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Social Media Training - Half Day Training: Taxwise Consulting Ltd
1. Social Media 101
#socialmedia101
Taxwise Consulting Ltd. – Half Day Onsite Training
Saturday 20th
July 2013
CEO, Inbound Marketing
Consultant, Social Media Fanatic,
Blogger, Speaker, Rotarian, Paul
Harris Fellow, Aspiring Career
Philanthropist, Mad about Books.
T: @lilianokado
F: Lilian Okado
3. Objectives of Today’s
Training
a. Why Social Media? Why should your company
have a social media strategy?
b. How do you developing a customs social
media strategy for your company?
c. How to set goals for your business
d. How do you measure success? (monitoring
tools & measurement of ROI) Social media
engagement
e. Help you develop a social media strategy for
Taxwise Consulting
5. a. Why Social Media?
Social media is the #1 activity on the web
1 billion people on Facebook
50% of the worlds population is under 30
69% of parents are friends wit their children on Facebook
YouTube is the 2nd largest search engine after Google
53% of people on twitter recommend products
and much more…
6. Introduction to Social Media
in business
How do you evolve into the ideal social business that
drives business impact?
Social Media campaigns vs. Social business
Channels , platforms, tactics, campaigns vs.
planned processes towards a social business
1
7. Introduction to Social Media
in business
How do you evolve into the ideal social business that
drives business impact?
Therefore a successful business strategy has to be:
1) clearly aligned with strategic business goals of an
organization, and
2) have organizational alignment and support that
enables execution of that strategy.
What does this mean?????
1
8. How to develop a Social
Media Communications
Plan / Strategy
STEP1: Listen to learn: spend time listening to your
customers to learn their social behaviour – this
exercise can take you up to nine months… (it’s like
dating)
STEP 2: Presence: content strategy.. Develop as much
content as you can and begin to share
STEP 3: Engage: dialogue with online peers.
Spearhead conversations or participate in on going
conversations. Provide customer support.
STEP 4: Formalise: as you grow you will want to stay
coordinated in the way different departments
engage on social media
2
10. How to develop a Social
Media Communications
Plan / Strategy
STEP5: Strategise – Become a social business by
integrating into all areas of business
STEP 6: Converge – create a holistic approach with
converged media. This is where you use one system
to manage many media.
2
12. Introduction to Inbound
Marketing – GET FOUND
ONLINE!!!
What is Inbound Marketing and why is is
important?
How does it tie in with your social media
strategy?
3
19. What does this tell you?
Inbound marketing is about creating and sharing
content people want. Inbound marketing
attracts qualified prospects to your business and
keeps them coming back for more. Why?
Because your content is relevant to them.
3
20. What inbound Marketing is
not..?
NOT Cold calling, email blasts, TV ads,
radio ads, mobile push ads, Airtel spam
calls, etc
NOT about pushing none relevant
messages to the world. No permission.
(mostly paid traffic sources)
Outbound marketing = Interruption
Inbound marketing = attraction
3
24. Inbound Marketing 101
So what does a good inbound
marketing strategy look like ?
and how do you incorporate it
into your every day social
business?
What are the kinds of things that
attract instead of repulse?
3
25. Inbound Marketing 101 DO’
So what does a good
inbound marketing strategy
look like ?and how do you
incorporate it into your every
day social business?
3
Facebook
Posts
Blogging
Tweets
LinkedIn
Questions
Video
Blogging
Infographics
Email
SEO
Webinars
Whitepapers/
Reports
Podcasting
26. Other Inbound marketing
DON’TS
DON’T ever create a and inbound marketing strategy
without thinking of:
Content Calendar:
Eg:
1 Ebook a month
4 blog posts a month
8 FB posts a month
16 tweets a week
3
Facebook
Posts
“Its up to you to decide what
you want based on your social
business / inbound marketing
strategy”
28. LET’S GO SOCIAL
Participants need to go into 3
groups to prepare a brief
social media plan for Taxwise
Consulting
4
Webinars
?
29. GROUP WORK
Creating Social Media
Campaigns
Participants need to go into 3
groups to prepare a brief
social media plan for Taxwise
Consulting
4
Webinars
?
33. Engaging social
networks
Who uses social media?
Why use social media?
Do’s and don’ts for social media
Platform specific recommendations
LinkedIn
Twitter
Facebook
Questions?
5
?
34. Who uses Social Networks
5
PEOPLE!
