This document provides an overview of social media marketing. It discusses how social media usage has grown faster than email usage. Popular social networks like Facebook, Twitter, and LinkedIn are outlined. Social media marketing is defined as using social networks to share company information, interact with customers, and spread word about new products and events. Reasons why social media is important for marketing are given. A six step plan for a successful social media program is then outlined, including having a plan, leveraging relevant networks, starting a blog, advertising social networks, promoting through social networks, and staying engaged. Examples of architecture firms using social media are also provided. The document concludes with discussing getting started with social media marketing.
3. Wall Street Journal:
Email OUT, Social Media IN
• Email’s reign as king of
communications is over
• Services like Twitter and
Facebook promise to rewrite how
we communicate
• In the last 12 months, Social
Media usage grew 50% faster than
e-mail.
– David Liu at AOL calls it “replacing
the in-box with a river that continues
to flow as you dip into it.”
October 12, 2009
3
4. Leading Social Networks
B to B for Marketing (August 2009 study):
66% of marketers now using social media – up from 20% in
2007. A 230% increase!
Facebook
300 million registered users. Most used social media site.
High use (60%) among business to business marketers.
Median age (as of Oct 2009) 33, up from median age of 27 in
May 2008
Twitter—
12 million registered users
In August, 25 million unique visitors --up from two million a
year ago.
Growth is up 1,000% in the past year.
LinkedIn --
Largest network of business professionals.
40 million registered users in 170 industries in 20 countries.
4
5. What is Social Media Marketing?
• Social Media Marketing is the
integrated use of different social
media channels/networks to:
– Share information about your
company
– Instantly interact with customers &
prospects
– Spread the word about new product
launches, upcoming events
– Reach customers and prospects
through different online/digital
touch points
5
6. Why Social Media?
• Serves as powerful driver
for Web site traffic,
e-newsletters, blogs,
articles & trade
shows/events
• Builds organic search
engine traffic for your
business
• Offers cross-channels for
marketing
products/services
6
7. Why Social Media?
• It enables your business to
instantly engage with customers
& prospects, and gives your
customers a way to directly
interact with you
• Viral growth of social media helps
expand business reach, grow
customer base
7
8. It Still Starts With Web Site
• Increase Web Site Traffic/
Effectiveness with Proven
SEO (Search Engine
Optimization) Strategies
– Is Web site professional?
– Does Web site deliver
compelling, clear sales
message?
– Does it have call-to-action
and data capture elements
throughout?
– Is it optimized with keywords,
title descriptions, etc. for
search engine pick up?
8
9. Six Steps for
Successful Social Media Program
1. Have a Plan
• Identify what you want to accomplish with
social media e.g.:
– Drive Event Traffic
– Increase Web Traffic
– Build Customer Loyalty
– Expand Brand Awareness
• Develop plan to achieve those goals e.g:
– Vertical markets to target
– Social networks to employ
– Ongoing communications plan to implement
– Goal-specific promotions
9
10. Six Steps for
Successful Social Media Program
2. Leverage all Social Networks that
Make Sense
– Facebook & Twitter key social mediums
for businesses, but not only networks to
consider
– Tap established LinkedIn networks by
launching LinkedIn Business Group and
inviting all LinkedIn contacts to join
• Post frequent news updates, invites to join
Facebook, Twitter etc.
– Feature projects, capabilities through
videos on YouTube
10
11. Six Steps for
Successful Social Media Program
3. Start a Blog
– Provides fresh, relevant content for
clients, prospects
• can be pushed out through social
networks/e-newsletter
– Generates search engine traffic
– Provides two-way interaction with
customers/prospects
• Opens door to fun, interactive
promotions
11
12. Six Steps for
Successful Social Media Program
4. Advertise your Social Networks
– Full company buy-in and support is crucial
– Advertise Social Networks at every available
touch point
• Web Site (prominent)
• Company Email Signatures
• Press Releases
• E-Newsletters
• Business Cards, Letterhead
• Brochures
• TV, Radio, Print Advertising
Director of Product Development & IT
Email / MSN: jaime.munera@newcom-intl.com
P: 305.914.1282 - F: 305.627.6001 – M:
786.412.6862
15590 NW 15th Ave – Miami, FL 33169
http://www.newcom-intl.com
Follow us in
Facebook | LinkedIn | Twitter
12
13. Six Steps for
Successful Social Media Program
5. Think Promotion
– Today’s consumers:
• Like to engage in two-way interaction with
businesses
• Like to be rewarded for their participation
– Use promotions to build your social
networks AND to leverage
customers’/prospects’ social networks to
drive new leads to your Web site
• Social Networks Building Promotion – example:
Gift Certificate Giveaway
• Leveraging Other Social Networks – example:
Lawn Wars Promotion
13
14. Six Steps for
Successful Social Media Program
6. Stay Engaged
– Interesting, Relevant Content is Key
– Keep it Human/Fun
• Not always away selling products &
services
• Use as question/answer forum, post
interesting, fun thoughts of day, etc.
