Modern Marketing Methods · © SCS Limited 2010 – All rights reserved and twitter: @meetingsimpact [email protected] +357 2287 2266

© SCS Limited 2010 – All rights reservedwww.scs.com.cy and www.unleash-potential.com

twitter: @[email protected] +357 2287 2266

Modern Marketing Methods

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Miranda Ioannou

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Level up

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Grasp this…

2 billion emails per second1 million IM messages

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per second8 terrabytes per second of traffic65 billion phone calls per year

Because there are other ways to get to info they want

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It’s NOT about the technologies!

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Social Media is the Online Word of Mouth

But it’s also much more - Social Media can help:

SEO with links

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Allow PermissionBuild an Audience & TrustCompany AuthenticityElevate (or destroy!) Brands

Focus on RelationshipsNOT Technologies

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Evolve already!

Sounds familiar?

Identify Social Media Channels

Create Content

Upload Content

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Upload Content

Try to Measure Effectiveness

Hope Magical Results!...



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Executive Questions

What will this cost us?How much does this perform against other methods/programs?

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What do we benefit from participation?What’s the ROI?Who’s going to lead this and who will support them?

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WHO

WHATWHY

TO WHAT EXTENT

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7 Steps

WHEN

WHERE

HOW



Define Your Strategy

DialogDialog

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LearnLearn SupportSupport

InnovateInnovate

Curating

Producing

C ti g

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Commenting

Sharing

Watching

EVERYTHING BEGINS WITH

SEARCH

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SEARCH

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Social Media Audit

Understand what your landscape looks like:

VolumeFrequency

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SentimentShare of VoiceQuestionsConcernsChallengesOptions

Everything starts with keywords

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Optimized means…

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Dell Community Ambassadors help manage and support

customer forums.

Dell Community Ambassadors help manage and support

customer forums.

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Start by knowing where your audience is

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Where do you start?

…and become a valuable member

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valuable member of the community

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Metric: What’s the Sentiment?

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Planning (as usual!)

Determine desired end resultSMARTDetermine your resource needs

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ete e you esou ce eedsSecure top supportGo!Constantly measure, enhance & improve

DemographicDemographic

GeographicGeographic

PsychographicPsychographic

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PsychographicPsychographic

BehavioralBehavioral

SocialgraphicSocialgraphic

Three Tools to get you started

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Budget Vs Brain

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Roadmap to your Social Media Strategy

Find champions who can explain and mitigate riskOrganize social media across departments

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departmentsDeputize people throughout the organizationSpread engagement to employees beyond the social media team, defining the role of each touch pointCentralize coordination


Make social media part of the job, just like emailEncourage employees to tap into

i l di t t k d

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social media to get work doneSupport engagement as an extension of corporate cultureAlign with your overall organization and marketing strategyBe in it for the long run!




Open the platform to anyone and everyone – harness Gen Y staffPick channels carefully and build

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them properlyEngage in new channels where people already areUnderstand how each channel provides a different dimension on engagement

Business Touch-points of Social Media

Marketing

AccelerateTime‐to‐Revenue

Market Intelligence

Customer Awareness & Attraction

Multiplying Effectiveness of Campaigns

Building Brand‐Centered Community

Increasing Customer Loyalty

Identifying Market TrendsProviding

Consistent Support

Business Imperatives

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HR

Lead Generation

Locating Expertise

PipelineDevelopment

Time to Revenue

Customer‐Driven Product Innovation

Knowledge Retention

Workforce Attraction

Time to Productivity

Training and Education

Connecting & Engaging Workforce

Improving Generational Workforce PerformanceEmpowering Individual Productivity

Improving Retention Rates

y g

Reputation Management

Monitoring & Engaging

Public Messaging

More EfficientInternal Comms

Reducing Call Volume

Improving Self Service

Building Customer LoyaltyCompany

Value Levers

Companies that are engaged in an uncoordinated manner

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How will your audience find utility/value from it

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Be conversational from the startModularize and synchronize content across channels

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Emphasize quality, not quantityTransparency is criticalDoing it all might not be you, but you must do something!

Research first

Who is likely to buy our services or participate at the congress?What websites are they visiting

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online?What tools does our target audience use regularly?What kind of content does our target audience prefer to read?



Formulating your Strategy

Are you ready to handle the possible backslash?

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Are your employees ready?

Are you willing to take risks?

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The question is no longer should we participate in

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q g p p

social media. It is how do we measure its value ?

But…

Social media metrics alone are

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meaningless!

Unless you can tie them to results!

Increased reputation in the marketDid it support

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customers better?How did it increase sales?Did it create awareness about new offerings?

Let Business Goals Lead, NOT Tools

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Define Metrics to Support Each Goal

Increase Brand Awareness Goal

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Brand mentions

Share of voice

Key Metrics Extending reach

Monitoring solutions streamline collaboration for acting on insights

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Get an idea on metrics

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Setup Google Alerts

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Monitoring

Free ToolsSocialmention.comBacktype.comBoardreader.comFacebook Lexicon

For-A-Fee ToolsRadian6SysomosBuzzmetrics/ Nielson Online

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Facebook LexiconTwitter SearchGoogle Alerts, Google News, Google TrendsIndustry NewslettersBlogsAddictomatic.comTweetDeckTweetbeepTechnorati

OnlineScout LabsDNA13Media MiserVoxTrotVisible Measures



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Read: Horror Stories

Get SatisfactionThe Better Business Bureau Complaints Portal

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Ripoff ReportYelp and Merchant CircleConsumerist

http://abcnews.go.com/Business/story?id=7355967&page=1http://www.youtube.com/watch?v=OhBmWxQpedI

Hands-on time!

FacebookLinkedInPathable

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at ab eSamples from the industry

HiltonHouston http://www.visithoustontexas.com/

IMEX

Wise Words for Newbies

Know the demographic of the individuals you are pitching toKnow the community’s likes

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Know the community’s dislikesContribute on a consistent basis to the community constituentsEstablish yourself as an active participant of the community

Today’s Takeaways

Social Media is growing quicklyYou must be a part of Social Media to receive real benefits

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from relationshipsYou must be a valuable member of the communityVirtual Relationships give multiple benefits for your web presence and website

Remember…

in social media, the conversations will happen

with or without you.

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It’s best thatthey happen with you, regardless

of whether you actually need to market your services.



Thank you

Miranda IoannouSCS Limited

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SCS [email protected]

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Documents

Modern Marketing Methods · © SCS Limited 2010 – All rights reserved and twitter: @meetingsimpact [email protected] +357 2287 2266