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Whitepaper created for TDG Marketing Inc. on building your social media profile.

Whitepaper created for TDG Marketing Inc. on building your social media profile.

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Social media and you Social media and you Document Transcript

  • Social Media and You:Building an Effective Social Media Presence. Gordon Diver Director, New Business Development TDG Marketing Inc.1
  • Why Do I need Social Media Organizations are increasingly incorporating social media into their marketing because it has proven to attract buyer’s attention and customer loyalty. Social media makes it possible to communicate with a very large group of people all at once and give your champions a chance to spread the word about yourcompany, products and services. In addition, an effective social mediacampaign provides the opportunity for immediacy and “viral” sharing ofinformation to others who may not be aware of you yet.Even with the immense possibilities of connecting with literally millions,social media provides a high level of initimacy, while enabling you toengage one to one with your prospects, clients and others. Compared tomore conventional marketing tools, such as advertising and directmarketing, social media offers a number of distinct advantages,such as:  It is free or relatively inexpensive,  It is interactive, providing the opportunity to connect 1 to 1 or 1 to many,  It allows for immediate and direct feedback from your constiuents , and  It is flexible and can be easily adapted to what is working.One key element that makes social media so effective is that you are usingyour personal network (yours and the companys) to carry your message toa larger audience. As a trusted resource for your network and by beingstrategic with your content, your network will find your content worthreading and more importantly share with others to expand your networkand influence. The challenge for most firms is understanding how toeffectively engage clients and prospects through social media and how tocapitilze on the trust that you’ve already established.2
  • Canadian Key Statistics1:More and more consumers are moving online to do research about thecompanies they want to do business with. Here are some of the latestavailable statistics.  53% of Canadians see the Internet as an important part of their life  51% of Canadians have visited an online social network or community  16% of Canadians spend more time on social media sites than websites  35% of Canadians visit a social networking site at least once per week  19% of Canadians visit a social networking site on a daily basis  90% of Canadian socializers are on Facebook, 10% on Twitter, 9% on Linkedin  More Canadians than any other nationality frequent YouTube, 4.4hrs a month.1 Source: The Ipsos Canadian inter@ctive Reid Report 2011 Fact Guide3
  • United States Key Statistics2:  US Internet users spend 3x more mins on blogs and social media networks than on email.  93% of US adult Internet users are on Facebook  1 out of every 9 minutes online is spent on Facebook  49% of people use Facebook to share content  More than ½ of active Twitter users follow companies, brands or products on social networks.  79% of US Twitter users are more likely to recommend brands they follow.  67% of US Twitter users are more likely to buy brands they follow.The “Social” of Social Media:A trusted network is one element that makes social media so valuable.There is a communial aspect of social media, we “connect” on Linkedin, we“friend” or become a “fan” on Facebook and we “follow” on Twitter. Webecome a part of each others communities. As we interact with each otherwe become connected in a meaningful way, we build trust. Research hasproven that we make our buying decisions based on our socialconnections. We’re more likely to “call a friend” for a recommendation thanask a salesperson. Building an effective social media program to elevateyou to a trusted resource is what we will discuss in the following pages.2 Source: The Nielsen Company, 2010, Edison Research, 2010, HubSpot, The Science of Facebook/Twitter, 2011,4
  • The 4 C’s of Socail Media:We’ve all heard of the 4 P’s of marketing (product, price, placement andpromotion), however, in today’s world dominated by social media, to besuccessful, it is essential to embrace the 4 C’s3 of social media.Customer:The key element in your social media plan. You want to use social mediato locate new customers and at the same time, engage with your existingcustomers. Develop a following of people who care about you and yourbusiness. You need to find them, feed them with relevant content to fosterinteractions and nuture that relationship along.Content:By providing relevant and timely information to your community that meetstheir needs, you will build the trusted relationship that you are looking for.Remarkable content comes in all forms, white papers (ebooks), videos,tweets, blog postings, facebook messages, answering questions onLinkedin groups, particpating in industry forums, etc.Context:Becoming relevant to your customers and prospects within theirrequirements. Ensuring that you are meaningful to them.Channel:Not everyone belongs on one or the other social media network. It is veryimportant to be where your community is. Your focus should be on yourcustomer and their needs.The result of these efforts, more revenue, greater retention and lowercosts.3 Michael Brenner, “Social Media Today” September 15, 2010 http://bit.ly/cwbziO5
  • Building your Successful Social Media Campaign1. Social Media should not be done in isolationMarketing professionals have embraced social media (relationshipmarketing) because of the change in consumer persona’s, their buyingtrends and because it is fairly inexpensive to use. In the early days ofsocial media, it has proven to be highly effective for one to one and one tomany communication and engagement, driving leads and revenues.However, it is not a be all and end all.Our experience has been that some companies look at social media as thecentrepeice of their marketing program, mostly because it is in vogue to doso. However, these companies are missing the point; social media isanother channel, or as we like to say the new word of mouth. You still needto know how to use the channel, how to communicate with your targetaudiences, to make the most of it and deliver compelling messages thatyour audience will want to share.Integrating your social media program with other marketing and customerservice tactics will provide the widest reach. In addition, you should have awell developed strategy of who your target market is. Connecting yoursocial media activities to your CRM will provide you with a detailed historyof that prospect or client, including personal and professional milestones.6
