Business benefits of social media marketing

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Business benefits of social media marketing

  1. 1. Business Benefits of Social Media Marketing<br />Phillip Kingston<br />Kingston Development<br />
  2. 2. :)<br />
  3. 3. Agenda for this evening:<br />© Kingston Development 2011<br />
  4. 4. Why are you here?<br />What kind of photographer are you?<br />What do you seek?<br />Who isn’t a sole trader?<br />Do you consider your offering a product or service?<br />
  5. 5. If you wish to take notes, that’s cool, but be advised that these slides and any referenced material will be available from tomorrow at: <br />www.phillipkingston.com<br />
  6. 6. Alignment of Objectives<br />Traffic<br />Conversion<br />The Internet<br />Do what I want<br />Visit my website<br />
  7. 7. Marketing principles<br />Sale = intersection of perceived realities<br />Marketing communications / encoding<br />The real reason and the stated reason<br />True nature of competition<br />The cost of sale<br />Marketing mix - 4Ps<br />Sources of growth<br />New markets<br />More penetration in existing markets<br />Adapting to change in evolving markets<br />© Kingston Development 2011<br />
  8. 8. Social media defined<br />Value is delivered by fellow consumers:<br />Supplier = customer, customer = supplier<br />Web 2.0<br />User generated<br />Two-way communication<br />Changing notions of publishers, authority, mutability and immediacy<br />© Kingston Development 2011<br />
  9. 9. Transmedia<br />Portfolio approach to marketing<br />Diversified across traditional and social media<br />Individual channels have contextual strengths<br />The next ‘big thing’?<br />© Kingston Development 2011<br />
  10. 10. The new ‘marketing mix’<br />Complex<br />Dynamic<br />Convergent<br />Elements are increasingly covariant<br />© Kingston Development 2011<br />
  11. 11. Social technology ecosystem<br />Almost nothing is siloed<br />Understanding interrelationships, strengths and weaknesses of each piece of social media is as important as the underlying media itself<br />Many light / low-engagement touch points <br />Nothing is constant<br />© Kingston Development 2011<br />
  12. 12. 1. Increasing presence within unpaid search results<br /><ul><li>Search Engine Optimisation – “robot friendly”</li></ul>On-Site Activities <br />Keyword optimisation “what are the best keywords?”<br />Website optimisation “where and when do I put these keywords?”<br />Off-Site Activities<br />Inbound link building<br />Community participation<br />Blog commenting<br />
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  16. 16. 2. Increase your click conversion on search pages<br />People Optimisation – “human friendly”<br />Copywriting<br />Strong call to action – “urgency”<br />Relevant call to action – “relevancy”<br />Local Search<br />Register with Google Places<br />Participate in the growth of mobile search<br />Social Search<br />Google +1’s<br />Rating on Place page<br />© Kingston Development 2011<br />
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  19. 19. 2. Increase your click conversion on search pages<br />
  20. 20. 2. Increase your click conversion on search pages<br />
  21. 21. Intermission<br />Agile approach to online<br />Try regularly<br />Fail fast<br />Learn faster<br />Improve continually<br />
  22. 22. 3. Writing better and more enticing search ads<br />
  23. 23. 3. Writing better and more enticing search ads<br />
  24. 24. 3. Writing better and more enticing search ads<br />
  25. 25. 3. Writing better and more enticing search ads<br />Convergent process, not a magic formula<br />Fail fast, learn faster<br />
  26. 26. 3. Writing better and more enticing search ads<br /><ul><li>Same goes for keywords…
  27. 27. Use insight from keywords in your ad text</li></li></ul><li>4. Build a lively brand and following<br />Good engagement on social media is:<br />a conversation (two-way), not an audience (one-way)<br />curated by you, but not owned or operated by you<br />a double-edged sword – upside and downside risk<br />Common challenges<br />Measurement – how do I compare a Like with a Retweet?<br />Assessment – am I doing it well?<br />Resourcing – ROI?<br />Cluttered - how do I cut through?<br />© Kingston Development 2011<br />
  28. 28. 4. Build a lively brand and following<br />Avenues:<br />Facebook Personal Account<br />Facebook Page<br />Twitter Account / Feed<br />Google Profile / Google+<br />LinkedIn Personal Profile<br />LinkedIn Company Profile<br />Business Directories<br />© Kingston Development 2011<br />
  29. 29. 4. Build a lively brand and following<br />Share. Share photos and behind the scenes info about your business. Even better, give a glimpse of developing projects and events. Users come to Twitter to get and share the latest, so give it to them!<br />Listen. Regularly monitor the comments about your company, brand, and products.<br />Ask. Ask questions of your followers to glean valuable insights and show that you are listening.<br />Respond. Respond to compliments and feedback in real time<br />Reward. Tweet updates about special offers, discounts and time-sensitive deals.<br />Demonstrate wider leadership and know-how. Reference articles and links about the bigger picture as it relates to your business.<br />Champion your stakeholders. Retweet and reply publicly to great tweets posted by your followers and customers.<br />Establish the right voice. Twitter users tend to prefer a direct, genuine, and of course, a likable tone from your business, but think about your voice as you Tweet. How do you want your business to appear to the Twitter community?<br />Source http://business.twitter.com/basics/best-practices<br />Last accessed 13/07/2011© Twitter 2011<br />
  30. 30. Common pitfalls and advice<br />No free lunches<br />Ask for performance based agreements<br />There be dragons<br />Speak to an existing customer<br />© Kingston Development 2011<br />
  31. 31. Resources<br />A guide from PhotoShelter “Social Media for Photographers”<br />A guide from Twitter “Twitter for Business”<br />“The War for Eyeballs: An Introduction to Internet Marketing”<br />
  32. 32. Get in touch<br />1300 652 998<br />phil@kingstondevelopment.com.au<br />www.kingstondevelopment.com<br />www.phillipkingston.com<br />

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