15,475,890 unique visitors/month
23,573,178 unique visitors/month
133,623,529 unique visitors/month
35. Why Use Social Networks?
Increase awareness
Reputation management
Customer service
Learn about your customers
Customer feedback
Improve customer satisfaction
Client engagement
Targeted marketing
Relationship building
5
Webinars
37. The DO’S Social Networks 5
Webinars
Engage in Social Networks
38. The DO’S Social Networks 5
Webinars
Integrate Social Media with Traditional Media
39. The DONT’S Social
Networks 5
Don’t take a “one size fits all” approach
B2C
Primarily Business to Consumer
B2B
Primarily Business to Business
B2C & B2B
43. Who should use it?
Every professional needs to be using LinkedIn for
personal career growth. Can also be used to
increase company awareness
What is the value?
Stay connected with professional contacts.
Generate opportunities to expand career and
generate new business
5
Webinars
44. 5
Ask for recommendations and gain as
many contacts as possible. Multiple
recommendations = instant credibility!
45. 5
Take advantage of all functionality
provided by LinkedIn to make your profile
more engaging and stand out from others
Sales Collateral
Presentations
48. 5
Don’t update your LinkedIn Status with non-
professional messages
Don’t double post the same information
49. Engaging social
networks
Used effectively, social media can deliver real
business benefits in five main areas:
Market/Customer Knowledge & Insight
Engagement & Reputation Management
Enhanced Customer Experience and Loyalty
Sales/Marketing Effectiveness, Efficiency and ROI
Interest and enthusiasm is growing rapidly
NB: But without planning social media
strategy fails!!
5
Webinars
50. Engaging social networks
: 5 Key areas
External Analysis: Evaluate Your Social Media
Landscape
Internal Analysis: Evaluate Your ‘Readiness to
Engage’
Develop Your Social Media Strategy and Action
Plans for ‘Getting There’
Evaluate Your Social Media Performance and ROI
Organization, People and Resource Issues
5
Webinars
52. Key Questions To Ask:
Applications : what social media applications
are most relevant to our business?
Impact: what impact is social media having on
our industry, how important has it become?
Customers: how are our customers using social
media? What impact is it having on customer
behaviour?
53. Key Questions To Address:
Conversations : what online conversations are taking
place relevant to our business; who is saying what about
our brand/ industry where on the Internet and how
should we respond?
Features and characteristics: what are the key features
and characteristics of social media that you need to
understand i.e. social media culture?
These questions establish a very strong foundation for
social media strategy development and successful
implementation
54. Be ‘Customer Led’
Three key questions:
Who are our customers, who do we wish to engage with?
Where do we find them ‘hanging out’ on social media?
How can we best engage and energise them?
55. Monitor the conversation
Use Social Media Monitoring Tools to monitor online
conversations relevant to your brand
No or low cost tools such as Google Alerts, Yahoo Pipes,
Social Mention, IceRocket, Blogscope, Blogpulse and
ViralHeat, Topsy
More expensive and sophisticated tools such as Radian6,
Hubspot, Alterian SM2, Sysomos Heartbeat and Infegy
SocialRadar
EARS to the GROUND
56. Who is talking about Taxwise
Consulting Ltd?
Where are they on the ground?
What are they saying?
58. MEASURE, MEASURE
Social Media Measurement and
ROI
How do we measure it?
Understanding different Social
Media monitoring tools
Social media success -Case
studies and examples (local
international)
6
Webinars
60. MEASURE, MEASURE
Social Media Measurement and ROI
Understanding different Social Media monitoring tools
Facebook Insights
Tweetdeck
Buffer – manages multiple tweeter accounts
Hootsuite
Marketmesuite
Google Alerts
Klout – helps youtarget people of influence
Social mention -
Fiptop, etc. and so much morre……
6
61. GROUP DISCUSSION
15 Minutes
5 minute presentation by
each group on their social
media group plan and
strategy for Taxwise.
Best one is the one to be
implemented.
6
Webinars
62. Social Media 101
Taxwise Consulting Ltd. – Half Day Onsite Training
Saturday 20th
July 2013
CEO, Inbound Marketing
Consultant, Social Media Fanatic,
Blogger, Speaker, Rotarian, Paul
Harris Fellow, Aspiring Career
Philanthropist, Mad about Books.
