Social Media For Sales And Marketing Departments

Social Media For Sales & Marketing Departments Sales Marketing Social Media Twitter hashtag: #sm4sm

Channelship Web Agency channelship.net

A simple agenda…

Thinking about adopting social media? 1. Why do you want to use social media? 2. Understand how and why your target audience uses social media. 3. What part of the bottom line do you expect to improve with social media?

Thinking about adopting social media?

These resources = 100% of your budget E-Marketing Each resource Head Count Advertising has a specific cost Inbound Call Center I.T. Each resource Marketing Sales Dept. yields specific results Public Relations Accounting

Understand that a new Social Media program’s funding doesn’t appear out of thin air… Which buckets do we empty to fill this new one?

Setting the rules in the work place • Kodak: Social media policy • Coca Cola: Social media principles • IBM: Computing guidelines • BT & Intel: Social media guidelines http://socialmediagovernance.com/policies.php

Top 5 reasons for adopting social media guidelines 1. Companies are realising that people are talking about them whether they like it or not. 2. Someone will always say something negative about your brand. You must know how to approach it. 3. Social media is quickly moving from an emerging form of communication to the mainstream. 4. “Since the conversation has moved to the Web, “it’s important for organisations large and small to acknowledge that and extend their existing communications policies to include online sites.” (Scott Monty, Head of Social Media, Ford) 5. And…

Getting agreement from all stakeholders

Social Media is just a set of tools!! Build – Disassemble – Adjust - Repair

Top 3 ways to integrate social media into your Sales & Marketing Departments

1. Build Listening Stations a) Build streams of information that monitor products, needs, trends, competitors and customers. b) Share and filter them internally through your own CRM or corporate tools such as Yammer.com or Cotweet.com

1. Build Listening Stations

1. Build Listening Stations 1. Brand mentions 1. Brand mentions 1. Trends 2. Products / Services 2. Products / Services 2. Topic ideas 3. Competitors 3. Competitors 3. Company mentions 4. Industry topics 4. Related topics 4. Top industry bloggers 5. Sales opportunities 5. Specific names 6. CS opportunities 7. Industry influencers

2. Connect at a deeper level Implement web channels to connect and stay in touch with your prospects and customers.

2. Connect at a deeper level Activities Social Media Integration 1. Offline business networking 1. Stay in touch and connect through the different web channels (LinkedIn, Twitter, Facebook, etc) 2. Business collateral distribution 2. Include social media sites calls-to- action. 3. Email signature 3. Implement social networking sites and blog! (i.e. Wisestamp.com) 4. E-mail newsletter distribution 4. Make it “social”, include tools to expand distribution by receiver and send traffic to your blog! Tools: mailchimp.com Aweber.com

2. Stay connected

3. Allow the community to play a role a) You already have an offline community. Announce that you hang out online too! b) Expand your community from there: listen, chat and provide good content if you want your message to spread

3. Allow the community to play a role All companies would like to appear in the newspapers, however the right bloggers might be more influential for a number of reasons. They have loyal readers. Their references or links to your site will drive up your search results.

3. Allow the community to play a role

Special Guest Neville Hobson Blogger and podcaster. Head of Social Media Europe at WCG, London. Follow Neville on Twitter @jangles www.nevillehobson.com • 5 trends that matter • Building competitive advantage • Actionable steps

5 Trends That Matter 1. Customers are co-shaping your reputation every day 2. You know exactly where conversations are occurring, who has influence, and why 3. You know which types of social media are preferred by your customers 4. You realize that less than 1% of a customer’s time is spent purchasing a product 5. You realize customers want to do three things to help each other

How You Build Competitive Advantage • Complete knowledge • Ability to get ahead of of where the issues to improve opportunity really is preparation for your brand • Capability to integrate your learnings into all • Clear, brief, actionable brand activities, eg, insights for your brand natural search/paid • Knowledge of your search, use of competitor’s actions keywords and much more

In Summary… • Listen – know your customer’s world online with precision • Learn – make it easy to have all news at your fingertips • Focus on actionable insights – what exactly can inform your strategy • Identify who drives share of conversation – know the exact rank order of each influencer online • Expand your reach with a clear focus – launch a new way to add value and engage with your customers/ communities

Thank you! twitter.com/fredchannel ie.linkedin.com/in/fredcaballero facebook.com/channelship Join us, Wednesday, March 31th youtube.com/channelship at 4PM (GMT) for our next webinar! twitter.com/channelship_usa “Social Media for Internal Communications” www.channelship.net Go to: webinars@channelship.net www.channelship.net/webinars

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Social Media For Sales And Marketing Departments

by Channelship Web Agency on Feb 19, 2010

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Social Media For Sales And Marketing Departments — Presentation Transcript