ICT KTN / Minibar online business essentials

ICT KTN Online Business Essential Clinics #4: Effective Marketing with Social Media creating & executing a a strategy for the effective use of social media tools

@MobileMaggie Margaret Gold is an innovation & business launch specialist who provides strategic advisory services to companies & institutes expanding or launching new businesses in the mobile industry. 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. An ‘idea-to-launch’ community platform for the collaborative development of mobile innovations

http://rlauterborn.com/pubs/pdfs/4_Cs.pdf

Eric Ries: http://www.startuplessonslearned.com/ http://www.slideshare.net /venturehacks/the-lean-startup-2 The Lean Startup

Social Media is a tool throughout the Customer Journey Purchase Experience Problem / Need Awareness Enquiry Recommendation Retention

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

http://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/

It’s mostly about Word of Mouth TALKERS Know who’s doing the talking & influencing, and where the conversations are taking place 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 TRACKING Listen to users, track topics and brand mentions, gather insights, measure & manage, respond and engage TAKING PART Engage, share info & support, do shout-outs, say thank-you, say sorry

Citizen marketers will sell “remarkable” ideas
Innovators should adopt the 1% rule
If you don’t find the “sneezers” or connectors, the 80/20% rule won’t matter
Work backwards
Build your brand around your idea first. If the community you are targeting does not coalesce and rally around the idea, continuing to build the product is irrelevant
Create your own “blue ocean”
If you play it safe and go by the rules of your industry, value chain, and business model – you’re dead!
Most industries and markets are saturated and highly concentrated.
Purple Cows

Only now should you sit down and choose your Platforms

http://www.invisiblepr.com/social-media-public-relations/

Choose your tool based on what you want to achieve http://www.elliance.com/aha/infographics/Social-Media-Building.aspx

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

Some Resources READ

Some Case Studies STUDY Blogs (Johnson & Johnson, Delta Air Lines) Bookmarking/Tagging (Adobe (adobe AIR), Kodak) Brand monitoring (Dell, MINI) Content aggregation (Alltop, EMC) Crowdsourcing/Voting (Oracle, Starbucks) Discussion boards and forums (IBM, Mountain Dew) Events and meetups (Molson, Pampers) Mashups (Fidelity Investments, Nike) Microblogging (method, Whole Foods) Online video (Eukanuba, Home Depot) Organization and staffing (Ford, Pepsi) Outreach programs (Nokia, Yum Brands) Photosharing (Rubbermaid, UK Government) Podcasting (Ericsson, McDonalds) Presentation sharing (CapGemini, Daimler) Public Relations (Avon, Intel) Ratings and reviews (Loblaws, TurboTax) Social networks: applications, fan pages, groups, and personalities (British Airways, Saturn) Sponsorships (Coca-Cola, Whirlpool) Virtual worlds (National Geographic, Toyota) Widgets (Southwest Airlines, Target) Wikis (Second Life, T-Mobile Sidekick) http://www.beingpeterkim.com/2008/09/ive-been-thinki.html http://www.ignitesocialmedia.com/26-social-media-marketing-examples-in-detail/

Now for 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

… some anecdotes to close….

Break-out Session
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

Now for 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

A boot-strapping PR to-do list
Create a press release that announces your new business. Make sure that its title has the keywords that your customers will use to search Google for the type of product or service you sell. For example “Premium Dog Walking Service Launched in Cambridge” or “Solar Battery for Laptop Computers”. Include the search term in the first one hundred words of the press release and again in its summary.
Make sure the address of your website and your phone number appear in the release.
Post this release on sites like prlog.com , bignews.biz and openpr.com . Note that all these sites will get a well written release listed on news.Google.com as well as hundreds of other sites. That means that when people search for what you sell it will be easier to find you.
Publish one or two similar news releases every week. Reuse the same keywords and phrases over and over again so that your company will climb to the top of listings for those terms on Google. You can write a release about new customers you’ve acquired, hassles your customers face, solutions for problems you’ve found for your customers, etc. This is one of the best marketing investments you can make.
Add your press releases to your website. That helps insure that your natural Google ranking for the search terms is maximized.

Applications / Hosted Services
Hosted Blogs
Blogger
WordPress
Typepad
Movable Type
Yahoo 360
Others: http://www.forbes.com/bow/b2c/category.jhtml?id=311
Forum
Vbulletin
PhPBB
Invision
SMF
Jive Forums
Content Management Systems (CMS)
eZPublish
Joomla
WebGUI
Mambo
HotBanana
E-commerce platforms
Monster Commerce Pro
GoEmerchant
OSCommerce
Zen Cart
ShopSite Pro
E-mail Marketing
Constant Contact
Lyris
EmailLabs
JangoMail
ExactTarget
SafeUnsubscribe
Analytics
Urchin
Google
FeedBurner
VisiStat
CoreMetrics
http://www.websitemagazine.com

