BeingSocialRiding th e new waveo f o n l i n e m a r ke ti n g                                  Volume I Febuary 2012
ContentsChapter 1 – So Are Your Social Skills In Order?                                                                 1C...
Chapter 1So Are Your SocialSkills In Order?“   If you make customers unhappy in the   physical world, they might each tell...
Look Pretty, Talk PrettyStand up tall and don’t forget tothrow in some polite Humour.                                     ...
Like real life socialskills    there      arepsychological aspectsto online social skillsas well but, it’s just amuch hars...
Try to see  whether        readers will approve of themessage you’re tryingto get across beforeyou send it! 2. Supportyour...
Chapter 2“    Blogs are about sharing with authenticity. A good     enterprise blog can help you really connect deeply    ...
Whenever you get somefree time during the day,use it! You never know howmuch time you’ll have laterin the day.Research is ...
o r   new techno- logical advances;you’ll want to writeabout things that  will interest your      commu-nity.         Pe r...
Rich,Fresh,Funny.
Chapter 3Building SocialConnections                            tweet!“ You can’t buy attention anymore. Having a  huge bud...
How to get in touch with consumers:1. Input box2. Direct traffic to your website3. Give something away for free           ...
Chapter 4You’re NowOfficiallyA Social Business“   Human beings are far more likely to com-    municate ideas and informati...
Hats off to you for getting this far!The journey doesn’t end here though;this is merely the beginning of onethat’s going t...
Chapter 5Your NewCorporatePhilosophy   “   Activate your fans, don’t       just collect them like       baseball cards.   ...
You know the old saying ‘the customer is always right’?  Social Media takes this old saying, dips it in chocolate,  and ha...
Chapter 6Now ImproveYour Sales“  We’re living at a time when attention is   the new currency. Those who insert them-   sel...
You’ve embraced the change you’vehad to undergo, and you are lovingyour new found online fame; thetrick is to keep the mom...
Chapter 7We’re Here ToHelp You“    Social Media marketing is about brands     acting, well, social. Which means they     n...
Feeling intimidated?                                      is afull service digital solutions agency with themanpower and t...
Socially Yours,
twiter:     @DigitlByDesignblog:       dbdblogs.wordpress.comfacebook:   Digital By Designwebsite:    www.digitalbydesign....
Being Social: Riding the new wave of online marketing
Being Social: Riding the new wave of online marketing
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Being Social: Riding the new wave of online marketing

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You’ve heard of social media – that’s why you’re here reading this book – but you just can’t get your head around why you need to implement it into your future business plan. To give you credit, it’s not as simple as the pros make it out to be. It can be time consuming and downright irritating if you don’t really know what you’re doing. You could wing it – that’s how so many have learnt to use it – but if you’re going the risk-free route it’s best to devise a strategy to get you the social media outfit that’s going to make you the centre of attention, and the envy of so many!

