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Leveraging the Power of Social Media

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Presentation created for MFAA roadshow demonstrating the importance of using social media to market your business.

Presentation created for MFAA roadshow demonstrating the importance of using social media to market your business.

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  • (you marketed to your customers)
  • Gaining consumer attention has become increasingly difficult 3,000 advertising messages per day
  • I want to use an example of a backyard BBQ. Imagine your at a mates place and you’re having a few drinks and you notice he’s got a new BBQ. You ask him where he got it from and he says that he looked at a few places, models etc and found that BBQs Galore had the best quality and they had a great deal on. You happen to be looking for a new BBQ at the moment and are now thinking about going to check out BBQ’s at BBQ’s Galore. THE MESSAGE: we trust what our mates, our work colleagues (sometimes) our family, tell us more than we trust advertising. When a friend speaks of the miraculous containment qualities of a particular nappy, we immediately note the brand name on the shopping list. We trust our friend's opinion because we know it is offered with only the baby's bottom in mind, not the bottom line. Marketers have many ways of replicating this word-of-mouth influence. One is the familiar "just like you" personality. Put the smiling, real-world personality in a domestic setting, as with the Brand Power advertisements, have another trustworthy personality interview them, and you create the impression of a sincere recommendation. Millward Brown Research found that 96 per cent of viewers found these ads believable. The setting and the people are so familiar and friendly that we lower our guard. The recommendation of a trusted personality often convinces us to try the product.
  • AC Nielsen global survey of some 26,000 people in 47 markets including Australia reports that: consumers still place their highest levels of trust in other consumers
  • AC Nielsen global survey of some 26,000 people in 47 markets including Australia reports that: consumers still place their highest levels of trust in other consumers
  • AC Nielsen global survey of some 26,000 people in 47 markets including Australia reports that: consumers still place their highest levels of trust in other consumers
  • To make it easier think of the Web as a city. Imagine corporate sites as storefronts and sites like eBay and Amazon as garage sales and bookstores - now think of the Social Media as the bars, private clubs and cocktail parties of the city. Now just think about how you would normally act in a cocktail party situation. The successful people on the cocktail circuit are the same ones that take new friends away from it.
  • To make it easier think of the Web as a city. Imagine corporate sites as storefronts and sites like eBay and Amazon as garage sales and bookstores - now think of the Social Media as the bars, private clubs and cocktail parties of the city. Now just think about how you would normally act in a cocktail party situation. The successful people on the cocktail circuit are the same ones that take new friends away from it.
  • To make it easier think of the Web as a city. Imagine corporate sites as storefronts and sites like eBay and Amazon as garage sales and bookstores - now think of the Social Media as the bars, private clubs and cocktail parties of the city. Now just think about how you would normally act in a cocktail party situation. The successful people on the cocktail circuit are the same ones that take new friends away from it.
  • AC Nielsen global survey of some 26,000 people in 47 markets including Australia reports that: consumers still place their highest levels of trust in other consumers
  • People tell 20 other people about their new car purchase. 15% of people, buy a car based on recommendations from their friends.
  • We rang this company and they gave us this information: 10% conversion rate Look at it as a long term thing – not a loan now but they will come back to us We build trust and credibility
  • AC Nielsen global survey of some 26,000 people in 47 markets including Australia reports that: consumers still place their highest levels of trust in other consumers
  • AC Nielsen global survey of some 26,000 people in 47 markets including Australia reports that: consumers still place their highest levels of trust in other consumers
  • How to Set Up a Website using WordPress. Step 1 – Go to www.wordpress.com Find the Express yourself. Start a blog on top right-side of page as highlighted Click Sign-Up Now
  • Create your Username – this will have to be unique – can be anything Create a password then Confirm Put in your email address ***KEY POINT*** You can utilise WordPress with your own domain name or simply get a FREE one which is hosted by WordPress For the example simply Gimme a blog! Click Next
  • Blog Domain The is like your own website domain name so make it unique In this example we used mymortgagebrokingwebsite Blog Title Provide a title – this can be changed and will act as the title on your site’s main page Select Language – non spreken zee duesh! Agree to Privacy Click Signup
  • Check your email An email is sent to you to confirm your are REAL
  • Confirm the set up of your blog from your email.
  • Your Website is now active!!! You’ll also be sent instructions on how to manage your website via email
  • VOILA ABC Mortgage Broking now has a website – all in under 10 minutes!!!!! And for FREE! NO Excuses Website + Blog!!!!
  • Participate: TWITTER: Create Twitter account & follow people in industry FACEBOOK: Join any groups & become a “Fan” of company Pages LINKEDIN: Create your personal profile
  • Set Metrics & Goals How Many Tweets will I send per day/week How often will I post to my Blog Key Metrics for Measurement How Many Re-Tweets am I getting How Many new Followers How Many Facebook “Fans” Ultimate Measure of Success How many Leads How Many Sales Engage Professionals Don’t be afraid to ask for advice Professionals can get more done in less time A lot of information is available on “How To” online but is this a good use of your time?
  • Secure your Brand: Your Twitter Name Your LinkedIn Profile Facebook Page Your Website Address if required Establish Your Profiles: Complete the profiles in full EG Complete the Bio section in your Twitter Account Provide a comprehensive LinkedIn Profile Start working the Social Media you choose to Market in v Participate in Generate Activity Don’t create the profiles & Do Nothing Start small – Grow Fast It’s better to Observe / Participate than try to do them all Use Tools to manage - Several tools can connect Social Media together - Many tool inbuilt in Blog tools such as WordPress & Facebook Applications to “Stream & Feed” your activity among all of your Social Media Profiles
  • Track Metrics How Many Re-Tweets How Many new Followers How Many Facebook “Fans” How many Leads How Many Sales Are my efforts paying off or am I simply creating work for myself?

