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Successfully Integrating Social
Media into Business
Swindon Chamber 21-09-2012

                                  © 3seven9 Agency Ltd
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




                                                              © 3seven9 Agency Ltd
20th Century Marketing: Company focused

You (business)                 Them (customer)

                    SERVICE/
                    PRODUCT




                 (Marketing)

          Importance
                                                 © 3seven9 Agency Ltd
21st Century Marketing: Customer focused

You (business)                   Them (customer)

                    SERVICE/
                    PRODUCT




                 (Marketing)

          Importance           Importance
                                                   © 3seven9 Agency Ltd
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:



                   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
© 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               Content



                         WRONG



                Time                 Resource



                         Approach


                                                       © 3seven9 Agency Ltd
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
                                                                        advocacy


1.     Understand what Social Media can offer

2.     Then align it to your business objectives
                                                                                            © 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 align social media to business goals




                                              © 3seven9 Agency Ltd
How to be effective on social media

  Brand Awareness               Lead Generation           Community Building

 Find
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
                                                                            © 3seven9 Agency Ltd
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 News
Competitor 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
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
How to be effective on social media

  Brand Awareness               Lead Generation           Community Building

  Find         Interest       Evaluate      Trial
Break 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
How to be effective on social media

    Brand Awareness                Lead Generation            Community Building

   Find          Interest        Evaluate      Trial             Adopt


Break 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
How to be effective on social media

  Brand Awareness                 Lead Generation              Community Building

  Find          Interest        Evaluate         Trial            Adopt         Promote

Break 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
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
Case Study: Lead Generation




                              © 3seven9 Agency Ltd
Case Study: Lead Generation




                              © 3seven9 Agency Ltd
Live Examples

 Brand Awareness   Lead Generation   Community Building




                                                   © 3seven9 Agency Ltd
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
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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Successfully integrating Social Media into your business

  • 1. Successfully Integrating Social Media into Business Swindon Chamber 21-09-2012 © 3seven9 Agency Ltd
  • 2. 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 © 3seven9 Agency Ltd
  • 3. 20th Century Marketing: Company focused You (business) Them (customer) SERVICE/ PRODUCT (Marketing) Importance © 3seven9 Agency Ltd
  • 4. 21st Century Marketing: Customer focused You (business) Them (customer) SERVICE/ PRODUCT (Marketing) Importance Importance © 3seven9 Agency Ltd
  • 5. 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: 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
  • 12. The Problem with Social Media © 3seven9 Agency Ltd
  • 13. What stops social media being effective in business? Locations Metrics Content WRONG Time Resource Approach © 3seven9 Agency Ltd
  • 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 advocacy 1. Understand what Social Media can offer 2. Then align it to your business objectives © 3seven9 Agency Ltd
  • 15. How to align social media to business goals © 3seven9 Agency Ltd
  • 16. How to align social media to business goals © 3seven9 Agency Ltd
  • 17. How to align social media to business goals © 3seven9 Agency Ltd
  • 18. How to align social media to business goals © 3seven9 Agency Ltd
  • 19. How to align social media to business goals © 3seven9 Agency Ltd
  • 20. How to be effective on social media Brand Awareness Lead Generation Community Building Find 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 © 3seven9 Agency Ltd
  • 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 News Competitor 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. 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. How to be effective on social media Brand Awareness Lead Generation Community Building Find Interest Evaluate Trial Break 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. How to be effective on social media Brand Awareness Lead Generation Community Building Find Interest Evaluate Trial Adopt Break 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. How to be effective on social media Brand Awareness Lead Generation Community Building Find Interest Evaluate Trial Adopt Promote Break 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. 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. Case Study: Lead Generation © 3seven9 Agency Ltd
  • 28. Case Study: Lead Generation © 3seven9 Agency Ltd
  • 29. Live Examples Brand Awareness Lead Generation Community Building © 3seven9 Agency Ltd
  • 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. Thank you. If you have any further questions please contact david.wood@3seven9.com or find us at www.3seven9.com © 3seven9 Agency Ltd