SOCIAL MEDIA FOR BUSINESS - cedma-europe.org Media... · Best Practices DO • Good Research •...
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© 2013 Assima 1 SOCIAL MEDIA FOR BUSINESS CEdMA Europe Workshop Paul Ellis
Transcript of SOCIAL MEDIA FOR BUSINESS - cedma-europe.org Media... · Best Practices DO • Good Research •...
© 2013 Assima 1
SOCIAL MEDIA FOR BUSINESS CEdMA Europe Workshop
Paul Ellis
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WHAT IS SOCIAL MEDIA ? WHICH ONE(S) SHOULD I USE ?
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EASY … GOOGLE – SOCIAL MEDIA LANDSCAPE …
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A ‘selection’ of Social Media
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The CMO’s guide to Social Media…
http://www.cmo.com/2013/social-media-guide.html
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WHY BOTHER ? So…
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EXPONENTIAL GEOMETRIC PROGRESSION not really but kind of …. More accurately … THE NETWORK EFFECT…
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Social Media Digitises the oldest and most influential form of marketing
Word of Mouth
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BUT … STILL … WHICH ONE(S) ?
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THAT DEPENDS …
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We need to think about this and have a ‘strategy’
THE BASICS
• What do we want to achieve ?
• Who do we want to engage with ?
• What do we have to contribute ?
• How much time / resource do we have ?
• Which platforms do my target audience use ?
ALSO
• How are we going to measure ?
• When can we expect significant results ?
• How do we work with of SM programmes ?
• What controls should we have ?
• How does it fit into the bigger market engagement / market development plan ?
• How can we use it for other purposes ?
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A Conjugation of ‘popular’ Social Media
I had a drink
This is where I drank
Look at me drinking!
Why do I drink?
I am great at drinking
I adopt drinking early
I need a drink
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What do we do at Assima ?
Objectives
• We want to build a community
• We want to educate our audience
• We want to develop the market
• We want to extend the brand
• We want to support and increase sales
engagement
Our Audience
• B2B
• Large Companies
• Varied job functions / levels
• Interests
– Enterprise Applications
– Transformation / Change
– Business Agility
– Learning and Development
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Multi-Point Social Media Use
Content / Activity
Blog
External
@AssimaPLC
@PaulEllisUK
@Other_Assima_Employees
AssimaPLC Event
Case Study
Webinar + Recording
Video
News
Whitepaper
Assima PLC Company Status
Assima PLC Open Group
Assima PLC Closed User Group
Interest / Topic Groups
Personal Status / Shares
Coming soon
Assima Blog
www.assima.net
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What do we track / measure ?
• Community sizes
– LinkedIn Company Followers
– LinkedIn Group Members
– Twitter Followers
– YouTube Subscribers
– Blog Subscribers
• Content Engagement and
Amplification
– Click Throughs
– ReTweets
– Shares
– Reach
• Activity Specific Goals
– Webinar Attendees
– Event Visits
– Whitepaper Downloads
• Site Traffic
• Site Paths
– Landing -> Exit
• Referral Sites
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Some Assima Key Metrics
CONVERSION
Website Total
Download
Contact us
LinkedIn Assima page
Assima PLC Group
Assima Customer Group
Twitter Following
Followers
YouTube Subscribers
Views
Average View Duration
Blog Subscribers
TRAFFIC DRIVERS
Website Localised Content
Blog Posts
Social Media Video Releases
Linkedin Updates
Tweets
External Campaigns
Events
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Best Practices
DO
• Good Research
• Plan a strategy
• Measure
• Give to Get (Contribute freely)
• Build a quality network
• Be patient
• Engage (Listen)
• Responsive and Timely
• Authentic and Consistent
• Work multiple platforms
• Deliver right content to right platform
DON’T
• SELL SELL SELL
• Auto Follow / Build Network to Fast
• Use one platform
• Use one size fits all
• Expect quick results
• SPAM
• Forget your basic courtesies
• Be Demanding
• Feed the Trolls
• Ignore Social Media
• Give Up
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How to Build a Network
– Search on key topics and
hashtags
– Look for key influencers
– Research their followers / follow
– Follow key people / contributors /
commentators
– Contribute
– Engage
• Blogs
– Search for key bloggers
– Guest post
– Invite to post on assima blog
– Promote others blogs
– Join groups
– Contribute
– Share
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Tools and Sites
Content Curation / Feed Monitor / Content Submission
• Hootsuite – www.hootsuite.com
• Multi Platform / Web Based / Apps / Plugins / Free- Premium / Multi User
• TweetDeck is and alternative – now owned by twitter
Twitter Chat Tool
• www.tweetchat.com
• Storify – Capture Chat Transcript
Reputation / Influence Monitor
• Klout – www.klout.com
• PeerIndex – www.peerindex.com
Twitter Follower Management
• Unfollowers.me
• https://www.opensesame.com/blog/twitter-top-100-education-technology-must-follows
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How Much Time does it ‘need’ ?
Growth Rate driven by Time Input
• Benefits can be achieved with minimal
time
– 15 – 60 min per day per activity
• Network growth proportional to active
engagement
• Expertise / Tools reduces time required
IF you can invest more time…
• Twitter Chats
• LinkedIn discussions
• Blog content
• Twitter engagement
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Other Ideas
• Gamification through Social Platforms
• Market Research
• Customer Support
• Competitive Intelligence
• Market Intelligence
