American Business Women’s Association October 23, 2014 Albuquerque, NM © 2014 Watermelon Mountain Web Marketing 1 Jan Zimmerman, Author Web Marketing for.

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Presentation transcript:

American Business Women’s Association October 23, 2014 Albuquerque, NM © 2014 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

 Establishing goals and objectives for your social media activities  Identifying your target markets and which social media they use  Which social media are best for which purposes  Managing your social media marketing plan  Determining the return on your social media investment © 2014 Watermelon Mountain Web Marketing 2

What Makes A Medium Social? It’s Two-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! © 2014 Watermelon Mountain Web Marketing 3

Where Social Media Fits Into Your Business Operations Management & Hiring Marketing & Sales Accounting & Finance Planning Online Marketing Social Media © 2014 Watermelon Mountain Web Marketing 4

Commonly Used Social Media © 2014 Watermelon Mountain Web Marketing 5

Facebook © 2014 Watermelon Mountain Web Marketing 6 facebook.com

Twitter © 2014 Watermelon Mountain Web Marketing 7 twitter.com

LinkedIn © 2014 Watermelon Mountain Web Marketing 8 linkedin.com

Pinterest © 2014 Watermelon Mountain Web Marketing 9 pinterest.com

Google + © 2014 Watermelon Mountain Web Marketing 10 plus.google.com

Instagram © 2014 Watermelon Mountain Web Marketing 11 Instagram.com

YouTube © 2014 Watermelon Mountain Web Marketing 12 youtube.com

Meet-up meetup.com © 2014 Watermelon Mountain Web Marketing 13

© 2014 Watermelon Mountain Web Marketing 14 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  Build relationships & customer loyalty  Improve business processes  Improve search engine ranking  Sell when opportunity arises  Save money on advertising  Mostly free (except for labor) © 2014 Watermelon Mountain Web Marketing 15

What an Online Marketing Mix Looks Like… SEO (natural search marketing) Social Media Blog Web site E-newsletter PPC Ads Press Releases Paid Banners © 2014 Watermelon Mountain Web Marketing 16

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 © 2014 Watermelon Mountain Web Marketing 17

Planning Your 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 existing resources and skills  Match your channels to your 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.) © 2014 Watermelon Mountain Web Marketing 18

Exploring Your Target Market Online  Find Competitors  Results from keyword search  Go to Google.com and search  Demographic Research  Quantcast.com  Alexa.com © 2014 Watermelon Mountain Web Marketing 19

Take Advantage of Scheduling & Syndication Tools  Save time  Organize content  See results of communications on a dashboard  Efficient reporting of results © 2014 Watermelon Mountain Web Marketing 20

HootSuite © 2014 Watermelon Mountain Web Marketing 21 hootsuite.com

Measuring Your Performance  Monitor traffic on web, blogs, and some social media  Track appearances  Quality less important than Quantity Recency Frequency  Conversion rate: what action did visitors perform? © 2014 Watermelon Mountain Web Marketing 22

Google Analytics © 2014 Watermelon Mountain Web Marketing 23 google.com/analytics

Return on Investment: ROI Gain from investment - Cost of investment Usually expressed as % over time © 2014 Watermelon Mountain Web Marketing 24

For More Information  Presentation & Handouts available at Presentation & Handouts available at  Watermelon Mountain Web Marketing   © 2014 Watermelon Mountain Web Marketing 25