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Using Social Media for Business
The New Consumer• “The world has wised up. No one is going to be tricked into buying
something by cute TV commercials. In the Internet Age, everyone has the ability to find out everything about your company, market, and products. If you want to sell, you’d better show customers that you care intensely about your product and what it stands for.”• Bloomberg Business
Why Bother with Social Media?
• http://youtu.be/5yxuljHX09I Overview
• http://www.youtube.com/watch?v=Q8pyNHz6Pr0 Business/Stats
Social Media is Everyone’s Business!
Focal Points
Social MediaFocal Point
Why Social Media? • 85% of all businesses that have a dedicated social media platform as
part of their marketing strategy reported an increase in their market exposure.• 58% of businesses that have used social media marketing for over 3
years reported an increase in sales over that period• 87% of SMEs believe that social media has helped or somewhat
helped their organisation• 14% of people trust ads, 90% trust peer recommendations
Where does social media fit in your business? • Who are you selling to? • Where are your customers? (Geographically)• Are you B2B or B2C? • Do you sell online? • Do you have a product or service? • Do you have a premises? • What is your current marketing activity?
What platforms are your customers using? • Who are your customers? • How old are they? • Where do they live? • What are their interests? • What platforms are they more likely to use?
Social Media Strategy “Fail to Plan, Plan to Fail”• It is vital that there is
consistency across your online communications • You need to agree the
‘party line’ and stick to it when using social media• Your social media should fit
with your company ethos, marketing, branding and communications
Strategy
• What are the pitfalls that impact a social media marketing strategy?• Inauthenticity• Impatience• Lack of executive/ top level management buy in• Improper goal setting• Social media as a stand alone programme • Lack of stakeholder engagement• Undefined success
Strategy
• Begin with a clear vision • Know Your audience • Understand content creation as it relates to your audience • Commit !
Goal Setting
Social media can be used for a variety of businessobjectives including:• Marketing• Sales• Customer service• Research• IT• Human resources• Executive management
Measurement
• Site traffic• Number of fans/ followers• Number of positive customer mentions• Number of page views• Number of mentions• Engagement rate• Facebook: talk about this and reach • Twitter: retweets and impression reach• Social clicks• Conversion Rates• Revenue• Reduced call volume• Increased channel sales
Content Ideas
• Subscribe to industry feeds- bloggers, emails, google alerts • Monitor social media conversations (Tools: Hootsuite,
Tweetdeck) • Repurpose content (video to blog, blog to tweet, etc) • Become a video bug – answer questions • Top 10’s • Produce research (surveymonkey, surveygizmo)• Inspiration and motivation
Strategy Worksheet
• Exercise
Outsource Vs In-house
• Time available • Skills/resources available • How much do you enjoy social media?• Success to date • Value-add to business
Outsource – what to ask
• When did you start in social media? Why?• Where can I find you online? Do have a blog? Which social sites do you engage?• What is your background other than social media?• What social media marketing channels do you have the most expertise in?• How will you help us determine our community influencers?• What methods will you use to grow our audience?• How do you handle legal risks?• How will you coordinate social media with our other communication functions?• How do you measure results and calculate ROI?
Green Businesses Doing It Right
Green Businesses Doing It Right
Green Businesses Doing It Right
Green Businesses Doing It Right
Green Businesses Doing It Right
Green Businesses Doing It Right
Green Businesses Doing It Right
Green Businesses Doing it Right
Facebook Facts • There are currently more people on facebook
than there were on the PLANET 200 years ago • Facebook now accounts for one in every seven
minutes spent online around the world.• Facebook is the out and out leading social
network in Ireland with 1.9 million users + • Growing at a rate of 900 new profiles per day • According to Ipsos MRBI, 1.75 million or 50% of
the entire Irish population, over the age of 15 years, use Facebook.
Facebook Facts
• 77% of all Irish internet users use Facebook (Comscore)• That average Irish person spends 4hours 10 minutes on Facebook per
month• 47% log in daily, 24% every few days, 12% weekly • 175,000 new Irish users joined the site in the last six months.
