How Small Brands Can Do Social Media Like the Big Brands

@adriasaracinoThere once was a brand that created a
video that earned more than 24 million
views & $1.6MM in sales.

http://www.inc.com/articles/2010/10/meet-the-byu-student-who-took-orabrush-viral.html
@adriasaracino
This wasn’t a big brand, but rather a
small tongue scraper manufacturer.

@adriasaracino
This is the brand’s video. It shows
brands of any size can succeed
with social media.

How to do social
like big brands
@adriasaracino

Do less, better
@adriasaracino

@adriasaracinoIt’s not our job to be on every social
channel. It’s our job to figure out which
ones we should be on. Less is more.

@adriasaracinoThis brand isn’t getting foot traffic from
Pinterest, so maybe they shouldn’t be
prioritizing this channel.

@adriasaracinoBrands that do social well only focus on
the channels that they have the
resources to commit to.

Give them a
reason to follow
@adriasaracino

@adriasaracinoDon’t just regurgitate the same info on
all channels. Diversify what your
followers can find.

Track the
right metrics
@adriasaracino

@adriasaracinoBrands look at the ROI of social media
in two ways. Some try to achieve direct
sales all the time.

@adriasaracinoOthers try to insert themselves into
irrelevant conversations to increase
“vanity metrics”.

“Only 42% of SMBs
know how to find
the ROI of social.”
- Social Media Examiner’s 2015 Social Report
http://www.socialmediaexaminer.com/small-businesses-struggle-to-prove-facebook-roi-new-research/
@adriasaracino

@adriasaracinoDon’t spend all your time on
consumption metrics.

@adriasaracinoRun through micro goal-mapping
exercises, in which you assign KPIs
along a path to your end KPI (i.e. $$).

Always look for
ways to convert
@adriasaracino

@adriasaracinoThese brands include ways to convert
on their social channels. These can be
direct sales, email signups, & more.

http://www.wordstream.com/blog/ws/2015/04/28/twitter-ads
@adriasaracino

But don’t write
off other benefits
@adriasaracino

@adriasaracinoSocial media customer service
can be just as valuable as
social media marketing.

@adriasaracinoBrands doing social media well have
customer service weaved into their
social media strategy.

“62% of customers
expect a response
in 60 minutes.”
- Jay Baer, Convince and Convert
http://www.convinceandconvert.com/social-media-research/42-percent-of-consumers-complaining-in-social-media-expect-60-minute-response-time/
@adriasaracino

“Good social media
service can result in
40% more spend.”
- Bain Company
http://www.bain.com/Images/BAIN_BRIEF_Putting_social_media_to_work.pdf
@adriasaracino

@adriasaracinoAnother way social media can be
beneficial: it can make a brand’s product
relevant beyond its first-time use.

@adriasaracinoSocial media can be used to curate new
product/service ideas from customers.

http://mobihealthnews.com/47284/gsk-merck-use-social-media-to-learn-how-patients-use-drugs-outside-the-lab
@adriasaracinoSocial media can help brands discover
product defects.

@adriasaracinoSocial media can be a platform for
curating user generated content.

https://biz.yelp.com/blog/dont-ask-for-reviews-encourage-engagement-instead
@adriasaracinoIt can also be a way to earn reviews,
say, if you provide a Yelp check-in offer.

https://blog.bufferapp.com/social-media-frequency-guide
@adriasaracino

https://blog.bufferapp.com/social-media-frequency-guide
FEB. 9 FEB. 3 DEC. 31
@adriasaracinoBrands doing social media well repeat
key promotion, particularly on Twitter.

But also keep
it fresh
@adriasaracino

@adriasaracinoSocial media presents opportunities to
easily test new ideas & get in front of
new users where they hang out.

