Best Practices Social Media Marketing For Business

Social Media Marketing for Business

Surekha ParekhWorld –Wide Marketing Program Director &

Social Media Strategist

Introduction – Surekha Parekh

World –Wide Marketing Program Director & Social Media Strategist

Over 25 years Business Experience – Chartered Institute of Marketing

Several Business & Marketing Strategist Roles – Passionate Marketer

Completed Exec MBA at Warwick Business School

Business is about Building Relationships - Social Media Marketing

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Objective Today

The Importance of Social Media Marketing for Business

Help you understand the connection between Marketing & Social Media

What is Social Media Marketing

The Social Media Tools & Channels Available

Share Best Practices & Hints & Tips

Provide contact name for mentoring or advice for future

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What you will learn ?

What is Marketing ? What is Social Media Marketing ? The importance of Social Media Marketing for Business Social Media Channels

BlogsFacebookLinkedInTwitterVirtual Communities

Getting Started of Social Media Channels

Pros & Cons of Social Media Marketing?

Best Practices (Hints & Tips)

Questions & Answers

Importance of Social Media for Business

Recent research from analyst house Gartner has forecast that not

responding to social media will become as fatal to a brand image

as not replying to phone calls and emails are today.

Gartners’ 3 point Strategy for Businesses 1. Participate and don’t let a negative remark put you off

2. Don’t have a blanket reply; develop appropriate responses dependent on the comment

3. Plan for a spike in social commentary and develop communications practices to cope with it

Perhaps worryingly, Gartner found that while over half of companies monitor their social media usage and response, just under a quarter (23%) collect and analyse the data.

What is Marketing ?

“Marketing is a management process for responsible for identifying,

anticipating & satisfying customer requirements profitably “

Chartered Institute of Marketing

7 Steps of Successful Marketing Creating products or services Educating prospects Building rapport Demonstrating your passion Putting your prospect or client’s best interests first Providing excellent service Keeping in touch

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What is Social Media Marketing ?

Social Media are primarily internet and mobile based tools for sharing and discussing information with people.

Social Media offers ways to exchange information through the use of clicks or downloads/uploads.

Social Networking is nothing new – humans are all about social interaction

Social Media Marketing is essential tools for all marketers to directly impact pipeline. IT’s FREE or low costs

Can be use at all phases of AIDA cycle

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Social Media Marketing & A – I – D - A

AWARENESS

DESIRE

ACTION

Traditional Marketing Tactics

Email /Direct Mail

Web Marketing

Newsletters

Brochures

Videos

Testimonials

Case Studies

Offers Early Bird

Conferences etc

Etc

INTEREST

Social Media tools enables you to build virtual relationships

5 Variables important in building relationships

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Commitment

Trust – high level of trust creates positive attitude

Customer orientation/empathy - understanding customer’s pains or position

Experience/satisfaction - positive experience creates trust - negative experience hinder relationship

Communication – two way discussions - giving and receiving

Why Social Media Marketing ? What is your objective ?

10 Questions Marketers/Businesses want answered about Social Media Marketing

1. What are the best practices and tactics to use ?

2. How do I measure the effectiveness of social media ?

3. Where do I start ?

4. How do I manage social balance ?

5. What are the best sites and tools out there ?

6. How do I make the most of my available time ?

7. How do I find and focus my efforts on my target audience ?

8. How do I convert my social media efforts into tangible results ?

9. How do I cohesively tie different social media efforts together ?

10. Does social media marketing work and if so how effective is it ?

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The Social Networks ranked as “Top 5” Based on popularity (Unique Monthly Visitors)

Facebook

Estimated at 1Bilion (total visit estimated at 1.7 billion)

Twitter

Estimated at 250,000,000

LinkedIn

Estimated at 110,000,000 

MySpace

Estimated at 70,500,000 

Google Plus+

Estimated at 65,000,000 

*From “Top 15 Most Popular Social Networking Sites | August 2012”,

http://www.ebizmba.com/articles/social-networking-websites

Growth Rates of Social Networks

Types Social Media Channels

Blogs - Web sites designed to let you easily update or change content and allow readers to post their own opinions and reactions

