introduction to social media for business andrew greenyer director, raise the roof marketing 1
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Introduction to Social Media for Business
Andrew GreenyerDirector, Raise the Roof Marketing
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Latest Facts and Figures
• 92% of online adults use search engines to find information on the Internet (with 59% who do so on a typical day)
• Website - 60% of all organic clicks go to the top three organic search results
• 65% of daily internet users read a blog
• More than 850 million active users on Facebook
• 100 million monthly active users on Twitter with over 250 million daily tweets
• LinkedIn – there are over 135 million professionals on LinkedIn
Social Media Planning
• Support your vision, objectives and relationships through online engagement.
• Social media should be seen as an extension of what you are already doing well.
• Helps to build and amplify your voice.
The Approach
1. Define your business goals and objectives. (Align social media with business objectives)
2. Determine how you will measure success. (Establish key metrics)
3. Content Strategy and Engagement Plan (quarterly).
4. Identifying tactics and campaigns (monthly).
Company’s Needs HIERARCHY
Our focus will be for your social media strategy to meet
these needs.
INTERNET MARKETING PROCESS
TacticalWheel
Strategy
Goals
Target Audience
Tone &
Message
Content Plan
Content
Blogs
Video
Posts
Engagement
Building Community
Responding to
commentsListening
Campaigns
&
Conversion
Content Marketing
• Awareness• 30% - 40%
• Evaluation• 30% - 40%
• Purchase/Decision• 20% - 40%
Blog is Central Command
ListeningExample
BlogCross Promoting Example
Calls to Action
Blog
Calls to Action
Website
How would you define Social Media?
Social media
..use of internet tools for the sharing of experiences and information with human
beings
WikipediaTurning Strangers into Friends
Friends into Customers
Customers into Advocates
Technologies or Channels
Blogs
Microblogging
Videosharing
Virtualworlds
Photosharing
PodcastsWikis
Social networks
Your Social Media Objectives
• What do you hope to accomplish?
• Are there any new products launches?
• What is the most important page on your website and
why?
• What’s keeping your competitors awake at night?
• What social media platform is most important to you and
why?
Discovery phase
• What keeps your ideal customer awake at night?
• What are the motives of your customer ?• Keeping up with the Joneses?
• To make money?
• To avoid risk?
• Comfort/pleasure?
• What does your customer want from social media?• Knowledge about your product/service/industry?
• Getting help/advice?
• Recognition?
• What are the top blogs/trade shows/trade magazines for your
industry that your customers are likely to read?
How will your company grow?New Markets / New Products / Sell More to Existing
Customers
Write down 3-5 key objectives for your organisation
.
What is your company vision?
Growth Areas:
Corporate Objectives:
Your Social Media Marketing Plan will help you achieve your corporate objectives
Write down 3-5 key objectives for your organisationSocial Media Objectives:
Possible Objectives• Increase brand awareness and purchase intent
• Create buzz about the brand where the target audiences are spending their time
• Develop opportunities for the target audience to engage with the brand
• Improve customer service
• Promote events and campaigns
• Leverage customer insight to proactively respond to changes and opportunities in the marketplace
• Drive traffic
• Boost brand loyalty and advocacy
• Get instant feedback about services & products
Key Messages:
These should be tied to the unique selling proposition.
Tone:
___ Super casual - laid back and casual.___ Conversational - like we are talking with good friends.
___ Business casual - as though we were speaking with a client at a network event___ Technical - precise with little or no jargon.
___ Formal - as if we were writing a letter to a client.
General information that is beneficial to target audience
Commentaries/editorials Instructional media Industry updates
Branding & Awareness
Increase impressions Grow online mentions
Grow social media visits Improve search engine rankings
Increase blog traffic
Buying criteria is discovered and created by the prospect
Product demos FAQs
Comparisons
Engagement & Evaluation
Increase likes Grow followers
Increase video views Increase search engine traffic
Unique selling proposition leads to a buying customer
Case studies Testimonials
Success stories Offers & promotions
Prospecting & Purchasing
Increase info requests Increase options
Increase phone calls Increase sales
Introduction to Social Media for Business
Andrew Greenyer
[email protected]@AGFormby
www.raisetheroofmarketing.co.uk
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