Social Media and Social Media Marketing

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Aren Grimshaw presentation on Social Media and Social Media Marketing. Delivered to delegates at the UKNetWeb / Niddocks Social Media Taster Course - Social Media for Business session on Thursday 7th May.

Transcript of Social Media and Social Media Marketing

Slide 1

Social Media Taster Course 1. An Overview of Social Media 2. Social Media Marketing

Aren GrimshawUKNetWeb Limited

1. An Overview of Social MediaWhat can Social Media do for you?What is Social Media?How big is Social Media?Who is using it?

What can Social Media do for you?Social Media can help businesses in the following areas: Sales: Gain new businessEngagement: Increase customer loyaltyResearch: Identify trends / nichesMarketing: Promote your businessPR: Manage your reputationManagement: Improve collaboration

What is Social Media?Social Media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio. .

Its how people engage, participate and share online

What is Social Media Different PlatformsBlogs, Micro-Blogs and V-LogsSocial NetworksSocial BookmarkingSlideshow, Document, Video and Photo SharingPodcasting / Video PodcastingWiki SitesForumsInstant MessagingVirtual Worlds

How big is Social Media?Facebook has 200m+ active users (100m Daily)1bn pieces of content shared over Facebook weekly4m+ FB users become fans of Pages every day77% of active internet users read blogs133m+ blogs indexed by TechnoratiTwitter users grew by 900% in the last yearLinkedIn gains 1 new user per secondExecutives from all Fortune 500 companies are on LinkedIn10 hours of video are uploaded to YouTube every minute

Social Media Some DemographicsFastest growing user group on Facebook is 35+The average age of a Twitter user is 31The average age of a MySpace user is 27The average age of a LinkedIn user is 41The average earnings of a LinkedIn user is $109k46% of LinkedIn users are Decision MakersABC1s are more likely to have a Facebook profile C2DEs are more likely to have MySpace profile

Who is using it?Small to Medium EnterprisesBigger BusinessesGlobal CorporationsMedia CompaniesNon-ProfitsSocial EnterprisePoliticiansEducation ProvidersStudentsAnd countless others

2. Social Media MarketingWhat is Social Media Marketing?Where do I start?How do I identify my community?Starting out Steps and ProcessWhat are people saying about me or my business?Does it make any money?

What is Social Media Marketing?

Social Media Marketing is an engagement with online communities to generate exposure, opportunity and sales.

Where do I start? - Process

Where do I start? Creating your Action Plan

How do I identify my community? Who are your target market?Do they share any interests?What other people are of interest to your business?Journalists?Politicians?Other influencers?Where are they found online?Blogs?Social Networks?Forums?

How do I identify my community? - ResourcesTry using the following services to identify your community:

Starting out Actions1. Create Accounts with the following services:

Where do I start? Actions cont.Find your existing contactsListen to conversations Try engaging with peopleLook at what others are doing Foster your own focus groupRemember Content is kingKeep it relevant to your audienceBe clear in your objectivesResearch, plan, test and review

What are people saying about me or my business? - Resources

What are people saying about me or my business?Conversations will take place whether you take part or notSign up for alerts on your company / brand name plus other keyphrasesEngage with complaints do not tackle themKeep an eye on forums and discussion boardsSee what people are saying about your competition

What NOT to doNot Listening. Not Responding. Schmoozing Instead of ConnectingNo Transparency, No AuthenticityTreating as a Channel, Not A ConversationApplying traditional marketing tactics to social media marketingThinking anyone cares about your brand

Source: Ignite Social Media

Does it make any money?Measuring return on investment (ROI) from your activities can be difficultBe clear in your objectivesBenefits of Social Media Marketing to business go beyond short term sales:Customer loyaltyIncreased CredibilityHigher order valuesMore website hits

Does it make any money?Dell Twitter produced $1 million in revenue over 1 year through sale alerts. Surfers Against Sewage 300% increase in online action, 3,000 page views in first 48hrs 100s of new members in 3 months, 2,500+ Fans

UKNetWeb 2/3+ New business enquiries through social platforms Increased project sizes, larger clients, exposure outside of Cornwall

Social Media for Business More infoVisit the UKNetWeb Blog http://www.uknetweb.com Check out my Delicious Bookmarks

Connect with me on Facebook, LinkedIn and Twitter

Check out our presentations on Slideshare and You Tube www.slideshare.net/uknetweb www.youtube.com/user/uknetwebsm

Social Media for Business Services

Social Media Workshops (Team or Individual) Strategies / Action Plans for Business Coaching and Training Web Design and Development Services Customisation and Integration

Social Media Taster Course 4. Making more of your website

Toby ParkinsUKNetWeb Limited

4. Making more of your websiteWhat can be done?Whats the benefit of that?Whos doing it?Where do I start?Making the most of your resources Does it make any money?

