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An overview of social media marketing for small businesses. This was presented during the First MSU Main E-Commerce Expo in Marawi City last October 7, 2013.
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SOCIAL MEDIA MARKETING:
An Overview
Lovette Jam P. JacosalemFirst MSU Main E-Commerce Expo
Marawi City |10-07-2013
What are we going to talk about today?
Topic Outline
What is Social Media?◦Definition◦Different social media tools
Why should you care about social media?How do you start?Case Study: #ExperienceIliganCommon Questions
What is SOCIAL MEDIA?
Social Media is the “media for social interaction, using highly accessible and scalable communication techniques. Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue.”
~Wikipedia
Social Media are the platforms that enable the interactive web by engaging users to participate in, comment on and create content as means of communicating with their social graph, other users and the public.
~Heidi CohenRiverside Marketing Strategies
What is SOCIAL MEDIA?
Simply put:
Social Media is people having
conversations online.
Social Media Tools
BlogsMicroblogsVideo and photo sharing sitesOnline chatSocial networksSocial gamesVirtual worldsLivecastWikisEtc, etc, etc…
Why should you care?
Reason #1
Social Media is more popular than
ever.
4,334,000+ articlesin English
Wikipedia
Source: Wikipedia
Blogs
Source: Internet 2012 in Numbers, Blogging.org
634 million websites as of Dec 201287.8 million Tumblr blogs.
59.4 million WordPress sites
1.15 billion monthly active users as of June 2013
699 million daily active users on average in June 2013
Source: Facebook
Source: Velocity Digital
More than 1 billion unique users visit YouTube each month
Over 6 billion hours of video are watched each month
100 hours of video are uploaded to YouTube every minuteSource: YouTube
YouTube
Google Plus
Source: Velocity Digital
70 million users
2.5 billion monthly page views
~500,000 business accounts
Source: Pinterest Stats
Source: Velocity Digital
Some Social Media Statistics
What about in the Philippines?
In the Philippines…
33,600,000 Internet users as of Dec/11, 32.4% penetration, per Nielsen
29,890,900 Facebook users on Dec 31/12, 28.8% penetration
The internet audience in the Philippines is the fastest-growing in the Southeast Asia region, growing by 22% since March 2012.
Source: Internet World Stats
What are Filipinos doing online?
Source: 2013 Southeast Asia Digital Future in Focus
What are Filipinos doing online?
Source: 2013 Southeast Asia Digital Future in Focus
Social Media is not a fad.
It’s a fundamental shift in the way we
communicate.
Reason #2
The new communication model is a dialogue.
Communication
Should be: And not:
TransparentInclusiveAuthentic VibrantConsumer-driven
ControlledOrganizedExclusiveProduct-driven
Only 14% of people trust advertisements
78% of people trust the recommendations of other consumers.
Source: Nielsen Global Trust in Advertising Survey, 2007
Reason #3
Tomorrow’s consumers are today’s “digital natives.”
Millennials/Gen Y-ers outnumber the Baby Boomers.
The purchasing power of millennials is estimated to be $170 billion per year.
Source: https://medium.com/how-to-succeed/c76fb1231fbb
Millennials spend > 16 hours per week online.
96% of them joined a social network.
They have an average of 220 online friends.
Millennials don’t care about your AD.
They care about what their friends think.
Bottom line:
The train is leaving
WITH OR WITHOUT YOU
so get on it and just start.
HOW DO YOU START?
Inbound Methodology
Source: http://www.hubspot.com/inbound-marketing
The proven methodology for the digital age
The best way to turn strangers into customers and promoters of your business.
Social Media Success Wheel
Source: Leigh Kostiainen, Advanced Fan Page Solutions
1. People
Who is your ideal client? Who really buys your products?
DemographicGeographicPsychographicTechnographic Behavioral
2. Purpose
Know why you are using social media. ◦Build your mailing list◦Drive traffic to your website◦Position yourself or your business as the leader in your niche industry
What concrete results do you expect?◦increase traffic to the site by x%
3. Platform
Determine which social media platform is best for your business.
4. PlanWhat is the right mix of channels for your
campaign?◦Pin down your campaign objective◦Identify the roles of social media to achieve
that objective◦Choose the best channels for that role.
Sample Campaign
Campaign Objective: Remind Consumers to Buy / Ongoing PromosRoles of Social Media: Location-Based Marketing, Frequent UpdatesBest Channels: • Foursquare (Tips)•Twitter (Hourly Updates)
Sample Campaign
Campaign Objective: Massive AwarenessRole of Social Media: Launch a Viral CampaignBest Channels: •Facebook (Promo)•Blogs•Twitter (Hashtag Campaign)
5. Policy
Clearly establish the rules for using social media in your business. ◦How can your brand be used? ◦Who can use your brand?◦How are people allowed to use social media on company time?
