Let’s Get Social Workbook      9 Keys To Attract More Customers And Profits                Through Social Media Marketing1...
 and of course sales of your products and services.Plan your investment in terms of the time and money you are prepared t...
2. Your Social Media ObjectivesOnce you have identified your strategic purpose for using social media inyour organisation,...
3. The Which, What And Who Of Social MediaA common mistake that many businesses make when looking to integratesocial media...
You can build a highly engaging social media content plan usingmultimedia content to bring your brand to life and include ...
4. How To Engage And Educate Using Social MediaAs you consider how you will engage your community online, it isimportant t...
5. Managing Your Online ReputationA common apprehension of many organisations who are looking to getstarted using social m...
Many of these premium platforms also enable you to create and exportreports to track your performance.As part of your comm...
6. Ten Social Media Content Creation IdeasNow you have decided you are going to publish content to your socialmedia channe...
Notes and Action Plan:………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………...
7. Eleven Popular Social Media PlatformsAs you explore the opportunities that social media communicationspresents to your ...
8. Three Commonly Overlooked Social Media TipsSocial Sharing: In the event that you are not yet ready to post content toso...
9. Ten Ways To Promote Your Social PresenceOnce you have decided to publish content to the social web, it’simportant to en...
Additional ResourcesIf you have found this social media workbook of assistance and are looking foradditional resources, pl...
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Social Media Workbook - 9 Keys To Attract More Customers And Profits Through Social Media Marketing

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Looking to integrate social media into your markeitng, PR and communications plans to help you achieve your strategic goals?

Then you will find this social media workbook of benefit as it covers 9 practical steps you can take to successfully integrate social media in your business communications.

If you have questions about integrating social media and social networking platforms in your business, please post your questions to my Facebook Page at http://www.Facebook.com/KrishnaDe

If you are looking for in-house digital marketing and social media training programmes, you can contact me at http://www.BizGrowthSupportDesk.com

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Social Media Workbook - 9 Keys To Attract More Customers And Profits Through Social Media Marketing

