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Socialmediamarketingkeynotebyolivierblanchardatfusionmarketingexperiencebrussels 110325092927-phpapp01


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How Social Media is thought to plug into a business …

How Social Media is thought to plug into a business

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  • 1. olivier alain blanchard@thebrandbuilder
  • 2. How Social Media is thought to plug into a business My Marketing could use some of that social media!
  • 3. How Social Media actually plugs into a business Customer Acquisition Online Reputation Management Community Management Advertising Crisis Management P.R. Lead Generation Business Development Recruiting Market Research Education Internal collaboration Advocacy MarketingCorporate Communications Sales Customer Support Consumer Insights Thought Leadership Business MeasurementEvent Management Customer Retention Mobility Search/SEO Fund-Raising
  • 4. The four core disciplines of Social Media Mgmt.
  • 5. … are also the four phases of Social Media program dvlpmt.
  • 6. Making Social Media Actually Work for Your Organization...
  • 7. … starts with the right question.
  • 8. Unfortunately, there are lots of wrong questions…
  • 9. What if we are already doing email marketing?
  • 10. Should we outsource our social media program?
  • 11. What should we post on our Facebook page?
  • 12. How many Twitter followers should we shoot for?
  • 13. What’s a good number of tweets per week?
  • 14. Do we need a community manager?
  • 15. Should the Marketing department manage this?
  • 16. Social media is a Marketing function!
  • 17. No. Social media isa Public Relations function!
  • 18. Everyone knows thatsocial media is really a conduit for digital advertising!
  • 19. I think he means Customer You’re all wrong. Service. It’s a Consumer Insights function.
  • 20. Bo-ring! Isn’t social media all about conversations and engagement with the community?
  • 21. Are you serious?
  • 22. Let’s start over. Unlearn everything. Start fresh.
  • 23. Lesson #1:Social Media is notjust a marketingchannel, so don’ttreat it like one.
  • 24. Think beyond the now.Customer CustomerAcquisition Retention Customer Development
  • 25. Think a year from now. Customer Customer Acquisition RetentionDon’t only focus on this. Customer Development
  • 26. Lesson #2: Social media plugs into all of your business functions, from customer service to market research..
  • 27. One Social Media role cannot properly serve all of an organization’s needs. Social Media Strategy? Customer Business Community Mgr. HR Marketing PR Service Development Blogger guy
  • 28. Properly deployed Social Media looks like this: Customer Business Community Mgr.HR Marketing PR Service Development Blogger guy
  • 29. We’re all using it. It fits nicely everywhere.
  • 30. Lesson #3: Don’t over-think it.
  • 31. 1. Use social media to learn everything you couldn’t 6 months ago.2. Use social media to be more useful than the other guys.3. Repeat.
  • 32. Rule #4: He who creates the most refreshing value wins.Use social media as a differentiator.
  • 33. Building a page isn’t enough. Now you own it.
  • 34. How hard is it to include your contact info?
  • 35. How much value does this provide?
  • 36. “We need to be on Facebook.”
  • 37. Compare this version of “engagement” with reality.
  • 38. Rule #5: You cannot buy better social media.
  • 39. Social Media is a visible extensionof who you are as a company. It is both a microphone and a mirror.
  • 40. You can fake being nice,but it is going to be VERY hard to keep it up every day for the next 20 years.
  • 41. You are always only one *sshole awayfrom losing your best customer. Social media or not. (Hire well.)
  • 42. Rule #6: Just because something looks cool, makes a lot of noise……and costs a lot of money doesn’t mean it will actually work.
  • 43. Zero planning. Zero monitoring.Zero response ability. Zero expertise. Zero effectiveness.
  • 44. Oh sh*t!
  • 45. Rule #7: Have a plan.
  • 46. Meanwhile…
  • 47. Rule #8: Social media does not erase business goals.
  • 48. Social media is there to serve the needs of your business.“What are you trying to accomplish?” Define the objective FIRST. THEN come up with the tactics.
  • 49. More traffic to brick & mortar stores? More loyal customers? More engagement? More mindshare? More exposure? So what do you or your clients want?More visitors to their website? More market share? More sales? More positive press? More positive perception?
  • 50. Macro ObjectivesAs an organization, what are my most important objectives?
  • 51. Micro ObjectivesAs a department, what are my most important objectives?
  • 52. A word about Goals: Goals are not targets.Amplify marketing efforts Increase net new customersIncrease net unique website visitors Increase market share Increase mindshare Improve reputation with investorsIncrease sales revenue Increase positive recommendations/WOM Increase the number of followers Attract better talent Increase customer participation Increase positive sentiment
  • 53. Set targets. Be specific. Be clear. +500 net new transacting customers this Q+8000 net new website visitors this M +3% more market share YoY+13% sales revenue YoY 200 Net new followers this W 100% increase in pos.sentiment
  • 54. Build your measurement methodology from these targets. Don’t just focus on the usual “social media” metrics: New Twitter followers “Likes” Retweets Click-throughs Brand mentions Impressions Focus on YOUR objectives and targets.
  • 55. Rule #9: Flexibility and adaptability trump expertise
  • 56. Rule #10: Don’t be a clone.
  • 57. What ends up working will be unique to your needs.
  • 58. And finally… A final piece of logical advice…
  • 59. If you aren’t using social mediato become a better company, you aren’t using it right.
  • 60. Ways in which Social Media can help a business: Sales Net New Customers, Increased Frequency of Transactions, promo exposure Increased yield (average $ value per transaction), and product penetration Customer Support Immediate feedback and response, positive impact in public forum, cost reduction Human ResourcesMore effective recruiting, online monitoring of employee behavior (risk management) Public Relations Online Reputation Management, improved brand image via Social Web Customer LoyaltyIncreased interactions, better quality of interactions, deeper relationship with brand, Increased trust in brand, increased mindshare of brand, greater values alignment Business Intelligence Know Everything. (No, really.)
  • 61. @thebrandbuilder Tha yo , nk u B rses usl!!! Learn more at