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Online Social Networks. The Future of Marketing?


Chris Middleton www.eskimosoup.co.uk

Imagine being able to promote your products, services and brand to millions of people for free


What is Online Social Networking? How do I use it to market my business? Why is it important to my business? Which are the best sites to get me started?


How many Social Networking websites are there?


135+


3 reasons why web based marketing is so important? Web is replacing magazines and telephone directories 90% of business owners use the internet to read news 17% of business owners use the internet more than 5 hours a day


Social Media Marketing


Why is Social Media Marketing important?

The internet is being used in different ways • Users expect to find content in multiple ways • Users expect to comment and add to content • Users expect to read comments, reviews and ratings for products and services • Information is being searched for in different ways • Users expect to subscribe to information that interests them and nothing more


Why is Social Media Marketing important?

Traditional types of marketing – outbound marketing • Seminars • Trade events • Telesales • Email blasts • Printed ads • Direct mail


Why is Social Media Marketing important?

Problems with traditional marketing More and more customers block this type of marketing and have more capabilities to do this easier: • Spam filters • Caller I.D • Fast forward though adverts


Why is Social Media Marketing important?

People don’t need marketing anymore? People can now get more and more information without talking to a retailer: • Ask a search engine • Recommendations from linkedin or facebook • Bookmarking using delicious • Yahoo answers • YouTube • Find articles using Digg


Why is Social Media Marketing important?

As a marketer we need to re-think how we approach marketing


Why is Social Media Marketing important?

PERMISSION Let people find you when researching the market. Pull people in.

INTERUPTION Still effective but becoming more and more difficult and expensive. • • • • •

Telemarketing Direct mail Email blasts Printed ads TV/radio ads

• • • • • •

SEO / SEM Blogging Social Media RSS Free trials / tools Viral Videos


What isn’t Online Social Networking?

Search Engine Optimisation Although it can help


What is Online Social Networking?

Online Social Networking provides a forum for two-way communication and active participation. You cannot only seek information today on the Net but also, comment on its quality, add to it, promote it and even rate it. It provides opportunities to talk to one another, develop friendships and associations.


How do I use SMM to market my business?

• • • • •

The key to effective, social media marketing is taking the insights you have about your customers, products or services, and implementing an appropriate course of action that will help you achieve objectives such as: Growing brand awareness. Creating a positive brand and brand experience. Business development with a broader customer reach. Direct enquiries from new customers, and new customer types. Increased website traffic and Search Engine Optimisation for your main website.


SMM State of mind

“I am 30 and I don’t understand this Social Media Stuff” • Similar to a business networking event • Without time or space constraints


SMM State of mind

Business Networking • Meet people and start conversations • Answer questions – help others • Ask questions – trusts others’ advice


SMM State of mind

Social Media = Business networking • Become a real member of the community • Add value to the community – Ask and answer questions

• More effective than live networking? – No boundaries – Other people can listen in (max 5 people in a live networking event) – Lots of people can find the conversation via search engines – Conversation is recorded


3 Types of Social Media

Publish

Share

Network


3 Types of Social Media - Publish

Marketing Tips for SM-publish • Publish everything you have, anywhere you can • Monitor what others publish and promote it • Empower your customers to publish


3 Types of Social Media - Publish

• • • • •

Publish what you have Videos Newsletters Articles Tips Tutorials


3 Types of Social Media - Publish

Tip Monitor What’s Published • Google Alerts


3 Types of Social Media - Publish

• • • • •

Promote flattering content Point people toward a customer review Stumble upon Your own website Blogs Facebook slideshare


3 Types of Social Media - Publish

Empower Customers to Publish • Comment on your blog • Write on your facebook wall • Recommend you (LinkedIn)


3 Types of Social Media - Share

Publish

Share

Network


3 Types of Social Media - Share

• • • • •

Promote appealing content to the right places Digg Stumbleupon Delicious Facebook slideshare


3 Types of Social Media - Share

• • • •

Tips for SM-Share Monitor what’s being shared about you Find where your audience hangs out Promote your content and other content Produce content your audience will love


3 Types of Social Media - Network

Publish

Share

Network


3 Types of Social Media - Network

Network Anyone can connect with everyone from anywhere – facebook – MySpace – LinkedIn


3 Types of Social Media - Network

Marketing Tips for SM-Network • Make friends – Find your existing connections – Network though groups – Add to your email signature, blog articles, bio or profile

• Be Helpful – Answer questions – Share interesting content


A quick recap

• SMM Based upon the principles of permission based marketing • The internet is being used differently • Users expect to search for information in different ways • Users expect to contribute to the internet


