Presented to a group hosted by the Penobscot Bay Regional Chamber of Commerce in July covering tactics of how to use social media for their small businesses

1. Latest Trends in Social Media
Shannon Kinney, Dream Local
shannon@dreamlocal.com
Camden, Maine
July 2012

2. What to expect today:
- General tips and tricks
- What you should be doing,
measuring
- Tactics for Facebook,Twitter,
LinkedIn, Foursquare
- Q&A

3. From traditional media and
marketing tactics,
to new media
navigating this transition
is critical for your business

4. Social media has changed
our lives
our language
our behavior
our shopping habits…
our businesses

5. Why social matters

6. People are relying more heavily on
interactive online media for their
information via….

7. http://www.youtube.com/watch?v=DZ0fpMpyXJ0

8. Facebook now has more than
901 million ACTIVE
users

9. Questions get answered.
Recommendations are made.
Conversations happen.
Are you there?
Are you REALLY there?

10. Social Media Marketing

11. Win at social media
• Professionally designed page
• Thoughtful content strategy that incorporates
the personal touch, sales and marketing, and
outbound marketing strategy
• Listen and respond, stimulate conversation
• Utilize the new feature of outbound
commenting as your page
• WOW your fans!

12. Content is king
• One of the largest determining factors in how
well your site performs on search is the quality,
relevancy, amount of and freshness of your
content – and keywords!!
• Carefully consider your site content and how it
incorporates words people will search for you by
• Can you / should you blog? Try BDN Maine
Marketplace

13. Content is king
• Can you establish yourself as an expert and/or
resource?
• Blog suggestions:
• Top 10 FAQ about your business
• Overcome objections
• Consider – what do people type in to search engines
that you can answer?
• PLAN!

14. Developing your content plan
• Why a content plan is important
• What’s in a content plan?
• Your voice
• Important brand messages
• What will be posted where, when
• Standards for your content mix (marketing and
promotion, conversation, listening) – balance is
CRITICAL
• Promotions / strategies for fan base growth

15. Utilizing social media to drive traffic
to your web site:
How do they relate?
What content goes where?
What address do I promote?
How do I increase traffic to my site?

16. Facebook
• Do I need to use it? If you
are able to, you should. If
you’re responsible for
marketing your business,
absolutely.
• Does my business need to
be there now? Yes. There
are no ifs, ands, or buts.
Regardless of your business,
you need to be represented
here. We can help!
• Top benefit: You stay top of
mind with people as they
browse – you’re part of the
conversation

17. Facebook: Statistics
• More than 50% of active users log in each
day
• People spend over 700 billion minutes per
month on Facebook
• 2.7 billion posts are “liked” or commented
on each day
• 250 million photos are shared each day
• 1 million business page “likes” are
happening each day – and that is shared
with all of their friends
Source: Facebook

19. 19 19

20. Facebook: What you should do

21. Post tips
• Know your audience
• Timing is important
• Clarity
• Mix it up and create balance
• Encourage conversation
• Encourage sharing / tagging
• LISTEN! Respond!
• Utilize photos and videos regularly

22. Pull in blogs or feeds
- Apps to use: RSS Graffiti, Dlvr.it, NetworkedBlogs

23. Facebook Voice

24. Outbound Marketing
• “Tagging”
• Posts
• Comments
• “Likes”, Featured Likes
• Grow your audience, business outreach

25. Fan Base Growth: Promote your page
• On your web site
https://developers.facebook.com/docs/reference/plugins/like
-box/
• Email signatures
• Signs in location, on vehicles
• Stationary
• All marketing – when in doubt of what to
promote, promote Facebook

26. Fan Base Growth
• Turn buyers into fans at time of purchase
• In store – promote on receipts or verbally
• Online – add Facebook like box to thank you/conf
page
• Incentives – add a reward to incent
people to like page
• Facebook ads
• Word of mouth contests

27. Facebook Ads
• Powerful targeting
• Like search marketing but different
• Search = keywords, demand fulfillment
• Facebook = interests, demand generation

28. Facebook Ads
• Target your Fan’s Friends

29. Facebook Contests
• Define goals and details
• Get legal – use an app
• Prepare, promote and converse
• Fangate, use existing lists, shareable, content
submissions
• Encourage viral sharing (voting, getting likes)
• Manage and analyze
• Begin the REAL work – engage!

