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

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

Post on 08-Jul-2015




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


  • Internet Marketing

    Alison Nicholl

    eBusiness Manager

    Internet Marketing


  • Internet Marketing

    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

  • Online Selling

    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)

  • Social Media

    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!

  • Facebook

    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

  • Facebook Takeaways

    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.

  • Tweeting

    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

  • Twitter Takeaways

    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

  • Google Analytics

    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

    Pages Viewed

    Bookings Made

    Bounce Rate

    Conversion Rates




    New or Return

    Device Used