The Business Owner's Media Mogul Manual: A Strategic Plan to Leverage Web-Based Technologies
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The document outlines a strategic plan for business owners to leverage social media platforms like Facebook, Twitter, YouTube, and LinkedIn to improve their local business visibility and customer engagement. It emphasizes the importance of researching, constructing a focused strategy, and measuring success while providing examples of successful social media use, such as Farmer Ray's response to an animal cruelty video. The conclusion advises businesses to actively engage in online conversations and manage their public image effectively.
The Business Owner's Media Mogul Manual: A Strategic Plan to Leverage Web-Based Technologies
- 1. The Business Owner's Media Mogul Manual: A Strategic Plan to Leverage Web-Based TechnologiesJanuary 21, 2011
- 2. Presentation OverviewSocial Stats Worth ReviewingLeveraging Social Media StrategiesFacebookTwitter YouTubeLinkedInMonitoring ToolsAn Example: How Social Media Saved Farmer RayClosing thoughts
- 3. Social: The New Search69% of consumers are more likely to use a local business it if has information on a social networking site.Gen Now (tech-savvy consumers all age groups):93% usage rate for Facebook
- 4. 56% find local business info via companies’ Facebook fan pages
- 5. 55% seek peer referrals & recommendations
- 6. 75% are likely to use local businesses recommendedSource: “TMP Directional Marketing and 15Miles: Bridging the Gap, From Search to Sales, Local Search Usage Study” September 2010
- 7. Who Says Small Businesses Can’t Do Social?
- 8. Leveraging Social Media Strategies5 Tips to Success
- 9. Leveraging Social Media Strategies5 Tips to SuccessStep 1: ResearchSource: http://www.seomoz.org/dp/pro-webinarsocial-media-strategies
- 10. Leveraging Social Media Strategies5 Tips to SuccessStep 2: Construct a StrategyWhat are our business goals? What do we want social media to do for our business? What will we attempt to reach these goals? What metrics will we use to measure our success? What will we consider an acceptable ROI?Source: http://www.seomoz.org/dp/pro-webinarsocial-media-strategies
- 11. Leveraging Social Media Strategies5 Tips to SuccessStep 3: Find a Social “Brand Champion”
- 12. Leveraging Social Media Strategies5 Tips to SuccessStep 4: Identify Channels of ValueSource: http://www.seomoz.org/dp/pro-webinarsocial-media-strategies
- 13. Leveraging Social Media Strategies5 Tips to SuccessStep 5: Measure ProperlySource: http://www.seomoz.org/blog/the-social-media-marketers-seo-checklist
- 14. Facebook
- 15. Powerful Facebook StatsSource: http://www.facebook.com/press/info.php?statistics
- 18. FacebookOther Ideas for FacebookFacebook only privileges
- 19. Post about local community events that pertain to your customers, industry, or business
- 20. Ask your fans questions about what they want to see
- 21. Update fans about businesses happenings
- 22. Add photos from “behind the scenes,” events, or products
- 23. Build relationships with fans by engaging with themTwitter
- 24. Use Twitter for Customer Service
- 25. More Twitter Customer Service Use Twitter to respond to Customer Service InquiriesProactive Online ConversationsWhen Negative Address publicly
- 26. Remember: Responses and posts are public – you may not convert unhappy customer, but you can positively influence first-time visitors
- 27. Don’t delete unless spam or cannot be solvedPublic response: not accepting blame, but trying to help the customer privatelySingle negative brand mention:
- 28. YouTube
- 29. YouTubeYouTube VideosCreate 60-120 second video spots
- 30. Optimize video descriptions for target keywords
- 31. Build business YouTube channel & add videos
- 32. Pull in video to homepage and/or blog
- 33. Have video template already created with branded header and footer graphic
- 34. Submit video sitemap to Google
- 35. Videos from YouTube have a good chance of co-ranking or out-ranking news video search rankingsYouTube
- 36. Tracking YouTube Cut-off mark for high-converting leads is 2:00
- 37. Adwords calls cost around $150 per call while the YT/Video costs about $50 per call for the same period
- 38. The YT/Video channel continues to attract new subscribers and visitors, so it's growing and generating more calls, with the only investment being the addition of new content.LinkedIn
- 39. LinkedInLinkedIn FactsLinkedIn has more than 90 million members in over 200 countries around the globe.A new member joins LinkedIn approximately every second, and about half of our members are outside the U.S.Executives from all Fortune 500 companies are LinkedIn members.
- 40. LinkedInUse LinkedIn to:Manage the information that’s publicly available about you as professionalFind and be introduced to potential clients, service providers, and subject experts who come recommendedCreate and collaborate on projects, gather data, share files and solve problemsBe found for business opportunities and find potential partnersGain new insights from discussions with likeminded professionals in private group settingsDiscover inside connections that can help you land jobs and close dealsPost and distribute job listings to find the best talent for your company
- 41. Monitoring Tools
- 43. Hootsuite
- 46. Monitoring ToolsRecap of Tools & Resourcessearch.twitter.com
- 47. Hootsuite.com
- 49. blogsearch.google.comHow Social Media Saved Farmer RaySituation: Mercy for Animals releases video showing undercover footage depicting cruelty to animals.Farmers were outraged that it was an unfair representation.Source: “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010
- 50. How Social Media Saved Farmer RayResponse:Farmer Ray Lin fought back.Started blog with stories and pictures about his farm …Source: “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010
- 51. How Social Media Saved Farmer RayResponse:Farmer Ray Lin fought back.Started AgChat foundation to train farmers on how to use social media …Source: “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010
- 52. How Social Media Saved Farmer RayResponse:Farmer Ray Lin fought back.Launched AgChat Facebook fan page …Source: “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010
- 53. How Social Media Saved Farmer RayResponse:Farmer Ray Lin fought back.Launched AgChat Twitter profile …Source: “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010
- 54. How Social Media Saved Farmer RayResponse:Farmer Ray Lin fought back.Launched AgChat YouTube channel …Source: “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010
- 55. How Social Media Saved Farmer RayResponse:Farmer Ray Lin fought back.Launched AgChat Linkedin Group …Source: “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010
- 56. How Social Media Saved Farmer RayResponse:Farmer Ray Lin fought back.Held first AgChat conference in August …Source: “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010
- 57. How Social Media Saved Farmer RayMoral of the Story: Farmer Ray Lin has built a vibrant online community.
- 58. Farmer Ray Lin is prepared.
- 59. He’s now setting the ground rules.
- 60. He has support when there’s a crisis.Source: “When Social Media Conflict Comes To The Farm” by Michael Gray on SEL.com 8/20/2010
- 61. Closing ThoughtsEngage in Online Conversations Even though you can’t control what’s being said about your business, doesn’t mean it can be ignored
- 62. The conversation will happen online whether your company is paying attention or not
- 63. Better to pay attention…and respond!Thank YouMonique [email protected]@MoniqueTheGeekfacebook.com/thunderseo
- 64. Questions?