© 2013 Watermelon Mountain Web Marketing 1 Self-Assessment Tool What’s Your Current Comfort Level with Social Media? Please start filling out the Self- Assessment handout. If you want your form back, please put your name on it.

Presented to the New Mexico Professional Chapter of the Association for Women in Communications January 9, 2013 Albuquerque, NM © 2013 Watermelon Mountain Web Marketing 2 Jan Zimmerman, Author Web Marketing for Dummies Social Media 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  Managing your social media marketing plan  Determining the return on your social media investment © 2013 Watermelon Mountain Web Marketing 3

4 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!

Commonly Used Social Media © 2013 Watermelon Mountain Web Marketing5

Pros of Using Social Media  Cast a wider net  Branding  Build relationships  Improve business processes  Improve search engine ranking  Sell when opportunity arises  Save money on advertising  Mostly free (except for labor) © 2013 Watermelon Mountain Web Marketing 6

Social Media Technologies Help You STAY TOP of MIND © 2013 Watermelon Mountain Web Marketing 7

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  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 © 2013 Watermelon Mountain Web Marketing 8

Where Social Media Fits Into Your Business Operations Management & Hiring Marketing & Sales Accounting & Finance Planning Online Marketing Social Media © 2013 Watermelon Mountain Web Marketing9

What an Online Marketing Mix Looks Like SEO (natural search marketing) Social Media Blog Web site E-news letter PPC Ads Press releases Paid Banners

© 2013 Watermelon Mountain Web Marketing 11 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.)

Exploring Your Target Market Online  Find Competitors  Results from keyword search  Go to Google.com and search  Demographic Research  Quantcast.com  Alexa.com © 2013 Watermelon Mountain Web Marketing 12

© 2013 Watermelon Mountain Web Marketing 13 Create A Social Media Marketing Plan 15 minutes to complete the handout Can do for your own business or select a problem from the ones on the table Please work in teams of 3 if possible

Let’s Take a Break © 2013 Watermelon Mountain Web Marketing 14

Take Advantage of Scheduling & Syndication Tools  Save time  Organize content  See results of communications on a dashboard  Efficient reporting of results © 2013 Watermelon Mountain Web Marketing 15

HootSuite © 2013 Watermelon Mountain Web Marketing 16

Managing Your Social Media Schedule  Schedule your social media time  Use project management software if you’re not already using it  Create a social media activity calendar Google Calendar Yahoo! Calendar Mozilla Lightening © 2013 Watermelon Mountain Web Marketing 17

Use a Social Media Activity Calendar  Assign tasks in the calendar  Use the reminder tools  Make social media time a regularly scheduled, repeat event © 2013 Watermelon Mountain Web Marketing 18

Yahoo! Calendar © 2013 Watermelon Mountain Web Marketing 19

20 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? © 2013 Watermelon Mountain Web Marketing

SocialMention.com © 2013 Watermelon Mountain Web Marketing 21

Google Alerts © 2013 Watermelon Mountain Web Marketing 22

23 MarketingGrader.com © 2013 Watermelon Mountain Web Marketing

24 Google Analytics Dashboard © 2013 Watermelon Mountain Web Marketing

25 Compare Sources for Sales & Leads © 2013 Watermelon Mountain Web Marketing

26 Return on Investment: ROI © 2013 Watermelon Mountain Web Marketing Gain from investment - Cost of investment Usually expressed as % over time

27 ROI Calculator 2blog/2010/6/21/soci al-network-roi- calculator-update.html © 2013 Watermelon Mountain Web Marketing

For More Information  Presentation & Handouts available at Presentation & Handouts available at  Watermelon Mountain Web Marketing   © 2013 Watermelon Mountain Web Marketing 28