2. Mike
Executive Summary
The purpose of this report is to analyze about social media marketing and how can we implement
marketing of Staff-India on Facebook, Twitter, Linkedin and Google+. At the present world
Social media marketing programs usually center on efforts to create content that attracts attention
and encourages readers to share it across their social networks. Social Media in marketing is as a
communications tool that makes the companies accessible to those interested in their product and
makes them visible to those who have no knowledge of their products. These companies use
social media to create buzz, learn from and target customers. The findings of this report are how
can we implement marketing Staff-India in Social media in a effective way.
3. Mike
Digital marketing
Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of
products or services using digital technologies to reach and convert leads into customers.The key
objective is to promote brands, build preference and increase sales through various digital
marketing techniques. It is embodied by an extensive selection of service, product and brand
marketing tactics, which mainly use the Internet as a core promotional medium, in addition to
mobile and traditional TV and radio.
Digital marketing activities are
Search engine optimization
Social media marketing
Email marketing
Referral marketing
Content marketing
Native advertising
(Borison, 2014)
4. Mike
Social media marketing
Social media marketing is the process of gaining website traffic or attention through social
media sites.
Social media marketing programs usually center on efforts to create content that attracts attention
and encourages readers to share it across their social networks. The resulting electronic word of
mouth (eWoM) refers to any statement consumers share via the Internet (e.g., web sites, social
networks, instant messages, news feeds) about an event, product, service, brand or company.
When the underlying message spreads from user to user and presumably resonates because it
appears to come from a trusted, third-party source, as opposed to the brand or company itself,
this form of marketing results in earned media rather than paid media. (Social media marketing,
2015)
5. Mike
Reason of Social media marketing
One of the main purposes in employing Social Media in marketing is as a communications tool
that makes the companies accessible to those interested in their product and make them visible to
those who have no knowledge of their products. These companies use social media to create
buzz, learn from and target customers. It's the only form of marketing that can finger consumers
at each and every stage of the consumer decision journey. Of the top 10 factors that correlate
with a strong Google organic search, seven are social media dependent. This means that if brands
are less or non active on social media, they tend to show up less on Google searches. While
platforms such as Twitter, Facebook and Google+ have a larger amount of monthly users, The
visual media sharing based mobile platforms however, garner a higher interaction rate in
comparison and have registered the fastest growth and have changed the ways in which
consumers engage with brand content. Instagram has an interaction rate of 1.46% with an
average of 130 million users monthly as opposed to Twitter which has a .03% interaction rate
with an average of 210 million monthly users. Unlike traditional media that are often cost-
prohibitive to many companies, a social media strategy does not require astronomical budgeting.
To this end, companies make use of platforms such as Facebook, Twitter, YouTube and
Instagram in order to reach audiences much wider than through the use of traditional
print/TV/radio advertisements alone at a fraction of the cost, as most social networking sites can
be used at no cost.. Customers can now post reviews of products and services, rate customer
service and ask questions or voice concerns directly to companies through social media
platforms. Thus social media marketing is also used by businesses in order to build relationships
of trust with consumers. To this aim, companies may also hire personnel to specifically handle
these social media interactions, who usually report under the title of Online community
managers. Handling these interactions in a satisfactory manner can result in an increase of
consumer trust. To both this aim and to fix the public's perception of a company, 3 steps are
taken in order to address consumer concerns, identifying the extent of the social chatter,
engaging the influencers to help, and developing a proportional response. (Guide to Using
Social Media for Marketing)
6. Mike
Main Platform For Social media
marketing
We’ve put together a brief overview on how to use social media for marketing according to
each platform’s unique environment. Various social media marketing sites will require different
techniques, so develop a unique strategy tailored for each platform.
Twitter
Twitter allows companies to promote their products in short
messages limited to 140 characters which appear on followers’ home
pages. Messages can link to the product’s website, Facebook profile,
photos, videos, etc. Twitter is also used by companies to provide
customer service. Some companies make support available 24/7 and
answer promptly, thus improving brand loyalty and appreciation.
Facebook
Facebook pages are far more detailed than Twitter accounts. They
allow a product to provide videos, photos, and longer descriptions,
and testimonials as other followers can comment on the product
pages for others to see. Facebook can link back to the product’s
Twitter page as well as send out event reminders. As of May 2015,
93% of businesses marketers use Facebook to promote their brand.
A study from 2011 attributed 84% of "engagement" or clicks to Likes that link back to Facebook
advertising. By 2014 Facebook had restricted the content published from businesses' and brands'
pages. Adjustments in Facebook algorithms have reduced the audience for non-paying business
pages (that have at least 500,000 "Likes") from 16% in 2012 down to 2% in February 2014.
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Google+
Google+, in addition to providing pages and some features of
Facebook, is also able to integrate with the Google search engine.
Other Google products are also integrated, such as Google
Adwords and Google Maps. With the development of Google
Personalized Search and other location-based search services,
Google+ allows for targeted advertising methods, navigation
services, and other forms of location-based marketing and
promotion. Google+ can also be beneficial for other digital marketing campaigns, as well as
social media marketing. Google+ authorship was known to have a significant benefit on a
website's search engine optimisation, before the relationship was removed by Google. Google+
is one of the fastest growing social media networks and can benefit almost any business.
LinkedIn
LinkedIn, a professional business-related networking site, allows companies to create
professional profiles for themselves as well as their business to network and meet others.
Through the use of widgets, members can promote their various social networking activities,
such as Twitter stream or blog entries of their product pages, onto
their LinkedIn profile page. LinkedIn provides its members the
opportunity to generate sales leads and business partners.
Members can use “Company Pages” similar to Facebook pages
to create an area that will allow business owners to promote their
products or services and be able to interact with their
customers. Due to spread of spam mail sent to job seeker,
leading companies prefer to use LinkedIn for employee's
recruitment instead using different job portals. Additionally, companies have voiced a preference
for the amount of information that can be gleaned from LinkedIn profile, versus a limited email.
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Yelp
Yelp consists of a comprehensive online index of business profiles.
