social media for smes- presentation for jcci
TRANSCRIPT
SOCIAL MEDIAfor
SMEs
Presented by
Motaz Hajaj
Education:
• BS in Computer Engineering from Missouri
S&T
• MS in Engineering Management & Leadership
from Santa Clara University
Industry Experience
• IT Technical Services Officer- The National
Commercial Bank- AlahiNCB
• Business Development Manager- Noca, Inc
• Business Development Consultant- KoolWallet
• Associate Campaign Specialist- Responsys
• Business Analyst- The National Commercial
Bank- AlahiNCB
Motaz HajajCEO/Co-Founder
Chess Tag
About Motaz
About Chess Tag
Chess Tag is based in Jeddah with a
presence in Riyadh and Dubai
Why the chess icon?
When you play chess, you have to think
many steps ahead and be quick to change
your plan when the game changes
Why the Knight?
The Knight comes out of nowhere to defeat
the opponent. That is our objective.
AGENDA
What is Social Media?
History of Social Media
How Important is Social Media?
Social Media Channels
Social Media & Content Development
Social Media Strategy
Social Ads
Influencers
WHAT ISSOCIAL MEDIA?
Social Media is…
Web-based communication tools that enable people to interact
with each other by both sharing and consuming information.
~lifewire.com
A comment about Social Networking
Social networking is a subset of social media. It focuses on audiences and relationships.
Social networking consists of sites like blogs, social bookmarking, and wikis.
These sites are less about relationships and more about information.
Examples:RedditFlickrTumblr
User accountsProfile PagesFriends, followers, hashtags, mentioningFeedsPersonalizationNotificationsLikes or commentsReviews, ratings, or voting
Features of Social Media
SpamCyberbullying/CyberstalkingSelf-image manipulationInformation OverloadA “bubble” of information with your own viewsFake newsPrivacy & Security
Issues of Social Media
HISTORY OFSOCIAL MEDIA
Evolution of Social Media
• Text communication on boards
• Chat & Instant Messaging
• Forums
• Dating/connection sites with member profiles
• MMORPGS like World of Warcraft
• Profile Based Sites
• Real Time Updates
• Feeds
• Media Sharing
• Influencers
• Temporary Content
• Live Video & Streaming
• Virtual & Augmented Reality
Text Communication
Usenet Systems- 1979
Predecessor to RSS feeds, Usernets allow posting articles to newsgroups and do not have a central server or administrator.
Source: Daniel Rehn, Flickr
Text Communication
Bulletin Board Systems- late 70s
Users log in, one at a time, to a host modem to interact with one another.
Popular channel for illegal activity like piracy and hacking.
Text Communication
Online Services- AOL and CompuServe
Companies began making the internet accessible for everyone.
CompuServe offered chat too, while AOL featured member profiles.
Chat & Instant
Messaging
IRC was UNIX-based and incorporated file and link sharing.
ICQ was PC based and is the father of avatars, LOLs and emoticons.
Yahoo! Messenger, MSN Messenger and others followed.
Forums
Modern forums offer a better UI and give users a place to communicate with text and images.
Dating/Connection Sites
Dating Sites were some of the first modern networks to pop up. Users created profiles, added photos but could not usually keep friends lists.
Some early dating sites include Match.com and JDate
Dating/Connection Sites
Niche Networking Sites allowed those sharing similar demographics like race to connect.
Examples: AsianAvenue.com, BlackPlanet.com, MiGente.com
Dating/Connection Sites
Early Connection Sites focused on shared commonalities.
SixDegrees.com and Classmates.com
MMORPGS
Massively multiplayer online role-playing games allows communication while playing games and began in the early 2000s.
World of Warcraft lets players interact both during play and on forums.
Source: BagoGames, Flickr
Profile Based Sites
These are the earliest versions of networks that flood the internet today.
FriendsterLinkedInMySpaceFacebookTwitter
Real-Time Updates
Up until this time, most sites required a computer to post photos and comments. With the use of mobile, real-time status updates and photos became the norm.
TwitterInstagram
Feeds
Following in the footsteps of Twitter, more networking sites adopted the feed mindset, giving users a reverse-chronological glimpse into their communities.
Facebook NewsfeedLinkedIn News Feed
Media Sharing
Besides sharing opinions, photos and comments, users started sharing their favorite articles, videos and content not created by themselves.
This social sharing phenomenon gave brands a way to be seen and created the need for viral content creation.
Temporary Content
Millennials especially joined new networks like Snapchat to take advantage of a way to communicate that was a little more discreet.
Snapchat hit the nail on the head with their disappearing content and personal messaging.
