The secret to making social media work for your business

How to make social media work for your business #2HSM @mrmattanderson MattMontage /Montagecommunications /Montagecommunications

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

Your problems...

WE ARE IN A RECESSION & I DON’T HAVE TIME!HOW MUCH TIME SHOULD I SPEND ON SOCIAL MEDIA? CC: RLHYDE

THE BOSS THINKS IT’S FOR KIDSHOW DO I SHOW A STRONG BUSINESS CASE TO THE BOSS?

SOCIAL MEDIA IS THE MESSIAH! (MAYBE NOT...)WE NEED TO MANAGE EXPECTATIONS INTERNALLY AND WITH THE BOSS

SHOW ME THE MONEY!YOU AND YOUR BOSS WANT TO SEE RETURN ON INVESTMENT

Where is your business up to?

DECORATORBOSS SAID ‘GET US ON SOCIAL MEDIA AND WE DECORATED OUR WEBSITE’

THE INTERNERSWE DON’T HAVE TIME FOR KIDS’ STUFF ... SO WE GOT A (FREE) KID TO DO IT

CUSTOMER SERVICE AGGRAVATORSPR AGENCY IS GETTING CUSTOMER SERVICE ISSUE REQUESTS AND ARE NOT DEALING WITH THEM

RELATIONSHIPSTHE SOCIAL BUSINESSEXAMPLE - ZAPPOS : CAN SEE THE BENEFIT FOR INTERNAL COMMS, SALES, CUSTOMER SERVICE

THE SOCIAL BUSINESSEXAMPLE - ZAPPOS : CAN SEE THE BENEFIT FOR INTERNAL COMMS, SALES, CUSTOMER SERVICE

NOW FOR THE HOW TO...

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

“You set SMART goals for your business... why not social media?”

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

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)

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)

“Your boss is not going to agree if it coststhe earth and there is no evidence ofcustomers using it...”

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

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!”

“Talk to people about themselves and they will listen to you for hours”

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

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

GIVE ASK THANK“DO SMALL GOODS” LINKEDIN FOUNDER - REID HOFFMAN

“You can’t make sales via socialmedia....err try telling Ford that!”

DOUG: FORD’S LATEST SECRET WEAPONINTRODUCING THE NEW FORD FOCUS

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

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

CONVERSION RATE X BASKET SIZE - COST PER ACQUISITION = ROIWORKING OUT ROIE-COMMERCE EQUATION

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

ASK QUESTIONS AND SPREAD THE WORD! PLEASE!MATT ANDERSON - @MRMATTANDERSON #ASKMONTAGE @MONTAGECOMMS

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The secret to making social media work for your business

by Matt Anderson on Jul 24, 2011

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The secret to making social media work for your business — Presentation Transcript