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.

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Social Media Taster Course 1. An Overview of Social Media2. Social Media Marketing

Aren GrimshawUKNetWeb Limited

1. An Overview of Social Media

• What 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 business• Engagement: Increase customer loyalty• Research: Identify trends / niches• Marketing: Promote your business• PR: Manage your reputation• Management: 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.

….

It’s how people engage, participate and share online

What is Social Media – Different Platforms

• Blogs, Micro-Blogs and V-Logs• Social Networks• Social Bookmarking• Slideshow, Document, Video and Photo Sharing• Podcasting / Video Podcasting• Wiki Sites• Forums• Instant Messaging• Virtual Worlds

How big is Social Media?

• Facebook has 200m+ active users (100m Daily)• 1bn pieces of content shared over Facebook weekly• 4m+ FB users become fans of Pages every day• 77% of active internet users read blogs• 133m+ blogs indexed by Technorati• Twitter users grew by 900% in the last year• LinkedIn gains 1 new user per second• Executives from all Fortune 500 companies are on

LinkedIn• 10 hours of video are uploaded to YouTube every

minute

Social Media – Some Demographics

• Fastest growing user group on Facebook is 35+• The average age of a Twitter user is 31• The average age of a MySpace user is 27• The average age of a LinkedIn user is 41• The average earnings of a LinkedIn user is $109k• 46% of LinkedIn users are Decision Makers• ABC1s are more likely to have a Facebook profile • C2DEs are more likely to have MySpace profile

Who is using it?

• Small to Medium Enterprises• Bigger Businesses• Global Corporations• Media Companies• Non-Profits• Social Enterprise• Politicians• Education Providers• Students• And countless others

2. Social Media Marketing

• What is Social Media Marketing?• Where do I start?• How do I identify my community?• Starting out – Steps and Process• What 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

Review

Implement Plan

Research

Where do I start? – Creating your Action Plan

TechnologyCustomisation

Integration

Approach Strategy

Aims Objectives

PeopleTarget MarketsCommunities

Social Media Marketing

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? - Resources

Try using the following services to identify your community:

Starting out – Actions

1. Create Accounts with the following services:

Where do I start? – Actions cont.

2. Find your existing contacts

3. Listen to conversations

4. Try engaging with people

5. Look at what others are doing

6. Foster your own focus group

7. Remember ‘Content is king’

8. Keep it relevant to your audience

9. Be clear in your objectives

10. Research, 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 not

• Sign up for alerts on your company / brand name plus other keyphrases

• Engage with complaints – do not tackle them• Keep an eye on forums and discussion boards• See what people are saying about your competition

What NOT to do…

• Not Listening. Not Responding. • Schmoozing Instead of Connecting• No Transparency, No Authenticity• Treating as a Channel, Not A Conversation• Applying traditional marketing tactics to social media

marketing• Thinking anyone cares about your brand

Source: Ignite Social Media

Does it make any money?

• Measuring return on investment (ROI) from your activities can be difficult

• Be clear in your objectives• Benefits of Social Media Marketing to business go

beyond short term sales:– Customer loyalty– Increased Credibility– Higher order values– More website hits…

Does it make any money?

• DellTwitter produced $1 million in revenue over 1½ year through sale alerts.

• Surfers Against Sewage300% increase in online action, 3,000 page views in first 48hrs100’s of new members in 3 months, 2,500+ Fans

• UKNetWeb2/3+ New business enquiries through social platformsIncreased project sizes, larger clients, exposure outside of Cornwall

Social Media for Business – More info

• Visit the UKNetWeb Bloghttp://www.uknetweb.com

• Check out my Delicious Bookmarks

• Connect with me on Facebook, LinkedIn and Twitter

• Check out our presentations on Slideshare and You Tubewww.slideshare.net/uknetwebwww.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 website

• What can be done?• What’s the benefit of that?• Who’s doing it?• Where do I start?• Making the most of your resources • Does it make any money?

What can be done?

• User Generated Content• Integrated Blogs / Microblogs• Live Chat / Virtual Assistance• Sharing Functionality• Social Connections• Content Libraries• Passive Marketing• Customisation and Integration

What’s the benefit of that?

• Increases website ‘Stickiness’ • Helps customers make informed choices• Increases site traffic• Drives Word of Mouth recommendation / referral• Builds credibility• More ‘Shop Windows’

Making the most of your resources

• Streamline processes• Make the most of technology• The power of communities• Reuse information

Who’s doing it?

Locally• Poppy Treffry• UKNetWeb• British International Helicopters

Nationally• Littlewoods

Internationally• Nokia• Zappos

Where do I start? - Actions

Set up the following for your business:

• A Facebook Page• A Wordpress Blog

Where do I start? - Resources

• http://www.facebook.com/advertising/?pages• http://wordpress.com

Case Study – Poppy Treffry

Making the most of your resources - Tips

• Incorporate a Blog in your website• Utilise RSS Feeds• Feed content into other spaces• Link spaces together• Let your customers help you• Work with your developer

Does it make any money? - Zappos

• Strong Customer Focus• User Generated Content• Use of video to communicate messages• Extensive Content Library• Social Profiles and Engagement• Integrated 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 money…

Gross 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 info

• Visit the UKNetWeb Bloghttp://www.uknetweb.com

• Connect on Facebook, LinkedIn and Twitter

• Check out our presentations on Slideshare and You Tubewww.slideshare.net/uknetwebwww.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

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