social media marketing course with laois county enterprise board
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© 2013 Digital Business Institute
Social Media Marketing
Welcome06.02.14
Social Media
Marketing
© 2013 Digital Business Institute
Social Media Marketing
• Break at 11:30am to 11:45am
• Lunch at 1pm – 2pm
• (Work Through) Finish at 4.30pm
• Slides will be made available via email
© 2013 Digital Business Institute
Social Media Marketing
Topics
• Traditional Media
• Social Media
• Web Portfolio
• Social Media Marketing / Conversation Marketing
© 2013 Digital Business Institute
Social Media Marketing
Traditional Media
• Television
• Radio
• Newspaper
• Professionally generated, 1 to many
© 2013 Digital Business Institute
Social Media Marketing
New Media
• YouTube
• Blog
• Podcasts
• Created by amateurs – Many to Many
© 2013 Digital Business Institute
Social Media Marketing
What is social media?
Media created through social interaction.
Social media uses Internet technology to transform broadcast media monologues (one to many) into social media dialogues (many to many).
Transforming people from content consumers into content producers.
© 2013 Digital Business Institute
Social Media Marketing
Citizen Journalism
© 2013 Digital Business Institute
Social Media Marketing
Social Media
BEFORE NOW
In the audience Have an audience
© 2013 Digital Business Institute
Social Media Marketing
Primary Social Networks
© 2013 Digital Business Institute
Social Media Marketing
Where to Start
© 2013 Digital Business Institute
Social Media Marketing
Where to Start• Connect• Converse• Contribute• Create• Customise• Convince• Convert
© 2013 Digital Business Institute
Social Media Marketing
Conversation Marketing
• Join Conversations• Lead Conversations• Add Value• Network - Network Marketing• Be Controversial• Establish Authority & Expert Position
© 2013 Digital Business Institute
Social Media Marketing
Content Marketing• Content Creation
– You message, thoughts, opinions, activity, audio, videos
• Content Curation– Relevant news, events, discussions, thought leaders,
videos– Mention Marketing– Google.com/Alerts | Feedly– Podcasts, Audio Books
© 2013 Digital Business Institute
Social Media Marketing
Social Capital
• Free Employees for Sales & Marketing• Research, Knowledge, Events• Your are just 2.5 people away from
transformation• Evangelists
© 2013 Digital Business Institute
Social Media Marketing
Evolution of the Web into Social Media
Brochure Website
Time
Cu
sto
mer
In
tera
ctio
n
Multi Web Presence Portfolio
Single Web Presence Banner Ads
Text Ads
Blogs
Social Networking
E-commerce
© 2013 Digital Business Institute
Social Media Marketing
Social Media Marketing / Conversation Marketing
Social media marketing programs • attract attention• generates online conversations• encourages readers to share it with their social
networks.
The message spreads from user to user and presumably resonates because it is coming from a trusted source, as opposed to the brand or company itself.
© 2013 Digital Business Institute
Social Media Marketing
Definition of Social Media Marketing/Networking
• Getting to know people through people you know
• Getting the public to spread the word
© 2013 Digital Business Institute
Social Media Marketing
Social Media Marketing / Conversation Marketing
• Permission Based
• Conversation Led
• New people hear about you from people they trust
• Online word of mouth
© 2013 Digital Business Institute
Social Media Marketing
• 84.2% of all Irish Internet users used social networks in December 2010. This is up 8.1% on December 2009 (Comscore)
• The average Irish person spends 18 hours and 7 minutes online each month (Comscore)
Social Networking in Ireland
© 2013 Digital Business Institute
Social Media Marketing
• 77% (which is over 2 Million) of all Irish internet users use Facebook (Comscore)
• That average Irish person spends 4hours 10 minutes on Facebook per month (Comscore)
• Approx 900 new Facebook profiles created per day.
Facebook in Ireland
© 2013 Digital Business Institute
Social Media Marketing
• 90% of those aged 15 – 24 years use Facebook, and two thirds of those use it every day.
• 20% of those aged 55 – 64 years use Facebook, and 35% of those check their account daily.
Facebook in Ireland
© 2013 Digital Business Institute
Social Media Marketing
• 570,000 people over the age of 15 have a Twitter account.. (Ipsos MRBI)
• This figure has doubled in the past 12 months.
• Primarily a networking marketing tool for business.
Twitter in Ireland
© 2013 Digital Business Institute
Social Media Marketing
• According to LinkedIn they have 1,006,960 Irish accounts on the network.
• Primarily a networking marketing tool for business.
