Social Marketing in a Nutshell


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An overview of the Social Marketing in a Nutshell training course. Learn the in's and outs of how to master social marketing for your business.

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Social Marketing in a Nutshell

  1. 1. “The purest treasure mortal times can afford is a spotless reputation” - William Shakespeare 25th of February 2013Presented by Sam Lyons
  2. 2. Our Training Day    9.15    Welcome - Introductions   9.30    What is Social Media? 10.00    Why do we need it? 10.20    What is Important to Remember? 10.40    Break for Refreshments 11.00 Google+ overview, setup, Q & A 11.40    YouTube overview, setup, Q & A 12.20    Twitter overview, setup, Q & A 13.00    Delicious Lunchtime 14.00    LinkedIN overview, setup, Q & A 14.40    Facebook overview, setup, Q & A 15.25    Break for Refreshments 15.40    Developing your content strategy 15.50    How to monitor your SMS 16.20    Review of the day 16.25 Evaluation 16.30    Wrap
  3. 3. What is Social Media?Social Media is an umbrella term that defines the various activitiesthat integrate technology, social interactions, and theconstruction of words, pictures, videos and audio.source:
  4. 4. Why do we need it?1 Million websites have integrated with Facebook23% of users check Facebook 5 times or more daily56% of customer tweets are being ignored34% of marketers have generated leads on TwitterGoogle’s +1 button is used 5 million times a dayOver 5 million photos are uploaded to Instagram every hour80% of Pinterest users are female
  5. 5. Why do we need it?Brand Awareness & Burning - people spend a quarter of their day using socialmedia. It makes sense for you to be where your customers are. Using socialmedia enables your company to reach a huge number of potential customers. 1 billion Facebook Users  2.23 mill regular Irish UsersSearch Engine Ranking - Socialmedia profiles (especially thoseon Twitter, Facebook, and LinkedIn) frequently rank highly with major searchengines.
  6. 6. Why do we need it?Keeping up to speed - your competitorsand your clients are already using thetechnology, so its your duty to be up-to-date. It’s important to claim your brandname across all the major social mediaplatforms.Find new customers - posting regularupdates relating to your business andactivities can remind your friends aboutwhat your company does and influencethem to use your services or make referrals.
  7. 7. What is important to remember?1. Remember: Social Media is a Two-Way Conversation“In some ways, not replying is worse than not having a presence at all. Firms have tomonitor networks for mentions of their brands, and certainly respond when people getin touch.”“These companies should be using these services to let people know about updates orpatches and software changes,” “But more than that, if people have questions then they should be responding withhelpful advice and it becomes part of customer service.”“It’s about being transparent and consumers react well to that, but it requires a bigmind shift from companies,”Creating this personal connection with your followers, enables you to to turn thosefollowers into die-hard fans — i.e., people that will work on your behalf, spreadingthe word, and even participating in future ventures.
  8. 8. What is important to remember?2. Remember: Respond and Act ● Keep the conversation going and keep your community engaged.  ● You have to keep your social media presences up-to-date. ● Create a routine where you hit your social media accounts every couple days.  ● Set up a schedule that assures you get new content out a few times during the week. It’s better to really work your magic on two or three sites than to have inactiveaccounts on twenty. Inactive accounts hurt your brand and turns users away, so becareful not to bite off more than you can chew. Target the sites where the people you are trying to reach are the most active.
  9. 9. What is important to remember?3. Remember: Be Real and Be PersonalBe yourself, everyone else is already taken - Oscar WildeMost people would rather converse with a person than a faceless brand. You’re a real person, so you should tweet, post, and email like one.Always interact with your followerson social networks as you. Establishing relationships andconnecting with people on apersonal level. 
  10. 10. What is important to remember?4. Remember: Encourage Sharing1. Consistently put out quality content - the higher the quality of the content youshare with your followers, the more likely they will be to spread it to their friends.2. Lead by example - your community will be far more likely to share if they cansimply follow your lead. If you want your friends to share what you put out, youstart by sharing relevant, quality content that they publish. Use your social mediaaccounts to publish or link to content from around the web in addition to your owncontent
