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SOCIAL NETWORKING AND
MARKETING
Eric Munyiri D61/75391/2012Lilian KathokiEsther K. Mwanzia D61/79789/2012Mathew Mutisya D61/61053/2013Sebastian Abuya D61/79485/2012Kiruthi Njenga D61/61017/2013
What is Social Networking?
Many definitions
1. All deal with sharing of information to achieve social interaction
2. A social networking service is an online service, platform, or site that focuses on building and reflecting of social networks or social relations among people, e.g., who share interests and/or activities.
Components of Social Networking Web-based platforms Can be used to inform, educate and engage
customers
How Social Networking boosts business?
Builds awareness Connections via personal profiles, pages and groups. Affordable, and geographically diversified. Distributes information Share info freely. Announce events freely.Creates community Bring people together. Community can be the best salespeople
How Social Networking boosts business?
Low cost customer service After sale support. Talk to the customer. Receive feedback. Boosts sales Through the people recommendations. Support.
Are You Ready for Social Networking?
Are your customers likely to be online? Are you ready to handle negativity? How will you incorporate this into people’s daily
jobs? How will you measure the results? How long are you willing to give it a try? What’s your willingness to experiment, take
risks and adjust your plans?
What Are Your Goals?
Increase customer base Generate leads Drive sales Build awareness Make money from your content Establish thought leadership Educate customers Customer-source part of your product development Reach internal communication
Parts of a Social Networking Strategy
Identify your goals Identify your target audience Create a profile or brand Find the social media that’s right for you Plan a time frame Include Search Engine Optimization (SEO) Measure progress toward goals
Identify Your Target Market
Who are your customers? What characteristics do they have? What age group do they come from? What are their spending or shopping habits? Do they shop online? What social media applications are they
using?
Decide on appropriate social media applications
Which ones are your customers using? Start with one
Understand it
utilize it effectively
expand your online presence
Write good and appropriate content Build relationships
listen and engage with your followers
Plan the time frame
Map out a schedule for updating content This should be accomplished on a regular basis Follow the schedule
Include Search Engine Optimization (SEO)
Focus on Good Phrases Avoid “Vanity” keywords Use Google’s AdWords Remember the value of repetition Guide your content strategy
Develop a content strategy plan
Content should be both useful and usable by customers
Develop a plan for creating this type of content Develop a plan for getting the content published
Not as easy as it sounds
Publishing or uploading content takes a dedicate effort on your part
Measure progress toward goals
Did we learn something about our customers that we didn’t know before?
Did our customers learn something about us? Were we able to engage our customers in new
conversations?
Social Networks
Twitter Facebook LinkeIn Youtube Instagram Twitter MySpace Mag.nolia Reddit
WikipediaDel.icio.usBlinklistSimpyHi5FlickrDiggPropeller
Social networking sites
Badoo: Based in London, Badoo is one of the top social networking sites in Europe. Migente: A social networking site targeted at Latin America. Orkut: Originally created by Google to compete with MySpace and Facebook, it has mainly
caught hold in Brazil. Studivz: A German version of Facebook with a strong audience in students. Flixster: Flixster combines social networking with movie reviews. Last.fm: A UK-based social music site, allows members to create their own radio station. Flixster: devoted to movies and actors. IMDB LinkedIn: A business-oriented social network, a contact management system as well as a social
network. Xanga: A social blogging site that combines social networking elements with blogging. Piczo: A social networking site aimed at teens with a strong following in Canada and the United
Kingdom. Passado: A European social networking site with strong audiences in France, Spain and
Germany. Cyworld: A South Korean social networking site similar to MySpace. Bebo: Based in California, Bebo has gained popularity across the world, especially Ireland and the
UK. Pinterest: Social image sharing site. Valued at $3.8 billion dollars.
What is social marketing?
Social marketing is an approach used to develop activities aimed at changing or maintaining people’s behavior for the benefit of individuals and society as a whole.
Combining ideas from commercial marketing and the social sciences, social marketing is a proven tool for influencing behaviour in a sustainable and cost-effective way.
How Social marketing help you decide
Which people to work with What behavior to influence How to go about it How to measure it
Social marketing is a systematic and planned process.
It follows six stepsGetting Started >Scope > Develop >Implement > Evaluate>Follow-up
How social marketing helps
Source:http://www.thensmc.com
Benefits of Social Media Marketing
Brand building: Brand awareness
Cost Effective: Increase the revenue. Internet marketing tactics. Drive traffic to the business website Increase inbound Links
Increase ROI: Increase your traffic quickly change in goal conversions.
