This document discusses social media marketing strategies for small and medium enterprises (SMEs). It presents a simple social media marketing model for SMEs with three steps: 1) define target consumers, 2) identify common interests, and 3) build conversation, activation, and co-creation. It also provides a case study of an SME named WinWeb that develops software for small businesses. WinWeb focuses on building community and creating relevant content for small businesses through how-to videos, blogs, articles, Twitter, and more to engage customers in conversation and collaboration.
10. SOCMED MARKETING FOR SME
THE SIMPLE MODEL
COCREATION
TARGET
COMMON
INTEREST
COMMON PURPOSE
& IDENTITY
CONSUMER
CONVERSATION ACTIVATION
11. STEP #1
DEFINE YOUR TARGET CONSUMERS
STEP #2
IDENTIFY COMMON INTERESTS
STEP #2
BUILD CONVERSATION, ACTIVATION, COCREATION
12. EXAMPLE
An SME that operates a pre-school
institution wants build a community
of moms that concern with the
development of their children.
13. #1. DEFINE YOUR TARGET CONSUMERS
EVANGELIST AND LOYAL
MOM CUSTOMERS
THE GOAL
CONVERSATION ACTIVATION COCREATION
THE HOME: THE EVENT: THE BUZZ:
Inspiring Moms Inspiring Moms Inspiring Moms
Blog Award Community
THE PROGRAM
VISIONARY MOMS, ORDINARY MOMS
Geographic: Urban, younger moms, 25-39
Demographic: Have todler, pre-school, AB
Pshycographic: Modern, info freak, very concern about children development
THE CONSUMERS
14. #2. IDENTIFY COMMON INTERESTS
Common interest: They are very concern about the development of their children -
their school, food, health, activities, and of course... their future
21. WinWeb is an SME that sells cloud-based small business software. It develops a
social media strategy that facused on building community and creating relevant
contents for its target client i.e. small business.
