Social Media Marketing

www.visnetwork.com.au
a) Introduction ....................................................................... 02
b) Case Studies ....................................................................... 03
c) What worked for these businesses ............................ 04
d) Social Media statistics for Australia ........................... 06
e) Using Social Media for business gains ..................... 07
f) 8 mistakes to avoid in Social Media Marketing .... 09
g) Conclusion ......................................................................... 10
h) Who we are ........................................................................ 12
Table of content
DISCOVER THE MUST KNOW KEYS TO MONETISING YOUR SOCIAL MEDIA EFFORTS
01

Introduction
Modern marketing is keeping pace with fastest changing online marketing approach.
As one of Australia’s leading Social Media and Mobile Web specialists we are tired of
having to assist new clients to first undo all the poor social media practices they have
adopted as a result of following the advice of‘so called experts’.
We created this eBook so you can turn your social media efforts into serious money
making stream.
Visit: www.prabingautam.com
Anisha Gautam
The Digital Strategist
Prabin Gautam
Digital Entrepreneur
02

Case Studies
1) Fiesta movement
One of the earliest and most successful Social Media campaign, called the Fiesta
Movement, was launched by Ford in April 2009 to promote its Fiesta model.
In an innovative strategy, the company selected 100 top bloggers and gave each
of them a Fiesta to use for the next six months. In return they (i.e., the bloggers
or‘agents’) were required to upload a video onYouTube about the car along with
an independent account of their experience with the Fiesta, on their blogs.
The Fiesta Movement campaign was a tremendous success. The 700+ videos
created by the “agents” generated 6.5 million views on YouTube and created
more than 3.4 million impressions on Twitter. Photos of the car uploaded onto
Flickr were viewed more than 670,000 times.
The campaign generated considerable buzz about the vehicle with more than
50,000 US consumers (90 % of whom did not previously own a Ford vehicle)
wanting more information about the Fiesta.
Ford sold 10,000 units in the first six days of sales.
03

2) Starbucks
Similarly Starbucks has been at the forefront of using Social Media in its market-
ing ventures. The company has an estimated 20+ million followers on Facebook
(and about 1.5 million followers on Twitter) and regularly provides discounts as
well as promotional offers through these networks.
Interestingly the company has refrained from using the channel for any hard
marketing sell. Instead the effort has been to create a Starbucks community
feeling that promotes open community oriented discussion.
Starbucks has also made excellent use ofYouTube. It encourages users to upload
videos not only of Starbucks TV commercials but also educational videos about
the origins of coffee and the charitable work undertaken by Starbucks.
Social Media is a platform that needs to be manipulated by the companies to benefit
their business.
Although it started as just a personal social networking site, it has been expanded
into something much more.
What worked for these businesses?
04

We read the case studies about how some of the brands maneuvered the Social
Media sites to their advantage. Now, let us analyse what went well for these brands
to promote themselves.
1. Awareness of the brand
The brands disseminated awareness of their products and services through
Social Media and they used it perfectly for their promotion.
2. Reach a large audience
As the number of Social Media users grew exponentially every day, the audi-
ence of the brands also increased along with it. So, the more people the brands
reached, the better they created. Also, the brands did not depend on just one
Social Media site, but expanded their reach to multiple Social Media site which
helped them to exploit more media (pictures, contents, videos and so on) of
presentation.
3. Cost effective
The brands did not have to spend their money on advertisements except
internet. Hence, they could spare money for some unique promotional activities.
Ford’s idea of handing cars to bloggers was an example of creative advertise-
ment. And the advertisements that as disseminated on blogs, Twitter, Facebook
and YouTube was basically free.
4. Stay informed
The Social Media sites not just helped the brands to advertise their products and
services, but also helped the audience to stay tuned with the developments of
the brands. The Social Media sites basically offered a platform for discussions
and information sharing, to both the brands and your clients to build your online
communication.
05

Social Media statistics in Australia
Google+ Pinterest Twitter Tumblr Linkdin YouTube Facebook
13,000,000
11,500,000
3,000,000
2,500,000
2,167,849
550,000
100,000
06
5. Networking
The basic use of Social Media is networking and the brands made a full use of
it. Starbuck’s usage of YouTube videos along with Facebook and Twitter was so
effective that they did not have to spend anything on the hard print advertise-
ment.
6. Direct involvement of customers
Audience would be more interested in purchasing your products and services
if they can have their involvement in it. Starbucks gave the liberty of uploading
the videos of their clients and also modify the products of Starbucks.This was an
innovative approach by Starbucks to directly get involved in the promotion. So,
rather than Starbucks telling people what the product is all about, they had the
clients themselves tell each other what it was.

