Digital Marketing for SMEs (5th August)
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Digital Marketing for SMEs (5th August)

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Marketeers don’t need policies to tell them what they can and cannot share using social media. In fact they are the ones most likely to engage and use social media in a business. However, what they ...

Marketeers don’t need policies to tell them what they can and cannot share using social media. In fact they are the ones most likely to engage and use social media in a business. However, what they do need is a marketing plan. As a digital marketing consultant working with SMEs seeking support from Coventry University, I have spoken with several business developers or marketeers looking to develop their website, optimise their website, engage on social media, without a marketing plan in place. Always review your current situation first. Then set goals and plan ahead. Then implement in a flexible manner to allow for any needed changes.

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  • Social media policies – where are they needed.
  • Marketeers don’t need policies to tell them what they can and cannot share using social media. In fact they are the ones most likely to engage and use social media in a business. However, what they do need is a marketing plan. As a digital marketing consultant working with SMEs seeking support from Coventry University, I have spoken with several business developers or marketeers looking to develop their website, optimise their website, engage on social media, without a marketing plan in place. Always review your current situation first. Then set goals and plan ahead. Then implement in a flexible manner to allow for any needed changes.
  • Social selling: https://socialbusiness.hootsuite.com/rs/hootsuitemediainc/images/hootsuite-socialselling-whitepaper.pdf <br /> The pillars of social selling: <br /> Listen and learn: Salespeople discover potential leads by monitoring social networks. They map out relationships <br /> within prospective companies to determine which decision-makers they should target, leveraging shared contacts for referrals and introductions. <br /> Research and relate: consumers and today’s business purchasers openly express their aspirations and their needs through <br /> social media. For attentive salespeople, this information is manna from heaven. It allows them to discover shared interests <br /> or relationships that can turn cold calls into warm introductions. In addition to empathy, social media fosters insight. Because online social profiles make the customer’s business needs and the seller’s subject knowledge more transparent, the two parties <br /> can build a relationship through valuable exchanges of information, not just idle chit-chat. <br /> Engage and impress: Social media allows a sales agent to actively communicate with more accounts and stay better informed about all of them. He or she can keep tabs on customers’ social profiles and become aware of trigger events without <br /> bothering them with interruptive “follow-up” calls that add little value to either side. When an opportunity for engagement arises, the seller can reach out to the customer through social media or another channel <br /> Collaborate and close: B2B sales are organization-to-organization, not just bilateral interactions between sales reps and individual customers. When partnered with solid business practices, social tools strengthen the entire web of <br /> relationships involved in sales, making the selling process as collaborative as the modern buying process. <br /> Sales representatives can collaborate to research prospects, build referrals, and discover cross-selling opportunities. <br /> Whilst social selling techniques are outside the purpose of this workshop, the point is that if you want social media to work for you, you need policies to establish guidelines for all your team members. <br /> <br />
  • http://www.salesforce.com/uk/socialsuccess/social-customer-service/mini-guide-social-customer-support.jsp <br />
  •  Contact engagement – how much can we empathise with what customers need? <br />  Searchable self-service – can we give customers a great service even if they never speak to anyone? <br />  Speed to connect – how quickly can we react to a customer issue (both those communicated directly and problems highlighted on third-party sites and forums)?   <br /> Defection rate – how many people are leaving us for the competition? <br /> Net Promoter Score – how many customers will recommend, like or tweet us as a result of our service?
  • Once you decide you want to be (and stay!) in business, you should develop your marketing plan. <br /> Once you decide to bring on your first employee, make sure to have your social media policies in place. <br /> Everyone should be covered by your social media policy, from your receptionist and salesmen to your MD. <br /> By default, I would allow all staff to use social media on behalf of your business. Reason for that – it is impossible to stop them from doing it. And you will find that it can be very difficult to even keep track of it. But if you establish clearly what guidelines they should follow when sharing on behalf of the company, e.g. make it clear that they work for your company, only share content that aligns with your company values, never share content that is discriminatory or offensive, follow your brand guidelines, and keep these guidelines sensible, then you can ensure your company has a positive image in the online world. <br />
  • Social media is not only for marketeers, salespeople and front of house staff but also for HR and Recruitment professionals.
  • When recruiting, be sure to stay within legislation requirements – see Data Protection Act 1998 and Equality Act 2010. <br /> Whilst social media can facilitate communication, bare in mind that some employees may choose not to use social media or that whilst some may use Facebook, others may prefer Twitter, etc. Relying solely on social media to communicate important information or to consolidate teams can lead to some employees missing out on important information or feeling excluded. <br /> Whilst we encourage all employees to share content on social media as if their boss or nan may see it, we ask employers to respect their employees’ right to privacy. In this day and age having the right life-work balance is a right your employees have to fight for harder than ever. Allow them to use social media for themselves and keep it personal outside work hours as long as they do not post content that is offensive, abusive or discriminatory.
  • https://www.flickr.com/photos/cambodia4kidsorg/8575195552/sizes/o/in/photostream/
  • You should aim for 10 – 25% increase within one year since starting to implement digital marketing plan.

