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Getting Through The Social Media Maze
 

Getting Through The Social Media Maze

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Many small and medium businesses want to know more about social media. Phil and I put this together for them.

Many small and medium businesses want to know more about social media. Phil and I put this together for them.

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  • Online    Online networking is generally known as social media. It’s a phrase thrown around a lot nowadays but many people do not know what social media is and what types of websites are classed as social media. So what is social media?   Social media covers the sites where people share content, personal opinions, swap different perspectives and insights and generally discuss the state of the universe. You can find lists of sites here [ http://www.e-crm.co.uk/social-media/social-networking-sites-and-tools.html ] and the diagram below gives a hint of what is out there.
  • http://www.e-crm.co.uk/social-media/social-networking-sites-and-tools.html
  • So what can you do with it? Importantly, what can’t you do with it? If you are going to use it how do you use it? What tools are available? How much time and money should you spend on it? There are these questions and many, many more.
  • What SMM can do   Relationship building, goodwill, and improved customer service are what social media can help you with.   Companies that embrace the idea of communicating directly with consumers find that they respond positively as long as, just like in say telemarketing, you don’t “enter their space” e.g. by calling them about your wonderful offer at 10.30 in the evening and doing it via an auto dialler that is obvious. We all hate that! And we all know that word of mouth / recommendation / referral is the most credible tool you can use when considering whether to buy a product or service. Other people who have had personal experience with the builder or accountant or the car or fridge model will be your most reliable and credible source for advice.   We are three times more likely to trust the opinion of people we know and trust when it comes to making a purchase than we are any form of advertising. So if your company and products or services are talked about or “bookmarked” or “twittered” then you are more likely to gain credibility and trust.
  • http://www.ecademy.com/module.php?mod=club&c=1053&p=2
  • What SMM cannot do   If you think Twittering or a Facebook page will build masses of business overnight, you're kidding yourself. Relationships need nurturing and SMM is not going to:   Sell bad products or service(s) and in fact it may make people more aware how bad thing are! It can help improve your products if you listen to feedback, but if they are bad they are bad. And remember if you invite opinions then follow through with actions otherwise your ‘engagement strategy’ will be seen as a con.   Fix your bad marketing plan and poor website traffic and website conversion. Even if you get traffic on to your site, bad navigation will still be bad navigation etc. etc.   Help you save customer service costs it might even increase them. There are no shortcuts with social media. It is labour intensive and requires people power just like a call centre. Whether you like it or not social media sites are here and if people want to use Twitter to talk to you………………………………………. Social media is about service, interaction and user feedback.   Work for you if you are not a people person. Signing up to social media sites and then not saying anything isn’t going to do you any favours. A dormant or near-inactive account is an exercise in pointlessness.
  • So how do you implement a SMM strategy?   Implementing a successful and effective social media marketing strategy is no different from any other marketing strategy. It requires:   Understanding where it fits in the marketing mix Having a budget for time and money Clear objectives A plan Understanding of the available tools, of which there are many to improve productivity Training for you or your staff Commitment
  • Of course once you have social media then you get Social Media Marketing (SMM), which is using social media for marketing, public relations and customer service.   In terms of internet marketing, where does SMM fit? Well let’s get old fashioned. The three main measurable (old fashioned = direct marketing) aspects of internet marketing are:   Search Engine Optimization or SEO Pay per Click such as AdWords Email marketing   Social media is part of the fourth called viral marketing (old fashioned = PR) which is about word of mouth and reputation. It’s that simple to place it.
