Social Media for Small Business

© Conversify 2011 Page 1

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© Conversify 2011 www.conversify.net

Score Denver: Social Media

February 14, 2012


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WHAT IS CONVERSIFY?Conversify is a global social media agency. We develop and execute

social media strategies and tactics to create connections with your

target audience. We help you achieve your business and marketing

objectives by listening, assessing, stimulating and measuring

conversations online in the world of social media.


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Any digital technology that allows you to be social.

WHAT IS SOCIAL MEDIA?


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WHAT CAN SOCIAL MEDIA DO?

Interest

Emotional Engagement

Loyalty

Evangelism


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• TARGET: Who is your Target Audience?

• OBJECTIVES & GOALS: What do you want them to do?

• MEASUREMENT: What does success look like?

START WITH STRATEGY


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Who is your Target Audience?

• Demographics

• Geographics

• Psychographics

TARGET AUDIENCE


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What do you want to get them to do?

• Objective with Goal: Increase Fans by 30%

• Increase awareness

• Increase loyalty

• Education

• Increase evangelism

OBJECTIVES


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Where are you now?

Where are you going? [Goal]

• Ask how they heard about you

• Pay attention to the names/ develop a CRM.

• Qualitative measures: Engagement

• Did they tell their friends (ReTweeting)

• Net Promoter Score

MEASUREMENT


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• Quick search on Twitter, Facebook, YouTube and Google

Blogs

• Set up Google Alerts

• Look at what your competitors are doing in Social Media

LISTEN & LOOK


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The Marine Conservation Alliance’s [MCA] brand was heavily scientific

and not easily approachable enough for the broad community MCA

wanted to speak with. So, we encouraged them to think of their brand

as a wise, grandfatherly type who knew a lot about the science of

fisheries management and who could help you understand it, too. MCA

agreed that this fit their brand personality and applying it has the

created approachability that Social Media required.

BRAND PERSONALITY


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Much like a visual brand style guide with rules about logo use, color

palette or font style, our SM Brand Style Guide articulates how a

client should engage in Social Media. For instance, Rainbow

Rewards’ target audience is white, affluent, well educated women.

Apple Bottoms by Nelly Fragrance’s audience is ethnic, high school

educated and working class. The Social Media Style Guides for each

brand couldn’t be more different. On the next page we provide a

simplified example of some guidelines for these two different SM

Brand Style Guides.

SOCIAL MEDIA BRAND STYLE GUIDE

DEVELOPMENT PHASE – Example 1


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• No cursing: “Darn” is

acceptable when used in a

light-hearted way.

• Limited Contractions

• No texting shorthand (okay to

bend this rule in Twitter only.)

• Limited slang

•Emoticons are okay.

•Retweets of curse words are okay, but

only if there are substitute symbols

“*&$” replacing certain vowels.

• Contractions are appropriate

• Use of texting shorthand:

U R for You Are, 2, LOL, etc.

• Occasional risqué humor is okay

• Use emoticons and exclamations

SOCIAL MEDIA BRAND STYLE GUIDE



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After a year of running the Wine Sisterhood, we did an analysis of our

Fans & Followers and the messaging they responded to. The analysis

proved the “Sisters” are all about having fun, finding a social group and

feeling cultured. We honed the previous year’s messaging to six topics.

1. Food & Wine: #FoodieFriday, pairings, restaurants, news and recipes

2. Moms & Family: #MommyMonday, mommy blogs, stress relief

3. Creative types: Ask for opinions, wine diaries

4. Social gals: special event ideas, hosting tips, party games/activities

5. Travel (reading, not doing): shopping, how to find good

hotels/restaurants, wine country

6. Entertainment: pop culture that involves or includes wine/food

CONVERSATION GUIDE

STRATEGY PHASE – Example 2


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Our Social Media Editorial

Calendar, critical to planning

and organizing messaging, is a

dynamic document that provides

both proactive and reactive

direction for all content across

all social networks.

SOCIAL MEDIA EDITORIAL CALENDAR



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The Biggies:

Multimedia Type:

Industry Specific:

Physical Location:

Mobile:

WHAT TOOLS SHOULD YOU USE?


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WHAT DO YOU SAY? To kick-off the conversation…


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WHAT DO YOU SAY?Whenever appropriate, insert a call-to-action.


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WHAT DO YOU SAY?Whenever appropriate, insert a call-to-action.


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WHAT DO YOU SAY?Adding that personal touch.

@BabyCare: Don’t forget the spouse this Valentines day? We still have babysitting specials for Valentine’s Day. Reserve Now! http://bit.ly/link002

@TapTweet: Children should eat from the same menu as grown ups! Just smaller portions – http://twitpic/002 [photo of small child enjoying his meal]

@DoggiesRUs: Look at Fido go! After two weeks of training, he’s a champion jumper – http://twitpic/004 [photo of dog jumping.]

@TapTweet: We know how tricky it can be to find good gluten free menus in other restaurants, we like to apologize on their behalf…

http://bit.ly/link002


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