Visit Lanarkshire Nov 2011
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Presentation to Lanarkshire Tourism Businesses, Nov 2011
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Visit Lanarkshire Nov 2011
- 1. ENERGISE2-0.COM Social Media for Sustained Business Growth Dr Jim Hamill – jim.hamill@energise2-0.com Alan Stevenson – alan.stevenson@energise2-0.com Vincent Hamill – vincent.hamill@energise2-0.com www.energise2-0.com
- 2. A conversation not a broadcast presentation ENERGISE2-0.COM
- 3. Agenda Questions? State-of-Play Videos Key things to remember about SM ‘Getting There’…. Even more questions…. ENERGISE2-0.COM
- 4. Let’s start with a few questions? ENERGISE2-0.COM
- 5. Questions About Social Media? ENERGISE2-0.COM
- 6. Social Media: The State of Play Where are you with social media? What progress has been made? Where are you going? ENERGISE2-0.COM
- 7. Our View on Progress Made Interest and enthusiasm has grown rapidly Everyone is now a social media expert Channels are being set up But lack of strategic planning leads to problems down the line - resourcing, content, customers, performance measurement etc A broadcast mentality prevails……. ENERGISE2-0.COM
- 8. Is there something fundamentally wrong with our approach to Social Media? ENERGISE2-0.COM
- 9. Something Wrong….. In too many companies, social media is seen as just another PR/marketing channel for broadcasting messages AT customers telling them how good we are Are our customers listening anymore? The rules of the game have changed! ENERGISE2-0.COM
- 10. Our Role Today Encourage you to adopt a new approach to social media – an ‘outside-in’, customer led approach Use social media as an engagement platform for talking WITH rather than AT customers Also – adopt a strategic approach ‘Social Media Planning Pays’ ENERGISE2-0.COM
- 11. Be Social New ‘mindsets’ are required to be successful in social media ‘BE SOCIAL BEFORE DOING SOCIAL’ ENERGISE2-0.COM
- 12. Two Videos • The Social Media Revolution • The Advertiser/Customer Break-Up Ask yourself – So What? Implications for my business? Implications for Lanarkshire/Scottish tourism? ENERGISE2-0.COM
- 13. Social Media Revolution ENERGISE2-0.COM
- 14. Advertising – Customer Breakup ENERGISE2-0.COM
- 15. The rules of the game have changed The 5 key things to remember about Social Media ENERGISE2-0.COM
- 16. 1. It’s a Revolution A fundamental and revolutionary change in online behaviour, expectations and the online customer experience. The end of the ‘read only’ internet Content generated by the network for the network We are no longer passive consumers of content/brand messages ENERGISE2-0.COM
- 17. 2. It’s Social A conversation not a broadcast platform Conversations are taking place relevant to your brand – are you listening? ENERGISE2-0.COM
- 18. The Connected Consumer ENERGISE2-0.COM
- 19. 3. Power Shift Social media empowers customers, empowers the network We no longer control the brand The brand becomes the customer experience of the brand – experiences that are widely shared online ENERGISE2-0.COM
- 20. ENERGISE2-0.COM
- 21. 4. Declining Effectiveness Declining effectiveness of traditional approaches to sales and marketing Does anyone listen any more? We are no longer passive sheep waiting to be ‘driven’ to your web site If you treat us like sheep, we will tell you to ‘flock off’. ENERGISE2-0.COM
- 22. Do You Listen? Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare (www.slideshare.com) ENERGISE2-0.COM
- 23. Do You Listen? ENERGISE2-0.COM
- 24. 5. The End of Business as Usual New ‘mindsets’, new business approaches and new performance measures are required NOT a broadcast medium. Its about listening to and engaging with customers, partners, your community, your tribe This is something we are not very good at doing. We prefer telling people how good we are ENERGISE2-0.COM
- 25. The End of Business as Usual ‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships ENERGISE2-0.COM
- 26. New Performance Measures • Business success depends on the quality of your customer base; the strength of the relationship you have with quality customers; and your ability to leverage that relationship • In a social media era, business success depends on the – Quality of your network – Relationship strength – Ability to leverage The 6Is Approach ENERGISE2-0.COM
- 27. Performance Measurement Involvement – network/community numbers/quality, time spent, frequency, geography Interaction – actions they take – read, post, comment, reviews, recommendations Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking Insight – customer insight Impact – business impact Social Media Monitoring Tools –Audit, Assess, Impact ENERGISE2-0.COM
- 28. The ‘6Is’ Approach Insight and Impact Influence Involvement Intimacy Interaction ENERGISE2-0.COM