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Being Social: Riding the new wave of online marketing

  1. 1. BeingSocialRiding th e new waveo f o n l i n e m a r ke ti n g Volume I Febuary 2012
  2. 2. ContentsChapter 1 – So Are Your Social Skills In Order? 1Chapter 2 – Searching For The Rich, The Fresh and The Funny 5Chapter 3 – Building Social Connections 9Chapter 4 – You’re Now Officially A Social Business 11Chapter 5 – Your New Corporate Philosophy 13Chapter 6 – Now Improve Your Sales 15Chapter 7 – We’re Here To Help You 17You’ve heard of social media downright irritating if you the centre of attention, age-group ranges between– that’s why you’re here don’t really know what and the envy of so many! 18 and 34 year olds, withreading this book – but you you’re doing. You could That is, so many as in the second largest andjust can’t get your head wing it – that’s how so close to a billion people! rapidly growing and rang-around why you need to many have learnt to use it Social media gives you ing between 35 and 45implement it into your future – but if you’re going the that big a target market! year olds. Moral of thebusiness plan. To give you risk-free route it’s best to Facebook statistics show story: It’s no longer consid-credit, it’s not as simple as devise a strategy to get that their once young ered child’s play to get intothe pros make it out to be. It you the social media outfit users are now growing up the social media scene.can be time consuming and that’s going to make you and their fastest growing
  3. 3. Chapter 1So Are Your SocialSkills In Order?“ If you make customers unhappy in the physical world, they might each tell 6 friends. “ If you make customers unhappy on the Internet, they can each tell 6,000 friends. - Jeff Bezos, CEO at amazon.com
  4. 4. Look Pretty, Talk PrettyStand up tall and don’t forget tothrow in some polite Humour. Before you get started on making money, you need to learn the rules. Neti- quette is one thing (at least, it’s that one thing you remember from your computer class back in the day), but if you want social media success you’re going to need a complete make-over! Look pretty, talk pretty, stand up tall, and don’t forget to throw in some polite humour. Who knew one day your worst nightmare of attending Finishing School would haunt you in the form of something as casual as social media! At least the Finishing School isn’t for you, it’s to turn your business image into the spectacular young soul you always dreamed it would be. And when your messy, misbe- haved, youngster transforms into a handsome gentle- man of a business, you will be glad you took the chance and invested in good social media skills development. So here is what you need to know about online social skills:
  5. 5. Like real life socialskills there arepsychological aspectsto online social skillsas well but, it’s just amuch harsher worldout there and you’llneed to adapt. Hereare five tips foracquiring the correctsocial skills for socialnetworking:1. If you’re going towrite a comment on ablog post, commenton a Facebook statusor send out a Tweet itwould be wise of youto re-read it with theeyes and mind of youraudience before youpress the Enter key.
  6. 6. Try to see whether readers will approve of themessage you’re tryingto get across beforeyou send it! 2. Supportyour fellow bloggers,Tweeters and socialnetworkers; instead of trying to fix the problem or tell someonethat theyre doing something incorrectly, you might want to biteyour tongue and show a little more enthusiasm for the thingstheyve done well. 3. Be prepared for the fact that people are formingan opinion in their minds about you as they read your status update.It might be an intimidating thing to deal with but it comes with theterritory; you will probably do the same to others who join youronline community.4. In your mind, youknow everything thereis to know about yourbusiness niche. That’sgreat; but it’s best to save your know-it-all attitude for your blog (where you are boss, and no one can argue it). On other social media platforms it is wise to be less pedantic about what others have to say. 5. You could post anonymously, and a lot of people do, espe- cially on YouTube, but if you don’t want to put your name behind something you’re saying ‘publicly’ then you may want to reconsider making the comment.
  7. 7. Chapter 2“ Blogs are about sharing with authenticity. A good enterprise blog can help you really connect deeply with your customers in a meaningful way because the content is not only relevant but, insightful and personal. I think most enterprises miss that point. “ When you do it right, your customers will walk away not only having learned something new but will also feel much more connected to your brand. - David Armano, Logic + Emotion.
  8. 8. Whenever you get somefree time during the day,use it! You never know howmuch time you’ll have laterin the day.Research is the key to any Whenever you have a free be putting up via social you will put up, what inter-successful online venture, moment to get some facts media on a regular basis. esting reads you will share,but especially when it straight, use it! You never Take an afternoon to sit and possibly what videoscomes to social media. know how much time down (preferably with you will upload. You’llThe best thing about you’ll have later in the Google) and really get into want to pick things that fitresearch, is that you can day. Time is precious. We understanding your niche. in with your niche. Iftake it with you all know how very little of Then write down a you’re a hardware store, itwherever you’re going in it we have every day, so it month’s schedule of what doesn’t make sense tothe form of your cell makes sense to strategize articles and blogs you will write a blog about thephone/mobile device. what information you’ll write, what status updates latest fashion accessories
  9. 9. o r new techno- logical advances;you’ll want to writeabout things that will interest your commu-nity. Pe r h a p ssome DIY tipsonce in a while or apa i n t b r a ndcomparison would manage to pull it off, online community.i n t e r es t y o ur get a professional to The more people your e a d e r s . Ri ch, help you. Hire writers have in your onlinefresh, and funny is to write for you, and community, the largerthe way to go – ask get social media your online targetany woman and marketers to run all market will be. Soshe’ll tell you these of your campaigns rember to make sureare the three most smoothly and effecie- you send out informa-important charac- nly. Creativity is also tion that’s rich, fresh,teristics to look for important, the more funny, appropriate –in a personality. inte re s ting your oh, and creative! –inBelieve it or not, campaigns are to order to stay in theyour online profile follow, the more social media market-needs an amazing followers you will get ing game and getpersonality! If you and the more people noticed out there!think you can’t you will have in your
  10. 10. Rich,Fresh,Funny.
