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Social Media & Strategy for Small Business

An outline for creating small business social media plans.
by

JM Boyd

on 5 January 2013

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Transcript of Social Media & Strategy for Small Business

8 Steps in creating your strategy: Step 1:
Listen to yourself Step 2:
Listen to others step 3:
Create Personas step 4:
Map your assets Step 5:
Define your goals & keep track of them step 6:
Clarify your message Step 7:
Select your tools / channels Step 8:
Join the conversation Social Media & Strategy for Small Business What can Social Media do for my business: Marketing
Branding
Traffic
SEO
Crowd Sourcing
Content
Research
Networking
Community
Authority Just participating in your favorite social media platform (commenting, voting, sharing information) will make you stand out as a helpful member of the community and make sure others remember you. By sharing pieces of who you are and your expertise, you help build your brand and define a personal connection for your business. Sharing content or even just a link to your blog via social media can make all the difference in the world in terms of the traffic you can begin attracting almost immediately. Sharing your content or links to your site will encourage first visits from the very niche you are targeting while inceasing your ranking. Find out what your audience thinks or ask them to participate. You'll build better products and services and build community interaction and interest in your business online. Don't stress about creating all the content yourself, forward ideas and links from the people or businesses you follow. It's a two way street. Listen in to what communities and people are saying about your industry or maybe even your brand or business. Make connections. That's the whole point. How engaged those visiting your Website?
Do they share your content with others, refer people in their networks to your content, products and services. Social Media attracts engaged users interested in giving feedback, sharing comments and votes and, in general, participating. The more people sharing information about you, your product or service, the more authority you have. a very quick refresher What are you after? Build awareness
Strengthen relationships with clients, prospects, and influencers
Better understand your buyers
Improve customer service
Identify new product ideas
Increase web site traffic
Improve search engine rankings
Generate leads
Generate sales define the goals you want to see happen, and be realistic. Who are you trying to reach? Where do they spend their time?
What tools are they using?
Why are they using these tools? What tone do these channels convey?
Who are my intended targets?
Am I reaching my intended targets?
Do these channels reflect our mission?
What overall message does my brand communicate? Asking questions reminds you who you are and who you want to be.

It also indicates how social media can be used to complement your overallmission. Search in your industry.
Who's talking & what are they saying? using tools like:
google alerts
twitter search
facebook search
social mention
etc. What attitudes define me and my issues?
What sites have the most activity related to my organization?
What kind of people do the most posting?
What other organizations and issues are these people connected to?
What kind of negative comments or misconceptions exist? What will you discover?
Better understanding of your brand presence
Online communities you should join
Targets and influencers you should engage
Values you should promote
Attitudes you should change Describe individuals that represent your target Help you identify potential character traits, personalities, habits and attitudes of your target.

This helps you create a social media plan of ideal scope and size. Interview stakeholders in person:
Where do you go online?
What social networks do you use?
How much time do you spend there?
Do you comment?
Do you innitiate online conversation? How many hours & people can you devote to implementing your plan? how will you know it's working? metrics. use the tools to measure your succsess Set benchmarks:
(n) pagerank by a certain date
(n) people to like our fb page
(n) influetial friends
(n) comments on our blog
(n) webpage hits How would I define my organization in a single, simple phrase? What best suits your:
goals
story
rescources
target there are no rules to social media

but there are some things to keep in mind
• Don’t be evasive
• Always offer your full name, your title and your organization
• Be the first to admit vested interests Stay Tranparent
• A blog post isn’t an annual report
• Write like you would write to a friend
• Ask questions
• Solicit opinions
 Keep It Conversational
• Stick to issues relating to your
organization
• Position yourself as an expert in your field
• Add real knowledge to conversations, not just another opinion Write what you know
• “Oops” happens
• Be the first to admit your wrongs and make them right
• Thank those who bring mistakes to your attention Admit Mistakes • Negative comments are chances to turn critics into supporters
• Respond kindly and respectfully
• Understand concerns
• Answer questions Don’t Ignore Negativity • If something doesn’t feel right, it probably isn’t
• Don’t just shrug and hit “post”
• Get other opinions on posting controversial material Trust Your Instincts but don't be afraid to be controversial. Always listen & be willing to Re-Invent Re-evaluate your strategy
& focus on what’s working Listen to the conversations
What's working, What isn't Consider dropping what's not Susan Reynolds started a blog chronicling her battle with breast cancer One time, she used frozen peas to lessen the swelling after a biopsy and posted a pic on her blog and Twitter Her community saw it as a light, human touch to a real tragedy They were attracted to the powerful, unique symbol example: Enter - The Frozen Pea Fund Sought to promote humor andoptimism while fighting cancer Integrated Twitter, Flickr & Facebook Raised > $7k in first month Wouldn’t have happened without listening/ re-inventing
Full transcript