Social Media Marketing: CONNECT Context Online/Offline Newness Network Expand Convert Test Ivan Surjanovic, Copyright 2014 by iPower Lab,

Social Media Marketing: CONNECT Social Media Forms of electronic communication through which users create online communities to share information, ideas, personal messages, and other content (Merriam-Webster Dictionary)

Social Media Marketing: CONNECT Four types of social media sites - Bookmarking and aggregating (Stumbleupon) - Content creating (YouTube) - Social networking (Facebook, LinkedIn, Twitter) - Location based networks (Foursquare, Gowalla)

Traditional MediaSocial Media ContentFixedUpdatable Time to develop / updateSlowFast InteractivityOne-wayTwo-way Focus“We”“You” Sharing / viral potentialLow to mediumHigh MeasurabilityLow to mediumHigh

Social Media Marketing: CONNECT Context Online/Offline Newness Network Expand Convert Test Ivan Surjanovic, Copyright 2014 by iPower Lab,

Social Media Marketing: CONNECT CONTEXT Put your social media marketing in a broader business context Get the big picture!

Social Media Marketing: CONNECT 1. What is your overall company’s vision? 3. How can social media help you achieve your main business objectives? CONTEXT 2. Main business objectives?

Social Media Marketing: CONNECT 5. Where (on what platform) is your target audience? CONTEXT 4.Who is your target audience on social media?

Social Media Marketing: CONNECT CONTEXT 6. What are your social media objectives (e.g. followers, likes, leads, sales, traffic)? 7. How will you use social media strategically?

Social Media Marketing: CONNECT Strategic Uses of Social Media: Community Management Support and customer service Reputation management Communication and outreach Search engine optimization Awareness and advertising Insights and research Sales and lead generation Source: eMarketing: The essential guide to digital marketing, by Rob Stokes, Quirk Education

Social Media Marketing: CONNECT ONLINE/OFFLINE Complement your social media marketing with offline and traditional marketing. It is about synergy!

Social Media Marketing: CONNECT ONLINE/OFFLINE Don’t get too excited about social media; don’t neglect your offline marketing!

Social Media Marketing: CONNECT ONLINE/OFFLINE Example of online / offline synergy: Follow up with an , phone call or a meeting with new connections on LinkedIn

Social Media Marketing: CONNECT ONLINE/OFFLINE Example of online / offline synergy: Advertise your Facebook page in newspaper, get new followers and keep building relationships…then get them to your online or offline store...then get them to sign up for your e- mail list…and so on…

Social Media Marketing: CONNECT ONLINE/OFFLINE Integrated marketing communications (IMC)! Marketing is like a symphony. Every instrument helps create harmony.

Social Media Marketing: CONNECT ONLINE/OFFLINE Be smart. Don't spend too much of your time on social media: the results are not in direct proportion with effort. There is no point in being at all social media platforms all the time.

Social Media Marketing: CONNECT NETWORK! Social media is all about networking.

Social Media Marketing: CONNECT NETWORK! To successfully network the first step is to LISTEN and observe. Follow other people and companies, like their pages, bookmark blogs, etc.

Social Media Marketing: CONNECT NETWORK! The second step is to build your presence (Facebook page, LinkedIn page, Twitter account)

Social Media Marketing: CONNECT NETWORK! The third step is to let everyone know about your page

Social Media Marketing: CONNECT NETWORK! The fourth step is to ENGAGE in a communication with your target audience. Get involved in a dialog! Post your comments! Respond to their questions!

Social Media Marketing: CONNECT NETWORK! It is not only about a number of likes or followers, it is more about the quality of relationship. Did you manage to get your followers to really like you and trust you?

Social Media Marketing: CONNECT NEWNESS Give something new, something of real value to your followers Create original, compelling content

Social Media Marketing: CONNECT NEWNESS Our brains love experiencing something NEW!

Social Media Marketing: CONNECT NEWNESS Educate your customers! They will appreciate your help and as a result they will be more likely to do business with you!

Social Media Marketing: CONNECT EXPAND! Promote (advertise) your content and expand beyond the circle of your own friends and friends’ friends Organic growth is great, but paid is faster

Social Media Marketing: CONNECT CONVERT Use social media to help you create new sales or new leads whenever possible

Social Media Marketing: CONNECT CONVERT Provide call to action in (some of ) your posts and tweets!

Tweet to Buy on Amazon! Respond to the tweet with the hashtag #AmazonCart

Social shopping: Levi’s

Social Media Marketing: CONNECT TEST! Test and fine tune your social media campaigns!

Social Media Marketing: CONNECT TEST! Use the analytics tools provided by the social media such as Facebook Insights

Social Media Marketing: CONNECT Measure and Test: -Different social media (how is Twitter working for you?) - Content -Traffic - Target audience - Interaction, etc.

Social Media Marketing: CONNECT Context Online/offline Newness Network Expand Convert Test Ivan Surjanovic, Copyright 2014 by iPower Lab,

Social Media Marketing: CONNECT Thank You! Ivan Surjanovic, Copyright 2014 by iPower Lab