Social Media for SMEs

Social Media for SMEs

Why?

How?

How much?Why?

How?

How much?

Junior Chamber InternationalMay 17, 2012 - London Chamber of Commerce

Delfin Vassallo

Junior Chamber InternationalMay 17, 2012 - London Chamber of Commerce

Delfin Vassallo

How do Social Media work?How do Social Media work?

• We are social beings, sharing our experiences is part of the social interaction

• We are influenced and motivated by each other to do things.

• We are social beings, sharing our experiences is part of the social interaction

• We are influenced and motivated by each other to do things.

Photo by Ricardo Carreón http://www.flickr.com/photos/carreon/4497349050/

• Influence through conversation

• Low consideration vs. high consideration purchases

• Influence Marketing

• Influence through conversation

• Low consideration vs. high consideration purchases

• Influence Marketing

Detractors

Advocates

Ignite

Solve

Deepen

Sustain

Convert

Convince

Inspire

Passives

Positive Word of Mouth

Negative Word of Mouth

How does influence work?How does influence work?

How to play the game?How to play the game?

• Be authentic– Talk with your own voice– Never post / publish anonymously,

your consumers need to know who you are to trust you

– Respond to everything, always– Be human

• You get because you give– Give relevant content

• All participants have same status– Everyone is special and unique

• Be authentic– Talk with your own voice– Never post / publish anonymously,

your consumers need to know who you are to trust you

– Respond to everything, always– Be human

• You get because you give– Give relevant content

• All participants have same status– Everyone is special and unique

Photo by Skene http://www.flickr.com/photos/skene/3743369194/in/set-72157616956939008/

How do I choose which

Social Media use?

How do I choose which

Social Media use?

And that they’d

be suitable for

me

And that they’d

be suitable for

me

Choosing your Social MediaChoosing your Social Media

• One is not enough

– You won’t find all your potential customers in one single platform

– It’s more likely your customers are participating in more than one platform

• Research according target market

• Social Influence Marketing requires patience:

– To learn

– To build relationships

– To test

– To optimize

• One is not enough

– You won’t find all your potential customers in one single platform

– It’s more likely your customers are participating in more than one platform

• Research according target market

• Social Influence Marketing requires patience:

– To learn

– To build relationships

– To test

– To optimize

Social technographics tools:www.forrester.com/Groundswell/profile_tool.htmlwww.quantcast.com http://www.alexa.com/topsites/

Understand your customers

• How long they use the platform?• What do they specifically do on it?• How they interact with others?

• Find out the “place of influence”– Where they make they

purchasing decisions?– Where they get influenced by

others?– Where they observe how their

friends are buying / discussing purchases

Understand your customers

• How long they use the platform?• What do they specifically do on it?• How they interact with others?

• Find out the “place of influence”– Where they make they

purchasing decisions?– Where they get influenced by

others?– Where they observe how their

friends are buying / discussing purchases

Research the platform

• Social dynamics• Marketing possibilities:

– Display ads– Social ads– Sponsorships– Influencer marketing– Apps & widgets– Brand pages– Other

Research the platform

• Social dynamics• Marketing possibilities:

– Display ads– Social ads– Sponsorships– Influencer marketing– Apps & widgets– Brand pages– Other

Photo by Benny Bnut http://www.flickr.com/photos/bvcphoto/4044750742/

Evaluate and think your strategy • Planning!• Realize which platforms have meaningful social

engagement and will benefit you• Look the big picture

– How your marketing efforts work together?– How your different presences link each other?– How are they coordinated with offline activities?

Niche platformsNiche platforms• Targeted to specific market segment

– MySpace > Music– Linked In > Professionals / businessmen– devianART.com > Graphic / plastic artists– Vimeo > Art videos – Sermo > Physicians / medical world– CouchSurfing.org > Young travellers– FinlandLive.info > Expats in Finland

• Other basics– Ning > Create your own social platform– Blogger networks– Wikipedia– Flickr– Foursquare– Pinterest

• Targeted to specific market segment– MySpace > Music– Linked In > Professionals / businessmen– devianART.com > Graphic / plastic artists– Vimeo > Art videos – Sermo > Physicians / medical world– CouchSurfing.org > Young travellers– FinlandLive.info > Expats in Finland

• Other basics– Ning > Create your own social platform– Blogger networks– Wikipedia– Flickr– Foursquare– Pinterest

Photo by Ricardo Carreón http://www.flickr.com/photos/carreon/2925070150/in/set-72157594578350003/

How to establish your social presences

How to establish your social presences

The new

Real Estate!The new

Real Estate!

