Social Media Training Series: Marketing & Sales; Customer Service; Leveraging Social Communities; Tracking and Analyzing

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Four part social media training series. Social Media Training Series: Marketing & Sales; Customer Service; Leveraging Social Communities; Tracking and Analyzing

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Social Media Training Series: Marketing & Sales; Customer Service; Leveraging Social Communities; Tracking and Analyzing

  1. 1. Social Media Training SeriesPresented by Genia Stevens, MBASocial Media Trainer – Marketing Strategistwww.GeniaStevens.com608.466.7612 (office)608.466.5230 (mobile)gks@geniastevens.com Helping your company keep pace with the latest marketing trends.
  2. 2. Social MediaTraining SeriesSession 1:Social MediaMarketing andSales
  3. 3. Discussion Points:1. Defining your target market2. Defining business goals3. Which social media property will work best for your company?4. Avoiding common pitfalls5. Best practices for small and medium-sized companies
  4. 4. Define Your Target Market• Analyze your current customers a. what social networks do they use? b. what type of content do they share? c. track interests, behaviors, characteristics to build a customer profile•Research your competitors a. who are their customers? b. how are they engaged? c. where are they engaged? d. is their customer profile different from yours? e. what do they do better than you? f. what do you do better than them?•Test your communication tone
  5. 5. Define Business Goals• What is the goal you are trying to accomplish? a. clearly define your organization’s goal(s) b. make sure you have buy-in from upper-management c. make it clear how you plan to use social media to help accomplish this goal•What is the timeframe for accomplishing thisgoal? a. establish realistic timeframes b. set checkpoints•Is this goal aligned with your organization’sstrategic plan?
  6. 6. Which Social MediaProperties Work Best?Top Four Social Networks:1. Facebook (B2C)2. Twitter (B2C)3. Pinterest (?)*4. LinkedIn (B2B)LinkedIn Facebook: Google+Boardroom Water cooler LinkedIn WannabeTwitter: PinterestCocktail Hour New Kid* So far, it appears Pinterest will head in the B2C direction.
  7. 7. Pitfalls to Watch Out For• Forgetting about your website - don’t forget to keep your website up-to-date•Giving away the farm - if you’re using giveaways to grow your community, don’t get giveaway happy – your fans will begin to expect freebies all the time•Remain consistent and promote frequently - if your primary goal for the first 6 months is to raise brand awareness, stick to that and set secondary goals aside
  8. 8. Pitfalls to Watch Out For•Getting started with social media marketingwithout a strategy - write one! remember: you want specific, measurable and attainable goals•Over-sharing - sharing information is great, but if you’re a business owner, you can’t afford to share too much•Data paralysis - data should help drive decisions, but don’t let it get in the way of creative ideas•Lack of personalization - use a real person – embrace personal brands
  9. 9. Best Practices for Small andMid-Sized Businesses• Add social media training to your salestraining program a. social networks are a great place to build and maintain relationships b. sales professionals can successfully use social networks as a lead generation tool c. social networks can be used to drive traffic directly to a company’s website where products are soldYour market is already online – your salesteam should be there participating, observingand engaging.
  10. 10. Best Practices for Small andMid-Sized Businesses• Add social media training to your salestraining program d. more and more buyers initiate sales via information found on the internet e. people, especially women, prefer to buy from people they trust – social networks build that trust f. the most successful sellers are those who changed their business development activities from prospecting to networking
  11. 11. Best Practices for Small andMid-Sized Businesses• Add social media training to your customerservice training program a. your social networks should be an extension of your customer service department b. assign a person or team to monitor your brand mentions across multiple social network platforms c. make sure your social CSR has been trained to deal with online behaviorsYour customers are already talking aboutyour brand on social networks – you shouldbe a part of that conversation.