Understanding your customer Choosing the right Social Network


facebook


facebook

• • • • • • • •

What is facebook? It’s a place where you can put up your personal details and interact with other users of the site. By getting a facebook account you can establish an online presence Talk to your friends Share photos with your friends Play games with your friends Sell your old stuff Meet new people And whole array of other things


facebook

• What’s unique about facebook is that it keeps you updated on what your friends are doing. • You will be notified when they make a change to their profile. • Almost all interactions with the site are sent to friends so that they can keep informed about what you’re up to.


facebook

• Brand executives described the ability to generate word of mouth and viral marketing as one of the most alluring features of facebook and MySpace. • Brands must look to develop an engaging and interesting campaign that is worthwhile of the users attention, and employ facebook as part of a wider integrated campaign.


facebook

1. 2. 3. 4. 5.

5 Ways to Promote Your Business on facebook facebook profiles facebook groups facebook pages facebook applications facebook adverts


facebook – profile


facebook - Profiles

• Creating a profile is required if you want to do anything on facebook • Make sure you fully fill out your profile; a full profile looks a lot more interesting then an empty one. • Add your website URL in several locations and be sure to talk about your business and plug your website URL


facebook - Groups

• Groups were available before pages and are more of a place for users to discuss topics • Its like a mini forum. • The benefits for group owners are very viral and you can bulk invite all you friends to join your group. • They are not indexed and not available to view unless you are a member of facebook.


facebook - Pages

• facebook pages are used by many businesses. • Many of the same features available as groups, but with some extra key features. • indexed by Google and available to view even if you are not a member, so promoting the page is easier. • Like you do with your profile, fill out your facebook page with all relevant information about your business, website URLS, etc.


facebook – Pages – Pizza Hut 377,750 fans


facebook – Pages – Chris Moyles 500,000 fans


facebook – Pages – Terry Wogan 2,000 fans


facebook – Pages – Barack Obama 3m fans


facebook - Applications

facebook applications • Create fun applications that engage users • Applications created vary in purpose • Popular applications have hundreds of thousands of monthly active users


facebook - Applications

• • •

http://www.facebook.com/apps Shopit Stir the entrepreneur within! Set up shop on your profile. Add items for sale, post them to your store and tell all your friends. Then sit back and watch your stuff sell itself. Marketplace With facebook Marketplace, you can buy and sell anything using our easy listing service. You can list what you want, what you have, and see how you know the people who have created listings. Who Deleted You? Find out who deleted you from their friend list. Keep track of your friend list. You can always ask them why they deleted you. You deserve an explanation.


facebook - Adverts

• facebook ads are a great way to really increase your exposure using highly targeted advertising. • Target users by age, gender, location, interests, etc. • Advertise an external website or a facebook page. • Build up your facebook fan page; you can do so by driving the traffic from your advertisements directly to your page.


facebook - Campaign • Create your own campaign • Pub example


LinkedIn


LinkedIn

• • • •

What is LinkedIn? A professional social networking site Connect with acquaintances and business colleagues View connections to 3 degrees 30 million registered users


LinkedIn – Marketing benefits

The marketing benefits to LinkedIn: • Increase visibility & branding • Direct sales • Generate traffic & support SEO


LinkedIn - Tools

• • • • •

LinkedIn Tools: Answers Services Search Groups Jobs


LinkedIn – Marketing Strategies

• • • •

Strategies: Increase the awareness of your brand Display your expertise in “Answers” Announce your new website or service Drive readers to your blog posts Get your service recommended


LinkedIn – Marketing Strategies

Strategies: Direct Sales • Research potential clients and partners • Respond to service requests in “Answers” • Get your service recommended


LinkedIn – Marketing Strategies

Strategies: Generate traffic and support SEO • Link to your site in employee profiles • Answers


LinkedIn – Growing your network

• Open networkers (power networkers) • By inviting a few of these “power networkers” to your network, you have access to all of their first degree and second degree contacts. • Search on LinkedIn for “LION“. LinkedIn Open Networker • Visit TopLinked.com.. • Remember, check the person’s profile first to see how they want to be contacted. Someone may be an open networker, but they may only be interested in people from a specific industry.


Preparing for social media marketing

• • • • • • •

Research Social Media Outlets Research Headlines Research Content Research Top or Active Users Make sure your website is up to scratch Set up a blog Take the Social Media Plunge


What is Online Social Networking? How do I use it to market my business? Why is it important to my business? Which are the best sites to get me started?


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Social Media Marketing  

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