Uploaded byDamien Eames
NAID Presentation
The document outlines the importance of social media strategies for businesses, emphasizing the relevance of platforms like Facebook and LinkedIn in reaching customers and driving sales. It provides insights into effective social media practices, including engagement techniques, content creation, and leveraging networking opportunities. The key takeaway is that social media should be viewed as an integrated component of a comprehensive marketing strategy, with a focus on measurable returns on investment.
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NAID Presentation
- 1. Social Media Basics toStrategy Damien Eames Agent Sydney 19th February 2013
- 2. Agent Sydney • Asocial media & marketing agency • Marketing strategies that get the most from new social & digital media • Coupled with traditional communications expertise – branding, PR, events, advertising, etc. • Social training, audits & strategy
- 3. Once upon atime…
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- 5. Feeling like adinosaur
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- 8. We say… “Get your head out of the sand. The biggest danger is ignoring it.” “Love the enthusiasm. Just make sure you’re spending your time and money wisely.” “Social isn’t for everyone, but don’t get put off by all the cat videos.”
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- 12. Today • Why issocial relevant? • Which bits? • What are the must-dos? • Fundamentals you need to get right? • The easy wins (for the time poor)? • The big opportunities (for the ambitious)?
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- 14. Getting closer tothe customer
- 15. Your customer is social 62% of Australians on social media and increasingly quickly especially amongst older people
- 16. Social & yoursales pipeline ENCOURAGING RESEARCH MARKET BUILD IDENTIFYING STAYING SHARING OF & DECISION- RELATIONSHIP BY THE RIGHT ON TOP OF THEIR GOOD MAKERS, ADDING VALUE MOMENT TO CURRENT EXPERIENCE TARGET ADS, (CONTENT, HELP, STRIKE NEEDS & TO THEIR CONTENT, HUMOUR) CONCERNS; SOCIAL MESSAGES BEING ON NETWORKS RADAR
- 17. Word of mouth matters 68% of social media users read reviews online before making a major purchasing decision.
- 18. Why bits of socialare relevant?
- 19. Not all networksare equal
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- 22. The playing field B2B B2C Niche Mainstream
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- 24. Clear priorities B2B B2C Niche Mainstream
- 25. Facebook • 54% ofAustralians are on there. • Low cost to have a minimal presence • If you are targeting the consumer/ residential market then Facebook is the obvious place to go • Facebook fan pages are built to encourage businesses to promote themselves • Facebook mentions increasingly effect how you appear in search results
- 26. Linkedin • 3 millionusers in Australia • Mainly professionals • Your customers are there (or getting there) • It is built to support business development • Linkedin has deep pockets and will get more and more effective
- 27. Why not Twitter? • Relatively niche interest • Difficulty in finding your target audience • Limited medium (140 characters) • Not evolving that fast • Except: – Your target customers are on Twitter in large numbers and easily identified – if you are a high profile figure already, have a celebrity spokesperson or access to one
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- 29. Fan Page • Easyto set up • This is the core of a brand’s Facebook presence • Important because this is how some types of people will find you • A way to communicate to your real- world fans, existing customers • A way to target new customers, but don’t underestimate the challenge
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- 31. Not every brandcan be Coke
- 32. 4 ways tomarket your Facebook page 1. Everything else you do: website, ads, business cards, etc. 2. Incentives 3. Facebook advertising 4. Great content that people will share $
- 33. 1. Put iton everything
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- 35. 2. Facebook advertising 1.Great content that people will share 2. Facebook advertising 3. Everything else you do
- 36. Go local? If youhave a well-defined geographical market it may well be cost-effective to use targeted local ads.
- 37. 4. Content Do you have big ambitions and a strong story to tell?
- 38. 4. The DollarShave Club
- 39. 4. Content • Cost very little • 9 million views • 12,000 customers in first 48 hours • Helped build an increasingly global business
- 40. 4. Content • Identitytheft is a very important issue that can touch just about anyone • Finding a way to tell the story that doesn’t turn people off is the challenge
- 41. 4. Content • Isthis something the industry should be considering to influence Australians to take information destruction more seriously?
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- 46. Post sparingly • Unlessyou have a ton of amazing content & are making a big consumer push… • It’s about being there and showing you’re still there • Think in terms of once a week or fortnight – or even month • Plan ahead • Try to be topical • Make it easy to interact with – questions, opinion • Use your team to come up with ideas • If it’s still hard use a specialist
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- 48. Monitor regularly • Treatit as you would your letter box or voicemail • If a customer wants to interact with you via Facebook you should respond as quickly as you would through other channels… • …or more quickly because it’s public.
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- 50. Why Linkedin? • 3 million Australians • 4 out of 5 ‘drive business decisions’ • Average household income $150k • B2B and B2C relevance?
- 51. Why are theythere? • 75% for networking • 70% to keep up with industry news
- 52. Why Linkedin? • 71%say they are confident about professional information they read on Linkedin • Compared to 23% on Facebook and 33% on Twitter.
- 53. Why Linkedin? Visit tolead generation almost 4x higher than Facebook.
- 54. Linkedin tools • Personalpages • Company pages • Groups
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- 56. Personal pages • Getyour team online • Linkedin is part of the job for any serious sales professional • Provide training for those that need it • Expand their networks • Use it to search • Get professional Linkedin accounts
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- 59. Company pages • Ahub for your team’s personal pages • Allows you to present your products or services • A repository for your content (‘insights’) • A recruitment tool • Recommendations • More to come…
- 60. Groups • 53% ofLinkedin users are members of 10+ groups
- 61. Linkedin group content •Business focus (but that doesn’t mean boring) • Think like a publisher: think audience not customer • Re-use what you have • Invest in bringing content to life
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- 64. Promoting yourself • Thecompany, your team, your group • On your website • On your collateral • Everywhere you can think of • Linkedin ads
- 65. Linkedin Ads • Targetby region • Target by industry and role • Test, measure, evaluate, re-test
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- 67. Takeaway •Facebook pages andLinkedin pages are increasingly as important as your website •The other platforms are far less important (probably) •For B2B companies Linkedin should be a huge focus
- 68. Don’t lose sightof… •Other social media • Message boards • Blogs “Social media” do not exist in • Phonecalls isolation & the • Meetings best strategy is • Events holistic and • Emails platform-neutral • Newsletters • Etc.
- 69. Expect a return… •You should expect a return on investment from your social activity. • Don’t expect it necessarily to be immediate. Give it time. • Value your time. • Set targets. • Measure.
- 70. Thank you! damien@agentsydney.com.au Follow uson Linkedin or at facebook/agentsydney