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How Social Media is thought to plug into a business My Marketing could use some of that social media!
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
The four core disciplines of Social Media Mgmt.
… are also the four phases of Social Media program dvlpmt.
Making Social Media Actually Work for Your Organization...
Rule #8: Social media does not erase business goals.
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.
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?
Macro ObjectivesAs an organization, what are my most important objectives?
Micro ObjectivesAs a department, what are my most important objectives?
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
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
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.
Rule #9: Flexibility and adaptability trump expertise
If you aren’t using social mediato become a better company, you aren’t using it right.
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.)
@thebrandbuilder OlivierBlanchard.net Tha yo , nk u B rses usl!!! Learn more at smROI.net