  12. 12. Social MediaTraining SeriesSession 2:Social Media Salesand Service withFacebook, Twitter andLinkedIn
  13. 13. Discussion Points:1. How to build your company profile on Facebook, Twitter and LinkedIn2. Turning followers and fans into customer advocates3. Designing a successful marketing campaign for sales and service across multiple social networking platforms4. Time effective use of social media communications with simple push-button automation
  14. 14. Building Your Company Profile onFacebook, Twitter and LinkedIn• Know each network’s personality type - LinkedIn: boardroom - Facebook: water cooler - Twitter: cocktail hour• Complete your profile accurately - Name, company information, web address, phone, snail mail, etc.• Give your profile a personal touch•Keep your branding consistent - Mission statement, elevator speech, colors, picture and biographical information should remain the same across multiple platforms
  15. 15. Turning Followers and Fans IntoCustomer AdvocatesEngage:•Post updates on your social networks that getyour community engaged with your brand•Post updates that help you build a relationshipwith your community•Respond to your community members - don’tleave them hanging
  16. 16. Turning Followers and Fans IntoCustomer AdvocatesEngage:•Engaged community members trust your brand•Engaged community members become viralmarketers•Engaged community members who are excitedabout your brand become word-of-mouthmarketers•Engaged community members become yourcustomer advocates
  17. 17. Turning Followers and Fans IntoCustomer AdvocatesNurture Your Relationship:•Once you’ve gained your community’s loyalty andtrust, don’t abandon them•Don’t abuse the trust and respect you’ve earned•Use your social network community as part of yourcustomer service department•Always respond to criticism (remain calm andprofessional)•Have fun
  18. 18. Designing a successful marketing campaignfor sales and service across multiple socialnetworking platformsTo Develop a Successful MarketingCampaign, You Want to Answer theseQuestions:•Who’s your target market?•Who are you?•What are you trying to accomplish?•Who will create, implement and manageyour campaign?•What tools will you use?•Where will your content come from?•What milestones will you establish?•How will you measure your progress?•How will you manage your brand’s reputation?
  19. 19. Designing a successful marketing campaignfor sales and service across multiple socialnetworking platformsWho’s Your Target Market?•Determine your target market•What social networks do theyuse?•How will you locate them on thevarious social networks?•How will you approach them?•When will you approach them?
  20. 20. Designing a successful marketing campaignfor sales and service across multiple socialnetworking platformsWho are you?•What does your organization/companydo?•How does it benefit your targetmarket?
  21. 21. Designing a successful marketing campaignfor sales and service across multiple socialnetworking platformsWho Will Create, Implement andManage Your Campaign?•Senior level marketing staff (create)•Mid level marketing staff (implement)•Entry level marketing staff (manage ongoing tasks)•Interns (manage ongoing tasks)•Outsourced 3rd party (create,implement or manage ongoing tasks)•Knowledgeable•Passionate about building andmaintaining relationships
  22. 22. Designing a successful marketing campaignfor sales and service across multiple socialnetworking platformsWhat Tools Will You Use?•Blogs•Your web site•Video sharing web sites•Social networking web sites•Social media press releases•Webinars•White papers
  23. 23. Designing a successful marketing campaignfor sales and service across multiple socialnetworking platformsWhere Will Your Content ComeFrom?•Articles•Blog posts•Videos•Press releases•News from trusted and reliable resources•E-Newsletters you subscribe to•Pictures•Giveaways•Surveys (quantitative and qualitative)•Share your connections’ content
  24. 24. Designing a successful marketing campaignfor sales and service across multiple socialnetworking platformsWhat Milestones Will YouEstablish?•Establish timeframes for accomplishingmajor goals (3 months, 6 months)•Time milestones with product/sitelaunches•Establish weekly and monthly tasks
  25. 25. Designing a successful marketing campaignfor sales and service across multiple socialnetworking platformsHow Will You Measure YourProgress?•Use Bit.ly (or similar URL shortener)•Track how often your content is shared•Monitor level of engagement•Install Google Analytics•Utilize Facebook fan page insights•Track community growth•Track sales related to social media activity•Track leads obtained using social mediaactivity
  26. 26. Designing a successful marketing campaignfor sales and service across multiple socialnetworking platformsHow Will You Manage Your Brand’sReputation?Assign a person or team to do thefollowing:•Stay alert on the various social networks•Subscribe to Google alerts•Monitor brand mentions on all socialnetworks•Put out fires quickly•Respond to questions/comments about your company/product
  27. 27. Designing a successful marketing campaignfor sales and service across multiple socialnetworking platformsBrands that take the time to write asolid social media strategy:1. Develop great relationships with their social community2. Avoid common pitfalls that damage their brand3. Create great content that get their community engaged and keep them engaged4. Turn their community members into customer advocates who sell their product or service to their friends, family and colleagues5. Increase their revenue and growth by 60% (versus 8% for businesses that don’t use social media - Marketo Report, 2010)
