Seminar: Everything You Need To Know About Social Marketing for Profitability & Customer Engagement


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This is a brief excerpt from a daylong comprehensive multimedia seminar on social media for business. Sections covered in the daylong event include:

Section #1: Fundamentals
An overview of the growth of Social Media in Malaysia, Asia and around the world, plus an in-depth examination of how a major German chemical company uses social media internally and externally.

Section #2: “Facebook Nation”
Facebook, with more than 900 million users, is the undisputed heavyweight of the social media world. This section discusses the new Timeline changes, and how they can be used for business.

Section #3: Everybody else
Everyone else include Google+, Twitter, YouTube and the up-and-coming Chinese microblog Weibo. The section covers the capabilities of each social tool, with special emphasis on business applications.

Section #4: Blogging, Pinterest, etc.
Blogging can establish your business as a thought-leader and support lead generation. Pinterest is the fastest-growing social media, and is perfect for visually oriented business such as fashion, tools, travel, jewelry, design, hobbies, etc.

Section #5: Social business tools
The primary social business tools can be used for community branding, career branding and personal branding. This section looks at the various platforms for each type of branding, plus examines various ways to measure your online brand.

Section #6: Management & measurement
The heart of a brand is community engagement, including building brand ambassadors. This section looks at the dos and don’ts of community engagement, as well as the options for building communities. Monitoring is required to learn what customers are saying behind your back, while measurement looks at the various returns on your investments in social tools.

Section #7: Planning, strategy & budgeting
Many social tools are free, but social media management is not. This section discusses how to create a comprehensive social media strategy, and take a look at costs for various types of social media efforts.

Section #8: Advice & tips
Social media success starts with senior management buy-in and support and continues through employee training and education. Other tips addressed in this section include establishing a social media policy.

Section #9: Social Business & the road ahead
Social media optimizes your brand, but Social Business optimizes your business. Learn more about this emerging area, and how it can make your human resources, strategic planning and R&D more effective.

Section #10: More case studies
A look at social media success stories from Cisco, Best Buy, Sprint, Fiskars, Sephora, Jimmy Choo and other well-known brands.

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  • Just make sure that the profile photo works on its own, since it represents your brand on Facebook anywhere you post or comment. Your profile photo is 180 x 180 on your page, 32 x 32 on other parts of Facebook.
  • Facebook have introduced direct, private messaging between any Facebook user and pages. When arriving at a brand’s page, someone simply needs to click the ‘Message’ button (placed prominently right next to the ‘Like’ button) to initiate the process. Brands have the option of disabling this functionality if they wish.This means fans and non-fans alike suddenly will be expecting near to real-time and personalised customer service on Facebook, something, let’s face it, most brands are just not prepared for. Those brands that disable the functionality will appear to be distant and un-progressive.Expect brands who have properly operationalised social media customer service to gain even more competitive advantage, and many more social media fuelled crises for brands that haven’t, as frustration at unanswered messages (or the inability to send them) spills over into the rest of social media.--Only you can see your activity log They can promote the most engaging Page posts by pinning them, putting media behind them, and creating more of them, thereby increasing reach and impact They can quickly recognize posts that aren’t performing as well and update them or post new content
  • Seminar: Everything You Need To Know About Social Marketing for Profitability & Customer Engagement

