Your small business' social media strategy - PowerPoint presentation
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A guide to show small businesses an easy way to develop their own social media campaign. Any quote? Just contact me @gmolinag
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Semelhante a Your small business' social media strategy - PowerPoint presentation
Semelhante a Your small business' social media strategy - PowerPoint presentation (20)
Your small business' social media strategy - PowerPoint presentation
- 2. What is this Social Media thing all about? • Traditional marketing It‟s not… • Nor classic advertising • neither just a Facebook profile • An integration of messages with It is technologies, images, video, audio… • Conversations that are joined by more and more people every day Social Interactions Consumer driven Listening Engagement
- 3. Conversations are easy and very usual… Why then Social Media is this hard? Too many channels Very little Thousands of time More and more people conversations joining
- 4. Why Social Media works? Human being is social We love telling others, sharing contents, ideas We tend to like what our friends like LIKE And will want to share it with other friends Multiple interactions are just a matter of time
- 5. What conversations and Social Networks to join?.... What channels to use? Each company should have its own social media campaign
- 7. Key objectives and strategy Keeping customers Increase website traffic and engaged with content and keep customers returning linking to your website Giving them the chance to discover, engage and share Drive sales and encourage How? content around your SMB social recommendations Bringing your SMB closer to customers Raise awareness around your SMB‟s website and Rewarding customer loyalty products with promotions
- 8. How can we drive loyalty within the target audience? News/updates activity News/updates Promotions activity Launch Promotions The key is on an „always on‟ strategy where continuous engagement through regular content, promotions and conversation will drive interest and loyalty.
- 9. Are other similar businesses on Social Media yet? Active Twitter brand Page Mobile application Active Facebook Fan page
- 10. Blog and Forum Active Twitter brand page Active Facebook Fan page Social Media will give your SMB the opportunity to reach all these online markets
- 11. Who is your truly Where is your Potential Audience? Potential Audience? 57% Female Twitter 65% 25-44 years old 64% Some college YouTube education But we can‟t High incomes* forget about Facebook HIM Blogs Or about HER Photo Sharing applications * Google Ad Planner data * Social Mention data Your Small Business will join these online conversations with its own personality and tone of voice
- 12. Content strategy Before entering social media, it‟s important to define what the voice of your Small Business will be and what content and messaging we want to relay to the audience. All this can be simplified in 3 key themes or content pillars (these are just an example) Creativity Inspiration High quality The capacity of Related to the creating something previous Both, Creativity and new and valuable or content, your Inspiration will be an unique idea. As community will improved with a artists or art look forward to high quality feel to lovers, most of the some inspiration, a be spread through community will sudden creative require this the campaign. burst that could let artworkme is high sentiment coming them show up their from artworkme artistic genius quality itself
- 13. Social activation Once we‟ve defined the content to communicate, we have to determine how to communicate it and where, according to our previous research. The campaign will be focused on two different pillars A. Your community Social Networks B. Amplification Influencer Blogs & Advocates They will help us out to spread the word, so their role and value for us is crucial. As opposed to Your Community, there will be no brand control over the post‟s content though
- 14. Your community Spread the word Your SMB just joined Social Media! Every time a campaign is launched, it can be cross promoted through all channels (old and new) Your SMB Website / Blog Customer Own social Newsletters Promotions platforms Top 3 Blogs Social & PPC Ads promotional posts
- 15. Your community Spread the word Your SMB Among Newsletters Web / Blog channels Blog post released for Restricted use. Cross social every campaign we Newsletters are promotions among launch needed and we‟ll use platforms is essential. them but we can‟t let Button / link to that What happens on fans think it is spam. campaign, to allow Facebook will be Only 2-3 newsletters readers to easily tweeted and pictures in 6 months. participate shared on Instagram. Top 3 Key Social & PPC Ads Influencer Blogs Perfect way to . advertise your fan • For biggest campaigns page and website we‟ll try to agree 2 or 3 paid guest posts on the You‟ll only pay for most influencer blogs and every potential fan also work with advocates. and customer actually clicking on the advert.
