Social Media for Serious Business
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Social media For Serious Business Snapshop of the Big 4 media presence in Luxembourg and possible optimization
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Transcript of Social Media for Serious Business
Social media For Serious Business Snapshop of the Big 4 media presence
in Luxembourg and possible optimization
“Facebook is a fad for kids”(“let’s use it only for recruitment purpose”)
“Our customers are not on Social Media”
“We already know who our customers are…”
“Potential customers know how to find us”
Statement: Most consulting companies are reluctant to use Social Media
“It might affect our credibility as experts”
Premise:
Consulting business is not different!
Knowledge is a product like other : • It needs a Marketing Strategy
• It needs good communication Paths
• It needs Sales efforts
Social Media can help!
B2B Social media insights
Source: Forrester research & Marketing Q1 2010
Social Media opportunities: • Drive more traffic to your company website
• Demonstrate your expertize
• Zoom on specific parts of the business you want to promote
• Enrol new motivated staff members
• Acquire new clients
• Build customer loyalty
• Gain valuable market research for innovation
• Develop a community of “brand advocates”
• Increase search engine exposure from multiple social sites
Big 4 social presence in Luxembourg
Yes Yes Yes Yes
Target group Young graduates ? Young graduates Young graduates Fans 1176 99 222 1258 Engagement Low None Low Low Men>on on na>onal website Yes No Yes No
/* /* Yes Yes
Followers 44 391 Engagement None None Men>on on na>onal website Yes No
Yes Yes /* Yes
Company profile yes yes / Followers 1724 742 Groups Employees (closed) / Alumni + employees (closed) Men>on on na>onal website Yes No No
Yes Yes /* Yes
Followers 17 16 6 Men>on on na>onal website Yes Yes No
/ / / /
Actual Social Media approach:
Maximum control – Maximum security
• Push mode: broadcasting, no dialogue
• No activation, no engagement
• Lot of valuable content… … That potential customer has to search for … In a non web-friendly format … Difficult to share (Too much information kills information, right?)
• Customer centricity ?
Other game, other rules!
Manage your Social presence
Mesure
Listen React Engage conversation
Monitoring
Track what is being said about: • Your brand • Key people in your organization • Your competitors • Your key activities topics
• On social media, • Websites, • blogs, • Forums, • Newsgroup, • Online press, • …
Feed your CRM Identify: • key influencers • Potential leads • Unsatisfied customer/staff members • New customer needs
Spot groups/places where your hot topics are discussed Gather competitive information
Business Intelligence
Engage!
The gift economy : The more you give… the more you receive
• helping someone solve a problem
• attending community events
• showing real interest in what someone else is working on
• using your network to do something good for the community
• demonstrating you implement people’s suggestions
Conversation
On LinkedIn/Viadeo/Xing
• Train & coach company individuals to correct networking attitude / personal branding
• Encourage staff to share company content
• Use group to make them connect with potential customers
• Get them endorsed to attract more clients
Get individuals recognized as Experts
Conversation
On Facebook – Twitter • Put the people in the Picture:
– Fans – followers - staff – clients
• Ask questions - solicit feedback
• Entertain – make people laugh
• Educate - Share helpful information
• Organise contest
• Give more visibility to your content (FB ads)
Dare to be disruptive!
When communicating
• Don’t show irritation or be aggressive
• Don’t hide, communicate
• Listen – identify influencers
• Admit the facts, understand emotions, contextualize, be proactive
• Be open and honest about the problem, his causes & solutions
• No legal talk, be human
• Explain what you are doing to prevent the problem from happening again
What if you are criticized?
So now…
So now… What are you going to do?
licensing: http://slideshare.net/benoit_samanco Thanks to: http://www.slideshare.net/gregpouy http://www.slideshare.net/missrogue http://www.slideshare.net/sarahsturtevant
