What Marketers Must Know to            Maximize Results of Social Media  Sallie Burnett  sallie@customerinsightgroup.com© ...
Sallie Burnett                                Strategist. Leader. Innovator.      •     President of Customer Insight Grou...
Agenda      • 10 Tips to Maximize Results of Your Social        Media Marketing      • Q&A      • Resources© 2013 Cstomer ...
1          Shift From Having a “Social Presence” to Supporting                   Actual Business Objectives and Engaging C...
2          Align Social Media Objectives with Business Objectives         • Set your objectives first, then determine the ...
2          Align Social Media Objectives with Business Objectives                                       Clear goals and mu...
3          Develop a Strategy to Grow Your Community              Don’t follow the Field of Dreams philosophy             ...
4          Develop Plan to Manage and Engage Customers              1.      Create protocol for managing customer interact...
5          Encourage Discussions                                                                       • Ask opened questi...
5          Encourage Discussions                                                Engaged customers…                        ...
6          Develop a Content Calendar             Bring consistency. Even when your schedule gets busy, you will still sh...
6         Develop a Content Calendar                               Steps to Developing Your Content Calendar      1.      ...
7          Promote Your Social Media Presence© 2013 Cstomer Insight Group, Inc. All rights reserved. * www.customerinsight...
8        Make it Easy for Customers to Share                4 Ways to Share     1.       Web site     2.       Individual ...
8          Make it Easy for Customers to Share© 2013 Cstomer Insight Group, Inc. All rights reserved. * www.customerinsigh...
8          Make it Easy for Customers to Share                                                                          Si...
8          Make it Easy for Customers to Share                             Consumers Trust                             Fri...
9          Recognize and Reward Customer Engagement                                                                       ...
9          Recognize and Reward Customer Engagement© 2013 Cstomer Insight Group, Inc. All rights reserved. * www.customeri...
10          Identify Social Interactions Generating the Most Traffic                                                      ...
10            Identify Social Interactions Generating the Most Traffic                                                    ...
10 Tips to Maximize Results of Your                        Social Media Marketing      1. Shift From Having a “Social Pres...
Sallie Burnett                                                                                  sallie@customerinsightgrou...
Resources                          LinkedIn Group                          http://linkd.in/LinkedInDiscussion             ...
Upcoming SlideShare
Loading in...5
×

What Marketers Must Know to Maximize Results of Social Media

507

Published on

Learn how successful companies are using social media to build relationships with customers and how social media initiatives can help set you apart from your competition. In addition, you will learn how to define your social media strategy and create a plan for communicating and engaging with customers. Finally, you will learn how to quantify key performance indicators and define what social media success truly looks like for their individual business goals.

Here are five ways Customer Insight Group can help you use social media as part of your overall marketing strategy:

• Listen and Learn: We help you to monitor what consumers are saying about your organization, your products, or programs and you can use the information to support your marketing goals. We help you test different social media tactics and learn what works.
• Build Relationships and Brand Awareness: You can interact with key audiences in order to build awareness for your brand. By increasing your visibility in the right areas and trying to stick in the minds of others through active interaction on many different levels, your company can strengthen relationships and brand awareness.
• Improve Reputation: You also improve your organization's reputation as an expert by being consistently involved in discussions on topics or aggregating information that is important to the customers you serve.
• Content Generation and Awareness: You can encourage customers to create content about your organization and share it with others and encouraging fans to talk about you and recommend you to others (word of mouth).
• Increased Relevant Visitor Traffic: You can use social media tactics to drive traffic to your organization's website. As customers learn more about your organization and the products you offer, they will want to visit your site and potentially make purchases.


More Tips, Best Practices and Social Media Marketing Resources:

FREE Evaluation of Your Social Media: http://www.customerinsightgroup.com/do-you-make-social-media-grade

Social Media Blog: http://www.customerinsightgroup.com/marketinglibrary/

Social Media Infographics: http://www.customerinsightgroup.com/infographs

Social Media Workshops: http://www.customerinsightgroup.com/custom-social-media-workshops

