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Effective Social Media
For Small Business
BrightZone
• Who we are
• Services we offer
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Identify your best customers
Build brand awareness
Content development
Improve web site traffic
More effective marketing
Targeted advertising
• How small business can benefit
– Develop a better understanding of you customer(s)
– Improve marketing to increase leads and sales
– Develop awareness of changes and leverage
opportunities
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Foundation for discussion
Yes
• Blog
• Social media
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Twitter
Facebook
Google+
LinkedIn
Pinterest or Instagram
You Tube
Yelp, Google Places, Around Me,
Mapquest, Google Maps other
local directories
• Newsletter
• Email
BrightZone
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Marketing Basics
• Social media is an extension of Marketing
– All elements of marketing still apply
– It is only the channels (vehicles) which are new
• Your message must be market driven
• Message must adapt to changes in the market
• Effective implementation is the key to success
Social Media
Marketing Basics
• What are you going to say (Branding and persona)
• Who are you talking to (Customer avatar)
• Scenario – how does your Branding message fill
the wants or needs of the customer?
• Message must be easily understood and equated
to a value in customers mind.
(what is your value proposition from their point of view -WIIFM)
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Who is Your Target Customer
• Persona
– Who are you
– What voice do you use
– What are your values
• Avatar – who is she?
– What are their likes
– What are their values
– What gets their interests
Selling B to B is still selling to people
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Value of Social Media for Business
• Social media is
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A way to find people with similar interests
A way to build a community
Place to build relationships
Extensions of conventional marketing channels
• Social media for business is not
– The place to bark – Buy my Stuff
– The place for a political agenda
Social Media Channels
Start with the most essential for the US
Start with the most essential for the US
• Twitter
• Facebook
• Google+
All of these may not be appropriate for
• LinkedIn
every business
• Pinterest
Determine which work best for yours
• YouTube
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Quick Example of Social Media
Twitter
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Quick Example of Social Media
Facebook
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Quick Example of Social Media
Google+
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Quick Example of Social Media
Linked In
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Quick Example of Social Media
Pinterest
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Quick Example of Social Media
You Tube
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Social Media Success
Five Must-haves
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5/31/2011
Content strategy. It is critical to have a continuous supply of
information -- editorial calendar along with a plan for creation
and production.
Consistency – You need to produce regularly and continually
and your values and message must be the same across all
channels. Social media requires real people representing your
firm with a human voice.
Commitment. You must show up regularly and participate.
Recognize social media is not a quick solution but takes time
to build a community and build relevance.
Marketing. You must let prospects, customers and the public
know about you
Brand monitoring. In today’s 24/7 world, you must constantly
check what’s being said about your firm, products and brand.
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Social Media is Part of the Story
• Social media is just part of you marketing
strategy
• Your marketing should reflect your business
strategy
• So – social media is integral to your business
strategy
Recognize the social media is not a “Field of Dreams”
If you build it , they will not come!
You will have to entice them!
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