    1. 1. FACEBOOK VS. WEB SITE FACEBOOK WEB SITEOwnership “Leased space” Owned real estateData control Complete ownership Complete ownershipSEO Google indexes little of Can advance page rank FacebookSet-up Easy & fast Simple to complicated“Look-and-feel” Standard format CustomizableManagement Constant Less demandingReach Facebook nation Entire InternetCommunity Instant Must work to build & maintainVisitor value 18% higher conversion Normal conversionCost “Free” Minimal to expensive
    2. 2. FACEBOOK CHANGES (A LOT!)“We are evolving from ads to stories. Ads come from anyone atanytime. Stories come from people and things that you’re connectedto.” - Mike Hoefflinger - Director of Global Business Marketing, Facebook
    3. 3. FACEBOOK CHANGES (A LOT!)• Facebook Profile -- > Timeline – Seek to reduce information overload on news feed – More visual – Highlights feed • Mix of stories published by page, by friends, & stories that have received many Likes, comments & Shares – Apps more visible – Better administrative capabilities including real- time monitoring & 1-to-1 messaging – Realtime insights, plus knowledge about effectiveness of posts
    4. 4. FACEBOOK CHANGES (A LOT!)• Major changes – Facebook Offers better than Facebook Deals – No more default Landing Tabs (main page only) – Now featured Apps – Direct messaging added • Plus/negative: More direct contact with customers – Added “pins” & “starred” – Milestones added • Ability to tell a story – Posts can be hidden without being deleted
    5. 5. • Coca-Cola Facebook strategy:• Moving from “creative excellence” to “content excellence”• From announcement & broadcast to engagement & conversations
    6. 6. Cover photoSymbolizes yourbrand/company• No price/purchase information (eg, “40% off” or “Download it at our site”)• No contact info (eg, email, etc.)• No references to FB site features (eg, like/share)• No calls to action, such as “Get it now” or “Tell your friends”• 851x315 pixels
    7. 7. Profile photo• Sits on top of cover photo• Can be logo• Represents your brand anywhere you post/comment• 180x180/32x32About section• Most relevant information about your business• Appears on all Pages
    8. 8. HOW TO USE FOR BUSINESS Showcase service, customers, Cover products, team photo Consider composite photos Profile Logo/icon for all photo Facebook What is your business & what About do you stand for? section Can include address, contact info, Web site
    9. 9. Tabs/Apps• Only four can show• Can have up to 12• First one must be photos• Rest can be re-arranged
    10. 10. Timeline/Milestone• Highlight important events/tell story• Must specify year• Must include photo & title• Can add story• Can change
    11. 11. Star/highlight• Makes posts widescreen• Position on page doesn’t change• Only your postsPin• Makes post appear at top of timeline for increased visibility• Only one item at a time• Good for only 7 days (but can re-pin)• Only your posts• Also change date, delete photo, etc.• Unpin returns to original place
    12. 12. Pin• “Bookmark” icon
    13. 13. Engagement• What friends like/post• Posting/phot os• Interactive games
    14. 14. For private messages Unique interactions (posts, likes, sharing,Posts etc.) Impressions 5-10 minute delayAdmin panel • Tools to create ads, • Target updates• Metrics (impact of premium ads, • 1-to-1 conversations posts) sponsored stories (eg, customer service)• New likes • Hide posts w/o delete • Can be disabled
    15. 15. REACTION TO TIMELINE• Usability (eye-tracking) test with Timelines from American Express, Coca-Cola, Coldplay, Gap, Manchester United & Pizza Hut – Cover image is over-rated: Visually confused with banner ads; seen as advertising – About section: often overlooked
    16. 16. REACTION TO TIMELINE– Interested in history: But unable to understand how could have history before Facebook started– Distractions: Didn’t like delays when new sections of Timeline loaded– Following friends: Great deal of interest in box that highlighted friends who liked Pages, as well as status updates or comments from friends. Strong interaction with that content– Pinning posts ineffective: Users could not differentiate between pinned & non-pinned posts– 4, not 12, apps: Users didn’t interact with add. apps
    17. 17. FACEBOOK• Interest lists (aka “Twitter-fighter”) – “Interest lists can help you turn Facebook into your own personal newspaper.” • Can create your own, share with others, or subscribe to others – Popular topics (eg, recipes, Man United) that appear in left hand sidebar – Comprised of stories from a list’s members – Business applications • Create lists that show industry expertise and quality content
    18. 18. FACEBOOK FOR BUSINESS• Visibility – Advertising, Web links, etc. – Like & Send buttons on site• Engagement – Frequent posts (highlight best; every 3 hours?) – Exclusive offers – Interactivity – Visuals• Promotion – Facebook ads – Sponsored stories – Reach generator – Facebook offers