#CIMSocial How to make social media work for your business

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  • 1. Matt Anderson #CIMSOCIALTwitter @mrmattanderson - @montagecommsLinkedIn - http://uk.linkedin.com/in/montagecommunicationsFacebook.com/MontagecommunicationsWeb - www.montagecomms.com
  • 2. How can I help?•Tactics specific to your business / organisation•Your development•Improving customer service and experience•Increase customer engagement•Increase sales and bookings•Resource and time you should spend?•Evaluate performance using analytics
  • 3. YOUR PROBLEMS...
  • 4. WE ARE IN A RECESSION & I DON’T HAVE TIME!HOW MUCH TIME SHOULD I SPEND ON SOCIAL MEDIA? CC: RLHYDE
  • 5. THE BOSS THINKS IT’S FOR KIDSHOW DO I SHOW A STRONG BUSINESS CASE TO THE BOSS?
  • 6. SOCIAL MEDIA IS THE MESSIAH! (MAYBE NOT...)WE NEED TO MANAGE EXPECTATIONS INTERNALLY AND WITH THE BOSS
  • 7. SHOW ME THE MONEY!YOU AND YOUR BOSS WANT TO SEE RETURN ON INVESTMENT
  • 8. WHERE IS YOUR BUSINESS UP TO?
  • 9. DECORATORBOSS SAID ‘GET US ON SOCIAL MEDIA AND WE DECORATED OUR WEBSITE’
  • 10. THE INTERNERSWE DON’T HAVE TIME FOR KIDS STUFF ... SO WE GOT A (FREE) KID TO DO IT
  • 11. CUSTOMER SERVICE AGGRAVATORSPR AGENCY IS GETTING CUSTOMER SERVICE ISSUE REQUESTS AND ARE NOT DEALING WITH THEM
  • 12. MIXED MESSAGES? Some rights reserved by HGruberYOU HAVE OPENED THE PANDORA’S BOX AND SOCIAL MEDIA IS OUT OF CONTROL
  • 13. RELATIONSHIPSTHE SOCIAL BUSINESSEXAMPLE - ZAPPOS : CAN SEE THE BENEFIT FOR INTERNAL COMMS, SALES, CUSTOMER SERVICE
  • 14. INTERNAL BARRIERS• Use free (cheap tools) as a trial first to overcome the FD• Create social media policy to please HR and protect the company• Incentivise employees to use intranet or internal comms tools• Show customer service that social media enquiries reduce calls• Justify to IT that blocks on Facebook are stopping customers from being served• Show the sales teams “there is gold in them hills!”
  • 15. NOW FOR THE HOW TO...
  • 16. B2B SOCIAL MEDIA MYTH
  • 17. LISTEN - ANALYTICS• Free tools: Topsy, Facebook insights and GA• Middle sized tools - UberVu or SWIX• Uber tools - Radian6 + Webtrends
  • 18. WHY LISTEN?•Customer service issues•Competitor analysis andbenchmarking•Great ideas across theorganisation•Visibility of what isactually going on...•Evidence of buyingbehaviour
  • 19. “TALK TO PEOPLE ABOUT THEMSELVES AND THEY WILL LISTEN TO YOU FOR HOURS”
  • 20. BLOGGER RELATIONS High profile blogging support of the ‘Get Together’ launch
  • 21. GUEST BLOGGERS
  • 22. CUSTOMER SERVICE
  • 23. SOCIAL PROOF IS KING• Client video• Encourage reviews• Case studies• Comments• Tweets!
  • 24. SOCIAL PROOFA rather fetching deliveryman just brought me astunning @BrabantiaLife bread-bin......love atfirst sight, the bread-bin that is!Ohhh yes I would love these as an addition to mykitchen worktop storage :-)@BrabantiaLife you create beautifully designedproducts. Thank you my prizes arrived. The slidebin is class. #ironinstyleSecond, Brabantia bin win. Bought 9 yrs ago, lidbroke. Rang them & getting new one on 10 yrguarantee I didnt know existed, no qs askI love my Brabantia bin and their customerservice is excellentHave you seen the cool new @BrabantiaLifeColour Bins? CLB hearts them http://t.co/QUnh2nk
  • 25. CONTENT IS KING
  • 26. Twitter content• Talk less about your company 1/10• Industry content of interest to target Human audience• Humans Tweet not brands Industry• Target the customer• Be a resource and try to be interesting YOU• Ask your customers what content they would like?
