Post on 26-Jan-2015
description
Website: www.bamsms.comEmail: info@bamsms.com
LinkedIn: BAM-Social-Media-Services
• Three Modules1- Overview2- Do’s and dont’s3- ROI
• PART 1• Social Media Marketing
overview• Case studies• Workshop
Why make professional use of Social Media?
• Nearly 1 in 4 people in the world are active on social networks (e-marketeer)
• Your customers, your competitors, your employees and your prospects are on social media.
• people communicating with people• relationship marketing • listen, understand and implement what your
consumers are asking for• humanise your brand
Social Interaction
STATISTICS & FACTS
Market Study 2013Source: 2013 s o c i a l m e d i a m a r k e t i n g i n d u s t r y r e p o r t M.A Stelzner
Top 5 benefits of social media marketing:• Increased exposure• Increased traffic• Marketplace insight• Brand loyalty• Generate leads
“Important”
Business Impact
• 86% of marketers consider social media important.
• 75% of marketers started using social media marketing in the last three years.
• Marketing budgets shift fast to Social Media.
< 1 year
1-2 years2-3 years
A Marketing revolution
Leading tools (incl China)- JeffBullas.com
Asia Pacific region dominates the social media landscape
And... Thailand? Zocial Inc.
Top five platforms delivering results:
Facebook – 92%
Twitter – 80%
LinkedIn – 70%
Blogging – 58%
YouTube – 56%
The Social Media Clutter
• Branding your products• Reach new people• Interact with your audience• Generate demand (Pull Marketing)
5 Facebook Power Tips
• Develop a Content Strategy• Develop a Posting Schedule• Build and engage• Increase your audience using Ad’s• Use your tabs wisely
Facebook Business Basics
• Create a professional Facebook Page• Use a compelling cover photo• Personalize & show who you are• Use variety in all your posts• K-I-S-S
[NLP Page]
Facebook Ad Campaigns
Ad Campaign Campaign Reach
Responses Prospective Event
Attendees
Budget Amount Spent
Ad Campaign 1 (Promote
Manchester United event)
170,328 people 399 Event Responses
421 people 2 USD/day 63.80 USD
Ad Campaign 2 (Increase Page
Likes)
53,179 people 1,068 Page Likes
- 5 USD/day 74.41 USD
Ad Campaign 3 (Promote FTCC
event)
296,385 people 75 Event Responses
70 people 4 USD/day 39.6 USD
Ad Campaign 4 (Promote Red Passion event)
135,026 people 51 Event Responses
73 people 4 USD/day 16 USD
• Show and share your expertise• Find and interact with – Potential Employees– Customers– Suppliers– Peers
• Learn and gain knowledge
LinkedIn Business Basics
• Quality picture• Background and experience• Build your network carefully• Communicate with your contacts• Company page• Join groups• Add value and knowledge to conversations
5 LinkedIn Power Tips
• Make your profile easy to find: example• Choose your Groups strategically• Personalize your connect invitations• Avoid spamming• Meet people in person
ME
YOU
GROUP
Spam is easily recognised...
YouTube
• Thailand users uploaded 5.3 million videos on YouTube (ZocialRank.com)
• 2,500 videos uploaded / day• 630,000 YouTube channels
created by Thailand users
YouTube Business Basics
• Link back to your website– Call To Action
• Fill out your descriptions thoroughly– Title, tags, description, category
• Interact with other members• Show your personality
• 2 million Twitter users in Thailand• 5.5 Tweets / day on average• 200 Active users / day
Twitter Business Basics
• Choose the right username– To identify your business– Short enough (10-15 characters)
for mentions• Write a captivating Twitter bio– Explain your business to a complete stranger
• Upload a professional image
5 Social Media Power Tips
• Be present on different platforms• Post valuable content regularly• Develop a strategic Social Media plan• Find out where your customers are online• Invest time daily and be consistent
WORKSHOP
Workshop – per team
• List in order of importance the Social Media Marketing tools you currently use for your business (individual)
• Motivate (why?)• Compare and share in team
• PART 2• Do’s and Dont’s• Workshop 2
Don't
• Unrealistic expectations– Transform your brand overnight– Turn bad customer service into stellar– Push Sales
• Failure to execute– Daily activity is necessary
• Numbers Game– Likes or Followers
Don’t
• Too much focus on Sales– Hard Sell <-> Soft Sell
• Not providing valuable information– Spamming
• Lack of Social Media talent– Looking into your organization
What’s wrong here?
Come on, using a celebrities death as a way to get a “like” is just…
What’s wrong here?
NRA sent this tweet a few hours after the Colorado shooting. When something this tragic
happens, choose your words carefully.
What’s wrong here?
Secrets for Success (Do)• Define your objectives– New audience / Growth– User Engagement– Branding– Market insight
• Select your tools well– Which Social Network(s) does your audience use?– When?– How?