Digital Marketing for SMEs (5th August) Digital Marketing for SMEs (5th August) Presentation Transcript

  • Digital Marketing for SMEs
  • Key Learning Aims  Google Analytics  Planning for social media marketing  Guidelines for social selling  Guidelines for good customer service in the era of social media  Developing a social media company policy  Paid Per Click Advertising  Developing your company digital marketing plan
  • Social Media Policies Marketing Sales Customer Service Human Resources and Recruitment
  • Social Media Policies - Marketing  Review and analyse your current business situation: look at finance, ideal customers, best sold products/services, best perceived services/products, problems, challenges.  Set goals.  Plan strategies to allow you to achieve your goals.  Implement strategies.  Monitor constantly.  Review results regularly and adapt.
  • Social Media Policies - Sales  “Social selling: The use of social media by sales organizations for listening, customer engagement and internal collaboration — is an inevitable consequence of social buying”  Social selling NOT making sales pitches in the social media Hootsuite, retrieved July 2014
  • Social Media Policies - Sales Performance benefits of social selling:  Total attainment of sales quota: 64% of social sellers vs. others  Customer renewal rate:55% of social sellers vs. 48% of others  Sales forecast accuracy: 54% of social sellers of 42% of others  Sales reps that have achieved their quote: 46% of social sellers vs 38% of others. Hootsuite, retrieved July 2014
  • Social Media Policies - Sales The pillars of social selling: Listen and learn Research and relate Engage and impress Collaborate and close Hootsuite, retrieved July 2014
  • Social Media Policies – Customer Service “23% of customers who had a positive service interaction told 10 or more people about it...[however] 48% of customers who had negative experiences told 10 or more others.” Harvard Business Review, retrieved 2014
  • Social Media Policies – Customer Service Listen to your customers:  Create Google Alerts for your company name and all your product names and service offerings.  Join industry groups on LinkedIn and monitor for brand or product mentions.  Create a search on Twitter (using tools such as Hootsuite or Tweetdeck) – focus on key brand and product names. Salesforce, retrieved July 2014
  • Social Media Policies – Customer Service Engage with your customers:  Provide real-time customer service.  Facilitate customer-to-customer communication to allow social self-service.  Step out of your comfort zone – help customers on third party forums.  Make your help content searchable by humans (not just search engines)  Keep any help forums (be them actual forums, or LinkedIn groups) active, add new content regularly.  Don’t be a spectator, engage,  Put a time-limit on any unanswered query (after which, step in and offer help).  Don’t allow problems to escalate – address them publicly and then take them in the offline environment. Salesforce, retrieved July 2014
  • Social Media Policies – Customer Service Collaborate:  Identify your in-house experts and keep track of their areas of expertise.  Enable cross-functional teams to work on customer problems – people want to help if you allow them to use their knowledge to its full extent, encourage them and reward them.  Publish the latest solutions in a fully searchable resource.  Make collaboration part of employee appraisals to embed it into the culture. Salesforce, retrieved July 2014
  • Social Media Policies – Customer Service Metrics Contact engagement Searchable self-service Speed to connect Defection rate Net promoter score Salesforce, retrieved July 2014
  • Social Media Policies – HR and Recruitment  State the purpose of the policy.  State who is covered by the policy.  Clearly state the scope of the policy.  Establish who is responsible for implementing the social media policy.  Establish who is allowed to use social media on behalf of the company/brand/service.  Review policy regularly.
  • Social Media Policies – HR and Recruitment Dos Promote job openings. Keep in touch with staff. Offer staff and colleague recommendations. Build and consolidate teams.
  • Social Media Policies – HR and Recruitment Don’ts Don’t use social media to screen candidates. Don’t rely on social media to communicate with employees/colleagues. Don’t ignore your employees’ right to privacy.
  • Social Media Policies – HR and Recruitment
  • KPIs for Social Media  Brand strengthening – Sentiment ratio – SR= Positive:Neutral:Negative Brand mentions/Expenses  Word of mouth – Share of voice=Brand mentions/total mentions  Word of mouth – Audience Engagement=Comments+shares+trackbacks/total views  Customer satisfaction – Issue resolution rate = total number of issues resolved satisfactorily/total number of issues  Generating new product ideas – topic trend = number of specific topic mentions/all topic mentions  Promoting advocacy – active advocates = total number of advocates active within 30 days/total number of advocates
  • Digital Marketing Plan – Action Points  Measure your company current social media presence  Perform digital competitive analysis (SWOT social media analysis)  Establish digital marketing goals  Develop suitable digital marketing strategies  Determine your target market  Source suitable social media tools  Develop content  Assign tasks  Monitor  Re-fine  Set and stick to your budget