The Tech Business Mini-MBA
Effective Marketing with Social Media
creating & executing a strategy
for the effective use of ...
http://www.slideshare.net/MobileMaggie/ictktn-online-
business-essentials-2013-july
@MobileMaggie
http://rlauterborn.com/pubs/pdfs/4_Cs.pdf
Purchase
Experience
Problem / Need
Awareness
Enquiry
Recommendation
Retention
Social Media is a Strategic Tool
Experience
Mapping
You have to do your Customer Journey Mapping
homework first
Customer
Definition
Moments of
Truth
Experi...
Do some ‘Gonzo User Research’Customer
Definition
http://www.fastcodesign.com/1671571/4-secrets-for-doing-gonzo-user-resear...
http://images.businessweek.com/mz/07/24/0724_6insiid_a.gif
Customer
Definition
http://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/
Customer
Definition
TOPICS
Give them something fun,
unique & repeatable to talk
about – create curiosity gaps
and triggers
TOPICS
Give them so...
12
• Remarkable ideas spread easily
• Sell what people are buying
• Focus on the early adopters and sneezers
• Make it rem...
Jyri Engstrom’s Social Objects
http://glennas.wordpress.com/2009/11/13/defining-requirements-for-
social-web-applications-...
Hugh Macleod on Social Objects
http://gapingvoid.com/2007/10/24/more-thoughts-on-social-objects/
http://gapingvoid.com/200...
Moments of
Truth
Purchase
Experience
Problem / Need
Awareness
Enquiry
Recommendation
Retention
Social Media is a tool across the Customer J...
Eric Ries: http://www.startuplessonslearned.com/
http://www.slideshare.net/venturehacks/the-lean-startup-2
Social Media is...
http://www.rogerstringer.com/2011/03/page/2/
Minimum Viable Product
Social Media aids Rapid Iterations
http://market-by-numbers.com/customer-development-services/
Experience
Design
Only now should you sit down and
choose your Platforms
http://www.invisiblepr.com/social-media-public-relations/
Choose your tools based on what you want to achieve
http://www.elliance.com/aha/infographics/Soci
al-Media-Building.aspx
http://www.theconversationprism.com/
Social mostly boils down to Engagement
http://darmano.typepad.com/logic_emotion/200
9/05/social-engagement-spectrum.html
Test & Measure Everything!
http://seotermglossary.com/ab-testing/
Experience
Design
Monitor
http://www.wired.co.uk/magazin...
Keep Track of the StatisticsMonitor
http://danzarrella.com/
Study your Medium
Monitor
http://venturebeat.com/2012/10/02/why-you-should-never-ever-use-a-question-mark-on-twitter-or-li...
Measure the right metrics
http://www.pardot.com/blog/beware-the-vanity-metrics-trap/
Now do your Monitoring Tools ResearchMonitor
http://wiki.kenburbary.com/
A Wiki of Social Media Monitoring
Solutions
A Wik...
Putting together the action plan
#1 define goals
and objectives
#2 identify
your audience
#3 customer
journey mapping
#4 c...
Purchase
•How easy is it to get started?
•Is there a long registration
process?
•When does a commitment and a
payment take...
http://www.slideshare.net/MobileMaggie/ictktn-online-
business-essentials-2013-july
Ictktn online business essentials   2013 july
Ictktn online business essentials   2013 july
Ictktn online business essentials   2013 july
Ictktn online business essentials   2013 july
Ictktn online business essentials   2013 july
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Ictktn online business essentials 2013 july

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The latest instalment in the Tech Business Mini MBA Series....

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  • Each point or interaction with your organisation can be referred to as a ‘moment of truth’, a concept first introduced by Jan Carlzon, the former president of Scandinavian Airlines, in his 1986 book titled Moments of Truth. Carlzon defines the moment of truth in business as: “ Anytime a customer comes into contact with any aspect of a business, how ever remote, is an opportunity to form an impression.” Customer journey mapping builds on this concept by providing a strategic tool to start the process of ensuring that every interaction with your organisation is a positive one.
