best practices social media marketing for business
DESCRIPTION
Introduction to Effective Social Media Marketing for Business - 13 November Recent research from analyst house Gartner has forecast that not responding to social media will become as fatal to a brand image as not replying to phone calls and emails are today.The purpose of this presentation is to provide you with an introduction to Social Media, we will cover the top social media channels to use. How to get started, Hints & Tips and Best Practices. We will also cover examples of how Social Media Marketing can drive real business results. The social media channels that will be covered are LinkedIn, Twitter, Google +, Facebook and Ning. There will be an opportunity for Live Q&A Best Practices Social Media Marketing For Business Speaker - Surekha Parekh WW Marketing Program DirectorTRANSCRIPT
Social Media Marketing for Business
Surekha ParekhWorld –Wide Marketing Program Director &
Social Media Strategist
Introduction – Surekha Parekh
World –Wide Marketing Program Director & Social Media Strategist
Over 25 years Business Experience – Chartered Institute of Marketing
Several Business & Marketing Strategist Roles – Passionate Marketer
Completed Exec MBA at Warwick Business School
Business is about Building Relationships - Social Media Marketing
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Objective Today
The Importance of Social Media Marketing for Business
Help you understand the connection between Marketing & Social Media
What is Social Media Marketing
The Social Media Tools & Channels Available
Share Best Practices & Hints & Tips
Provide contact name for mentoring or advice for future
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What you will learn ?
What is Marketing ? What is Social Media Marketing ? The importance of Social Media Marketing for Business Social Media Channels
BlogsFacebookLinkedInTwitterVirtual Communities
Getting Started of Social Media Channels
Pros & Cons of Social Media Marketing?
Best Practices (Hints & Tips)
Questions & Answers
Importance of Social Media for Business
Recent research from analyst house Gartner has forecast that not
responding to social media will become as fatal to a brand image
as not replying to phone calls and emails are today.
Gartners’ 3 point Strategy for Businesses 1. Participate and don’t let a negative remark put you off
2. Don’t have a blanket reply; develop appropriate responses dependent on the comment
3. Plan for a spike in social commentary and develop communications practices to cope with it
Perhaps worryingly, Gartner found that while over half of companies monitor their social media usage and response, just under a quarter (23%) collect and analyse the data.
What is Marketing ?
“Marketing is a management process for responsible for identifying,
anticipating & satisfying customer requirements profitably “
Chartered Institute of Marketing
7 Steps of Successful Marketing Creating products or services Educating prospects Building rapport Demonstrating your passion Putting your prospect or client’s best interests first Providing excellent service Keeping in touch
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What is Social Media Marketing ?
Social Media are primarily internet and mobile based tools for sharing and discussing information with people.
Social Media offers ways to exchange information through the use of clicks or downloads/uploads.
Social Networking is nothing new – humans are all about social interaction
Social Media Marketing is essential tools for all marketers to directly impact pipeline. IT’s FREE or low costs
Can be use at all phases of AIDA cycle
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Social Media Marketing & A – I – D - A
AWARENESS
DESIRE
ACTION
Traditional Marketing Tactics
Email /Direct Mail
Web Marketing
Newsletters
Brochures
Videos
Testimonials
Case Studies
Offers Early Bird
Conferences etc
Etc
INTEREST
Social Media tools enables you to build virtual relationships
5 Variables important in building relationships
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Commitment
Trust – high level of trust creates positive attitude
Customer orientation/empathy - understanding customer’s pains or position
Experience/satisfaction - positive experience creates trust - negative experience hinder relationship
Communication – two way discussions - giving and receiving
Why Social Media Marketing ? What is your objective ?
