Social media & marketing full 2011

Social Media & Marketing Zulf Choudhary www.spartasoft.co.uk

Contents
About Us
Why Social Media Matters
The Market
Social media Challenge
Business Visions
Clarity of Thought
Types of Online Marketing
Pitfalls
Conclusion
Information Appendix

About SpartaSoft
Creative Software development outsourcing and social banking
We are a SME spin out from The University of Manchester
Key Strategic knowledge Partners
Staff with varies IT backgrounds and experiences from private to public sector
Good knowledge base at the Manchester University
Voted best IT Project 2007

Why Social Media is Important?
The potential to reach buyers is huge
Influence and manage your customers
People who visit your website are all qualified leads
You can reach customers far beyond your local area
Your network is your best form of advertising - it works 24/7
Its about soft power
Source: http://www.web-mender.co.uk/internet_marketing.htm

The Market World Bank, World Development Indicators - Last updated February 10, 2011 46.6 Million regular users in the UK* Est. 2.1 Billion users

Few More Facts
Facebook has over 500 million visitors per month*
YouTube over100 Million Visitors per month**
Twitter 90 million users per month***
They account for 75% of all social network traffic
*www.google.com/.../afp/.../ALeqM5hX4tdF-h7Ci3SM1ymWyU0gyYsKrQ **http://www.cleancutmedia.com/video/youtube-statistics-the-ultimate-time-suck ***www.marketingpilgrim.com/ 2010 /.../75-million- visitors -to- twitter -in-january. html -

Partner Network Key Activities Key Resources Cost Structure Offer or Value Customer Relationships Distribution Channels Revenue Steams Customer Segments Source: Business Model Canvas: nine business model building blocks, Osterwalder 2010 Business Model Canvas Approach : Understanding where you are! 9 Steps

Social Media Challenge Social media are communication tools for social interaction, using web-based technologies to turn communication into interactive dialogues. Its about them!
From “Trying to Sell” to “Making Connections”
From “Large Campaigns” to “Small Acts”
From “Controlling Our Image” to “Being Ourselves”
From “Hard to Reach” to “Available Everywhere”

Business Visions Difference of communication flows Traditional Marketing communication plans Social Media communication plans
Top down message
Fixed message
No flexibility
Brand damage harder to repair
User created messages
Listen and manage issues
Flexible & personalised message
Building relationships
Brand damage repairable

Clarity of Thought
What is the difference between Marketing and Social Media?
Marketing is everything that you do to reach and persuade prospects that
you are the company for them. The message, a philosophy, vision thing.
The sales process is everything that you do to close the sale and get a
signed agreement or contract. The finish, the close, tactical
Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue. Social media are tools and services for social interaction, using highly accessible and scalable communication techniques.
Soft Tools-Social Media Hard Tools- Direct Marketing blogs, wikis, networks, information, free, informs and forms opinions Posters, websites, paid for clicks, email campaigns, tells and directs etc

Driving Traffic and Influence Auto transponder Email Personal Response Sales Personal page to you Relevancy of massage Driving Traffic and influence Social networks (computer program that automatically answers e-mail sent to it)

Social Media Examples Forums, Blogs, file sharing, twitters, work networks, public networks etc

Social Media Marketing Its all about traffic and influence
Social media marketing which is known as ‘ SMO Social Media Optimization benefits organizations and individuals by providing an additional channel for customer support, a means to gain customer and competitive insight, and a method of managing their reputation online ’
The most popular platforms include :
Facebook
YouTube
LinkedIn
Twitter
MySpace
Reddit
Delicious
Plan to get traffic your way and sell.

Key Elements of Social media Communities: Communities are an online space formed by a group of individuals to share their thoughts, ideas and have a variety of tools to promote Social Networking. There are a number of tools available online now a days to create communities which are very cost efficient as well as easy to use. Blogging: Blogs give the users of a Social Network the freedom to express their thoughts in a free form basis and help in generation and discussion of topics. Wikis: A Wiki is a set of co-related pages on a particular subject and allow users to share content. Wikis replace the complex document management systems and are very easy to create and maintain. Folksonomy: Web 2.0 being a people-centric technology has introduced the feature of Folksonomy where users can tag their content online and this enables others to easily find and view other content. File sharing/Podcasting: This is the facility which helps users to send their media files and related content online for other people of the network to see and contribute more on. Mashups: This is the facility via which people on the internet can congregate services from multiple vendors to create a completely new service. An example may be combining the location information from a mobile service provider and the map facility of Google maps in order to find the exact information of a cell phone device from the internet, just by entering the cell number.

