View
51.115
Download
4
Category
Tags:
Preview:
DESCRIPTION
This presentation is from a Swindon Chamber of Commerce breakfast event that unpacked the real power social media offered businesses and giving practical ways to integrate it into areas of your company and align it to your business goals. David Wood, Digital Marketing Manager for digital brand and marketing agency 3seven9 took attendees through a structured process of implementing social media into a campaign using real world examples, covering any obstacles they may encounter. If you'd like to know more about 3seven9, please visit www.3seven9.com or contact us directly on 01344 667 410.
Citation preview
© 3seven9 Agency Ltd
Successfully Integrating Social Media into BusinessSwindon Chamber 21-09-2012
© 3seven9 Agency Ltd
Contents
1. Social Media: 21st century marketing
2. What are businesses really doing in Social Media
3. What stops businesses being effective on Social Media?
4. How to integrate Social Media into your business
5. Case Studies
6. Freebies
© 3seven9 Agency Ltd
20th Century Marketing: Company focused
SERVICE/ PRODUCT
You (business) Them (customer)
Importance
(Marketing)
© 3seven9 Agency Ltd
21st Century Marketing: Customer focused
SERVICE/ PRODUCT
You (business) Them (customer)
Importance
(Marketing)
Importance
© 3seven9 Agency Ltd
What are businesses really doing in Social Media?
1. 85% of companies have integrated social media into their marketing
2. 73% increased their spend in Social Media
3. Of those involved in Social Media:
The volume of traffic from social media is the most commonly measured metric at 60% of those interviewed
83% 80% 58% 51%
© 3seven9 Agency Ltd
© 3seven9 Agency Ltd
© 3seven9 Agency Ltd
© 3seven9 Agency Ltd
© 3seven9 Agency Ltd
© 3seven9 Agency Ltd
© 3seven9 Agency Ltd
The Problem with Social Media
© 3seven9 Agency Ltd
What stops social media being effective in business?
WRONG
Locations
Content
Resource
Approach
Time
Metrics
© 3seven9 Agency Ltd
How can businesses become successful in Social Media?
1. Understand what Social Media can offer
2. Then align it to your business objectives
Begin by focussing on what you are trying to achieve in your business:
Build a thought leadership customer community to provide support and
advocacy
Find and engage customers and prospects using social
media channels
Maximize reach of content and messaging in social
channels
© 3seven9 Agency Ltd
How to align social media to business goals
© 3seven9 Agency Ltd
How to align social media to business goals
© 3seven9 Agency Ltd
How to align social media to business goals
© 3seven9 Agency Ltd
How to align social media to business goals
© 3seven9 Agency Ltd
How to align social media to business goals
© 3seven9 Agency Ltd
How to be effective on social media
Brand Awareness
Find
Lead Generation Community Building
Break down conversations by location
Objective: Increase share of conversation
Action: Aggressive Twitter outreach around the campaign
Time: 30 mins a day
KPIs: number of responses, mentions and retweets and click throughs
© 3seven9 Agency Ltd
How to be effective on social media
Brand Awareness Lead Generation Community Building
Interest
Break down conversations by maturity:
Customer Opinion
Competitor News
Competitor Outreach
Customer News
Industry Review
Industry Opinion
Industry Guide
Industry News
0% 10% 20% 30% 40% 50% 60%
Find
Objective: Increase engagement with potential customers
Action: Case study creation & circulation
Time: 4hrs creation + 15 mins a day
KPIs: number of responses, mentions and retweets and click throughs
© 3seven9 Agency Ltd
How to be effective on social media
Brand Awareness Lead Generation Community Building
InterestFind EvaluateBreak down conversations by the most influential
Activity• Vice President - Principal Analyst at
Forrester Research• 1,000 Twitter followers• 367 LinkedIn Connections + 14 Recs
BRAD STROTHKAMPInfluencer TypeOPINION LEADER
Objective: Establish credibility amongst decision makers
Action: build 3x influencer relationships
Time: 1hr per week + offline meetings
KPIs: number of mentions, interactions, recommendations
© 3seven9 Agency Ltd
How to be effective on social media
Brand Awareness Lead Generation Community Building
InterestFind Evaluate TrialBreak down conversations by approach
Objective: Build relationships with potential customers
Action: Create “pain point” content
Time: 2hrs per week
KPIs: number of downloads, subscribes, engagements
© 3seven9 Agency Ltd
How to be effective on social media
Brand Awareness Lead Generation Community Building
InterestFind Evaluate Trial Adopt
Break down conversations in real-time (hours, days, weeks, months etc)
Objective: Leverage real time chatter
Action: Monitor brand mentions
Time: Adhoc
KPIs: volume of traffic, share of conversation, reach increase
© 3seven9 Agency Ltd
How to be effective on social media
Brand Awareness Lead Generation Community Building
InterestFind Evaluate Trial
Break down conversations to find your advocates (to leverage their impact)
Adopt Promote
Objective: Increase 3rd party advocates
Action: Engage with advocates
Time: 20 mins a day
KPIs: volume of mentions, frequency of engagements, sentiment of conversation
© 3seven9 Agency Ltd
Case Study: Top 20 Accountancy Firm
• Assessed Overall landscape of +10,000 conversations
• Broke down by specific sectors based on market potential
• Provided consultancy for successful Firm Integration
• Provided Partner Training (x20)• Ongoing provision of support (process & tool)
Deliverables• Raised brand awareness to 2nd from 20th • Created engagement rates in community of 25% (40%
higher than average) • Generated up to 20 leads a month.
© 3seven9 Agency Ltd
Case Study: Lead Generation
© 3seven9 Agency Ltd
Case Study: Lead Generation
© 3seven9 Agency Ltd
Live Examples
Brand Awareness Lead Generation Community Building
© 3seven9 Agency Ltd
Summary
1. Social Media is more integrated, mobile and customer focused
2. Define your social media strategy first!
3. Listen to where, when and what your industry is saying
4. Ensure your company has the right engagement response programme in place
5. Set up your metrics and measure your success
© 3seven9 Agency Ltd
Thank you.
If you have any further questions please contact david.wood@3seven9.com or find us at
www.3seven9.com
Recommended