Social Media - Should your business take the leap?

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Slideshow from a presentation given by Joyer to the Port Macquarie Chamber of Commerce. Presentation covers an overview on social media, some key statistics, why businesses would want to engage in …

Slideshow from a presentation given by Joyer to the Port Macquarie Chamber of Commerce. Presentation covers an overview on social media, some key statistics, why businesses would want to engage in social media and the importance of having a strategy

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Transcript

  • 1. Social Media Marketing
    should your business take the leap?
    1
  • 2. social media presentation
    agenda
    • Online marketing
    • 3. What is social media
    • 4. Why use social media
    • 5. Social media statistics
    • 6. Social media strategy
    • 7. Success stories
    • 8. Questions & answers
    2
  • 9. online marketing
    3
  • 10. social media presentation
    online marketing
    • A range of strategies to market a product or service online
    • 11. Website
    • 12. E-Newsletter
    • 13. Search engine marketing (SEO, Pay per click advertising)
    • 14. Display advertising (banners)
    • 15. Directory listings
    • 16. Social media
    4
  • 17. social media presentation
    marketing trends
    • Advertising revenue in traditional marketing mediums such as print, radio, TV and directories is decreasing
    • 18. Online marketing is continuing to grow
    • 19. Social media is a fast growing sector of online marketing
    5
  • 20. social media presentation
    marketing trends
    6
  • 21. social media presentation
    why use online marketing
    Why wouldn’t you use it?
    7
  • 28. what is social media
    8
  • 29. social media presentation
    what is social media
    • Social media is an instrument of communication that uses web-based technologies for social interaction
    • 30. Media that allows two-way communication
    • 31. Social Bookmarking: Delicious
    • 32. Social News: Digg, Reddit
    • 33. Social Networking: Facebook, Twitter, Blogs, LinkedIn
    • 34. Wikis: Wikipedia
    • 35. Multimedia: YouTube, Flickr
    9
  • 36. social media statistics
    10
  • 37. social media presentation
    top websites in Australia
    • 11 - Twitter
    • 38. 12 - News.com.au
    • 39. 13 - Commonwealth Bank of Australia
    • 40. 14 - The Sydney Morning Herald
    • 41. 15 - WordPress.com
    • 42. 16 – ANZ
    • 43. 17 - LinkedIn
    • 44. 18 - Amazon.com
    • 45. 19 - Westpac Bank
    • 46. 20 - Real Estate Australia
    11
    24 – Seek, 30 – Ebay, 39 – Domain, 87 – Yellow Pages
  • 56. social media presentation
    facebook statistics
    • Launched in February 2004
    • 57. Facebook has approx 500 Million users worldwide
    • 58. Facebook had 400 Million users only five months ago
    • 59. If Facebook was a country, it would be the worlds third largest
    • 60. Facebook is the most popular social media website in Australia
    • 61. Facebook has over 9 million Australian users which is approximately 65% of our internet population
    12
  • 62. social media presentation
    facebook statistics - USA
    13
  • 63. social media presentation
    facebook statistics - USA
    14
  • 64. social media presentation
    twitter statistics
    • Established in 2006
    • 65. Allows posts (tweets) of up to 140 characters
    • 66. Over 100 million user accounts
    • 67. In 2009 Twitter had a monthly growth of 1,382%, compared to Facebook with 228% increase
    • 68. Approx 65 million tweets are posted each day, equalling about 750 tweets sent each second
    • 69. A record of 3,085 tweets per second were posted after the Los Angeles Lakers' victory in the 2010 NBA Finals on 17 June 2010
    15
  • 70. social media presentation
    local statistics
    • 4,360 Facebook users within 80kms of Port Macquarie
    • 71. 855 tweets in one day by users within 100kms of Port Macquarie. (does not include listeners)
    • 72. 1,916 LinkedIn connections within 80kms of Port Macquarie
    16
  • 73. why use social media
    17
  • 74. social media presentation
    why use social media
    • On a per capita basis Australia has one of the highest uptakes of social media in the world
    • 75. Allows you to engage in meaningful connections with users
    • 76. Personalises your brand
    • 77. Cost effective way of communication
    • 78. Measureable
    • 79. Size of target audience
    • 80. Users are connecting and communicating about products and services via social media
    • 81. People prefer to do business with friends
    • 82. People trust referrals
    18
  • 83. social media strategy
    19
  • 84. social media presentation
    why should you have a strategy?
    • Utilising social media for your business should be treated like every other marketing initiative you undertake
    • 85. Set goals