  • “The Conversation Prism gives you a whole view of the social media universe, categorized and also organized by how people use each network. V 3.0 introduces new groups and networks and also removes those networks no longer in play. Use the Conversation Prism to see what you're missing!”
  • Ictktn online business essentials 2013 july

    1. 1. The Tech Business Mini-MBA Effective Marketing with Social Media creating & executing a strategy for the effective use of social media tools (July 2013)
    2. 2. http://www.slideshare.net/MobileMaggie/ictktn-online- business-essentials-2013-july
    3. 3. @MobileMaggie
    4. 4. http://rlauterborn.com/pubs/pdfs/4_Cs.pdf
    5. 5. Purchase Experience Problem / Need Awareness Enquiry Recommendation Retention Social Media is a Strategic Tool
    6. 6. Experience Mapping You have to do your Customer Journey Mapping homework first Customer Definition Moments of Truth Experience Design Monitor •User research •Contextual analysis •Personas •Lovemarks •Requirements •Touchpoints •Need states •Emotional states •Narrative insight •Differentiators •Loyalty drivers •Priorities •ROI •Concept •Prototype •Validate •Ideation •Roadmap •Measurement •Dashboard •Tools
    7. 7. Do some ‘Gonzo User Research’Customer Definition http://www.fastcodesign.com/1671571/4-secrets-for-doing-gonzo-user-research
    8. 8. http://images.businessweek.com/mz/07/24/0724_6insiid_a.gif Customer Definition
    9. 9. http://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/ Customer Definition
    10. 10. TOPICS Give them something fun, unique & repeatable to talk about – create curiosity gaps and triggers TOPICS Give them something fun, unique & repeatable to talk about – create curiosity gaps and triggers TOOLS Make everything shareable and forwardable , post content everywhere, free samples, find the multipliers TOOLS Make everything shareable and forwardable , post content everywhere, free samples, find the multipliers TAKING PART Engage, share info & support, do shout-outs, say thank-you, say sorry TAKING PART Engage, share info & support, do shout-outs, say thank-you, say sorry TALKERS Know who’s doing the talking & influencing, and where the conversations are taking place TALKERS Know who’s doing the talking & influencing, and where the conversations are taking place TRACKING Listen to users, track topics and brand mentions, gather insights, measure & manage, respond and engage TRACKING Listen to users, track topics and brand mentions, gather insights, measure & manage, respond and engage Moments of Truth
    11. 11. 12 • Remarkable ideas spread easily • Sell what people are buying • Focus on the early adopters and sneezers • Make it remarkable enough for them to pay attention • Make it easy for them to spread • Let it work its own way to the mass market. Seth Godin’s Purple Cows Moments of Truth http://www.fastcompany.com/magazine/67/purplecow.html
    12. 12. Jyri Engstrom’s Social Objects http://glennas.wordpress.com/2009/11/13/defining-requirements-for- social-web-applications-%E2%80%93-part-3-social-objects/
    13. 13. Hugh Macleod on Social Objects http://gapingvoid.com/2007/10/24/more-thoughts-on-social-objects/ http://gapingvoid.com/2007/12/31/social-objects-for-beginners/ Moments of Truth
    14. 14. Moments of Truth
    15. 15. Purchase Experience Problem / Need Awareness Enquiry Recommendation Retention Social Media is a tool across the Customer Journey Experience Mapping
    16. 16. Eric Ries: http://www.startuplessonslearned.com/ http://www.slideshare.net/venturehacks/the-lean-startup-2 Social Media is a tool across the Product Development cycle Experience Design
    17. 17. http://www.rogerstringer.com/2011/03/page/2/ Minimum Viable Product
    18. 18. Social Media aids Rapid Iterations http://market-by-numbers.com/customer-development-services/ Experience Design
    19. 19. Only now should you sit down and choose your Platforms
    20. 20. http://www.invisiblepr.com/social-media-public-relations/
    21. 21. Choose your tools based on what you want to achieve http://www.elliance.com/aha/infographics/Soci al-Media-Building.aspx
    22. 22. http://www.theconversationprism.com/
    23. 23. Social mostly boils down to Engagement http://darmano.typepad.com/logic_emotion/200 9/05/social-engagement-spectrum.html
