I presented this deck at a recent 'Asian Women in Business' workshop/ talk on social media. I've tried to give small business owners a strategic framework to think about their approach in social media. I'd love some feedback. This deck served mostly as talking points for me - if you need additional information or clarification, please let me know and I'll do my best to provide it.

1. SOCIAL MEDIA FOR SMALL BUSINESSES
JINAL SHAH
www.jinalshah.com

2. ME
Blogging Circa 2000
Non-traditional Career Path
Landed every single job via social media
5 Yrs in Digital Media
Aspiring Small Business Owner!

3. THERE IS A LOT OF INFORMATION
2,197
Presentations on Slideshare.net for
‘Social Media for Small business Owners”
15,740
Social Media Gurus and Experts on Twitter
126,000,000
Results on Google for ‘Social Media for Small Business Owners’

4. NOT HERE TO ADD TO THE NOISE
Not a Social Media 101. Neither will this
be yet another talk meant to overwhelm you.

5. THE NEXT 60 MINUTES
60
Thinking bigger
1. Reaffirm the significance of social
media for your business
2. Framework for executing effectively
and efficiently
3. Learn from other SBO’s and how they
are incorporating social media into
their business plans
4. Separate social media as an extension
of marketing – and think of it as an
extension of your business

6. REAFFIRM SM’S SIGNIFICANCE
A Citibank survey of 500 U.S Small businesses shows that 75% of small businesses aren’t using social
media for business. Social media is at the bottom of their to-do list.
But the 25% that ARE
using social media,
aren’t denying its impact
on their business.

7. REAFFIRM SM’S SIGNIFICANCE
BRAND RECOGNITION: The biggest
SALES: Within a few weeks, we'd sold 500 pairs of
result is name recognition.For my business,
pants. It was the greatest impact we've had so far in
we have created a relatively small but
the shortest amount of time. – Chris Lindland,
responsive group of followers and fans.
Cordarounds
I would say that our Brand is bigger than we
are. – Stella Gassaway, Heavybubbles
MEDIA HITS: The only cost we had
was production of the bags and the
time spend planting them through the
city – the results? Incredible. – Rachel
Nasvik Team AWARENESS: Without social media we
would be unknown except for the various
festivals that we have attended like the
Brooklyn flea and the renegade craft fair.
It is rewarding to hear someone say that
CUSTOMER SERVICE: We were able to tweak our they have heard of us and that they like the
product offer and better meet our customer demands, product. – Umang Shah, Chorbazzar
thanks to Facebook! – Kaniskha Jewels

8. REAFFIRM SM’S SIGNIFICANCE
You too can achieve similar results. But it is not going to happen overnight.
What follows is a
practical approach to
achieving success in
social media.

9. STRATEGIC FRAMEWORK

10. STRATEGIC FRAMEWORK
What are your business goals and how can social media help you achieve
them better and faster? How do you want to measure your success in
SET GOALS
social media ?
Where are your audiences spending time on the web? Are they talking
KNOW YOUR
about you or your competitors somewhere? What are their needs?
AUDIENCE
Each platform helps achieve specific goals – align these to your own
PRIORITIZE goals and audiences to evaluate the right platforms for your business.
INVESTMENT Think about the kind of resources and time you will require to invest in
these platforms.
What sort of content strategy will you employ ? What will be the
EXECUTE & frequency of your interactions and commitment ? How soon can you
TRACK RESULTS track results and optimize ?

11. GOALS & AUDIENCES
You are not a Dell.
You are not Zappos. Entertainment networks want to drive tune-
in to their programming, magazines want to increase audiences
and traffic to their online content. What do you want to do?
Play to the strengths social media
offers.
Customer feedback loops, building awareness and engagement,
building thought-leadership, addressing negative reviews and
driving action.
Listen to your customers.
Pay attention to their conversations about you, your competitors,
their needs and complaints. Incorporate learning's into your
execution strategy.

