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Social media seminar
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- 3. Because your customersuse it Internet is most consumed media (61% vs 54% TV) Social sharing now produces an estimated 10% of all web traffic and 31% of referral traffic to sites from search engines and social networks. Monthly reach of YouTube currently stands at 19.3m UK adults. 88% of Brits use social networking sites 48% of consumers combine social media and search engines in their buying process.
- 4. Facebook • 51% UKSME’s use Twitter Twitter • Second most used search in UK • 42% UK SMEs use Twitter Google plus • 5 million UK users YouTube • 300 million user accounts • 35% SME’s use YouTube Linked In • 140 million users • 9 million in UK Instagram • 35million users • 53% under 35 yrs Pinterest • 40 million users • 64% female users - Above average income • 54% over 35yrs old
- 5. Audience reach... ...vast growth
- 6. It increases searchvisibility
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- 8. Social media describestechnologies that people use to share content, opinions, insights, experiences and perspectives by interacting with each other in an environment. Rich Becker, University of Nevada
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- 11. • 2 weeks exclusive promotion via forums etc • 40% of sales target hit • ROI of 2000%
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- 15. Possible objectives • Websitetraffic • New leads So you can measure • Nurturing prospects effectiveness • Talking to customers (CRM)
- 16. Customer journey Cold Suspects Leads Acquisition marketing Conversion process Email Not ready to buy Direct mail Cold calling Social media Advertising Prospects Search • Shown interest Networking Customer Sale relationship management (CRM)
- 17. Golden Rule No.2 Understand your customers
- 18. Find the truths • Why do they buy from you, really • What do they actually want • What’s their pain? • Why did they choose you • Why are you special – your USP
- 19. Fish where thefish are...
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- 21. Focus • Your messaging– your USP • Your resources • Your time
- 22. Choose the correctplatform(s) Consumer Business
- 23. Setting up profilesetc • Visual is important – pictures, graphics etc • ‘Headline’ must be short and sweet – think about your USP • Tell them how you will help them – your benefit • Tell them what you want them to do (call to action) – e.g direct them to your website
- 24. Define a role... • Expert • Helper • Curator • Connector • Commentator • Thought leader • Agent provocateur
- 25. Golden Rule No.4 It’s about conversations
- 26. Engage in conversation •Comment on others discussions, tweets, questions • Make sure you answer ones directed at you – Twitter – immediately – Facebook – same day – Linkedin – day or two • Don’t just sell – help, advise and build your message – fulfil your chosen role
- 28. Some pointers • Lookfor relevant conversations – Google alerts – Google search – select ‘discussions’ – Search in Twitter, Linkedin • Join them • Get a link to your site in there is you can
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- 30. Defining content • Rememberyour messages (e.g USP) • Reflect your role (e.g thought leader) • Two choices… • Create content e.g a blog, articles, white papers etc • Share content – your own and others
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- 32. Remember Useful content for yourcustomers 80 No hard selling 20 Hard selling message
- 33. Golden Rule No.6 Give it time
- 34. Time to… • Buildyour network – depending on your objectives, messaging and role – Identify and ‘follow’ your chosen audience – engage in conversation - hopefully they follow you back – Feature ‘connect with me…’ calls to action on all marketing materials, email, websites, etc • Build a body of activity/content online – great for SEO
- 35. Time to fullyembrace social • Monitor activity – so you can join conversations and answer queries - 30 mins per day • Share content - 5 mins per day • Create content e.g blog - 1 per month • Build your network proactively - 1 hour per week “Discipline beats talent every time”
- 36. Saving some time •Tools available to manage what you do e.g – Hootsuite.com – Bufferapp.com – Twitter automation e.g tweetadder
- 37. • YouTube • Cost$500 • $1.6 million in sales • Short • Well optimised
- 38. • Twitter • Finding old channels harder to get business through • Sales reps use twitter now • Prospecting and customer communications • Talk more regularly to customers and prospects • Driven increased sales
- 39. • Listened and responded • 56% increase in online sales
- 40. The rules • Have clear objectives – so you can measure success • Understand your customers • Focus • It’s about conversations • Content is KING • Give it time
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Editor's Notes
- #2 Lots of strategiesReally hard to choose what to show you
- #4 Just in case you haven’t seen the news!
- #5 One to ponder If Facebook was a country 3rd largest Numbers of SMEs interestingAge on Facebook increasingCLICK
- #6 REACHMany networkshave goneMass marketBut Niche useful tooShows you understand socialSee Handout statsCLICK
- #7 Searchkey to many leadsChange google algorithmSocial signals criticalLinks and likes tweets +1Help Move up search rankingsWill be key as local more importantDiagram illustrates processCLICK
- #9 Read slideCLICK
- #12 Another example – the woodworker
- #17 Core activities – but do try others
- #18 What do they use?Talk to themSurvey via surveymonkey
- #20 And really Plan to...READ deckCLICK
- #21 Social media is complex – thousands of sites and technologies
- #23 Be focussed – choose one to start with
- #25 Define a role for yourselfHelp create an identity Gives Clarity of communication Acting is fine...But be consistentBest is Being authenticPassion connectsCLICK
- #27 Social also facilitates wider range of conversations Between people In many locationsCLICK
- #28 Don’t be there if you can’t engage
- #33 It doesn’t have to be across all channels evenly e.g other SM for the 80 - 1 twitter account for great offers/discounts