SMEs USING SOCIAL…
•
•
•
•
•
•
•
•

98% UK private sector businesses are SMEs
49% reduced overall marketing expenses
33% a...
a mindset
an attitude
it‟s relevant
it‟s collaborative
builds community
creates reaction
benefits people
the heart of any ...
“business

has changed. it is no longer a transaction
based mentality but an engagement oriented journey.
it leverages the...
image, company culture,
communications, revenue,
profit, market share,
technology and above all
it‟s customers.
“It‟s not ...
• brand culture
• brand strategy
• brand guidelines
“brand is a set of associations that a person
makes with a company, pr...
research
explore
outreach
creative content
test
follow up
“do your brand homework &
know exactly who you are targeting…”
who
when
why
where
what
a social business strategy:
a set of visions, goals, plans & resources
that align social media initiatives
with business o...
CASE STUDY: STARTUP
CLIENT: NO SCRUNCHIE
AFRO HAIR SALON REVIEW SITE
OBJECTIVES:
• To become the „go to‟ brand for all thi...
HOW?
• Use social to target reviewers/salons.
• To leverage brand / create brand advocates.
• Create long term relationshi...
if it
can be

searched

it can be
optimized!
CONNECT
the average person
uses „connected device‟
34 times a day
a good enough reason to utilize social
and integrate it into you...
business objectives
digital communication objectives
marketing objectives
how can social media help?
search key influencers
organize ki database
build relationships
collaborate
“look to your right and to your left, and to t...
Are You A Sociable Business?
Are You A Sociable Business?
Are You A Sociable Business?
Are You A Sociable Business?
Are You A Sociable Business?
Are You A Sociable Business?
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Are You A Sociable Business?

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How to keep social at the heart of your SME/Startup journey and become a successful sociable business.

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  • Our Jessie is all about the bling b bling…but her ‘image’ and the ‘culture’ of Jessie J is all about positivity, confidence, motivation, style, love, empowerment…..and she is the best ambassador to her brand. Her image is defined, the way she talks is instantly recognizable, but she has her eyes on the prize, the money, money, moneyand most importantly, her fans.
  • 9 key directions on how to GET SOCIAL
  • Having a logo, website, social media etc. is enough. To reach your audiences in the right way and get results you have to know your brand.Brand CULTURE: Wikipediea: Brand culture is a company culture in which employees "live" to brand values, to solve problems and make decisions internally, and deliver a branded customer experience externally …..Have a purpose that’s meaningful to your customers. What experience are you giving your audience? Proven fact that consumers prefer to buy, use, engage with brands that possess values and behaviors that match their own culture, values and behaviors. So ask yourself, does your brand culture match that of your target market?BRAND STRATEGY: Characteristics of your brand…NAME,STORY/TIMELINE, BRAND VALUESWhat do you stand for?, BRAND MISSION/VISION,TARGET MARKET,POSITION IN MARKET. competitors? Look at their following, activity, audience, content, language etc.BRAND MESSAGE….INVOLVE CHOSEN TOOLS: SUCH AS WEBSITE/BLOG and SOCIAL MEDIABRAND GUIDELINES A document that will lay out the above, to be given to 3rd parties, outsourcers who work with you on your brand and should include:LOGO, BRAND COLOURS,BRAND TYPEFACES,IMAGERY,BRAND TONE OF VOICE, BRAND LANGUAGE…speak with one voice but use different language wherever you are (i.efacebook, twitter, linkedin, tumblr etc.)
  • RESEARCH: who, what, where? What device they are onEXPLORE: find them, understand them, get an angle, analyze what they want.OUTREACH: create effective social tactics to engage, meet them where they hang out online, beconsistent - consistentdialogue deepens relationships and build communitiesCREATIVE CONTENT - creativity is a business weapon, use it, talk about it, and if you haven’t got it, buy it! The more creative you are, the better.TEST: the water, find out what they respond to and what they don’t. it’s ok to make mistakes! That’s how you learn. I always find it best to jump right in and remember strategies can change and grow with feedback and reaction.FOLLOW UP: create conversation, don’t miss any opportunities to follow up, someone likes a post – ask them why!
  • This is where your brand guidelines are vital. Your brand has to relate and adapt to your audience to best deliver their needs: So look at the demographics with a fine toothed combWHO? who are they’re friends, who do they follow? Who do they hang out with? WHEN: are they online? When do they react to posts? WHY: are they online? Personal? Business? To show off? To share? To be nosey?WHERE: are they online, geographically and digitally? Where they hang out? Facebook more? Twitter? Pinterest? Linked in discussion groups?WHAT: what do they do online, are they active or dormant? what do they talk about? Hobbies, music, film, food, holidays, clothes, etc.       
  • A SocialBusiness strategy should include:Brand StrategyBusiness Objectives - The top business objectives of 2013 are: To better engage with fans, Revenue Generation, Lead Generation and lastly, Generate More Traffic to Website. These 4 business objectives all lead back into ‘social’ so ask yourself how social can help.Digital Communication Strategy – covers all forms of digital communications: Mobile, Web, Film, Blog etc.Social media marketing Strategy - lays out the channels, platforms and tactics to support publishing, listening and engagementOffline marketing strategy
  • My client No Scrunchie was a startup. The first of it’s kind in the UK. Leilah came to me with a very clear set of objectives having had numerous bad experiences with bad salons.We formed a strategy that would win her a fairly quick audience, become an established site for pop culture, lifestyle, health and beauty, events etc. and keep her there.
  • The key was encompassing all marketing efforts: social, traditional, advertising, offline etc. Leilah is a thought leader, holds events, lectures and has been published in leading glossy magazines for the afro market.
  • For Example: Web pages,Images,Location data,Feeds,Video,News,Press Releases, Blogs,Forums,Articles,Social Media data,Social Media sites,Mobile Apps,PodcastsDAO (digital asset optimization) Optimise by using good SEO: keywords / backlinks / search marketing / monitoring etc.
  • This is the reason why I am in this business…The connection CycleConnection = conversions and the Big boys (corporates) emulate this circle to get results that the little boys (smes) have it already!
  • Write down your business objectives. Whether it is product sales, downloads, reviews,becoming the most forward-thinking company in your industry etc.Write down your digital communication objectives: Whether it’s,expand reach on Facebook, engage more on twitter, create more relationships with bloggers…Write down your marketing objectives; push a certain campaign, sponsor an event, raise awareness of your brand. Etc.Consider how social media can help achieve these business goals. 
If your business objective is product sales, and you sell your products online, this is easy. You can simply track how many sales come from social media referrals via Google Analytics. If you are selling a service, social media can help generate awareness about your brand or educate consumers on the benefits of that service. Etc.
  • Leverage your brand with others / key influencers) create ideas / continue/ champion others WORK TOGETHERI believe the greatest insights can come from looking outside your industry as well. If you are a clothing merchant, look at what travel companies are doing. If you are a gardening company, slip into the cooking world for a while.See how these other companies talk about themselves, promote their products, describe their sales, interact with their customers…
  •   
  • This document is owned by Online PR UK. 2013.
  • Are You A Sociable Business?