Dan Zarrella, Social Media Marketing and Viral Marketing Scientist URL: http://danzarrella.com/#
How Social Media Drives New Business: Six Case Studies URL: http://techcrunch.com/2010/07/17/how-social-media-drives-new-business-six-case-studies/
A Look Back at the Last 5 Years in Social Media URL: http://mashable.com/2010/07/20/last-5-years-social-media/
26 Social Media Marketing Examples in Detail | Ignite Social Media URL: http://www.ignitesocialmedia.com/26-social-media-marketing-examples-in-detail/
A Wiki of Social Media Marketing Examples URL: http://wiki.beingpeterkim.com/
Social Media's Critical Path: Relevance to Resonance to Significance - The Conversation - Harvard Business Review URL: http://blogs.hbr.org/cs/2010/07/social_medias_critical_path_re.html
How to win at Facebook in three weeks | Econsultancy URL: http://econsultancy.com/blog/6239-how-to-win-at-facebook-in-three-weeks
Top 28 Sophisticated Tools for Social Media | Websudasa Blog URL: http://www.websudasa.com/blog/2009/09/top-28-sophisticated-tools-for-social-media/
Social Media Marketing Toolbox for Businesses | Interactive Marketing Blog URL: http://www.ffwd.net.nz/blog/2009/12/social-media-marketing-toolbox-for-businesses/
The 22 Step Social Media Marketing Plan URL: http://mashable.com/2008/11/07/social-media-marketing-plan/
5 Trust Agents Who Are Changing the Face of Twitter | All Up in Your Business | Fast Company URL: http://www.fastcompany.com/blog/lydia-dishman/all-your-business/fine-art-trust-makeover?partner=homepage_newsletter

MARKET RESEARCH TOOLS (market feedback, product/service reviews, industry updates): • Get updates on who’s talking about you, your industry, your customers – Google Alerts • Find out what’s happening in all the topics that interest you – Alltop , Backtype , LinkedIn Answers , Yahoo! Answers • Get your products reviews and feedback – Crowdstorm , GetSatisfaction • Find out about great websites recommendations – StumbleUpon • Organize RSS feeds from media sites and blogs – Google Reader SHARING TOOLS: Content sharing tools • Share photos – Flickr • Share original writings – Scribd • Share PowerPoint presentations – Slideshare • Share videos and music – YouTube , My Space • Livecast hosting – Justin.tv , BlogTV , UStream , Qik , Flixwagon , Kyte , LiveCastr • Share your profile – Google Profile Publication tools • Wikis – Wikipedia , Wikia , Wetpaint • Citizen journalism portals – Digg , Newsvine SHARING TOOLS: Content sharing tools • Share photos – Flickr • Share original writings – Scribd • Share PowerPoint presentations – Slideshare • Share videos and music – YouTube , My Space • Livecast hosting – Justin.tv , BlogTV , UStream , Qik , Flixwagon , Kyte , LiveCastr • Share your profile – Google Profile Publication tools • Wikis – Wikipedia , Wikia , Wetpaint • Citizen journalism portals – Digg , Newsvine SOCIAL NETWORKING TOOLS: • Social networks – Facebook , Bebo , Hi5 , Orkut • Niche networks – LinkedIn , Boompa Social aggregation – FriendFeed , Socializr, Socialthing!, lifestrea.ms, Profilactic • Create your own social networking – Ning • Organize business contacts via the web – Plaxo Discussions tools • Forums – PHPbb, vBulletin, Phorum • Video forums – Seesmic • Instant messaging – Yahoo! Messenger, Windows Live Messenger, Meebo • VoIP – Skype, Google Talk • Find relavant groups – Google Groups

BLOGGING TOOLS: • WordPress, TypePad, Joomla, Technorati, IceRocket, Google Blog Search MICROBLOGGING TOOLS: • Twitter, Pownce, Jaiku, Plurk, Adocu VIRTUAL WORLDS TOOLS: • Virtual worlds – Second Life, Entropia Universe, Stardoll, Club Penguin • 3D chats – Habbo, IMVU SOCIAL GAMING TOOLS: • Social gaming platforms – ImInLikeWithYou, Doof • Casual gaming portals – Pogo, Cafe, Kongregate • Social networks enabled games – Three Rings, SGN MEASURMENT TOOLS: • Provide good overview of analytics and site demographics – Quantcast, Google Analytics, Alexa • Track the performance of your and competitors’ keywords – Hubspot • Grade your website on a number of analytics and social media indicators – Website Grader • Compare tool for web analytics-type information – Compete.com

ICT KTN / Minibar online business essentials

by Margaret Gold on Oct 20, 2011

Accessibility

Categories

Tags

Upload Details

Usage Rights

2 Embeds 10

Statistics

ICT KTN / Minibar online business essentials — Presentation Transcript

http://paper.li	7
http://a0.twimg.com	3