  28. 28. Time effective use of social mediacommunication with simple push-buttonautomationPush-Button Social MediaScheduling & Management Tools- SocialOomph.com-HootSuite.com-Roost.com- CoTweet
  29. 29. Social MediaTraining SeriesSession 3:Leveraging Social MediaCommunities for YourBusiness – Build YourBrand and Win NewCustomers Online
  30. 30. Discussion Points:1. The most effective way to communicate online2. Psychological and social aspects of building your brand online3. Brand management action plans and monitoring tools – listening to the voice of your customer4. Gathering competitive intelligence and relevant metrics5. Crisis communication – how to quickly remedy a bad situation6. Building customer advocates
  31. 31. Communicating EffectivelyOnline• Communicate With (Do Not Talk AT)Your Community-Utilize content that encourages adiscussion- Ask questions- Ask for feedback from your community- Respond to feedback professionally(remain friendly and relaxed)- Be personable•Test your communication tone
  32. 32. Psychological and social aspects of buildingyour brand onlineUnless you are using video marketing in yoursocial media campaign, you are losing 55% ofyour organization’s capabilities to get people tolike your content, since body language isabsent.--------------------------------------------------The 7%-38%-55% Rule(Dr. Albert Mehrabian in the 1960′s)We accept and absorb meaning of words atthese intervals:7% from words38% from tone of voice55% from body language.
  33. 33. Psychological and social aspects of buildingyour brand onlineSuccessful Video Marketing• Keep your videos short, less than 2minutes in length• Your videos should inform or entertain – ifnot, DO NOT post them•Prepare a video marketing strategy•Prepare a video content schedule•Keep search engine optimization in mindwhen preparing your video marketingstrategy
  34. 34. Psychological and social aspects ofbuilding your brand online There are 6 Social Media User Personalities: 1. Altruists 2. Careerists 3. Hipsters 4. Boomerangs 5. Connectors 6. Selectives
  35. 35. Psychological and social aspects ofbuilding your brand onlineAltruists: Social media users who share helpfulinformation through being thoughtful and connectedCareerists: Social media users who share thingsrelated to business and are interested in exchangingideas on how to solve problems in the work fieldHipsters: Social media users who believe that sharingis a part of themBoomerangs: Social media users who post to get areactionConnectors: Social media users who are alwayspassing deals and opportunities to their friendsSelectives: Social media users who only share thingswith someone specific. If it isn’t relevant to themthere is no point in sending it
  36. 36. Psychological and social aspects ofbuilding your brand onlineThe biggest mistake brands makewhen using social media topromote their product or service is:Making it all about themselves.Remember the 6 social mediapersonalities and, as often aspossible, feed into all of them.
  37. 37. Brand management action plans andmonitoring tools – listening to the voice ofthe customer•Who will develop your brand management actionplan?•Goals?-Aligned with organization’s strategic goals?•Keeping brand image consistent through contentdevelopment•Developing a social media ‘voice’ for theorganization that doesn’t degrade the brand•Successful communication with social community•Listening and responding to the voice of thecustomer
  38. 38. Brand management action plans andmonitoring tools – listening to the voice ofthe customer Social Media Monitoring Tools Monitor your brand, industry and competition across multiple social networks Discover targeted users on multiple social networks Respond to all your community members with the click of a button Measure your social media efforts with detailed reporting •SproutSocial Social Media •Social360 Monitoring Tools: •Shoutlet •Hootsuite •Klout
  39. 39. How to gather competitiveintelligence and relevant metrics Social media monitoring tools provide the easiest way to gather the marketing intelligence and metrics needed to leverage your social media community. These tools measure:• Level of engagement with content• Community growth• Ideal prospects with keyword, profile and geosearch• Monitors your competition’s mentions and theircommunity’s level of engagement•Provides comprehensive reporting and analysis
  40. 40. Crisis communication – How to quicklyremedy a bad situation• Fans will pay close attention to how yourespond to complaints from others• People who are not fans will also monitorhow you respond to complaints•Remain calm and professional at all times•Never ignore criticism•Always address fans by name•Take a bad situation offline quickly
  41. 41. Crisis communication – How to quicklyremedy a bad situationHere’s a sample response to a fan posting acomplaint on a company’s fan page wall:If a fan posts a complaint similar to the following:I just left your store. I bought a blouse and a buttonwas missing. When I complained to the sales girl,she was very rude.Possible response: Hi Diane. We’re sorry you hada bad experience at our store. Please call me directat 555.222.1212, or you can email me atjohndoe@janesfashions.com. We appreciate anopportunity to fix this. - JohnIn this example, John apologized immediately,addressed Diane by name, provided a phone numberand an email address and attempted to move thisconversation offline right away.