10 Questions Marketers/Businesses want answered about Social Media Marketing
1. What are the best practices and tactics to use ?
2. How do I measure the effectiveness of social media ?
3. Where do I start ?
4. How do I manage social balance ?
5. What are the best sites and tools out there ?
6. How do I make the most of my available time ?
7. How do I find and focus my efforts on my target audience ?
8. How do I convert my social media efforts into tangible results ?
9. How do I cohesively tie different social media efforts together ?
10. Does social media marketing work and if so how effective is it ?
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The Social Networks ranked as “Top 5” Based on popularity (Unique Monthly Visitors)
Estimated at 1Bilion (total visit estimated at 1.7 billion)
Estimated at 250,000,000
Estimated at 110,000,000
MySpace
Estimated at 70,500,000
Google Plus+
Estimated at 65,000,000
*From “Top 15 Most Popular Social Networking Sites | August 2012”,
http://www.ebizmba.com/articles/social-networking-websites
Growth Rates of Social Networks
Types Social Media Channels
Blogs - Web sites designed to let you easily update or change content and allow readers to post their own opinions and reactions
Social Networking Services - Originally developed to facilitate the exchange of personal information (messages, photos, videos) Full Networks :- Facebook or MySpace Micro Blogging (short messages) :- Twitter Professional Networks :- LinkedIn Plaxo Other Speciality Networks within vertical industry or demographic
Community Building services NING (World of DB2 for z/OS)
Social Networking Sharing Services – facilitate posting & commenting on videos, photos & audio YouTube , Flicker, Podcast Alley
Types Social Media Channels
Social Bookmarking Services-Like private bookmarks of your favourite sites but publicly viewable list of sites that others have recommended Recommendation services e.g. Del.icio.us, StumbleUpon Shopping Services:- Kaboodle or ThisNext
Social News services – On these peer-based lists of recommended
articles from news sites, blogs or web pages. Users often “vote” Digg, Technorati, Reddit,
Social geo locations and Meeting places Foursquare, Gowalla, Loopt Other GPS applications many of which operate on mobile devices
LinkedIn – More for the Professional
LinkedIn is the most Powerful B2B Social Network
61% B2B companies have acquired a customer via LinkedIn
(source www.hubspot.com)
LinkedIn drove more B2B website traffic nearly 3 TIMES > Twitter
(source www.leadformix.com 2010 survey)
Main Use is for documenting professional experiences Also…
Professional networking Maintaining contact list
Professional discussion groups
Job opportunities
http://www.linkedin.com/
LinkedIn – Business Orientated Social Network Biggest business networking community online
Join relevant LinkedIn Groups to reach your target audience Join discussions SHARE EXPERIENCES Communicate and build relationships Build TRUST - demonstrate COMMITMENT
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Getting Started Complete Profile Just the START Use Keywords find the right words to describe your current position
use KEYWORDS in PROFILE HEADLINE & Summary
(Search Engines & LinkedIn use KEYWORDS)
Add PHOTO
Add your company website URL not personal URL
LinkedIn Status not like FB – should be Business Focused not PERSONAL
Build a network of STRONG TIES Follow an in-person meeting with LinkedIn Connection request
Follow up on phone calls with LinkedIn requests
Do not use generic requests add some details
Review LinkedIn suggested contacts
Connect to all work colleagues shows strong impressive of connected company
Reach out to people in your groups but ADD context to REQUESTS
LinkedIn Professional Groups
CONNECT
SHARE &COLLABORATE
AND request subgroup for Regional DB2 USER GROUPS
JOIN*
* Live Link, try it and click through
Communication – 2 ways
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Summary LinkedIn Hints & Tips Leverage Existing groups
If group does not exist for your target audience only then create new group.
Group management 24x7 Many groups are inactive /no engagement
If group already exist ask group owner if you can create a sub group
Increase your personal network with target audience
Share discussions with via other social channels
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#1 Social Network is Facebook As of Oct 2012, Facebook has over 1 Billion active users Facebook users can
Create a personal profile Add other users as friends Exchange messages
Includes automatic notifications of profile updates users Join common-interest user groups
Work or pleasure?????
