Seminar - grow your business with social media marketing


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In this seminar you get tips on how to make the right online investments for your business.

Do you think social media is a waste of time for your business? Well it can be! This no-frills seminar will help you gain the insight into what it takes to be successful with social media for your business.

If after the seminar you decide that you want to invest in social media, then you will appreciate the roadmap with clear business steps that is provided.

Note, this is a non-technical seminar. While we may talk about different social tools (e.g. Facebook, Twitter etc) the focus of the seminar is on the business aspects of social media, including audiences, content, conversations, listening and measurement.

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  • In one minute we will start blogging… Let me just share that my name is Håkan, pronounced hawken, and my main two businesses are (focused on helping companies build their social media presence) and (focused on helping companies launch their core online presence, i.e. a website).This presentation and all material is shared under the Creative Commons, Attribution copyright.
  • …not let social media panic you…have a new perspective on social media…have a framework for social marketing…be inspired to push forward
  • Let me give you a quick outline of my (Håkan Söderbom)background which should help set the context for my experience with blogging and social media.Worked for, and started, multiple small software businesses in Sweden.Joined Microsoft Sweden in 1997, built the local ISV partner ecosystemJoined Microsoft EMEA HQ in 1999, responsible for product launches tied to the web, and managed several DotCom relationshipsJoined Microsoft Corp in 2002, initially shared responsibility for collaboration with Intel. Later leading a team driving partner recruitment, which allowed me to create and run online programs, campaigns, SEM, SEO, PPC, measurement and research.In early 2010 I left to start Konsult Partners LLC which is now my core business, focused on social media marketing and social media strategy development. As a complement I recently launched Backward Websites which is about very quickly launching beautiful, rich and funtional websites using ready-to-go themes (templates) available in the WordPress community.
  • Ubiquitous presence = always connected, mobile + PC + SMSLong tail = combined, there are more searches on fringe keywords than on the common keywords, in other words there is a huge opportunity for buyers and sellers in a myriad of niche markets. Example: hitch for a Yamaha Royal Star Venture (a specific motorcycle model).Online tools = Facebook, Twitter, email, blogs, CRM…Search = Product information and insight is achieved by searching with Bing and Google. Two effects: a search hit is extremely valuable since we know someone is actually “looking” for it. The expectations on brand relationships are changing to those of “amaze me” and “make me trust you”.Generation Y = Young people (and the not so young) are becoming immune to the noise of advertising. E.g. young people who live on Facebook don’t even know there are ads on the right side of Facebook. E.g. cancel cable subscription and rely on Netflix + Internet news.
  • We prefer to do business with people we like. It is a human reaction. To know what we can do to get “liked” we need to understand what is important to them, what triggers their emotions, and what would make them trust us.From Wikipedia, April 12, 2011:Demographics: “Commonly used demographics include gender, race, age, income, disabilities, mobility (in terms of travel time to work or number of vehicles available), educational attainment, home ownership, employment status, and even location.”“Firmographics are the characteristics of an organization especially when used to segment markets in market research. What demographics are to people, firmographics are to organizations. Commonly-used firmographics include employee size, revenue size, industry, number of locations and location of headquarters. Distributions of values within a firmographic variable, and across organizations, are both of interest, as well as trends over time.”"Psychographics is the study of personality, values, attitudes, interests, and lifestyles.”Two-stage market segmentation (Wind & Cardozo Model): Macro-segmentation centers on the characteristics of the buying organization [as whole companies or institutions] (Company / organization size, Geographic location, SIC code,Purchasing situation, Type of institution). Micro-segmentation focuses on factors that matter in the daily business; this is where “the rubber hits the road”. The most common criteria include the characteristics of the decision-making units within each macro-segment. (Buying decision criteria, Attitudes towards the supplier);
  • Relevance drives resultsWikipedia:Content strategy has been described as "the practice of planning the content creation, delivery, and governance”
  • The new way of online marketing is about becoming relevant to our target audiences. Many books have been written on the topics and buzz words that have emerged the last few years are “Inbound marketing”, “Trust marketing” and “Word of mouth marketing”. They all focus on 1) listening to and understanding your target audience, 2) creating the content that allows you to be relevant to the audience and 3) engaging and staying in a conversation with the audience.
  • What would you like your brand to be? Take charge of your online presence and project the right image!
  • Seminar - grow your business with social media marketing

