1. Social Media Marketing: CONNECT Context Online/Offline Newness Network Expand Convert Test Ivan Surjanovic, ivan@ipowerlab.comivan@ipowerlab.com Copyright 2014 by iPower Lab, www.ipowerlab.comwww.ipowerlab.com

2. Social Media Marketing: CONNECT Social Media Forms of electronic communication through which users create online communities to share information, ideas, personal messages, and other content (Merriam-Webster Dictionary)

20. Social Media Marketing: CONNECT Four types of social media sites - Bookmarking and aggregating (Stumbleupon) - Content creating (YouTube) - Social networking (Facebook, LinkedIn, Twitter) - Location based networks (Foursquare, Gowalla)

21. Traditional MediaSocial Media ContentFixedUpdatable Time to develop / updateSlowFast InteractivityOne-wayTwo-way Focus“We”“You” Sharing / viral potentialLow to mediumHigh MeasurabilityLow to mediumHigh

22. Social Media Marketing: CONNECT Context Online/Offline Newness Network Expand Convert Test Ivan Surjanovic, ivan@ipowerlab.comivan@ipowerlab.com Copyright 2014 by iPower Lab, www.ipowerlab.comwww.ipowerlab.com

23. Social Media Marketing: CONNECT CONTEXT Put your social media marketing in a broader business context Get the big picture!

24. Social Media Marketing: CONNECT 1. What is your overall company’s vision? 3. How can social media help you achieve your main business objectives? CONTEXT 2. Main business objectives?

25. Social Media Marketing: CONNECT 5. Where (on what platform) is your target audience? CONTEXT 4.Who is your target audience on social media?

26. Social Media Marketing: CONNECT CONTEXT 6. What are your social media objectives (e.g. followers, likes, leads, sales, traffic)? 7. How will you use social media strategically?

27. Social Media Marketing: CONNECT Strategic Uses of Social Media: Community Management Support and customer service Reputation management Communication and outreach Search engine optimization Awareness and advertising Insights and research Sales and lead generation Source: eMarketing: The essential guide to digital marketing, by Rob Stokes, Quirk Education

28. Social Media Marketing: CONNECT ONLINE/OFFLINE Complement your social media marketing with offline and traditional marketing. It is about synergy!

29. Social Media Marketing: CONNECT ONLINE/OFFLINE Don’t get too excited about social media; don’t neglect your offline marketing!

30. Social Media Marketing: CONNECT ONLINE/OFFLINE Example of online / offline synergy: Follow up with an e-mail, phone call or a meeting with new connections on LinkedIn

31. Social Media Marketing: CONNECT ONLINE/OFFLINE Example of online / offline synergy: Advertise your Facebook page in newspaper, get new followers and keep building relationships…then get them to your online or offline store...then get them to sign up for your e- mail list…and so on…

32. Social Media Marketing: CONNECT ONLINE/OFFLINE Integrated marketing communications (IMC)! Marketing is like a symphony. Every instrument helps create harmony.

33. Social Media Marketing: CONNECT ONLINE/OFFLINE Be smart. Don't spend too much of your time on social media: the results are not in direct proportion with effort. There is no point in being at all social media platforms all the time.

34. Social Media Marketing: CONNECT NETWORK! Social media is all about networking.

35. Social Media Marketing: CONNECT NETWORK! To successfully network the first step is to LISTEN and observe. Follow other people and companies, like their pages, bookmark blogs, etc.

36. Social Media Marketing: CONNECT NETWORK! The second step is to build your presence (Facebook page, LinkedIn page, Twitter account)

37. Social Media Marketing: CONNECT NETWORK! The third step is to let everyone know about your page

40. Social Media Marketing: CONNECT NETWORK! The fourth step is to ENGAGE in a communication with your target audience. Get involved in a dialog! Post your comments! Respond to their questions!

41. Social Media Marketing: CONNECT NETWORK! It is not only about a number of likes or followers, it is more about the quality of relationship. Did you manage to get your followers to really like you and trust you?

42. Social Media Marketing: CONNECT NEWNESS Give something new, something of real value to your followers Create original, compelling content

43. Social Media Marketing: CONNECT NEWNESS Our brains love experiencing something NEW!

44. Social Media Marketing: CONNECT NEWNESS Educate your customers! They will appreciate your help and as a result they will be more likely to do business with you!

47. Social Media Marketing: CONNECT EXPAND! Promote (advertise) your content and expand beyond the circle of your own friends and friends’ friends Organic growth is great, but paid is faster

48. www.facebook.com/advertising

50. www.linkedin.com/ads

51. www.ads.twitter.com

52. www.youtube.com/advertise

53. Social Media Marketing: CONNECT CONVERT Use social media to help you create new sales or new leads whenever possible

55. Social Media Marketing: CONNECT CONVERT Provide call to action in (some of ) your posts and tweets!

56. Tweet to Buy on Amazon! Respond to the tweet with the hashtag #AmazonCart

57. Social shopping: Levi’s

58. Social Media Marketing: CONNECT TEST! Test and fine tune your social media campaigns!

59. Social Media Marketing: CONNECT TEST! Use the analytics tools provided by the social media such as Facebook Insights

60. Social Media Marketing: CONNECT Measure and Test: -Different social media (how is Twitter working for you?) - Content -Traffic - Target audience - Interaction, etc.

61. Social Media Marketing: CONNECT Context Online/offline Newness Network Expand Convert Test Ivan Surjanovic, ivan@ipowerlab.comivan@ipowerlab.com Copyright 2014 by iPower Lab, www.ipowerlab.comwww.ipowerlab.com

62. Social Media Marketing: CONNECT Thank You! Ivan Surjanovic, ivan@ipowerlab.comivan@ipowerlab.com Copyright 2014 by iPower Lab www.ipowerlab.com