Social Media for SMEs

Social Media for SMEs

• 1.
  1! Fair  Use   This  document  has  been  prepared  specifically  for  your   exclusive  presenta8on.    The  document  and    contents   cannot  be  presented  to,  copied,  redistributed  without   the  express    wri<en  authority  and  commercial   compensa8on  of  FACTOR168  A.T.F.  The  Factor  168   Trust  and  is    subject  to  commercial  in  confidence   provisions  and  the  terms  and  condi8ons  of  FACTOR168   Crea8ve  Event  Company..  Your  use  of  this  document   cons8tutes  your  agreement  to  the  se  Terms  of  Service.   ©  FACTOR168  Crea8ve  Event  Company  2011   Golden circle – social media
• 2.
  2!
• 3.
  3! Modern  ‘GLOCAL’  Communica8ons     ¤  With  the  rise  of  the  ‘networked   individual’,  wide  spread  adop8on  of   smartphones,  and  the  burring  of   personal  and  professional  environments   –  social  media  is  key  to  business   communica8ons.   ¤  Social  Media  is  immediate,  communal,   and  conversa8on  driven  through   networked  collabora8on  and  ac8ve   par8cipa8on.   Social Media
• 4.
  4!   ¤  Low  entry  barriers,  ability  to  go  beyond   boundaries  of  exis8ng  ins8tu8ons   ¤  ShiU  from  command  &  control  mass   produc8on  to  a  more  transparent,   customized  segmenta8on  outlook.   ¤  Best  prac8ces  openly  shared  with   informal  membership  &  mentorship  –   rise  of  organiza8onal  crea8vity  &   individual  innova8on.     ¤  Effec8ve  at  eleva8ng  personal  profile   and  contribu8ng  to  brand  value   ¤  Creden8als  and  Personality  based.  
• 5.
  5! ¤ It  addresses  the  rise  and  power  of  personal  and   professional  branding     ¤ A  strong  social  presence  can  help  build  brand   awareness.     ¤ It  can  boost  SEO  and  traffic  to  your  main  corporate   website   ¤ Companies  can  engage  directly  with  customers,   helping  to  build  brand  loyalty.     ¤ They  can  monitor  the  online  conversa8on  about   their  products  and  services,  garner  feedback  and   respond  to  cri8cism.     What are the benefits of social media...
• 6.
  6!  ¤  No  ma<er  what  your  company  sells,  you  have   to  start  by  examining  your  target  market.   ¤  Who  are  they?   ¤  What  social  media  pla_orm(s)  do  they  prefer?   ¤  How  much  8me  do  they  spend  on  social   media?   ¤  What  mind  set  are  they  in  when  they  are   spending  8me  on  those  social  pla_orms?   ¤  These  are  all  ques8ons  you  should  ask  yourself   before  carving  out  a  social  media  strategy.   ¤  Once  you  have  a  good  understanding  of  your   audience,  you  can  then  move  forward  with   sedng  up  your  account.   Where to start...
• 7.
  7! Facebook   LinkedIn   Groups   Klout   Kred  slideshare   Flikr,  Spo8fy,   Instagr.am   LinkedIn   Profile   Membership   Presence   Paper.li   Google+   Hootsuite   WEB   PAGE   Blogs   Passive  Online   Directories     4Square,   Everplaces,   Tripadvisor   TwiHer   Flavors. me   About. me   YouTube,   Vimeo   APIs   Facebook   ‘Fan’Page   SEO  /   Paid  Likes   Opinion  /   Editorial  
• 8.
  8! The social foursome (PLUS GUEST)
• 9.
  9! ¤  Create  Business  LinkedIn  profile     ¤  Develop  a  100%  Profile   ¤  Power  of  Tes8monials  Important   ¤  Join  &  Par8cipate  in  Linkedin  Groups     ¤  70%  of  users  are  35+   ¤  Strong  B2B  and  Professional  focus   ¤  Indepth  content  and  industry  specific  groups   LinkedIN
• 10.
  10! ¤  Separate  Personal  and  Professional  Space   with  Professional  ‘Fan’  Page     ¤  Encourage  fan  par8cipa8on,  fostering   dialogue,  polling,  encourage  shares   ¤  Promote  through  targeted  adver8sement   and  own  broad  based  network  linking.   ¤  Over  1  Billion  Users   facebook
• 11.
  11! twitter ¤  Personal  &  Professional  Handles   ¤  Limit  to  140  characters  but  use  less  for   RT  comments   ¤  Employ  hashtags  for  industry/Subject   ¤  Largely  a  USA  &  Informa8on  on  the  go   ¤  Employ  tools  such  as  lists,  Twit  Cleaner,   TwitPic,  Paper.Li  to  be<er  op8mize   twi_eeds  
• 12.
  12! YouTUBE ¤  Create  YouTube  Channel   ¤  Ensure  You  Have  Permissions   ¤  Brand  Proprietary  Videos   ¤  Give  Credit  and  be  Prepared  to   replace  soundtracks   ¤  Consider  VIMEO  as  a  ‘mirror’    
• 13.
  13! ¤  Sheer  online  muscle  and  integra8on  with   youtube,  google  docs  –  hard  to  ignore     ¤  Not  as  heavily  populated  by  brands  as   Facebook  and  tends  to  a<ract  more  niche   interests  and  higher  quality  content   ¤  Future  squadng  and  content  dumping     GOOGLE+
• 14.
