Top 10 Tips on How to Use Social

Media to Grow Your Small Business

Andrew Hogg, Salesforce.com, Marketing Operations, Senior Analyst

Marcus Nelson, Addvocate.co, CEO & Founder

Andrew Hogg

Marketing Operations, Senior Analyst

Linked-in: linkedin.com/in/AndrewHogg

Marcus Nelson

Founder, CEO

@marcusnelson

All About Addvocate.co

We're building the first employee management service for

social media.

Find timely and relevant content for coworkers

Route suggestions to teams, departments, or individuals

Measure which users are truly making an impact

We're aggregating & connecting employee personal social

channels to extend the reach and impact of company

messages.

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Why

Social?

Why

Now?

• Control the conversation

• Are more informed than ever

• Want to be understood, not sold to

Social Customers…

Social Media Tips:

Best Practices…

#1 Own Your Social Brand Presence

Jeremiah Owyang @jowyang

Reserve your name on popular social sites. You never know when you might want to use those accounts & prevent squatting. #10SMBTips #df12

Tools: Namechk or Knowem

#2 Have An Email & SEO Strategy First

Jason Keath @jasonkeath

Have email strategy 1st, SEO 2nd. Social 3rd. Focus on one platform at a time, either a blog or Facebook. Direct all your energy there. #10SMBTips #df12

Example: Pick A Destination, In This Case A Blog Infographics

Photos

Presentations

Videos

eBooks

blogs.salesforce.com

Marcus Nelson @marcusnelson

If #Content is King,#Marketing is Queen,and your Blog is the Castle. #10SMBTips #df12

Content is King

#3 Convert Social to Email

Clara Shih @clarashih

You don't ‘own’ social channels. Get fans into a system that you do, like email. Still best way to connect when you want to. #10SMBTips #df12

Example: Slideshare Lead Capture Form

#4 Make Your Corporate Site Social

Tyler Willis @tylerwillis

Add social sharing to your website & emails, such as sharing buttons, tweet widgets, facebook ‘like’ box, etc. #10SMBTips #df12

Example: Share Buttons & Follow Links Subscribing

Sharing

Embedding

YouTube

Slideshare

Blog Feed

Twitter Feed

LinkedIn

Facebook Widget

salesforce.com/socialmedia salesforce.com

#5 Become A Curator Of Content

Carri Bugbee @CarriBugbee

Don't have time/resources to create sharable content? Set up systems to curate; RSS, newsletters, & lists on Twitter/FB #10SMBTips #df12

Be Interesting, not sales-y

Remember 80/20 Rule:

80% about tips, tricks, and

helpful or entertaining info

Reserve 20% to talk about

your product or service.

#6 Don’t Advertise, Editorialize

Jesse Thomas @JesseThomas

When creating or curating content, think like an editor, not an advertiser. Include visuals whenever possible. #10SMBTips #df12

eBooks & iBooks

Infographics

Photos - Facebook, Flickr, & Pinterest

#7 Engage Your Biggest Fans

Esteban Contreras @socialnerdia

Engage w/ advocates & influencers often — look for ways to reward them or give them props. Start with your most avid customers. #10SMBTips #df12

#8 Enable Your Employees To Engage

Jay Baer @jaybaer

Don't be afraid to empower employees, but you MUST give them guidelines and training first. #10SMBTips #df12

Employees distribute & share new content

#9 Automate & Personalize the Response

Jason Miller @JasonMillerCA

Use tools to schedule posts when you can't be online and then check in frequently via your mobile device to moderate comments. #10SMBTips #df12

Examples: Buffer App, Yahoo Pipes, Dlvr.it

#10 Feature Your Customers & Content

ANDREW SAUNDERS @atSaunders

Develop a simple content strategy featuring your consumers to build stronger relationships and increase Word Of Mouth. #10SMBTips #df12

Example: Eloqua Social Media Pro Book

Bonus #1: Make Reviewing Your Brand Easy

Leslie Bradshaw @LeslieBradshaw

Get reviews. Make it easy online AND offline. Set up iPad at check-out. Put QR code on receipts direct customers to Yelp. #10SMBTips #df12

Bonus #2: Listen To Your Customers

Ekaterina Walter @Ekaterina

If you're in B2B, pull social information into your CRM system and look for new, non-creepy ways to engage with customers. #10SMBTips #df12

In Summary:

1. Own Your Social Brand Presence

2. Have An Email & SEO Strategy First

3. Convert Social to Email

4. Make Your Corporate Site Social

5. Become A Curator Of Content

6. Don’t Advertise, Editorialize

7. Engage Your Biggest Fans

8. Enable Your Employees To Engage

9. Automate & Personalize the Response

10. Feature Your Customers & Content

Social Media Tips:

Salesforce is Social…

May I suggest…

May I suggest…

I was hoping to find…

May I suggest…

Social Listening

Content Curation

Social Engagement

Social Listening

Social CRM:

Leads, Contacts, Accounts

Displayed within records

Connection based on User’s

relationship with Contact, and

social profile security

Content Curation

Social Content:

Store, collaborate, share within

Salesforce

Supports versioning

Share multiple files within a

Content Pack

Share with customers via

Content Deliveries (incl. content

expiry, password protection)

Social Engagement – Email Templates

Reusable Templates:

Controls your brand messaging

Allows for Share to Social buttons

(within HTML)

Can be emailed to hundreds of

Contacts at once (Mass Email)

Historical send tracking

Social Engagement – Social Support

Desk.com

Add-on via AppExchange

Connect with customers via social,

along with phone, email, web, and

chat

Respond to customers via mobile

access

Setup in minutes

Free to try, flexible / low cost license

structure

Social Engagement – Customer Collaboration

Chatter Customer Group

Connect & collaborate with your

Customers

Private, firewalled

Can be used to further engagement

with existing prospects & customers

Potentially used to engage with

social advocates