1. © 2013 Watermelon Mountain Web Marketing 1 Jan Zimmerman, Author Web Marketing for Dummies Social Media Marketing All-in-One for Dummies Watermelon Mountain Web Marketing info@watermelonweb.cominfo@watermelonweb.com 505-344-4230

2.  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 © 2013 Watermelon Mountain Web Marketing 2

3.  Tools that extend your social reach  Sites that reach specific target markets  Sites that specialize in specific activities  Your own social media channel © 2013 Watermelon Mountain Web Marketing 3

4.  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 © 2013 Watermelon Mountain Web Marketing 4

5.  Bookmarking  StumbleUpon, Delicious, Google.com/bookmarks  Specialty Bookmarks, e.g. book recommendations  Social Media Chiclets & Share Buttons  Addthis.com, ShareThis.com  Social News  Digg, reddit, google.com/news © 2013 Watermelon Mountain Web Marketing 5

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9.  Choose social networks that match your demographic target  Try to choose social networks that enable you to syndicate content  Fish where your fish are © 2013 Watermelon Mountain Web Marketing 9

10.  Research social networks first.  Check demographics, site usage, and reputation  Read reviews with tips on how to use each site © 2013 Watermelon Mountain Web Marketing 10 Site NameURLWhat it Does Alexa and Quantcastwww.alexa.com www.quantcast.com Rank traffic and demographic data Mashablewww.mashable.comPresents social media news and tips Practical eCommercewww.practicalecommerc e.com/articles/2932-18- Social-Networks-for- Entrepreneurs Lists 18 social networks for entrepreneurs Social Media Todayhttp://socialmediatoday.c om/amzini/306252/social- networking-growth-stats- and-patterns Compiles statistical sources

11.  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) © 2013 Watermelon Mountain Web Marketing 11

12.  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 © 2013 Watermelon Mountain Web Marketing 12

13.  Business networks are a growing segment of social networks  These are good for soft selling and referrals  Never underestimate the power of a referral © 2013 Watermelon Mountain Web Marketing 13

14. © 2013 Watermelon Mountain Web Marketing 14 https://plus.google.com/116675178962448870958

15. © 2013 Watermelon Mountain Web Marketing 15 http://www.linkedin.com/pub/ellen-cline/4/a94/a17

16.  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 © 2013 Watermelon Mountain Web Marketing 16

17. © 2013 Watermelon Mountain Web Marketing 17 http://www.tripadvisor.com/

18. © 2013 Watermelon Mountain Web Marketing 18 http://www.yelp.com

19. © 2013 Watermelon Mountain Web Marketing 19 http://sciencestage.com/arrayit

20.  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) © 2013 Watermelon Mountain Web Marketing 20

21. © 2013 Watermelon Mountain Web Marketing 21 http://www.kaboodle.com/reviews/cupcake-laptop-sleeve-9

22. © 2013 Watermelon Mountain Web Marketing 22 http://www.groupon.com/deals/revolution-bakery-1

23.  Use demographics to determine your niche markets  Age  Gender  Location  Income  Education © 2013 Watermelon Mountain Web Marketing 23

24. © 2013 Watermelon Mountain Web Marketing 24

25. © 2013 Watermelon Mountain Web Marketing 25 http://www.makemesustainable.com

26. © 2013 Watermelon Mountain Web Marketing 26 http://www.mybbwo.com

27. © 2013 Watermelon Mountain Web Marketing 27 http://santafenm.citysearch.com/profile/6961909/ santa_fe_nm/blue_corn_cafe_brewery.html

28.  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 © 2013 Watermelon Mountain Web Marketing 28

29. © 2013 Watermelon Mountain Web Marketing 29 http://www.pinterest.com/weswendesign/

30. © 2013 Watermelon Mountain Web Marketing 30

31. © 2013 Watermelon Mountain Web Marketing 31 http://www.meetup.com/nmtechscene/

32. © 2013 Watermelon Mountain Web Marketing 32 https://www.foursquare.com/pageonebooks

33. © 2013 Watermelon Mountain Web Marketing 33 http://www.ramonafarmersmarket.ning.com

34.  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. © 2013 Watermelon Mountain Web Marketing 34

35. © 2013 Watermelon Mountain Web Marketing 35 https://www.google.com/analytics/web

36.  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 © 2013 Watermelon Mountain Web Marketing 36

37.  Understand your social media goals  Conduct Social Media Market Research by industry sector  Asses Audience Involvement  Choose minor social communities strategically targeting your market’s demographics  Make business connections online  Integrate social media & web metrics to track results © Watermelon Mountain Web Marketing 2013 37

38.  Presentation & Handouts available at http://www.watermelonweb.com/marketing resources.htm Presentation & Handouts available at http://www.watermelonweb.com/marketing resources.htm  Watermelon Mountain Web Marketing  505-344-4230  info@watermelonweb.com © 2013 Watermelon Mountain Web Marketing 38