Date post: | 19-Jan-2015 |
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Xavier Krone is a Social Media Instructor at the University Texas at Arlington as well as a Social
Media Account Director for an advertising firm. He specializes in helping businesses navigate and
capitalize in the social world we live in.
Social Media
Sales Tool
SEO
Relationship Building
Customer Service
Marketing Tool
Brand Building
SOCIAL MEDIA PURPOSE By locating and delivering value added content to groups of individuals
on a consistent and regular basis your company is better positioned to offer your products and services with a higher rate of translation of
sales then other organizations that fail to establish a relationship with their core target audience.
Social
Stra
tegy
Brand Building:Communicate your brand message and promise. By
creating content that accurately reflects your
brand, you can raise brand awareness ,recognition , and
loyalty.
Marketing Tool: Useful, interesting ,and helpful content can boost the
word-of-mouth marketing about your business across the social web and offline as
well.
Promote products and services directly and indirectly with social
media ,and add to your business bottom-line. Use
social media as a tool to drive traffic to your catalog or store
to encourage direct sales.
Sales Tool:
Customer Service:Provides a forum for a two-way conversation with customers. You can use for social networks to share information, answer questions, acquire feedback etc. Not only does this allow you to build relationships with consumers, but it also can reduce your customer service costs.
Relationship Building:
When you provide useful information and communicate with consumers on your social network their emotional connection to your business grows. Consumers are far more apt to become loyal to you and speak about you to others when they have a relationship with you.
Search engine optimization
(SEO):
Increases your business visibility and page rank on social media engines. Fresh consistently updated social media outlets will provide your business higher rankings.
S W
O T
SWOT ANALYSIS
S
Strength
Allows for conversations (deeper engagement and relationship building with audience).Encourages direct consumer interactions.
Strength
Leverage of reaching more and more people with less effort thanks to technology (i.e. spreading the word).
Strength
Allows companies a real time view on consumer perceptions about their brands.
Strength
Active community members are willing to become brand advocates
Strength Stronger brand awareness in the market place providing a unique selling proposition
Strength
The ability to develop your products in collaboration with your customers
StrengthsSWOT ANALYSIS
W
Weaknesses
Effort vs. results: Even if it is more measurable than other channels, it is difficult (especially for small businessoperations) to balance the effort put on social media against the results obtained
Weaknesses
Consistency: Engaging with your audience at a direct level means more
efforts in terms of keeping a consistent message/ corporate
image
Weaknesses
Lack of tools or resources to track and monitor social media
campaign results
Weaknesses
Difficulty in measuring ROI
Weaknesses
Trouble scaling or maintaining a social
media campaign
Weaknesses
Difficulty in ensuring your message is heard and reaches the market
WeaknessesSWOT ANALYSIS
O
Opportunities
Creating/joining online presence on sites where the company currently
doesn’t exist
Opportunities
Building relationships with clients through the monetization of social
media
Opportunities
Penetration into a new geographical market
quickly
Opportunities
Reach out to certain groups that traditional
media didn’t allow you to.
Opportunities
New target or niche markets that are
untapped
Opportunities
Create new products well tailored for the market
OpportunitiesSWOT ANALYSIS
T
Threats
Competitors are going after the same space or
same audience with similar campaign
Threats
Potential for brand to be damaged
Threats
The high cost in terms of time needed to maintain
social media relationships may derail
the campaign.
Threats
Has no solid revenue model
ThreatsSWOT ANALYSIS
Commerce
Community
Content
3 C’S OF SOCIAL MEDIAWords carry content convey marketing messages, draw individuals to web pages, and persuade people to buy
your product or service
Social
Stra
tegy
6 DEGREES OF SEPARATIONDescribes everything from neurons or computers, people or power plants, everyone is connected to everyone else
by a short chain of intermediaries.
Social
Stra
tegy
Referrals
Clients
SOCIAL MEDIA STRATEGY
Content Community So
cial
Stra
tegy
POTENTIAL Client
POTENTIAL Client
commerce
POTENTIAL Client
Prospects
Social Media Marketing
F : 6:00 PM - 9:00 PM, 2 Sessions
09/06/13 09/13/13
Mobile MarketingTh : 6:00 PM - 9:00 PM, 3 Sessions
09/26/13 10/15/13
Facebook, Twitter and LinkedIn Marketing
M : 6:00 PM - 9:00 PM, 3 Sessions
10/14/13 10/28/13
Pinterest, Google+, and Meetup Marketing
F : 6:00 PM - 9:00 PM, 3 Sessions 11/08/13 11/22/13
Capstone - Social Media Marketing
F : 6:00 PM - 9:00 PM, 3 Sessions
12/06/13 12/20/13
Social Media Courses Fall 2013