Why Social Media Marketing
description
Transcript of Why Social Media Marketing
Why Social Media Marketing?
July 2010
By Connie Bensen
Director of Social Media, Alterian
Agenda
• The Challenge Facing Today’s Marketers
• Thinking Like a Customer
• The New Marketing
• Sales Resources
The Challenge
• Customers are in charge of brands now.
• From a high level, organizations need to shift their
marketing to include the social aspect.
Alterian is not exempt and it’s probably even more
important that we do so because we sell these products.
We cannot afford to be a ‘brand at risk’.
Sales Tool: Brands at Risk Report – lots of data
Social Media Marketing is the newest channel
People are expressing themselves• about the good
• and the bad!
And they are getting very adept
at BLOCKING marketing messages!
Customers are
In Charge
Where is
Your Brand At?
Source: David Armano
Forrester estimates that only 40% are aware of tools like SM2
Thinking Like a Customer – What are They Doing?
• Step 1: Seeking info
• Step 2: On website as a customer
• Step 3: After engaging with website
Every Company Needs a
Digital Footprint
Step 1: Seeking info
• Google search
– What questions are customers asking?
• Steps – outline the sales cycle
– What question is asked at each point
– What info do people need? (content strategy)
• Social networks – direct traffic (engagement strategy)
– Comments on blogs
– Twitter conversations
– LinkedIn, YouTube, slideshare, etc
• Engaging Times Blog
• Adwords – direct traffic to corporate presences
• Campaigns – traditional marketing effort (campaign
strategies)
Step 2: On website as a customer – (website strategy)
– Do I find what I’m looking for?
– Does it engage me?
– Does it cause me to take an action? Do I know what to do next?
– Does it solve my problem or the question I asked?
– Do I find it valuable (or corporate marketing speak)?
– Is the content written in terminology I understand?
Step 3: After engaging with website
• How does the company interact with me afterwards?
• Do I get put on 1 big email list? Or is it a segmented list
that suits my niche interest?
• Do I receive messages that are pitches? Or are they
offering information? (Do they make me want to
unsubscribe?)
• Do the messages I receive just talk at me? Or are they
listening with surveys, trackable links to blog posts, &
helpful information)
• Are the autoresponder messages helpful? Or are they
pitches? Do they cause me to want to forward them?
The New Marketing – an Ongoing Process (not a campaign)
Marketers have 3 priorities now:
• To be found by search engines:
– organic search is imperative – it’s created thru content & an
online presence
– It can’t be bought by using agencies, adwords, or pay per click
campaigns
• An online presence
– Requires interaction on blogs & social networks – community
mgrs or someone
– Content that is engaging and provides value
• Traditional marketing
– Email marketing can be utilized for nurturing leads obtained from
the website
– Autoresponders and nurturing campaigns are imperative
Why SM2?
Listening is the First Step of Social Media Marketing
Everything is
Measurable
Your Site
Web Analytics
Blogs Wikis
Message
Boards
YouTube
Customers are talking everywhere
• Bring outside ideas into the organization• Generate more word of mouth• Increase customer loyalty• Increase product/brand awareness• Improve new product success ratios• Improve public relations effectiveness• Reduce customer acquisition costs• Reduce customer support costs• Reduce market research costs• Reduce product development costs
Potential business objectives
Find Your Digital Footprint using a Brand Audit
Measure your Brand
• Volume of conversations
• Sentiment & tone
• Influencers
• Sources by
– online
– physical location
• Confirm what you do know
• Identify New Opportunities
• Benchmark
Build your Digital Footprint with Social Media Campaigns
Get in the game!
• Historical data back to 2007
• Actionable data
• Identify new
communities to
engage in
• Reporting
– High level to
granular
Find your Customer’s expressing their Needs
…beyond Twitter
• Blogs
• Flickr
• Forums
• Build WOM
• Organic SEO
• Ward off crises
http://www.consumeractiongroup.co.uk
Innovate with Industry & Competitive Insight
Find what you don’t know
• Identify new markets and trends
• Competitive strengths & weaknesses
• Sentiment around competition
Create products that consumers want
Do opinions online matter?
• Monitor volume, sentiment and trending topics
• Customizable dictionary
• Efficiently identify influencers
Influence Public Relations
Are you listening for their questions?
• Lead generation
– Higher quality leads
– Reduce need for cold calling
• Build relationships
• Shorten sales cycle
Lead gen and warm calling for Sales
Increase your SEO
Insight into consumers minds
• Theme clouds
– Brand
– Competitors
– Industry
• Author tag clouds
• Link building
• PPC
Value and ROI
Use Case Value/ROI
Brand Audit Identify opportunities in Social Media
Social Media Campaigns Measure progress of Social Media efforts
Corporate Marketing Increased sales & rate of return on ad spend
Customer Service Increased satisfaction, brand loyalty,
awareness
Competitive Insight Identify differentiating features & innovate
Public Relations Efficient use of time & identify influencers
Sales – Lead Generation Increased sales & shortened sales cycle
Search Engine Optimization More effective SEO & organic visibility
Product Development Reduced market research costs
HR Reduced hiring costs & less churn
The Opportunities (Use cases for SM monitoring)
Brand Audit
Corporate Marketing
Public Relations
Competitive Insight
Product Development
Search Engine Optimization
Customer Service
Social Media Campaigns
Sales – Lead Gen
Time
Enga
gem
en
t
8 Stages of Listening
• No objective at all – using free tools
• Tracking of brand mentions
• Identifying market risks and opportunities
• Improving Campaign Efficiency
• Measuring Customer satisfaction
• Responding to customer inquiry
• Better understand customers
• Being proactive and anticipating customers
Source: Jeremiah Owyang
http://www.web-strategist.com/blog/2009/11/10/evolution-the-eight-stages-of-listening/
The Potential for using SM2
Advantages of using a social media monitoring tool
• Efficiency
• Effective identification
• Analytics
• Reporting
– Granular
– High level
Resources
• Brands at Risk Report
– http://www.alterian.com/resource-
links/campaigns/brandsatrisk/brands-at-risk
• Little Books of Marketing
• ROI Series - White Papers on 10 Use Cases of Social
Media Monitoring
– http://socialmedia.alterian.com/learn-more/roi/