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Consilium
| s a l e s t r a n s f o r m a t i o n |
Some think social media is a
whole load of …
Consilium
| s a l e s t r a n s f o r m a t i o n |
Trivial?
What Stephen Fry
ate for lunch
Consilium
| s a l e s t r a n s f o r m a t i o n |
Revolutionary?
The Arab Spring
Consilium
| s a l e s t r a n s f o r m a t i o n |
So social media can help start revolutions.
’’’’’’
It’s a powerful med...
Consilium
| s a l e s t r a n s f o r m a t i o n |
Intelligent people keep asking
► Do you get Twitter?
► Why on earth do...
Consilium
| s a l e s t r a n s f o r m a t i o n |
But, this can be tricky
“Better to remain silent
and be thought a fool...
Consilium
| s a l e s t r a n s f o r m a t i o n |
Don’t start with Social Media!
Consilium
| s a l e s t r a n s f o r m a t i o n |
Don’t start with Social Media!
► Start with your audience
● Do they do...
Consilium
| s a l e s t r a n s f o r m a t i o n |
Analyse your proposition
► Do you sell in a crowded market?
or do you ...
Consilium
| s a l e s t r a n s f o r m a t i o n |
Create your message
Consilium
| s a l e s t r a n s f o r m a t i o n |
Build a referral chain
► It might go like this:
● A prospect has a pro...
Consilium
| s a l e s t r a n s f o r m a t i o n |
Select your media
The game has changed
You can now target individual p...
Consilium
| s a l e s t r a n s f o r m a t i o n |
Before you go live
► Tell everyone in your company what you are trying...
Consilium
| s a l e s t r a n s f o r m a t i o n |
Web site
Whatever strategy you choose
► It has to fit in with the buye...
Consilium
| s a l e s t r a n s f o r m a t i o n |
Click to see where the balls came from!
A whole load of …?
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A Whole Load of...

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Some think social media is a whole load of … or 6 steps to making social media work for business.

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Transcript of "A Whole Load of..."

  1. 1. Consilium | s a l e s t r a n s f o r m a t i o n | Some think social media is a whole load of …
  2. 2. Consilium | s a l e s t r a n s f o r m a t i o n | Trivial? What Stephen Fry ate for lunch
  3. 3. Consilium | s a l e s t r a n s f o r m a t i o n | Revolutionary? The Arab Spring
  4. 4. Consilium | s a l e s t r a n s f o r m a t i o n | So social media can help start revolutions. ’’’’’’ It’s a powerful medium, even the UK government considered trying to curb social media after last summer’s riots. ’’’’’’ But, how is this relevant to business?
  5. 5. Consilium | s a l e s t r a n s f o r m a t i o n | Intelligent people keep asking ► Do you get Twitter? ► Why on earth do people use Facebook? ,,,,,,,,,,,,,,,,, ► User’s motivation isn’t as important …as to understand who uses what and when ► To oversimplify ● Business people tend to use LinkedIn to keep in touch … and to get headhunted ● In their private lives they may use Facebook with friends and family ● Twitter is like an instant database of public opinion ● Perhaps not social, but we all search on Google and the others ► All collect details of how we use each service ► You can take advantage of this information .
  6. 6. Consilium | s a l e s t r a n s f o r m a t i o n | But, this can be tricky “Better to remain silent and be thought a fool than to speak out and remove all doubt.” Abraham Lincoln 1809-1865 sometimes also attributed to Mark Twain and Denis Thatcher!
  7. 7. Consilium | s a l e s t r a n s f o r m a t i o n | Don’t start with Social Media!
  8. 8. Consilium | s a l e s t r a n s f o r m a t i o n | Don’t start with Social Media! ► Start with your audience ● Do they do social media? ● Are they besotted with their Blackberries? or are they inconsolable without their iPhones? ● Do they like LinkedIn? or follow their friends on Facebook? ● Do they watch videos on the web? ● Do they have a favourite blog? ► Go to where they congregate …and listen …and listen some more .
  9. 9. Consilium | s a l e s t r a n s f o r m a t i o n | Analyse your proposition ► Do you sell in a crowded market? or do you have an unusual proposition? ► How often do you need to be visible? ● Do you need to increase awareness ● Or just need to be found more easily ► When do you need to reach your audience? ● Before they need to buy ● As they need to buy ► Is your proposition straightforward, or do you need to explain it? ► Are you just presenting your case, or will your audience want to interact?
  10. 10. Consilium | s a l e s t r a n s f o r m a t i o n | Create your message
  11. 11. Consilium | s a l e s t r a n s f o r m a t i o n | Build a referral chain ► It might go like this: ● A prospect has a problem ● They look at LinkedIn for an answer or start a new discussion ● You give a short answer ● With a link to a longer answer on your web site ● Where some more helpful material is visible ● Do this well and they might call you ► Or it might be encouraging your employees to link their blogs to your web site ► Or it might simply be getting your name to the top of Google ,,,
  12. 12. Consilium | s a l e s t r a n s f o r m a t i o n | Select your media The game has changed You can now target individual people by job seniority employer age hobbies where they go on holiday and much, much more So consider a selective and asymmetric spend perhaps even tactical advertising ,,, 12 “Half the money I spend on advertising is wasted, and the trouble is I don’t know which half.” Viscount Leverhulme (William Hesketh Lever) 1851-1925
  13. 13. Consilium | s a l e s t r a n s f o r m a t i o n | Before you go live ► Tell everyone in your company what you are trying to do ● Earlier this year 40% of a client’s staff volunteered to help in a social marketing campaign ● You might be able to profit from what they were doing anyway ► Set up some simple processes to: ● Monitor what is happening ● Test different approaches ● Refine your message ● Refine your media selection ● Keep an eye on competitors ● Review progress and build on your successes .
  14. 14. Consilium | s a l e s t r a n s f o r m a t i o n | Web site Whatever strategy you choose ► It has to fit in with the buyer’s cognitive sequence ► It has to support and work with your sales model ► … and it should fit into your overall digital strategy Due diligence pages SEO optimised pages Decision maker pages Influencer pages ► …and remember the real world too
  15. 15. Consilium | s a l e s t r a n s f o r m a t i o n | Click to see where the balls came from! A whole load of …?
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