Social Media Training - Half Day Training: Taxwise Consulting Ltd
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Social Media Training - Half Day Training: Taxwise Consulting Ltd

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This training was prepared for a social media half day training for a local tax firm, Taxwise Consulting Ltd.

This training was prepared for a social media half day training for a local tax firm, Taxwise Consulting Ltd.

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  • That’s who I am… Rules of the presentation: practical learning. Take out your smartphones get on Twitter and Facebook Open a twitter account Begin to use the hashtag #socialmedia101. Make comments about the training or what your learning in this training tweet your peers in the room and myself…
  • 0900-0915 Welcome & Introduction Good morning!!! And welcome to Social Media 101 Introduction of Say Cheese Writers Participants introduce themselves (hand out name tags)
  • 1. Why Social Media? Why should your company have a social media strategy? What is Social Media? Forms of social technology out there? 2. How do you developing a customs social media strategy for your company? 3. How do you measure success? (monitoring & measurement ROI) Social media engagement. here I will also share some Case Studies & Examples (local & international social media success stories) Show Video on inbound marketing Inbound marketing 101 – Get found online (putting it all together) Social media engagement
  • 0900-0915 Welcome & Introduction Introduction of Say Cheese Writers Participants introduce themselves (name tags) Video (5 min) http://www.youtube.com/watch?v=QUCfFcchw1w
  • Why Social Media? Why should your company have a social media strategy? Because everything is happening on social media: (as the video shows) Only 14% of people trust advertising. A majority buy from recommendation. And recommendation = word of mouth Introduction to Social Media in business, Its purpose and how it can change your business
  • 0915 – 0935: Introduction to Social Media in business, - Its purpose and how it can change your business In business, social media is becoming a lot like email: every company has it. But, unlike email, organizations haven’t mastered how to effectively communicate through the likes of Facebook or the tweets of Twitter. Social Media vs. Social business strategy? In our industry, I’ve made it the habit to study how organizations approach social media and how their planning, processes, and outcomes mature over time. You’ll find that some companies are very successful I their bottom line. There is a notable gap between organizations that execute social media programs and campaigns and those that specifically invest in social business strategies. i.e those that are implementing social Altimeter defines the evolution to a Social Business as the deep integration of social media and social methodologies into the organization to drive business impact. Therefore: The two most important criteria for a successful social business strategy are those that are: 1)
  • 0915 – 0935: Introduction to Social Media in business, Its purpose and how it can change your business In business, social media is becoming a lot like email: every company has it. But, unlike email, organizations haven’t mastered how to effectively communicate through the likes of Facebook or the tweets of Twitter. Social Media vs. Social business strategy? In our industry, I’ve made it the habit to study how organizations approach social media and how their planning, processes, and outcomes mature over time. You’ll find that some companies are very successful I their bottom line. There is a notable gap between organizations that execute social media programs and campaigns and those that specifically invest in social business strategies. Altimeter defines the evolution to a Social Business as the deep integration of social media and social methodologies into the organization to drive business impact. Therefore: The two most important criteria for a successful social business strategy are those that are: 1)
  • 0935 – 1000 How to develop a Social Media Communications Plan (Part of your overall marketing communications plan) (go back to slide 8 with infographic) and summarise STAGE 1: Listen to learn: spend ample time listening to your customers to learn their social behaviour, carry out pilot projects, do internal audits, select and invest in a monitoring platform, etc Introduction to inbound marketing – GET FOUND 101
  • Let’s look at an infographic by Altimeter Group that does a good job of explaining this. Altimeter are If you don’t remember anything in this morning session of the training remember this. Because this is what will help you (especially the social media manager) to plan a great social media strategy for your business.
