Keynote covering intelligent use, planning and integration of social media marketing in the enteprise, given by Olivier Blanchard (@thebrandbuilder) at Fusion Marketing Experience (#fusionmex) Brussels on March 23, 2011.
Social media marketing presentation at #fusionmex by Olivier Blanchard - @thebrandbuilder
olivier alain blanchard @thebrandbuilder
How Social Media is thought to plug into a business My Marketing could use some of that social media!
Customer Support Market Research Online Reputation Management Community Management Consumer Insights Recruiting Business Development Sales P.R. Business Measurement Marketing Education Thought Leadership Search/SEO Mobility How Social Media actually plugs into a business Customer Acquisition Lead Generation Crisis Management Internal collaboration Customer Retention Advertising Advocacy Event Management Fund-Raising Corporate Communications
The four core disciplines of Social Media Mgmt.
… are also the four phases of Social Media program dvlpmt.
Making Social Media Actually Work for Your Organization...
Rule #8: Social media does not erase business goals.
“ What are you trying to accomplish?” Define the objective FIRST. THEN come up with the tactics. Social media is there to serve the needs of your business.
So what do you or your clients want? More visitors to their website? More engagement? More mindshare? More sales? More market share? More exposure? More positive press? More positive perception? More traffic to brick & mortar stores? More loyal customers?
Macro Objectives As an organization, what are my most important objectives?
Micro Objectives As a department, what are my most important objectives?
A word about Goals: Goals are not targets. Increase net new customers Increase sales revenue Increase net unique website visitors Increase the number of followers Increase market share Increase positive sentiment Increase positive recommendations/WOM Increase mindshare Attract better talent Amplify marketing efforts Increase customer participation Improve reputation with investors
Set targets. Be specific. Be clear. +500 net new transacting customers this Q +13% sales revenue YoY +8000 net new website visitors this M 200 Net new followers this W +3% more market share YoY 100% increase in pos.sentiment
Build your measurement methodology from these targets. Don’t just focus on the usual “social media” metrics: New Twitter followers “ Likes” Retweets Click-throughs Brand mentions Impressions Focus on YOUR objectives and targets.
Rule #9: Flexibility and adaptability trump expertise
If you aren’t using social media to become a better company, you aren’t using it right.
Ways in which Social Media can help a business: Sales Net New Customers, Increased Frequency of Transactions, promo exposure Increased yield (average $ value per transaction), and product penetration Customer Support Immediate feedback and response, positive impact in public forum, cost reduction Human Resources More effective recruiting, online monitoring of employee behavior (risk management) Public Relations Online Reputation Management, improved brand image via Social Web Customer Loyalty Increased interactions, better quality of interactions, deeper relationship with brand, Increased trust in brand, increased mindshare of brand, greater values alignment Business Intelligence Know Everything. (No, really.)
Thank you, Brussels!!! Learn more at smROI.net @ thebrandbuilder OlivierBlanchard .net