Social Networking and Its Role Within Your Marketing Mix 6th Jan 2011

1. Social Networking & Its Role Within Your
Marketing Mix
Date: 6th January 2011
Facilitator: Sammy Rose MBA, MCIM
Chartered Marketer
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2. Round Up
Pricing
Research
Planning
Product Target
Proposition Audience
Sales & Sales
A.I.D.A. Management
Competition
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3. Specific Areas For Attention
Customer
Internet
Relationship
Marketing
Management
Protecting Your
Social
Identity and
Media
Ideas
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4. What is Social Media?
An online community that enables people to
share and exchange interests, ideas and
activities.
i) Who here already uses social media?
ii) Keep your hands up if your primary objective for this
was to find new customers?
iii) Keep your hands up if you have won new business
as a result of this approach?
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5. How Effective Is Social Media As
a Marketing Tool?
LinkedIn – In the UK, 1 person joins every second
Twitter – International growth rate of 752%
Facebook – Grown exponentially to 600 million
users since launch in December 2004
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6. What Are Your Social Media Goals?
Expand network of contacts
Get referrals. Engage with experts
Research your market
Ask questions. Get feedback
Collaborate
With colleagues, associates, suppliers & customers
Customer service
Capture requests. Solutions out
Project your profile
Show credibility, personality and expertise
Improve your website optimisation
Inbound links. Increased traffic
Promote your business to target audiences
Locally, nationally & globally. Companies, groups, individuals
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7. Social Media Challenges:-
•Time
•Content
•Response
•Fit
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8. Campaign Approach:-
Product Markets
•New product introduction •New type/size of customer
•Product update •New location
•Product expansion •Customers/Consumers/Influencers
•Gimmick application/usage
People Policy
•Who’s behind this business •Quality accreditation/approach
•Key shakers and movers •Awards
within the business •Ethics
•Achievers within the business •Politics
•Charity/fund raising by •Industry links
personnel
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9. Formatting Your Campaign
Step 1: Develop the main article for your newsletter –
Issue mid month (coincidental)
Step 2: Post 3 teasers onto your social networking sites –
(Pre, coincidental and post)
Step 3: Update your blog with the weekly latest
Step 4: Tweet 3/4 times per week on the monthly theme
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10. Other Support Mechanisms
•You Tube
•SlideShare
•Chat Forums
•Wikipedia
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12. Monitor Progress
Primary Tools - Google Analytics
Secondary Tools - Ask people how they came across you.
-Note the direct connections, such as
someone joining your group, page etc.
Log these latter results as a graph, so that you can see what’s
happening
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13. Options…..
Online Communities
Micro Blogging
Blogging
Cont……..
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14. Share Visuals
Bookmarking
Tracking
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15. Round Up
•Cost
•Time Investment
•Target Audience
•Commitment
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