  • 0935 – 1000 How to develop a Social Media Communications Plan (Part of your overall marketing communications plan) (go back to slide 8 with infographic) and summarise STAGE 1: Listen to learn: spend ample time listening to your customers to learn their social behaviour, carry out pilot projects, do internal audits, select and invest in a monitoring platform, etc Introduction to inbound marketing – GET FOUND 101
  • Introduction to inbound marketing – GET FOUND 101
  • By creating content specifically designed to appeal to your dream customers, inbound marketing attracts qualified prospects to your business and keeps them coming back for more. Take a look at the taxwise website still under construction: http://taxwise.eugenenyawara.com (take client through the different inbound marketing elements incorporated into the site, i.e. blog, infographics, online videos newsletter sign up form, email marketing list (lead nurturing) social media, company profile, google analytics (measurement) All in one tools to help with this at a fee discuss this during. The opposite of this is outbound marketing : where your work is to shove your message down your customer’s throat..
  • By creating content specifically designed to appeal to your dream customers, inbound marketing attracts qualified prospects to your business and keeps them coming back for more. Take a look at the taxwise website still under construction: http://taxwise.eugenenyawara.com (take client through the different inbound marketing elements incorporated into the site, i.e. blog, infographics, online videos newsletter sign up form, email marketing list (lead nurturing) social media, company profile, google analytics (measurement) All in one tools to help with this at a fee discuss this during. The opposite of this is outbound marketing : where your work is to shove your message down your customer’s throat..
  • Tivo
  • By creating content specifically designed to appeal to your dream customers, inbound marketing attracts qualified prospects to your business and keeps them coming back for more. Take a look at the taxwise website still under construction: http://taxwise.eugenenyawara.com (take client through the different inbound marketing elements incorporated into the site, i.e. blog, infographics, online videos newsletter sign up form, email marketing list (lead nurturing) social media, company profile, google analytics (measurement) All in one tools to help with this at a fee discuss this during. The opposite of this is outbound marketing : where your work is to shove your message down your customer’s throat..
  • The opposite of this is outbound marketing : where your work is to shove your message that they are not even interested down your customer’s throat.. When I talk with most marketers today about how they generate leads and fill the top of their sales funnel, most say trade shows, seminar series, email blasts to purchased lists, internal cold calling, outsourced telemarketing, and advertising.  These are "outbound marketing" methods where a marketer pushes his message out far and wide hoping that it resonates with that needle in the haystack. There is something called spam filter today. Who can give me examples of outbound marketing (tv ads, radio ads etc)
  • Think of Inbound marketing as a marketing bowl, where you have to throw in different components of marketing, FB. Twitter, Linkedin, online advertising, Google Adwords, FB ads Twitter ads and analytics and mix them up to suit your kind of business and target market.
  • What is a content calendar look like? What is a marketing persona?
  • 10-1045 Creating Social Media Campaigns (incorporating the inbound marketing methodology and social business strategy) Divide the participants into 3 groups to prepare a brief social media plan for Taxwise Consulting - Group activity Facebook strategy + Twitter strategy
  • 10- 1045 Creating Social Media Campaigns (incorporating the inbound marketing methodology and social business strategy) Divide the participants into 3 groups to prepare a brief social media plan for Taxwise Consulting - Group activity Develop and Inbound marketing strategy for Taxwise then break Facebook strategy Twitter strategy
  • 15 min bathroom break
  • 1000 - 1045
  • Engaging social networks What is Social Media Engagement? How do we engage? Social Media Engagement – ‘Do’s and Dont’s’
  • Engaging social networks What is Social Media Engagement? How do we engage? Social Media Engagement – ‘Do’s and Dont’s’
  • Engaging social networks What is Social Media Engagement? How do we engage? Social Media Engagement – ‘Do’s and Dont’s’
  • Engaging social networks What is Social Media Engagement? How do we engage? Social Media Engagement – ‘Do’s and Dont’s’
  • Engaging social networks What is Social Media Engagement? How do we engage? Social Media Engagement – ‘Do’s and Dont’s’
  • Engaging social networks What is Social Media Engagement? How do we engage? Social Media Engagement – ‘Do’s and Dont’s’
  • Engaging social networks What is Social Media Engagement? How do we engage? Social Media Engagement – ‘Do’s and Dont’s’
  • Engaging social networks What is Social Media Engagement? How do we engage? Social Media Engagement – ‘Do’s and Dont’s’
  • Engaging social networks What is Social Media Engagement? How do we engage? Social Media Engagement – ‘Do’s and Dont’s’
