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Focus on Social Media
| Date post: | 29-Nov-2014 |
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Business |
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Focus on Social Media
Before we get started… Who Am I?Aren Grimshaw ‐ Consultant & Trainer
• I help businesses, organisations & individuals use innovations in technology and business to enhance their growth
• I’ve worked in sales, media and marketing roles for over 10 years
• I believe in the power of communities – co‐founding Cornwall Social Media Cafe and establishing Cornwall’s first Twestival.
• My clients include companies big and small within the private and public sectors.
86% of B2B & 82% of B2C companies are using social media.[1]
83% of companies reported that they expected social media investment to increase over the next year.[2]
However, this leaves some pretty important questions unanswered...
• What is Social Media?
• Is it just the latest marketing fad?
• What can it do for my business?
• How can my business take advantage of it?
What is Social Media?
What is Social Media?
“Media for social interaction, using highly accessible and scalable publishing techniques.”[3]
“Tools that allow the sharing of information and creation of communities through online networks of people.”[4]
“How people read, discover & share information”
Social Media Marketing
“Using Social Media to engage with online communities in order to generate exposure, opportunity and sales.”
“People are searching for answers and directions, not messages or sales pitches.”
“The tools are just extensions of you...”
Source: Engage, Brian Solise ‐ http://www.briansolis.com/2010/01/engage/
Some Key Aspects & Terminology
• Web 1.0, 2.0 & 4.0• Real Time• Viral • Authenticity / Transparency• User Generated Content (UGC)• Consumer Generated Media (CGM)
Putting it in context – Why now?Technology• Computing Power• Processor Power• Internet Speeds• Digital Cameras• iPods• Smartphones• iPhones / iPads
Society• Generation Y / Millennials• Out of Town Shopping• E‐commerce• Longer Working Hours• Migration & Immigration• Erosion of Community
Centres• The Age of Spin
Social Media & Your Business
Aims & Objectives
Resources Available
Community Targets
Approach or Strategy
Technology to be Used
The Planning Process
Research
Concept
Implementation
Your Community• Customer (the decision maker)
A person or organisation that purchases goods or services from you
• InfluencerA person or organisation that may influence another person or organisation’s decision to purchase from you
• Partner (an ally)A person or organisation that supports yours, or your customers’, aims & objectives
Defining Objectives
• SEO: Link building, content factors
• Marketing: Promote organisation, brand awareness
• PR:Manage reputation, get news out
• Sales: New contact routes, increase sales
• Engagement: Increase loyalty, foster word of mouth
• Research: Identify trends / niches, consultation
• Management: Collaboration, knowledge sharing
Buying Processes & Lifecycles
Awareness Knowledge Consideration Selection Satisfaction Advocacy
Suspects
Prospects
New CustomersRegular
Customers
Brand Advocates
Inactives
Allocating Resources
• Time• Money• People• Skills• Business As Usual Activity (BAU)
Your Approach ‐ Needs• Visibility
...you need to be visible to your target audience• Credibility
...“Don’t tell them you’re funny, tell them a joke”• Value
...establish a “What’s in it for me?” factor• Personality
...everything should be consistent with your brand profile• Responsiveness
...are you setup to deal with responses
Your Approach – Practical Elements
• Content Marketing• Aggregating / Curation• Networking & Events Marketing• Community Engagement• WOM / Advocacy Programmes
The Tools & Technology
Social Media Platforms
Blogs Social Networks
Wiki Sites
File Sharing Sites
Geo‐tagging
Live StreamingForums
Aggregators
Review Systems
• Launched 2004 • 750m+ Active Users• 30m+ users in the UK• 50% of registered users are between 25‐49
• 50% log on in any given day• 250m+ access via mobile devices (and are twice as active)
• 250m+ people engage with Facebook on external websites
• 900m+ objects that people interact with(pages, groups, events & community pages)
Source: http://www.facebook.com/press/info.php?statistics
Source: http://www.facebook.com/press/info.php?statistics
An Average user…
• 38 years old• 130 Friends• Is connected to 80 pages, groups &events• Creates 90 pieces of content each month• Adds 25 comments to content each month
Source: http://www.facebook.com/press/info.php?statistics
Facebook Deals
@arengrimshaw
Blogs & Blogging• 133m+ blogs• 77% internet users read blogs• Two thirds of bloggers are male• 60% are 18 – 44 years old• 75% have a college education or above• 50%+ are married• 50%+ have kids
Blogs & Blogging
• 56% say their blog has helped their company establish a position as ‘thought‐leader’
• 58% of bloggers say they’re better known in their industry as a result
• B2B companies that blog generate 67% more leads per month than those who do not.
