MCA Social Media for Service-Based Companies

Make Your Own Door

www.MakeYourOwnDoor.com

Social Media

One Key to Success

Presented by Karen Emanuelson www.MakeYourOwnDoor.com

Make Your Own Door

Make Your Own Door


My Story

Karen Emanuelson

• 20+ years of marketing experience

• Own Reciprocate LLC, a Marketing Solutions Firm• Develop and Implement Traditional and Online Marketing Strategies

• Provide Custom Social Media Training

• Partner with Industry, Technical and Skilled Specialists• Web Developers SEO

• Videographers Social Media Managers

• Monthly newsletter with Internet marketing tips

• Weekly Marketing Tip email

• Small Business Advocate

Make Your Own Door


Website

Keywords

SEO

Social Media

Email Marketing

Blogging

Directory Listings

Review Sites

Online PR

SEM

Internet and Mobile

Marketing Social Media

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Your Website

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$917 billion market By 2013Will reach $1.3 trillionAccount for nearly 50% of total retail sales

The Importance of Search

Source: Forrester Research

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Google Ranking

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Social Media Philosophy

Think “How can I help you?” NOT “Do you want to buy my product?”

Reciprocate

Share What You Know

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User Attitude – in 5 words

WIIFM?

What’s In It For Me?

You need to add value

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WIIFM

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UniqueSellingProposition

Why should customers buy from you?

What is your U S P ?

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1. Who is my target audience?• B2B – Business to Business

• B2C – Business to Consumer

Do you know your PIE?• Purchaser

• Influencer

• End User

6 Key Questions

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2. Where does my target audience hang out?• LinkedIn

• Facebook

• Twitter

• YouTube

6 Key Questions

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3. What’s acceptable in my industry?• Regulations

• Public acceptance

6 Key Questions

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4. What value do I plan to share?• Knowledge• Lifestyle tips• Tutorials • Tools to assist• Discounts

6 Key Questions

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5. How often do I realistically plan to update?• Hourly• Daily• Every 2-3 days• Weekly• Monthly• I’m supposed to update?• Whenever I remember to

6 Key Questions

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New feature 10-2011

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New feature 3-31-2011

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6. Why am I doing this?• List your goals • For your PIE• For each marketing campaign• For each social media network

6 Key Questions

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Keys to success

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Social media isa means to an end,

not an end itself

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How will you deliver your message?How will you deliver your message?

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• Professional, B2B• Include professional headshot• Connect to known individuals• Update status – strictly business• Participate in groups• Ask and answer questions

• Casual, some B2C• Create a business page w/logo• Add Friends; “Like” businesses• More conversational

• Casual, 140 characters, B2B and B2C•Follow not-personally-known individuals•Tweets are broadcasts• Can send Direct Messages• Good platform for sharing links & “listening”

• Casual, some B2C • Subscribe to “channels”• Comment & share videos• #2 search engine after Google

4 to compare

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There is one “MUST”

social media networkfor every coach

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100+ million members• All looking for networking

Why LinkedIn?

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Think Like A Marketer

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Who can help me reach my target audience?

Employers Spouses Kids Parents Friends Co-workers Neighbors

Professional and networking organizations Doctors Insurance Agents Real Estate

Agents Recruiters Funeral Home Directors Clergy Chiropractors Attorneys Support

Groups

Where is this group online?

The Marketing Mindset

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Consistent branding

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Branding = Recognition

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Branding = Recognition

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The Cost of Free

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• Time• Initial research• Setting up profiles• Ongoing updates

• Effort• Creative, informational updates

• Commitment• Ongoing, not one time

Most social media networks are “free”

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Keep Current – Trends and Technologies

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QR Codes

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The Social Media Report Q3 2011

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By 2013, more consumers will access

the web from mobile devices than desktop or laptop

computers

Internet users 55+ are driving the growth of social

networking through mobile

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Do you need a Social Media Specialist?

• Resource to unlock value in content• Avoid the cost of reinventing the wheel• Know what NOT to do• Saves time and money

• Internet Marketing Strategy• Determine best target market for each platform• Properly set up and optimize profiles• Mistakes can be tragic

• YouTube /Google/Adwords integration Cannot be redone

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Do you need a Social Media Specialist?

• Leverage the power of social media

• Keep up to date on constant changes

• Integrate social media into your comprehensive marketing plan

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What to expect when you call

Red Flags

• Instant quote before listening• Guarantees• Results• Google Ranking• Number of connections or followers

especially if they are within a short period of time

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• The Importance of Search

• The need for branding

• Why you need a USP

• Think like a Marketer

• Social media attitudes

• Proving value

• Compared networks

• Selecting the best network

• The cost of “free”

• When to pay

Key Takeaways

Make Your Own Door


Karen Emanuelson

www.ReciprocateLLC.com


[email protected]

www.Facebook.com/ReciprocateLLC

www.LinkedIn.com/in/karenemanuelso

n

www.Twitter.com/kareneman