The University of Warwick - Social Media Module 2017
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Social Media Module 2017 at The University of Warwick
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The University of Warwick - Social Media Module 2017
- 1. How to Use Social Media for Business
- 2. Hello! I am Adam Vowles Head of SEO // SUSO Digital http://susodigital.com/ 2
- 3. 1. Has Social Changed Marketing? A brave new world?
- 4. It Hasn’t! Its just a different medium…. 4
- 5. Place your screenshot here Marketing is Easy Find where your customers ‘live’ and build relationships. 5
- 6. 2.3 billionactive social media users 6 There are
- 7. 5.54social media accounts. 7 Internet users have an average of
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- 15. 2. Why Social Media for Businesses? What is the point?
- 16. What Is The Point? If you think social media is about Facebook friends and tweeting how you’ve spent your morning, you’re probably not using it to its fullest potential. 16
- 17. “ Stop interrupting what people are interested in and be what people are interested in. - Craig Davis, former Chief Creative Officer at J. Walter Thompson. 17
- 19. What Is The Point? From a business perspective, it’s about why you’re there and what you’re aiming to get out of it. 19
- 20. “ 84% of customers say word of-mouth recommendations influence their purchase decisions. Source: DemandGen Report 20
- 21. “ 93% of business buyers use an online search to begin their purchase journey Source: Marketo 21
- 22. What Is The Point?1111 Social helps them to establish meaningful, profitable, long-term relationships with prospects and customers. It is an information, communication and networking hub, crisis management tool and brand reputation enhancer. 22
- 23. How To Do This Social is fuelled by content. Without content, you will have little to attract audiences. Content is the glue that sticks prospects to your company, encouraging them through the buyer cycle to purchase, where you get the bottom-line benefit. Essentially, your content will include research documents, white papers, customer case studies, videos and news items that you use to populate various social media platforms. 23
- 24. 3. Social media vs ROI The Ultimate Question
- 25. “ Every time you ask for your ROI a kitten and a unicorn dies somewhere. Source: Scott Stratten Author & President of Unmarketing 25
- 26. 4. Rules To Get It Right How To Win
- 27. Have Fun Have a Little Fun When people are browsing a social network like Facebook, they’re often looking for content that will add some entertainment or amusement to their day. Eric Nakagawa, the creator of ‘I can Has Cheezbuger,’‘ says the goal of his social presence is to simply make people smile for five seconds a day. There’s no reason your brand can’t do the same when appropriate. 27
- 28. Visual Content Create Visual Content Visuals are processed 60,000X faster in the brain than text. Think about visuals on every social level. Pinwords (create great image overlays for sharing on Pinterest) ReciteThis (turn any text quote into a great custom image overlay) Resize.it (resize and crop any image) 28
- 29. Visual Content 29 Really? What is the point?
- 31. Educate Educate Your Audience Social media users are looking for easy-to-digest content when browsing their feeds. Users also love retweeting or re-sharing content that benefits them and their audience. If they see value in a data point they will gladly repost it to share their newly gained expertise to their own networks. 31
- 32. Influencers Interact with Influencers Spend time researching who your influencers are, whether they’re customers, industry experts, avid fans, or active community members. Then find ways to mention them in order to incorporate their Twitter handle or Facebook Page in your message, giving them a reason to re-share or retweet your content to their following. In this way, influencers spread the word about your brand, helping you earn new followers, and possibly leads and customers. 32
- 34. 5. Ways To Get It Wrong How To Mess It Up
- 35. 1 Not planning Don’t just rush in make some noise and assume it will all be good. You need to have a specific social media plan and incorporate it into your larger business strategies. Dust off your business plan and figure out how social media can fit into your overall goals, tasks and benchmarks. Consider surveying your customers to see how many use which outlets. 35
- 36. Getting defensive One of the biggest challenges with social media is the fact that when a customer complains about something online, any of your other customers might hear about it too. More importantly, your customers can witness how you respond. 36
- 37. According to J.D. Power, 67% of consumers have used a company’s social media channel for customer service. And when they do, they expect a fast response. Research cited by Jay Baer tells us that 42% of consumers expect a response with 60 minutes. 37
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- 40. Not measuring results . 40 There are loads of tools available to help, such as TweetStats, Google Analytics, Twitalyzer and more.
- 41. 6. How to conduct a social media campaign A How To Guide
- 42. Find Content People Are Interested in 42
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- 48. Content Ideas ‘How to’ articles and videos Demonstrate knowledge and provide value Company news Publish interesting news and developments Competitions Competitions generate lots of excitement and are fun to do 48 Product launches and reviews Latest products and make product recommendations Special offers Everyone loves a bargain
- 49. Competitions 49
- 50. Competitions 50
- 51. Competitions Contest Facebook contest - like their page and submit their email for a chance to win. Prize Gave away 1,000 t-shirts every week. Result Achieved an incredible fan base of over 297,000! 51
- 52. Get Your Timings Right 52
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- 58. Listen To what Your Customers Want 58
- 59. Listen and understand ○ Track overall brand health ○ Create content your audience craves ○ Generate ideas for marketing campaigns ○ Improve your customer experience ○ Drive strategic product decisions 59
- 61. Create A Clear Plan Of Attack 61
- 64. Social Advertising Facebook Ads enable businesses to advertise to Facebook users based on their profile information. These adverts are charged on a cost per click basis and require a minimal initial spend. Start small and experiment with different adverts and target audiences to get the best results. Remember, the more targeted and relevant you can make your social ads; the more likely they are to provide a positive return. 64