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Social Media for small business

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Workshop at Microsoft Flux in Helsinki, Finland.
Live Stream https://twitter.com/DJVassallo/status/834780590759030786

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Social Media for small business

  1. 1. SOCIAL MEDIA FOR SME WHAT SMALL BUSINESS NEED TO KNOW TO SUCCESSFULLY LEVERAGE SOCIAL PLATFORMS MICROSOFT FLUX, HELSINKI 23/FEB/2017 @djvassallo /in/delfinvassallo
  2. 2. Digital Customer Journey *Social selling: techniques to influence buyers and changemakers by Tim Hughes **Carnegie Mellon University, Heinz College Survey 2016 ***CEM 2011 75% of B2B buyers are influenced by information found on social media** YouTube Videos Online search Social Media Reviews CONSIDERATION AWARENESS PURCHASE EVALUATION EXPERIENCE LOYALTY ADVOCACY 1 PLANNING 2 PRE-SALE 3 SALE 4 POST-SALE KEY INSIGHT: We must be present throughout the customer’s journey to purchase, so that when they’re ready to purchase, we are top of mind in a positive way. Before purchase After purchase Customer journey Sales & Marketing Experience shared becomes next prospect’s ZMOT When buyers research online, they’re 80% of the times on salesperson avoidance mode* 67% (~85%) of B2B buyer’s journey happens online, before they talk to a sales person***
  3. 3. Define the role of Social Media Increase teams productivity Increase loyalty and foster brand advocacy Deliver a seamless customer experience Customer service is the new marketing Engage customers on their channel of choice Reduce customer churn
  4. 4. How does Social Media work? Photo by Ricardo Carreón http://www.flickr.com/photos/carreon/4497349050/ • We humans are social beings, sharing our experiences is part of the social interaction • We are influenced and motivated by each other to do things • Influence through conversation • Low consideration vs high consideration purchases • Influence marketing
  5. 5. Understand your customers • How long they use the platform? • What do they specifically do on it? • How do they interact with others? • Find out the “place of influence” • Where they make they purchasing decisions? • Where they get influenced by others? • Where they observe how their friends are buying / discussing purchases
  6. 6. Photo by Benny Bnut http://www.flickr.com/photos/bvcphoto/4044750742/ Research the platform • Social dynamics • Marketing possibilities: • Display ads • Sponsorships • Influencer marketing • Apps & widgets • Brand pages • Other
  7. 7. • Track every KPI relating it with your business objectives • Traffic & leads generated by Social Media • Compare metrics with your increase in leads & sales • Every effort should focus on how to influence final consumer • Commit your team members to take initiative on conversations • How the target can share or discuss with others your content • Very specific • Where the activity will develop • Whom you are targeting • How it synchronizes with offline activities • Define KPI’s and how will be measured • How they will work together • Who will implement and manage them • Measurement process Define objectives Developing your strategy Choose tactics & tools Execute for engagement Track results
  8. 8. Measuring Success Action Company launches Digital Marketing & Social Media initiatives Reaction People respond positively to this Non-financial Impact 30k ppl like page +20% website traffic 3x brand mentions Investment Financial Impact 3,000 new customers +25% sales
  9. 9. KEY TAKEAWAYS Social Media is not free it costs time, effort & money 1 Execute for engagement and focus on building relationships 3 If your content doesn’t add value it’s just noise 2 Correlate SoMe metrics with your business metrics 4
  10. 10. @djvassallo /in/delfinvassallo Shoot questions! Hiring now! FluidoGroup.com/careers

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