Facebook User Demographics 12-1713%
25-3431%
45-548%
18-2424%
35-4417%
55+5%
Advantages of Facebook
• Immediate & interactive • High share value • Facility to sell direct • Enhanced facilities for promotion • Highly visual • Social shares • Very targeted advertising
Disadvantages of Facebook
• Difficult to get reach without paying • Very cluttered • Jaded consumer • Not appropriate for B2B in the main
Understanding Edgerank
Profile V Business Page
• Profiles are for individuals to use in a non professional context • Pages are for an organisation, business, celebrity, or band to maintain
a professional presence on Facebook. • The important thing to know is that if you have a business you should
use a Page to promote your Business rather than a Profile.
The Grand Tour
Create a Page on Facebook
Create a Page on Facebook
Create Facebook Page
Create Facebook Page
Profile Picture
Profile pics should be 160 pix x 160 pix
Fanbase
Tell Them About You!
Start Creating Content!
Admin Panel
Quick view of activity on page
Admin Menu
Let’s Go Online !
Making it Work for You
• Competitions • Advertising • Sponsored posts • Events•Groups • Encourage users to post on your page• Contribute to other pages • Add Like button to your website/blog
Twitter – The Facts
• 385,000 Irish people have a Twitter account• 60,000 users active daily • 159,000 tweets per day • 71% of journalists use Twitter as a news source
Twitter- The Benefits
• Drive traffic to your website/blog/offline business• Sell lots more product (Dell made $2million in 12 months, purely
from Twitter offers)• Monitor what’s going on in your industry• Listen to what people really think about your business or product (or
you!)• Provide instant customer service, wow your customers and nip
problems in the bud fast
Twitter- The Benefits
• Find out what customers and prospects want• Discover new opportunities –find people searching for what you offer • Get the attention of the media and attract free publicity• Spice up the attendance and the atmosphere at your events
Twitter – The Cons
• Time consuming • Always on • Can be difficult to gain visibility
The Grand Tour
Create a Twitter Page
Create a Twitter Page
Get Started
Get Started
Get Following
Get Connected
Let’s Go Online !
Using It
• Listen - http://twitter.com/#!/search-home• Talk • Share relevant information • Don’t be a Delboy! • Be human • Talk shop, talk home, talk social • Ask questions • Retweet • Use it at events
Linkedin – The Facts
• 472,000 Irish users • Ireland has 2nd highest penetration of users in the world at 21%• 33% of accounts are active on a monthly basis• 31% of users use it weekly • User profile largely aged 35-44, Dublin-based, employed and AB social
class
Linked-In – What are they there for?
Why do people use it? • 50% networking • 49% browse jobs • 10% recruitment
Linked-In – The Benefits
• Targeted • Cost effective • Access to particular industries /groups (E.g. SME Links
Ireland, SME Professionals, Pharma IQ, Banking Connects, etc.) • Virtual networking and introductions • Crossover events • Flexibility of use – advertising, promotion, discussion
and networking
Linked-in – The Disadvantages
• Penetration • More appropriate for B2B
Linkedin – The Grand Tour
Create a Company Page
Create a Company Page
Create a Company Profile
Personal Profiles
• Profile picture - People are 10 times more likely to connect with you if they can see who you are • Make sure your company website is listed • Add any additional social media pages, maps, blogs, etc • Create a vanity URL for your account• Keep your history relevant • Ask for RECOMMENDATIONS
Vanity URL
• Go to ‘Edit Profile’, scroll down to ‘Public Profile’ and click ‘Edit’
Making It Work!
• Groups • Discussions• Advertising • Events
Let’s Go Online !
Thank You
India,Kerala 2nd Floor, P.O. Bazaar Building,Calicut Road, Manjeri - 676121,
P.O. Box 88, Kerala, India,Tel: +91 483 2764 2222, Fax: +91 483 2764 2233,
Hotline: +91 9744 999 444
craydon.in [email protected] www.craydon.in
