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Once you have a website you need to attract customers. The key to success is the development of a marketing plan which includes a mix of offline & online routes. This includes a wide range of online options including social networks, search engine optimisation, Pay for Click advertising and marketing offline. Where to start?Our two part workshop will guide you through the different online options and how to access, implement, measure and evaluate them.
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Social Media & Marketing
Zulf Choudhary
www.spartasoft.co.uk
Contents1. About Us2. Why Social Media Matters3. The Market4. Social media Challenge5. Business Visions6. Clarity of Thought7. Types of Online Marketing8. Pitfalls9. Conclusion10.Information Appendix
About SpartaSoft
Creative Software development outsourcing and social banking We are a SME spin out from The University of Manchester Key Strategic knowledge Partners Staff with varies IT backgrounds and experiences from private to
public sector Good knowledge base at the Manchester University
Voted best IT Project 2007
Why Social Media is Important?
The potential to reach buyers is huge
• Influence and manage your customers• People who visit your website are all qualified leads • You can reach customers far beyond your local area • Your network is your best form of advertising - it
works 24/7
Its about soft powerSource: http://www.web-mender.co.uk/internet_marketing.htm
The Market
World Bank, World Development Indicators - Last updated February 10, 2011
46.6 Million regular users in the UK*
Est. 2.1 Billion users
Few More Facts•Facebook has over 500 million visitors per month*
•YouTube over100 Million Visitors per month**
•Twitter 90 million users per month***
•They account for 75% of all social network traffic
*www.google.com/.../afp/.../ALeqM5hX4tdF-h7Ci3SM1ymWyU0gyYsKrQ**http://www.cleancutmedia.com/video/youtube-statistics-the-ultimate-time-suck
***www.marketingpilgrim.com/2010/.../75-million-visitors-to-twitter-in-january. html -
Part
ner N
etw
ork
Key Activities
Key Resources
Cost Structure
Offer or Value
Customer Relationships
Distribution Channels
Revenue Steams
Customer Segm
ents
Source: Business Model Canvas: nine business model building blocks, Osterwalder 2010
Business Model Canvas Approach: Understanding where you are! 9 Steps
Social Media ChallengeSocial media are communication tools for social interaction, using web-based technologies to turn communication into interactive dialogues.
Its about them!
1. From “Trying to Sell” to “Making Connections”
2. From “Large Campaigns” to “Small Acts”
3. From “Controlling Our Image” to “Being Ourselves”
4. From “Hard to Reach” to “Available Everywhere”
Business VisionsDifference of communication flows
Traditional Marketing communication plans
Social Media communication plans
• Top down message• Fixed message• No flexibility• Brand damage harder to repair
• User created messages• Listen and manage issues• Flexible & personalised message• Building relationships• Brand damage repairable
Clarity of Thought
What is the difference between Marketing and Social Media?
Marketing is everything that you do to reach and persuade prospects that you are the company for them. The message, a philosophy, vision thing.
The sales process is everything that you do to close the sale and get a signed agreement or contract. The finish, the close, tactical
Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue. Social media are tools and services for social interaction, using highly accessible and scalable communication techniques.
Soft Tools-Social Media Hard Tools- Direct Marketing
blogs, wikis, networks, information, free, informs and forms opinions
Posters, websites, paid for clicks, email campaigns, tells and directs etc
Driving Traffic and Influence
Auto transponder
Personal Response
Sales
Personal page to you
Relevancy of massage
Driving Traffic and influence
Social networks
(computer program that automatically answers e-mail sent to it)
Social Media Examples
Forums, Blogs, file sharing, twitters, work networks, public networks etc
Social Media MarketingIts all about traffic and influence
Social media marketing which is known as ‘SMO Social Media Optimization benefits organizations and individuals by providing an additional channel for customer support, a means to gain customer and competitive insight, and a method of managing their reputation online’
The most popular platforms include:
•Facebook•YouTube•LinkedIn•Twitter•MySpace•Reddit•Delicious
Plan to get traffic your way and sell.
Key Elements of Social mediaCommunities: Communities are an online space formed by a group of individuals to share their thoughts, ideas and have a variety of tools to promote Social Networking. There are a number of tools available online now a days to create communities which are very cost efficient as well as easy to use.
Blogging: Blogs give the users of a Social Network the freedom to express their thoughts in a free form basis and help in generation and discussion of topics.
