Which social network to choose for doing business? Business promotion in social networks: from dialogues with the client.

What's this?

What are the benefits?

Due to its huge user base, this social network is suitable for almost any business. In addition, for this she has special useful features like, a convenient messenger and the ability to create a business page. Perhaps Facebook is the most powerful social network for doing business.

Over the past year, live streaming has become very popular on Facebook. Users of this social network are very fond of videos, which means that if you want to run an advertising campaign, you will have to dust off your camera and talk about the product live.

What's this?

The social network from is going through hard times since its inception in 2011. However, its launch was so terrifying that he then declared a "state of emergency" and told employees to work hard to improve Facebook.

What are the benefits?

The main plus is the connection with the most popular search engine in the world. This is the most compelling argument in terms of having a corporate page on Google+. In addition, many believe that being active on this social network increases the likelihood of your product page appearing in searches.

What is the best content to post?

Any. All types of content are welcome on Google+, including content related to other Google products such as YouTube. Videos, GIFs and images are popular here.

What's this?

What is the best content to post?

LinkedIn needs to be more conservative. Share interesting articles that talk about your brand or industry, but only those that are suitable for professionals. So no gifs or long videos - save them for Twitter and Facebook.

What's this?

The second largest social network in terms of the number of active users. Initially, it was a mobile application with which you could share pictures from your phone with the whole world. Soon it was acquired by Facebook, and this gave a good result: videos and a live broadcast function appeared on the social network.

What are the benefits?

With the addition of Live and Stories, Instagram has become an even more powerful business platform. If your brand has some kind of visual product, be sure to choose Instagram. If you have nothing to show, you can still use this social network to tell the story of the brand and introduce customers to the corporate culture.

What is the best content to post?

Photos and videos. That's all you need. And yes, don't forget the hashtags.

What's this?

In you can make collages and collections of various visual elements, then to show them to the client or your team.

What are the benefits?

What is the best content to post?

Photos, product images, infographics. Any visual content that can tell the perfect story for your Pinterest board.

It took radio 38 years to reach 50 million people, TV 13. Facebook gained 200 million users in less than a year.

More than 82% of Internet users have social media accounts and use them for (at least) two hours a day. Russia ranks first in Europe in terms of the popularity of social networks.

There is a growing number of users who come to social networks not for communication, but for information, as well as businessmen who understand that social media is an effective marketing channel. If you want to promote a project through social networks, then get acquainted with four effective ways to promote it.

Content is the main promotion factor

Any SMM specialist will confirm that promotion tools are useless without quality content. If the page of your brand is boring, you should not count on the growth of the audience and its loyalty.

Three ingredients of good content:

Uniqueness. The information you post should be relevant and engaging. Do not copy materials from other resources. The exception is cross-posting between the company's blog and its page on the social network.
Regularity. Articles should be published systematically. Two, three, four or seven times a week - depends on the specifics of the business and its target audience. So, two or three updates will be enough for people from the business environment, and this is clearly not enough for the beauty community. It is necessary to adhere to the chosen content strategy, regardless of the number of subscribers.
Virality. Publications should be lively, causing an emotional response in the form of a burning desire to tell friends about them. Avoid overt promotional posts.

Facebook in Russia- "social sphere is not for everyone." It is used by marketers, programmers and other IT-savvy people. They are not afraid of a “complicated interface”, but in their area of interest are gadgets, the Internet, travel, education, books and business in all its manifestations. They willingly like and share materials on these topics, as well as motivating articles that set you up for positive. Most of the active Facebook audience uses the mobile application - it is recommended to illustrate posts with pictures 800 × 600 in size.

"In contact with"- the largest social network of Runet (more than 230 million registered users). Her audience is younger; the focus of users' interests is mainly entertainment (communication, games, music, films, etc.). VK users do not like text content (it is desirable that the length of the post does not exceed 500 characters), but they love photos and videos.

Among photo hosting sites in Russia, the most popular Instagram. At the same time, while maintaining a brand page on Instagram, it is recommended to adhere to a single style in design (use not only standard filters, but also third-party photo editors), as well as place objects in the photo on 2/3 of the screen (this makes the picture visually more attractive).

