Social media is a platform that allows two-way communication and sharing of user-generated content. It has grown significantly with over half of all adults using social media. For businesses, the most popular social media channels are LinkedIn, Twitter, Facebook, Instagram and Pinterest. To effectively use social media for marketing, businesses must understand their target audience to select the appropriate channels and create relevant content that provides value for users. Measuring engagement and referral traffic can help optimize social media marketing efforts over time.

1. Social Media Marketing
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Welcome to CAB’s sharing
knowledge event on:
Social Media

2. Year of
Social Media Marketing
A presentation to excite minds
about social media marketing

3. What is social media?
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Social Media
is now the top internet
activity in the world.

4. Social Media Marketing
What is social media?
Social media has evolved over the last few years and now incorporates a
number of websites and applications that enable two-way communication in
real time.
Social media enables others to create and share content with others.
“Social media is much more than self-promotion.
It is a two-way street, a set of
tools that allow you to reach out to people
and become the bringer of positive things
and experiences” – Cendrine Marrouat
“the original stage
for user-generated
content”
Stephanie Balsom-Eynon - CAB Studios
Summary
Social media is a platform where users can
create and share content with others and
businesses can communicate with customers.
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Social media is the original stage for user-generated content.
As social media has grown it has attracted many more uses and now
brands across the world are using the platforms to communicate with their
customers as well as targeting new ones.

5. What channels are available?
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967
is the number of
platforms available to
reach the consumer.

7. Social Media Marketing
What channels are available?
There are over 967 channels available to reach a consumer but all of these
channels aren’t always relevant to the market you are trying to target.
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The most used consumer channels are different to those that are relevant
for business and each channel must be considered for the unique
objectives of the brand.
The most popular social media channels for businesses are LinkedIn,
Twitter, Google+ and Facebook, Instagram and Pinterest.

8. Social Media Marketing
How many consumers use these channels?
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10 Million (UK)
15 Million (UK)
12.6 Million (UK)
31 Million (UK)
Source: Rose McGory, 2014
Source: Rose McGory, 2014Source: Rose McGory, 2014
200 Million (Global)
Source: Econsultancy, 2014Source: Econsultancy, 2014
2 Million (Global)
Source: Econsultancy, 2014

9. Why use social media?
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In 2013,
Over half of all adults
(53%) participated in
social networking.

10. Brits use social media for 13
minutes every hour, every day.
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Source: Jeff Bullas, 2014

11. How does social media
fit in your industry?
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36%
of UK consumers use
social media to interact
with brands

12. Social Media Marketing
“Success with social media and content
marketing requires more listening and less
talking” – Susan Gunelius
Summary
Social media is a two-way street. By finding the
correct target audience and communicating
relevant information to them, you will find
reciprocation.
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Who is your target audience?
In order to decide which social network will fit in your
industry, it is important to consider who is your target
audience.
Your target audience will drive the type of social network
that you will be using, as not everyone is everywhere.
Once you have decided your target audience you can look
at where they are and create strategy around their
preferences.

13. Social Media Marketing
Social media for B2C
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- Almost every industry can find social media investment beneficial.
- The important thing to consider is what potential ROI the investment can provide which can vary from company to
company.
- The social networks shown above are the most commonly used platforms to contact a consumer.

14. Social Media Marketing
Social media for B2B
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26%
6%
4%
2%
- LinkedIn groups, forums and
independent communities
- LinkedIn company page
Source: Forrester, 2014
- Business Twitter account
with company updates
and news.
- Company Google+ page
with company updates,
news and press releases.
- Company Facebook page with
company updates, news and
press releases.

15. Social Media Marketing
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Source: Forrester, 2014
LinkedIn was responsible for 64% of visits to corporate websites
from any social media sites in 2013

16. How can social media
improve your referral traffic?
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Facebook
drives nearly a quarter of
overall traffic to sites.

17. Social Media Marketing
“Your social media marketing should all be
about solving ‘Someone Else’s Problem’” –
David Attard
Summary
Social media marketing is a way of interrupting a
consumer in their daily tasks and providing them
with useful information which is relevant to them.
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Improving referral traffic
Social media ROI can be difficult to prove when looking at gains
vs. investments. However, as social media is a digital channel, a
large return that could be measured would be leading your
customers to your website.
Social media is classified as a part of referral traffic due to it’s
method of referring customers to a website after browsing.
Due to the nature of social media, there are many ways that this
return can be increased over time with minimal capital
investment.

18. Social Media Marketing
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Improving referral traffic
Links
Social media advertising
Post content
Customer service
Social listening
Be consistent

19. How to get started…
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Marketers
are using social media
for 6 hours or more
each week.

20. Social Media Marketing
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Decide your audience

21. Social Media Marketing
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Decide your social networks

22. Social Media Marketing
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Decide your tools

23. Social Media Marketing
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Listen…

24. Social Media Marketing
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Set your tone

25. Social Media Marketing
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Decide your content

26. Social Media Marketing
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Involve others

27. Social Media Marketing
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Grow your audience

28. Social Media Marketing
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Measure

29. Social Media Marketing
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Any questions?

30. Social Media Marketing
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