AIPP

1. Business Benefits of Social Media Marketing Phillip Kingston Kingston Development

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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

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

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

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