This is an exercise that I was given during a job interview--to diagnose maxon's social media performance. It is NOT a real pitch. I didn't get the job even though I tried my best. The presentation is designed to come with an audit of maxon's social media performance. That is to say the slides show the main argument (use a human voice), while the handout shows the details. Please search: case study: maxon motors' social media performance (part2: handout) I want to hear from you what can be improved. Thank you in advance.

1. Optimizing
Social Media
Performance

2. Your social media
performance has all the
good ingredients
But something is missing …

3. The good stuff
Blogging




Generate great and useful content for the audience
Identify a list of keywords and build content around them
Have some user-friendly features in the navigation structure
Employ all the social add-ons needed
Social Media






Create videos that offer meaningful comprehensive information about your products
and services
Host webinars that provide industrial and corporate insights
Host contests to increase audience engagement
Post and tweet relevantly and regularly
Use Ever-green content (maxon academy) that keeps the audience engaged
Tailor content for different platforms
SEO




Occupy the top spots in Google for some of the keywords (not all)
Have neat page titles that incorporate the keywords
Offer short and declarative meta descriptions
Identify a list of keywords

4. - “Then what is missing?”
An authentic voice. A human voice.
Because social media is about dialogue！
Dialogue among human beings.
Your audience wants to converse with you,
not to listen to corporate-speak！

5. - “What exactly did we do wrong? ”
How you look on Google
How your blog speaks
How your tweets sound

6. Look here, compare!
- The exact same topic to your blog post on the previous slide, but if you
use Google Authorship you get more traffic.
Because there is a person speaking!
- Look at one of the posts on GE’s blog. Note in addition to the human
face, how the author starts the article. Again, conversation.

7. Look here, compare!
Similar Tweets from GE.
Here’s how they do it differently:
• Use an authentic and consistent voice, a
conversational tone
• Use different hashtags for different campaigns
• Follow Twitter trends to promote products
• Use images to standout from other news feed
• Neat and customized shorten links
• Give a neat intro on the attached link
• Drive conversations within the community by
offering consulting service
• Engage influencers in the field in the
conversations

8. It could be you!
But first of all –
Don’t hide
behind your
logo
And then…
• Identify the personality of maxon motors
• Empower the brand with a human voice
• Create a blogging culture within the
company
• Identify the brand representatives and have
them share and retweet the content
regularly
• Change the tone to talk WITH the audience,
instead of talking TO them
• Identify the influencers and leaders in the
field, engage them in conversation on your
platforms
• Exploit the features of different social
media to increase reach rate and clickthrough rate

9. - “Wait. Why is it important?”
Because…
•
Instead of selling products,
you are BUILDING a relationship with your audience there.
•
By demonstrating your authenticity,
you are cultivating their trust on you.
•
By contributing content to the community consistently,
the audience gets to know you gradually and you will become the first to come to mind
when they need DC motors and drive systems.
At the end of the day,
People trust people —

10. And if your customers love you enough
They will become maxon motors’ brand evangelist.
They will share their experience with your products in
their network.
You need to empower them with a process to
share their voice.

11. Voice out, new leads in
•
Introduce a product review system into all of the social media platforms that
you are using
•
Incorporate social media into other marketing efforts
•
Encourage the brand evangelists’ networks to join the conversation
•
Identify the potential leads and listen to their needs
 Optimize the content of the contact form and catalog request form
 Strategically distribute them across social media channels
•
Approach the potential leads with customized content through email
campaigns
Customer retention
is the new acquisition

12. Be prepared. They are googling you
maxon motors has occupied the top spot for certain keywords on search engines,
which is good. But being excellent is excellent.
Improve organic search performance by (and not limiting to)
• Identifying the keywords your audience use to search for maxon motors
(e.g. “DC motor supplier”) and adjusting the landing page for them
• Making images search engine -friendly
• Employing SEO strategy for the blog

13. To reach and to be reached
Tap into the search engine data to increase visibility.
Based on its user watch history, Youtube helps you target the right
people. And it is offering free channel advertising services. Twitter offers
customized trends based on user interest and location.
maxon motors as a heavy user of Youtube and Twitter：
incorporating Youtube Ads and Twitter Promoted Trends into the
long-term social media strategy can boost visibility and drive
traffic to the corporate website and blog.

14. People don’t buy what you do. They buy how you do it.