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How to use social media
in your marketing mix
Nick Leech
Content of this talk
Why use social media in your marketing mix?
Pros & cons of using social media as a business.
4P’s of social media marketing& integrated social
media.
Getting people to interact with you.
Turning followers into sales & monitoring
performance.
Adding a social layer to your website.
Why should social media be part of your marketing mix?
-
200,000,000
400,000,000
600,000,000
800,000,000
1,000,000,000
1,200,000,000
1,400,000,000
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Registered users
Facebook Twitter Google+ Pinterest Instagram
Why should social media be part of your marketing mix?
http://blog.hubspot.com/blog/tabid/6307/bid/29897/21-Captivating-Social-Media-Stats-How-People-Interact-With-Brands-INFOGRAPHIC.aspx
36% of UK consumers use social media to interact with brands
39% of Twitter users have tweeted about a brand
58% of Facebook users have liked a brand
42% of Facebook users have mentioned a brand in a status update
41% of Facebook users have shared video, a link or a story about a
brand
Why should social media be part of your marketing mix?
How do consumers prefer to get updates from their favorite brands?
What are the Pros & Cons?
One on one relationships with customers
Position yourself as an expert
Distribute offers & deals instantly
Increased sharing & word of mouth potential
Very little direct financial investment
Pros
Not a “fire & forget” option
Requires time to be dedicated to it each day
Public airing of any issues (service & technical)
Can lose control of the conversation
Cons
Which social networks should you use?
What do you want to use social media for?Top roles for social within organisations
Social is a
brand awareness
channel
Social is a
marketing campaign
channel
Social is a
content marketing
channel
Social is a
Customer service
channel
Social is a
Lead generation
channel
Social is a
retention channel
Social is a
sales channel
Source: econsultancy.com
What do you want to use social media for?
Building a community around my brand
A new customer support channel
Driving sales and referrals
Building closer relationships with customers
& brand advocates
The 4P’s of social media marketing
Integrated social media marketing
Social media action plan1. SMART goals that are aligned to
Business drivers1
2
3
4
Business drivers Goals
• New customers sales• Revenue• Leads• Retention• Customer support• Brand awareness• Build a community
Increase sales by x%Increase revenue by x%Increase sales enquiries by x%Reduce churn by x%Reduce support tickets by x% Increase brand searches in GoogleIncrease forum comments by X/day
What to follow Specific to your company
Industry trends
Keywords
Influencers
Competitors
Channels Purpose Priority
Blog Thought leadership, engagement, linking
Twitter Headlines, engage, sales, service
Facebook Social, community, sharing, discussion
LinkedIn Engagement, networking, recruiting, thought leadership
Goals Social media metric Tools
Increased ARPU Conversion tacking, customer feedback Google Analytics
Brand Awareness # of people reached FB / Twitter Analytics
Community Building # of interactions Social Dashboard
Customer support # of issues addressed Your CRM/ support system
2. Social news
What are the trends to watch
to & competitors to follow?
3. The channels to use
How will each channel help you
achieve your goals?
4. Measurement
-How will this fit in with your
marketing goals?
What social metric indicates
success?
What tools will you use?
123-reg’s positioning one sheetWhat we want:
Our aim is to create a community based around the 123-reg brand though a single, cohesive and integrated strategy
across all channels.
We will provide a personality behind the business, positioning ourselves as helping startup and small businesses get more
from the web, by actively engaging in conversations with our customers and prospective customers.
We will use social media to share useful advice from our blog, as well as helpful third party content and resources.
What we don’t want:
We must not use social media to open up new support channels nor seek out customers complaining about their current
web host to sell our services.
All conversations should be positive and remain on topic and avoid getting in to tit for tat conversations. At no times must
we use the mediums purely for a hard sell.
• Instigate discussion and conversations surrounding topics
associated with our target audience.
• Share useful links/resources from 3rd party websites.
• Announce new blog posts, features, promotions and prizes.
• Run exclusive campaigns and promotions.
• Personalise 123-reg with pictures, updates and personal
contact.
• Increase engagement with the brand
• Integrate other media (e.g. YouTube, blog etc.)
• Offer exclusive promotions and resources
Twitter Facebook
What makes people want to follow a brand?(Percent of respondents)
Source: http://blog.getsatisfaction.com
Getting people to interact with you
Values
Simple
• Retweet positive comments
• New product/ feature announcements
• Reply to all sales enquiries quickly
• Link to case studies & testimonials
• Ask for feedback on what new features & offers they want
Intermediate
• Exclusive discount codes & short term offers
• Crowd source deals
• Contact people asking questions relevant what you do.
• Share multimedia assets such as videos, presentations or audio
Advanced
• Integrate with an affiliate program
• Install applications and games to engage your users
• Integrate a shopping cart in to Facebook (e.g.www.payvment.com)
Some things are easy, others take more planning
Monitoring performance
5 categories of social
media measurement
Views, followers, visits, brand mentions
Share of voice, sentiment, top influences report
(Radian 6)
Clicks, retweets, shares, @replies, DMs,
wall posts, comments, subscribers
Content downloads, webinar attendees,
lead generation forms, pitches/proposals
Online sales, phone sales, in-person salesTrack repeat
business and retentionSource: http://www.socialmediaexaminer.com
Monitoring performance
Add a social layer to your website
Showcase positive tweets on your website
Is this real? Clearly a real person and tweet
Make it easy to share Sign up with social login
How to use social media
in your marketing mix
Nick Leech