Targeting

The possibility of placing targeted advertising is available in almost all social networks: VKontakte, Facebook, Odnoklassniki and others. At the same time, it is believed that targeted advertising in social networks is more suitable for the B2C sector. However, there are companies in B2B that effectively solve business problems through targeted advertising.

Some types of targeting:

Geographical (geotargeting) - displaying advertising to residents of a certain region / city / district, etc. For example, you want to promote a beauty salon located in Khimki, Moscow Region. Your targeted ad will be displayed to the residents of this city.
Socio-demographic - showing ads based on gender, age, marital status and other social criteria. Thus, advertising for children's goods and household goods is recommended to be placed on the pages of married women over 25, and advertising for an art store - on the pages of designers, architects, decorators.
Contextual - displaying ads in accordance with the interests of the user. Membership in groups such as "Fashion", Fashion, "Shopping", etc. clearly demonstrates the interests of the user. He will be interested in relevant advertising.
Behavioral - displaying ads depending on specific user actions (travel routes, favorite places, frequent search queries, etc.). Let's say a person is fond of Latin American dances, goes to a salsa club, looks for relevant videos - it is likely that he will be attracted by an advertisement for a last-minute tour to Cuba.

Despite its apparent simplicity, targeting is a tool that requires serious preparatory work. First, you need to analyze the target audience of the brand. Second, create an ad.

Community advertising

Advertising in communities (in the professional language of SMMs - sowing) is the purchase of posting or reposting in popular communities. In the first case (buying a post), the advertiser's goal is to increase traffic on the company's website; in the second (buying a repost) - attracting users to a company group on a social network. At the same time, the more subscribers the community, the post in which you buy, has, the more expensive the advertising campaign will cost.

You can negotiate directly with community owners or use the services of a special exchange. In 2013, the VKontakte social network (an office for an advertiser) opened one. Advertising is placed by the community administration in its feed and, according to the conditions, must remain there for a day.

Professional promotion in social media

It refers to services that provide paid services for promotion in social networks. As a rule, they independently create high-quality content, launch a targeting mechanism and negotiate advertising in communities. These conditionally include Plibber. Why conditionally? Because the possibilities of this service are much wider.

register;
decide on the format of work on the site (you can advertise your brand yourself or contact the Plibber team to organize an outrageous advertising campaign);
prepare an advertising post;
select the most suitable sites from the target audience and start sowing.

After preliminary moderation, your task will be available, and you can start attracting fans of your brand.

How to get organic loyal traffic? With this question, which is of interest to all advertisers, we turned to the founder of the Plibber project, Oleg Ratunin.

Oleg Ratunin

General director and ideological inspirer of Plibber.ru. Knows everything about social media and even more.

To attract potential fans to your brand, you should:

use quizzes (quizzes), infographics, illustrations, viral videos, promotional games, etc.;
place a link within the visible zone of the announcement of the post (first-second lines);
embed a call to action in the content;
add a provocative poll;
work with the associative content format and its adaptation to the brand;
launch creative, vibrant and unique contests.

If you've managed to find the content your audience is craving, you can count on over 600 clicks per post.

Also, do not forget to analyze the communication of large brands with their subscribers, now a good result is being detected in the community

The Internet today covers all spheres of human life. Somewhere in highly developed countries, absolutely everything is based on it, and this accelerates the development of the economy, and society as a whole. In underdeveloped countries, the Internet is given less attention and cannot be said to have a beneficial effect. But in any case, it is already quite hard to live without the World Wide Web.

Of course, business, being a dynamic and very sensitive field of activity, could not stay away from social networks and their widespread use. Partial or even complete (in some areas) the transition of business to social networks is obvious all over the world in general and in Russia in particular. Commerce is being developed both in the capital and in the provinces. Everywhere you can see the promotion of business in social networks. Khabarovsk, for example, is a clear illustration of success. The businessmen of this city in the Far East are actively working in this Internet structure and making good profits.

Education

This paper shows the most important areas for the formation, maintenance and development of corporate accounts, lists the most common mistakes and considers a logically clear strategy. These are not just tried and tested recommendations, but practical manuals that you can simply take and use. The reader will easily understand what pace and goals to set and how to implement possible ways to achieve them.

