What is the social media marketing

To which extent, will an appropriate marketing using “social media platforms” could help companies enhance their communication strategy and target new customers on the internet ? Professional thesis. Them: Is the social marketing applicable in entreprises ? Tutor: Alain Faivre-Dupaigre. Adrien CHARLET Year 2009-2010 N°1

Often heard in enterprise… ‘‘ We should be present on the most popular social collaborative media platforms such as Facebook, Twitter… to engage the discussion in order to make new business opportunities’’ . … but many questions remains - What does the social media marketing can bring to my company ? - Does my brand worth to be on Facebook and Twitter ? - How can I sell my services through it ? PLEASE HELP ! N°2

Summary
1) Why adopting a B-to-b-to-C strategy through Web 2.0 tools ?
2) What is the use of the social media marketing ?
3) CTLM case study.
4) Presentation of the most popular tool to engage your social
visibility.
5) Principal tools to measure and manage your results.
6) Global recommendation for small and big enterprises whiling to
engage their brands into the Web 2.0.
7) Limits.
Adrien CHARLET 02/12/10. N°3

1. Why adopting a B-to-b-to-C strategy through Web 2.0 tools ?
Before the birth of the Internet in the 90’s the communication of products and brands were unilateral, pushed toward the final consumer…
Unfortunately, today this type of communication is less adapted to the new expectations and uses of the modern consumers .
PUSH Marketing STRATEGY (before the 90’s) Adrien CHARLET / THESIS. 02/12/10. Source: Hubspot. N°4

The consumer is expecting
from brands a new type of
communication based on
the relationship , the
trust … and on different
media funnels such as:
# Social media.
# Blogs.
# Forums.
# Video sharing platforms.
# Bookmarking sites.
1. Why adopting a B-to-b-to-C strategy through Web 2.0 tools ? PULL Marketing STRATEGY (since the 90’s) Adrien CHARLET / THESIS. 02/12/10. Source: Hubspot. N°5

1. Why adopting a B-to-b-to-C strategy through Web 2.0 tools ?
The internet TV (Google TV).
The online press (IPAD).
New cell phones (Iphone 3GS/4G).
The digital billboards' (Métrobus).
Social networking sites. (Twitter…)
Blogs.
Forums…
Traditional Marketing (PUSH) before the 1990’s. New Marketing (PULL) Since the 1990’s. AFTER
The black and white TV.
The press.
The radio.
The telephone.
The outdoors billboards'…
The emergence of a digital world… The internet is the media were all media are converging « web centric ». BEFORE Adrien CHARLET / THESIS. 02/12/10. … the emergence of the “conso’actor’’. N°4

1. Why adopting a B-to-b-to-C strategy through Web 2.0 tools ? Adrien CHARLET / THESIS. 02/12/10. Source: Discovery communication group./ *Facebakers November 2010. N°5 ‘‘ Social media marketing is about people connecting, interacting, and sharing online ’’ - Brian Halligan, book: Inbound Marketing. Facebook worldwide * - 500 million active users in the world. - 250 daily connection. Facebook in France * - 20 million subscribers. - 8 million of daily connection. Average time spend: - 6h/month vs. 1h20 on Google vs. 1h30 on EBay.

1. Why adopting a B-to-b-to-C strategy through Web 2.0 tools ? Target N°1 Target N°2 Target N°3 Target N°1 Target N°2 Target N°3 Adrien CHARLET / THESIS. 02/10/10. Source: Marketor. N°6 Enterprise : Products/ Services Unilateral communication (TV, Radio, Outdoor billboards' …) Enterprise : Products/ Services Conversion with a presence and a engagement on the social media platforms. Conversion made by the influencers and users on the social media platforms. = BUZZ MARETING. Direct communication. The brand speaks alone. NO BUZZ MARKETING

#1 To Inform :
Developing a direct funnel of communication with your consumer.
Showing your expertise and credibility.
#2 To promote :
Let people know about your products and services.
Set up an efficient after sell service (SAV, FAQ) by giving advices.
Enhance your brand visibility on the Google search engine.
#3 To revitalize:
Relaunch the interest on a product or an existent service.
Publishing interesting information where you target audience is.
#4 To influence:
Contact the Early Adopters and users on the social platforms.
#5 To watch the competition:
Getting inform about the customers expectations' and innovations.
2. What is the use of the social media marketing ? Adrien CHARLET / THESIS. 02/10/10. N°7

2. What is the use of the social media marketing ? Adrien CHARLET / THESIS. 02/12/10. N°8 TO INFORM
KPI :
Traffic.
Unique visitors.
Pages views.
Average time on site.
Developing a DIRECT FUNNEL of COMMUNICATION with your consumer.

2. What is the use of the social media marketing ? Adrien CHARLET / THESIS. 02/12/10. N°9 Let people know about your products and services. + AFTER SELL SERVICE .
KPI :
Traffic.
Unique visitors.
Pages views.
TO PROMOTE

2. What is the use of the social media marketing ? Adrien CHARLET / THESIS. 02/12/10. N°10 REVITALIZE
KPI :
Number of sells
Number of visitors.
BOOST the PROMOTION of your PRODUCT / SERVICES . Promoting an EVENT .

2. What is the use of the social media marketing ? Adrien CHARLET / THESIS. 02/12/10. N°11 TO INFLUENCE Identify , the INFLUENT BLOGGERS in your sector in order they become the ambassador of your products.
KPI :
Traffic.
Unique visitors.
Pages views.

