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"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
"No Time, No Money, No Problem"
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"No Time, No Money, No Problem"

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  • 1. No Time, No Money, No Problem <ul><li>Small Business Social Web Strategy </li></ul>
  • 2. &nbsp;
  • 3. Before we try to make choices, let’s learn what kinds of choices need to be made...
  • 4. The Scope <ul><li>Consumer Social Web Tools </li></ul><ul><ul><li>What Are They? </li></ul></ul><ul><ul><li>Who’s Doing This? </li></ul></ul>
  • 5. The Scope <ul><li>Consumer-Facing Social Web Engagements </li></ul><ul><ul><li>What are the business objectives? </li></ul></ul><ul><ul><li>How should we segment our customers’ behavior? </li></ul></ul><ul><ul><li>What are differences between real small business (under $1M) and big brands? </li></ul></ul><ul><ul><li>Where does email fit in? </li></ul></ul>
  • 6. The Scope <ul><li>Consumer Social Web Strategy </li></ul><ul><ul><li>How do we do it? </li></ul></ul><ul><ul><li>How much is this gonna cost? </li></ul></ul><ul><ul><li>How do we measure return-on-investment and other important metrics? </li></ul></ul><ul><ul><li>How do we delegate the day-to-day? </li></ul></ul><ul><ul><li>What are the next steps? </li></ul></ul>
  • 7. Your Customers &amp; Prospects Active Inactive
  • 8. Your Customers &amp; Prospects (25-34) Active Inactive
  • 9. Your Customers &amp; Prospects (18-24) I love Pac-Man! Active Inactive
  • 10. 3 Reasons Social Web Will Potentially Not Matter For Your Brand <ul><ul><li>Most customers do not have Internet access (includes no mobile) </li></ul></ul><ul><ul><li>Most customers/prospects over the age of 65 </li></ul></ul><ul><ul><li>Pre-literate customer base </li></ul></ul>
  • 11. Part One <ul><li>Consumer social web tools </li></ul><ul><ul><li>What are they? </li></ul></ul>
  • 12. What Are Consumer Social Web Tools? <ul><li>These are the tools that your customers and prospects use on the social Internet to create and share content </li></ul><ul><li>We’re not talking about brands , we’re talking about types of technologies </li></ul><ul><ul><li>“ Is it a social web tool?” </li></ul></ul><ul><ul><ul><li>Can consumers talk to other consumers using it? </li></ul></ul></ul><ul><ul><ul><li>Can consumers submit original, uncensored content? </li></ul></ul></ul><ul><ul><ul><ul><li>This content can later generally be edited by consumers </li></ul></ul></ul></ul>
  • 13. Facebook is not a social web tool. A social network service is a social web tool.
  • 14. “ I can edit this anytime” “ anyone can comment here”
  • 15. What Are Consumer Social Web Tools? Tool Consumer-Editable C2C Conversation? Social Network Profile Page Yes Yes Wiki Page Yes Yes Blog Entry Yes Yes Amazon Review Yes Yes Review Site Review (e.g. Yelp, TripAdvisor) Yes Yes
  • 16. The Eight Buckets of Consumer Social Web Tools Blogs Podcasts Social Network Services Wikis MicroBlogs Online Video Discussion Forums Online Reviews &amp; Ratings
  • 17. Why Aren’t Video Games Included Here? It’s a $9.5B Industry! <ul><li>Consumers rarely create this type of content </li></ul><ul><li>Content shared by consumers within these games cannot typically be accessed by all game players </li></ul><ul><li>“ Is World Of Warcraft a social network service?” </li></ul><ul><ul><li>Yes, but it has limited functionality for your purposes, and engagements scale poorly. </li></ul></ul>
  • 18. Part Two <ul><li>Consumer-facing social web engagements </li></ul><ul><ul><li>How should we examine our customers behavior? </li></ul></ul><ul><ul><li>What is The Fork and why do we use behavioral targeting? </li></ul></ul><ul><ul><li>What are the business objectives? </li></ul></ul><ul><ul><li>What are differences between small business and big brands? </li></ul></ul>
  • 19. How Should We Examine Our Customers Behavior? <ul><li>There are two types of customers/prospects: </li></ul><ul><ul><li>Talkers: These are people who go online and say things. They’re the only people we’re concerned with in our social web strategy. </li></ul></ul><ul><ul><li>Everybody else: Don’t worry about them. Some portion of them will eventually become Talkers. The rest will just read/listen to whatever the Talkers say, and make their own decisions. </li></ul></ul>
  • 20. The Social Technographic Ladder Creators Creators Source: Forrester Analytst Report, 02/08 Inactives None of the above Spectators Read blogs Watch video from other users Listen to podcasts Read online forums and customer ratings/reviews Joiners Maintain profile on social networking websites and visit social networking sites Collectors Use RSS Feeds Add “tags” to websites or pages (folksonomies) “ Vote” for websites online Critics Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Creators Publish a blog Publish their own web pages Upload video they created Upload audio/music they created Write articles or stories and post them 1x monthly You’re all a bunch of talkers!
