Introduction to social media marketing. Welcome

Transcription

1 Introduction to social media marketing Welcome

2 Learning proverb Tell me, I will forget. Show me, I may remember. Involve me, I will understand. Make me do role play, I will hate you

3 Who are we? - Luke Mitchell - Ran digital marketing consultancy Reach Students Social media marketing 90% of work: Accenture, Cancer Research UK, Uni of Salford, NHS, Avenue Q - Now work for The Beans Group/Uni of Brighton Who are you and what brings you here?

4 Contents What is social media marketing? What opportunities does social media marketing offer your organisation and what s involved? Risks v Rewards does it suits your needs? How social media is used by marketers to achieve different aims What are your aims, what value can you offer via social media and where is your audience Designing effective social media assets Marketing tactics Evaluating your success and useful tools

5 Aim of today To provide an overview of social media marketing: what it is, how it s used, what s involved To provide practical tools and ideas that could be applied to your marketing

6 Objectives of today By the end of today, participants should: Have clear understanding of what social media marketing is Have begun to evaluate their own situation and the potential value of social media to them

7 Any questions so far? Why am I here? Why should brands and orgs be interested in social media marketing? 1. Most of their customers are using it 2. Most of their customers expect them to use it 3. It costs nothing...except time 4. It now impacts all online marketing 5. It can bring great results*

8 What is social media? Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings. Google defines Social media are works of user-created video, audio, text or multimedia that are published and shared in a social environment. Google defines

9 What is social media? What types of sites do we think of? Eg social networking What site names come to mind?

10 SOCIAL GAMING PRESENTATION & DOC SHARING SOCIAL NETWORKING VIDEO SHARING FILESHARING AUDIO SHARING PHOTO SHARING BLOGS LOCATION BASED EXAMPLES OF SOCIAL MEDIA? MICRO BLOGS WIKIS FORUMS SOCIAL BOOKMARKING LIVE STREAMING

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12 What is marketing? Marketing is the process by which companies create customer interest in products or services Wikipedia What activities do we think of when we think of marketing? Eg Advertising

13 PRINT ADVERTISING ONLINE OUTDOOR PRESS RELEASE PR STUNTS SPONSORSHIP MARKET RESEARCH FOCUS GROUP SURVEY EXAMPLES OF MARKETING? DIRECT MAIL TELEMARKETING BRANDING PACKAGING EVENTS TRADE FAIRS PROMOTIONS VOUCHERS, FREE TRIALS, BOGOF

14 What is social media marketing? Marketing using social media!

15 MARKETING THROUGH SOCIAL MEDIA CREATIVE EXERCISE: ADVERTISING + FACEBOOK PR STUNT + FILESHARING?

16 Using social media As personal users: What do we like about using social media? What do we get from it? What are our motivations? Entertainment New friendships Knowledge & learning Keeping in touch/developing relationships Creative expression Resource finding

17 Using social media As personal users: What don t we like? What risks and worries do we have? Privacy Embarrassing situations Time wasting Spam Content theft Platform changes

18 Using social media As brands, businesses, organisations: We seek similar rewards: Relationships, Networking, Resources, Expression We are concerned about similar risks: Time wasting, embarrassment, platform changes, content theft

19 Acceptance: we have no control First entry on Google under Student experience Nottingham

20 Risks v Rewards Brands that have experienced both

21 Nestle

22 Risks v Rewards: Nestle Got Greenpeace YouTube video removed Too late duplicates and parodies were spawned and went viral Users flocked to Facebook to condemn Nestle reacted defensively problem aggravated There s an obvious lesson here for companies: if you do something wrong and people attack you in social media, being defensive gets you nowhere. AllFacebook.com "Social media: as you can see we're learning as we go. Thanks for the comments."

23 Risks v Rewards: Habitat

24 Risks v Rewards: Habitat Used trending Twitter topics to promote products, including troubled Iran election

25 Risks v Rewards: Skittles Changed corporate website. All social media: Wiki (about), Facebook (contact) and Twitter stream as news showing mentions of Skittles Skittles give you diabetes 1332% increase in web visitors in one day Had 600k FB fans before campaign, up to 6.5 million 18 months later

26 Risks v Rewards: Dell

27 Risks v Rewards: Dell Coupon driven approach on Twitter has driven $3 million + sales

28 Risks and Rewards Do risks concern you? To what extent? Can you foresee problems that could arise due to nature of your business? What opportunities can you see so far?