  11. 11. Chapter 3Building SocialConnections tweet!“ You can’t buy attention anymore. Having a huge budget doesn’t mean anything in Social Media… The old paradigm was pay to play. “ Now you get back what you authentically put in. You’ve got to be willing to play to play. - Alex Bogusky, Co-Chairman of CP&B
  12. 12. How to get in touch with consumers:1. Input box2. Direct traffic to your website3. Give something away for free Obviously, you can’t access the personal information of your fans and followers on Facebook and Twitter. So how do you get in touch with them in order to promote a product or send out some catalogues, etc.? The answer is quite simple, and quite exciting (especially if you’re new to the whole online marketing space. Many business pages on Facebook have an input box that asks you for your email address. Addresses are then stored and are accessible with email marketing software. Pretty techy stuff, huh! Good news is you don’t have to be a nerd to work it, just let the program do the work for you. Another way to collect information is to direct traffic to your website where they can subscribe to a newsletter (which you will have to follow up with!). If your website is all done up and looking pretty, visitors will be more inclined to slip you their personal information. On your website, you can take pretty much whatever you like, from cell phone numbers to physical and email addresses. You’ll use your email marketing software to help you out here as well. If you don’t want the hassle of creating a monthly newsletter, you could always give something away for free. PDFs are a good option, whether it’s an e-book or your catalogue it is wise to look into this option. It saves you the time
  13. 13. Chapter 4You’re NowOfficiallyA Social Business“ Human beings are far more likely to com- municate ideas and information with others when they are emotionally engaged. Find the key issues that concern your audience and then inculcate them within your mar- “ keting plan to get an emotional response. - Maki, doshdosh.com
  14. 14. Hats off to you for getting this far!The journey doesn’t end here though;this is merely the beginning of onethat’s going to prove to be very fruitfuland rewarding for you and your brand.Before you get to the rewards, here area few guidelines to get you to the topwith your shirt on your back andyour sanity in place…Lisa Barone, co-founder of Outspoken Media, Inc. has written an article on ThingsThat Great Brands Do In Social Media. Here are just a few of her tips to help you overthe many hills and mountain peaks you will encounter and get you through the Ever-est of obstacles when you need it most. According to Lisa, great social media brands:1. Bring sexy back to word of mouth marketing.2. Dedicate time to answering questions from customers and people who are encountering the brand for the first time.3. Constantly poll their community for opinion, feedback and criticism.4. Make a habit of highlighting other brands that are doing cool things…5. Don’t forget to tie offline events into what they’re doing online so there’s cohesion between strategies.6. Give us the ‘why’ to go along with their social media calls to action. Most of them are pretty obvious, but very easy to leave out. Or we might be busy trying to hold up our ‘real’ business in one hand and our ‘social’ busi- ness in the other that we forget that they need to draw from o n e another and link up some- how. These are all common mistakes of businesses starting out in the blogosphere.
  15. 15. Chapter 5Your NewCorporatePhilosophy “ Activate your fans, don’t just collect them like baseball cards. - Jay Baer, Convince & Convert “
  16. 16. You know the old saying ‘the customer is always right’? Social Media takes this old saying, dips it in chocolate, and hands it out on street corners to very eager passers-by. Since the Social Media revolution, customers have come to realise just how much pull they have with corporations via the Internet. They know just how much damage a nasty comment on a Facebook wall or a Twitter mention can do, and they’re exercising their consumer rights like never before! And if your corporation doesn’t have the capacity to deal with a negative remark or two, you will quickly lose your repu-tation and credibility. Whether you are aboard the socialmedia ship or not, others on-board could be bad-mouthing you nonetheless. If for only this reason, itmakes sense to rather hear about your corporate short-comings via some kind of platform then to lose more cus-tomers to a statement you do not have the means justify.
