© 2013 Watermelon Mountain Web Marketing 1 Jan Zimmerman, Author Web Marketing for Dummies Social...

© 2013 Watermelon Mountain Web Marketing

1

Jan Zimmerman, AuthorWeb Marketing for Dummies

Social Media Marketing All-in-One for DummiesWatermelon Mountain Web Marketing

[email protected] 505-344-4230

What are niche social media Why use them How to select the right social

media for your business How to measure your success What to do when things aren’t

working

© 2013 Watermelon Mountain Web Marketing 2

Tools that extend your social reach

Sites that reach specific target markets

Sites that specialize in specific activities

Your own social media channel

© 2013 Watermelon Mountain Web Marketing3

Casting a wide net to catch your target market

Branding Building relationships Improving business processes Improving search engine ranking Selling when opportunity arises Saving money on advertising

Decide which goal(s) apply to you Quantify objectives for each one Go after niche markets one at a time


Bookmarking StumbleUpon, Delicious, Google.com/bookmarks Specialty Bookmarks, e.g. book recommendations

Social Media Chiclets & Share Buttons Addthis.com, ShareThis.com

Social News Digg, reddit, google.com/news


Choose social networks that match your demographic target

Try to choose social networks that enable you to syndicate content

Fish where your fish are


Research social networks first. Check demographics, site usage, and reputation Read reviews with tips on how to use each site


Site Name URL What it Does

Alexa and Quantcast www.alexa.comwww.quantcast.com

Rank traffic and demographic data

Mashable www.mashable.com Presents social media news and tips

Practical eCommerce www.practicalecommerce.com/articles/2932-18-Social-Networks-for-Entrepreneurs

Lists 18 social networks for entrepreneurs

Social Media Today http://socialmediatoday.com/amzini/306252/social-networking-growth-stats-and-patterns

Compiles statistical sources

Lurk Quality of dialog Quality of posts Quantity of posts compared to the number of

registered users

Assess Responses Ratio responses to posts (look for at least 2:1) Quality of responses: relevance, tone Quantity of viral sharing (e.g. retweets)


Smaller than the big social networking sites

If users fit the demographics of your clients – you will make a bigger impact

Become a big fish in a small pond – you become the expert rather than getting lost on the bigger sites


Business networks are a growing segment of social networks

These are good for soft selling and referrals

Never underestimate the power of a referral



https://plus.google.com/116675178962448870958


http://www.linkedin.com/pub/ellen-cline/4/a94/a17

B2B Choose industry- or interest specific

social networks by searching online. The social network should: Be large enough to support your investment Attract new users

Vertical industry sites, other than shopping, are particularly appealing for B2B marketers

Use adroit maneuvering to intersect with sales cycle



http://www.tripadvisor.com/


http://www.yelp.com


http://sciencestage.com/arrayit

Social Shopping Reach consumers interested in buying Users enjoy latest product reviews,

real-time deals, and product news Be careful with Daily Deal sites

As a retailer you should: Track results Customize social profiles (i.e., a

sporting goods store might promote camping gear on a social network for backpackers)



http://www.kaboodle.com/reviews/cupcake-laptop-sleeve-9


http://www.groupon.com/deals/revolution-bakery-1

Use demographics to determine your niche markets Age Gender Location Income Education



http://www.makemesustainable.com


http://www.mybbwo.com


http://santafenm.citysearch.com/profile/6961909/santa_fe_nm/blue_corn_cafe_brewery.html

Use multiple sites, such as Pinterest and Flickr, that share the same activity type

Users will generally focus on only one of these

Multiple sites with the same activity type will increase search engine ranking

Keep it simple! Use RSS to automatically update other services with the same content



http://www.pinterest.com/weswendesign/


http://www.meetup.com/nmtechscene/


https://www.foursquare.com/pageonebooks


http://www.ramonafarmersmarket.ning.com

Google analytics Identify traffic arriving to your site from social media

services through referral reports. Some social networks such as Ning, Meetup, and

Google + offer easy Google Analytics integration

Key performance indicators e.g. traffic, sales, conversions, downloads, etc. Tagging Links Use a URL shortening tool for statistics URL shorteners, such as Tiny.ly, offer real-time

statistics to track traffic generated from specific links.



https://www.google.com/analytics/web

Your social presence can’t be found Inappropriate match between channel and

audience Poor content Lack of audience engagement Remember the four P’s of marketing!

Product Price Position Promotion


Understand your social media goals Conduct Social Media Market Research by

industry sector Asses Audience Involvement Choose minor social communities

strategically targeting your market’s demographics

Make business connections online Integrate social media & web metrics to

track results

© Watermelon Mountain Web Marketing 2013 37

Presentation & Handouts available at http://www.watermelonweb.com/marketingresources.htm

Watermelon Mountain Web Marketing 505-344-4230 [email protected]


© 2013 Watermelon Mountain Web Marketing 1 Jan Zimmerman, Author Web Marketing for Dummies Social...

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