08855 ssmm beginners presentation

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This seminar is a hands-on workshop for business owners or marketers who want to learn how to use social media strategically; it summarises the “best practices” of businesses who are successful in using social media and brings them to life.

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08855 ssmm beginners presentation

  1. 1. with LISA HARRISON Social media for buSineSS beGinnerS create your StrateGic plan
  2. 2. “The future of marketing integrates traditional and social tools, connected by successful,ongoing relationships with media, influencers, and people. That’s right…it’s aboutrelationships and it’s about people. Relationships serve as the foundation for everything,whether its traditional or new media, and the constant reminder that we’re reachingpeople, and not audiences, will keep us on a path to relevance.” Brian Solis 2007 International publisher in new media.
  3. 3. TWEETS GALORE!Feel free to tweet!Hashtag: #SSMM@secretstomedia whoo hoo learning all about @secretstomedia #ssmm
  4. 4. ACCESS THESE SLIDES ON.http://www.slideshare.net/ IS O N HARR L IS A w it h edia al m Soci uSineSS b for beGinner S ur te yo creaGic plan te Stra nalp ciGetartS ruoy etaerc SrenniGeb SSeniSub rof aidem laicoS
  5. 5. GROUP ACTIVITY.Tell us about yourself,your social media experiences andexpectations for today.
  6. 6. AGENDA.I. Social media landscapeII. Personal v’s ProfessionalIII. 7 Essential Ingredients Of A Successful Social Media Campaign.IV. RisksV. Just do it!
  7. 7. Social networks in 2011 are dominated by Facebook world wide2010: 1.97 billion internet users – 29% of the worlds population
  8. 8. SOCIAL MEDIA IS NOT AN ATM.
  9. 9. WHAT IS SOCIAL MEDIA?Everyone defines social media differently. So, how can you make sense of all thosedefinitions, and which one should you use for your business?The answer is to accept the diversity and decide, as a business, what social media meansto you.GROUP ACTIVITYDefine a term for social media in your own words relating to yourbusiness.
  10. 10. WHY IS SOCIAL MEDIA GOOD FORBUSINESS?As little as two years ago, social media may not have even been considered in the flow ofproduct information.Brand reputation and awareness top the chart. Overall, the results show: • Social media is a very effective branding strategy • SEO uses social media to improve rankings and drive traffic • Lead generation effectiveness may be lower on the list, but best practices are emerging rapidly • Used in purchasing decisions
  11. 11. PERSONAL V’S PROFESSIONAL.When using social media for personal and professional there will alway be a blur betweenthe two. The trick is to make sure you understand the implications and tools avaliableto keep the the separated as clear as you can. The first step is to ensure you have donethese things on your personal profile: • hide your year of date • update your bio • have a profile photo that is recent and looks exactly like you to build trust • make sure you are happy with your contact information, • revise privacy settings. • Facebook - make friend lists - control who see what, filter news feeds, control chat avaliability.
  12. 12. SOCIAL MEDIA AND YOUR BUSINESS.Why are you choosing to use social media? Why not advertising?OR beefing up your marketing?GROUP ACTIVITYWhat business objectives are you linking your social media to?
  13. 13. COMMITMENT AND READINESS.Determine and prepared for the timecommitment and resources necessary to besuccessful.Assess if this venture will complement or takeaway from your existing activities.
  14. 14. 7SECRET INGREDIENTS FORDAZZLING SUCCESS WITH SOCIAL MEDIA. 1. KNOW your niche 2. CREATE a world class, consistent brand 3. set CLEAR aims and objective 4. fish where the fish are 5. have a social media POLICY and STRATEGIC plan 6. drive traffic into your funnel 7. track, measure and monitor
  15. 15. 1. KNOW YOUR NICHE.
  16. 16. 2. CREATE A WORLD CLASS CONSISTENT BRAND.
