introduction to social media for business andrew greenyer director raise the roof marketing
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Introduction to Social Media for Business Andrew Greenyer Director, Raise the Roof Marketing. 1. What is Social Media about?. Latest Facts and Figures. 92% of online adults use search engines to find information on the Internet ( with 59% who do so on a typical day)

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introduction to social media for business andrew greenyer director raise the roof marketing

Introduction to Social Media for BusinessAndrew GreenyerDirector, Raise the Roof Marketing

1

latest facts and figures
Latest Facts and Figures
      • 92% of online adults use search engines to find information on the Internet (with 59% who do so on a typical day)
  • Website - 60% of all organic clicks go to the top three organic search results
  • 65% of daily internet users read a blog
  • More than 850 million active users on Facebook
  • 100 million monthly active users on Twitter with over 250 million daily tweets
  • LinkedIn – there are over 135 million professionals on LinkedIn
social media planning
Social Media Planning
  • Support your vision, objectives and relationships through online engagement.
  • Social media should be seen as an extension of what you are already doing well.
  • Helps to build and amplify your voice.
the approach
The Approach
  • Define your business goals and objectives.

(Align social media with business objectives)

  • Determine how you will measure success.

(Establish key metrics)

  • Content Strategy and Engagement Plan (quarterly).
  • Identifying tactics and campaigns (monthly).
company s needs hierarchy
Company’s Needs HIERARCHY

Our focus will be for your social media strategy tomeet these needs.

content marketing
Content Marketing
  • Awareness
    • 30% - 40%
  • Evaluation
    • 30% - 40%
  • Purchase/Decision
    • 20% - 40%
slide14

Blog

Cross Promoting Example

slide15

Blog

Calls to Action

slide16

Website

Calls to Action

slide18

Social media

..use of internet tools for the sharing of experiences and information with human beings

Wikipedia

Turning Strangers into Friends

Friends into Customers

Customers into Advocates

technologies or channels

Wikis

Photo

sharing

Micro

blogging

Podcasts

Video

sharing

Blogs

Virtual

worlds

Technologies or Channels

Social

networks

your social media objectives
Your Social Media Objectives
  • What do you hope to accomplish?
  • Are there any new products launches?
  • What is the most important page on your website and why?
  • What’s keeping your competitors awake at night?
  • What social media platform is most important to you and why?
discovery phase
Discovery phase
  • What keeps your ideal customer awake at night?
  • What are the motives of your customer ?
      • Keeping up with the Joneses?
      • To make money?
      • To avoid risk?
      • Comfort/pleasure?
  • What does your customer want from social media?
      • Knowledge about your product/service/industry?
      • Getting help/advice?
      • Recognition?
  • What are the top blogs/trade shows/trade magazines for your industry that your customers are likely to read?
your social media marketing plan will help you achieve your corporate objectives
Your Social Media Marketing Plan will help you achieve your corporate objectives

.

What is your company vision?

How will your company grow?

New Markets / New Products / Sell More to Existing Customers

Growth Areas:

Write down 3-5 key objectives for your organisation

Corporate Objectives:

Write down 3-5 key objectives for your organisation

Social Media Objectives:

possible objectives
Possible Objectives
  • Increase brand awareness and purchase intent
  • Create buzz about the brand where the target audiences are spending their time
  • Develop opportunities for the target audience to engage with the brand
  • Improve customer service
  • Promote events and campaigns
  • Leverage customer insight to proactively respond to changes and opportunities in the marketplace
  • Drive traffic
  • Boost brand loyalty and advocacy
  • Get instant feedback about services & products
slide29

Key Messages:

These should be tied to the unique selling proposition.

Tone:

___ Super casual - laid back and casual.___ Conversational - like we are talking with good friends.___ Business casual - as though we were speaking with a client at a network event

___ Technical - precise with little or no jargon.___ Formal - as if we were writing a letter to a client.

slide30

General information that is beneficial to target audience

Commentaries/editorials Instructional media Industry updates

Branding & Awareness

Increase impressions Grow online mentions Grow social media visits Improve search engine rankings Increase blog traffic

Buying criteria is discovered and created by the prospect

Product demos FAQs Comparisons

Engagement & Evaluation

Increase likes Grow followers Increase video views Increase search engine traffic

Prospecting & Purchasing

Increase info requests Increase options Increase phone calls Increase sales

Unique selling proposition leads to a buying customer

Case studies Testimonials Success stories Offers & promotions

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