A short presentation by Internet Marketing Manager, Luke Garfield. Covers the basic approach to using social media as a marketing channel for small to medium sized businesses.

1. e-CBD Workshop:
Social Media Marketing
Luke Garfield
April 2013

2. 1 Set Goals
2 Define Your Target Audience
3 Look At What Others Are Doing
4 Action Items
5 Measure Results
Social Media Marketing

3. Set Goals
1. Make your brand more visible
2. Attract new clients/customers
3. Provide customer support and Q & A
4. Drive more sales online and offline
5. Encourage fans to leave testimonials and reviews of products/services
6. Other?
Don’t just “do” Facebook, Twitter etc. for the sake of it. Ask yourself:
why am I using social media as part of my businesses marketing?
What are my goals for social media?

4. Who Are My Audience?
1. Age, gender, location, education, lifestyle, income, interests etc. (marketing
persona 101)
2. What does your audience need?
3. Who influences your audience?
4. How do they relate to your business/brand currently in the real world? Do they?
5. Now go out and find out how your audience interacts on social, experiment with
your own social media.
Social media works for brands by building communities. Communities
have thing that are important to them and often revolve around central
ideas or themes.

5. What are others doing?
1. Now go out and find out how your audience interacts with other
businesses/brands on social in your industry/area.
2. Follow and fan others in your industry to see what they are doing and
keep on top with your own social strategy
3. Experiment with your own social media from what you’ve learnt.
Social media works for brands by building communities. Communities
have thing that are important to them and often revolve around
central ideas or themes.

6. Action Items?
1. Facebook: Start by using Facebook yourself, see what others are doing
and what works, get visual, promotions/offer, service and support.
2. Twitter: Start by using twitter yourself, follow others in your industry,
retweet and hashtag to get your profile and tweets more visible.
3. Others:
1. YouTube
2. Instagram
3. Pinterest
4. LinkdIn
5. Vine
What should I do? There are many great resources out there for social
media strategy and action items. See your handout for some links to
some excellent social media resources.

7. Measure Results?
1. Google Analytics (Free): social activities area tells you about social traffic
coming to your site.
2. Social mention (Free): search by keyword for mentions across social
media (not always 100% accurate)
3. Bit.ly (Free): Link shortening and tracking across many channels
4. Hootsuite (Free/Paid): social media dashboard and analytics
5. Google Alerts: simple tool to receive an email when new webpages are
published matching your brand keywords.
6. Many, many more ...
Don’t “fly blind” use tools to measure how your social is going.

8. Questions?
e-CBD Workshop:
Questions?
Excellent resource for actionable social media tips: http://www.heidicohen.com