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How to build a social media strategy?
Sean Singleton
• Social Commerce• Workshop: How to build a strategy
• Building a business case• Common mistakes• How do we avoid them
• Tips & Trends• Summary
Social Commerce
Social Media on E Commerce Platforms
E Commerce on Social Platforms
6 Social Media Tools
Facebook commerce is selling to FANS not consumers
It can be selling ON Facebook or selling
WITH Facebook
Use F Commerce for retail events
Experiment and explore
opportunities to learn from your fans
This is a workshop!
Building a
business case
Social Networks are the Most
Popular Activity Online
1 in 5 online minutes spent on SN, Up from 6% in 20071 in 5 online minutes spent on SN, Up from 6% in 20071 in 5 online minutes spent on SN, Up from 6% in 20071 in 5 online minutes spent on SN, Up from 6% in 2007
Source: comScore Media Matrix, Worldwide, March 2007 – October 2011, “It’s a Social World,” Dec 21 2011
Social Networks are the Most Popular Activity Online
EC
The Social Media Universe is expanding
The Social Media Universe is Expanding
15MM+ users
135MM+ users
51MM+ users
15MM+ users
62MM+ users
232MM+ monthly active users
115MM+ subscribers
20MM+ blogs
6MM+ users
800 MM+ monthly active users
230MM+ users 2MM+ users
500K+ users
800MM+ monthly users visit site
More people on more social networks than ever beforeMore people on more social networks than ever beforeMore people on more social networks than ever beforeMore people on more social networks than ever before
Source: Official and Estimated statistics. Facebook, YouTube, Zynga, Twitter, LinkedIn, Groupon, Flickr, Tumblr, Instagram, Foursquare, Pinterest, scvngr, Path, Google+ SlashGear, TechCrunch / Comscore, FastCompany, Oink: TechCrunch, GetGlue, Foodspotting: Soraya Darabi’s LinkedIn
100K+ users
2MM+ users
2MM+ users
1.5MM+ users
EC
Social Networks
Now Reach 82% of the World’s
Internet Population
That’s 1.2 billion peopleThat’s 1.2 billion peopleThat’s 1.2 billion peopleThat’s 1.2 billion people
Social Networks Now Reach 82% of the World’s Internet Population
Source: comScore Media Matrix, Worldwide, March 2007 – October 2011, “It’s a Social World,” Dec 21 2011 EC
Social Networking is growing in every single
country
Total time spent on all regions grew by 35%+ in 2011Total time spent on all regions grew by 35%+ in 2011
Social Networking is Growing in Every Single Country
Source: comScore Media Matrix, Worldwide, March 2007 – October 2011, “It’s a Social World,” Dec 21 2011 EC
Google + is growing fastest than other social
network
Google+ is Growing Faster Than Other Social Networks
67 million people have visited Google+67 million people have visited Google+67 million people have visited Google+67 million people have visited Google+
Source: ComscoreSource: Leon Haland, Google+ calculations by Paul Allen, comScore, MySpace, Twitter, Facebook, LinkedIn
Time to reach 50 million users (estimate)
EC
The web is a massive part of our lives.
And social media accounts for significant
portion of web usage
The conversation is already happening.
Opportunity to gain an competitive
advantage.
Helps drive growth.
It is now a must-have for corporate marketing.
Improve your search rankings
What are the most
common mistake
s?
Rush to action
without a plan
Rush to action
without a plan
• Hasty decisions & knee jerk reactions
• Tactical approach
• Focus on wrong objectives or platforms
• Failing to understand requirements & resources
Measurement.
• Defined and measurable objectives
• Metrics that tie into those objectives
• Tools & knowledge for tracking metrics
• Ability to translate online actions to business results
ContentNeeds to
be engaging
ContentNeeds to
be engaging
ContentNeeds to
be engaging
Require planning
Require approval
Often not given proper consideration
Failure to Engage
Failure to Engage
Engagement
hurdles
Social Media is about
listening & interacting
Limited Reach
Limited Reach
Social Media only really
works with large (ish) audience
Process of building a network is
often overlooked
Without reach, there
is no ROI
How to avoid the
most common
mistakes?
Goals
Platforms
Engagement
Reach: How will you promote your programme
Resources
Resources
• What is needed?
• What will it cost?
• People, process, assets, tools, etc
Metrics
Tips & Resources
Learn
Learn with monitoring tools80
Paid services provide monitoring
81
From Radian 6
Other providers
BrandWatchBuzzmetrics CymfonyDow Jones Scout LabsTechrigy/AlterianVisible Technologies
If objective awareness then focus on:
• web traffic• web traffic referrals• search volume trends• followers, fans, friends• social mentions• share of voice
If objective sales then focus on:
• web traffic• time spent on site• bounce rate• content acceptance rate• followers, fans, friends• social mentions• share of voice• social connectivity within sales funnel
If objective loyalty then focus on:
• time spent on site• repeat visits • content acceptance rate• followers, fans, friends• repeat social mentions• share of voice• recommendations & ratings• social connectivity within sales funnel• customer service metrics• net promoter score
Focus relationships not technologies
Transactional
OccasionalImpersonalShort-term
PassionateConstantIntimate
Loyal
Summary
