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Effective Marketing using Social Media 2012
 

Effective Marketing using Social Media 2012

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  • IMVU started life as an “IM add-on” product. It sounded like a brilliant strategy – on a whiteboard.

Effective Marketing using Social Media 2012 Effective Marketing using Social Media 2012 Presentation 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.
  • http://rlauterborn.com/pubs/pdfs/4_Cs.pdf
  • You have to do your Homework before creating a Social Media Strategy Experience Mapping Customer Definition Moments of Truth Experience Design Monitor
    • User research
    • Contextual analysis
    • Personas
    • Lovemarks
    • Requirements
    • Touchpoints
    • Need states
    • Emotional states
    • Narrative insight
    • Differentiators
    • Loyalty drivers
    • Priorities
    • ROI
    • Concept
    • Prototype
    • Validate
    • Ideation
    • Roadmap
    • Measurement
    • Dashboard
    • Tools
  • http://images.businessweek.com/mz/07/24/0724_6insiid_a.gif Customer Definition
  • http://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/ Customer Definition
    • Citizen marketers will sell “remarkable” ideas
    • Sell what people are buying
    • Focus on the early adopters and sneezers
    • 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
  • Minimum Viable Product http://www.rogerstringer.com/2011/03/page/2/
  • Only now should you sit down and choose your Platforms
  • http://www.invisiblepr.com/social-media-public-relations/
  • 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/
  • Keep Track of the Statistics
      • http://danzarrella.com/infographic-how-to-get-more-clicks-on-twitter.html
  • 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
  • Your Turn!
    • Purchase
    • 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?
    • Experience
    • 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?
    • Awareness
    • 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?
    • Enquiry
    • 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?
    • Recommendation
    • 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?
    • Retention
    • Do users come back and use the service again?
    • Do they try new elements of the service, scale up their usage?
    • Reclaimed, renewed, redeemed?
    • Has a relationship been developed?
    • How are past users communicated with?
    Strategic option: MYOA - Consumer
  • http://www.slideshare.net/goldenbushel/ict-ktn-minibar-online-business-essentials