaign
• Seasonal campaign of content
specific to a limited-time
offer set over a set amount of
time

27. Content Types

28. 10 Content: 3rd Party Share

29. 4 Content: Original Content Sharing

30. 1 Content: Specific Call-To-Action
• Sign-Up
• Register
• Call
• Subscribe
• Donate
• Buy
• Order
• Share
• Follow
• Download
• Click here for

31. Resources

32. I Have No Idea HOW to Write
• https://www.fiverr.com
• https://www.contentrunner.com/
• http://fulbright.uark.edu/departments/j
ournalism/

33. Yes, You Are a Graphic Artist
• https://www.pexels.com/
• https://www.canva.com/

34. Social Syndication
• http://everypost.me/
• https://buffer.com/
• https://hootsuite.com/
• https://eclincher.com/

35. Learn More
• https://landing.google.com/academyforads/
• https://www.thinkwithgoogle.com/
• https://www.facebook.com/business/learn
• https://creatoracademy.youtube.com/page/education
• https://blog.hootsuite.com/
• https://blog.linkedin.com/
• https://business.linkedin.com/marketing-solutions/blog
• https://www.linkedin.com/learning/me

36. Did we give you value today?