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2. How to make your online marketing work for your business: social media by Alison Nicholl.
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Internet Marketing
Alison Nicholl
eBusiness Manager
Internet Marketing
www.investni.com
Internet Marketing
• “Online is old news. Online in social media is today's news … Social media is not a subset of the internet. Social media is the internet.”
Sean Case, Senior Vice President of Sales and Client Service –Peanut Labs
Online Selling
• Marketplaces now account for a huge chunk of global e-Commerce activity:
- 30% in the US and UK
- A staggering 90% of online spending in China. (Tamebay)
Social Media
• Is there an opportunity?
• Need to think about Campaigns and Objectives
• Skills/Resources to execute?
General Social Media
• What is the Goal?– What do you want to achieve?
– Bookings, Brand Awareness, Customer Service
• Fans, Followers, Likes– What will that do for the business?
• Need to create engagement– Get your posts seen first of all
– Likes, Comments, Shares, Re-Tweets
– Challenge for SME’s
Starting a Facebook Page
• Spend some time on Facebook
• Create a business page not a personal profile
• Create a good cover image and complete all information
• Understand your goals and what you are trying to achieve
– Bookings, Brand Awareness, Reputation
• Know who your customer is!
• Think about content that will Engage
• Becoming difficult to get posts onto your fans Newsfeed– Newsfeed Algorithm
• Advertising Platform is Now Key– Potential to pay for exposure to new and existing
‘fans’
• Drive people back to your website
• Integrate Bookings Directly on Facebook
Facebook Takeaways
• Think in terms of Campaigns
– e.g. Increase bookings from a specific target group
– Get more ‘likes’ from people in an area
• Look into the Advertising Options
– Target specific demographics
– Target Friends of Friends etc
• Use Facebook Insights
– Measure what’s working
Twitter for Business?
• Not just for Marketing
• Fantastic source of information and learning from others
• Powerful Tool for engaging with Customers and Customer Support
• Keep people informed
Important - #hashtags
• People use the hashtag symbol # before a relevant keyword or phrase (no spaces) in their Tweet. This categorises those Tweets and helps them appear more easily in a Twitter Search.
• Clicking on a hashtagged word in any message, will show you all other Tweets marked with that keyword.
• Hashtagged words that become very popular are often Trending Topics.
Tweeting
• Tweets, 140 characters, be creative
• Twitter uses a Link shortener
• @Reply to others directly
• Use direct message facility when appropriate
• Re-Tweet interesting stuff, people will like you for it
Twitter Takeaways
• Use the search facility
• Understand #hashtags and use
• Join the conversation
– Look for opportunities
– Don’t over do selling
– Be nice to people
• Tweets from influential customers would be nice
Old Mill Saddlery Case Study
• https://www.youtube.com/watch?v=LRKJemPQcp4&index=5&list=UUPaw-eoZzY6ltSYHo5W-MWw
Measurement – Google
Analytics• Make sure its installed and use it regularly
• Set Up Goals
– Bookings, Downloads, Video Views etc
• Use UTM tracking URLS – which campaigns are delivering
• Use Advanced Segments
– How do different types of traffic perform
• Maybe set up automated reports
Google Analytics
• Free Tool to measure/track activity on your website
• Implemented by placing tracking code on your web pages
– Usually very easy to do
• https://econsultancy.com/blog/64297-18-useful-google-analytics-custom-reports-segments-and-dashboards-for-seo#i.1g515vz187idif
Typical Home Page
What does it measure
• Visitors
• Time Spent on Site
• Pages Viewed
• Bookings Made
• Bounce Rate
• Conversion Rates
• Country
• Age/Gender
• Source
• New or Return
• Device Used
• Language