  • 21. &nbsp;
  • 22. Why do we use behavioral targeting? <ul><li>We don’t know who the person REALLY is on the other end of the screen. </li></ul><ul><li>People aren’t always who we say they are on the Internet. </li></ul><ul><li>Online behaviors guide social web tool usage reliably, not age, gender or locality. </li></ul><ul><li>It’s way more accurate than demographic targeting. </li></ul>
  • 23. The Fork
  • 24. The Fork <ul><li>The brand has an important choice </li></ul><ul><ul><li>I call it The Fork </li></ul></ul><ul><li>Goal: To create a behavioral target, in order to develop a strategy </li></ul><ul><ul><li>Challenge: Can’t choose a tool (or two) until you’ve chosen a strategy </li></ul></ul>
  • 25. The Fork <ul><li>Brand may wish to choose: </li></ul><ul><ul><li>Behaviorally target the current demographic set, at the “rungs” that they’re most comfortable with </li></ul></ul><ul><ul><li>OR </li></ul></ul><ul><ul><li>Engage new base of prospectives with behaviorally high social media aptitude/usage </li></ul></ul>
  • 26. What are the communications objectives in using social web strategies? <ul><li>Listening - “We’re figuring out what people are saying about us and our space.” </li></ul><ul><li>Talking - “We’re talking with our customers and listening to them.” </li></ul><ul><li>Energizing - “We’re working with our customer base to create an army of raving fans who will evangelize our brand.” </li></ul><ul><li>Embracing - “We’re working with our customers to create new products and services by utilizing the social web.” </li></ul>Entry-level Objectives Late-STAGE Objectives
  • 27. What Are The Business Objectives? <ul><li>Listening: To find out what people are saying about the brand so that we can develop a solid strategy to increase brand awareness and sales and brand equity </li></ul><ul><li>Talking: Increase brand awareness, brand equity and sales </li></ul><ul><li>Energizing: Increase brand awareness, brand equity and sales </li></ul><ul><li>Embracing: Create totally innovative, customer-centric products or services </li></ul>
  • 28. What Are Differences Between Small Businesses and Big Brands? <ul><li>Less total collateral out there in the market and less content to monitor </li></ul><ul><ul><li>Less total tools needed </li></ul></ul><ul><li>Less time needed to make big wins over your current situation </li></ul><ul><li>Much easier to “know your market” and know your customers </li></ul>
  • 29. Social Email? <ul><li>Use email to draw older adults (45-75) into social media </li></ul><ul><li>Include key social web property linkage on all corporate email </li></ul><ul><li>Rebrand all company assets (letterhead, business cards) to reflect social web collateral that’s important </li></ul><ul><li>If email can’t be easily forwarded, fix it </li></ul>
  • 30. Carrot &amp; Stick <ul><li>Offer much deeper discounts on social web properties; motivates users with carrot, pushes with stick </li></ul><ul><li>When someone unsubscribes, it may be because they’re a “friend” </li></ul><ul><li>Read email analytics, all the time </li></ul>
  • 31. There’s a reason this slide is red <ul><li>Don’t do any of the following: </li></ul><ul><li>Pay your customer evangelists after they’ve evangelized for you for free </li></ul><ul><li>Use paid services to get people to write about your brand </li></ul><ul><li>Use shills or buzz agents </li></ul><ul><li>Market on your competitors sites unless you’d like them to return the favor </li></ul><ul><li>Start a fight with a major content property (e.g. Yelp, Tripadvisor, etc.) unless you have an army of hundreds of customers who can back you up </li></ul>
  • 32. Part Three <ul><li>Consumer Social Web Strategy </li></ul><ul><ul><li>How do we do it? </li></ul></ul><ul><ul><li>How much is this gonna cost? </li></ul></ul><ul><ul><li>How do we measure ROI/ROP? </li></ul></ul><ul><ul><li>How do we delegate the day-to-day? </li></ul></ul><ul><ul><li>What are the next steps? </li></ul></ul>
