Social Media Marketing
for Small Business
May 17, 2012
SCORE
Julia Campbell, J Campbell Social Marketing
www.jcsocialmarketing.com
julia@jcsocialmarketing.com
What is “Social Media”?
 Any online technology or practice that people use to
share (content, opinions, insights, experiences,
perspectives and media).
 REAL interactions in REAL time.
Is social media just a fad?
 Facebook had 845 million monthly active users at the
end of December 2011 and 483 million daily active
users on average.
 Twitter now has around half a billion registered
profiles, with over 100 million in the USA alone.
 Collectively, Twitter users now send 175 million tweets
every day.
Is social media just a fad?
 As of February 9, 2012, LinkedIn operates the world’s




largest professional online network with more than 150
million members in over 200 countries and territories.
In January 2012 Pinterest had 11.7 million unique U.S.
visitors, making it the fastest site ever to break through
the 10 million unique visitor mark.
YouTube: 60 hours of video are uploaded every minute,
or one hour of video is uploaded to YouTube every
second.
Over 4 billion videos are viewed on YouTube per day.
Over 800 million unique users visit YouTube each
month
4 Things You Need To Know
 This is not a cure for your
own ambivalence about
marketing your business.
 Your Social Media
Manager/Marketer
cannot operate in a silo.
 If you do not have a
website or your website is
awful, social media will
not be effective.
 You get out what you put
in – time, resources.
Approach social media like a cocktail party
 Mingle and chat.
 Laugh and listen to




amazing stories.
Don’t be a wallflower.
Do not be the guy with
the lampshade on his
head.
Do not oversell or
come on too strong!
Each “party” (network)
has it’s own etiquette
and rules.
Facebook 101
 The place where people go to connect/reconnect with




friends and family.
People come to Facebook to make personal
connections and to have fun.
Strategy – Help customers feel more connected to your
business; show them who you are as individuals; help
them connect to each other.
Share “behind the scenes” photos and videos, ask
questions, share compelling statistics and success
stories.
Easy, light, fun. Include media with all posts – links,
photos, videos.
Twitter 101
 A space where people share the content that excites





them, in short 140 character bursts. “Micro-blogging”
The link reigns supreme!
Strategy – Don’t get too personal; share the best content
you can find; drive traffic to your website.
Get people to “ReTweet” your content; follow “key
influencers” and ask them to spread your message.
ReTweet, Thank – create good Twitter karma.
Statistics, quotes, links. Be creative!
LinkedIn 101
 A professional network where people go to build




networks and connect to resources.
Strategy – Unlike Facebook, people actually want to talk
about work and work issues on LinkedIn.
Longer, wordier responses, more professional tone.
Look for potential employees and customers, share
professional networking events, join Groups and ask
questions and start discussions.
Thought leadership in your industry.
Pinterest 101
 Third largest social network, fastest growing.
 Very popular with women.
 The “ability to create your own lifestyle magazine on the
Internet” via bulletin boards (pin boards).
 11.7 million unique U.S. visitors in January 2012, making
it the fastest site ever to break through the 10 million
unique visitor mark.
 Strategy – Compelling images! Great for retail, art,
fashion, jewelry, architecture, travel – visual mediums.
YouTube 101
 Video-sharing website
where users can upload,
view and share videos.
 Strategy – Create a
branded channel,
upload videos!
 Videos should be quick,
simple, engaging and
professional.
What comes first?
Social Media Plan – SCORE
 Create a social media plan.




Using social media means long term commitment.
You will not get results in one day.
What is your capacity? Staff time, etc.?
You get out what you put in (like everything else).
Social Media Plan – SCORE
 What does SCORE do?

140 characters, clear & concise, short & sweet.
 Set a goal.

What has to happen so that you can say “it’s working”?
 Sales
 Brand awareness
 Brand reputation
 Customer loyalty
 Put a number on it.


What gets measured gets done!
Hard to measure “brand reputation” – but try to quantify what
you can.
Social Media Plan – SCORE
 Who is your audience?
 Select the target group that is most
likely to be persuaded by your
message.
 Who are the people that have the
most to gain by what you do?
 The “general public” is NOT a
target market.
 Which market is most likely to
engage in social media?
 What channels are they using?
 What are they doing there?
 1-9-90 rule (1% of people
participate actively, 9% comment
and interact occasionally and 90%
are lurkers)
Social Media Plan – SCORE
 Do they know who you are?
 Where should you start?



Start with Fans/Brand Advocates
Recruit them to spread the word and
bring others over to their way of thinking.
Might initially be a small group.
 Turn what you do into a simple message. (Think
tagline.)


Why do people buy from you? Why do people participate with
you?
More than just the “unique selling proposition” – should be
emotional and meaningful
Social Media Plan – SCORE
 Get set up


Square avatar
Compelling images
 Search Engine Optimization – SEO
 SEO visibility – key word research
 Google Trends - http://www.google.com/trends/
 Google Key word Tool

Type in any word, phrase or website name. Google gives a
list of keyword ideas plus data showing how often words are
searched and their ad bid competition.
Social Media Plan – SCORE
 Plan your content.
 Make a schedule/Content
Calendar




3 blog posts per week
One video
Update your status every day
Build time in for interaction –
answering comments and
feedback
Ideas for generating content
•
•
•
•
•
•
•
Industry blogs,
newsletters,
websites
Google Alerts &
New York
Times alerts
Competitors
Success Stories
Inspirational
quotes
Reached a goal
Want input on
an issue
•
•
•
•
•
Events,
anniversaries,
celebrations,
birthdays
Email newsletter
Tie current
events to your
cause/issue
Read everything
and follow
everyone!
Figure out what’s
working for
others and adapt
it!
Social Media Strategy – SCORE
 Writing style





Don’t use big words and jargon.
Relax, act normally.
People like personality.
Put some passion into it.
Be excited but don’t hype.
Social Media Strategy – SCORE
 Promote your social media networks!
 If you build it, they will come. (Well, no…)
Julia’s Social Media Philosophy
Social media is a TOOL
– it is not a silver bullet.
In other words, you still
need a good product
or service to get people
to care.)
Integrate it with an
overall marketing
campaign, just as you
would other tools
(direct mail, newsletter,
website, ads, customer
service).
Julia’s Social Media Philosophy
Not all social media channels
are right for you.
Pick and choose.
Do a few well than many
poorly.
QUALITY over QUANTITY –
one quality Facebook post
per day (or every few days)
is worth more than 100
posts that are perceived as
spammy.
To learn more:
 www.socialmediaexaminer.com
 www.hubspot.com
 www.johnhaydon.com
 www.jcsocialmarketing.com
Questions, comments, feedback?
 Email: julia@jcsocialmarketing.com
 Website: www.jcsocialmarketing.com
 Cell: 978-578-1328
 Twitter: @skullsflying
 Facebook: www.facebook.com/jcsocialmarketing