The STRATEGY and EXECUTION model for SOCIAL MEDIA…
ME
The ROADMAP The ICEBERG
SNEEZINGCUSTOMER
EXPERIENCE
REMEMBER???
The ROADMAP
It WORKS with
the TOOLS
It STARTS with
STRATEGY
OVER 70% of companies using Social Media
are using it
WRONG
It is EXACTLY what has been done throughout time…
only FASTER, CHEAPER, and more LEVERAGED
FAST
USING social media tools is FAST
EXECUTING social media
STRATEGY takes PATIENCE
FAST
CUSTOMER CENTRIC Strategy
ME
Our new ME CUSTOMER …
Social Media STRATEGYConnect.
Communicate. Engage.
Share.
Differentiation created from an Experience – shared through Word-of-Mouth & Social Media
Viral. Community.
One-to-Many. One-to-One.
It starts with
LISTENING
WHO?
Clients
Communities
Innovators
Competitors
Industry
Leaders
What is your
Business Strategy?
What is your
Purple Cow?(differentiation)
What do you want to be
Known for?
What are you most
Passionate About?
Customer Centric Social Media Strategy…
Website
Blog
89% Increased Exposure
75% Increased Traffic
69% Provided Marketplace Insight 65% Developed Loyal Fans
61% Generated Leads
58% Improved Search Rankings
54% Grown Business Partnerships
47% Reduced Marketing Expenses
43% Improved Sales
CRITICAL areas in STRATEGY
WHY you are DIFFERENT
WHY their EXPERIENCE is memorable
Helpful CONTENT with CONTEXT
STORIES and EXPERIENCES
The ICEBERG
EVERYONE lovesthe BACK STORY
Andrew Masinex-CEO Groupon….
(This is for Groupon employees, but I’m posting it publicly since it will leak anyway)People of Groupon,
After four and a half intense and wonderful years as CEO of Groupon, I’ve decided that I’d like to spend more time with my family. Just kidding – I was fired today.
If you’re wondering why… you haven’t been paying attention. From controversial metrics in our S1 to our material weakness to two quarters of missing our own expectations and a stock price that’s hovering around one quarter of our listing price, the events of the last year and a half speak for themselves. As CEO, I am accountable.
You are doing amazing things at Groupon, and you deserve the outside world to give you a second chance. I’m getting in the way of that. A fresh CEO earns you that chance. …it’s time to give Groupon a relief valve from the public noise….
TheBACKSTORY
KILLER CONTENT is the nextKILLER APP
B2B is ALL ABOUT CONTENT
Content Marketing buildsRELATIONSHIPS and HELPS your audience in ways that are NOT PIMPING.
Your SURVIVAL Depends on your
CONTENT MAP
CONTENT MAP
How can you HELP your audience
SHOWCASE your CUSTOMERS
INSIGHTS and PERSPECTIVES
STORIES and EXPERIENCES
BLOGGING – The CORE of CONTENT
Audience spends 3X more minutes on blogs and social networks than e-mail
46% read blogs more than once per day while 38% read 5 – 10 blogs
66% of companies who blog 1X/week acquire new customer – 92% when blogging 2X/day
B2B
CEOBlog
B2B
16 Bloggers
150+ Blogs
Blogs
TOOLS for B2B Businesses?
CUSTOMEREXPERIENCE
“SELLING to people who actually want to hear from you is more effective than interrupting strangers who don't.”
“The internet (SOCIAL MEDIA) lets you take really good care of 100 people instead of harassing 2000.”
-- Seth Godin, Author and Marketing Guru
WHY focus on the EXPERIENCE?
The VALUE of the EXPERIENCE
Why people recommend products/services
Our FOCUS has to be on ME
OUR reason for existing and success is based on our ability
to create solutions that solve customer problems
“PUSH” Sales/Marketing
Self-serving Communications
Broadcast Messaging
“Interruption” Marketing
“PULL” Sales/Marketing
Word-of-Mouth Engagement
Building Relationships & Advocacy
“Permission” Marketing
CompanyCentric
Customer Centric
WHAT are YOU going toTALK ABOUT???
So ME talks about YOU!
On Social Networksmore than 50% of the
Conversation is about their
EXPERIENCE
DESIGN. CREATE. EXECUTE.
A TOTALLY AWESOME, WOW, MEMORABLE Experience…EVERY DAY in EVERY PART of your business
CustomerExperience
Mapping
SNEEZING
Pleasing customers doesn't always lead to conversations.
Delighting them, enraging them, hospitalizing them or surprising them--that's how SNEEZERS are born.
--Seth Godin…Purple Cow
A WOW CUSTOMER EXPERIENCE
Builds RELATIONSHIPS
Creates ADVOCATES
Drives WORD-OF-MOUTH
EXPERIENCES at the CORE of Word-of-Mouth
WHAT is ME going toTALK ABOUT???
IDENTIFY your “ADVOCATES” and potential SNEEZERS in your CUSTOMER audience?
Leverage your ADVOCATES?
How many Clients do you have? How many are Loyal? How many are Advocates? How are you using your Advocates? How are you honoring them? How are you including them? How are you growing more of them?
What DO businesses SNEEZE about?
THEIR work
Only THEIR people
THEIR accomplishments
Community
Only THEIR ideas
Customers…sometimes
What SHOULD businessesSNEEZE about?
THEIR clients
THEIR communities
THEIR people and Customer people
THEIR insights and Customer insights
INTERESTING STUFF
INNOVATION
FUN STUFF relevant to your audience
SNEEZERS are the “Catalysts” in your COMMUNITIES
Whoever gets talked aboutthe most…
WINS
Thank YOU…
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