Post on 31-Oct-2014
description
Social Media: Strategic Considerations
for Small Businesses
Business Breakthrough Series | Lake Tahoe South Shore Chamber of Commerce
Jenn Gleckman
Strategic Marketing Group
@tahoejenn
Social media marketing is typically defined as
the use of social media to achieve marketing
goals.
What is marketing?
Those processes that focus on delivering
value and benefits to customers, not just
selling goods and services.
Think about that in the context of your business.
A Facebook page is not a social media strategy.
Social is inherently mobile.
What social channels?
Social = content
46% of internet users post original photos and
videos online they have created themselves
and 41% curate photos and videos they find and 41% curate photos and videos they find
elsewhere on the internet and post on image-
sharing sites.- Pew Internet & American Life Project,
Photos & Videos as Social Currency
Getting started
• What are your goals?
• Who are you trying to reach?
• How does social media fit with your existing
marketing strategy?marketing strategy?
What do you want to achieve using
social media?
Research
Lead generation
Website traffic
Brand awareness
Customer Service
Lead generation
1 billion monthly active users as of October 2012
Approximately 81% of monthly active users are outside the U.S. and Canada.
552 million daily active users 552 million daily active users
600 million mobile monthly active users
More than 42 million Pages with ten or more Likes at the end of March 2012
Source: newsroom.fb.com
A real-time social
network/microblogging site
that allows users to post
messages and links of up to 140 messages and links of up to 140
characters.
Users are 60% women, average
age 39
500 users worldwide, 140 million
U.S. users as of March 2012
Sources: Mediabistro, Twitter
The world’s largest online professional network
More than 175 million members in over 200
countries
Unlike the other social networks described here, Unlike the other social networks described here,
this is primarily a B2B (business to business)
network
A visual social network
People connect through things/places/items that interest
them.
Users are 68% female, 49.5% are between 25-44 years old,
$100K annual HHI $100K annual HHI
Drives more referral traffic than YouTube, Twitter and
Source: Hubspot blog
Mobile photography social network
Cross platform sharing
Highly engaged users
100 million users within 2 years 100 million users within 2 years
Source: Business Insider
Don’t just jump in
Listen, observe – social is a conversation
Think of it as an online cocktail party
Interruption marketing = not so effective
Less about the hard sell and broadcasting of Less about the hard sell and broadcasting of
messages
More developing relationships through many
informal interactions over time
#DoingitRight
Give people a reason to connect – WIIFM?
You can’t trick people into liking you.
Make/share content that you’d like to see.
Develop a personality.Develop a personality.
Try different things.
A sense of humor helps.
Develop Tactics
How often to post?
Identify frequency (and channel)
What to post?
Identify content (and desired action)Identify content (and desired action)
Who will be responsible?
Identify roles (and expectations)
Two words – editorial calendar
One radio station’s content calendar example…
Source: Wheeler Blog, http://wheelerblogs.com/2011/08/31/example-daily-socialmedia-content-calendar/
Measurement
Quantitative = quantity
Likes, fans, impressions, click thru, cost per action,
views
Starting point Starting point
Provides a benchmark
Easier to identify these types of key performance
indicators
Measurement
Qualitative = quality
Those opinions and beliefs that impact a company
Harder to measure, varies with individual content,
conversations, channelsconversations, channels
Engagement: interaction with the individual content
Sentiment analysis: general brand perception based
on language being used
Measurement Resources
Facebook – Insights, Edgerank Checker
Twitter – Hootsuite, Tweetdeck, SocialBro
Social Influence – Klout, Kred
Web analytics (+ more) – Google Analytics Web analytics (+ more) – Google Analytics
Scheduling – Facebook, Buffer, Hootsuite
Just the tip of the measurement iceberg…..
Size of your reputation matters more
than the size of your marketing
budget.budget.
-Philip Wolf, PhocusWright
Thank you!Jenn Gleckman
Strategic Marketing Group
jenng@smgonline.net
@tahoejenn
smgonline.netsmgonline.net
agitinteractive.com
Tahoe Tourism, Technology + Marketing Workshop
November 1, 2012
www.Tinyurl.com/TahoeTTM