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Presented an this updated version at an interactive seminar in Victoria, BC on the 11th of February 2011. Originally presented as an interactive seminar at BCIT on the 30th of November 2010.
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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: @[email protected]
Special thanks to Guy Steeves
