Getting Through The Social Media Maze

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

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

Stages of Social Media*
Denial
Anger
Bargaining
Depression
Acceptance
* Thanks to Scott Monty, head of social media for Ford Motor Company

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"

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

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

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

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

Why It’s Important
Collecting Data (Search Engine)
is less valuable than
Connecting People (Social Media)

However … Google …
Web 2.0 Summit 09: Marissa Mayer

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

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

“ 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

Implement
Understand where it fits
Budget time & money
Clear objectives
A plan
Understand tools
Training for you or your staff
Commitment

Where Does SMM Fit?
Where does SMM fit?
SEO
AdWords
Email marketing
Viral (= PR)

Clear Objectives
Small boy leaving home

Time & Money
Where do I find the time?
Workflow
Publish once
KISS

A Plan
Be regular, commit time
Cross import
Tweetdeck
Ping
CoTweet

More Complex
One site per purpose
Aggregator
Friendfeed

What Do You Do?
The Golden Rule
You don’t sell
You tell

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

Lead Generation
Reputation Management
Eavesdropping competitors
Friendly expert
Conversing with customers
Finding JV partners
It's trackable!

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 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 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

50 million users
Post your résumé
Post links
Drive traffic
Get referrals
Find people
Answers questions
Answer questions

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

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

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Getting Through The Social Media Maze

by Richard Hill on Dec 12, 2009

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Getting Through The Social Media Maze — Presentation Transcript