Social Networking Services - Originally developed to facilitate the exchange of personal information (messages, photos, videos) Full Networks :- Facebook or MySpace Micro Blogging (short messages) :- Twitter Professional Networks :- LinkedIn Plaxo Other Speciality Networks within vertical industry or demographic

Community Building services NING (World of DB2 for z/OS)

Social Networking Sharing Services – facilitate posting & commenting on videos, photos & audio YouTube , Flicker, Podcast Alley

Types Social Media Channels

Social Bookmarking Services-Like private bookmarks of your favourite sites but publicly viewable list of sites that others have recommended Recommendation services e.g. Del.icio.us, StumbleUpon Shopping Services:- Kaboodle or ThisNext

Social News services – On these peer-based lists of recommended

articles from news sites, blogs or web pages. Users often “vote” Digg, Technorati, Reddit,

Social geo locations and Meeting places Foursquare, Gowalla, Loopt Other GPS applications many of which operate on mobile devices

LinkedIn – More for the Professional

LinkedIn is the most Powerful B2B Social Network

61% B2B companies have acquired a customer via LinkedIn

(source www.hubspot.com)

LinkedIn drove more B2B website traffic nearly 3 TIMES > Twitter

(source www.leadformix.com 2010 survey)

Main Use is for documenting professional experiences Also…

Professional networking Maintaining contact list

Professional discussion groups

Job opportunities

http://www.linkedin.com/

LinkedIn – Business Orientated Social Network Biggest business networking community online

Join relevant LinkedIn Groups to reach your target audience Join discussions SHARE EXPERIENCES Communicate and build relationships Build TRUST - demonstrate COMMITMENT

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Getting Started Complete Profile Just the START Use Keywords find the right words to describe your current position

use KEYWORDS in PROFILE HEADLINE & Summary

(Search Engines & LinkedIn use KEYWORDS)

Add PHOTO

Add your company website URL not personal URL

LinkedIn Status not like FB – should be Business Focused not PERSONAL

Build a network of STRONG TIES Follow an in-person meeting with LinkedIn Connection request

Follow up on phone calls with LinkedIn requests

Do not use generic requests add some details

Review LinkedIn suggested contacts

Connect to all work colleagues shows strong impressive of connected company

Reach out to people in your groups but ADD context to REQUESTS

LinkedIn Professional Groups

CONNECT

SHARE &COLLABORATE

AND request subgroup for Regional DB2 USER GROUPS

JOIN*

* Live Link, try it and click through

Communication – 2 ways

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Summary LinkedIn Hints & Tips Leverage Existing groups

If group does not exist for your target audience only then create new group.

Group management 24x7 Many groups are inactive /no engagement

If group already exist ask group owner if you can create a sub group

Increase your personal network with target audience

Share discussions with via other social channels

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#1 Social Network is Facebook As of Oct 2012, Facebook has over  1 Billion active users Facebook users can

Create a personal profile Add other users as friends Exchange messages

Includes automatic notifications of profile updates users Join common-interest user groups

Work or pleasure?????

Facebook Fan Page

Companies use FB to maintain on going public dialogue with colleagues , customers & prospects

Integrated with other social media channels such as

Twitter

YouTube

Pinterest

Facebook FACTS

Over 1Billion users 1 in 7 people in the world use FB

35+ Demographics represent 30% of user base

In 20 minutes 1M links are shared on Facebook

71% of USA internet users are on Facebook

Facebook – The World of DB2 for z/OS Join

Facebook Fan page and stay in touch your

Community

Collaborate

Share

Social or

business information with “like-minded “ individuals

Twitter & Hashtags

What is Twitter? Online social networking service and Microblogging service Users can send and read text-based messages up to 140 characters, ("tweets“)• Tweets posted to your timeline, sent to your followers, and are searchable via

Twitter Search (http://search.twitter.com/)