  • 27. CUSTOMER RELATIONSHIPS•LISTEN! Do not broadcast•Involve them in your content, product and service creation•Fun reasons to relate to your organisation•Empower your consumer•Fan of the week! Image Creative Commons @Johnhadon
  • 28. FACEBOOK ADVERTISING• Small and niche• Target friends of existing fans• A-B testing• Colour grabs attention • Optimal CTR: 0.11%-0.16% • Above Avg CTR: 0.07%-0.09% • Average CTR: 0.04%-0.05%• Ask questions your targets • Below Avg CTR: 0.02%-0.03% will say yes to • Poor CTR: 0.01%• Strong call to action for likes
  • 29. ENGAGEMENT OF FANS•Newsfeed (most popular)•Vary content - photos•Build a sense of community•Give them a fun reason to engage•Poll - what content they would like?•Reward fans i.e. “achievement of the month”
  • 30. APPS AND COMPETITIONS• Simple Twitter competition for a money can’t by object• Ask for funding submissions via a landing page on Facebook• Landing pages assist conversions• Contact and enquiry forms• ContactMe• Offerpop• Pagemodo
  • 31. THE SECRET TO SEDUCTION CC Flickr > Camera Eye Photography
  • 32. HEADLINES•Sell your post!•Lists 5-7 tips•HOW TO:•Short•Specific•Yes / No questions•You need this...
  • 33. W/C: 16/01/12 Monday Tuesday Wednesday Thursday FridayBlog outputs Tip Main blog Links and News for the Weekend Nutrition tip Sign posting funding in SW - Poll on the best sporting events for the weekend Top five funding opportunities on Facevook for your sport Video about 2012 Inspire RT - Sporting events for the weekendTwitter Promote TIP / RTs Ask questions regarding Promote blog RT - Funding Follow Fridays corporate news blog / topic sources EDITORIAL SCHEDULE
  • 34. BRAINSTORM
  • 35. Sales myth Image: Courtesy of the BBC
  • 36. Be realistic about sales• Set realistic targets SMART• Building relationship takes time• Social media is not a ‘quick buck channel’• Avoid the hard sell• Listen for buying signals using strategic search• Eliminate cold calling• 1/10 products and services sale
  • 37. Business Development• Follow target companies• Search your network• Ask for introductions• Join groups that help your goal• Background info on prospects (rapport)• Connect with clients, former clients and prospects• Events / Location “Tripit” - Get a meeting!
  • 38. LISTEN!• Search for known problems• Seekpeople ‘looking for’ or seeking recommendations• Monitor your brand name
  • 39. GIVEASK THANK“DO SMALL GOODS” REID HOFFMAN - FOUNDER LINKED IN
  • 40. STRATEGY FOR SALES1. Awareness (and all that you have to offer)2. Education and solve timely problems3. Engagement and social proof4. Action5.Repeat - Build your email list / RSS / Fans
  • 41. INCREASE SALES•LISTENING FOR BUYING SIGNALS•GIVE, THANK AND RECEIVE “DO SMALLGOODS”•#MSSFR REFERRAL TWITTER•SOLVE YOUR CLIENTS’ PROBLEMS WITH SEOOPTIMISED CONTENT•COPY THAT CONVERTS•BE TIMELY AND PLAN CONTENT FORCUSTOMER NEEDS•CALLS TO ACTION AND ASK FOR THE SALE
  • 42. Zappos > Online customer service, product knowledge and online sales Indium - blogging and consultative sale@Pearcafe - Excellent online customer service book lunch take awayDell - Great use of last minute sales / Twitter discounts
  • 43. “YOUR BOSS IS NOT GOING TO AGREE IFIT COSTS THE EARTH AND THERE IS NO EVIDENCE OF CUSTOMERS USING IT...”
  • 44. HOW MUCH TIME SHOULDBE SPENT?•SET COMMERCIAL OBJECTIVES: SALES,UNDERSTANDING & ENQUIRIES DEALT WITH ETC•NUMBER OF MENTIONS AND QUERIES THATNEED RESPONDING TO NOW•TIME PER RESPONSE X NO. OF RESPONSES•COST OF DELIVERY (TIME SPENT) VSPOTENTIAL SALES•SPLIT TIME OVER CHANNELS WITH A FOCUSBASED ON MONITORING (SHARE OF VOICE)
  • 45. HOW MUCH TIME SHOULDBE SPENT?•SIMPLE AND MEASURABLE (CLICKS ANDFANS)•ATTAINABLE (REMEMBER THE BOSS MAYSHUT IT DOWN IF YOU DON’T!)•REALISTIC (73% OF FACEBOOK PAGES HAVELESS THAN 1000 FANS)•TIMELY (IN TIME FOR PAY DAY)
  • 46. MEASUREMENT &GOOGLE ANALYTICS
  • 47. GOOGLE ANALYTICS• Visitors / Uniques• Sources of traffic• Bounce rate• Popular content• Search terms• Custom reports• Goals• Sales / Enquiries
  • 48. TIME SPENT = COST design and consultancy = cost facebook Advertising = cost Total/number of sales = cost per aquisition(CONVERSION RATE X BASKET SIZE)- COST PER ACQUISITION = ROI WORKING OUT ROI
  • 49. ASK QUESTIONS AND SPREAD THE WORD!MATT ANDERSON - @MRMATTANDERSON #ASKMONTAGE @MONTAGECOMMS