Wikis: A Wiki is a set of co-related pages on a particular subject and allow users to share content. Wikis replace the complex document management systems and are very easy to create and maintain.
Folksonomy: Web 2.0 being a people-centric technology has introduced the feature of Folksonomy where users can tag their content online and this enables others to easily find and view other content.
File sharing/Podcasting: This is the facility which helps users to send their media files and related content online for other people of the network to see and contribute more on.
Mashups: This is the facility via which people on the internet can congregate services from multiple vendors to create a completely new service. An example may be combining the location information from a mobile service provider and the map facility of Google maps in order to find the exact information of a cell phone device from the internet, just by entering the cell number.
Having A Social Media StrategyYou have to plan to get the most out of social media, So plan and look at the risks of using various tools and sites and see if they are relevant to your needs. Based on a analysis of needs, resources and what you think are keys to success you need to device a strategy of action
Strategy is the art and technology of using everything to work together to achieve clear goals. •Everyone must work together.•You must be committed to it.•Don’t expect overnight success.•Hard work pays off.•Set clear aims and targets.•Consistency.
If you do not plan you plan to fail
Making Social Media Work
•Increase your link ability•Make tagging and bookmarking easy•Reward inbound links•Help your content travel•Encourage the mashup•Get communities connected•Get viral
How to increase your influence and presence on the social networks
Costs & Risks
Costs
• Bags of time to sign up and join networks• Patience and listen• Auto transponder software• Produce relevant media content (i.e. video, blogs, RSS feeds)
Risks
• Your reputation Mistakes to avoid 1.Treating Your Blog Like a Press office2.Not Blogging Regularly3.Not Enabling Conversation4.Making New Content Hard to Discover5.Expecting Too Much, Too Soon
• website links- Facebook, Twitter, Linked In etc• affiliate programs• search engine optimization• banner advertising• directory enhancement, • posts to moderated discussion lists • newsgroups, and forums • email advertising• blogs • viral marketing• online newsletters etc.
Types Of Online Marketing
Which one’s right for you right now?
Banner Advertising
PPC-pay per Click
Email marketing Networks
Brand
Awareness
Expensive
Luck?
Quick
CostMeasurable
Customer
response
Market database
Blogs
Information
Videos
Generate interest
SlowFast Example Only
Paid for advertising
An example
• Pay Per Click – Adwords, Yahoo, Miva etc
• e-Mail marketing campaigns
• Banner Advertising
Pay Per ClickAn example
Pay Per Click
• Key phrase targeted
• Pay per click, not per impression
• Prominence of ad is based on bidding
• Quicker than organic
• Click costs can be high – conversion is important
• SEO for high volume low intent – PPC for long tail?
• Bid to be near the top?
• Flexibility
• Click fraud
E-mail marketing campaigns
• Direct marketing using email
• Relatively cheap
• Easy to set up
• You can update and change
• You can monitor and evaluate at any point
• Results can help direct further campaigns
E-mail marketing dataWhat It looks like
Free advertising
• Blog's e.g.
• Online directories
• Your website
• e-mails
• Podcast, video podcasts
• Viral marketing-funny, family and friends etc
Therefore time for a viral break
1. Blentec’s first podcast cost around $50 to produce just over a year ago and was put up on YouTube. They incurred no hosting or streaming costs and the first couple of video’s were downloaded millions of times. As a result sales escalated. http://www.youtube.com/watch?v=Pnonj_84Ju4
2. One year on and because of the success of the original podcasts they have set up a site specifically for all the podcasts http://www.willitblend.com/ which links to Blentec’s own site (you can now buy merchandise relating to “will it blend” and downloads from this site now come a commercial hosting company who insert an advertisement right at the end of the video. Another revenue stream for Blentec. http://www.willitblend.com/videos.aspx?type=unsafe&video=iphone
`
Blog's
• Easy to set up and use
• Free-most
• However, you need to allocate time to updating them
• E.g. http://sellingontheweb2007.blogspot.com/
Online directories
• Either localised or trade
• Many are free to register
• Someone else takes on the marketing e.g. Yell, BT etc.
• Just one click from your site
Your website
• At least it is an online brochure
• Always viewable
• Globally
• Point people at it!
e-mails
• Almost everyone uses them
• Is an opportunity to promote your business and key messages to all you communicate with
• Insert your signature 9logo, number web address etc)
Pitfalls
• Don’t assume it will work for your business• Don’t underestimate the time it will take in
maintaining e.g., blog• Know your market and customers• Don’t assume you can do it all yourself• Plan it properly• Cost it properly• Evaluate it regularly- its your reputation!