Businesses are searchable by location, similar to Yellow Pages. The
website is operational in seven different countries, including the
United States and Canada. Business account holders are allowed to
create, share, and edit business profiles. They may post information
such as the business location, contact information, pictures, and
service information. The website further allows individuals to write, post reviews about
businesses and rate them on a five-point scale. Messaging and talk features are further made
available for general members of the website, serving to guide thoughts and opinions.
Foursquare
Foursquare is a location based social networking website, where users
can check into locations via a Swarm app on their smartphones.
Foursquare allows businesses to create a page or create a new/claim an
existing venue.
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Instagram
In May 2014, Instagram had over 200 million users. The user engagement rate of Instagram was
15 times higher than of Facebook and 25 times higher than that of Twitter. According to Scott
Galloway, the founder of L2 and a professor of marketing at New York University’s Stern
School of Business, latest studies estimate that 93% of prestige brands have an active presence
on Instagram and include it in their marketing mix. When it comes to brands and businesses,
Instagram's goal is to help companies to reach their respective audiences through captivating
imagery in a rich, visual environment. Moreover, Instagram provides a platform where user and
company can communicate publicly and directly, making itself an ideal platform for companies
to connect with their current and potential customers.
Many brands are now heavily using this mobile app to boost their visual marketing strategy.
Instagram can be used to gain the necessary momentum needed to capture the attention of the
market segment that has an interest in the product
offering or services. As Instagram is supported by
Apple and android system, it can be easily
accessed by smart phone users. Moreover, it can be
accessed by Internet as well. Thus, the marketers see
it as a potential platform to expand their brands
exposure to the public, especially the younger target
group. On top of this, marketers do not only use
social media for traditional Internet advertising, but they also encourage users to create attention
for a certain brand. This generally create an opportunity for greater brand exposure. Furthermore,
marketers are also using the platform to drive social shopping and inspire people to collect and
share pictures of their favorite products. Many big names have already jumped on board:
Starbucks, MTV, Nike, Marc Jacobs, Red Bull are a few examples of multinationals that adopted
the mobile photo app early.
Instagram has proven itself a powerful platform for marketers to reach their customers and
prospects through sharing pictures and brief messages. According to a study by Simply
Measured, 71% of the world’s largest brands are now using Instagram as a marketing channel.
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For companies, Instagram can be used as a tool to connect and communicate with current and
potential customers. The company can present a more personal picture of their brand, and by
doing so the company conveys a better and true picture of itself. The idea of Instagram pictures
lies on on-the-go, a sense that the event is happening right now, and that adds another layer to the
personal and accurate picture of the company. Another option Instagram provides the
opportunity for companies to reflect a true picture of the brand through the perspective of the
customers, for instance, using the user-generated contents thought the hashtags encouragement.
Other than the filters and hashtags functions, the Instagram’s 15-second videos and the recently
added ability to send private messages between users have opened new opportunities for brands
to connect with customers in a new extent, further promoting effective marketing on Instagram.
YouTube
YouTube is another popular avenue; advertisements are done in a way to suit the target audience.
The type of language used in the commercials and the ideas used to promote the product reflect
the audience's style and taste.
Also, the ads on this platform are usually in sync with the
content of the video requested, this is another advantage
YouTube brings for advertisers. Certain ads are presented
with certain videos since the content is relevant.
Promotional opportunities such as sponsoring a video is
also possible on YouTube, "for example, a user who
searches for a YouTube video on dog training may be
presented with a sponsored video from a dog toy company
in results along with other videos." YouTube also enable publishers to earn money through its
YouTube Partner Program.
11. Mike
Social Bookmarking Sites
Websites such as Delicious, Digg, Slashdot, diigo, stumbleupon and Reddit are popular social
bookmarking sites used in social media promotion. Each of these sites is dedicated to the
collection, curation, and organization of links to other websites. This process is crowdsourced,
allowing members to sort and prioritize links by relevance and general category. Due to the large
user bases of these websites, any link from one of them to another, smaller website usually
results in a flash crowd. In addition to user generated promotion, these sites also offer
advertisements within individual user communities and categories. Because ads can be placed in
designated communities
with a very specific target
audience and demographic,
they have far greater
potential for traffic
generation than ads
selected simply through
cookie and browser
history. Additionally,
some of these websites have
also implemented
measures to make ads more
relevant to users by
allowing users to vote on which ones will be shown on pages they frequent. The ability to
redirect large volumes of web traffic and target specific, relevant audiences makes social
bookmarking sites a valuable asset for social media marketers.
Blogs
Platforms like LinkedIn create an environment for companies and clients to connect online.
Companies that recognize the need for information, originality, and accessibility employ blogs to
make their products popular and unique, and ultimately reach out to consumers who are privy to
social media.
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Blogs allow a product or company to provide longer descriptions of products or services, can
include testimonials and can link to and from other social network and blog pages. Blogs can be
updated frequently and are promotional techniques for keeping customers, and also for acquiring
followers and subscribers who can then be directed to social network pages.
Online communities can enable a business to reach the clients of other businesses using the
platform. To allow firms to measure their standing in the corporate world, sites enable employees
to place evaluations
of their companies.
Some businesses
opt out of integrating
social media platforms
into their traditional
marketing regimen.
There are also specific
corporate standards
that apply when
interacting online. To
maintain an advantage in
a business- consumer
relationship, businesses
have to be aware of
four key assets that
consumers maintain: information, involvement, community, and control.
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Tumblr
Tumblr first launched ad products on May 29, 2012. Rather
than relying on simple banner ads, Tumblr requires
advertisers to create a Tumblr blog so the content of those
blogs can be featured through the site. In one year, four
native ad formats were created on web and mobile, and had
more than 100 brands advertising on Tumblr with 500
cumulative sponsored posts. (Social media marketing, 2015)
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Some Great Example:
Local Motors ( Rally Fighter )
In case you're not familiar with what must be one of the smallest American automotive
manufacturers, Local Motors is a small Arizona-based outfit which from its start decided to go
with a lean and nimble corporate organization. Rather than competing with the GMs and the
Toyotas of the world, who spend countless hours and millions upon gazillions of dollars
perfectly sculpting the right door handles for perfect manufacturing and design efficiencies,
Local Motors crowdsourced the entire design of the Rally Fighter. The engine came from a
Corvette. The taillights from a Honda Civic.
