How Can Small Business Use Social Media to Stand Out in a Crowded Marketplace
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HOW CAN SMALL BUSINESSES USE SOCIAL MEDIA TO STAND OUT IN A CROWDED MARKETPLACE? www.worldwidecreative.co.za | www.theheavychefproject.com
description
A presentation by Fred Roed, CEO of digital marketing agency World Wide Creative, aimed at small businesses looking to harness the new tools of marketing. The presentation includes a basic introduction to social media, some simple steps to follow and three case studies.
Transcript of How Can Small Business Use Social Media to Stand Out in a Crowded Marketplace
HOW CAN SMALLBUSINESSES USE SOCIALMEDIA TO STAND OUT IN
A CROWDEDMARKETPLACE?
www.worldwidecreative.co.za | www.theheavychefproject.com
THIS IS NOT JUST ASOCIAL MEDIA PRESENTATION...
THIS IS A PRESENTATION ABOUTBUILDING A COMMUNITY.
WHO IS WORLD WIDE CREATIVE?
WE SUBSCRIBE TOTHE ‘HEAVY CHEF’ PHILOSOPHY
WHAT IS MARKETING?
WHAT IS MARKETING?
WIKIPEDIA SAYS:Marketing is an ongoing process of planning and executing the marketing mix (Product,Price, Place, Promotion often referred to as the 4 Ps) for products, services or ideasto create exchange between individuals and organizations. Marketing tends to be seen
as a creative industry, which includes advertising, distribution and selling. It is alsoconcerned with anticipating the customers’ future needs and wants, which are often
discovered through market research. Essentially, marketing is the process of creatingor directing an organization to be successful in selling a product or service that people
not only desire, but are willing to buy.
WHAT IS MARKETING?
“marketing is initiatingand maintaining
profitable relationships.”
WE PREFER...
WHAT IS SOCIAL MEDIA?
WHAT IS SOCIAL MEDIA?
“an umbrella term thatencompasses blogs, intranets,
wikis, social networking sites, newsforums and photo-sharing sites.”
WHAT IS SOCIAL MEDIA?
...or a set of digital marketing toolsthat facilitate interaction,
engagement and communitydevelopment - online.
IF MARKETING IS ABOUTRELATIONSHIPS...
THEN SOCIAL MEDIA IS PRETTYIMPORTANT.
TIME MAGAZINETHINKS SO TOO.
AND SO DO1,3 BILLIONINTERNETBROWSERS...
F M A M J J A S O N D J F2006 2007
Source:Hitwise
SOCIAL MEDIA
PORN
SEARCH
SOCIAL MEDIA TAKES OVER FROM PORN AS#1 MOST VISITED CATEGORY ONLINE
14
12
10
8
6
Share of site visitors. %
WHAT IS THE STATEOF MARKETINGCOMMUNICATIONSTODAY?
POINT #1:WE’RE BOMBARDED!
“We’re subjected to over 3000marketing messages a day.
On average, we only retain 8 of them.”
POINT #2:WE’RE IN THE‘ATTENTIONECONOMY’
“Target markets are becomingharder to retain.”
POINT #3:THERE IS A LOTOF ‘SMOKE ANDMIRRORS’ IN THEMARKETINGINDUSTRY RIGHTNOW.
“Everybody seems to be jumpingon the digital bandwagon.”
POINT #4:WE MUST THINKDIFFERENTLYABOUTTHE MESSAGEAND THETARGETMARKET.
“Everyone is fishing inthe red water.
We must learn to fish inthe blue water.”
SO,HOW CAN YOUR BUSINESSHARNESS DIGITAL MARKETING TOSTAND OUT IN A CROWDEDMARKETPLACE?
STEP #1:Define theMessage.
STEP #2: Select the correct digital channelsto spread that message.
STEP #3: Identify Brand Ambassadors.
STEP #4: Start conversations online.
STEP #5:Keep it going.
HOW HAS SOCIALMEDIA HELPEDORGANISATIONS INTHE PAST?
some case studies...
www.capsicumcooking.co.za
Capsicum, Africa’s biggest cookinginstitution recently relaunched itswebsiteEmploys youth-focused social mediacomponents on its siteResult: Immediate and significantincrease in referrals
www.iburst.co.za
In 2006, African ISP, iBurst, launcheda customer service blog.
CASE STUDY
In 2006, African ISP, iBurst, launcheda customer service blog.After 2 posts & a few thousandnegative comments...
CASE STUDY
In 2006, African ISP, iBurst, launcheda customer service blog.After 2 posts & a few thousandnegative comments......the blog was canned
CASE STUDY
www.barackobama.com
130,000 Obama videos onlineBiggest mobile subscription drive inhistory10m blog posts(70% more than McCain)3 times McCain’s web traffic5 times McCain’s community
OBAMA PROVIDES US WITHA GREAT EXAMPLE OF HOWSOCIAL MEDIA SHOULD BE USED:
OBAMA PROVIDES US WITHA GREAT EXAMPLE OF HOWSOCIAL MEDIA SHOULD BE USED:
A SIMPLE, RELEVANT & TARGETEDMESSAGE COMBINED WITHRELENTLESS INTERACTION.
so, whatlessonscan we learnfrom theseexamples?
LESSON #1:
BE AUTHENTIC
LESSON #2:
BE HONEST
LESSON #3
BE FOCUSED
LESSON #4:
BE CREATIVE
LESSON #5:
BE CURIOUS
WHAT ARE THE BENEFITSPROVIDED BY SOCIAL MEDIA TOSMALL BUSINESS?
Attract community membersCollective intelligenceFree discussion of issuesBrand buildingDatabase buildingReputation managementEstablish a position of authority
“In conclusion: social media isnot a silver bullet.
“In conclusion: social media isnot a silver bullet.
...but it is a heck of anaccelerator.”