Secrets for Success (Do)
– Slideshare presentations– Infographics– Comics or memes or animated GIFs
• Consistency is key– Post regularly– Time/s of day
Learn from Analytics
• Fans online• Post Types• Understanding your demographics– Gender– Location– Language
Learn from Analytics
• Reach– Number of people who have seen any activity– Posts, posts by other people, ads, mentions, check-ins
• Engagement – Positive: Number of people who liked, commented,
shared or clicked – Negative: unlikes, hides, report as spam
Secrets for Success (Do)
• Create a content strategy– What to post?– Variety: images, video, quotes, tips, humor– Timing, Holidays, Events
• Avoid boring content– Engagement strategy?– Ask questions / poll– Fill in the blanks– Caption this
Tips from the Pro’s (Facebook)
• Use images to amplify your message• Post with CTA (Call To Action)• Offer promotions (vouchers, discounts) • Run a contest• Increase Event attendees• Optimize your Facebook Ads for your intended action
Tips from the Pro’s (LinkedIn)
• Communicate with your LinkedIn connections• Post valuable information on your LinkedIn Profile• Build and optimize your LinkedIn Company Page• Interact with members of your LinkedIn Group• Get the attention of influencers
Tips from the Pro’s (Twitter)
• The 4-1-1 rule– Share valuable information 4x– Retweet valuable information 1x– Tweet to promote your brand 1x
• Contribute to the conversations taking place• See what topics are trending and relate to your brand if
possible
Tips from the Pro’s (Social Media)
• Focus on the platforms where your customers are• Choose your images wisely• Build online influence• Make real life connections• Make following/follower management part of your
routine
Social Media: the 3 biggest strategic business mistakes
• 1- Not having a social media presence. • 2- Having an unprofessional social media presence.• 3- Not having a well defined strategy and goals.
WORKSHOP
Workshop – per team
• Define your social media strategies– Goals– Audience– Preferred Media
• Visibility• Traffic• Engagement & Reach• Leads• New Customers
• PART 3• Define and allocate Social
Media Budgets• Q&A
Rule of Thumb
• Allocate 15% to 20% of your marketing budget• 6 months minimum initial project
– Plan and strategy (3 weeks)– Create foundation (3 weeks)– Manage and improve– Never try never know: use various tools & techniques– Measure and feedback
• Compare results of SMM versus other Marketing Projects• Adapt budget % versus highest ROI
Social Media Funnel and Measurement
Steps• Visibility• Traffic• Engagement & Reach• Leads• New Customers
Measurement tools• Impressions• Visits, Clicks• Likes, Share, Comments• OPT-In• Buy
Social Media ROI (Research)
• 4 out of 5 consumers say they would be more inclined to buy a brand after being exposed to Social Media (IAB UK Research)
• 83% of consumers exposed to Social Media would trial a brand’s product (IAB UK Research)
• 1 out of 3 shoppers say they were introduced to a brand or changed their opinion about a brand because of Social Media
Social Media ROI (Examples from Social Media Today)
1. Coffee Groundz
– Channel used: Twitter– Used it as a direct ordering channel– Sales and market share increased 25%
2. Vitabiotics
– Channels used: Twitter, Facebook, and blog– Built a community of 13,000– Saves the company hundreds of thousands annually vs. traditional research and test marketing
Social Media ROI (Case studies)
3. Jimmy Choo
– Channel used: Twitter– Geo-located and featured upscale stores that sell their sneakers– Sneaker sales increased 33%– 40% increase in positive tweets and messages
4. Kraft/Toblerone
– Channels used: Company website and multiple social networks used in the Philipines– Established October 20th as the country’s “National Thank You Day”– Drove 500,000 website visits– Sales of Toblerone increased 132%
Social Media ROI (Case studies)3. Jimmy Choo
– Channel used: Twitter– Geo-located and featured upscale stores that sell their sneakers– Sneaker sales increased 33%– 40% increase in positive tweets and messages
4. Kraft/Toblerone
– Channels used: Company website and multiple social networks used in the Philippines– Established October 20th as the country’s “National Thank You Day”– Drove 500,000 website visits– Sales of Toblerone increased 132%
Outsource or not? ...it depends. Using social media for marketing is a whole lot different than using it
for personal purposes.
• It depends on – your business– what you want to outsource– your social media strategy– your social media goals– your resources ( time, knowledge, money )
More than Community Management
– Engagement strategies– Strategic use of data – Focus on valuable business outcomes: ROI– Create user experiencesto generate demand
Outsource or not? ...it depends. • If you outsource then choose the right partner
– Check ranking: Facebook & Twitter & Website Grader– Make sure they understand your business– Weekly-Daily feedback and Monthly reporting– Work as a team – Set goals and objectives – References: what do current clients say?– Multi-skilled team @your partner: graphic, video, copywriting,…
• Make sure you put your brand in the right hands
Summary
• What is the Key to Survival in a Constantly Changing Environment?
To survive, we have to embrace change• Social Media is only the beginning … of an exciting new
way in consumer management• Not to be underestimated: crucial for your future
And… if you think it not applies to your kind of business…
Thank you very much for your attention
BAM-SMS is a Bangkok based Social Media Marketing company
We use Social Media Marketing to deliver results
Time for Questions(and answers)
BAM-SMS: Services• Social Media Marketing Management• Branding• Website Development• Consultancy
COPY of PRESENTATION?
Website: www.bamsms.comEmail: info@bamsms.com
LinkedIn: BAM-Social-Media-Services