  42. 42. Building Customer Advocates-Providing great customer service buildscustomer advocates-Responding quickly and politely in a crisissituation builds customer advocates-Having a brand management action planin place and implementing it successfullybuilds customer advocates-Relating to your social community on alevel that makes them comfortable buildscustomer advocates
  43. 43. Social MediaTraining SeriesSession 4:Measuring andManaging Your SocialMedia Program
  44. 44. Discussion Points:1. Overview of tools for measuring and managing your social media strategy2. 10 key metrics of social media3. How to develop your target metrics4. Metrics for evaluating your competitor’s performance
  45. 45. Overview of Tools for Measuring andManaging Your Social Media StrategySocial media management andmeasuring tools:• track your social media efforts inreal-time• allow you to stay on top of the latestTweets and other social networkupdates• help manage social media workflow• perform tasks that even the socialnetwork itself can’t do (exampleschedule updates in advance)
  46. 46. Overview of Tools for Measuring andManaging Your Social Media StrategySocial Mention (free) – real time searchengine that monitors over 100 socialmedia properties. It’s like Google Alertson steroids.Klout (free) – the de facto tool formeasuring social media influenceGoogle Alerts (free) – set up emailalerts for your company name, product,and competition
  47. 47. Overview of Tools for Measuring andManaging Your Social Media StrategyGoogle Analytics (free) – the mostpopular web analytics software, used by53% of all websites. You can configureGoogle Analytics to measure social webtraffic.CoTweet (free) – social mediamanagement and monitoringdashboard acquired by TwitterHootSuite (free) – similar to CoTweetbut has a slick iPad app that makes iteasy to manage Facebook and Twitter
  48. 48. Overview of Tools for Measuring andManaging Your Social Media StrategyRadian6 (paid) – acquired by thepopular CRM company Salesforce.comearlier this year for $326 millionMarketwire (paid) – a PR distributionservice with built-in social mediamonitoringFacebook Analytics/Insights (free) - acomprehensive analytics suite for pagesthat allows you to get a full insight intoyour fans and how they’re interactingon the page.
  49. 49. How to Develop Your Target Metrics Social media marketing objectives need to be aligned with corresponding metrics. First: establish your organization’s objective(s) Second: establish the standard (metric) you will use to evaluate your level of success in reaching this objective Third: Determine the tool (refer to the social media tools mentioned) you will use to measure this metric
  50. 50. KEY OBJECTIVES METRICS
  51. 51. 10 Key Metrics of Social Media1. Reach of fans, followers, subscribers2. Conversion rate (registrations, purchases)3. Leads generated4. Inbound links5. Sales generated6. Value of fans, followers, subscribers7. Brand sentiment8. Social bookmarks9. Strength or share of conversation10. Customer service/support savingsTracking social media data collected throughmeasurement tools will help you gather themarketing intelligence you need to measureyour level of success.
  52. 52. Metrics for Evaluating YourCompetitor’s PerformanceUse Social Media Measuring andMonitoring Tools to Track YourCompetitors:1. Reach of fans, followers, subscribers2. Inbound links3. Value of fans, followers, subscribers4. Brand sentiment5. Social bookmarks6. Strength or share of conversation7. Customer service/support savings
  53. 53. Social Media Training SeriesPresented by Genia Stevens, MBASocial Media Trainer – Marketing Strategistwww.GeniaStevens.com608.466.7612 (office)608.466.5230 (mobile)gks@geniastevens.com Helping your company keep pace with the latest marketing trends.

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