What can be done?User Generated ContentIntegrated Blogs / MicroblogsLive Chat / Virtual AssistanceSharing FunctionalitySocial ConnectionsContent LibrariesPassive MarketingCustomisation and Integration

Whats the benefit of that?Increases website Stickiness Helps customers make informed choicesIncreases site trafficDrives Word of Mouth recommendation / referralBuilds credibilityMore Shop Windows

Making the most of your resourcesStreamline processesMake the most of technologyThe power of communitiesReuse information

Whos doing it?LocallyPoppy TreffryUKNetWebBritish International Helicopters

NationallyLittlewoods

InternationallyNokiaZappos

Where do I start? - ActionsSet up the following for your business:

A Facebook PageA Wordpress Blog

Where do I start? - Resourceshttp://www.facebook.com/advertising/?pageshttp://wordpress.com

Case Study Poppy Treffry

Making the most of your resources - TipsIncorporate a Blog in your websiteUtilise RSS FeedsFeed content into other spacesLink spaces togetherLet your customers help youWork with your developer

Does it make any money? - ZapposStrong Customer FocusUser Generated ContentUse of video to communicate messagesExtensive Content LibrarySocial Profiles and EngagementIntegrated Blog

Does it make any money?

Over the years, our focus on service has resulted in our fast growth, driven primarily by repeat customers and word of mouth.

Zappos

Show me the moneyGross Merchandise Sales: at Zappos

1999: Almost nothing2000: $ 1.6m2001: $ 8.6m2002: $ 32m2003: $ 70m2004: $184m2005: $370m2006: $597m2007: $840m2008: Over $1 billion

Social Media for Business More infoVisit the UKNetWeb Blog http://www.uknetweb.com Connect on Facebook, LinkedIn and Twitter

Check out our presentations on Slideshare and You Tube www.slideshare.net/uknetweb www.youtube.com/user/uknetwebsm

Social Media for Business Services

Social Media Workshops (Team or Individual) Strategies / Action Plans for Business Coaching and Training Web Design and Development Services Customisation and Integration

Social Media for Business Services

Social Media Workshops (Team or Individual) Strategies / Action Plans for Business Coaching and Training Web Design and Development Services Customisation and Integration

Social Media for Business Services

Social Media Workshops (Team or Individual) Strategies / Action Plans for Business Coaching and Training Web Design and Development Services Customisation and Integration

*Me

Background: Sales, Marketing and PR

Currently: Account Manager and Social Media Consultant with UKNetWeb

UKNetWeb: Specialises in the technical aspects of web design and ecommerce

**2. and 3. FB Main Site4. And 5. Technorati State of the Blogosphere - Universal McCann (March 2008) 6. ZDNet http://blogs.zdnet.com/BTL/?p=129197. Counted on Twitter About Us section8. YouTube Corporate info

Facebook Corp3. ZDNet http://blogs.zdnet.com/BTL/?p=129194. Boomer Lifestyle http://boomerlifestyle.com/blog/boomers-seniors-retirees-need-to-replace-income-lost-in-recession-have-you-discovered-how-to-get-linked-in-to-the-social-networking-sites-to-assist-in-your-job-search/Last 2: Ofcom report into Social Networking*What is it?

Intend: to provide a Brief Overview Explain: How SM differs from TRADITIONAL Websites and MarketingLook at the role of SM: How it cuts across customer service, PR, management, sales and marketing

What can it do for me?

Hear: Different opportunities emerging from SMGet a Feel: for the BenefitsLook at some typical uses of SM in business

Whos using it?

Highlight: Some local and some not so local examples of companies employing SM examplesANDGet you THINKING about how you might approach using SM

How do I learn more?

Leave you with some ways to find out more about SM and how you might get started.

*Me

Background: Sales, Marketing and PR

Currently: Account Manager and Social Media Consultant with UKNetWeb

UKNetWeb: Specialises in the technical aspects of web design and ecommerce