Social Media for SMEs

Mastering facebook, blogs and twitter creating a business community, growing

your client-base and retaining these clients.

what we do:

• Digital Content• EDMs • Blog Writing • Newsletter Management• Web Content/Video • Copy Writing– Keyword Focus– Targeted & Corporate – Creative

how we started:

• Need for professional digital content due to:

• Lack of: – Time– Knowledge – Consumer loyalty in brick-and-mortar stores

• Need to: – Engage customers in the online space– Combine the technical side of SEO with user-friendly content– React to what was already being said online.

what we noticed:

Huge Demand – No Supply

• Fear of the unknown• Time Poor• Pen to paper• The ‘key to successful content’ is updating regularly.• The demand for digital content soon developed into the

need for social media marketing…

How we developed:

FROM SEO to SMO

What is Social Media?

The art of listening, learning and sharing

…. engaging, creating and retaining business!

It’s all about the Cs!

Why is social media so powerful?

Little consumer loyaltyThe need to want what others haveSpeedFaceless – driven by hidden identityHuman connection has faded

In comparison:

• Only 18% of TV adverts generate a positive Return on Investment

• 90% of people who can skip TV ads do• Only 14% of people trust advertisements• 78% of people trust what other consumers say*

“The new advertisement model is online communication”

*Neilsen Consumer Report 09

Case Study: Vision PTFocus: Client Engagement

Content Strategy: From online blogging to social marketing

“Fresh and relevant content is critical to our social media strategy. In the 3 months since engaging King Content as Facebook partners we have achieved over 100,000 page impressions and a remarkable 41% post feedback result. We are now able to pro-actively plan our Facebook and Blog content making the process incredibly easy to manage.”

Dave Hundt, General Manager

What has made Vision PT successful?

• Understanding that social takes time• That content can incorporate a variety of

things• They have a ‘skeleton structure’• It’s a motivational tool• It’s a learning curve – nothing is too basic – all

thoughts welcome• It is quite simply, part of their business

Social Media teething problems

• Time• Going in guns blazing• Social Media responsibility• The plateau • Thinking outside the box• People see through personas• Losing control• Not knowing how to convey brand

Addressing these problems:

• Time – Schedule / Strategize • Going in guns blazing – Softly does it!• Social Media responsibility – it IS a real job!• The plateau – take criticism and find fault• Thinking outside the box – don’t be afraid• People see through personas – be honest• Losing control – you never had it!• Not knowing how to convey brand – know your

customer

Growing your client base

• Choosing your area• Doing one thing at once, correctly and

building on your success.• A healthy mix of content• Being creative

Choosing your area: LinkedIn Facebook:

Twitter Blogs

One step at a time

A healthy mix of content

• Videos• Offers• Statuses• Images• Advice• Discussions• Links• Blogs

Don’t be afraid to be creative:

…or make mistakes

Skittles gave their followers control of their homepage!

… retaining customers

… and creating brand ambassadors.

• Through Conversation• Replying to negative sentiment• Creating discussions• Giving something back to followers• Creating a community• Embracing the ‘Super fan’

Conversation

• Value opinion - people love to add value.• Treat online posts like txt messages:– Don’t overthink replies or you wont reply– If you have little time, get a smartphone!– If you don’t have the answer, at least reply to say

you’re working on it• Conversation can be built around anything

Negative sentiment

Your worst enemy can actually be your best friend

• People WILL talk about your brand• Social media gives you a platform to:

– Receive negative sentiment– Deal with it– You therefore have CONTROL

• Replying is a MUST • Honesty means everything

• People love a ‘hook’ – it’s engaging. So as bad as some negative sentiment can seem, the important factor is that it gives you a content platform from which to generate conversation… and of course, defend yourself.

Creating discussions

• Don’t wait for discussion to come to you• A link on a forum• A message on another company’s wall• Follow people as if your brand is a person• Creating discussion create your brand

Give something back

Think of your phone contract!

• It’s one thing to offer new users something• It’s another to give something back to users

Creating a community

• Every community needs a shared purpose:- Identify goals- Create a unifying need/want to share and build- Vision PT training do this very well

• Create events• Check in with places• Get to know your users and be personal• Insights – track who is following you

Embracing the ‘Super fan’

• Social media will eventually work for you• Embrace the super fan

• Acknowledge it’s a process and a flow :– Browser – Follower– Sharer– Superfan– Brand ambassador

Takeaway STATS

• 500 million users on facebook– 69% of which follow at least one company profile (Exact Target Study)– 7% of search engines results direct people to facebook– Typical visit lasts 55 minutes

• 280 million on twitter– 95million tweets per day– Nearly 30% of 18-24 year old join twitter to follow a business profile– Over half recommend products in their tweets

• 200 million blogs– 77% of internet users read blogs– 58% of business say they are better know in their industry due to blogs

• 100 million YouTube videos– 2 billion videos watched each day– The future focus of social

Quite simply……

“If you’re not on a social networking site, you’re not on the internet”