Social Media Strategy - presentation
My presentation from the PR Conference:
Resources is not a problem, lack of resourcefullness is
It’s a tough world out there - the business climate is both interesting and challenging (steering clear of a long economic breakdown). Ultimately budgets are tight and money is scarce. If you one of those people that are whining and blaming your failure on lack of resources, read right on.
Now more than ever entrepreneurs need to be creative and super resourceful. A little bit of lateral thinking will go a long way. As they say: Where there’s a will there’s a way. There is a solution, and a cost-effective one at that, for any problem.
Lack of resources is not your problem, lack of resourcefulness might well be…
You are were you are today because you have chosen to be there. Harry Browne
Kick-arse website: Big.Words.SCARE.Me
Just saw the most yummy website!
Big.Words.SCARE.Me, a story engineering agency that will not only help your company find a story but will help your company create magical copy in every shape and form.
It’s different, refreshing, kind of cute, to the point with fantastic messaging. I love it!
It’s definately worth a look…
Learning big and learning fast
If you learn nothing else in business, at least remember the following words of wisdom:
- We have a strategic plan, it’s called doing things.
- Fail forward -fast. No screw ups no learning!
- Reward excellent failures. Punish mediocre successes.
Well worth a watch.
AMEN TO:
FAST screw-ups = FAST learning.
BIG screw-ups = BIG learning.
Biz Smarts Tip 7: Communication matters
Telepathy still isn’t widely adopted, which is why clear communication matters - both internally and externally.
Communication is key, even if you think you are communicating properly there will be challenges. The key to communication is listening, being calm, remaining unemotional and sticking to facts or issues at hand. Choose your words carefully as they have consequences.
When communicating learn not to take things too seriously or personally. Being emotional clouds clear and constructive communication. The aim is positive and constructive communication that reaches a desired outcome.
Biz Smarts Tip 9: Decision making
Decision-making can make you or completely break you!
Do your decisions set you back? If so why, and what are you doing about it?
Make the best of each decision. If you made the wrong decision and realize it down the line – fix it immediately! By not taking action and rectifying a decision you are setting yourself up for failure and merely postponing the (negative) consequences. Act and act fast.
Marketing, advertising and links
Found two excellent links on Heavy Chef Project:
- When is the right time for a small business to be advertising?
- Definition of marketing by World Wide Creative
Marketing is initiating and maintaining profitable relationships.
While this definition is both simple and beautiful, I feel that the success in marketing is a combination of relevance [engaging with the correct target audience] and perceived value. These two magic ingredients should form part a modern day marketing definition.
Ten common-sense marketing tips for busy entrepreneurs
I dare say that marketing a small business has never been more challenging.
Innovation, rapid technological development, increasing accessibility to technology and the wide spread adoption thereof have had far reaching consequences for the entrepreneur. It has not only presented small businesses with opportunities (and even advantage) in a global business landscape but also presented the challenge of reaching customers through increasingly fragmented channels.
Sir Winston Churchill once said, “It’s not enough that we do our best; sometimes we have to do what’s required.” Often small business owners fall into the trap of trying to outshine their competitors, reinvent the marketing wheel (with some outrageous once off campaign) and forget what is required. In today’s world where we are bombarded with information from every angle (sms, email and advertising for example) a clear well targeted message conveyed simply is often the most effective.
Sweet marketing simplicity in a world filled with possibility on a small business budget. Daunting or do-able?
MARKETING MUSTS:
1. Ethics
Ethics is the foundation of good business practice. In marketing this means that you keep your word and deliver on your promises. Customer service and word of mouth are lethal weapons in the marketing arsenal.
2. Targeting and research
You cannot be everything to everyone. Research your market and break them up into market segments. This will ensure that you allocate marketing resources correctly to produce effective results.
You don’t have to reinvent the wheel! There are times that it’s wise to imitate not innovate. Focusing on what works can prevent failure and save your money. Often the basics are effective. Strive to strike a balance between innovation and imitation.
4. Creativity and branding
Don’t market or advertise like a big business! Large companies have money to spend on awareness and brand campaigns. You however need to design marketing campaigns to produce sales (now). This entails promotional activities which will provide short term instant results.
5. Messaging
Translate your product or service offering to meaningful benefits for your customer. Your service offering or business proposition should focus on the benefits not the features of your product or service.