LinkedIn Ireland
© 2013 Digital Business Institute
Social Media Marketing
• In 2010 YouTube had 1.3 Million regular Irish users
• It is the 2nd biggest search engine in the world
• “I’ll see it on YouTube”
YouTube in Ireland
© 2013 Digital Business Institute
Social Media Marketing
Blogging for Business
© 2013 Digital Business Institute
Social Media Marketing
Introduction• A blog is a type of website
• Part of an existing website e.g. News Section
• Comes from the term Web Log
• 200 Million Blogs
© 2013 Digital Business Institute
Social Media Marketing
Characteristics • Usually maintained by an individual, i.e. has character
and personality
• Encourages discussion, readers can leave comments
• Conversational style with regular entries
• Entries are called posts and sorted by date with most recent at the top
© 2013 Digital Business Institute
Social Media Marketing
For Business
• Very cost effective way to develop a web presence
• Extremely easy to set up and update
• Easily added to existing website
• No limit to the amount or content type e.g. video
© 2013 Digital Business Institute
Social Media Marketing
For Business
• Extremely search engine friendly
• Customers can subscribe
• Automatically update Facebook, Twitter, and LinkedIn
© 2013 Digital Business Institute
Social Media Marketing
© 2013 Digital Business Institute
Social Media Marketing
© 2013 Digital Business Institute
Social Media Marketing
Why blog?• Reasons outlined in previous slides
• Attract and retain an audience
• Network marketing
• “Link Love”
• Establish authority
© 2013 Digital Business Institute
Social Media Marketing
What to blog about?• Your business
• Your industry
• Your knowledge
• Your opinions
Regular
&
Relevant
© 2013 Digital Business Institute
Social Media Marketing
Useful Resources• Subscribe with Feedly
• Monitor news with Google Alerts, Search.Twitter.com
• technorati.com
© 2013 Digital Business Institute
Social Media Marketing
Technology
© 2013 Digital Business Institute
Social Media Marketing
It’s a long term investment so have faith......
© 2013 Digital Business Institute
Social Media Marketing
© 2013 Digital Business Institute
Social Media Marketing
Facebook Statistics
• Launched on February 4th 2004
• 1.2 Billion Active Users
• More than half access via a mobile device
• 2,196,040 users in the Republic of Ireland
© 2013 Digital Business Institute
Social Media Marketing
Age Distribution - ROI
© 2013 Digital Business Institute
Social Media Marketing
© 2013 Digital Business Institute
Social Media Marketing
A Personal Profile vs. A Business Page (‘Fan’ Page)Personal Profile Business Page
For people For business
Approve friends Don’t have to approve Fans (Likes)
No statistics Statistics on age, gender, page views
FB could close page down n/a
5000 friend limit No limit for no. of fans
Set privacy Public (like a website)
Can’t be customised Can be customised
Know (of) the person You may Like the business but not know who runs the page
Can’t do an ad to a personal page Ads for business pages
FREE FREE
© 2013 Digital Business Institute
Social Media Marketing
Setting up a Company Page
Go to http://www.facebook.com/pages/
Click on Create Page
© 2013 Digital Business Institute
Social Media MarketingChoose a Group
© 2013 Digital Business Institute
Social Media Marketing
Choose a Category
Example – Local Business
Choose a Category
Enter Business Name
Fill in Address
© 2013 Digital Business Institute
Social Media Marketing
© 2013 Digital Business Institute
Social Media Marketing
© 2013 Digital Business Institute
Social Media Marketing
© 2013 Digital Business Institute
Social Media MarketingCover Image
851 x 315
Profile Image180 x 180
© 2013 Digital Business Institute
Social Media Marketing
Cover Image Tips
•Use a branded image with strong visual impact
•Use PicMonkey to create banner
•Read eBook – 30 Facebook Tips in 30 Minutes
© 2013 Digital Business Institute
Social Media Marketing
• About• Tabs• Schedule Posts• Highlight Photos• Promoted Posts• Advertising• Lists/Interests• Offers• Check-in/Places• Ask Questions
© 2013 Digital Business Institute
Social Media Marketing
FacebookAbout
© 2013 Digital Business Institute
Social Media Marketing
FacebookAbout
© 2013 Digital Business Institute
Social Media Marketing
FacebookTabs
© 2013 Digital Business Institute
Social Media Marketing
FacebookTabs
© 2013 Digital Business Institute
Social Media Marketing
FacebookTabs
© 2013 Digital Business Institute
Social Media Marketing
FacebookScheduled Posts
© 2013 Digital Business Institute
Social Media Marketing
FacebookHighlighted Photos
© 2013 Digital Business Institute
Social Media Marketing
FacebookPromoted Posts
© 2013 Digital Business Institute
Social Media Marketing
Facebook Advertising
• Target based on age, gender, location, marital status,– Parents with newborns, interests, FRIENDS OF LIKES
• Target approx. 100,000 people• Co-op with other business pages• Use pretty faces• Use Yellow• Bid one cent higher that PPC Price• Change after 2 weeks
© 2013 Digital Business Institute
Social Media Marketing
FacebookInterest Lists
© 2013 Digital Business Institute
Social Media Marketing
FacebookInterest Lists
© 2013 Digital Business Institute
Social Media Marketing
FacebookInterest Lists
TIP: Share some items on to your business page.The business page you share will see that your business page ‘shared’.