    24. 24. Test & Measure Everything! http://seotermglossary.com/ab-testing/ Experience Design Monitor http://www.wired.co.uk/magazine/archi ve/2012/01/features/test-test-test
    25. 25. Keep Track of the StatisticsMonitor http://danzarrella.com/
    26. 26. Study your Medium Monitor http://venturebeat.com/2012/10/02/why-you-should-never-ever-use-a-question-mark-on-twitter-or-linkedin-infographic/
    27. 27. Measure the right metrics http://www.pardot.com/blog/beware-the-vanity-metrics-trap/
    28. 28. Now do your Monitoring Tools ResearchMonitor http://wiki.kenburbary.com/ A Wiki of Social Media Monitoring Solutions A Wiki of Social Media Monitoring Solutions
    29. 29. Putting together the action plan #1 define goals and objectives #2 identify your audience #3 customer journey mapping #4 choose the tools to use #5 set the budget #6 develop content & social objects #7 define your KPIs #8 determine your resources #9 assign roles and responsibilities #10 monitor and measure
    30. 30. Purchase •How easy is it to get started? •Is there a long registration process? •When does a commitment and a payment take place, and does that fit the need? Purchase •How easy is it to get started? •Is there a long registration process? •When does a commitment and a payment take place, and does that fit the need? Experience •How easy is the service to use? •Does it meet the needs of your customer? •Are there hurdles, confusion points, short- comings that can be addressed? •How much support is provided? •Is feedback captured throughout the whole process? •What other needs could be met? Experience •How easy is the service to use? •Does it meet the needs of your customer? •Are there hurdles, confusion points, short- comings that can be addressed? •How much support is provided? •Is feedback captured throughout the whole process? •What other needs could be met? Problem / Need •What’s the problem to be solved, the job to be done? •How do your customers express that need? •Where does your solution fit into all the other things they do? Problem / Need •What’s the problem to be solved, the job to be done? •How do your customers express that need? •Where does your solution fit into all the other things they do? Awareness •How do your customers find out about your service, or any other solutions? •Where do conversations take place? •Where do your customers physically gather? •How well do you listen? •How clear are the marketing messages and website? Awareness •How do your customers find out about your service, or any other solutions? •Where do conversations take place? •Where do your customers physically gather? •How well do you listen? •How clear are the marketing messages and website? Enquiry •How do your customers make contact in order to find out more about your service and whether it’s the right one for them? •How do they make the decision to use the service or not? •Are there other routes through all of the tools their disposal? Enquiry •How do your customers make contact in order to find out more about your service and whether it’s the right one for them? •How do they make the decision to use the service or not? •Are there other routes through all of the tools their disposal? Recommendation •Do users recommend the service to others? •Is it easy to recommend and share? •Does the service generate buzz? •Who’s doing the talking? •What customer outreach initiatives are being taken? Recommendation •Do users recommend the service to others? •Is it easy to recommend and share? •Does the service generate buzz? •Who’s doing the talking? •What customer outreach initiatives are being taken? Retention •Do users come back and use the service again? •Do they try new elements of the service, scale up their usage? •Reclaimed, renewed, redeemed? •Has a relationship been developed? •How are past users communicated with? Retention •Do users come back and use the service again? •Do they try new elements of the service, scale up their usage? •Reclaimed, renewed, redeemed? •Has a relationship been developed? •How are past users communicated with? Strategic option: MYOA - Consumer Your Turn!
    31. 31. http://www.slideshare.net/MobileMaggie/ictktn-online- business-essentials-2013-july
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