30. Twitter
• Do I need to use it? It is
powerful but not for
everyone
• Does my business need
to be there now?
Depends on your
business. If you create
and write a lot of
content, Twitter is a
fantastic tool. It works
extremely well for
searching, listening and
communicating quickly
with your customers

31. Twitter: What you should do

34. LinkedIn
• Do I need to use it? If you
would benefit from
sharing your background,
establishing your
expertise, and showing
who you are connected
to professionally, yes.
• Does my business need
to be there now? It’s
much more important for
companies interested in
hiring, and/or conducting
b2b business, but can be
a very powerful tool for
establishing expertise as
well

35. LinkedIn: What you should do

36. In the business world…
• Over 41% of LinkedIn users have generated
business from it
• 70% of Americans use it for job searches
• 85% of US Companies use it for recruiting
How can you use LinkedIn?

37. Building your networks
• Quality more important than quantity
• Start with your existing network
• Export them from your Outlook or CRM system
• Leverage free email account address books (yahoo!
Gmail, hotmail)

38. LinkedIn’s Guide to Small Business
Success Series
http://smb.linkedincreatives.com/

39. Foursquare
• Do I need to use it? If you
enjoy showing businesses
that you frequent them, and
if you’re just a wee bit
competitive, it is a fun tool to
use. Great for deals or
visiting new areas
• Does my business need to be
there now? If your business
is retail, hospitality-oriented,
a restaurant or bar, we highly
recommend leveraging
Foursquare. It is a powerful
tool to offer deals, recognize
your best customers, and
monitor what customers are
saying about you on the
Web.

40. Foursquare: What you should do

41. Pinterest

42. Pinterest: What you should do

43. Google+ (G+)
• Do I need to use it? If you
enjoy Facebook for the
social aspect, or Twitter
for the opportunity to see
the news and content you
should be reading, you’ll
enjoy G+
• Does my business need to
be there now? We
recommend businesses to
strongly consider it
because it dramatically
increases search engine
rankings, but can
repurpose content

44. Google+ : What you should do

45. YouTube: 2nd largest search engine
Professionally designed page

46. YouTube: What you should do

47. One of the most common
questions:
HOW do I find the time?

48. Tools you can use
• Sprout Social
• Postling
• Hootsuite
• There are MANY others available - visit
hubspot.com and search “99 tools to generate
leads with social media”

49. Business Intelligence You Need

50. What you should monitor and how
• How are people finding your web site and
how? (Google Analytics)
• What demographics are you reaching on
social media (Facebook insights, social media
monitoring tools)
• How is your audience trending? (Fan base
counts)
• What members of my audience are
influencers and how should I target them?
(social media analysis)

51. What you should monitor and how
• How engaged is your audience? (social
media monitoring, response times, time of day,
content type)
• How can you drive leads? (combination of
tools and measure conversion rates of content)
• How well do you show up on search
engines? And how to fix it? (Reputation
Management)
• When is my brand mentioned online? (Reputation
Management)

52. What you should monitor and how
• When is my brand mentioned online &
how do I respond? (Reputation Management)
• What is my share of voice amongst
competitors for key phrases? (Reputation
Management)
• What keywords should I optimize for?
(Keyword analysis with predictive trends)
• Should I buy PPC advertising, and if so, what
business is it driving?

54. What you should monitor and how
• How is all of this effort changing my
business? Is my PLAN working? (Clear and
reasonable goals, then measure performance to
plan)

55. Best way to learn how to master
social media sites?
USE THEM
Watch peers
or bring in some help

56. Biggest tip for today:
Have a clear content plan

57. So what?
What does this mean to small –
medium businesses?

58. The rules of marketing have
changed.

59. We help you play the game by
the new rules.
AND, save you time.

60. Need help?
let us do it for you
while you run
your business!
shannon@dreamlocal.com
www.facebook.com/dreamlocal