Social Media Marketing for Business #DefinitionMarkets have become conversations.Social media are the online platforms and locations that provide away for people to participate in these conversations.For individuals it is a way to connect and share content with friends,colleagues and like-minded people.For businesses it is a way to tap into what people are sayingabout your brand, your product and/or your service, participatein the conversations, be open to new ideas and then use theseinsights to make better business decisions.
Social Media Marketing for Business OR “If you want to build a ship, don’t drum up the men to gather wood, divide the work, and give orders.Instead, teach them to yearn for the vast and endless sea.” Antoine de Saint - Exupéry
Social Media Marketing for Business WHY?It gives fans and followers – the prospective customers, audience.It helps driveing traffic to the company website.It helps generate leads.THAT’S RIGHT, social media generates leads, a marketer’s goldmine!
COMPANY STRATEGYExpoOnline.com to be recognized as the best platform for the GlobalBusiness Community that offers the opportunity to reach and be reached byother businesses from around the world (B2B) coupled by a Business toGovernment (B2G) directory that offers a wealth of information fromtrusted sources.
Social media in Expoonline.com #Action PlanThe ToolsThe CompanyThe Content
Blog – a Blog registered at Word Press. It is going to be used as ahub for distribution of content/articles.The Blog must be integrated in the website.Remember!!! if our social media traffic doesn’t convert into alead, it isn’t helping our business’ bottom line.So ... for the BLOG we need a specific behavior ... like : 1. Create a blog SERIAL - a kit of blog posts around one particular subject. 2. Do a data compilation of all the critical data points someone in our industry might need to know. 3. Prepare presentations - power points can easily be converted into downloadable pdf! 4. Prelaunch an old offer 5. Record interviews or debates - all you need is a video camera and 15 minutes of two people’s time! 6. Create templates and checklists -- these require very little writing, too 7. Reach out to partners to create co-branded content that eases the content creation burden.
LinkedIn – a professional and business oriented Social mediaplatform. It is a channel for market conversations and discussions Company page – regularly updated Virtual Exhibitions Group – provoking specialized discussions tobecome the expert of the field of online exhibitions as well aspromoting, branding and gather the experts Provoking discussions and make comments on other posts +direct contact with specialists that might be interested to becomepartners and associates. Answer questions
FacebookThis is the most popular Social Media Platform. It is critical for:Company’s exposure ; Branding ; SEOhttps://www.facebook.com/hannovermesse.fanpage - a very goodexample on developing specialized applications.
Twitter - Twitter usage - be relevant and engage the conversation byoffering tips and other insights + branding + SEO + exposure https://twitter.com/hannover_messe
YouTube – presentation videos, training videos on a regular basis –both for customers and companies team – partners and associates,Tradeshows videos that ExpoOnline participates. https://www.youtube.com/user/ikeaUSA
Flickr – Photo sharing platform with a very successful SEO. PrintScreen of stands of our customers + adequate description + ourcompany’s activity photosSlideShare – all brochures + advertisement that we make offline +presentations Google+ - comparatively new one – very appropriate for branding, exposure and SEO
The Company•Internal Employee Policy – basic rules/recommendations for online behaviorregarding ExpoOnline.com•Every employee can become a Brand Ambassador.•Social Media Department – under the Marketing and Sales Department, withseparate budget. We need copy writers. We need applications to be developed forthe main page (for the additional pages later) and for each compaign we will launchanytime. The application development can be outsourced.•Close communication with Country/ Regional Managers•Content from the company departments to Social media Dept. – HRannouncements, advertisement in media, brochures, Country Managers’ informationand news•Training – What is Social Media? How ExpoOnline is presented and behaves?What any employee can add on or take advantage of?
The ContentMAINLY :TEXT.Brochures, job announcements, customer promotion, content from partners globalyetc.PHOTOS.Print Screens from exhibitors, offline events, content from partners globallyVIDEOS.presentation videos, Interview with Mr. Kaisis, a number of training videos – both forcustomers and companies team – partners and associates, Tradeshows videos thatExpoOnline participates.... CONTESTS, OFFERS, POLLS, TEMPLATES .... ALL DEPARTMENTS ENGAGEMENT
Company target audiences1.Exhibitors- Operating Locally- Operating Internationally a.Existing and potential exporters of goods and services b.Companies aiming to provide services to foreign companies2. Organizations/ Associations -Government Organizations, RegionalInstitutions and Associations that want to host their own exhibitions and profitfrom it.3. Visitors that login to our website for information or scouting for new businesspartners, thus creating traffic for it and the need for exhibitors to reach them4. Partners and Assossiates
Social Media to Target Customers•Excellent customer/client service•Partners recruiting•Updates on brand, products, and services•Product/service promotions•Education of the customer around our value•Making our brand go viral on the web•Informing our target of changes in our industry, products, andservices•Acting as a thought-leader by taking the lead in onlineeducation
Channel IntegrationWebsite – all logos and links to all Social Media profilesBlog and Social Media Profiles – reflect and updates all the changes in the otherchannelsEmail – template signature + links to Social MediaPrint – logos of the social media we participate
Top 201. Internal Employee Policy2. Country Managers – informing them about the Social media Marketing Policy ofthe Commpany3. Setting up a budget and structure for Social Media MarketingOption 1: Setting up a Department with minimum two journalistsrecruited/copywriters+ Budget for promotion /advertisementOption 2: Social Media Agency Services – Application development, companystrategy and implementation (could be inhouse done together with themarketing/sales department)4.Website – new landing pages, Blog integration etc5.Trainings/meetings with the team - setting up the communication channels6.Prepare Company Social Media Strategy7.Contact online media leaders - blogs, online newspapers etc.8.Facebook – create landing / welcome pages, offer exclusive deals / coupons, andeven sell our products. Promoted Posts, Sponsored Stories, and regular advertising.Try different types of advertising to help build ‘likes’ and engagement, as well assending visitors who click on ads to our website or landing pages.9.LinkedIn - COMMUNICATION / ENGAGEMENT10.Twitter - Follow key people in the industry, if possible, to answer any questionsthey might ask their followers. The smallest interactions could lead to the biggestdeals. Have in mind the advertisement as well.
Top 2011. YouTube – register a new channel and producing minimum 5 videos and everymonth a new video + customers’ videos12. Flickr – publishing photos from events and images13. SlideShare – prepare a professional presentation + all brochures that are usedoffline14. Advertising Campaign – report of what has been done so far + results as tohave the basis15. HUBSPOT software for managing the Internet promotion16. Email marketing – the IT department to manage the execution17. Social media is changing rapidly – in a month or two, there may be dozens ofnew features, designs, and advertising options available from various socialnetworks. Keep up to date with the latest changes and ready to adapt to the nextwave of changes as they come! This will help ensure that the business is utilizingsocial media to its fullest extent for engagement, lead generation, and conversions18. Create videos19. Create photos/images/designs20. Create articles and tips