General Principles ForSocial Media And Online Success

Presented to small businesses by Alex Woodward of Cultivate Marketing

Sept 2011

Why should I care?

Because

It’s where your customers are

Some statistics

Internet is most consumed media (61% vs 54% TV)

Social sharing now produces an estimated 10% of all web traffic and 31% of referral traffic to sites from search engines and social networks.

Monthly reach of YouTube currently stands at 19.3m UK adults.

88% of Brits use social networking sites

48% of consumers combine social media and search engines in their buying process.

Key principles for online success

Understand your customers

Have a plan

Refine your message

What is it?

What’s in it for me?

Call to action

How internet marketing has changed

Old internet marketing

My Website

Advertising

PR

Email

Pay per clicksearch

Natural search

Affiliates

All about paying others to drive traffic

New internet marketing

My Website

Advertising

PR

Email

Pay per clicksearch Natural

search

Affiliates

Social media

Now you can do a lot more yourselfSM driving direct traffic and search by spreading your content

One piece of good content goes a long way

My Content

Content is king

• Find what’s valuable information for your customers, ask them

• You’re business is awash with useful information, find it, encourage it

• Find it elsewhere – online, newsletters, RSS feeds, blogs etc – don’t plagiarise

• Think about search – include keywords etc

• Have a call to action e.g link back to you

How it was

Internet users

1% are heavy content creators9% are occasional content creators

90% are just looking

How it has become

90% are creating and engaging

Community involvement

Community involvement

• Content is key online currency• ‘Status’ updates are original content

• ‘Share’ it – yours and other peoples

• ‘Like’ it, ‘Friend’ it, ‘retweet’ it

• Be engaged, get involved• Ask others to engage with you (call to action)

Remember

8020

Useful content for your customers

No hard selling

Hard selling message

General Principles

• Understand your customers• Know what you want to say – be engaging• Content is king – it drives sharing and search• Just get involved – share, like, friend, retweet• Ensure clear ‘call to actions’• Social media is low capital cost, but can be high

resource cost• Measure everything – content is just a link – bit.ly etc• Lots of small things done over time lead to big things –

it does take time

The 2 most important points

Thanks!