Chamber Of Commerce Slough August 2011 Final

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:
Brand awareness
Lead generation
Customer insight/feedback
The most powerful medium to convey your message
First line in brand awareness
Powerful advocate tool
One of the easiest places to create a community
Fantastic inbuilt analytical insight into community behaviour
Potential platform of advocates
“Targeted Thought Leadership platform
Community success increasing
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

Now you’ve monitored...

Measure

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
Monitored all relevant conversations
Created a bespoke social media strategy
Trained the firm how monitor and engage
Provided support & metrics throughout
Results
2nd
30%
30+
Firm in Social Media brand awareness for UK
of all mentions from engaged users
Leads a month
Previous position in brand awareness, prior to social media.

Freebies

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).

Thank you.
If you have any further questions please contact david.wood@3seven9.com or tweet us at @3seven9

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Chamber Of Commerce Slough August 2011 Final

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