“BUILD A FOOTPRINT USING SOCIALMEDIA.” 1. What‟s Social Media and Social Media Marketing? 2. How to measure ROI? 3. How do we package it to the potential advertiser?
THE WHAT? Social media is a catch-all term for websites that provide radically different social actions. Social media is simply technology that‟s … social. It‟s technology that allows for dialogue, interaction, and listening. Social media marketing refers to the process of gaining traffic or attention through social media sites. It usually centers on efforts to create content that attracts attention and encourages readers to share it with their social networks.
DEEP THOUGHTS There‟s a conversation going on online, with or without you, and it‟s user centric. If you choose not to engage, you‟re simply giving up on the ability to manage and influence what is being said. A corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself.
SOCIAL MEDIA SITESTop social media sites and how to benefit from them
FACEBOOK Fastest growing network with over 1 billion users worldwide (4 million in Kenya). It‟s an efficient channel for: Communication:- Create a page, get fans, organize events, run contests and promotions. Traffic:- Redirect your page fans to your website using content & „share‟ buttons. Brand exposure:- Users are able to get to know about you as long as their friends are “connected” to you. Advertising:- Using Facebook Ads one can reach the target potential customers in a specific, measurable way.
TWITTER It is a popular micro blogging system that enables users to send messages of 140 or less. Speedily growing and presently at over 3 million Kenyans. It‟s an opportune media for: Communication:- Twitter allows spontaneous interaction in real time. Twitter clients on mobiles are getting popular and enables quick and easy communication. Traffic:- There‟s a fair amount of potential to garner traffic to your site without turning your followers off. Brand exposure:- Engagement on Twitter is viral. Your followers will retweet to their following content they deem relatable. Hash tags are another way to track who‟s talking about your brand and products/services.
GOOGLE + Google+ aims to make sharing on the web more like sharing in real life, by using Circles, Events, +1 button and Hangouts. Google + is experiencing rapid growth. It reached 25 million users in 1 month, it took Facebook 3 years to get there. How to leverage Google+: Circles allow you to group people by relationship or category. This can help you filter and prioritize your customers accordingly. Hangouts offer live multi-person video chats, hence an opportunity for customer service interactive sessions. The video chats can be uploaded directly to your YouTube channel. +1 button will help improve your website SEOs. By +1‟ing users are saying this is trustworthy content and recommending it to their friends. Merge your Google + business page with Google Places. 97% of consumers search for local businesses online. Be there when theyre looking for you.
LINKEDIN LinkedIn is the worlds largest professional network with over 175 million members and growing rapidly. It is a business-oriented social networking site helping you exchange knowledge, ideas, and opportunities with a broader network of professionals. Opportunities: Establish your professional profile:- Have you „Googled‟ yourself lately? LinkedIn profiles rise to the top of search results, letting you control the first impression people get when searching for you online. Find experts and ideas:- Tools like Answers and Groups let you locate and interact with experts through trusted introductions. Explore opportunities:- Networking with sales in mind is more natural on LinkedIn. Because its mostly used by business people for business purposes.
YOUTUBE YouTube is a video-sharing website allowing billions of people to upload, discover, share, and view user- created videos. It acts as a distribution platform for original content creators and advertisers large and small. YouTube receives over 4 billion (half the world population) video views worldwide every day it suitable for: Communication:- Post videos about your brands, services and products, giving your users content to interact with. Create “how to” videos to help your customers use your product or service. Brand awareness:- Use your channel to reflect your brand and engage. Post customer testimonials to add credibility. Embed videos on your website including customer support and product tours. Viral sharing:- Post links to your videos on various social networks. Let users subscribe to your channel so they don‟t miss out on future videos.
BLOGS Blogs are ultra powerful, infinitely flexible social media tool that allow you to publish business-building content — text, audio, or video. It includes powerful mechanisms for social connecting and sharing (Twitter, Facebook et al), so you can foster conversation and keep an eye on your audience (email- list). And while networking sites like Twitter and Facebook can be useful places to broaden your audience, they can never be the foundation of an enduring content platform like a blog. A blog allows the business to have a transparent platform wherein the customer is able to interact with the company, offer feedback, and learn more about the company culture.