Source: Johnny Wilbank, Flickr
Influencers
People became favorites or “Influencers” in their niche by having a distinct personality and by publishing content their fans and followers love to see.
Brands began to seek out influencers to spread their own message to their massive followings for a fee or perk.
Live Video and Streaming
As mobile network speeds increased, live video streaming capabilities became possible for anyone with a smart phone.
Almost every major social network has embraced live video in some format.
Virtual/Augmented Reality
Virtual and augmented reality is here, but not readily available to everyone.
Google Glass and (Facebook owned) Oculus are testing and perfecting their technology and it can’t be too long until virtual reality is a part of most people’s every day lives.
HOW IMPORTANT ISSOCIAL MEDIA?
Targeting
With social media, you can micro-target your audience. You can
target based on demographics, career, interests and many
others.
Analytics
After carefully targeting your ads, you can view information that
will help you make better decisions in the future. Tweak your
audience to reach even more specific people next time.
Brand Loyalty
By sharing relevant content and interacting with your fans, you
build brand loyalty.
Let your personality shine through so you’re seen as people
instead of a faceless company.
Relationship Building
You can connect and listen to customers. Interaction with your
fans can tell you more about their lives and needs.
You can also connect with other businesses and niche leaders.
Your competition is doing it
Don’t fall behind. Don’t lose your customers to the brands that
are present online.
You don’t want to play catch up, plus it’s more expensive change
a customer’s mind later.
You can run with the big
boys
Even if your marketing budget can’t compare to the big brands,
you have the opportunity gain eyeballs with your creativity.
Off Guard
Users view social media not as a marketing platform, but as a
place to view content they want. This makes them more receptive
to your message.
Generate Media
Coverage
Your viral message could be picked up by print or large online
media. What’s better than free publicity?
Customer Feedback
Having a good listening and monitoring strategy means you get
to be the first to respond to complaints and problems.
People want to rant or have their problem solved. Wouldn’t you
rather show how dedicated you are to your customers by solving
their issue?
Boost SEO
Google uses social media engagement as part of their search
algorithm. The more action there is on your social media, the
higher the search rankings for your website.
Emergency Response
If you have a large fan base, you can alert your fans to
emergencies or recalls. It’s a great way to be honest and keep
your customers trust.
Oreo
AirAsia
Facebook Case Studies
OREO Cookie’s Daily Twist
Challeng
e:
Innovati
on:
A bold campaign to celebrate 100 years.
For 100 days straight, Oreo posted a new image on Facebook that celebrated pop culture.
Results:
433 M Facebook views
280% increase in shares
2,600 media stories
Multiple Awards
AirAsia Frienzy
Challeng
e:
Innovati
on:
Low brand awareness in a competitive market. Generate buzz around their new flights to Australia.
They launched a contest to win a free flight with 302 Facebook friends. To enter, users chose their friends, allocated seats and shared a snapshot of their decision.
Results:
Over $1.5M of PR coverage
30% Fan increase
12,500 entries
2M+ reach
Saudi Marketing Conference
Mobil1
Twitter Case Studies
Sell out event using only social media
Launched email marketing campaign
Live coverage of eventCreate awareness and interest in conference
Launched a WhatsAppbroadcast using our network
Landed 70% of sales through social media
Those who couldn’t attend watched the event
unfold live
Ran organic Twitter campaign with frequent tweets and
efficient listening
1000 retweets+
600 Twitter mentions
Ch
ess
Tag
Cas
e St
ud
y
Many sponsors announced at once
Created a Twitter Conversation with another sponsor
Need Maximum Awareness during
sponsorship announcements
Tweet appeared on 1st page of Saudi sports magazine
Ch
ess
Tag
Cas
e St
ud
y
Mercedes Benz
KFC
Instagram Case Studies
Mercedes-Benz GLA
Challeng
e:
Innovati
on:
Generate interest around their new compact SUV, the GLA
Their marketing team contacted photographers and asked them to show what they would pack in their GLA. Their items were laid on a cargo mat to show how much the GLA could fit.
Results:
54% increase in website visits
KFS Smart Menu
Challeng
e:
Innovati
on:
Launch their cheapest meal ever in Romania.
To parody #RichKidsOfInstagram, the hashtag #LittleMoneyBigFunwas launched. Users could choose a RichKids photo and post their own not-so-rich version on Instagram.
Results:
21% sales boost
#1 Twitter topic in Romania
1M in free media
Best KFC meal launch since 2009
Ministry of Health
EricTheCarGuy
YouTube Case Studies
Low use of clinics and free supplies
Created YouTubePre-Roll video ads
Low awareness of MOH program to support Diabetes
patients
Created #السكري- صحصحله
hashtag & worked with influencers
28 Million impressions on hashtag in 1 week Over 700,000 views
The campaign resulted in an increase in patient benefit usage, improving the lives of people throughout KSA.
