Building Effective Social Media Strategies - Customer Experience event, Enigen, April 2013
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Building Effective Social Media Strategies - Customer Experience event, Enigen, April 2013

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What do you do once you have your social strategy in place? How do you make it effective and how do you measure your progress and the customer experience you have delivered? ...

What do you do once you have your social strategy in place? How do you make it effective and how do you measure your progress and the customer experience you have delivered?

David Wood heads up New Business at Design and Marketing agency 3seven9. This presentation took place at a Customer Experience event, hosted by Enigen CRM on 24/04/13. It covers the all-important topic of how to create an effective social media strategy that gives you ROI, the problems that you may face along the way and how content marketing is becoming a game changer.

3seven9 are a design and marketing agency. We have been creating innovative web solutions and interactive marketing campaigns since 1995. We work across multi-sectors, in B2B and B2C markets and we're proud of what we do. Meeting your business needs is not good enough. We want to do so in a manner that pushes creative boundaries and explores new technology, getting underneath the needs of your customer to make your presence work not only for you, but also for them.

When you come to us with a challenge, we will work with you to uncover which combination of our services will integrate to meet your business needs and project expectations. Each project is afforded the same strategic approach, swift delivery but with highly flexible deliverables.

Specialties
Website design, Web applications, Integrated social strategy, SEO, PPC, Email marketing, Responsive sites, Social segmentation reports, Brand design, Content platforms, Integrated marketing, Multichannel marketing, Print collateral, Brand design, Content marketing

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  • http://www.sagefrog.com/pdf/2012_B2B_Marketing_Mix_Survey_Results.pdfHealthcare & Life Sciences, Professional & Business Services and Technology
  • CX Failure = The Social Stick Social networking can dramatically exacerbate the impact of a customer service failure:Gives dissatisfied customers a means to publicly vent their frustrations Spread negative impressions Reduce trust, loyalty, and sales Provides a bandwagon to join for people who normally remain silent or just leaveCX Success = The Social Carrot By effectively engaging with customers through social networking, organizations can: Foster loyalty Gain customer insights and motivations Understand customers interaction Improve customer service Raise quality assurance Guide product roadmaps Support marketing activities Build brand equity
  • Research firm SiriusDecisions says that during the last five years, the average sales cycle has become 22% longer, typically with three more decision makers participating in the buying processA study conducted by the Bridge Group found it takes an average of seven touches to convert a “suspect” to a “prospect.” In some complex industries with enterprise-level customers and CXO buyers, it often takes between nine and 11 touches before a deal closesAccording to benchmark research from SiriusDecisions, 80% of the prospects deemed “bad leads” by sales teams do go on to buy within 24 monthsThe 2011 Aberdeen Group report "Lead Nurturing: The Secret to Successful Lead Generation" found Best-in-Class organizations see double the bid/win ratio on nurtured leads, compared to peer organizations. The report also found Best-in-Class organizations see nurtured leads deliver 47% higher average order values than non-nurtured leads. This may be attributable to the stronger relationships resulting from nurturing. According to research from Knowledge Storm/Marketing Sherpa, 85% of tech buyers said they need to encounter at least three pieces of content before engaging with a solution provider. Prospective don’t want to be approached by advertising or sales people anymore, instead prefer to decide on their own when and how they obtain their information - which they get from Internet sources in the first step. In the next steps of the procurement cycle, they deepen this knowledge and contact possible solutions provider – but only when they have collected enough information for their first evaluation.Companies that can’t be found in this Internet-based search and procurement process, or do not have the right information at the right time, or don’t have it freely available at the right place, do not put themselves on the short list for any request for quotation.Content plays a dual role here: it make a provider findable via selected keywords and at the same time demonstrates the company’s expertise in finding solutions.Huge flood of information and media pluralism are demanding higher quality content for IT and high-techThe distribution of content has been never so easy and inexpensive, but consequently here is more communication than ever before. If you want to remain visible in the flood of information that sweeps multimedia-based into the offices of the decision-makers, you have to go with the flow first and then fight to stand out of the floating mass. It means serving the relevant channels, in all their diversity, with content that stands out for its quality and efficiency. Just being part of it is not enough anymore, if everybody is already on board.
  • 160 marketers interviewedhttp://www.sagefrog.com/pdf/2012_B2B_Marketing_Mix_Survey_Results.pdf
  • 160 marketers interviewedhttp://www.sagefrog.com/pdf/2012_B2B_Marketing_Mix_Survey_Results.pdf

