Introduction to Social Media for Business Andrew Greenyer Director, Raise the Roof Marketing 1
What is Social Media about?
Latest Facts and Figures 92% of online adults use search engines to find information on the Internet ( with 59% who do so on a typical day) Website - 60% of all organic clicks go to the top three organic search results 65% of daily internet users read a blog More than 850 million active users on Facebook 100 million monthly active users on Twitter with over 250 million daily tweets LinkedIn – there are over 135 million professionals on LinkedIn
Social Media Planning Support your vision, objectives and relationships through online engagement. Social media should be seen as an extension of what you are already doing well. Helps to build and amplify your voice.
The Approach 1.Define your business goals and objectives. (Align social media with business objectives) 2.Determine how you will measure success. (Establish key metrics) 3.Content Strategy and Engagement Plan (quarterly). 4.Identifying tactics and campaigns (monthly).
Company’s Needs HIERARCHY Our focus will be for your social media strategy to meet these needs.
INTERNET MARKETING PROCESS
Tactical Wheel
Strategy Goals Target Audience Tone & Message Content Plan Content BlogsVideoPosts Engagement Building Community Responding to comments Listening Campaigns & Conversion
Content Marketing Awareness 30% - 40% Evaluation 30% - 40% Purchase/Decision 20% - 40%
Blog is Central Command
Listening Example
Blog Cross Promoting Example
Calls to Action Blog
Calls to Action Website
How would you define Social Media?
Social media..use of internet tools for the sharing of experiences and information with human beings Wikipedia Turning Strangers into Friends Friends into Customers Customers into Advocates
New working environment
Technologies or Channels Blogs Micro blogging Video sharing Virtual worlds Photo sharing Podcasts Wikis Social networks
Your Social Media Objectives What do you hope to accomplish? Are there any new products launches? What is the most important page on your website and why? What’s keeping your competitors awake at night? What social media platform is most important to you and why?
Discovery phase What keeps your ideal customer awake at night? What are the motives of your customer ? Keeping up with the Joneses? To make money? To avoid risk? Comfort/pleasure? What does your customer want from social media? Knowledge about your product/service/industry? Getting help/advice? Recognition? What are the top blogs/trade shows/trade magazines for your industry that your customers are likely to read?
How will your company grow? New Markets / New Products / Sell More to Existing Customers Write down 3-5 key objectives for your organisation. What is your company vision? Growth Areas: Corporate Objectives: Your Social Media Marketing Plan will help you achieve your corporate objectives Write down 3-5 key objectives for your organisation Social Media Objectives:
Possible Objectives Increase brand awareness and purchase intent Create buzz about the brand where the target audiences are spending their time Develop opportunities for the target audience to engage with the brand Improve customer service Promote events and campaigns Leverage customer insight to proactively respond to changes and opportunities in the marketplace Drive traffic Boost brand loyalty and advocacy Get instant feedback about services & products
Key Messages: These should be tied to the unique selling proposition. Tone: ___ Super casual - laid back and casual. ___ Conversational - like we are talking with good friends. ___ Business casual - as though we were speaking with a client at a network event ___ Technical - precise with little or no jargon. ___ Formal - as if we were writing a letter to a client.
General information that is beneficial to target audience Commentaries/editorials Instructional media Industry updates Branding & Awareness Increase impressions Grow online mentions Grow social media visits Improve search engine rankings Increase blog traffic Buying criteria is discovered and created by the prospect Product demos FAQs Comparisons Engagement & Evaluation Increase likes Grow followers Increase video views Increase search engine traffic Unique selling proposition leads to a buying customer Case studies Testimonials Success stories Offers & promotions Prospecting & Purchasing Increase info requests Increase options Increase phone calls Increase sales
Introduction to Social Media for Business Andrew 1