Pepsi Refresh
Although the campaign has fizzled out and gone flat,
Pepsi made a positive impact on local and national
levels as well as gaining strong media attention. The
campaign generated 2.9 billion audience impressions
within the eight-month period from starting. Through
social media, the campaign had increased Facebook likes by more than 600 percent and more
than 140,000 tweets over Twitter. The RefreshEverything.comwebsite brought in 17 million
unique visitors and 4.5 million votes online for ideas. The campaign had a strong presence over
the internet and we have expanded our opinions on the campaign in this article.
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Threadless
Threadless.com was founded in 2000 by Jake Nickell and Jacob DeHart after winning a t-shirt
design contest. When their website was created there
were no social networks to promote their site, they did
not exist. In order to get their new store out to the
people they created their own social network where they
run design competitions that allow artists to submit
designs to be printed on a t-shirt and sold on their
website. The website itself was a social network where
people blogged, chatted about designs, and socialized
with fellow artists. (Social media marketing, 2015)
Example In Twitter:
A web designer conducting his promotion and activity in twitter. And 54000+ people are
following his page. He is getting great response.
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Example In Facebook:
BikeBD is the leading online motorcycle platform in Bangladesh that helps you to know about
motorcycles & latest news about Bike. http://www.bikebd.com
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Example in Facebook:
Official Page for Suzuki Bangladesh - Rancon Motorbikes. Join us on Facebook to stay updated
with the latest news, events, products and insights.
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Target Audience for Staff-India
Our Target audience should be young people who are using who are using social media and also
running business in European Countries.
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Social Media Marketing For
Staff-India
Social media can be tough to tackle for any business, but especially for smaller ones that can't
afford to hire a social media specialist. Simply broadcasting advertisements on LinkedIn,
Google+, Twitter and Facebook is not going to attract or engage followers. Truly
taking advantage of social media requires time, effort, and an understanding of the platforms. By
following way we can use these site for marketing for Staff India-
Use data and analytics. Try to glean as much insight as possible from not only your
followers but also all social media users who mention your company. You'll probably
need to use some sort of tool, but you should try to determine things like who is
regularly posting about your business, who has a lot of followers, and who made a
one-time purchase from you and could benefit from some incentive to make a repeat
purchase.
Reach for loyalty, not millions. Instead of trying to go viral, SMBs should aim for
acquiring a smaller number of loyal followers. You should also think of social media
relationships as real-life relationships, which take a long time to form and solidify.
"Social media marketing can provide great ROI, but it won't necessarily provide
immediate value, and as an SMB with limited resources, it will be more effective to
invest consistently small amounts of time over a longer period than putting all your
efforts into one huge campaign," Goldstein says.
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Go local. If you have a physical location, use social media to reach nearby consumers
with targeted content. You can also reward customers who visit the location and
check in on social media. "Location-based marketing is becoming increasingly
popular and with good reason, but this is a way for you to harness the power of your
local customer base without implementing a costly mobile solution," Goldstein says.
Plan in advance. Set up a content calendar so that you're not scrambling to figure out
what to post every morning. Take advantage of holidays like Christmas and
Valentine's Day as well as niche days that are related to your company. So if you're a
small bookstore, make sure to be active on social media during Banned Books Week.
Use what you already have. Leverage content you've already created or that your
customers have produced. This will make your life easier while including other
voices and engaging followers.
Be interactive. Post things like quizzes or polls to engage followers. Or maybe run a
live Q&A or a competition. "Social media is still a relatively new space, and there is
room for you to get creative in the kind of content and outreach you do, so don't be
afraid to take risks," Goldstein says.
Turn the relationships into sales. Once you've established connections with followers,
you can start to drop in offers to turn social media activity into online and offline
sales. You can even personalize offers to specific social media in a hyper-targeted
manner.
React quickly. Hopefully you'll be receiving positive feedback on social media, but
chances are you'll also get a lot of complaints. It is crucial that you act quickly and
respond to these complaints. "The fact that they have taken the time to complain at all
means there is a chance to address their concerns and repair your reputation,"
Goldstein says. "Most importantly, by responding quickly (and you'll have to,
considering that the average tweet has a lifetime of 18 minutes), you build up an
image of a business owner who cares about each customer and who can respond
honestly to feedback and criticism by making changes."
Personalize. It's important to not only personalize offers and tweets to individual
customers but also to also personalize your business and give it character. Being
authentic is key in successful social media. "Your greatest asset as a small business
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owner is yourself," Goldstein says. "People create relationships with people, not with
a soulless brand, so 'personalize' yourself as the voice of your business online and
people will be more likely to trust, like, and 'like' you." (Borison, 2014)
Best Strategies to Promote on
Social Media
Great products make great marketing campaigns, not the other way
around
Marketing a business is a lot easier when you’re offering a product that no one else in your
market can match.Users/consumers most likely share a product/service that they find really
valuable to their peers (word of mouth marketing). And products that can be considered as one of
the best solutions in solving a certain problem are definitely newsworthy. It’s important to
genuinely believe in the product that you’re trying to sell (or market). Because it is the driving
force of your marketing campaign.Although, this core principle doesn’t just apply on the product
itself, as the entirety of the branded product can also be heavily affected by other factors
surrounding it – like customer support/service, packaging, company culture, etc… (think of
Zappos).So when you’re offering a great product that’s in a very competitive market, then your
brand’s unique value proposition will really matter, a lot.
Understand the 2 core factors of SEO (for both site and page-level)
Relevance and Authority.
Search engines use hundreds of factors to determine sites/pages that they’ll be displaying to their
users. But many of those factors stemmed out to become more accurate in gauging both
relevance and authority.