  • What now?   You are probably thinking: “That’s all very well, but where do I find the time?”   You probably think that using say Twitter, Facebook, LinkedIn and Ecademy whilst trying to do your job seems impossible.   You need workflow and workflow, as I am sure you know, is the management of tasks and steps in business processes. A workflow specifies what tasks need to be done, in what order (sometimes linearly, sometimes in parallel), and who or what programme has permission to perform each task.   In the case of social media there are plenty of tools that allow you to publish once. Of course, you want to keep it simple to start and pick just a few sites on which to get started. Many people start off by going for the big guns such as Twitter, Facebook, LinkedIn, YouTube and Flickr.   There is nothing wrong with this, but if you looked at the list of 750 top social media sites we mentioned you’ll see that they may not be the best places to ‘hang out’. So choose wisely by thinking through the most important and valuable activities that you could be doing via social media and make those your priority.
  • Creating your Social Media workflow   Once you have decided on the sites that are most important to you, you need to make your presence regular and ongoing. It is a marathon and not a sprint, so repeated, regular involvement is needed. To make sure you do this you need to set up a schedule and then a workflow.   Decide when you will commit time to social media. Maybe it’s first thing, then around lunch and then just before leaving? Whatever suits you, but like any other activity you are learning you must devote time. You are just not going to be successful otherwise. Being a regular in any community will also establish your personal (and / or business) online brand.   Now you have to find a way to make sure it all works together and that is the workflow. This can be something that is quite personal, but also, of course it depends on your position in the hierarchy, the level of independence you may have, your job and whether you work as part of a team in all of this as well as a whole host of other factors. Most sites already allow some form of cross-import so that you can bring in some services. For example Ecademy allows you to import from pretty much all the sites of which you are a member. Facebook has a whole load of apps to allow you to interface with it, but then it’s not everyone’s cup of tea as their main dashboard.   If you just use Twitter, Facebook and MySpace then something like Tweetdeck works very well. It will allow you to deal with those sites from one place and also add other data such as their directory feeds on your favourite subjects.   Ping supports more than 40 sites and allows you to interface them all to Ping so that you can post from Ping and send the message and link etc to them all. With the custom URL facility you an also set it up to post to any page on which you can put a script.
  • However it may be that you want something a little more ‘complex’.   Then I suggest you use one site for each purpose. That is one site for status updates, e.g. Twitter, one for reading news streams e.g. Google Reader, one for photos, e.g. Flickr, etc. etc. This way you don’t have to upload things more than once. There is a real benefit to this as each site does what it does and none of them do it all. In any case it is quite likely you have multiple memberships already because sites specialise.   Once you have decided which site is doing what you will want to use an aggregator to tie all the different sites you’ve updated / uploaded together and you will be able to share your identity across many sites.   There are a number of aggregators out there and it requires some thought if you are using a number of sites to decide on the best and the flow between them so that the sites update in the way you want with minimal effort and that you don’t start creating a loop when sites keep cross posting the same things, that really does make some people angry!   One to look at is Friend Feed which automatically imports shared stuff from the sites you use across the web – they cover 58 at last count. But not only can you import you can export too not only via widgets but also via RSS straight to your own or any other site that accepts and RSS feed.   As you can see there are plenty of ways to make your life easier out there when it comes to getting your message across via Social Media. Not only that it really is still early days and the technology is evolving all the time. Remember those 1980’s mobile phones and compare them with an iPhone and you get where we are.