  1. 1. Let’s Get Social Workbook 9 Keys To Attract More Customers And Profits Through Social Media Marketing1. Your Purpose For Using Social MediaWhen considering using social media as part of your integrated marketingprogramme, the first action you need to take is to determine what do youwant to achieve from your integration of social media marketing into yourbusiness.Some examples include:  increasing brand awareness of your company, products and services  positioning your company as thought leaders in your sector  extending your geographic and even international reach  lead generation and building your database of prospects  client attraction, client retention and referrals  enhancing your customer service processes and response time  greater online visibility in the search engines  creating a community of brand ambassadors  increasing the traffic to your website  increasing the time people spend on your website engaging your your social content  connecting with the reporters in the media and strategic business contacts BizGrowthNews.com | Facebook.com/KrishnaDe | Facebook.com/BizGrowthMedia YouTube.com/BizGrowthTV l Twitter.com/KrishnaDe © Krishna De, 2011 1
  2. 2.  and of course sales of your products and services.Plan your investment in terms of the time and money you are prepared toinvest in your social media marketing programme. Remember that socialmedia is not free!Notes and Action Plan:………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….…………………………………………………………………………………………………………………. BizGrowthNews.com | Facebook.com/KrishnaDe | Facebook.com/BizGrowthMedia YouTube.com/BizGrowthTV l Twitter.com/KrishnaDe © Krishna De, 2011 2
  3. 3. 2. Your Social Media ObjectivesOnce you have identified your strategic purpose for using social media inyour organisation, your next step is to define the specific objectives sothat you know what success will look like for your social mediacommunications programme.When defining your objectives, it is critical to identify and prioritise yourtarget audiences. This will determine the platforms and content plan thatwill be the most effective in achieving your strategic priorities. Additionalinformation on this is found in Section 3.If you have already started to use social media in your marketingprogrammes, you can also identify your benchmark data to evaluate youron-going success in using social media, charting your progress andlearning from experience of your previous plans.It is critical that you ensure that your goals are S.M.A.R.T - Specific,Measurable, Achievable, Results orientated, and are Time-bound with adate when they will be completed by.Notes and Action Plan:………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….…………………………………………………………………………………………………………………. BizGrowthNews.com | Facebook.com/KrishnaDe | Facebook.com/BizGrowthMedia YouTube.com/BizGrowthTV l Twitter.com/KrishnaDe © Krishna De, 2011 3
  4. 4. 3. The Which, What And Who Of Social MediaA common mistake that many businesses make when looking to integratesocial media channels into their marketing plan is failing to identify thereason that people will join their community and engage with themonline.The risk of this happening for your social media plan can be reduced bytaking the time to research and evaluate the following three areas:Which platform - Research which platforms your target market is using,be that your customers, prospects or potential business partners – onceyou identify this you can determine where you need to be present toconnect with them.Just because you see other organisations using multiple social mediaplatforms it is important to realise there are new platforms beinglaunched every day, which can cause social media overwhelm.By developing your initial social media plan publishing to just one or twosocial media channels at first, you will be able to refine your approach,and will be able to learn from and build upon your experiences.For example, rather than starting your own business blog, you couldcontribute to an industry or sector specific blog or social networkpositioning your company as an authority in your area of expertise, just asyou would be selective in your use of traditional media.What will you post - Identify the kinds of content that your communitywill find interesting and relevant to them.For example this might be tips, expert guidance, the latest news thatrelates to your community, help with customer support and even funactivities such as social games, competitions and quizzes. BizGrowthNews.com | Facebook.com/KrishnaDe | Facebook.com/BizGrowthMedia YouTube.com/BizGrowthTV l Twitter.com/KrishnaDe © Krishna De, 2011 4
  5. 5. You can build a highly engaging social media content plan usingmultimedia content to bring your brand to life and include photo’s, whitepapers or special reports, slide presentations, webinars, online video andaudio podcasts.Do remember to comply with copyright and industry guidelines.Who will be involved – Determine who will be responsible for yourcontent calendar. Additional information about your content plan can befound in the Section 4.This includes who will be responsible for creating, editing and postingcontent to your social media channels. You also need to consider who willbe your community manager to monitor and respond to comments madeby your community in the different social media channels that you choseto actively participate in.As part of this process you should also ensure that you develop andimplement a social media policy to help you manage the reputation ofyour company and provide a framework and training for your employees,contractors and business partners.When developing your social media policy, a best practice tip is to createa steering group with cross representatives from the relevant stakeholdergroups, for example your legal representative, your HR advisor, yourcustomer services team, your sales department, your logistics team, yoursales team and of course your marketing team.Notes and Action Plan:………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….…………………………………………………………………………………………………………………. BizGrowthNews.com | Facebook.com/KrishnaDe | Facebook.com/BizGrowthMedia YouTube.com/BizGrowthTV l Twitter.com/KrishnaDe © Krishna De, 2011 5
