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Social Media for SMBs - Presentation @SuperNovaSouth 2015
This document provides a summary of key points about using social media for small and medium-sized businesses. It recommends that SMBs use social media to communicate with customers, notes that it does not cost much to promote on social media but does require time. It also discusses how social media serves as a company's front line customer service and sales team and the importance of mobile for social media.
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Social Media for SMBs - Presentation @SuperNovaSouth 2015
- 1. Social Media Marketing Report SocialMedia for SMB’s Presented by: Sherean Malekzadeh Allen
- 2. Overview • Should youuse social media to promote your business? • Only if you want to communicate with your customers. • Does it cost money to promote on social media? • Yep, but not much. • Does it take a lot of time? • Yes, but there are tools to help. • Can I hire a college student or intern to do this for me? • Probably not. Unless they’re good writers and understand marketing. • Isn’t social media just for B-to-C companies? • Are your clients companies or are they the people who work inside companies? If they’re people, they’re social.
- 3. “Social Creatures WeAre” - Yoda 71% of all online adults are on Facebook. 77% of all WOMEN who are online are on Facebook. Women are heavier users of all major social media channels except Twitter. Social Media is the top Internet activity, surpassing even email. *BusinessInsider
- 4. Social’s Many Roles •When you actively manage your social pages, you will come to know your customers by name. • Use your pages as focus groups. Try out new product ideas. Or ask for their help in naming a new product/service. • If you don’t have a brick and mortar store, your social pages are your show room even more than your website. This is where they interact with your “sales people.” • If people have a problem with your company, they aren’t going to call you. They’re going to bitch on social media. If you’re lucky, they complain on your company pages and not just on their private pages where you won’t have an opportunity to rectify the situation. In short, your social media serves as your front line customer service reps AND sales people. Make sure the folks handling your pages are informed and empowered.
- 5. Can’t Do MuchAbout This* *Unless this is your friend and the restaurant happens to be your client. Whew!
- 6. Mobile First • FacebookSecond Quarter 2015 Operational Highlights • Daily active users (DAUs) - DAUs were 968 million on average for June 2015, an increase of 17% year-over-year. • Mobile DAUs - Mobile DAUs were 844 million on average for June 2015, an increase of 29% year-over-year. • Facebook’s mobile advertising revenue represented approximately 76% of advertising revenue for the second quarter of 2015, up from approximately 62% of advertising revenue in the second quarter of 2014. • 60% of social media time is spent on phones and tablets. - BusinessInsider ACTION ITEM: Design those cover graphics on a computer, now check them on your phone. That text looks off, doesn’t it?
- 7. How to Start •Who is your customer? • Develop persona - who is Ashley? Who is Mark? Easier to write to a person than a demographic • To “get” social, you need to BE social • Figure out which channels to use • E-commerce, restaurants- Facebook, Instagram, Pinterest • Tech and B2B – LinkedIn, Twitter, Facebook, SlideShare • Create basic set of graphics: • Cover photos •If budget allows, create holiday versions • Profile pics • Product shots – preferably in action • Behind-the-scene photos • Background for quotes/text posts (for IG, Twitter, Pinterest)
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- 10. Digital Assets Guidelines Facebook- Important – PNG format at 72dpi for best display • Cover photo – 851x315 • Main content area (grey below) – 522x315 • No text/important images in the bottom left corner, across the very bottom of the image (the like button will be there), or on the left and right sides (see graphic).
- 11. Digital Assets Guidelines Twitter- Important – Photos needs to be HIGH quality because they diminish greatly once they are uploaded • Cover photo – 1500x500 • No text/important images in the bottom left corner, top/bottom 70px, middle of graphic, or left and right sides
- 12. Digital Assets Guidelines YouTube •Cover photo – 2560x423 for max desktop • Main cover photo area – 1546 x 423 • No text or important images in the area left and right sides • Profile photo – Pulls from Google+ • Custom video thumbnails – 1280x720
- 13. Digital Assets Guidelines Instagram •Profile photo – 161x161 • Shared image – 612x612 Pinterest •Profile photo – 600x600 •Shared image – 600x infinite •Board graphics – 222x150 Google+ - Important – PNG format for best display •Cover photo – 1080x608 •Keep text in the center of the graphic, though most of the graphic will display on mobile as is •Profile photo – 250x250, displays as a circle (!) •Shared image – 250x250 (minimum)
- 14. Facebook Setup Facebook hasa lengthy Page Info section and they change the fields frequently, so check every few months. Incorporate keywords.
- 15. Twitter Setup Twitter hasa short description. Include keywords.
- 16. Instagram Setup Instagram hasa description area that is not necessarily short. It’s common practice to change the description for different promotions. For instance, bloggers will include a link directly to a blog post or contest and change it the next day when they post about a new one. This is because IG does not allow URLs in captions on photos.
- 17. Pinterest Board Examples Thisis a screen grab of our “Dream Bedrooms” board for a mattress company. Note that most pins are originally sourced (versus re-pins) with originally written commentary. When you do re-pin, check to make sure the images click through to a real page and aren’t spam. Include hashtags in your pins that people will likely search on. PEOPLE USE PINTEREST AS A SEARCH ENGINE.
