Social networking essential-marketing_tool_or_waste_of_time

Social Networking – essential marketing tool or waste of time?

September 2010

Today’s Agenda

Introduction

Who uses the Internet?

Social media – hype or not?

Developing a strategy

Some success stories

Summary

Some of our clients...

£4.5 billion

imrg.org – April 2010

Why online marketing?

If you want to grow your business, you need to grow your sales

Millions use search engines to find your services online everyday

Getting online marketing right can drive £££’s in enquiries & sales

Who uses the Internet?

36,820,000 Internet users in the UK – 72% of market

21.8 million use Internet everyday

UK averages 34.5 hours per month per user vs EU average of 16 hrs!

Who uses the Internet?

Who uses the Internet?

Should you believe the hype?

Is it relevant to your business?

Don’t believe the hype!

Old Spice campaign

• 146m video views• 171,000 YouTube subscribers• Google & Twitter searches up over 2200%• Emmy winning video production

BUT…

Don’t believe the hype!

“… got more impact from two sets of buy-one, get-one-free coupons for Old Spice. The last such coupon expired July 31, leaving Mr. Mustafa and his social-media buds to do the heavy lifting themselves the final eight days ended Aug. 8, apparently resulting in the slowdown.”

http://adage.com/article?article_id=145569

• “Social media is free!”• It isn’t…

Don’t believe the hype!

• “Social media is free!”• It isn’t…

• “I need to do some Social media because everyone else is doing it!”• You don’t…

Don’t believe the hype!

• “Social media is free!”• It isn’t…

• “I need to do some Social media because everyone is telling me to!”• You don’t…

• “Having a Twitter & Facebook page means I’m doing social media”• You’re not…

Don’t believe the hype!

Social media is here to stay

Social media is here to stay

• 100,000,000 videos on YouTube

• 200,000,000 blogs

• 1 billion tweets on twitter

• 200,000,000 active global users of Facebook every month

Watch this over lunch - http://www.youtube.com/watch?v=lFZ0z5Fm-Ng

Social media is here to stay

Social media is here to stay

http://liesdamnedliesstatistics.com/page/2

Creating a social media plan

• Research your target market• Do they use social media? • How do they use it and what are they talking about?

• What will success look like? • Don’t use other metrics to measure success

• Create short & long term objectives• Start slowly and invest in social when you are confident

and can see results

Creating a social media plan

Where does social media fit?

Where does social media fit?

Doughnut marketing

Where does social media fit?

http://royal.pingdom.com/2010/02/05/facebook-social-media-juggernaut-infographic/

Where does social media fit?

http://www.slideshare.net/mhoneywell/social-media-hype

Where does social media fit?

Where does social media fit?

http://www.slideshare.net/mhoneywell/social-media-hype

Golden rule of social media

“Be patient and give your social networking efforts at least six to twelve months to develop credibility and gain a meaningful following.

Don’t be disheartened if it doesn’t happen overnight - this is not a direct response medium.”

Read more: http://www.boldhorizon.co.nz/brand-marketing-blog/index.php/social-media-small-business#ixzz10LFaaUxz Under Creative Commons License: Attribution

Social media can (and does) work!

Emma Bridgewater• Facebook & Twitter fans up to 2,000+• 30% increase in online sales

East Durham College• Over 100 fans in less than a week• One of ours

Read more: http://www.socialsmallbiz.com/2010/07/22/social-small-biz-case-study-emma-bridgewater-pottery/

Social media can (and does) work!

Primera• 2,500+ visits via social channels• 1,000+ sign ups to newsletter• Another one of ours

Dell• Over $3m in sales generated• Huge communication & feedback channel for the company

Read more: http://business.twitter.com/twitter101/case_dell

Thank you for listening!

Join us for one of FREE online marketingmaster class this October

28th October 201011.45am – 2pmThe Crab Restaurant, Bournemouth

Go to http://www.adido-solutions.com/seminar

or follow us on – twitter.com/adido

Websites I read making this…

http://www.slideshare.net/niexo/social-media-is-a-hype-and-advertising-sucks-or-how-social-media-is-changing-brand-communication

http://www.freshbusinessthinking.com/news.php?NID=4002&Title=Survey%3A+Small+Businesses+Don%92t+Have+Time+To+Use+Social+Media+To+Generate+New+Business

http://www.boldhorizon.co.nz/brand-marketing-blog/index.php/social-media-small-business