Published on February 16, 2014
Social Media Marketing Group Training Course Bournville College
Who am I and what do I know?
What we hope you will achieve today?
•Define social media marketing •Explore the business benefits of social media •Examine different platforms
•Determine which platforms are most useful for different types of organisations •A brief look at strategy •A longer look at content
What is social media marketing?
Social media marketing refers to the process of gaining website traffic or attention through social media sites. Social media marketing programs usually centre on efforts to create content that attracts attention and encourages readers to share it with their social networks.
What are social media platforms?
Facebook. LinkedIn. YouTube. Twitter. Instagram. Pinterest. Google+.Blogs. Tumblr. Askfm. Flickr. LiveJournal. Ning etc etc etc
Quiz time • • How many daily active users does FB have? • • How many monthly active users has Twitter? • How many registered Twitter accounts? • • How many hours over video are watched on • YouTube globally monthly? • •How many monthly active users on Google+
Quiz time • • How many new users join LinkedIn each • hour? • • What % of businesses have acquired a new • customer through FB? • What % of businesses have acquired a new customer through LinkedIn? • • What % of customers claim they rely on • social media as part of the buying decision?
What’s in it for an organisation?
• • • • • • • • • • PROMOTING THE ORGANISATION • MEETING GOALS – SALES, SIGN UPS, FUNDRAISERS • RESPONDING AND MANAGING ONLINE ‘BUZZ’ • BUILDING BRAND • LAUNCHING NEW PRODUCTS/SERVICES • REDUCING MARKETING SPEND • REDUCING COSTS • SUPPORT SEO
• • ENGAGEMENT • • LOYALTY • • ENVANGALISM
How to begin social media: strategy
What would be included in a social media marketing strategy?
7 Steps 1. Research – competitors and target audience 2. Set objectives and align with business goals - 3. 4. 5. 6. 7. comments / shares / website referrals / Google rankings / sales / sign ups, etc Create a team Set guidelines Decide on content Decide on the technology / platforms Set up reviews, analyse and measure
Social media strategy: research
Social media strategy: objectives
Social media strategy: create a team or outsource?
Social media strategy: set guidelines
Social media strategy: platforms
Group exercise: • • • • • Decide what platforms would be most suitable for the following organisations. List 4 in order of preference: A start up business selling fashion jewellery A charity that offers bereavement counselling to kids who have lost a parent An established business that suppliers scaffolding to construction companies A local sandwich shop A NGO promoting health and safety in factories
Social media strategy: what is content?
Content • • • • • Words Photographs Podcasts Video Infographics
What makes good content • • • • • • • Shareable Engaging Compelling Unique/quirky/funny Mixture of formats Add-value to user 80/20 rule
20 brilliant ideas for content
1. News 2. New products or services 3. Topical-themed items 4. Editorial 5. Thematic posts/blogs (Summer’s here….) 6. Top 10s 7. Best, worst etc 8. Reviews 9. Customer care 10. Top tips
11. 12. 13. 14. 15. 16. 17. 18. 19. 20. How To…. Staff profiles 10 things you didn’t know about… Testimonials Community-based Latest sector research News or updates Useful resources (websites, social media, etc) Competitions and giveaways Polls
What’s in it for the consumer?
What’s in it for the consumer? • While organisations value engagement and sharing, customers often value more tangible benefits e.g. • Offers • Freebies • Competitions, giveaways, etc
Group exercise: • • • • Describe how you interact with brands on social media platforms: What is good and what isn’t? Do you agree with monetising social media platforms? Do you respond to Facebook ads or sponsored Tweets? Is social media better for organisations that traditional marketing?
What does success look like?
What does success look like? • • • • • • Metrics/measurements: Likes, Followers etc Engagement: shares, likes, comments, RT, influence Web analytics: increased web visitors SEO: higher Google rankings Less measurable results: creating buzz, building brand Sales/sign-ups/donations
Thanks for Attending
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