SCORE January 12, 2015 Albuquerque, NM © 2015 Watermelon Mountain Web Marketing 1 Jan Zimmerman, Author Web Marketing for Dummies Social Media Marketing.

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 info@watermelonweb.cominfo@watermelonweb.com 505-344-4230

 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

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

© 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

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

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

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

For More Information  Presentation & Handouts available at http://www.watermelonweb.com/resources Presentation & Handouts available at  Watermelon Mountain Web Marketing  505-344-4230  info@watermelonweb.com © 2015 Watermelon Mountain Web Marketing 36

SCORE January 12, 2015 Albuquerque, NM © 2015 Watermelon Mountain Web Marketing 1 Jan Zimmerman, Author Web Marketing for Dummies Social Media Marketing.

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SCORE January 12, 2015 Albuquerque, NM © 2015 Watermelon Mountain Web Marketing 1 Jan Zimmerman, Author Web Marketing for Dummies Social Media Marketing.

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