@adriasaracinoOne idea is you can use Facebook
groups to connect with bloggers.

https://econsultancy.com/blog/11105-how-standard-life-uses-linkedin-and-twitter-for-b2b-marketing
@adriasaracinoYou can create private LinkedIn groups
of influencers & moderate discussions.

http://www.infusionsoft.com/blog/5-inspirational-case-studies-small-business-saturday-success
@adriasaracinoYou can blur the lines between on and
offline through events & calls to action
for sharing during the event.

http://sproutsocial.com/insights/social-media-agency-ideas/
@adriasaracinoYou can test new channels or
ideas for channels.

http://shortyawards.com/7th/this-is-a-generic-brand-video
@adriasaracinoYou can push the boundaries of your
brand’s voice.

Front-load work
@adriasaracino

http://localvox.com/blog/social-media-content-calendar/
@adriasaracinoBrands doing social media well don’t
necessarily have the best ideas. They
are the most efficient.

https://blog.bufferapp.com/daily-social-media-checklist
@adriasaracinoYou should manage your day-to-day
tasks & schedule all your social media
updates ahead of time.

@adriasaracinoDon’t forget to plan different visuals for
each social channel ahead of time.

Invest in people
@adriasaracino

http://get.simplymeasured.com/2015-06-state-of-social.html#sm.0006vo1am19eefdz11lb38bk8ahp7
@adriasaracinoMost businesses have more than 1
social media manager. These are the
roles they tend to fill.

https://twitter.com/eyezapp/status/697610225252175872
@adriasaracinoIf you can’t hire, encourage your
employees to help you on social media.

https://www.facebook.com/g.michael.salon
@adriasaracino

Invest in tools
@adriasaracino

https://ifttt.com/recipes/collections/40-recipes-to-streamline-your-social-media
@adriasaracino

Always be
creepin’
@adriasaracino

Have a crisis
response plan
@adriasaracino

http://www.buzzfeed.com/ryanhatesthis/this-is-the-most-epic-brand-meltdown-on-facebook-ever
@adriasaracino

http://www.wired.co.uk/news/archive/2012-07/17/o2-outage-social-media-masterclass
@adriasaracino

Don’t be afraid
to fork out $$$
@adriasaracino

@adriasaracinoSocial media advertising can be
expensive, but it doesn’t have to be. If
you’re new, try Facebook.

https://www.facebook.com/business/news/8-ways-businesses-use-local-awareness-ads
@adriasaracino

@adriasaracinoYou can upload your existing email list &
advertise to them. Or create lookalike
audiences based off your list.

http://www.socialmediaexaminer.com/21-ways-to-improve-your-facebook-ads-with-ad-targeting/
@adriasaracinoYou can target people by a variety of life
events, behaviors, and interests.

@adriasaracinoYou can also target journalists with your
content in hopes they’ll cover it.

http://www.socialmediaexaminer.com/split-test-facebook-page-posts-ads/
@adriasaracinoDon’t forget to split test.

http://www.wordstream.com/blog/ws/2015/11/16/facebook-remarketing
@adriasaracinoAnd remarketing, which can be 3X more
effective than Facebook’s regular ads.

So, how do big
brands do social?
@adriasaracino

P.D.A. A.L.L. D.A.Y.
@adriasaracino

P
D
A
rioritize
iversify
lways look to convert
@adriasaracino

A
L
L
ccept other benefits
ove repetition & the new
ook ahead
@adriasaracino

D
A
Y
on’t go at it alone
lways be watching
ank open your purse
@adriasaracino

@adriasaracinoRemember, businesses of all sizes can
see social media success. The key is to
work smarter, not harder.

How Small Brands Can Do Social Media Like the Big Brands

How Small Brands Can Do Social Media Like the Big Brands

Recommended

Recommended

More Related Content

Similar to How Small Brands Can Do Social Media Like the Big Brands

Similar to How Small Brands Can Do Social Media Like the Big Brands (20)

Recently uploaded

Recently uploaded (20)

How Small Brands Can Do Social Media Like the Big Brands