  11. 11. What is important to remember?5. Remember: Get your whole organisation activeMake social media participation an organisational policy, because when everyoneat your organisation is connecting with people on Twitter and Facebook, you’ll beable to engage many times as many people than if just a couple of people aretasked with using social media tools.Create a social media policyA social media policy doesn’t have to be big and complicated, it simply needs tooutline your goals and expectations and how people in the organisation areexpected to conduct themselves when dealing with your followers over thedifferent social media channels.
  12. 12. What channels do you need to use? The Networks Google+ YouTube Twitter LinkedIn Facebook
  13. 13. Google+A Social Layer across the web500 million users - 343 million active usersProfile - Events - Communities - Photos - Hangouts - Explore -Pages - Local
  14. 14. YouTubeOver 800 million unique users visit YouTube each monthOver 4 billion hours of video are watched each month onYouTube72 hours of video are uploaded to YouTube every minute70% of YouTube traffic comes from outside the USIn 2012, YouTube had more than 1 trillion views or around140 views for every person on Earth Fastest Growing Viral Video
  15. 15. Twitter460,000 - Average number of new accounts per dayIt now takes 1 week for users to send a billion Tweets.66% use Twitter in front of the TV1.6 billion search queries per day
  16. 16. LinkedIN175 Million members, growing at 2 members per second1 million groups have been created that contain between 2.25million members Mobile is LinkedIn’s fastest growing service.75,000 developers are integrating LinkedIn’s API’sinto their own servicesLinkedIn get 2billion+ network updatesviewed weekly.
  17. 17. Facebook1 billion active users (as of 31st Dec 2012)48% of 18 to 34 check Facebook right when they wake up35+ age group now accounts for 30%3/4 of a billion photos were uploaded over New YearsWeekend600 million mobile users
  18. 18. Developing your content strategy Remember there is no one right way. You need to get to learn toneeds and psychology of your customers.Never over push your sales - remind yourself of the annoyingsalesperson in the shop - 80/20Ask for responses and use open questions - 5 bums on the rugby postRunning a Contest or Sweepstake - Giveaway prizes that are relevantto your brand and products - prizes that will keep telling your story When to use Ads and Promotions
  19. 19. Other ServicesYouTube Channel, Buaa, Plaxo, Digg, Delicious...Which services does your business need?
  20. 20. How to Monitor Your Social Media activities? Google Analytics Google Alerts RSS Feeds Others
  21. 21. Case Studies - B2BCisco Shaved $100,000+ off Product Launch5 Examples of Succesful B2B Use of Social MediaIBMs social media skills initiative for partners
  22. 22. Days ReviewWhat is Social Media?Why do we need it?Brand AwarenessSearch Engine RankingKeeping up to speedFind new customersWhat is important to remember?1. Remember: Social Media is a Two-Way Conversation2. Remember: Respond and Act3. Remember: Be Real and Be Personal4. Remember: Encourage Sharing5. Remember: Get your whole organisation social media activite
  23. 23. Days ReviewWhat channels do you need to use?Google+, YouTube, Twitter, LinkedIn, Facebook, Blogger, etcGoogle+ = a social layerProfile, Friends (circles separate business & pleasure), Events,Communities (groups of interest), Local Biz and Hangouts (vidconferencing, training, webinars, shared screens)YouTube - entertain, educate and connectHow can video work for your organisation? What makes a video viral?Design your channel inline with your brand.Twitter - microblogging - requires planning and thought to be aneffective tool.
  24. 24. Days ReviewTwitter - microblogging - requires planning and thought to be aneffective tool. #Hashtags allow you to make your content relevantand searchable. Build followers by following others that share thesame interestLinkedIN - the professionals network - build your personal andbusiness profile - SEO - connect with people that may be of benefitto your business - opportunities to find people that can enhancewhat you do.Facebook - a personal space where its good to be socialFind the voice that your customers want to hear. Create qualitycontent that engages and opens the 2-way conversation
  25. 25. Days ReviewOther Services - Blogging, Buaa, Plaxo, Digg, Delicious...Which services does your business need?How to Monitor Your Social Media activities?Google AlertsGoogle AnalyticsSocial Stat tools - HubSpotHelp us improve: Evaluation Form
  26. 26. Consider how these tools can be of benefit to your business orwhat challenges you feel your business may have with usingthese tools? Social Marketing Catchup Tue, 5 Mar, 3:00 PM - 4:00 PM any other questions please contact me directly: or 0868098528