Social Media Business Strategy

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Conference of the Social Media Business Strategy : Palace Hotel

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Social Media Business Strategy

  1. 1. How 2 engage #DigitalLeadership based on marketing & digital trends of 2013 @kevinsigliano director @ territorio creativo
  2. 2. Marketing Rules P P Product Price P P Place Promotio
  3. 3. Brands vs. Consumers
  4. 4. #changechallenges of the new market space
  5. 5. Connecting with consumers Consumer
  6. 6. Abundance of brands Brands
  7. 7. Markets are conversationsOwnership Citi Conference #Social Customer Engagment and multichannel The Cluetrain ManifestoBMRB Omnibus survey
  8. 8. Fragmentation Media
  9. 9. Creating a transmedia experience On vs. Off and multichannel
  10. 10. #advertisingbig budgets of advertising is not enough
  11. 11. 3000: Number of advertising messages people are exposed to per day.Nielsen Media Research Study
  12. 12. Marketing effectivenessOnly 18% of TV ads generate apositive ROIDeutsche Bank Study
  13. 13. Only 12% of people remember an ad.Nielsen Media Research Study
  14. 14. In WOM we trust Forrester
  15. 15. 76% say a friend recommendation is themost powerful medium when buying a product.MEC MediaLab
  16. 16. 40% of consumers recommend brands.Comscore
  17. 17. 10% influence purchasing behavior of other 90%.”BMRB Omnibus survey
  18. 18. dont forget...✦ 65 % of new business comes from referrals.✦ A referred customer has a 16 % higher lifetime value.✦ 4 x conversions when referred by a friend.✦ 83 % of satisfied customers are willing to refer products and services.
  19. 19. #3_objectives
  20. 20. Brand advocacy How to measure: Net Promoter Score (digital)
  21. 21. Customer satisfaction How to measure: Customer satisfaction per touchpoint
  22. 22. Building share of mind, wallet and heart How to measure: SoV, Conversions rates and sentiment
  23. 23. #engagementthe new challenge
  24. 24. Social Customer Engagement
  25. 25. Building communities
  26. 26. Mix between OWN, EARNED and PAID media - Mentions in social media - Recommendations Earned Media- Advertising and sponsoredoptions in social media Paid Owned Media Media - Websites (internal, external, blogs, microsites) - Social Platforms (Twitter, Facebook, Youtube, ...)
  27. 27. Engagement drivers tools connect new applications retweet campaign proactive following read energize conversation gifts Facebook ads stay current drive quiz discounts PR 2.0 answer listen generate content publish favorite profile set up vertebrate open new nodes
  28. 28. To build a relationship,you need to show that you care put customer’s interests first and be useful do’s
  29. 29. Define, plan and collaborationBased on Samsung Social Media Presentation
  30. 30. Content is kingBased on Samsung Social Media Presentation
  31. 31. Customer service excellenceBased on Samsung Social Media Presentation
  32. 32. Embrace real-timeBased on Samsung Social Media Presentation
  33. 33. Listen and be proactiveBased on Samsung Social Media Presentation
  34. 34. Always give credit and link backBased on Samsung Social Media Presentation
  35. 35. Bridge online and offlineBased on Samsung Social Media Presentation
  36. 36. Gamification and social loyaltyBased on Samsung Social Media Presentation
  37. 37. Be useful and share insightsBased on Samsung Social Media Presentation
  38. 38. Citi Conference #Social Customer Engagment Enable offline experiencesBased on Samsung Social Media Presentation
  39. 39. Drive and build conversationsBased on Samsung Social Media Presentation
  40. 40. Understand community preferences and interestsBased on Samsung Social Media Presentation
  41. 41. Understand your community (facebook - opengraph)191.963.960 UK, D, ES, IT, FR, TR, PO, SE, NL, BE, AU, IE, FI 23% 31% 29% 10% 7% 48% 52% < 20 20 - 30 31 - 45 46 - 55 > 55 32% 6% Shopping Wine 9% 9% Travel Cars 11% Luxury 26%4.028.760 - engaged (6 months) goods Sports6.729.900 - birthday next week 13%5.468.800 - #stock markets and #investments 58% Parents
  42. 42. Community preferences
  43. 43. #best_practices lessons learned
  44. 44. eTransformation
  45. 45. Interactive advertising -Brand equity + media coverage
  46. 46. Social Media TV +55% sales in first Q Viral marketing
  47. 47. Gamification
  48. 48. Crowdsourcing
  49. 49. Brand humanization -20 M views + new customers
  50. 50. IdeaStorm
  51. 51. OFF-ON Facebook 600.000 Likes
  52. 52. Content excellence
  53. 53. Active Listening
  54. 54. #conclusionsadvice for the wise
  55. 55. Setting the RIGHT objectives Build strong branding 2.0. with strong and relevant BRANDING presence where the target audience is. CONTENT Publish and Distribute useful and relevant content. Build strong engaged ties with social customers, create and COMMUNITY manage community. QUALIFIED TRAFFIC Send qualified and “ready to buy” traffic to web. Connect with a targetted audience and prospects. Increase SALES purchase decision making process.
  56. 56. Designing the right scorecard BRANDING SALES ‣ Followers / Fans ‣ Sales revenue ‣ Reach ‣ Registered users ‣ Influence ‣ Issues resolved and resolution rate ‣ Share of conversation vs competitors ‣ Number of leads (per day, week, month) ‣ Sentiment positive, neutral or negative ‣ Cost of lead ‣ Number of brand evangelists ‣ Lead conversion rate ‣ Cost of sale ‣ Revenue (per follower, lead, customer) ENGAGEMENT WEB GOALS ‣ Retweets / Forwards / Sharing ‣ Unique visitors ‣ Comments ‣ Traffic from social networking sites ‣ Like or rate something ‣ Time spent on site ‣ Contributors and active contributors ‣ Conversions ‣ Pageviews ‣ Issues resolved and resolution rate ‣ Support cost (per customer in social channels)Influence Traffic Vitality Size - Viewed pages - Comments in blogs - Overall Users - Backtweets to URLs - Unique viewers / and forums - RSS subscribers - Backlinks users - Comments, Likes - Nr. of Followers / FB - Retweets - Bounce rate Favorites fans - Clicks - Time - Twitter mentions @ - Friends in other 2.0’s
  57. 57. Build a phased roadmap
  58. 58. Conquer the benefits 40% According to professionals from 46% Fortune 500 51% companies 55% 2012 survey to over 58% 1000 CXO, directors and managers! 58% 65% 69% 85% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% What are the benefits of social media strategies? Key reasons for a social media ROI? 2012 - Social Media Examiner
  59. 59. Remember and believeEngagement is the new advertising
  60. 60. Questions & Thank you @kevinsigliano

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