Crafted media social media for business

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Crafted Media, a creative digital agency, gave a talk about social media for business to a group of firms. The talk took place at the headquarters of Beatons Group, an accountancy firm, on July 21 …

Crafted Media, a creative digital agency, gave a talk about social media for business to a group of firms. The talk took place at the headquarters of Beatons Group, an accountancy firm, on July 21 2011.

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  • Social recommendation and trust
  • You have visitors to your website and enquiries / sales through the website, now ensure that every channel is optimised by tracking, testing, analysing, learning, refining. Intelligent business comes from knowing your customers and how they interact with you now, and how they would like to interact with you in the future.
  • No longer just a few mates down the pub being asked about the bike I’m thinking of getting.


  • 1. Briefing: social media for business
  • 2. Hello from Crafted
    30+ Ipswich-based staff specialising in:
    driving sales & enquiries through engagement
  • 9. Social media IS media
    Media is mass communication. Social media is essentially tailored, targeted communication with ‘opted-in’ or self-selected target audience.
    Where are your customers now?
    (trying to find you)
    Where will they be next week?
    (engaging with you, or with your competitors)
  • 10. Relationships
    Mitch Lieberman states that:
    “Social CRM is about bringing “me” [the social customer] into the ecosystem…
    It is not about the technology, it is about the people, process and cultural shifts necessary to support and grow a business.”
  • 11. The value
    Recent research from Forbes demonstrates exactly how valuable Facebook Fans are to a brand:
    • They are 41% more likely to recommend a company
    • 12. 28% more likely to continue using them in the future
    • 13. Fans are worth on average $136.38 to a business and spend $71.84 more per year
    Search + Social Media increases CTR by 94 percent.
    (GroupM and comScore)
  • 14. So what are you talking about?
    Imagine if you could influence the conversation
  • 15. Communication
    Who are your customers?
    Where are they?
    What are they talking about?
    Every answer to these questions, or internal discussion you have around these questions, will help define both your business and marketing strategy.
    And your strategies will include digital media.
  • 16. Why?
    The opportunity lies where ‘new media’ meets traditional.
    But we’ve been calling it ‘new media’ for 10 years.
    Social is customer recommendations
    Social is conversation
    Social is relationship building
    Social is free, trusted advertising
    We look at how social is built in to the wider marketing strategy.
  • 17. Where?
    Location, Location, Relevance.
    The whole world is local to somewhere.
    • Google states that 20% of all searches have a local intent, that’s 2.8 billion searches per month globally
    • 18. Of mobile traffic, upwards of 50% of searches have local intent
    • 19. 23% of time spent accessing internet is on a mobile device
    • 20. More than 4 million business listings on Google have been claimed by business owners
  • How?
  • What not to do
  • 24. But get started
  • 25. Stop, look, listen
  • 26. It’s not all about Twitter
    LinkedIn CEO Jeff Weiner on the role of Google+
    ‘LinkedIn is for professionals, Facebook for family and friends, and Twitter for broadcasting short thoughts and information.’
    LinkedIn is networking, not marketing.
    Activity tends to be peer-to-peer, rather than business-to-client or customer.
    Other channels can be multiple things to multiple audiences.
  • 27. How?
    3 words you will hear a lot: word of mouth or WOM
    You, your products or services are being talked aboutand recommended!
    Set-up keyword alerts for your company name (and competitors) and core services. Sit and watch. Use it as a research channel!
    • Plan
    • 28. Set expectations
    • 29. Tweet in your tea break from your phone
    • 30. Or have set times: 30 minutes split out across the day
  • How?
    Say something (but not too much).
    Advise, comment, have an opinion, steal someone else’s!! (by agreeing with them), become a trusted source of information or expert commentary.
    You don’t have to be a big brand to be trusted!You need to be relevant.
    If it is relevant, it will get talked about: recommended / favourited / forwarded / retweeted / curated / heard.
  • 31. Creation vs curation
    Produce your own news and aggregate the news that is relevant to your business and your customers.
    Promote it as a source of convenient and essential information.
