The document provides an overview of social media for small businesses. It recommends that social media should only be one part of an effective marketing strategy focused around valuable content. Businesses should research where their customers are on social media and focus first on their website, blog, and a Facebook page. The document reviews popular social media sites like Facebook, LinkedIn, Twitter, YouTube, Pinterest, and Google+ and provides tips on getting started with social media and developing an effective content strategy.

1. Social'Media'in'Perspec0ve'
An#overview#for#small#businesses
Marsha'Sanders'
May'22,'2013'

2. Source:'Three'ships'media'
SOCIAL'MEDIA'OVERVIEW'

3. Social'media'conclusions'
 Just one part of an effective marketing strategy
 Content is king
 Develop content of value to your clients
 Establish yourself as the ‘go to’ expert in your area
 Research, research, research
 Ask your customers where they are on social media, and
what are they looking for
 Get market research on demographics and social media
 Set priorities for your time
 Focus first on your website, then your blog, then a
company Facebook page
 Your website is the only place on the web where you can
control your messaging and content

4. Different'types'of'social'media'sites'
'Social#media#is#any#website#or#mobile#func6on#that#enables#the#
sharing#of#content#with#other#people'
'
Benefits'of'social'media'
• Build'your'brand;'generate'
awareness'
• Generate'qualified'leads'
• Establish'expert'status'
• Provide'quality'customer'
service'
• Generate'input'for'product'or'
service'enhancements'

5. The'changing'world'of'social'media'

6. Put'social'media'in'marke0ng'perspec0ve'

7. CONTENT'IS'KING'

8. Content'–'Conversa0on'–'Community''
•
•
•
•
'
Content'is'king'
Create'valuable'content'and'share'it'
Create'a'conversa0on'and'interact'with'your'clients'
Clients'can'then'interact'with'each'other'to'create'an'engaging'community,'
at'this'stage'your'clients'can'actually'market'for'you'by'“liking”'and'
“sharing”'

9. How'much'control'do'you'have?'
There'are'some'risks'to'your'business'when'you'don’t'control'the'content'
Source:'Richard'Stacy,'Social'Media'Architect'

10. Source:'Jasmine'Sandler,'Search'
Engine'Watch,'May'9,'2013'
'
'
'
WHAT’S'BEST'FOR'YOUR'BUSINESS?'

11. Facebook'(800M'users)'
 Facebook is a trusted, familiar platform – extend to
your business
 Clients like to see the “real you, the real company”
through interactions, photos, insider stuff
 Content needs to be relevant, add value, and some
percentage should be light and entertaining
 Content “makes or breaks” engagement with your site
 Accelerate ROI by showing up in as many users’ top
newsfeeds as possible
 This becomes a cycle – post content that generates “likes”
and comments; future content then appears in newsfeeds of
those that “liked” and commented

12. An'example'of'fun'content,'“can'you'relate?”'
Source:'ASPCA'

13. Facebook:'Geng'started'
 Check out competitor’s
Facebook pages to get ideas
 Easy to set up and run, and
good to practice on before
branching out on other
social media sites
 Add very detailed information,
including some marketing
messages
 Start interacting: share photos, ideas, tips – anything that
is an extension of your brand and offerings

14. Best'prac0ces'for'small'business''
Smart'Passive'Income'

15. LinkedIn'(225M)'
 LinkedIn was developed to create and foster business
relationships and networking; can create separate business
pages
 Companies build profiles to
 Showcase products and employee networks
 Promote upcoming events
 Includes targeted advertising, and the ability to email all
your connections
 LinkedIn Groups are effective and promote valuable
networking with comments and status updates
 From B2B sales perspective, you can learn everything
about prospects from their individual pages

16. Twi`er'(+200M'users)'






This is where news breaks – real time conversations happen;
the best social media vehicle for covering events
According to Marketo, Twitter is the “water cooler for B2B
marketers”
Ability to linkback to your website and blog
Businesses can prospect leads and follow thought leaders on
topics of interest
Use the 4-1-1 rule (TippingPoints Labs and Joe Pulizzi)
 For every 1 self-promotional tweet, retweet 1 tweet, and share 4 tweets
of relevant content created by others
Follow experts in your field – study their use of Twitter
 Follow back people who are following you
 Search for tweets relevant to your products and services by searching
on your keywords

