Getting Through The Social Media Maze

Richard Hill & Phil Girdlestone

We help you to get and to keep more customers who stay with you longer115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk

Online

• Sites where people share & swap– Share

• Content• Personal opinions• Links• More

We help you to get and to keep more customers who stay with you longer

115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk

He’s Not On Facebook!

The Revolution

• The Social Media Revolution

The Revolution

• Allergy to "sales“ - uncomfortable to many

• Younger generation drifting further and further away from it

• Brand advertising, direct mail, door-to-door sales, cold calling diminished

• New set of channels nearly all of which centre around the web

Stages of Social Media*

• Denial

• Anger

• Bargaining

• Depression

• Acceptance

* Thanks to Scott Monty, head of social media for Ford Motor Company

Denial

• Refuse to acknowledge the existence of social media

• Common phrases: "It's just a kid's thing"

• Common behaviours: avoiding the Internet, putting hands over ears and singing "I can't heearryoouuu. La la laaaaa"

• Rage ensues

• Common phrases: "This is stupid," "I've got better things to do with my time“

• Common behaviours: full-fledged slave to work email; increase in print or television media buy to show effectiveness and superiority

Bargaining

• Hope incremental adoption enough

• Common phrases: "If we have a Facebook page, we should be covered" / "Let the agency figure it out“

• Common behaviours: time-limited campaigns; half-hearted efforts on a limited number of social sites

Depression

• Understand the inevitable

• Common phrases: "Twitter/Google/Facebook is taking over the world,“ or "We're overwhelmed with choices“

• Common behaviours: moping; pacing; complaining to friends on Facebook

Acceptance

• Finally realizes it’s here to stay

• Common phrases: "Let'scraft a comprehensive social media strategy“

• Common behaviours: determination goals, integrate marketing & communications, online and offline alignment

Why It’s Important

Collecting Data (Search Engine)

is less valuable than

Connecting People (Social Media)

However … Google …

• Web 2.0 Summit 09: Marissa Mayer

What Marketers Say

What’s Out There?

• So what can you do with it?

• What can’t you do with it?

• How do you use it?

• What tools are available?

• How much time and money should you spend on it?

Social Media Marketing

What Can You Do?

• Relationship building

• Sales

• Improved customer service

• How To Use Facebook, Podcasts and Blogging for your Small Business

• Fanpage

Wiggly Wigglers

– Started using Twitter in March 2009

– Create a community around healthy eating

– Save on marketing costs and ultimately drive sales

– Heavy focus on direct mail within the pizza industry = costly

– Open rates dropping

– Claims that Twitter is now 'mission critical‘

– Created kiosk in store where customers sign up for a Twitter account

– Social media right next to Naked’s online ordering page

– April 23, an exclusive-to-Twitter promotion brought in 15% of the day’s business

– “It’s not about trying to sell your product, but more building relationships with customers and potential customers”

– “This is about building trust as well as relationships – and that comes from not selling”

– Posts third-party reviews

– Shares information about tastings and dinners

– Reports on what’s happening at the winery

– More people are coming for tours

– Increase in web traffic

– More people asking where they can find Teusner wines

Tuesner

– Service dubbed Twelpforce

– Employees use their company & Twitter ID to register for the service

– Send messages from the @Twelpforce account

– If add hash-tag #twelpforce, a credit to their proper Twitter account

– @abyadayada This should work for you: http://bit.ly/1sztXm unless i'm confused by how you are setting it up :) via @GSAgentP

– @tshelton Hope you found it, but they are in the Computers department by the routers and networking stuff. via @ApplExpert50

Best Buy

What Can’t It Do?

• Build business overnight

• Sell bad product

• Fix a bad plan

• Cut service costs

• Work for non people people

Implement

• Understand where it fits

• Budget time & money

• Clear objectives

• A plan

• Understand tools

• Training for you or your staff

• Commitment

Where Does SMM Fit?

• Where does SMM fit? – SEO– AdWords– Email marketing

• Viral (= PR)

Clear Objectives

• Small boy leaving home

Time & Money

• Where do I find the time?

• Workflow

• Publish once

• KISS

A Plan

• Be regular, commit time

• Cross import

• Tweetdeck

• Ping

• CoTweet

More Complex

• One site per purpose

• Aggregator

• Friendfeed

What Do You Do?

• The Golden Rule

• You don’t sell

• You tell

The Noise

• Where do I start?

• What's in it for me!

• Just adolescent rubbish?

• Needle in a hay stack

• Sort out the noise

• Make order from chaos

• Lead Generation

• Reputation Management

• Eavesdropping competitors

• Friendly expert

• Conversing with customers

• Finding JV partners

• It's trackable!We help you to get and to keep more customers who stay with you longer

Tweetdeck

• Tweetdeck

• Twitter Local

• Advanced Search

• Sorts Tweets

Tweetdeck

On Site

• Finding the people who are talking about your field of interest

• Conversing in an informal manner

• Helping people find solutions to their problems

• Being present- finding and being found

• ReTweeting and RespectWe help you to get and to keep more customers who stay with you longer

• 50 million users

• Post your résumé

• Post links

• Drive traffic

• Get referrals

• Find people

• Answers questions

• Answer questions

• Get a reference for Darren before I speak to him

• Find out about him

• Check on his experience & references

• Pre-check, I don't want to waste my time

Getting Through The Social Media Maze

Richard Hill & Phil Girdlestone

Getting Through The Social Media Maze

Business

Transcript of Getting Through The Social Media Maze

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