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7 Steps for creatingan integratedsocial media strategyDr Dave ChaffeySmartInsights.com/fsb2012Download Presentation and“Ne...
Grow   your  digitalfootprint!  Grow  sales     2
3
4
Hello!                    About Dave ChaffeyOnline publisher:            Books:Marketing advice& consultingSmartInsights.c...
STEP 1BENCHMARK AND SET GOALS                          6
Questions to ask BEFORE setting objectives for digital platforms 1. What proportion of your target audience are  using di...
How social are your audience?               http://www.forrester.com/empowered/tool_consumer.html                         ...
http://www.intentindex.com/mobile                                    9
Setting SMART goals        for social media                           Strategic measures                             Inc...
Use Google Analyticsto understand true value    Measuring assists in Google Analytics        1                            ...
Example:KPIs in place                12
STEP 2CREATE YOUR STRATEGY           Source: Smart Insights: Content Strategy infographics                                ...
“...the [potential] customer needs evidence thatwe understand their problem better than they do    before they’ll buy, sha...
“Personalities, not brands engage          best in social media…     what is your brand personality?”    Personality is t...
16
17
The heart of your digital marketing strategy                                           18
Define your core activities           for social media  1 Managing reputation  2 Delivering customer service  3 Acquiri...
STEP 3LISTENING AND REPUTATION MANAGEMENTSource: http://www.youtube.com/watch?v=U2VIRqlq23s and http://www.youtube.com/wat...
2 types of listening   Social monitoring                        Social Research           “Tracking online brand         ...
http://www.lab.firstdirect.com/                                  22
…and     “crowdsourcing”structured social research                         23
Q. How do we respond?    Dell social listening/response process   24
www.getpebble.com   25
Half-lives                          Twitter = 2.8 hours                          Facebook = 3.2 hours                     ...
27
Which content engages for you? Information and news           Promotions  Links to blog posts            Sweepstakes  ...
What works for Eloqua (B2B)         Eloqua Facebook approach                                    29
30     3     0
Creating asocial media hub                   31
32
Get into a rhythm…Download “Building your Business with Facebook Pages”                                                   ...
Use a “conversational      calendar”Download “Building your Business with Facebook Pages”                                 ...
Love your influencers!Source: http://www.smartinsights.com/content-management/content-marketing-strategy/eight-ways-to-see...
 REACHOutreach! Collaborate with partners and influencers       to maximise impact of social media                       ...
STEP 6Define approaches for core social networks                                         37
38
CIM Social media benchmark Feb 2012   39
40
Social Power               41
Smart Insights: Marie Page on Vets Now   42
9 tips on the new Facebook Timeline   43
Success factors                  According to Jas Dhaliwal                  Head of communities                  1. Conten...
45
STEP 7Social media optimisation (SMO) and analytics                                         46
 1 Liking more:    Sign-up page     optimisation                           SMO Summary 2 Sharing more    Blog integrat...
Your views on Google+ ?                     48
49
The Not So Niche Networks…                      50
MckKay case study                    51
Let’s Connect!            Questions & discussion welcome            Download: SmartInsights.com/fsb2012                   ...
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Social media marketing for small businesses

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This deck was presented at a UK Federation of Small Businesses conference on 2nd May 2012. It has a similar 7 Step structure to the TFMA presentation in Slideshare, but with more SME examples.

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  1. 1. 7 Steps for creatingan integratedsocial media strategyDr Dave ChaffeySmartInsights.com/fsb2012Download Presentation and“Need-to-know guide” 1
  2. 2. Grow your digitalfootprint! Grow sales 2
  3. 3. 3
  4. 4. 4
  5. 5. Hello! About Dave ChaffeyOnline publisher: Books:Marketing advice& consultingSmartInsights.com Qualifications:Search & Cert DigM and Dip DigMconversionconsultingClickthrough-marketing.com Best practice guides 2007-2010: 5
  6. 6. STEP 1BENCHMARK AND SET GOALS 6
  7. 7. Questions to ask BEFORE setting objectives for digital platforms 1. What proportion of your target audience are using different digital platforms? 2. Which content and promotions are your audience interested in? What do they post/ask? 3. How are competitors using the platforms – benchmark what’s working for them? 4. Reviewing your own analytics, sales and customers insights 5. Setting broad goals and vision for the organisation 6. Getting more specific with SMART objectives 7
  8. 8. How social are your audience? http://www.forrester.com/empowered/tool_consumer.html 8
