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Spredfast pocketguide-final Document Transcript

  • 1. SOCIAL MEDIA POCKET GUIDE 6 Ways to Use Social Media for Business andPractical Guidance on Developing Full-Scale Programs
  • 2. AN INTRODUCTION TO THE SOCIAL MEDIA POCKET GUIDEIn just a short time, social media has become a ubiquitous mainstay in the lives of consumers. Popularplatforms have rapidly grown to hundreds of millions of users, and the adoption of social media platformshas no end in sight.This social media “revolution” has changed the traditional, corporate monologue into a two-way dialoguewith customers and prospects.Social media: followers and friends Harnesses the importance and relevancy of “now” – real-time, immediate communications marketing communications channelsWhat this means for businesses is the time to embrace social media channels to reach customers andprospects is now. And while social media marketing and communications is no small task to undertake,there are six objectives every company should consider to have at the core of their social activity. Theseinclude: 1. Building Brand Awareness 2. Making Customer Service Personal with Social Media 3. Adding Events to Social Media Programs 4. Adding Social Media to Product Introductions 5. Embracing Social Media to Build Your Sales Pipeline 6. Activating Your Community to Take ActionThis guide walks through each of the “Big Six” objectives and provides a tactical overview of the businesscase, team considerations and actual content examples and templates to use for your social mediainitiatives.In other words, the following pages can be used as a cheat sheet on how to get started today usingproven tactics and best practices, with sample content and examples to help jump-start your social mediasuccess.Social Media Pocket Guide© 2011 Spredfast 2
  • 3. CASE #1 BUILDING BRAND AWARENESS Case #1 - Building Brand Awareness BUSINESS CASEUsing social media to build brand awareness is the number one goal of most social media marketers.Hundreds of millions of people are talking, learning and engaging through social media channels. Ifcommunication channel in the marketing mix.audiences who are hungry for information and conversation. For professional communicators, havinghave.Social Media Pocket Guide© 2011 Spredfast 3
  • 4. THE TOP FOUR ARGUMENTS FOR USING SOCIAL MEDIA FOR BRAND AWARENESS: Case #1 - Building Brand Awareness Building branding awareness is centered around reaching more people. One1. Reach of the strengths of social media is wide reach, and employing the use of2. Traffic As media becomes more fragmented, social media helps reach new and3. New Audiences these people. to share, educate and provide relevant information to your prospects and4. Expertise that highlights the expertise you hold in your respective industry. TEAM TRAITS & EXPERTISE Outgoing, willing to be “face” of the company Strong knowledge of company background, its products or services Engaging “online” personality; genuine Strong writer Understanding of relevant corporate content to shareSocial Media Pocket Guide© 2011 Spredfast 4
  • 5. CONTENT1. Details About the Company, Including Services and Offerings Case #1 - Building Brand Awareness Examples: Tweet pictures or details around a fun Post a YouTube video showcasing clients company function. talking about how they use your product. Post on Facebook sharing the latest Upload a presentation to SlideShare information and updates about your highlighting your industry, services, and products or enhancements in services. importance of your area of expertise.2. Thought Leadership ContentBeyond corporate collateral, your business is probably publishing content that illustrates your domainexpertise. This is commonly referred to as thought leadership and is powerful in raising awareness. If yourfocus is B2B, this might be a white paper or best practices guide. If you are consumer focused, this mightwhile elevating your placement as a leader in your space. Examples: Share a link on Facebook of the latest Upload pictures to Flickr, tagged with your whitepaper or helpful article published by company and keywords, showing your Create a series of Tweets sharing interesting product facts tied to interests that resonate Share a YouTube video of employees giving with your target audience. advice on how to use your product or service in creative ways.3. Company NewsEvery company has interesting activities happening regularly. Maybe you hired a new leader who brings anexciting or unique background. Or perhaps you have a new corporate initiative worthy of sharing publicly.All of these news updates help highlight what type of company you are and promote the growth of yournetwork by building interest in your corporate activities. Examples: Interview new team leaders about what they are excited about and include as a post on teams that work there. corporate blog – written or videoed. Post public facing presentations for product Post a Flickr image of a corporate social and service announcement details on initiative promotion poster to share what SlideShare. your company is doing to give back to the community.Social Media Pocket Guide© 2011 Spredfast 5
  • 6. 4. Questions for Feedbackfrom others. Asking for input gets more people engaged with your brand and sharing ideas across their Case #1 - Building Brand Awarenessnetworks. As a bonus, input can be used to learn about your network and potentially used for aspects offuture marketing. Examples: Always pose a question at the end of blog favorite aspect of the latest product, service posts asking if readers have any other ideas or communications campaign focus area. or helpful feedback. Introduce a Facebook poll asking what areas Ask what type(s) of industry-related content of your product, new features, or services your community cares about the most. useful to help inform what the best content is for your brand.5. Community ContentMany people keep up with social media accounts to learn about industry news. Employees of companiesare followed because they talk about their industry – not just the product they sell. Marketing agenciesare followed because they share content from leaders in their space – not just their services. And millionsof people follow companies because they share noteworthy news about their industry, the people in it andthird party resources – not just for discounts or product news. Examples: Write a blog post sharing helpful resources Enhance Your Blog: from industry leaders. 10 Tips to Make Your Blog Best in Show Share links to industry events in which your network may be interested in attending.6. Researchtangible products may conduct research on user perceptions or quality of ingredients. This researchunique positioning in your industry. Examples: Post industry infographics and charts on Share your research with well-known Flickr with relevant tags. bloggers and invite them to share insights with their readers. Interview the person(s) leading research projects on video to post to YouTube for additional insights. part series of blog posts to grow readership over time.Social Media Pocket Guide© 2011 Spredfast 6
