Transcript What is social marketing?

SOCIAL NETWORKING
AND MARKETING
Eric Munyiri
Lilian Kathoki
Esther K. Mwanzia
Mathew Mutisya
Sebastian Abuya
Kiruthi Njenga
D61/75391/2012
D61/79789/2012
D61/61053/2013
D61/79485/2012
D61/61017/2013
What is Social Networking?
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1.
2.
Many definitions
All deal with sharing of information to achieve social
interaction
A social networking service is an online service,
platform, or site that focuses on building and reflecting
of social networks or social relations among people, e.g.,
who share interests and/or activities.
Components of Social Networking
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Web-based platforms
Can be used to inform, educate and engage
customers
How Social Networking boosts business?
Builds awareness
 Connections via personal profiles, pages and groups.
 Affordable, and geographically diversified.
Distributes information
 Share info freely.
 Announce events freely.
Creates community
 Bring people together.
 Community can be the best salespeople
How Social Networking boosts business?
Low cost customer service
 After sale support.
 Talk to the customer.
 Receive feedback.
Boosts sales
 Through the people recommendations.
 Support.
Are You Ready for Social Networking?
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Are your customers likely to be online?
Are you ready to handle negativity?
How will you incorporate this into people’s daily
jobs?
How will you measure the results?
How long are you willing to give it a try?
What’s your willingness to experiment, take
risks and adjust your plans?
What Are Your Goals?
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Increase customer base
Generate leads
Drive sales
Build awareness
Make money from your content
Establish thought leadership
Educate customers
Customer-source part of your product development
Reach internal communication
Parts of a Social Networking Strategy
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Identify your goals
Identify your target audience
Create a profile or brand
Find the social media that’s right for you
Plan a time frame
Include Search Engine Optimization (SEO)
Measure progress toward goals
Identify Your Target Market
 Who
are your customers?
 What
characteristics do they have?
 What
age group do they come from?
 What
are their spending or shopping habits?
 Do
they shop online?
 What
social media applications are they
using?
Decide on appropriate social media
applications
 Which
 Start
ones are your customers using?
with one
 Understand
 utilize
it
it effectively
 expand
your online presence
 Write
good and appropriate content
 Build
relationships
 listen
and engage with your followers
Plan the time frame
 Map
out a schedule for updating content
 This
should be accomplished on a regular basis
 Follow
the schedule
Include Search Engine Optimization (SEO)
 Focus
on Good Phrases
 Avoid
“Vanity” keywords
 Use
Google’s AdWords
 Remember
 Guide
the value of repetition
your content strategy
Develop a content strategy plan
 Content
should be both useful and usable by
customers
 Develop
a plan for creating this type of content
 Develop
a plan for getting the content published
 Not
as easy as it sounds
 Publishing
or uploading content takes a
dedicate effort on your part
Measure progress toward goals
 Did
we learn something about our customers that
we didn’t know before?
 Did
our customers learn something about us?
 Were
we able to engage our customers in new
conversations?
Social Networks
Twitter
 Facebook
 LinkeIn
 Youtube
Instagram
Twitter
MySpace
Mag.nolia
Reddit
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Wikipedia
Del.icio.us
Blinklist
Simpy
Hi5
Flickr
Digg
Propeller
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Social networking sites
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Badoo: Based in London, Badoo is one of the top social networking sites in Europe.
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Migente: A social networking site targeted at Latin America.
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Orkut: Originally created by Google to compete with MySpace and Facebook, it has mainly caught hold in Brazil.
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Studivz: A German version of Facebook with a strong audience in students.
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Flixster: Flixster combines social networking with movie reviews.
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Last.fm: A UK-based social music site, allows members to create their own radio station.
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Flixster: devoted to movies and actors.
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IMDB
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LinkedIn: A business-oriented social network, a contact management system as well as a social network.
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Xanga: A social blogging site that combines social networking elements with blogging.
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Piczo: A social networking site aimed at teens with a strong following in Canada and the United Kingdom.
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Passado: A European social networking site with strong audiences in France, Spain and Germany.
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Cyworld: A South Korean social networking site similar to MySpace.
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Bebo: Based in California, Bebo has gained popularity across the world, especially Ireland and the UK.
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Pinterest: Social image sharing site. Valued at $3.8 billion dollars.
What is social marketing?
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Social marketing is an approach used to develop
activities aimed at changing or maintaining people’s
behavior for the benefit of individuals and society
as a whole.
Combining ideas from commercial marketing and
the social sciences, social marketing is a proven tool
for influencing behaviour in a sustainable and costeffective way.
How Social marketing help you decide
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Which people to work with
What behavior to influence
How to go about it
How to measure it
Social marketing is a systematic and planned process.
It follows six steps
Getting Started >Scope > Develop >
Implement > Evaluate>Follow-up
How social marketing helps
Source:http://www.thensmc.com
Benefits of Social Media Marketing
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Brand building:
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Brand awareness
Cost Effective:
Targeting specific audience:
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Gender specific
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Geographical location specific
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Increase the revenue.
