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© 3seven9 Agency Ltd Building a Social Media Strategy Midas Touch 18 th September 2012

Building a Social Media Strategy

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Business owners are becoming increasingly aware of the importance of social media to build their brand, engage with customers and generate sales. But without a clear strategy you may end up wasting precious time on the wrong activities. This presentation will help you think about how to build a successful social media strategy and will discuss: - Practical ways to integrate social media into areas of your company and align it to your business goals - How to create a structured process of implementing social media into a campaign using real world examples - Obstacles you may encounter along the way

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Page 1: Building a Social Media Strategy

© 3seven9 Agency Ltd

Building a Social Media StrategyMidas Touch 18th September 2012

Page 2: Building a Social Media Strategy

© 3seven9 Agency Ltd

Contents

1. Social Media: 21st century marketing

2. What are businesses really doing in Social Media

3. What stops businesses being effective on Social Media?

4. How to become effective on Social Media?

5. How to measure and prove your Social Media effectiveness

6. Case Studies

7. Freebies

Page 3: Building a Social Media Strategy

© 3seven9 Agency Ltd

20th Century Marketing: Company focused

SERVICE/ PRODUCT

You (business) Them (customer)

Importance

(Marketing)

Page 4: Building a Social Media Strategy

© 3seven9 Agency Ltd

21st Century Marketing: Customer focused

SERVICE/ PRODUCT

You (business) Them (customer)

Importance

(Marketing)

Importance

Page 5: Building a Social Media Strategy

© 3seven9 Agency Ltd

What are businesses really doing in Social Media?

1. 85% of companies have integrated social media into their marketing

2. 73% increased their spend in Social Media

3. Of those involved in Social Media:

The volume of traffic from social media is the most commonly measured metric at 60% of those interviewed

83% 80% 58% 51%

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The problem with Social Media

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What stops social media being effective in business?

WRONG

Locations

Content

Resource

Approach

Time

Metrics

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How can businesses become successful in Social Media?

1. Understand what Social Media can offer

2. Then align it to your business objectives

Begin by focussing on what you are trying to achieve in your business:

Build a thought leadership customer community to provide support and

advocacy

Find and engage customers and prospects using social

media channels

Maximize reach of content and messaging in social

channels

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How to align social media to business goals

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How to align social media to business goals

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How to align social media to business goals

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How to align social media to business goals

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How to align social media to business goals

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How to be effective on social media

Brand Awareness

Find

Lead Generation Community Building

Break down conversations by priority Break down conversations by location

Page 21: Building a Social Media Strategy

© 3seven9 Agency Ltd

How to be effective on social media

Brand Awareness Lead Generation Community Building

Interest

Customer Query

Competitor Guide

Competitor News

Customer Opinion

Industry Review

Industry Guide

Industry News

Industry Opinion

Customer News

0% 10% 20% 30% 40% 50%

Break down conversations by maturity:

Customer Opinion

Competitor News

Competitor Outreach

Customer News

Industry Review

Industry Opinion

Industry Guide

Industry News

0% 10% 20% 30% 40% 50% 60%

Find

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How to be effective on social media

Brand Awareness Lead Generation Community Building

InterestFind EvaluateBreak down conversations by the most influential

Web PresenceWebsite ForresterBlog eBusiness & Channel Strategy Blog Twitter @ strothkamp

Activity• Vice President - Principal Analyst at

Forrester Research• Highly influential analyst in

Financial Services Industry• 1,000 Twitter followers• 367 LinkedIn Connections + 14

Recs• Lists New York Times, Business

Week and CIO Magazine

BRAD STROTHKAMPInfluencer TypeOPINION LEADER

Page 23: Building a Social Media Strategy

© 3seven9 Agency Ltd

How to be effective on social media

Brand Awareness Lead Generation Community Building

InterestFind Evaluate TrialBreak down conversations by approach ‘Network’

• 82% of selected posts – massive connection with service + brand

• Associated services (drill down)• Security• Management • Infrastructure

• 13 Cisco blog posts• High levels exposure on Twitter (focus!)

• Cisco & Partners & Industry commentators.

Page 24: Building a Social Media Strategy

© 3seven9 Agency Ltd

How to be effective on social media

Brand Awareness Lead Generation Community Building

InterestFind Evaluate Trial Adopt

Break down conversations in real-time (hours, days, weeks, months etc)

Page 25: Building a Social Media Strategy

© 3seven9 Agency Ltd

How to be effective on social media

Brand Awareness Lead Generation Community Building

InterestFind Evaluate Trial

Break down conversations to find your advocates (to leverage their impact)

Adopt Promote

Page 26: Building a Social Media Strategy

© 3seven9 Agency Ltd

How to measure social media against your business goals

Comments Content Downloads External mention ratio

Lead Volume Cost per Lead Lead value

Mentions per time period Share of Conversation Subscribers to Content

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© 3seven9 Agency Ltd

Case Study: Lead Generation

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Case Study: Lead Generation

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Live Examples

Brand Awareness Lead Generation Community Building

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Summary

1. Social Media is more integrated, mobile and customer focused

2. Define your social media strategy first!

3. Listen to where, when and what your industry is saying

4. Ensure your company has the right engagement response programme in place

5. Set up your metrics and measure your success

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© 3seven9 Agency Ltd

Thank you.

If you have any further questions please contact [email protected] or find us at

www.3seven9.com