4. So what are your objectives?
• To get xxxx number of ‘likes’ on
your Facebook page?
• To have xxxx number of ‘followers’
on Twitter?
• To have xxx number of
‘connections’ on LinkedIn?
5. Do your objectives pass the ‘So what’
test?
Make money Save money
Make sales Reduce marketing costs
Increase customer loyalty and/ Improve customer service
Raise awareness or Improve customer
Create new product ideas communications
7. What do you want to be known for?
• Are you a listener or a thought leader?
• How much do you want to get involved?
• How much time/resources can you dedicate to
social media?
9. Do you have a strategy?
• Know your target customer(s)
• Know where they are online and which
platforms they are likely to be using
• How are you going to monitor and measure
your accounts?
11. Content, content, content
• Plan your content:
– What’s in it for your customers?
– Is it link/share worthy?
– How much time do you have?
– How you are going to comment and respond to
posts from fans/followers/customers
13. Monitoring and measuring
• Do you ask new customers how they found
out about you?
• Track the growth of your community
• Track the amount of time you are spending
versus the return you are getting
• Set your content up to create engagement
through share/like/comment
14. Case study – Figurate Ltd
• Traditional networking not generating
sufficient results
• Experiment with social media
• Use of forums to comment/contribute:
– Accounting web generated new clients
– UK Business Forum generated enquiries and links
– Book-keepers Forum generated enquiries and
links
15. Case study – Figurate Ltd
• Regular blogs
• Twitter has generated 1
enquiry but helps back
links to website
• LinkedIn has:
– generated enquiries
– Provided reassurance to
potential clients
– Generated back links to
website
16. What does success look like?
• You’ve built an engaged community
• You’ve increased awareness and interest in
your company
• You’ve built relationships and trust with
potential and existing customers
• You’ve increased new sales/repeat business
You’ve met your objectives!
17. But...
• It doesn’t happen over night
• Some things will work, some things won’t
• You need to invest time and thought into it
• Social media keeps evolving
– you’ll need to keep up with developments
– Keep your objectives up-to-date
• You have to stick with it!
19. For more information
Marketing Social Media
Gjhhh
• Mobile marketing • Training
• Marketing planning • 1:1 coaching
• Campaign planning and • Account set-up
management • Marketing and content
• Copywriting planning
Contact:
Alex Atkinson E-mail: info@calad-media.co.uk Tel: 07742 192515
Andrea McFarlane E-mail: andrea@writemarketing.co.uk Tel: 07833 776611
Editor's Notes
What do you think social media success is?
First of all, you need to know what you want to achieve for your business. If you don’t have business objectives then it’s a bit like getting in a car and not knowing where you are going. Or knowing where you want to go but not knowing how to get there.
So what are social media objectives? What objectives would you set?
So what? All your objectives must pass the so what test. It’s fine to say you will have xx amount of followers/likes/shares but if you don’t know what you want to do with them then these objectives don’t pass the so what test.Why do you want those followers/likes/shares? Usually, the overall objectives can be put into 2 broad categories – to make money or to save money.
Listen first before you start posting. Get a feel for what people are saying, what topics they are engaging with and any etiquette that groups may have.Think about who in your company is going to be able to post/manage your accounts. Think about a code of conduct for your staff if you are delegating responsibility. Some high profile mistakes made recently eg Lewis Hamilton!
Once you’ve done your research and know who is going to post, plan your content. Think about what is in it for your existing and potential customer base - Is it interesting, useful, different, entertaining? Will they share or link to it? How much time do you/your representatives have to generate content?How will you respond to posts – positive and negative? Are there any rules you need to abide by? Eg financial services – definitions of a complaint. If a post can be classified as a complaint, then it must immediately go through the formal, documented complaint procedure and be recorded by the company concerned. Do policies and procedures apply?
200 hours in 2 years spent on Forums. Good quality clients makes up for intensive effort.Useful research toolHelps drive traffic to website
13-14 hours spent on social media per month.Maintains profile and drives traffic to websiteNominated for innovation award for use of social mediaEffects not always immediate – can take months for activity to lead to enquiries and business.