  • Engaging social networks What is Social Media Engagement? How do we engage? Looking to answer these questions Social Media Engagement – ‘Do’s and Dont’s’
  • Engaging social networks What is Social Media Engagement? How do we engage? Looking to answer these questions Social Media Engagement – ‘Do’s and Dont’s’
  • Engaging social networks What is Social Media Engagement? How do we engage? Looking to answer these questions Social Media Engagement – ‘Do’s and Dont’s’
  • Engaging social networks What is Social Media Engagement? How do we engage? Looking to answer these questions Social Media Engagement – ‘Do’s and Dont’s’
  • Engaging social networks What is Social Media Engagement? How do we engage? Looking to answer these questions Social Media Engagement – ‘Do’s and Dont’s’
  • Engaging social networks What is Social Media Engagement? How do we engage? Looking to answer these questions Social Media Engagement – ‘Do’s and Dont’s’
  • Engaging social networks What is Social Media Engagement? How do we engage? Looking to answer these questions Social Media Engagement – ‘Do’s and Dont’s’
  • Engaging social networks What is Social Media Engagement? How do we engage? Looking to answer these questions Social Media Engagement – ‘Do’s and Dont’s’
  • Social media landscaping will help you decide the best generic strategy to follow i.e. the main channels to use and your depth of engagement in each channel. Avoids the ‘we must use it because it is there’ syndrome
  • Engaging social networks What is Social Media Engagement? How do we engage? Looking to answer these questions Social Media Engagement – ‘Do’s and Dont’s’
  • Go on twitter for example… or FB practically…
  • Go on twitter for example… or FB practically…
  • Go on twitter for example… or FB practically…
  • Go on twitter for example… or FB practically… Take a look at FB stats
  • Go on twitter for example… or FB practically… Take a look at FB stats
  • Engaging social networks What is Social Media Engagement? How do we engage? Social Media Engagement – ‘Do’s and Dont’s’
  • Engaging social networks What is Social Media Engagement? How do we engage? Social Media Engagement – ‘Do’s and Dont’s’
  • Engaging social networks What is Social Media Engagement? How do we engage? Social Media Engagement – ‘Do’s and Dont’s’
  • Engaging social networks What is Social Media Engagement? How do we engage? Social Media Engagement – ‘Do’s and Dont’s’
  • That’s who I am…

Social Media Training - Half Day Training: Taxwise Consulting Ltd Social Media Training - Half Day Training: Taxwise Consulting Ltd Presentation Transcript

  • Social Media 101 #socialmedia101 Taxwise Consulting Ltd. – Half Day Onsite Training Saturday 20th July 2013 CEO, Inbound Marketing Consultant, Social Media Fanatic, Blogger, Speaker, Rotarian, Paul Harris Fellow, Aspiring Career Philanthropist, Mad about Books. T: @lilianokado F: Lilian Okado
  • Welcome to Social Media 101…
  • Objectives of Today’s Training a. Why Social Media? Why should your company have a social media strategy? b. How do you developing a customs social media strategy for your company? c. How to set goals for your business d. How do you measure success? (monitoring tools & measurement of ROI) Social media engagement e. Help you develop a social media strategy for Taxwise Consulting
  • a. Why Social Media? Social media is the #1 activity on the web 1 billion people on Facebook 50% of the worlds population is under 30 69% of parents are friends wit their children on Facebook YouTube is the 2nd largest search engine after Google 53% of people on twitter recommend products and much more…
  • Introduction to Social Media in business How do you evolve into the ideal social business that drives business impact? Social Media campaigns vs. Social business Channels , platforms, tactics, campaigns vs. planned processes towards a social business 1
  • Introduction to Social Media in business How do you evolve into the ideal social business that drives business impact? Therefore a successful business strategy has to be: 1) clearly aligned with strategic business goals of an organization, and  2) have organizational alignment and support that enables execution of that strategy. What does this mean????? 1
  • How to develop a Social Media Communications Plan / Strategy STEP1: Listen to learn: spend time listening to your customers to learn their social behaviour – this exercise can take you up to nine months… (it’s like dating) STEP 2: Presence: content strategy.. Develop as much content as you can and begin to share STEP 3: Engage: dialogue with online peers. Spearhead conversations or participate in on going conversations. Provide customer support. STEP 4: Formalise: as you grow you will want to stay coordinated in the way different departments engage on social media 2
  • How to develop a Social Media Communications Plan / Strategy STEP5: Strategise – Become a social business by integrating into all areas of business STEP 6: Converge – create a holistic approach with converged media. This is where you use one system to manage many media. 2
  • Introduction to Inbound Marketing – GET FOUND ONLINE!!! What is Inbound Marketing and why is is important? How does it tie in with your social media strategy? 3
  • Definition: 3
  • Definition:
  • Definition: 3
  • 3 What does all this mean this mean?
