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© 2013 Watermelon Mountain Web Marketing 1 Self-Assessment Tool What’s Your Current Comfort Level with Social Media? Please start filling out the Self-

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Presentation on theme: "© 2013 Watermelon Mountain Web Marketing 1 Self-Assessment Tool What’s Your Current Comfort Level with Social Media? Please start filling out the Self-"— Presentation transcript:

1 © 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.

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

3  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 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!

5 Commonly Used Social Media © 2013 Watermelon Mountain Web Marketing5

6 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

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

8 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

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

10 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

11 © 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.)

12 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

13 © 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

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

15 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

16 HootSuite © 2013 Watermelon Mountain Web Marketing 16

17 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

18 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

19 Yahoo! Calendar © 2013 Watermelon Mountain Web Marketing 19

20 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

21 SocialMention.com © 2013 Watermelon Mountain Web Marketing 21

22 Google Alerts © 2013 Watermelon Mountain Web Marketing 22

23 23 MarketingGrader.com © 2013 Watermelon Mountain Web Marketing

24 24 Google Analytics Dashboard © 2013 Watermelon Mountain Web Marketing

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

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

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

28 For More Information  Presentation & Handouts available at http://www.watermelonweb.com/marketingresources.htm Presentation & Handouts available at http://www.watermelonweb.com/marketingresources.htm  Watermelon Mountain Web Marketing  505-344-4230  info@watermelonweb.com © 2013 Watermelon Mountain Web Marketing 28


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