ActionsAdvanced Social Media Marketing for Business
Todays Seminar1. How Social Media can benefit your company.2. Monitoring/Evaluation: Should YOU be on social media?3. Differences between the social media networks.4. The importance of Social Media Policies.5. How to use social media.6. Next Steps: What to do now.
During the Seminar...Take notes but dont just copy slides, well give you those after.Ask questions. Interrupt if you need to. We can learn from each other. Initial questions?
So...Why use Social Media?
So...Why use Social Media?
So...Why use Social Media?
So...Why use Social Media? 34% of Canadian businesses have won new business through social media networks (the global average was 40%) 28% of Canadian businesses have set aside a dedicated marketing budget to social media 60% of medium-sized Canadian companies and 34% of small companies won new customers through social media
So...Why use Social Media? 53% of respondents stated that “keeping in touch with business contacts” was the primary reason they use Social Media 51% said that they used it to organize, connect to and manage customer groups 94% say that brand building is currently the primary purpose for business social media usage
76% of people think advertisers lie.SOCIAL MEDIA is a way to listen and talk to the real company, not some crafted advertisement.
So...Why use Social Media? When making a purchasing decision (or spending money in general), would you trust an advertisement or a friend?
So...Why use Social Media?CRM(Customer Relations Management) Your customers and clients are actively talking online, so why not move your CRM there as well?
So...Why use Social Media?Marketing and Sales People are ignoring the old standard push way of marketing. They want to be informed, not told what to do.
So...Why use Social Media?Cost Effectiveness Online ads: Clicks vs Views Vs Old-school media
So...Why use Social Media?ReachMass amount of people in onemessageAbility to share, spread organicallyChance to go viral
So...Why use Social Media?PR – Sharing News Original Content (blog) Twitter Facebook Your Audience (Current clients, potential customers, suppliers)
So...Why use Social Media?SEO(search engine optimization) Google Rank Increases With: 1. Original Content on sites (blogs) 2. Links back to website from other sources (Facebook, Twitter, LinkedIn) 3. Last edits to website (blog, social media)
Consider...Should YOU be on Social Networks?
Consider...Should YOU be on Social Networks? In London alone, on Can you accurately Facebook, there are: calculate how many people see your 343,680 people current marketing and ads? * who live within 10 miles of London, ON * age 18 and older
Canadians are using Social Media• 83% of Canadian Internet users have been on Facebook• 22% of Canadians over 60 use social networks• 73% of Canadians under 30 use social networks
Why are they using social networks? • Younger users and women use these sites for socializing • Older users use these sites to obtain and share info • Youth use these sites for entertainment
Consider...Should YOU be on Social Networks?Do you have something to share? You are already an expert in what you do. (meaning you know more than 99% of other people) Let people know by sharing information. The easiest and most cost effective way is via social media.
Consider...Should YOU be on Social Networks?Monitoring Tools: 1. Google Site Search Eg: type: “site:facebook.com company” 2. Google Alerts 3. TweetDeck Keyword Search
What...Networks to use?
What...Networks to use? The largest social network in the world at almost 700 million users. Brand Pages Custom Landing Pages Targeted Advertising
What...Networks to use? Why? 1. Hosted Photos/Content 2. Contests 3. Direct Ads 4. Stationary, more website-like 5. Gives people a place to link back to 6. Lets people share what they do
What...Networks to use? Instant, real time messages that can be seen by anyone who “follows” you. . 140 Character Limit. . 130 Million Users (12-15% of Canadians)
What...Networks to use? Why? 1. Direct conversations 2. Allows you to search out new people 3. Real-time = spending time 4. Allows you to watch similar organizations and the market.
