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Be Better at Business! With a billion users its hard to ignore social media as a critical part of your marketing plan. This presentation provides an overview of the basic strategies, tools and techniques for integrating social media into your markeitng strategy.
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Social Media Marketing 101
www.SigmaBizLearning.com
Provided by Sigma College of Small Business, Inc.
What is “Social Media”?What is Social Media ?
Networking OnlineNetworking
• Making New Contacts
• Building Relationships
Online
• Utilizing Online Tools– BlogsBuilding Relationships
– Adding Value
– Trust and Credibility
h k
– Social Sites (Facebook)
– Micro Blogs (Twitter)
– Email• Leveraging the Network– Business
– Entertainment
– Aggregation sites
• Benefits
– Charity – Audience Reach
– Interactivity
– Flexibility
Copyright 2012 Sigma College of Small Business, Inc.
Flexibility
2Social Media Marketing 101
Why Social Media for Business?Why Social Media for Business?
• Communication Channel– Flexible Communication– Incredible Reach– High Interactivity
• How does it equate to revenue?– Direct Revenue
• Ads, products and subscriptions– Indirect Revenue
• Generate leads and referrals– Build Attitude, Trust and Credibility
• Monitor and Manage the Brand– Customer service– Public relations
Copyright 2012 Sigma College of Small Business, Inc.
ub c e at o s
3Social Media Marketing 101
The Value of NetworkingThe Value of Networking
• Making ONE solidMaking ONE solid connection
YOU Networking Contact
• Links you to HUNDREDS of potential connections
Copyright 2012 Sigma College of Small Business, Inc.4Social Media Marketing 101
The Value of Online Social NetworkingThe Value of Online Social Networking• Links you to THOUSANDS of
potential customers….Repeatedly!• Making ONE solid
connection
p p y
YOU Networking CContact
Contacts are “Opt‐In”!!!
Copyright 2012 Sigma College of Small Business, Inc.5Social Media Marketing 101
Start Here!C h Ch i iCash Cheap, Time Expensive
Copyright 2012 Sigma College of Small Business, Inc.6Social Media Marketing 101
Copyright 2012 Sigma College of Small Business, Inc.7
Aliza Sherman, Web Worker Daily
Social Media Marketing 101
Nothing NewMarketing Basics
Audience ObjectivesAudience• Segment the Market
– GeographicDemographic
Objectives• Awareness
– Change level of awareness– Demographic– Psychographic– Behavioral
• Priorities and Needs
• Attitude– Modify audience perception
• Behavioro t es a d eeds• Buying Behavior
Behavior– Generate specific action
Message
Show Value Differentiate Close
Copyright 2012 Sigma College of Small Business, Inc.8Social Media Marketing 101
The Social Media Process
The Social Set Up Add Value
The Social Media Process
The Social Media Plan
• Audience,
Set Up Accounts
• Choosing the
Add Value with Content
• Sticking to the Objectives, Message
• Choosing the Ri ht T l
right titles, URLs, email and usernamesLi ki t
message• Frequency and TimingM MiRight Tools
• RESOURCES• Integrated with Marketing
• Linking accounts• Using Social Media Tools
• Message Mix• The Media Calendar
• CampaignsMarketing Message
Campaigns, connecting and interacting
Copyright 2012 Sigma College of Small Business, Inc.9Social Media Marketing 101
Social Media ToolsSocial Media ToolsPrimary Tools Accessories
• Social Networks– Facebook, LinkedIn, MySpace,
Meet‐up
• Web Site
A i T lee up
• Content Sites– YouTube, SlideShare, Ustream
• Aggregation Tools– Hootsuite, TweetDeck,
FacebookConnect• “Status” Networks
– Twitter, Foursquare
• Blogs
• Bookmarking– Delicious
Shareaholic• Blogs – Shareaholic
Copyright 2012 Sigma College of Small Business, Inc.10Social Media Marketing 101
FacebookFacebook• Primary Marketing Objectives
– Broadcast Advertising to build brand– Information Resource Site
• Friend Page– Personal page
d– Friends• Can see personal info and posts of friends and their friends• “Like” a business fan page to see their content on your news feed
• Fan PageFan Page– Business or organization page
• Admin has personal account– Fans “Like” your page
• Can only see fan page• Can’t see Admin personal page or other fan info
The GOAL is to get your fans to share your message across their network!