  • 7. 7. Customer Success StoriesSometimes these are formal case studies based on lengthy results. Other times, they are prompted or Case #1 - Building Brand Awarenessspontaneous content shared by your community. Regardless, sharing customer success allows results andpersonal feedback of customers to speak on behalf of your company. Examples: Invite customers to write guest blog posts Ask for user submitted videos of anecdotes to discuss interesting product experiences about your product or service. Interesting stories and testimonials help break through the clutter and get attention. Tweet links to success stories, tagging customers and partners discussed to make them aware they can share the content, too.Real World Content ExamplesLeft: TOMS Shoes uses Twitter to send out updates and pictures to their followers around their One Day Without Shoes campaign.Top Right: HomeAway uses Facebook polls to engage their community by asking for feedback on travel related questions.Bottom Right: Carnival Cruises posts pictures to their Flickr page showing customers in action enjoying various activities available while on a Carnival Cruise.Social Media Pocket Guide© 2011 Spredfast 7
  • 8. MEASUREMENT Case #1 - Building Brand Awareness1. Activity to Engagement Ratioto engagement (or interactions) from your audiencewill help determine the value of your content. In socialmedia, value is displayed by engagement.2. Potential ImpressionsMere exposure to your content is important when the goal is to build familiarity with your brand. Contentinformation is being delivered via trusted sources.3. Confirmed Impressionstime vested in your brand via views of your content, social media sitesnot necessarily in network because not everyone will publicly displaytheir commitment to your brand.4. Change in Current NetworkWhen someone opts into your social network as a fan, friendor follower, a relationship is established with that user. Acommitment to your brand.5. Comments & RepliesComments and replies are great resources for qualitativevalidation that your network is paying attention to the content and messages you share.6. Mentions by AudienceKeeping track of independent mentions by your audience will help to identify how often your brand isbeing discussed publicly and if you have any brand advocates. You will know when your initiative hasgone beyond the pushing of a message by your brand and has become something people are spreadingawareness of in their personal networks.Social Media Pocket Guide© 2011 Spredfast 8
  • 9. CASE #2 MAKING CUSTOMER SERVICE PERSONAL WITH SOCIAL MEDIA BUSINESS CASE Case #2 - Making Customer Service Personal with Social MediaThe advantage of using social media for customer service is simple – it allows for fast, personal responsesto your customer base on the platforms on which they prefer to communicate.Your customers are talking about you right now on Twitter and Facebook. They may be asking questionsabout you on LinkedIn. Or, they may be leaving tips or recommendations about your services on locationbased services.customers.Social Media Pocket Guide© 2011 Spredfast 9
  • 10. THE TOP FOUR ARGUMENTS FOR USING SOCIAL MEDIA FOR CUSTOMER SUPPORT1. Immediacy in real time and let customers know you are working to help them. Case #2 - Making Customer Service Personal with Social Media Helpful responses publicly show clients, and potential prospects, the2. Helpfulness helps build a positive brand perception. Find customers with new issues you might not otherwise see. Not everyone3. Discovery make a public statement about you within their network. Social media builds on personal connections. By providing customer support4. Personal on your social channels, you make the experience more personal for your customers. TEAM TRAITS & EXPERTISE Responsive Friendly or personable Ability to work across multiple divisions/ teams to get needed info/updates Conversational Strong knowledge of products or serviceSocial Media Pocket Guide© 2011 Spredfast 10
  • 11. CONTENT1. Managing Expectations Case #2 - Making Customer Service Personal with Social Media Examples: Reply to Facebook wall posts asking escalated his or her issue. customers for information to further investigate posted issues. and provide an update that you will get back to them.2. Building Relationshipsa customer service initiative is among the best to cater to your fans. It particularly pays to do so with your Examples: patience by rewarding good behavior. other interests and start a conversation on Facebook. Retweet someone who says something interesting and relevant to the greater community.3. TroubleshootingResolving issues in a timely, reliable manner is a fundamental part of excellent customer support. Thiscustomers expect the public help. Examples: Post a Facebook response asking customers Suggest a solution to a problem on Twitter for more information about publicly shared or Facebook with a link to a web tutorial for problems. more information. Send a Tweet with a suggestion about how to troubleshoot an issue.Social Media Pocket Guide© 2011 Spredfast 11
