The document provides 10 tips for using social media effectively for businesses. The tips are: 1) Write a social media plan tied to business goals and customer objectives; 2) Identify your target community and sign up for free listening tools; 3) Follow industry thought leaders for content inspiration and vary content for different audiences; 4) Listen to customers to identify relevant content needs; 5) Adopt a relationship-building approach when engaging followers; 6) Leverage in-person events to strengthen relationships; 7) Select key performance indicators to measure social media objectives; 8) Complete online profiles for better search results; 9) Get organized to track vast social media data; and 10) Make time for social media as part of the regular work
5. Global Marketing
Social Media Matters To Business
90% of Inc.
500 companies
use a major social
media platform
60-80% Of
purchase decision in the B2B
space are made through
online research before
contacting the company
77% Of buyers are
more likely to buy from a
company if the CEO uses
social media (Top Rank)
92% of people
delete emails &
voicemails from
people they donât
know.
53% of B2B
buyers follow
social discussions
about vendors
they are
considering (Top
Rank)
6. Global Marketing
Social Media Matters To Sales People
82% of
prospects can be
reached via social
media
73% of salespeople using
social selling as part of their
sales process outperformed
their peers & exceeded quota
23% more often.
54% of social
salespeople have tracked
their social selling back to
at least 1 closed deal.
8x more engagement
on employee posts than
company accounts.
40x more
likely to turn up
in a LinkedIn
search if your
profile is fully
completed.
7. Global Marketing
Your social strategy needs as much forethought as any
other business process
@AmyHatDell
1. Planning
2. Listening
3. Engaging
4. Measuring
Idea 1: Write up a plan
According to CRM industry
analyst, Brent Leary:
âStrategic users are almost
3xs more likely to execute
activities for engaging prospects
than informal users (53% vs. 19%)â
Source: Brent Learyâs Strategically Social: 5 Keys to Becoming a Social Business
8. Global Marketing
Questions to Ask in the Planning Stage:
⢠What are the organizationsâ goals?
⢠What is the business plan?
⢠What is the current relationship with our customers?
⢠What is the relationship we want with our customers?
How does social media support these goals?
Idea 2: Tie social media to your business and customer objectives
@AmyHatDell
I think it starts with understanding what the organizationâs goals
areâŚpart of the problem is that too many people want to jump into a
Facebook âstrategyâ or a Twitter âstrategyâ â Shel Holtz
Source: Shel Holtz: http://labs.openviewpartners.com/shel-holtz-talks-content-and-social-strategies/
9. Global Marketing
Questions to Ask in the Listening Stage
Idea 3: Identify and target your community
⢠Any social strategy first begins with listening to feed & inform your strategic
plan
⢠Listening should be for conversations about the company, product(s),
category, competitors and the industry
⢠By listening, you gain insights on what people are talking about & how they
talk about companies and products
â What are people saying about your brand?
â What are the popular topics about your brand?
â Who are the advocates, detractors and influencers in your industry?
â Where are the conversations happening?
@AmyHatDell
10. Global Marketing
Listening to conversations: free tools
@AmyHatDell
Twitter.com/Search Google.com/Alerts Socialmention.com
Idea 4: Sign up for free Listening tools if you havenât alreadyâŚ
13. Global Marketing
Standard conversation values for engagement:
⢠Authentic
⢠Personal
⢠Transparent
⢠Inclusive
⢠Honest
⢠Conversational
⢠Educational
Itâs not just about being out
there and participating, itâs
about being authentic and
bringing value
@AmyHatDell
14. Global Marketing
Engagement: How to get startedâŚ
Twitter
⢠ReTweet relevant, useful content and provide comments
⢠Reply promptly
⢠Tweet at events with hashtag --#WBENCconf
LinkedIn
⢠Provide status update
⢠Share business relevant content
Blogs
⢠Post a comment on relevant blogs
Slideshare
⢠Upload most recent, relevant presentation
⢠Tweet, LinkedIn, Google+ that you uploaded presentation with link to share
@AmyHatDell
15. Global Marketing
Content rules â 80/20
⢠People more likely to do business with a friend
⢠You need to make friends to influence people
⢠Follow 80/20 rule: 80% to support others and
20% self promotion
⢠Being real on social media makes 80% target
easy to reach
⢠When you share a great article or blog post,
use their twitter name
@AmyHatDell
16. Global Marketing
When the social salesperson joins conversations
⢠One size does not fit all
â Etiquette varies
â Topics vary
â Community rules vary
â Ability to talk about your offerings varies
⢠Listen before you speak
⢠Do not join a discussion with
transactional content
⢠Focus on adding value to the
conversation above all else
Watch to see what types of posts/content get positive
responses and plan your content accordingly
17. Global Marketing
Identifying good content to share:
⢠Idea 5: Follow Industry Thought Leaders
What publications do you already read?