12. PRIORTIZE YOUR INVESTMENT
Live where your audience does.
Social media is in a flux. Spend time where your audiences are
- even if that means it is an obscure site without the momentum
and numbers that other social platforms have.
Determine your role and time
commitment before executing.
The time you invest in social media is directly proportional to
the results you can expect to see from your efforts.
Understand the platform before you
invest in it.
Understand the platform, it’s strengths and limitations to help
set expectations before you execute.

13. PRIORTIZE PLATFORMS
FACEBOOK TWITTER
PRIMARY Brand Engagement; Customer Relations; Sales Building Thought-leadership; Customer
BENEFITS & Promotions; Showcasing company culture & Service; Sales & Promotions; Showcasing
ideals company culture & ideals
NETWORK Every example of fan activity on Facebook is Conversations are quick and reactive,
EFFECT broadcast to an average of 130 friends, driving Little to no network effect.
enrollment within the network
SIZE Over 400 Million active users that spend on an Over 50 Million accounts with the active
average 55 minutes a day account numbers being much lower
SHARING & Allows media sharing: photographs, videos, Limits media sharing to links and twitpics
USER BEHAVIOR etc. which open on a different page
CULTURE Promotes a culture of conversations, debates More of a broadcast and information
and interactions. network. Quick stream of thoughts, ideas
and links that encourage less interaction
13

14. EXECUTE
Social media humbles you.
Just because you’ve launched a new product or are offering
a 20% discount does not give me a reason to care about
you.
Share of attention is difficult to
achieve on the web.
Even though users spend an average of 1 hour a day on
Facebook, they are spending this time interacting with their
friends – not brands or businesses.
Do something different.
It’s about content. It’s about providing value. But mostly, it’s
about giving your fans and customers something to talk
about.

15. DRIVING RESULTS
Social media is not a marketing strategy.
It’s a business strategy.
Social media pushes you to think creatively.The only platform where you
Inspire can achieve ten times your monetary investment. Complements not
Action replaces your other efforts.
Attracting and growing audiences.
Quality, not quantity. Focus on building thought leadership via
Drive Awareness compelling content and promotions about what you and your company
stand for – it is more valuable to have a small but engaged audience than
a larger but passive audience.
Build Audience Driving results.
Results do not always equal sales or revenues. Results may also mean
savings, cost reduction on other activities, and other intangible benefits.

16. CASE STUDIES

17. CASE STUDY: KOGI KOREAN BBQ
The first Kogi BBQ truck (and accompanying
Twitter account, which now has more than
20,000 followers) debuted in November, and the
company is now about to increase its numbers
from two to four trucks. Each Kogi truck
regularly experiences hundreds of customers per
night and sometimes even runs out of tacos.
"People search for it," said Alice Shin, Kogi
BBQ's in-house blogger and Twitterer. "It's kind
of like a treasure hunt for them."
- CNET

18. CASE STUDY: NAKED PIZZA
To be honest, I'm actually stunned at the amount
of business driven in by Twitter, even with a
modest New Orleans following. Last Thursday
we ran some "Tweetie Pie" specials—i.e., you
had to be on Twitter to see it and take advantage
of the coupon. Tweetie Pie specials that day
accounted for more than 15 percent of our
business. However, measuring the ROI of all this
- and it takes real time and money to explore - is
like trying to herd cats.
- Jeff Leach, Naked Pizza

19. CASE STUDY: RACHEL NAVSIK
“Turned the chore of buying a purse
into a fun, competitive game that
energized Rachel Nasvik’s fan base and
caught the attention of media”.
– MSN

20. TAKEAWAY

21. CHECKLIST
In 2010, my business goal is _____________.
My customers are spending their time on _______, _______ &
_______ doing _________.
Focusing on _________ & _________ will help me achieve my
business goals and serve my customers.
My expectations from investing time and resources into social
media are ___________, _________ & _________.
These are the three actions I will take on each platform to
achieve my goals. 1) _______ 2)_________3)___________
I will measure my success by ___________ & _____________.

22. THANK YOU