3. How to implement a social media marketing strategy ?
A good social media strategy must be thoughtful and consistent .
Creating different accounts on Twitter, Facebook, LinkedIn is not a strategy !
Bellow are a list of strategic points to figures out before starting:
What are my objectives ? How can I measure them ?
Who is my audience ? :customers, prospects, users, influencers, press/media ?
Does my audience go on social platforms ? On which platforms ? How often ?
Which tone must I used? Which message I want to convey among each of them ?
What are my expertise's , if I write a blog ?
Adrien CHARLET / THESIS. 02/10/10. N°14

A realistic social media strategy is composed of:
3. How to implement a social media marketing strategy.
The creation of a professional blog = (CONTENT).
The management of social communities = (SOCIAL MEDIA) .
The management of published contents = (CONTENT).
The management of search engine marketing activities = (SEO).
Analysis of site performance (SITE ANALYTIC).
Enhancing its visibility on search engines such as Google.
Getting credible in his field of expertise and convert users into buyers.
Objectives : Analysis of the performances. = NEW BUSINESSES OPPORTUNITIES Adrien CHARLET / THESIS. 02/10/10. N°15 CONTENT Blogs, videos, white papers, Ebooks SOCIAL MEDIA Twitter, Linkedin, Facebook, Forums, blogs SEO On-page, off-page, link-building, keywords analysis

3. Case study: “La Love Car By CETELEM”.
Currently Cetelem is present:
Video sharing platforms*:
- YouTube: ±14 official videos . - Dailymotion: ± 10 official videos .  Total of 700 000 views since 2006.
Social Networking websites: - Twitter : @obs_Cetelem. - Facebook: Operation “La Love Car” (November 2010).
- Fan page: Mon “Crédit Respnsable” (62 members).
Recommendations: Creation of official account on: - Twitter: “@Mr. Credito Officiel”
Facebook : “Mr. Credito Officiel”
Hiring of a community manager
Adrien CHARLET / THESIS. 02/12/10. N°12 * Figures taken the 27/10/2010.

4. Presentation of the most popular tool to engage your social visibility.
Twitter and Facebook Fan page
enable you the following objectives:
Gain notoriety. - Strengthen your visibility on the web. - Unite a community around your brand. - Communicate on product and service. - Create new business opportunities
Manage the customer relationship.
Twitter it’s more than 10 billion tweet each months.
Twitter and Facebook are the biggest sharing platforms in the world.
A real opportunity to growth the visibility of small and big entreprises.

4. Presentation of the most popular tool to engage your social visibility.
The 100% professional networking websites.
Adrien CHARLET / THESIS. 02/12/10.
Find/create hubs and participate to group discussions.
Invite members of your community for business presentation.
Reference your blog to better promote it among Viadeo members.
Best practices on the social networking sites: N°14

5. Principal tools to measure and manage your results.
Wikio is the best website to
know the actuality of your industry inside the
blogosphere.
Enable you to:
Identify influent bloggers .
Publish your articles .
Monitor your industry .

The best free tool to monitor your brand E-reputation on the webosphere and on the blogosphere.
Watch your brand’s E-reputation .
Watch your closest competitors .
Watch specific products or services related to your industry.
Watch your brand E-reputation with Keywords alerts.

HootSuite is the best managing tool if you have multiple social accounts.
Enable you to:
Send messages on: Twitter, Facebook Fan page, Linkedin, Word Press and others.
Track your Tweets sent.
Monitor your results.
Paid version:
Google analytic.
Facebook Insights.
Earning precious time by mutualizing your content.

5. Principal tools to measure and manage your results. Adrien CHARLET / THESIS. 02/12/10.
Monitor your website performance with
Google Analytic :
Pages Views.
Unique Visitors.
Ad Words and Ad Sense
campaigns.
Monitor the traffic of your competitors with Compete :
Unique Visitors.
Visits.
Multiple websites analysis.
N°18

5. Principal tools to measure and manage your results. Adrien CHARLET / THESIS. 02/12/10.
Monitor your Facebook Fan page with Facebook Insights :
Website analytic:
(Pages Views, Fans…).
Engagement score.
Numbers of interactions:
(Comments, Wall Posts, Likes).
Gives you the CTR campaigns.
Target your audience.
Learn who are your most loyal Fans.
N°19

6. Global recommendation for small and big enterprises whiling to engage their brands into the Web 2.0. Adrien CHARLET / THESIS. 02/12/10. N°20
Increase your :
Search engine ranking.
Brand awareness.
Online visibility.
Business opportunities' (sales).

6. Global recommendation for small and big enterprise whiling to engage their brands into the Web 2.0. Adrien CHARLET / THESIS. 02/10/10. Source: Discovery communication group. N°24 Viadeo

7. Limits.
A social networking strategy must be part of a global strategy .
It should not be the heart of the corporate strategy but part of a package that supports
other marketing techniques.
Bellow are the main limits to this strategy :
The time
Teaching internal employee (a dedicated team, for example) to the micro-blogging and
the management of the online communities.
The resources
Internal: New content must be often posted on the professional blog / the social accounts.
External: Recruitment of employee specialized in the web 2.0 or a Community Manager.
The cost
Hiring a Community Manager or externalizing this task can be expensive.

CONTACT:
Adrien CHARLET
[email_address]
[email_address]
Tel: 06.63.92.62.00.
Master spécialisé en Marketing et Communication à l’ESC Toulouse.
Twitter: @AdrienCharlet.
Linkedin: Adrien CHARLET.
Viadeo: Adrien CHARLET.
Statut: en recherche d’emploi dans le webmarketing.

What is the social media marketing

by Adrien CHARLET

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