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Successfully Integrating SocialMedia into BusinessSwindon Chamber 21-09-2012                                  © 3seven9 Ag...
Contents1.   Social Media: 21st century marketing2.   What are businesses really doing in Social Media3.   What stops busi...
20th Century Marketing: Company focusedYou (business)                 Them (customer)                    SERVICE/         ...
21st Century Marketing: Customer focusedYou (business)                   Them (customer)                    SERVICE/      ...
What are businesses really doing in Social Media?1.   85% of companies have integrated social media into their marketing2....
© 3seven9 Agency Ltd
© 3seven9 Agency Ltd
© 3seven9 Agency Ltd
© 3seven9 Agency Ltd
© 3seven9 Agency Ltd
© 3seven9 Agency Ltd
The Problem with Social Media                                © 3seven9 Agency Ltd
What stops social media being effective in business?                         Locations               Metrics              ...
How can businesses become successful in Social Media?Begin by focussing on what you are trying to achieve in your business...
How to align social media to business goals                                              © 3seven9 Agency Ltd
How to align social media to business goals                                              © 3seven9 Agency Ltd
How to align social media to business goals                                              © 3seven9 Agency Ltd
How to align social media to business goals                                              © 3seven9 Agency Ltd
How to align social media to business goals                                              © 3seven9 Agency Ltd
How to be effective on social media  Brand Awareness               Lead Generation           Community Building FindBreak ...
How to be effective on social media          Brand Awareness                                  Lead Generation           Co...
How to be effective on social media  Brand Awareness                         Lead Generation            Community Building...
How to be effective on social media  Brand Awareness               Lead Generation           Community Building  Find     ...
How to be effective on social media    Brand Awareness                Lead Generation            Community Building   Find...
How to be effective on social media  Brand Awareness                 Lead Generation              Community Building  Find...
Case Study: Top 20 Accountancy Firm                          • Assessed Overall landscape of +10,000                      ...
Case Study: Lead Generation                              © 3seven9 Agency Ltd
Case Study: Lead Generation                              © 3seven9 Agency Ltd
Live Examples Brand Awareness   Lead Generation   Community Building                                                   © 3...
Summary          1. Social Media is more integrated, mobile and customer focused          2. Define your social media stra...
Thank you.If you have any further questions please contact     david.wood@3seven9.com or find us at              www.3seve...
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Successfully integrating Social Media into your business

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This presentation is from a Swindon Chamber of Commerce breakfast event that unpacked the real power social media offered businesses and giving practical ways to integrate it into areas of your company and align it to your business goals.

David Wood, Digital Marketing Manager for digital brand and marketing agency 3seven9 took attendees through a structured process of implementing social media into a campaign using real world examples, covering any obstacles they may encounter.

If you'd like to know more about 3seven9, please visit www.3seven9.com or contact us directly on 01344 667 410.

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Transcript of "Successfully integrating Social Media into your business"

