Social Media Talk - #SharingKnowledge

Social Media Marketing

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Welcome to CAB’s sharing knowledge event on:

Social Media

Year of


A presentation to excite minds about social media marketing

What is social media?


Social Media is now the top internet

activity in the world.

Social media has evolved over the last few years and now incorporates a number of websites and applications that enable two-way communication in real time.

What is social media? Social Media Marketing

Social media enables others to create and share content with others.

“the original stage for user-generated content” Stephanie Balsom-Eynon - CAB Studios

“Social media is much more than self-

promotion. It is a two-way street, a set of

tools that allow you to reach out to people

and become the bringer of positive things

and experiences” – Cendrine Marrouat

Summary Social media is a platform where users can

create and share content with others and

businesses can communicate with customers.


Social media is the original stage for user-generated content.

As social media has grown it has attracted many more uses and now

brands across the world are using the platforms to communicate with their

customers as well as targeting new ones.

What channels are available?


967 is the number of

platforms available to reach the consumer.

There are over 967 channels available to reach a consumer but all of these

channels aren’t always relevant to the market you are trying to target.

What channels are available? Social Media Marketing


The most used consumer channels are different to those that are relevant

for business and each channel must be considered for the unique

objectives of the brand.

The most popular social media channels for businesses are LinkedIn,

Twitter, Google+ and Facebook, Instagram and Pinterest.

How many consumers use these channels? Social Media Marketing


15 Million (UK) 10 Million (UK) 12.6 Million (UK) 31 Million (UK) Source: Rose McGory, 2014 Source: Rose McGory, 2014 Source: Rose McGory, 2014

200 Million (Global) Source: Econsultancy, 2014 Source: Econsultancy, 2014

2 Million (Global) Source: Econsultancy, 2014

Why use social media?


In 2013, Over half of all adults (53%) participated in

social networking.

Brits use social media for 13 minutes every hour, every day.


Source: Jeff Bullas, 2014

How does social media fit in your industry?


36% of UK consumers use

social media to interact with brands


“Success with social media and content

marketing requires more listening and less

talking” – Susan Gunelius

Summary Social media is a two-way street. By finding the

correct target audience and communicating

relevant information to them, you will find

reciprocation.


Who is your target audience?

In order to decide which social network will fit in your

industry, it is important to consider who is your target

audience.

Your target audience will drive the type of social network

that you will be using, as not everyone is everywhere.

Once you have decided your target audience you can look

at where they are and create strategy around their

preferences.

Social media for B2C Social Media Marketing


-  Almost every industry can find social media investment beneficial.

-  The important thing to consider is what potential ROI the investment can provide which can vary from company to

company.

-  The social networks shown above are the most commonly used platforms to contact a consumer.

Social media for B2B Social Media Marketing


6% 26% 4% 2%

Source: Forrester, 2014

-  LinkedIn groups, forums and

independent communities

-  LinkedIn company page

-  Business Twitter account

with company updates

and news.

-  Company Google+ page

with company updates,

news and press releases.

-  Company Facebook page with

company updates, news and

press releases.



Source: Forrester, 2014

LinkedIn was responsible for 64% of visits to corporate websites

from any social media sites in 2013

How can social media improve your referral traffic?


Facebook drives nearly a quarter of

overall traffic to sites.


“Your social media marketing should all be

about solving ‘Someone Else’s Problem’” –

David Attard

Summary Social media marketing is a way of interrupting a

consumer in their daily tasks and providing them

with useful information which is relevant to them.


Improving referral traffic

Social media ROI can be difficult to prove when looking at gains

vs. investments. However, as social media is a digital channel, a

large return that could be measured would be leading your

customers to your website.

Social media is classified as a part of referral traffic due to it’s

method of referring customers to a website after browsing.

Due to the nature of social media, there are many ways that this

return can be increased over time with minimal capital

investment.



Improving referral traffic

Links

Social media advertising

Post content

Customer service

Social listening

Be consistent

How to get started…


Marketers are using social media

for 6 hours or more each week.



Decide your audience



Decide your social networks



Decide your tools



Listen…



Set your tone



Decide your content



Involve others



Grow your audience



Measure



Any questions?



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