Conclusion
• Without marketing your business is dead
• Do not confuse sales with marketing with social media
• Use soft and hard tools carefully to nurture and develop your client base
Its about balance – best for your budget and your customers!
Soft Tools-Social Media Hard Tools- Direct Marketing
blogs, wikis, networks, information, free
Posters, websites, paid for clicks, email campaigns etc
Thank you for listening
If you have any questions please contact me
Telephone: 0161 306 5848
Email: [email protected]
Address: SpartaSoftUniversity of ManchesterArch 29, PO Box 88Sackville Street www.spartasoft.co.uk
Appendix-List of references
This is not an exclusive list-please search the web for more providers
• http://www.facebook.com/dellsocialmedia• http://www.marketingpilgrim.com/2010/04/• http://www.hitwise.com/uk/press-centre/press-rele
ases/social-media-traffic-to-retail-up-13-/• http://www.expansionplus.com/impr/social-media.h
tml• http://mashable.com/2009/09/22/social-media-busi
ness/• http://en.wikipedia.org/wiki/Social media
Pay Per Click
• Google Adwords (http://adwords.google.com)
• Yahoo! Search Marketing (http://searchmarketing.yahoo.com)
• Microsoft adCenter (http://adcenter.microsoft.com)
• MIVA Pay Per Click, Pay Per Call and Pay Per Text (www.miva.com)
Networks ListCommunication•Blogs: Blogger, ExpressionEngine, LiveJournal, Open Diary, TypePad, Vox, WordPress, Xanga•Microblogging: FMyLife, Foursquare, Jaiku, Plurk, Posterous, Tumblr, Twitter, Qaiku, Yammer, Google Buzz•Location-based social networks: Foursquare, Gowalla, Facebook places, The Hotlist•Social networking: ASmallWorld,Cyworld, Facebook, Hi5, LinkedIn, MySpace, Orkut, Tagged, XING
Events: Eventful, The Hotlist, Meetup.com, Upcoming•Information Aggregators: Netvibes, Twine (website)•Online Advocacy and Fundraising: Causes, Kickstarter
Collaboration/authority building•Wikis: PBworks, Wetpaint, Wikia, Wikimedia•Social bookmarking (or social tagging):[16] CiteULike, Delicious, Diigo, Google Reader, StumbleUpon, folkd•Social news: Digg, Mixx, NowPublic, Reddit, Newsvine, MyWeboo•Social navigation: Trapster, Waze [17]
•Content Management Systems: Wordpress•Document Managing and Editing Tools: Google Docs, Syncplicity, Docs.com, Dropbox
Multimedia•Photography and art sharing: deviantArt, Flickr, Photobucket, Picasa, SmugMug, Zooomr, BetweenCreation•Video sharing: sevenload, Viddler, Vimeo, YouTube, Dailymotion, Metacafe, Nico Nico Douga, Openfilm, TubeMogul•Livecasting: Justin.tv, Livestream, OpenCU, Skype, Stickam, Ustream•Music and audio sharing: ccMixter, Pandora Radio, Last.fm, MySpace Music, ReverbNation.com, ShareTheMusic, The Hype Machine•Presentation sharing: scribd, SlideShare
Reviews and opinions•Product reviews: epinions.com, MouthShut.com•Business reviews: Customer Lobby, Yelp, Inc.•Community Q&A: Askville, EHow, Stack Exchange, WikiAnswers, Yahoo! Answers
Entertainment•Media and entertainment platforms: Cisco Eos•Virtual worlds: Active Worlds, Forterra Systems, Second Life, The Sims Online•Game sharing: Kongregate, Miniclip
Brand monitoring•Social media measurement: Attensity, Statsit, Sysomos, Vocus
Sample Online directories
• http://www.gmchamber.co.uk• www.yell.co.uk• www.thompsonlocal.com• http://www.uk250.co.uk• http://www.bigwigbiz.com• http://www.expomarkets.com• http://www.chinesesuppliers.org
Terms
• Meta tag- Meta tags are a great way for to provide search engines with information about webpage's.
• A tag is a non-hierarchical term assigned to a piece of information such as an Internet bookmark, digital image, or computer file
• Keyword-they describe what your page is about to a search engine
• Content- the ‘Stuffing in your website’-words, images, video audio files etc.
Some terms you should now
