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Social Media for SMEs

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by

Louise Hayter

on 17 March 2014

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Transcript of Social Media for SMEs

Social Media for SMEs
STRATEGY: How?
Conclusion
Social Media for SMEs
1. Strategy
2. Content
3. Platforms
4. Case studies

+ measurement
CONTENT: For Whom?

Put yourself in the mindset of your target audience...

What's important to your target audience?
What challenges do they face?


Focus on them, not your brand!
CONTENT: What type?

What do YOU like to read relating to your industry?

Blogs / articles
White papers
'How to' guides
Infographics
Webinars
Videos

STRATEGY: Why Social?
Content marketing
- giving valuable content & info; thought leadership.
Facilitating conversations
and discussions - online networking!!

Recommendations:
Integrated part of overall marketing strategy
Drive traffic to your company's website
Regularly updated blog
Strong calls to action on website / blog



Not just for B2C!

Enables SMEs to be more competitive

Drives WOM
- holy grail for marketers with small budgets!

Lead generation


Awareness-raising
and brand building
B2B doesn't mean boring!
Variety of networks: Facebook, Vine, Pinterest, Instagram...
Measuring Outcomes
Less about direct sales, more about building relationships over time

Good metrics:
Increased traffic to website
No. requests for more info
Rising no. of followers
No. white paper downloads
No. video plays

Useful tools:
Hootsuite - also schedule updates
Bitly
Google Analytics
Website visitor IP tracking: Wow Analytics, Silverpop Visitor Insight
1
STRATEGY
2
CONTENT
3
PLATFORMS
Louise Hayter, Immerse Learning
@LouiseHayter
4
CASE
STUDIES
Integrate
into B2B marketing strategy

Build
relationships over time


Give!
Content, time, ideas

And your company will...
Become
more competitive

Micro-blogging
Conversations
Media (real time)
Company pages
Status updates
Groups - discussions / leading conversations
Linkedin
Twitter
Content distribution
Followers and endorsement
Communities
Hangouts (webinars)
Blog authorship (SEO)
Google+
Be Creative!
Select a manageable few...
CASE STUDY 1
"Our main goal is to use social media to get closer to our customers."
Activity
Dedicated to social - own site
9 platforms
Valuable content
Humanising brand
Results
Improved perception amongst customers
Highly influential in industry
Reduced PR costs
CASE STUDY 2
Overview
Irish eCommerce software company
Social selling
Target audience: Heads of Sales / Marketing

Activity
Social listening!
Sharing targeted content:
- "The Science of Shopping"
- White paper: "eCommerce Insight Book"
Primarily Linkedin, Twitter
Quality, not quantity

Results
9 more sales enquiries per month
Over 100 new leads


Full transcript