Night 3 Batesville Next Level
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Transcript of Night 3 Batesville Next Level
6 Steps to Marketing
SUCCESS!By Herb Lawrence, ASU Small Business and Technology Development Center Director
Marketing Fundamentals Haven’t changed
Effective MarketingSegmenting your MarketKnow Who Else is Telling StoriesDeveloping Target Groups Information ChannelsTarget Needs/WantsCraft Compelling MessageAnalyze ResultsTime Management
The “On-Line” Elephant
Web Site
Social MediaSEO Permission
E-MailLocal
ListingsBlogging
FacebookTwitter
LinkedInYouTube
Bookmarking
SlideShareFlickr
Photobucket
Tumblr
Google MapsYelpJonesboro.comFourSquareGowalla
Traditional Media
Where they Get News/Information
What Does a Small Business Really NEED?
Website – optimized for searchClaim Local Listings
◦Google Places◦Bing Business◦Yelp◦Yahoo Business Center
Geo-Locating Capture (local B2C)Professional Email ProviderOne Social Site Initially
How Customers Communicatein 2012 Personal Communciations
How Customers CommunicateHow they WANT to Talk to Brands
How Customers Communicate
Biggest Influencers on Customers
Media that Influences Purchase Behavior
Where do they LOOK?
Current Statistics3 out of 4 use Social networks regularlySocial media overtaken e-mail as #1 activity on the web
◦17% of all web usage200 million blogs
◦900,000 blog posts daily◦34% of opinions about companies, brands and
products93% of social media users believe
companies should have presence on social media
Customer Involvement Changed
Customer NOW Find You (Maybe)
New Consumers
Begin Search on-Line Includes B2BReview WebsitesRead Blogs on SubjectRead Comments Poll Friends on-lineConduct Local Search
ALL BEFORE YOU EVEN KNOW THEY ARE THERE!
THE CHALLENGE
Social Media Platforms
Of nearly 800 million users, 20 million join fan pages daily
5 Billion links, photos, videos shared on FB daily
Fastest growing segment 35 and older
FB added 100 million users in 6 months@
Social Media Platforms
Over 80 Million users
80% of Twitter usage happens off of twitter.com
Over 10 million updates a day
140 character micro-blog
Social Media Platforms
2nd largest search engine
4th largest site on web13 hours video
uploaded every minute250,000 videos
uploaded daily250,000,000 viewed
daily
Social Media Platforms
Network for Business Professionals
55 Million WorldwideDominate Group 35-49 & 50+Develop Business ConnectionsIndustry Data
How is Social Media Used?
• Customer Service• Product/service
feedback• Industry networking• Promotions/Contests• News, company
updates• Internal Collaboration
Latest Information on Socialhttp://pinterest.com/pin/2733826
39850421929/
Creating a Social Media Plan
STEPS◦Pre-planning◦Listen to the conversations◦Create TARGET profile◦Set Specific Goals◦Join Conversation◦Measure Return
Step 1 PREPLANNINGASK YOURSELF:
◦Information Flow in Your Industry◦Where do People Get Information?◦How do Consumers interact with
Industry?◦Do they Use networks?◦What INFLUENCES your Customers?
Step 1 PreplanningWhat are your CURRENT
Channels?E-Mail?
Websites
Direct Mail
Newsletters
Step 1 PreplanningAsking Questions reminds you
WHO YOU ARE and WHO YOU WANT TO BE
It also indicates how SOCIAL MEDIA can be used to compliment your business goals.
