An overview Social Media Marketing presentation to members of BEDO (Bali Export Development Organization), Fri June 29, 2012

1. Social Media Marketing
for Business
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Business Planning + Marketing Services
Guy Nelson
June, 2012

2. Social Media Opportunities
Core Goal - utilizing social media to attract prospective B-C customers and B-B
customers to engage--and then buy.
More visitors coming to websites from social media sites are staying longer
and looking at more pages.
Google has made changes to its algorithms making social media (including
blogging) an integral part of the online marketing mix.
Businesses with successful social media programs will start seeing the
benefits in higher website Google rankings and general brand awareness.
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3. Marketing Focus
Social media is perfect to attract new buyers, due to the huge and growing
audience, combined with its very low cost.
Businesses are now choosing social media as the preferred resource for
disseminating brand information and developing a brand audience.
Alignment of all social media content (between platforms) ensures consistent
buyer engagement to reinforce a consistent, recognizable brand image.
Begin with FaceBook, Twitter, LinkedIn, and a company Blog. The ultimate
goal is multiple social media channels for maximum impact.
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4. Social Sales Focus
Build rapport and turn a stranger into a “friend” …then turn the new “friend” into a
contact.
Become a ‘thought leader’ for your specific audience.
Make as many friends online as possible…by providing valuable content that attracts
attention.
Don’t try to ‘sell’ online via social media , use it to get buyer email address and
permission to send an email.
Then take each hot prospect offline and make sales to them… the ‘traditional way.’
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5. Sales Conversion Path
I’ve seen BRAND
I’ve PROSPECT
I’m a loyal
your brand ENGAGEMENT provided CONVERSION buyer
my contact
I’ve details I’ve sold or
engaged bought CLIENT
BRAND RETENTION
EXPOSURE with your SOFT LEAD through
GENERATION
brand your brand
Adapted from material presented by Nichole Kelly – fullfrontal.com – Feb.11/12
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6. Social Media Platforms -
Blogs:
• Simple and inexpensive method to get started with social media.
• Keep buyers up to date on industry news, tips, product info…great for generating
leads.
• Buyers can comment on your blog posts to build the foundations for a relationship
in the future.
• Use a blog rather than a newsletter to stay in front of potential buyers on email
lists.
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7. Social Media Platforms -
Blogs:
• An effective device to feed other social media channels. It saves time and adds
relevant content to social media accounts ‘automatically’ via RSS feeds.
• By linking a blog to a FaceBook Fan Page and LinkedIn accounts, fans and followers
will always know what’s new at your company. It saves time since it’s instant and
automatic.
• It is important to login frequently to all social media accounts to interact with fans
and followers.
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8. Social Media Platforms –
A Facebook strategy can be comprised of 4 components:
1. Facebook Fan Page
– Must include:
» exclusive content for fans and non-fans
» engaging content that encourages comments, likes and interactions
» uniform branding and messages with your other online content
» lots of great images and videos.
2. Facebook Groups
– All company contributors can create small, exclusive groups around any chosen topic.
– Can use the ‘Facebook Chat’ feature - don’t need to be ‘friends’ on Facebook …for
negotiations, promoting new products/services, or promotions.
3. Facebook Ads
– Can target ads very specifically to visitors you want to reach.
4. Facebook Apps
– Opportunities to install a variety of business related apps …display product database, show You-Tube
videos of products/services, etc.
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9. Social Media Platforms -
LinkedIn is a great way to sell (indirectly) and a solid vehicle for self-promotion.
Most business people are already members of LinkedIn, but are not using the full
features of the platform.
• LinkedIn Profile
• LinkedIn profiles receive good PageRank in Google, a way to influence what people
see when they search for you.
• LinkedIn Groups
• LinkedIn Groups includes automatic email distribution of new content to allow
promotion of listings, news etc. to other members of the group.
• Start your own group about relevant news, upcoming events, or new products.
• LinkedIn DirectAds
• Target very specific audience by geography, job function, seniority, industry,
company size, gender and age.
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10. Social Media Platforms -
• Many companies use Twitter to post their news articles, new products and all other relevant information.
• Google is utilizing twitter feeds in their new search algorithms.
• There are 3 ways to use Twitter:
– Corporate Twitter Account
• This is the most obvious use of Twitter.
• The corporate account lets people know you are an engaging and modern business, and also a good portal to
list general information, tips and other information about your company and its products.
– Individual Accounts
• Individual business people have their own Twitter account, with some focus of the corporate branding in their
Twitter presence as well.
• John Smith from ABC Company might have already been tweeting as @JohnSmith for a couple of years, but he
should also have an account that includes the brand, for example, @JohnSmithatABC.
– New Products Account
• Buyers will learn about new products and will be hungry for news of new products that other buyers don’t
know about yet.
• They can be the first to know , if you promote the fact that new products will appear there for a set time
before being publicized elsewhere – a great way to build follower numbers as well.
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11. Implementation and Management
From Forrester Research, Inc.
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12. Implementation and Management
Lack of time or knowledge are primary reasons why
social media may not yield positive results.
Sample
Social Media
Weekly Schedule
From Social Media Marketing © Copyright 2010 Naomi Trower
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13. General Social Media Policy/Guidelines
 Understand the purpose of social media for business — it’s all
about leveraging the positive.
 Be responsible for what you write – You and your staff need to take
responsibility for what they write, and exercise good judgment and common sense.
 Be authentic - Customers buy from people they know and trust… let people know
who you are.
 Consider your audience - remember your readers include current/potential
buyers, and current/past/future staff members.
 Exercise good judgment - regardless of whether online comments relate
directly to your brand.
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14. General Social Media Policy/Guidelines
 Understand the concept of community - The idea that community exists
so you can support others and they, in turn, can support you.
 Respect copyrights and fair use - always give people proper credit for their
work, and make sure you have the right to use
 Protect proprietary and confidential information - Transparency
doesn’t give personnel free rein to share just anything.
 Bring value - Social media will more likely pay dividends for you if you add value to your
followers, readers, fan, and users.
 Productivity matters - need to find the right balance between social media and
other work.
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15. Social Media Outsourcing
More businesses are coming to the conclusion… We need to
engage in social media marketing but don’t have the time or
resources to do this ourselves!
Even companies with their own marketing departments are
outsourcing some of the load of social media chores and
housekeeping.
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16. Social Media Marketing Management
Start-Up Silver Gold Platinum
Services Package Package Package Package
Strategy development ✔ ✔ ✔ ✔
Set-up social platforms ✔ ✔ ✔ ✔
Social media training ✔ ✔ ✔ ✔
Weekly social status updates ✔ ✔ ✔
Deletion of unwanted spam ✔ ✔ ✔
Accepting friends requests/following back ✔ ✔ ✔
Full visitor engagement ✔ ✔
Audience building ✔ ✔
Reputation management ✔ ✔
Blog design and installation ✔
Content creation & posting ✔
Engaging all Blog conversations ✔
Monthly status reports (using Google Analytics) ✔
Social Media Marketing Management for BEDO Members
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Business Planning + Marketing Services

17. Guy Nelson
www.BizPlanPlus.com | Phone +62 361 8621127
+62 87862752224 | Skype ID: bizplanplus
17