1. 6 Steps to Marketing
SUCCESS!
By Herb Lawrence, ASU Small Business and
Technology Development Center Director
2. Marketing Fundamentals Haven’t changed
Effective Marketing
Segmenting your Market
Know Who Else is Telling Stories
Developing Target Groups
Information Channels
Target Needs/Wants
Craft Compelling Message
Analyze Results
Time Management
3. The “On-Line” Elephant
Traditional Media
Web Site
Permission E- Local
SEO Mail Social Media Blogging Listings
Facebook Google Maps
Twitter Yelp
LinkedIn Jonesboro.com
FourSquare
YouTube
Gowalla
Bookmarking
SlideShare
Flickr
Photobucket
Tumblr
5. What Does a Small Business
Really NEED?
Website – optimized for search
Claim Local Listings
◦ Google Places
◦ Bing Business
◦ Yelp
◦ Yahoo Business Center
Geo-Locating Capture (local B2C)
Professional Email Provider
One Social Site Initially
12. Current Statistics
3 out of 4 use Social networks
regularly
Social media overtaken e-mail
as #1 activity on the web
◦ 17% of all web usage
200 million blogs
◦ 900,000 blog posts daily
◦ 34% of opinions about companies, brands and
products
93% of social media users believe
companies should have presence on
social media
13. Customer NOW Find You
New Consumers
(Maybe)
Begin Search on-Line
Includes B2B
Review Websites
Read Blogs on Subject
Read Comments
Poll Friends on-line
Conduct Local Search
ALL BEFORE YOU EVEN KNOW THEY ARE THERE!
Customer Involvement Changed
15. Social Media Platforms
Of nearly 800 million
users, 20 million join fan
pages daily
5 Billion links, photos,
videos shared on FB daily
Fastest growing segment
35 and older
FB added 100 million
users in 6 months@
16. Social Media Platforms
Over 80 Million users
80% of Twitter usage
happens off of
twitter.com
Over 10 million
updates a day
140 character micro-
blog
17. Social Media Platforms
2nd largest search engine
4th largest site on web
13 hours video uploaded
every minute
250,000 videos uploaded
daily
250,000,000 viewed daily
18. Social Media Platforms
Network for Business Professionals
55 Million Worldwide
Dominate Group 35-49 & 50+
Develop Business Connections
Industry Data
19. How is Social Media Used?
• Customer Service
• Product/service feedback
• Industry networking
• Promotions/Contests
• News, company updates
• Internal Collaboration
21. Creating a Social Media
Plan
STEPS
◦ Pre-planning
◦ Listen to the conversations
◦ Create TARGET profile
◦ Set Specific Goals
◦ Join Conversation
◦ Measure Return
22. Step 1 PREPLANNING
ASK YOURSELF:
◦ Information Flow in Your Industry
◦ Where do People Get Information?
◦ How do Consumers interact with
Industry?
◦ Do they Use networks?
◦ What INFLUENCES your Customers?
23. Step 1 Preplanning
What are your CURRENT Channels?
E-Mail? Direct
Mail
Newsletter
Websites s
24. Step 1 Preplanning
Asking Questions reminds you WHO
YOU ARE and WHO YOU WANT TO
BE
It also indicates how SOCIAL MEDIA
can be used to compliment your
business goals.
