2. How to make your online marketing work for your business: social media
Post on 08-Jul-2015
DESCRIPTION2. How to make your online marketing work for your business: social media by Alison Nicholl.
Online is old news. Online in social media is today's news Social media is not a subset of the internet. Social media is the internet.
Sean Case, Senior Vice President of Sales and Client Service Peanut Labs
Marketplaces now account for a huge chunk of global e-Commerce activity:
- 30% in the US and UK
- A staggering 90% of online spending in China. (Tamebay)
Is there an opportunity?
Need to think about Campaigns and Objectives
Skills/Resources to execute?
General Social Media
What is the Goal? What do you want to achieve?
Bookings, Brand Awareness, Customer Service
Fans, Followers, Likes What will that do for the business?
Need to create engagement Get your posts seen first of all
Likes, Comments, Shares, Re-Tweets
Challenge for SMEs
Starting a Facebook Page
Spend some time on Facebook
Create a business page not a personal profile
Create a good cover image and complete all information
Understand your goals and what you are trying to achieve
Bookings, Brand Awareness, Reputation
Know who your customer is!
Think about content that will Engage
Becoming difficult to get posts onto your fans Newsfeed Newsfeed Algorithm
Advertising Platform is Now Key Potential to pay for exposure to new and existing
Drive people back to your website
Integrate Bookings Directly on Facebook
Think in terms of Campaigns
e.g. Increase bookings from a specific target group
Get more likes from people in an area
Look into the Advertising Options
Target specific demographics
Target Friends of Friends etc
Use Facebook Insights
Measure whats working
Twitter for Business?
Not just for Marketing
Fantastic source of information and learning from others
Powerful Tool for engaging with Customers and Customer Support
Keep people informed
Important - #hashtags
People use the hashtag symbol # before a relevant keyword or phrase (no spaces) in their Tweet. This categorises those Tweets and helps them appear more easily in a Twitter Search.
Clicking on a hashtagged word in any message, will show you all other Tweets marked with that keyword.
Hashtagged words that become very popular are often Trending Topics.
Tweets, 140 characters, be creative
Twitter uses a Link shortener
@Reply to others directly
Use direct message facility when appropriate
Re-Tweet interesting stuff, people will like you for it
Use the search facility
Understand #hashtags and use
Join the conversation
Look for opportunities
Dont over do selling
Be nice to people
Tweets from influential customers would be nice
Old Mill Saddlery Case Study
Measurement GoogleAnalytics Make sure its installed and use it regularly
Set Up Goals
Bookings, Downloads, Video Views etc
Use UTM tracking URLS which campaigns are delivering
Use Advanced Segments
How do different types of traffic perform
Maybe set up automated reports
Free Tool to measure/track activity on your website
Implemented by placing tracking code on your web pages
Usually very easy to do
Typical Home Page
What does it measure
Time Spent on Site
New or Return