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Successfully Integrating Social Media into BusinessSwindon Chamber 21-09-2012
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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 integrate Social Media into your business
5. Case Studies
6. 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 location
Objective: Increase share of conversation
Action: Aggressive Twitter outreach around the campaign
Time: 30 mins a day
KPIs: number of responses, mentions and retweets and click throughs
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How to be effective on social media
Brand Awareness Lead Generation Community Building
Interest
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
Objective: Increase engagement with potential customers
Action: Case study creation & circulation
Time: 4hrs creation + 15 mins a day
KPIs: number of responses, mentions and retweets and click throughs
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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
Activity• Vice President - Principal Analyst at
Forrester Research• 1,000 Twitter followers• 367 LinkedIn Connections + 14 Recs
BRAD STROTHKAMPInfluencer TypeOPINION LEADER
Objective: Establish credibility amongst decision makers
Action: build 3x influencer relationships
Time: 1hr per week + offline meetings
KPIs: number of mentions, interactions, recommendations
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How to be effective on social media
Brand Awareness Lead Generation Community Building
InterestFind Evaluate TrialBreak down conversations by approach
Objective: Build relationships with potential customers
Action: Create “pain point” content
Time: 2hrs per week
KPIs: number of downloads, subscribes, engagements
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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)
Objective: Leverage real time chatter
Action: Monitor brand mentions
Time: Adhoc
KPIs: volume of traffic, share of conversation, reach increase
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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
Objective: Increase 3rd party advocates
Action: Engage with advocates
Time: 20 mins a day
KPIs: volume of mentions, frequency of engagements, sentiment of conversation
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Case Study: Top 20 Accountancy Firm
• Assessed Overall landscape of +10,000 conversations
• Broke down by specific sectors based on market potential
• Provided consultancy for successful Firm Integration
• Provided Partner Training (x20)• Ongoing provision of support (process & tool)
Deliverables• Raised brand awareness to 2nd from 20th • Created engagement rates in community of 25% (40%
higher than average) • Generated up to 20 leads a month.
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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
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