social media for business - siem reap online presence workshops oct 2014

Social media for Business

Speaker :Gregory Marie, Head of Business SolutionsEntrepreneur and Marketing expert12 years working experience for top companies in Europe (H.J Heinz, Bosch, Siemens, Mechanical Industries)

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Online Presence Workshops #1 / Social media for Business


Workshop Programme :

1. Social marketing is really not what you think !

2. Build a succesful strategy in 5 days

or


Social Marketing is not…

Only have a Facebook page !

So What do we mean by social media ?


This is the field guide of social media


(on the other hand) Social Marketing is not…

To be present on all social platforms !

Ex : Google + is the next big thing = WRONG !It’s not about TOOLS !

It’s about having a strategy and focus on your priorities



Advertising or only promoting your products/services !https://www.facebook.com/groups/siemreapbusiness/ (3000 members)

Promotion without any introduction message = 0 like / 0 comment / money wasted / brand image killer !

https://www.facebook.com/groups/siemreapbusiness/


Sometimes it goes really bad!!!



Using inappropriate opportunity to promote yourself

Cooking site Epicurious thought they could help people chill out about the Boston Marathon bombing by promoting some recipes on Twitter...



Either Using inappropriate opportunity to chase likes !



Making jokes !

of course you can use sometimes a humoristic tone (if part of your brand core values), but do it carefully without hurting people. Or you’ll lose followers !



Begging for likes, for the sake of doing it !

True : studies show that asking (on Facebook) 'like' or acomment can increase your interactions.But If your posts are great, you won' t need to ask for it. Use thepower of the "ask" only when you're trying to spread animportant company message or helps the community.

Oxi-Clean (detergeantproducts), asking people on tax day to like Oxi-Clean if they've filed their taxes.



Only posting and forget !

Social Marketing is about Customer relationship management(CRM), interaction, engage conversation and communitymanagement.

Zynga (online games)is Facebook's biggest advertiser.But its page is filled with unaddressed complaints from customers.



Working alone !

Social Marketing is about working within a whole community buildby members of the company (from the top to the bottom), suppliers,clients and social buyers.


And to finish Social Marketing is not…

Using hashtag for any reason without checking …!

# leads to a discussion topic – a funnel conversation


And to finish Social Marketing is not…

Using hashtag for any reason without checking …!

If your hashtag can easily occur a double meaning, thedialogue isn't going to be about your actual promotion.

#WTFFThe hashtag was supposed to mean “What the French Fry” to increase hype and curiosity about Burger King’s new French fry formulaBut WTFF also stands for a profane statement. Many individuals who were posting random things on Twitter or simply wanted to rant online by using the common hashtag were immediately funneled to the same conversation.


Conclusion #1

Only 10 % should be about promoting your product

For 90% creating value


Build a succesful strategy in 5 days !

Train yourself before the big game



Remember successful social marketing is only 10% about the tools.

1

2

3

45

6

7

8

Professional

standards

social media

strategy

in 8 steps



Day 1 - Step back and listen 1

Benchmarking :

1. Benchmark social media strategy of 5 local

competitors

2. Benchmark social media strategy of 2 or 3 best in

class companies within your market sector



Day 2 – Be clear about your marketing strategy ,

brand values and communication corporate policies

2

1. Define clearly your priorities :

Brand awareness, Traffic generation, Customer

Communication, SEO ?

2. Identify your brand values and constantly use it as reminder

Suggested format :

Benefits : Explain what you can do.

Differentiation : Explain why you do it better than competitors.

Quantifiable Proof : Explain how you can prove what you can do and why you can

do it better than competitors.



Day 2 – Be clear about your marketing strategy ,

brand values and communication corporate policies

2

3. Be clear about your corporate rules :

HMV British retailer lost complete control of its social media team when rogue members used the account to live-tweet massive firing at the company



Day 3 – Target your audience 3

1. Get online and listen to what is being said :

What do people think about you and your brand?

What are their points of views?

Who are key people who influence others and which ones should you cooperate with?

What are the various topics?

Is the tone of the conversation heated?

Do people favor one point of view over the other, or is it mixed?

Determine your audience and where they are online ?

2. Once you have identified where your audience is, then listen to what

they are saying. :

What are their issues, opinions, and needs? How does this information fit with your value proposition?

Determine how to best contribute to the conversation and how best to make a contribution



Day 4 – Watch your Content ! And prepare it in advance 4

People go online for 3 reasons:1) To look for information

2) To be entertained

3) To connect with other people

Guidelines for writing content :

Each post has to be checked before release = is it ?

Useful, Resourceful, Remarkable, Solve Problems, Unique, Expert,

Entertaining ?

If yes, GO !!! If no rewrite it !!!



Day 5 – Now you can Create and Play with your Tools… 5

1. Create your account on selected platformsTake the time to carefully fill all the information (pictures, settings, company

description…)

2. Track and Measures

Suggested format :

Who's reading your content? Where are they coming from?

Variables : Share of voice, Awareness, Engagement, Influence…

And starting day 6 : Adjust


Conclusion #2

Success=

Planning + Execution

Thank you !

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social media for business - siem reap online presence workshops oct 2014

Social Media