  9. 9. http://www.intentindex.com/mobile 9
  10. 10. Setting SMART goals for social media  Strategic measures  Increase brand equity : CSAT  Improve reach and so leads and sales  Tactical measures  Share of voice, sentiment  Operational measures  Fans, Followers, Shares, Contribution  Site referred visits, leads and salesSource: Altimeter 10
  11. 11. Use Google Analyticsto understand true value Measuring assists in Google Analytics 1 11 Google’s new social analytics 1
  12. 12. Example:KPIs in place 12
  13. 13. STEP 2CREATE YOUR STRATEGY Source: Smart Insights: Content Strategy infographics 13
  14. 14. “...the [potential] customer needs evidence thatwe understand their problem better than they do before they’ll buy, share or recommend us...” @juntajoe 14
  15. 15. “Personalities, not brands engage best in social media… what is your brand personality?” Personality is the unique, authentic, and talkable soul of your brand that people can get passionate about. Personality is not just about what you stand for, but how you choose to communicate it. It is also the way to reconnect your customers, partners, employees, and influencers to the soul of your brand in the new social media era. 15
  16. 16. 16
  17. 17. 17
  18. 18. The heart of your digital marketing strategy 18
  19. 19. Define your core activities for social media  1 Managing reputation  2 Delivering customer service  3 Acquiring new customers  4 Increasing sales from existing customers  5 Increasing engagement with your brand by adding value to customers  6 Harnessing insights to develop the brand3-5 should run on a continuous AND campaign basisThey require a content AND communications strategy 19
  20. 20. STEP 3LISTENING AND REPUTATION MANAGEMENTSource: http://www.youtube.com/watch?v=U2VIRqlq23s and http://www.youtube.com/watch?v=InrOvEE2v38 20
  21. 21. 2 types of listening Social monitoring Social Research  “Tracking online brand  “Analyzing naturally occurring mentions on a daily basis for online categories of PR, brand protection, conversation to better operations and customer understand why people do service outreach & what they do, the role of engagement”. brands in their lives and the product, branding and Tom O’Brien & David Rabjohns Motive Quest communications implications Listen First blog for brand owners”.For initial discovery phase - setup listening for mentions of:* Brand variants, * Products, * Target keyphrases, * Competitors and * Key Influencers Our listening tools: Smart Insights - Listening Tools Review 21
  22. 22. http://www.lab.firstdirect.com/ 22
  23. 23. …and “crowdsourcing”structured social research 23
  24. 24. Q. How do we respond? Dell social listening/response process 24
  25. 25. www.getpebble.com 25
  26. 26. Half-lives Twitter = 2.8 hours Facebook = 3.2 hours Direct sources (Email or IM) it’s 3.4 hoursSTEPS 4 and 5CONTENT and E-COMMUNICATIONS STRATEGYSource: http://www.smartinsights.com/email-marketing/email-marketing-analytics/did-you-know-how-scary-the-half-life-of-your-online-comm 26
  27. 27. 27
  28. 28. Which content engages for you? Information and news  Promotions  Links to blog posts  Sweepstakes  Yours AND Others  (Contribute to win)  Free downloads  New product info  Zeitgeist  Product discounts  Questions  Live events  Customer service Q&A  Product reviews  Polls/surveys 28
  29. 29. What works for Eloqua (B2B) Eloqua Facebook approach 29
  30. 30. 30 3 0
  31. 31. Creating asocial media hub 31
  32. 32. 32
  33. 33. Get into a rhythm…Download “Building your Business with Facebook Pages” 33
  34. 34. Use a “conversational calendar”Download “Building your Business with Facebook Pages” 34
  35. 35. Love your influencers!Source: http://www.smartinsights.com/content-management/content-marketing-strategy/eight-ways-to-seed-your-business-blog-posts-and-stimulate-inb 35
  36. 36.  REACHOutreach! Collaborate with partners and influencers to maximise impact of social media 36
  37. 37. STEP 6Define approaches for core social networks 37
  38. 38. 38
  39. 39. CIM Social media benchmark Feb 2012 39
  40. 40. 40
  41. 41. Social Power 41
  42. 42. Smart Insights: Marie Page on Vets Now 42
  43. 43. 9 tips on the new Facebook Timeline 43
  44. 44. Success factors According to Jas Dhaliwal Head of communities 1. Content Own + Curated 2. Community Listen to build better products and offer better service 3. Customer service Dedicated support channel – encourage to log ticket 4. Collaboration Encourage community to help othersView case study 44
  45. 45. 45
  46. 46. STEP 7Social media optimisation (SMO) and analytics 46
  47. 47.  1 Liking more:  Sign-up page optimisation SMO Summary 2 Sharing more  Blog integration  Mastering the APIs 3 Engaging more:  Reading more  Commenting more 4 Selling more  Site integration  Offer testing 5 Serving more  Service response  Reputation response 47
  48. 48. Your views on Google+ ? 48
  49. 49. 49
  50. 50. The Not So Niche Networks… 50
  51. 51. MckKay case study 51
  52. 52. Let’s Connect! Questions & discussion welcome Download: SmartInsights.com/fsb2012  Bloguk.linkedin.com/in/davechaffey  www.smartinsights.com/blog  Feeds  www.feedburner.com/smartinsi ghtsfacebook.com/smartinsights  Enewsletter  www.smartinsights.comtwitter.com/smartinsights 52
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