  • 12. 4. Sharing Public Resourcese-commerce or build a knowledge base. These can be the perfect supplement for responding to inquiriesrequiring in-depth explanations or for using proactively to prevent customer problems before they arise. Examples: Case #2 - Making Customer Service Personal with Social Media Post a Facebook link that includes directions Send a Tweet linking your followers to a wiki to your repair locations. for detailed resources.5. Define Social Support Scope Examples: Write a Facebook post introducing a product Send a Tweet sharing new product specialist available to help. availability and invite questions through the channel. Share on Twitter bio any geographic limitations or time availabilities for support.6. Customer Educationan advantage. This applies across virtually all industries. If you work for a consumer electronics company,this may mean explaining product lines. If you are an insurance provider, this may mean providing tips fornatural disaster readiness. Examples: Create a YouTube channel devoted to short Update your Facebook status or wall post tutorial videos on product(s) and services. asking customers to share their favorite uses of a product. Send a series of Twitter tips on how to preserve or protect a product.7. Customer-Centric AnnouncementsCustomer service-oriented channels are a natural place for customer-centric announcements. These canoften preempt much of the activity you may receive from customers in terms of questions or concerns. Examples: Send a Tweet or update your Facebook Write a blog post outlining new product status indicating a known service upgrades with tips on how to best use the interruption or scheduled maintenance. product. Send a Tweet letting customers know about a product or software enhancement.Social Media Pocket Guide© 2011 Spredfast 12
  • 13. Real World Content Examples Case #2 - Making Customer Service Personal with Social MediaTop: Discover uses Twitter to make customer-centric announcements such as the option to get cash back on certain purchases and discounts only available tocardholders.Middle: Samsung shares video product demonstrations on YouTube to walk users through using new products.Bottom:further investigation.Social Media Pocket Guide© 2011 Spredfast 13
  • 14. MEASUREMENT1. ImpressionsViews to your customer support content, social media Case #2 - Making Customer Service Personal with Social Mediachannels and web page will measure the number ofpeople searching for support-related content.2. ActivityIn a customer service initiative, activity can be seen as3. Activity Assigned but Not Completed and Activity Completedwant to track the follow-through rate to guarantee expectations are met.4. Mentions by Audiencementions of your brand will allow you to acknowledge and address mentions of your brand.5. Average Engagement by PublicationUndoubtedly, certain topics will appeal to a broader audience.Average engagement by publication will evaluate how useful (orvaluable) your content is to a broader audience.6. Monitor Success by Content Label (such as “Thank You”)Tracking the performance of social media contentby segmenting what types of content performs best,allows you to learn which type of content is mostteams to prove the impact of work.Social Media Pocket Guide© 2011 Spredfast 14
  • 15. CASE #3 ADDING EVENTS TO SOCIAL MEDIA PROGRAMS BUSINESS CASE Case #3 - Adding Events to Social Media Programselements that make social media so powerful.Many companies already have established events such as conferences, user groups and meet-ups as partof their corporate business plans. For this reason, social media can easily be folded into existing eventmarketing plans to help augment email marketing, public relations and promotions.Social Media Pocket Guide© 2011 Spredfast 15
  • 16. THE TOP FOUR ARGUMENTS FOR USING SOCIAL MEDIA FOR EVENT MARKETING Sharing the myriad details involved in an event can be challenging, because the need to share information with your community is seemingly endless. Social media1. Promotion channels are outlets where updates and promotions can be shared more often and regularly than traditional channels. Case #3 - Adding Events to Social Media Programs Before, during and after events, there are an overwhelming number of activities that take place. Social media allow communicators to send out reminders and alerts2. Real-Time in real time. Rather than fret how attendees will learn about noteworthy speakers, Awareness on-site promotions or schedule changes, social media can deliver these messages on the spot.3. Audience rate with social media. The immediacy of conversations and content sharing allows Participation you and your audience to participate with one another and create a larger presence around event activities. One of the top reasons people attend or participate in events is because of the4. Community people involved. Strategically incorporating social media into event marketing Sharing fosters a community full of shared content and experiences. In turn, this helps drive higher attendance and awareness of your event. TEAM TRAITS & EXPERTISE Organized and systematic Engaging Knowledge of compelling event content to share ResponsiveSocial Media Pocket Guide© 2011 Spredfast 16
  • 17. CONTENT1. Promotion of Activities“register now” or “learn more about products.” Attendance is the end goal, but promoting the event inways that provide value and create interest is key. Talk about noteworthy people and insightful learnings Case #3 - Adding Events to Social Media Programs Examples: Create a Facebook event for your activities. Send regular Tweets @mentioning speakers, Ensure an update is sent to your fans and attendees or partners. content is updated regularly through the event. Create a web page curating all social media event updates to provide your community Write a series of blog posts up to the event with agenda details, noteworthy participants activity. Bonus: include this link in other and previews of special activities. event emails, websites and public relations.2. Remindersthe midst of a busy event. Even with lengthy email newsletters and on-site event guides, attendees oftenlose track of time or simply overlook functions. Using social media to send out real-time reminders andupdates helps ensure your network has every opportunity to be in the right place at the right time. Examples: Tweet about social gatherings and parties an Post special event tips on Foursquare and hour before they take place using the event Gowalla venues. Include updates on your Facebook Page Post on your blog each morning about the event line-up for the day. information within 24-hours of schedule.3. Prompting FeedbackDuring events, attendees look for ways to share their perceptions and thoughts. These may be personaltakeaways with their network or sharing experiences they had directly with you. Prompting this feedbackhelps encourage attendees to share and create a bigger impact for your event. It also helps you collectinformation quicker and easier to decide how to share or use for future marketing. Examples: Create and promote an event hashtag for Prompt people to share event experiences attendees to use when sharing feedback. through Facebook polls or surveys. Retweet attendees when they ask for help or Write blog posts highlighting event advice throughout event. activities, prompting participant comments.Social Media Pocket Guide© 2011 Spredfast 17