Facebook Fan Page
Companies use FB to maintain on going public dialogue with colleagues , customers & prospects
Integrated with other social media channels such as
YouTube
Facebook FACTS
Over 1Billion users 1 in 7 people in the world use FB
35+ Demographics represent 30% of user base
In 20 minutes 1M links are shared on Facebook
71% of USA internet users are on Facebook
Facebook – The World of DB2 for z/OS Join
Facebook Fan page and stay in touch your
Community
Collaborate
Share
Social or
business information with “like-minded “ individuals
Twitter & Hashtags
What is Twitter? Online social networking service and Microblogging service Users can send and read text-based messages up to 140 characters, ("tweets“)• Tweets posted to your timeline, sent to your followers, and are searchable via
Twitter Search (http://search.twitter.com/)
• More than 500M users - 170M active (as of 2012) Benefits
Immediate, Portable & EASY ! Posts can be written and received via variety of devices inc cell phones,
ipads etc Since people are on computers & mobiles daily Twitter is ideal tool for
marketing
Twitter accounts activity for top 20 countries
Twitter , Microblogging – Growing FAST
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http://t
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http://t
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ktg4U
Twitter Do’s Do create a Twitter profile that helps people verify your legitimacy Do let consumers know who they are talking to (a real person, not a bot) Do protect consumer information Do provide customer care and feedback Do include your social media affiliations on your corporate Web site Do see what other businesses are doing on Twitter Do use Twitter search engines for keyword searches around brands,
products Do follow Twitterers with similar interest to establish a brand presence with
conversation Do use Twitter to start a conversation – ask your followers to come up with
new ideas or ask what they’re doing now Do learn about customer needs – what other things are customers interested
in? Do advertise an event or promotion Do ask questions and get feedback from your followers
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Twitter Don’ts
Don’t use Twitter to push ads or brand messaging. Don’t just Tweet but also follow others to join in or start a conversation. Don’t use Twitter to tell your everyday tasks; make sure your Tweets are
valuable. Don’t Tweet anything about clients, co-workers or others that you would not want
them to see.
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Twitter Terminology
@ -- how you refer to another Twitter user. For example, @SocialMktg4U means you're either sending a tweet or talking about a tweet from “SocialMktg4U”
Replies and mentions both contain the @ symbol.
Direct message (DM) is like a private message, replies are public. You can only send a direct message to someone who is following you.To send a DM, start your tweet with "DM @username."
Hashtags - keywords provide additional context to your tweets and make them easier for others to find. To create a hashtag, prefix a word with the hash symbol: #. You can track tags on Twitter Search.
Retweeting on Twitter involves copying an original message, pasting it in
a new Twitter message, then adding "RT @username" before the message to denote whom you received the original tweet from.
Why Blogging Matters !
1. It brings ideas out to the public.
2. It provides a forum for communicating.
3. It showcases new ideas.
4. It presents different perspectives.
5. It allows for disintermediation traditional media (if something written about you was wrong, set the record straight).
6. It allows people to find you through search and search engines love blogs.
7. It empowers people to respond.
8. It allows for communication with very niche segments.
9. It allows you to spark conversation.
10. It encourages collaboration with community to solve problems.
11. It helps to create your brand and get your message out.
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Blogs allows us to tap into the power of
people:
“behind the eyes and between the ears”
Blogs – Why Marketers Blog
Establish authority
Converse with customer base
Search related benefits
Instant feedback, reciprocity and commitment
Easy syndication with RSS
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Blog - integrate on all Social Media Channels
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Blogs (Web log) - Term First Used in 1997 Easy to publish website that serves as a platform to share specialized knowledge or a
unique perspective Allows individuals (or groups) to directly and easily share ideas with others online.
A conversation catalyst, not just a publishing medium. Ability of readers to comment encourages discussion, debate and sense of
extended community. Results in active interlinking among blogs
TweetDeck /HootSuite – Schedule
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How do you measure, manage the impact of social media ?
No of Hits Do Not Matter in Social Media marketing world
Hits , tweets do NOT directly impact pipeline Can not measure ROI
The Holy Grail is ENGAGEMENT
We want some evidence that the people you’re reaching are at least alive and somewhat interested in brand/product. If they clicked on something, bought something, downloaded something, retweeted something, or said they liked us, then we have some sign of life out there..”
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“OSTAC” Model for Social Media Marketing Best Practices & Tactics
Objectives (SMART) :- Have clear objectives e.g. 1000 registrations for upcoming
webcast , downloads etc
Strategy – How are you going to achieve this ? Segmentation - Who are you going to target ? Job roles /titles What is the hook ? Message e.g Cost Savings
Tactics – Plan Channels /Dates etc e.g. Twitter , LinkedIn, Facebook, Web Marketing , emails etc
Actions e.g. Add discussion, emails etc on LinkedIn Groups - Date
Control Measurement & Tracking week 1 - 100 registrations etc
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Strategy (STP)
It is well known in marketing that the cost of maintaining existing
customers is far below the cost of finding new ones – it costs 6-9
times more to win a new customer (Davidow, 1986).
