Mwmg internet marketing - social media for business - i2i business solutions - david laud
1. MWMG
Internet Marketing
-
Social Media
for Business
presented by
@davidlaud FCIM Chartered Marketer
2. Overview
• So many “experts”
• Too many opinions, too much noise
• Not enough practical guidance
• Empowerment
• Ownership
• Action
3. Today
• What is social media?
• Review of platforms
• Twitter
• LinkedIn
• Facebook
• ++++++
• Why is social media important for business
• Reputation management
• Staying within the Law
• Having a plan
• Implementation
• Measuring success
• The future
4. What about you
• Facebook pages
• Twitter
• Linkedin
• Google+
• Youtube
5. What is Social Media?
Social media is the use of web-
based and mobile technologies to
turn communication into
interactive dialogue.
Social Media –
These internet-based applications, Sharing content
increasingly accessed via with trusted
Smartphones, allow the creation networks to
enhance the
and exchange of user-generated
profile and value
content. of your business
– [David Laud]
For business - A blending of
technology and social interaction
for the co-creation of value.
[source Wikipedia]
8. What is Social Media - Facts
• Linkedin
– Launched 2002, 175 million members, 200 countries, 9 million in UK
• Wordpress
– Launched 2003, 13% of top 1 million websites in the world
• Facebook
– Launched 2004, 845 million active users globally, 40 million in the UK 64% penetration av.
130 friends
• YouTube
– Launched 2005, 800 million unique users per month, av. user 20 min per day,
• Twitter
– Launched 2006, 200 million accounts, 55 million tweets per day
• Foursquare
– Launched 2009, 20 million users, Amex deal
• Instagram
– Launched 2010, sold to Facebook 100 million users,
• Pinterest
– Launched 2011, 12 million users
• Google+
– Launched 2011, debatable 170 million users
9. Common Social Media Views
• “I don’t get it!”
• “Waste of time”
• “It’s like walking down the street shouting out
random things to strangers”
• “It’s for people with too much time on their
hands”
• “If I allow it in my business staff will spend all
day on it”
• I’m a private person, no one wants to know
about me anyway…
10. Why is it important?
• Competitors
• Statistics*
• Cost
• Connection
• 10 years and growing
11. Not a lot of people know this...
• 62% of adults worldwide use social media
• 56% admit to using it spy on their partners
• Online av annual spend £1,100
• 40% of users regularly search for products/
services on twitter
• 65% of world’s top companies have a twitter
account
• Only 10% of marketers are monitoring social
media ROI
• 53% of small businesses are using social media
12. Or this............
• The average twitter user has 126 followers
• Over 40% of twitter users do not tweet
• 25% of twitter users have no followers
• Facebook – 54% of users access via a mobile
device
• 40% of us are online whilst we watch TV
• 17% of social media users access it for
customer service
• The UK has the highest % of people online 85%
(53 million)
13. Reputation management
• “We also do cut-glass sherry decanters complete with six glasses on a silver-plated tray that your butler can serve you
drinks on, all for £4.95. People say, "How can you sell this for such a low price?” I say, because it's total crap."
• “some of our earrings are cheaper than an M&S prawn sandwich but probably wouldn't last as long“
• Speech 23rd April 1991
• Resigned November 1992
14. By far the worst part of this #blackberry
outage is that I have
to admit I have a Blackberry
@Lord_Sugar: In all my years in IT biz,
I have never seen such a outage as
experienced by Blackberry.
I can't understand why it's taking so long to
fix.
16. Turning things around
• Aflac, a US insurance company, fired Gilbert Gottfried
the ‘voice’ of its famous duck when he tweeted
insensitive remarks following the Japanese tsunami
• The company staged a month-long nationwide
campaign to recruit a new ‘quack’
• And received 12,500 entries …
• The search for the ducks voice helped increase brand
recognition from 10% in 2000 to over 90%
17. Staying within the Law
• Data protection – cookies
– John Lewis - Our website uses cookies so that you can place orders and
we can provide a better service. Continue to use the site as normal if
you're happy with this, or find out how to manage cookies.
• E-Commerce
– The 2002 E-commerce Regulations apply to businesses that:
• sell goods or services on the internet, or by email or text messages
• advertise on the internet, or by email or text
• convey or store electronic content for customers, or provide access to a
communications network
• Staff & Social Media
• Recruitment
• Management
• Disciplinary
18. Having a plan
• Business plan
• Set objective(s)
– To grow a targeted network on twitter of 1k
– To obtain 1 piece of business in next 6 months
– To provide improved customer service
• Platforms
• Team
• Timescales – A marathon not a sprint
• Measure, analyse, learn, adapt and go again
19. Implementation
• Step by step
• Project manage
• Milestones
• Training
• Start small and build
• Be prepared for obstacles
• Lack of time
• Understanding
• Must be managed
20. Twitter - Who’s out there?
• Celebrities’
• Tech talk
• Overt sales pitches/ spam
• Personal chat and gossip
• Those convinced size (of your follower base) matters
• Anthropologist Robin Dunbar network size
• Those seeking
– Help,
– Advice,
– Support,
– Someone to “share” with
– Networking with like minded people
• Genuine customers
21. Who you need in your network
• People who like people!
• Good networkers & Connectors
• Mavens/ Experts in a particular field
• Altruists
• People who share the same interests
• Future employees
• Testimonial material – clients/ customers
23. Avoid
• Obvious and annoying self promoters
• Spammers
• Flirts “xox” nb I know a good family lawyer!