    1. 1. SMEs USING SOCIAL… • • • • • • • • 98% UK private sector businesses are SMEs 49% reduced overall marketing expenses 33% admitted to needing online support 51% reported increase in sales 88% generated exposure 72% increased traffic/subscribers 62% improved search rankings 56% resulted in new business partnerships Sources: OPTIMISA RESEARCH LIMITED for Lloyds Bank Office of National Statistics (ONS) Social Media Examiner
    2. 2. a mindset an attitude it‟s relevant it‟s collaborative builds community creates reaction benefits people the heart of any modern day enterprise. “boring, traditional mass marketing is over, the only way out is to stop being part of the herd and be remarkable.” Seth Godin
    3. 3. “business has changed. it is no longer a transaction based mentality but an engagement oriented journey. it leverages the genius of the crowd in order to achieve it‟s success.” vala afshar & brad martin; the pursuit of social business excellence.
    4. 4. image, company culture, communications, revenue, profit, market share, technology and above all it‟s customers. “It‟s not about the money... we just wanna make the world dance!…”
    5. 5. • brand culture • brand strategy • brand guidelines “brand is a set of associations that a person makes with a company, product, service, individual or organization.”the design council
    6. 6. research explore outreach creative content test follow up “do your brand homework & know exactly who you are targeting…”
    7. 7. who when why where what
    8. 8. a social business strategy: a set of visions, goals, plans & resources that align social media initiatives with business objectives. © altimeter group brand strategy + business objectives + digital communication strategy + social media strategy + offline marketing strategy = social business strategy
    9. 9. CASE STUDY: STARTUP CLIENT: NO SCRUNCHIE AFRO HAIR SALON REVIEW SITE OBJECTIVES: • To become the „go to‟ brand for all things afro hair • To create a current and unique afro hair community • To distinguish the good afro salons from the bad BUSINESS OBJECTIVES: • X amount of afro salon reviews by X date to obtain financial funding for development
    10. 10. HOW? • Use social to target reviewers/salons. • To leverage brand / create brand advocates. • Create long term relationships with Kis #GASA The Good Afro Salon Awards: First of it‟s kind in UK. • • • • • • Encouraged target market to vote with their feet Encouraged afro salons to get reviews from their clients Created online traffic to NoScrunchie and their target market Created offline events (meetups, trade shows, conferences etc.) Resulting in a yearly award system for the afro communities. All involved to network and reach unique goals.
    11. 11. if it can be searched it can be optimized!
    12. 12. CONNECT
    13. 13. the average person uses „connected device‟ 34 times a day a good enough reason to utilize social and integrate it into your existing marketing efforts!
    14. 14. business objectives digital communication objectives marketing objectives how can social media help?
    15. 15. search key influencers organize ki database build relationships collaborate “look to your right and to your left, and to those bigger than you and don‟t forget the new kid on the brand block.”

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