  • 3
  • What does this tell you? Inbound marketing is about creating and sharing content people want. Inbound marketing attracts qualified prospects to your business and keeps them coming back for more. Why? Because your content is relevant to them. 3
  • What inbound Marketing is not..? NOT Cold calling, email blasts, TV ads, radio ads, mobile push ads, Airtel spam calls, etc NOT about pushing none relevant messages to the world. No permission. (mostly paid traffic sources) Outbound marketing = Interruption Inbound marketing = attraction 3
  • Inbound Marketing 101 So what does a good inbound marketing strategy look like ? and how do you incorporate it into your every day social business? What are the kinds of things that attract instead of repulse? 3
  • Inbound Marketing 101 DO’ So what does a good inbound marketing strategy look like ?and how do you incorporate it into your every day social business? 3 Facebook Posts Blogging Tweets LinkedIn Questions Video Blogging Infographics Email SEO Webinars Whitepapers/ Reports Podcasting
  • Other Inbound marketing DON’TS DON’T ever create a and inbound marketing strategy without thinking of: Content Calendar: Eg: 1 Ebook a month 4 blog posts a month 8 FB posts a month 16 tweets a week 3 Facebook Posts “Its up to you to decide what you want based on your social business / inbound marketing strategy”
  • LET’S GO SOCIAL Participants need to go into 3 groups to prepare a brief social media plan for Taxwise Consulting 4 Webinars ?
  • GROUP WORK Creating Social Media Campaigns  Participants need to go into 3 groups to prepare a brief social media plan for Taxwise Consulting 4 Webinars ?
  • Health Break: 15 Min
  • Q&A: 15 min
  • Engaging social networks Engaging social networks What is Social Media Engagement? How do we engage? Social Media Engagement – ‘Do’s and Dont’s’ 5 Webinars ?
  • Engaging social networks Who uses social media? Why use social media? Do’s and don’ts for social media Platform specific recommendations LinkedIn Twitter Facebook Questions? 5 ?
  • Who uses Social Networks 5 PEOPLE! 15,475,890 unique visitors/month 23,573,178 unique visitors/month 133,623,529 unique visitors/month
  • Why Use Social Networks? Increase awareness Reputation management Customer service Learn about your customers Customer feedback Improve customer satisfaction Client engagement Targeted marketing Relationship building 5 Webinars
  • 5 Webinars Do’s and Don’ts for Social Media
  • The DO’S Social Networks 5 Webinars Engage in Social Networks
  • The DO’S Social Networks 5 Webinars Integrate Social Media with Traditional Media
  • The DONT’S Social Networks 5 Don’t take a “one size fits all” approach B2C Primarily Business to Consumer B2B Primarily Business to Business B2C & B2B
  • The DONT’S Social Networks 5 Don’t let the choices overwhelm you
  • The DONT’S Social Networks 5 Don’t forget to measure results
  • 5 Webinars Specific Do’s and Don’ts for
  • Who should use it? Every professional needs to be using LinkedIn for personal career growth. Can also be used to increase company awareness What is the value? Stay connected with professional contacts. Generate opportunities to expand career and generate new business 5 Webinars
  • 5 Ask for recommendations and gain as many contacts as possible. Multiple recommendations = instant credibility!