The book fully describes the intricacies of strengthening your business in the three most famous social networks. Yermolova N. gives entertaining and very successful cases. She is one of the most successful specialists in the development and promotion of various corporate microblogs and popular accounts. To date, she has approximately 50,000 followers on social networks.

Business and social networks

It should be noted that for business, social networks are a large audience for the sale of manufactured goods or all kinds of services. There are hundreds of millions of interested users who may well be business customers or at least have the opportunity to find out about the presence of a new company or its products, and then word of mouth will work. Therefore, promoting a business through social networks is now very important.

Distribution of products in social networks is a promising direction for a significant number of firms of various levels - both international corporations, national holdings, individual entities, and small local firms. This method of development and advertising of modern business is also effective because the financial costs of an advertising campaign, unlike other methods of business promotion, are relatively low, sometimes they may be completely absent.

Sales growth as a promotion goal

How can the promotion of goods and services on the Internet help in general? Among the existing leading goals that will ensure the effective promotion of business in social networks, the growth in sales of various products of the company. Within the framework of such a promotion strategy, the most effective method of development will be large-scale advertising campaigns in social networks, widespread specific goods and services. It is not even so important to purposefully promote your own account or a community of interest - network users who follow advertising links can then go directly to the official website and make purchases there or search for the necessary information.

Business development

Changing the position of a new brand, a particular product or service will be the next goal of promotion. This is an essential step in promoting your business on social media. The work here is done in a different way. The best option is to create a specialized page or an entire community and increase the number of subscribers (members). In particular, we are talking about the implementation of contests that encourage an increase in the volume of reposts of records, inviting friends to the community, and so on.

Business stabilization

Promoting a business on social networks is a complex phenomenon. It is not enough to appear on the Internet, you also need to gain a foothold in this market. It is necessary to strengthen customer loyalty to the company. This is the most difficult task, the solution of which requires systematic and carefully planned activities. This will require well-designed accounts (communities), regular publication of fresh news, timely response to complaints and questions from community members, and the ability to optimally resolve acute situations. Of course, for this activity you need a special competent employee of the company. For large organizations - even a number of such employees, an entire marketing department specializing in social networks. As a rule, this is an SMM manager. Promotion of business in social networks will be largely in his hands.

With all this, the presence of a direct dialogue between the consumer and the representative of the business itself is always a clear competitive advantage over other firms. It is necessary to approve the strategy in the field of SMM.

Some theory about SMM

To see in modern Social Media Marketing only a method of mass, annoying notices (spam) and reviews is not only not relevant today, but mostly completely ineffective. Users want to see beautiful, informative, interesting ads, not spam. Nowadays, SMM promotion of a business on social networks is one of the main ways to show your business to potential customers. In some areas of commerce, SMM promotion is the most effective way to build a brand. The materials of the last year show that 85% of modern users have an account in at least one of the social networks. This allows us to assert that with the help of SMM you can effectively develop relationships with your audience.

Serious experts in the field of Internet marketing suggest that the main tasks of any commercial promotion are as follows:

to interest a potential client with your business proposal;
make him a buyer who will visit again;
win his loyalty;
get new customers who appeared on the advice of this buyer.

In order to get such a result of word of mouth and multiply the number of customers by recommendation, you need a clear SMM strategy and good quality. Business promotion in social networks, no matter how trivial it may sound, will mainly go through high-quality goods and services that the buyer will not be ashamed to show and advise his friends. SMM promotion will be effective only in this case.

In contact with

VKontakte (vk.com) is one of the largest social networks, leading in Runet in terms of the number of active users. The number of accounts reaches almost 300 million, of which approximately 60 million are active members. Basically, the age of users is 17-35 years. The main problem for business in this network is that it covers a relatively large percentage of people with a low level of financial solvency (students of secondary and higher education, the unemployed).

Targeted commercial advertising (showing advertisements designed for certain categories of the target Internet audience) with a certain cost per click or per impression.
Creation of public Internet pages or communities for the development of the sphere of sale of goods and services.
Placement of various in well-known mass thematic or general communities at no cost or with payment.
The appearance of ads in thematic or general applications and interesting games.