  6. 6. 4. How To Engage And Educate Using Social MediaAs you consider how you will engage your community online, it isimportant that you ensure that you determine the tone of voice for yourcontent.Create your ‘social brand guidelines’ detailing what you will and will notshare in your social media channels to align with your brand values.The tone and style of content may differ from your corporate brandguidelines to ensure that it is relevant to your audience and social mediacontent channel. For example, when posting news such as a formal pressrelease to your Facebook Page, you need to adapt your message and styleto ensure that it is an engaging story you share about your lasteddevelopments that will encourage your community to ‘Like’ or commentabout it.Do not however make the common mistake that you need to be ‘chatty’and ‘colloquial’. Your style of content still needs to be congruent withyour brand. Your content needs to be relevant for your audience –evaluate your content against whether it is engaging, informative,educational and inspiring.Develop your content calendar to align with your overall marketing, PRand business development plan.Be conversational; respond to questions and comments; ask questions ofyour community to encourage more interaction with you and whenjoining conversations don’t be intrusive – instead, add value to thediscussion.Notes and Action Plan:………………………………………………………………………………………………………………….…………………………………………………………………………………………………………………. BizGrowthNews.com | Facebook.com/KrishnaDe | Facebook.com/BizGrowthMedia YouTube.com/BizGrowthTV l Twitter.com/KrishnaDe © Krishna De, 2011 6
  7. 7. 5. Managing Your Online ReputationA common apprehension of many organisations who are looking to getstarted using social media marketing, is how will they manage onlinefeedback which is critical about their brand, products, services or eventheir people.It has never been easier for people to post their feedback online with theadvent of social networks, blogs, online video sites, forums and reviewsites.An important element of your social media marketing plan is to monitorwho is talking about you, your products, services and competitors online.You can then use the insights you can glean from this information tochange your online marketing programme, enhance your customerservice processes, explore new opportunities for your business and ofcourse share the positive feedback with your team.Even if you do not wish to actively publish content or participate to thesocial web, establishing your online monitoring programme is essentialfor your business if you want to access both competitive insights andfeedback about your business.Establish searches for the key words related to your products andservices, for example using Google Alerts, and content shared on Twitter,Facebook, Flickr, LinkedIn, online video sites, blogs, forums, discussionboards and review sites. By listening to the online conversation you willstart to understand who the positive influencers and key detractors areabout your business, the sentiment about your brand and yourcompetitor’s brand.If you want to hyper-target content from specific geographies, you willneed to invest in paid social media monitoring platforms to assist you. BizGrowthNews.com | Facebook.com/KrishnaDe | Facebook.com/BizGrowthMedia YouTube.com/BizGrowthTV l Twitter.com/KrishnaDe © Krishna De, 2011 7
  8. 8. Many of these premium platforms also enable you to create and exportreports to track your performance.As part of your community guidelines, you will also need to develop aprocess in relation to how you will respond to negative comments andincorrect information. A best practice tip is to ensure that yourcommunity guidelines are made easily accessible – for example publishyour comment policy on your blog and on your Facebook Page.With the increased expectation from consumers that publishing acomment onto a social media platform will mean that companies willrespond quickly and increasingly in ‘real time’ it is also important toreview your customer and client services processes. This in turn, mayresult in a change of your internal businesses processes.A best practice tip is to also create a service level agreement for responsetimes and to incorporate social media communications into your riskmanagement and crisis management processes.If you are outsourcing the management of your social media channels toyour PR firm, digital agency or social media agency, it is critical for youronline reputation that they understand their responsibilities, includingwhen and to whom they should escalate an issue.Notes and Action Plan:………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….…………………………………………………………………………………………………………………. BizGrowthNews.com | Facebook.com/KrishnaDe | Facebook.com/BizGrowthMedia YouTube.com/BizGrowthTV l Twitter.com/KrishnaDe © Krishna De, 2011 8
  9. 9. 6. Ten Social Media Content Creation IdeasNow you have decided you are going to publish content to your socialmedia channels, you need to avoid is a catalogue of digital debris acrossthe web – for example creating a Facebook Page which is abandoned atthe end of a campaign or because your community manager moves ontoanother role.Developing your content plan and editorial guidelines will assist you inavoiding this mistake. Here are ten content creation ideas for youpublishing calendar:  The 10 most frequently asked questions about your products or services  Publish a survey or poll to engage your community and access insights  Interview an expert or authority that your community would value hearing from  Re-purpose your articles that you published in past ezines and newsletters  Comment on relevant and topical issues  Review a book, special report or research relevant to your community  Turn customer questions into content that can be accessed by your whole community  Answer the top 10 questions that your prospects and customers should ask you before investing your products and services  Host a competition  Create a list of relevant resources. BizGrowthNews.com | Facebook.com/KrishnaDe | Facebook.com/BizGrowthMedia YouTube.com/BizGrowthTV l Twitter.com/KrishnaDe © Krishna De, 2011 9