    1. 1. Grow Your Business with Social Media Marketing<br />1<br />Håkan Söderbom<br /><br /><br />
    2. 2. 2<br /><br />
    3. 3. The Presentation!<br />3<br /><br />Measure<br />Conversation<br />Engage & Activate<br />Content<br />Audience<br />Listen & Respond<br />
    4. 4. After this workshop, you will…<br />4<br />
    5. 5. Håkan Söderbom<br />5<br />
    6. 6. What is Social Media?<br />6<br /><br />
    7. 7. What is Social Media?<br />7<br /><br />
    8. 8. What is Social Media?<br />“Online Media based Conversations”<br />Media(text, video, audio, images, multimedia) that has an active part (created, shared, discussed, reviewed, scored, bookmarked, modified) in a conversation(listening, commenting, engaging) between people through social channels (Facebook, YouTube, Twitter, blog, Digg, StumbleUpon, Technorati)<br />8<br /><br />
    9. 9. #SMM Background<br />New marketing paradigm enabled by<br />ubiquitous presence<br />long tail<br />online tools (i.e. social media tools)<br />New expectations driven by <br />search<br />Generation Y<br />9<br /><br />'Picture by Hay Kranen / PD'<br />
    10. 10. 10<br /><br />Hitch for a Yamaha Royal Star Venture <br />
    11. 11. In the World of…<br />11<br /><br />
    12. 12. 12<br /><br />Source: Nokia,<br />
    13. 13. 13<br /><br />Source: Nokia,<br />
    14. 14. Strategy + Execution<br />14<br /><br />Make it facts based!<br />Measure<br />Conversation<br />Where<br />Engage & Activate<br />Content<br />What<br />Audience<br />Who<br />Listen & Respond<br />
    15. 15. Audience<br />15<br />Keywords<br />Segmentation<br />Demographics<br />Firmographics<br />Psychographics<br />Persona<br />Affinity<br />Admire<br />Similar<br />Point!<br />Audience segmentation helps you understand what engages your customer<br />Helpful<br />Trusted<br />Engaging<br /><br />
    16. 16. Content<br />16<br />Keywords<br />Relevance<br />Remarkable<br />Experiences<br />Media<br />Differentiation<br />Curating<br />Schedule<br />Creation<br />Delivery<br />Governance<br />Point!<br />The right content is what enables you to engage and captivate your customer<br />Ownership<br />Schedule<br />SEO<br /><br />
    17. 17. Conversation<br />17<br />Keywords<br />Listening<br />Dialog<br />Destinations<br />Multipliers<br />Tone<br />Timing<br />Point!<br />The conversation is the new marketing component that is effective with both individuals and crowds.<br />17<br />
    18. 18. Strategy + Execution<br />18<br /><br />Measure<br />Conversation<br />Engage & Activate<br />Content<br />Audience<br />Listen & Respond<br />
    19. 19. Execution<br />19<br /><br />Listen & Respond<br />Engage & Activate<br />Measure<br />Sentiment<br />…<br />Set Alerts<br />Go Where They Go<br />Participate<br />Bring them “Home”<br />
    20. 20. 20<br /><ul><li>Facts (info graphics)
    21. 21. Fun
    22. 22. Visual
    23. 23. Easy to share</li></ul><br />
    24. 24. Practical Recommendations<br />Own your online presence<br />Use multiple tools to engage where the audience is, and lead them home<br />Produce valuable content, not just volume content<br />Start with content that helps your business<br />Start now – social takes time!<br />21<br /><br />
    25. 25. Thank You!<br /><br /><br /> <br />22<br />
    26. 26. Types of Social Media<br />Many more categories can be considered, e.g. work management (, project mgmt (, sync tools (, VR (Second Life) etc<br />23<br />
    27. 27. New Marketing Buzzwords<br />Search Engine Optimization<br />Social Media Optimization<br />Reputation Management<br />24<br /><br />
    28. 28. Search Engine Optimization<br />25<br />Keywords<br />Back Links<br />Tags<br />Sitemaps<br />…<br />A “science”<br /><br />
    29. 29. Social Media Optimization<br />26<br /><ul><li>Social tools enabled
    30. 30. Promotional activities</li></ul><br />
    31. 31. Reputation Management<br />27<br />