Social media strategy marketing expo 231012

John Owens

Social Media Strategy

(a whistle-stop tour!)

Agenda

• The Social Media Landscape

• Permission and Engagement (Participation) Marketing

• What are the benefits?

• What should you use?

• FaceBook / Twitter / LinkedIn Example

Social Media Landscape

Participation

• Interruption marketing – TV ads, radio, print, billboards etc

• 3,000 + messages /day – but people tune them out......SO

• Permission and Engagement (Participation) Marketing

• Participating in a conversation – 2–way• Engagement

• Can then lead to business

Have a look at www.SethGodin.com

Benefits

www.socialmediaexaminer.com – “2012 Social Media Marketing Industry Report”

Benefits - setting goals

Be clear about what you are trying to achieve e.g.

• Create a buzz to improve awareness of your product /service

• Establish yourself as a subject leader

• Create prospective clients / generate sales

• Meet like-minded people to share knowledge / experience

• Be seen as being up to date

• Because you like to socialise!

Which ones to use?

Most commonly used media

www.socialmediaexaminer.com – “2012 Social Media Marketing Industry Report”

An alternative viewpoint....

What should you do?

• Select 2 or 3 types most likely to help you achieve your goals – B2B or B2C?

• If possible - commit around 5 hours /week - be consistent!

• Add relevant, quality content

• Think of it like a commercial TV channel.....don’t “sell” all the time or people will switch (you) off – 30/70 split?

• Add YOU to it – don’t be a “stuffed shirt”

• You can have more than 1 account, so perhaps keep personal and business separate?

Keep the personal separate!

A few warnings

• If your website is poor – sort it out before engaging hard with social media• Have social media as part of a strategy (e.g. including emails, offline news releases?) • Social media can be an enormous timewaster if it’s not tied in to your business

• Be consistent across all the media types – you might want to “slice and dice” e.g. news items across different channels

Example – www.ArtGrad.net

How do ArtGrad promote themselves?

• They need:• Artists (Suppliers) &• Buyers (Private and Commercial)

• Both types – via Search Engine Optimised website, other online and offline marketing

• Artists – via Word of Mouth, FaceBook, Twitter

• Buyers (Commercial) – via LinkedIn, email marketing to Interior Designers etc

• (The channels do overlap – so a consistent message is important!)

FaceBook

FaceBook

Twitter

Twitter

LinkedIn

Get started!

• Go and get accounts at FaceBook / Twitter / LinkedIn – free

• Watch for a while to get the hang of it

• Then start to participate – “Like” things in FaceBook

“Follow” people in Twitter “Add Connections” in Linked In

• Then start to do things yourself – Tweet in Twitter or Make your own Business Page in FaceBook, Promote an event to your Connections in LinkedIn

Have a look at:

• www.twitter.com• www.facebook.com• www.linkedin.com• www.socialmediaexaminer.com• www.sethgodin.com

• www.twitter.com/jowensassociate• www.linkedin.com/in/johnowensassociates• www.facebook.com/artgrad.net

• Gail Z. Martin “ 30 Days to Social Media Success”

John Owens tel: 01522 822 302 mob: 0780 9631597

email: john@johnowens.biz web: www.johnowens.biz

“Converting the online..... .....to the bottom line”