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“This telephone has too many shortcomings to be seriously considered as a means of communication.” Western Union Internal memo 1876
“The wireless music box has no imaginable commercial value. Who would pay for a message sent to nobody in particular?”An inventor in response to David Sarnoff’s push for radio 1920
“While theoretically and technically television may be feasible, commercially and financially it is an impossibility.” Lee De Forest, radio pioneer 1926
“Visionaries see the future oftelecommuting workers, interactivelibraries and multimedia classrooms.They speak of electronic town meetingsand virtual communities.Commerce and business will shift fromoffices and malls to networks andmodems. And the freedom of digitalnetworks will make government moredemocratic. Baloney!!”Cliff Stoll, author, astronomer,professor 1995
Social & mobile Engines WebsiteDatabase Search Engines Engines List Spender Engines
Your Website Must Haves• You have 7 – 12 seconds to grab visitors’ attention, make it worth their while• Prime real estate is top right hand corner – make it sticky• The less clicks the better• Your unique selling and value propositions must be front and centre on your homepage• The money is in the list – ensure you your website caters for new subscribers• Ensure you’re sociable and shareable• The ability to transact with you
What is Location Based Marketing?Also known as geo-targetingResearch tells us that consumers generallyshop within 15km from where they liveIf you’re not on page 1 of Google,you’re not on Google & in theconsumers mind, you don’t exist!
The best way to increase foot trafficinto your store is to influence themwhilst they are walking!
The Fastest Way ofGetting on Page One of Google!
What is a Social Business?An organization that has put in place the strategies,technologies and processes to systematically engage all theindividuals of its ecosystem (employees, customers, partners,suppliers) to maximize the co-created value. As defined byOpen Knowledge.
Customer Service ExampleThe customer service wish list is to enhance our super friendly customerservice (better image), reduce the same questions being asked multipletimes (leveraged responses to general questions), and to make it easierto sell on-going services to existing clients.Sales ExampleThe sales wish list is to communicate our perceived value in themarketplace, create customer evangelists who promote our products andservices on our behalf, generate more leads and sales and reduce thetime from prospect to closing the sale.Human Resources ExampleThe HR wish list is being an employer of choice because of our positivesocial presence; attract top talent, to increase internal employeeengagement and to use social media as an internal form ofcommunication.
Step 2: Plan and Set Social Media Goals with KPIs
Define Your Social Media VisionWhere do you want to go? A vision is what hooks everything together. Avision statement is a simple sentence that helps keep you motivated andfocused during times of uncertainty.It’s a clear picture you can see, onethat guides your every businessdecision. Establishing a social mediavision statement is important becauseit helps ensure you keep your businessheaded in the right social mediadirection.
Social Force 5 Social Media Vision Leverage social media to assist us to create a collaborative andconnected eco-system with our team, customers, partners and suppliers, so we all achieve co-created value and a competitive advantage. Team Suppliers Social Customers Force 5 Partners
Define Your Social Media Goals by acquiring andMany businesses are aiming to increase salesretaining customers, or improving brand awareness.Others look at reducing costs by making their marketing more efficient,streamlining customer service or improving their customer satisfactionscores. Goals are necessary for measurement. You must define what the end result will look like for each department/key stakeholder and the business as a whole.
Social Media Goals Examples• Build brand awareness• Generate additional leads• Generate additional sales• Strengthen relationships with customers, prospects and influencers• Understand your buyers needs better• Increase traffic to your website• Improve customer service• Improve search engine rankings• Drive traffic into your bricks and mortar store
Establish KPIs For Each GoalOnce you’ve established key goals for each department/key stakeholder,you must also then establish KPIs per goal, so you’re able to measureyour success.Here’s a list of KPIs that you could use to measure your goaloutcomes:• Number of times your business and brand is mentioned online• Number of social interactions• Number of conversions driven via your social media channels• Number of positive mentions, reviews and shares• % of $ saved or generated as a result of social feedback• Number of customer inquiries resolved• Number of candidates driven from social media
Organic SEO B2C, tribe engagement Branding Social Engines Backlinks How to’s & FAQsB2B, joint ventures Listening & research Build authority
Define Your MetricsThe objective here is to measure KPIs to determine if your social mediaactivities are yielding the expected results. The information obtained hereis important to steer present and future decisions about your social mediaplan.There must be a system in place to measure the results of your activitiesbeing performed. There are various ways to measure the effectiveness.How you measure success depends on which goals your trying toachieve. The measuring activities have to be tied to your key goals.Here are 4 examples of how you can measure your social mediasuccess:1. Revenue growth2. Cost reduction3. Improved customer advocacy4. Increased brand awareness
Your Social Media SnapshotVISION: GOALS: TACTICS:Why are you What do you want How will you achievedoing this? to accomplish? your goals? A Goal Tactic Metric Vision A KPIs Tactic Metric B Goal Tactic Metric B KPIs Tactic Metric GOALSA Department C Goal Tactic MetricB DepartmentC Department C KPIs Tactic Metric
Step 4: Get to Know Your Target Customers and Communities
Target Customer Questions• Male or female?• Age and demographic?• Married, single, divorced?• Children?• Occupation?• Located - local, national, global?• Income range?• What industry do they work in?• What do they do on weekends?• What car do they drive?• What are their hobbies and interests?• What websites do you visit on a regular basis and why?• Do you subscribe to any blogs? If yes, which ones and why?• What magazines (on or offline) do you read?• What social media platforms do you use and why?• What communities (both on and offline) do you belong and contribute to?• What are your special interests, hobbies and activities?
TARGET CUSTOMER: • 42 year old • Married to Tiffany • 10 year old daughter Lucy who goes to Melbourne GrammarHi I’m Matt • MD of chain of restaurants around Melbourne • Live in Port Melbourne • Earn $250,000 pa plus bonuses • Dines in Melbourne CBD and has breakfast in Albert Park on the weekends • Holiday’s in Noosa • Read’s the Age and Herald Sun on his ipad each morning • Subscribes to BRW, Epicure • On LinkedIn but doesn’t really know how to use it • Member of the Albert Park Golf Club • Goes to the gym and loves running The Tan 2 days per week • Geelong Cats Fan
Step 5: Analyse YourCompetitors and Influencers
Social Media Keyword ResearchThe foundation of social media marketing is built on keywords.Conducting continuous keyword research and keyword analysis is criticalto achieving success with social media.www.hashtags.org - Provides graphs on Twitter #hashtags and hashtaguse; find the most popular and newest hashtagswww.twitter.com/search - Track the hottest trends on Twitter and click on astream to pull up a feed of the public conversationTargeting potential customers on Facebook is not as easy as with socialnetworking sites like Twitter as businesses cant access the profiles ofpotential customers without permission.
Social Media Guidelines• Introduction and explanation• Statement of rationale• Authorisation• Don’t assume common sense is common• Address representation of the business• Emphasis personal and business consequences• Reiterate intellectual property and confidentiality concerns• Identify privacy issues• Third party communication• Provide best practice advice• Media relations