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For instance, optimization methods such as improving information architecture, implementing
structured data, proper distribution of keywords, content optimization (title tags, meta
descriptions, content matching the given title, internal/external links, etc…) and a lot more, all
help search engines better understand what the information/products your site is providing and
be able to determine if your site is relevant to what their users might be looking for.
Whereas links, brand signals (social, unlinked mentions, etc…), domain authority and sentiments
from other entities about the brand tell search engines how popular and authoritative your brand
is.
A good question to ask yourself every time you optimize a site for search:
Is this the most relevant and most authoritative site in this vertical for it to rank for keyword xxx?
If not, then you have a lot of work to do.
Design is 50% of the battle
I actually got this tip from one of Rand Fishkin’s presentations (can’t remember which one
though).
The more web consumption grows, the lower an average user’s attention span gets. Design
separates many successful websites from their competitors, especially in persuading and
engaging new visitors to stay longer on the site, because:
Sites that provide better visual experience look more credible and trustworthy to users.
It makes it easier for visitors to use and navigate the website (UX, usability and site architecture).
This area of marketing can strongly impact your site’s ability to convert visitors. It’s smart to
invest more on it.
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To educate is the best way to sell
I learned this from my former employers (Simon Slade and Mark Ling) while working full-time
for Affilorama and Traffic Travis.
They’ve been giving ton of valuable information for free (through their content marketing
efforts) which helped them established their brand(s) as an authority on their respective fields.
And it’s a conventional wisdom in any industry that it’s easier to sell when people see you as an
authority.
An effective content marketing campaign almost always aims to educate its target audience.
Since having the ability to spread new and/or actionable ideas is one of the best ways to be
remembered by your audience (influence).
This is the very reason why I always try to write extremely comprehensive blog posts (with ideas
that I don’t usually see on other blogs) for the past 3 years of blogging. Because the more I teach
my readers the things I do (and how difficult it is, sometimes), the more I can attract people to
avail the services we offer.
Invest on developing more “Big Content”
Content marketing has been the center of all attention these days in the world of online
marketing – because it’s the center of it anyway. Content ties everything in digital marketing,
that’s why it’s king.
When you have the best content on the web about a certain topic, you can get almost everything
you need to fuel an online business:
25. Mike
And a comprehensive branded content (that’s purely informational) can certainly do well in
search results these days (and can even outrank Wikipedia).
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Many brands in our industry have already been implementing this (ex: Moz’s beginner’s guide to
social media and QuickSprout’s advanced guide to content marketing), seeing that they’re
getting a lot of good results from it (plus the fact that it’s a scalable landing page – since the
content is evergreen).
This marketing initiative can amplify your brand’s online presence, especially when the content
is specifically targeted to a set of audience that can potentially be your future customers.
Earn brand visibility from high-traffic industry communities
Google has brought down a lot of link building techniques over the past decade (from comment
spams, article directories, badges, reciprocal linking and now to guest blogging). But perhaps,
this is the only artificial link building tactic that will not cease to exist – providing real value to
other online communities.
I’ve preached this approach many times in the past, because I’ve had many successes with it.
27. Mike
Instead of submitting one-off content to hundreds of blogs in your industry, why not just focus
on regularly contributing content to one or two top blogs in your space that are sure to pass on
more quality traffic back to your site.
Being associated with high-traffic online publications can improve the perceived value that
others see in your brand. Become more visible to your target audience through them.
Content and brand identity fuel social media campaigns
This one’s very basic, but many people seem to forget how content plays a big role (a very huge
chunk actually) in social media marketing.
28. Mike
Content initiates interactions in the social web, and content can also display a brand’s identity or
what differentiates it from its competitors.
Most successful big brands in social media integrate content with their campaigns (like Red
Bull), so why would it be any different to the smaller ones.
Understanding the types of content that typically get shared (a lot) on social networks is crucial to be very
effective on this area of inbound marketing.
Personal branding is vital in Inbound Marketing
People tend to follow, interact and listen to other people, not brands.
Aside from the benefit of improving the ability of the site to earn its target audience’s trust,
having strong personas behind a brand also serves as a strong signal that search engines can use
(for entity search).
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Use Analytics to find opportunities and traffic assets. Identify
what’s working, then do more of them (80/20)
Many practitioners use analytics for reporting, but forget to use their data to actually improve
their sites’ performance.
Identify what’s continuously bringing high-quality traffic and conversions to the site (whether
it’s high or low in volume), so you can maintain/improve them and take more advantage of them.
These traffic assets could be:
Landing pages or existing content assets
Keyword rankings
Linking domains/pages (via Assisted Conversions)
Locations where you’re getting more conversions
Mediums (email, social, referrals, search, etc…)
Optimize for remarkability and experience
Think of ways how you can make every visitor feel different when they’re on your site, because
that’s what will make them come back.
30. Mike
In my case, I focused on including ideas on many of my blog posts that I think my readers
wouldn’t find elsewhere. That was the unique selling point I planned to focus on for my blog’s
content development a couple of years ago.
Because I believed that element will somehow make my brand more remarkable. And I think it
kind of worked.
If you’ve built your business for the long haul, this should be a high priority. Knowing that
eventually, brands and standalone platforms are what will matter most in the web’s ecosystem.
One good sample of this is CollegeHumor.com. They’ve established their brand very well
through consistently providing remarkable content, which also impacts the experience their users
get every time they go to the site.
Many of their content get shared a lot on social media, and I believe many of their followers just
go directly to the site (due to the consistent content updates they do on their site).
The cult following they have built is enough for search engines to understand who they are.
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Maximize earned visibility to improve owned media
Use or test multiple CTAs on pages constantly generating new traffic to your website.
Calls-to-action shouldn’t just be used on your site’s transactional landing pages, because there
are so many other secondary CTAs that you can use to build up your other marketing activities,
such as
Encouraging visitors to follow you on social networks.
To subscribe to your blog’s feed and/or email newsletters.
Check out products you sell that they might find interesting (based on the topic of the content
they landed on).