– Frequent Communication Important
14
15. Architecture Firms
Using Social Media
• Companies on Twitter
– Lamidesign architect and publisher of modern house plans, and
advocate for modern housing Merchantville, NJ
– Various Architects Oslo based collaborative design office Oslo,
Norway
– ViaArchitecture Jen, Marketing Coordinator at VIA, updating
you about architecture and upcoming events in the VIA world.
(http://www.via-architecture.com/)
– GenslerOnCities Discussions, musings and ideas about design,
sustainability+urbanization. Gensler’s Leah Ray + Lisa Beazley
tweet about all things urban. (http://www.gensler.com/)
– HolzmanMoss Holzman Moss Architecture is a national
planning, architectural, and interior design firm with a 40-year
legacy of making memorable spaces.
(http://www.holzmanmoss.com/)
• Companies on Facebook
– COOP15 Architecture
– PB Elemental Architecture
– Architecture & Design Museum, Los Angeles
– HolzmanMoss
15
16. Architecture Firms
Using Social Media
How Global Architecture Firm HOK is Maximizing Social Media
• Facebook: http://www.facebook.com/HOKCareers
• Twitter: http://twitter.com/hoknetwork
• LinkedIn:
http://www.linkedin.com/companies/6624/HOK?csrfToken=ajax%3A-
3678114676720875136
• YOUTUBE: http://www.youtube.com/user/hoknetwork
• HOK India Blog: http://www.hokindia.com/
• HOK BIM Solutions: http://hokbimsolutions.blogspot.com/
• HOK The Green Workplace blog:
http://www.thegreenworkplace.com/
• HOK Events: http://www.hokevents.ca
16
17. Social Media Questions
• Common Mistakes Firms Make
with Social Media
– Assuming it is a magic bullet, end-all
solution
– Launching social media pages but not
advertising social networks or
actively building them out and
frequently engaging people who join
– Focusing only on product/service
pushing
– Avoiding it due to fear of unknown
– Not having full company buy-in
17
18. Social Media Questions
• Controlling Messaging/Corporate
Brand/Identity via Social Media
Marketing
– Don’t make mistake of thinking that if you
avoid social networks, you keep people from
talking about your business
– By actively engaging customers through
social media and being responsive, you can
quickly address concerns raised and turn
negative into positive
• Geico example
– Interacting with customers through social
networks provides valuable feedback you
need to improve where necessary
• Gives customers the voice they want
18
19. Social Media Questions
• Social Media for B2B Marketing
– Remember that Social Media is a
Communications Vehicle
• What makes it so powerful: Instant
two-way interaction, viral power,
FREE
– Use it to communicate same
messages you would regularly
communicate to clients
– Provide blog links, newsletter
links, links to relevant, interesting
industry news, personal thoughts Become vital communications source and
– Consider promotions leading voice in your industry
19
20. Social Media Questions
• Metrics for Measuring Impact
and Effectiveness of Social
Media Campaigns
– Depends on specific goals set at
beginning of social media
campaign
• If driving event traffic, what were
event results? (HP Trade Show case
study)
• Drive Web Traffic? Has your traffic
increased as a result of social media
efforts?
• Boost Sales? Consider a direct sales
promotion through social media so you
can track sales lift
• Increase Customer Loyalty?
• Build/Expand Brand Awareness?
20
21. Getting Started
• Make sure your Web Site is fully
Optimized
• Launch a Business Facebook Page
– Obtain Vanity URL: facebook.com/username
– Invite customers, prospects to join
– Consider network building promotions
– Post engaging, relevant content – FREQUENTLY
– Solicit fan input, feedback
• Open a Twitter Account
– Develop followers by following vertical markets of
interest & connecting with customers
– Interact with businesses that follow you
– Tweet regularly & Retweet interesting posts
– Tweet relevant content – yours as well as others (news
articles, other blogs etc
– Engage in direct messages with followers
21
22. Getting Started
• Start LinkedIn Business Group
– Invited LinkedIn contacts to join
– Post updates regularly that link to biz news
• Consider Videos for YouTube
• Start a Blog
– Integrate blog into existing Web site to drive search
engine traffic to your site (example:
www.firm.com/blog vs. www.firm.wordpress.com
– Post informative blogs regularly
• Make blogs relevant, engaging
• Regular posts ensure better SE pick up
• Distribute through Social Networks
– Option: Enroll in Blog Distribution Service
• Services like MailChimp enable you to
automatically deliver blog in subscriber’s email
box
22
23. Getting Started
• Use Press Release Distribution
Services that focus on Social Media
Optimization
– Take the time to optimize your press
release for social media
• Hyperlinks
• Keyword Tags
• Twitter
• RSS Feeds
• Video Embedding
• Web Site URL
• Cross-Promote Social Media sites
– On Web site & e-newsletters
– Through email signatures
– Through social media posts
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24. Social Media Marketing
Presented by:
Ingrid Ricks
www.rcstrategiesgroup.com
www.rcstrategiesgroup.com/blog
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