Marketing Your Business Applying Social Media to Create Relationships

Marketing Your Business Applying Social Media to Create Relationships

Marketing Your Business Applying Social Media to Create Relationships

About Me22 years experience teaching businessTeach Business Admin (Marketing) at College of the North AtlanticServe/Served on several BoardsLocal TV ProducerWeb Editor, BloggerDesign and Operates Clarenville Facebook pageClarenville Town Council 2005-2009Arts and Commerce degreesMBA Social Media and E-marketing Certificate Memorial UniversityMarketing Your Business Applying Social Media to Create Relationships

After the session you will:

Develop a better appreciation for the value of marketing in understanding your company and its customers with an eye to maximizing businesses success.Be better able to define your companys purpose, the unique aspects of its product, how the product should be promoted, and where it is sold.Develop an appreciation for the business marketing potential and application of five Social Media tools and how each can be integrated with the other and with company websites:1)Facebook2)You Tube3)Blogs (including Twitter)4)Google Adwords 5)GrouponDefinition of MarketingMarketing is:A Process of Planning and DoingThe Conception (Product), the Pricing, The Promotion and the Distribution (Place)Of an Idea, Good or ServiceTo create and Exchange..To satisfy Individual or Organizational Objectives.

4Influences on MarketingCertain aspects of marketing are controllable: Product, Price, Place & Promotion.Other aspects of the environment in which marketing occurs must be dealt with, but cannot be changed: Social Forces, Economic Forces, Technological Forces, Competitive Forces and Regulatory Forces.5

For Marketing to Occur there needs to be:Two or more parties (a Buyer & a Seller) that have needs that each other can fulfil.A Desire, and an Ability to satisfy these needs. (A Market)A way to Communicate this desire to the other party.Something of value to Exchange.6Finding a needSometimes satisfying a need proves to be a difficult task.To narrow in on the needs of a diverse group of potential customers, companies often group people by their needs. These groups are known as Target Markets.Target Markets will respond similarly to a given set of marketing actions.7The Marketing MixThe 4 PsThese are the controllable factors that a company/organization can adjust in order to satisfy customer needs.They include:The Product ( The Good, Service or Idea sold)The Promotion ( How the product is communicated to the potential buyer)The Price (The rate of exchange)The Place ( How/where the product is delivered to the customer)8Making the Marketing Mix work for you

So, if you have the right Product, selling for the right Price, in the right Place, and if the potential customer knows about it (Promotion) your product should sell right??????Maybe.BETTER THE DEVIL YOU KNOWBusiness needs to work hard at improving the chances of a sale, especially in a cluttered selling environment you need to stay TOP OF MIND in the customers need solving process by offering them what they need, when they need it.

One way to do that is to know your customer betterto create a relationship

Social Media is a relationship building tool. 9Establishing what we doIn order to effectively market its products or services organizations/companies need to first establish its reason for being its Mission.Bombardier: Our mission is to be the world's leading manufacturer of planes and trains.NL Hydro: Hydro generates, transmits and distributes electrical power and energy to industrial, utility and residential customers in Newfoundland and Labrador

All activities that the organization/business engages in needs to support that mission.

What is your organizations / companys Mission?

Establishing what we do bestFurther, an organization/company needs to establish what it does best better than its competition that makes it stand out.Lowest CostHighest QualityQuickestMost Relevant

You need to establish what makes the customer choose your product or service over all others. You need to build on that through your communications with customers.

What does your organization / company do best?

Communicating with the CustomerSo you know what you do, and you know what you do well, now you need to make sure that your customers know that and are constantly remindedIdeally we want a message that helps create a conversation rather than a one way flow.Marketers have tried for years to do this Social Media is now allowing for that to occur.

RememberSocial Media is one important tool in a large tool kit it is not a panacea but, if done right it is effective at creating conversation and it is cheap!Notable Quote:Social Media is like teen sex. Everyone wants to do it but nobody knows how. Avinash Kaushik GoogleSocial Media in Plain English

Social Media Strategy Guide

L

A

Listen to your CustomersEngage with your CustomersAdd value with ContentDevelop RelationshipsSoWhats the best Social Media tool for you?It DependsUsually you will use a combination of tools

Lets look at the options.

Facebook MarketingOver 750 Million people are on Facebook15.4 Million users in Canada237,000 users in NL3,600 users in Clarenville region50% visit the site dailyWidest range of opportunity of any Social Media

Facebook MarketingFacebook allows you to get found, engage customers, create a community and promote other content.

Like button is key

Facebook has very fine Targeting ability

You only pay for clicks!

Facebook MarketingWhere to Start?Register a pageCustomize a page (iframes & Vanity URL)Create a Landing PageAdd ContentGather and engage fans Connect with other social media

Examples

You TubeOwned by GoogleFREE Allows users to upload and share videos4th largest website on the internetAs many users over 45 as under 18On demand prime time is all the timeIntegrates well with FacebookCan sponsor video with Sponsored Videos

You Tube Sponsored Video

You Tube

Where to Start?Create a YouTube Account (Channel)Add value to the page with creative, valuable, emotional contentEducateAnswer questionsProduct reviewsTell a storyDebunk MythsSlide PresentationAdd Key search wordsShareSee www.youtube.com/user/brandedchanneldemo

Example

Blogs and TwitterBlogs Web Logs online newslettersTwitter is a microblog (140 characters or less)These sites help build community, improve customers service, build brand awareness and build TRUST.Fastest growing segment of the Social Media toolkit

Blogs and TwitterMain Success factors from a business perspectiveInfluenceBrevityAccessibility (Mobile)InteractionVersatility

BlogsBlogger is a common blogging toolEasy to set up and useAdding key words make it searchable

TwitterFast growing site with over 200 million accounts140 million tweets per dayCan follow tweets of selected people/organizations45% of business saw Twitter as important to their business 83% expect to increase use in the next 6 months.Second most popular Social Media Site

Example

Google AdwordsTargeted reachAdWords help target new audiences on Google by showing paid sites higher in search results.Greater controlAds and ad budgets can be adjusted to the results. Can display a variety of ad formats and target ads to specific languages and geographic locations.Measurable valueNo minimum spending requirement or time commitment. With the cost-per-click option, the seller is only charged if people click the ad - This means every dollar of budget goes toward bringing new prospects.

Google Adwords

GrouponGroupon (group coupon) is a deal-of-the-day website that features discounted gift certificates usable at local or national companies.if a certain number of people sign up for the offer, then the deal becomes available to allthe merchant does not pay any upfront cost to participate

How to participate See: http://www.grouponworks.com/

How Groupon Works

IN SUMMARY

Heres where weve answered today...Weve discussed what marketing is.Weve learned that we need a plan a Strategy to meet our customers needs in the environment in which he/she exists in Weve learned the basics of marketing strategy formulation.Weve developed an appreciation for the business marketing potential and application of five Social Media tools: Facebook, You Tube, Blogs (including Twitter), Google Adwords & Groupon

43QUESTIONS?

THANK YOU!Paul TilleyCollege of the North AtlanticClarenville [email protected]

44QUESTIONS?

THANK YOU!Paul TilleyCollege of the North AtlanticClarenville [email protected]

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