Introduction to Social Media for Business Andrew Greenyer Director, Raise the Roof Marketing

Introduction to Social Media for Business

Andrew GreenyerDirector, Raise the Roof Marketing

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What is Social Media about?

Latest Facts and Figures

• 92% of online adults use search engines to find information on the Internet (with 59% who do so on a typical day)

• Website - 60% of all organic clicks go to the top three organic search results

• 65% of daily internet users read a blog

• More than 850 million active users on Facebook

• 100 million monthly active users on Twitter with over 250 million daily tweets

• LinkedIn – there are over 135 million professionals on LinkedIn

Social Media Planning

• Support your vision, objectives and relationships through online engagement.

• Social media should be seen as an extension of what you are already doing well.

• Helps to build and amplify your voice.

The Approach

1. Define your business goals and objectives. (Align social media with business objectives)

2. Determine how you will measure success. (Establish key metrics)

3. Content Strategy and Engagement Plan (quarterly).

4. Identifying tactics and campaigns (monthly).

Company’s Needs HIERARCHY

Our focus will be for your social media strategy to meet

these needs.

INTERNET MARKETING PROCESS

TacticalWheel

Strategy

Goals

Target Audience

Tone &Message

Content Plan

Content

Blogs

Video

Posts

EngagementBuilding

Community

Responding to

commentsListening

Campaigns&

Conversion

Content Marketing

• Awareness• 30% - 40%

• Evaluation• 30% - 40%

• Purchase/Decision• 20% - 40%

Blog is Central Command

ListeningExample

Twitter

BlogCross Promoting Example

Calls to Action

Blog

Calls to Action

Website

How would you define Social Media?

Social media..use of internet tools for the sharing of

experiences and information with human beings

WikipediaTurning Strangers into Friends

Friends into Customers

Customers into Advocates

New working environment

Technologies or Channels

Blogs

Microblogging

Videosharing

Virtualworlds

Photosharing

PodcastsWikis

Social networks

Your Social Media Objectives

• What do you hope to accomplish?

• Are there any new products launches?

• What is the most important page on your website and

why?

• What’s keeping your competitors awake at night?

• What social media platform is most important to you and

why?

Discovery phase

• What keeps your ideal customer awake at night?• What are the motives of your customer ?

• Keeping up with the Joneses?• To make money?• To avoid risk?• Comfort/pleasure?

• What does your customer want from social media?• Knowledge about your product/service/industry?• Getting help/advice?• Recognition?

• What are the top blogs/trade shows/trade magazines for your industry that your customers are likely to read?

How will your company grow?New Markets / New Products / Sell More to Existing

Customers

Write down 3-5 key objectives for your organisation

.

What is your company vision?

Growth Areas:

Corporate Objectives:

Your Social Media Marketing Plan will help you achieve your corporate objectives

Write down 3-5 key objectives for your organisationSocial Media Objectives:

Possible Objectives• Increase brand awareness and purchase intent

• Create buzz about the brand where the target audiences are spending their time

• Develop opportunities for the target audience to engage with the brand

• Improve customer service

• Promote events and campaigns

• Leverage customer insight to proactively respond to changes and opportunities in the marketplace

• Drive traffic

• Boost brand loyalty and advocacy

• Get instant feedback about services & products

Key Messages:

These should be tied to the unique selling proposition.

Tone:

___ Super casual - laid back and casual.___ Conversational - like we are talking with good friends.

___ Business casual - as though we were speaking with a client at a network event___ Technical - precise with little or no jargon.

___ Formal - as if we were writing a letter to a client.

General information that is beneficial to target audience

Commentaries/editorials Instructional media Industry updates

Branding & Awareness

Increase impressions Grow online mentions

Grow social media visits Improve search engine rankings

Increase blog traffic

Buying criteria is discovered and created by the prospect

Product demos FAQs

Comparisons

Engagement & Evaluation

Increase likes Grow followers

Increase video views Increase search engine traffic

Unique selling proposition leads to a buying customer

Case studies Testimonials

Success stories Offers & promotions

Prospecting & Purchasing

Increase info requests Increase options

Increase phone calls Increase sales

Introduction to Social Media for Business

Andrew Greenyer

[email protected]@AGFormby

www.raisetheroofmarketing.co.uk

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