- 29. Bob Dylan Come gather 'round people Wherever you roam And don’t criticise What you can't understand Your sons and your daughters Are beyond your command Your old road is Rapidly agin‘ Then you better start swimmin’ Or you'll sink like a stone For the times they are a-changin’ ENERGISE2-0.COM
- 30. A note on Inbound Marketing ENERGISE2-0.COM
- 31. Inbound Marketing Spread your content as widely as possible to get found Pull people to your web site, blog etc Flood your ‘funnel’ with suspects Analyse and Convert ENERGISE2-0.COM
- 32. Inbound Marketing ENERGISE2-0.COM
- 33. Inbound Marketing ENERGISE2-0.COM
- 34. What’s wrong with this approach? ENERGISE2-0.COM
- 35. Drowning in an Sea of Noise ENERGISE2-0.COM
- 36. Our Response ENERGISE2-0.COM
- 37. The Customer Manifesto We are not sales suspects, prospects or leads. We do not want to be converted We are no longer an ‘audience’ We are people. In fact, ‘We Are The People’ We are your customers and we are King! Social media empowers us. We control the Information Age. Welcome to our world, not yours! ENERGISE2-0.COM
- 38. The Customer Manifesto Don’t treat us like passive sheep waiting to be driven to your web site or blog Use social media to deliver exceptional Customer Experiences That way, we will become brand advocates and ‘spread the word’ for you Our network will listen more to us than you ENERGISE2-0.COM
- 39. We are the Children of the Revolution ENERGISE2-0.COM
- 40. ‘Getting There’ ENERGISE2-0.COM
- 41. Practical Advice and Next Steps to Avoid the Road to Nowhere ‘Social Media Planning Pays’ ENERGISE2-0.COM
- 42. ‘Getting There’ • Get more involved • Learn more • Develop a strategy • Implement • Monitor performance and business impact ‘Be Customer Led’ ENERGISE2-0.COM
- 43. Get more involved and learn more ENERGISE2-0.COM
- 44. A Workshop Near You….. ENERGISE2-0.COM
- 45. Another Workshop Near You..… ENERGISE2-0.COM
- 46. Develop a Strategy ENERGISE2-0.COM
- 47. Social Media Strategy and Action Plans ENERGISE2-0.COM
- 48. Social Media Strategy and Action Plans • Use a simplified Balanced Scorecard approach to social media strategy development and implementation • Will ensure that your future social media actions and initiatives are fully aligned with and supportive of agreed business goals; that KPIs are agreed for evaluating on-going social media performance, business impact and ROI; and that all key success factors are considered, including organization, people and resource aspects ENERGISE2-0.COM
- 49. Develop a Strategy • What is the overall social media vision for your organization? • What are the key objectives and targets to be achieved? • Who are your customers? • What are the key actions and initiatives you need to take? • Organisation, resource and people issues ENERGISE2-0.COM
- 50. Social Media Strategy Map Brief statement of your overall 2.0/Social Media Vision and Mission Strategic Objectives Strategic Objectives KPIs / Targets KPIs / Targets KPIs / Targets KPIs / Targets Customer Perspective Customer Customer Customer Customer Group 1 Group 2 Group 3 Group 4 Internal Management Perspective 2.0/Social Media 2.0/Social Media 2.0/Social Media 2.0/Social Media Initiative 1 Initiative 2 Initiative 3 Initiative 4 - Objectives - Objectives - Objectives - Objectives - KPIs - KPIs - KPIs - KPIs - Targets - Targets - Targets - Targets - Actions - Actions - Actions - Actions Organisation Perspective Organisation Resource People ENERGISE2-0.COM
- 51. Key Questions to Address • What is the overall social media vision for your organisation? • What are the key objectives and targets to be achieved from social media? Are these fully aligned with and supportive of your overall business goals and objectives? • Who are your customers? Where do you find them ‘hanging out’ on social media? How can you best engage with them? • What are the main Social Media Actions and Initiatives you need to take – short, medium and longer term? • What generic social media strategy should you follow (number of channels used/ depth of engagement in each channel)? ENERGISE2-0.COM
- 52. Key Questions to Address • For each priority Social Media Channel, what are your core objectives for that channel; what KPIs will be used for measuring on-going channel performance; what are your targets for each KPI; what key tasks are needed to achieve these targets? • Do we have the right organisational ‘culture’ and ‘mindset’ for Social Media? ‘Be social before doing social! Is the right organisational and decision-making structure in place? • Has agreement been reached on resource allocation? • Who will be responsible for your social media activities? What balance has been agreed between internal and external roles and responsibilities? ENERGISE2-0.COM