T: @lilianokado
F: Lilian Okado
Notas do Editor
That’s who I am… Rules of the presentation: practical learning. Take out your smartphones get on Twitter and Facebook Open a twitter account Begin to use the hashtag #socialmedia101. Make comments about the training or what your learning in this training tweet your peers in the room and myself…
0900-0915 Welcome & Introduction Good morning!!! And welcome to Social Media 101 Introduction of Say Cheese Writers Participants introduce themselves (hand out name tags)
1. Why Social Media? Why should your company have a social media strategy? What is Social Media? Forms of social technology out there? 2. How do you developing a customs social media strategy for your company? 3. How do you measure success? (monitoring & measurement ROI) Social media engagement. here I will also share some Case Studies & Examples (local & international social media success stories) Show Video on inbound marketing Inbound marketing 101 – Get found online (putting it all together) Social media engagement
0900-0915 Welcome & Introduction Introduction of Say Cheese Writers Participants introduce themselves (name tags) Video (5 min) http://www.youtube.com/watch?v=QUCfFcchw1w
Why Social Media? Why should your company have a social media strategy? Because everything is happening on social media: (as the video shows) Only 14% of people trust advertising. A majority buy from recommendation. And recommendation = word of mouth Introduction to Social Media in business, Its purpose and how it can change your business
0915 – 0935: Introduction to Social Media in business, - Its purpose and how it can change your business In business, social media is becoming a lot like email: every company has it. But, unlike email, organizations haven’t mastered how to effectively communicate through the likes of Facebook or the tweets of Twitter. Social Media vs. Social business strategy? In our industry, I’ve made it the habit to study how organizations approach social media and how their planning, processes, and outcomes mature over time. You’ll find that some companies are very successful I their bottom line. There is a notable gap between organizations that execute social media programs and campaigns and those that specifically invest in social business strategies. i.e those that are implementing social Altimeter defines the evolution to a Social Business as the deep integration of social media and social methodologies into the organization to drive business impact. Therefore: The two most important criteria for a successful social business strategy are those that are: 1)
0915 – 0935: Introduction to Social Media in business, Its purpose and how it can change your business In business, social media is becoming a lot like email: every company has it. But, unlike email, organizations haven’t mastered how to effectively communicate through the likes of Facebook or the tweets of Twitter. Social Media vs. Social business strategy? In our industry, I’ve made it the habit to study how organizations approach social media and how their planning, processes, and outcomes mature over time. You’ll find that some companies are very successful I their bottom line. There is a notable gap between organizations that execute social media programs and campaigns and those that specifically invest in social business strategies. Altimeter defines the evolution to a Social Business as the deep integration of social media and social methodologies into the organization to drive business impact. Therefore: The two most important criteria for a successful social business strategy are those that are: 1)
0935 – 1000 How to develop a Social Media Communications Plan (Part of your overall marketing communications plan) (go back to slide 8 with infographic) and summarise STAGE 1: Listen to learn: spend ample time listening to your customers to learn their social behaviour, carry out pilot projects, do internal audits, select and invest in a monitoring platform, etc Introduction to inbound marketing – GET FOUND 101
Let’s look at an infographic by Altimeter Group that does a good job of explaining this. Altimeter are If you don’t remember anything in this morning session of the training remember this. Because this is what will help you (especially the social media manager) to plan a great social media strategy for your business.
0935 – 1000 How to develop a Social Media Communications Plan (Part of your overall marketing communications plan) (go back to slide 8 with infographic) and summarise STAGE 1: Listen to learn: spend ample time listening to your customers to learn their social behaviour, carry out pilot projects, do internal audits, select and invest in a monitoring platform, etc Introduction to inbound marketing – GET FOUND 101
Introduction to inbound marketing – GET FOUND 101
By creating content specifically designed to appeal to your dream customers, inbound marketing attracts qualified prospects to your business and keeps them coming back for more. Take a look at the taxwise website still under construction: http://taxwise.eugenenyawara.com (take client through the different inbound marketing elements incorporated into the site, i.e. blog, infographics, online videos newsletter sign up form, email marketing list (lead nurturing) social media, company profile, google analytics (measurement) All in one tools to help with this at a fee discuss this during. The opposite of this is outbound marketing : where your work is to shove your message down your customer’s throat..
By creating content specifically designed to appeal to your dream customers, inbound marketing attracts qualified prospects to your business and keeps them coming back for more. Take a look at the taxwise website still under construction: http://taxwise.eugenenyawara.com (take client through the different inbound marketing elements incorporated into the site, i.e. blog, infographics, online videos newsletter sign up form, email marketing list (lead nurturing) social media, company profile, google analytics (measurement) All in one tools to help with this at a fee discuss this during. The opposite of this is outbound marketing : where your work is to shove your message down your customer’s throat..
Tivo
By creating content specifically designed to appeal to your dream customers, inbound marketing attracts qualified prospects to your business and keeps them coming back for more. Take a look at the taxwise website still under construction: http://taxwise.eugenenyawara.com (take client through the different inbound marketing elements incorporated into the site, i.e. blog, infographics, online videos newsletter sign up form, email marketing list (lead nurturing) social media, company profile, google analytics (measurement) All in one tools to help with this at a fee discuss this during. The opposite of this is outbound marketing : where your work is to shove your message down your customer’s throat..