Do everything the hard way
The harder the things you do, the more your work becomes valuable. It also makes it harder for
your competitors to replicate what you’ve done to succeed. (Acidre, 2014)
32. Mike
How to use Facebook to promote
Staff-India
1 Find out if your customers are on Facebook; and whether they expect to find your
business there. If you run any kind of consumer-facing enterprise, such as a café, a shop, a
plumbing business or an ecommerce website, many of your customers will want to keep in
touch on Facebook.
2 Register for your free account. Getting started on Facebook is quick and easy. You don’t
necessarily need a personal page to create a business page but it can be a good way to drive
traffic to your business page.
3 Get inspiration and advice on the Facebook for Business page. It has lots of useful case
studies featuring businesses of all shapes and sizes.
4 Tell people you are on Facebook. Use other social networks, like Twitter, to post links to
your Facebook page, put details of it on your website and all your marketing literature, and
include a link below your email signature.
5 Make the most of your profile. Include appropriate images, a link to your website, an
overview of your company and a description of your product or service.
6 Use keywords in your profile and posts that people are most likely to search for in
relation to your product so your page appears more prominently in search engine results. A
33. Mike
key advantage of having a Facebook page for your business is that customers will be able to
find you more easily from their mobile devices.
7 Post content that people typically enjoy on Facebook. Images, in particular, tend to
attract the most likes, shares and comments. According to Facebook, images account for 75%
of content posted by brands. The content you post should show the human side of your
business but make sure it is in line with your brand values and does not damage your
reputation.
8 Use advertising to reach out to specific groups of people. Facebook allows you to target
ads based on everything from location and demographics to behaviour and interests or even a
combination of these.
9 Engage with your followers. Facebook users love to talk to real people and share their
news and views. Reply to queries and respond to comments, including any complaints. You
can also encourage discussion and feedback — positive user-generated content provides a
very powerful endorsement for your business.
10 Direct people to your own website or blog from your Facebook page. Set your blog’s
RSS feed so that you automatically publish snippets on your Facebook page to encourage
followers to visit your website.
11 Reward your Facebook followers by running competitions or providing exclusive deals.
Many people use Facebook to find special offers that aren’t available elsewhere.
12 Measure everything, Page Insights provides an overview of who your customers are and
how they’re connecting with your business. You can also use the Adverts Manager
dashboard to see how your ads are performing against your objectives. (Facebook to promote
your business, 2013)
34. Mike
How to use Twitter to promote
Staff-India
1. Optimize your Twitter bio. "Make sure your company identity and voice are branded well,"
says Jon Ferrera, CEO, Nimble, a provider of social CRM. That means having a bio that tells
people who you are and includes a link to your company website or a landing page -- and having
"a consistent tone so that people clearly understand who you are and what you do."
2. Find out who the influencers and experts are in your target area(s) and interact with
them on a regular basis. "Use Twitter search or a tool like Topsy [or Followerwonk] to find
like-minded prospects, customers and influencers/media by searching keywords that relate to
your industry," says Stacey Miller, social media manager at cloud marketing provider Vocus.
Then follow and interact with them on a regular (daily) basis.
"Make a list of the 100 most influential people in your space -- journalists, thought leaders,
potential clients/customers, big-name bloggers and writers, potential partners, etc.," says
Shanelle Mullin, the director of Marketing at Onboardly, a provider of PR and content marketing
for startups.
"Add them to a private Twitter list and engage with them daily. (Tools like HootSuite make
managing this process much easier.)" And remember to "be casual [and helpful], not
promotional," Mullin says. "Build a real relationship and then look for opportunities to
collaborate."
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3. Get colleagues involved. "The first people to help build your brand should come internally,"
says Amanda Cohen, marketing coordinator, Homescout Realty. "Make sure your coworkers are
following you on Twitter and tweeting, retweeting, engaging, etc."
4. Tweet regularly. "Regular tweeting is a sign of an active, healthy profile," says Sandra Fathi,
founder & president, Affect, a public relations and social media firm. "If you only tweet once a
week, or once a month, you aren't keeping up with the Joneses [or the Twitter equivalent].
Worse, folks will forget about you," she says.
"I recommend daily postings and engagement so that you are top of mind on a consistent basis,"
Fathi says. Just be sure you are tweeting relevant or useful information, content your followers
will read, click on, retweet and/or favorite.
5. Don't be afraid to ask for some Twitter love. Ask followers to retweet, mention or favorite
your tweets -- or to share content with a fresh tweet.
6. Track mentions -- and respond if appropriate. "Track brand mentions and keywords to
make sure [you know what's being said about you]," says Vikram Bhaskaran, director of
marketing at Freshdesk, a customer support Software-as-a-Service (SaaS) solution. And be sure
to respond in a polite, professional manner if appropriate. "After all, customer service is the new
marketing!" And many customers now post their product queries and complaints on Twitter.
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"Set up Twitter searches for terms relevant to your brand," adds Ginger Geoffery, director, Social
Marketing, The Mac Groups, a social media agency.
"Monitor the conversations in that search and jump in to the conversations when appropriate,"
Geoffery she says. "For example, say you're a dentist in Buffalo. You could set up a search for
the term 'dentist Buffalo.'" Then, when "you then see someone in Buffalo tweet 'I need to go to
the dentist but it's so hard to get an appointment,' you could jump in and [tweet], 'We'd love to
have you as a new patient.'"
7. Retweet. "Don't be afraid to retweet as this will help link you with and cement your own
thought leadership within your industry," says Mark Rushworth, head of Search at Blue Logic
Web, a Web services provider.
8. Favorite tweets. "Many people don't know about favoriting tweets, but it can get someone's
attention more than a retweet or a mention," says Amy Marshall, COO, Fathom, a digital
marketing and analytics agency.
9. Follow trends/hashtags. "Look at the trending topics and hashtags and find a way to make a
relevant connection to your brand," says Crystal Cantabrana, director of Operations, Grizzly
Group LLC, which provides social marketing solutions. "By putting your business among the
trending topics, your handle will be seen when people search tweets regarding that particular
hashtag."
