e-CBD Workshop: Social Media Marketing

Luke GarfieldApril 2013

1 Set Goals

2 Define Your Target Audience

3 Look At What Others Are Doing

4 Action Items

5 Measure Results

Social Media Marketing

Set Goals

1. Make your brand more visible2. Attract new clients/customers3. Provide customer support and Q & A4. Drive more sales online and offline5. Encourage fans to leave testimonials and reviews of products/services6. Other?

Don’t just “do” Facebook, Twitter etc. for the sake of it. Ask yourself: why am I using social media as part of my businesses marketing? What are my goals for social media?

Who Are My Audience?

1. Age, gender, location, education, lifestyle, income, interests etc. (marketing persona 101)

2. What does your audience need?3. Who influences your audience?4. How do they relate to your business/brand currently in the real world?

Do they?5. Now go out and find out how your audience interacts on social,

experiment with your own social media.

Social media works for brands by building communities. Communities have thing that are important to them and often revolve around central ideas or themes.

What are others doing?

1. Now go out and find out how your audience interacts with other businesses/brands on social in your industry/area.

2. Follow and fan others in your industry to see what they are doing and keep on top with your own social strategy

3. Experiment with your own social media from what you’ve learnt.

Social media works for brands by building communities. Communities have thing that are important to them and often revolve around central ideas or themes.

Action Items?

1. Facebook: Start by using Facebook yourself, see what others are doing and what works, get visual, promotions/offer, service and support.

2. Twitter: Start by using twitter yourself, follow others in your industry, retweet and hashtag to get your profile and tweets more visible.

3. Others:1. YouTube2. Instagram3. Pinterest4. LinkdIn5. Vine

What should I do? There are many great resources out there for social media strategy and action items. See your handout for some links to some excellent social media resources.

Measure Results?

1. Google Analytics (Free): social activities area tells you about social traffic coming to your site.

2. Social mention (Free): search by keyword for mentions across social media (not always 100% accurate)

3. Bit.ly (Free): Link shortening and tracking across many channels4. Hootsuite (Free/Paid): social media dashboard and analytics5. Google Alerts: simple tool to receive an email when new

webpages are published matching your brand keywords.6. Many, many more ...

Don’t “fly blind” use tools to measure how your social is going.

Questions?e-CBD Workshop: Questions?

Excellent resource for actionable social media tips: http://www.heidicohen.com