social media marketing an introduction for non marketers august 2013

T: 07917 360222 www.frontofmindcoaching.co.uk




This is an edited version of the slides from a recent workshop. The aim was to provide an understanding of why social media marketing is now an essential element in the way all businesses sell themselves and to provide an overview of the main social platforms. The slides include several case studies and embedded links to other resources. The workshop is available as in-house training in standard or bespoke forms for groups from 4-24.

Greg Cooper, August 2013, Bristol, UK (07917 360222)



Content• What is social media marketing?• Why is it important?• Who is using social media and how?• What are the barriers and the benefits?• What are the main social media platforms?• Which platforms are right for my business?• Where do I start?


“social media describes the online tools that people use to share news, opinions, experiences and information”


Social media fad or revolution


social media is changing the way information is passed across society


Who is using social media?• Facebook has 1 billion active users• YouTube 1 billion users• Google+ 359m active users (500m registered)• Twitter has 500m registered users• LinkedIn has 13,300,000 UK members• Pinterest 70m users• There are >200,000,000 blogs


Why is social media so important? • Shift in balance of power to customer• Switch from outbound to inbound marketing• Customers now find us• They use social media to do that• Businesses who don’t engage with social

media will fade from view


Message to CEOs “Your employees are on social networks.

Your customers are on social networks. Your shareholders are on social networks. Your competitors are on social networks. If you're not on on these social networks, you not only risk looking like you're out of touch, you risk actually becoming out of touch”

Dave Kerpen CEO and Author


Barriers• Don’t understand it• Can’t measure it• Takes too much time• It’s too nebulous• Don’t know how to get started• Tried it and it didn’t work• Might work for other businesses but not mine


What are the benefits? (source: Social Media Examiner 2013)


Most popular platforms(Source: Social Media Examiner 2013)


Most popular platforms(Source: Social Media Examiner 2012)


Top 5 issues for social media marketers

1: TACTICS: What social tactics are most effective? 2: ENGAGEMENT: What are the best ways to engage my audience?

3: MEASUREMENT: How do I measure the return on my social media investment?

4: TOOLS: What are the best social management tools?

5: STRATEGIES: How do I create a social strategy?

Source: Social Media Examiner Industry Report 2013


Basic principles

• Find your audience• Develop and deliver relevant content• Get to know your audience• Add value to the relationship• Invite participation


Case Study: Fiesta Movement100 pre-launch Fiestas given to key influencersGiven missions to completeExperiences documented on social channels7 million views on Youtube100,000 information requests pre launch10,000 pre-launch ordersNo conventional advertising expenditure


Case Study: Jamie Oliver Food FoundationAim = to promote Global Food Revolution DayBuilt awareness on TVLaunched FB site and built communityPublished photos and recipes on PinterestCreated Google + Page “Food Revolutionaries”Tweeted as @foodrevMultiple Youtube videosResult 1,000 food events in 664 cities in 62 countries - http://tiny.cc/ini8gw


• Launched 2004• Over 1.11bn active users (33m in UK)• 680,000,000 users access FB by mobile• 50% of users log on in any given day• Average number of friends is 130• Average time per visit is 20 minutes• Number of fake profiles is 83 millionSource: Facebook 23.6.2013


Facebook Ads

• Pay per click advertising works like Google Adwords • Ad displayed to precisely targeted audience• Easy to use and manage• Cold targeting response = .05%, fan base = 0.35%

NB: Facebook simplifies advertising productsNB: Facebook offers 28 days free support to get started


Facebook Deals• Linked to Facebook places• Deals are ways of rewarding customers• 4 types: individual, friend, loyalty, charity• Benefits: build loyalty, spread the word, acquire new customers Currently in beta


Facebook Insights• Overview – 7 day snapshot of most important activity on your page• See how fan base has grown and how people

are connecting with your page• Compare performance of posts• Learn more about people who have been

liking, commenting and sharing your posts


Best times to reach your fans – from FB Insights


• Google’s “social layer”• A “micro-blogging” platform i.e. ideas not

gossip• Manage information and interaction by circles• Circles control what you share and what you

see• You can circle anyone cf:Twitter• Individual and business pages cf: LinkedIn• Features include video calls (hangouts), phone


What is the big idea?


