Effective Marketing using Social Media 2012

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  • 1.ICT KTN Online Business Essential Clinics Effective Marketing with Social Media creating & executing astrategyfor the effective use of social media tools (February 2012)

2. @MobileMaggie Margaret Goldis an innovation & business launch specialist who provides strategic services to companies & institutes expanding or launching new businesses in the mobile industry.She specialises in collaborative innovation, and applying mobile technologies to other fields like Healthcare, Education & Science. Before that, she was a senior consultant at Edengene, where she worked with FTSE 100 companies to invent, develop and launch new products & services to market. 3. http://rlauterborn.com/pubs/pdfs/4_Cs.pdf 4. You have to do your Homework before creating a Social Media Strategy Experience Mapping Customer Definition Moments of Truth Experience Design Monitor

  • User research
  • Contextual analysis
  • Personas
  • Lovemarks
  • Requirements
  • Touchpoints
  • Need states
  • Emotional states
  • Narrative insight
  • Differentiators
  • Loyalty drivers
  • Priorities
  • ROI
  • Concept
  • Prototype
  • Validate
  • Ideation
  • Roadmap
  • Measurement
  • Dashboard
  • Tools

5. http://images.businessweek.com/mz/07/24/0724_6insiid_a.gif Customer Definition 6. http://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/ Customer Definition 7.

  • Citizen marketers will sell remarkable ideas
  • Sell what people are buying
  • Focus on the early adopters and sneezers
  • Make it remarkable enough for them to pay attention
  • Make it easy for them to spread
  • Let it work its own way to the mass market.

Seth Godins Purple Cows Moments of Truth http://www.fastcompany.com/magazine/67/purplecow.html 8. TOPICS Give them something fun, unique & repeatable to talk about create curiosity gaps and triggers TOOLS Make everything shareable and forwardable , post content everywhere, free samples, find the multipliers TAKING PART Engage, share info & support, do shout-outs,say thank-you, say sorry TALKERS Know whos doing the talking & influencing, and where the conversations are taking place TRACKING Listen to users, track topics and brand mentions, gather insights, measure & manage, respond and engage Moments of Truth 9. Jyri Engstroms Social Objects http://glennas.wordpress.com/2009/11/13/defining-requirements-for-social-web-applications-%E2%80%93-part-3-social-objects/ 10. Hugh Macleod on Social Objects http://gapingvoid.com/2007/10/24/more-thoughts-on-social-objects/ http://gapingvoid.com/2007/12/31/social-objects-for-beginners/ Moments of Truth 11. Social Media is a tool across the Customer Journey Purchase Experience Problem / Need Awareness Enquiry Recommendation Retention Experience Mapping 12. Eric Ries:http://www.startuplessonslearned.com/ http://www.slideshare.net /venturehacks/the-lean-startup-2 Social Media is a tool across the Product Development cycle Experience Design 13. Social Media aids Rapid Iterations http://market-by-numbers.com/customer-development-services/ Experience Design 14. Minimum Viable Product http://www.rogerstringer.com/2011/03/page/2/ 15. Only now should you sit down andchoose your Platforms 16. http://www.invisiblepr.com/social-media-public-relations/ 17. Choose your tools based on what you want to achieve http://www.elliance.com/aha/infographics/Social-Media-Building.aspx 18. 19. Test & Measure Everything! http://seotermglossary.com/ab-testing/ Experience Design Monitor http://www.wired.co.uk/magazine/archive/2012/01/features/test-test-test 20. 4 Rules of Campaign Design Give the consumerwhat they want- not what you want them to want ( competitions, sweepstakes, coupons, previews &exclusives ) Make your activitybite-sized Engage frequently:little and oftenis key Lots of little campaignsbuild relationshipsfar more effectively than big one off campaigns.http://www.engagesciences.com/blog/2011/10/19/the-4-rules-of-social-media-marketing/ 21. Keep Track of the Statistics

    • http://danzarrella.com/infographic-how-to-get-more-clicks-on-twitter.html

22. Social mostly boils down to Engagement http://darmano.typepad.com/logic_emotion/2009/05/social-engagement-spectrum.html 23. Putting together the action plan #1 define goals and objectives #2 identifyyour audience #3 learn from others #4 choose the tools to use #5 set the budget #6 develop content & social objects #7 define your KPIs #8 determine your resources #9 assign roles and responsibilities #10 monitor and measure 24. Your Turn!

  • Purchase
  • How easy is it to get started?
  • Is there a long registration process?
  • When does a commitment and a payment take place, and does that fit the need?
  • Experience
  • How easy is the service to use?
  • Does it meet the needs? Of your customer?
  • Are there hurdles, confusion points, short-comings that can be addressed?
  • How much support is provided?
  • Is feedback captured throughout the whole process?
  • What other needs could be met?
  • Problem / Need
  • Whats the problem to be solved, the job to be done?
  • How do developers express that need?
  • Where does it fit into all the other things they do?
  • Awareness
  • How do your customers find out about your service, or any other solutions?
  • Where do conversations take place?
  • Where do your customers physically gather?
  • How well do you listen?
  • How clear are the marketing messages and website?
  • Enquiry
  • How do your customers make contact in order to find out more about your service and whether its the right one for them?
  • How do they make the decision to use the service or not?
  • Are there otherroutes through all of the tools their disposal?
  • Recommendation
  • Do users recommend the service to others?
  • Is it easy to recommend and share?
  • Does the service generate buzz?
  • Whos doing the talking?
  • What customer outreach initiatives are being taken?
  • Retention
  • Do users come back and use the service again?
  • Do they try new elements of the service, scale up their usage?
  • Reclaimed, renewed, redeemed?
  • Has a relationship been developed?
  • How are past users communicated with?

Strategic option:MYOA - Consumer 25. http://www.slideshare.net/goldenbushel/ict-ktn-minibar-online-business-essentials