Pinterest: http://pinterest.com/engagekeepgrow/

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
507
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • The Social Media and Online PR Report, published by Econsultancy in association with bigmouthmedia, is based on a survey of more than 1,100 companies and agencies and was fielded in September 2009.
  • A majority of US marketing professionals claim social media is now “invaluable” to their business, according to April 2010 research from online marketing firm R2integrated.
  • https://docs.google.com/spreadsheet/ccc?key=0AvAXAKeO7xe0dERTM0F0RGRuNy1fTlE5MUV0X1hZQkE#gid=4
  • “The Baton Rouge food truck scene is emerging, and [trucks] heavily use social media to promote where they are located at any given time,” he says. “In order to increase their social media following, they all promote their social media accounts on their trucks.”Pottery Barn includes not only tells customers where they can connect with them socially, but are using QR codes to drive traffic to their website. How to use QR codes for business: http://mashable.com/2010/06/23/qr-codes-small-biz/North Andover Historical Society is on Facebook!
  • https://www.facebook.com/nononsense/app_204605899634668https://www.facebook.com/capriottishttp://www.facebook.com/events/118285671582108/1) Offer discounts, promotions and contests. (At least once a month). Discounts and specials are definitely among the most popular ways of rewarding Facebook 2) Reward fans by helping them give back, tying charitable donations to the growth of their fan base. Nononsense, Hosiery and legwear company, "Socks for America," donated one million pairs of socks to needy children and families across the country. The campaign, called "Socks for America," allows consumers to donate a pair of socks in their name to a person in need simply by becoming a fan on No nonsense's Facebook Page.3) One completely free way to reward and recognize fans is to showcase an individual fan on your Page. 4) One of the best ways to reward fans for their continued support is by showing them you're listening to their opinions and feedback.
  • http://www.facebook.com/media/set/?set=a.10150183789709275.329185.107926874274&type=3Hondo took listening to fans up a notch!!Want to take it up a notch? Honda showed it was listening during its "We're Fans of You Too" Week on Facebook, during which it recognized some of the innovative ways fans have shown their love for the brand over the years by mirroring these activities on their own.For example, a fan carved a Honda logo into their lawn, so Honda carved that fan's name into their corporate headquarters' lawn at the main entrance. A fan revealed his love for Honda with his Honda logo tattoo; Honda's vice president of marketing got an airbrushed tattoo of the fan's name and face. A fan requested a special Honda haircut at his barber; a Honda associate got that fan's name carved in his hair, too.
  • http://support.google.com/analytics/bin/answer.py?hl=en&answer=1033867&rd=1
  • What Marketers Must Know to Maximize Results of Social Media