- 53. Key Questions to Address • Who is the Social Media Champion? • Do you have agreed Social Media Policies and Guidelines in place covering ‘Proper Use’, ‘Content Management’, ‘Customer Response Times/Quality’ and ‘Legal’ aspects? • Performance evaluation and business impact ENERGISE2-0.COM
- 54. Potential Business Benefits of Social Media ENERGISE2-0.COM
- 55. Business Benefits • Market Knowledge • Customer Insight and Understanding • Customer Interaction • Enhanced Customer Experience • Business Intelligence • Reputation Management ENERGISE2-0.COM
- 56. Business Benefits • Improved Sales and Marketing • Identify and network with high value, high growth prospects • Product Development and R&D e.g. engage and co-create • Internal cost savings • Improved Operations and Internal Processes • Increased ROI ENERGISE2-0.COM
- 57. Potential Business Benefits 5 main areas: • Market/Customer Knowledge & Insight • Engagement & Reputation Management • Enhanced Customer Experience and Loyalty • Sales/Marketing Effectiveness, Efficiency and ROI • Operations/ Internal Processes (open source and hosted apps) ENERGISE2-0.COM
- 58. ‘Be Customer Led’ ENERGISE2-0.COM
- 59. Be Customer Led • Who are our customers, community, tribe? • Where do they hang out in social media? • How can we best use Social Media to deliver an exceptional customer experience at all stages of the customer life cycle? ENERGISE2-0.COM
- 60. www.mashable.com ENERGISE2-0.COM
- 61. Who Are Your Customers? • Your Social Media Strategy should be aimed at building a ‘quality’ customer base i.e. a strong online network of high value, high growth potential customers providing your company with a strong foundation for achieving sustained growth and profitability • First step: – Undertake a detailed Customer Mapping and Segmentation Analysis to identify your ‘Most Valuable’ and ‘Most Growable’ customers (actual and potential) ENERGISE2-0.COM
- 62. Strategically position your customers on a Customer Value Matrix based on Customer Attractiveness Probability of Success ENERGISE2-0.COM
- 63. Customer Value Matrix ENERGISE2-0.COM
- 64. Strategic Implications ENERGISE2-0.COM
- 65. Quality Customer Growth Programme ENERGISE2-0.COM
- 66. Business Benefits of this Approach • Concentration of effort and resource on `quality’ customers – your ‘Most Valuable’ and ‘Most Growable’ customers • Improved value delivery to existing high value customers. Build learning relationships with them allowing you to better service their emerging needs and wants through highly customised and personalised products and services • Maximise customer retention, loyalty and advocacy; ‘Up’ and ‘Cross’ selling opportunities • Maximise customer profitability and lifetime value ENERGISE2-0.COM
- 67. Business Benefits of this Approach • Acquiring new `quality’ customers becomes easier because you have got it right for existing customers • Cost savings and improved marketing/sales efficiency through targeting limited resources on `quality’ customers (actual and potential) • Building sustained customer and competitive advantage through customer differentiation and brand advocacy • Erection of loyalty barriers preventing your competitors from stealing your `best’ customers ENERGISE2-0.COM
- 68. Social Media Monitoring ENERGISE2-0.COM
- 69. Monitoring the Conversations • Use Social Media Monitoring Tools to identify where your customers ‘hang-out’ online and to monitor the conversations relevant to your brand – also for measuring the ‘buzz’ about your brand • No or low cost tools such as Google Alerts, Yahoo Pipes, Social Mention, Topsy, IceRocket, Blogscope, Blogpulse and ViralHeat • More expensive and sophisticated tools such as Radian6, Alterian SM2, Sysomos Heartbeat and Infegy SocialRadar ENERGISE2-0.COM
- 70. Social Media Monitoring ENERGISE2-0.COM
- 71. Social Mention - Lanarkshire ENERGISE2-0.COM
- 72. Social Mention - Lanarkshire ENERGISE2-0.COM
- 73. Social Mention - Lanarkshire ENERGISE2-0.COM
- 74. Social Mention - Lanarkshire ENERGISE2-0.COM
- 75. Social Mention - Lanarkshire ENERGISE2-0.COM
- 76. Topsy – Lanarkshire Tourism ENERGISE2-0.COM
- 77. Topsy – Walking Holidays ENERGISE2-0.COM
- 78. Topsy – Walking Holidays ENERGISE2-0.COM
- 79. The Customer Experience Use Social Media to enhance the customer experience at all stages of the Customer Life Cycle ENERGISE2-0.COM
- 80. Customer Lifecycle ENERGISE2-0.COM
- 81. Action Plans Key issues in implementing your social media strategy – Channel Action Plans – Performance Measurement ENERGISE2-0.COM
- 82. Channel Action Plans • Once your Social Media Strategy has been agreed, brief Action Plans should be developed for each priority SM channel • Cascade the Balanced Scorecard approach to each priority channel e.g. Twitter, Facebook, Linkedin etc • But not ‘Paralysis by Analysis’ • The Action Plan for each channel should include a clear statement of….. ENERGISE2-0.COM
