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For those who are keen to learn about the basics of Social Media and developing a plan for your small business.
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GETTING THE MOST OUT OF SOCIAL MEDIA FOR YOUR BUSINESS
Charmony Lai
http://ca.linkedin.com/in/charmonylai
TOPICS TO COVER
What is thing called Social Media? Different types of social media and tools available. Develop a social media strategy your business.
BACKGROUND
Online Marketing Specialist at Custom House, a Western Union Company
Develops and executes online marketing campaigns using paid search, inclusions and Social Media
BComm. – University of Victoria
WHAT IS SOCIAL MEDIA?
Social media are websites or tools where works of user-created video, audio, text or multimedia are published and shared in a social environment, such as a blog, wiki, video hosting site and social networks.
Source: The Social Media Guide
SOCIAL MEDIA TYPES AND TOOLS
Publishing - Content type- E.g. Wikis, website content , blog posts, video
Sharing- Channels to disseminate your original content- Stumble Upon, Delicious, Digg
SOCIAL MEDIA TYPES AND TOOLS (CONT.)
Networking- Tools to connect with peers,
prospects and customers- E.g. Facebook, LinkedIn, Twitter,
Momjunction
WHY DEVELOP A SOCIAL MEDIA STRATEGY?
If you find yourself asking these questions, you need a SM strategy.
“Everyone is on Twitter, I must be on Twitter too?”
“I’ve tweeted and posted some links on Facebook. Now what?”
“What I’m really getting out of this?”
CAMPAIGN FAIL
Skittles
STEP 1 - DETERMINE YOUR GOAL
You are investing time, money and resources. What do you want to achieve in return?
- Market product/ service offering?- Extend your marketing footprint?- Branding and PR?
STEP 2 - RESEARCH
Know your customer
- Who are there? Business or individuals?- Needs/ pain points- How does your product benefit them?
* Important: Think benefits, not features.
- Who are their influencers and where do they ‘hang out’ online?
STEP 3 – SET A STRATEGY
Common mistake – Identifying tools before setting a social media strategy
Goal vs. Strategy
- Goal = What- Strategy = How
STEP 3 – SET A STRATEGY (CONT.)
Goal: Promote my product online
Strategy: To promote my product by educating my audience on a
business subject. Use customer pain points to determine business subject Identify publishing methodology. Maybe a blog post or a
video.
STEP 4 – FIND THE RIGHT TOOLS Twitter- Twitter Search: Listen to conversations.- Ow.ly: URL shortener. Maximize your 140 characters.- Twubs for hash tags: Create trending topics so that your tweet is easily
searchable.
L- Largest online professional network.- People Search, Company and Questions & Answers.- Allows you link your blog and twitter into your profile.
STEP 4 – FIND THE RIGHT TOOLS (CONT.)
STEP 4 – FIND THE RIGHT TOOLS (CONT.)
Facebook- Useful when marketing to individuals and younger demographic- Provides you with a business profile and link credit to your profile- Pages feature allow you to send updates to all fans and get
published on their newsfeed.
There are many other niche social networking and bookmarking sites out there!
STEP 5 – MEASURE YOUR RESULTS
Increase in website visits- Use your website analytics tool to measure traffic from a referral
source and by a specific keyword
Increase in mentions & clicks- Hootsuite & Ow.ly- # of clicksthroughs, regions, top referrers and most popular
tweets. - # of facebook fans
Increase in revenue - Hard to relate to a specific initiative- Time revenue spikes with a campaign launch
STEP 5 – MEASURE YOUR RESULTS (CONT.)
THE END
Thanks for attending and good luck setting up your Social Media Campaign!
Presenter: Charmony Lai [email protected] http://ca.linkedin.com/in/charmonylai
