The secret to making social media work for your business

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Social media talk prov

> Overview of your problems
> Overview of your business' development
> How to know what resource and time you should spend?
> How to increase customer engagement
> How to increase sales and bookings
> How to Improve customer service and experience
> How to evaluate performance using analytics

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  • Time Management\nA content plan also helps you manage your time. When starting a blog, you’re often awash with tons of ideas for posts. So many, that you quickly get burnt out as the drudgery or writing about the same things sets in. If you organize your blog into content categories, you can spend your time focusing on several targeted ideas a week, as opposed to hundreds. This will fill your blog with relevant content to your niche, increasing the likelihood that people will find you via the search engines.\nGood Habits\nA content plan also helps to create good blogging habits. To maintain a successful niche blog community, you need to regularly update your blog (and not just with blog posts), respond to comments and overall monitor the site. You’ll create a production state of mind – meaning that you’ll get in the habit of writing a post a day, or even writing them all in one day and scheduling them to post. This will make the creation process much easier to begin and end.\nEstablishes Niche Authority\nIf you’re regularly writing about particular subjects, the sheer amount of content that this creates will establish your authority in your niche subject. Who are you going to trust more? The blog with a few sparse posts written at odd times, with very little information? Or the blog that is filled with relevant content to the subject your interested in that ’s updated in a methodical fashion?\nHelps with Ideas for posts\nOften, as you write in a more regimented, methodical fashion, you’ll come up with even more ideas for relevant posts. Then, you’ll find yourself altering your own content plan to fit in new and interesting ideas.\n
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  • The secret to making social media work for your business

    1. 1. How to make social media work for your business #2HSM @mrmattanderson MattMontage /Montagecommunications /Montagecommunications
    2. 2. How can I help?•Your problems•Your development•Resource and time you should spend?•Increase customer engagement•Increase sales and bookings•Improving customer service and experience•Evaluate performance using analytics
    3. 3. Your problems...
    4. 4. WE ARE IN A RECESSION & I DON’T HAVE TIME!HOW MUCH TIME SHOULD I SPEND ON SOCIAL MEDIA? CC: RLHYDE
    5. 5. THE BOSS THINKS IT’S FOR KIDSHOW DO I SHOW A STRONG BUSINESS CASE TO THE BOSS?
    6. 6. SOCIAL MEDIA IS THE MESSIAH! (MAYBE NOT...)WE NEED TO MANAGE EXPECTATIONS INTERNALLY AND WITH THE BOSS
    7. 7. SHOW ME THE MONEY!YOU AND YOUR BOSS WANT TO SEE RETURN ON INVESTMENT
    8. 8. Where is your business up to?
    9. 9. DECORATORBOSS SAID ‘GET US ON SOCIAL MEDIA AND WE DECORATED OUR WEBSITE’
    10. 10. THE INTERNERSWE DON’T HAVE TIME FOR KIDS’ STUFF ... SO WE GOT A (FREE) KID TO DO IT
    11. 11. CUSTOMER SERVICE AGGRAVATORSPR AGENCY IS GETTING CUSTOMER SERVICE ISSUE REQUESTS AND ARE NOT DEALING WITH THEM
    12. 12. RELATIONSHIPSTHE SOCIAL BUSINESSEXAMPLE - ZAPPOS : CAN SEE THE BENEFIT FOR INTERNAL COMMS, SALES, CUSTOMER SERVICE
    13. 13. RELATIONSHIPSTHE SOCIAL BUSINESSEXAMPLE - ZAPPOS : CAN SEE THE BENEFIT FOR INTERNAL COMMS, SALES, CUSTOMER SERVICE
    14. 14. THE SOCIAL BUSINESSEXAMPLE - ZAPPOS : CAN SEE THE BENEFIT FOR INTERNAL COMMS, SALES, CUSTOMER SERVICE
    15. 15. NOW FOR THE HOW TO...
    16. 16. How much time should be spent on social media?• Good content takes time• Engagement relationships take time• Learning takes time• Customer service questions take time• Sales development takes time• Networking takes time
    17. 17. “You set SMART goals for your business... why not social media?”
    18. 18. Listen - Analytics• Free tools: Topsy and GA• Mid sized tools - UberVu or SWIX• Uber tools - Radian6 + Webtrends• Mentions - awareness• Share of voice (amend channel time)• Comments / bounce rate - engagement• Cost per click /fan /follower• Conversion rates from visits
    19. 19. KPIs - Time and Resource• Set commercial objectives: sales,understanding & enquiries dealt with etc• Number of mentions and queries that need responding to now• Time per response x no. of responses• Cost of delivery (time spent) vs potential sales• Split Time over channels with a focus based on monitoring (share of voice)
    20. 20. SMART goals• Simple and measurable (clicks and fans)• Attainable (remember the boss may shut it down if you don’t!)• Realistic (73% of Facebook pages have less than 1000 fans)• Timely (in time for pay day)
    21. 21. “Your boss is not going to agree if it coststhe earth and there is no evidence ofcustomers using it...”
    22. 22. Listen - Evidence• Customer service issues• Competitor analysis and benchmarking• Great ideas across the organisation• Visibility of what is actually going on...• Evidence of buying behaviour
    23. 23. 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!”
    24. 24. “Talk to people about themselves and they will listen to you for hours”
    25. 25. 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
    26. 26. Brabantia LifeInfinite_TrngJul 14, 9:34am via Twitter for iPhone@BrabantiaLife great service, reported a faulty lid,organised and delivered a replacement within a week. Thanks
    27. 27. GIVE ASK THANK“DO SMALL GOODS” LINKEDIN FOUNDER - REID HOFFMAN
    28. 28. “You can’t make sales via socialmedia....err try telling Ford that!”
    29. 29. DOUG: FORD’S LATEST SECRET WEAPONINTRODUCING THE NEW FORD FOCUS
    30. 30. DOUG: FORD’S LATEST SECRET WEAPONINTRODUCING THE NEW FORD FOCUS
    31. 31. Increase Sales• Build relationships and sales will come• Listening for buying signals• Refer-refer-refer• Think “Do small goods”• Encourage independent reviews• Seek recommendations• #MSRFR
    32. 32. Be realistic about sales• Set realistic targets - SMART• Building relationship takes time• Social media is not a ‘quick buck channel’• Avoid the hard sell• 1/10 products and services
    33. 33. CONVERSION RATE X BASKET SIZE - COST PER ACQUISITION = ROIWORKING OUT ROIE-COMMERCE EQUATION
    34. 34. 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 = ROIWORKING OUT ROIE-COMMERCE EQUATION
    35. 35. ASK QUESTIONS AND SPREAD THE WORD! PLEASE!MATT ANDERSON - @MRMATTANDERSON #ASKMONTAGE @MONTAGECOMMS

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