- 83. Channel Action Plans • Vision • Channel Objectives • KPIs and Targets • Customers • Key Channel Actions and Initiatives for ‘getting there • Organisation, resource and people issues • Tools and applications • Performance measurement • Do’s and Don’t’s ENERGISE2-0.COM
- 84. Performance Measurement To ensure that your Social Media activities deliver high ROI, it is important to monitor, measure and evaluate your social media performance on an on-going basis. Key questions to address: • What social media performance measures and KPIs should be used – both in terms of the overall ‘buzz’ created and measures for individual channels? • What tools/software will be used to assist performance measurement? • What reports will be produced, for who and how frequently? ENERGISE2-0.COM
- 85. Performance Measurement Should be undertaken at three main levels: • Individual social media channels • Overall ‘buzz’ • Business Impact Using the 6Is approach ENERGISE2-0.COM
- 86. Organization, Resource and People Issues • Organization, resource and people issues sit at the bottom of your SM Balanced Scorecard NOT because they are the least important issues to address. In fact, the exact opposite is true. The success of your social media strategy is very much dependent upon appropriate decisions being made in the areas listed below: ENERGISE2-0.COM
- 87. Organization, Resource and People Issues • Do we have the right organisational ‘culture’ and ‘mindset’ for Social Media? ‘Be social before doing social!’ Is the right organisational and decision-making structure in place? • Has agreement been reached on resource allocation? • Who will be responsible for your social media activities? • Do you have agreed Social Media Policies and Guidelines in place covering ‘Proper Use’, ‘Content Management’, ‘Customer Response Times/Quality’ and ‘Legal’ aspects? ENERGISE2-0.COM
- 88. In Summary……..‘Social Media Planning Pays’ ENERGISE2-0.COM
- 89. Thank You Questions www.energise2-0.com ENERGISE2-0.COM
Editor's Notes
- Market Knowledge: Competitors, Suppliers, Buyers, Influencers; Google insight, Google Alerts will provide a view on most companies within an industry. Also, there are a range of blogs and networks where amateurs and professionals will share their knowledge of a market. Customer Insight and Understanding: Listening to customers and prospects through the range of channels they inhabit; comments on YouTube, Networks where they ‘hang out’ Customer Interaction: the tools exist to not only listen and observe but also to discuss and converseBusiness Intelligence: media monitoring, alerts and related analysis tools provide a great source of structured Business Intelligence. You need not pay £600/month for the privilege, SocialMention and Google Alerts can keep you informed where you need to be. Reputation Management: one of the key aspects of web 2.0 is that it is Real Time. You can see and respond to comments as they arise and often, where the response is efficient and effective, create a positive effect. Consider, the Ethiopian Growers that challenged the coffee used by Starbucks in a video posted on YouTube. This video was viewed by 10,000 people. The CEO posted a response within 24 hours on YouTube, the response was viewed by several million.
- We believe there is a strong correlation between positive word of mouth, online buzz and sales and marketing. Needless to say there are now numerous means of getting your message out there, growing followers (through sites like Twitter, and energising your customer base). Web 2.0 is immediate and direct. The example I like to use is of a safety harness company based in Edinburgh who considered using a traditional approach to International Sales and Marketing – find an agent, find prospects, etc. An alternative approach we suggested, used LinkedIn to find the Health And Safety Director of the largest Construction Project in the world. Now it is not a leap to suggest filming the harness on YouTube and sending an email with a link saying you are in Saudi Arabia and would he like to meet up. Numerous examples of customer insight and feedback leading to product improvement. Many car companies use Second Life to test their designs. A site called eBags sends out the latest designs to their top raters on the site. Internal cost savings. No 10 Downing Street example…Improved Operations and internal processes. There are applications for literally anything – wikis that compete with licenced intranets, email freeware that is better than Outlook, hosted network sites for £20/month that would cost £thousands to replicate. Increased Return on Investment. The holy grail or the achiles heal of Web 2.0. How do you make money from this thing…there is a growing level of evidence to suggest that it works.