- 18. Pinterest Pin Example Originalcomment written by NTM. This is part of positioning our client as sleep experts – or at least the purveyor of sweet dreams.
- 19. Posting Guidelines • 2or 3:1 ratio of promoting your company to fun, topical, social posts • Test time of day • Doesn’t matter on Facebook that much since you have to boost but evenings work well for organic reach • On Facebook, use images without text or with only 20% of the image as text (per FB’s guidelines if you want to boost) • On Instagram/Twitter/Pinterest, use all the text you want. • Put links in your FB and Twitter posts . . . But you can’t put links in Instagram caption (so put in profile) • Manage all your posts with a tool like HootSuite . . . But Instagram has limited prescheduling abilities. • Turn notifications on so you can respond in real time or close to it. • When tragedy strikes, SHUT UP, and pull your prescheduled updates ASAP. • On Twitter, say Please RT – it works!
- 20. Image Sources • Takeyour own pictures - behind the scene pics especially - nobody expects you to have perfect pictures. They expect authenticity. • Use customer photos • stock photos - 123RF is cheaper than others, pixabay - free pics • Flickr creative commons but have to read the requirements • https://www.twenty20.com/ - doesn’t look like stock • Trend towards instagramish photos for brands • There is an online tool for EVERYTHING. Need a GIF? Google GIF makers. Want a “Keep Calm and ____” image? Yep, there’s a generator for that online. PicMonkey is great for making FB covers and collages. • Think out of the box for images. Don’t just google “Christmas tree” – search for Italian Christmas trees or pizza trees or burrito trees. We found all those and used them for holiday posts.
- 21. How Much toPay • We have clients that spend $1/day boosting posts on Facebook • You are at Facebook’s mercy as to how much your dollar buys and when they will share that boost. If you want to get the word out quickly (say, you’re having a lunch special), boost it for $20, then cancel/pause the boost after you’ve spent the amount you wanted to spend. • Twitter – you can spend as little as $5/day – Twitter also benefits from spending a lot of time engaging in conversations, following hashtags, etc. • LinkedIn is expensive. • Really, for most SMBs, you can do a lot organically (free) – if you have the time – on all platforms except Facebook. You have to pay to be seen there.
- 22. The Cliques • Privategroups on Facebook – Best Kept Secret • Neighborhood referral groups • Parent groups • Groups for just about any industry, woe, illness/support • Groups on LinkedIn • Search for relevant industry groups • Participate in conversations • Consider creating your own group • Lists and Chats on Twitter • Find industry chats and participate • Create lists of users – people are often flattered and follow back
- 23. I’m in Aweof Misty Tucker Find groups: https://www.facebook.com/groups/? category=top https://www.facebook.com/groups/? category=local https://www.facebook.com/groups/? category=friends Or go into groups and search relevant keywords for your industry.
- 24. Content Marketing –What It is Content marketing – a fancy way of saying “tell your story.” You’ll have one big piece of content you start with – maybe a SlideShare presentation, a white paper, a video, or a blog post. Take that big piece and chop it up, share it in bite-size pieces across channels. Example: • UPS – How to Ship Food for the Holidays – infographic for press • Cut up infographic into shareable square images for FB, Twitter • Create videos for YouTube/Vine on how to package cookies • Do a contest on Facebook for best cookie recipe
- 25. Post Link on allsocial media pages Automatically Feed Facebook, G+ Pages Tweet About Post BLOG POST PRESS RELEASE Put Videos, Photos On social media Pages Tweet About Release, Ask for Input, Feedback POLL Publish Results to Newsletter Release Results to Press Tweet About Release Post Link on Facebook Ask Followers For Opinion on Results Use Feedback to Design Next Poll or MarCom Strategy Post to LinkedIn; if visual, tweet or post to Instagram Integrated Communications
- 26. Where To GetContent • hashtag campaigns • TBT, WCW, trending hashtags • crazy holidays, jokes • Re-post your customer’s content (with permission) • watch your social stream, follow news sites, funny sites • thank your customers • what’s topical, what are people talking about, local events • Real time marketing during major events - Oscars, Super Bowl, other big sports events • contests • stupid poems • weather • fun facts for your industry/product • quotes • put day of week in update
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- 29. Topical Posts –B2C and B2B example
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- 32. Repost Your Customer’sContent
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- 35. UPS Pin itto Win It
- 36. Contest Blog PostExamples
- 37. See How CreativeChanges Per Platform
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- 39. Jokes – Re-UseGood Ideas
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- 44. Cross Promote YourOther Channels
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- 46. Twitter – Getin There
- 47. Twitter – Getin There
- 48. Twitter – GetIn There
- 49. Sherean Malekzadeh Allen, President sherean@ NewThoughtMarketing.com (678)637-5332 mobile Cara Terreri, Director of Social Media/Writer cara@ NewThoughtMarketing.com (678) 463-4557 mobile Tiffany Wong, Social Media Content Mktg Specialist tiffany@ NewThoughtMarketing.com (678) 373-5062 mobile Susan Spencer, Art Director susan@ NewThoughtMarketing.com (404) 771-8026 mobile Bryan Dion, Web Programmer bryan@ NewThoughtMarketing.com (203) 927-0470 mobile Kelly Sklare, Hilarious Writer Kelly @NewThoughtMarketing.com NTM Senior Team