Post on 12-May-2015
Social Media Success for Small Businesses
Presented by Cara Friedman
#likeable http://slideshare.net/likeable
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Agenda
• Choosing Your Networks
• Making the Most of Limited Time
• Time-Saving Tools
• Content is King
• Facebook Advertising
• Socialize Your Website
• When Worlds Collide: Online & Offline Integration
• Social Media Dos and Don’ts
• Watch and Learn: Case Studies
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Who is Likeable?
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What Is Likeable Community College?
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• Social Media Education Program
• 26 weekly webinars
• Monthly guest lecturers
• 24/7 Live Help
• Community Management Assessment Test
• Likeable U
Choosing Your Network
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Choosing Your Networks
• What is Facebook?
• Allows users to make personal profiles, connect with others, and share information.
• 900 million monthly active users • Brands can make personal
connections with their fans and increase brand awareness.
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Choosing Your Networks
• What can brands do on Facebook?
• Engage and interact with fans
• Share multimedia content and information
• Provide customer service
• Offer contests, promotions, and exclusive deals
• Drive traffic to website and blog
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Choosing Your Networks
• Facebook Best Practices
• Set up a brand page, not a personal page
• Create a custom URL
• fb.com/LikeableCC
• Respond to all fans
• Take advantage of Facebook customization options
• Post content at times when fans are most engaged
• Don’t host illegal contests on Facebook
• Wildfire
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Choosing Your Networks
• What is Twitter?
• Public sharing of information in posts that are limited to 140 characters or less.
• There are 100+ million Twitter users.
• Brands are using Twitter to broadcast information and to build relationships with fans through conversation.
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Choosing Your Networks
• What can brands do on Twitter?
• Engage and interact with followers
• Provide customer service
• Host contests & giveaways
• Participate in and lead Twitter Chats
• Drive traffic to your website and blog
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Choosing Your Networks
• Twitter Best Practices
• Respond to messages and mentions from followers within 24 hours
• Incorporate popular #hashtags to gain greater tweet visibility
• Follow back users who are following you
• Search and reach out to potential followers and customers
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Choosing Your Networks
• What is Yelp?
• Yelp is a site that enables users to discover great, local businesses
• 66 million monthly unique visitors in Q4 2011
• Users can write reviews of local businesses
• 25 million local reviews have been written
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Choosing Your Networks
• What can brands do on Yelp?
• Monitor page for honest feedback
• Message customers publicly or privately
• Create deals to turn visitors into customers
• Track views
• Provide customers with up-to-date information about your business
• Buy ads
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Choosing Your Networks
• Yelp Best Practices
• Update business information frequently
• Add photos to business pages
• Incentivize & encourage best customers to leave reviews
• Respond to all negative reviews
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Choosing Your Networks
• Niche Networks
• Flickr
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Choosing Your Networks
• Pick One!
• Pick the network most in line with your business.
• Pick the network you’re most passionate about.
• Know the main functions and uses of each network.
• Know your target demographic.
• Know how much time you have to spend.
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Making the Most of Limited Time
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Making the Most of Limited Time
Daily • Sweep social channels 2-3 times
• Respond to all fans & followers
• Monitor & optimize social ads
Weekly
• Search for shareable, relevant current events & articles
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Making the Most of Limited Time
Monthly
• Develop 2-4 weeks of content
• Determine how often you will be publishing content
• Be consistent
• Refresh Facebook cover photo
• Analyze success & failure to shape future strategy
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Time Saving Tools
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Time Saving Tools
BufferApp
• Schedule Facebook posts, LinkedIn updates and tweets
• Buffer selects times to automatically publish content when your audience is most engaged
• Analyze your content to determine what works best with your audience
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Time Saving Tools
Reporting
• Facebook Insights
• SocialBro
• TweetStats
• PinPuff
• Radian6
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Content is King
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Content is King
• Content drives fan engagement, page growth and traffic.
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Content is King
• Excellent content is:
• Relevant to your brand and community’s interests
• Fresh and unique
• Expressed in different forms
• Available consistently for your community
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Content is King
• To produce excellent content:
• Plan out your schedule in advance
• Include strong calls to action
• Incorporate outside articles, news stories, blogs, and sources to keep information fresh
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Facebook Advertising
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Facebook Advertising
• Drive page growth & fan engagement
• To make the most of a small budget:
• Hyper-target ads by location and interest
• Set a daily spend limit to remain within budget
• Monitor suggested bid range
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Socialize Your Website
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Socialize Your Website
• Create a social hub/portal
• Links to social channels
• Shareable content
• Use APIs for Facebook, Twitter & other networks
• Develop scrollable feeds
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When Worlds Collide: Online & Offline Integration
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When Worlds Collide: Online & Offline Integration
• Create in-store signage
• Include information on business cards
• Add social mentions to receipts
• Incorporate into presentations
• Provide fans in real life with incentives
• Incorporate online promotions into offline tactics
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Social Dos and Don’ts
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Social Dos and Don’ts
• DON’T push tweets to your Facebook page
• DON’T delete negative comments, complaints or feedback
• DON’T be inauthentic with fans and followers
• DON’T be inconsistent across networks in terms of voice and design
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Social Dos and Don’ts
• DO develop a brand voice and stick to it
• DO respond to everyone
• DO create consistent, unique content
• DO include strong calls to action
• DO analyze what has and has not worked for your brand before developing new strategies and content
• DO create a clear, optimized profile picture for each social channel
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Watch & Learn: Case Studies
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Watch & Learn: Case Studies
Residential and Commercial Building
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Watch & Learn: Case Studies
Paper Company
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Watch & Learn: Case Studies
Cupcake Business
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Watch & Learn: Case Studies
Museum
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Watch & Learn: Case Studies
Dentist
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Watch & Learn: Case Studies
Bakery
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Watch & Learn: Case Studies
Antiques
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Watch & Learn: Case Studies
Gardening
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Watch & Learn: Case Studies
Zoo
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Watch & Learn: Case Studies
Startup
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Watch & Learn: Case Studies
Toy Store
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Watch & Learn: Case Studies
Food Cart
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Watch & Learn: Case Studies
Non-profit
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Watch & Learn: Case Studies
Community Bank Specialists
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Watch & Learn: Case Studies
Environmental Services
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Need Help?
• For info on social media training for your small business contact Cara at cara@likeable.com
• Email TODAY and get a free Bonus Guide for Likeable Social Media
More Free Resources
• Tackling the Many Roles of the Social Media Manager
• Hosted by Dave Kerpen
• July 18th, 3:30PM EDT
• Avoiding a Social Media Nightmare: Building a Solid Content Strategy
• Hosted by Cara Friedman
• July 26th, 3:00PM EDT
http://buff.ly/N7ccJ9
Next Free Webinar
• Lessons Learned from the Top 40 Facebook Pages
• Hosted by Dave Kerpen
• July 11th, 3PM EDT
http://bit.ly/2012Top40
Contact Us/Thanks!/Grand Prize
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• Email TODAY and get a free Bonus Guide for Likeable Social Media
• Cara Friedman – cara@likeable.com
• info@likeablecc.com
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• 212-660-2458
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