  • Building your Successful Social Media Campaign2. The MVA – Most Valuable AssetToday, the vast majority of outbound social communication is between thebrand and the consumer (both Business to Business and Business toConsumer). However, while 17% of consumers trust a brand, 70% trustthe recommendations given by friends or trusted connections. That makesit more critical for the individual to connect in order to carry the brandmessage.We are begining to see company’s reporting on line sales through theirsocial media pages, specifically Facebook. As an example, if you becomea fan of Best Buy (5,700,000+ followers), you can purchase music, moviesand games and never leave Facebook.Screenshot of Best Buy Facebook Fan page.The fact that Best Buy is promoted through Facebook makes it moreaccessible and trusted by their Facebook fans. It offers convenience andflexibility and has generated a lot of positive interactions in addition to morerevenues.7
  • Building your Successful Social Media Campaign3. Empowering the Social Consumer to Work for You The opportunity exists within a successful social media program to build brand champions. This is the real payoff in utilizing social media as a part of your overall marketing, customer service and corporate communication platforms. As mentioned previously, today consumers are using the weband social media to research goods and services, before they make abuying decision or even interact with a salesperson. There are so manyavenues that can be explored beyond just doing a search on Google, Bingand Yahoo. To do product reviews, consumers may turn to Yelp,Amazon.com, news channels and blogs to get a mix of reactions andfeedback. This is in addition to asking their personal network of contactsfor advice about products and services.Engaging with your network to provide useful information is a key benefit ofsocial networking. It’s not enough to just connect with people in your targetaudience, you need to engage with them in a way that demonstrates yourexpertise, provides information (educate) that they can use and rely onand, gives your network something to share with their network of contacts.Successfully engaging with the “social” consumer is the best way to enlistbrand champions who will share your materials with their extendednetworks. Your social media program will be successful when you get yournetwork to promote and sell you to their network (referrals).8
  • Building your Successful Social Media Campaign4. Content : Use the Personal ApproachWe’ve all heard, “Content is King”, and it’s true. To have a faithful followingyou need to have compelling content. But what is “compelling content”? Agood way of looking at what makes content compelling is that it is;educational, entertaining and worth sharing.The greatest concern we hear from clients when discussing content, isfinding the time to create compelling material. In a recent blog post for theContent Marketing Institute, Heidi Cohen of Riverside Communicationsprovided these five (5) tips4: a. Organize your content marketing function b. Implement content creation across your organization c. Reach beyond your organization for content marketing support d. Use a variety of media to provide content (Print, video, audio, images) e. Provide content support (Copy editing, graphic design and technical assistance).Content creation and sharing is about personal engagement andinteraction, not just distributing a message from the sponsor. Avoid justbroadcasting messages across your social media channels, by doing so,you ignore the opportunity for interaction. You want your audience toparticpate with you, to share their feedback, to pass along suggestions fornew offerings, service improvements and what they like best about whatyou do. The consumer wants to know that they are being heard and thattheir opinions matter.4 Heidi Cohen, Content Marketing Institute Nov.2, 2011 http://bit.ly/uBCpTw9
  • Building your Successful Social Media Campaign5. Analytics: Measuring Engagement Social Media has rewritten traditional marketing rules, and because of this, it requires a new way of measuring successes. The natural tendency is to measure social media programs the same way we measure email marketing programs; by the number of click throughs and how many updates we get. Know that measuring “clicks”and “likes” is not the same as measuring engagement. If your onlymeasuring how many people are exposed to your message, you’reoverlooking the engagment piece of social media. Social mediameasurements are scalable; comments are more valuable than “likes” andshares are more valuable than comments. You can see this in Facebookby the ratio of “likes” vs “talking about” measured on a weekly basis.The number of followers you have on Twitter, Linkedin, Facebook andGoogle+ is an important measurement, especially if they are the “right” fitfor your organization. If you have the right followers and they are willing toshare your message, 10 followers (influencers) on Linkedin may be morevaluable than hundreds of Facebook fans that are not engaging with you.To understand the value of your connections, you need to track who issaying and doing what with your content. The best lesson in social mediais that active listening leads to effective engagement. Listen to what yourcommunity is saying, interact with them and respond appropriately andthen form your next set of actions to correspond with the feedback. Do thisand you will be successful with your social media program.10
  • About TDG Marketing Inc.TDG Marketing Inc., is a full service advertising; marketing; digitalmarketing and corporate communications firm, located in Brantford OntarioCanada.TDG works with B2B and B2C clients throughout North America in variedindustries and are dedicated to building and supporting your brand.TDG offers a wide array of services such as strategic development, webdevelopment and design, graphic design, social media and integratedmarketing campaigns, copy writing, corporate communications, video,photography, planning and research and more. TDG Marketing Inc. Where Design and Strategy Collide.You can reach us at:519-753-2240 or 1-866-774-2240www.tdgmarketing.comgordon@tdgmarketing.com11