Building a Social Media Strategy
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Transcript of Building a Social Media Strategy
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Building a Social Media StrategyMidas Touch 18th September 2012
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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
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20th Century Marketing: Company focused
SERVICE/ PRODUCT
You (business) Them (customer)
Importance
(Marketing)
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21st Century Marketing: Customer focused
SERVICE/ PRODUCT
You (business) Them (customer)
Importance
(Marketing)
Importance
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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
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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
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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.
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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)
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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
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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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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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Thank you.
If you have any further questions please contact [email protected] or find us at
www.3seven9.com