How can social media increase                               your business success?Author Jean-Francois MESSIER
This document is part of “Social   Media and Business” series                                                   by JF MESS...
1.   Start with the core2.   Frame your business social media strategy3.   Establish business goals4.   Choose your channe...
#1Start with the          of yourbusiness socialmedia strategy
the         of your strategic   planning for social media areand a clear understanding of your
is first and foremost
What do you   want to accomplish?Who do you want  to reach?
If you are notsure where youare going,
If you are notsure where youare going,            …you wont be able to bring your            customers on this journey eit...
#2your business social mediastrategy
Your                   is framedby the way you deliver
Your                   is framedby the way you deliver
Your                   is framedby the way you deliver
Your                   is framedby the way you deliver
Your                   is framedby the way you deliver                  combines these two things. Build an audience with ...
Realize that the social mediasuccess equation isn‟t big moves onthe chess board, it‟s little movesmade every day, that eve...
#3Establishbusiness
Write down           goals             Increase sales
Translate goals into                            objectives          Grow through social m.        Viewers : 200 000     Do...
Define         objectives pecific easurable chievable ealistic ime-bound
#4
There aremany !            Social media wheel – JF MESSIER - 2011
There aremany !            Social media wheel – JF MESSIER - 2011
There aremany !            Social media wheel – JF MESSIER - 2011
There aremany !            Social media wheel – JF MESSIER - 2011
There aremany !            Social media wheel – JF MESSIER - 2011
There aremany !            Social media wheel – JF MESSIER - 2011
There aremany !            Social media wheel – JF MESSIER - 2011
use the toolthat workfor you               and there is no   one                  size fits all                 or "off-th...
Invest Where     YourCustomers Are
« My companyshould be on«               »
« My companyshould be on«               »is the more              commentthat can be saidabout socialmedias
The media you    choose depends on your                     target           Watched a video clipManaged social network pr...
The media you    choose depends on your                     target           Watched a video clipManaged social network pr...
The media you    choose depends on your                     target           Watched a video clipManaged social network pr...
The media you    choose depends on your                     target           Watched a video clipManaged social network pr...
The media youchoose depends on  who    you are
The media youchoose depends on   Upper MGMT  who    you are     Marketing                         PR                      ...
The media youchoose depends on  who    you are              &              what    your objectives                are
Network to create   Sales  new business
Find awesome   HR  employees                Sales
Want to know whatcustomers say about us   PR                          HR                              Sales
Share to build   Marketing   traffic                     PR                      HR                          Sales
Share what we   Upper MGMT    know                 Marketing                     PR                      HR               ...
Different objectives require                           social media tools         SHARE  BUILD TRAFFICKNOW CUSTOMERFIND EM...
Different objectives require                           social media tools         SHARE  BUILD TRAFFICKNOW CUSTOMERFIND EM...
One single objectives requires                            social media toolsLEAD GENERATION                               ...
social media tools depends onwhich customer segment   do you
social media tools depends onwhich customer segment   do you
Set yourBlogFacebook pageCorporate Web siteOther…
Social Media                                                           ReciprocationMarketing                             ...
TIP #5
Design is the planning that lays the basis for   the making of every object or system                      User           ...
Design is the planning that lays the basis for   the making of every object or system               Social Business       ...
« Social Business Design is the intentionalcreation of dynamic and socially calibrated      systems, process, and culture ...
Three Pillars         of Online CommunityCommunity      Your Official        OtherOn Your Site   Social Media     Conversa...
Three Pillars              of Online Community Community         Your Official        Other On Your Site      Social Media...
How Do These            Communities Intersect?Community              Your Official           OtherOn Your Site           S...
Make your Website Social
Incorporating All Three Pillars
High                                    engagement                            Networks                           Communiti...
Social media marketing is                 only one part of the equation                               Legal               ...
#6
eturn         n         nvestmentMetrics should       /Period
Digital action      eturn   n nteraction Digital inter-action                             W.O.M.      eturn   n nfluence  ...
Digital action            Engagement Data                        Digital inter-actionClicks – fans – Followers – views – R...
Engagement Data                  Community          Clicks – fans – Followers –           views – RTs – Check-ins        M...
Analyse and optimizethrough Social Analytics     http://swixapp.com/public/148/reporting/?date_range=1m
SynthesisEstablish                               : pecific,  easurable, chievable, ealistic, ime-bound            your str...
Bibliography Catching the tube, Putting social media to work, Executive Briefing, December 2010, Mal    online engagemen...
If you were interested in this presentation,you may be interested in this one as well…
Author: Jean-François MESSIER                 Global New Technologies Director at Mercuri International                 Em...
Social medias and business : Setting up a strategy
Social medias and business : Setting up a strategy
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10 tips to increase sales and business efficiency thanks to social medias.