  • 18. 4. Answering QuestionsWith any event, there are going to be questions from attendees and speakers. Using social mediachannels can help your events team publicly answer questions to a broad audience and provide a place torespond to questions in real-time before, during and after the event. Examples: Monitor event Facebook presence and Master Using Twitter: Twitter hashtag(s) to respond to questions 10 Tips to Rock the Case #3 - Adding Events to Social Media Programs or concerns. Twittersphere Tweet answers to questions posed in person during the event to acknowledge questions publicly.5. Sharing Content from the EventEvents provide a great opportunity to network, increase brand awareness and learn from others. However,they also provide an opportunity to generate thought leadership and connect with community memberswho might not be able to attend the event live by sharing takeaways from the event. Examples: Designate people to live blog from the event Take attendee feedback and comments on your corporate blog. during conferences to share takeaways from the event. Share these while the event is Share pictures on Flickr daily to highlight taking place to build excitement and save event attendees and activities. Tag these for future marketing use. with your brand, keywords and event tags. Post presentations from sessions, panels or meetups on Slideshare to extend the lifecycle of content and expand the reach of your event.6. Giving Exclusive Benefits for your Social Networkattendance, as well as increase participation in certain event activities. Examples: Provide special tips and deals on Foursquare Share a special discount code on Facebook for people who check in to designated for event registration. locations. Give early updates about special events on Create a unique badge on Gowalla or Twitter, especially those with capacity limits, Foursquare for people who participate to provide incentive for following you. in certain event activities to provide participation incentive.Social Media Pocket Guide© 2011 Spredfast 18
  • 19. 7. Contestsexcitement and awareness for an upcoming event. Examples: Run a giveaway contest for free event Send out event details on Twitter for Case #3 - Adding Events to Social Media Programs registration through a blog post for a set networking parties, keynote presentations number of people who share how winning person to respond in the correct fashion – answer a question, share an experience, Launch a Flickr contest for people to post send out a Tweet, etc. – wins a designatedReal World Content ExamplesTop:Bottom:Social Media Pocket Guide© 2011 Spredfast 19
  • 20. MEASUREMENT1. ActivityMeasuring activity will help evaluate how successful your team was in posting content leading up to,during and following your event. Case #3 - Adding Events to Social Media Programs2. Potential ImpressionsEvents are often promotional tools. Potential impressions of your event-related content will quantify thereach of your event beyond physical attendees or your social network.3. Engagement by DateEngagement by date can be an indicator of the hypesurrounding your event. In some cases, trackingengagement will allow you to predict attendance, setexpectations and prepare accordingly. It will also helpinform decisions on when to share content for the mostinteractions.4. Clicks by EngagementThroughout your event you may post pictures, videos or linksto a live feed to share with your network. Measuring clicks byinterested in various aspects of your event.5. Mentions by AudienceMentions by your audience are unsolicited reactions to your event. Measuring these mentions will help youunderstand the impact of your event on your audience.6. Keyword SentimentPulling in sentiment of major keywords helps measurethe overall sentiment surrounding an event. This datawill help explain which elements of the event werewell received, or not, and inform future decisions.Additionally, combing through qualitative dataassociated with these keywords such as Tweets,comments or posts will allow you to identify whichSocial Media Pocket Guide© 2011 Spredfast 20
  • 21. CASE #4 ADDING SOCIAL MEDIA TO PRODUCT INTRODUCTIONS BUSINESS CASEMaking a large marketing and Public Relations impact at the time of product launches is a priority for anycompany introducing new products. These launches can be expensive and time consuming, especially Case #4 - Adding Social Media to Product IntroductionsSocial media allows companies to expand their traditional approach to launching products by building ahigher level of interest around new introductions, as well as tapping into engaged networks to help createexcitement on their behalf.Social Media Pocket Guide© 2011 Spredfast 21
  • 22. THE TOP FOUR ARGUMENTS FOR USING SOCIAL MEDIA FOR PRODUCT INTRODUCTIONS Traditionally, launching products is expensive, but social media is helping1. Affordability than spend millions of dollars on media placement, marketers can use social media to reach the same number of impressions for a fraction of the price. Though traditional channels such as email, TV and Public Relations remain2. Enhance Other top channel choices in product launches, social media is helping to Case #4 - Adding Social Media to Product Introductions Media Spend augment these media spends. In conjunction with other media, social helps Efforts exponentially increase impressions and provides opportunity for engagement unavailable via traditional outlets. Between providing exclusive deals and providing opportunities to share feedback, social networks can create hype around product launches.3. Social Networks Build Excitement than those you share about yourself.4. Grows Between a social network sharing “exclusive” new product information and Opportunities for Adoption boost adoption of a product at the time of launch. TEAM TRAITS & EXPERTISE Public relations-savvy Strong knowledge of new product/serviceSocial Media Pocket Guide© 2011 Spredfast 22
