HHME Group Presentation on Social Media, Marketing & Brand Promotion

Social Media benefits within
Marketing
Best ways to promote Brand, encourage traffic and
secure Market awareness

Social Media Campaigns the Positives
 Close on immediate response
 Subject specific keyword optimisation
 Great Brand awareness
 Targeted Marketing at its best
 Target demographics instantly
 Reach millions with one post
 Geographic targeting on a global scale
 Zero to minimal budget outlay - and that
is ongoing
 Social media leads to viral marketing the
work is done for you
 Target specific market segments with
subject specific keywords
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Social Media yet more positives
 Keywords can target psychographics
 Peak interest in a variety of arenas
 Enhanced chance for sponsorship,
affiliation and further inbound revenue
streams
 Positive effect on variety of products
marketing of one can have a knock on
effect to group marketing – increased
revenue repeat sales
 Intensity not conditional to workload -
automation leads to continual real time
marketing with little to no outlay thus
allowing employee workload to decrease
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Promoting Brand through Search Engine
Optimisation
 Search Engine Optimisation or Search Engine Marketing coupled with Social Media can help promote Brand awareness in a
variety of ways.
 Keyword analysis – what are the most important words people use in search terms to find your goods or services?
 Keywords promote your product and propel your ratings all through organic optimisation without the need for expensive
PPC (Pay Per Click) campaigns
 Social media will optimize and advertise your presence through the internet.
 Linking SEO and Social media together gives a strong base to build your Brand awareness going forward
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Promoting Brand through Search
Engine Marketing
 First page classification on Google and other popular search sites
 Affiliate links can help increase revenue
 Page sponsorship within website, newsletter or hard copy marketing again brings extra revenue
 Twitter, Facebook, Digg etc all promote Brand and bring free traffic to targeted areas
 Targeted traffic generation though organic optimisation
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Target & Intensity through Social
Media
 Keyword specific
 Metadata perfection
 Search term friendly
 Push facing marketing for consumer
 Pull facing marketing for distribution
 Social Media does both brilliantly
 Intense targeting with either push or pull
directional marketing
 Social media electronic viral word of
mouth distribution
 Guerrilla marketing through short term
tactical activity delivering immediate
benefits through a social media formula
 Multi media strategies cultivate rapid
growth returns
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Message to Convey
 Convey your marketing message
quickly and succinctly
 Push vs. pull marketing encourage
and entice or simply promote Brand
awareness and pick up
 Seasonal promotion coupled with
daily, weekly and monthly promotion
incorporate market saturation to
ensure product pick up
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Adding a Blog Reaps Great Rewards
 The introduction of a blog can help in a variety of ways
◦ Helps propel specific ideas and promotions directly at your target
audience again with the use of keywords your articles and therefore
message is set to reach those people you feel would benefit the
most
◦ A spattering of links within your articles send your audiences to the
targeted areas you choose this helps promote new courses new
ideas or research information basically anything you want to draw
your readership attention to.
◦ Blogging and the regular input of new articles is a brilliant SEO tool
the search bots or spiders that crawl the sites see the constant new
data as nothing but good from an SEO point of view and so when the
bots feed back the information serves to propel your site further up
the search engines.
◦ Blogs and RSS feeds run hand in hand you can add an RSS feed to
your blog people can subscribe to this – they have the chance to
have your articles and updates delivered directly through their RSS
feed subscription you have the bonus of capture of subscriber details
great for mailing campaigns as you know you have targeted
interested parties.
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To Blog or not to Blog
 Now that is the question. Do you write your own personal blog
or is this a task for the professional? There are many points to
consider when entering the ‘blogging arena’.
◦ Time available for article writing
◦ The aim of your blog
◦ Your target audience often considered in conjunction with
the above
◦ Length of composition
◦ Preferred subject matter – personal, business, humour or
specific message orientated
 The suggestions above are by no means an inexhaustible list; just a
few ideas to consider when approaching the idea of a blog. Once
you have decided on the chosen arena for your audience it is easier
to choose whether you write for yourself or if you take the
commissioned author route. Professional blogging is now
recognised as a career, lets face it blogs have been considered for
writing awards. As with all forms of writing it is a case of having the
faith in your conviction and just going for it.