    Become a trusted / respected source of news and opinion.
  • 32. The way we need to be.
  • 33. The way we were
    It’s all about search, paid and natural.
    And conversion.
    And maybe a follow-up email.
    ‘traditional’ media
  • 34. The way we should be now
    Now, social influence during the search, research, purchase, post-purchase phase is more important than ever...
  • 35. Remember the basics
    The digital landscape is ever-changing, the key is to not get distracted by the latest shiny route-to-market, but integrate it with your existing activity.
    ‘Traditional’ approach:
    • Traffic – keyword to landing page
    • 36. User experience – from calls-to-action to form usability
    • 37. Conversion, retention, rinse, repeat...
    Understand the role that social plays within this process.
    Get them in the shop, sell to them (softly),
    ensure they come back...
  • 38. The basics +
    Enhance all of the above by knowing your customers.
    Who are they?
    Where are they?
    What are they talking about?
    The answer still lies in social media, but search & social are increasingly mobile. Learn from every channel.
    Crucially, once we’ve answered the above questions...
  • 39. What now?
  • 40. People haven’t changed the way they behave fundamentally,
    they are just more technologically enabled.
  • 41. Mobile
    Make sure your website works on a mobile.
    Mobile search
    Mobile commerce
    70% of people use mobile in-store. (Google)
  • 42. Mobile
    Mobile shouldn’t remove the opportunity to consultatively sell.
    There is less real estate to visually sell, so it is more important to focus on how your customers might view your business, products and services.
    • highlight your products, emphasise your services
    • 43. enable the user
    • 44. to reserve & collect
    • 45. to find store locations
    • 46. to do whatever they expect to be able to do
    Mobile is a new and complementary channel, not a replacement.
  • 47. Remember to not get excited about the shiny thing. Simply focus on where your customers are and how to sell to them
  • 48. So what?
    Just a website isn’t a strategy.
  • 49. So what?
    Just visitors will not keep you in business.
  • 50. So what?
    Just social networking is all talk and no trousers
  • 51. So sell
    Social media is the opportunity to engage your customers and clients via the most effective means.
    Social commerce
    Mobile commerce
  • 52.
  • 53. New technology
    Brand building
    New sales channel – iPhone mobile app
  • 54. Power of new channels
    The socialisation of your brand drives business.
    • Nearly 40% of consumers ’like’ companies on Facebook to publicly display their brand affiliation to friends. [Source: ExactTarget, via Social Media Examiner, October 2010]
    • 55. 40% click ‘like’ button for, or ‘liked’ a company, brand or association on Facebook to receive discounts and promotions. [Source: ExactTarget, September 2010]
    • 56. Consumers are taking control.
    • 57. But they are becoming easier to manipulate…I mean target.
  • Social commerce
    Shopping via Facebook is a new route
    Shopping within Facebook drives more shopping within Facebook
    and on your full website
    People are happy with the ‘security’
  • 58. Social change
    New platforms = new behaviour?
    Social commerce is e-commerce through social networks.E-commerce is selling products or services online.
    Is social change happening? How is the economy affecting the way we shop? How are any and all social factors affecting the way that we find, review and choose service providers?
  • 59. Social influence
    Social shopping and social influence are an integral part of our lives. (Note: I didn’t mention ‘online’ or ‘digital’ there).
    We seek out the opinions of our peers & trusted brands.
    Customer behaviour has not changed (much), but when we ask a question, or seek an opinion or recommendation, it is amplified.
  • 60. Social interaction
  • 61. The power of advocacy
  • 62. Off(line) and on again
  • 63. Be useful (93k views)
  • 64. Add value
  • 65. Daily (location-based) deals
  • 66. What next?
    By 2014, more people will be accessing the internet on their mobile phones than laptop / desktop computers*
    Leave here with questions: for the rest of the company.
    Don’t dismiss social media as something that you don’t understand.
    It is where your customers are, where they will be, and where business is getting done.
    And keep an eye on Google+ as it rolls out business pages...
    *Professor Manuel Castells – Digital Obama Architect
  • 67. Contact
    Tom Griffiths
    Sales & Marketing Director
    Tel: 01473 213222
  • 68. Image on slide 3
    Image on slide 18
    Image on slide 27
    Images on slides 6 and 23 from The Commons via Flickr.