  • 33. How Do We Do The Strategy? <ul><li>Spend a month or two listening </li></ul><ul><li>Bring in a pro to write the 90-day or 120-day strategy document based on the results of your “market surveillance” </li></ul><ul><ul><li>Use the behavioral targeting based on The Fork when choosing your tool </li></ul></ul><ul><li>Execute against the document </li></ul><ul><li>Run monthly reports and a final report </li></ul>
  • 34. What’s the methodology, again? <ul><li>POSTm Methodology </li></ul><ul><ul><li>People: We pick our stakeholder set first. </li></ul></ul><ul><ul><li>Objectives: We then decide upon a communications and a business objective. </li></ul></ul><ul><ul><li>Strategy: We write a strategic document, and execute against it, spelling out the exact gains we wish to achieve in terms of metrics. </li></ul></ul><ul><ul><li>Tools: We pick our tools last, using behavioral targeting. </li></ul></ul><ul><ul><li>Measure: We measure the key metrics, and iterate the plan based on our measurements. </li></ul></ul>
  • 35. How Much Is This Going To Cost? <ul><li>Use the 90/10 rule </li></ul><ul><ul><li>90% of your investment should be in people, but pay cash for strategy </li></ul></ul><ul><ul><li>This will cost 10-15% of the marketing budget, and ROI should be commensurate </li></ul></ul><ul><ul><li>If you spend an annual total of $300 on reputation monitoring and blog software, spend $2700 on paying an intern to use this stuff </li></ul></ul><ul><ul><li>If you up the tool spend, up the “people spend” </li></ul></ul>
  • 36. What is ROP? <ul><li>Return-on-participation </li></ul><ul><li>It’s what we get for participating in the social web </li></ul><ul><li>It’s the number of social web responses (reviews, comments, sales, etc.) you get in return for your efforts </li></ul><ul><li>You should see this rate increase over time, and eventually level off </li></ul><ul><li>A low engagement rate is 3x, and a high one is 15x </li></ul>
  • 37. How do we measure this stuff? <ul><li>Analytics solution: Google Analytics (free); can also be used for basic eCommerce. </li></ul><ul><ul><li>Buy one good book on Google Analytics: One-Hour-A-Day by Avinash Kaushik </li></ul></ul><ul><li>Reputation Monitoring Solution: Trackur ($18) </li></ul><ul><li>Plain old counting (review sites): ($0) </li></ul>
  • 38. Can’t We Just Copy What Our Competitors are Using? <ul><li>No. They might be doing it all wrong </li></ul><ul><li>They might not have listened </li></ul><ul><li>They’re maybe not as ethical as you are </li></ul>
  • 39. How Do We Delegate The Day-to-Day? <ul><li>After doing the listening yourself, get assistance writing the plan. </li></ul><ul><li>Explain plan carefully to the staff and interns </li></ul><ul><li>Check for comprehension </li></ul><ul><li>Explain metrics to staff and interns </li></ul><ul><ul><li>Possibly bonus the staff for certain levels of improvement </li></ul></ul><ul><li>Read monthly reports with intern </li></ul>
  • 40. What Are The Next Steps? <ul><li>Begin listening phase </li></ul><ul><li>Get strategy written </li></ul><ul><li>See how it impacted sales and the number of results that come up in Trackur </li></ul><ul><li>Look at where the hits are coming from - are they coming from the right markets? </li></ul>
  • 41. Digging Deeper <ul><li>My first strategy book, “There Is No Secret Sauce” </li></ul><ul><ul><li>www.adammetz.com </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Available for consulting </li></ul><ul><li>Read my blog to get up to speed, and other recommended reading is for sale in my bookstore and on my blogroll </li></ul>
  • 42. The Book 10 Social Media Mistakes I’ve Got The Budget, How Do I Spend It http://tinyurl.com/metzbook
  • 43. Consulting www.adammetz.com

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