"Tagging our posts with one or two relevant and trending hashtags has [helped us] to reach new
users," says David M. Burrows, vice president of marketing & PR, Cinsay , an online video
commerce company. However, "hashtags should be used sparingly, as they can be seen as
'Twitter spam' when over used or attached to irrelevant content."
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10. Offer discounts or special deals to Twitter followers. "Run Twitter contests such as: 'The
next 50 people that retweet me will receive a coupon for 50 percent off,' or have people post
38. Mike
pictures of themselves in the store or using the product and do a random drawing," suggests
Marshall.
11. Use images and videos. "Get visual," says John Lee, manager, Brand + Social Marketing,
Webtrends, a digital marketing solutions provider. "Photos and videos drive three to four more
clicks on Twitter."
"Images, videos and other rich media have proven to receive more views, clicks and shares than
plain text tweets," says Marko Muellner, vice president, Marketing, ShopIgniter, a social
performance marketing platform.
"While community managers may be doing a great job engaging followers, a banal post about
enjoying the weekend is much less effective than rich, in-stream content in which someone can,
for example, view a film trailer and find out where the movie is playing in their neighborhood,"
Muellner says. "In fact, research shows that rich tweets have significantly lower negative
feedback rates as consumers appreciate interactivity and content designed for their social mobile
context."
12. Use Promoted Tweets. "Be sure to directly target your audience with Promoted Tweets,"
says Bryan Shaw, community manager at 3dcart, an ecommerce platform. "Failing to define
exactly who you're trying to reach [could] cost you time and money."
Just "be sure that your promoted tweets aren't spammy," says Aaron Endré, a marketing and PR
expert helping B2B tech startups. "The goal is to provide value that establishes trust and
credibility, not trick people into clicking a link."
And "Keep it fresh," adds Alicia Antoniolli, account manager, Social, 3Q Digital, a digital
marketing services provider. "Make sure your promoted tweets don't run for too long." If you
want to continue to get that message across, find a slightly different way to say it.
13. Make sure Twitter is integrated with your other marketing efforts. "Twitter, like other
social media platforms, is much more effective when integrated with your other marketing
activities," says Mark Schmulen, general manager, Social Media, Constant Contact, an
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engagement marketing company. "For example, if you're running a promotion or contest on
Twitter, let your email subscribers know about it, as they are another customer base who have
already let you know that they want to receive messages from you," he says. "Inversely, by
occasionally tweeting out the link to your mailing list, you can also tap your Twitter base into
your email content."
14. Use Twitter analytics. "Use Twitter's native analytics daily to get a grasp on what's
resonating and what's not with your audience once you've built it," says Miller. "In the analytics
dashboard, you'll be able to tell what your best days to tweet are, the types of content that are
more favored and the demographics of the followers that you're attracting," she says. Then you
can "replicate what's working and rework or reevaluate posts that aren't." (Schiff, 2013)
40. Mike
How to use Linkedin to promote Staff-India
LinkedIn is famous for connecting professionals all over the world. Many people associate it
with finding new positions and advancing one’s career, but LinkedIn can also be a valuable
space for expanding the network for many types of businesses.
Professional freelancers, digital creative’s, recently established companies and even performing
artists can use LinkedIn to promote their services to a different audience than is available on
other social networks. The key is to take a smart strategy in approaching it. Here are 10 great tips
to help you get more traction on LinkedIn for Staff-India:
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1. Create a Company Page:
Unlike personal profiles, LinkedIn company pages are set up to better represent a brand or
organization. Even if you run a small operation, using a company page and connecting it with
your own profile is a good move. It allows you to post updates and add information that comes
across much better from a brand name than from an individual. Check out the Wix company
page for inspiration or, if you’re ready, you can start your own company page right here.
42. Mike
2. Highlight Your Business on Your Own Profile:
Personal profiles are still a powerful tool on LinkedIn. They give you the opportunity to present
yourself as the individual behind the brand and build a professional reputation. Make sure your
profile details the activities of your business and links to all the important pages: your business
website, professional Twitter account and so forth.
3. Update Frequently:
Through your company page, you can post news and update your professional community on the
recent developments of your company. It’s important to use this option frequently and
strategically. Relevant updates that you should consider include recently completed projects, new
cooperation’s, news coverage, creative tips, new features or products and anything that shows
your business as an active and serious operation.
43. Mike
4. Use Great Visuals:
Every type of visual content that you upload to LinkedIn should be high quality – from the
company logo to your own profile image. LinkedIn is not a very visual network, so it’s important
that the little freedom you have with images is taken advantage of cleverly. For instance, when
you post updates, you can actually edit the images that are shown with it. Check out the National
Geographic Society page for a shot of inspiration.
44. Mike
5. Start a Group:
A great social feature on LinkedIn is the ability to start a group that revolves around a specific
interest. If you can connect your business to a general topic that engages people, you can set up a
group, stir a discussion and make sure members know about your business. Visit the Nikon
Photographers group, which gives a great example of how a group revolved around a successful
business can work.
6. Participate in Other Groups:
Creating your own community is not enough in the social media world. You need to be active in
existing communities and interact with other users. The idea here is not to spam groups with
posts about your business activity, but to engage in an actual conversation that creates real ties.
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7. Get Employees and Partners on Board:
If you work in a team environment or cooperate often with other professionals, you can get a lot
more attention by involving these people in your LinkedIn activities. If strangers see that your
company page is followed by professionals with skills and experience, your credibility
immediately becomes more solid.
8. Write Smart:
Think of the content you post on LinkedIn just as you would treat your company website or blog.
The texts you add to your company summary section, to news updates or to your own personal
profile need to be targeted and optimized. Two important points here are using keywords that
emphasize your specialty, and writing clever and brief content that shows you’re an expert in
your field.
9. Interact:
Despite the more professional focus, LinkedIn is still a social network. To succeed here you need
to be a social player that engages with people. The good thing about LinkedIn is that it helps you
interact with the right people by showing you circles of connectivity. Browse through profiles of
your connections and see who they’re involved with. You might discover a valuable lead.