Facts and Figures about Social Media sites
Around 80% of Facebook users prefer to connect with brands on Facebook.
67% of B2C marketers have generated leads through Facebook.
33% of millennial consumers are more likely to buy from a company if it has a
Facebook page.
48% of consumers who follow brands on Facebook do so in order to take
advantage of sweepstakes and promotions. 18% follow to complain about a
product or service.
97% of business executives have used LinkedIn.
More CEOs chose LinkedIn than Facebook, Twitter, YouTube, Google+ and
Pinterest combined.
81% of firms use LinkedIn, compared to 67% on both Facebook and Twitter.
34% of marketers say they have generated leads using Twitter.
Nearly 40% of top executives say they check Twitter regularly.
50% of Twitter users are more likely to purchase from brands they follow.
Using Social Media for business gains
Now that you have already figured out that there is no alternative than to engage
yourselves directly with your clients (both existing and potential) and start communi-
cating with them Social Media has would be the perfect platform to promote brands
in the market.
However, you need to be clear that Social Media marketing is not just posting about
your brand and expecting miracles to be conjured. There needs to be a proper
planning on the part of the brands to maximize promotion and ultimately the sales
of their products and services.
07

Plan the procedures: Now that you have identified your purpose, it is time to
make the strategies forming channels and promoting the products and services.
You need to plan which Social Media sites you want to focus on and the kind of
contents you want to disseminate. You can also plan whether you want to do it
on your own or outsource for the same.
Act according to the plan: Now is the time for the actual intervention. If the
strategies have been made with much contemplation and planning, intervention
is not much of a problem.
Appraise the outcome: After the intervention, you do need to evaluate the
results. If the plan works out, it can be continued or even modified for further
profits. However, if the plan fails, the strategy has to be reviewed from the initial
phase.
08
Identify the purpose of using Social Media for marketing: You need to
make a proper evaluation of the strategies that they are implementing through
Social Media. A haphazard post is not going to lure any client.
Identify the clients: The target audience has to be identified. Every brand
has a specific target of age, gender and so forth. Hence, the marketing strategy
should also be formed accordingly.
So, here are some of the points you need to keep in mind for Social Media marketing:

8 Mistakes to avoid in Social Media Marketing
A Quantitative approach: In social networking sites, you need to focus
on clients that are actually interested in your products and services. Inactive
followers do not add any value to your brand.
Spamming: This is the worst approach. Clients would delete and unlike your
pages (may even report it if the client is too hot tempered) if you irritate them
with requests to like each and every posts that you make in the profile.
Inactive pages and profiles: It is suggested not to irritate the clients by
sending too many notifications. However, that does not mean that you do not
post anything in the pages. Make your page lively by uploading your latest
products. Make the pictures and videos vivid and lively.
Self-centered: You cannot expect to increase followers if you do not tag along
with other people or other similar business profiles. It is a social networking site.
So, be social, reach out to others, and share.
Too many posts, too less posts, irrelevant post: There has to be a balance
on the number of posts that you make every day. Too many posts would turn
off your clients but, at the same time too little posts would bore your clients. Also
keep in mind what you are about to post. Illogical and irrelevant posts would also
urge your clients to unfollow or block you.
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09

10
Since, Social Media marketing is one of the best means to reach out to clients all
across the globe. So get on gear and jump into your business promotion through
Facebook,Twitter,YouTube, and LinkedIn and so on. However, if you have any trouble
administering your Social Media profiles, VIS team is there for you.
Call Now: 100 777 VIS (847)
Hope you enjoyed this report and got value!! Tweet us to let us know:
https://twitter.com/VISnetwork
Neglecting clients: When you post something interesting and relevant on
the profile, your clients are bound to react to it. Do not ignore the queries. Make
sure that you respond to all the questions or suggestions made by the clients.
Remember,“The customer is always right”.
Atrocious profile design: Visual graphics are always attractive. No matter
how many debates there are people always have a second look at something that
looks attractive even though the content might not be too beneficial. So make
sure that your profile is visually attractive.
Grammatical and spelling mistakes: Make sure you proof-read the posts
and there are no grammatical mistakes in the posts you upload. Grammatical er-
rors re a real turn offs and a stutter in the reading could really irritate the readers.
Write the posts in Microsoft Word, it will correct the grammar and spellings for
you.
6.
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8.

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11

Who we are
Versatile Information Solutions (VIS) provides complete Digital Solutions to help
clients unlock the potential by providing cutting-edge technology to facilitate sales
and increase revenue.
Operating since 2006, VIS provides a ‘Done For You Solutions’ to the clients with a
full suite of digital services including Digital Strategy & Consulting, Web Design &
Solutions, Web Search & Social Engineering with Mobile Advertising & Marketing.
VIS brings many different perspectives to its clients’by taking bottom- line approach.
We help your buyer to find you easily, test and measure the digital channels and
convert them to sales and opportunity. Our online products make it simple for busi-
nesses to do the work they need to do, anywhere and anytime. These services help
educate, reduce risk, save time and grow revenue for clients regardless of size or
location.
Ready to transform your business through the power of Digital Marketing?
Visit: www.visnetwork.com.au
12

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