Use the POST Methodology People Identify who you want to make an impact on Find out what their social activities and behaviour is all about Objectives WHAT do you want to accomplish and WHY? Strategy Plan how your relationship with your target group “The People” will change.Resource: Forrester Research
Use the POST Methodology Technology Decide which (Social) Media channels to use. Goal Set goals for achievement: Qualitative & Quantative Metrics Which metrics will you use to measure success?Resource: Forrester Research
Social Media is theultimate relationshipnurture platform.
People are more likely to trust and buy from a company they have a relationship with. Whenpeople engage with your content they feel like they have a relationship.
It’s what happensafter the “likes” andfollows that mattersmost.
People Heartbeat of social = People KNOW YOUR AUDIENCE! Listen!
What about your own people? Set up a dedicated team Social Media Policy Covers social media, ethics, word of mouth marketing
Social Currency Social currency is the extent to which people share the brand or information about the brand as part of their everyday social lives at work or at home Studies show that social currency significantly drives brand loyalty. Moreover, brands with a high social currency command a price premium. Social currency is a means, not the end; nor is it just about buzz or conversation. Rather it is about creating meaningful experiences around the brand. Successful brands strive to be an integral part of people’s daily lives by enabling them to connect, interact and benefit from like-minded brand users. The good news: study shows that a set of key principles emerge that help companies to build, nurture and manage social currency and create value. Resource: Vivaldi Partners
Use the right building blocks. Search engine optimization (SEO) Landing Page optimization Social Networking Blogs White papers Articles
More leads for less budgetGreat content pays dividends for a long time, an effect that multiplies asyou create more and more content.What I personally love most about it, and if you’re on the client side, youwill as well. It’s about applying more brains, not more budget.
It’s no magic.You need 4 essential ingredients.An inbound marketing strategy.An outbound marketing strategy.A corporate communications strategy.A nurturing or marketing automation strategy.
Because all buyers are unique.They engage with different typesof content at different stages of the buying cycle.
Content Mix Pyramid Entertain Monthly Inspire Bi-weekly Start conversation Weekly Teach how to do something 2 x week Provide relevant information 3 x weekResource: The Content Marketing Institute
Evaluate your initiativesHow does it support your objective? Do we have the right people to handle this?What metrics matter? Is there budget free? Impact Readiness Risks PriorityWhat are the risks if we do this? Does this initiative enable other work?What if we don’t?
93% of buying cycles start with an online search, so if your company shows up highin the search results, you’ll get “free” brand awareness.
Increased brand preference.Many buyers correlate high organic search rankings with trust and brand leadership.
Measure the right things Community growth Blog & web analytics Reach Engagement Relevancy Influence Sentiment Achievement of goals