  • 23. CONTENT1. Tease Content of LaunchSocial media can help build interest in products before they are launched. Without giving away all the newdetails and features of a product, teasing elements can create excitement leading up to the actual launch Examples: Tweet general hints about new product Upload Flickr and Facebook photo “previews” Case #4 - Adding Social Media to Product Introductions features to tease new enhancements soon with sneak peeks of product imagery. available. Share an announcement across all social Create a blog post outlining the “most media accounts of new, upcoming product. Commit to regular updates leading up to upcoming product. launch to give a reason for people to follow you and return.2. Live Action Demonstrationsproduct by illustrating them. Examples: Create a video of the new product in action or a demonstration of it in use. Post the video to your YouTube account and embed the new product to see and share. Post a Slideshare presentation including Record a video interview with early or beta product images with product walkthroughs. users revealing positive experiences and personal adoption.3. Provide Exclusive, Social-only Product Informationand helps promote an element of exclusivity for being part of your network. Examples: Post invites to become a Beta user via Post YouTube video and Facebook photo Facebook and Twitter. “extended” views of product available only in social media. Link these from your website, Tweet daily or weekly “social tips” for product use directly after launch to share your social accounts. helpful information. Use the same hashtag share.Social Media Pocket Guide© 2011 Spredfast 23
  • 24. 4. Real-World Creators Interviews and Expertise SharingSometimes products are so interesting that hearing from the creators or designers is intriguing. Provide an“internal” perspective of your new product by airing insights from people involved in its creation. Or, givea voice to your customer base by letting them chime in. Examples: Post a YouTube video case study from Beta Share insights from real people, as they users talking about experiences as early become product users, by retweeting product users. and posting social media feedback or endorsements. Share YouTube video interviews with Case #4 - Adding Social Media to Product Introductions developers, designers, or company leaders talking about creation of new product. Provide perspective on direction and forward Produce a Blockbuster: looking vision of the product line. 10 YouTube Tips for Business Start a Twitter online chat series with a product hashtag to allow engaged users to submit questions or feedback regarding the product.5. Exclusive Dealsexpands the number of people to whom you can provide incentives. It also gives another incentive: tofollow you and pay close attention for deals in the future. Examples: Post links on Facebook to exclusive product Tweet discount short codes to enter at coupons. checkout in online stores. Add deals on Foursquare and Gowalla for people who check-in to physical locations like stores or launch parties.6. Share Multimedia with Media and Brand AdvocatesMarketing and public relations teams rely on media and public outlets to cover product launches forthey can share content, and media can be posted and shared quickly. Examples: Reach out and share multimedia and pre- Create a “day of launch” blog post with created content with brand advocates or links to all available product-related customers to share on day of launch like multimedia to make all launch content easy Tweets, links to product images and videos. shareable content in one location. Brief key bloggers and share “permissible” content to post in days leading up to launch to create a larger hype.Social Media Pocket Guide© 2011 Spredfast 24
  • 25. 7. Contestssample or something bigger, contests greatly increase opportunities for engagement and participationaround product launches. In turn, you can develop a group of people talking and spreading the messageabout your new product on your behalf. Examples: Promote a request for user-generated Ask Facebook fans to share their favorite photos of people using the product with the new aspect of the product on your Wall with to your Facebook Page and blog and allow Case #4 - Adding Social Media to Product Introductions voting for the favorite picture of your network. Create a Twitter campaign to allow submissions of new product ideas like name or design features.Real World Content ExamplesTop:functionality.Bottom: Quicksilver is running a contest exclusive to its Facebook fans for a chance to win a product, in this case a pair of custom boardshorts.Social Media Pocket Guide© 2011 Spredfast 25
  • 26. MEASUREMENT1. Change in Current Networkproduct. These users are eager to learn more about the product launch and want additional information.2. Potential Impressions Case #4 - Adding Social Media to Product Introductionsnetwork and potentially further - to the connections of individuals within your network. A messagedelivered via a trusted source will make the information more noteworthy.3. Confirmed Impressionsrepresent time vested in your brand via views of your content,not necessarily in network because not everyone will publiclydisplay their commitment to your brand.4. Engagement by ContentMonitoring Engagement by Content will help you identify thelevel of interest surrounding your product, as well as whichfeatures are garnering the most attention – information that can5. Mentions by AudienceKeeping track of independent mentions by your audiencerelied on for product recommendations.6. Activity Assigned but Not Completed vs. CompletedSometimes when you introduce a new product there are a lot of questions. You want to guarantee theappropriate departments are replying to assigned content.Social Media Pocket Guide© 2011 Spredfast 26
  • 27. CASE #5 EMBRACING SOCIAL MEDIA TO BUILD YOUR SALES PIPELINE BUSINESS CASEFor most companies, the goal of marketing is to build awareness and positive perception of a brand towhich focus on marketing to raise money for their respective causes. Case #5 - Embracing Social Media to Build Your Sales PipelineSocial Media Pocket Guide© 2011 Spredfast 27
