Social Media – What? Why? How?


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Insight into how social media is used within business strategies and some useful tips on how to maximize your online potential through social media

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Social Media – What? Why? How?

  1. 1. Daniel Williamson Social Media – What? Why? How?
  2. 2. Social Media has fast become one of the most effective ways to engage with your audience and keep up to date with their need and other market trends. However, each strategy is different; and the approaches used will differ depending on the goals each company sets out. Introduction
  3. 3. • Social media strategies should not follow a template • They should be devised around what your business wants to get out of social media platforms and how you can benefit from them • So when devising a social media strategy, it is important that you answer these questions: o Who do we want to target? o How do we want to target them? o What do we want to talk about? o How are we going to engage with them? o How are we going to get them as customers? Things to keep in mind
  4. 4. The spiral symbolises an organisation’s engagement with its audience. The centre of the spiral represents when a member of your audience becomes a client. You can see that it won’t happen straight away; it takes constant engagement and reinforcement of your brand to draw them in. Clients will have different spirals, with some taking longer to become customers than others. Social media is used to effectively communicate to your market and as part of ongoing strategy. The Social Media Spiral
  5. 5. • Content must show empathy with your audience, so that its life is prolonged and reused • This sort of viral marketing can penetrate your brand into a large market, but first it must bring relevance to its community so that readers are interested and can engage with it • Part of the art of engaging people with content is to be a good story teller so that people are captivated and want to read on Content
  6. 6. Timing is everything • If there is a particular subject within your market or geographical area, it is important to react and take advantage of this window of opportunity • The UK Elections are a good example, which generated a lot of conversations. So in response to this, organisations were creating viral campaigns to promote their brand or service in relation to these events Timing
  7. 7. • Viral marketers sometimes say that what people pass on is a reflection of their personality • If users have a connection with the content they will want to forward it to their audience so they can share the same experience • Homophily means that people do what their surroundings influence. In social media, marketers use this to try and create a buzz around their campaign o For instance, if you’re down your local pub and all your friends are talking about an email they received today that made them laugh, and you are the only one that hasn’t seen it; you will go out of your way to see it, so that you can be involved in the conversation. • Marketers can use this as free advertising and as a platform to spread their message quickly across a large audience Behaviour
  8. 8. • One of the most common mistakes which businesses make is that they create a lot of buzz around their brand or services; then once their campaign has finished, they just let all that hard earned work disappear • Social media marketing is an ongoing effort to build knowledge and engagement around your brand, so that you can continuously be synchronised to your market’s needs and trends Buzz – and then what?
  9. 9. 6th Floor, 60 Moorgate, London EC2R 6EL T: +44 (0)20 7256 7651
  10. 10. 6th Floor, 60 Moorgate, London EC2R 6EL T: +44 (0)20 7256 7651