Direct communicate with your Visitors: Visitors can comment on your post. You can also reply back. Feasible connection with clients and
their prospects
Targeting specific audience: Gender specific Geographical location specific Target audience based on their age, Interest Marital status.
Increase Popularity in Organic Searches grab one-way linking for your
websites top page rank on Google, Yahoo,
and Bing
Social Media Marketing
Optimize Your social Page Engage Your Audience Attract More Followers Manage Accumulate Content
July/August 2013 issue, Harvard Business Review Establish closer, more direct engagement with
prospects and consumers Provide simple ways to facilitate real-time
interactions with customers Be authentic; use transparent messaging and fresh
and original content Show your company’s human side to foster deeper
connections with your audienceRichard Branson, Social Media Marketing, Entrepreneur
PolicySocial marketing helps to ensure policy is based on an understanding of people’s lives, making policy goals realistic and achievable.Policy example: water rationing in Jordan.
Strategysocial marketing enables you to target your resources cost-effectively, and select interventions that have the best impact over time.Strategy example: lung disease strategy in England.
Implementation and deliverySocial marketing enables you to develop products, services and communications that fit people’s needs and motivation.Delivery example: child car seats in Texas
Social Media and Marketing Employment
companies are looking for people who know how to create the online buzz.
A growing number of job hunters are turning their blogging skills or experience setting up Facebook Fan pages into new careers in social media.
Experience in marketing, computer technology, copywriting, and journalism is a major plus when trying to get a job.
OgilvyOne Africa
Team Management – Handle a team of individuals from different countries and manage social media communities for various businesses
Content creation Social media marketing Online Public relations Customer relations Communications/marketing strategy Analytics Business development
Send your CV to [email protected]
Examples Usage of Social Network
Marketing
Arab uprising - Arabian Spring 2011
Can social networking overthrow a government?
Barack Obama’s Election Campaign
Barack Obama used the concept and elected twice as president of U.S.A.
YouTube
Uhuru Kenyatta "Ours is not just a pledge--we have used social media in the past. As
Minister for Finance, we compiled the budget together through twitter. And during the compilation of our manifesto you (bloggers) played a big part in that important initiative", noted Uhuru.
• Uhuru Kenyatta's Facebook page has finally dethroned Daniel "Churchill" Ndambuki as the most liked page in Kenya.
• His likes now stand at 424,000, 5000 more than Churchill's.
Mwakilishi, Mwakilishi newsletter , Thu, 02/28/2013
Can Social Media Replace IEBC?
DIAGEO
Diageo is intoxicated with success Citing a 20% increase in sales "as a result of Facebook
activity". Smirnoff vodka had become the number one beverage
alcohol brand on Facebook worldwide Diageo said that more than 950 of its marketers had
been trained in "Facebook boot camps" to build their social media capabilities and the company was recording "significant returns on investment" across a number of its brands.
Sarah Boseley, The Guardian, 20 Sep 2011
SOCIAL MEDIA
AWARDS
OLX
The awards were created as a platform to appreciate Kenya’s social media users i.e corporates, individuals, media personalities or any Kenyan that uses social media to influences other positively.
Niaje
Serena Hotels, Bloggers Association of Kenya, Nairobi Incubation Lab (Nailab) and TrINC Media
SOCIAL MEDIA AWARDS
Facebook campaign of the yearBring Zack Back Home
Twitter Campaign of YearOccupy Parliament – Boniface Mwangi
Best use of Social Media in EventsSafaricom 7s
Best Government bodies on Social mediaKenya Vision 2030
Blogs
Robert Alai Ogola Dennis Atumbi Bogonko
Trends
PresidentialDebate TD. Jakes #someonetellnigeriaTwitter war which started following mistreatment
of Kenyan national football players in Nigeria #SomeoneTellCNN a grenade explosion at a busy bus station in
Nairobi that killed six people and injured about 63 others.
Following the attack in Nairobi, CNN immediately broadcast a report about the blast with a graphic headline titled "Violence in Kenya"
Kenya Social Media
According to the ICT Board, a whooping 2.5 million+ tweets are sent
out by Kenyans per day.
Do you have a digital or social media will?
Even the US Government thinks we need a Social Media Will.
http://blog.usa.gov/post/22261234875/social-media-will
blogmother and blogfather.
Taking Advantage of Social Media
The Innovation of Loneliness
What is the connection between Social Networks and Being Lonely?
THANK YOU