  • 28. THE TOP FOUR ARGUMENTS FOR USING SOCIAL MEDIA TO BUILD YOUR SALES PIPELINE1. It’s Where Your prospects have an increasingly large number of options on where to spend Prospects are their time. And for most people, social media is where a good majority is Spending Time spent.2. Effective to Drive Traffic to Home Base (Website) Case #5 - Embracing Social Media to Build Your Sales Pipeline Marketers have spent a great deal on enhancing their websites for inbound3. Enhances Inbound Marketing by getting prospects and current clients to the right inbound location where conversion can take place.4. Insight into Previously informal conversations on the social web. Conversations about your product, Unknown competitors and your area of expertise are taking place. You would be Opportunities walking away from sales opportunities by not monitoring and engaging. TEAM TRAITS & EXPERTISE Consistent monitoring of competitor/industry conversations Outgoing Responsive Strong knowledge of products or servicesSocial Media Pocket Guide© 2011 Spredfast 28
  • 29. CONTENT1. Proactively Responding to Relevant Conversationsmoment. But have you thought about how you can harness those conversations for sales and lead Examples: Find questions or comments mentioning your name on Facebook. Reply to these users asking if you can provide more company or products. Share useful advice Case #5 - Embracing Social Media to Build Your Sales Pipeline questions. and ask how you can help. Search for competitor products or services Conduct an ongoing search across Flickr on Twitter. When appropriate, engage and YouTube for media tagged with your with these users by answering questions products or service. If there is an indication of interest or need, respond to any postings interested in learning more about other talk.2. Drive People to Your Home BaseYour website is where the magic happens. People learn about your product and either make a purchase orlead to your website for more information. Examples: Spotlight a product or service weekly with Through annotations or an end bumper, a Facebook link to a web page with more always include a link in YouTube videos back information for prospects. to a preferred webpage so people know Share updates on Twitter and Facebook with links to your site when new product materials are available for download.3. Content Marketingwebsite and allows you to collect lead information via an online form in exchange for quality content. Examples: Create a series of Tweets sharing insights Share a link on Facebook of a success story from a whitepaper, including a URL to provided by a customer. download the entire paper. Post all publicly available documents Write a blog post recapping a recent study showcasing your expertise on SlideShare as conducted by your company, providing a PDFs. link to download the entire report.Social Media Pocket Guide© 2011 Spredfast 29
  • 30. 4. Offer Exclusive Deals to Social NetworkDoing the same for your network of friends, followers and fans provides additional opportunities forbuilding your Sales pipeline, and provides incentive for prospects to follow you. Examples: Add deals and exclusive discounts to your location on Foursquare that will help drive allowing users to submit contact information repeat business. for “specials” available by following you. Share special discounts with Facebook fans Provide incentives for users who share deals such as discounts on your products or or product information with friends such as services and events. credits towards a product or service. Case #5 - Embracing Social Media to Build Your Sales Pipeline5. Provide Calls to ActionBuilding an initiative to generate leads and develop Sales prospects typically involves giving your networksomething to do. This may mean driving them to another location for more information. Or, it may mean Examples: Include a constant call to action in your When posting presentations about product Facebook status or About section where or service information on Slideshare, include fans can learn more information about your suggested next steps such as contacting company or products. you or providing a URL for additional information. Include a brief caption on how viewers can take the next steps to get started with a link to your contact form or a free trial in YouTube videos about products and services.6. Encourage Reviews and Feedbackcontent with their network. Examples: Add a Facebook Like button to every page Share links to review and discussion on your website. pages via Twitter, and ask people to share feedback. Incorporate the ability to submit reviews on your Facebook page. to locations such as Facebook reviews and online forums where your network can submit or access reviews.Social Media Pocket Guide© 2011 Spredfast 30
  • 31. 7. Collect information EverywhereBuilding a huge base of fans and followers is great. But having the data on who those people are – andhow to best communicate with them on other channels – is better. Examples: Create a Facebook tab with the capability to Incorporate an email subscription form collect email signup information. on your blog and allow people to opt in to updates from your company and its When sharing links to your site from Twitter, ensure there is an opportunity to collect user information on the destination page. Case #5 - Embracing Social Media to Build Your Sales PipelineReal World Content ExamplesTop Left:Top Right:Bottom:Social Media Pocket Guide© 2011 Spredfast 31
  • 32. MEASUREMENT1. Activitiesproduct. These users are eager to learn more about the product launch and want additional information.2. Potential Impressionswill reach your network and potentially further - to the connections of individuals within your network. Case #5 - Embracing Social Media to Build Your Sales Pipelinetrusted sources.3. ClicksOne of the best ways to see if people are consuming your content is bytracking clicks in social media. By using shortened links such as Bit.ly links,you can track exactly how many times your Sales-focused content was seenand potentially consumed.4. ConversionsMeasuring conversions will help report on exactly howmany sales you are making or how many leads youare generating through social media. If you are a B2Ccompany, this might be an actual on-site sale drivenfrom a social media activity. If you are a B2B company,this might be someone submitting personal leadinformation through a web or contact form.5. Re-tweetsRe-tweets can be viewed as referrals from individuals in your network to their networks.6. Homepage Views from Social Media SitesSocial media is where you can initiate and nurturerelationships. Your homepage is for your big sales pitchand where customers will often take action (e.g. makemedia in terms of sales.Social Media Pocket Guide© 2011 Spredfast 32
