Social Media Communications Simplified

Social Media Communications Simplified

kempedmonds.com

TODAY• Background• Tools

• 3 Steps to make it simple 1. Listening2. Communicating3. Measuring

Slides: j.mp/kempsocial

BACKGROUND

It’s young. There’s growth.

• 87% know of • 7% have an account

• 88% know of • 40% have an account

-Pew Internet Research (US), Feb. 2010.

Important Questions

• Is your website ready to receive and convert?• Do you have positive customer testimonials?• Do you have a company blog?• Does your organization respond to email?• If you don’t have a great product or service…

• Social Media often comes last and should.

theconversationprism.com

The Traditional Funnel

Hubspot.com

Hubspot.com

The New Funnel

Online Communication Channels

CONFIDENTIAL Copyright © 2009 Constant Contact, Inc.11

Needs

1. Human Capital2. Time3. Technology:• Website + CMS + Analytics• Email communications

Non Digital Listening

• Ask your customers• Ask frontline employees• Ask co-workers• Ask competitors

Listening Kit - Email Alert

Google AlertsSocial MentionTweetBeep

Tweak your searches…

Search Smart & Refine• Vancouver AND fundraiser• Blackberry –mobile –app• “Get it right”• BCIT OR “B.C.I.T.” OR “British

Columbia Institute of Technology” OR “BC Institute of Technology”

Search for more than you…

• Competitors• Segment leaders• Industry specific terms• Industry specific technologies• Related marketing or business terms

Do you have a physical storefront?Claim your virtual places.

Take the temperature:• Ask existing customers about communications• Evaluate and observe competitors activities• Follow industry leaders and evaluate

Survey your customers

COMMUNICATING

By: Mark Smicklas @intersection1

Answer the Social Telephone

Social Media Optics

Understand Different Ecosystems

Understand Language

Twitter language looks bad on Facebook.

It looks worse on LinkedIn.

SOME BEST PRACTICES

Customer Service CUSTOMER SERVICE

KNOW YOUR AUDIENCE. CREATE VALUE

HOST YOUR COMMUNITY

Curate ContentCONTENT CURATION

BE HELPFUL, BE AVAILABLE

BRIDGE FROM THE DIGITAL

CREATE CONVERSION OPPORTUNITIES

-PAYvment

Some Conversions

• Visit > 2 minutes• Like, Follow, Subscribe• Newsletter, Request a Quote• Phone, email• Purchase

SOFT

HARD

MEASURING

Social Media ROI for Small Business

Time

ROI

•Time and number of clicks•Country of origin•Top Referrers - as seen

TRY IT j.mp/ccbcit2010+

Use shortening to track all links you touch!

Google Analytics measures inbound traffic

BROOMS, MAGNETS & FUNNELS – Your locus of control

Getting Started

1. Start Listening2. Think about content of value3. Control your site - Blog if applicable4. Always be measuring - Add Analytics5. Start Communicating

FREE tools for online:• http://analytics.google.com• http://alerts.google.com • http://netvibes.com • http://slideshare.net • http://linkedIn.com • http://hootsuite.com • http://YouTube.com • http://Blogger.com OR http://Wordpress.org • http://bit.ly OR http://j.mp• http://search.twitter.com• Google URL Builder • Google Forms - http://docs.google.com • Facebook Advertising: http://facebook.com/ads

Questions Welcome

A version of this presentation is available for download and review anytime: j.mp/kempsocial

Find me at: kempedmonds.comOn Twitter: @kempedmondskempedmonds@gmail.com

Special thanks to Guy Steeves