Deluxe/Risdall Social Media Marketing Webinar Presentation

©2010 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 1

Jump Start Your Small Business

Using Social Media

Welcome! We’ll be starting shortly.March 24, 2010 2-3 pm EST


Our discussion today:

Why social media works for small businesses

How to listen first before launching your campaign

How to create a social media strategy

What elements make up a successful campaign

Does your business currently have social media included in your 2010 plan? a. Yes b. Not yet, but planning to c. No plans in 2010


Presented by Nathan Eide

Social Media Manager - Deluxe Nathan has 6+years in small business,

agency & corporate eMarketing.

Jared RoyPresident, Risdall Integration GroupJared is a big believer in the power of

connecting brands with consumers in new & innovative ways.

Josh DahmesPresident, Risdall Online Marketing GroupJosh helps clients understand how to utilize the

internet as a promotional channel for their products and services.


Social Media – Why the Buzz?

If Facebook were a country, it would be the third most populous with over 350 million users

In fact, Facebook added 100 million users in less than 9 months 1 in 6 higher education students are enrolled in online curriculum 80% of companies using LinkedIn as a primary tool to find

employees There are over 200,000,000 Blogs 34% of bloggers post opinions about products & brands More than 1.5 million pieces of content (web links, news stories,

blog posts, notes, photos, etc.) are shared on Facebook ... Daily 1 out of 8 couples married in the U.S. last year met via social media Social Media has overtaken porn as the #1 activity on the Web


The landscape


Why bother?

“For companies, resistance to social media is futile.”

Millions of people are creating content for the social Web. Your competitors are already there. Your customers have been there for a long time. If your business isn't putting itself out there, it ought to be.

Business Week, February 19, 2009


Social media users are open to marketing

34% used a search engine to research a product after seeing an ad on a social network

30% said they first learned about a new product or service via their social media use

28% showed interest in offers presented in a social media context 46% would discuss or recommend a product on Facebook 44% of Twitter users already have recommended a product 36% of YouTube users said learning about a brand on a social

network site prompted them to visit an e-commerce site in response

Performics 2009 study


Will Social Media Work For You?

Did you go into business for a reason? Do people hire you or buy from you

because of your expertise? Are you up on the latest trends in your

industry? The most common mistake with social

media is thinking your expertise is common knowledge.

You don’t have to be a celebrity to be relevant on the web.

You already are someone who has valuable information, is a trusted source and knows how to communicate in a friendly, effective,

and possibly entertaining manner.


How Do You Get Started?

Create a profile that helps people verify your legitimacy Let consumers know to whom they are talking Empower your social media representative Be cognizant of privacy Link to all your social media outlets Be real. Be smart. Be helpful. Be funny. Integration is the key Facebook is NOT a strategy


Where Do You Get Started? Yelp

– http://www.yelp.com/minneapolis

Twitter– http://www.twitter.com

Facebook Pages– http://www.facebook.com/pages/

Blogging– http://wordpress.com/

– http://www.typepad.com/

YouTube– http://www.youtube.com/

LinkedIn Answers– http://www.linkedin.com/answers


Guidelines

Be transparent and state where you work Never represent yourself or your organization in a false

or misleading way Post meaningful, respectful comments Use common sense and common courtesy Stick to your area of expertise When disagreeing, keep it appropriate and polite If you write about the competition, behave diplomatically,

have the facts straight and appropriate permissions Never comment on anything related to

legal matters Never participate in social media when the topic being

discussed may be considered a crisis situation Be smart about protecting yourself, your privacy, and

your company’s confidential information


Create Your Strategy

Identify Objectives– Restate your objective so that it is “SMART” (specific, measurable,

attainable, realistic, and time-based)– Tie your objectives back to your overall company goals & objectives

Identify Audience– Who do you need to reach to meet your objective? Why this target

group?– Is this a target group identified in your company’s communications

plan?– What key points do you want to make with your audience?– What social media tools are they currently using?– Where do those people live online?– Do you have a built-in community, or do you need to create one?


Create Your Strategy

Turning Strategies into Actions– Find & Follow– Listen & Learn

Integrate across all marketing efforts/channels Where’s your home?

– Do you need a website?– Getting the work done

Who will implement?– Can you allocate a minimum of five hours per week to your strategy

once you've passed the learning curve?– Do you have the most efficient work flow and tasks in place?– Do you need any outside expertise?– Will your work depend on any other resource or person?


How will you know if it works?

Do you measure up? What is your original, measurable objective (e.g., # of event

attendees or new customers)? What hard data points or metrics will you use to track your

objectives? How often will you track? Do you have the systems and tools set up to track efficiently? What questions will you ask to generate insights? Who will participate? Do you go past ROI?


WiseGrass

WiseGrass is a Pennsylvania-based, lawn care business that does a fantastic job of utilizing social media.

Mix of content types

Share on Facebook and blog

Scour reviews on Yelp, Yahoo and Google local search

Respond in kind to reviews

Value-added information


WiseGrass

Social media is the new Word of Mouth!

Capture testimonials

On every page, they offer testimonials from happy customers:

– After trying to take care of my lawn needs and failing miserably, I called Paul. After just a few months the results are amazing. My lawn is now #1—Chris Millersville PA • 9 months, 3 weeks ago

The best feature is how they openly collect them

– A simple web page asks, “How was your experience?” and gives customers 150 characters to tell the world.


What Do You Take Away?

If you have a blog it should be the center of your social marketing efforts

Establish a consistent habit of posting, and stick to it Get to know other bloggers and tweeters in your industry, and

become a valuable part of the community Mix up your content types Twitter is all about two-way conversation Ask for retweets (politely) Use a Twitter client to help you manage your activities Think before you post/tweet/reply Integrate, integrate, integrate Use calls to action to entice people to stick around Keep an eye on what people are saying about you and your

competitors


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Build A Listening Dashboard



If I told you that you could listen in on your customers and prospects?

Would you listen?

What type of impact do you think a listening platform would have on your business?

a. Respond to Reviews d. Brand Monitoringb. Customer Service e. Not sure what a listeningc. Reach out to Prospects platform is


www.google.com/accounts/NewAccount


www.google.com/alerts


RSS

RSS (Real Simple Syndication) allows you to subscribe to any website that has one of these in the address bar. You can then track every site you’re subscribed to without having to go to each individual site.


www.google.com/reader


www.search.twitter.com


www.socialmention.com


Google Blog Search


www.technorati.com


www.flickr.com


www.YouTube.com


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Above all, remember…..


The author is responsible


Questions?

Nathan EideSocial Media Manager, Deluxe Corporation

[email protected]

Jared RoyPresident, Risdall Integration Group

[email protected]

Josh DahmesPresident, Risdall Online Marketing Group

[email protected]

Deluxe/Risdall Social Media Marketing Webinar Presentation

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