3. Because your customers use it
Internet is most consumed media (61% vs 54% TV)
Social sharing now produces an estimated 10% of all web traffic and
31% of referral traffic to sites from search engines and social networks.
Monthly reach of YouTube currently stands at 19.3m UK adults.
88% of Brits use social networking sites
48% of consumers combine social media and search engines in their
buying process.
4. Facebook
• 51% UK SME’s use Twitter
Twitter
• Second most used search in UK
• 42% UK SMEs use Twitter
Google plus
• 5 million UK users
YouTube
• 300 million user accounts
• 35% SME’s use YouTube
Linked In
• 140 million users
• 9 million in UK
Instagram
• 35million users
• 53% under 35 yrs
Pinterest
• 40 million users
• 64% female users - Above average income
• 54% over 35yrs old
8. Social media describes technologies that
people use to share content, opinions,
insights, experiences and perspectives by
interacting with each other in an environment.
Rich Becker, University of Nevada
15. Possible objectives
• Website traffic
• New leads So you can
measure
• Nurturing prospects effectiveness
• Talking to customers
(CRM)
16. Customer journey
Cold Suspects Leads
Acquisition marketing Conversion process
Email Not ready to buy
Direct mail
Cold calling
Social media
Advertising
Prospects
Search
• Shown interest
Networking
Customer Sale
relationship
management
(CRM)
18. Find the truths
• Why do they buy from you, really
• What do they actually want
• What’s their pain?
• Why did they choose you
• Why are you special – your USP
23. Setting up profiles etc
• Visual is important – pictures, graphics etc
• ‘Headline’ must be short and sweet – think about
your USP
• Tell them how you will help them – your benefit
• Tell them what you want them to do (call to action) –
e.g direct them to your website
24. Define a role...
• Expert
• Helper
• Curator
• Connector
• Commentator
• Thought leader
• Agent provocateur
26. Engage in conversation
• Comment on others discussions, tweets, questions
• Make sure you answer ones directed at you
– Twitter – immediately
– Facebook – same day
– Linkedin – day or two
• Don’t just sell – help, advise and build your message
– fulfil your chosen role
27.
28. Some pointers
• Look for relevant conversations
– Google alerts
– Google search – select ‘discussions’
– Search in Twitter, Linkedin
• Join them
• Get a link to your site in there is you can
30. Defining content
• Remember your messages (e.g USP)
• Reflect your role (e.g thought leader)
• Two choices…
• Create content e.g a blog, articles, white papers etc
• Share content – your own and others
34. Time to…
• Build your network – depending on your objectives,
messaging and role
– Identify and ‘follow’ your chosen audience –
engage in conversation - hopefully they follow you
back
– Feature ‘connect with me…’ calls to action on all
marketing materials, email, websites, etc
• Build a body of activity/content online – great for
SEO
35. Time to fully embrace social
• Monitor activity – so you can join conversations and
answer queries - 30 mins per day
• Share content - 5 mins per day
• Create content e.g blog - 1 per month
• Build your network proactively - 1 hour per week
“Discipline beats talent every time”
36. Saving some time
• Tools available to manage what you do e.g
– Hootsuite.com
– Bufferapp.com
– Twitter automation e.g tweetadder
37. • YouTube
• Cost $500
• $1.6 million
in sales
• Short
• Well
optimised
38. • Twitter
• Finding old channels harder to get business through
• Sales reps use twitter now
• Prospecting and customer communications
• Talk more regularly to customers and prospects
• Driven increased sales
39. • Listened and
responded
• 56% increase
in online
sales
40. The rules
• Have clear objectives – so you can measure success
• Understand your customers
• Focus
• It’s about conversations
• Content is KING
• Give it time
Searchkey to many leadsChange google algorithmSocial signals criticalLinks and likes tweets +1Help Move up search rankingsWill be key as local more importantDiagram illustrates processCLICK
Read slideCLICK
Another example – the woodworker
Core activities – but do try others
What do they use?Talk to themSurvey via surveymonkey
And really Plan to...READ deckCLICK
Social media is complex – thousands of sites and technologies
Be focussed – choose one to start with
Define a role for yourselfHelp create an identity Gives Clarity of communication Acting is fine...But be consistentBest is Being authenticPassion connectsCLICK
Social also facilitates wider range of conversations Between people In many locationsCLICK
Don’t be there if you can’t engage
It doesn’t have to be across all channels evenly e.g other SM for the 80 - 1 twitter account for great offers/discounts