  17. 17. CUSTOMISED PAGES.If your business is on Facebook, adding a custom landing page can have a big impact onyour presence there. A custom landing page can help drive web traffic, add value to youronline marketing efforts and increase sales.A custom Facebook landing page can: 1. Highlight a call to action. 2. Drive interest in current promotions, events and products. 3. Do something DIFFERENT. 4. Personalize your company in an impersonal world. 5. Welcome visitors to your page. 6. Determine ROI with iFramed landing page tabs. 7. Highlight special offers for “Liking” your page.. 8. Draw attention to your “Like” button. 9. Showcase your creativity or humor with unique content. 10. Call attention to your value propositions.
  18. 18. 3. SET CLEAR AIMS AND OBJECTIVES. S pecific M easurable A ttainable R elevant T ime-bound
  19. 19. GOALS.Goal-setting, and writing those goals down,is an essential component of success. It’s alsoessential to really managing your social mediaexpectations as well.When you have something to work for, ratherthan despairing over what you don’t have,you’re just more productive.GROUP ACTIVITY.
  20. 20. SOME HELPFUL HINTS ON SETTINGSOCIAL MEDIA AIMS.Starting at this broad level and thinking about the goals you have for your business can helpyou begin to write up a list of realistic ways in which social media might help you reach thosegoals.Some pointers before you dive in: • Set only a few very specific goals. • Be realistic. • Make sure you can measure the results. • Make sure your monthly goals are aligned with the general objectives of having your business online. • Choosing a goal that is bigger than you are. Be pulled forward by it, instead of pushing yourself. • Knowing what is unique about your business. And design your plan to fully promote them. • Learning how your business naturally operates. Come to honour your business dynamic. • Making what you don’t know more interesting than what you do know. Enjoy learning more than demonstrating what you’ve learned. • Stopping resistance. Assimilate and learn from events the first time they occur. • Connecting with a compelling vision. It’s easier to create a plan of action when you know where you want to go. • Focusing on the source of the problem, not the symptom. Do complete work and move forward, rather than in circles. • Making the present perfect. You’ll make the most of today because you’re not wishing it were different. • Detaching from the outcome. You’ll enjoy the journey when you aren’t focusing only on results. • Your goals are business goals. What do you hope to achieve using social media? • Brain-Storming marketing goals - I always suggest to brainstorm and get input from all the business participants when it comes to setting marketing goals for the coming year.
  21. 21. 4. FISH WHERE THE FISH ARE.
  22. 22. YOUR TOOLKIT.
  23. 23. 5. HAVE A SOCIAL MEDIA POLICY AND STRATEGIC PLAN.Social media is growing up and requires grown-up social media strategists.It not appropriate in 2011 to take social media strategy advice from your 16-year oldnephew who set up your Facebook fan page. If you business is going on the feeling that‘this is something important so I’m going to do it even if I don’t know why.’ Or worse,your competitors earn accolades in the press for their work in social media, and yourafraid of losing any more ground.Solution: If social media is your job, invest in professional development or hire help.Businesses can no longer afford to invest their time, people and resources in social mediarecklessly. Social media needs to part of an integrated media strategy - fast.
  24. 24. THE “AGE OF STRATEGY”
  25. 25. SOCIAL MEDIA POLICY CHECKLIST.The principles of transparency and openness are key. This checklist will help you identifythe appropriate ways to interact with the social media community in line with your overallbrand identity and business ethos. • Disclosure Of Identity • Personal/Unofficial Use Of Social Media • Community Relations • Compensation And Incentives • Agency And Contractor Disclosure • Creative Flexibility • Consequences
  26. 26. DO YOUR HOMEWORK AND PINPOINT YOUR DIRECTION.This way you can concentrate your efforts and not waste time, remember time ismoney.Just because Facebook boasts 600 million users, it doesn’t mean that they are allactive, in fact around half add status updates on there daily and “not everybody isinterested in what you have to offer!”
  27. 27. THE POWER OF SOCIAL MEDIA.Thanks to facebook and other social media channels Nestle has an enormous publicrelations mess to deal with in March 2011 when Greenpeace created a parody video.
  28. 28. 6. THE NEW SALES FUNNEL.
