© 2013 Watermelon Mountain Web Marketing 1 Jan Zimmerman, Author Web Marketing for Dummies Social Media Marketing All-in-One for Dummies Watermelon Mountain Web Marketing

 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 Marketing 3

 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 © 2013 Watermelon Mountain Web Marketing 4

 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 © 2013 Watermelon Mountain Web Marketing 5

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 Choose social networks that match your demographic target  Try to choose social networks that enable you to syndicate content  Fish where your fish are © 2013 Watermelon Mountain Web Marketing 9

 Research social networks first.  Check demographics, site usage, and reputation  Read reviews with tips on how to use each site © 2013 Watermelon Mountain Web Marketing 10 Site NameURLWhat it Does Alexa and Quantcastwww.alexa.com Rank traffic and demographic data Mashablewww.mashable.comPresents social media news and tips Practical eCommercewww.practicalecommerc e.com/articles/ Social-Networks-for- Entrepreneurs Lists 18 social networks for entrepreneurs Social Media Todayhttp://socialmediatoday.c om/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) © 2013 Watermelon Mountain Web Marketing 11

 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 © 2013 Watermelon Mountain Web Marketing 12

 Business networks are a growing segment of social networks  These are good for soft selling and referrals  Never underestimate the power of a referral © 2013 Watermelon Mountain Web Marketing 13

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 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 © 2013 Watermelon Mountain Web Marketing 16

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 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) © 2013 Watermelon Mountain Web Marketing 20

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 Use demographics to determine your niche markets  Age  Gender  Location  Income  Education © 2013 Watermelon Mountain Web Marketing 23

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 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 © 2013 Watermelon Mountain Web Marketing 28

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 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. © 2013 Watermelon Mountain Web Marketing 34

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 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 © 2013 Watermelon Mountain Web Marketing 36

 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

 Presentation & Handouts available at resources.htm Presentation & Handouts available at resources.htm  Watermelon Mountain Web Marketing   © 2013 Watermelon Mountain Web Marketing 38