Step 2 Listen to the Conversation
Secure your brand on social platforms◦ Blogs, twitter,
Facebook, LinkedIn◦ Usernames unique◦ Try to be consistent
Set up monitoring platforms◦ Google Alerts◦ SocialMention.com◦ Technorati◦ Twitter Search
Step 2 Listen to the Conversation
KEYWORD categories to identify:◦Key industry influencers◦Competitors◦Industry news sources◦Blog Comments
Listen to the Conversation
Action Items:◦Secure your BRAND◦Set up Monitoring Channels
Step 3 Create Target ProfileTarget Audience is 24-50 males
◦ 350 billion spending power◦ 16-19 hours online each week◦ 96% joined social networks
78% trust peer recommendations◦ Only 14% trust advertisements
Belong to: Quantcast◦ Twitter: 31◦ Facebook: 33◦ LinkedIn 39
Step 3 Create Target ProfileFind KEY attributes by
ListeningChart out their presence in
social mediaMarket Segmentation
◦ Demographic◦ Geographic◦ Psychographic◦ Behavioristic
Continue to gather customer information along the way
Create your Target ProfileACTION ITEMS:
◦Establish Target Profiles◦Give them names, photos, or
anything else to help you relate to them BUYER PERSONAS
Step 4 Set Specific GoalsBrand Awareness/AdvocacyIncrease Traffic/Opt-InsBusiness PartnershipsSearch Engine ResultsGenerate LeadsReduce CRM CostsIncrease Revenues
Step 5 Join the Conversation
Phases of Social Equity1. Awareness
1. Value and Fun2. Qualify Fans/followers
2. Engagement1. Increase long-term communication
3. Social Commerce1. Product reviews, exclusive pricing,
product previews, registration
Step 5 – Join the Conversation Establish an Editorial CalendarChoose schedule for days
you will postKeeps on Track & Organize
ContentConsistencyHelps when you need
Content Ideas
Step 5 – Join the Conversation
BE TRANSPARENT & AUTHENTICDon’t be Evasive
Offer your name, title, organization, experience
Admit your interest in the topicDefine your Credibility
Be consistent across all SM profiles & Platforms
Step 5 – Join the Conversation
THINK Conversation, not Campaign!Don’t focus on sellingAsk questions/respondProvoke engaging
dialogueEarn a REPUTATION
Step 5 – Join the Conversation
BE the Expert in Your IndustryWrite about what you
know, Offer insights Offer LINKS to resources
When consumers TRUST your content, they will TRUST YOUR PRODUCTS/SERVICES
Step 5 – Join the Conversation
HAVE RULES OF ENGAGEMENT!
Handle NEGATIVE commentsWho will RESPOND
Admit mistakesRespond KINDLY
Handling negative comments correctly will turn BRAND DETRACTORS into ADVOCATES
Join the Conversation
ACTION ITEMS:
1. Create an EDITORIAL CALENDAR2. Create RULES OF ENGAGEMENT3. Share your Expectations with all
involved
Step 6 – Measure ROI
WHAT IS ROI?Non-Financial:
◦ Visitors◦ WOM◦ Page Views◦ Fans & Followers
FINANCIAL◦ Sales◦ Revenue◦ Transactions◦ Coupons
Step 6 – Measure ROI
KEY PERFORMANCE INDICATORS
TransactionsNew Customers
SalesRevenues
Average Order Size
BE SPECIFICFrequency, Reach, YieldHow often, How Many, How Much
Measure ROI
ACTION ITEMS:Track Key Social Media Activities
over TimeSet up Analytic Tools
◦ Such as Google Analytics
Make necessary Adjustments to increase Qualitative first◦ Quantitative numbers will follow Qualitative
Efforts
Compare Metrics to Goals
BUDGETING SOCIAL MEDIA PLAN
WAIT!!!!! ISN’T FACEBOOK FREE?
Budgeting for Social Media
TIMEDESIGN & BRANDINGANALYTIC TOOLSSOCIAL MONITORINGAUTOMATION APPLICATIONSSOCIAL MEDIA ADVERTISINGOUTSOURCING/CONSULTING
Levels of Social Media Engagement
LEVEL I◦Place holding
Usernames Setting up Fan Pages
LEVEL II◦Short-term Promotion
Answering questions Finding Key Influencers in industry
LEVEL III◦Dedicated Strategic Engagement
Active Profiles on Several Platforms Promotions, Contests, Active Content Distribution
Determine your level of engagement and budget for time accordingly
Bringing it Together
Ok…BUT…Where Do I start?
Tips to get started Platforms you can ACTIVELY
MaintainWhat outsourcing is needed?
◦Design, Development, content◦Brand Monitoring,
Plan your Content FLOWFind Tools to AUTOMATE
◦Ping.fm◦HooutSuite◦Tweetdeck
FIND SYNERGY
Thank You! Oh or call me: 870-972-3517
Let’s Connect On-LineE-mail [email protected]: http://www2.astate.edu/a/business/sbtdc/ASU Small Biz Blog http://www.asbtdc-asu.comFacebook Page: http://www.facebook.com/asu.sbtdcFacebook Profile: http://www.facebook.com/herb.lawrenceTwitter: http://www.twitter.com/asbtdc_asuLinkedIn: http://www.LinkedIn.com/a/asusbtdc