Ch
ess
Tag
Cas
e St
ud
y
EricTheCarGuy
Challeng
e:
Innovati
on:
Generate sales for online car parts store
EricTheCarGuy offers simple instructions, tips and tricks for those willing to work on their own cars. This isn’t fancy, but it shows that people will come running if you just give them what they need.
Results:
800k Subscribers
Over 3M views on most videos
Cathay Pacific Airways
DocuSign
LinkedIn Case Studies
Cathay Pacific Airways
Challeng
e:
Innovati
on:
Advertise a new flight from Hong Kong to Chicago
Cathay Pacific wanted to target business travelers on LinkedIn. They used Sponsored Polls, Display ads and Recommendation Ads and focused on groups which contained their target market.
Results:
1,300 poll responses
Over 100 recommendations
DocuSign
Challeng
e:
Innovati
on:
Increase awareness and sales of the software.
DocuSign purchased bulk InMailand targeted business people by geographic area for a 6 month campaign.
Results:
45% increase in sales
Lilly Pulitzer
Grub Hub
Snapchat Case Studies
Lilly Pulitzer
Innovati
on:
Garment company Lilly Pulitzer created a geofilter with the brand’s iconic patterns. The geofilter was only available in 31 locations, which added exclusivity.
Grub Hub
Innovati
on:
Instead of an expensive Super Bowl ad, Grub Hub used Snapchat influencer Michael Platco, known for his quirky illustrations, to comment on the popular game food- wings.
Jumbo Ice Cream
Red Sea Mall
Multi-Channel Case
Studies
Launched a contest aligned with influencers to give away 3 iPhones and 3 Galaxy Samsung phones
Create active social media accounts with 8k followers in 6 months
Facebook & Instagram• Almost 1 Million Impressions
• 41,000 Engagements
Twitter• 4 Million Impressions• 284,000 Engagements
Ch
ess
Tag
Cas
e St
ud
y
No strategy or community management
Launched 7 campaigns + daily listening/monitoring/
management
Cover over 350 stores on social media
Created a social media calendar
Constant updates on mall events and
store promotions
Redeveloped website to showcase sales and
events
Over 4 Million hits to website monthly
CommunicationWith 350 stores
Placed dedicated team members
on-site
Earned 5 prestigious awards since 2013
Monthly promotional content and
photography for brands
Daily updates and strong connections with retail
stores
Over 400,000 Facebook fans
Over 50,000 Twitter followers
Over 50,000 Instagram followers
15 Million mall visitors per yearCh
ess
Tag
Cas
e St
ud
y
Old Spice
Volkswagen
Integrated Marketing
Case Studies
Old Spice
Agency:
Client:
Challeng
e:
Innovati
on:
Wieden + KennedyOld Spice
Continue the series of successful TV ads into an audience-engaging campaign.
Old Spice encouraged viewers to ask questions of the star of their TV ads via social media. Over 200 sarcastic and funny response videos were posted to YouTube.
Results:
Thousands of questions tweeted to @OldSpice
Millions of YouTube views
Watch video here
Volkswagen
Agency:
Client:
Challeng
e:
Innovatio
n:
Ogilvy CapeTownVolkswagen
Introduce the new Polo in South Africa
Marketers developed a real-life game of tag with people test-driving the new car. Viewers could see the car on a specified route, use Twitter to tag it, and then hop in for a test drive until they were tagged out. The test-driver who managed to sit in the seat the longest won the car.
SOCIAL MEDIA CHANNELS
Good starting pointLargest demographic coverageEasiest to manage for businessBest targeting
Viral capabilitiesBetter for hashtagsSeems more instantaneousMessage must be shortGood for interacting and engagementUse for customer serviceRetweet other users’ content as well
Use for photos & videosArt, travel, fashion, etc.Mostly mobileArtistic niches excelBe good at detailPost high-quality photosUtilize hashtags for your industry
Second largest search enginePost how-to’s, DIYs, unboxing, tutorialsGood for influencersUse to post webinarsInclude a call-to-actionMonitor commentsCustomer testimonials
YouTube
Better for B2BOlder, well-educated audienceTarget by industry, job titleBuild connection before pitchingUtilize LinkedIn groups
Use for photos & visualsTarget MillennialsGood for InfluencersFastest growing networkMostly age 18-34Create filters for your audienceShare “Stories”
Snapchat
SOCIAL MEDIASTRATEGY
Every action online should be guided by your
STRATEGY
Run an audit…
• To tell you how your social media is currently doing
Who is connecting with you?