  • 33. CASE #6 ACTIVATING YOUR COMMUNITY TO TAKE ACTION BUSINESS CASEGetting your network involved in activities surrounding your brand helps build a sense of community. Italso helps expand your reach and raise engagement levels of your network. Case #6 - Activating Your Community to Take ActionSocial Media Pocket Guide© 2011 Spredfast 33
  • 34. THE TOP FOUR ARGUMENTS FOR USING SOCIAL MEDIA FOR ACTIVATING YOUR COMMUNITY1. More Activation than any Other action-oriented. Open conversations and a feedback loop create options for Medium activation and activity like no other channels in the marketing mix.2. Engaged Networks Spreading awareness of your brand is great. But getting people active with are more you creates a closer connection. Users who engage with you or take action on Connected to you and your Brand and be brand loyal. When someone in your network takes an action in social media, his or her3. Pass Along entire network sees it. Even if only a handful of people take action on behalf Potential and of your brand, they are sharing the message with their network. This helps Case #6 - Activating Your Community to Take Action Reality4. Timely networks to take action with a sense of immediacy, and they can create new opportunities for activation quickly as the need arises. TEAM TRAITS & EXPERTISE Ability to clearly communicate action(s) you want followers/friends/fans to take Genuine Responsive External cheerleader to thank your community for support and update them on progress of actionsSocial Media Pocket Guide© 2011 Spredfast 34
  • 35. CONTENT1. Provide Pre-Packaged Content for your Network to Shareto leverage your community to further bolster your brand. Examples: Provide sample Tweets people can share Create widgets or badges your network can about a particular subject or campaign to share on their blogs, websites or personal spread the word on your behalf in email networks to support your cause or product. outreach. Write a blog post explaining multiple tactics Ask Facebook fans to change their status your network can implement to show to represent a day, event or cause. Provide support for your cause, product or even samples of statuses that your fans can use. company. Case #6 - Activating Your Community to Take Action2. Launch a “Share with a Friend” ProgramMore than any other recommendation, people listen to the ones given by friends. Social media is a great Examples: Include “Pls RT” in Tweets sent out to Write a blog post listing ways your network promote action or activity. can easily share information about the company or particular initiative. Post a status update on Facebook covering the best ways to get friends involved in Incorporate a Facebook “Like” button on all community building activities. corporate webpages.3. Empower your Network Examples: Create a poll on Facebook to allow fans to Identify the product elements customers are contribute to future company decisions like most passionate about. Prompt Facebook and Twitter fans and followers to share their related projects. preference and why others should have the same belief(s). Ask for customer examples or stories about experiences with a product or service as a way to give your customers a voice. Share these compelling stories on your company blog.Social Media Pocket Guide© 2011 Spredfast 35
  • 36. 4. Ask for User-Generated Content of People Sharing Personal Brand Experiences or Opinionsproduct in action or express the impact a certain campaign has had on a member of your community. Examples: Ask community members to submit photos Promote a common hashtag for topics of the impact a product or service has had such as product ideas, feedback or funny on their lives. Post photos on your company customer stories via your Twitter handle. Flickr page and in a Facebook album. Showcase responses on a regular basis. Request video submissions from your community using your product in creative ways. Post videos to your company YouTube channel.5. Create an Ongoing Activity or Program to Promote Repeat Activity Case #6 - Activating Your Community to Take ActionProviding your networks with ways to regularly get involved with your brand helps increase action andactivity within your community base. Examples: Host a weekly online Twitter discussion Implement a Facebook discussion or weekly with live questions, answers and knowledge question asked to promote thought- sharing. Use a hashtag to help people provoking conversations regarding topics relevant to your industry. Twitter and Facebook to drive attendance6. Provide IncentiveOften, people take action because there is an incentive to their involvement. This might be a tangiblecommunity members. Examples: Create a badge on Foursquare or Gowalla Plan for Success: that users can unlock when checking into 7 Steps of Planning a locations or taking pre-determined actions. Social Media Initiative people who “like” your Facebook Page. Unlock special deals, contests or “virtual branded items” when community membersSocial Media Pocket Guide© 2011 Spredfast 36
  • 37. Real World Content Examples Case #6 - Activating Your Community to Take ActionTop Left:Top Right:pre-determined location.Bottom:experiences.Social Media Pocket Guide© 2011 Spredfast 37