What...Networks to use?LinkedIn Why? 1. Corporate presence 2. In-depth discussions in Groups 3. Lists employees, volunteers
What...Networks to use?Everything Else(Foursquare, Gowalla, Places, Quora) Why? 1. Online and Local Presence 2. Marketing Dispersion 3. Brand Awareness
The...Importance of a Social Media Policy
American Red Cross
How to...Use Social Media for NFP
5 Mistakes Companies Should AvoidWith Social Media… 1. Signing up then not participating. A tell-tale sign that Twitter is nothing more than a check-off on your social media check-list: when you rarely post to Twitter or Facebook it will show. 2. Self Promotional Tweets. Accounts that sound more like cars salesmen, constantly using promotional Tweets to tout their own internal messages. 3. Fail to generate Twitter traffic ‘to anything”. Having specific landing pages (ie: a blog post on your site) that are linked to in Tweets or Facebook is the best idea. The blog serves as the central component to your social media strategy.
5 Mistakes Companies Should AvoidWith Social Media… 4. Failing to engage in the conversation. Social media and tools such as Twitter, provide the most efficient means of creating personal network with your current and potential audience, but this does requires more than just posting about the organization; it requires talking and responding. 5. Starting a social media campaign without a plan. Its like running a marathon without prior training. It will seem like a good idea until you realize you are not ready for it. Social media consultants can add valuable insight and prepare the company for a social media campaign.
By the end of2011 half the companies online using social networks will manage them wrong, creating consumer doubt and decreased brand value. Why? Rushing in without a planned strategy with benefits outlined for both consumer and company.
How To...Use Social Media for NFPSocial Manners Know the language. 80/20 rule: Be helpful, not promotional! Know what not to say.
How To...Use Social Media for NFPCorporate vs Personal Time Tone Content Personality
How...Other Companies are Using Social Media
How...Other Companies are Using Social MediaMartell Home Builders Home builder from Moncton, NB (pop. 60,000)
Blendtec – “Will It Blend?” CampaignWho? Blendtec was an unknown blender manufacturerWhat? Created an ongoing series of YouTube videos, blending everything from hockey pucks to iPhones
Blendtec – “Will It Blend?” CampaignResults? • 101 videos produced to date • Videos went viral: The first video got 23, 000 YouTube hits the first day Each video gets from 22,000 to over 8 million hits • Reported 500% increase in online sales Why? • Fun and unique marketing with no “buy now” sticker • Branded the blenders as durable
How...Other Companies are Using Social Media Make A Wish Foundation Vancouver 24-hour Fundraiser
Make A Wish Foundation Vancouver– 24h FundraiserWho? Make A Wish‟s Vancoiuver chapter along with Anthony Caridi of KasuFunding.com put together this online event.What? Over a 24 hour period they used various social media vehicles to raise donations. Starting with a simple Tweet and integrating KasuFunding.com‟s social donation website.
Make A Wish Foundation Vancouver– 24h FundraiserResults? Make A Wish raised over $12,000 in the 24 hour period using 100% online social media methods.Why? They first contacted people of influence on Twitter to reTweet their message about the fundraiser. They kept the message simple online to allow for easy sharing and no confusion. KasuFunding.com also allows you to donate then „Share This‟ to your friends.
How...Other Companies are Using Social Media Canadian Cancer Society “Join the Fight”
Where...To go from here
Where...To go from hereListen Is social media worth it for your company? Ask your current clients what networks they are on. Would they rather get news over Facebook than printed newsletter? What age are your prospects? Each network has different demographics.
Where...To go from hereAvoid False Promises
Where...To go from hereUse the tools. TweetDeck, Hootsuite <-- Twitter, Facebook posts Wordpress <-- Blogs Social Mention <-- Monitoring Google Analytics <-- Recording traffic
Where...To go from hereIn-House ManagementAverage time spent of new social media worker creating account,learning to converse, finding the target audience: 60%Once accounts are active, training is accomplished and networksare built: 10%
Where...To go from hereExternal ManagementProfessionals = No Bad TweetsFast, efficient and able to use extended monitoringCost effective at start upAlways up-to-date on market and networkchanges, upgrades, new tools, etc.
Where...To go from hereBudgetingCompare to other marketing streams: billboards, newspaper.What is a conversation worth to you?Pre-plan prizes for contest.