Marketing Your Business Applying Social Media to Create Relationships

1. Marketing Your Business Applying Social Media to Create Relationships

2. About Me… • 22 years experience teaching business • Teach Business Admin (Marketing) at College of the North Atlantic • Serve/Served on several Boards • Local TV Producer • Web Editor, Blogger • Design and Operates Clarenville Facebook page • Clarenville Town Council 2005-2009 • Arts and Commerce degrees • MBA • Social Media and E-marketing Certificate Memorial University

3. Marketing Your Business – Applying Social Media to Create Relationships • After the session you will: • Develop a better appreciation for the value of marketing in understanding your company and its customers with an eye to maximizing businesses success. • Be better able to define your company’s purpose, the unique aspects of its product, how the product should be promoted, and where it is sold. • Develop an appreciation for the business marketing potential and application of five Social Media tools and how each can be integrated with the other and with company websites: • 1) Facebook • 2) You Tube • 3) Blogs (including Twitter) • 4) Google Adwords • 5) Groupon

4. Definition of Marketing Marketing is: • A Process of Planning and Doing… • The Conception (Product), the Pricing, The Promotion and the Distribution (Place)… • Of an Idea, Good or Service… • To create and Exchange.. • To satisfy Individual or Organizational Objectives.

5. Influences on Marketing • Certain aspects of marketing are controllable: Product, Price, Place & Promotion. • Other aspects of the environment in which marketing occurs must be dealt with, but cannot be changed: Social Forces, Economic Forces, Technological Forces, Competitive Forces and Regulatory Forces.

6. For Marketing to Occur there needs to be: • Two or more parties (a Buyer & a Seller) that have needs that each other can fulfil. • A Desire, and an Ability to satisfy these needs. (A Market) • A way to Communicate this desire to the other party. • Something of value to Exchange.

7. Finding a need • Sometimes satisfying a need proves to be a difficult task. • To narrow in on the needs of a diverse group of potential customers, companies often group people by their needs. These groups are known as Target Markets. • Target Markets will respond similarly to a given set of marketing actions.

8. The Marketing Mix“The 4 P’s” • These are the controllable factors that a company/organization can adjust in order to satisfy customer needs. • They include: • The Product ( The Good, Service or Idea sold) • The Promotion ( How the product is communicated to the potential buyer) • The Price (The rate of exchange) • The Place ( How/where the product is delivered to the customer)

9. Making the Marketing Mix work for you So, if you have the right Product, selling for the right Price, in the right Place, and if the potential customer knows about it (Promotion) your product should sell right?????? Maybe…. BETTER THE DEVIL YOU KNOW… Business needs to work hard at improving the chances of a sale, especially in a cluttered selling environment – you need to stay TOP OF MIND in the customer’s need solving process by offering them what they need, when they need it. One way to do that is to know your customer better…to create a relationship Social Media is a relationship building tool.

10. Establishing “what we do”… • In order to effectively market its products or services organizations/companies need to first establish its reason for being – its Mission. • Bombardier: Our mission is to be the world's leading manufacturer of planes and trains. • NL Hydro: Hydro generates, transmits and distributes electrical power and energy to industrial, utility and residential customers in Newfoundland and Labrador All activities that the organization/business engages in needs to support that mission. What is your organization’s / company’s Mission?

11. Establishing “what we do best”… • Further, an organization/company needs to establish what it does best – better than its competition that makes it stand out. • Lowest Cost • Highest Quality • Quickest • Most Relevant You need to establish what makes the customer choose your product or service over all others. You need to build on that through your communications with customers. What does your organization / company do best?

12. Communicating with the Customer • So you know what you do, and you know what you do well, now you need to make sure that your customers know that and are constantly reminded… • Ideally we want a message that helps create a “conversation” rather than a one way flow. • Marketers have tried for years to do this – Social Media is now allowing for that to occur. • Remember…Social Media is one important tool in a large tool kit – it is not a panacea but, if done right it is effective at creating conversation and it is cheap!