1.Start with the core
2.Frame your business social media strategy
3.Establish business goals
4.Choose your channels wisely
5.Design your business special media approach
6.Measure

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Social medias and business : Setting up a strategy

  1. 1. How can social media increase your business success?Author Jean-Francois MESSIER
  2. 2. This document is part of “Social Media and Business” series by JF MESSIER
  3. 3. 1. Start with the core2. Frame your business social media strategy3. Establish business goals4. Choose your channels wisely5. Design your business special media approach6. Measure
  4. 4. #1Start with the of yourbusiness socialmedia strategy
  5. 5. the of your strategic planning for social media areand a clear understanding of your
  6. 6. is first and foremost
  7. 7. What do you want to accomplish?Who do you want to reach?
  8. 8. If you are notsure where youare going,
  9. 9. If you are notsure where youare going, …you wont be able to bring your customers on this journey either.
  10. 10. #2your business social mediastrategy
  11. 11. Your is framedby the way you deliver
  12. 12. Your is framedby the way you deliver
  13. 13. Your is framedby the way you deliver
  14. 14. Your is framedby the way you deliver
  15. 15. Your is framedby the way you deliver combines these two things. Build an audience with , use it to develop a premium offer for
  16. 16. Realize that the social mediasuccess equation isn‟t big moves onthe chess board, it‟s little movesmade every day, that eventually addup to a major shift. Jay Baer
  17. 17. #3Establishbusiness
  18. 18. Write down goals Increase sales
  19. 19. Translate goals into objectives Grow through social m. Viewers : 200 000 Downloads : 10 000 Followers :50 000 Request for proposal : 1 000New customers : 500
  20. 20. Define objectives pecific easurable chievable ealistic ime-bound
  21. 21. #4
  22. 22. There aremany ! Social media wheel – JF MESSIER - 2011
  23. 23. There aremany ! Social media wheel – JF MESSIER - 2011
  24. 24. There aremany ! Social media wheel – JF MESSIER - 2011
  25. 25. There aremany ! Social media wheel – JF MESSIER - 2011
  26. 26. There aremany ! Social media wheel – JF MESSIER - 2011
  27. 27. There aremany ! Social media wheel – JF MESSIER - 2011
  28. 28. There aremany ! Social media wheel – JF MESSIER - 2011
  29. 29. use the toolthat workfor you and there is no one size fits all or "off-the-shelf“ solution
  30. 30. Invest Where YourCustomers Are
  31. 31. « My companyshould be on« »
  32. 32. « My companyshould be on« »is the more commentthat can be saidabout socialmedias
  33. 33. The media you choose depends on your target Watched a video clipManaged social network profile Uploaded photo online Used a consumer review site Used a chat room / forum Left a comment on a website Uploaded a video online Listened / watched a podcastEdited/managed owned website Written news / article Written owned blog Used a micro-blogging service 0% 10% 20% 30% 40% 50% 60% 70% Have done in the Last Month
  34. 34. The media you choose depends on your target Watched a video clipManaged social network profile Uploaded photo online Used a consumer review site Used a chat room / forum Left a comment on a website Uploaded a video online Listened / watched a podcast Do you want toEdited/managed owned website address many Written news / article people Written owned blog managing Used a micro-blogging service social profile? 0% 10% 20% 30% 40% 50% 60% 70% Have done in the Last Month
  35. 35. The media you choose depends on your target Watched a video clipManaged social network profile Uploaded photo online Used a consumer review site Used a chat room / forum Left a comment on a website Uploaded a video online Listened / watched a podcast Do you want toEdited/managed owned website address as Written news / article many people Written owned blog as possible ? Used a micro-blogging service 0% 10% 20% 30% 40% 50% 60% 70% Have done in the Last Month
  36. 36. The media you choose depends on your target Watched a video clipManaged social network profile Uploaded photo online Used a consumer review site Do you want a Used a chat room / forum pull approach to Left a comment on a website identify people Uploaded a video online interested in Listened / watched a podcast your key words?Edited/managed owned website Written news / article Written owned blog Used a micro-blogging service 0% 10% 20% 30% 40% 50% 60% 70% Have done in the Last Month
  37. 37. The media youchoose depends on who you are
  38. 38. The media youchoose depends on Upper MGMT who you are Marketing PR HR Sales
  39. 39. The media youchoose depends on who you are & what your objectives are
  40. 40. Network to create Sales new business
  41. 41. Find awesome HR employees Sales
  42. 42. Want to know whatcustomers say about us PR HR Sales
  43. 43. Share to build Marketing traffic PR HR Sales
  44. 44. Share what we Upper MGMT know Marketing PR HR Sales
  45. 45. Different objectives require social media tools SHARE BUILD TRAFFICKNOW CUSTOMERFIND EMPLOYEESCREATE BUSINESS
  46. 46. Different objectives require social media tools SHARE BUILD TRAFFICKNOW CUSTOMERFIND EMPLOYEESCREATE BUSINESS
  47. 47. One single objectives requires social media toolsLEAD GENERATION Use Your Channels to Engage and Drive Traffic.
