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Profiling your customer with social media

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Profiling your customer with social media

  1. 1. Social Media Marketing <br />is more than just broadcasting<br />By Zielgut (Christopher Plantener)<br />2nd Dec 2010 @ the German, Danish and British Camber of Commerce<br />The Transparent Customer<br />
  2. 2. Let’s not spend time on why social media marketing is any good but how you can use it in your day-to-day business<br />
  3. 3. Profiling<br />
  4. 4. What if you knew your customers as well as your colleagues<br />
  5. 5. Imagine I am your customerWhat canwe find in 60 sec about Christopher Plantener using:<br />
  6. 6.
  7. 7. is<br />Who<br />your<br />customer<br />
  8. 8. English<br />34 years<br />married<br />children<br />
  9. 9. Positions Marketing Director, Co-Founder, CEO, Mentor, Consultant<br />
  10. 10. Contacts:1225+User Type:Super connector<br />
  11. 11. Copenhagen, <br />Current Location: <br />
  12. 12. Past Location: <br />Denmark<br />Canada<br />UK<br />Belgium<br />Germany<br />France<br />
  13. 13.
  14. 14. Industry: Online Marketing<br />
  15. 15. Companies he <br />worked for<br />
  16. 16. Companies he <br />started<br />
  17. 17. Companies he is involved in<br />
  18. 18. Brands he likes<br />
  19. 19. And all this information is PUBLIC and can be collected in a second<br />
  20. 20. So what do we learn form all this? <br />
  21. 21. Segment your customer<br />
  22. 22. Get the full picture…<br />
  23. 23. And if you want to SELL me something<br />
  24. 24. Talk to me like this!<br />
  25. 25. Advertise here<br />
  26. 26. Promise me this <br />
  27. 27. Or maybe better this…<br />
  28. 28.
  29. 29. Profile and send targeted emails<br />
  30. 30. Social<br />media marketing<br />True customerinsight<br />=<br />MORE SALES<br />
  31. 31. 7 practicalstepsto a successfulsocialmediacampaign<br />
  32. 32. Getting Started<br />Defining the challenge<br />Increase leads & sales<br />Lower customer enquiries<br />Increase customer satisfaction<br />Define tangible goals<br />Get at least 10.000 new contacts via all channels (newsletter signup, Facebook, LinkedIn, mobile etc.)<br />Increase Net Promoter Score by X%<br />Decrease customer calls by X%<br />
  33. 33. Channel Selection<br />Find all relevant channels (broad)<br />Facebook, Linkedin, Xing, Twitter, Ning, Youtube, Forums, Communities<br />Website, Blog, Newsletter, Google, Affiliate, iPhone, Webinar<br />Select most promising<br />Where do your customers go<br />Set target for each channel<br />Facebook: 1500/800 (max/min)<br />LinkedIn: 300/200 <br />
  34. 34. Channel impact analysis<br />
  35. 35. ROI Pre-testing<br />Install Tracking<br />Google Analytics<br />Swix or similar<br />Calculate costs/acquisition<br />Use Google AdWords as benchmark<br />How much does a new customer costs?<br />Decide on channels<br />Based on budget/costs<br />Take the channels with the best ROI <br />
  36. 36. Planning & Content<br />Make a communication plan<br />What channel <br />How frequently<br />What partners<br />Detailed actions/responsibilities<br />Make a content plan<br />What message<br />To whom<br />With/by/from whom<br />
  37. 37. Communication needs discipline and hard work<br />“<br />Success seldom comes over night<br />In most cases you will only see the fruits of your work after months sometimes years<br />It’s a labor intensive business<br />“<br />
  38. 38. Measure & adjust<br />Measure<br />Do you meet your weekly targets?<br />How much does it cost you per contact?<br />Are your costs going down?<br />Which channels work/don’t work?<br />Adjust and focus<br />Chose a handful of channels and continue<br />Try new things and new messages all the time<br />
  39. 39. Applied social mediaA B2B case story<br />
  40. 40. e-conomic case<br />Online accounting system for SME’s<br />30.000+ customers in 9 countries<br />20+ people work with social media and the web every day<br />Major shift from “offline” to online marketing 2 years ago<br />Online goals and measures for everything<br />Use B2C techniques to sell B2B<br />
  41. 41. Forum<br />Country, tech,<br />CEO Blogs…<br />Youtube<br />Channel<br />Mobile App<br />Xing<br />Help Wiki<br />LinkedIn<br />Affiliate <br />Partners<br />Email<br />Webinars<br />Twitter<br />Facebook<br />
  42. 42. Why social media?<br />Increase marketing reach<br />Reach the customers where they are<br />Introduce B2C tactics<br />Improve service & support <br />Make service faster + more effective<br />Decrease cost for phone support<br />Social Media optimization<br />SEO and easy to forward, bookmark<br />Get customer insides<br />Customer data analysis<br />
  43. 43. How to use social media and save money on support<br />
  44. 44. The social media effect<br />Youtube views<br />Support Calls<br />Customers<br />
  45. 45. Customer ProfilingWhat did we learn about our customers?<br />
  46. 46.
  47. 47. “E-conomic” findings<br />Gender:<br />79%<br />21%<br />Age:<br />aged 25-44 <br />Web:<br />80% <br />81%<br />5%<br />7%<br />0%<br />43%<br />1%<br />Interests:<br />
  48. 48. “E-conomic” findings<br />Occupation:<br />Directors Owners Founders<br />17% 8% 9%<br />Industry:<br />IT, Software, Finances, Management, Telecoms<br />
  49. 49. Actions taken<br />
  50. 50. We made a massive push to our Telco and IT customers when launching our iPhone App <br />
  51. 51. Nr. 1 App in Denmark<br />
  52. 52. Is social media marketing worth the money?<br />
  53. 53. Social media ROI<br />What works<br />iPhone app – Nr 1 in DK<br />Youtube: 35k views <br />Wiki: 50k visits <br />Webinar: 100+ <br />Affiliate: 300+ new partners in 9 month<br />SEO: Lots of good traffic, conversations and links<br />What didn't work<br />Facebook (only 600+ likes)<br />Twitter (few followers)<br />Xing, LinkedIn, Viadeo, etc. – little volume but high quality contacts<br />
  54. 54. Impact effort analysis<br />Impact<br />Effort<br />
  55. 55. Yes, but do calculate ROI for each activity<br />
  56. 56. …and use your customer inside wisely!<br />
  57. 57. Thank you…<br />You’d better<br />Cross border online marketing<br />Christopher Plantener – chris@zielgut.com - +45 60 85 53 99<br />

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