âş Follow their Twitter account
âş Share content from their site directly to social
platforms
â Follow customers, partners and your industry
thought leaders
â Follow @SmallBizLady (twitter)
â Stay up to date with industry blogs
@AmyHatDell
Melinda Emerson
@SmallBizLady
Forbes #1 Influential Woman for Entrepreneurs, Host #SmallBizChat,
Followers: 234,321
Following: 19,326
Key Influencers:
Small Business:
New York Times @NYTSmallBiz
Wall Street Journal WSJBmallBiz
Melinda Emerson @SmallBizLady
Alfred Edmond Jr @AlfredEdmondJr
Marketing/Advertising:
Liz Strauss @Lizstrauss
Brian Solis @briansolis
Human Resources:
Society for Human Resources
@SHRM_Research
Monster @MonsterWW
Technology Media:
TechCrunch @techcrunch
Wired Magazine @wired
Social Media:
Charlene Li @Charleneli
Jeremiah Owyang @jowyang
Customer Experience:
Jackie Huba @JackieHuba
18. Global Marketing
Online curated sites for relevant content:
Idea 6: Vary your content and keep target audience in mind
Lionel Menchacaâs, Dellâs former Chief Blogger, recommendation:
techmeme
Guy Kawasaki recommendations:
Juice
My recommendation:
LinkedIn Pulse
Klout
Websites you are already reading
@AmyHatDell
19. Global Marketing
Customer Experience
Social Outreach team formed in 2006
⢠Tech support experts were then hand-
selected for their tech problem-solving
expertise and superior interpersonal skills
⢠On average team addresses 5,000 posts a
week in 14 languages
â 98% resolution rate
â 50% ranters to ravers conversion
â Team proactively developing helpful
content based listening and engagements
⢠Idea 7: Listen to your customers to
determine relevant content needs
@AmyHatDell
20. Global Marketing
Increasing fans and followers:
⢠Idea 8: Adopt a relationship mindset. Just as you do with
your friends, engage fans and followers in meaningful ways
â Keep asking questions
â Create virtual projects
âş Brainstorming for a campaign or raising $$ for disaster relief
â Celebrate follower activities & achievements
â Add value
âş Give sneak peeks, exclusive content and special promotions
â Complete the circle
âş Tie off the communication: Thank them for reaching out and ask if
you can be of additional assistance
@AmyHatDell
21. Global Marketing
⢠First step to controlling your online
identity and defining your brand
⢠You have 8 seconds to capture
their attention
⢠Ensure your profile is completeâit
is not a resume.
Complete your LinkedIn profile
DID YOU KNOW? LinkedIn estimates youâre up to 40X more
likely to turn up in a search if your profile is complete
@AmyHatDell
23. Global Marketing
Build stronger relationships by bridging social & in-
person
⢠Idea 9: Take advantage of in-person interaction to deepen relationships
⢠Events are powerful opportunities to build relationships
⢠Recommended tools: Twitter & Slideshare
â Offer inside access by âlive-tweetingâ during the event & use hashtag
â Join conversations to share your thoughts and opinions
â Connect with influencers attending or covering the event
â Post-event, share presentations on Slideshare
@AmyHatDell
24. Global Marketing
Networking at events
⢠Ask people you meet if they are on Twitter or LinkedIn
⢠Follow on Twitter and send LinkedIn connection requests quickly
⢠Include your Twitter handle and LinkedIn URL on business cards
⢠Use social media to continue relationship building after the event
25. Global Marketing
No single measurement for social media
success
⢠Idea 10: Select key performance indicators based on your objectives
@AmyHatDell
Influence
Ex. # page likes,/shares, external RTs, #
of subscribers
Advocacy
Ex. Message delivery, sentiment,
recommendations
Insights
Ex. Cost savings over focus
group/surveys, campaign insights,
competitive insights
Awareness
Ex. Monthly gross impressions, # of
fans/followers
Engagement
Ex. Total interactions, # fan
photos/videos, % engaged on page,
comments/posts
Support
Ex. Questions answered, # of avoided
support calls
26. Global Marketing
Social Media data is vast
@AmyHatDell
Get Organized:
⢠Determine relevant media for key
performance indicators
â Facebook, Twitter, Blogs, Message
Board, Forums
⢠Decide on data collection process
â Web crawler, API, screen shots,
exports, etc.
⢠Define cadence
â Real-time feeds, daily reports,
weekly analysis, monthly
scorecards
⢠Measure Impact
â What influence will improvements
have on business goals
27. Global Marketing
Types of success metrics aligned
with goals
@AmyHatDell
Reach
Social Impact
⢠visits, pages viewed, navigation paths, links clicked
Influence
Customer Impact
⢠likes, re-tweets, sentiment, forwards, membership
Outcome
Business Impact
⢠sales inquiries, new business leads, customer loyalty
28. Global Marketing
Top Ten Ideas:
Idea 1: Write up a plan
Idea 2: Tie social media to your business and customer objectives
Idea 3: Identify and target your community
Idea 4: Sign up for free Listening tools if you havenât alreadyâŚ
Idea 5: Follow Industry Thought Leaders for content inspiration
Idea 6: Vary your content and keep target audience in mind
Idea 7: Listen to your customers to determine relevant content needs
Idea 8: Adopt a relationship mindset. Just as you do with your friends, engage fans and
followers in meaningful ways
Idea 9: Take advantage of in-person interaction to deepen relationships
Idea 10: Select key performance indicators based on your objectives
@AmyHatDell
29. Global Marketing
Top Ten Questions Executive should ask:
Question 1: How will social support my business goals?
Question 2:What is the conversation volume and sentiment about my business, products or services?
Question 3: Which online communities are important to my business and is my team involved in
those conversations?
Question 4: Are there other technology conversations taking place that my team should be a part of
and if so where?
Question 5:Are there specific content gaps or customers questions that arenât getting addressed?
Question 6: Who are my industryâs Influencers?
Question 7: Which of my customers are online?
Question 8: Am I connected with our most important customers online?
Question 9: Have I identified subject matter experts on my team to connect with those influencers?
Question 10: Am I taking advantage of customer feedback and insights via social media?
@AmyHatDell
30. Global Marketing
Make time for social media
@AmyHatDell
⢠Add 30 minutes to your calendar 2x a week to
listen or engage in social media
⢠Donât go overboard â just start with 1-2 platforms
⢠Download social applications to your phone
⢠Find a social media mentor
⢠After a customer meeting, thank the customer in
social media
⢠Use relevant hashtags to connect with event
attendees, speakers, etc.