29 Maximise rewards, minimise risks Understanding codes of behaviour Being honest, ethical and open Being creative and embracing media Being in right place with audience Listening and being active Being useful, interesting, entertaining to encourage good feeling

30 Any questions?

31 What do you want? 1. I want to increase awareness of my product/organisation/personal brand 2. I want to drive traffic to a website 3. I want to get direct sales 4. I want to market research and understand my audience better 5. I want to educate 6. I want to create publicity/buzz 7. I want to support customers 8. I want to use it internally to improve communications 9. I want to keep existing customers informed

32 [Remember the social in social media It s a global social event online Like any social event, people are drawn to those that provide value Interesting, fun, skilled, entertaining, knowledgeable, exciting.or serving up the free goodies

33 What are you offering? I am prepared to (how many can you tick?) 1. Be entertaining, informative or inspiring by publishing our own unique, free content 2. Be available daily to answer questions and talk 3. Be useful by freely sharing some of our knowledge and resources 4. Give away discounts, freebies and offers on our products 5. Be controversial and outspoken about our area of expertise 6. Organise and lead a campaign or cause that we believe in 7. Allow and encourage debate and opinion about our work, and be authentic and transparent 8. Invest time and possibly money developing professional resources eg video 9. Be prepared to experiment, explore and be patient 10. Invest some budget in advertising on a steady basis, monitoring results along the way All the above factors can increase your chances of success in social media marketing If you can t offer any of these things, social media marketing is not for you

34 STRATEGY Facebook drives traffic, short attention YouTube not visited routinely Aims Value Suitable media Success Brand awareness, drive traffic, direct sales, market research, customer support, educate, customer information Entertaining, inspiring, available, free useful stuff, controversy/debate, lead a campaign, money-saving discounts and offers

35 Suitable social media (your value) Facebook being available, leading a campaign, advertising, up for debate Twitter resource/info sharing, discounts Blogs regular unique content, controversial LinkedIn business networking (knowledge sharing) YouTube investment, advertising Forums discounts, knowledge sharing

36 Unsuitable social media (for your value) LinkedIn discounts, entertaining, controversial Facebook depth of engagement low Twitter limited publishing possibilities

37 Suitable social media (aims) Facebook traffic driving, market research, buzz, keeping customers informed, awareness (with good mechanisms eg tagging) Twitter driving traffic, awareness, sales (incentivised), customer support Blogs traffic (search), educate LinkedIn competitor analysis (MR) YouTube awareness Forums research, customer support Wikis internal comms

38 Unsuitable social media (aims) All direct sales (but changing + twitter, Pinterest) YouTube keeping customers informed (people don t check in go to YT every day, unlike Twitter and FB) Forums less brand friendly

39 Suitable media: important addendum YOUR AUDIENCE USES IT Who are your audience and where do you find them online?

40 Estimating our potential Do we have value to offer? Do we know where to find our audience? What are our aims and which social media suit them? How well do these three align? Good potential Audience is on Twitter, we have offers and resources, we want to drive traffic to our site Bad potential Audience is on YouTube, we don t have resources to create video, our aim is to support customers

41 GOOGLE AIMS + MEDIA

42 Brand awareness through social media marketing

43 Designing effective assets

44 Designing effective assets 1. Username; 2. Photo; 3. Background; 4. Bio; 5. Tweets

45 FIND AUDIENCE ENGAGE THEM ACHIEVE AIM (REPEAT)

46 Marketing tactics: Facebook Partnerships with other relevant Facebook asset owners (groups and pages) When appropriate, post on Facebook walls where same audience connects (with subtlety) Promote via external channels (Twitter, website, , offline) to existing audience Use Facebook Developer tools: like buttons, widgets, discussion, apps Advocates within audience Ask fans to suggest to others + viral calls-to-action Advertising

47 Facebook ads in a nutshell Terrible CTR (0.03% to 0.10%) Great targeting options CPC makes it manageable, but getting pricier Good ads get rewarded (when you have a high CTR, Facebook rewards you by decreasing your CPC ) Most useful way to drive traffic fans

48 Marketing tactics: Twitter Other ways to find audience: Follow other users audiences Use lists (eg listorious.com) Search and use hashtags Share across all your output print, s, website

49 TOOLS TO MONITOR AND SPEED UP SUCCESS

57 Contents What is social media marketing? What opportunities does social media marketing offer your organisation and what s involved? Risks v Rewards does it suits your needs? How social media is used by marketers to achieve different aims What are your aims, what value can you offer via social media and where is your audience Designing effective social media assets Marketing tactics Evaluating your success and useful tools

58 ANY QUESTIONS?

59 STAY IN LinkedIn