The best material for increasing the interest of users of the social network "VKontakte" will be a fascinating thematic beautiful picture with a small description of the community's products.

facebook

Facebook (facebook.com) is a large global social network, one of the best social networks for business promotion. It has less than 1.5 billion registered users, 50% of them constantly show significant activity, the volume of the Russian-speaking segment is about 10 million. In Facebook, and this is its difference from the social network VKontakte, there are mainly users of medium and even high social status, middle age (from 25 to 45 years), the share of insolvent users is minimal. Prominent businessmen and popular politicians own their own accounts on the Facebook social network.

Leading options for the distribution of goods and various services on Facebook:

Formation and dissemination of your data from public Internet pages.
Broad advertising on well-known thematic Internet pages.

Business development on Facebook is suitable for those products and services that are aimed at professional, educated people. The social network is also suitable for the distribution of various conferences, scientific and commercial seminars, business trainings, and various sites of a general information nature.

Classmates

Odnoklassniki (ok.ru) is the very first social network that managed to become popular in Runet. Nowadays, its popularity has slightly decreased, but now there are about 200 million registered users, a little over 45 million visit the social network daily. Business promotion in social networks will not do without Odnoklassniki. The main difference here is that among the users there are a lot of adult participants, even of retirement age. The average age of users here is the highest (unlike other Russian social networks) and reaches 25-50 years. Moreover, some of the Russian-speaking network users are emigrants permanently residing abroad.

The most optimal options for business distribution in Odnoklassniki:

Targeted commercial advertising.
Advertising in applications and games.
Formation of thematic groups.
Advertising in other well-known thematic or local social groups.

The optimal content of advertising for the distribution of products of a particular company in Odnoklassniki will be an interesting story of a fun or socially significant type, casually advertising your own brand. The spread of business in Odnoklassniki is aimed at the most ordinary, ordinary people, mainly the elderly, it is also possible for goods and services suitable for the widest audience, popular media sites.

Twitter

The potential for business expansion in this network is much less. At the same time, if necessary, you can create a hashtag for your brand and distribute it through advertising in popular accounts with a huge number of followers.

This simple way to distribute a business is optimal for almost any Internet project. It is in this network that the role of the SMM manager is huge. Promotion of business in the social network "Twitter" will be in his area of responsibility.

Instagram

Instagram (instagram.com) is a social network that has become widespread as a platform for publishing photos and short (up to about 15 seconds) videos. The social network has gained maximum popularity among young people. Business promotion on social networks on Instagram can be used to spread your brand by posting any thematic pictures and videos in your account and purchasing such publications in the most popular thematic accounts.

For distribution on Instagram, high-quality, impressive, humorous, interesting pictures and videos are needed. When posting, it is possible to use hashtags, as in Twitter.

Spreading your business on Instagram is great for growing the popularity of youth product brands.

Today we will talk about business promotion in social networks. In this article, I will talk about why you need to promote a business on social networks, what tasks it can solve, and dwell on the specific features of promoting a business on each of the most popular social networks. So, first things first.

Why promote your business on social media?

First of all, you need to understand that social networks are a huge target audience for promoting goods or services. There are hundreds of millions of registered users who can become your customers, or at least learn about the existence of your company/product.

Promotion of goods in social networks is interesting both for large companies of the world, state, regional level, and for local, local significance. This way of promoting and advertising a business is also interesting because the costs for it, in comparison with other types of promotion and advertising, are relatively small, in some cases they may be completely absent. At the same time, promoting a business in social networks shows a fairly high return, especially if it is done correctly.

Often, entrepreneurs who want to integrate their business into social networks do not fully understand, do not have a clear idea of why they are doing this. For example, they believe that being represented on social networks is fashionable, this is the current trend, “everyone does it, so I need it too.” This approach will not bring good results, since a businessman must first clearly understand what exactly he wants to achieve with his presence in social networks, and based on this, build his promotion policy.