Why is Google+ important?1. Now 2nd biggest social network2. Integration with other Google products3. Better search results and click rates

(Cadburys 70% uplift in Adwords clicks)4. People can follow page from website – no

need to capture emails5. Google enterprise – a suite of collaborative

solutions


Google+ - circle management


Communities


Google Communities• Similar to groups on LinkedIn and Facebook• Can be public or private• Moderated or unmoderated• Can divide discussions into categories• Easy to set up (from profile or page) • Good way to build +1s on your page[Idiots guide: http://youtu.be/LuP19okCtD0]


Google + Resources

How set up a Google+ Business Page

Introduction to Google+ and circle management:


Don’t fire an employee and leave them in charge of the corporate

twitter account

http://www.forbes.com/sites/susanadams/2013/02/01/dont-fire-an-employee-and-leave-them-in-charge-of-the-corporate-twitter-account/


5 Types of Tweet

1. The update2. The @reply3. The @mention4. The retweet (RT)5. The direct message (DM)


How to twitter


How to write the perfect tweet


Growing your twitter following


5 steps Twitter Prospecting Plan1. Decide on your prospect list.2. Find Prospects. Search Twitter.com,

Tweepz.com, Google to find Twitter accounts3. Highlight and follow conversations4. Engage with your prospects5. Direct message them. Or wait till they take

the initiative and direct message you.


Twitter Do’s• Add good photo and interesting bio rich in keywords to profile• Add your website to your profile• Find people and themes to follow • Tweet!• Promote your twitter info on website, on blog, in person• Add value, answer questions, engage• Retweet interesting tweets• Show up regularly • Be social, be authentic, have fun


Twitter Don’ts• Publicly welcome all your followers• Expect that by showing up you’ll get followers• Send out selling messages all the time• Use bad or inappropriate language• Promote just your own products or services• Over-tweet or tweet mundane stuff• Just retweet or regurgitate RSS feeds• Tweet everything on LinkedIn• Judge success by number of followers


Blogs


“The bottom line is that blogging is like sex. You can’t fake it. You can’t fake passion. You can’t fake wanting to engage with the public. If you do, it will ultimately be an unsatisfying experience for both the blogger and their readers.”

Kevin Anderson Freelance Journalist & Former Guardian Blogs Editor


Why Blog

• >50% internet users read blogs• 40% customers say blogging influences

purchase• Companies that blog have 55% more web

visits• Companies who blog get 70-90% more leads


Ten Blogging Commandments1. Write about what matters to you2. Don’t be too formal3. Edit it yourself4. Avoid cliches5. Remember to spell check6. Make layout easy to read7. Use lists to maximise impact8. Keep it visually fresh, vary the mixture of text and image9. Use a compelling headline10. Practise makes perfect


Why YouTube• Low cost – worldwide platform • Universal appeal of video• Applicable to all businesses• Infinitely flexible• Generate leads, drive web traffic, raise awareness, reduce service/training

costs• 2nd most popular search engine after Google

YouTube is top area for increased focus


You Tube Resources

Complete overview of YouTube


Connecting with your professional network


A trusted and valued brand


Three Degrees of Separation


Profile Checklist• Professional up to date

photo• Professional headline• Customised URL• Summary• Skills and expertise• Update status often

• Reorder profile?• Review settings• Follow company page• Give and garner

endorsements• Give and garner

recommendations


RecommendationsUsers with recommendations are three times as likely to get enquiries through LinkedIn searches


Join a Group


Benefits• Build your visibility and credibility• Share and learn in discussion forums• Make new connections• Meet and share tips with others in your niche• Create targeted promotions• Find suppliers and partners• Direct message anyone in same group


5 reasons why a company page is a valuable marketing asset

Extend company reach Raise product awareness SEO Lead generation Interact and engage with users


Useful resources:

A guide to the new LinkedIn contacts featureHow to connect with people you don’t knowHow to find the best groups to joinHow to avoid getting blacklisted in groupsHow to set up a group


How to promote your business on Pinterest


Management and Reporting Tools• Hootsuite• Tweetdeck• Sproutsocial• Bufferapp• Google, LinkedIn and Twitter analytics,

Facebook insights• http://socialmention.com


Getting Started a 7 Step PlanFamiliarise – go play and learnInvestigate – what are competitors doing?Experiment – try some things outFind customers – define and find your customersDecide which platforms to focus onOperate your planManage, monitor and modify


For more information contact:

Greg Cooper07917 360222

[email protected]