strategy in social medias
DESCRIPTION
I had the great opportunity to conduct a 2 hours seminar for a first year marketing class in Polytechnic University of Marche, San Benedetto del Tronto’s branch. The lesson touched upon digital marketing basic concepts as well as more advanced ones, providing also my students with a social media strategy sample plan . Even if they were at their first class in marketing topics, from the interest and participation showed during the lesson I am really sure they will continue their studies on those topics. I strongly wish to keep in touch with them all . #smssbt Main topics : - Inbound and outbound marketing - Content and viral marketing - Social media strategy - Social Media PlanTRANSCRIPT
- 1. Strategy in Social Medias [email protected] March 28, 2014 #SMSSBT
2. Whos this guy ? [email protected] Lorenzo MATTIACCI Freelance Social Media Consulting Postgraduate on November 2012 Marketing Intern, ELSIS Pro, Vilnius ( Lithuania) Erasmus France 2011 #SMSSBT 3. !3 Freelance Social Media Consulting is basically, something like this : #SMSSBT 4. !4 Part I - Key Concepts #SMSSBT 5. !5 Inbound ! ! ! ! ! ! Outbound Attract prospects with personality Promote the sharing Promote discussions Promote company Promote products Company Prospects Persuade prospects 6. !6 Outbound ? #SMSSBT 7. !7 Online outbound ! #SMSSBT 8. Inbound Marketing Personality beyond companys logo We are people !! Images, ideas, thoughts Promote discussion between company and environment Basically, Inbound Marketing ! !8 9. Personality ( brand equity ) Inbound Marketing We are people ( not just a brand!)Company Image !9 #SMSSBT 10. Interest customer Inbound Marketing 2 Sell to the customer Involves customer !10 Inbound Marketing = Virality 11. !11 Virality Company WebsiteSocial Networks Better Virality = Content Marketing ! #SMSSBT 12. !12 Content Marketing Creating and sharing content Good contents Good virality So, lets make good content and make it viral ! Right ? #SMSSBT 13. !13 Virality ? Well . . . #SMSSBT 14. Touching Points , a point of view !14 Customers Company Social SiteWoM Fair Agents #SMSSBT 15. From prospect to customer Customer Prospect !15 WoM Sito InternetFiera LinkedIn Facebook Mail Pinterest Twitter Slideshare So, lets do everything ! Right ? 16. !16 Issues Well . . . Costs Time Different analytics Expertises Attribution Whos doing what? #SMSSBT 17. !17 Where can I use social marketing ? Institutional Internal ExternalInvestors Suppliers EnvironmentInstitutions EmployeesCollaborators Internationalisation ! #SMSSBT 18. !18 Part II - Social in-depth analysis ! Social Marketing plan #SMSSBT 19. !19 Some social 20. Objectives Personality Creation, News sharing Visualisation Relaxed, informal ambiance ! Informal tone ( users expectations ) Companys website Sharing !20 Facebook, analysis #SMSSBT 21. Control User Closed Group - Customers ( key) Open Group ( new products, our mission etc, etc ) Ofcial Page Closed Group - Collaborators Closed Group Assistance (FAQ) Closed group - Partner !21 Facebook, analysis 22. Ideal campaign : ! 2 - 3 posts per week More for new products launching , new fair, new catalogue, etc !22 Facebook, fan page Green economy Products Energy Fashion Design Interior Design 23. Aim : ! promote dialogue among members Closed Group : ! >Present specic products to specic targets! ! >Interact with agents - partners - suppliers - etc etc Open Group : ! > Present new products! ! > Present catalogues! ! > Live assistance (Frequently Asked Questions) !23 Facebook, groups 24. Pinterest, Analysis Relaxed/ informal ambiance ! Informal tone Objectives Inspiration Vision Personality Last yearss growth Italy : +150% !24 #SMSSBT 25. Pinterest, plan Fairs Infographics HistoryInspirations Travels Events Tips Local Products Local Technology Culture !25 26. !26 Pinterest, example 27. !27 Twitter, Analysis Relaxed/ informal ambiance ! Informal tone Objectives Sharing Information Engaging Real time Fast ! Interaction #SMSSBT 28. !28 Twitter, Plan Global Industry Players Causes Opinion Leaders Local Suppliers Local Players Local Causes Institutions 29. !29 Twitter, live example #SMSSBT 30. Formal ambiance ! Formal Tone Professional Networking Sales and Professional advertising Professional reputation Create a professional reputation in a professional ambiance !30 LinkedIn, analysis Objectives 31. !31 LinkedIn, Campaign Ofcial page - Employees List - Collaborators List First step Second step Understand the target Third step Editorial plan - sharing plan Fourth step Advertising plan 32. !32 LinkedIn, analysis 33. !33 Foursquare, analysis Informal ambiance ! Informal tone Geo - social network ! Places Pubs Malls Landmarks Inspirations Restaurants #SMSSBT 34. !34 Foursquare, example #SMSSBT 35. Examples : New products, new laws, company presentation, mission. !35 Slideshare, analysis Formal - semi formal ambiance ! Informal Tone Inspiration Personality Branding Objectives 36. !36 Slideshare, Example #SMSSBT 37. !37 ItemWeek 1st 2nd 3rd 4th 5th 6th 7th 8th Analysis Benchmark Facebook Linkedin Pinterest Twitter Slideshare Non-social Social Media Plan , Main #SMSSBT 38. !38 Questions ? Merci ! Thank you ! Grazie ! ! @lawrencematch @lawrencematch @lawrencematch [email protected] #SMSSBT