Effective Marketing with Social Media - The Tech Business Mini-MBA Nov 2012


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The Tech Business Mini MBA is delivered by Minibar in partnership with the ICT KTN. The series addresses common business issues in web and tech companies. Our presenters are successful entrepreneurs, CTOs, investors, accountants and lawyers, who are amongst the best in the UK’s web sector.

In this workshop, Margaret Gold talks about creating and executing a strategy for the effective use of social media tools, and introduces several approaches to turning social media tools into powerful marketing platforms. The workshop touches on the subjects of improving web traffic, building your brand, the product feedback cycle, the power of Word-of-Mouth and other aspects of marketing for start-ups and digital businesses.

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  • Each point or interaction with your organisation can be referred to as a ‘moment of truth’, a concept first introduced by Jan Carlzon, the former president of Scandinavian Airlines, in his 1986 book titled Moments of Truth. Carlzon defines the moment of truth in business as: “ Anytime a customer comes into contact with any aspect of a business, how ever remote, is an opportunity to form an impression.” Customer journey mapping builds on this concept by providing a strategic tool to start the process of ensuring that every interaction with your organisation is a positive one.
  • Effective Marketing with Social Media - The Tech Business Mini-MBA Nov 2012

    1. 1. ICT KTN Online Business Essential Clinics Effective Marketing with Social Media creating & executing a strategy for the effective use of social media tools (November 2012)
    2. 2. @MobileMaggie
    3. 3. http://rlauterborn.com/pubs/pdfs/4_Cs.pdf
    4. 4. Social Media is a Strategic Tool Retention Problem / NeedRecommendation Awareness Enquiry Experience Purchase
    5. 5. You have to do your Customer Journey Mapping homework first Customer Experience Moments of Experience Monitor Definition Mapping Truth Design• User research • Touchpoints • Differentiators • Concept • Measurement• Contextual • Need states • Loyalty drivers • Prototype • Dashboard analysis • Emotional • Priorities • Validate • Tools• Personas states • ROI • Ideation• Lovemarks • Narrative • Roadmap• Requirements insight
    6. 6. Customer Definitionhttp://images.businessweek.com/mz/07/24/0724_6insiid_a.gif
    7. 7. Customer Definitionhttp://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/
    8. 8. Moments of TruthSeth Godin’s Purple Cows• Remarkable ideas spread easily• Sell what people are buying• Focus on the early adopters and sneezers• Make it remarkable enough for them to pay attention• Make it easy for them to spread• Let it work its own way to the mass market. http://www.fastcompany.com/magazine/67/purplecow.html 9
    9. 9. Moments of Truth TRACKING TRACKING TALKERS TALKERS Listen to users, track topics Listen to users, track topics Know who’s doing the talking Know who’s doing the talking and brand mentions, gather and brand mentions, gather & influencing, and where the & influencing, and where the insights, measure & manage, insights, measure & manage, conversations are taking place conversations are taking place respond and engage respond and engage TOPICS TOPICS Give them something fun, Give them something fun, TAKING PART TAKING PART unique & repeatable to talk Engage, share info & unique & repeatable to talk Engage, share info & about –– create curiosity gaps support, do shout-outs, about create curiosity gaps support, do shout-outs, and triggers say thank-you, say sorry and triggers say thank-you, say sorry TOOLS TOOLS Make everything shareable and Make everything shareable and forwardable , , post content forwardable post content everywhere, free samples, find everywhere, free samples, find the multipliers the multipliers
    10. 10. Jyri Engstrom’s Social Objects http://glennas.wordpress.com/2009/11/13/defining-requirements-for- social-web-applications-%E2%80%93-part-3-social-objects/
    11. 11. Moments of Truth Hugh Macleod on Social Objects http://gapingvoid.com/2007/12/31/social-objects-for-beginners/ http://gapingvoid.com/2007/10/24/more-thoughts-on-social-objects/
    12. 12. Moments of Truth
    13. 13. Social Media is a tool across the Customer Journey Retention Problem / Need AwarenessRecommendation Enquiry Experience Purchase Experience Mapping
    14. 14. Social Media is a tool across the Product Development cycleExperience Design Eric Ries: http://www.startuplessonslearned.com/ http://www.slideshare.net/venturehacks/the-lean-startup-2
    15. 15. Minimum Viable Producthttp://www.rogerstringer.com/2011/03/page/2/
    16. 16. Experience Social Media aids Rapid Iterations Design http://market-by-numbers.com/customer-development-services/
    17. 17. Only now should you sit down and choose your Platforms
    18. 18. http://www.invisiblepr.com/social-media-public-relations/
    19. 19. Choose your tools based on what you want to achieve http://www.elliance.com/aha/infographics/Soci al-Media-Building.aspx
    20. 20. http://www.theconversationprism.com/
    21. 21. Social mostly boils down to Engagement http://darmano.typepad.com/logic_emotion/200 9/05/social-engagement-spectrum.html
    22. 22. 4 “Rules” of Campaign DesignGive the consumer what they want - not what you want them towant (competitions, sweepstakes, coupons, previews &exclusives) Make your activity bite-sized Engage frequently: little and often is key Lots of little campaigns build relationships far more effectively than big one off campaigns. http://www.engagesciences.com/blog/2011/10/19/the-4-rules-of-social-media-marketing/
    23. 23. Experience Monitor Design Test & Measure Everything! http://www.wired.co.uk/magazine/archihttp://seotermglossary.com/ab-testing/ ve/2012/01/features/test-test-test
    24. 24. Monitor Keep Track of the Statistics http://danzarrella.com/
    25. 25. Monitor Now do your Monitoring Tools Research A Wiki of Social Media Monitoring A Wiki of Social Media Monitoring Solutions Solutions http://wiki.kenburbary.com/
    26. 26. Putting together the action plan#1 define goals #2 identify #3 customerand objectives your audience journey mapping #4 choose #6 develop content #5 set the budget the tools to use & social objects #8 determine your #9 assign roles and#7 define your KPIs resources responsibilities #10 monitor and measure
    27. 27. Strategic option: Your Turn! MYOA - Consumer Retention Problem / Need • Do users come back and use the • What’s the problem to be solved, the job to be done? service again? • How do your customers express that need? • Do they try new elements of the • Where does your solution fit into all the other things service, scale up their usage? they do? • Reclaimed, renewed, redeemed? • Has a relationship been developed? • How are past users communicated Awareness with? • How do your customers find out about your service, or any other solutions? • Where do conversations take place? • Where do your customers physicallyRecommendation gather?• Do users recommend the service to others? • How well do you listen?• Is it easy to recommend and share? • How clear are the marketing messages• Does the service generate buzz? and website?• Who’s doing the talking?• What customer outreach initiatives are being taken? Enquiry • How do your customers make contact in order to find out more about your service Experience and whether it’s the right one for them? • How easy is the service to use? • How do they make the decision to use the service or not? • Does it meet the needs? Of your • Are there other routes through all of the customer? tools their disposal? • Are there hurdles, confusion points, Purchase short-comings that can be • How easy is it to get started? • Is there a long registration addressed? process? • How much support is provided? • When does a commitment and a • Is feedback captured throughout payment take place, and does the whole process? that fit the need? • What other needs could be met?