What sites does your target market use?
How do you compare to competitors?
Who is your company controls each channel?
Is each channel serving its purpose?
Should any be updated or deleted?
Are there any fraudulent reports?
Objectives…
• Help determine ROI
• Allow you to quickly react when expectations are not
met
• Should be aligned with general marketing strategy
Specific
Measurable
Attainable
Relevant
Time-bound
Integrate
• Social media may be able to help with many aspects of
your business
Sales
Customer Service
Human Resources
Research & Development
Marketing
Content Plan & Calendar
Types of content for each channelEX: 50% website traffic booster
25% shared media
25% lead generation
How often to post
Target audience for each channel
Will you use ads to promote?
Calendar- dates and times for posts on each channel
Hubspot Social Media Calendar
Brand Guidelines
Adapt your normal brand guidelines for digital.
If you don’t have any, now is a good time to establish
them.
Logo limitations
Appropriate photography
Typography
Image alteration
Color pallets
Paragraph Settings
Copy Platform
Product Positioning
Voice & Tone
Key Message
Keywords
Hashtags
Facts & Figures to Share
Audience Take-Away
CPS
Critical Path Schedule
- What activities need to be completed for the project to
be finished on time
Digital Marketing Trifecta
Image: Digilari.com.au
SOCIAL MEDIA&
CONTENT DEVELOPMENT
Brainstorming
Come up with images and subjects to base posts on
Planning
Come up with images and subjects to base posts on.
Many free templates are available online.
Image: Bytelaunch.com
Post Design
• Take photos, or alter existing photos. Add your logo or
text overlays.
• Edit videos.
• Create infographics
• Use correct dimensions
and size for each channel
Content Writing
Write your text, keeping in mind your image, channel and
copy platform. Don’t forget:
• Tone
• Voice
• Keywords
• Hashtags
Scheduling
Use the tools that Facebook, Instagram and Twitter have
created for businesses:
• Facebook Manager (for Instagram too)
• Twitter for Business
You can upload your plans so you don’t have to enter
each post manually.
SOCIAL MEDIAADS
Facebook & Instagram
Ads
Create ads for certain objectives:• App Engagement• App Installs• Brand Awareness• Clicks to Website• Event Responses• Lead Generation• Local Awareness
• Offer Claims• Page Likes• Page Post Engagement• Store Visits• Video Views• Website Conversions
Facebook Ads
Facebook Ads
Facebook Ads
Facebook Ads
Facebook Ads
Facebook Ads
Twitter Ads
Create ads for certain objectives:• Followers Campaign• Website Visits• Website conversions• Video views campaigns• Tweet engagement campaigns• App install/engagement campaigns• Leads campaigns
Twitter Ads
Twitter Ads
Twitter Ads
Twitter Ads
Twitter Ads
Twitter Ads
Twitter Ads
Twitter Ads
YouTube Ads
Ad Options• Display ads• Overlay Ads• Skippable video ads• Non-skippable video ads• Bumper ads• Sponsored Cards
YouTube Ads
YouTube Ads
YouTube Ads
LinkedIn Ads
LinkedIn offers:
• Sponsored Content• Sponsored InMail• Text Ads
LinkedIn Ads
SOCIAL MEDIAINFLUENCERS
What is an Influencer?
An influencer could be a celebrity or a normal person who has a large following on social media.
Brands pay influencers to gain access to their niche audiences.
Influencers
Ways to use Influencers
Create or support content for influencers to use on their own channels
Increase your credibility by hosting the influencer on your channels• Unboxing• Social media takeover
How to Choose Influencers
Relevance- relevant to your business and your audience
Reach- how many people can they get the message to?
Resonance- will their audience be engaged?
How to Create a
Relationship
Reach out- over Twitter chats or blog comments
OR Contact their agent
Create value- not only just from cash
Extend their tone- they need a consistent message
Allow creative freedom- you have to be somewhat trusting to work with Influencers
The Right Reach
Don’t underestimate a micro-influencer with a low number of followers, if those followers are very involved in the niche.
Influencers with 10,000 to 100,000 followers have the best combination of resonance and reach.
Samsung’s Influencer Snapchat Campaign
Challeng
e:
Innovati
on:
Note7 unveiling
Samsung invited Snapchat influencer CyreneQ to an exclusive event in NYC unveiling the Note7. CyreneQ documented her trip to NYC, and then highlighted the features of the Note7, all in 10 second clips on Snapchat.
Resources
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