• 94% of bloggers reported measurable SEO benefits within 12 months
What is Twitter?• Micro‐blog• Social Network• Search Engine • Focus Group• News Wire
• Launched 2006• 200m registered users• 100m active users per month• 50m log on at least once a day• 200m+ tweets per day• 400m+ unique visitors per month
• 1.6bn search queries on Twitter per day• 55% of active users are active on their mobiles• 75% of traffic via third‐party applications
Average user…
• Is 39 years old • Has 126 Followers• 53% are female• Only 11% aged between 12 to 17
What is LinkedIn?
• ‘Professional Network’• Founded in 2003• 120m+ members• 150 industries• 200 countries – all 7 continents• Gains 1 new user per second• 47m+ monthly unique visitors
Some Statistics
• 11m users in Europe• 4m UK users• Average user age of 44• 70% of visitors over 35 years old• 75% of visitors college educated or above
Foursquare
• Community: Over 10 million people worldwide
• Over a billion check‐ins, with millions more every day
• Businesses: Over 500,000 using the Merchant Platform
https://foursquare.com/about/
Foursquare Specials
@arengrimshaw
Case Study: UKNetWeb
UKNetWeb Limited
• Small to Medium Enterprise• Based in St.Agnes, Cornwall• Primary services:
– Web Development (Ecommerce)– Internet Consultancy– Social Media Integration
Social Media Activities
• Blogging & Micro‐Blogging• Social Networking• Professional Networking• File‐Sharing• Webinars & Other Events
Results – Web Traffic
Results – Bottom Line
In a 6 month period:• 500% increase in new business enquiries through social networks
• 2/3 of all enquiries through social networks• 100% increase in average order values• Opened up UK & international markets
Results: More Examples
• Dell– $7m Twitter Sales
• Twestival (2010)– SW / Wales Region approx. £20,000 to date– UK £62,000 to date
• Surfers Against Sewage– New members, increased activity
Getting Practical
Monitoring
“Just because you leave the room, it doesn’t mean that those left behind aren’t talking about you.”
Monitoring Tools
Set up your alerts:
• Google Alertshttp://www.google.com/alerts
• Social Mentionhttp://www.socialmention.com
Research
• Use Google Search Optionswww.google.com
• Try ‐ site:<platform url> <search query>
• Use the platforms themselves
Extend reach & engagement• Passive Marketing“Don’t tell them you’re funny, tell them a joke”
• Repurpose Content“Get more bang for your buck”
Share your story
Free Blogging Platforms:
• Wordpresshttps://en.wordpress.com/signup/
• Tumblrhttps://www.tumblr.com/
“Get more bang for your buck”• You’re having an open day...
– Blog / tweet about the event– Broadcast the event live over the internet– Add all the guests / invite guests to connect via online networks
– Upload photos of the event
Building fans & followers• Twitter
http://www.twitter.com• Facebook
http://www.facebook.com• LinkedIn
http://www.linkedin.com
Building fans & followers
• Ask yourself ‘Why would they want to connect?’• ‘....and stay connected over time?’• Start with the people you already know• Add new people as you meet them• Don’t push your sales message• Be interested first, interesting second• Encourage participation
Measurement• Link to your objectives• Benchmark at the start• Establish Key Performance Indicators (KPIs)• Review regularly • Tweak your approach accordingly
“Not everything that counts can be measured. Not everything that can be measured counts.”
Albert Einstein
Social Media Specific KPIs• Click‐Throughs• Fans / Followers• Interactions• Mentions• Sentiment• Reach• Influence
Built into Facebook Pages
‘Posts by Everyone’ in Facebook
Summary: 4 Themes
• People (Communities)• Interaction (Dialogue)• Information (Accessibility)• Technology (Integrated)
Need more help?
More info: Free 28 page ebook available for download http://ow.ly/7f8F6
Getting in touchSearch for “aren grimshaw” on Google
Or
Tel: 01209 311057Mob: 07598 242212
Email: [email protected]: www.arengrimshaw.co.uk
