Social Media 101#socialmedia101Taxwise Consulting Ltd. – Half Day Onsite Training Saturday 20th July 2013

CEO, Inbound Marketing Consultant, Social Media Fanatic, Blogger, Speaker, Rotarian, Paul Harris Fellow, Aspiring Career Philanthropist, Mad about Books.

T: @lilianokadoF: Lilian Okado

Welcome to Social Media 101…

Objectives of Today’s Training

① Why Social Media? Why should your company have a social media strategy?

② How do you developing a customs social media strategy for your company?

③ How to set goals for your business

④ How do you measure success? (monitoring tools & measurement of ROI) Social media engagement

⑤ Help you develop a social media strategy for Taxwise Consulting

① Why Social Media?

Social media is the #1 activity on the web

1 billion people on Facebook

50% of the worlds population is under 30

69% of parents are friends wit their children on Facebook

YouTube is the 2nd largest search engine after Google

53% of people on twitter recommend products

and much more…

Introduction to Social Media in business

How do you evolve into the ideal social business that drives business impact?

Social Media campaigns vs. Social business

Channels , platforms, tactics, campaigns vs. planned processes towards a social business

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Introduction to Social Media in business

How do you evolve into the ideal social business that drives business impact?

Therefore a successful business strategy has to be:

1) clearly aligned with strategic business goals of an organization, and

2) have organizational alignment and support that enables execution of that strategy.

What does this mean?????

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How to develop a Social Media Communications Plan / StrategySTEP1: Listen to learn: spend time listening to your customers to learn their social behaviour – this exercise can take you up to nine months… (it’s like dating)

STEP 2: Presence: content strategy.. Develop as much content as you can and begin to share

STEP 3: Engage: dialogue with online peers. Spearhead conversations or participate in on going conversations. Provide customer support.

STEP 4: Formalise: as you grow you will want to stay coordinated in the way different departments engage on social media

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How to develop a Social Media Communications Plan / StrategySTEP5: Strategise – Become a social business by integrating into all areas of business

STEP 6: Converge – create a holistic approach with converged media. This is where you use one system to manage many media.

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Introduction to Inbound Marketing – GET FOUND ONLINE!!!What is Inbound Marketing and why is is

important?

How does it tie in with your social media strategy?

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Definition:

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Definition:

Definition:

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3What does all this mean

this mean?

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What does this tell you?

Inbound marketing is about creating and sharing content people want. Inbound marketing attracts qualified prospects to your business and keeps them coming back for more. Why? Because your content is relevant to them.

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What inbound Marketing is not..?

NOT Cold calling, email blasts, TV ads, radio ads, mobile push ads, Airtel spam calls, etc

NOT about pushing none relevant messages to the world. No permission. (mostly paid traffic sources)

Outbound marketing = Interruption

Inbound marketing = attraction

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Inbound Marketing 101

So what does a good inbound marketing strategy look like ?and how do you incorporate it into your every day social business?

What are the kinds of things that attract instead of repulse?

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Inbound Marketing 101 DO’

So what does a good inbound marketing strategy look like ?and how do you incorporate it into your every day social business?

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Facebook Posts

Blogging

Tweets

LinkedIn Questions

Video Blogging

Infographics

YouTube

Email

SEO

Webinars

Whitepapers/Reports

Podcasting

Other Inbound marketing DON’TS

DON’T ever create a and inbound marketing strategy without thinking of:

Content Calendar:

Eg:

1 Ebook a month

4 blog posts a month

8 FB posts a month

16 tweets a week

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Facebook Posts

“Its up to you to decide what you want based on

your social business / inbound marketing

strategy”

LET’S GO SOCIAL

Participants need to go into 3 groups to prepare a brief social media plan for Taxwise Consulting

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Webinars

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GROUP WORK

Creating Social Media Campaigns

Participants need to go into 3 groups to prepare a brief social media plan for Taxwise Consulting

4

Webinars

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Health Break: 15 Min

Q&A: 15 min

Engaging social networks

Engaging social networks

What is Social Media Engagement? How do we engage?

Social Media Engagement – ‘Do’s and Dont’s’

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Webinars

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Engaging social networks

Who uses social media?

Why use social media?

Do’s and don’ts for social media

Platform specific recommendationsLinkedInTwitterFacebook

Questions?

5?

Who uses Social Networks5

PEOPLE!

15,475,890 unique visitors/month

23,573,178 unique visitors/month

133,623,529 unique visitors/month

Why Use Social Networks?

