Social media is the hot topic in marketing today but what’s all the fuss about and how can you make LinkedIn, Facebook, Twitter or Google+ work for your business? This seminar will demystify the world of social media and offer top tips and practical information about how you can use Facebook, LinkedIn and Twitter to help drive sales for your business. This presentation is for social media virgins and anyone who has put a toe in the water but is still unsure about whether they are really reaping the rewards.

1. © Linda Parkinson-Hardman 2013
Social Media
What’s all the fuss about?

2. What We’re Doing Today
• Bust a few myths
• Share some real life examples
• Write a simple strategy
• Discuss the options

3. A social network is a social structure made
of individuals (or organizations) called
"nodes," which are tied (connected) by one
or more specific types
of interdependency, such
as friendship, kinship, financial
exchange, dislike, sexual relationships, or
relationships of beliefs, knowledge
or prestige.
(http://en.wikipedia.org/wiki/Social_network)

4. Some Stats To Whet The Appetite
• Companies that use Twitter average 2X more leads
than those that don't.
• Companies with 1000+ more Twitter followers get 6X
more traffic.
• 45% of marketers note social media has a below
average cost-per-lead compared to other channels.
• 62% of companies using LinkedIn for marketing have
acquired a customer from it.
• 52% of companies using Facebook for marketing have
acquired a customer from it.
• 44 % of companies using Twitter for marketing have
acquired a customer from it.

5. WHY?
• Myth – it takes too much time
• Example – Crowdfunding
The most important question to ask before embarking on a
social media marketing campaign is WHY?

7. What’s Your BIG Goal?
• Build brand or business awareness
• Drive traffic to your website
• Provide Customer Care
• Lead Generation
• Community Building

8. What’s Your SPECIFIC Goal?
• Promote a specific product or service
• Acquire sign-ups to your newsletter/mailing
list
• Increase the numbers of fans, followers or
connections
• Find the perfect ‘person’
• Market an event

9. Who?
• Myth – My customers aren’t on the networks
• Example – Thursday Throng
You need to know who you are going to be talking too,
this means breaking the audience down by category.

12. Five Groups to Work With
• New and existing customers
• Competitors
• Suppliers
• Staff, trustees, volunteers
• Intermediaries

13. What?
• Myth – I don’t have anything to say
• Example – Hive Beach Cafe
Once you know the who then you can decide the what.

15. Content Types
• News and views
• Articles
• How to videos
• Photographs
• Presentations
• Resources
• Other people’s stuff …..!

16. Where?
• Myth – I must join every network
• Example – Jalopy Pizza
The social networks are not all born equal and where you
choose to share will be dependent on the who and the what!

18. The Social Networks

19. What’s LinkedIn Good For?
• Insight and research into potential customers
• Establishing credibility and authority
• Peer group support and learning
• Identifying possible customers
• Focus for company wide social networking

20. What’s Facebook Good For?
• Relationship building
• Promotion of business pages
• Research into users and competitors
• e-Commerce
• Sharing content
• Advertising
• Friends Recommendations

21. What’s Google+ Good For?
• Website search engine optimisation
• Hangouts
• Keeping up with industry news
• Sharing content
• Customer support
• Establishing authority in Google searches

22. Content Sharing Networks?

23. What’s Slideshare Good For?
• Establishing expertise
• Sharing content across multiple networks
• Showcasing a portfolio of documents
• Lead generation

24. What’s YouTube Good For?
• Sharing ‘how to’ videos across multiple
networks
• Telling stories about your business
• Highlighting your business and/or brand
• Demonstrating expertise

25. What’s Pinterest Good For?
• Women and crafters
• Telling stories about your business
• Highlighting important events
• Inspiration
• Friends Recommendations

26. What’s Flickr Good For?
• Sharing galleries and portfolios across multiple
networks
• Website search engine optimisation
• Illustrating the business with images
• Establishing a ‘brand’

27. Blogs and Microblogs?

28. What’s WordPress Good For?
• Website search engine optimisation
• Sources of industry news and comment
• Sharing content
• Improving engagement with fans and
customers
• Customer support and information

29. What’s Twitter Good For?
• Broadcasting news to a large audience
• Product and service research
• Asking questions, getting quick answers
• Monitoring competitors
• Realtime communication and support
• Sharing media quickly

30. Social Bookmarks?

31. What’s Delicious Good For?
• Website search engine optimisation
• Providing material to share online
• Useful list of helpful personal materials
• Company wide bookmarks

32. When?
• Myth – I must respond immediately
• Example – Newlands Training
Sometimes people just aren’t around when you are. Sometimes
you need to think about when they are going to be paying attention.

34. http://blog.hubspot.com/blog/tabid/6307/bid/33734/20-Common-Social-Media-Marketing-Myths-BUSTED.aspx

36. How?
• Myth – I don’t know how to do it
• Example – Amanda J Molyneaux
Now that you know why you’ll be using social media, who you’ll be
talking to, what you’re going to say, where and when; you just have to
Figure out the how!

38. 9 Simple Actions
1. Pick one thing to work with and one audience to share it for
2. Write or create something at least once each week
3. Re-use anything you have lying around
4. Add it to a blog or your website – anywhere that someone can
leave a comment
5. Then link to it from your chosen network
6. Reply to comments and interactions in each network once a day
7. Find people and companies to like and follow
8. Share their stuff with your growing network too.
9. Rinse and repeat with the next topic, audience or network!