SSMSocial Media Marketing

Tijen MergenOct 2,2013

Today’s Topics• Why should I care Social Media?

• What’s wrong with Traditional marketing?• Market research

• Top 10 social media questions Marketers ask• The benefits of Social Media Marketing

• What should I do?• The rules of Social Media Marketing• Social media marketing strategies• Key points to success

• How do I run a social media campaign?• How to measure success?

What is Social Media Marketing?• An engagement with on line communities to generate

exposure, opportunity and sales.• The process of gaining traffic or attention through social

media sites.• Many marketers see the social media frontier as the

next marketing golden key.

What is Social Media Marketing?

BRAND

contentengagement

engagement

ONLINE

OFFLINE

Social Media: B to C

Why should I care?

• 60% of internet users are using at least one social media channel

(CIPD; Social Media and Eployee Voice Report, March 2013)

• 68% of clients are using social media much more than call centers as a way of communication.

(Paternoster 2012)

• 84% of Fortune 100 Global list companies use at least one social media channel as corporately.

(KPMG; Human resources and social media, 2012)

• 93% of marketers use social media for business.

(WordPress Hosting SEO)

Why should I care?

http://www.techinasia.com/the-big-b2b-social-media-marketing-plan/

http://www.nielsen.com/us/en/newswire/2012/social-media-report-2012-social-media-comes-of-age.html

5.78 40.88 74.08

4.48 23.28 59.58

July 2012

July 2011

TOTALMINUTES

Why should I care?TOTAL MINUTES SPENT ON SOCIAL MEDIA

Why should I care?• There were 35 million internet users in

Turkey, 44.4% of the population (Internet World Stats, October 2012)

• With an almost 80 million population, Turkey is amongst the most “connected” countries in the world.

• Over 30 million people are on Facebook, 7th country in the world in terms of users.

(Social Bakers)

• Turkey is on the top 10 worldwide ranking of the most active countries on Twitter – in 2011 over 16% of total Turkish internet users were tweeting.

• Turks spend a lot of time online29.7 hours spent online per month (US’ 32.5,ComScore)

Why should I care?• 61 million mobile phone subscribers,• 6 million mobile Internet users, • 156 million blogs,• 30 million Facebook users, • 5 million Twitter users and • 1 million LinkedIn users,

• Internet commerce and advertising growing11.6% of Internet users buy online

• 33% growth of online advertising year-on-year

• More online searches are conducted Turkey than Italy or Spain,

The Top 5 Social Networks 1. Facebook2. Twitter3. Google+4. Instagram5. Linkedin

http://www.nielsen.com/us/en/newswire/2012/social-media-report-2012-social-media-comes-of-age.html

• Traditional Marketing: Limited communication vs unlimited & interaction!!!

• Just like TV did not kill radio and video recorders did not replaceTV shows, traditional marketing will not be replaced by the likes of SM• Unless they do not learn to adapt…• It is the time for traditional media to move into the next phases of their

existance.• They just need to learn how to become a part of our communities of

influence rather than trying to be a global dictator of them

Learn to adapt or die?

So it’s learn to adapt or death is just around the corner

What is New, New Media?Digitization...

• New tools allow work with greater efficiency,• Access to information and personalizing their consumption of

content have multiplied.• Huge increase in news and immediate consumption

future of newspaper in its physical format has been put into doubt.

• Digital editions by press • 20 most visited info websites on worldwide are digitized

version of newspapers or the news aggregators, tv companies.

• Digitization allows new communicative, journalistic and content consumption which will force us to reformulate the existing paradigme.

• Digitization allows new ways of marketing which is a part of content itself…

What is New, New Media ?Digitization...

What is New, New Media ?Digitization...

• What are the best tactics to use?• How do I measure effectiveness of social media?• Where do I start?• How do I manage the balance? ’’Social, not business only’’• What are the best sites and tools out there?• How do I make the most of my available time?• How do I find and focus my efforts on my target audience?• How do I convert my SMM efforts into tangebile results?• How do I tie different social media efforts together?• Does SMM work, if so how effective is it?

• Whitepapersource.com, Michael A. Stelzner

TOP 10 SM QuestionsMarketers want answered

Fact: Business owners were more likely to use SMM 90+% than employees working for business 81%• Generated exposure for my business 81%• Increase my traffic/subscribers/ opt in list 61%• Resulted in new business partnerships 56%• Helped us rise in the search rankings 52%• Generated qualified leads 48%• Reduced my overall marketing expenses 45%• Helped me close business 35%

Whitepapersource.com, Michael A. Stelzner

The Rules of Social Media Marketing• Social Media is not an ad Platform • You should not use it to directly sell anything…• Do not forget Fun!!• You need to make a clear strategy and roadmap before you

start it… can be very time consuming• Integrated marketing communication rules apply off line/ on

line integration• Professional and continuous follow up is requıred• Content…Content…Content….

Innovative SMM Strategies

• Ask yourself: What are my objectives? What do I want to get out of it?

• Set your objectives and measurement plan• Get to know your audience• Follow what are people saying about your brand • Review your competitors’ social media strategy• Create your unique strategy• Select your social media channels• Write down and share with all the related people your

communication policies• Integrate with all your own media (website, blog, ..)

• The campaign was a game on Twitter• The goal was to introduce the new

smart phone• The prize was covered by virtual post

its• Players read the notes and tweet

them using the hashtag #turkcelltweet.

• while playing, users were sharing promotional messages,

• This meant huge visibility for the brand during the campaign lifetime.

The hashtag became trending topic several times.

In 7 days 56.700 tweets 3.600.000 reach

A sample from Turkcell

Key Point to Success• Right content (interesting, useful, attractive)• Interact and share information• Set the right communication language which fits the

brand• Have an experienced team• Be responsive for positive and negative questions• Integrate off line - on line

How to Run a Campaign• Identify your customer’ demografics and sign up with a social

networking site• Search for existing communities within your selected networking

site• Contact community and invite members to become fans• Create content and post frequent updates • Monitor consumer comment sites• Address any comments• Track your success by signing up for a traffic counter.

A Hunter Shoots the Bear

How to Measure your Success• Too many companies measure social media marketing success by

“Likes” and “Followers”.• Not enough to enough to demonstrate over 80% of people that “Like” a Facebook business page never return again.• To measure the effectiveness of your social campaigns, it’s critical

that you know your objective.

Three key measures to monitor: Reach, Engagement and ConversionReach – How Many People Did You Impact with Your Message? 

  Engagement – How Many People Interacted with Your

Message? Conversion – How Many People Took Action Because of Your

Message? Best and easy tool is Google Analytics

Thank you…