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A copy of Aren Grimshaw’s slides for 'Getting social strategically’, the first CIPR West of England’s Freshly Squeezed events held at the Environment Agency's headquarters in central Bristol on Friday 20 January.The session covered the importance of a social media strategy, the basics of developing one, and how this fits with the traditional marketing mix. A video of the talk will be available from the CIPR website in the following weeks.
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@arengrimshaw
@arengrimshaw
Getting Social Strategically
@arengrimshaw
Before we get started… Who Am I?
Aren Grimshaw (@arengrimshaw)Strategic Marketing Consultant
• Specialise in Social Media and Innovation
• Background in Sales, Media and Marketing
• Freelance and In-house experience
• Work with large and small companies, public and private sector
@arengrimshaw
“A good strategy has an essential logical structure that I call the kernel.”
“The kernel of strategy contains three elements: a diagnosis, a guiding policy and coherent action”
Good Strategy, Bad Strategy - Richard RummeltBuy it here: http://www.amazon.com/Good-Strategy-Bad-Difference-Matters/dp/0307886239
@arengrimshaw
The problem with Social Media
Many marketers…
• Don’t know what it involves• Don’t know what they want to achieve• Don’t know how to measure effectiveness
@arengrimshaw
What is Social Media?
“Media for social interaction, using highly accessible and scalable publishing techniques.”[1]
“Tools that allow the sharing of information and creation of communities through online networks of people.”[2]
“How people read, discover & share information”
@arengrimshaw
The main themes
• People, and communities• Interaction, and dialogue• Information, and accessibility• Technology, and integration
@arengrimshaw
2012…
• 87% of mid-large size businesses plan to maintain or increase investment on SM
• 13% plan to cut spend on SM– More than 50% of those citing a lack of return
@arengrimshaw
@arengrimshaw
Your diagnosis is an understanding of the challenge to be overcome…
…allowing you to channel resources to most effectively meet that challenge
@arengrimshaw
Innovative thinking should be proactive first and reactive second...
Once a strategy is in place, reactive thinking can become more meaningful...
It provides the backbone for our actions so we can be confident that we’re reacting in the right way.
Chris Griffiths, Grasp the Solution - http://ow.ly/7mfDU
@arengrimshaw
Aims
Resources
Community
Approach
Technology
CARAT Planning Process
Research(Diagnosis)
Concept(Guiding Policy)
Implementation(Coherent Actions)
@arengrimshaw
Community• Customer (the decision maker)
A person or organisation that may purchase goods or services directly from you
• InfluencerA person or organisation that may influence another person or organisation’s decision to purchase
• Partner (an ally)Those that share a common goal with your organisation or customers
@arengrimshaw
Cust
omer
s • Common Characteristics
• Demographics
• Technical Ability
• Interests
• Geographic Location
Influ
ence
rs • Staff Members
• Family Members
• Journalists
• Bloggers
• Politicians
Part
ners • Allied Industries
• Other regions
• Suppliers
• Funders Investors
• Competitors
C I P
Identifying your Community
@arengrimshaw
Aims…
The specifics of what will need to be achieved in order to meet the business challenge, and over what timescales.
How will you and the client know that the strategy has been a success?
@arengrimshaw
Aims
• SEO: Link building, content factors
• Marketing: Promote organisation, brand awareness
• PR: Manage reputation, get news out
• Sales: New contact routes, increase sales
• Engagement: Increase loyalty, foster word of mouth
• Research: Identify trends / niches, consultation
• Management: Collaboration, knowledge sharing
Buying Processes & Lifecycles
Awareness Knowledge Consideration Selection Satisfaction Advocacy
Suspects
Prospects
New CustomersRegular
Customers
Brand Advocates
Inactives
@arengrimshaw
Resources
• Time• Money• People and Skills• Technology and Equipment• Business As Usual Activity (BAU)
@arengrimshaw
Your guiding policy is your big idea, the general concept you are working with…
…the later stage will define your specific actions.
@arengrimshaw
Approach• Visibility
... need to be visible to the target audience• Credibility
...“Don’t tell them you’re funny, tell them a joke”• Value
...establish a “What’s in it for me?” factor• Personality
...everything should be consistent with the brand profile• Responsiveness
...are they setup to deal with responses
@arengrimshaw
Approach – Practical Elements• Content Marketing• Aggregating or Curation• Networking or Events Marketing• Community Engagement• Word of Mouth or Advocacy Programmes
@arengrimshaw
Social Media Platforms
Blogs Social Networks
Wiki Sites
File Sharing Sites
Geo-tagging
Live StreamingForums
Aggregators
Review Systems
@arengrimshaw
Integration
• What can be outsourced and what needs to be done internally?
• What actions can be embedded within current processes?
• What needs to be done to empower the team to perform key actions?
• What actions can be automated?
@arengrimshaw
Measuring results• Link to your aims• Benchmark at the start• Establish Key Performance Indicators (KPIs)• Review results regularly • Tweak approach accordingly
“Not everything that counts can be measured. Not everything that can be measured counts.”
Albert Einstein
@arengrimshaw
Case Study:UKNetWeb Ltd
@arengrimshaw
Diagnosis (The Challenge)
• Limited Y on Y Growth• Association with smaller projects• Losing to design firms• Operating in small local market
@arengrimshaw
Guiding Policy
• Maximising Potential, Minimising Risk• Focus on technical development• Thought leadership around innovation
@arengrimshaw
Actions
• Webinars & Events• File-Sharing• Social & Professional Networking• Blogging & Micro-Blogging
@arengrimshaw
@arengrimshaw
@arengrimshaw
@arengrimshaw
@arengrimshaw
@arengrimshaw
@arengrimshaw
Results – Web Traffic
@arengrimshaw
Results – Bottom LineIn a 6 month period:
• 500% increase in new business enquiries• 2/3 of all enquiries through social networks• 100% increase in average order values• Opened up UK & international markets
• New company created to meet demand• 4 years on.... £100k to £1m+
@arengrimshaw
View the Like Minds talk on the UKNetWeb Case Study at http://wearelikeminds.com/videos/aren-grimshaw-how-a-small-company-made-a-big-change
@arengrimshaw
Next Steps…
@arengrimshaw
Consider your own position
• What are your strengths and weaknesses? • How can you play to your strengths?• How can you demonstrate your strengths via
Social Media?• What opportunities will your business take
advantage of, and just as importantly which ones will you ignore?
@arengrimshaw
What will your strategy be?
• Who are your customers, influencers and partners?• What are you aiming to achieve for your business - can
you be more specific than increased sales?• What resources are you working with? • How can you use Social Media technology to make you
more effective in your role?• What will be your approach to Social Media?• What actions do you need to do daily, weekly or
quarterly to achieve your aims?
@arengrimshaw
How can I help?
• Work with your team to develop your internal skills in Social Media
• Work with you and your clients to develop Social Media strategies
• Provide a sounding board for your own campaigns or strategies
@arengrimshaw
Getting in touch:
Mob: 07598 242212Email: [email protected]: www.arengrimshaw.co.uk
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