  17. 17. Chapter 6Now ImproveYour Sales“ We’re living at a time when attention is the new currency. Those who insert them- selves into as many channels as possible “ look set to capture the most value. - Pete Cashmore, Founder of mashable.com
  18. 18. You’ve embraced the change you’vehad to undergo, and you are lovingyour new found online fame; thetrick is to keep the momentumgoing. Don’t give up on your socialmedia goals just because things aregoing very slowly in the beginning.Chances are, it will go REALLYslowly at first. Just know thatpotential customers are sizing youup, checking whether you’re legit,whether it’s worth it for them tolink with you, and whether you’vebeen around long enough to notsuddenly disappear off the realmcompletely, but mostly, they justwant something for free.If you can hang on during the firstfew months and continually intro-duce creative ideas to entice peopletoward your social profiles, you willbe sure to reap the benefits. BrianMoran of Get 10000 Fans, a web-site based-business on helpingpeople use Facebook effectively forbusiness purposes, says “you needto use your Facebook page to selldirectly to your fans. Put all of yourproducts/services out there so thatthey are linked directly to yourwebsite and your e-store.”Here are a few things you can do in order to improve your sales:1. Promote your products and services regularly; there should always be some kind of business activity happening on your platforms.2. Use pay per click advertising to help you with online promotions, e.g. Google AdSense, Facebook advertising, etc.3. Everyone likes to receive, and they do especially on the Internet. Competitions, freebies, and polls are all great ways to get customers to interact with your brand and once they receive their gifts they might be more inclined to support you in the future.4. Strategize as well as your income revenue as well as your profitability like you would your everyday business. Try not to cross your two incomes in the beginning or at least keep track of them separately for a while so that you can monitor progress and viability
  19. 19. Chapter 7We’re Here ToHelp You“ Social Media marketing is about brands acting, well, social. Which means they need to show up to the party with a nice bottle of wine, if that’s what the party “ calls for. They need to come ready to have a dialog, and add value to the event. - John Battelle, Founder & CEO of Federated Media Publishing, battellemedia.com
  20. 20. Feeling intimidated? is afull service digital solutions agency with themanpower and the expertise to successfullyget you onto your social marketing feetwithout breaking your back in the process.That is figuratively speaking, althoughsocial media marketing can beback-breaking stuff!Listening to customers (complaints, criticism& praise) and giving feedback.We are 100 % behind what they’re expecting your behalf. A major your conversations, andthe social media busi- from us. We would love component of social measure your viabilityness and you will find to become your ally in media requires listen- on an on-going basis.we’re always singing its social marketing and ing to customers And while social mediapraises. We love social advertising. We’ll work (complaints, criticisms is expanding every day,media marketing so with you on projects we and praises) and giving we’re continuously onmuch; we’ve got an think might suit your them feedback. We will the lookout for theseentire team of hard business. We’ll brain- do this for you, as well changes so that we’reworking professionals storm, strategize, and as strategize and create on top of our game.in this field in order to engage with your your content, optimizeget our clients precisely potential customers on your output, manageTalented content writers are part of the package.As your marketing and social ally, you can expect to leave the handling of your online profiles in our handsentirely. Our editorial panel, and content writers are part of the package so you can expect only the high-est quality work from us (using our own rules of rich, fresh, funny, and creative – of course!). Take a shotat keeping your back intact and allow us to be your agency of choice; your business ally. There are so manyways we can help you!
  21. 21. Socially Yours,
  22. 22. twiter: @DigitlByDesignblog: dbdblogs.wordpress.comfacebook: Digital By Designwebsite: www.digitalbydesign.co.zaaddress: No10 Cheetah Crescenttel: 087 809 3221

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