• More than 500M users - 170M active (as of 2012) Benefits

Immediate, Portable & EASY ! Posts can be written and received via variety of devices inc cell phones,

ipads etc Since people are on computers & mobiles daily Twitter is ideal tool for

marketing

Twitter accounts activity for top 20 countries

Twitter , Microblogging – Growing FAST

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http://t

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om/IBMDB2

http://t

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om/ SocialM

ktg4U

Twitter Do’s Do create a Twitter profile that helps people verify your legitimacy Do let consumers know who they are talking to (a real person, not a bot) Do protect consumer information Do provide customer care and feedback Do include your social media affiliations on your corporate Web site Do see what other businesses are doing on Twitter Do use Twitter search engines for keyword searches around brands,

products Do follow Twitterers with similar interest to establish a brand presence with

conversation Do use Twitter to start a conversation – ask your followers to come up with

new ideas or ask what they’re doing now Do learn about customer needs – what other things are customers interested

in? Do advertise an event or promotion Do ask questions and get feedback from your followers

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Twitter Don’ts

Don’t use Twitter to push ads or brand messaging. Don’t just Tweet but also follow others to join in or start a conversation. Don’t use Twitter to tell your everyday tasks; make sure your Tweets are

valuable. Don’t Tweet anything about clients, co-workers or others that you would not want

them to see.

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Twitter Terminology

@ -- how you refer to another Twitter user. For example, @SocialMktg4U means you're either sending a tweet or talking about a tweet from “SocialMktg4U”

Replies and mentions both contain the @ symbol.

Direct message (DM) is like a private message, replies are public. You can only send a direct message to someone who is following you.To send a DM, start your tweet with "DM @username."

Hashtags - keywords provide additional context to your tweets and make them easier for others to find. To create a hashtag, prefix a word with the hash symbol: #. You can track tags on Twitter Search.

Retweeting on Twitter involves copying an original message, pasting it in

a new Twitter message, then adding "RT @username" before the message to denote whom you received the original tweet from.

Why Blogging Matters !

1. It brings ideas out to the public.

2. It provides a forum for communicating.

3. It showcases new ideas.

4. It presents different perspectives.

5. It allows for disintermediation traditional media (if something written about you was wrong, set the record straight).

6. It allows people to find you through search and search engines love blogs.

7. It empowers people to respond.

8. It allows for communication with very niche segments.

9. It allows you to spark conversation.

10. It encourages collaboration with community to solve problems.

11. It helps to create your brand and get your message out.

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Blogs allows us to tap into the power of

people:

“behind the eyes and between the ears”

Blogs – Why Marketers Blog

Establish authority

Converse with customer base

Search related benefits

Instant feedback, reciprocity and commitment

Easy syndication with RSS

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Blog - integrate on all Social Media Channels

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Blogs (Web log) - Term First Used in 1997 Easy to publish website that serves as a platform to share specialized knowledge or a

unique perspective Allows individuals (or groups) to directly and easily share ideas with others online.

A conversation catalyst, not just a publishing medium. Ability of readers to comment encourages discussion, debate and sense of

extended community. Results in active interlinking among blogs

TweetDeck /HootSuite – Schedule

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How do you measure, manage the impact of social media ?

No of Hits Do Not Matter in Social Media marketing world

Hits , tweets do NOT directly impact pipeline Can not measure ROI

The Holy Grail is ENGAGEMENT

We want some evidence that the people you’re reaching are at least alive and somewhat interested in brand/product. If they clicked on something, bought something, downloaded something, retweeted something, or said they liked us, then we have some sign of life out there..”

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“OSTAC” Model for Social Media Marketing Best Practices & Tactics

Objectives (SMART) :- Have clear objectives e.g. 1000 registrations for upcoming

webcast , downloads etc

Strategy – How are you going to achieve this ? Segmentation - Who are you going to target ? Job roles /titles What is the hook ? Message e.g Cost Savings

Tactics – Plan Channels /Dates etc e.g. Twitter , LinkedIn, Facebook, Web Marketing , emails etc

Actions e.g. Add discussion, emails etc on LinkedIn Groups - Date

Control Measurement & Tracking week 1 - 100 registrations etc

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Strategy (STP)

It is well known in marketing that the cost of maintaining existing

customers is far below the cost of finding new ones – it costs 6-9

times more to win a new customer (Davidow, 1986).