• Promote your SM channels on company website & email signatures• ”Like us”? > “Join the conversation on -your industry name-hot topics”• Employees email signature include links to blog, Twitter account & groups besides their name, phone, address...

• Unique blog visitors• Twitter followers• LinkedIn group members• Traffic generated by SM• Leads by source: inbound web, seminars, tradeshows• Compare metrics with your increase in leads & sales• Volume of mentions + sentiment measurement

• Open forum to discuss issues related to your field• Team members should take initiative to start conversations• Don't talk about your company or products• Review/Suggest industry events• Feedback on new approaches or consumer needs• Join other groups and participate

• Monitor the web, blogosphere, forums & communities to find relevant conversations• Join the conversation, comment on blogs & point readers to same topic content at your blog• Create blog posts that potentially will go viral

• Post short, post frequent and post relevant!• Tweet about new blog posts and events• Links to industry news• Fun entries, trivia questions, informal researches• Scan conversations looking for twitters in need of advice about your field• Re-tweet relevant information

Create a blog to start and join conversations

Building your presences to generate leads

Establish a Twitter account

Create Linked In groups & Facebook pages

Cross link your properties

Measure SM accounts & website traffic

Measuring resultsMeasuring results

• SM metrics are different from other Marketing metrics• Data gathering is relatively easy, use same tools and

parameters over time to get consistent results • Match SM metrics with your other marketing metrics to

see how they correlate• Biggest challenge: correlating data with your business

objectives• Define your objectives and its Key Performance

Indicators (KPI’s)

Top tools for Social Media monitoring: http://socialmediatoday.com/SMC/155299 Measuring Social Media: http://www.djvassallo.com/2009/11/measuring-social-media.html

Measuring ‘Sentiment’Measuring ‘Sentiment’

• What your customers feel about your brand?• Complex semantic algorithms• Accuracy 60-80%

• What your customers feel about your brand?• Complex semantic algorithms• Accuracy 60-80%

Sentiment for the brand + Volume of mentionsSentiment for the brand + Volume of mentions

Photo by Ricardo Carreón http://www.flickr.com/photos/carreon/2501134102/in/set-72157594578350003/ Photo by Ricardo Carreón http://www.flickr.com/photos/carreon/2501134102/in/set-72157594578350003/

Measuring Process Summary

ActionCompany launches

Social Media Marketingcampaign

ReactionPeople respondpositively to this

Non-financial Impact

30k ppl like page+20% website traffic3x brand mentions

InvestmentFinancial

Impact3,000 net new customers

+25% credit card use

Social Media SuccessSocial Media Success

• Start simple - one presence, then evolve.

• KISS

• Have a clear metric in mind before you begin. Without a benchmark it’s impossible to determine success.

• In order Social Media pays off, it requires commitment and time investment.

• Start simple - one presence, then evolve.

• KISS

• Have a clear metric in mind before you begin. Without a benchmark it’s impossible to determine success.

• In order Social Media pays off, it requires commitment and time investment.

Photo by Ricardo Carreón http://www.flickr.com/photos/carreon/430882134/in/set-72157600049454148/

Basic resources & insightsSocial Media News

• Mashable http://mashable.com/• Social Media Today http://www.insidefacebook.com/• Chris Brogan www.chrisbrogan.com• Olivier Blanchard http://thebrandbuilder.wordpress.com/

Books• Let’s Talk, Social Media for Small Business: http://www.ducttapemarketing

.com/blog/2008/11/13/free-social-media-for-business-ebook/ • Social Media Marketing for Dummies: http://www.amazon.com/gp/product/0470289341?ie=UTF8

&tag=sommeindia-20&linkCode=as2&camp=1789&creative=9325&creativeASIN=0470289341 • Social Media ROI:

http://www.amazon.com/Social-Media-ROI-Measuring-Organization/dp/0789747413/ref=sr_1_1?ie=UTF8&s=books&qid=1291418637&sr=8-1

Social Media monitoring tools• Social Mention: http://www.socialmention.com/ • Sentiment Metrics http://www.sentimentmetrics.com • Brandwatch: http://www.brandwatch.com • Hub Spot: http://www.hubspot.com/

Facebook• Inside Facebook http://www.insidefacebook.com/

Keep in touchKeep in touch

Delfin Vassallo

Digital Villager

@DJVassallo

www.djvassallo.com