SOCIAL MEDIA MARKETING“Companies that only have a website to promote theirbusiness are the equivalent to having a 4 cylinder car andrunning it on 1 cylinder”.
SOCIAL MEDIA MARKETING…IS IT FOR REAL? Social media websites represent over 40%, 50 %, 75% (it keeps growing) of all internet traffic. Social media marketing is about tapping this traffic to acquire customers, make sales, build brands and reputations. We infuse it into an established online marketing plan and the end result is the establishment of your brand in the top social media websites.
DISCUSSION POINTS1. Your customers may be on your website but are your prospects there?2. If you could get new customers without having them come to your website, would you care?3. How about building brand recognition and trust off your website so your conversion rate on your website goes way up?4. What‟s your online strategy? a) Online branding:- increasing online mentions of your products, services, trademarks and brand. b) Personal branding:- establish yourself as an expert in your field. c) Reputation management:- an offensive or defensive approach to managing information regarding your business or personal brand. d) Search Engine optimization:- Increasing your ranking in the top search engines.
MARKET BEYOND THE SEARCH ENGINE1. Reach out and build a community with customer, clients, and users.2. Target a highly relevant audience with user centric updates/tweets/blog-posts/videos.3. Listen, and monitor conversations about your products, services and/or brand.4. Capture your audience and create evangelists and fans that will promote the company.5. Run promotions and contests to endear your online audience.
IS IT MEASURABLE? Level of Engagement:- How engaged are your customers compared to your competitors? How many people are talking about your brand, in what context, and how frequently? Provide monthly snapshot of each channel‟s metrics (fans, followers, engagement analytics, views, Klout score, etc.) Product/Service guidance:- Are you asking your customers questions to learn what they like or dislike about your product or service? Often you don‟t even need to ask; simply listen. Brand Ambassadors:- Do you have any “super fans” or “super followers”? If you do, are you leveraging their passion for your brand? These could be your brand advocates. Conversations :- Conversations put the “social” in social media. Stop speaking at your audience and start speaking with them. Creating dialogues will increase your brand affinity.
PACKAGINGHow is Social Media Marketing packaged?
SOCIAL NETWORK, SERVICES OFFERED &COSTS Facebook Create Fan page Customize the landing page Grow fan numbers. Update, run contest and promotions, and moderate comments accordingly $1,000 pm Twitter Create Twitter handle in line with brand Customize the welcome page/landing page appropriately Grow following Tweet, run contest and promotions, and moderate comments in accordance $1,200 pm Google+ Set-up account. Circle people and grow the numbers Organize Hangouts & Events when necessary Post and moderate comments accordingly. $1,000 pm LinkedIn Set-up account in line with the brand. Acquire connections in your field. Generate an email-list for products and services marketing $500 pm Blogs Customize your blog for your business product/service, brand and website. Integration of comments module to your blogs. Provide hooks to your social networks (Twitter and Facebook), email subscription and RSS feeds for blogs. $1,500 pm YouTube Design YouTube channel. Upload videos Integrate to include a social media sharing buttons and subscriptions. Monitor responses coming through $1,000 pm
PACKAGESServices Individual SME Large Custom Package Package Enterprise (Use „Y‟ or Package „N‟ to select)Facebook Y Y Y YTwitter Y Y Y NGoogle+ N Y Y NLinkedIn Y Y Y NYouTube N N Y NBlogs Y Y Y YTotal Cost $ 3,000 pm $ 4,000 pm $ 6,000 $ 2,500 pm
RECAP Why Social Media Marketing? 1. Increase mentions online and create inbound links to website 2. Get involved in the conversation happening online. 3. Improve overall keyword rankings and specifically better ranking on Google. 4. Build an online community 5. Help create inquiries and awareness of brand.
NEXT STEPS?1. Set-up your Social Media Footprint.2. Promote Your products, services and brand.3. Listen, Monitor and Engage.4. Build online audience.5. Generate new business.6. Grab market share.7. Create a holistic perception of the brand/organization.