2. How to make your online marketing work for your business: social media

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2. How to make your online marketing work for your business: social media by Alison Nicholl.

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<ul><li><p>Internet Marketing</p><p>Alison Nicholl</p><p>eBusiness Manager</p><p>Internet Marketing</p><p>www.investni.com</p></li><li><p>Internet Marketing</p><p> 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. </p><p>Sean Case, Senior Vice President of Sales and Client Service Peanut Labs</p></li><li><p>Online Selling</p><p> Marketplaces now account for a huge chunk of global e-Commerce activity: </p><p>- 30% in the US and UK </p><p>- A staggering 90% of online spending in China. (Tamebay)</p></li><li><p>Social Media</p><p> Is there an opportunity?</p><p> Need to think about Campaigns and Objectives</p><p> Skills/Resources to execute?</p></li><li><p>General Social Media</p><p> What is the Goal? What do you want to achieve?</p><p> Bookings, Brand Awareness, Customer Service</p><p> Fans, Followers, Likes What will that do for the business?</p><p> Need to create engagement Get your posts seen first of all</p><p> Likes, Comments, Shares, Re-Tweets</p><p> Challenge for SMEs</p></li><li><p>Starting a Facebook Page</p><p> Spend some time on Facebook</p><p> Create a business page not a personal profile</p><p> Create a good cover image and complete all information</p><p> Understand your goals and what you are trying to achieve</p><p> Bookings, Brand Awareness, Reputation</p><p> Know who your customer is!</p></li><li><p>Facebook</p><p> Think about content that will Engage</p><p> Becoming difficult to get posts onto your fans Newsfeed Newsfeed Algorithm</p><p> Advertising Platform is Now Key Potential to pay for exposure to new and existing </p><p>fans</p><p> Drive people back to your website</p><p> Integrate Bookings Directly on Facebook</p></li><li><p>Facebook Takeaways</p><p> Think in terms of Campaigns</p><p> e.g. Increase bookings from a specific target group</p><p> Get more likes from people in an area</p><p> Look into the Advertising Options</p><p> Target specific demographics</p><p> Target Friends of Friends etc</p><p> Use Facebook Insights</p><p> Measure whats working</p></li><li><p>Twitter for Business?</p><p> Not just for Marketing</p><p> Fantastic source of information and learning from others</p><p> Powerful Tool for engaging with Customers and Customer Support</p><p> Keep people informed</p></li><li><p>Important - #hashtags</p><p> 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.</p><p> Clicking on a hashtagged word in any message, will show you all other Tweets marked with that keyword.</p><p> Hashtagged words that become very popular are often Trending Topics.</p></li><li><p>Tweeting</p><p> Tweets, 140 characters, be creative</p><p> Twitter uses a Link shortener</p><p> @Reply to others directly</p><p> Use direct message facility when appropriate</p><p> Re-Tweet interesting stuff, people will like you for it</p></li><li><p>Twitter Takeaways</p><p> Use the search facility</p><p> Understand #hashtags and use</p><p> Join the conversation</p><p> Look for opportunities</p><p> Dont over do selling</p><p> Be nice to people</p><p> Tweets from influential customers would be nice</p></li><li><p>Old Mill Saddlery Case Study</p><p> https://www.youtube.com/watch?v=LRKJemPQcp4&amp;index=5&amp;list=UUPaw-eoZzY6ltSYHo5W-MWw</p></li><li><p>Measurement GoogleAnalytics Make sure its installed and use it regularly</p><p> Set Up Goals</p><p> Bookings, Downloads, Video Views etc</p><p> Use UTM tracking URLS which campaigns are delivering</p><p> Use Advanced Segments</p><p> How do different types of traffic perform</p><p> Maybe set up automated reports</p></li><li><p>Google Analytics</p><p> Free Tool to measure/track activity on your website</p><p> Implemented by placing tracking code on your web pages</p><p> Usually very easy to do</p><p> https://econsultancy.com/blog/64297-18-useful-google-analytics-custom-reports-segments-and-dashboards-for-seo#i.1g515vz187idif</p></li><li><p>Typical Home Page</p></li><li><p>What does it measure</p><p> Visitors</p><p> Time Spent on Site</p><p> Pages Viewed</p><p> Bookings Made</p><p> Bounce Rate</p><p> Conversion Rates</p><p> Country</p><p> Age/Gender</p><p> Source</p><p> New or Return</p><p> Device Used</p><p> Language</p></li></ul>