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Ictktn online business essentials 2012 may

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  • IMVU started life as an “IM add-on” product. It sounded like a brilliant strategy – on a whiteboard.
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    • 1. ICT KTN Online Business Essential Clinics Effective Marketing with Social Media creating & executing a strategy for the effective use of social media tools (May 2012)
    • 2. @MobileMaggie
    • 3. http://rlauterborn.com/pubs/pdfs/4_Cs.pdf
    • 4. Social Media is a Strategic Tool Retention Problem / Need AwarenessRecommendation Enquiry Experience Purchase
    • 5. You have to do your Homework before creating a Social Media Strategy Cust om er Exper ience M ent s of om Exper ience Monit or Def init ion Mapping Tr ut h Design• User research • Touchpoints • Differentiators • Concept • Measurement• Contextual analysis • Need states • Loyalty drivers • Prototype • Dashboard• Personas • Emotional states • Priorities • Validate • Tools• Lovemarks • Narrative insight • ROI • Ideation• Requirements • Roadmap
    • 6. Cust om er Def init ionhttp://images.businessweek.com/mz/07/24/0724_6insiid_a.gif
    • 7. Cust om er Def init ionhttp://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/
    • 8. M ent s of om Tr ut hSeth Godin’s Purple Cows• 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. http://www.fastcompany.com/magazine/67/purplecow.html 9
    • 9. M ent s of om Tr ut h TRACKING TALKERS Listen to users, track topics Know who’s doing the talking and brand mentions, gather & influencing, and where the insights, measure & manage, conversations are taking place respond and engage TOPICS Give them something fun, TAKING PART unique & repeatable to talk Engage, share info & about – create curiosity gaps support, do shout-outs, and triggers say thank-you, say sorry TOOLS Make everything shareable and forwardable , post content everywhere, free samples, find the multipliers
    • 10. 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/
    • 11. M ent s of om Tr ut h Hugh Macleod on Social Objects http://gapingvoid.com/2007/12/31/social-objects-for-beginners/ http://gapingvoid.com/2007/10/24/more-thoughts-on-social-objects/
    • 12. M ent s of om Tr ut h
    • 13. Social Media is a tool across the Customer Journey Retention Problem / Need AwarenessRecommendation Enquiry Experience Purchase Exper ience Mapping
    • 14. Social Media is a tool across the Product Development cycleExper ience Design Eric Ries: http://www.startuplessonslearned.com/ http://www.slideshare.net/venturehacks/the-lean-startup-2
    • 15. Exper ience Social Media aids Rapid Iterations Design http://market-by-numbers.com/customer-development-services/
    • 16. Minimum Viable Producthttp://www.rogerstringer.com/2011/03/page/2/
    • 17. Only now should you sit down and choose your Platforms
    • 18. http://www.invisiblepr.com/social-media-public-relations/
    • 19. Choose your tools based on what you want to achieve http://www.elliance.com/aha/infographics/Soci al-Media-Building.aspx
    • 20. Social mostly boils down to Engagement http://darmano.typepad.com/logic_emotion/200 9/05/social-engagement-spectrum.html
    • 21. 4 “Rules” of Campaign DesignGive the consumer what they want - not what you want them towant (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/
    • 22. Exper ience Monit or Design Test & Measure Everything! http://www.wired.co.uk/magazine/archihttp://seotermglossary.com/ab-testing/ ve/2012/01/features/test-test-test
    • 23. Keep Track of the StatisticsMonit or http://danzarrella.com/infographic-how-to-get-more-clicks-on-twitter.html
    • 24. Monit or http://smsci.danzarrella.com/
    • 25. The 5 best low-cost monitoring toolsMonit or http://www.monitoring-social-media.com/the-5-best-low- cost-social-media-monitoring-tools
    • 26. Putting together the action plan#1 define goals #2 identify #3 learn from othersand objectives your audience #4 choose #6 develop content #5 set the budget the tools to use & social objects #8 determine your #9 assign roles and#7 define your KPIs resources responsibilities #10 monitor and measure
    • 27. Strategic option: MYOA - Consumer Your Turn! Problem / Need Retention • What’s the problem to be solved, the job to be done? • Do users come back and use the service again? • How do developers express that need? • Do they try new elements of the service, scale • Where does it fit into all the other things they do? up their usage? • Reclaimed, renewed, redeemed? • Has a relationship been developed? • How are past users communicated with? Awareness • How do your customers find out about your service, or any other solutions? • Where do conversations take place?Recommendation • Where do your customers physically gather?• Do users recommend the service to others? • How well do you listen?• Is it easy to recommend and share? • How clear are the marketing messages and• Does the service generate buzz? website?• Who’s doing the talking?• What customer outreach initiatives are being taken? 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 Experience or not? • How easy is the service to use? • Are there other routes through all of the tools their • Does it meet the needs? Of your customer? disposal? • Are there hurdles, confusion points, short- comings that can be addressed? Purchase • How much support is provided? • How easy is it to get started? • Is feedback captured throughout the whole • Is there a long registration process? • When does a commitment and a payment process? take place, and does that fit the need? • What other needs could be met?
    • 28. http://www.slideshare.net/goldenbushel/ict-ktn-minibar-online- business-essentials