Kotlers rational decision making modelAwareness: - research social media landscape and be there. Find people who are researching you, or competitors or product or services. Use SM to broadcast messages (blog, link, article etc). Make messages interesting to share – expanding reach.Interest – they know who you are and now taking next step. Give something away – webcast, blog, article etc. Once you have idea for content repurpose it for social media channels – video, podcast, webcast, blog etc. Engage in conversation – sharing in their content, asking intelligent questions, give thought provoking questions.Evaluation – when they’re weighing up you vs others. Use others’ word of mouth to verify – ask in Twitter – great 140 char count of testimony that can be used in brochures . Drop them a line with useful content when they’re investigating. Run Q&A via social media channels – e.g. Group in LinkedIn or live Q&A for people to test your credentials. Put people in touch with existing customers – e.g. Twitter to twitter.Trial stage – when people are putting you on test or giving you a free trial. Put people in touch with loyal customers, Twitter, forum etc – exisitng customers will def people be advocates if you’re providing great service. Drop them a line (unobtrusively how they’re getting on). Post links to customers who have just bought to “how to’s” and other resources to make them happy with it. Social media low at this point – its about them trying the ACTUAL product or service at this stage. SM can’t make up for poor quality products or services.Adoption – decision to stick with product. Again SM influence is low but can offer incentives to users through social media – time limited offers. Can influence wider decision makers.Loyalty – Social Media influence really high – keep customers informed of new features/offers etc. Provide up to the minute service updates and access to support. Develop one-to-one relationship with customers to deepen relationship. Use channels to promote customer’s services – increases loyalty (you scratch my back and i’ll scratch yours).
My company IS on Social Media – now what?? Business Breakfast - Slough
Contents How did companies get on with Social Media in 2010? Getting the most out of “The Usual Suspects” How Social Media maximises the buying cycle What should companies be doing with Social Media? Case Study Freebies
What is really happening with Social Media in the UK? In the UK... 44% of UK internet users have their own Social Networking site Twitter is used by 83% of UK organisations involved in Social Media, Facebook 80%, YouTube 58% and LinkedIn 51%. 73% increased their spend in Social Media 40% have experimented with Social Media, 20% heavily involved However.... 7% 49% 47% measure Social Media impact & ROI Say “resource is a barrier to success” Say “the jury is still out”
Sound familiar? “We’ve got lots of company news we can tweet about!” “Why aren’t we on Facebook?!” “ No-one is visiting our blog!” “I’m on LinkedIn but I don’t reallyuse it.”
Getting the most out of “The Usual Suspects” REAL TIME:
Powerful customer insight and lead generation tool
How Social Media maximises the buying cycle Buying Cycle Social Media’s role Be present Be relevant Be proven Be helpful Be respected Be consistent
What should companies be doing with Social Media? Create your strategy first! Establish business goals Understand what Social Media can offer Define how Social Media can support these goals Align Social Media KPIs against these goals Once your strategy is defined then begin listening... Don’t focus on which tool to use when beginning... You.
1) Which Journey are your clients on “As a marketer I know this is important to my customers. Where is everyone?!” Social Media can... Break down conversations by priority Start Finish JOURNEY 1: Quicker Customer support “Where is someone who can help?!” Finish Start JOURNEY 2: Complex licensing costs
2) Where in the journey are your clients? Social Media can... Break down conversations by maturity “As a Marketer I think most of my clients are here in their journey at point 1” “I’m at point 5 now. I don’t want to know about point 1!” Start Finish
3) What language is being used by your clients Social Media can... Break down conversations by terminology “Here in the office we use this language all the time so our customers will definitely understand this: Blah blahblah” “Eh? I’ll go with someone who understands me better.” Start Finish
4) When are your clients active in the journey? Friday Mon Sat-Sun “Ok now that I’ve had my break I’m really interested in picking up where we left off!” “I’m interested to what you have to say right now...” “You can say all you want right now but I’m not listening so it won’t be of any use.” Finish Start Social Media can... Break down conversations by time (hours, days, weeks, months etc)
5) Who is influencing the journey? Social Media can... Break down conversations by the most influential “Whatever you do don’t forget about `ABC!!’” “If you’re looking for a good company you can’t go wrong with BRAND X!” “Great advice everyone, thanks!” Web PresencePersonal Blog http://www.chriswolf.com Company Blog http://blogs.gartner.com/chris-wolf/ Twitter @cswolf LinkedIn Chris Wolf Finish Start
Case Study: Social Media Launch for Accountancy Firm Scenario A top 20 accountancy firm in the UK wanted to use social media to: Increase their brand awareness Develop existing relationships Generate new leads Method
So remember... Define your social media strategy first! Listen and report on the conversations taking place Create your social media engagement plan Identify which stage of the buying cycle they are in Engage accordingly Measure your success (Simple).
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