Copyright 2012 Sigma College of Small Business, Inc.11
Social Media Marketing 101
g y f y g
Why do They FollowWhy do They Follow1. 40% want to receive discounts and promotions
2 37% want to show support for the brand/company2. 37% want to show support for the brand/company
3. 36% hope (want) to get free samples, a coupon (a.k.a. freebies)
4. 34% want to stay informed about the activities of the company
5. 33% want to get updates on future products
6. 30% want to get updates and information on future sales
7 27% like to get fun and entertainment out of it7. 27% like to get fun and entertainment out of it
8. 25% want to get access to exclusive content
9. 22% mentioned they were referred by someone to follow this brand/company
10. 21% want just to learn more about the companyThe top‐10 reasons why consumers follow a company on Facebook
Copyright 2012 Sigma College of Small Business, Inc.12
Social Media Marketing 101
Posted January 11, 2011 by Ralph Pagliahttp://socialmediatoday.com/ralphpaglia/260439/top‐10‐reasons‐why‐consumers‐following‐company‐facebook
LinkedInLinkedIn
• Primary Marketing Objective• Primary Marketing Objective– Relationship Selling
• More Professional, Career Site,– Connections and Links– Access people through direct connections
l f l• Complete Profile– History of jobs is searchable– Recommendations– Recommendations
• Business Page– People can link to your business
Copyright 2012 Sigma College of Small Business, Inc.
p y
13Social Media Marketing 101
TwitterBe Relevant in 140 Characters
• Primary Marketing Objective– Attitude Improvement– Reach
• “Followers”• Followers– Not as personal as Facebook– Easy to un‐follow– Use “Lists”
• “Tweet” your Message• Replies and Re‐tweetsReplies and Re tweets
– Important part of being effective– Build Credibility – Add Value
Copyright 2012 Sigma College of Small Business, Inc.14
Social Media Marketing 101
BloggingBlogging
• Primary Marketing Objective– Attitude – Expertise and Credibility– “The Draw” – Content that draws people
• Content and linkingd h bl h d d– Provides searchable content that is updated
– Value of content drives traffic• Use to build expertise and credibility
– Link back to yours and network sitesLink back to yours and network sites• Personal or company blog
– Who do you want to brand• Free v HostedFree v. Hosted
– Free good for content– Hosted recommended for
more interactive blog
Copyright 2012 Sigma College of Small Business, Inc.15
Social Media Marketing 101
Setting Up Accountsg p
• What and Who are You Promotingl– Business v. Personal
– Company or Product Brand• Titles, URLs, Usernames and emails
– Identifiable to you or companyIdentifiable to you or company– Short and concise– Common across media
• Setup Accounts– Setup username in all potential accounts
• Reserves even if immediate use is unlikely
• Customize to Brand• Initial EntriesInitial Entries
– About, Introduction, First Article– Recent “Writings”
• Linking Accounts
Copyright 2012 Sigma College of Small Business, Inc.16
Social Media Marketing 101
The Social Media CalendarThe Social Media Calendar
• Build consistent, credible messaging, g g• List “post‐worthy” events and information
– Events, products, community, education– Create campaigns
• Set number of associated posts and base messagemessage
• Write posts– Write out the actual post with any linksp y– Adjust timing
• Schedule and post
Copyright 2012 Sigma College of Small Business, Inc.
Social Media Marketing 10117
Social Media ToolsSocial Media Tools
• AggregatorsAggregators– Manage multiple streams
See and post to Twitter– See and post to Twitter, Facebook, LinkedIn, etc…
– Tweetdeck Hootsuite– Tweetdeck, Hootsuite
– Schedule functionality
• Share Tools• Share Tools– Add social links to web site
Copyright 2012 Sigma College of Small Business, Inc.
Social Media Marketing 10118
Social Media Marketing 101Social Media Marketing 101
• Social Media is a Very Effective Marketing ToolSocial Media is a Very Effective Marketing Tool• Build it into Your Marketing Plan
– Audience Objectives MessageAudience, Objectives, Message– Plan the time and resources– Use the best tools for your businessUse the best tools for your business
• Interact and Communicate– Comment Retweet ReplyComment, Retweet, Reply
Copyright 2012 Sigma College of Small Business, Inc.
Social Media Marketing 10119