BEDO Social Media Marketing for Business

Social Media Marketing for Business

Guy NelsonJune, 2012

BizPlanPlusBusiness Planning + Marketing Services

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Social Media OpportunitiesCore Goal - utilizing social media to attract prospective B-C customers and B-B customers to engage--and then buy.

More visitors coming to websites from social media sites are staying longer and looking at more pages.

Google has made changes to its algorithms making social media (including blogging) an integral part of the online marketing mix.

Businesses with successful social media programs will start seeing the benefits in higher website Google rankings and general brand awareness.

BizPlanPlusBusiness Planning + Marketing Services Social Media Marketing Management for BEDO Members

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Marketing Focus

Social media is perfect to attract new buyers, due to the huge and growing audience, combined with its very low cost.

Businesses are now choosing social media as the preferred resource for disseminating brand information and developing a brand audience.

Alignment of all social media content (between platforms) ensures consistent buyer engagement to reinforce a consistent, recognizable brand image.

Begin with FaceBook, Twitter, LinkedIn, and a company Blog. The ultimate goal is multiple social media channels for maximum impact.

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Social Sales Focus

Build rapport and turn a stranger into a “friend” …then turn the new “friend” into a contact.

Become a ‘thought leader’ for your specific audience.

Make as many friends online as possible…by providing valuable content that attracts attention.

Don’t try to ‘sell’ online via social media , use it to get buyer email address and permission to send an email.

Then take each hot prospect offline and make sales to them… the ‘traditional way.’

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Sales Conversion Path

BRAND EXPOSURE

BRAND ENGAGEMENT

I’ve seen your brand

I’ve engaged with your

brandSOFT LEAD

GENERATION

I’ve provided

my contact details

PROSPECT CONVERSION

I’ve sold or bought through

your brand

CLIENT RETENTION

I’m a loyal buyer

Adapted from material presented by Nichole Kelly – fullfrontal.com – Feb.11/12


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Social Media Platforms -

Blogs:• Simple and inexpensive method to get started with social media.

• Keep buyers up to date on industry news, tips, product info…great for generating leads.

• Buyers can comment on your blog posts to build the foundations for a relationship in the future.

• Use a blog rather than a newsletter to stay in front of potential buyers on email lists.


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Social Media Platforms -

Blogs:• An effective device to feed other social media channels. It saves time and adds

relevant content to social media accounts ‘automatically’ via RSS feeds.

• By linking a blog to a FaceBook Fan Page and LinkedIn accounts, fans and followers will always know what’s new at your company. It saves time since it’s instant and automatic.

• It is important to login frequently to all social media accounts to interact with fans and followers.


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Social Media Platforms – A Facebook strategy can be comprised of 4 components:

1. Facebook Fan Page– Must include:

» exclusive content for fans and non-fans» engaging content that encourages comments, likes and interactions» uniform branding and messages with your other online content» lots of great images and videos.

2. Facebook Groups– All company contributors can create small, exclusive groups around any chosen topic.– Can use the ‘Facebook Chat’ feature - don’t need to be ‘friends’ on Facebook …for negotiations, promoting new

products/services, or promotions.

3. Facebook Ads– Can target ads very specifically to visitors you want to reach.

4. Facebook Apps– Opportunities to install a variety of business related apps …display product database, show You-Tube videos of

products/services, etc.


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Social Media Platforms - LinkedIn is a great way to sell (indirectly) and a solid vehicle for self-promotion.

Most business people are already members of LinkedIn, but are not using the full features of the platform.

• LinkedIn Profile• LinkedIn profiles receive good PageRank in Google, a way to influence what people see

when they search for you.

• LinkedIn Groups• LinkedIn Groups includes automatic email distribution of new content to allow promotion

of listings, news etc. to other members of the group.

• Start your own group about relevant news, upcoming events, or new products.

• LinkedIn DirectAds • Target very specific audience by geography, job function, seniority, industry, company size,

gender and age.


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Social Media Platforms - • Many companies use Twitter to post their news articles, new products and all other relevant information. • Google is utilizing twitter feeds in their new search algorithms.• There are 3 ways to use Twitter:

– Corporate Twitter Account• This is the most obvious use of Twitter.• The corporate account lets people know you are an engaging and modern business, and also a good portal to

list general information, tips and other information about your company and its products.

– Individual Accounts• Individual business people have their own Twitter account, with some focus of the corporate branding in their

Twitter presence as well.• John Smith from ABC Company might have already been tweeting as @JohnSmith for a couple of years, but he

should also have an account that includes the brand, for example, @JohnSmithatABC.

– New Products Account• Buyers will learn about new products and will be hungry for news of new products that other buyers don’t

know about yet.• They can be the first to know , if you promote the fact that new products will appear there for a set time

before being publicized elsewhere – a great way to build follower numbers as well.


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Implementation and Management

From Forrester Research, Inc.


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Implementation and ManagementLack of time or knowledge are primary reasons why social media may not yield positive results.

Sample Social MediaWeekly Schedule

From Social Media Marketing © Copyright 2010 Naomi Trower


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General Social Media Policy/Guidelines

Understand the purpose of social media for business — it’s all

about leveraging the positive.

Be responsible for what you write – You and your staff need to take

responsibility for what they write, and exercise good judgment and common sense.

Be authentic - Customers buy from people they know and trust… let people know

who you are.

Consider your audience - remember your readers include current/potential

buyers, and current/past/future staff members.

Exercise good judgment - regardless of whether online comments relate

directly to your brand.



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General Social Media Policy/Guidelines

Understand the concept of community - The idea that community exists so

you can support others and they, in turn, can support you.

Respect copyrights and fair use - always give people proper credit for their work,

and make sure you have the right to use

Protect proprietary and confidential information - Transparency

doesn’t give personnel free rein to share just anything.

Bring value - Social media will more likely pay dividends for you if you add value to your

followers, readers, fan, and users.

Productivity matters - need to find the right balance between social media and

other work.


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Social Media Outsourcing

More businesses are coming to the conclusion… We need to engage in social media marketing but don’t have the time or resources to do this ourselves!

Even companies with their own marketing departments are outsourcing some of the load of social media chores and housekeeping.


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Social Media Marketing Management

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Services Start-Up Package

Silver Package

Gold Package

Platinum Package

Strategy development ✔ ✔ ✔ ✔

Set-up social platforms ✔ ✔ ✔ ✔

Social media training ✔ ✔ ✔ ✔

Weekly social status updates ✔ ✔ ✔

Deletion of unwanted spam ✔ ✔ ✔

Accepting friends requests/following back

✔ ✔ ✔

Full visitor engagement

✔ ✔

Audience building

✔ ✔

Reputation management

✔ ✔

Blog design and installation

✔

Content creation & posting ✔

Engaging all Blog conversations

✔

Monthly status reports (using Google Analytics)

✔



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Guy Nelsonwww.BizPlanPlus.com | Phone +62 361

8621127+62 87862752224 | Skype ID: bizplanplus

http://www.bizplanplus.com/