  1. 1. Successfully Integrating SocialMedia into BusinessSwindon Chamber 21-09-2012 © 3seven9 Agency Ltd
  2. 2. Contents1. Social Media: 21st century marketing2. What are businesses really doing in Social Media3. What stops businesses being effective on Social Media?4. How to integrate Social Media into your business5. Case Studies6. Freebies © 3seven9 Agency Ltd
  3. 3. 20th Century Marketing: Company focusedYou (business) Them (customer) SERVICE/ PRODUCT (Marketing) Importance © 3seven9 Agency Ltd
  4. 4. 21st Century Marketing: Customer focusedYou (business) Them (customer) SERVICE/ PRODUCT (Marketing) Importance Importance © 3seven9 Agency Ltd
  5. 5. What are businesses really doing in Social Media?1. 85% of companies have integrated social media into their marketing2. 73% increased their spend in Social Media3. Of those involved in Social Media: 83% 80% 58% 51%The volume of traffic from social media is the most commonly measured metric at 60% of those interviewed © 3seven9 Agency Ltd
  6. 6. © 3seven9 Agency Ltd
  7. 7. © 3seven9 Agency Ltd
  8. 8. © 3seven9 Agency Ltd
  9. 9. © 3seven9 Agency Ltd
  10. 10. © 3seven9 Agency Ltd
  11. 11. © 3seven9 Agency Ltd
  12. 12. The Problem with Social Media © 3seven9 Agency Ltd
  13. 13. What stops social media being effective in business? Locations Metrics Content WRONG Time Resource Approach © 3seven9 Agency Ltd
  14. 14. How can businesses become successful in Social Media?Begin by focussing on what you are trying to achieve in your business: Maximize reach of content Find and engage customers Build a thought leadership and messaging in social and prospects using social customer community channels media channels to provide support and advocacy1. Understand what Social Media can offer2. Then align it to your business objectives © 3seven9 Agency Ltd
  15. 15. How to align social media to business goals © 3seven9 Agency Ltd
  16. 16. How to align social media to business goals © 3seven9 Agency Ltd
  17. 17. How to align social media to business goals © 3seven9 Agency Ltd
  18. 18. How to align social media to business goals © 3seven9 Agency Ltd
  19. 19. How to align social media to business goals © 3seven9 Agency Ltd
  20. 20. How to be effective on social media Brand Awareness Lead Generation Community Building FindBreak 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 © 3seven9 Agency Ltd
  21. 21. How to be effective on social media Brand Awareness Lead Generation Community Building Find Interest Break down conversations by maturity: Industry News Objective: Increase engagement with Industry Guide potential customers Industry Opinion Industry Review Action: Case study creation & circulation Customer NewsCompetitor Outreach Time: 4hrs creation + 15 mins a day Competitor News Customer Opinion KPIs: number of responses, mentions and 0% 10% 20% 30% 40% 50% 60% retweets and click throughs © 3seven9 Agency Ltd
  22. 22. How to be effective on social media Brand Awareness Lead Generation Community Building Find Interest Evaluate Break down conversations by the most influential BRAD STROTHKAMP Influencer Type Objective: Establish credibility amongst OPINION LEADER decision makers Action: build 3x influencer relationships Activity •Vice President - Principal Analyst at Time: 1hr per week + offline meetings Forrester Research •1,000 Twitter followers KPIs: number of • 367 LinkedIn Connections + 14 Recs mentions, interactions, recommendations © 3seven9 Agency Ltd
  23. 23. How to be effective on social media Brand Awareness Lead Generation Community Building Find Interest 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 © 3seven9 Agency Ltd
  24. 24. How to be effective on social media Brand Awareness Lead Generation Community Building Find Interest Evaluate Trial AdoptBreak down conversations in real-time Objective: Leverage real time chatter(hours, days, weeks, months etc) Action: Monitor brand mentions Time: Adhoc KPIs: volume of traffic, share of conversation, reach increase © 3seven9 Agency Ltd
  25. 25. How to be effective on social media Brand Awareness Lead Generation Community Building Find Interest Evaluate Trial Adopt PromoteBreak down conversations to find your advocates (to leverage their impact) Objective: Increase 3rd party advocates Action: Engage with advocates Time: 20 mins a day KPIs: volume of mentions, frequency of engagements, sentiment of conversation © 3seven9 Agency Ltd
  26. 26. 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. © 3seven9 Agency Ltd
  27. 27. Case Study: Lead Generation © 3seven9 Agency Ltd
  28. 28. Case Study: Lead Generation © 3seven9 Agency Ltd
  29. 29. Live Examples Brand Awareness Lead Generation Community Building © 3seven9 Agency Ltd
  30. 30. 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 © 3seven9 Agency Ltd
  31. 31. Thank you.If you have any further questions please contact david.wood@3seven9.com or find us at www.3seven9.com © 3seven9 Agency Ltd
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