learn how to integrate social media into business practice - boost your brand on social media
TRANSCRIPT
LEARN HOW TO INTEGRATE SOCIAL MEDIA INTO BUSINESS PRACTICE: BOOST YOUR BRAND ON SOCIAL MEDIA
Afzal Khan, Head Digital Marketing & SEOJanuary 29 2016
Today’s Webinar Topic
• Why does your Business or Company needs Social Media?
• Framing your business case to be ready for social media.
• Content strategy for sharing on various social channels.
• Best practices using social media for Online Branding.
• Learn about various social media channel’s & finding the right platform/channel for your Business.
• Social media tools [Measurement, Listening & Monitoring].
Why does your Business need Social
Marketing?
GLOBAL Statistics
• Global active Internet users totals 3.175 Billion, nearly half of world’s population (7.357 Billion)
• As for Social Media, over 2.206 Billion active users, a global penetration of 30%
• There are 3.734 Billion Unique Mobile Users, accounting for a 51% worldwide penetration
• 1.925 Billion users utilize their mobiles for Social Media platforms
• Social Media users have risen by 176 Million in the last year
• Facebook adds ½ million new users every day; 6 new profiles every second. An ever-expanding market worth tapping into.
• 12 new active mobile social users are added every second, that’s 1 Million per day
• WhatsApp has gained 300 Million new users since this time last year (August 2014), a year on year growth of 60%
Source: Forbes
INDIAINTERNET Users
• 243 million internet users in India.
• Total users may increase to 500 million by 2018.
• India ranked 3rd in terms of total number of Internet users after China & US.
MOBILE
• Mobile penetration of active internet users is 220 Million
• Total 92+ Million active social media users via their mobile, which is almost 41% of the total mobile internet users.
SOCIAL MEDIA
• Facebook is the most browsed social network on social media with a large base of 100 Million users. More than 80% of those users access Facebook via their mobile phone.
• Twitter users in India are 33 Million and from this base 76% of users access it via their mobile phone.
Source – TechinAsia.com
Why your Company need Social Media?
• Your customer’s are online.
• Ton’s of Opportunity to add values.
• Customer Advocacy: Your greatest marketing asset.
• Identify Potential Advocate’s.
• Social can be springboard for success in other marketing channel’s.
Framing your business case to be ready for
social media.
Framing your Business Case
• What are your Objectives?• What problem are you
solving?• Who you are targeting?• How will you measure
Social campaign success?• What resource will this
effort requires?• What type of investment is
needed?• BONUS: Social Media
Templates - Ready to use, will save you hours of work. http://goo.gl/TQlErX
Social Media Policy
• Have Social Media Policy in place.
• Adidas Social Media Policy http://goo.gl/TYR6jz
• Yamaha Social Media Policy http://goo.gl/jcex6U
Bonus: Best practices for developing a social media policy for your Company. http://goo.gl/PTeTvd
Social Media Content Strategy
What kind of Content to publish and share?
• Adjacent Content
• Tips & Tricks
• Responses – Twitter Chats
• Non-promotional company information
• Job Openings
• Industry Round ups – curate best content from your industry to become go to source for all information
Golden Rules of Social Marketing
• Don’t take yourself too seriously.• Have good content, solid offers and clear call to
action.• Social as an inbound marketing tactic is not
enough.• Always add value• Never forget that Social is a two-way street• Listening is most important on social.• Don’t Do Social; Be Social : The 4-1-1 Rule
Source Credit: Marketo.com
Content Mix Pyramid
Content Marketing Institute
Content Presentation Method
Content Marketing Institute
Engagement & Interaction
• Ask for Help
• Keep it Simple
• Cross promote your content for discoverability
• Monitor and Listen
• Gamify
BRANDING
Consistent Branding & Voice
• Brand Guidelines
• Know your audience
• Be Human
• Integrate your Campaigns
Your Social presence is just an extension of your BRAND online.
• What is your Brand voice and personality?
• What do we stand for, and what do we represent?
• What is our value proposition and differentiating factors?