There are 3 main goals that promotion of a business in social networks can involve:

1. Increasing the number of sales of a product or service. This is the main, but not the only goal. In this case, the best method of promotion will be advertising companies in social networks that promote certain goods and services. It is not even necessary to create your own account or community here - people who click on ads can go directly to the company's website and make purchases there or use contact information.

2. Promoting the brand of a product or service. This is another task that requires a different approach. To this end, it is best to create a thematic page or community and increase the number of its subscribers / members. For example, by holding contests that stimulate reposts of entries, inviting friends to the community, etc.

3. Increasing customer loyalty to the company. This is the most difficult task, requiring the most painstaking work. This will require well-designed accounts / communities with constant publication of news, answers to complaints and questions from subscribers, and the ability to resolve conflict situations. That is, such work will require a separate competent employee of the company (for large companies - even several such employees). However, the possibility of a direct dialogue between a consumer and a business representative is always an indisputable competitive advantage.

Achieving the second and third goals has an indirect impact on the main task - increasing sales.

Many entrepreneurs who are just learning how to promote their business on social networks think that it is enough to create an account or community on each social network and periodically post advertising ads there. In practice, such an approach is unlikely to bring at least some result at all, it will only take some time.

Promotion of business in Contact.

Vkontakte (vk.com) is a social network leading in Runet in terms of the number of audience. The number of its users exceeds 270 million, of which more than 60 million visit their pages daily. The average age of users is 17-35 years old. The main disadvantage here is that this social network has a rather large percentage of people with a low level of solvency (schoolchildren, students, the unemployed).

Opportunities for business promotion in contact are quite wide:

– Creation of public pages or communities to promote goods and services;

An interesting thematic picture with a brief overview of the product/service/community will serve as an ideal material for attracting the attention of VKontakte users.

Business promotion in VKontakte is suitable for a wide range of activities, primarily for inexpensive goods and services targeted at young people, local business facilities, online stores, promotion of any nature.

Business promotion on Facebook.

Facebook (facebook.com) is the world's largest social network among the most popular in Runet. In total, almost 1.5 billion users are registered here, about half of them are active daily, the number of the Russian-speaking segment is about 10 million. Facebook, unlike VKontakte, is visited mainly by people of medium and high social status and wealth, aged 25 to 45 years, the percentage of insolvent audience is minimal here. Well-known businessmen and politicians have their Facebook accounts. If VKontakte is more of an entertainment social network, then Facebook is a business and information one: people come here to get information.

The main directions for promoting goods and services on Facebook:

– Creation and promotion of your own from public pages;

An important difference between Facebook and VKontakte is that the likes here are displayed in the news feed of all the user's friends, thus, the advertisement is more easily distributed to a wider audience.

Business promotion on Facebook is suitable for goods and services aimed at business, literate people, promotion of all kinds of conferences, seminars, business trainings, informational sites.

Business promotion in Odnoklassniki.

Odnoklassniki (ok.ru) is the first social network that has become popular in Runet. To date, its popularity has fallen somewhat, however, there are more than 200 million registered users here, and about 45 million use the service daily. The main feature here is that among the users there are a lot of elderly people, of retirement age, the average age here is maximum in comparison with other social networks: 25-50 years. In addition, many Russian-speaking netizens are emigrants living abroad.

Opportunities for business promotion in Odnoklassniki:

– Creation of thematic groups;

The ideal content for promoting a product or service on Odnoklassniki would be an attention-grabbing picture/status/video of a cool or socially significant nature that unobtrusively advertises your brand. Here, as in Facebook, each like (class) is displayed in the news feed of friends, so by posting bright, funny, semantic statuses, pictures or videos that will make you want to click “class”, you can promote your brand well.

Business promotion in Odnoklassniki is designed for the simplest, ordinary people, mostly the older generation, it is also suitable for goods and services designed for the widest audience, media sites.

Business promotion on Twitter.

Opportunities for business promotion are much less here. However, here you can create a hashtag of your own brand (for example #fingeny) and promote it by buying ads in promoted accounts with a large number of subscribers.

To promote on Twitter, you need to use a short message, preferably with hashtags (own or popular), containing a link to your site.

Business promotion on Instagram.