 If you feel that you do not have the time to produce your own blog
there are a vast array of freelance bloggers that are happy to
produce copy for you, myself included. Typing ‘blog writing’ into
Google will give you a plethora of choices. This can have a knock
on effect, where originally you felt you could not write an article a
small amount of surfing can give you a choice ‘to blog or not to
blog’ or alternatively this will be a mine of ideas for future topics
you can write on.
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Which blog and software to use
Which blog and software to use and why?
 Do you want to use a free blog such as
WordPress?
 Would you prefer overall control of your blog?
A variety of blog software can be integrated
into your hosting package
 Who to aim your blog at?
 Who should be your key article writer or
should there be many?
 Tone and genre to adopt with blog?
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Capture your audience in a variety
of ways
 Attention grabbing headlines good for creating
narrative greed within your audience also loved
by the search engines for optimisation.
 Keep paragraphs short and punchy this helps
your reader to skim through to find their
preferred topics
 Use of bullet points images and subheadings
also help with the skimming process
 Include interesting quotes and key points
 Keep your topics popular, something your
readers will want to discuss and revisit on a
regular basis. This is key to help build up a
steady comment flow within your articles.
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Key Marketing Points when using a Blog
 What is your aim with the piece?
 Who is your target audience?
 Which keywords you are aiming to optimise?
 Have you included well placed links throughout your article
to include internal and external links?
 Do your paragraphs elicit narrative greed, grabbing the
audience with short, punchy remarks?
 Is your content styled to aid ease of reading? This could
include:
 Bulleted points
 Clearly defined subheadings (search engines appreciate this
to help with indexing as well as any reader being able to
grasp the articles intention from an initial skim reading)
 Key points and interesting quotes
 Do you emulate the feeling of community through your
prose?
 Is your article informative or educational?
 Does your title give the relevant impression for those
following through RSS feeds?
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Dramatic Growth Rate through the use
of Social Media
0
20000
40000
60000
80000
100000
120000
140000 February
March
April
May
June
July
August
September
October
November
December
January
February
M h
 Since augmenting a social
media campaign traffic has
doubled and trebled,
normally SEO worked
organically would not
show any strong response
for at least 3 months
couple SEO with social
media and the use of
keywords within social
media sites has an almost
instantaneous reaction.
 The chart to the left
shows the growth in
traffic to a blog aggregated
by a social media
campaign
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Proof in the Pudding
 Social media is taking the world by storm, it provides immediate real time access to a variety of marketing
processes for little to know fee on a worldwide scale.
 High page rankings on Google can be obtained immediately without the need for costly promotion
campaigns.
 Website analysis provides strong feedback as to how well your campaigns are running. There are a variety
of software programmes that provide analysis of your social media campaigns mix these with web stats or
analysis and you have campaign demographics readily available whenever needed.
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Marketing mix with Social Media
 Marketing mix of ingredients that draw together within the social media sphere.
 Marketing strategy that builds upon key words and ideas throughout the world wide web.
 Make use of online conversations and customer communities to help your business grow
 Choose distribution channels that help promote Brand in a variety of ways.
 Broadcast your marketing strategy 24/7 on a real time basis making content available as and when the consumer needs
change
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Building your Brand
Brand engagement
◦ From the various diagrams shown
Brand engagement can occur from a
variety of arenas
◦ Within social media we see a ‘new
influencer’ as shown in the top
diagram
◦ As with all campaigns it’s a numbers
game social media gives you a chance
to quadruple your audience numbers
overnight. Plus with the use of
optimisation and key word integration
you know that your Brand is being
sourced be interested parties
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Optimisation at its best
 Search Engine Optimisation (SEO) is the method by which websites can gain enhanced positions in the
organic listings in major search engines.
 A fully optimised website, or blog can be found more easily through the search engines – the higher the
information is ranked in search engines such as Google the more likelihood of extra traffic to your
site/blog and therefore the chance of your marketing message achieving the desired response is increased.
 Most people will choose the information shown on the first page of Google when they use the search
engine it is rare that they will trawl through to later pages in a search result. Hence the need for
optimisation use.
 The use of social media sites help the process of optimisation considerably
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Suggestions going forward
When considering a social media campaign the best
site to use can be determined by the following:
 Choice of content, will you need to use video
or music within your promotion
 Certain sites lend themselves more easily to
specific media.