- 16. Amplification Influential blogger strategy All bloggers, either professionals or amateurs, often write about brands. Their opinion is heard by quite a lot. Their increasing online influence makes a good relationship with them decisive for brand marketers. Blog outreach currently is really important for brand exposure. • Once a month, a KI blogger will review an Reviews artworkme product. Post will be also launched on Facebook and Twitter Blog • An offline event with KI bloggers will ostensibly increase the possibility to succeed event • One event with 10 bloggers by the end of the current social media campaign
- 17. Let‟s recap… Twitter Vouchers news Content Facebook “Live Art” Contests Promos Event + Actions app Instagram Constests Influencers: reviews + comments
- 19. Measuring progress Having metrics to guide you and measure progress against is very important for success. Measuring how many people are visiting your site is the most common way to know if your social media campaign is working, but that‟s only one portion of the metrics pie Visitors: how many + How often What Website where are they visit browsers they Mobile reporting they coming your website use from Tracking Tracking Follower + comments, mentions Engagement brand fans growth and “people talking sentiment about it” Tracking the Tracking social media Tacking traffic coming from every potential R.O.I. ROI via Google activity of your social media future Analytics campaign customers A complete custom report after every social action
- 20. Social Media is not unidirectional. It‟s not advertising Social Media works, but it‟s not for free. Your SMB will have to be ready for the time of your CM, social ads, promotions, vouchers or contest prizes Bear in mind Social Media must be coherent with website and brand. Coordination between your SMB and your online marketing consultant Social Media is a matter of TIME. Time to keep everything updated and time to wait for results If you follow the rules, you‟ll see satisfying results coming from your social media activity
Notas do Editor
- A Social Media campaign is really hard to manage and require a lot of time, including weekends and bank holidays. That is why most of the companies choose hiring a Community Manager or a Social Media Agency, and spend their time on the business itself
- Similar campaigns around the World have worked very successfully. It is proved Social Media drives sales and eventually impacts on R.O.I. Please, have the budget with you while explaining, as artwork me will be able to choose what activity to develop and what doesn’t, depending on the budget they want to plan for Social Media. *** IMPORTANT: The more promotions and activities, the more chances to bigger success
- **** IMPORTANT: The secret of Social Media is that it’s not about you, your product or your story. It’s about creating value for the communities that happen to include you. If you want to make a positive impact, forget about what you can get from Social Media and start thinking about what you can contribute. The more value you create for the community, the more value they’ll create for you.
- Make the website social is very important for success. That means we’ll have to add all ways to access from the website to all platforms.Email Newsletters are the most traditional way to promote actions in Social Media, although this must be done taking into account we are not sending through spam. Emails will only contain the information about Artwork.me new social activity, as long as it’s relevant for existing customers. Pay Per Click Facebook Ads: As not many people know about this ad system, I’ll get ready an Ad strategy once Artwork.me agree the whole strategy. You can see those ads up on the right on your personal profile. Ads are designed to reach a real huge amount of people, specially because of the “your… friend liked this” that is incorporated at the bottom of the ad. Price is quite low as you get a 40% discount if linking to your Facebook Fan Page (between 0.10 and 0.20 $ per click) and Artwork.me will be able to set a maximum budget a day (£5, for example). My advice is keeping it at least for 4 months.We’ll finally try to agree 2 or 3 guest posts on the best and most influencers photo / art blogs. Please, take into account this is a paid advertising. Profits from this action can be really huge.
- “KI” means “Key Influencer”: +5000 unique visitors (UK), +500 fans on Facebook, +100 followers on TwitterPlease, notice that Artwork.me won’t have any control over bloggers, that means we have to put much more attention on a daily relationship with them.
- Once we know who our target is and have well defined our content, then will launch the campaign, starting with Twitter and Instagram. Promotions will follow the creation – through Emailed Newsletters + Socializing Artwork me websites. After two months we’ll be ready to launch Facebook, once we have a few followers on the other two Social Networks. Promotions will follow - Emailed newsletter + Socializing own website + among platforms + Paid guest posts on top blogs + Starting Facebook PPC adsBy the fourth month of the campaign, we’ll organize the Event for Bloggers: “Live Art”. Previously, the route must have been chosen and owner must be ready for what bloggers will probably ask. Promotions will follow - Socializing own website + among platforms Along the whole campaign, we’ll be dealing with better bloggers one product review per month, to be RT and shared on Facebook. That will give Artwork.me much more public exposure.
- To measure R.O.I we’ll have to add a question to the online purchase application: Where did you hear about us? : Facebook, Twitter, Instagram, website, photo blog, other.It’s very important to take into account that Social Media Marketing does not offer immediate results. It’s a way to engage customers, that is: when some of the fans / followers think about printing a picture with Canvas system, he/she will immediately think of Artwork MeIt’s proven that brands get the best result one year after the launch of social media campaigns, if they are consistent and don’t give up.
- They have to be convinced the investment on Social Media is really worth it. It’s not as high as conventional or traditional advertising and gets much better results. If they don’t get in Social Media at this stage, they’ll could start missing more and more customers, and eventually disappear on the online cloud. Mark Zukherberg, Facebook foundator, said he won’t give up until every company, every small business is on Social MediaEvery day new trends come up. Brands have to play under the marketing rules if they want to keep growing, specially now that S.E.O is changing due to new algorithms on Google Search.