We "professionals" sometimes get caught up with our lingo talking to each other and then it hit me. I had a good friend (and client) ask me the other day "what the heck are you talking about with SMM?" "Is that some new kinky thing I don't want to know about?" I laughed and explained that it stood for Social Media Marketing. Then it got me thinking. I bet there really are a lot of SMB's (whoops, I did it again) who do not understand social media lingo. They are either new to it or seen the terminology and just brushed by it too embarrassed to ask. So to help you, may I present some common "shortcut" terms or lingo used in the business.
SMM.............Social Media Marketing.
SMB.................Small to Medium Sized Business.
B2B..................Business To Business.
B2C..................Business To Consumer.
Blog.................Usually a website where individuals like myself post information to promote a idea, product, service, or an event. Some bloggers promote themselves or an agenda.
Link............... I have heard this term used two ways. One for linking URL's and also referring to LinkedIn. Example "Hey, I see you are on the Link!"
Tweet............This is a Twitter term which means you posted or about to post on the Twitter site. Very popular and is the #2 site next to Facebook.
Twitter........A blogging site limited to 160 characters. People and businesses have sites.
Pinterest......A newcomer on the scene but rapdily growing. Allows you to "pin" or post pictures or videos from web sites that interest you to a central web site for others to see.
You copy the URL of the site. Pinterest has a tool that your browser can use. It also can mate through Facebook or Twitter now.
QR Code......Stands for Quick Response Code. Smart Phones can scan this and it leads them to a encoded URL, YouTube Video, a web site for a special marketing promotion, ect.
ROI................Return On Investment.
SMS...............Short Message Service. You see this when you text and you now you can say "Oh, that's what it means!"
PPC................Pay Per Click. Those fricking ads on the side of web pages. You click on them and somebody gets a few bucks for allowing them to be on their web site in the first place.
HTML...........Going to keep this in layman terms. This is the code that makes your web site display everything you see. The most popular is HTML 5 now.
Wordpress.Another format which may find simpler to use and found in blogging sites.
AdWords....Google's trademark name for their revenue generating advertising. the Pay Per Click or PPC I mentioned earlier is part of the Google AdWords.
Widgets......Applications that can be installed on webpages that allow the user to add 3rd party products or services that may enhance their site to their customers.
That is the top terminology that most of us use when doing Social Media "speak' and I hope this has helped the "newbies" a bit in understanding the language or for those who maybe been at it for awhile and just never botherd to understand but thought it was cool to say it. I see you grinning!
In past blogs, I have focused on the small business and how to launch a social media campaign. Getting their brand out with basic social media tools. If you have not read those blogs, you might want to go back in the "vault" and read them. In a nutshell, trying to help the Mom and Pop businesses launch a basic Facebook fan page or Twitter Account to get into the digital age was the main focus. While many larger SMBs have tried to do this on their own, they may now ask themselves "What does it cost to hire someone to do this for me?" After some research around my area from smaller marketing firms to the "Big Guys", you may find yourself with a sticker shock. I know I had to ask myself, I offer my services on most bases as a courtesy, maybe I should start charging more! (Just kidding) Seriously, not trying to take business away from these folks or even myself, but you can do some of this yourself if you are just wanting to break into social media branding, however if you are really serious about it, email me for more information. Now if you want to shop for any kind of marketing or social media agency, here are some rates I found (averaged out) for particular services. Keep in mind I am located in a somewhat rural metropolitan area but within 50 miles of a large city.
Setup fees: $300.00 ot $1,00.00 Monthly content charges: $200.00 to $500.00 Blitz or Promotion Campaign. (Also known as short-term) $1,000 to $5,000.00. This usually includes integration with Twitter, FB ads, daily or weekly updates and it's packaged. Does not include your prize or giveaway if you are offering anything. Short term usually means 2 to 6 months. Expect higher rates from larger or major city firms.
So you like to have some video on a new YouTube
channel or Facebook site? Shoot, produce, and edit is usually offered as a
package. $300.00 to $10,000.00. That is for a 2 minute video with one camera
and basic graphics. Longer videos, two camera shoots or added production is
more. The big gap in prices is due to shopping marketing firms and actual
production houses who do nothing but video using professional broadcast
equipment. they did offer web videos. Rates quoted are for HD video, 1080.
Social Media as a Strategy
This is consulting, monitoring, keywords and analytics, measurement of results, and offering professional advice. The more keywords and analytics to measure the
higher the fees. Average fee is $2,000.00 with some marketing firms as high as $10,000.00 for an audit report with recommendations. If you were not using video, this can be your most expensive investment hiring a professional Social Media Marketing firm. You just need to ask yourself, "How bad do I want to see how Social Media is working for me? I have to say that most do not understand how the internal measurements work so for SMB's who have the money to invest in Social Media, this is a no brainer.
Social Media Training
If you just want to hire a professional consultant to train one or more of your staff to implement social media including making landing pages or do content management expect to pay $30.00 to as much as $100.00 per
hour for the privilege. Most will offer block timing of say 5 hours and negotiate a rate for you. Want a nice lunch and learn workshop? Expect to pay $500.00 to $1,000.00. Travel is extra. In conclusion, as stated these rates are from my area and I can safely say that if you live in a major city the rates are going to be as much as 20 to 30 % higher. For smaller businesses, these rates with the exception of maybe bringing a trainer on board are beyond their budgets. For larger SMBs it may make sense to have someone outside of their staff to do this for them at least for a minimum contact period. I do hope this helps. It was a bit of a surprise to me and glad I did the research. Email me with your comments or your experiences with consulting firms.
Telling you straight out. Many SMB's beleive that branding is their sign or logo and it's usage or application and that is it. May I offer a few suggestions to expand on this.
In a nutshell, Public Relations=publicity. How you gain publicity for your business however becomes the "sleeping giant" we all want to slay but can't figure out how to do it without spending a ton of money for a professional to do it for us or thinking it all means advertising in the local paper or radio-television stations. Well my friend, you are only 1% right and 99% wrong.
Today, sure you need to advertise (your 1%) but public relations goes way beyond that. Much of this can be done at little or no cost as well. Let's focus on some of these. Community interaction such as the local Chamber, Civic groups, or creating a blog for your company are examples of fee sources. You can also engage in public speaking as well. Reporters for area media love a good story on a business helping their community. If they do not cover it, write your own press release on what you done or are presently doing and send it out. (Check the internet on how to do this or drop me a line)
Remember when creating a public relations piece or full campaign for your business, think it through and remember who you are trying to reach. Communication is very important.
Here are some basic tips I found that have worked for me. Keep in mind I used to be on the receiving end of this when I was a broadcast journalist. I was always looking for something that was not self serving to the business but had a "feel good" story behind it.
Goals---Have goals in place and know what you are trying to achieve for your PR
campaign and review them frequently to stay on track.
Preception---What are you trying to get from your audience about how they see you?
Message---What is the message from your PR blitz? Remember if you are trying to be
self-serving, most smart journalists or reporters will ignore you.
Sources---Develop an execution for your PR plan and then go to your sources.
In conclusion your can spend money on advertising or use that other 99% that you have at your disposal. Develop relationships withn your community. Always ask yourself about your business. "What can I offer, what do I know that I can share;what do I know about a topic better than anybody else that the public would have a vested interest in?" Good luck and email me your results or thoughts.