Building Effective Social Media Strategies - Customer Experience event, Enigen, April 2013 Building Effective Social Media Strategies - Customer Experience event, Enigen, April 2013 Presentation Transcript

  • Building Effective SocialMedia StrategiesEnigen Breakfast24.02.2013
  • CONTENTSThe importance of a Social StrategyHow to create a Social Media Strategy
  • 3seven9 AgencyEstablished October 1995Full service, fully integrated design and marketing agencyWe support our clients in:Social Strategy & TrainingSocial Monitoring and EngagingSocial App DevelopmentSuccessfully creating innovative connections to your customersand providing ROI throughoutBackground in working with range of Blue-chip TechB2B and B2C Tech companies (Telstra, Nokia, Oracle) andProfessional Services (Kingston Smith, Charity Law Association) View slide
  • The importanceof a Social Strategy View slide
  • 94%76%68%58%54%48%46%44%35%30%30%26%25%21%17%10%Up 14% from 2011B2B Stats: Marketing Trends
  • BusinessProductOrServiceCustomerImportanceOnline Marketing: Buyer focused
  • Awareness Discovery ValidationTargetProspectsQualifyProspectsExplainSolutionSubmitProposalClose FulfilWhat is the problem?SocialInexperience
  • “You’re giving me too many leads but notenough qualified leads! We don’t haveenough time to follow them up!”Sales vs Marketing
  • The Importance of Nurturing22%Increase insales cycle length9-11Touches to converta CXO suspect to aprospect80%Of “Bad leads”go on to buy 24months later85%Tech buyers need3 content piecesbefore engaging
  • What is the solutionAwareness Discovery ValidationTargetProspectsQualifyProspectsExplainSolutionSubmitProposalClose FulfilSocial Media Maturity
  • How to createa Social Strategy
  • WRONGObjectivesChannelsResourceContentTimeMetricsWhat stopsSocial Mediabeing effectivein business?
  • 1: ObjectivesWhat goals does the businesswant to achieve?2: ChannelsHow do they support andinteract with each other?3: ResourceTeam strengths?Engagement approach?Training/Outsourcing?4: ContentWhat does the audience want?PDF? Video? Blog?5: TimeHow to engage?When, frequency?Triggers?6: MeasuringCampaign KPIs?Aligned to objectives?Building a social media strategy
  • 1: ObjectivesWhat goals does the businesswant to achieve?2: ChannelsHow do they support andinteract with each other?3: ResourceTeam strengths?Engagement approach?Training/Outsourcing?4: ContentWhat does the audience want?PDF? Video? Blog?5: TimeHow to engage?When, frequency?Triggers?6: MeasuringCampaign KPIs?Aligned to objectives?Building a social media strategy
  • 24%25%38%41%52%59%60%To keep up with competitors as they are investing in itTo reduce cost of marketing interactions and advertisingTo tap into a new source of innovationTo respond to customers who are demanding itTo create new revenue opportunitiesTo protect, influence and build our brands reputationTo increase enagement and CX with prospects/customersSurveyed Social Objectives 2013
  • Begin by focussing on what you are trying to achievein your business:Build a thought leadershipcommunityto provide support.Engage customers andprospects using socialmedia channels.Maximize reach of contentand messaging in socialchannels.Align your social andbusiness objectivesBrand Awareness Lead Generation Community Building
  • 1: ObjectivesWhat goals does the businesswant to achieve?2: ChannelsHow do they support andinteract with each other?3: ResourceTeam strengths?Engagement approach?Training/Outsourcing?4: ContentWhat does the audience want?PDF? Video? Blog?5: TimeHow to engage?When, frequency?Triggers?6: MeasuringCampaign KPIs?Aligned to objectives?Building a social media strategy
