• Advantages • Be aware – Free to join – Not necessarily where your target – Connects you with lots of people audience is – Level playing field with large – Can be a time sink if not managed companies (almost) well – Let’s you hear what’s going on as well as broadcasting
• Advantages • Be aware – Free to join – You need to spend time on your profile – Connects you with lots of people – Not necessarily where you will sell directly – more about promoting you – Let’s you share your profile/expertise – Groups – Company profile – Many jobs are now advertised ONLY on LinkedIn
• Advantages • Be aware – Free to create page – Not necessarily where your target – Let’s you create a community audience is – still primarily B2C – Can have separate content for people (although growing B2B in the USA) who ‘like’ your page – Can easily become out of date – – Your audience can join in and needs attention comment, post pictures etc – Need to watch what is being posted - moderation
You have a plan?• Social media should be a part of your marketing strategy which should, in turn, be a part of your business strategy.
Will this complement what you’realready doing?• Social media marketing shouldn’t take place on its own• You need to connect it to your other marketing activities – Linking into your website – Tying it into your ecommerce strategy – Connecting with your offline marketing – Being clear about what you expect it to do
What do you expect from social media?• Increase sales?• Increase leads?• Find out what customers think about your business?• Customer support?• Increase web traffic?• Raise your company profile?• Find out what other businesses are doing?
Who’s going to manage it?• The time to ‘do’ social media has to come from somewhere• Do you have multiple departments using social media? – Sales, marketing, HR etc – is there a policy to connect them?
Business Security Issues • You shouldn’t be afraid of social media but you need to be aware that what you say stays out there. • Even when you delete it there is no guarantee that it has gone. In fact it probably hasn’t. • So, think before you say.
Do you have a policy?• On what you will publish?• Who is going to say things on behalf of your organisation?• Have you included social media as part of your organisation’s acceptable use policy?
Account ownership• Who ‘owns’ the Twitter account?• And the Facebook page and the LinkedIn company profile and your Flickr site and the YouTube channel…?• And what happens when they leave your organisation?• Or get whisked away by aliens?• Or fall out with you? Further reading…
Better safe than sorry• Be clear about ownership of accounts• Ensure that more than one person knows the login details• On Facebook make sure that you have more than one Admin – and match the appropriate permissions to the user.
Understand your customer profile• Who is currently buying your product/service?• What is the profile of your target market?• Is there a new market you can reach via social media that you can’t get in other ways? Male or Employment Location Employment female? status sector Age Income Education
If you don’t know where you’restarting from and you don’t knowwhere you’re going to how will youknow when you’ve arrived? Measurement is crucial
Is your time online profitable?• If you have a clear plan of what you are aiming to achieve then you should be in a good position to decide whether the time you invest online is worthwhile.
Some methods of measuring success• The number of visits to your website has increased• The number of enquiries has increased• The cost of support has reduced• The number of complaints have reduced• Sales have increased• Brand awareness has increased• Media mentions have increased
Some tools to help you• Many measures can be taken using your in- house data – sales etc• Online measurement tools that you could use: – Google analytics - http://www.google.com/analytics/ – Social Mention - http://socialmention.com/ – Google alerts - http://www.google.com/alerts – Facebook metrics (on your Facebook page admin) – Tweetreach - http://tweetreach.com/
Review your current strategy• What are you doing now?• Will any of these tools ADD value and help you achieve your objectives?• Will any of these tools help you move into new markets and expand what you’re doing?
Watch from the side-lines…• Lurk for a while• See what other people are already doing• If you’re going for Twitter join in a personal capacity and see what’s going on• Create an account with LinkedIn and look at other people’s profiles, groups (lots are open now) etc• Check out other business Facebook pages – particularly ones in the same sector
… and don’t forget your competitors• Do they have a Facebook page? – What are they doing there? – How many friends do they have and who are they? – How often are they posting? – What are they posting? – Are they getting engagement?• Are they on Twitter? – How many followers/following? – What are they saying? – Are they talking to other people? – Are these people potential/actual customers or other sector members?• Have they got a LinkedIn profile? – How many connections do they have? – Have they completed their profile? – Are they engaging on LinkedIn? – Do they update their status?
A plan for your business• If you decide that social media is right for your business: – Take one of the social media tools – Set your objectives for what you want to achieve from using it – Determine if it is possible to do that (refer to Forrester tools re demographics) – Take your current measurements (then you have a starting point) – Do your research (watching from the side-lines) – Get follow-on training if appropriate – Get started!