The opposite of this is outbound marketing : where your work is to shove your message that they are not even interested down your customer’s throat.. When I talk with most marketers today about how they generate leads and fill the top of their sales funnel, most say trade shows, seminar series, email blasts to purchased lists, internal cold calling, outsourced telemarketing, and advertising. These are "outbound marketing" methods where a marketer pushes his message out far and wide hoping that it resonates with that needle in the haystack. There is something called spam filter today. Who can give me examples of outbound marketing (tv ads, radio ads etc)
Think of Inbound marketing as a marketing bowl, where you have to throw in different components of marketing, FB. Twitter, Linkedin, online advertising, Google Adwords, FB ads Twitter ads and analytics and mix them up to suit your kind of business and target market.
What is a content calendar look like? What is a marketing persona?
10-1045 Creating Social Media Campaigns (incorporating the inbound marketing methodology and social business strategy) Divide the participants into 3 groups to prepare a brief social media plan for Taxwise Consulting - Group activity Facebook strategy + Twitter strategy
10- 1045 Creating Social Media Campaigns (incorporating the inbound marketing methodology and social business strategy) Divide the participants into 3 groups to prepare a brief social media plan for Taxwise Consulting - Group activity Develop and Inbound marketing strategy for Taxwise then break Facebook strategy Twitter strategy
15 min bathroom break
1000 - 1045
Engaging social networks What is Social Media Engagement? How do we engage? Social Media Engagement – ‘Do’s and Dont’s’
Engaging social networks What is Social Media Engagement? How do we engage? Social Media Engagement – ‘Do’s and Dont’s’
Engaging social networks What is Social Media Engagement? How do we engage? Social Media Engagement – ‘Do’s and Dont’s’
Engaging social networks What is Social Media Engagement? How do we engage? Social Media Engagement – ‘Do’s and Dont’s’
Engaging social networks What is Social Media Engagement? How do we engage? Social Media Engagement – ‘Do’s and Dont’s’
Engaging social networks What is Social Media Engagement? How do we engage? Social Media Engagement – ‘Do’s and Dont’s’
Engaging social networks What is Social Media Engagement? How do we engage? Social Media Engagement – ‘Do’s and Dont’s’
Engaging social networks What is Social Media Engagement? How do we engage? Social Media Engagement – ‘Do’s and Dont’s’
Engaging social networks What is Social Media Engagement? How do we engage? Social Media Engagement – ‘Do’s and Dont’s’
Engaging social networks What is Social Media Engagement? How do we engage? Looking to answer these questions Social Media Engagement – ‘Do’s and Dont’s’
Engaging social networks What is Social Media Engagement? How do we engage? Looking to answer these questions Social Media Engagement – ‘Do’s and Dont’s’
Engaging social networks What is Social Media Engagement? How do we engage? Looking to answer these questions Social Media Engagement – ‘Do’s and Dont’s’
Engaging social networks What is Social Media Engagement? How do we engage? Looking to answer these questions Social Media Engagement – ‘Do’s and Dont’s’
Engaging social networks What is Social Media Engagement? How do we engage? Looking to answer these questions Social Media Engagement – ‘Do’s and Dont’s’
Engaging social networks What is Social Media Engagement? How do we engage? Looking to answer these questions Social Media Engagement – ‘Do’s and Dont’s’
Engaging social networks What is Social Media Engagement? How do we engage? Looking to answer these questions Social Media Engagement – ‘Do’s and Dont’s’
Engaging social networks What is Social Media Engagement? How do we engage? Looking to answer these questions Social Media Engagement – ‘Do’s and Dont’s’
Social media landscaping will help you decide the best generic strategy to follow i.e. the main channels to use and your depth of engagement in each channel. Avoids the ‘we must use it because it is there’ syndrome
Engaging social networks What is Social Media Engagement? How do we engage? Looking to answer these questions Social Media Engagement – ‘Do’s and Dont’s’
Go on twitter for example… or FB practically…
Go on twitter for example… or FB practically…
Go on twitter for example… or FB practically…
Go on twitter for example… or FB practically… Take a look at FB stats
Go on twitter for example… or FB practically… Take a look at FB stats
Engaging social networks What is Social Media Engagement? How do we engage? Social Media Engagement – ‘Do’s and Dont’s’
Engaging social networks What is Social Media Engagement? How do we engage? Social Media Engagement – ‘Do’s and Dont’s’
Engaging social networks What is Social Media Engagement? How do we engage? Social Media Engagement – ‘Do’s and Dont’s’
Engaging social networks What is Social Media Engagement? How do we engage? Social Media Engagement – ‘Do’s and Dont’s’