Presentation for Services Capstone Marketing 477 - covering how to start clients with social media marketing. Covers Facebook, Twitter, Instagram, Blogging, and Websites. Thinks about ROI and how to analyze a client's needs, wants, timelines and deliverables.
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Services Capstone Starting a Social Media Strategy
1. Services Capstone
Starting a Social Media Strategy
By Susan Fant
www.susanfant.com / scfant1@cba.ua.edu / @susanchesley #coolestclassatua
2. About Susan
@susanchesley
ïĄ University of Alabama Instructor in Masters
of Marketing Program â Create & Teach
MKT597: Digital & Social Media Marketing
Courses
ïĄ President of Castle Sands LLC â Create
Websites & Social Media Presences for
Professionals
ïĄ Executive Director Foresight Education &
Research Network (online network 3,500+
professionals worldwide)
ïĄ Education: Birmingham-Southern College &
University of St Andrews (Business +
Technology)
3. What Do Clients Want in
Social Media
ïĄ In order to have ROI potential, you must understand:
ïĄ How to use different platforms / channels
ïĄ How to gauge effectiveness
ïĄ How to integrate into other marketing efforts
ïĄ Companies are looking to impact the bottom line
(ROI) and capitalize on the ability to
create, listen, analyze and interact with customer
conversations online.
4. Social Media Timelines
ïĄ You are looking for your clientâs âbig
goalsâ
ïĄ ROI Matters
ïĄ Time Matters ï What deliverables can
you give someone quickly and efficiently
on a timeline. A client may need help
thinking through an appropriate timeline
and it is up to you to align expectations
with reality.
5. What Does Social Media Do?
Social Mediaâs Four Core Functions
are:
ïĄMonitor
ïĄAmplify
ïĄRespond
ïĄLead
6. Telling Your Clientâs Story
ïĄ Social Media - is not free - but it is a great
way to tell your story & can be tailored to
your budget.
ïĄ Time is an opportunity cost
ïĄ Budget can be spent on hiring
someone to work on social media
ïĄ Budget can be spent on âsponsoredâ
stories and promotions
ïĄ Most clients will not want to âspendâ
any budget until they see results
7. Facebook
ïĄ 680 million Monthly Active Users in Dec. â12
ïĄ 1 out of every 5 page views in the USA is on
Facebook
ïĄ Main competition is for attention
ïĄ Edge Rank â the more engagement a user has
with content the stronger Edge Rank believes the
userâs interest is in similar content and filters
newsfeed accordingly
ïĄ Likes, clicks, shares proves interest ï It does not
track purchases or conversions
Source: Jab, Jab, Jab Right Hook by Gary Vaynerchuk
9. Twitter
ïĄ As of 12/2012 there were more than 100 million users
in the USA
ïĄ Twitter users post 750 tweets per second
With Twitter you are talking to the world at large â
anyone can find you via a hashtag (#) and you can
talk with anyone â itâs an open network
@susanchesley
Source: Jab, Jab, Jab Right Hook by Gary Vaynerchuk
11. Instagram
ïĄ As of 12/2012 Instagram had 130 million Monthly
Active Users
ïĄ Instagram photos generate up to 1,000 comments
per second
Instagram is a visual, artistic, way to express yourself
and your business authentically.
Source: Jab, Jab, Jab Right Hook by Gary Vaynerchuk
13. In depth: Understanding a
Facebook Page
1. Set The Clientsâ Goals
ïĄ What does the client want? More
Followers? More Sales?
2. Understand The Client
ïĄ This is your chance to tell a story about
this organization or business with the
client.
14. What Do You Need?
ïĄ LESS Likes MORE Engagement
ïĄ With Edge Rank it is more important to get
engaged users who will LIKE & SHARE your content
ïĄ Promote your Facebook presence online and
offline with flyers, banners, in-store
displays, giveaways/coupons, and actively
engaging your audience
19. What Does it All Mean?
ïĄ You can tailor fit your marketing to your target
market online which may be the same or different
than who is coming into your clientâs offline business
ïĄ You can test content immediately and see what
works and what doesnât. A lot of social media is
about experimentation.
21. What Are You Aiming For?
ïĄ Talk to your target audience
ïĄ Engage with new people â many journalists and
influencers are actively using Twitter
ïĄ People can spread your message around quickly
with a hashtag campaign (offline & online
interaction) and can meet quickly too
ïĄ Share âretweetâ other content (that makes sense to
your business) to spread the word that you are an
active community member
25. What Are You Aiming For?
ïĄ Like & Get Involved With
Other Users
ïĄ Help Spread Your Message
to a Younger Audience
Who is Mobile Specific
26. Websites & Blogs
ïĄ Think about the timeline for the strategy?
ïĄ Whatâs your clientâs main message?
ïĄ How much control do they have over what is posted
online or new websites that are being built?
ïĄ Do they have information ready to go online?
ïĄ What do they really need in a blog or a website â do
they need high quality security, credit card
transactions etc?
27. Building Websites & Blogs
ïĄ There are several cloud services you can use:
Weebly, Wix, GoDaddy, Strikingly
ïĄ WordPress, Blogger, & Tumblr are the main blogging
platforms
ïĄ Do you have someone to provide content regularly
and efficiently?
ïĄ Is this something the client wants?
28. Tell the Story, Make the Sale
ïĄ Social Media is a marketing tool - it can greatly
emphasize what you do and has the ability to
spread far and wide.
ïĄ You have to put in the time and budget appropriate
to the growth you expect to reach your goals.
ïĄ Focus on monitor, amplify, respond & lead when
creating your companyâs social media presence.
ïĄ Your goals are your benchmarks which are your ROI
measures.