  • 1: ObjectivesWhat goals does the businesswant to achieve?2: ChannelsHow do they support andinteract with each other?3: ResourceTeam strengths?Engagement approach?Training/Outsourcing?4: ContentWhat does the audience want?PDF? Video? Blog?5: TimeHow to engage?When, frequency?Triggers?6: MeasuringCampaign KPIs?Aligned to objectives?Building a social media strategy
  • 79%65%54%40%30%9%4%The most popular B2B social sitesLeadGen/ComCommunityPromoteExplainSEO
  • Best Practices: Social Integration69%65%61%50%49%66%51%49%49%32%61%49%36%34%26%CorporateWebsiteEmail Marketing Search EngineOptimisationMicrosites /Landing PagesVideoBest in ClassIndustry AverageLaggardsEmail, SEO and Video are the 3 biggest areasof social integration to improve on.
  • 1: ObjectivesWhat goals does the businesswant to achieve?2: ChannelsHow do they support andinteract with each other?3: ResourceTeam strengths?Engagement approach?Training/Outsourcing?4: ContentWhat does the audience want?PDF? Video? Blog?5: TimeHow to engage?When, frequency?Triggers?6: MeasuringCampaign KPIs?Aligned to objectives?Building a social media strategy
  • 1: ObjectivesWhat goals does the businesswant to achieve?2: ChannelsHow do they support andinteract with each other?3: ResourceTeam strengths?Engagement approach?Training/Outsourcing?4: ContentWhat does the audience want?PDF? Video? Blog?5: TimeHow to engage?When, frequency?Triggers?6: MeasuringCampaign KPIs?Aligned to objectives?Building a social media strategy
  • STRATEGY FOLLOW ENGAGELeadGenerationPotential clients,current clients,Answer questions, respondto comments and adviseStrategicPartnershipsAffiliate Partnersand SuppliersThank for support, guestpost, commentCommunityBuildingInvestment Bankinggroups, companiesand externalresources (e.g. PMs)Ask and answer questions,invite to events, invite tosubscribe/registerThoughtLeadershipOnline Influencers,Journalists, Analysts,Financial ServicesindustryFind their issues, join theconversation and showwhere you could add valueOptimising your resource
  • To train or outsource?Social MediaTeamCustomer Service SalesMarketing& PRProductDevelopment
  • 1: ObjectivesWhat goals does the businesswant to achieve?2: ChannelsHow do they support andinteract with each other?3: ResourceTeam strengths?Engagement approach?Training/Outsourcing?4: ContentWhat does the audience want?PDF? Video? Blog?5: TimeHow to engage?When, frequency?Triggers?6: MeasuringCampaign KPIs?Aligned to objectives?Building a social media strategy
  • 1: ObjectivesWhat goals does the businesswant to achieve?2: ChannelsHow do they support andinteract with each other?3: ResourceTeam strengths?Engagement approach?Training/Outsourcing?4: ContentWhat does the audience want?PDF? Video? Blog?5: TimeHow to engage?When, frequency?Triggers?6: MeasuringCampaign KPIs?Aligned to objectives?Building a social media strategy
  • Social Media is where youhave the conversation.Content Marketing is how youmake that conversation matter.
  • 58%44%34%90% of B2B marketers say contentmarketing will become moreimportant in 2013.B2B Content Marketing Objectives
  • Top B2B SocialMedia channelsto shareand promoteContent on:27%35%51%63%81%90%PinterestGoogle+LinkedInYouTubeFacebookTwitter
