Social media marketing


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An overview of how to use Social Media to launch new products, services, cause etc.

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Social media marketing

  1. 1. Social Media Marketing Javed Mohammed A K2Vista Production July 2013
  2. 2. Definition Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques (Wikipedia)
  3. 3. Or put it simply  “It’s stuff created online by people like you and me for people like you and me.”
  4. 4. Setting Expectations  Social Media is NOT the silver bullet for your media outreach  Nor is it a replacement for traditional marketing/PR  Nor is it free or just a way for you to share your propaganda  You can hook them by Advertising, Pay per impression or click  However it’s a great way for your customers to get their POV across and for you to have a 2-way conversation
  5. 5. It’s the next next Gold Rush: The Key Players-1  Social Networks  Facebook  LinkedIn  Google +  MySpace (remember them)  PowerPoint Sharing  SlideShare  Photo Sharing  Flickr  Pinterest  Instagram  Video Sharing  YouTube  Vimeo  Veoh • Micro-Blogging – Twitter – Tumblr • Blogging – WordPress – TypePad – Blogger • BookMarking – Delicious – Digg – StumbleUpon –
  6. 6. It’s the next next Gold Rush: The Key Players-2  Widgets  FanBox  WidgetBox  Widgepedia  Video Streaming  Ustream  Qik  Flixwagon  Wikis  WikiPedia  GoodSearch • Events – Evite – Meetup – Facebook • Geo-Location – Foursquare • Other – Goodreads
  7. 7. Social Media: What’s it about?  Web 1.0 was about the push model of creating static websites with corporate lingo. Everyone talked, no one listened  Just like NATO (No Action Talk Only)
  8. 8. Social Media is todays Revolution  Web 2.0 is about listening.  Not hearing but active listening.  The tables have turned and companies and organizations need a Social Media Plan.
  9. 9. So where do you start?  Well you can be reactive and wait for crisis.  But you don’t really want to do that.  First identify your audience.  Are they your customers, members, prospects, general public…?  Can you break down the demographics, psychographics?  Boomers, Millennials, Male, Female, …
  10. 10. What do you want to accomplish using social media and how will you measure success?  Eg To cultivate relationships with our customers  Provide a forum for our customers to voice questions, concerns, and feedback  Promote programs , challenges and campaigns that engage our target audience  Build awareness and or a fanbase for your program or cause  Have audience trial your wares  Engage audience so they share feedback and experiences
  11. 11. How do you want your audience to feel?  Your voice and tone will set the stage for brand to be reinforced.  Is it informal, friendly, fun, conversational?  Or is it formal, by the book, and strictly business?  Will you use buzzwords to make them feel inclusive or is this an exclusive club?
  12. 12. What resources can you tap into?  Is there a dedicated Social Media team?  If not can you leverage other marketing/PR folks?  If not can you leverage volunteers?  Social Media is not free it takes time and resources.
  13. 13. How are you complimenting your Social Media?  Advertising  PR and Press  Influencers, Partners,  Email, Newsletter, Direct Mail  Leveraging existing members  SEO
  14. 14. Social Media  Space out your communications  Use a content calendar  Promote your social media presence on • Website, Newsletters, Blog • Success is measured by the conversations you can start or engage. Eg How many times someone Favorites, Re- tweets, comments on a post. • Use Online brand monitoring eg Google Alerts to flag keywords that show coverage of brand • Use Analytics (eg Google Analytics) to measure response and fine-tune your campaign
  15. 15. Content is King  Share, Share, Share  Stories, Photos, Video, Cool graphics  Ask their opinion, make a provocative statement, ask questions  Tell them what’s going on in your neighborhood  Share insights, predict the future, spotlight the past  Reblog, Retweet, and share other posts  Schedule Posts eg Hootsuite  Experiment, Learn, and Repeat
  16. 16. Sample Content Calendar Date Post Content Twitter FacebookBlog LinkedIn Pinterest Instagram 7/8/2014Blah xxx x x 7/9/2014Blah xxx x x 7/10/2014Blah Blah xxx x x x 7/11/2014You get the picture xxx x 7/12/2014 xxx x x 7/13/2014 xxx x 7/14/2014 xxx
  17. 17. Blogging WordPress, Blogger, Tumblr are some of the main blogging platforms. WordPress and Blogger are more long- form, Tumblr is more of a micro-blogging site, ie images with some text. There are gazillions of blogs. As of July 2013, there are 68M WordPress blogs, 108M+ Tumblr, Blogger, doesn’t seem to disclose, but anyway you’re looking at upwards of 200M+ blogs
  18. 18. Blogging How do you make your blog stand out? Pick a niche, write, and write regularly, have a POV, show your expertise Enable comments, and respond to them Register with Technorati It’s a subject in and of it self. Think of it as one more piece to the content puzzle. If you need a more serious content management system you can host your own blog from, Jumla, or Drupal.
  19. 19. Facebook  There are over 1.2Billion FB Users as of July 2013  That’s like 1 in 7 people in the world  Average user spends more time on FB than all the major social networks combined  Friend pages are for individuals; Fan pages are for businesses and groups for causes
  20. 20. Facebook As with all Social Networks to get and grow fan base need consistency Answer questions, comment, acknowledge, engage Share information even if from competitor Remember you’re doing it for the social good and hope the vibes come in your favor
  21. 21. Facebook FB and other networks are about being transparent, don’t try to have a hidden agenda or you will get called out Cross promote your blog posts, tweets and other content Explore paid advertising
  22. 22. LinkedIn  Over 225M users  Main focus is for professionals and for networking  Great Rolodex as you can use the power of the network in going from your 1st level direct contacts to 2nd and 3rd.  Create a company or organization profile  Encourage employees to link to company profile  Join and Engage in relevant group conversations
  23. 23. LinkedIn  First listen, then contribute  Avoid propaganda  Cross promote your blog posts, tweets and FB content, but don’t saturate with the same content.  Post status updates and or respond to requests  Share presentations, webinars and other content  Be a resource  Use search feature for lead generation  Explore paid advertising
  24. 24. Twitter  500M total users, >140-200M active  Avg Twitter user has 27 followers  >50% active Twitter users follow companies or brands  Share original content in 140 chars  Retweet content, inc press releases, announcements, interesting stats, and cross promote blog and other networks  Link up with famous personalities and use them to get your name out  Use real time search for lead generation and customer service
  25. 25. SM Success Metrics  Measure how many visits, leads, and customers is each individual social channel is generating.  Google Analytics  HubSpot  Want your audience to grow in terms of audience (followers) but also engagement. Otherwise Likes, Retweets do not show the full picture
  26. 26. SM Success Metrics: measuring ROI Source Visits Contacts Conversion/Customers Organic Search 121,00 0 1815 54 Paid Search 1,999 30 1 Social Media 25,000 375 11 Email mktng 50,000 750 23 Direct Traffic 135,00 0 2025 61
  27. 27. Reference All images are copyright of respective owners and obtained from public domain Copyright 2013 A K2Vista Production