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A Whole Load of...

A Whole Load of...



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

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



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    A Whole Load of... A Whole Load of... Presentation Transcript

    • Some think social media is awhole load of …,,,,,,,Consilium| sales transformation |
    • Trivial? What Stephen Fry ate for lunchConsilium| sales transformation |
    • Revolutionary?The Arab SpringConsilium| sales transformation |
    • So social media can help start revolutions.’’’’’’It’s a powerful medium, even the UK governmentconsidered trying to curb social media after lastsummer’s riots.’’’’’’But, how is this relevant to business?Consilium| sales transformation |
    • 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.Consilium| sales transformation |
    • 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!Consilium| sales transformation |
    • Don’t start with Social Media!Consilium| sales transformation |
    • 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 .Consilium| sales transformation |
    • 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?Consilium| sales transformation |
    • Create your messageConsilium| sales transformation |
    • 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,,,Consilium| sales transformation |
    • 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“Half the money I spend a selective and asymmetric spendon advertising is wasted,and the trouble is I don’t perhaps even tactical advertisingknow which half.” Viscount Leverhulme ,,, (William Hesketh Lever) 1851-1925 Consilium 13 | sales transformation |
    • 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 .Consilium| sales transformation |
    • 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 Web site Decision Influencer maker pages pages Due SEO diligence optimised pages pages► …and remember the real world tooConsilium| sales transformation |
    • A whole load of …?Click to see where the balls came from!Consilium| sales transformation |