• Segmentation - Existing Customers
(Market Penetration & Development Strategies )
• Targeting - Roles/Titles (IT Architects, Managers, etc )
• Positioning - Understand minds of customers (based on needs &
wants )
A well-known Harvard Business Review study (Hallowell, 1996),
demonstrated that increasing customer retention by 5% could
enhance profitability by 100%.
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Benefits of Social Media Networking
Facilitates two way communication and content sharing
Can become productive component of career development
Can enhance your company's online visibility,
Strengthen relationships with clients, partners, suppliers et al
Minimal upfront cash required
FAST Access to information, resources and people
Cons of Social Media
Can be time consuming
Can be additive – need self discipline and strong time schedule
Need to learn new skills and follow social computing guidelines
Don’t participate in for its own sake, or just because everyone else has.
Be selective about social media platforms – tailor to your own business and personal goals.
Slideshare – The IBM Network
http://www.slideshare.net/IBM
World of DB2 for z/OS on YouTube
http
://w
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.you
tube
.com
/use
r/IBM
DB2for
zOS
BEST PRACTICES
Social Media Risks
Summary What are Best Practices & Tactics to Use
Understand Customer Needs & Wants
Create tactics & deliverables that address customer needs & wants
Use Multiple Social Networking Sites & Communities
No need to re-invent the wheel - leverage existing groups, communities
Don’t forget traditional marketing tactics (e.g Web Marketing, emails)
Integrate social media marketing with all tactics (AIDA)
Reinforce consistent message e.g “ Don’t forget to register etc “
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Thank-You !Surekha Parekh
Social Media Analytics – World of DB2 for z/OS
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IBM Social Computing Guidelines – Part 1
Know and follow IBM's Business Conduct Guidelines. IBMers are personally responsible for the content they publish on-line,
whether in a blog, social computing site or any other form of user-generated media. Be mindful that what you publish will be public for a long time—protect your privacy and take care to understand a site's terms of service.
Identify yourself—name and, when relevant, role at IBM—when you discuss IBM or IBM-related matters, such as IBM products or services. You must make it clear that you are speaking for yourself and not on behalf of IBM.
If you publish content online relevant to IBM in your personal capacity use a disclaimer such as this: "The postings on this site are my own and don't necessarily represent IBM's positions, strategies or opinions."
Respect copyright, fair use and financial disclosure laws. Don't provide IBM's or another's confidential or other proprietary
information and never discuss IBM business performance or other sensitive matters publicly.
IBM Social Computing Guidelines – Part 2
Don't cite or reference clients, partners or suppliers without their approval. When you do make a reference, link back to the source. Don't publish anything that might allow inferences to be drawn which could embarrass or damage a client.
Respect your audience. Don't use ethnic slurs, personal insults, obscenity, or engage in any conduct that would not be acceptable in IBM's workplace. You should also show proper consideration for others' privacy and for topics that may be considered objectionable or inflammatory—such as politics and religion.
Be aware of your association with IBM in online social networks. If you identify yourself as an IBMer, ensure your profile and related content is consistent with how you wish to present yourself with colleagues and clients.
Don't pick fights, be the first to correct your own mistakes. Try to add value. Provide worthwhile information and perspective. IBM's brand
is best represented by its people and what you publish may reflect on IBM's brand.
Do not use IBM logos or trademarks unless approved to do so.
IBM Social Computing Guidelines – Part 3
The “Guidelines” contain much more detail… “In the spring of 2005, IBMers used a wiki to create a set of guidelines for all
IBMers who wanted to blog.”
And that we will share…..
IBM Social Computing Guidelines for Blogs, wikis, social networks, virtual worlds and social media are
available at:http://www.ibm.com/blogs/zz/en/guidelines.html
Results over 5000 registrations – 6-8 weeks !
DB2 10 Book Over 500 books shipped 4-6 weeks
Newsletter – 30,000 + subscribers
Webcast DB2 10 launch webcast - 1499 regs Why is DB2 better than Oracle RAC 800+ Upgrading to DB2 9 or 10 approx 900 +
Whitepapers Downloads -1500+ 4-6 weeks Business Value of DB2 10 – Julian Stuhler A Matter of Time: Temporal Data Management Why DB2 for z/OS is BETTER than Oracle RAC ?