Getting Through The Social Media Maze Getting Through The Social Media Maze Presentation Transcript

  • Getting Through The Social Media Maze Richard Hill & Phil Girdlestone We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
  • Online
    • Sites where people share & swap
      • Share
        • Content
        • Personal opinions
        • Links
        • More
    We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
  • We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk He’s Not On Facebook!
  • The Revolution
    • The Social Media Revolution
    We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
  • The Revolution
    • Allergy to "sales“ - uncomfortable to many
    • Younger generation drifting further and further away from it
    • Brand advertising, direct mail, door-to-door sales, cold calling diminished
    • New set of channels nearly all of which centre around the web
    We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
  • Stages of Social Media*
    • Denial
    • Anger
    • Bargaining
    • Depression
    • Acceptance
    • * Thanks to Scott Monty, head of social media for Ford Motor Company
    We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
  • Denial
    • Refuse to acknowledge the existence of social media
    • Common phrases: "It's just a kid's thing"
    • Common behaviours: avoiding the Internet, putting hands over ears and singing "I can't heearr yoouuu. La la laaaaa"
    We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
  • Anger
    • Rage ensues
    • Common phrases: "This is stupid," "I've got better things to do with my time“
    • Common behaviours: full-fledged slave to work email; increase in print or television media buy to show effectiveness and superiority
    We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
  • Bargaining
    • Hope incremental adoption enough
    • Common phrases: "If we have a Facebook page, we should be covered" / "Let the agency figure it out“
    • Common behaviours: time-limited campaigns; half-hearted efforts on a limited number of social sites
    We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
  • Depression
    • Understand the inevitable
    • Common phrases: "Twitter/Google/Facebook is taking over the world,“ or "We're overwhelmed with choices“
    • Common behaviours: moping; pacing; complaining to friends on Facebook
    We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
  • Acceptance
    • Finally realizes it’s here to stay
    • Common phrases: "Let's craft a comprehensive social media strategy“
    • Common behaviours: determination goals, integrate marketing & communications, online and offline alignment
    We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
  • Why It’s Important
    • Collecting Data (Search Engine)
    • is less valuable than
    • Connecting People (Social Media)
    We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
  • However … Google …
    • Web 2.0 Summit 09: Marissa Mayer
    We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
  • What Marketers Say We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
  • What’s Out There? We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
    • So what can you do with it?
    • What can’t you do with it?
    • How do you use it?
    • What tools are available?
    • How much time and money should you spend on it?
    Social Media Marketing We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
  • We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk Social Media Marketing
  • What Can You Do?
    • Relationship building
    • Sales
    • Improved customer service
    We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
    • How To Use Facebook, Podcasts and Blogging for your Small Business
    • Fanpage
    We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk Wiggly Wigglers
      • Started using Twitter in March 2009
      • Create a community around healthy eating
      • Save on marketing costs and ultimately drive sales
      • Heavy focus on direct mail within the pizza industry = costly
      • Open rates dropping
      • Claims that Twitter is now 'mission critical‘
      • Created kiosk in store where customers sign up for a Twitter account
      • Social media right next to Naked’s online ordering page
      • April 23, an exclusive-to-Twitter promotion brought in 15% of the day’s business
    We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
      • “ It’s not about trying to sell your product, but more building relationships with customers and potential customers”
      • “ This is about building trust as well as relationships – and that comes from not selling”
      • Posts third-party reviews
      • Shares information about tastings and dinners
      • Reports on what’s happening at the winery
      • More people are coming for tours
      • Increase in web traffic
      • More people asking where they can find Teusner wines
    Tuesner We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
      • Service dubbed Twelpforce
      • Employees use their company & Twitter ID to register for the service
      • Send messages from the @Twelpforce account
      • If add hash-tag #twelpforce, a credit to their proper Twitter account
      • @abyadayada This should work for you: http://bit.ly/1sztXm unless i'm confused by how you are setting it up :) via @GSAgentP
      • @tshelton Hope you found it, but they are in the Computers department by the routers and networking stuff. via @ApplExpert50
    Best Buy We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
  • ECRM We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
  • What Can’t It Do?
    • Build business overnight
    • Sell bad product
    • Fix a bad plan
    • Cut service costs
    • Work for non people people
    We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
  • Implement
    • Understand where it fits
    • Budget time & money
    • Clear objectives
    • A plan
    • Understand tools
    • Training for you or your staff
    • Commitment
    We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
  • Where Does SMM Fit?
    • Where does SMM fit?
      • SEO
      • AdWords
      • Email marketing
    • Viral (= PR)
    We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
  • Clear Objectives
    • Small boy leaving home
    We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
  • Time & Money
    • Where do I find the time?
    • Workflow
    • Publish once
    • KISS
    We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
  • A Plan
    • Be regular, commit time
    • Cross import
    • Tweetdeck
    • Ping
    • CoTweet
    We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
  • More Complex
    • One site per purpose
    • Aggregator
    • Friendfeed
    We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
  • What Do You Do?
    • The Golden Rule
    • You don’t sell
    • You tell
    We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
  • The Noise
    • Where do I start?
    • What's in it for me!
    • Just adolescent rubbish?
    • Needle in a hay stack
    • Sort out the noise
    • Make order from chaos
    We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
    • Lead Generation
    • Reputation Management
    • Eavesdropping competitors
    • Friendly expert
    • Conversing with customers
    • Finding JV partners
    • It's trackable!
    We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
  • Tweetdeck
    • Tweetdeck
    • Twitter Local
    • Advanced Search
    • Sorts Tweets
    We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
  • We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk Tweetdeck
  • We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk Tweetdeck
  • We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk Tweetdeck
  • We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk Tweetdeck
  • We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
  • We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
  • We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk On Site
    • Finding the people who are talking about your field of interest
    • Conversing in an informal manner
    • Helping people find solutions to their problems
    • Being present- finding and being found
    • ReTweeting and Respect
    We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
    • 50 million users
    • Post your résumé
    • Post links
    • Drive traffic
    • Get referrals
    • Find people
    • Answers questions
    • Answer questions
    We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
  • We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
  • We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
  • We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
  • We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
  • We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
  • We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
    • Get a reference for Darren before I speak to him
    • Find out about him
    • Check on his experience & references
    • Pre-check, I don't want to waste my time
    We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk
  • Getting Through The Social Media Maze Richard Hill & Phil Girdlestone We help you to get and to keep more customers who stay with you longer 115 Church Road, Bath, BA2 5JJ +441225840490 www.e-crm.co.uk