Level 2
Award in Social
Networking for
Business
Tutor:
Alan Jarvis
1
General structure
• Each week:
• Some theory – but more than on the Level 1
• Some practical – but less than on Level 1
• Some assessments and a workbook to complete. Answers need to
be a little more detailed than on the Level 1
• Each week there will be homework!
2
What we will cover
• This qualification is split into 2 units:
• Unit 1 – Principles of Social Networking
for Business
• Main focus of this unit is understanding how businesses can use
social media
• Some over lap with the Level 1 course but more depth is needed
• Unit 2 - Social Networking for Business
• Main focus of this unit is to develop a social media marketing plan
for a business and implement it
3
Unit 1: Principles of Social Networking for
Business
Learning Outcomes:
• Know the concepts of social networking for business
• Know the affects of social networking for business
• Know the potential risks and issues of using social networking for
business
4
Unit 2 - Social Networking for
Business
Learning Outcomes:
• Be able to set up and maintain social networks for the
business
• Be able to create and maintain content to publish for the
business
• Be able to support the growth of social networks for the
business
• Be able to review the success of social networks for the
business
5
Should you be using Social
Media?
• Do you have the time and resources?
• What do you need to be successful:
• A plan. You need some goals and some theories about how you
will achieve them
• Resources. Mostly your time!
• A way of measuring your success. You goals need to be
measureable.
6
Exercise
• Where are you now?
• Complete the Social Media Audit document
7
Where is your audience?
• Be focussed
• There are lots of social media platforms.
• Don’t spread yourself too thin.
• Go where you target market are likely to be.
• Identifying your target market is key to your social media
efforts
8
Target Market
• Define the people your product or service is aimed at:
•
•
•
•
•
•
Age group
Gender
Geographical location
Income group
Other aspects (e.g. home, car, pet, etc. owners)
Special interests
9
Exercise
• Define your target market using the question sheet.
10
Aims and Objectives of Social
Networking
• What aims and objects are possible with social media
marketing?
•
•
•
•
•
•
Directly sell product
Position your business in the market
Increase awareness in your target audience
Expose yourself to a new audience
Encourage repeat Business
Generate referrals
11
What are your objectives?
• Directly sell product?
• Suited to niche e-commerce sites such as music groups
• May also suit time limited special offers
• Example Bournemouth Pizza
• Hard sell needs to be diluted with interesting, funny, content.
12
Position your company
•
•
•
•
What does you company stand for
What sort of customers DO you want?
What sort of customer DON’T you want?
For example
• Ryanair vs British airways
• PoundLand vs John Lewis
• In a crowded market it may help you differentiate your
business from others
13
Thought
• Can you clearly explain why a customer should buy from YOU?
• If you can’t its unlikely that potential customers will be able to
see any reason to buy from you either.
14
Find more or new audience
•
•
•
•
Think about what your target audience are interested in.
Use groups in Facebook and Linkedin
Follow the ‘right’ people on Twitter
Use ‘Like’ and retweet to join in the conversation
15
Repeat Business or referrals
• Encourage customers to Like/Follow you on Facebook and/or
Twitter.
• Give then an incentive to do so (£5 off if you like us on
Facebook etc.)
• Encourage existing followers to Retweet or Share your posts
(again an incentive is usually needed)
16
Add personality to your
business
• Particularly important if you sell a commodity product or
service where there is little differentiation between you and
everyone else.
• By being interesting and entertaining (remembering your
target audience) you can inject some personality
17
Workbook!
• 1.1 Identify the aims and objectives of social networking for
business
• 1.2/3 Explain why community building is important and what
is the role of key influencers
• 1.4 State the importance of publishing social media content
which engages the audience
18
Social Media Marketing Plan
• Complete the Social Media Audit
• Create a Social Media marketing plan
• Use the guidance document to help you
19
Level 2
Award in Social
Networking for
Business
Homework to do!
See you on April 29th!
20