Social Media MarketingGroup Training CourseBournville College

Who am I and what do I know?

What we hope you will achieve today?

•Define social media marketing•Explore the business benefits of social media •Examine different platforms

•Determine which platforms

are most useful for different types of organisations•A brief look at strategy•A longer look at content

What is social media marketing?

Social media marketing refers to the process of gaining website traffic or attention through social media sites. Social media marketing programs usually centre on efforts to create content that attracts attention and encourages readers to share it with their social networks.

What are social media platforms?

Facebook. LinkedIn. YouTube. Twitter. Instagram. Pinterest. Google+.Blogs. Tumblr. Askfm. Flickr. LiveJournal. Ning etc etc etc

Quiz time� • How many daily active users does FB have?� • How many monthly active users has Twitter?

• How many registered Twitter accounts? � • How many hours over video are watched on

� YouTube globally monthly?� •How many monthly active users on

Google+

Quiz time� • How many new users join LinkedIn each � hour?� • What % of businesses have acquired a new � customer through FB?

• What % of businesses have acquired a new customer through LinkedIn?� • What % of customers claim they rely on � social media as part of the buying decision?

What’s in it for an organisation?

� • PROMOTING THE ORGANISATION� • MEETING GOALS – SALES, SIGN UPS, � FUNDRAISERS� • RESPONDING AND MANAGING ONLINE ‘BUZZ’� • BUILDING BRAND� • LAUNCHING NEW PRODUCTS/SERVICES� • REDUCING MARKETING SPEND� • REDUCING COSTS� • SUPPORT SEO

� • ENGAGEMENT� • LOYALTY� • ENVANGALISM

Any dangers?

How to begin social media:

strategy

What would be included in a social media marketing strategy?

1. Research – competitors and target audience 2. Set objectives and align with business goals

- comments / shares / website referrals / Google rankings / sales / sign ups, etc

3. Create a team4. Set guidelines 5. Decide on content6. Decide on the technology / platforms7. Set up reviews, analyse and measure

7 Steps

Social media strategy: research

Social media strategy:

objectives

Social media strategy: create a

team or outsource?

Social media strategy: set guidelines

Social media strategy: platforms

Decide what platforms would be most suitable for the following organisations.

List 4 in order of preference:• A start up business selling fashion jewellery• A charity that offers bereavement counselling

to kids who have lost a parent• An established business that suppliers

scaffolding to construction companies• A local sandwich shop• A NGO promoting health and safety in factories

Group exercise:

Social media strategy: what is

content?

• Words• Photographs• Podcasts• Video• Infographics

Content

• Shareable• Engaging• Compelling• Unique/quirky/funny• Mixture of formats• Add-value to user• 80/20 rule

What makes good content

20 brilliant ideas for content

1. News 2. New products or services 3. Topical-themed items 4. Editorial 5. Thematic posts/blogs (Summer’s here….) 6. Top 10s 7. Best, worst etc 8. Reviews 9. Customer care 10. Top tips

11. How To…. 12. Staff profiles 13. 10 things you didn’t know about…14. Testimonials 15. Community-based 16. Latest sector research17. News or updates 18. Useful resources (websites, social media,

etc) 19. Competitions and giveaways 20. Polls

What’s in it for the consumer?

� While organisations value engagement and sharing, customers often value more tangible benefits e.g. • Offers• Freebies• Competitions, giveaways, etc

What’s in it for the consumer?

Describe how you interact with brands on social media platforms:

• What is good and what isn’t?• Do you agree with monetising social media

platforms?• Do you respond to Facebook ads or sponsored

Tweets? • Is social media better for organisations that

traditional marketing?

Group exercise:

What does success look like?

• Metrics/measurements: Likes, Followers etc• Engagement: shares, likes, comments, RT,

influence• Web analytics: increased web visitors• SEO: higher Google rankings• Less measurable results: creating buzz, building

brand• Sales/sign-ups/donations

What does success look like?

Any questions?

Thanks for Attending