46. Mike
10. Take LinkedIn Seriously:
Like any other marketing channel, LinkedIn will work well for you if you take it seriously and
put in the effort to understand how it can best work for you. Because it’s not a network “for the
masses,” many people tend to use LinkedIn haphazardly. If you want to see real results, you
should incorporate LinkedIn into your broader social media marketing strategy. Stay up to date
on LinkedIn news, learn about the features and tools, and browse through company pages and
personal profiles to see how others put LinkedIn to good use. (Smarter Ways to Promote Your
Business on LinkedIn, 2014)
47. Mike
How to use google+ to promote
Staff-India
1: Personalize your page URL
Carly Simon’s 70’s hit “You’re So Vain” gave vanity a bad name. But using a so-called “vanity
URL” can be a smart move when it comes to your online presence.
While Facebook allows page owners to create vanity URLs of the structure
facebook.com/YourName, Google does not currently do the same.
By default, Google+ page URLs look like this:
https://plus.google.com/103145815507039304597/posts. It seems likely that at some point
Google will allow for personalized page URLs, but until they do, there is a service that can help.
At http://www.gplus.to/, you can create a custom URL like http://www.gplus.to/strutta, which
will redirect a user to your page. This link is more user-friendly and branded for your business or
organization. When it comes to branding yourself on social channels, a little vanity is OK!
48. Mike
Create your vanity URL for your Google+ page.
#2: Craft an eye-catching mini-bio for your hovercard
Get creative with your “Employer” field and use that to craft an eye-catching “mini-bio.” This
then shows in your hovercard, which is often the only information someone on Google+ has in
front of them to decide whether to circle (follow) you or not.
Make it really easy for more people to circle you by having a bio somewhat similar to what you
may have on Twitter.
The field is not obvious at first, but it’s under the “Employment” section and has to be your
current employer. You have plenty of characters to write what you wish there. I would caution
against writing something like “self-employed,” as shown in the screenshot below—that doesn’t
really tell anyone anything about you.
I’ve written a bio similar to the one I have on Twitter and included a link—though it’s not
clickable.
50. Mike
#3: Create a great first impression
I think one of the most important things that businesses need to do with both their personal
profiles and Google+ pages is fill out all of the details. Don’t think of Google+ as just another
social profile. Think about it as your first contact point with a new client.
With that in mind, make sure you have a great description in your introduction, all of your
contact details, and links to your most important online properties including your website,
top pages on your website (products or services), blog and main social profiles (Twitter,
Facebook and LinkedIn). Also be sure to use the photostrip underneath your headline to display
the photos that best represent you and your brand.
51. Mike
Add a compelling description and all useful contact information.
#4: Promote your Google+ page
It’s important to remember to promote your Google+ page from your website and other online
presences. A recent BrightEdge study found that of the world’s top 100 brands that had scurried
to create a Google+ business page, 61 of them had not displayed a link from their website to their
new Google+ page.
Businesses should tap into features such as Google Badges. To do this, you need to sign up at
the Google+ Platform Preview and then create and customize your badge at the Google+
configuration tool page. The page will generate a script that you’ll code into your website to
enable and display the badge.
Check out Social Media Examiner's Google+ badge in the sidebar to the right.
I’d also suggest adding the +1 button to your company’s website or blog, which allows visitors
to recommend it with a single click. HubSpot reported that websites that use Google’s +1 button
generated 3.5 times more traffic from Google+ than websites that don’t have the button installed.
You can read more about my tips in my post, “The Marketer’s Field Guide to Google Plus
Business Pages.”
#5: Create a suggested circles list
My favorite Google+ marketing tip is to create a prioritized list of suggested circles you
should be placed in at the top of the About tab of your profile page, both for your business and
personal profiles.
52. Mike
Visitors can then quickly and easily determine your business focus, which will encourage
further exploration of your descriptive bio or company introduction, and lead to more
connections.
Jeff gives his audience suggestions on where to place him.
53. Mike
#6: Leverage photos to connect with your audience
If you’re like a lot of people, you’re using Google+ as a tool to build awareness for you or your
business. If that’s the case, you may want to update your Google+ profile to include photos that
provide helpful facts and figures about your industry.
In my case, I wanted to provide my Google+ followers information about social, mobile and
digital media. I did this by creating graphics that were 720 x 720 pixels and uploading them to a
scrapbook on my Google+ profile.
Check out how Jamie used the Google+ photo feature.
The result is that visitors to my profile are greeted by 5 short factoids about marketing. This is
helpful to my followers and also positions me as a thought leader in the industry.
#7: Establish your presence and wait for your audience
Depending on what business you’re in, it’s quite possible that your audience isn’t actively using
Google+ yet. This represents both a challenge and an opportunity.
The challenge is to find time to be engaging and relevant on yet another social network. The
opportunity is for you to establish yourself as a thought leader in a space where your
competition may not be actively participating.
To balance resource constraints with opportunity, I recommend that businesses establish their
presence and listen for openings to engage. When you start seeing your audience adopting
54. Mike
Google+, take the time to recognize what they like about the platform that they aren’t getting on
Twitter, Facebook or LinkedIn.
Rather than trying to figure out how to do everything on Google+ that you’re doing on other
social networks, look for how Google+ can help your business fill a unique need for your
audience and build a strategy around that.
#8: Get to know your audience on Google+
When considering your content for the Google+ platform, remember that although there may be
some overlap with other social media, this is a new and different platform and potentially an
entirely new and different audience.
Get to know them by asking questions, polling, sharing content and interacting. Do not
presume that what works for your business on more established social channels such as Twitter
and Facebook will have a cookie-cutter fit with your Google+ audience. Tailor your message and
content to their needs.
#9: Use brand micro-circles for repeat business
To get the most out of Google+, concentrate on creating circles on a micro level. Work on a
business-by-business basis, adding names to client businesses and brands, each of which has
their own circle. You can also add names to “influencer” circles, which will help you connect
with people in your field whom you want to meet online.
