Social media marketing for small businesses

7 Steps for creatingan integratedsocial media strategyDr Dave ChaffeySmartInsights.com/fsb2012Download Presentation and“Need-to-know guide” 1

Grow your digitalfootprint! Grow sales 2

Hello! About Dave ChaffeyOnline publisher: Books:Marketing advice& consultingSmartInsights.com Qualifications:Search & Cert DigM and Dip DigMconversionconsultingClickthrough-marketing.com Best practice guides 2007-2010: 5

STEP 1BENCHMARK AND SET GOALS 6

Questions to ask BEFORE setting objectives for digital platforms 1. What proportion of your target audience are using different digital platforms? 2. Which content and promotions are your audience interested in? What do they post/ask? 3. How are competitors using the platforms – benchmark what’s working for them? 4. Reviewing your own analytics, sales and customers insights 5. Setting broad goals and vision for the organisation 6. Getting more specific with SMART objectives 7

How social are your audience? http://www.forrester.com/empowered/tool_consumer.html 8

http://www.intentindex.com/mobile 9

Setting SMART goals for social media  Strategic measures  Increase brand equity : CSAT  Improve reach and so leads and sales  Tactical measures  Share of voice, sentiment  Operational measures  Fans, Followers, Shares, Contribution  Site referred visits, leads and salesSource: Altimeter 10

Use Google Analyticsto understand true value Measuring assists in Google Analytics 1 11 Google’s new social analytics 1

Example:KPIs in place 12

STEP 2CREATE YOUR STRATEGY Source: Smart Insights: Content Strategy infographics 13

“...the [potential] customer needs evidence thatwe understand their problem better than they do before they’ll buy, share or recommend us...” @juntajoe 14

“Personalities, not brands engage best in social media… what is your brand personality?” Personality is the unique, authentic, and talkable soul of your brand that people can get passionate about. Personality is not just about what you stand for, but how you choose to communicate it. It is also the way to reconnect your customers, partners, employees, and influencers to the soul of your brand in the new social media era. 15

The heart of your digital marketing strategy 18

Define your core activities for social media  1 Managing reputation  2 Delivering customer service  3 Acquiring new customers  4 Increasing sales from existing customers  5 Increasing engagement with your brand by adding value to customers  6 Harnessing insights to develop the brand3-5 should run on a continuous AND campaign basisThey require a content AND communications strategy 19

STEP 3LISTENING AND REPUTATION MANAGEMENTSource: http://www.youtube.com/watch?v=U2VIRqlq23s and http://www.youtube.com/watch?v=InrOvEE2v38 20

2 types of listening Social monitoring Social Research  “Tracking online brand  “Analyzing naturally occurring mentions on a daily basis for online categories of PR, brand protection, conversation to better operations and customer understand why people do service outreach & what they do, the role of engagement”. brands in their lives and the product, branding and Tom O’Brien & David Rabjohns Motive Quest communications implications Listen First blog for brand owners”.For initial discovery phase - setup listening for mentions of:* Brand variants, * Products, * Target keyphrases, * Competitors and * Key Influencers Our listening tools: Smart Insights - Listening Tools Review 21

http://www.lab.firstdirect.com/ 22

…and “crowdsourcing”structured social research 23

Q. How do we respond? Dell social listening/response process 24

www.getpebble.com 25

Half-lives Twitter = 2.8 hours Facebook = 3.2 hours Direct sources (Email or IM) it’s 3.4 hoursSTEPS 4 and 5CONTENT and E-COMMUNICATIONS STRATEGYSource: http://www.smartinsights.com/email-marketing/email-marketing-analytics/did-you-know-how-scary-the-half-life-of-your-online-comm 26

Which content engages for you? Information and news  Promotions  Links to blog posts  Sweepstakes  Yours AND Others  (Contribute to win)  Free downloads  New product info  Zeitgeist  Product discounts  Questions  Live events  Customer service Q&A  Product reviews  Polls/surveys 28

What works for Eloqua (B2B) Eloqua Facebook approach 29

30 3 0

Creating asocial media hub 31

Get into a rhythm…Download “Building your Business with Facebook Pages” 33

Use a “conversational calendar”Download “Building your Business with Facebook Pages” 34

Love your influencers!Source: http://www.smartinsights.com/content-management/content-marketing-strategy/eight-ways-to-seed-your-business-blog-posts-and-stimulate-inb 35

 REACHOutreach! Collaborate with partners and influencers to maximise impact of social media 36

STEP 6Define approaches for core social networks 37

CIM Social media benchmark Feb 2012 39

Social Power 41

Smart Insights: Marie Page on Vets Now 42

9 tips on the new Facebook Timeline 43

Success factors According to Jas Dhaliwal Head of communities 1. Content Own + Curated 2. Community Listen to build better products and offer better service 3. Customer service Dedicated support channel – encourage to log ticket 4. Collaboration Encourage community to help othersView case study 44

STEP 7Social media optimisation (SMO) and analytics 46

 1 Liking more:  Sign-up page optimisation SMO Summary 2 Sharing more  Blog integration  Mastering the APIs 3 Engaging more:  Reading more  Commenting more 4 Selling more  Site integration  Offer testing 5 Serving more  Service response  Reputation response 47

Your views on Google+ ? 48

The Not So Niche Networks… 50

MckKay case study 51

Let’s Connect! Questions & discussion welcome Download: SmartInsights.com/fsb2012  Bloguk.linkedin.com/in/davechaffey  www.smartinsights.com/blog  Feeds  www.feedburner.com/smartinsi ghtsfacebook.com/smartinsights  Enewsletter  www.smartinsights.comtwitter.com/smartinsights 52

Social media marketing for small businesses

by Dave Chaffey on Apr 30, 2012

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Social media marketing for small businesses Presentation Transcript

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