7 Reasons why Social media marketing is important.pptx
Social Media Marketing With Message Makers
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2. MessageMakers are a Social Media Marketing Agency... We are a small but innovative team of Social Media 'geeks', or 'experts' (whichever you prefer) that create compelling, engaging, and far reaching Social Media campaigns and combine our expertise with our unique Social Media software to provide unparalleled and revolutionary target marketing opportunities..
3. Why Outsource Social Media... Valuable Expertise We live, sleep, and eat Social Media. A fast moving industry where if you are active you need to be forward thinking constantly evolving daily. Social Media transforms marketing activity into real time. Social Media is Time Consuming You have to be always there in Social Media. Your customers and potential customers can now engage with brands (in two way dialogue) 24/7 and you need to be involved. Unique Target Marketing Software With our bespoke technology we can find potential 'target profile' customers, introduce them to your brand, and then market directly to them.
5. 1. Additional Branding and Features There are only limited links to other areas of the New Look web presence from the New look Facebook page and the branding opportunities are not being fully maximised on the Facebook fanpage. We would create an extensive, branded, presence within Facebook for New Look. Unlike a traditional web presence Facebook branding can change continually, maximising the 'shop window' and functionaility of the page. Example pages.... www.facebook.com/netaporter www.facebook.com/vodafoneireland www.facebook.com/debenhams www.facebook.com/altitudeluxurytravel www.facebook.com/phones4u
6. 2. Activity Management. We manage all daily posts and interaction with users, ie, answering questions, etc, working closely with key staff. Daily posts are a variety of text, video, images, url links, and so on, designed to engage and generate interaction as well as tag linked for inclusion in relevant Search Engine Searches. Its important that brands on Social Media are constantly active, engaging, and entertaining in Social Media and that customers questions are answered, with all activity being responded to quickly and correctly. NOTE: The average time spent on Facebook is now 3.5 hrs daily, with users checking their Facebook page an average of 5 times each day. 28.3m UK users are now active Facebook users with 80% of Twitter updates now being from mobile...
7. 3. Monitoring. As a Facebook audience grows ('fans') then the level of customer-to-customer and customer-to-brand increases, ie, 'posts' from customers and comments against brand 'posts'. This activity needs constant (time consuming) monitoring to ensure that not only are all user interaction/questions, etc, responded to, but also that any profanity or brand damaging content is removed or alerted and responded to- the development and management of a Social Media Marketing Policy. NOTE: Your Social online community will talk to each other about you but this needs consistent monitoring and brand interjection and involvement when required.
8. 4. Unique Target Marketing. A Facebook page will naturally attract 'fans' from those users already aware of the brand (existing customers) who may search for the brand of (more commonly) follow a link from a brand website, etc. However, MessageMakers software allows us to find and introduce to a brand potential customers that fit your 'target profile'. This transforms the value of the fanbase into not only existing customers but also new customers that a new relationship is formed with. NOTE: We cannot force users to join a Facebook page, we can only invite them, they must decide to join the page themselves – an extremely powerful 'opt in'. We can however guarantee minimum numbers of 'fans' who will join monthly (upto 10k monthly). No other marketing medium can deliver such targeting with such a powerful opt in and engagement.
9. Why Focus More on Social Media? The six core objectives that we build into an overall Social Media Strategy....
10. 1. Engagement with Customers. Your customers are now 'hanging out' on Social Networking sites and that is where they want to be talked to and have conversations – with the brands that they like as well as friends. As a brand you can talk to and engage with your customers, who in turn are your best advocates and with your stimulation will generate effective 'word of mouth', as long as your Social Media structure is considered and managed. NOTE: 'hang out' where your customers are now spending most of their time and are most receptive to being engaged with. 24 of the worlds top 25 newspaper titles are experiencing record decline as the news now finds us via Social Media (and now brands, products, and businesses).
11. 2.Drive Sales. Although the attitude on Social Media is more inline with PR and 'hanging out' with your customers, your online customer community wants to know what else they can get out of their relationship with you. Drive sales both within Facebook, Twitter, or YouTube, as well as to external 'places', ie, web traffic or foot flow. NOTE: Old Spice Body Wash increased sales by 107% in one month using Social Media and Domino's Pizza generated a 29% increase in sales by using Facebook in July 2010.
12. 3. Find New Customers. MessageMakers unique Social Media software enables us step beyond natural organic growth of a Facebook page (or Twitter profile) into proactively finding and inviting users that fit your 'target profile' or are members of competitor group pages, and so on. We can guarantee anything up to 10,000 'fans' per month. We cannot force users to join your page but will consistently find and invite users, guaranteeing to surpass our minimum agreed figures. NOTE: Facebook users are now getting much more protective about their 'wall' on Facebook, hence, they are increasingly more selective about the brands that they become 'fans' of on Facebook. They will only join and engage with brands and businesses that they genuinely want to know more about and receive messages from onto their personal Facebook space.
13. 4. Build Brand Visibility and Loyalty. Social Media is extremely time consuming but MessageMakers eat and sleep it. By being consistently active we are always there and active with your growing online customer community, ensuring its inviting, engaging, and fun. Through developing a Social Media strategy plan we ensure that a brand message is pushed into all areas of the web, in the right way, engaging with users and harnessing peer to peer recommendations and consumer advocates. NOTE: By combining the viral nature of Social Media with our targeting software and Social Marketing expertise we can ensure that your brand is exactly where your customers are now 'hanging out'. The are talking about you anyway, you just need to be present, and involved.