  • 38. MEASUREMENT1. Comments/RepliesSocial media discussions are made up of comments and replies.Measuring these engagements will determine your success ininitiating dynamic conversations.2. Activity Assigned but Not Completed vs. CompletedIf you are asking your audience to take action, you better respond3. Overall Engagement Case #6 - Activating Your Community to Take ActionThe goal is to inspire your audience to do something.Sometimes that is a social media action such as a Like,Re-Tweet or Reply. Other times it is to read an article,view a video or sign up for an event. Engagement4. Change in Current Networkcomplete an activity. It is likely that the people in your network have already committed to the givenactivity or have the intention to do so.5. Potential ImpressionsIn order to get more people involved you want to build awareness beyond your current network. Contentinformation is being delivered via trusted sources.6. ViewsViews of your content, social media channels andwebpage will help measure the number of peopleSocial Media Pocket Guide© 2011 Spredfast 38
  • 39. ADDITIONAL INFOThe Teamappropriate to involve in the execution of each of the six social media objectives outlined in this guide. Company Brand Customer Events Product Build Sales Take Organization/Team Awareness Service Intros Pipeline Action Marketing X X X X X X Corporate Communications X X X X X X Digital/Web X X X X X X Customer Service/Support X Sales X Product Development XDeveloping a ScheduleDetermining the ideal schedule for social media activity is an important aspect of building a successfulprogram. Strategists and practitioners must understand what their team can manage and repeat over time- including the best timeline and content frequency to get the highest level of engagement and reach.Your publishing schedule - both frequency and time of day - will vary based on a number of factors. Social MediaPlanning Guide.When considering the schedule for you social media initiatives, assess: Your team Your objective: Some of the objectives in this guide require more activity than others. Types of content Your audience Length of initiative necessarily sustainable over time. Current activity level: With the exception of short, high-volume, high-excitement plays, you generally want to gradually change your level of activity.Social Media Pocket Guide© 2011 Spredfast 39
  • 40. GETTING STARTED:key to achieving social success overtime.The Spredfast platform can help you do all of this and more, enabling you to unlock your social businesswill help you take your social business to the next level.Initiative DashboardThe Spredfast platform tracks and measures the most complete set of analytics and impactful trendsexperience.Social Media Pocket Guide© 2011 Spredfast 40
  • 41. Creating your social media presence involves lots of people, content, and channels. To coordinate andthat has been put in place. The Spredfast platform can help you do all of this and more, enabling you toand complete set of features will help you take your social business to the next level.To create a cohesive online presence, Spredfast lets you manage all of the accounts belonging to yourdepartment or business unit. This includes multiple corporate accounts, departments, geographies,brands, and personal accounts.Social Media Pocket Guide© 2011 Spredfast 41
  • 42. Social InboxGoogle, and Blogs.Analyticstheir social strategy over time.Social Media Pocket Guide© 2011 Spredfast 42
  • 43. Facebook TabsIn order to engage with an audience over time, businesses need to create incentive. Facebook Tabs allowaudience coming back for more. Tabs also provide a great opportunity to collect feedback and input onContent LibraryCoordinating what available content or acceptable answers can be communicated publicly can be timerepeatable and quick, Spredfast users can make use of the Content Library where approved images,Social Media Pocket Guide© 2011 Spredfast 43
  • 44. TAKE THE NEXT STEPS FOR SOCIAL MEDIA SUCCESS:Learn more about Spredfast Social CRM - www.spredfast.comFind tips and best practices for social media marketing initiatives atFollow Spredfast for regular updates on social marketing - @Spredfast |Contact Spredfast - info@spredfast.com | 888-212-2216ABOUT SPREDFASTSpredfast is a software company that helps companies manage their social media initiatives better. Weprovide a Social CRM system (sCRM) companies use to monitor, manage and measure activity andengagement across multiple social channels.Spredfast sCRM delivers a single workspace for listening to current activity, managing multiple socialaccounts and voices, planning and publishing content, participating in conversation, and measuringengagement across all major social platforms. Since most social media initiatives are part of broadercompany campaigns, Spredfast integrates with popular enterprise tools – including salesforce.com, GoogleAnalytics, Omniture Analytics, Social Mention and Crimson Hexagon.The majority of our customers use Spredfast across multiple departments, brands and geographies in theirenterprise. Our corporate customers span virtually every industry and include such companies andagencies as AOL, Bayer, Nokia, AARP, Convio, Porter Novelli, Spring Creek Group and HomeAway.Social Media Pocket Guide© 2011 Spredfast 44
  • 45. GETTING STARTED:key to achieving social success overtime.The Spredfast platform can help you do all of this and more, enabling you to unlock your social businesswill help you take your social business to the next level.Initiative DashboardThe Spredfast platform tracks and measures the most complete set of analytics and impactful trendsexperience.Social Media Pocket Guide© 2011 Spredfast 45
  • 46. Creating your social media presence involves lots of people, content, and channels. To coordinate andthat has been put in place. The Spredfast platform can help you do all of this and more, enabling you toand complete set of features will help you take your social business to the next level.To create a cohesive online presence, Spredfast lets you manage all of the accounts belonging to yourdepartment or business unit. This includes multiple corporate accounts, departments, geographies,brands, and personal accounts.Social Media Pocket Guide© 2011 Spredfast 46
  • 47. Social InboxGoogle, and Blogs.Analyticstheir social strategy over time.Social Media Pocket Guide© 2011 Spredfast 47
  • 48. Facebook TabsIn order to engage with an audience over time, businesses need to create incentive. Facebook Tabs allowaudience coming back for more. Tabs also provide a great opportunity to collect feedback and input onContent LibraryCoordinating what available content or acceptable answers can be communicated publicly can be timerepeatable and quick, Spredfast users can make use of the Content Library where approved images,Social Media Pocket Guide© 2011 Spredfast 48