  • Consultancy Training OperationsMarket Stage1) General MarketEducation (Find)White Paper - C-levelHow To GuidesSocial EngagementWebinarNewsletter 1BlogWhite Paper - C-levelHow To GuidesSocial EngagementWebinarNewsletter 1BlogWhite Paper - C-levelHow To GuidesSocial EngagementWebinarNewsletter 1Blog2) RecogniseOpportunity(Engage)How To Guides -Mid-levelService Leaflets -Upper-MidTestimonialsSocial EngagementNewsletter 2Video DemosBlogHow To Guides -Mid-levelService Leaflets -Upper-MidTestimonialsSocial EngagementNewsletter 2Video DemosBlogHow To Guides -Mid-levelService Leaflets -Upper-MidTestimonialsSocial EngagementNewsletter 2Video DemosBlog3) Problem Defined(Evaluate)General BrochureCase Studies - Mid-levelNewsletter 3Social EngagementWhite PapersBlogGeneral BrochureCase Studies - Mid-levelNewsletter 3Social EngagementWhite PapersBlogGeneral BrochureCase Studies - Mid-levelNewsletter 3Social EngagementWhite PapersBlog4) Evaluate Options(Trial)Support DocsNewsletter 4BlogSupport DocsNewsletter 4BlogSupport DocsNewsletter 4Blog5) Select Best Option &Purchase(Adopt)Latest NewsTutorialsNewsletter 5BlogLatest NewsTutorialsNewsletter 5BlogLatest NewsTutorialsNewsletter 5Blog6) Explore Up-sells/Cross-sells(Advocate)Newsletter 6Community (social)BlogNewsletter 6Community (social)BlogNewsletter 6Community (social)BlogMatch content to lifecycle
  • 1: ObjectivesWhat goals does the businesswant to achieve?2: ChannelsHow do they support andinteract with each other?3: ResourceTeam strengths?Engagement approach?Training/Outsourcing?4: ContentWhat does the audience want?PDF? Video? Blog?5: TimeHow to engage?When, frequency?Triggers?6: MeasuringCampaign KPIs?Aligned to objectives?Building a social media strategy
  • 1: ObjectivesWhat goals does the businesswant to achieve?2: ChannelsHow do they support andinteract with each other?3: ResourceTeam strengths?Engagement approach?Training/Outsourcing?4: ContentWhat does the audience want?PDF? Video? Blog?5: TimeHow to engage?When, frequency?Triggers?6: MeasuringCampaign KPIs?Aligned to objectives?Building a social media strategy
  • How much time should you spend?32%24%21%10%13%Almost 70% of companies spend at least onehour per week on social media.
  • How to maximise thetime you spend?Does it needDEPT. input?2aRespond to alert3NoPost alert1Relevant CLIENTconversations:YesReceive responseguidance fromDEPT. contact.2b
  • 1: ObjectivesWhat goals does the businesswant to achieve?2: ChannelsHow do they support andinteract with each other?3: ResourceTeam strengths?Engagement approach?Training/Outsourcing?4: ContentWhat does the audience want?PDF? Video? Blog?5: TimeHow to engage?When, frequency?Triggers?6: MeasuringCampaign KPIs?Aligned to objectives?Building a social media strategy
  • 1: ObjectivesWhat goals does the businesswant to achieve?2: ChannelsHow do they support andinteract with each other?3: ResourceTeam strengths?Engagement approach?Training/Outsourcing?4: ContentWhat does the audience want?PDF? Video? Blog?5: TimeHow to engage?When, frequency?Triggers?6: MeasuringCampaign KPIs?Aligned to objectives?Building a social media strategy
  • • Mentions per time period• Share of Conversation• Increase in suspectsBrandAwareness• Lead volume• Cost per lead• Lead valueLeadGeneration• Comments• Churn reduction• External mention ratioCommunityBuildingStrategy: Measuring
  • • Mentions per time period• Share of Conversation• Increase in suspectsBrandAwareness• Lead volume• Cost per lead• Lead valueLeadGeneration• Comments• Churn reduction• External mention ratioCommunityBuildingStrategy: MeasuringYour programme may fail unless you ensureyour staff have access to monthly internalmetrics for their:1. Reach2. Engagement3. Lead generation
  • 1. Align your social goals to your business objectives2. Listen to and decide the social channels you should engage on3. Champion and train internal resource, or outsource to agencies/partners4. Define “client primed” content and create (align to lifecycle)5. Set your weekly time based on where, what and when they’re talking6. Select core metrics that directly align to the business objectivesSummary
  • Thank you.If you have any further questions or feel we could helpplease contact david.wood@3seven9.comor find us at www.3seven9.com