Social media For Serious BusinessSnapshop of the Big 4 media presence in Luxembourg and possible optimization
Statement:Most consulting companies are reluctant to useSocial Media“It might affect our credibility asexperts”“Potential customers know howto find us”“We already know who ourcustomers are…”“Our customers are not onSocial Media”“Facebook is a fad for kids”(“let’suse it only for recruitment purpose”)
Premise:Consulting business is not different!Knowledge is a product like other :• It needs a Marketing Strategy• It needs good communication Paths• It needs Sales effortsSocial Media can help!
B2B Social media insightsSource: Forrester research &Marketing Q1 2010
Social Media opportunities:• Drive more traffic to your company website• Demonstrate your expertize• Zoom on specific parts of the business you want to promote• Enrol new motivated staff members• Acquire new clients• Build customer loyalty• Gain valuable market research for innovation• Develop a community of “brand advocates”• Increase search engine exposure from multiple social sites
Big 4 social presence in Luxembourg Yes Yes Yes Yes Target group Young graduates ? Young graduates Young graduates Fans 1176 99 222 1258 Engagement Low None Low Low Men>on on na>onal website Yes No Yes No /* /* Yes Yes Followers 44 391 Engagement None None Men>on on na>onal website Yes No Yes Yes /* Yes Company proﬁle yes yes / Followers 1724 742 Groups Employees (closed) / Alumni + employees (closed) Men>on on na>onal website Yes No No Yes Yes /* Yes Followers 17 16 6 Men>on on na>onal website Yes Yes No / / / /
Actual Social Media approach:Maximum control – Maximum security• Push mode: broadcasting, no dialogue• No activation, no engagement• Lot of valuable content… … That potential customer has to search for … In a non web-friendly format … Difficult to share (Too much information kills information, right?)• Customer centricity ?
MesureListen React Engage conversationManage your Social presence
Monitoring Track what is being said about: • Your brand • Key people in your organization • Your competitors • Your key activities topics• On social media,• Websites,• blogs,• Forums,• Newsgroup,• Online press,• …
Business Intelligence Feed your CRM Identify: • key influencers • Potential leads • Unsatisfied customer/staff members • New customer needs Spot groups/places where your hot topics are discussed Gather competitive information
The gift economy : The more you give… the more you receive • helping someone solve a problem • attending community events • showing real interest in what someone else is working on • using your network to do something good for the community • demonstrating you implement people’s suggestions
Conversation On LinkedIn/Viadeo/Xing • Train & coach company individuals to correct networking attitude / personal branding • Encourage staff to share company content • Use group to make them connect with potential customers • Get them endorsed to attract more clients Get individuals recognized as Experts
Conversation On Facebook – Twitter • Put the people in the Picture: – Fans – followers - staff – clients • Ask questions - solicit feedback • Entertain – make people laugh • Educate - Share helpful information • Organise contest • Give more visibility to your content (FB ads) Dare to be disruptive!
What if you are criticized?When communicating• Don’t show irritation or be aggressive• Don’t hide, communicate• Listen – identify influencers• Admit the facts, understand emotions, contextualize, be proactive• Be open and honest about the problem, his causes & solutions• No legal talk, be human• Explain what you are doing to prevent the problem from happening again