• Segmentation - Existing Customers

(Market Penetration & Development Strategies )

• Targeting - Roles/Titles (IT Architects, Managers, etc )

• Positioning - Understand minds of customers (based on needs &

wants )

A well-known Harvard Business Review study (Hallowell, 1996),

demonstrated that increasing customer retention by 5% could

enhance profitability by 100%.

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Benefits of Social Media Networking

Facilitates two way communication and content sharing

Can become productive component of career development

Can enhance your company's online visibility,

Strengthen relationships with clients, partners, suppliers et al

Minimal upfront cash required

FAST Access to information, resources and people

Cons of Social Media

Can be time consuming

Can be additive – need self discipline and strong time schedule

Need to learn new skills and follow social computing guidelines

Don’t participate in for its own sake, or just because everyone else has.

Be selective about social media platforms – tailor to your own business and personal goals.

Slideshare – The IBM Network

http://www.slideshare.net/IBM

World of DB2 for z/OS on YouTube

http

://w

ww

.you

tube

.com

/use

r/IBM

DB2for

zOS

BEST PRACTICES

Social Media Risks

Summary What are Best Practices & Tactics to Use

Understand Customer Needs & Wants

Create tactics & deliverables that address customer needs & wants

Use Multiple Social Networking Sites & Communities

No need to re-invent the wheel - leverage existing groups, communities

Don’t forget traditional marketing tactics (e.g Web Marketing, emails)

Integrate social media marketing with all tactics (AIDA)

Reinforce consistent message e.g “ Don’t forget to register etc “

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Thank-You !Surekha Parekh

Social Media Analytics – World of DB2 for z/OS

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IBM Social Computing Guidelines – Part 1

Know and follow IBM's Business Conduct Guidelines. IBMers are personally responsible for the content they publish on-line,

whether in a blog, social computing site or any other form of user-generated media. Be mindful that what you publish will be public for a long time—protect your privacy and take care to understand a site's terms of service.

Identify yourself—name and, when relevant, role at IBM—when you discuss IBM or IBM-related matters, such as IBM products or services. You must make it clear that you are speaking for yourself and not on behalf of IBM.

If you publish content online relevant to IBM in your personal capacity use a disclaimer such as this: "The postings on this site are my own and don't necessarily represent IBM's positions, strategies or opinions."

Respect copyright, fair use and financial disclosure laws. Don't provide IBM's or another's confidential or other proprietary

information and never discuss IBM business performance or other sensitive matters publicly.

IBM Social Computing Guidelines – Part 2

Don't cite or reference clients, partners or suppliers without their approval. When you do make a reference, link back to the source. Don't publish anything that might allow inferences to be drawn which could embarrass or damage a client.

Respect your audience. Don't use ethnic slurs, personal insults, obscenity, or engage in any conduct that would not be acceptable in IBM's workplace. You should also show proper consideration for others' privacy and for topics that may be considered objectionable or inflammatory—such as politics and religion.

Be aware of your association with IBM in online social networks. If you identify yourself as an IBMer, ensure your profile and related content is consistent with how you wish to present yourself with colleagues and clients.

Don't pick fights, be the first to correct your own mistakes. Try to add value. Provide worthwhile information and perspective. IBM's brand

is best represented by its people and what you publish may reflect on IBM's brand.

Do not use IBM logos or trademarks unless approved to do so.

IBM Social Computing Guidelines – Part 3

The “Guidelines” contain much more detail… “In the spring of 2005, IBMers used a wiki to create a set of guidelines for all

IBMers who wanted to blog.”

And that we will share…..

IBM Social Computing Guidelines for Blogs, wikis, social networks, virtual worlds and social media are

available at:http://www.ibm.com/blogs/zz/en/guidelines.html

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