Customers want to know how the product will add value to their lives. Will it make their business more profitable, will it make improve their productivity, will it make them more socially responsible, will it improve the quality of their life? Define how your product and service will make their life easier, better, less stressful and more fun. It must be something that they can relate to.
Market to build awareness and provoke response. Thomas Jefferson suggested that “The most valuable of all talents is that of never using two words when one will do” and this is a good maxim for writing good marketing material.
6. Collaboration
Buddy marketing is a form of collaboration. Try and create value-added joint promotions with other role-players and businesses through combining complementing products and services offerings.
7. Explore new technology and methodology.
The adoption of the internet and the fact that South Africa has one of the highest cell phone penetration rates in the world has created new ways of advertising and reaching customers. Mobile marketing and online advertising are not only cost effective but allow for complete control and measurability. In addition it presents you with an opportunity to reach a global audience.
The business landscape today is no longer bound by location and time zones. Technology has changed the way people do business and has created a need for mobility and connectivity. Virtual offices and business hubs have embraced this phenomenon to offer entrepreneurs cost effective solutions to a mobile lifestyle addressing the need for connectivity and small business support.
8. Use the internet – it provides free tools and services.
There are fantastic programmes and services available online. Platforms such as Linkedin, Facebook, YouTube, Flickr and Skype are already popular ways of sharing and communicating. Why not expand your arsenal of free applications and tools by using online resources in other aspects of your business?
OpenGoo is an Open Source Web Office - a complete solution for every organization to create, collaborate, share and publish internal and external documents. Blinksale allows you to send invoices online, while Basecamp allows you to manage and collaborate with co-workers on client projects. Picnic is a great alternative to Photoshop.
9. Bridging the gap between marketing creativity and budget.
Single marketing efforts don’t work. It’s as simple as that. A small marketing budget need not be your excuse for an ad-hoc, bull in a china shop marketing approach. You have to vary your approach and rotate your marketing efforts to ensure consistency. Look at your budget and at the marketing strategies available and draw up a schedule to include different channels o your target audiences at various intervals.
10. Track your marketing and learn from your mistakes!
Building evidence of advertising and marketing effectiveness is vital in any future decision-making processes and the proper management of your marketing initiatives. Why guess if you can base your marketing decisions on experience and previous statistics and data? Avoid guesswork, especially on large scale activity.
Biz Smarts Tip 7: There will always be another opportunity!
Richard Branson says, “Business opportunities are like buses” Another one is always bound to come along.
How many times has an opportunity presented itself, and you found yourself unprepared? In a nutshell you could put it down to bad timing!
Do not fret over lost opportunity or kill yourself trying to make it all happen all at once. There’s a whole world of opportunity out there. Relax and know that a bigger better deal will come along.
The trick is to put energy into something at the right time with all your heart and soul!
Sasol embraces social media with Paralympic campaign
It’s increasingly important to look at promotional and marketing campaigns with an eagle-eyed view, to ensure that all aspects, including mobile technology, social media, media buying and smart video technology, are integrated and coherent.
Shake Interactive, the online and mobile marketing agency, is working with Sasol to boost the fuel company’s sponsorship of the South African Paralympic and national rugby teams via an integrated digital campaign. The agency conceptualised, designed, built and promoted the online component of the current “Welcome to Amazing”, campaign.
Teaming up with the Jupiter Drawing Room Johannesburg, Shake provided Sasol with an integrated branding campaign utilising print, TV, the web and mobile. Sasol had set the duo the challenge of maximising its sponsorship of the national teams by extending brand exposure from the sports field and television coverage to other media.
The campaign features a basketball game between the SA rugby team – the World Cup champions – and the SA wheelchair basketball team, competing in the Beijing 2008 Paralympic Games from 6 – 17 September. A teaser campaign in print and on television was followed by longer ads during the game, showing the “Chairs vs Champs” clash.
The web site allowed supporters to interact with the campaign and the teams. The adverts, behind the scenes videos, interviews and bloopers are all available to view. Supporters can comment on the videos, leave messages of support for the Paralympic teams and follow news from the games. Visitors can also text messages to the team on 31502. A medal tally page reflects how many medals South Africa has won and a biography page features information on all the sportsmen and women competing in this year’s games.
Integrated campaigns are a vital part of any marketing strategy. Extending traditional campaigns to include both online and mobile technology enhances the brand experience and interaction between all roleplayers.
Welcometoamazing.com was launched to 25,000 Sasol employees, and then made public on 1 September 2008.
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