Instagram can be used to promote your brand by posting themed photos and videos in your own account and buying such placements in the most visited thematic accounts.

To promote on Instagram, you need high-quality, bright, cool, attention-grabbing photo and video materials. When posting, it is advisable to use hashtags (both your own and popular ones).

Business promotion on Instagram is ideal for promoting youth product brands.

You have gained some idea of what social media promotion of a business involves, what directions and options you can use for this. Of course, this is only general information, in future publications I will consider some important aspects in more detail over time.

In conclusion, I want to draw your attention to the fact that it is not always necessary to try to cover all social networks at once - it is better to choose the most suitable 2-3 or even one for your situation and focus all your efforts on it. In addition, you need to be very careful when choosing your target audience (targeting), on which the success of an advertising company will greatly depend.

See you again on the site that will teach you effective ways to earn money, invest, manage personal finances and family budget and build competent cooperation with banks.

According to statistics, in 2014, hundreds of entrepreneurs switched to the Internet, transferred their entire business to social networks from offline. What makes people develop social media business? How to increase sales? Where is it easier to trade and collect an audience? We will tell you about all the pros and cons, tell you where to start trading, because there is not only VKontakte! =)

Do businesses need websites?

Most successful entrepreneurs more and more often repeat almost similar words: “Now a business doesn’t need a website, create a group on a social network and it’s done!”. Is it so?

We agree that…

Trading through social networks is interesting and profitable! You invest less and get more. Let's turn to the statistics of the outgoing year ...

5 best social networks for business

In contact with- where without it! There are hundreds of business groups here. You can trade anything! This social network gathers millions of people of all ages and views.
Classmates. Many consider them not advanced =) But this is not true. If you want to sell goods for people over the age of 40, then Odnoklassniki will help you.
YouTube… There are no comments here. Most likely you are already in the subject, especially after a recent webinar from the author of the SRGMarketing project, Sergey. It is known that before buying a product, potential customers want to watch a video about it, to see it from all sides. This is where your video comes in handy!
Facebook- the best thing for entering the world market, helps to make acquaintances abroad. Hail Zuckerberg! =)
LiveJournal- create a personal blog, diary, whatever and start to unwind! Will it work? Well, if in 2014 there were 10 million people on LiveJournal, what do you think? But this is optional, because this site is losing its positions a little.

What is the advantage of a group in a social network?

Easy entry. No special skills are required to create a page and promote a product.
The excellent quality of the group helps to establish social media business. Template page options are well perceived by the public, you have the opportunity to distribute complete product information and contact information.
Well-established channels of communication with customers - comments, messages.
Easy contact and search for an audience - they added friends to the group, then their friends went and so on.
Extensive advertising and promotion opportunities.

Lots of positives! There are also disadvantages, but they are less.

Simply entering a business has its downsides. It is easy to create a group, so there will be hundreds of competitors for one of your groups, and limited functionality does not make it possible to effectively stand out.
Social media audience limitation. Not every potential client has a page. Although, the issue is debatable, given that 1 million people “sit” on Facebook every day only in our country ...
There may be a problem with specific products, as statistics suggest that people in social networks are only interested in fashion trends.
Business in social networks completely dependent on these same networks. We tell you: it happens that a social network begins to lose its audience. You automatically lose too. If the host decides to charge a fee from group owners, then you are required to pay it.
And you can just “squeeze out” the group “polite people” . This happens, especially if you entrust promotion to freelancers or people who are far from a professional view of this business.
You cannot properly analyze the behavior of the audience. Even if you have 1000 people in the group, and advertising will attract another 1000, then only 1 can become a client. On the site, things are different. There you can put the program - the analyzer.

conclusions

Groups in social networks are ideal for starting a business, promoting it and testing ideas! If you want to advance to a high level of business, we recommend creating your own website with good analytics backed up by a promoted group. By the way, our team performs such services, though expensive, but high quality. For questions, you can email us: [email protected] website marked "Branding, publics"

Having created a site, we do not recommend leaving the group! This is an excellent additional communication channel with the audience and potential customers. Take a cue from large companies and societies - everyone has their own group on the network! Start developing! We believe in you! =)