What is this Social Media thing all about?

• Traditional marketing

• Nor classic advertising

• neither just a Facebook profile

It‟s not…

• An integration of messages with

technologies, images, video, audio…

• Conversations that are joined by

more and more people every day

It is

Engagement

Social Interactions Consumer drivenListening

Conversations are easy and very usual…

Why then Social Media is this hard?

Too many

channels

More and

more people

joining

Thousands of

conversations

Very little time

Why Social Media works?

Human being is social

We love telling others, sharing contents, ideas

We tend to like what our friends like

And will want to share it with other friends

LIKE

Multiple interactions are just a matter of time

Each company should have its own social media campaign

What conversations and Social Networks to join?.... What channels to use?

Key objectives and strategy

Increase website traffic and keep customers returning

Drive sales and encourage social recommendations

Raise awareness around your SMB‟s website and products

How?

Bringing your SMB closer to customers

Giving them the chance to discover, engage and share

content around your SMB

Rewarding customer loyalty with promotions

Keeping customers engaged with content and

linking to your website

Promotions

activity

How can we drive loyalty within the target audience?

The key is on an „always on‟ strategy where continuous engagement through regular content, promotions and

conversation will drive interest and loyalty.

Promotions

Launch

activity

News/updates

News/updates

Are other similar businesses on Social Media yet?

Mobileapplication

Active Twitter brand Page

Active Facebook Fan page

Social Media will give your SMB the opportunity to reach all these online markets

Blog and Forum

Active Twitter brand page

Active Facebook Fan page

Who is your trulyPotential Audience?

* Google Ad Planner data

57% Female

65% 25-44 years old

64% Some college

education

High incomes*

But we can‟t

forget about

HIM

Or about HER

Where is your Potential Audience?

Twitter

YouTube

Facebook

Blogs

* Social Mention data

Your Small Business will join these online conversations with its own personality and tone of voice

Photo Sharing applications

Content strategy

Creativity Inspiration High quality

The capacity of creating something new and valuable or an unique idea. As artists or art lovers, most of the community will require this sentiment coming from artworkme

Related to the previous content, your community will look forward to some inspiration, a sudden creative burst that could let them show up their artistic genius

Both, Creativity and Inspiration will be improved with a high quality feel to be spread through the campaign. artworkme is high quality itself

Before entering social media, it‟s important to define what the voice of your Small Business will be and what content and messaging we want to relay to the audience. All this can be simplified in 3 key themes or content pillars (these are just an example)

Social activation

Social Networks

A. Your community

Once we‟ve defined the content to communicate, we have to determine how to communicate it and where, according to our previous research. The campaign will be focused on two different pillars

B. Amplification

Influencer Blogs & Advocates

They will help us out to spread the word, so their role and value for us is crucial. As opposed to Your Community, there will be no brand control over the post‟s content though

Spread the word Your SMB just joined Social Media!

Promotions

Every time a campaign is launched, it can be cross promoted through all channels (old and new)

Your SMB Website / Blog

Own social platforms

Customer Newsletters

Social & PPC AdsTop 3 Blogs promotional

posts

Your community

Spread the wordYour community

Your SMB

Web / BlogNewsletters

Among

channels

Social & PPC AdsTop 3 Key

Influencer Blogs

•For biggest campaigns

we‟ll try to agree 2 or 3

paid guest posts on the

most influencer blogs and

also work with advocates.

Blog post released for every campaign we launch

Button / link to that campaign, to allow readers to easilyparticipate

Restricted use. Newsletters are needed and we‟ll use them but we can‟t let fans think it is spam. Only 2-3 newsletters in 6 months.

Cross social promotions among platforms is essential.

What happens on Facebook will be tweeted and pictures shared on Instagram.

Perfect way to advertise your fan page and website

You‟ll only pay for every potential fan and customer actually clicking on the advert.

.

Influential blogger strategy

Amplification

All bloggers, either professionals or amateurs, often write about brands. Their opinion is heard by quite a lot. Their increasing online influence makes a good relationship with them decisive for brand marketers. Blog outreach currently is really important for brand exposure.

• Once a month, a KI blogger will review an

artworkme product. Post will be also launched

on Facebook and TwitterReviews

• An offline event with KI bloggers will

ostensibly increase the possibility to succeed

• One event with 10 bloggers by the end of the

current social media campaign

Blog

event

Let‟s recap…

Content+

Actions

FacebookContests

app

TwitterVouchers

news

Influencers: reviews + comments

InstagramConstests

“Live Art” EventPromos

Measuring progressHaving metrics to guide you and measure progress against is very important for success. Measuring how many people are visiting your site is the most common way to know if your social media campaign is working, but that‟s only one portion of the metrics pie

Website

Visitors: how

many +

where are

they coming

from

How often

they visit

your website

What

browsers they

use

Mobile reporting

EngagementTracking

brand

sentiment

Follower +

fans growth

Tracking

comments, mentions

and “people talking

about it”

R.O.I.Tracking social media

ROI via Google

Analytics

Tacking traffic coming from every

activity of your social media

campaign

Tracking the

potential

future

customers

A complete custom report after every social action

Bearin mind

Social Media is not unidirectional. It‟s not

advertising

Social Media works, but it‟s not for free. Your SMB

will have to be ready for the time of your CM, social

ads, promotions, vouchers or contest prizes

Social Media must be coherent with website and

brand. Coordination between your SMB and your

online marketing consultant

Social Media is a matter of TIME. Time to keep

everything updated and time to wait for results

If you follow the rules, you‟ll see satisfying results coming from your social media activity