© 2013 Digital Business Institute
Social Media Marketing
FacebookOffers
© 2013 Digital Business Institute
Social Media Marketing
FacebookOffers
• You have to pay to promote• Claimed offers will be seen by the friends of
those who claimed them
© 2013 Digital Business Institute
Social Media Marketing
FacebookCheck In
1. Register 2. Reward 3. Result
© 2013 Digital Business Institute
Social Media Marketing
FacebookCheck In
Result
© 2013 Digital Business Institute
Social Media Marketing
FacebookCheck In
Result
© 2013 Digital Business Institute
Social Media Marketing
FacebookQuestions
© 2013 Digital Business Institute
Social Media Marketing
Tips• Don’t sell• Add Value
– Tips, Ideas, Advice, Knowledge, How-to Videos, News Articles from other sites
• Have Fun• Make a list of items to write about• Update 4 times a week• Like other Pages from your Business Page
© 2013 Digital Business Institute
Social Media Marketing
© 2013 Digital Business Institute
Social Media Marketing
Setting the scene
•Professional network (as opposed to a social network)
•Over 75 million members in over 200 countries
•Over 1,000,000 members in Ireland
•A new member joins LinkedIn approximately every second
•Approx 50% of members are outside the U.S.
•Executives from all Fortune 500 companies are LinkedIn members
© 2013 Digital Business Institute
Social Media Marketing
v
© 2013 Digital Business Institute
Social Media Marketing
LinkedIn FacebookProfessional Networking Social NetworkingCV Everything butBusiness to Business Business to ConsumerStrategic Connections New CustomersMore about the person More about the companyFREE (you can pay for upgrade) FREEBuy Advertising (New) Buy Advertising
© 2013 Digital Business Institute
Social Media Marketing
Facebook is for people you know
LinkedIn is for people you want to know
© 2013 Digital Business Institute
Social Media Marketing
Getting to know people through people you know
© 2013 Digital Business Institute
Social Media Marketing
It’s a detailed digital business card that
•Is easily updated•Doesn’t get lost•Reappears with updated information•Can be easily shared by others•People keep even if your job doesn’t
© 2013 Digital Business Institute
Social Media Marketing
© 2013 Digital Business Institute
Social Media Marketing
© 2013 Digital Business Institute
Social Media Marketing
© 2013 Digital Business Institute
Social Media Marketing
© 2013 Digital Business Institute
Social Media Marketing
© 2013 Digital Business Institute
Social Media Marketing
© 2013 Digital Business Institute
Social Media Marketing
© 2013 Digital Business Institute
Social Media Marketing
© 2013 Digital Business Institute
Social Media Marketing
Getting to know people.................
© 2013 Digital Business Institute
Social Media Marketing
....... through people you know.
© 2013 Digital Business Institute
Social Media Marketing
© 2013 Digital Business Institute
Social Media Marketing
Where to start• Set up a profile
• Start local - Join Leitrim Business Network Group
• Search for people you know are on LinkedIn (past colleagues)
• Email people / add to email signature / business card
• Join / contribute to related Groups
• Find prospects
• Find a new market
• Ask questions / contribute to the answers
© 2013 Digital Business Institute
Social Media Marketing
5 Tips
• Increase your visibility by adding connections
• Install Microsoft Outlook Add-on
• Have a comprehensive profile
• Make you page public to improve your Google PageRank
• Include links to your website, blog and Twitter account
• Seek out new prospects
• Assign time to this every week – ½ hour will do a lot
© 2013 Digital Business Institute
Social Media Marketing
© 2013 Digital Business Institute
Social Media Marketing
What is Twitter?
• Social Network & Professional Network
• Micro-blogging – Status Updates
• Post messages of up to 140 characters known as Tweets
• You can restrict who can see your Tweets – mostly open access
• Messages are displayed on your profile which people can then follow (known as followers)
© 2013 Digital Business Institute
Social Media Marketing
© 2013 Digital Business Institute
Social Media Marketing
THANK YOU
johnny@digitalbusinessinstitute.com
Q & A
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