This presentation sponsored by Forza Financial (http://www.forzafinancial.com) focuses on social media for small businesses and start ups for the Forza Financial micro lending community. Information on how to use social media to tell your story and make the sale is given. As well as how to start a Facebook page, Twitter feed, and Instragram accounts and what are some best practices for small businesses and entrepreneurs. If your company or organization would like to sponsor a presentation about digital and social media marketing strategy contact me at susanchesley@gmail.com

1. A Forza Sponsored Presentation
www.susanfant.com / susanchesley@gmail.com /
Twitter: @susanchesley

2. Introduction
We need to prove the potential impact of social media, measure its
effectiveness, and align activities with company financials.
Source: Harvard Business Review & SAS Social Media Surveys - 2010

3. About Susan
• University of Alabama Instructor in Masters of
Marketing Program – Create & Teach MKT597:
Digital & Social Media Marketing Courses
• President of Castle Sands LLC – Create Websites
& Social Media Presences for Professionals
• Executive Director Foresight Education &
Research Network (online network 3,500+
professionals worldwide)
• Education: Birmingham-Southern College &
University of St Andrews (Business +
Technology)
• www.susanfant.com
www.slideshare.net/susanchesleyfant

4. Outline for Today
Using Social Media Marketing for Small Businesses
Platforms: Facebook, Twitter, & Instagram
Platforms: Emphasis on Facebook Pages
How to Understand the Platform’s Analytics
Resources / Questions

5. Using Social Media Professionally
• In order to have ROI potential, you must understand:
– How to use different platforms / channels
– How to gauge effectiveness
– How to integrate into other marketing efforts
• You are looking to impact the bottom line (ROI)
and capitalize on the ability to create, listen,
analyze and interact with your customer
conversations online.

6. What Does Social Media Do?
Social Media’s Core Functions:
Monitor
Amplify
Respond
Lead

7. Telling Your Story
• Social Media - is not free - but it is a great way
to tell your story & can be tailored to your
budget.
– Time is an opportunity cost
– Budget can be spent on hiring someone to work on
your social media
– Budget can be spent on “sponsored” stories and
promotions

8. Facebook
• 680 million Monthly Active Users in Dec. ‘12
• 1 out of every 5 page views in the USA is on
Facebook
• Main competition is for attention
– Edge Rank – the more engagement a user has with
content the stronger Edge Rank believes the user’s
interest is in similar content and filters newsfeed
accordingly
– Likes, clicks, shares proves interest  It does not
track purchases or conversions
Source: Jab, Jab, Jab Right Hook by Gary Vaynerchuk

9. Facebook for Business:
http://www.facebook.com/business

10. Twitter
• As of 12/2012 there were more than 100
million users in the USA
• Twitter users post 750 tweets per second
With Twitter you are talking to the world at large
– anyone can find you via a hashtag (#) and you
can talk with anyone – it’s an open network
@susanchesley
Source: Jab, Jab, Jab Right Hook by Gary Vaynerchuk

11. Twitter for Business
http://business.twitter.com

12. Instagram
• As of 12/2012 Instagram had 130 million
Monthly Active Users
• Instagram photos generate up to 1,000
comments per second
Instagram is a visual, artistic, way to express
yourself and your business authentically.
Source: Jab, Jab, Jab Right Hook by Gary Vaynerchuk

13. Instagram for Business
http://business.instagram.com

14. In-depth: Creating a Facebook Page
1. Set Your Goals
What do you want?
More Followers?
More Sales?
2. Understand Yourself
This is your chance to
tell a story about your
organization or
business.
www.facebook.com/rainbowflyfishingclub

15. What Am I Aiming For?
• LESS Likes MORE Engagement
– With Edge Rank it is more important to get
engaged users who will LIKE & SHARE your
content
– Promote your Facebook presence online and
offline with flyers, banners, in-store displays,
giveaways/coupons, and actively engaging your
audience

16. Create Sharable Content
& Calls to Action
Shareable Content – 783 views
Shareable Content / Call to Action– 164 views

17. How to Know Your Audience

18. Understanding Your Posts

20. What Does it All Mean?
• You can tailor fit your marketing to your
target market online which may be the same
or different than who is coming into your
offline business.
• You can test content immediately and see
what works and what doesn’t. A lot of social
media is about experimentation.

21. Brief Overview: Twitter Accounts

22. What Am I Aiming For?
• Talk to your target audience
• Engage with new people – many journalists
and influencers are actively using Twitter
• People can spread your message around
quickly with a hashtag campaign (offline &
online interaction) and can meet quickly too
• Share “retweet” other content (that makes
sense to your business) to spread the word
that you are an active community member

23. How to Keep Up With It All?
https://tweetdeck.twitter.com

24. Brief Overview: Instagram Accounts

25. What Am I Aiming For?
• Like & Get Involved
With Other Users
• Help Spread Your
Message to a
Younger Audience
Who is Mobile
Specific

26. How Do I Keep Up With it All?
http://www.hootsuite.com

27. Spread Your Story, Make the Sale
• Social Media is a marketing tool - it can greatly
emphasize what you do and has the ability to spread
far and wide.
• You have to put in the time and budget appropriate to
the growth you expect to reach your goals.
• Focus on monitor, amplify, respond & lead when
creating your company’s social media presence.
• Your goals are your benchmarks which are your ROI
measures.

28. Suggested Resources
•
•
•
•
•
•
•
•
•
Jab, Jab, Jab, Right Hook by Gary Vaynerchuk
Likeable Social Media by Dave Kerpen
http://www.facebook.com/business
http://business.twitter.com
http://business.instagram.com
http://tweetdeck.twitter.com
http://www.hootsuite.com
http://www.slideshare.net/susanchesleyfant
http://socialmediatoday.com