  29. 29. SOCIAL MEDIA HAS CHANGED THESALES CYCLE TO THE BUYING CYCLE. 1. Acknowledging the need 2. Awareness 3. Research 4. Consideration (the short list) 5. Evaluation 6. Purchase 7. Applications 8. The Experience 9. Reaction 10. Opportunity for advocacy
  30. 30. RETHINKING MARKETING.OUTBOUND MARKETING. INBOUND MARKETING.Interrupt consumers Permission to communicate• Telemarketing • SEO/SEM• Trade Shows • Blogging V’S• Direct mail • Social Media• Email Blasts • RSS• Print ads • Free tools/trials• TV/Radio ads • Viral videos
  31. 31. DO YOU KNOW WHERE YOURAUDIENCE IS?One key reason companies fail in social media is because they don’t know where their audienceis. Too many times, overexcited business owners see the latest and greatest social media toolstalked about on the cable news channels and think, “we have to be there.”Profiles of internet usersThink of your“target audiences” in terms of: • Passionates • Influencers • Ad-Hocs
  32. 32. SO HOW DO YOU DETERMINE WHOIS WHO.Every case is different but typically: a) Pay attention to the Ad-Hocs immediately, ubiquitously, forever; b) Seek out and engage the Passionates; then, when you’re ready, c) Approach the Influencers.The Ad-Hocs should be buzzing about you in a nice way to give you the street cred to sayhello to the Passionates — who are particularly wary of marketers.Win them over and you’ll have staunch defenders online, as well as a better-defined pathto the Influencer communities.
  33. 33. ENGAGEMENT.Social media in B2B marketing is a fascinating place to be at the moment. Thetemptation to chase after the latest shiny object used in social media marketing is just tooeasy…not to mention distracting.Absolutely, social media needs to be integrated into existing marketing methods.However, it’s more than simply adding a Twitter icon to the bottom of an email campaign.The core value of social media is the fact that you meet, greet, chat and interact withPEOPLE.Here are some tips for engaging your social network: 1. Listen Then Leap 2. Be a person – Not a logo 3. Be Responsive 4. Ask And You Shall Receive 5. Act Within Social Media Guidelines
  34. 34. 7. TRACK, MEASURE AND MONITOR.
  35. 35. RISK MANAGEMENT. Increased presence on social media, means increased interaction with consumers Engaging in conversations that break down traditional barriers to communication. Businesses open to new risks as well.
  36. 36. STEPS TO MINIMISING RISK.To minimize the risk of a loss or damage to the company’s reputation, companies can take anumber of steps: 1. Actively engage on social network venues to understand how reputation can be impacted by the interactions 2. Gather information on the social media activities your company is considering. Then assess the areas of vulnerability, create counteraction plans and communicate them to employees. 3. Develop a comprehensive “new media” policy. The policy should establish the ground rules for all employees — not just those in marketing — on communicating online, including social networking. 4. Establish a social media point person. There should be at least one person, if not a team, in charge of overseeing the company’s social media activities and responding in the event of a crisis. 5. Review general liability policies have very restrictive coverage regarding advertising injuries.
  37. 37. HOMEWORK ASSIGNMENT.I challenge you to develop your own Facebook engagement spreadsheet and fillit with your data. Spend the rest of January and February plugging in your weeklynumbers from Insights and answer these questions: • Is the activity on your page increasing parallel to the growth of your fan base? • Are you maintaining more page activity than content hides on a consistent basis? • Where is the strongest concentration of your fan base geographically, and is it where it should be?
  38. 38. LOOKING TOWARDS THE FUTURE.To understand how we got to this point so quickly, here is how the web has evolved: • 1996 we had Web 1.0 • 2006 Web 2.0 • 2011 In Web 3.0
  39. 39. ENGAGE IN THE CONVERSATION!
  40. 40. THANK YOU! www.pomo.com.au www.facebook.com/pomocreativewww.facebook.com/secretstosocialmediamastery www.youtube.com/user/pomocreative www.au.linkedin.com/in/lisaharrison74 @POMOCreate @secretstomedia #ssmm

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