    • 86. Know your target market
    • 87. Get your design / content right
    • 88. Pick your marketing medium
    • 89. Know how you are going to measure
    • 90. Increase the likelihood and maximise your success
    Treat social media marketing like your other marketing
    20
  • 91. social media presentation
    our strategy
    • Our strategy presented is a high level overview of the process we undertake
    • 92. It is based on standard marketing principals
    • 93. Key point of difference with online marketing is its flexibility and ability to adapt in real time
    • 94. Every strategy is different, as is every business
    21
  • 95. social media presentation
    our strategy
    Step 1 – Listen “grow bigger ears”
    • Initial
    • 96. Find out what is happening online
    • 97. Look at your brand, industry, competitors, social media leaders
    • 98. Get comfortable in this medium
    • 99. Look for opportunities
    • 100. Ongoing
    • 101. Real time monitoring to ensure effective communication
    • 102. Measure and report frequently
    22
  • 103. social media presentation
    our strategy
    Step 2 - Set Goals / Benchmarks
    • Understand what are your key performance indicators (KPI’s) are and how you can measure against them
    • 104. Capture current benchmarks on your KPI’s
    • 105. Settargets/goals against these same KPI’s
    • 106. Without benchmarks or goals, you cannot measure the success of your strategy
    23
  • 107. social media presentation
    our strategy
    Step 3 - Select Mediums
    • Look at available mediums, your goals, target market, your USP, existing social media content and select your medium(s)
    • 108. Each medium is unique
    • 109. Don't try and do too much at once. Better to focus on one or two mediums and do that well
    24
  • 110. social media presentation
    our strategy
    Step 4 - Content Guidelines
    • All content added to social media should be considered and strategic
    • 111. This doesn’t mean it can’t be fun or personal. What it means is it must fit the message we want to convey to users
    • 112. Be relevant, consistent and provide value
    • 113. Set clear guidelines
    • 114. What is the tone / type of message you will post?
    • 115. Are you going to auto add to multiple mediums?
    • 116. Are you going to respond to all messages?
    • 117. Are you going to follow everyone that follows you?
    • 118. How will you handle negative content / comments?
    25
  • 119. social media presentation
    our strategy
    Step 5 - Engage and Collaborate
    • It is important to engage and be part of the community
    • 120. Ask and answer questions
    • 121. There can be too much engagement
    • 122. Encourage staff to get involved in social media. They can be your best business advocates
    • 123. Allow for time during business hours for key staff to listen and interact online
    26
  • 124. social media presentation
    our strategy
    Step 6 - Measure, Analyse and Revisit
    • Social media is flexible and changeable. Take advantage of this and constantly measure, analyse and adapt as required
    • 125. Use your baseline data to help track impact
    • 126. Don't be afraid to try things. Competitions, Google Adwords, Facebook advertising, polls, social media specials
    • 127. If you are measuring, the quicker you fail, the quicker you succeed. “smart failures”
    27
  • 128. our strategy
    28
    social media presentation
  • 129. social media case studies
    29
  • 130. social media presentation
    case studies
    • Dell reported $9 million of its 2009 sales coming directly through Twitter and Facebook combined.
    • 131. Pepsi dropped TV advertising for the 2010 Super Bowl after 23 years. Instead they invested $20 million in a social media campaign
    • 132. Starbucks became the first brand on Facebook to collect a fan base of 10 million. In just one week of the Free Pastry Day promo, the page added 200,000 fans.
    • 133. This year Jetstar announced it will direct 40% of its total marketing budget into social media.
    30
  • 134. social media presentation
    summary
    • Online marketing is growing and in particular social media
    • 135. We don't recommend dropping traditional media but recommend incorporating online as part of your marketing strategy
    • 136. No matter what marketing your do, plan, test, implement and measure. Have a strategy
    • 137. Every businesses online marketing strategy will be unique
    • 138. Brand consistency across mediums
    • 139. You can reuse social media across multiple platforms, as long as you don’t duplicate it 100% across different sites
    • 140. Don’t be afraid to allow customer interaction
    • 141. If you don’t set up an official presence on a large social media site consumers / competitors will
    31
  • 142. facebook.com/joyeronline
    twitter.com/joyeronline
    info@joyer.com.au
    www.joyer.com.au
    32