social media marketing: connect context online/offline newness network expand convert test ivan...
TRANSCRIPT
Social Media Marketing: CONNECT
ContextOnline/OfflineNewnessNetworkExpandConvertTest
Ivan Surjanovic, [email protected] 2014 by iPower Lab, www.ipowerlab.com
Social Media Marketing: CONNECT
Social Media
Forms of electronic communication through which users create online communities to share information, ideas,
personal messages, and other content (Merriam-Webster Dictionary)
Social Media Marketing: CONNECT
Four types of social media sites
- Bookmarking and aggregating (Stumbleupon)
- Content creating (YouTube)
- Social networking (Facebook, LinkedIn, Twitter)
- Location based networks (Foursquare, Gowalla)
Traditional Media Social Media
Content Fixed Updatable
Time to develop / update Slow Fast
Interactivity One-way Two-way
Focus “We” “You”
Sharing / viral potential Low to medium High
Measurability Low to medium High
Social Media Marketing: CONNECT
ContextOnline/OfflineNewnessNetworkExpandConvertTest
Ivan Surjanovic, [email protected] 2014 by iPower Lab, www.ipowerlab.com
Social Media Marketing: CONNECT
CONTEXT
Put your social media marketing in a broader business context
Get the big picture!
Social Media Marketing: CONNECT
1. What is your overall company’s vision?
3. How can social media help you achieve your main business objectives?
CONTEXT
2. Main business objectives?
Social Media Marketing: CONNECT
5. Where (on what platform) is your target audience?
CONTEXT
4.Who is your target audience on social media?
Social Media Marketing: CONNECT
CONTEXT
6. What are your social media objectives (e.g. followers, likes, leads, sales, traffic)?
7. How will you use social media strategically?
Social Media Marketing: CONNECT
Strategic Uses of Social Media:
Community ManagementSupport and customer service
Reputation management
Communication and outreachSearch engine optimization
Awareness and advertising
Insights and researchSales and lead generation
Source: eMarketing: The essential guide to digital marketing, by Rob Stokes, Quirk Education
Social Media Marketing: CONNECT
ONLINE/OFFLINE
Complement your social media marketing with offline and traditional marketing.
It is about synergy!
Social Media Marketing: CONNECT
ONLINE/OFFLINE
Don’t get too excited about social media;don’t neglect your offline marketing!
Social Media Marketing: CONNECT
ONLINE/OFFLINE
Example of online / offline synergy:
Follow up with an e-mail, phone call or a meeting with new connections on LinkedIn
Social Media Marketing: CONNECT
ONLINE/OFFLINE
Example of online / offline synergy:
Advertise your Facebook page in newspaper, get new followers and keep building relationships…
then get them to your online or offline store...then get them to sign up for your e-mail list…and so
on…
Social Media Marketing: CONNECT
ONLINE/OFFLINE
Integrated marketing communications (IMC)!
Marketing is like a symphony. Every instrument helps create harmony.
Social Media Marketing: CONNECT
ONLINE/OFFLINE
Be smart. Don't spend too much of your time on social media: the results are not in direct
proportion with effort.
There is no point in being at all social media platforms all the time.
Social Media Marketing: CONNECT
NETWORK!
Social media is all about networking.
Social Media Marketing: CONNECT
NETWORK!
To successfully network the first step is to LISTEN and observe. Follow other people and
companies, like their pages, bookmark blogs, etc.
Social Media Marketing: CONNECT
NETWORK!
The second step is to build your presence (Facebook page, LinkedIn page, Twitter account)
Social Media Marketing: CONNECT
NETWORK!
The third step is to let everyone know about your page
Social Media Marketing: CONNECT
NETWORK!
The fourth step is to ENGAGE in a communication with your target audience.
Get involved in a dialog! Post your comments! Respond to their questions!
Social Media Marketing: CONNECT
NETWORK!
It is not only about a number of likes or followers, it is more about the quality of relationship.
Did you manage to get your followers to really like you and trust you?
Social Media Marketing: CONNECT
NEWNESS
Give something new, something of real value to your followers
Create original, compelling content
Social Media Marketing: CONNECT
NEWNESS
Our brains love experiencing something NEW!
Social Media Marketing: CONNECT
NEWNESS
Educate your customers! They will appreciate your help and as a result they will be more likely
to do business with you!
Social Media Marketing: CONNECT
EXPAND!
Promote (advertise) your content and expand beyond the circle of your own friends and
friends’ friends
Organic growth is great, but paid is faster
www.facebook.com/advertising
www.linkedin.com/ads
www.ads.twitter.com
www.youtube.com/advertise
Social Media Marketing: CONNECT
CONVERT
Use social media to help you create new sales or new leads whenever possible
Social Media Marketing: CONNECT
CONVERT
Provide call to action in (some of ) your posts and tweets!
Tweet to Buy on Amazon!
Respond to the tweet with the hashtag #AmazonCart
Social shopping: Levi’s
Social Media Marketing: CONNECT
TEST!
Test and fine tune your social media campaigns!
Social Media Marketing: CONNECT
TEST!
Use the analytics tools provided by the social media such as Facebook Insights
Social Media Marketing: CONNECT
Measure and Test:
- Different social media(how is Twitter working for you?)
- Content- Traffic
- Target audience- Interaction, etc.
Social Media Marketing: CONNECT
ContextOnline/offlineNewnessNetworkExpandConvertTest
Ivan Surjanovic, [email protected] 2014 by iPower Lab, www.ipowerlab.com
Social Media Marketing: CONNECT
Thank You!
Ivan Surjanovic, [email protected] 2014 by iPower Lab
www.ipowerlab.com