  • 5 Take advantage of all functionality provided by LinkedIn to make your profile more engaging and stand out from others Sales Collateral Presentations
  • 5 Sales Collateral Presentations Update your status with professionally related information (TIP: Link Your Twitter Account to make this easier)
  • 5 Join groups relevant to your industry and interests
  • 5 Don’t update your LinkedIn Status with non- professional messages Don’t double post the same information
  • Engaging social networks  Used effectively, social media can deliver real business benefits in five main areas:  Market/Customer Knowledge & Insight  Engagement & Reputation Management  Enhanced Customer Experience and Loyalty  Sales/Marketing Effectiveness, Efficiency and ROI Interest and enthusiasm is growing rapidly NB: But without planning social media strategy fails!! 5 Webinars
  • Engaging social networks : 5 Key areas External Analysis: Evaluate Your Social Media Landscape Internal Analysis: Evaluate Your ‘Readiness to Engage’ Develop Your Social Media Strategy and Action Plans for ‘Getting There’ Evaluate Your Social Media Performance and ROI Organization, People and Resource Issues 5 Webinars
  • STEP2 : Evaluate Your ‘Readiness to Engage’ 5 Webinars
  • Key Questions To Ask: Applications : what social media applications are most relevant to our business? Impact: what impact is social media having on our industry, how important has it become? Customers: how are our customers using social media? What impact is it having on customer behaviour?
  • Key Questions To Address: Conversations : what online conversations are taking place relevant to our business; who is saying what about our brand/ industry where on the Internet and how should we respond? Features and characteristics: what are the key features and characteristics of social media that you need to understand i.e. social media culture? These questions establish a very strong foundation for social media strategy development and successful implementation
  • Be ‘Customer Led’ Three key questions: Who are our customers, who do we wish to engage with? Where do we find them ‘hanging out’ on social media? How can we best engage and energise them?
  • Monitor the conversation Use Social Media Monitoring Tools to monitor online conversations relevant to your brand No or low cost tools such as Google Alerts, Yahoo Pipes, Social Mention, IceRocket, Blogscope, Blogpulse and ViralHeat, Topsy More expensive and sophisticated tools such as Radian6, Hubspot, Alterian SM2, Sysomos Heartbeat and Infegy SocialRadar  EARS to the GROUND
  • Who is talking about Taxwise Consulting Ltd? Where are they on the ground? What are they saying?
  • Who is talking about Taxwise Consulting Ltd?
  • MEASURE, MEASURE Social Media Measurement and ROI How do we measure it?  Understanding different Social Media monitoring tools Social media success -Case studies and examples (local international) 6 Webinars
  • MEASURE, MEASURE Social Media Measurement and ROI Understanding different Social Media monitoring tools 6 Webinars
  • MEASURE, MEASURE Social Media Measurement and ROI Understanding different Social Media monitoring tools Facebook Insights Tweetdeck Buffer – manages multiple tweeter accounts Hootsuite Marketmesuite Google Alerts Klout – helps youtarget people of influence Social mention - Fiptop, etc. and so much morre…… 6
  • GROUP DISCUSSION 15 Minutes 5 minute presentation by each group on their social media group plan and strategy for Taxwise. Best one is the one to be implemented. 6 Webinars
  • Social Media 101 Taxwise Consulting Ltd. – Half Day Onsite Training Saturday 20th July 2013 CEO, Inbound Marketing Consultant, Social Media Fanatic, Blogger, Speaker, Rotarian, Paul Harris Fellow, Aspiring Career Philanthropist, Mad about Books. T: @lilianokado F: Lilian Okado