  48. 48. social media tools depends onwhich customer segment do you
  49. 49. social media tools depends onwhich customer segment do you
  50. 50. Set yourBlogFacebook pageCorporate Web siteOther…
  51. 51. Social Media ReciprocationMarketing Sincerity Empathyrequires UGE Aggregation Content Crowd streams Sourced Mobile Believable Recognitionsocial media Micro Social communities dashboardtools Portability Tastemakers Advocates Stakeholders Curation Online/offline Traditional Widgets & Magic Events medias apps Value middle Core Proposition BRAND values Bloggers New Market influenceurs Search Participation makers trust agents engine Content Forums & engagement optimization creation groups Champions Reward Social Blogs networks Resolution Social media Promotion optimization Syndication Honesty Empowerment HumanizationSocial Marketing Compass
  52. 52. TIP #5
  53. 53. Design is the planning that lays the basis for the making of every object or system User experience Industrial User interface design design
  54. 54. Design is the planning that lays the basis for the making of every object or system Social Business Design
  55. 55. « Social Business Design is the intentionalcreation of dynamic and socially calibrated systems, process, and culture » 2009, Dachis Group Social Business Design
  56. 56. Three Pillars of Online CommunityCommunity Your Official OtherOn Your Site Social Media Conversations Channels About Your Brand
  57. 57. Three Pillars of Online Community Community Your Official Other On Your Site Social Media Conversations Channels About Your Brand Blogs Facebook MicroblogsLearning Center LinkedIn Blogs Answers Twitter Forums Ideas YouTube Video Profiles Slideshare Images Groups Flickr Mainstream News
  58. 58. How Do These Communities Intersect?Community Your Official OtherOn Your Site Social Media Conversations Channels About Your Brand Blogs Facebook Microblogs Become a LinkedInLearning Center Social SSO Blogs Fan Answers Twitter Forums Ideas YouTube Video Profiles Embedded Slideshare Share with Images YouTube Your Groups Video Flickr Mainstream News Network
  59. 59. Make your Website Social
  60. 60. Incorporating All Three Pillars
  61. 61. High engagement Networks Communities Blogs Microblogs Banners Microsites Broadcast E-mail Print Search Radio outdoor Lowengagement
  62. 62. Social media marketing is only one part of the equation Legal Supply chain IT Corporate Distribution R&D Product development Business functions Manufacturing(which can be socialized) Etc…
  63. 63. #6
  64. 64. eturn n nvestmentMetrics should /Period
  65. 65. Digital action eturn n nteraction Digital inter-action W.O.M. eturn n nfluence Recognition eturn n nvestment Sales More Sales= More realistic way to access
  66. 66. Digital action Engagement Data Digital inter-actionClicks – fans – Followers – views – RTs – Check-ins – traffic – frequency – audience - downloads W.O.M. Social Media Analytics Share of voice – WOM – Resonation – Recognition Support response - insights intake Business Metrics Sales Revenue – Loyalty - CSAT - Reputation More Sales= Measure the Social Media
  67. 67. Engagement Data Community Clicks – fans – Followers – views – RTs – Check-ins Managers Social Media Analytics Business Share of voice – WOM – Resonation – Stakeholders Support response - insights intake Business Business Metrics Executives Revenue – CSAT - ReputationA mistake is providing „engagement data‟ toexecutives, instead focus on business metrics.
