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Crafted Media, a creative digital agency, gave a talk about social media for business to a group of firms. The talk took place at the headquarters of Beatons Group, an accountancy firm, on July 21 2011.
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Briefing: social media for business
Hello from Crafted30+ Ipswich-based staff specialising in:
E-commerce Design Development Search engine marketing Social media Copywriting Mobile sites & apps
driving sales & enquiries through engagement
Social media IS mediaMedia is mass communication. Social media is essentially tailored, targeted communication with ‘opted-in’ or self-selected target audience.
Where are your customers now?(trying to find you)
Where will they be next week?(engaging with you, or with your competitors)
RelationshipsMitch Lieberman states that:
“Social CRM is about bringing “me” [the social customer] into the ecosystem…
It is not about the technology, it is about the people, process and cultural shifts necessary to support and grow a business.”
The valueRecent research from Forbes demonstrates exactly how valuable Facebook Fans are to a brand:
They are 41% more likely to recommend a company
28% more likely to continue using them in the future
Fans are worth on average $136.38 to a business and spend $71.84 more per year
Search + Social Media increases CTR by 94 percent.(GroupM and comScore)
So what are you talking about?Imagine if you could influence the conversation
CommunicationWho are your customers?
Where are they?
What are they talking about?
Every answer to these questions, or internal discussion you have around these questions, will help define both your business and marketing strategy.
And your strategies will include digital media.
Why?The opportunity lies where ‘new media’ meets traditional.But we’ve been calling it ‘new media’ for 10 years.
Social is customer recommendations
Social is conversation
Social is relationship building
Social is free, trusted advertising
We look at how social is built in to the wider marketing strategy.
Where?Location, Location, Relevance.The whole world is local to somewhere.
Google states that 20% of all searches have a local intent, that’s 2.8 billion searches per month globally
Of mobile traffic, upwards of 50% of searches have local intent
23% of time spent accessing internet is on a mobile device
More than 4 million business listings on Google have been claimed by business owners
How? Haulage News
Reach 32k people
Via 50 tweets
In 4 days
What not to do
But get started
Stop, look, listen
It’s not all about TwitterLinkedIn CEO Jeff Weiner on the role of Google+
‘LinkedIn is for professionals, Facebook for family and friends, and Twitter for broadcasting short thoughts and information.’
LinkedIn is networking, not marketing.
Activity tends to be peer-to-peer, rather than business-to-client or customer.
Other channels can be multiple things to multiple audiences.
How?3 words you will hear a lot: word of mouth or WOM
You, your products or services are being talked aboutand recommended!
Set-up keyword alerts for your company name (and competitors) and core services. Sit and watch. Use it as a research channel!
Plan Set expectations Tweet in your tea break from your phone Or have set times: 30 minutes split out across the
day
How?Say something (but not too much).
Advise, comment, have an opinion, steal someone else’s!! (by agreeing with them), become a trusted source of information or expert commentary.
You don’t have to be a big brand to be trusted!You need to be relevant.
If it is relevant, it will get talked about: recommended / favourited / forwarded / retweeted / curated / heard.
Creation vs curationProduce your own news and aggregate the news that is relevant to your business and your customers.
Promote it as a source of convenient and essential information.
Become a trusted / respected source of news and opinion.
The way we need to be.
The way we wereIt’s all about search, paid and natural.And conversion.And maybe a follow-up email.Done.
‘traditional’ media
+ =+
The way we should be nowNow, social influence during the search, research, purchase, post-purchase phase is more important than ever...
+ = +
Remember the basicsThe digital landscape is ever-changing, the key is to not get distracted by the latest shiny route-to-market, but integrate it with your existing activity.
‘Traditional’ approach: Traffic – keyword to landing page User experience – from calls-to-action to form
usability Conversion, retention, rinse, repeat...
Understand the role that social plays within this process.
Get them in the shop, sell to them (softly), ensure they come back...
The basics +Enhance all of the above by knowing your customers.
Who are they?Where are they?What are they talking about?
The answer still lies in social media, but search & social are increasingly mobile. Learn from every channel.
Crucially, once we’ve answered the above questions...
What now?
People haven’t changed the way they behave fundamentally,
they are just more technologically enabled.
MobileMake sure your website works on a mobile.
Mobile search
Mobile commerce
70% of people use mobile in-store. (Google)
MobileMobile shouldn’t remove the opportunity to consultatively sell.
There is less real estate to visually sell, so it is more important to focus on how your customers might view your business, products and services.
highlight your products, emphasise your services
enable the user to reserve & collect to find store locations to do whatever they expect to be able to do
Mobile is a new and complementary channel, not a replacement.
Remember to not get excited about the shiny thing. Simply focus on where your customers are and how to sell to them
So what?Just a website isn’t a strategy.
So what?Just visitors will not keep you in business.
So what?Just social networking is all talk and no trousers
Social commerce Mobile commerce
So sellSocial media is the opportunity to engage your customers and clients via the most effective means.
New technolog
y
Brand building
New sales channel
anyspacedirect.co.uk – iPhone mobile app
Power of new channelsThe socialisation of your brand drives business.
Nearly 40% of consumers ’like’ companies on Facebook to publicly display their brand affiliation to friends. [Source: ExactTarget, via Social Media Examiner, October 2010]
40% click ‘like’ button for, or ‘liked’ a company, brand or association on Facebook to receive discounts and promotions. [Source: ExactTarget, September 2010]
Consumers are taking control.
But they are becoming easier to manipulate…I mean target.
Social commerceShopping via Facebook is a new route
Shopping within Facebook drives more shopping within Facebook
and on your full website
People are happy with the ‘security’
Social changeNew platforms = new behaviour?
Social commerce is e-commerce through social networks.E-commerce is selling products or services online.
Is social change happening? How is the economy affecting the way we shop? How are any and all social factors affecting the way that we find, review and choose service providers?
.
Social influenceSocial shopping and social influence are an integral part of our lives. (Note: I didn’t mention ‘online’ or ‘digital’ there).
We seek out the opinions of our peers & trusted brands.
Customer behaviour has not changed (much), but when we ask a question, or seek an opinion or recommendation, it is amplified.
Social interaction
The power of advocacy
Off(line) and on again
Be useful (93k views)
Add value
Daily (location-based) deals
What next?By 2014, more people will be accessing the internet on their mobile phones than laptop / desktop computers*
Leave here with questions: for the rest of the company.
Don’t dismiss social media as something that you don’t understand.
It is where your customers are, where they will be, and where business is getting done.
And keep an eye on Google+ as it rolls out business pages...
*Professor Manuel Castells – Digital Obama Architect
ContactTom GriffithsSales & Marketing Director
[email protected]/TomGriffolagplus.to/TomGriffolaLinkedin.com/in/tmgriffiths
Tel: 01473 213222www.craftedmedia.com
Image on slide 3 http://www.flickr.com/photos/cheesy42/5945217559/Image on slide 18 http://www.flickr.com/photos/renet/369761/sizes/z/in/photostream/Image on slide 27 http://www.flickr.com/photos/anirudhkoul/4646989519/Images on slides 6 and 23 from The Commons via Flickr.
