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Why Social Media Marketing? July 2010 By Connie Bensen Director of Social Media, Alterian

Why Social Media Marketing

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Within the last few years Social Media Marketing has continued to grow exponentially. While participating in social media used to be optional, it has now become a key channel for business to engage their consumers in. Connie Bensen explores 8 key areas where brands can harness social media marketing.

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Page 1: Why Social Media Marketing

Why Social Media Marketing?

July 2010

By Connie Bensen

Director of Social Media, Alterian

Page 2: Why Social Media Marketing

Agenda

• The Challenge Facing Today’s Marketers

• Thinking Like a Customer

• The New Marketing

• Sales Resources

Page 3: Why Social Media Marketing

The Challenge

• Customers are in charge of brands now.

• From a high level, organizations need to shift their

marketing to include the social aspect.

Alterian is not exempt and it’s probably even more

important that we do so because we sell these products.

We cannot afford to be a ‘brand at risk’.

Sales Tool: Brands at Risk Report – lots of data

Page 4: Why Social Media Marketing

Social Media Marketing is the newest channel

People are expressing themselves• about the good

• and the bad!

And they are getting very adept

at BLOCKING marketing messages!

Page 5: Why Social Media Marketing
Page 6: Why Social Media Marketing

Customers are

In Charge

Where is

Your Brand At?

Source: David Armano

Page 7: Why Social Media Marketing

Forrester estimates that only 40% are aware of tools like SM2

Page 8: Why Social Media Marketing

Thinking Like a Customer – What are They Doing?

• Step 1: Seeking info

• Step 2: On website as a customer

• Step 3: After engaging with website

Page 9: Why Social Media Marketing

Every Company Needs a

Digital Footprint

Page 10: Why Social Media Marketing

Step 1: Seeking info

• Google search

– What questions are customers asking?

• Steps – outline the sales cycle

– What question is asked at each point

– What info do people need? (content strategy)

• Social networks – direct traffic (engagement strategy)

– Comments on blogs

– Twitter conversations

– LinkedIn, YouTube, slideshare, etc

• Engaging Times Blog

• Adwords – direct traffic to corporate presences

• Campaigns – traditional marketing effort (campaign

strategies)

Page 11: Why Social Media Marketing

Step 2: On website as a customer – (website strategy)

– Do I find what I’m looking for?

– Does it engage me?

– Does it cause me to take an action? Do I know what to do next?

– Does it solve my problem or the question I asked?

– Do I find it valuable (or corporate marketing speak)?

– Is the content written in terminology I understand?

Page 12: Why Social Media Marketing

Step 3: After engaging with website

• How does the company interact with me afterwards?

• Do I get put on 1 big email list? Or is it a segmented list

that suits my niche interest?

• Do I receive messages that are pitches? Or are they

offering information? (Do they make me want to

unsubscribe?)

• Do the messages I receive just talk at me? Or are they

listening with surveys, trackable links to blog posts, &

helpful information)

• Are the autoresponder messages helpful? Or are they

pitches? Do they cause me to want to forward them?

Page 13: Why Social Media Marketing

The New Marketing – an Ongoing Process (not a campaign)

Marketers have 3 priorities now:

• To be found by search engines:

– organic search is imperative – it’s created thru content & an

online presence

– It can’t be bought by using agencies, adwords, or pay per click

campaigns

• An online presence

– Requires interaction on blogs & social networks – community

mgrs or someone

– Content that is engaging and provides value

• Traditional marketing

– Email marketing can be utilized for nurturing leads obtained from

the website

– Autoresponders and nurturing campaigns are imperative

Page 14: Why Social Media Marketing

Why SM2?

Listening is the First Step of Social Media Marketing

Page 15: Why Social Media Marketing

Everything is

Measurable

Page 16: Why Social Media Marketing

Your Site

Web Analytics

Twitter

Blogs Wikis

Facebook

LinkedIn

Message

Boards

YouTube

Customers are talking everywhere

Page 17: Why Social Media Marketing

• Bring outside ideas into the organization• Generate more word of mouth• Increase customer loyalty• Increase product/brand awareness• Improve new product success ratios• Improve public relations effectiveness• Reduce customer acquisition costs• Reduce customer support costs• Reduce market research costs• Reduce product development costs

Potential business objectives

Page 18: Why Social Media Marketing

Find Your Digital Footprint using a Brand Audit

Measure your Brand

• Volume of conversations

• Sentiment & tone

• Influencers

• Sources by

– online

– physical location

• Confirm what you do know

• Identify New Opportunities

• Benchmark

Page 19: Why Social Media Marketing

Build your Digital Footprint with Social Media Campaigns

Get in the game!

• Historical data back to 2007

• Actionable data

• Identify new

communities to

engage in

• Reporting

– High level to

granular

Page 20: Why Social Media Marketing

Find your Customer’s expressing their Needs

…beyond Twitter

• Blogs

• Flickr

• Forums

• Build WOM

• Organic SEO

• Ward off crises

http://www.consumeractiongroup.co.uk

Page 21: Why Social Media Marketing

Innovate with Industry & Competitive Insight

Find what you don’t know

• Identify new markets and trends

• Competitive strengths & weaknesses

• Sentiment around competition

Create products that consumers want

Page 22: Why Social Media Marketing

Do opinions online matter?

• Monitor volume, sentiment and trending topics

• Customizable dictionary

• Efficiently identify influencers

Influence Public Relations

Page 23: Why Social Media Marketing

Are you listening for their questions?

• Lead generation

– Higher quality leads

– Reduce need for cold calling

• Build relationships

• Shorten sales cycle

Lead gen and warm calling for Sales

Page 24: Why Social Media Marketing

Increase your SEO

Insight into consumers minds

• Theme clouds

– Brand

– Competitors

– Industry

• Author tag clouds

• Link building

• PPC

Page 25: Why Social Media Marketing

Value and ROI

Use Case Value/ROI

Brand Audit Identify opportunities in Social Media

Social Media Campaigns Measure progress of Social Media efforts

Corporate Marketing Increased sales & rate of return on ad spend

Customer Service Increased satisfaction, brand loyalty,

awareness

Competitive Insight Identify differentiating features & innovate

Public Relations Efficient use of time & identify influencers

Sales – Lead Generation Increased sales & shortened sales cycle

Search Engine Optimization More effective SEO & organic visibility

Product Development Reduced market research costs

HR Reduced hiring costs & less churn

Page 26: Why Social Media Marketing

The Opportunities (Use cases for SM monitoring)

Brand Audit

Corporate Marketing

Public Relations

Competitive Insight

Product Development

Search Engine Optimization

Customer Service

Social Media Campaigns

Sales – Lead Gen

Time

Enga

gem

en

t

Page 27: Why Social Media Marketing

8 Stages of Listening

• No objective at all – using free tools

• Tracking of brand mentions

• Identifying market risks and opportunities

• Improving Campaign Efficiency

• Measuring Customer satisfaction

• Responding to customer inquiry

• Better understand customers

• Being proactive and anticipating customers

Source: Jeremiah Owyang

http://www.web-strategist.com/blog/2009/11/10/evolution-the-eight-stages-of-listening/

Page 28: Why Social Media Marketing

The Potential for using SM2

Advantages of using a social media monitoring tool

• Efficiency

• Effective identification

• Analytics

• Reporting

– Granular

– High level