Successfully integrating Social Media into your business

© 3seven9 Agency Ltd

Successfully Integrating Social Media into BusinessSwindon Chamber 21-09-2012


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 integrate Social Media into your business

5. Case Studies

6. Freebies


20th Century Marketing: Company focused

SERVICE/ PRODUCT

You (business) Them (customer)

Importance

(Marketing)


21st Century Marketing: Customer focused

SERVICE/ PRODUCT

You (business) Them (customer)

Importance

(Marketing)

Importance


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%








The Problem with Social Media


What stops social media being effective in business?

WRONG

Locations

Content

Resource

Approach

Time

Metrics


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


How to align social media to business goals










How to be effective on social media

Brand Awareness

Find

Lead Generation Community Building

Break down conversations by location

Objective: Increase share of conversation

Action: Aggressive Twitter outreach around the campaign

Time: 30 mins a day

KPIs: number of responses, mentions and retweets and click throughs



Brand Awareness Lead Generation Community Building

Interest

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

Objective: Increase engagement with potential customers

Action: Case study creation & circulation

Time: 4hrs creation + 15 mins a day

KPIs: number of responses, mentions and retweets and click throughs




InterestFind EvaluateBreak down conversations by the most influential

Activity• Vice President - Principal Analyst at

Forrester Research• 1,000 Twitter followers• 367 LinkedIn Connections + 14 Recs

BRAD STROTHKAMPInfluencer TypeOPINION LEADER

Objective: Establish credibility amongst decision makers

Action: build 3x influencer relationships

Time: 1hr per week + offline meetings

KPIs: number of mentions, interactions, recommendations




InterestFind Evaluate TrialBreak down conversations by approach

Objective: Build relationships with potential customers

Action: Create “pain point” content

Time: 2hrs per week

KPIs: number of downloads, subscribes, engagements




InterestFind Evaluate Trial Adopt

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

Objective: Leverage real time chatter

Action: Monitor brand mentions

Time: Adhoc

KPIs: volume of traffic, share of conversation, reach increase




InterestFind Evaluate Trial

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

Adopt Promote

Objective: Increase 3rd party advocates

Action: Engage with advocates

Time: 20 mins a day

KPIs: volume of mentions, frequency of engagements, sentiment of conversation


Case Study: Top 20 Accountancy Firm

• Assessed Overall landscape of +10,000 conversations

• Broke down by specific sectors based on market potential

• Provided consultancy for successful Firm Integration

• Provided Partner Training (x20)• Ongoing provision of support (process & tool)

Deliverables• Raised brand awareness to 2nd from 20th • Created engagement rates in community of 25% (40%

higher than average) • Generated up to 20 leads a month.


Case Study: Lead Generation


Case Study: Lead Generation


Live Examples



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


Thank you.

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

www.3seven9.com

Technology

Successfully integrating Social Media into your business