Effective Marketing using Social Media 2012Presentation Transcript
ICT KTN Online Business Essential Clinics Effective Marketing with Social Media creating & executing a strategy for the effective use of social media tools (February 2012)
@MobileMaggie Margaret Gold is an innovation & business launch specialist who provides strategic services to companies & institutes expanding or launching new businesses in the mobile industry. She specialises in collaborative innovation, and applying mobile technologies to other fields like Healthcare, Education & Science. Before that, she was a senior consultant at Edengene, where she worked with FTSE 100 companies to invent, develop and launch new products & services to market.
You have to do your Homework before creating a Social Media Strategy Experience Mapping Customer Definition Moments of Truth Experience Design Monitor
Make it remarkable enough for them to pay attention
Make it easy for them to spread
Let it work its own way to the mass market.
Seth Godin’s Purple Cows Moments of Truth http://www.fastcompany.com/magazine/67/purplecow.html
TOPICS Give them something fun, unique & repeatable to talk about – create curiosity gaps and triggers TOOLS Make everything shareable and forwardable , post content everywhere, free samples, find the multipliers TAKING PART Engage, share info & support, do shout-outs, say thank-you, say sorry TALKERS Know who’s doing the talking & influencing, and where the conversations are taking place TRACKING Listen to users, track topics and brand mentions, gather insights, measure & manage, respond and engage Moments of Truth
Jyri Engstrom’s Social Objects http://glennas.wordpress.com/2009/11/13/defining-requirements-for-social-web-applications-%E2%80%93-part-3-social-objects/
Hugh Macleod on Social Objects http://gapingvoid.com/2007/10/24/more-thoughts-on-social-objects/ http://gapingvoid.com/2007/12/31/social-objects-for-beginners/ Moments of Truth
Social Media is a tool across the Customer Journey Purchase Experience Problem / Need Awareness Enquiry Recommendation Retention Experience Mapping
Eric Ries: http://www.startuplessonslearned.com/ http://www.slideshare.net /venturehacks/the-lean-startup-2 Social Media is a tool across the Product Development cycle Experience Design
Social Media aids Rapid Iterations http://market-by-numbers.com/customer-development-services/ Experience Design
Choose your tools based on what you want to achieve http://www.elliance.com/aha/infographics/Social-Media-Building.aspx
Test & Measure Everything! http://seotermglossary.com/ab-testing/ Experience Design Monitor http://www.wired.co.uk/magazine/archive/2012/01/features/test-test-test
4 “Rules” of Campaign Design Give the consumer what they want - not what you want them to want ( competitions, sweepstakes, coupons, previews &exclusives ) Make your activity bite-sized Engage frequently: little and often is key Lots of little campaigns build relationships far more effectively than big one off campaigns. http://www.engagesciences.com/blog/2011/10/19/the-4-rules-of-social-media-marketing/
Social mostly boils down to Engagement http://darmano.typepad.com/logic_emotion/2009/05/social-engagement-spectrum.html
Putting together the action plan #1 define goals and objectives #2 identify your audience #3 learn from others #4 choose the tools to use #5 set the budget #6 develop content & social objects #7 define your KPIs #8 determine your resources #9 assign roles and responsibilities #10 monitor and measure
How easy is it to get started?
Is there a long registration process?
When does a commitment and a payment take place, and does that fit the need?
How easy is the service to use?
Does it meet the needs? Of your customer?
Are there hurdles, confusion points, short-comings that can be addressed?
How much support is provided?
Is feedback captured throughout the whole process?
What other needs could be met?
Problem / Need
What’s the problem to be solved, the job to be done?
How do developers express that need?
Where does it fit into all the other things they do?
How do your customers find out about your service, or any other solutions?
Where do conversations take place?
Where do your customers physically gather?
How well do you listen?
How clear are the marketing messages and website?
How do your customers make contact in order to find out more about your service and whether it’s the right one for them?
How do they make the decision to use the service or not?
Are there other routes through all of the tools their disposal?
Do users recommend the service to others?
Is it easy to recommend and share?
Does the service generate buzz?
Who’s doing the talking?
What customer outreach initiatives are being taken?
Do users come back and use the service again?
Do they try new elements of the service, scale up their usage?