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Effective Marketing using Social Media 2012
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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.
  • Transcript

    • 1. 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)
    • 2. @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.
    • 3.
    • 4. 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
    • 5. Customer Definition
    • 6. Customer Definition
    • 7.
      • 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
    • 8. 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
    • 9. Jyri Engstrom’s Social Objects
    • 10. Hugh Macleod on Social Objects Moments of Truth
    • 11. Social Media is a tool across the Customer Journey Purchase Experience Problem / Need Awareness Enquiry Recommendation Retention Experience Mapping
    • 12. Eric Ries: /venturehacks/the-lean-startup-2 Social Media is a tool across the Product Development cycle Experience Design
    • 13. Social Media aids Rapid Iterations Experience Design
    • 14. Minimum Viable Product
    • 15. Only now should you sit down and choose your Platforms
    • 16.
    • 17. Choose your tools based on what you want to achieve
    • 18.  
    • 19. Test & Measure Everything! Experience Design Monitor
    • 20. 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.
    • 21. Keep Track of the Statistics
    • 22. Social mostly boils down to Engagement
    • 23. 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
    • 24. 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
    • 25.