Marketing Your Business Applying Social Media to Create
Relationships
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About Me 22 years experience teaching business Teach Business
Admin (Marketing) at College of the North Atlantic Serve/Served on
several Boards Local TV Producer Web Editor, Blogger Design and
Operates Clarenville Facebook page Clarenville Town Council
2005-2009 Arts and Commerce degrees MBA Social Media and
E-marketing Certificate Memorial University
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Marketing Your Business Applying Social Media to Create
Relationships After the session you will: 1.Develop a better
appreciation for the value of marketing in understanding your
company and its customers with an eye to maximizing businesses
success. 2.Be better able to define your companys purpose, the
unique aspects of its product, how the product should be promoted,
and where it is sold. 3.Develop an appreciation for the business
marketing potential and application of five Social Media tools and
how each can be integrated with the other and with company
websites: 1)Facebook 2)You Tube 3)Blogs (including Twitter)
4)Google Adwords 5)Groupon
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Definition of Marketing Marketing is: A Process of Planning and
Doing The Conception (Product), the Pricing, The Promotion and the
Distribution (Place) Of an Idea, Good or Service To create and
Exchange.. To satisfy Individual or Organizational Objectives.
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Influences on Marketing Certain aspects of marketing are
controllable: Product, Price, Place & Promotion. Other aspects
of the environment in which marketing occurs must be dealt with,
but cannot be changed: Social Forces, Economic Forces,
Technological Forces, Competitive Forces and Regulatory
Forces.
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For Marketing to Occur there needs to be: Two or more parties
(a Buyer & a Seller) that have needs that each other can
fulfil. A Desire, and an Ability to satisfy these needs. (A Market)
A way to Communicate this desire to the other party. Something of
value to Exchange.
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Finding a need Sometimes satisfying a need proves to be a
difficult task. To narrow in on the needs of a diverse group of
potential customers, companies often group people by their needs.
These groups are known as Target Markets. Target Markets will
respond similarly to a given set of marketing actions.
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The Marketing Mix The 4 Ps These are the controllable factors
that a company/organization can adjust in order to satisfy customer
needs. They include: The Product ( The Good, Service or Idea sold)
The Promotion ( How the product is communicated to the potential
buyer) The Price (The rate of exchange) The Place ( How/where the
product is delivered to the customer)
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Making the Marketing Mix work for you So, if you have the right
Product, selling for the right Price, in the right Place, and if
the potential customer knows about it (Promotion) your product
should sell right?????? Maybe. BETTER THE DEVIL YOU KNOW Business
needs to work hard at improving the chances of a sale, especially
in a cluttered selling environment you need to stay TOP OF MIND in
the customers need solving process by offering them what they need,
when they need it. One way to do that is to know your customer
betterto create a relationship Social Media is a relationship
building tool.
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Establishing what we do In order to effectively market its
products or services organizations/companies need to first
establish its reason for being its Mission. Bombardier: Our mission
is to be the world's leading manufacturer of planes and trains. NL
Hydro: Hydro generates, transmits and distributes electrical power
and energy to industrial, utility and residential customers in
Newfoundland and Labrador All activities that the
organization/business engages in needs to support that mission.
What is your organizations / companys Mission?
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Establishing what we do best Further, an organization/company
needs to establish what it does best better than its competition
that makes it stand out. Lowest Cost Highest Quality Quickest Most
Relevant You need to establish what makes the customer choose your
product or service over all others. You need to build on that
through your communications with customers. What does your
organization / company do best?
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Communicating with the Customer So you know what you do, and
you know what you do well, now you need to make sure that your
customers know that and are constantly reminded Ideally we want a
message that helps create a conversation rather than a one way
flow. Marketers have tried for years to do this Social Media is now
allowing for that to occur. RememberSocial Media is one important
tool in a large tool kit it is not a panacea but, if done right it
is effective at creating conversation and it is cheap!
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Notable Quote: Social Media is like teen sex. Everyone wants to
do it but nobody knows how. Avinash Kaushik Google
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Social Media in Plain English
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Social Media Strategy Guide Listen to your Customers Engage
with your Customers Add value with Content Develop
Relationships
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So Whats the best Social Media tool for you? It Depends Usually
you will use a combination of tools Lets look at the options.
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Facebook Marketing Over 750 Million people are on Facebook 15.4
Million users in Canada 237,000 users in NL 3,600 users in
Clarenville region 50% visit the site daily Widest range of
opportunity of any Social Media
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Facebook Marketing Facebook allows you to get found, engage
customers, create a community and promote other content. Like
button is key Facebook has very fine Targeting ability You only pay
for clicks!
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Facebook Marketing Where to Start? 1. Register a page 2.
Customize a page (iframes & Vanity URL) 3. Create a Landing
Page 4. Add Content 5. Gather and engage fans 6. Connect with other
social media
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Examples
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You Tube Owned by Google FREE Allows users to upload and share
videos 4 th largest website on the internet As many users over 45
as under 18 On demand prime time is all the time Integrates well
with Facebook Can sponsor video with Sponsored Videos
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You Tube Sponsored Video
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You Tube Where to Start? Create a YouTube Account (Channel) Add
value to the page with creative, valuable, emotional content
Educate Answer questions Product reviews Tell a story Debunk Myths
Slide Presentation Add Key search words Share See
www.youtube.com/user/brandedchanneldemowww.youtube.com/user/brandedchanneldemo
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Example
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Blogs and Twitter Blogs Web Logs online newsletters Twitter is
a microblog (140 characters or less) These sites help build
community, improve customers service, build brand awareness and
build TRUST. Fastest growing segment of the Social Media
toolkit
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Blogs and Twitter Main Success factors from a business
perspective Influence Brevity Accessibility (Mobile) Interaction
Versatility
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Blogs Blogger is a common blogging tool Easy to set up and use
Adding key words make it searchable
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Twitter Fast growing site with over 200 million accounts 140
million tweets per day Can follow tweets of selected
people/organizations 45% of business saw Twitter as important to
their business 83% expect to increase use in the next 6 months.
Second most popular Social Media Site
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Example
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Google Adwords Targeted reach AdWords help target new audiences
on Google by showing paid sites higher in search results. Greater
control Ads and ad budgets can be adjusted to the results. Can
display a variety of ad formats and target ads to specific
languages and geographic locations. Measurable value No minimum
spending requirement or time commitment. With the cost-per-click
option, the seller is only charged if people click the ad - This
means every dollar of budget goes toward bringing new
prospects.
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Google Adwords
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Groupon Groupon (group coupon) is a deal-of-the-day website
that features discounted gift certificates usable at local or
national companies. if a certain number of people sign up for the
offer, then the deal becomes available to all the merchant does not
pay any upfront cost to participate How to participate See:
http://www.grouponworks.com/ http://www.grouponworks.com/
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How Groupon Works
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IN SUMMARY
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Heres where weve answered today... Weve discussed what
marketing is. Weve learned that we need a plan a Strategy to meet
our customers needs in the environment in which he/she exists in
Weve learned the basics of marketing strategy formulation. Weve
developed an appreciation for the business marketing potential and
application of five Social Media tools: Facebook, You Tube, Blogs
(including Twitter), Google Adwords & Groupon
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QUESTIONS? THANK YOU! Paul Tilley College of the North Atlantic
Clarenville Campus [email protected] 709.466.6948
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QUESTIONS? THANK YOU! Paul Tilley College of the North Atlantic
Clarenville Campus [email protected] 709.466.6948
