Workshop Outline❖ Social Media - how can you really use it to your

advantage for your business

❖ How to develop your brand through social media and make it stand out in the ever increasing crowd of online businesses

❖ How to use social media as a valuable customer service solution

❖ 6 big social networks (at the moment)

Workshop Outline❖ An introduction to Digital Marketing

❖ Internet Marketing Overview

❖ Creative Development

❖ Building & Promoting a Website

❖ Tracking Methods

❖ Using Business Blogs: WordPress, Blogger, Tumblr, etc., integration with existing websites

Social Media - why?

❖ Increased Brand Awareness❖ More Inbound Traffic❖ Improved Search Engine

Rankings❖ Higher Conversion Rates❖ Better Customer Satisfaction

Social Media - why?

❖ Improved Brand Loyalty❖ More Brand Authority❖ Cost-Effective❖ Gain Marketplace Insights❖ Thought Leadership

Social Media and the power of Social Sharing

To research the impact of a Facebook page on a business’ sales and growth, a Facebook experiment was conducted and reported on the Harvard Business Review.

Researchers set up a Facebook page in order to see the impact that it would have on customer behaviour.

Social Media and the power of Social Sharing

Over several weeks the brand connected well with its target audiences, with regular posts about the goodies they offered.

It also conducted contests and promotions to keep customer interest high.

They again conducted a survey of customers, Facebook fans and customers who were not fans of the page.

Social Media and the power of Social Sharing

❖ Customer visits to the store increased after they became fans of the Facebook page, though expenditure per visit at the store remained the same.

❖ Overall, fans went to Dessert Gallery 20% more than customers who were not fans of the Facebook page. They also became the highest spending customers at the store due to the increases number of visits.

Social Media and the power of Social Sharing

❖ Fans shared positive reviews about the brand with their friends and recommended it strongly.

❖ Fans preferred to choose Dessert Gallery over other establishments that sold similar products. They were also more emotionally attached to the brand than customers who were not fans.

Social Media and the power of Social Sharing

❖ 92% of all consumers report that a word-of-mouth recommendation is the “leading reason they buy a product or service.” (Nielsen and Roper Reports)

❖ Social Media is word of mouth.

Building Your Brand1. Choose networks that support your brand image.

❖ Facebook is by the far the best platform for promoting brand awareness, as nearly three quarters of Americans adults use the site.

❖ Instagram is a great option for brands that rely heavily on images, such as clothing companies and retailers.

❖ Google+ hasn’t taken off as well, but it’s owned by Google so think SEO.

❖ Pinterest is an excellent social network to reach women.

❖ Finally, if you operate a business-to-business company, LinkedIn is for you.

Building Your Brand2. Provide valuable and shareable content.❖ It should go without saying,

but you’ll create a much stronger brand reputation if you focus on creating useful content that viewers will want to share, rather than cranking out content to meet arbitrary publishing calendars or that covers subjects only you’d want to read.

Building Your Brand

3. Leverage influencers.❖ Publishing killer content to

your social profiles is important, but it’s only one part of the equation.

4. Use social campaigns to promote content.❖ Paid campaigns may be one of

your better options for building your brand on social networks.

Social media for customer service

❖ 80% of companies say they deliver superior customer service. But guess what? Only 8% of their customers agree.

❖ Now, customer service is a spectator sport. Are you prepared? Tweetdeck.

Hug your haters

The big 6

❖ Facebook❖ Instagram❖ Twitter❖ LinkedIn❖ YouTube❖ Google+

5 Steps to a Powerful Digital Marketing Strategy

1. Know What You Want (& Set the Objective)

2. Analyse Your Past (& Learn From Your Mistakes)

3. Remember Who You’re Talking to (& Speak Their Language)

4. Identify Your Means (& Stick to Your Budget)

5. Make the Plan (& Don’t Stick to It)

How search engines work

❖ Crawling❖ Crawling is where it all begins

– the acquisition of data about a website. This involves scanning the site and getting a complete list of everything on there – the page title, images, keywords it contains, and any other pages it links to – at a bare minimum.

