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3 Ways
Companies Can
use Social Media
to Generate
Revenue
#wsidigitalsummitSP
by Francois Muscat WSI South Africa
This Presentation Is Not About:
• Boring Social media stats
• Silly social media videos
• Videos about Cats
#WSIBrasil
Staying in touch with existing customers
Building Awareness,
Trust & Credibility
Enabling Employee
Brand Ambassadors
1
2
3
Practical ways to on how companies can use social media to make a difference to their bottom line
#WSIBrasil
Staying in touch with
1 existing customers
Building Awareness,
2 Trust & Credibility
Enabling Employee
3 Brand Ambassadors
• Any Teenager can do what we do?
• Know what your social media company is doing
• You need to care about social media
• Don't just leave it up to someone else because you don't want to understand it
So what did we learn from that video presentation?
1) STAYING IN TOUCH WITH EXISTING CUSTOMERS
Repeat sales
• Up-selling/Cross Selling
• Referrals
• Improved Service
START BY BUILDING YOUR COMMUNITY
Connect with all your clients on the social media channels of their choice
Twitter Txt Msg IM Video Chat Email vMail Phone Meet
Veterans 1925 - 45 71 - 91
Boomer 1946 - 60 56 - 70
GenX 1961 - 81 35 - 55
Gen Y 1982 - 02 14 - 34
Customers Choice of Communication
• Through education of other
products/services
• Introducing new products/
services
• New capabilities that you have
Up-selling existing customers should be a key part of any business plan
UP-SELL ADDITIONAL SERVICES
Up-Sell by engaging with your
customers on Social Media
Communicate regularly
Publish content of value
Build deeper relationships
Real-time access to customer complaints & questions
Respond immediately & provide a rapid solution
Share both negative & positive reviews, helps your customers see how much you care about their needs
IMPROVE CUSTOMER SERVICE
2) Building Awareness, Trust & Credibility
Takes years to Build
Seconds to Destroy
Forever to Repair
Target Users
Develop Personas
Choose
Platforms
Publish
Content
Measure
& Analyse
Plan
Research
• Show your expertise
• Localized focus
• Create expectations
CONTENT
STRATEGY
Who is this content for?
Where will your Audience receive this content?
When will it be delivered?
Why does your Audience want/need this content?
What kind of content are you creating?
What
Why
When
Where
Who
Content Plan
Your Personas
Social Media & Blog
Daily
Answer their questions
Blogs | Video | Images
Website Analytics & ROI
Establish a Web Presence
➡ Facebook page ➡ Twitter Accounts ➡ LinkedIn Company page
➡ Google Plus page
Destination
➡ Responsive design
➡ Office location
➡ Contact details
Mobile Strategy 3
Location
Mobile Reach
Conversation
➡Engage ➡Inform ➡Participate
➡Behind the scenes stories
Social Media Strategy 2
Social Reach
Marketing Sales Customers Business
owner
Personas Audience
Search Engine Marketing ‣ Search engine optimization ‣ Pay per click
‣Social Media assets
Mobile ‣ Mobile search ‣ Location searches ‣ Social links
Publish your content
Awareness
Comparison
Decision
Know
Trust
Like
3) ENABLING EMPLOYEE BRAND AMBASSADORS
How to Maximize Reach &
Engagement by Empowering
Employees to Share Content
In the current social media
climate, people don’t want to
talk to a brand. They want to talk to another person.
With employee advocacy,
Companies empower their employees to represent both the
brand and themselves in an authentic way.
BENEFITS
TO COMPANY
WHEN EMPLOYEES
SHARE
CONTENT
• Increased brand awareness
• Attract top talent
• Generate sales leads
#WSIBrasil
5 Reasons People Share
Content Online
To bring value &
entertaining content to
others
To define themselves to
other people
To grow & enrich existing
relationships
To get the word out
To feel a sense of self-
Your workforce is anfulfillment
untapped conversation
engine
Benefits To Employees
When They Share Content
BUILD THEIR PROFESSIONAL REPUTATION
GROW THEIR NETWORKS
BECOME MORE ENGAGED IN YOUR COMPANY
#WSIBrasil
Top 5 Employee Advocacy Use Cases
HR & Company
Culture
Let proud employees endorse the
company as a great place to
work & help with recruiting
27% more
optimistic about
the company’s
future
Lead
Generation
Increase sales leads &
conversions by having an always-
on marketing channel
5X increase in
website traffic:
25% more leads
Brand
Awareness
Humanize your brand & increase
awareness through your employees
authentic voice
Increase in brand
awareness by 14X
Event
Promotion
Drive more registrants & attendees to
webinars & events with real-time
sharing
Drive 20-50% of
overall event
registrations
Establish & extend relationships with
prospects & customers on social media
11X more company
content
amplification
Social
Selling
Employee advocacy is not a one-and-done exercise;
it’s a new way of engaging that requires sustainability
for maximum impact.
EMPLOYEE ADVOCACY JOURNEY
Dest ina t ion Point o f Depar tu re
CONTENT Blogs
Twi t t e r
EMPLOYEE Selec ts the con ten t
t o publ ish t o the i r
ne two rks
BRAND Provides easy t o
f ind con ten t
#WSIBrasil
The Employee Advocacy Process
Share content
on their
personal social
media
channels
Develop a
reputation as
thought
leaders
Generates ROI
through direct
traffic, earned
media & sales
Company
becomes a
social media
influencer
Increased
search traffic
Instant
thought
leadership
CURATE SHARE TRAFFIC ROI INFLUENCER
Team members
curate content
produced by
your brand
STEP 3
STEP 2
Start with a clearly articulated social strategy, aligned with your brand priorities
Help team members build their personal brands
Nominate and train team members to pilot your program
Create and distribute a company– wide social media policy
STEP 1
Step 5
STEP 4
Hold training sessions to make implementation easy
A High Performing Employee Advocacy Program HOW TO BUILD
• Step 1 Start with a clearly articulated
social strategy, aligned with your
brand priorities
• STEP 2 Create and distribute a
company– wide social media policy
• STEP 3 Nominate and train team
members to pilot your program
• STEP 4 Help team members build their
personal brands.
• STEP 5 Hold training sessions to make
implementation easy
Reach
1 Million Customers
Drive
50,000 Social Engagements
Create
5,000
Unique pieces of content
THANK YOU
Explore todas as
oportunidades do Marketing
Digital para sua empresa
Entre em contato conosco e receba
uma avaliação de sua presença digital
DIGITAL MINDS 12 Estratégias de Marketing Digital que
toda Empresa Precisa Conhecer
FALE CONOSCO!
(011) 980 469 178
(011) 982 021 185
Gustavo de Boer
Sócio Diretor da WSI em São Paulo
Rodrigo Arruda
Sócio Diretor da WSI em São Paulo
www.wsib2u.com