A guide on Social Media Channels and steps for developing a Social Media Strategy for business owners and marketers. Presented by Keryn Brews from Quirk Education at the Business B-Hive function for looklocal, the online arm of Caxton Community Newspapers.
8. In South Africa
1.5 million registered
LinkedIn users
(Chatterbox Digital, 2012)
4.6 million Facebook
Users
(Social Bakers, 2012)
328 000 South African
visitors to Pinterest each
month
(World Wide Worx, 2012)
9.
10. The Benefits
• Low-cost
• Possibility to go viral
• Opportunity to create brand ambassadors
• Direct feedback and insight
• Opportunity to offer real value
21. • Get buy-in
• Understand the landscape
• Analyse
• Set objectives
• Create an action plan
• Implement
• Track, analyse, optimise
22. Traditional marketing is now
only trusted by 15% of buyers!
(Erik Qualman - Socialnomics )
78% of consumers trust
recommendations from their
social graph only
(Erik Qualman – Socialnomics)
90% of all purchases are subject
to social influence
(Wired Magazine UK )
90% of all consumers trust
recommendations from people
they know
(The Nielsen Company )
1. Get buy-in
26. Community
management
Support and
Sales and lead customer
generation service
Strategic
use of Reputation
Insights and
research social management
media
Advertising SEO
and
awareness
Communication
and outreach
36. Consider the Risks and Challenges
• No one cares
• Social Media used by unhappy customers
• Ongoing attention and monitoring is required
• Measurement of impact can be difficult
37. Documents and Processes
• Community Guidelines
• Conversation Calendar
• Escalation protocol
• Social media checklist
PEO shouldn’t be viewed in isolation. Work to integrate efforts, make social part of a holistic strategy.
Consumers are already there – you need to participate
Whats in it for me?
Ana WhitePinterest is the #1 referring site to her blog, bringing 6000 unique visitors a day.
Use it to offer valuable content to your consumersFind out what they find interesting.
Valuable content is the basis of all SM efforts
The social customer
Who are your customers?Where are they?What are they talking about?Who else is there?Who are the influencers?
What?When?How?
1. Community management2. Support and customer service3. Reputation management4. Search engine optimisation5. Communication and outreach6. Advertising and Awareness7. Sales and lead generation8. Insights and research
Create a community that offers real value
Social CRM
How could they see this coming?Can proactively manage... But also reactive.
Before the customer asks what the brand is doing, they reach out.
Get idea of sentiment, how many people talking about, what engagement has been like etc.
Platform insightsWeb AnalyticsURL ShortenersOnline reputation management softwareSocial Media Dashboards