The 5 W's of Social Media Marketing for Small Business - SCORE

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In this presentation for SCORE, we discuss: 1. What is social media? 2. Who is your target audience? 3. Why do they need to connect with you on social? 4. What tools will you need to target them? 5. What does success look like?

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We’ll talk about… What is social media? Who is your target audience? Why do they need to connect with you on social? What tools will you need to target them? What does success look like?

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What is Social Media? Social media includes web-based and mobile based technologies which are used to turn communication into interactive dialogue among organizations , communities, and individuals . - Wikipedia FreeDigitalPhotos.net

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But what is Social Media to you? Social media is a way to connect with your target audience using: Content Planning Goal Setting Measurement

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Who? – Identify Your Buyer Personas Consider this data associated with these personas … Demographics Their value, in terms of money, reach and return business Where they choose to interact with you – phone, email, website, mobile, social, etc Take the hard data from your web analytics, CRM, sales reports and boil it down: Who are they? What do they do? Why should they care about your organization? Where are they and where do they find you? How do you convert them into a client or a fan?

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Who? - Buyer Personas Who are you talking to? What do they need from you? Is it more than one thing? Are there groups? Can you develop more than one persona?

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Who - Buyer Persona Exercise Tell me about Brad… Pick one client or target. Briefly list their demographics. List 3 things they need from you. Let’s discuss.

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Who? - Influencers Who are the Rock Stars? Who are the power players in your industry? How are they influential? Can you engage them directly? How could you build and leverage a relationship with an influencer? Who influences Brad? FreeDigitalPhotos.net

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Who? – Buyer Personas & Influencers What social channels are they on? Is it more than one? Do they move between them? Is there one clear favorite? Where do they engage most? What is your presence like on these channels? FreeDigitalPhotos.net

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Why? – What’s in it for them? Why would these target users want to connect with you? Are you an expert offering information they can’t easily find elsewhere? Are you providing access to curated content in a way that is unique? Are you providing solutions to their problems? Do they trust that you will be the resource they need? Are you real???

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What? – Your Toolbox A successful social media marketing campaign consists of the following: A content marketing strategy An engagement strategy A schedule Ways to listen A committed and empowered person or team

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What? – Content Marketing Strategy Are you creating and curating content for your buyer personas: Writing regular blog and guest blog posts Sharing articles found through Google Alerts, blog subscriptions, influencers Posting long form content like white papers, eBooks, presentations Producing and posting videos – instructional, educational, fun An email newsletter, daily, weekly, monthly?

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What? – An Engagement Strategy Are you shouting at people or engaging with them??? Spend time looking at your audience posts and comment Comment on influencer blog posts Share audience and influencer posts Say thanks!

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What? – Schedule Don’t do this haphazardly, set a schedule and stick to it: Editorial calendar for short and long form content creation (read Content Rules!) Use tools like BufferApp.com to schedule posts and tweets Daily and weekly of active social monitoring Set goals and monitor progress each week Be agile and adjust often

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What? – Ways to Listen - Monitoring A successful social media marketing campaign is based on listening: Set up Google Alerts for targeted keywords Set up email notifications for all social channels, keep them manageable Monitor your Google Analytics for traffic from Social Channels, note the pages Look at your posts. Which are popular? Which are not?

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What? – Empowered Team Success is determined in no small part by the quality of the team: How well do they know your organization and the buyer personas? Are they empowered to speak on your behalf? How much time and money are available for this? What is their budget? Do they know what success looks like? How will you both track this? Do they have experience with social and with marketing?

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What? – Some Tools for You This is a very small sample, there are other tools, do your research: Google Alerts, Plus and Analytics Facebook Insights Scheduling - Hootsuite , BufferApp.com Monitoring - Randian6, BuddyMedia , Vocus Email Marketing - MailChimp, ConstantContact, WhatCounts , aWeber Marketing Automation – Eloqua , Marketo

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What does success look like? Don’t be fooled, Social Media is not all unicorns and rainbows: What is a typical client worth? What’s an average sale? Are you tracking leads? Where do they come from? How many do you need to be successful? How much web traffic is required to get to this number? How much social activity is driving this traffic? FreeDigitalPhotos.net

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What does success look like? Likes, fans and followers are not true indicators Engagement is more important Sharing, retweets, comments show engagement Engagement builds reach and increases traffic Track, encourage and improve activity that leads to traffic, connections, recommendations FreeDigitalPhotos.net

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Notice a nything missing? The channels… Google+ Facebook Twitter LinkedIn Social media marketing is about people , engagement and measurable outcomes , not channels. The channels will change! Focus on engaging the target w herever that target happens to be. QUESTIONS????

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Suggested Resources: www.woodstreet.com www.contentrules.com www.zeromomentoftruth.com www.mediapost.com www.socialmediaexaminer.com www.socialmediaexplorer.com www.socialfresh.com www.socialmediaB2B.com www.contentmarketinginstitute.com Contact Me: www.woodstreet.com [email protected] @ woodstreetweb @ jonmikelbailey Facebook.com/ woodstreetweb 301.668.5006