◦ YouTube for video content or music
◦ Facebook, Delicious and MySpace for a more
detailed promotion
◦ LinkedIn, Ecademy for a purely business angle
 Blogging as well as social media is the perfect
mix. This helps with optimisation through the
search engines as well as giving the perfect
medium for any form of promotion. Most
blogging software will support a variety of
media within a post. By using the social
network sites to promote your blog article and
sending links directly to specific promotions the
perfect campaign can be delivered.
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What are you hoping to achieve
 Having a clear goal of what you hope to achieve from your campaign means a social media marketing
strategy can be more easily produced
 Do you want interaction from your campaign?
 Do you simply want information delivery?
 Is Networking your aim?
 Would recommendations help promotions – comments on blog articles make great testimonials
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Who are the customers?
 New consumers
 Recurring customers
 Local business bulk buy in
 Business through sponsorship
 Joint ventures
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Room for Development and
Growth
 Social media provides the perfect environment
to easily change media messages in seconds
with no outlay.
 Watching web trends and stats allows you to
edit marketing campaigns in seconds and restart
them just as quickly.
 A simple edit of a post conveys a different
message
 Search engine optimisation and constant analysis
of keywords allows you to add or subtract
postings quickly with no detriment to a
campaign. No costly outlay.
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Aligning all areas
 Social media can ensure
that all areas of your
business are aligned and a
variety of communication
channels through the
various social media
platforms allow you to
spread your marketing
message through a choice
of channels
instantaneously .
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Customer needs
 Through social media analysis customer needs can be
easily addressed and acted upon in record time.
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Customer Satisfaction
 Customer feedback and evaluation is almost instantaneous through social media – this can be viewed by
direct response or data analysis of web trends
 Customer satisfaction can be used within social media to help promote service and Brand. Praise from a
satisfied customer is some of the best PR possible – social media gives the customers a chance to leave a
direct response to service that all can see. This takes the idea of testimonials to a whole new level.
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Distribution Strategy Ideas
 Choose your medium and frequency
keywords are paramount within social
media for this
 To share or not to share? This helps you
choose the social network to use for a
campaign
 LinkedIn, Facebook, Ecademy all allow
access to a large audience without the
restriction of the concise 140 character
limit. Short URL’s used on Twitter send
your desired audience directly to your
chosen agenda.
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Communications Media
 Communication channels can all deliver your marketing
message through a choice of software and a multi broadcast
approach. People assimilate knowledge through a variety of
ways; with the use of a multi broadcast channel base you can
be sure your message reaches all customers old and new.
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Examples of Social Media use
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Twitter Optimisation
 Twitter is perfect for business it gives the
perfect opportunity to react to customers
complaints or praise as it happens
 Any announcements made have immediacy, real
time, worldwide
 Twitter can be accessed on the move via mobile
phone it truly is one of the most accessible
forms of social networking.
 Twitter followers tend to grow organically
which goes hand in hand with SEO so the use of
key words becomes even more important
 As your followers build they will start to
recommend you to others yet another organic
marketing tool
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Further Twitter Optimisation
 There are a variety of applications and add ins
that allow yourTwitter account to run on
autopilot this allows you to set a string of
relevant key marketing phrases that can be
automated to run on a regular basis thus
ensuring that you message reaches as many
people as possible at any time of day or night
 Twitter allows your message to be delivered in
real time to anywhere in the world. – thus when
it is 12 midnight here in the UK you can still be
promoting your Brand through the power of
social media over in Australia or America
 Twitter allows you to monitor through
keywords and other such analysis each time
your Brand is mentioned so that you can easily
remain abreast of any feedback being ‘tweeted’
aimed at you
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Best use of Twitter accounts
 When promoting Brand awareness or a specific
campaign more than oneTwitter account is to
your advantage.
 It is important to choose an account name that
is symbolic to your keywords linked with the
promotion you want to run.
 If choosing a music promotion use of a type of
music in the account name or a specific
composer gives the twitter followers an idea of
the content they can expect to read.
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Twitter accounts continued
 The added bonus of more than one account
allows you to spread your messages to a larger
audience you can choose to send specific
information over all your accounts or you can
limit to the one account.
 Twellow http://www.twellow.com/ is a
comprehensive‘yellow pages’ of those that use
Twitter it is well worth registering with them. It
is free to register and you can list your
company/twitter account under a variety of
medium that you feel best suits the work you
do..
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HHME Group Presentation on Social Media, Marketing & Brand Promotion

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