Its not the size, its what you do with it onthe edge bristol 2012 final

It’s not the size

It’s what you

do with it

25 September 2012 #edgebristol @ontheedgelive @renepower

Social media strategy for business

I N T E R N A T I O N A L M A R K E T I N G T H A T C O M M U N I C A T E S

Presentation to: www.bdb.co.uk

Lucky us

Marketing just got really easy


We can talk to anyone we like whenever we like



Amplify


Blah blah blah

blah blah blah

blah blah blah

blah blah blah

blah blah blah

Why companies suck at social?

Not relevant to audienceNot engaging or exciting Confused with social

All broadcastNot easy to access / share

Spammed across multiple platforms


Remember your day job

A sale = story x passion + trust time




You want provocative?

Stop thinking about yourself.

Start thinking about your customer.



It’s what you do with it

It’s not the size

I don’t know where to start?

We need a bigger audience

I don’t have resource

It’s not measurable

My connections offer no value and I

need new ones

I don’t have time

We need an audience

The social media conundrum

I need to cleanse

I need to be on social media



Stop talking social media.

In fact, stop talking.

Start listening.



Inside the mind of the buyer

Content fuels trust & transaction


It’s not the size

It’s what you do with it

How do we want to be perceived?

What are we going to say, share, comment

on?

How are we going to do it?

Who do we want to be associated with?

Who do we want to influence?

Who do we want to engage?

What are important issues to our audience?

How can we help, advise, add value?

Can we do this frequently?

Can we measure if / how our content matters?

How are we going to measure if audiences

care?

How are we going to measure our relevance?

Taking CARE in social media



Audit


Watering holes

Who’s there?What’s being said?What’s being asked?What’s missing?What works?What doesn’t?

Curation


Some powerfulinfluencers and connectors don’t create anything

Curating content in five steps

Step 1: Get GoogleSet up Alerts and Reader

Step 2: Visit namechkStep 3: Set up your ‘Big 5’Step 4: Set up free Hootsuite

and plug them inStep 5: Check Reader –

schedule updates for half an hour each morning


http://namechk.com/


Define audience pain

Identifies topics Dictates relevanceEstablishes trendsSets parameters

Audit what you have already

Goal = Quick wins


Rules for creating killer content

Relevance Useful ValuableLead generative Social

=

Map content to buyer needs

Set objectives

Select different tools to deliver different outcomes

Select tools for different audiences and stages of buying cycle

Courtesy ofwww.smartinsights.com


http://www.smartinsights.com/

Build a content hub



Relevant, targeted usable content is social media rocket fuel.

Valuable content gets shared.


Amplification Access influencers and customers: 140m users worldwide. 8.6m UK, 100,000s in your sector, 1,000’s in your groups.

Media, influencer and customer contacts. Build influence and distribute content.

Half of all search is video makes YouTube search engine a must. 800m users; lines of personal-professional ever blurring.

Given priority in SERPS. Uptake and functionality will improve over time.

The big five deliver search optimisation, brand amplification and audience

Access influencers and customers: 140m users worldwide. 8.6m UK, 100,000s in your sector, 1,000’s in your groups.

Media, influencer and customer contacts. Build influence and distribute content.

Half of all search is video making YouTube search engine a must. Given priority in SERPS. Uptake and functionality will improve over time. Deliver engagement with Circles and Hangouts.

900m users; lines of personal-professional ever blurring.

Measuring social mediaBuzz by no of posts buzz by impressions shift in buzz channel buzz

asset popularity buzz by customer type mainstream media mentions

growth rate of fans follows friends contacts no of pass alongs

recommends embeds bookmarks subscriptions page views

clickthroughs changes in search ranking type reach channel

geography volume of posts impressions time spent clicks contributions

by bloggers chatrooms wikis online sales offline sales savings change

in share AEV event response event attendance satisfaction feedback

buzz by time of day seasonal buzz competitive buzz category/topic buzz

buzz by stage in DM process mainstream media mentions installs downloads

uploads favourites likes comments ratings

increase in searches %of buzz with links no of views/interactions polls virtual gifts

tags popularity contest entries leads generated

products sampled store visits trials

customer acquisition & retention

complaint handling


Specific social media metrics

Raise brand profile = Klout

Web traffic uplift = Google Analytics Social Reports

Web visitor loyalty = Google Analytics Advanced Segments

Conversion rates = Google Analytics Social Conversion Goals


http://www.socialmediaexaminer.com/4-social-media-goals/

http://www.socialmediaexaminer.com/4-social-media-goals/


Think help, adding value, and expertise first

Refine, repurpose & repackage your existing material

1. Keep focused on actions and outcomes

2. Map types of content to audience and stages of the buying process

3. Create a calendar to map resource

4. Pick social platforms your customers use

Use actionable information to position expertise

Research where your audience goes and what they are looking for

Takeaways

You want provocative?

You can’t handle provocative




Stop talking. Start listening.

Focus on adding value to customers (and your business).

Think fuel. Create expert content that drives trust before launching into social media. 25 September 2012 #edgebristol

@ontheedgelive @renepower

RecommendedWebsites Smart Insights blog Econsultancy.com Content Marketing Institute blog Hubspot blog Problogger

Books Inbound Marketing: Get found using Google, social media

and blogs Dharmesh Shah / Brian Halligan Content Rules CC Chapman


http://www.smartinsights.com/blog/

http://econsultancy.com/uk/blog

More?200 page eBook on b2b digital marketing - available to members of http://www.smartinsights.com/ 20% off promo code: SMARTB2B

[email protected] @renepower http://marketingassassin.co.uk

Coming soon to Slides will go up on http://slideshare.net/renepower

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Its not the size, its what you do with it onthe edge bristol 2012 final