Leveraging the Power of Social Media Leveraging the Power of Social Media Presentation Transcript

  • MARKETING. THE RULES HAVE CHANGED.
  • OVERVIEW
    • THE OLD MARKETING MODEL
    • THE NEW MARKETING MODEL
    • A SIMPLE ACTION PLAN
  • THE OLD MARKETING MODEL. View slide
    • The old communication model was one way.
    • (monologue)
    THE OLD MODEL View slide
  •  
  • THE FILTER 3,000 advertising messages per day
    • Consumers are well informed and in control ; they will pick and choose their providers; and
    • They are able and willing to spread the word on their experiences….
    CONSUMERS TODAY
  •  
      • Australians mention a brand about 68 times a week
      • 81 times for those aged 18 - 29 .
    THEY’RE TALKING ABOUT YOU
      • Only 14% of people trust advertisements .
    THEY’RE TALKING ABOUT YOU
      • 78% of people trust the recommendations of other consumers.
    THEY’RE TALKING ABOUT YOU
      • 14% v 78%
      • where should you focus your energy?
    QUESTION
      • You kids stop all that blogging !
    THE NEW MARKETING MODEL.
  • NEW MODEL SOCIAL INFLUENCE
      • dialogue not monologue
  • QUICK POLL
      • Who thinks blogs, facebook, forums etc is probably a fad and a complete waste of time?
      • Who thinks social media is the future of marketing your business?
      • Who likes to sit on the fence whenever they are surveyed?
  • A FEW REASONS
  •  
      • Social – Networking sites are officially more popular than porn sites.
      • TIME, OCTOBER 13, 2007
    REASON #1 – INTERNET USERS
  • SOCIAL MEDIA MARKETING
      • Social Media Marketing – is a new dimension of marketing, it is not a passing fad.
      • 51% of Australian internet users have joined a social network.
      • 34% post opinions about products and services.
    REASON 2#
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  • WHAT IS YOUR BUSINESS PURPOSE?
      • “ The purpose of a business is to create a customer.” (Peter Drucker)
  • REASON 3# - PURPOSE OF SOCIAL MEDIA MARKETING
      • “ The purpose of a business is to create a customer who creates other customers ” (Shiv Singh)
      • “ QUESTION: who here has (or would) pick a dentist out of the yellow pages?
  • HOW MANY PEOPLE DID YOU TELL?
      • CARS
      • CONSUMER
      • ELECTRONICS
      • HOTELS
      • 14.7
      • 11.1
      • 20.3
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      • They don’t care about your advertising.
    REASON 4#
      • They care about what their friends and other consumers….
      • think about your product/service; and
      • They find that information online
    WHAT THEY CARE ABOUT
  • GETTING STARTED…
  • “ NO EXCUSES” WEBSITE Creating a WordPress Blog-based website – get your Blog and Website in one (or just use it as a blog!) Go to www.wordpress.com
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    • Creating a WordPress Blog-based website
    • Go to www.wordpress.com
  •  
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  • BLOGS – OK NOW WHAT DO I WRITE?
    • Target your blog to a specific audience
    • Be consistent about the messages you send out about what you and your business stands for
    • People care about getting their problems solved – not products and services
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  • USING A FORUM
      • Cultivate a community of like minded people
      • Allows your reputation as an expert to grow
      • Anyone can start or participate
      • Provides an opportunity to stay close to the people who have the most to say about your industry
  • USING A FORUM
      • Avoid jumping onto too many forums
      • Be assertive not aggressive
      • Avoid commenting on topics that you are not an expert on
      • Follow them to increase your knowledge
  • SIMPLE ACTION PLAN
    • Step 1 - Decide what Social Media you will:
      • “ Participant” in only
      • Use as a “Marketing Mechanism”
    Where to from here?
  • SIMPLE ACTION PLAN
    • Step 2 – Create your plan
      • Determine your Goals
      • Set Metrics to measure success
      • Engage Professionals
    Where to from here?
  • SIMPLE ACTION PLAN
    • Step 3 – Take Action
      • Secure your Brand
      • Establish your Social Media “Profiles”
      • Generate Activity
        • Don’t let your blog go dormant!
    Where to from here?
  • SIMPLE ACTION PLAN
    • Step 4 – Measure & Adjust
      • Track your metrics
      • Adjust activity as required
    • Am I Receiving an adequate ROI?
    Where to from here?
  • SUMMARY
      • Social Media isn’t a Fad
      • Participate/Observe
      • Take Action – BUT don’t try to do it all at once
      • Social Media Takes Time – Don’t Expect Overnight Results (but don’t be surprised if you get them)
  • THANK YOU.