6. Produce Content
Content is the complete key to social media success. ◦Articles or blog posts◦Videos◦Images◦Links◦Games◦Audio
Content is King…
Starts a conversationCreates links, interactions, PageRank, and
EdgeRankCompels people to share, which leads to more visibility
Tips in Creating Content
Create quality, shareable, findable content.Know your audience.Understand that content isn’t just a bunch
of words.Place a very strong emphasis on style and
voice.Make use of your expertise.Provoke emotions.Ask for content.
7. Performance Measurement
Measure your online growth, reach and influence.
Basic Measurements
Number of Followers / Fans / Likes / SubscribersNumber of CommentsNumber of SharesNumber of Retweets / ReblogsNumber of Links / Blog MentionsViews / Reach / Impact
Advanced Measurements
Klout / Influencer ScoreResponse / Resolution RateShare of VoiceInteraction RateSentiment RatioSocial Media ROI
Metrics specific to common categories
Tips in Measurements
Experiment with your tools.◦Accuracy of measurement will depend on these
(usually free) tools’ algorithms. Make sure you acid test before you use in your campaigns.
Always contextualize your measurements.◦Identify timeframe and worth of investment to
properly gauge the significance of your results.Be your own benchmark.
◦Improve by beating your own social media record.
Case Study:
#ExperienceIligan Campaign
Iligan Bloggers Society, Inc.September 2013
1. Purpose
Massive Awareness: Highlight Iligan City in the internet
2. People
Target: Tourists all over the world.
Iliganons◦Iligan-based◦non-Iligan-based
Past visitors of Iligan City
3. Platform
4. Plan
Campaign Objective: Massive Awareness
Role of Social Media: Launch a Viral Campaign (#ExperienceIligan)
Best Channels: • Facebook • Twitter (Hashtag Campaign)• Instagram• Blogs
5. Policy
How can #ExperienceIligan be used?
Who can use #ExperienceIligan?
6. Produce Content
Blog PostsPhotos VideosNews articles about Iligan CityTweetsInstagram Posts
7. Performance
Common Questions
Social Media is overwhelming! Where should I start?
Always start with a plan. Write down your goals and objectives, form a strategy and implement that strategy through a well-structured plan.
What are the best social media channels to use for my business?
Different channels work best based your target market.
B2B business: LinkedInB2C company: FacebookTwitter!
How much time should I spend on Social Media each day?
10-20 minutes in the morning and 10-20 minutes in the evening is all you
need to keep on top of your social media strategy.
When should I post on Social Media?
Consider the lifestyle of your audience when thinking about what time of the day to send your posts. ◦Workers / students: morning, lunchtime, after work
Test, test and test the times you post and measure the responses, or lack of. Find out what works for your business, industry and customers.
Can social media replace other forms of marketing?
No. You should consider social media as an important part of your marketing mix, but it can’t be your sole marketing activity.
How much does Social Media cost?
For small organizations (little or no marketing budget): TIME / Sweat Equity
Medium / Large: ◦Facebook ads◦Article writer / Bloggers◦Social media manager
Blogs: www.traveljams.com lovettejam.blogspot.comSlideshare: slideshare.net/lovettejamTwitter / Instagram: @lovettejamFacebook: facebook.com/lovettejamEmail: [email protected]
THANK YOU!
References http://heidicohen.com/social-media-definition/ http://www.hubspot.com/inbound-marketing http://www.slideshare.net/mzkagan/what-the-f
k-social-media http://econsultancy.com/us/blog/7334-social-
media-statistics-one-year-later http://www.jeffbullas.com/2011/09/02/20-stun
ning-social-media-statistics/ http://www.checkfacebook.com/ http://wapor.unl.edu/wp-content/uploads/2011
/09/Labucay.pdf http://www.onlineschools.org/state-of-the-inter
net/soti.html http://www.digmlm.com/4-tips-for-creating-gre
at-content http://www.slideshare.net/CokskiBlue/what-is-
your-brands-social-media-diet http://www.comscore.com/Insights/Presentatio
ns_and_Whitepapers/2013/2013_Southeast_Asia_Digital_Future_in_Focus
https://medium.com/how-to-succeed/c76fb1231fbb
http://royal.pingdom.com/2013/01/16/internet-2012-in-numbers/
Image Credits
http://www.adrants.com/images/twitter_bird_learning.png
http://www.fredcavazza.net/files/Q2-08/SocialMediaLandscape.jpg
http://empoweredonlineentrepreneurs.com/wp-content/uploads/2011/01/Twitter-vs-Tumblr.jpg
http://www.thesaleslion.com/wp-content/uploads/2010/09/Should-I-blog.jpg
http://www.virtussocialmedia.com/blog/wp-content/uploads/2011/01/u-300x214.jpg
http://cdn3.digitaltrends.com/wp-content/uploads/2011/08/url1.png
http://prblog.typepad.com/.a/6a00d8341c57a853ef0120a576cbb4970c-500wi
http://www.arealchange.com/blog/wp-content/uploads/2010/09/iStock_000006413485XSmall1.jpg
http://www.robcottingham.ca/cartoon/wp-content/webcomic/noise-to-signal/2012.04.28.pinterest.png