  68. 68. Analyse and optimizethrough Social Analytics http://swixapp.com/public/148/reporting/?date_range=1m
  69. 69. SynthesisEstablish : pecific, easurable, chievable, ealistic, ime-bound your strategy : free/paid, now/later wisely your approach : Return on interaction,Return on influence, Return on investment
  70. 70. Bibliography Catching the tube, Putting social media to work, Executive Briefing, December 2010, Mal  online engagement, slideshare Chia - Digital Media Strategist - http://www.slideshare.net/malchia  Social marketing playbook, Bryan Wiener, Jeremiah Owyang,Jeff Pulver,Gregory Galant, The Mobile Internet Report, Morgan Stanley, December 2009 Pete Cashmore, Randall Rothenberg Internet Trends, Morgan Stanley, April 2010  Social Media: Hype, Hell or Hope, Rick Mans, Global Social Media Lead at Cap Gemini The 5 components of a complete social media program, Adam Kleinberg - CEO of  How organisations can harness the power of Web 2.0 Traction, November 2010  WWW 3.0, Jenny Williams IS YOUR BRAND SEXY* ENOUGH FOR SOCIAL MEDIA? Robbert faase  Social: A closer look at behaviour on YouTube & Facebook, September 2010, iab The Future of Social Media, Tom Ollerton,  Social Media Sharing Trends 2010, Rewind 2010 Social and digital media, www.paratuscommunications.com  Twitter Crushes Facebook for Marketing, Barbara E. Hernandez ,December 2010 Social Media Communication, slideshare  DEMOGRAPHICS Jan 2011, Facebook’s Ad Platform Social Business by Design, David Armano - Dachis Group  Fancy Facebook Fan Pages - A Step By Step Guide Olaf Nitz Social Media for Business, PresentationAdvisors  The Science of Facebook, The science of social networking. Dan Zarrella - Social Media WHAT THE F**K IS SOCIAL MEDIA NOW? Espresso- http://brandinfiltration.com/wtf Scientist Five Tips for Landing Page Optimization, Tom Wentworth  facebook-inside-out, TIJS VROLIX,  I’M ON FA C E B O O K NOW WHAT?!, Jesse Desjardins Key Digital Trends for 2011, December 2010, Noah Elkin - Debra Aho Williamson - David  SalesTweets: How to Boost Sales via Smart Chirps, Pattie Simone Hallerman  Twitter Crushes Facebook for Marketing, Barbara E. Hernandez 5 steps to exploring social media using visualthinking, Jocelyn Wallace  Social CRM, How businesses can use Twitter to increase sales. Tatyana Kanzaveli Social Media and you, Dani Nordin  Twitter Success Stories, How 11 companies are achieving their marketing objectives, Ann Handley, Shelley Ryan, Allen Weiss, MARKETINGPROFS LLC N2 Social media HUB 101, What is social media really about?, Riku Vassinen  Using Linkedin for business, P. Jay Massey Social CRM: Connecting Online Communities with CRM, Jamie Grenney, Ryan Ellis, Mark  Mashable’s twitter guide book Brundage  The twitter book, Tim O’Reilly – Sarah Milstein Search + Social:How to Get More from Your Organic Marketing, Rand Fishkin, CEO + Co-  Twitter for business, Laura Fitton founder SEOmoz, December 2010  140 twitter marketing tips, David Spinks  How to use linkedin for promoting your business, Robin Goel Social Business Forecast: 2011 The Year of Integration, December 2010, Jeremiah Owyang  Linkedin Extras for SlideShare Pro Users - Industry Analyst  Guy Kawasaki’s 10 ways to use Linkedin The Future of Social Media, Graeme Wood  THEME DEVELOPMENT, an introduction to the basics of theming with WordPress, Thad Digital Strangelove (or How I Learned To Stop Worrying & Love The Internet), Allender  Starting a blog, Dr. Corinne Weisgerber The Social Graph Call, Wedbush Securities, November 2010,  10 ways to a killer blog, Robert and Maryam Scoble NAVIGUER DANS LE CHAOS, UNE ÉTUDE SUR LES MÉDIAS SOCIAUX, LUC-ANDRÉ CORMIER  How to Build a Blog, Mark James Normand Social Media @ FORD, Scott Monty, November 2010  IS3241 Enterprise Social Systems, Technology Presentation, GameCheck  Slideshare Zeitgeist 2010, creative commons.org How the Fortune 500 Use Social Media to Grow Sales and Revenue, Jamie Turner  Channeling your inner youtube, Brad Richardson Fashion and Digital Trends, Tom Ollerton  How to create viral videos?m,November 2010, Tim Ho Social Media in Four Minutes (or less), Tom Ollerton  http://technmarketing.com/web/top-6-ways-to-benefit-from-twitter/  http://technmarketing.com/web/ten-things-you-must-know-before-using-twitter/ Social Networking Past, Present, Future, Mark Suster  http://technmarketing.com/web/top-5-reasons-to-tweet/ Designing for interaction, Interfaces for socializing, Daniel Burka  How to Pick Up Followers on Twitter, Guy Kawasaki New business opportunities in retail, Hege Tenno What is social media one year later, Espresso- http://brandinfiltration.com OUT OF THE FISHBOWL, Marta Kagan Managing Director US | Espresso, Illusions of Empowerment, Re-interpreting the Social Media Dream, Corinne Weisgerber
  71. 71. If you were interested in this presentation,you may be interested in this one as well…
  72. 72. Author: Jean-François MESSIER Global New Technologies Director at Mercuri International Email: jfmessier@mercurifr.comPhoto CreditAll photos in this presentation were purchase on iStockPhoto.com.All logos or brand references are copyright of their respective ownersSlides from this document may not be repurposed without express written consent. Send permission requests tojfmessier@mercurifr.com
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