• Follower junkies, you’re only a number
• Messaging whilst very,very happy
• Damaging your reputation/ brand #Habitat
24. Good Practice
• Make time and invest
• Talk to people you know who use
twitter,facebook,linkedin etc.
• Create an account – seek followers and watch
conversations
• Be brave and use a photo, it significantly increases the
quality of the followers and will encourage those you
target
• Find a level that fits you and your business
• Don’t “over” promote, be yourself, personality works
• It’s not all about business
• Use as part of a of viral campaign – case study
25. Good Practice contd.
• Twitter
– Follow Friday - #FF & generally appropriate use of #, #MWMG
– Consider creating additional accounts for specific products/ services/ functions get others
involved
• LinkedIn
– Groups are good way to segment and target specific individuals
– Keep your profile updated Always shorten any hyperlinks eg http://bit.ly/
– Photos – don’t be shy
• Website
– Start blogging – you don’t need to be Stephen Fry or JK Rowling, be yourself
– Point your social media networks back to your website hosted blogs
• Facebook
– Make your messages relevant to the medium, is it personal or business?
– Use separate pages for your business – look at the demographic data available and
consider advertising to specific sectors
• Foursquare
– Register and establish your business – put yourself on the map!
– Offer tips, promotions, special offers – ideal for retail outlets, bars, cafes etc.
• Set aside a few moments during each day to check your accounts
• Respond to messages, mentions and likes
• Keep it contained and don’t over promote – be careful not to wear your followers out
with promotions.
• Share useful content, news, RT/ like others comments,
26. Measuring success
Determine what success will look like
• Quantitative
– Followers
– Likes
– Mentions
– RT
• Quality of interactions
• Actual business
• Positive feedback
• Brand awareness
• Klout Score 30+
28. What to Say?
Think of yourself as a broadcast channel and adopt a style to suit your
business objectives
• Entertain – share light hearted content
• Inform – provide timely newsworthy updates, but not
from competitor sites, check BBC each day
• Respond to requests for help, support your network
• Don’t bombard your network with press releases
• Promote yourself but don’t overdo it offer value to your
network – use the 1 in 6 rule. (1 advert for every 6
tweets)
• Use the # (hashtag) appropriately, only on subjects
you’re talking about
29. When to Broadcast
There has been a great deal of debate over the best time to message your networks. My view is that
there are certain obvious times in the working day.
• Important message/ blog - first thing in the morning, lunchtime and
about 4pm.
• As for days, there are conflicting reports but the consensus appears
to be WednesdayThursday/ Friday as peak days followed by
Wednesday. To be sure use stats packages and analysis that
support your platforms
• Less activity at weekends and they tend to be of a more social
nature.
• If you have a number of influential followers it can be useful to know
when they are “online” and ready to see your tweets. Keep an eye
on their tweet timeline by visiting their profile and seeing when they
tweet.
• If you have a blog or important announcement/ promotion you can
schedule your message to be sent 3 or 4 times in a 24 hour period
but we would suggest no more than that.
31. Making it work
Twitter is but one method of driving traffic to you and your business –
be sure to integrate it with all other online and offline marketing
• Your blog – www.wordpress.com
• Your LinkedIn profile – www.linkedin.com
• Your YouTube Channel – www.youtube.com
• Your Facebook page – www.facebook.com
• Your Foursquare location – www.foursquare.com
• Add links to your account(s) to your e-mail footer
• Add links on your website
• Add account information to your printed media
• Include account details in advertising online and offline
32. Analyse and adapt
Keep an eye on the traffic you’re generating
• Network members and responders, who are
they? Are you following them back?
• What are people saying about you and your
business?
• Who’s visiting your website from the social
media platforms and how long are they staying?
• Use Klout and Google Analytics to drill into the
impact of social media on your website
33. Useful Resources
There are literally hundreds of applications to help you manage your twitter account and add value to the experience.
The difficulty is in wading through the forest of solutions to find those that best suit your needs. Here are a few
that we would recommend.
• Who’s talking about your business – Social Mention - http://socialmention.com/
• Shrink hyperlinks – http://bit.ly/ or http://tinyurl.com/
• Managing multiple social media sites or business accounts:
– Desktop:
– Tweetdeck http://www.tweetdeck.com/ great for multiple views of multiple accounts
– Hootsuite http://hootsuite.com/ – even more functionality and analysis but you pay for it
– Seesmic http://seesmic.com/ neat app for keeping on top of multiple accounts
– Smart Phone: -TwitBirdpro http://appsto.com/twitbirdpro
• Searching to see who’s following/ not following – Justunfollow
http://www.justunfollow.com/login.do
• Analysis of your profile –http://www.twitalyzer.com or www.twitstats.com
• Adding pictures – www.Flickr.com www.instagram.com www.pinterest.com
• Adding video – www.youtube.com ; www.vimeo.com or www.dailymotion.com
• Adding sound – http://www.Audioboo.fm
34. The Future
• Visual – image sharing, Instagram
Pinterest
• Siri – voice activated search via mobile
• Location smart apps
• Consumer network power
• Brands creating entertainment channels
• MWMG – Investment Twitter and Linkedin
35. Summary
• Create a strategy and objectives for your social
media marketing, keep it simple
• Listen and learn from active, successful
businesses using social media
• Personality first but protect the brand
• Have a policy to manage risks, take legal advice
• Involve colleagues but provide guidance
• It takes time to deliver results
• Be creative, be positive and have fun being your
own channel
• Keep an eye on developing platforms
