1. When Twitter and Facebook are Too Much: Niche Social Media Marketing
Presented to the New Mexico Professional Chapter of the Association for Women in Communications
January 9, 2013
Albuquerque, NM
Jan Zimmerman, Author
Web Marketing for Dummies
Social Media Marketing All-in-One for Dummies
Watermelon Mountain Web Marketing
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2. What We’ll Discuss Today
What are niche social media
Why use them
How to select the right social media for your business
How to measure your success
What to do when things aren’t working
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3. Types of Niche Social Media
Tools that extend your social reach
Sites that reach specific target markets
Sites that specialize in specific activities
Your own social media channel
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4. 7 Goals For Social Media Marketing
Casting a wide net to catch your target market
Branding
Building relationships
Improving business processes
Improving search engine ranking
Selling when opportunity arises
Saving money on advertising
 Decide which goal(s) apply to you
 Quantify objectives for each one
 Go after niche markets one at a time
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Social Tools To Extend Your Reach
Bookmarking
StumbleUpon, Delicious, Google.com/bookmarks
Specialty Bookmarks, e.g. book recommendations
Social Media Buttons
Addthis.com, ShareThis.com
News
Digg, reddit, google.com/news
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6. Choose Targeted Social Media Strategically
Choose social networks that match your demographic target
Try to choose social networks that enable you to syndicate content
Fish where your fish are
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7. Social Media Market Research
Research social networks first.
Check demographics, site usage, and reputation
Read reviews with tips on how to use each site
Site Name
URL
What it Does
Alexa and Quantcast
Rank traffic and demographic data
Mashable
Presents social media news and tips
Practical eCommerce
Lists 18 social networks for entrepreneurs
Social Media Today
Compiles statistical sources
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8. Assess Audience Involvement
Lurk
Quality of dialog
Quality of posts
Quantity of posts compared to the number of registered users
Assess Responses
Ratio responses to posts (look for at least 2:1)
Quality of responses: relevance, tone
Quantity of viral sharing (e.g. retweets)
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9. Valuing Stratified Social Communities
Smaller than the big social networking sites
If users fit the demographics of your clients – you will make a bigger impact
Become a big fish in a small pond – you become the expert rather than getting lost on the bigger sites
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10. Smaller Networking Sites
Business networks are a growing segment of social networks
These are good for soft selling and referrals
Never underestimate the power of a referral
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11. Searching For Options By Industry Sector
B2B
Choose industry- or interest specific social networks by searching online. The social network should:
Be large enough to support your investment
Attract new users
Vertical industry sites, other than shopping, are particularly appealing for B2B marketers
Use adroit maneuvering to intersect with sales cycle
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12. Sample Business Networking Site
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Google +
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14. Example Of Science Technology Site
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15. Social Networking for Retailers
Social Shopping
Reach consumers interested in buying
Users enjoy latest product reviews, real-time deals, and product news
Be careful with Daily Deal sites
As a retailer you should:
Track results
Customize social profiles (i.e., a sporting goods store might promote camping gear on a social network for backpackers)
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16. Example Of Social Shopping Site
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17. Daily Deal Sites – Living Social
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18. Searching For Options By Demographics
Use demographics to determine your niche markets
Age
Gender
Location
Income
Education
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Demographic Analysis
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20. Example Of Generational Site
Make Me Sustainable is an environmental community with Gen-Y appeal. (Gen-X = B. between 1961 – Gen-Y = B. between 1981 – 2000)
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21. Example Of An Ethnic Site
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Example Of A Local Site
santa_fe_nm/blue_corn_cafe_brewery.html
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23. Selecting Social Media By Type Of Activity
Use multiple sites, such as Pinterest and Flickr, that share the same activity type
Users will generally focus on only one of these
Multiple sites with the same activity type will increase search engine ranking
Keep it simple! Use RSS to automatically update other services with the same content
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24. Example Of An Image Sharing Site
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25. Example of a Video-Sharing Site
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26. Example Of Meet-Up Site
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27. Geo-Marketing Site – Foursquare
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28. Your Own Social Network
Ramona Certified Farmers’ Market in Ramona, CA
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29. How To Tell If Your Niche Marketing Is Working
Google analytics
Identify traffic arriving to your site from social media services through referral reports.
Some social networks such as Ning, Meetup, and Google + offer easy Google Analytics integration
Key performance indicators
e.g. traffic, sales, conversions, downloads, etc.
Tagging Links
Use a URL shortening tool for statistics
URL shorteners, such as Tiny.ly, offer real-time statistics to track traffic generated from specific links.
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30. Integrating Social Media & Web Metrics
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31. What To Do When Things Aren’t Working - IF
Your social presence can’t be found
Inappropriate match between channel and audience
Poor content
Lack of audience engagement
Remember the four P’s of marketing!
Product
Price
Position
Promotion
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32. © Watermelon Mountain Web Marketing 2013
Summary
Understand your social media goals
Conduct Social Media Market Research by industry sector
Assess Audience Involvement
Choose minor social communities strategically targeting your market’s demographics
Make business connections online
Integrate social media & web metrics to track results
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33. © 2013 Watermelon Mountain Web Marketing
For More Information
Presentation & Handouts available at
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