25. Step 2 Listen to the
Conversation
Secure your brand on
social platforms
◦ Blogs, twitter, Facebook,
LinkedIn
◦ Usernames unique
◦ Try to be consistent
Set up monitoring
platforms
◦ Google Alerts
◦ SocialMention.com
◦ Technorati
◦ Twitter Search
26. Step 2 Listen to the Conversation
KEYWORD categories to identify:
◦ Key industry influencers
◦ Competitors
◦ Industry news sources
◦ Blog Comments
27. Listen to the Conversation
Action Items:
◦ Secure your BRAND
◦ Set up Monitoring Channels
28. Step 3 Create Target Profile
Target Audience is 24-50 males
◦ 350 billion spending power
◦ 16-19 hours online each week
◦ 96% joined social networks
78% trust peer recommendations
◦ Only 14% trust advertisements
Belong to: Quantcast
◦ Twitter: 31
◦ Facebook: 33
◦ LinkedIn 39
29. Step 3 Create Target Profile
Find KEY attributes by
Listening
Chart out their presence in
social media
Market Segmentation
◦ Demographic
◦ Geographic
◦ Psychographic
◦ Behavioristic
Continue to gather customer
information along the way
30. Create your Target Profile
ACTION ITEMS:
◦ Establish Target Profiles
◦ Give them names, photos, or anything
else to help you relate to them
BUYER PERSONAS
31. Step 4 Set Specific Goals
Brand Awareness/Advocacy
Increase Traffic/Opt-Ins
Business Partnerships
Search Engine Results
Generate Leads
Reduce CRM Costs
Increase Revenues
32. Step 5 Join the
Conversation
Phases of Social Equity
1. Awareness
1. Value and Fun
2. Qualify Fans/followers
2. Engagement
1. Increase long-term communication
3. Social Commerce
1. Product reviews, exclusive pricing,
product previews, registration
33. Step 5 – Join the Conversation
Establish an Editorial
Calendar
Choose schedule for days you
will post
Keeps on Track & Organize
Content
Consistency
Helps when you need Content
Ideas
34. Step 5 – Join the Conversation
BE TRANSPARENT & AUTHENTIC
Don’t be Evasive
Offer your name, title,
organization, experience
Admit your interest in the topic
Define your Credibility
Be consistent across all SM profiles &
Platforms
35. Step 5 – Join the Conversation
THINK Conversation, not
Campaign!
Don’t focus on selling
Ask questions/respond
Provoke engaging dialogue
Earn a REPUTATION
36. Step 5 – Join the Conversation
BE the Expert in Your
Industry
Write about what you know,
Offer insights
Offer LINKS to resources
When consumers TRUST your
content, they will TRUST YOUR
PRODUCTS/SERVICES
37. Step 5 – Join the Conversation
HAVE RULES OF ENGAGEMENT!
Handle NEGATIVE comments
Who will RESPOND
Admit mistakes
Respond KINDLY
Handling negative comments
correctly will turn BRAND
DETRACTORS into ADVOCATES
38. Join the Conversation
ACTION ITEMS:
1. Create an EDITORIAL CALENDAR
2. Create RULES OF ENGAGEMENT
3. Share your Expectations with all
involved
40. Step 6 – Measure ROI
KEY PERFORMANCE
INDICATORS
Transactions
New Customers
Sales
Revenues
Average Order Size
BE SPECIFIC
Frequency, Reach, Yield
How often, How Many, How
Much
41. Measure ROI
ACTION ITEMS:
Track Key Social Media Activities over
Time
Set up Analytic Tools
◦ Such as Google Analytics
Make necessary Adjustments to
increase Qualitative first
◦ Quantitative numbers will follow Qualitative Efforts
Compare Metrics to Goals
43. Budgeting for Social Media
TIME
DESIGN & BRANDING
ANALYTIC TOOLS
SOCIAL MONITORING
AUTOMATION APPLICATIONS
SOCIAL MEDIA ADVERTISING
OUTSOURCING/CONSULTING
44. Levels of Social Media
Engagement Determine your
LEVEL I level of engagement
◦ Place holding and budget for time
Usernames accordingly
Setting up Fan Pages
LEVEL II
◦ Short-term Promotion
Answering questions
Finding Key Influencers in industry
LEVEL III
◦ Dedicated Strategic Engagement
Active Profiles on Several Platforms
Promotions, Contests, Active Content Distribution
46. Tips to get started
Platforms you can ACTIVELY Maintain
What outsourcing is needed?
◦ Design, Development, content
◦ Brand Monitoring,
Plan your Content FLOW
Find Tools to AUTOMATE
◦ Ping.fm
◦ HooutSuite
◦ Tweetdeck
48. Thank You!
Oh or call me: 870-972-3517
Let’s Connect On-Line
E-mail hlawrenc@astate.edu
Website: http://www2.astate.edu/a/business/sbtdc/
ASU Small Biz Blog http://www.asbtdc-asu.com
Facebook Page:
http://www.facebook.com/asu.sbtdc
Facebook Profile:
http://www.facebook.com/herb.lawrence
Twitter: http://www.twitter.com/asbtdc_asu
LinkedIn: http://www.LinkedIn.com/a/asusbtdc
Notes de l'éditeur
Versus Radio and Television that took decades to reach 50 million users
Demographic: age gender family size social class incomeGeographic region, population, climatePsychographic activities, interests, opinions, attitudesBehavioristic brand loyalty, benefits sought, readiness bo buy
Offering links to resources…because the authors will return the favor