14. 5. Research. Although a little down the list for many clients who at first want to focus on the unique marketing and sales opportunities of Social Media, the valuable research pool that Social Media (especially Facebook) delivers is unique. An immediate feedback group who are engaged and more than willing to share, comment, and get deeper involved with the brand. The knock on to the customer relationship is a more entrenched feeling of value and importance to the brand. NOTE: Ask customers what they want. In the past it was too restrictive to get the attention of so many target customers who were engaged and interested enough to provide an opinion – a harnessed customer community cares about the brand and its direction.
15. 6. Customer Service. Social Media is not just about sales and marketing, it is a broadcast tool that delivers any message to the place where your customers now spend their time and are active. Brands can communicate messages instantly to your customers – from announcements, product changes, opening times, anything that your customers need to know. Customer support queries can be aired by clients on a Facebook page for example and not necessarily answered by the brand - maybe your customers can answer questions (or complaints) for you in a more direct manor than you can as the brand. NOTE: Many of our clients report a reduction in call centre traffic through effective Social Media structure with customers posting queries or messaging via Social Media – if invited.
16. 7. Influence Behaviour and Promotion. Users in your marketplace are going to talk about your market, the products within it, and your brand. Whether their conversation is good or bad you need to be involved in it. Either just to observe or to get involved and influence what is being said about you. A brand needs to allow your online community talk to each other and generate online 'word of mouth' (the marketing Holy Grail). The New Look brand needs to monitor and ensure the conversation is correct and 'dip in and out' of the conversation as appropriate. NOTE: 80% of Twitter updates are now from mobile with 76% of UK users using Facebook from their mobile – a bad customer experience can be imprinted on the internet (and read by the each engines) within seconds. 14% of UK consumers believe what a brand tells them, 78% believe what their fellow consumers tell them. Your customers can be your best advocate and advertisement (online 'word of mouth') but it needs to be consistently monitored.
17. 8. Search Engine Optimisation. Structured Social Media has a huge impact upon Search Engine Optimisation. All activity posted on any of your Social Networking Platforms by MessageMakers is tag linked to create powerful contextual link building from trusted and reputable websites. Since February 2010 Facebook now reads Facebook pages and Twitter 'tweets' just as it would a traditional website. In itself this enables a Social Media active brand to create a far reaching web presence that can create 'Page Dominance' across the leading search engines. NOTE: Couple the above with 80% of Twitter updates now being from mobile means that consumers now update from anywhere, instantly. What does this do for bad customer experiences? Tweet they can 'tweet' their dissatisfaction instantly and this is stamped on the internet for Search Engine recognition. Its is important for a brand to influence control and influence wherever possible across all avenues of Social.
18. Appendix A short presentation detailing the core 'shifts that Social Media represents and the examples of ROI results...
20. 1. We have Moved online... -24 of the top 25 newspaper titles are experiencing record decline -78% of Business Owners no longer buy a newspaper -The News finds us via Social Media – products, services and brands follow
21. 2. Information online is being searched for in different ways... -YouTube is now the worlds second largest search engine -We listen to Podcasts subscribe to RSS feeds, etc. -Facebook has overtaken Google in the US as the most popular website
22. 3. Open Communication – sharing... users expect to read comments, Reviews, ratings, etc. -14% of UK consumers believe what a brand tells them -78% of UK Consumers believe what fellow consumers tell them -25% of the search results for the worlds top 20 brands are links to user generated content - wikipedia has over 13,000,000 articles
23. 4. Users only subscribe to info that interests them, thats all... -Opted in Email Newsletters -Become a 'fan' on Facebook (opt in) -As cultures and age ranges grow upwards (a 523% increase in over 55yr olds on Facebook in 2009)
27. 149% growth in 2009 of mobile internet use – 65% was the iPhone Consumer experiences can be shared on mass as they happen- complaints and praises can be instant.
28. Gary Vaynerchuk grew his family business from $4 to $50m using Social Media -$15,000 spent on Direct mail delivered him 200 new customers -$7,5000 spent on Billboards delivered him 300 new customers - But a fraction of that spent on Twitter delivered him 1,800 new customers
29. Burger Kings 'Whopper Sacrifice' Facebook Application reached a huge audience and delivered an unprecidented ROI... -cost an estimated $50,000 -Return on Investment an estimated $400,000 in press/media value -32 million Free Media Impressions
30. 37% of 'Generation Y' were aware of the new Ford Fiesta via Social Media prior to its launch “ You can't just say it. You have to get the people to say it to each other.” James Farley, CMO Ford
31. Sold $3,000,000 worth of computers on Twitter Invested $15k in Social Media and drove up website traffic by 300% and sales up by 20%
32. Brand Social Media Objectives.... It maybe one or two of these core driving objectives that brands are initially attracted to (varies from market to market) but ultimatly all come into play at some point and all can argue importance and Social Media provides a unique ability to deliver these objectives in such a targetable, reliable, and flexible way than ever before... 1. Reach New Customers 2. Drive Sales 3. Build Brand Visibility and Authority 4. Influence Behaviour and Promotion 5. Research 6. Customer Service 7. Search Engine Optimisation 8. Search Engine Dominance
33. Social Media is a brand investment, driven by a need for brands to now be 'hanging out' with their customers in the place that they are now 'hanging out'. A very different proposition to more 'traditional' media that can be more precisely measured, ie, PPC advertising, SEO, etc.
