Social Media Marketing: To Be Or Not To Be
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A starter guide to social media marketing - understanding when to priortize social media marketing as well as 8 key steps to create an effective social media marketing strategy. The presentation was created for TSMN ( Travel sales & marketing network) social media marketing workshop.
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Social Media Marketing: To Be Or Not To Be
- 1. Social Media: To Be OR Not To Be Chloe Lim 15th April, 2010
- 2. Firstly…… DID YOU KNOW THAT?
- 3. There are about 50M tweets per day Source: Gigatweet
- 4. There are 133M blogs & > 77% of internet users read at least 1 blog Source: Technorati
- 5. Facebook adds 500,000 users DAILY Source: Mashable
- 6. Facebook overtook Google as site with most traffic in the US Ad spend on social media networking to reach $2B in 2010 5 out of top 10 websites are social Pepsi to skip Superbowl Ads in favour of $20M social media campaign Jetstar to move 40% of marketing budget to social media marketing
- 7. So…. Doesn’t this simply mean that investing in Social Media is a “No brainer”?
- 8. Before We Jump To Conclusions: What is Social Media? Any form of online technology, website or practice that allows users to share information
- 10. Consider This: Other forms of proven marketing channels – Over 80% of internet users use search engines – Social Media Spend about 6% of marketing spend – Search, hotels/air direct website and OTAs still main way of researching and buying travel Social media is about being social – Primary reason (80%) for using social networking sites is to connect with friends Social media is organic and volatile – Negative word of mouth e.g. GM, Nestle Source: TNS, CMO Survey
- 11. Nestle, GreenPeace, Facebook and a whole load of trouble Source: Business Hacks
- 12. Nestle: More Negative Press Source: Nestlé's Facebook Page
- 13. Consider This: Other forms of proven marketing channels – Over 80% of internet users use search engine ( TNS, 2008) – Search, hotels direct website and OTAs still main way of researching and buying travel – Social Media Spend about 6% of marketing spend ( CMO Survey) Social media is about being social – Primary reason for using social networking sites is to connect with friends ( 80% TNS) Social media is organic and volatile – Negative word of mouth e.g. GM, Nestle – Communities are global e.g. KFC Source: TNS, CMO Survey
- 14. TO BE OR NOT TO BE? Herein lies the question: Do you invest in SSM now without really understanding it & perhaps fail? OR Do you tread slowly & potentially get left behind? Image: Salvatore Vuono / FreeDigitalPhotos.net
- 15. To Understand How To Prioritize Social Media Marketing, Ask Some Questions: 1. Do you know what your social media marketing objectives are? 2. Do you have your digital marketing strategy or marketing portfolio mapped out? 3. Do you have resources to invest? 4. Do you an interesting story to tell /share? 5. Do you know what to track?
- 16. If You Answered Yes To All Questions, Start to Consider Social Media 8 Key Steps to Create a Social Media Strategy: Before you start: Start by defining objectives Observe & listen to customers During the campaigns: Communicate authentically Interest & integrate Analyse results Prevent backlash: Be consistent Learn to deal Evolve
- 17. SOCIABLE Start By Defining Objectives Define what your social media objectives are & how it fits with the rest of organizational/marketing goals: Is it for promotional & branding? Is it for customer relationship management? Is it for SEO? Is it to monitor/manage brand reputation? Others Objectives will drive granular tactics: E.g.: Fan Page vs. Groups
- 18. SOCIABLE Observe & Listen to Your Customers Observation & Listening are the 1st steps to KNOWING: who your potential customers are where your customers are what they are concerned about how to engage how to respond
- 19. SOCIABLE Communicate Authentically Social Media is about communities & by extension, communication – Authenticity counts! DO Be Personable DO Use What You’ve Observed DO Follow The Etiquette DON’T Lie DON’T Use Auto-Generated Messages DON’T Post The Same Messages Everywhere
- 20. SOCIABLE Interest & Integrate There is a lot of noise – Be Interesting – Be interesting & have an interesting story to tell – E.g. Unique content or exclusive promotion Don’t let it go alone - Integrate – Don’t separate social media marketing out from other marketing activities E.g. links in newsletter, website, signature
- 21. SOCIABLE Analyse Results Define objectives, establish KPIs to meet Examples: • Awareness: Social Media Mentions • User Engagement: • No. & quality of fan comments / feedback • No. of “likes” • No. of times fans initiate the conversation • Acquisitions: Fan Metrics- • How many fans/new fans acquired monthly? • What is the growth in percentage of new fans? • Fan demographics: age, gender, location • Fanpage Pageviews – No. of visits to the hotel’s Fan page & Growth in pageviews over time • Web Site Metrics: • No of visitors to the your website originating from SSM • Bookings initiated, bookings, room-nights, revenue • Track & analyse your tactics against your KPIs • Many Tools: Not perfect but it will get better. • Blogpulse, Socialmentions, PostRank, Google Alerts, Socialtoo
- 22. SOCIABLE Be Consistent Same customers on different networks can reach you Naming & branding consistency is important – Different networks – Different employees Set naming & branding guidelines REMEMBER NESTLE?
- 23. SOCIABLE Learn to Deal Be prepared for negative feedback & learn to deal with it 2 way conversations will involve the good & the bad On the negatives, focus on how you can turn that into a positive. An example: Facebook
- 24. SOCIABLE Evolve Like other forms of marketing – Evolve your social media marketing strategies & campaigns – Cycle of implementation, testing, analysis & refinement After analysis, be prepared to take on learning & evolve
- 25. Start By Asking The Questions: 1. Do you know what your objectives are? 2. Do you have your digital marketing strategy or marketing portfolio mapped out? 3. Do you have resources? – People – Time – $$ 4. Do you an interesting story to tell /share? 5. Do you know what to track?
- 26. When You Are Ready, Be Sociable: Start by defining objectives Observe & listen to your customers Communicate authentically Interest & integrate Analyse results Be consistent Learn to deal Evolve
- 27. The End Thank you. Questions? aoom consultancy: Contact Details: coming to you Jun,2010 Chloe Lim aoom consultancy “The Knowledge & Expertise of a Chloe.lim@aoom.com.au Marketing Director Without The http://au.linkedin.com/in/ChloeLim Cost Of One” Content Copyright 2010. aoom. All rights reserved