Executive Summary• An introduction to social media• Social media – the marketing mix• An introduction to social media advertising platforms• In summary• Hands on training (case study: Yazino)• Appendix (including: What is an online community)
Balancing your media diet: the journey of a consumerWhat customer profiling techniques do you use? Source: Hongkiat.com (June 2012)
Building a company with social mediaWhich key questions do potential/existing clients ask for? Source: Hongkiat.com (June 2012)
The SME marketing budget mix...Does this reflect your budgetary marketing mix? Whichchannels drive your ROI? Source: Hongkiat.com (June 2012)
How Social fits into the marketing mix (alongside SEO) Remember, regular blogging (tip: use an editorial calendar) drives SEO. Blogging creates more than a 400% page uplift for search engines to index Source: Social Media Examiner (June 2012)
...which can work in tandem with PPC (paid media)Often a blend of Social, SEO and PPC yield the best results. Which practiceslend themselves best to your brand/organisation? Source: killerinfographics (June 2012)
Deep dive: the top global brands on Facebook Do top brands run any campaigns which could work effectively for your brand/organisation? For a more Source: bitrebels.com (July 2012) comprehensive list, check out socialbakers.com
How a fan base can grow the reputation of a brand... How can you demonstrate the value of Social Media for SMEs? Source: bitrebels.com (July 2012)
...through key emotions such as connection and empathy How important is word-of-mouth „trust‟ marketing to your brand/organisation‟s consumers/audience? Source: bitrebels.com (July 2012)
AN INTRODUCTION TOSOCIAL MEDIA ADVERTISINGPLATFORMS
Facebook advertising: an overview How do you find the Facebook advertising platform? Can you share any success stories or top tips? Source: AllFacebook.com (June 2012)
Facebook advertising network vs. Google Display network Putting the Facebook advertising network in context, how does this compare with the Google Display network? Share any top tips or success stories... Source: Wordstream.com (May 2012)
Facebook targeting vs. Google targeting…who wins? Which targeting options are best for your brand/organisation? Which parameters matter most to your client(s)? Source: Wordstream.com (May 2012)
Facebook ad formats vs. Google ad formats…who wins Which formats are best for your brand/organisation? Source: Wordstream.com (May 2012)
Twitter advertising: Follower analysis Which types of messaging would be best for your brand/organisation? Which of these strategies are you currently using? Source: Alchemy Social (May 2012)
Deep dive: initial Twitter strategies• Tie in your brand/organisation‟s Twitter account with something else that is social, such as a YouTube Channel, Facebook Fan Page and/or a blog.• Make an effort to link to a small number of high quality and creatively written resources, daily. Mornings are best. Brand these with a hashtag like #yourbrandtips, where “yourbrand” is the brand within your company that this Twitter account is focused on. It could also be a behaviour or action. Ex: #niketips or #runningtips.• Schedule a #yourbrandtips Twitter event every month, two weeks or weekly. This would be run like #blogchat where a real person from your company hosts a chat on Twitter about topics relevant to your offering and useful to who you‟re trying to reach. Ideally there would be influential guests involved so that their tweets attract new followers to your brand‟s Twitter account.• Your brand/organisation should aim to post their Twitter handle everywhere their web site address is posted.• Find a way to ask followers questions, then use those answers in blog posts, which are promoted via the business twitter account.• Create a Twitter list of a segment of the target audience. One list for each segment. Then solicit followers asking for recommendations of people that belong in the “segment one” list or “segment two” list. Ex: ”librarians” or “network administrators”. Mention that anyone who retweets a link to the list can get added to that list – provided they belong. Lists must be relevant and managed to be of any use. Promote lists with Listorious• Use #FollowFridays or #FF to recognise people that retweet the brand‟s Twitter content the most. Also mention influential Twitter accounts that you have had some connection with. They might retweet the #FF and expose the brand Twitter account to new audiences.
Deep dive: initial LinkedIn strategies•Start off with self-serve LinkedIn ads. You can target your ad by geography, jobfunction, industry, company size, seniority, age and gender, as well as companyname, LinkedIn group and job title. There is plenty of scope to define your audience.•Your ad will display either along the top, bottom or right-hand side of a member‟shome or profile page, and can contain both text and an image. Link your ad to eitheryour own website, your LinkedIn company page, your group or anywhere else youmight want to send your visitor for further information. Or consider sending your visitorto your company Facebook page where you can possibly convert her into a Like.•In terms of cost, LinkedIn ads run very much the same as other text ad systems, on anauction or bid basis. You can pay either for CPC (cost per click) or CPM (cost per 1,000impressions).•As with any advertising platform, consider LinkedIn‟s advertising best practices
Ways to use LinkedIn: Best Practice ads (a guide) Run a series of A/B multi-variate tests to see which perform best, and why?
In summary1. Define your target market – crucial in understandingand analysing their likes, interests and what makes themengage with your brand2. Set the tone right – Analyse the language and gage thetone of engagement, replicate their tone in yourmessaging3. Identify which types of engagement work best – Areyour audience more receptive to a photo contest, orperhaps a sweepstakes?4. View it as a long term investment – relationship buildingtakes time, don‟t expect immediate results5. Keep it real, relevant and relaxed – maintainconsistency and quality, engaging content in yourmessaging. Repeat and iterate what works well.6. Maintain a schedule for updates – Create a schedule(see example) and stick to it, preferably planning a monthin advance. Posting inconsistently can appear spammy.7. Monitor and measure – Reporting on the growth of yourfan base is an essential part of the process, and helps youunderstand which strategies are the most engaging.
Facebook Pages for Business: Best Practice Checklist Touring Facebook Page timeline features and controls Designing a cover image, and how to ensure this works with the profile image Using the admin panel Editing Page settings Customising the apps bar Posting to your Page strategically Pinning, highlighting and adding milestones to your timeline Managing spammers, trolling etc. Using the Notes app for longer posts Building an audience for your Page Analysing traffic with Facebook Insights Reducing your workload with social media management programmes (eg. Agora Pulse)
Twitter for Business: Checklist Creating follow-worthy Tweets Attracting followers Following the right people Responding to mentions Tracking keywords in the Twitter stream Using hashtags Getting retweeted Running “tweets and greets” and daily contests Integrating Tweet This social plug-ins into your blog Measuring your impact, eg. how to use Twittercounter
LinkedIn Pages for Business: Best Practice Checklist Fully optimising your CompanyProfile Getting involved in communities –asking questions and providing answers Engaging through group discussionsand news Editing Page settings Utilising the power of Apps. Theseinclude project management tools (ie.Huddle Workspace, presentation apps(ie. Slideshare), automatic posting ofexisting blogs (Blog Link) and eventbuilding apps (eg. Events) Removing apps from profiles
Appendix: After deciding on which content to put where, try this… Enhancing your Page with Facebook apps Creating iFrames/using third party iFrames tocustomise your Page Adding a Like button to external websites