13. Notable Quote: “Social Media is like teen sex. Everyone wants to do it but nobody knows how.” AvinashKaushik Google

14. Social Media in Plain English

15. Social Media Strategy Guide L A Listen to your Customers Engage with your Customers Add value with Content Develop Relationships

16. So… What’s the best Social Media tool for you? • It Depends • Usually you will use a combination of tools Let’s look at the options….

18. Facebook Marketing • Over 750 Million people are on Facebook • 15.4 Million users in Canada • 237,000 users in NL • 3,600 users in Clarenville region • 50% visit the site daily • Widest range of opportunity of any Social Media

20. Facebook Marketing • Facebook allows you to get found, engage customers, create a community and promote other content. • Like button is key • Facebook has very fine “Targeting ability” • You only pay for clicks!

21. Facebook Marketing • Where to Start? • Register a page • Customize a page (iframes & Vanity URL) • Create a Landing Page • Add Content • Gather and engage fans • Connect with other social media

22. Examples

24. You Tube • Owned by Google • FREE • Allows users to upload and share videos • 4th largest website on the internet • As many users over 45 as under 18 • On demand – prime time is all the time • Integrates well with Facebook • Can sponsor video with Sponsored Videos

25. You Tube Sponsored Video

26. You Tube • Where to Start? • Create a YouTube Account (Channel) • Add value to the page with creative, valuable, emotional content • Educate • Answer questions • Product reviews • Tell a story • Debunk Myths • Slide Presentation • Add Key search words • Share • See www.youtube.com/user/brandedchanneldemo

27. Example

29. Blogs and Twitter • Blogs – Web Logs – online newsletters • Twitter is a microblog (140 characters or less) • These sites help build community, improve customers service, build brand awareness and build TRUST. • Fastest growing segment of the Social Media toolkit

30. Blogs and Twitter • Main Success factors from a business perspective • Influence • Brevity • Accessibility (Mobile) • Interaction • Versatility

31. Blogs • Blogger is a common blogging tool • Easy to set up and use • Adding key words make it searchable

32. Twitter • Fast growing site with over 200 million accounts • 140 million tweets per day • Can “follow” tweets of selected people/organizations • 45% of business saw Twitter as important to their business – 83% expect to increase use in the next 6 months. • Second most popular Social Media Site

34. Example

36. Google Adwords • Targeted reach • AdWords help target new audiences on Google by showing paid sites higher in search results. • Greater control • Ads and ad budgets can be adjusted to the results. Can display a variety of ad formats and target ads to specific languages and geographic locations. • Measurable value • No minimum spending requirement or time commitment. With the cost-per-click option, the seller is only charged if people click the ad - This means every dollar of budget goes toward bringing new prospects.

37. Google Adwords

39. Groupon • Groupon(group coupon) is a deal-of-the-day website that features discounted gift certificates usable at local or national companies. • if a certain number of people sign up for the offer, then the deal becomes available to all • the merchant does not pay any upfront cost to participate • How to participate See: http://www.grouponworks.com/

40. How Groupon Works

42. IN SUMMARY

43. Here’s where we’ve answered today... • We’ve discussed what marketing is. • We’ve learned that we need a plan – a Strategy to meet our customers needs in the environment in which he/she exists in • We’ve learned the basics of marketing strategy formulation. • We’ve developed an appreciation for the business marketing potential and application of five Social Media tools: Facebook, You Tube, Blogs (including Twitter), Google Adwords & Groupon

44. QUESTIONS? THANK YOU! Paul Tilley College of the North Atlantic Clarenville Campus Paul.tilley@cna.nl.ca 709.466.6948

45. QUESTIONS? THANK YOU! Paul Tilley College of the North Atlantic Clarenville Campus Paul.tilley@cna.nl.ca 709.466.6948