    1. 1. What Marketers Must Know to Maximize Results of Social Media Sallie Burnett sallie@customerinsightgroup.com© 2013 Cstomer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
    2. 2. Sallie Burnett Strategist. Leader. Innovator. • President of Customer Insight Group, Inc., a leading strategic relationship-marketing firm – Customer insight Group is a leading strategic marketing firm that helps companies engage, retain and grow profitable customers relationships. We help companies assess and improve customer strategy to achieve measurable business objectives. We provide loyalty audits, social media customer engagement programs and innovative loyalty programs. • Digital marketing professor at prestigious Daniels College of Business© 2013 Cstomer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
    3. 3. Agenda • 10 Tips to Maximize Results of Your Social Media Marketing • Q&A • Resources© 2013 Cstomer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
    4. 4. 1 Shift From Having a “Social Presence” to Supporting Actual Business Objectives and Engaging Customers Companies who have profited from social media are twice as likely to have a FORMAL STRATEGY. Companies that have GAINED REAL VALUE from significant strategic efforts. Companies who have gained value from just “experimenting.” 52% 13%© 2013 Cstomer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
    5. 5. 2 Align Social Media Objectives with Business Objectives • Set your objectives first, then determine the right social media tool. • Set key performance indicators for both social actions (followers, shares) and business results (site traffic, lead generation and conversion). Increase Customer Brand Realize ROI Profits Loyalty Advocates© 2013 Cstomer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
    6. 6. 2 Align Social Media Objectives with Business Objectives Clear goals and multiple KPI’s© 2013 Cstomer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
    7. 7. 3 Develop a Strategy to Grow Your Community Don’t follow the Field of Dreams philosophy and assume if you build it they will come.© 2013 Cstomer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
    8. 8. 4 Develop Plan to Manage and Engage Customers 1. Create protocol for managing customer interactions: – Who will monitor social media? – What is the initial response to potential issues? • What type of issues or feedback are not acknowledged – Who will post the follow-up responses? – How quickly will you respond? 2. Set-up weekly cross-functional social media team meeting 3. Develop weekly reporting of issues. Review how issues were resolved and other actions steps needed. 4. Use social media monitoring tools like Google Alerts, Hootsuite, SocialMention© 2013 Cstomer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
    9. 9. 5 Encourage Discussions • Ask opened questions • Reward and recognize customers • Put new active members in the spotlight • Don’t be too strict and censor • Acknowledge and react positively to good content© 2013 Cstomer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
    10. 10. 5 Encourage Discussions Engaged customers… • Recommend “products, services or brand” (58% of company respondents) • Engaged customers are “more likely to convert more readily” (44%) • Engaged customers “purchase regularly” (36%) • Engaged customers “less likely to switch supplier” (30%) Source: E-consultancy Engagement Report 2009© 2013 Cstomer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
    11. 11. 6 Develop a Content Calendar  Bring consistency. Even when your schedule gets busy, you will still share valuable information.  Saves you time. You can write your content in advance at your convenience and schedule it to publish later.  Increase SEO benefits. A strategic approach with keywords in social media creates a unified brand message and drives greater visibility across all content and channels.© 2013 Cstomer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
    12. 12. 6 Develop a Content Calendar Steps to Developing Your Content Calendar 1. Think of creating and responding to comments, tweets, posts, etc., as simple daily maintenance. It must be done. 2. Select monthly themes that support your overall marketing plan and add value 3. Develop list of keywords. Keywords help with SEO and tell customers and prospects who you are, how you want to connect with them and what you want to talk about. 4. Based on your monthly themes develop weekly topics – Reinforce USP – Include keywords – Mix of content, i.e. tips, video, photos, lifestyle, product, promotions, etc. 5. Determine how and when each channel will be used. 6. Decide how often you want to publish each day. 7. Use tools like SocialOomph or Hootsuite to schedule your content. Monthly Theme Week 1 Week 2 Week 3 Week 4 Link Content Trivia/question Feature product Tip Video Lifestyle Photo© 2013 Cstomer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
    13. 13. 7 Promote Your Social Media Presence© 2013 Cstomer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
    14. 14. 8 Make it Easy for Customers to Share 4 Ways to Share 1. Web site 2. Individual product pages 3. Blog posts 4. Email© 2013 Cstomer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
    15. 15. 8 Make it Easy for Customers to Share© 2013 Cstomer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
    16. 16. 8 Make it Easy for Customers to Share Side bar with social input from Facebook friends Thumbs up icon indicates friends that “like” this page.© 2013 Cstomer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
    17. 17. 8 Make it Easy for Customers to Share Consumers Trust Friends, family, connections have greater influence.© 2013 Cstomer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
    18. 18. 9 Recognize and Reward Customer Engagement 4 Easy Steps 1. Offer exclusive discounts, coupons and contests 2. Help fans give back 3. Recognize individual fans 4. Show your listening© 2013 Cstomer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
    19. 19. 9 Recognize and Reward Customer Engagement© 2013 Cstomer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
    20. 20. 10 Identify Social Interactions Generating the Most Traffic How to set up Google Analytics URL Builder 1. Go to Google Analytics URL Builder. 2. Copy and paste the website URL you will be linking to in your social media promotion. 3. Fill out the campaign information so it’s easy for you to understand the elements of the campaign later. 4. Keep a record of what you enter so that you can refer to it later. 5. Copy and paste the generated link into a link shortening tool like bitly.com and then into your campaign tweet or post.© 2013 Cstomer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
    21. 21. 10 Identify Social Interactions Generating the Most Traffic Analyze Results with Google Analytics 1. Log into your Google Analytics account. 2. Under Traffic Sources in the left navigation, click Sources and then Campaigns. 3. Under Campaigns, click the name of your campaign. This will be what you entered under “Campaign Name.”© 2012 Customer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758•© 2013 Cstomer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com +1 303.422.9758
    22. 22. 10 Tips to Maximize Results of Your Social Media Marketing 1. Shift From Having a “Social Presence” to Supporting Actual Business Objectives and Engaging Customers 2. Align Social Media Objectives with Business Objectives 3. Develop a Strategy to Grow Your Community 4. Develop Plan to Manage and Engage Customers 5. Encourage Discussions 6. Develop a Content Calendar 7. Promote Your Social Media Presence 8. Make it Easy for Customers to Share 9. Recognize and Reward Customer Engagement 10. Identify Social Interactions Generating the Most Traffic© 2013 Cstomer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
    23. 23. Sallie Burnett sallie@customerinsightgroup.com Twitter.com/sallieburnett LinkedIn.com/in/sallieburnett Thank You!© 2013 Cstomer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758
    24. 24. Resources LinkedIn Group http://linkd.in/LinkedInDiscussion InternetHowTo on Twitter http://twitter.com/internethowto Social Media Library http://www.customerinsightgroup.com/marketinglibrary Infographics http://www.customerinsightgroup.com/infographs Social Media Grader http://www.customerinsightgroup.com/marketinglibrary/social-media-grader How to Use Facebook for Business http://www.customerinsightgroup.com/facebook-pocket-guide© 2013 Cstomer Insight Group, Inc. All rights reserved. * www.customerinsightgroup.com • +1 303.422.9758

    ×