Using Google+ as a business knowledge base improves communication with your clients and
your project management ability as you chat, video-conference and connect with new people
through these micro circles.
Segmentation and attention are often vital when you’re shooting for repeat business. Google+
has handed you a way to do this neatly and efficiently, without having to use multiple platforms
or media!
55. Mike
#10: Capitalize on Google+ search to show you’re there
Search Google+ for mentions of your brand and industry-related keywords. Save your searches
and they will appear on your left sidebar for quick reference. Monitor your saved searches
daily and respond to mentions, comment on threads and reshare people’s posts.
Use the Google+ search feature and save your searches.
Even if you have nothing to say, a +1 lets them know that you’re paying attention, as a great
social brand should be.
#11: Use Google+ hangouts to communicate with customers
Brands should be looking forward to hanging out on Google+.That’s right. No key benefit
required, just communication. The power of the hangout is truly (for me at least) THE big
differentiator of Google+ over other social platforms.
Need some insight into how consumers are thinking? Ship a bunch of them a bag of M&M’s and
a calendar appointment for your next focus group.
Want to make your consumers feel special? Call them with an invitation to hang out with
someone interesting: your CEO, a famous spokesperson or maybe the head of product
56. Mike
development. No script, no questions. Just a chance to talk with someone they’d really like to
meet.
Invite your customers to hang out with you and make it interesting.
Or best of all, be the campfire that your customers want to visit and teach your customer
(who probably doesn’t have a clue about Google+, much less a hangout) how they can get on
Google+ and join a hangout to meet with other like-minded folks and make new friends who
share a common interest. The list can go on and on, but suffice it to say, the ability to create
real-time, multi-user video chats is ripe for innovative marketing.
#12: Join others’ hangouts
If you’re really going to learn how to effectively use hangouts, you’ll need to participate in
some (as a person, not really as a marketer). Taking the time to learn the norms of hangouts will
make your first hangout as a business far more successful. If you use the Chrome browser,
there’s a plugin called “Hangout Canopy” that allows you to see what live hangouts are
happening at any given moment. (King, 2011)
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Most Effective Site
Among all of the Social media sites google+ will be the best and most effective site for social
media marketing.
Following is an report that why google+ is more effective social media site
58. Mike
Social discovery and sharing platform Shareaholic on 2014 released its first report examining
engaged social referrals. Since many of us spend an egregious amount of time using social
media, the company was interested in answering the question “What is our behavior post-click,
when we actually interact with a link one of our friends shared socially?”
As such, it was necessary to examine the average visit duration, pages per visit, and bounce rate
for each of the top eight social media platforms. Here’s the breakdown (data is from September
2013 to February 2014) from Shareholic, which tracks 250 million users visiting its network of
200,000 publishers:
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We already know that LinkedIn and Google+ drive very few referrals compared to their
competitors. Yet it turns out the traffic they do drive, is actually quite high on the quality scale.
Google+ users spend more than three minutes diving into links shared by their circles, view 2.45
pages during each visit, and bounce only 50.63 percent of the time. LinkedIn users meanwhile
spend over two minutes on each link they click, view 2.23 pages with each visit, and bounce
51.28 percent of the time.
On the other hand, Twitter and Facebook see similar bounce rates (56.35 percent each), pages
per visit (2.15 vs 2.03), and time on site (123.10 seconds vs 127.44 seconds). Pinterest users
bounce as often as Facebook users and Twitter users, but view fewer pages per visit (1.71) and
spend considerably less time on site (64.67 seconds). (Protalinski, 2014)
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Conclusion
In the grand scheme of things, this guide is just a small snapshot into the world of social media
marketing and how you can make it work for your business. With websites like Facebook,
Linkedin, Twitter, google+ and that I haven’t even mentioned it is easy to see how social media
is growing and will continue to do so! Hopefully you’ll find these hints and tips helpful. A lot of
it is about tweaking what you are doing on social media to work for Staff-India and you’ll get to
know your customer base and what they react well to. It is a massive learning curve and one that
you’ll enjoy the ride on. Work out what is best for you as you go along.
61. Mike
Reference:
Acidre, J. (2014, January 28). Inbound Marketing Tips for 2014. Retrieved November 6, 2015,
from KaiserThesage: http://kaiserthesage.com/inbound-marketing-tips/
Borison, R. (2014, December 4). Best Practices for Promoting Your Business on Social Media.
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for-effective-social-media.html
Facebook to promote your business. (2013, January 29). Retrieved November 6, 201, from
Marketing Donut: http://www.marketingdonut.co.uk/marketing/online-marketing/social-
media-and-online-networking/how-to-use-facebook-to-promote-your-business
Guide to Using Social Media for Marketing. (n.d.). Retrieved November 06, 2015, from Word
Stream: http://www.wordstream.com/social-media-marketing
King, C. (2011, December 26). Google+ Marketing Tips From the Pros. Retrieved November 6,
2015, from Socialmediaexaminer: http://www.socialmediaexaminer.com/12-google-marketing-
tips-from-the-pros/
McNicholas, K. (2011, September 11). How To Use Social Media To Promote Your Small Business.
Retrieved November 6, 2015, from Forbes:
http://www.forbes.com/sites/kymmcnicholas/2011/09/19/how-to-use-social-media-to-
promote-your-small-business/
Protalinski, E. (2014, March 31). Google+ and LinkedIn drive few, but more engaged social
referrals compared to Twitter, Facebook, and Pinterest. Retrieved November 6, 2015, from The
Next Web: http://thenextweb.com/socialmedia/2014/03/31/google-linkedin-drive-engaged-
social-referrals-compared-twitter-facebook-pinterest/
Schiff, J. L. (2013, November 25). Twitter to Market Your Business . Retrieved November 6, 2015,
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business.html
Smarter Ways to Promote Your Business on LinkedIn. (2014, February 24). Retrieved November
6, 2015, from WIX: http://www.wix.com/blog/2014/02/promote-your-business-on-linkedin/
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