Having A Social Media Strategy
You have to plan to get the most out of social media, So plan and look at the risks of using various tools and sites and see if they are relevant to your needs. Based on a analysis of needs, resources and what you think are keys to success you need to device a strategy of action
Strategy is the art and technology of using everything to work together to achieve clear goals.

Everyone must work together.
You must be committed to it.
Don’t expect overnight success.
Hard work pays off.
Set clear aims and targets.
Consistency.
If you do not plan you plan to fail

Making Social Media Work
Increase your link ability
Make tagging and bookmarking easy
Reward inbound links
Help your content travel
Encourage the mashup
Get communities connected
Get viral
How to increase your influence and presence on the social networks

Costs & Risks
Costs
Bags of time to sign up and
join networks
Patience and listen
Auto transponder software
Produce relevant media
content (i.e. video, blogs, RSS
feeds)
Risks
Your reputation
Mistakes to avoid

Treating Your Blog Like a Press office
Not Blogging Regularly
Not Enabling Conversation
Making New Content Hard to Discover
Expecting Too Much, Too Soon

Types Of Online Marketing
website links- Facebook, Twitter, Linked In etc
affiliate programs
search engine optimization
banner advertising
directory enhancement,
posts to moderated discussion lists
newsgroups, and forums
email advertising
blogs
viral marketing
online newsletters etc.

Which one’s right for you right now? Slow Fast Example Only Banner Advertising PPC-pay per Click Email marketing Networks Brand Awareness Expensive Luck? Quick Cost Measurable Customer response Market database Blogs Information Videos Generate interest

Paid for advertising
An example
Pay Per Click – Adwords, Yahoo, Miva etc
e-Mail marketing campaigns
Banner Advertising

Pay Per Click An example

Pay Per Click
Key phrase targeted
Pay per click, not per impression
Prominence of ad is based on bidding
Quicker than organic
Click costs can be high – conversion is important
SEO for high volume low intent – PPC for long tail?
Bid to be near the top?
Flexibility
Click fraud

E-mail marketing campaigns
Direct marketing using email
Relatively cheap
Easy to set up
You can update and change
You can monitor and evaluate at any point
Results can help direct further campaigns

E-mail marketing data What It looks like

Free advertising
Blog's e.g.
Online directories
Your website
e-mails
Podcast, video podcasts
Viral marketing-funny, family and friends etc

Therefore time for a viral break
Blentec’s first podcast cost around $50 to produce just over a year ago and was put up on YouTube. They incurred no hosting or streaming costs and the first couple of video’s were downloaded millions of times. As a result sales escalated. http://www.youtube.com/watch?v=Pnonj_84Ju4
One year on and because of the success of the original podcasts they have set up a site specifically for all the podcasts http://www.willitblend.com/ which links to Blentec’s own site (you can now buy merchandise relating to “will it blend” and downloads from this site now come a commercial hosting company who insert an advertisement right at the end of the video. Another revenue stream for Blentec. http://www.willitblend.com/videos.aspx?type=unsafe&video=iphone
`

Blog's
Easy to set up and use
Free-most
However, you need to allocate time to updating them
E.g. http://sellingontheweb2007.blogspot.com/

Online directories
Either localised or trade
Many are free to register
Someone else takes on the marketing e.g. Yell, BT etc.
Just one click from your site

Your website
At least it is an online brochure
Always viewable
Globally
Point people at it!

e-mails
Almost everyone uses them
Is an opportunity to promote your business and key messages to all you communicate with
Insert your signature 9logo, number web address etc)

Pitfalls
Don’t assume it will work for your business
Don’t underestimate the time it will take in maintaining e.g., blog
Know your market and customers
Don’t assume you can do it all yourself
Plan it properly
Cost it properly
Evaluate it regularly- its your reputation!