• What are our defined visual branding elements (logo, font, color etc.)?
How Brands earn Familiarity, Trust & Likeability
• Show up
• Be Human
• Be Off-topic
• Add Value
• Don’t be Exclusionary
• Practice Etiquette
• Be aware of Current Events
#DigitalVidyaLive
Social Media Platforms
Most Popular Social Networks
• Google Plus
• YouTube
• Blogosphere
Social Media Doesn’t Stop here
• Forums
• Quora
• Vine
• Slideshare
Finding the right social network?
• There is no one answer to this question and varies for each and every Business.
• Good First Step is to visit KnowEm.com - It allows you to check for the use of your brand, product, personal name or username instantly on over 500 popular and emerging social media websites.
• Grab your name and secure your brand before someone else does.
Roadmap Choosing Right Platform
Small Exercise for all participants.
1. Objective & Goals
2. Target Customer
3. Ideal Social Site – Which platform fit in with as discussed company goals & requirements
Useful Resource for more insights: https://goo.gl/y5s4xz
Tip: Don’t limit your thinking to vertical, Go horizontal too.
Social Media ROI & Handy Tools for your success at Social media
sites.
FREE Tools for Measuring Social Media Success
1. Hootsuite.com – It’s one of the best free social media management all around tool available to use for management and metrics tracking. You can schedule posts from multiple social media channels as well as create individual reports.
The free metrics are somewhat limited, but for beginners it’s all you will need.
SocialMention.com
2. SocialMention.com is an aggregate tool similar to Google Alerts, but for social media only. This will give you insight into not only what is being said, but who is saying it and what the general sentiment is.
It analyses data in more depth and measures influence with 4 categories: Strength, Sentiment, Passion and Reach.
Facebook Insigths
3. The Facebook insights dashboard gives you all of the analytics data for your Facebook page.
The insights allow you to understand your audience, what they are reacting to, and adjust your content to meet their needs.
Twitter Analytics
4. Twitter now has its own analytics dashboard. With Twitter Analytics you can track timeline activity, including tweets that were favorited, retweeted, and replied to. The tool also tracks number of mentions, new followers and newly followed.
Google Analytics: Custom Social Media Reports
5. Google Analytics does a nice job tracking the number of visitors to visit a website from different social channels. These custom reports give you additional insights as to how traffic is being driven to your website.
Few more Free Tools
• HowSociable http://www.howsociable.com/• SumAll https://sumall.com/• Bitly https://bitly.com/• Tweetreach http://tweetreach.com/• Keyhole http://keyhole.co/• Followerwonk https://moz.com/followerwonk/• Twazzapp http://www.twazzup.com/• Google Alerts https://www.google.com/alerts• Google Analytics
http://www.google.com/analytics/
Paid Social Media Tools
Paid Tools for Measurement
• Crowd Booster http://crowdbooster.com/
• Social Crawlytics https://socialcrawlytics.com/
• Simply Measured http://simplymeasured.com/
• Moz Analytics https://moz.com/products
• Demographics Pro http://www.demographicspro.com/
• True Social Metrics https://www.truesocialmetrics.com/
Paid Tools for Listening & Insights
• Mention https://mention.com/en/
• Radian6 http://www.exacttarget.com/products/social-media-marketing/radian6
• Sysomos http://www.sysomos.com/
• Cision http://www.cision.com/us/social-software/
• Row Feeder https://rowfeeder.com/
Paid Tools for Monitoring & Response
• Buffer https://buffer.com/
• Sprout Social http://sproutsocial.com/
• Mesh Fire http://www.meshfire.com/
• Hootsuitehttps://hootsuite.com/plans/enterprise
• Social Studio http://www.salesforce.com/marketing-cloud/features/social-media-marketing/
Key Takeaways
1. Content value addition is more important than frequency.
2. Social media is integrated part of your entire marketing and everything.
3. Social can be springboard for success in other marketing channel’s.
4. Listening is most important on social.
5. Brand Consistency and being real makes social campaign more powerful.