Increase awareness

Reputation management

Customer service

Learn about your customers

Customer feedback

Improve customer satisfaction

Client engagement

Targeted marketing

Relationship building

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Webinars

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Webinars

Do’s and Don’ts for

Social Media

The DO’S Social Networks 5

Webinars

Engage in Social Networks

The DO’S Social Networks 5

Webinars

Integrate Social Media with Traditional Media

The DONT’S Social Networks 5

Don’t take a “one size fits all” approach

B2CPrimarily Business to Consumer

B2B Primarily Business to Business

B2C & B2B

The DONT’S Social Networks 5

Don’t let the choices overwhelm you

The DONT’S Social Networks 5

Don’t forget to measure results

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Webinars

Specific Do’s and Don’ts for

Who should use it?

Every professional needs to be using LinkedIn for personal career growth. Can also be used to increase company awareness

What is the value?

Stay connected with professional contacts. Generate opportunities to expand career and generate new business

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Webinars

5Ask for recommendations and gain as many contacts as possible. Multiple recommendations = instant credibility!

5Take advantage of all functionality provided by LinkedIn to make your profile more engaging and stand out from others

Sales CollateralPresentations

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Sales CollateralPresentations

Update your status with professionally related information(TIP: Link Your Twitter Account to make this easier)

5Join groups relevant to your industry and interests

5Don’t update your LinkedIn Status with non-professional messages

Don’t double post the same information

Engaging social networks

Used effectively, social media can deliver real business benefits in five main areas:

Market/Customer Knowledge & InsightEngagement & Reputation ManagementEnhanced Customer Experience and LoyaltySales/Marketing Effectiveness, Efficiency and

ROI

Interest and enthusiasm is growing rapidly

NB: But without planning social media strategy fails!!

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Webinars

Engaging social networks: 5 Key areasExternal Analysis: Evaluate Your Social Media

Landscape

Internal Analysis: Evaluate Your ‘Readiness to

Engage’

Develop Your Social Media Strategy and Action Plans for ‘Getting There’

Evaluate Your Social Media Performance and

ROI

Organization, People and Resource Issues

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Webinars

STEP2 : Evaluate Your ‘Readiness to Engage’

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Webinars

Key Questions To Ask:

Applications : what social media applications are most relevant to our business?

Impact: what impact is social media having on our industry, how important has it become?

Customers: how are our customers using social media? What impact is it having on customer behaviour?

Key Questions To Address:

Conversations : what online conversations are taking place relevant to our business; who is saying what about our brand/ industry where on the Internet and how should we respond?

Features and characteristics: what are the key features and characteristics of social media that you need to understand i.e. social media culture?

These questions establish a very strong foundation for

social media strategy development and successful implementation

Be ‘Customer Led’

Three key questions:

Who are our customers, who do we wish to engage with?

Where do we find them ‘hanging out’ on social media?

How can we best engage and energise them?

Monitor the conversation

Use Social Media Monitoring Tools to monitor online conversations relevant to your brand

No or low cost tools such as Google Alerts, Yahoo Pipes, Social Mention, IceRocket, Blogscope, Blogpulse and ViralHeat, Topsy

More expensive and sophisticated tools such as Radian6, Hubspot, Alterian SM2, Sysomos Heartbeat and Infegy SocialRadar 

EARS to the GROUND

Who is talking about Taxwise Consulting Ltd?

Where are they on the ground?

What are they saying?

Who is talking about Taxwise Consulting Ltd?

MEASURE, MEASURE

Social Media Measurement and ROIHow do we measure it? Understanding different Social Media monitoring tools Social media success -Case studies and examples (local international)

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Webinars

MEASURE, MEASURE

Social Media Measurement and ROI

Understanding different Social Media monitoring tools

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Webinars

MEASURE, MEASURE

Social Media Measurement and ROI

Understanding different Social Media monitoring tools

Facebook Insights

Tweetdeck

Buffer – manages multiple tweeter accounts

Hootsuite

Marketmesuite

Google Alerts

Klout – helps youtarget people of influence

Social mention -

Fiptop, etc. and so much morre……

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GROUP DISCUSSION 15 Minutes

5 minute presentation by each group on their social media group plan and strategy for Taxwise.

Best one is the one to be implemented.

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Webinars

Social Media 101Taxwise Consulting Ltd. – Half Day Onsite Training Saturday 20th July 2013

CEO, Inbound Marketing Consultant, Social Media Fanatic, Blogger, Speaker, Rotarian, Paul Harris Fellow, Aspiring Career Philanthropist, Mad about Books.

T: @lilianokadoF: Lilian Okado