Conclusion
Without marketing your business is dead
Do not confuse sales with marketing with social media
Use soft and hard tools carefully to nurture and develop your client base
Its about balance – best for your budget and your customers!
Soft Tools-Social Media Hard Tools- Direct Marketing blogs, wikis, networks, information, free Posters, websites, paid for clicks, email campaigns etc

Thank you for listening If you have any questions please contact me Telephone: 0161 306 5848 Email: [email_address] Address: SpartaSoft University of Manchester Arch 29, PO Box 88 Sackville Street www.spartasoft.co.uk

Appendix-List of references This is not an exclusive list-please search the web for more providers
http://www.facebook.com/dellsocialmedia
http://www.marketingpilgrim.com/2010/04/
http://www.hitwise.com/uk/press-centre/press-releases/social-media-traffic-to-retail-up-13-/
http://www.expansionplus.com/impr/social-media.html
http://mashable.com/2009/09/22/social-media-business/
http://en.wikipedia.org/wiki/Social media

Pay Per Click
Google Adwords ( http://adwords.google.com )
Yahoo! Search Marketing ( http://searchmarketing.yahoo.com )
Microsoft adCenter ( http://adcenter.microsoft.com )
MIVA Pay Per Click, Pay Per Call and Pay Per Text ( www.miva.com )

Networks List
Communicatio n
Blogs : Blogger , ExpressionEngine , LiveJournal , Open Diary , TypePad , Vox , WordPress , Xanga
Microblogging : FMyLife , Foursquare , Jaiku , Plurk , Posterous , Tumblr , Twitter , Qaiku , Yammer , Google Buzz
Location-based social networks : Foursquare , Gowalla , Facebook places , The Hotlist
Social networking : ASmallWorld , Cyworld , Facebook , Hi5 , LinkedIn , MySpace , Orkut , Tagged , XING
Events : Eventful , The Hotlist , Meetup.com , Upcoming
Information Aggregators: Netvibes , Twine (website)
Online Advocacy and Fundraising: Causes , Kickstarter
Collaboration/authority building
Wikis : PBworks , Wetpaint , Wikia , Wikimedia
Social bookmarking (or social tagging): [16] CiteULike , Delicious , Diigo , Google Reader , StumbleUpon , folkd
Social news : Digg , Mixx , NowPublic , Reddit , Newsvine , MyWeboo
Social navigation: Trapster , Waze [17]
Content Management Systems: Wordpress
Document Managing and Editing Tools: Google Docs , Syncplicity , Docs.com , Dropbox
Multimedia
Photography and art sharing: deviantArt , Flickr , Photobucket , Picasa , SmugMug , Zooomr , BetweenCreation
Video sharing: sevenload , Viddler , Vimeo , YouTube , Dailymotion , Metacafe , Nico Nico Douga , Openfilm , TubeMogul
Livecasting: Justin.tv , Livestream , OpenCU , Skype , Stickam , Ustream
Music and audio sharing: ccMixter , Pandora Radio , Last.fm , MySpace Music , ReverbNation.com , ShareTheMusic , The Hype Machine
Presentation sharing: scribd , SlideShare
Reviews and opinions
Product reviews: epinions.com , MouthShut.com
Business reviews: Customer Lobby , Yelp, Inc.
Community Q&A: Askville , EHow , Stack Exchange , WikiAnswers , Yahoo! Answers
Entertainment
Media and entertainment platforms: Cisco Eos
Virtual worlds : Active Worlds , Forterra Systems , Second Life , The Sims Online
Game sharing: Kongregate , Miniclip
Brand monitoring
Social media measurement : Attensity , Statsit , Sysomos , Vocus

Sample Online directories
http://www.gmchamber.co.uk
www.yell.co.uk
www.thompsonlocal.com
http://www.uk250.co.uk
http://www.bigwigbiz.com
http://www.expomarkets.com
http://www.chinesesuppliers.org

Terms
Meta tag- Meta tags are a great way for to provide search engines with information about webpage's.
A tag is a non-hierarchical term assigned to a piece of information such as an Internet bookmark, digital image, or computer file
Keyword -they describe what your page is about to a search engine
Content - the ‘Stuffing in your website’-words, images, video audio files etc.
Some terms you should now

Social media & marketing full 2011

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Social media & marketing full 2011 — Presentation Transcript