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Business benefits of social media marketing
Business benefits of social media marketing
Business benefits of social media marketing
Business benefits of social media marketing
Business benefits of social media marketing
Business benefits of social media marketing
Business benefits of social media marketing
Business benefits of social media marketing
Business benefits of social media marketing
Business benefits of social media marketing
Business benefits of social media marketing
Business benefits of social media marketing
Business benefits of social media marketing
Business benefits of social media marketing
Business benefits of social media marketing
Business benefits of social media marketing
Business benefits of social media marketing
Business benefits of social media marketing
Business benefits of social media marketing
Business benefits of social media marketing
Business benefits of social media marketing
Business benefits of social media marketing
Business benefits of social media marketing
Business benefits of social media marketing
Business benefits of social media marketing
Business benefits of social media marketing
Business benefits of social media marketing
Business benefits of social media marketing
Business benefits of social media marketing
Business benefits of social media marketing
Business benefits of social media marketing
Business benefits of social media marketing
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Business benefits of social media marketing

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  • 1. Business Benefits of Social Media Marketing
    Phillip Kingston
    Kingston Development
  • 2. :)
  • 3. Agenda for this evening:
    © Kingston Development 2011
  • 4. Why are you here?
    What kind of photographer are you?
    What do you seek?
    Who isn’t a sole trader?
    Do you consider your offering a product or service?
  • 5. If you wish to take notes, that’s cool, but be advised that these slides and any referenced material will be available from tomorrow at:
    www.phillipkingston.com
  • 6. Alignment of Objectives
    Traffic
    Conversion
    The Internet
    Do what I want
    Visit my website
  • 7. Marketing principles
    Sale = intersection of perceived realities
    Marketing communications / encoding
    The real reason and the stated reason
    True nature of competition
    The cost of sale
    Marketing mix - 4Ps
    Sources of growth
    New markets
    More penetration in existing markets
    Adapting to change in evolving markets
    © Kingston Development 2011
  • 8. Social media defined
    Value is delivered by fellow consumers:
    Supplier = customer, customer = supplier
    Web 2.0
    User generated
    Two-way communication
    Changing notions of publishers, authority, mutability and immediacy
    © Kingston Development 2011
  • 9. Transmedia
    Portfolio approach to marketing
    Diversified across traditional and social media
    Individual channels have contextual strengths
    The next ‘big thing’?
    © Kingston Development 2011
  • 10. The new ‘marketing mix’
    Complex
    Dynamic
    Convergent
    Elements are increasingly covariant
    © Kingston Development 2011
  • 11. Social technology ecosystem
    Almost nothing is siloed
    Understanding interrelationships, strengths and weaknesses of each piece of social media is as important as the underlying media itself
    Many light / low-engagement touch points
    Nothing is constant
    © Kingston Development 2011
  • 12. 1. Increasing presence within unpaid search results
    • Search Engine Optimisation – “robot friendly”
    On-Site Activities
    Keyword optimisation “what are the best keywords?”
    Website optimisation “where and when do I put these keywords?”
    Off-Site Activities
    Inbound link building
    Community participation
    Blog commenting
  • 13.
  • 14.
  • 15.
  • 16. 2. Increase your click conversion on search pages
    People Optimisation – “human friendly”
    Copywriting
    Strong call to action – “urgency”
    Relevant call to action – “relevancy”
    Local Search
    Register with Google Places
    Participate in the growth of mobile search
    Social Search
    Google +1’s
    Rating on Place page
    © Kingston Development 2011
  • 17.
  • 18.
  • 19. 2. Increase your click conversion on search pages
  • 20. 2. Increase your click conversion on search pages
  • 21. Intermission
    Agile approach to online
    Try regularly
    Fail fast
    Learn faster
    Improve continually
  • 22. 3. Writing better and more enticing search ads
  • 23. 3. Writing better and more enticing search ads
  • 24. 3. Writing better and more enticing search ads
  • 25. 3. Writing better and more enticing search ads
    Convergent process, not a magic formula
    Fail fast, learn faster
  • 26. 3. Writing better and more enticing search ads
    • Same goes for keywords…
    • 27. Use insight from keywords in your ad text
  • 4. Build a lively brand and following
    Good engagement on social media is:
    a conversation (two-way), not an audience (one-way)
    curated by you, but not owned or operated by you
    a double-edged sword – upside and downside risk
    Common challenges
    Measurement – how do I compare a Like with a Retweet?
    Assessment – am I doing it well?
    Resourcing – ROI?
    Cluttered - how do I cut through?
    © Kingston Development 2011
  • 28. 4. Build a lively brand and following
    Avenues:
    Facebook Personal Account
    Facebook Page
    Twitter Account / Feed
    Google Profile / Google+
    LinkedIn Personal Profile
    LinkedIn Company Profile
    Business Directories
    © Kingston Development 2011
  • 29. 4. Build a lively brand and following
    Share. Share photos and behind the scenes info about your business. Even better, give a glimpse of developing projects and events. Users come to Twitter to get and share the latest, so give it to them!
    Listen. Regularly monitor the comments about your company, brand, and products.
    Ask. Ask questions of your followers to glean valuable insights and show that you are listening.
    Respond. Respond to compliments and feedback in real time
    Reward. Tweet updates about special offers, discounts and time-sensitive deals.
    Demonstrate wider leadership and know-how. Reference articles and links about the bigger picture as it relates to your business.
    Champion your stakeholders. Retweet and reply publicly to great tweets posted by your followers and customers.
    Establish the right voice. Twitter users tend to prefer a direct, genuine, and of course, a likable tone from your business, but think about your voice as you Tweet. How do you want your business to appear to the Twitter community?
    Source http://business.twitter.com/basics/best-practices
    Last accessed 13/07/2011© Twitter 2011
  • 30. Common pitfalls and advice
    No free lunches
    Ask for performance based agreements
    There be dragons
    Speak to an existing customer
    © Kingston Development 2011
  • 31. Resources
    A guide from PhotoShelter “Social Media for Photographers”
    A guide from Twitter “Twitter for Business”
    “The War for Eyeballs: An Introduction to Internet Marketing”
  • 32. Get in touch
    1300 652 998
    phil@kingstondevelopment.com.au
    www.kingstondevelopment.com
    www.phillipkingston.com

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