The Power of Social Marketing: Not Just For Big Brands
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The Power of Social Marketing Not Just for Big Brands Derek Laney Director Product Marketing @derektweets
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Do you think social media is just for experts, ninjas and guys with coloured socks? We’ll show you how social media gives every business the opportunity to accelerate growth, expand reach and build strong customer relationships. Director of Product Marketing, Derek Laney, shares practical tips on how you can assess your current social media plan and a model for crafting a killer social media marketing program. Special guest Angela Tangas from Sensis also reveals the fresh results of this year's Yellow Social Media Report and explains how small businesses are embracing social. For more visit http://blogs.salesforce.com/au/2013/05/yellow-social-media-report-2013.html
Transcript of The Power of Social Marketing: Not Just For Big Brands
The Power of Social Marketing
Not Just for Big Brands
Derek Laney Director Product Marketing @derektweets
Got one of these?
Today’s Objectives
Today’s Learning Objectives:
Update on Social Media in Australia
Practical Strategy to Get Started and Rock it
Update on Social Media in Australia
Top Takeaways:
New normal mobile connected consumer
Social now part of the path to purchase
Small business adoption growing fast
Not all small businesses can keep up
Angela Tangas
Senior Commercial Partnerships Manager @a_tangas
Researching products and services is on the rise
20% 74% 58%
Of Social Media users use Social Media to research products and
services
Of Social Media users read an online review before they make a
purchase decision
Of Social Media users research results in a purchase
18% increase on 2012
65% Of online Australians
use social media
45% Of internet users
use social media
every day
Social is a businesses 24/7 customer
communication gateway
Be where your customers are spending
a significant amount of their time
What do social media users want from businesses?
66% 49%
Discounts
Product Information
48% Tips & Advice
4 Social media users
read reviews/blogs
before making a
purchasing decision
9 Social media users
posted blogs/reviews
88% Facebook
22% Twiiter
21% LinkedIn
10% Google+
Where are they? The ‘resistance’ factor, getting on the social bandwagon
Social uptake is slower than for medium and large sized
businesses
Don’t think you shouldn’t be there All major segments/industries are leveraging the power of
social media
Measuring success - Its not just about leads Deeper customer relationships
Improved customer satisfaction
Digital word of mouth
Reputation Management
Users read up to 4 reviews/blogs
before making a purchase decision
Customer Service and Satisfaction
Instant response mechanism
Loyalty + Connection
44% of social media users are looking
for Coupons/Offers
39% Don’t Invest
29% Have no strategy*
22% Update their presence daily
“Free” platform A social presence wont succeed by relying solely on organic
growth
Making it up as they go along A social presence forms part of an overall marketing
strategy plan
Low frequency = low value Fresh, rich, relevant and engaging content is critical
82% Run by Owner or Manager
I’ve got a business to run Managing an effective presence and keeping across changes
can take time
QUICK TIPS
Find a Ninja
When in doubt, engage an expert
Flexibility
Let your social marketing evolve as your
business grows
Know your Audience
Increase reach and word of mouth
Engagement & Conversation
Content is KING, use it wisely
Success Criteria
Paid vs. Owned – your path to growth
QUICK TIPS
Know your audience
Top 5 TIPS
www.social-partner.com.au
Research Joint
discovery
Plan &
execute
Regular
check ins
6 steps to build a killer strategy
6 Steps
Align Social Goals with Business Goals 1 Step
Listen / Analyze
Publish / Measure
Your Brand Your Competitors Your Customer’s World
1 2 3
4 5 6
7 8 9
Engage
Listen to Your Customers World 2 Step
Find Your Interesting Story
“The Caterpillar brand is built on the backs of great relationships”
Briant R. Stokoe, Social Media Program Manager for Caterpillar
3 Step
Exec Summary
Goals, Objectives & Metrics
Target Audience Personas
Roles and Responsibilities
Theme, Topics and Types
Workflow, Optimization & Distribution
Find Your Interesting Story 4 Step
Use the Whole Kitbag 5 Step
and just in case …
