•ƒ, „± Social Media ±¹ ·...

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My presentation for a free one-hour workshop held during the 3rd Social Media World Conference (26 July 2014, Athens, Greece). This presentation is part of the complete 3-hour workshop under same title, with target audience entrepreneurs and SMB owners who want to run their basic social media marketing by themselves.

Transcript of •ƒ, „± Social Media ±¹ ·...

  • 1. You, Social Media and your business Yannis P. Triantafyllou, marketing director, TO ATOMO ytriantafyllou@toatomo.info
  • 2. Page 2 I am Yannis P. Triantafyllou, but who am I ? A seasoned marketing director, he held management roles for 20+ years with technology groups (IT, graphic arts, digital printing) in Greece and Europe. He has been introduced to marketing through mathematics (his studies) and written communication (his hobby, then his job). Since his university years he worked as journalist and editor for trade journals and publications and as of 1994 he specialises in writing, editing and engineering of marketing text (and content in general) for business use. Its since 1998 that he also started public speaking and business presenting as well as moderating thematic discussions during conferences, exhibitions and corporate events. At 2000 he expanded in digital marketing and it is since 2006 that he is involved with social media, blogging and community management. At 2008 he launched his own marketing office, (www.toatomo.info), offering inbound marketing, content engineering business development services to greek and international firms.
  • 3. We Do Marketing inbound marketing, content engineering, business development
  • 4. Page 4 round the world, across all industries
  • 5. Page 5 We follow the customer experience journey and ease it with marketing content and actions
  • 6. Page 6Page 6 6 We build Online Business Communities
  • 7. Page 7 Community = Value
  • 8. Doing Business means having a Business Plan and SMART goals y-2-y specific, measurable, attainable, realistic, timely
  • 9. Marketing is on Making Relationships NOT on performing SALES!
  • 10. Social Media are part of Marketing, better say a Marketing TOOL increase awareness, attract more visitors online/ offline, listen to customers voice, manage our reputation, build trust, influence sales
  • 11. keep any customer information at your web site, CRM, hard disk not on a Social Media page! you wouldnt store your laptop at my office
  • 12. All effort has been made to ensure that what well say today can be performed by average professionals, and not just marketing gurus anyway, kids dont try this at home..
  • 13. The 15-Minute Social Media Audit Everyone Can Do STEP - 1
  • 14. Page 14 Social media audits matter for everyone [1] Locate and document all your social media profiles, official and unofficial You can consider some of the following questions to determine the necessity of certain profiles. Why are we using this social account?, Why do we want to use it?, What are our goals for this social media platform?, Are our target markets using it? Check for completion of all details and consistency in imagery and message Start by checking to see that all your social profiles have been completely filled out. Then check to see that your branding is consistent across your social accounts. Take decisions: is it best to have a different feel on different social network? Follow up on your goals and compare performance today to 1 and 2 years ago There are some common metrics you can measure: Your followers and fans. Your posting frequency. Any correlation to how often you post and how your audience grows? Engagement. How many conversations you have on a weekly basis? How many direct messages, retweets, likes, +1s, and reshares?.
  • 15. Page 15 Social media audits matter for everyone [2] Examine those who do it well (niche influencers and brands) Locate their social accounts. Generally, you will want to know the following: Branding: How does their overall look promote the brand? Can visitors get an accurate sense of their personality or culture? How have they chosen to use images in header and avatar? Popularity: How many followers/likes does the page have? Frequency: How often do they post? What do they do on weekends? Engagement: Number of people talking about the brand compared to number of fans? Types of posts: What topics do they frequently discuss? What types of posts do they use: photos, questions, videos, chats, text? What is engagement like for each of these post types? Make an action plan for improvements and goals [knowing is half the battle] Heres a handful of measurable goals you can set: Follower/Fan Growth, Increased engagement, Content by type performance, etc
  • 16. Creating a Successful Strategic Plan STEP - 2
  • 17. Page 17 A strategic plan sets the course for business Consider Jack Welch's six rules for strategic planning: Control your destiny, or someone else will. Face reality as it is, not as you wish it were. Be candid with everyone. Don't manage, lead. Change before you have to. If you don't have a competitive advantage, don't compete. Jack Welch (born 1935) was chairman and CEO of General Electric between 1981 and 2001. During his tenure at GE, the company's value rose 4000%. (Wikipedia)
  • 18. Page 18 Use social media as a distribution channel Page 18 18
  • 19. Page 19 Global Trend: shift to personalised marketing Marketing 2012++!
  • 20. Choosing your Marketing Weaponry STEP - 3
  • 21. Page 21 Its your decision, not mine How far can you go?
  • 22. Page 22 Whatever you do, do it like a pro!
  • 23. Page 23 Whatever you do, do it like a pro! Page 23 23
  • 24. Page 24 Whatever you do, do it like a pro!
  • 25. The art of the Perfect Post STEP - 4
  • 26. Page 26 Segment the services, to create content that works Facebook: Use this platform to interact with people you know or know you Twitter: Use this network to broadcast perceptions, new ideas and reactions Google+: The perfect place to explore your passions and connect with people you may not know who share the same interests Pinterest: Its all about pinning things that reflect your interests and are expressive of you LinkedIn: This platform is best suited for marketing yourself and your abilities YouTube: present video content you make, giving explanations, sharing expertise or just entertaining. (Remember: Google search loves YT videos!!) Foursquare: if youre a store, restaurant, bar or travel/tourism business, share details about you and monitor customer feedback, reviews and concerns.