17. Twi`er'
Example'of'an'effec0ve'tweet'from'Philips'Healthcare'
“One#week#le=!#Register#for#Clinical#Informa6cs#
User#Conf#Oct#19E21#Sign#up#nowEbe#part#of#the#
ac6on!#HeHp://bit.ly/pd5Qcl#cardiology”#
Remember'that'with'followers'–'and'
tweets'–quality'trumps'quan0ty'
Luminaries'like'Seth'Godin'tweet'a'lot'

18. YouTube'(8'million'videos)'
 Videos that are on brand, on message, and deliver
valuable content can drive qualified leads
 Videos can also be embedded on websites to add
valuable content to the site
 Creating a YouTube channel builds client loyalty
 Videos measurably boost SEO ratings on search
engines (53% higher chance to appear on Google
search first page)

19. Pinterest'(49M)'and'Instagram'(27M)'
 Prospects and clients love visual client
 Visual content has an emotional appeal
 Show rather than tell to engage clients
 Pinterest (49M) is an electronic image scrapbook (pinboard)
where users can share and organize visual imagery
 Pinterest pages can be used as a landing page for email
campaigns or events with focused content
 The boards are a unique way of organizing visual content
 Instagram is where creative users post great visuals, but don’t
post a photo on Instagram unless it is visually engaging

20. Google+'(90M)'
 The next big social network after
Facebook; includes business pages with About profiles
 Primarily a platform for content delivery rather than
business networking (unlike LinkedIn)
 Content can rank higher in search engines because it is fed
into personal search results for your G+ circles, including
rich content – from YouTube or Pinterest
 G+ circles help marketers segment their lists
 Negative
 Google is mandating G+ accounts for Gmail users
 Business pages are still lacking in terms of B2B adoption

21. Blogging'
 Blogs can educate prospects for lead generation and
facilitate interaction with clients
 Blogs are powerful marketing assets as long as they are on topic
for prospects and customers; avoid selling
 Research topics of interest to your clients and write about them
 How to blog
 Use your keywords in your blog
 Link to you blog from pages on your website
 Include Calls to Action at the end of each blog
 What to blog about?
 Post blog content to other outlets with Hootsuite

22. How'much'0me'does'it'take?'
 Twitter – 2x/day to 2x/week to keep content fresh
 Facebook – 2x/week; 70% of all interaction occurs
within one hour of posting
 Blogging – must be fresh; several blogs with
substantial content per month
 Respond to comments within 24 hours

23. B2C'company'use'of'social'media'

24. Source:'Pew'Research'and'Mashable'
WHERE'ARE'YOUR'CUSTOMERS?'

26. Where'are'adults'on'social'media?'

27. GETTING'STARTED'

28. First'steps'
 Website is most important
 Can control messaging
 Not dependent on decisions made by social media
companies (MySpace, Plaxo, virtually gone)
 Keep it up to date, add blog posts regularly
 Create a Social Media profile
 Modify for different outlets
 Read profiles of experts in your field and modify yours
after that
 Start with Facebook, then branch out to others

29. Takeeaways'
 Go where your customers are
 Research. Ask your customers where
they are on social media, what are
they looking for?
 Read market research
 Content is king
 Develop content that your customers are looking for
 Establish yourself as an expert
 Move from developing content, to joining the conversation, and
engaging the community
 Where to begin?
 B2B and B2C customers behave differently
 Begin by creating a Facebook page, add blogs to your website
 Your website is your highest priority because you can control
you messages and content there. Social media and blogging are
next

30. RESOURCES'

31. Some'useful'resources'
 Data: Pew Research – www.pewresearch.org
 Demographics of social media users, 2/14/13
 Social networking, 2012
 Developing content – www.copyblogger.com
 How to develop content when you don’t have a clue
 How to blog – www.blogtyrant.com/how-to-blog

A guide to quickly start blogging
 Marketing – www.marketingprofs.com
 Web marketing – www.marketo.com

32. Contact'

Marsha Sanders
marsha@koimarketingsolutions.com
617-KOI-0305