How search engines work

❖ Indexing❖ You’d be forgiven for thinking

this is an easy step – indexing is the process of taking all of that data you have from a crawl, and placing it in a big database.

How search engines work

❖ Ranking & Retrieval❖ The last step is what you see –

you type in a search query, and the search engine attempts to display the most relevant documents it finds that match your query. This is the most complicated step, but also the most relevant to you or I, as users.

Bonus Material

Local Matters

❖ Googles latest update - Possum is all about local search.

❖ Since about 60 percent of consumer traffic to the leading US websites in 2015 came from mobile devices, local REALLY matters.

Local Matters

❖ The use of the phrase ‘near me’ in searches has got up massively over the past five years.

❖ This phrase is used almost exclusively by mobile devices.

Local Matters

How to optimise for ‘near me’

A. Add your Name, Address, Phone number, in an easy to read and index format.

B. Add that exact address to your Google My Business page.

C. Positive reviews on Google, Yelp or similar websites influence the strength of your local ranking.

The importance of visual content

The importance of visual content

❖ Typorama or Word Swag.❖ Videorama or YouTube video

editor.❖ Facebook Live Stream.

Blogging

❖ Creating a blog for your business.

❖ wordpress.com vs wordpress.org

❖ Keep it on your website.

The 5 Things Every (Great) Marketing Story Needs

1. You need a hero❖ All good stories are about someone.❖ The biggest mistake businesses

make is thinking that their business is the hero of the story.

❖ This is prevalent among a lot of insecurity-based advertising (“buy our toothpaste or you’ll die friendless and alone”).

❖ To tell a compelling content marketing story, your customer must be the hero.

The 5 Things Every (Great) Marketing Story Needs

2. You need a goal❖ Good businesses are about

solving customer problems. To put it another way, they’re about customer transformation.

❖ You need to understand where your customer-hero is today, and where she wants to go.

The 5 Things Every (Great) Marketing Story Needs

3. You need an obstacle❖ If transformation was easy, your

customer wouldn’t need your business.

❖ Obstacles are what make stories interesting. The gap between where your hero is today and where he wants to go is the meat of your compelling story.

❖ There are often external obstacles to your customer’s eventual victory, but the most interesting ones are nearly always internal.

The 5 Things Every (Great) Marketing Story Needs

4. You need a mentor❖ If your customer is the hero, where

does that leave you and your business?

❖ If your customer is Luke Skywalker, you’re Obi-Wan Kenobi. You’re the wise mentor who can provide essential information and tools that allow the hero to attain her goal.

❖ You must emphasise that your hero’s journey results from her own effort and work.

The 5 Things Every (Great) Marketing Story Needs

5. You need a moral❖ When you’re telling a marketing

story, it’s always wise to explicitly spell out the moral of your story.

❖ Show how your business can mentor and guide customers to become better versions of themselves.

❖ But then circle back around and spell it out. Let the audience know what they should do next, or what their main takeaway should be.

Email marketing

❖ No more “Dear [INSERT NAME HERE]”

❖ Subject lines 70 characters and up tested to be most beneficial

❖ 8:00 p.m. to midnight is the prime time to send your email

❖ The best content is free content: Give something away

Facebook Insights

Is there a way we can measure our day to day social media activity?❖ Maersk Line shipping

company have become world leaders in social media activity.

Facebook Insights

Facebook Insights

❖ As a result of this incident the company learned the power of social media.

❖ Over time they developed a matrix to measure their social performance.

❖ It’s known as the Maersk Marketplace Engagement Measure (MMEM).

Facebook Insights

How does the matrix work?❖ You measure the performance

of the last 10 posts.

❖ Enter this data in to the matrix Maersk created.

❖ Look for trends, strengths, weaknesses etc.

Facebook Insights

Facebook Insights

❖ Maersk Marketplace Engagement Measure.❖ Facebook - Likes x1 Comments x2 Shares x4❖ Twitter - ReTweets x1 Favourites x2 Replies x4❖ Linked In - Likes x1 Comments x2 Shares x4

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