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Target audience based on their age,
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Internet marketing tactics.
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Interest
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Drive traffic to the business website
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Marital status.
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Increase inbound Links
Increase ROI:
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Increase Popularity in Organic
Searches
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Increase your traffic quickly
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grab one-way linking for your websites
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change in goal conversions.
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top page rank on Google, Yahoo, and Bing
Direct communicate with your Visitors:
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Visitors can comment on your post.
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You can also reply back.
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Feasible connection with clients and their
prospects
Social Media Marketing
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Optimize Your social Page
Engage Your Audience
Attract More Followers
Manage Accumulate Content
July/August 2013 issue, Harvard Business Review
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Establish closer, more direct engagement with prospects and
consumers
Provide simple ways to facilitate real-time interactions with
customers
Be authentic; use transparent messaging and fresh and original
content
Show your company’s human side to foster deeper connections
with your audience
Richard Branson, Social Media Marketing, Entrepreneur
Policy
Social marketing helps to ensure policy is based on an
understanding of people’s lives, making policy goals
realistic and achievable.
Policy example: water rationing in Jordan.
Strategy
social marketing enables you to target your resources costeffectively, and select interventions that have the best
impact over time.
Strategy example: lung disease strategy in England.
Implementation and delivery
Social marketing enables you to develop products, services
and communications that fit people’s needs and motivation.
Delivery example: child car seats in Texas
Social Media and Marketing Employment
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companies are looking for people who know how to create the
online buzz.
A growing number of job hunters are turning their blogging skills or
experience setting up Facebook Fan pages into new careers in social
media.
Experience in marketing, computer technology, copywriting, and
journalism is a major plus when trying to get a job.
OgilvyOne Africa
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Team Management – Handle a team of individuals from different countries and
manage social media communities for various businesses
Content creation
Social media marketing
Online Public relations
Customer relations
Communications/marketing strategy
Analytics
Business development
Send your CV to [email protected]
Examples
Usage of Social Network
Marketing
Arab uprising - Arabian Spring 2011
Can social networking overthrow a government?
Barack Obama’s Election Campaign
Barack Obama used the concept and elected twice as president of U.S.A.
FaceBook
YouTube
Uhuru Kenyatta
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"Ours is not just a pledge--we have used social media in the past. As Minister
for Finance, we compiled the budget together through twitter. And during the
compilation of our manifesto you (bloggers) played a big part in that
important initiative", noted Uhuru.
• Uhuru Kenyatta's Facebook page
has finally dethroned Daniel
"Churchill" Ndambuki as the most
liked page in Kenya.
• His likes now stand at 424,000,
5000 more than Churchill's.
Mwakilishi, Mwakilishi newsletter , Thu, 02/28/2013
Can Social Media Replace IEBC?
DIAGEO
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Diageo is intoxicated with success
Citing a 20% increase in sales "as a result of Facebook activity".
Smirnoff vodka had become the number one beverage alcohol
brand on Facebook worldwide
Diageo said that more than 950 of its marketers had been
trained in "Facebook boot camps" to build their social media
capabilities and the company was recording "significant returns
on investment" across a number of its brands.
Sarah Boseley, The Guardian, 20 Sep 2011
SOCIAL MEDIA
AWARDS
OLX
The awards were created as a
platform to appreciate
Kenya’s social media users
i.e corporates, individuals,
media personalities or any
Kenyan that uses social
media to influences other
positively.
Niaje
Serena Hotels, Bloggers
Association of Kenya,
Nairobi Incubation Lab
(Nailab) and TrINC Media
SOCIAL MEDIA AWARDS
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Facebook campaign of the year
Bring Zack Back Home
Twitter Campaign of Year
Occupy Parliament – Boniface Mwangi
Best use of Social Media in Events
Safaricom 7s
Best Government bodies on Social media
Kenya Vision 2030
Blogs
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Robert Alai
Ogola
Dennis Atumbi
Bogonko
Trends
PresidentialDebate
 TD. Jakes
 #someonetellnigeria
Twitter war which started following mistreatment of
Kenyan national football players in Nigeria
 #SomeoneTellCNN
a grenade explosion at a busy bus station in Nairobi
that killed six people and injured about 63 others.
Following the attack in Nairobi, CNN immediately
broadcast a report about the blast with a graphic
headline titled "Violence in Kenya"
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Kenya Social Media
According to the ICT Board, a whooping 2.5 million+
tweets are sent out by Kenyans per day.
Do you have a digital or social media will?
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Even the US Government thinks we need a Social Media Will.
http://blog.usa.gov/post/22261234875/social-media-will
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blogmother and blogfather.
Taking Advantage of Social Media
The Innovation of Loneliness
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What is the connection between Social Networks
and Being Lonely?
THANK YOU