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
25 September 2012 #edgebristol @ontheedgelive @renepower
We can talk to anyone we like whenever we like
25 September 2012 #edgebristol @ontheedgelive @renepower
25 September 2012 #edgebristol @ontheedgelive @renepower
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
25 September 2012 #edgebristol @ontheedgelive @renepower
Remember your day job
A sale = story x passion + trust time
25 September 2012 #edgebristol @ontheedgelive @renepower
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
You want provocative?
Stop thinking about yourself.
Start thinking about your customer.
25 September 2012 #edgebristol @ontheedgelive @renepower
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
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
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
Stop talking social media.
In fact, stop talking.
Start listening.
25 September 2012 #edgebristol @ontheedgelive @renepower
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
Inside the mind of the buyer
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
25 September 2012 #edgebristol @ontheedgelive @renepower
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
Watering holes
Who’s there?What’s being said?What’s being asked?What’s missing?What works?What doesn’t?
Curation
25 September 2012 #edgebristol @ontheedgelive @renepower
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
25 September 2012 #edgebristol @ontheedgelive @renepower
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
Define audience pain
Identifies topics Dictates relevanceEstablishes trendsSets parameters
Audit what you have already
Goal = Quick wins
25 September 2012 #edgebristol @ontheedgelive @renepower
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
25 September 2012 #edgebristol @ontheedgelive @renepower
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
Relevant, targeted usable content is social media rocket fuel.
Valuable content gets shared.
25 September 2012 #edgebristol @ontheedgelive @renepower
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
25 September 2012 #edgebristol @ontheedgelive @renepower
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
25 September 2012 #edgebristol @ontheedgelive @renepower
http://www.socialmediaexaminer.com/4-social-media-goals/
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
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
25 September 2012 #edgebristol @ontheedgelive @renepower
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
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
25 September 2012 #edgebristol @ontheedgelive @renepower
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
blog
25 September 2012 #edgebristol @ontheedgelive @renepower
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