SCORE January 12, 2015 Albuquerque, NM © 2015 Watermelon Mountain Web Marketing 1 Jan Zimmerman, Author Web Marketing for Dummies Social Media Marketing All-in-One for Dummies Facebook Marketing All-in-One for Dummies Watermelon Mountain Web Marketing

 When social media makes sense for your clients  Which social media are best for which purposes  Developing a social media marketing plan for your clients  How to establish goals and objectives for your clients’ social media activities  How to identify your clients’ target markets and which social media they use  Determining the return on investment for social media © 2015 Watermelon Mountain Web Marketing 2 What You’ll Learn Today

What Makes A Medium Social? It’s 2-Way!  Communications tool for listening  Starts conversations  Encourages people to pass it on  Finds ways to travel on its own  Invites comments and feedback  It’s a monolog - not a dialog - until someone responds! © 2015 Watermelon Mountain Web Marketing 3

What Does Social Dialog Really Mean? © 2015 Watermelon Mountain Web Marketing4 You have 2 ears and 1 mouth: Listen twice as much as you bark!

Where Social Media Fits Into a Business Operations Management & Hiring Marketing & Sales Accounting & Finance Planning Online Marketing Social Media © 2015 Watermelon Mountain Web Marketing 5

6 Social Shmocial  Facebook  Twitter  LinkedIn  Video Sharing (YouTube, Vimeo, Vine)  Blogs  Image Sharing Sites (Pinterest, Instagram, Snapchat )  Other Social Media Sites & Tools geolocation & meet-up services online communities Chiclets, social sharing buttons, alerts

Popularity of Common Social Media © 2015 Watermelon Mountain Web Marketing 7

Social Media Channels Help Clients STAY TOP of MIND © 2015 Watermelon Mountain Web Marketing 8

Facebook – The Big Kahuna © 2015 Watermelon Mountain Web Marketing 9 facebook.com

Twitter – Good for News © 2015 Watermelon Mountain Web Marketing 10 twitter.com

LinkedIn – Premier B2B Channel © 2015 Watermelon Mountain Web Marketing 11 linkedin.com

Pinterest – Online Scrapbook © 2015 Watermelon Mountain Web Marketing 12 pinterest.com

Google + Helps with SEO © 2015 Watermelon Mountain Web Marketing 13 plus.google.com 13

Instagram – Photo Blitz © 2015 Watermelon Mountain Web Marketing 14 Instagram.com

YouTube – Video Blitz © 2015 Watermelon Mountain Web Marketing 15 youtube.com

Meet-up - Real People, Real Time meetup.com © 2015 Watermelon Mountain Web Marketing 16

© 2015 Watermelon Mountain Web Marketing 17 Social Media Strategy Lead Generation Customer Loyalty Branding Sell Products Advertising Business Process SEO Facebook Twitter LinkedIn Pinterest Google + Instagram YouTube Meet-up

Goals for Social Media  Cast a wider net for leads  Branding  Become known for expertise or as an industry resource  Build relationships & customer loyalty  Improve customer service  Improve search engine ranking  Sell products or services  Save some $ on advertising  Mostly free (except for labor) © 2015 Watermelon Mountain Web Marketing 18

Cons of Using Social Media  Hard to reach target markets to find qualified prospects  Hard to gain visibility, especially on major social media channels  Very time-consuming: respond 2X posts  Better as destination than as a source  Most are better for branding than sales B2C using social media aren’t there to buy, but to communicate with friends B2B make different use of social media  Still need a website or blog as online hub © 2015 Watermelon Mountain Web Marketing 19

Challenges for Your Clients  Setting realistic expectations for results  Setting realistic estimates of work/cost involved  Staying focused  Planning their work; working their plan  Using metrics to modify their plan  Pay-to-Play pressures limiting reach with free social media © 2015 Watermelon Mountain Web Marketing20

What an Online Marketing Mix Looks Like… SEO (natural search marketing) Social Media Blog Web site E-newsletter PPC Ads Press Releases Paid Banners © 2015 Watermelon Mountain Web Marketing 21

Planning a Social Media Campaign  It’s better to use 1-2 channels well than to use many poorly  Rule of thumb: 2 hours/week/channel  Take advantage of clients’ resources and skills  Match channels to clients’ goals and audience  Establish baseline frequency and stick with it  Supplement with other online and offline marketing (e-newsletters, direct mail, events, press releases, etc.) © 2015 Watermelon Mountain Web Marketing 22

Exploring Target Markets Online  Find Competitors  Results from keyword search  Go to Google.com and search  Demographic Research  Quantcast.com  Alexa.com  Comscore.com © 2015 Watermelon Mountain Web Marketing 23

Take Advantage of Scheduling & Syndication Tools  Save clients’ time  Helps organize content  View communications from multiple channels in one place  Efficient reporting of results  Pre-schedule posts  Syndicate (distribute) to multiple channels at once © 2015 Watermelon Mountain Web Marketing 24

Hootsuite © 2015 Watermelon Mountain Web Marketing 25 hootsuite.com

Use a Social Media Calendar  Schedule social media time  Use project management software if client is already using it  Assign tasks in the calendar  Use reminder tools  Make social media time a repeat event © 2015 Watermelon Mountain Web Marketing 26

Yahoo! Calendar © 2015 Watermelon Mountain Web Marketing 27

Social Chiclets & Share Buttons © 2015 Watermelon Mountain Web Marketing 28

Snipping Tools © 2015 Watermelon Mountain Web Marketing 29

Google Alerts © 2015 Watermelon Mountain Web Marketing 30

Social Mention © 2015 Watermelon Mountain Web Marketing 31

Measuring Performance  Monitor traffic on web, blogs, and some social media  Track appearances  Quality less important than Quantity How recently posts were made Frequency  Conversion rate: what action did visitors perform? © 2015 Watermelon Mountain Web Marketing 32

Google Analytics © 2015 Watermelon Mountain Web Marketing 33 google.com/analytics

Return on Investment: ROI Gain from investment - Cost of investment Usually expressed as % over time © 2015 Watermelon Mountain Web Marketing 34 Social Media Fits Here

35 Another ROI Calculator re2blog/2010/6/21/ social-network-roi- calculator- update.html © 2015 Watermelon Mountain Web Marketing

For More Information  Presentation & Handouts available at Presentation & Handouts available at  Watermelon Mountain Web Marketing   © 2015 Watermelon Mountain Web Marketing 36