  10. 10. Notes and Action Plan:………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….………………………………………………………………………………………………………………….…………………………………………………………………………………………………………………. BizGrowthNews.com | Facebook.com/KrishnaDe | Facebook.com/BizGrowthMedia YouTube.com/BizGrowthTV l Twitter.com/KrishnaDe © Krishna De, 2011 10
  11. 11. 7. Eleven Popular Social Media PlatformsAs you explore the opportunities that social media communicationspresents to your business to enhance your online visibility, reputation andprofits, you will need to consider which social media platforms arerelevant to your social marketing objectives.As detailed in Section 3, the platforms you choose to use will depend onyour goals and where your target market is already connecting. Here areten ideas to consider for your social presence:  Bring inbound traffic to your website using social advertising including placing adverts on Facebook, Linkedin, YouTube and relevant forums  Share your knowledge and expertise by publishing a business blog or wiki  Participate in or create your own online discussion groups or forums, for example creating a Facebook Business Page  Build and nurture a strategic network through micro blogs such as Twitter  Engage prospects and clients through multimedia channels, for example publishing photographs on Flickr, online video on YouTube, online audio on Audioboo.fm, and presentations or live events on SlideShare.net. Notes and Action Plan: ……………………………………………………………………………………………………………… ……………………………………………………………………………………………………………… ……………………………………………………………………………………………………………… ……………………………………………………………………………………………………………… BizGrowthNews.com | Facebook.com/KrishnaDe | Facebook.com/BizGrowthMedia YouTube.com/BizGrowthTV l Twitter.com/KrishnaDe © Krishna De, 2011 11
  12. 12. 8. Three Commonly Overlooked Social Media TipsSocial Sharing: In the event that you are not yet ready to post content tosocial media channels, one of the areas many businesses forget to reviewis their website and enabling visitors accessing your articles, resourcesand even sales pages to share your great content to their online socialnetwork connections.Review your website and explore where you could add buttons to yoursite to encourage your visitors to share content to Facebook, LinkedIn,Twitter, social bookmarking sites and even email their friends.Blogger Outreach: Perhaps you are not yet ready to author your ownbusiness blog. If this is the case, you can engage with authors of blogsthat are read by your target audience.It is important that you build a relationship with bloggers, just as youwould with journalists in traditional media. However, done well, a bloggeroutreach programme can accelerate your online visibility and sales.Turn Your Content into Profit: If you are publishing to the social web,consider how you could repurpose your content into new streams ofrevenue. For example, re-purpose your articles into a book or ebook orre-publish your articles and reports as audio or video content that youcan use for lead generation or even sell in the form of a on onlinedownload or a physical CD or DVD.Notes and Action Plan:……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………… BizGrowthNews.com | Facebook.com/KrishnaDe | Facebook.com/BizGrowthMedia YouTube.com/BizGrowthTV l Twitter.com/KrishnaDe © Krishna De, 2011 12
  13. 13. 9. Ten Ways To Promote Your Social PresenceOnce you have decided to publish content to the social web, it’simportant to ensure you market your social presence – you don’t want tobe the web’s best kept secret! Here are ten actions you can take topromote your social presence: 1. Add your social media profiles to your email footer 2. Mention your social media profile URL’s in your voicemail 3. Reference your social media profiles in your TV, radio and print advertisements 4. Refer to your social media content in your online and offline newsletters 5. Add links to your social media profiles on your website 6. Reference your social media profiles across your other social networks 7. Publicise your social media profiles on your business cards 8. Add your social media profiles to your corporate letterhead and compliment slips 9. Include your social media profiles in your brochures and offline marketing 10. Use online adverts to drive traffic to your social profiles.Notes and Action Plan:……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………… BizGrowthNews.com | Facebook.com/KrishnaDe | Facebook.com/BizGrowthMedia YouTube.com/BizGrowthTV l Twitter.com/KrishnaDe © Krishna De, 2011 13
  14. 14. Additional ResourcesIf you have found this social media workbook of assistance and are looking foradditional resources, please do connect with me:Remember to ‘Like’ the www.Facebook.com/KrishnaDe Page : where you canaccess free audio tutorials to help you with your social media marketing and ask meyour questions.Keep up to date with marketing best practice and get access to our monthly FREEmarketing and social media webinars by subscribing to our ezine at:www.BizGrowthExpress.comFind helpful marketing tips and news on www.Twitter.com/KrishnaDeWatch free digital marketing tutorials at www.YouTube.com/BizGrowthTVDiscover marketing and social media resources www.BizGrowthResources.comRead in-depth marketing tutorials and case studies at www.BizGrowthNews.comFind tips for using Facebook to market your business atwww.Facebook.com/BizGrowthMediaAccess the latest social media tips and research at www.Krishna.me andwww.RecommendedResearch.com Digital Marketing And Social Media EducationIf you are ready to invest in your own development in digital and social mediamarketing, you are invited to access my monthly mentoring programme receiving atutorial each week to help you build your visibility, reputation and attract moreclients online by joining our low cost “Online Visibility Mastermind”.Do also contact me if you are looking for a key note speaker, a conference MC,assistance to integrate your digital marketing strategy, educate your executive teamor access one to one marketing mentoring please do contact us to access moredetails at: >>>www.BizGrowthSupportDesk.com<<< BizGrowthNews.com | Facebook.com/KrishnaDe | Facebook.com/BizGrowthMedia YouTube.com/BizGrowthTV l Twitter.com/KrishnaDe © Krishna De, 2011 14

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