  14! ¤  The  emerging  pla_orm  stars   ¤  Instagram  &  Pinterest  is  good  for  showing   a  more  personal  and/or  fun  side  of  your   company.       ¤  Even  if  you  have  visually  appealing   product  photos,  you’re  going  to  have  to   have  other  visually  appealing  photos   consumers  can  relate  to  &  use  of  hashtags   ¤  Pinterest  is  all  about  ‘discovery’   ¤  70m+  and  140m+  ac8ve  users   Instagram & Pinterest
• 15.
  15! The art ofthe digital conversation
• 16.
  16! ¤  Reflect  Your  Personality   ¤  Have  an  Opinion   ¤  Be  Entertaining  &  Informa8ve   ¤  Always  Give  Credit  &  Play  Nice   ¤  Imagery  IS  Everything   ¤  Adjust  Content  for  Medium   Strong content = strong presence
• 17.
  17! engagement ¤  Leverage  off  your  network’s   network  for  greater  coverage   ¤  Avoid  ‘me  toos’   ¤  Avoid  ‘spamming’  and  stalking   ¤  Acknowledge  ‘reach-­‐outs’,   Extend  rela8onships  and  ‘soU’   touch  regularly   ¤  Don’t  waste  people’s  8me  
• 18.
  18! ¤  Be  Authen8c  –  be  consistent  with  your   brand  iden8ty,  the  culture  of  your   business  and  your  own  dis8nct   personality   ¤  Make  dis8nc8ons  between  business  and   individual  presence   ¤  Less  is  almost  always  More   ¤  Online  is  ‘forever’   Digital identity
• 19.
  19! ACTIVE   ¤  Contribu8ng  construc8ve  comments  on   blogs,  Facebook  and  LinkedIn  Professional   Groups   ¤  Generate  meaningful  a<rac8ve  content  for   distribu8on  with  website  blog  as  anchor   des8na8on     ¤  Instant  Landing  Pages  –  about.me     PASSIVE   ¤  Associa8on,  directory,  event  par8cipa8on   lis8ngs  –  be  astute   ¤  Ac8vity  services  broadcasted  on  site  via  APIs   -­‐    such  as  twi<er,  Spo8fy,  Kiva  
• 20.
  20! Bringing it alltogether ¤  Employ  Social  Media  dashboards  such   as  HootSuite  to  assist  in  the  distribu8on   and  management  of  your   communica8on  flow   ¤  Determine  your  ‘post’  frequency   ¤  Determine  your  ‘final’  network   des8na8on  -­‐  which  should  be  your   company  website  or  instant  ‘landing’   page.    
• 21.
  21! Facebook   LinkedIn   Groups   Klout   Kred  slideshare   Flikr,  Spo8fy,   Instagr.am   LinkedIn   Profile   Membership   Presence   Paper.li   Google+   Hootsuite   WEB   PAGE   Blogs   Passive  Online   Directories     4Square,   Everplaces,   Tripadvisor   TwiHer   Flavors. me   About. me   YouTube,   Vimeo   APIs   Facebook   ‘Fan’Page   SEO  /   Paid  Likes   Opinion  /   Editorial  
• 22.
  22! Facebook   LinkedIn   Groups   Klout   Kred  slideshare   Flikr,  Spo8fy,   Instagram   Membership   Presence   Paper.li   Google+   Hootsuite   WEB   PAGE   Blogs   Passive  Online   Directories     4Square,   Everplaces,   Tripadvisor   TwiHer   Flavors. me   About. me   YouTube,   Vimeo   APIs   Facebook   ‘Fan’Page   SEO  /   Paid  Likes   Opinion  /   Editorial   LinkedIn   Profile   Recommenda8ons   Kiva  
• 23.
  23!
• 24.
  24! measurement   ¤  Social  media  does  not  generally  func8on  as  an  engine  for  direct  sales  and   there  is  a  movement  away  from  strict  return  on  investment  (ROI)  metrics  and   metric  of  revenue-­‐per-­‐customer  on  social.   ¤  This  doesn't  mean  that  metrics  cannot  and  should  not  be  used,  or  that  ROI   can't  be  measured  for  certain  aspects  of  social  media  marke8ng.  Instead  a   holis8c  view  should  take  into  account  all  the  brand  advocacy  benefits  of  an   individual  social  campaign  or  ongoing  presence  and  strategy.   ¤  Set  and  Track  Goals     ¤  Measurement  tools  –  Google  Analy8cs  plus  3rd  par8es  such  as  Inside  Social,   KISSmetrics,    Moz  plus  generalist  ‘helio’  overviews  like  Klout  and  Kred     ¤  Organic  and  Paid  Growth  Mix  –  Word/Impression  Bids   ¤  Common  -­‐  Number  of  Followers/Likes/Shares     ¤  The  top  metrics  to  track  are  the  number  of  followers  you  a<ract  and  keep,   along  with  cost  per  lead  and  cost  per  acquisi8on.     ¤  Remember  that  it's  a  numbers  game  and,  with  social  media,  size  does  ma<er   if  you  want  to  drive  sales  but  it’s  engagement  that  drives  brand  advocacy  
• 25.
  25! Are you preparedto invest the time and the effort? Do some research. Test different platforms. Most importantly? Know. Your. Audience.
• 26.
  26! Content is Mission critical 26!
• 27.
  27! FACTOR168 CREATIVE EVENTCOMPANY www.factor168.com Impactful Business Communications through Powerful Experiences 27!