1. Social Media Marketing
By Clare Coxon

2. Why bother?
37 million Britons spend time online each month.
1 in 3 of them have one or more active social network profiles

3. What makes media social?
• Web 1.0 vs Web 2.0
• Reading vs Contributing
• Companies vs Communities
• Push vs Pull
• Advertising vs Word of mouth
• Taxonomy vs Folksonomy
• Owning vs Sharing

4. Aims:
• Engage a wider audience
• Secure long-term relationships with that audience (increasing profit
per customer)
• Increase word of mouth recommendations
• Regularly communicate clear and consistent messages
• Expand the range of tools available to promote your business
• Use measurement and evaluation to ensure maximum return on investment

5. Social Media:
Choosing the right tools for your business

6. Which tools are most
appropriate for your business?
• Increased traffic
• Raised brand awareness
• Return on investment
• Warm leads
• More conversions
• Data collection

7. What? Social network based on micro-blogs of 140 characters.
How? Users send and read messages known as tweets via the Twitter
website, SMS or external applications. Messages are displayed on the
author’s profile page and delivered to their followers. By default they can be
accessed by all other Twitter users.
Who? 75 million twitter accounts, 19 million of which are active
Benefits? Distribute promotions such as vouchers and incentives
across the network; test ideas and gain feedback; monitor your
brand; conduct market research; use as a customer service tool;
promote your other communications channels; allow customers
immediate access to your business; build your networks of suppliers,
affiliates, complementary businesses

8. What? Social network. Multimedia option for SMEs who are keen to explore
video, audio, pictures, text and blog functionality on one platform.
How? Users create personal profiles to notify friends and fans about
themselves. Additionally, users can join networks and groups organised by city,
workplace, school, and region. Businesses can create fan pages to promote
events, competitions, share news, host discussions, and build a brand buzz.
Who? 500 million users sharing 30 billion pieces of content (web links, news
stories, blog posts, notes, photo albums, etc) each month.
Benefits? Networking platform for key personnel; recruitment; access
affiliate groups; brand visibility; build interactive customer relationships;
promote company activities/promotions; online advertising

9. What? A video sharing website on which users can upload and share
videos.
How? Unregistered users can watch the videos, while registered users are
permitted to upload an unlimited number of videos.
Who? Fourth most visited website after Google, Yahoo and Facebook.
Benefits? Host corporate videos for free; upload executive
presentations; occupy expert space; share information; training and
product demonstration; help videos; provide access to limited or
exclusive events.

10. What? A professional networking site
How? Registered users complete professional profiles (an online CV) and
company profiles, as well as building networks of connections
Who? 100 million users worldwide, growing at the rate of a new member
each second
Benefits? Recruitment; Professional networking; Recommendations;
Business Referrals; Competitor research; Sharing of expertise;
Groups related to your business/professional interest/to aid
personal development

11. What? A location based social networking site built on mobile software and
integrating gaming through check-ins and rewards
How? Registered users connect with friends and update their location to
gain points, which lead to badges and Mayorship. Users also earn badges
for completing tasks.
Who? 7 million users worldwide sharing check-ins and recommendations
for things to do in the locality
Benefits? Reward customer loyalty; Public identification with your
business; Viral reach as interconnected with Twitter and Facebook;
Increase customer visits; Promote events; Enhance customer
experience

12. What? An online diary, commentary or log, which invites reader
interaction
How? Authors update their blogs regularly with entries encouraging
readers to connect. Photos, videos, audio files, links and reviews feature
in the multimedia mix.
Who? 156 million blogs worldwide at the start of 2011
Benefits? Good for SEO; Create a community; Demonstrate
expertise; Story behind the story; Develop a brand personality;
Product or service focus

13. Maximise the value of your
networks
Sure, anyone can build a fan page in under 10 minutes, and some big
brands may even attract fans without any real effort. But even if you have
3 million fans, and the extent of their involvement with your brand is that at
one point they “became a fan,” is that really benefiting you?
Seth Godin

14. Exercise 1:
Proximity Map
How to engage with your audience, use hooks to the best effect,
and identify the key messages within your business

15. Wider consumer interests
• Identify which words
people will use
• Start with your Brand Sector
name – words used by
existing customers to
describe or associate with Product
your business
Brand

16. Exercise 2:
Context, Connection and Community
How to create social media communications that secure
engagement and response.

17. Use social media to the best
advantage
• Reviews – recommendations and leveraging influencers
• Discussions and interaction – tap into current debates and encourage users
to share their opinions, tips and interests
• Events – drive footfall, target niche audience groups
• Videos – Humour, expertise, still footage, moving footage - what can it do for
your business?
• Photos – make your business as visual as possible, “a picture speaks
a thousand words”
• Promotion – make social media a natural extension of your marketing

18. 1
RULE

19. It’s not about content; it’s about
purposeful content.

20. 2
RULE

21. It’s a new twist on old values so all
the principles of clear messaging;
honesty; and genuine interest in
your customer relationships
still apply.

22. Exercise 3:
Create your Social Media Plan
How to ensure your social media content and your chosen tools
deliver preset marketing aims.

23. Social Media Etiquette
• Remember that you are communicating in a very public sphere.
Consider potentially offensive or inflammatory posts very carefully
before publishing.
• Aim for a balance of personal and professional. It’s a social space
so minimise the number of logos, remove corporate speak, and
avoid the constant hard sell.
• You can refuse friendships and connections – and so you should if
there is any inappropriate posting. On the flip side it is okay to
connect with competitors.
• Social media is designed to be brief and open. Start or join the
conversation; don’t dominate the conversation.
• Post regularly and commit. Social media only works if you are willing
to devote time to building relationships.