Social media strategy is more than just posting updates in the popular medias. Follow the 10 steps of social media to get started with a strategic approach and clear strategy before choosing media and channel.
The 10 steps of Social MediaFig.: The Conversation Prism,Source: Brian Solls and JESS3www.theconversationprism.com
Agenda: 10 Steps of Social Media1. Understand your business and products2. Define involvement strategy and set metrics and clear goals3. Understand your customers and their platforms = Listen!4. Develop a social media policy5. Choose channels and content strategy6. Publish your initial content, start conversations7. Use current network, share your content8. Cross media, use more platforms simultaneously9. Monitor and measure10. It is a marathon not a sprint
Which challenges do you face?WRONG QUESTION: THE RIGHT QUESTION IS:“How can we market “What do I have asour products in the others bother to talk tosocial medias?” me/each other about?”• How is your strategy build up?• What is the biggest challenge? Why?• What value can you offer fans / followers?
”It’s not about you!”What problems can you solve that will help customers do their jobs betteror make their lives easier? Traditional Marketing Online Marketing Dominate the market Create a community within the market Shout out loud Listen, and then whisper Me, Me, Me Us, us, us Push the product or service Pull in people with your message/story Advertising Word of mouth (mouse) Control Allow Pursue ”leads” Nurture relationships ” Nobody cares about your products (except you)” David Meerman Scott
Understand your business and products Where are your products placed - Can you create related social services ? Non-Professionals Has the companys products creates the product become (or becoming) digital and easy to copy so marginal cost is approaching zero? Is the company’s products suitable to user creation? Physical Digital Exconomy Economy Only Proffesionals Creates the productFig.: The perfect stormSource: Peter Svarrewww.denperfektestorm.dk
Define involvement strategy & set goalsHigh involvement of customers • Claims Co-creation of products • Suggestions for improvement • Customer service Involvement in products • Use of the products • Conversation about products Creation of relating services • Product creation Involving campaigns Digital one-way communication Low involvement of customersFig.: The perfect stormSource: Peter Svarrewww.denperfektestorm.dk
Define involvement strategy & set goals Do you have a clear Social Media strategy?AttractBrand, your brand in one word, what would that be ?Outcome, what is the outcome you help clients achieve?Differentiation, what makes you different from competitors?Convert 1%Strangers –> consumers of informationand education –> customers. 9%Consumers of valuable content + time = customersEngage:Create shares, likes, comments1% Creators 90%9 % Editors90% ListenersFig.:, 1% rule of internet cultureSource:: McConnell, Ben; Huba, Jackie (May 3, 2006).
Define involvement strategy & set goalsHow do you monitor your ROI ? Focus on: But Also… • Bottom line • Friends of Fans / Network • Number of leads • Engagement / Talking about • Website visits • IPM (comments + likes) / posts / fans • Conversion rate • Weekly Reach
Define involvement strategy & set goals Friends of Fans Talking about Reach IPMSource: Mikael Lemberg, Komfo platformwww..komfo.com
Listen - Understand your customersWho are your customers and where are they communicating?1. Do people talk about the company, products or business in social media?2. Are your competitors already present in this universe?3. Understand the relevant platforms as networks, blogs, chat, forums etc.4. Learn to speak the right language, to learn right word and phrases5. Develop Customer profiles:Develop Customer profiles:What do you want each group to believe about your organization?What message will you use to reach the customer profiles?What makes you different from competitors ?
Develop a social media policyDo you connect with everyone? • Connect with everyone? (Competitors/ Customers/ suppliers) • Should you have a Personal / company profile ? • Benefits of presence versus challenges and risks? • Create Rules Of Conduct • Create a communication policy not only social media policy
Choose channels and content strategy Lead the conversation: Be a thought leader — It’s easy to sell Relevant content when everyone looks to you for guidance. Split tests Advertising-specific keywords Social medias Search engines Unique URLs and phone numbers Campaign- or brand-specific hashtags Cost effective MarketingFig.:, Cost effective Online MarketingSource: B2B blogging, Jokam Ditlevwww.contentmarketing.dk/b2b-blogging
Choose channels and content strategy Facebook is a lot like the local pub. A pub is a place where you can go in, chat with friends, tell a few jokes and relax a bit. LinkedIn is more like a trade show—a place where you’d keep things pretty buttoned-up and formal. And there are many more.. Blogs Slideshare Klout Foursquare etc.Fig.: 1 Week - Top 10 Social Media WebsitesSource: Experian Hitwise UShttp://www.experian.com/hitwise
Publish you initial contentCreate triggers that encourage peopleto share/like/commentBefore you post an update, video orphoto to any social media, consider whatoptions for engagement you are givingto your followers - what you wantviewers to do after watching it?• Start discussions• Surprise and delight your fans• Crowd source ideas• Stir up a little controversy > Write up a plan and automate the boring stuff
Go beyond text – video, audio & photos “Adding an image will double your page views” Souce: www.skyyword.com Length of video Viewers gone 10 seconds 10,39% 30 seconds 33,84% 1 minute 53,56% 2 minutes 76,29%Table.: Online Viewer habitsSource: www.TubeMogul.com
Publish your own Blog4 steps of starting a new blog1. Easily monitor what people are saying about you, the market, your organization and products How influential is a blogger?2. Participate by commenting on others blogs3. work with blogger who write about your industry, company or products4. creating your own blog
Geolocation with Offline Offers1. Socially. To tell their friends where they are so they can join them.2. As a game. To become “mayor” of a place and to check in more than other people3. MyWare. To log where in the world you’ve been
Google+ pages for companies Set Up Google+ Direct ConnectHangouts – live webcam conversationsCircles – not sharing the same with the boss as friendsShare LOTS of Photos - Which images, charts, or slides can you share onGoogle+ to ignite conversations and increase the viral spread of your content?
LinkedIN – B2B Networking Profile: • Professional Headline: Identify important keywords • Customize your Website URL’s: Create a call-to-action • LinkedIn Applications: Slide share, Blog link, Outlook • Recommendations: ask and give recommendations • Tag your connections: To manage many connections
LinkedIN - B2B Networking• Product Awareness: Target product page• Post status updates: Create follower base• Post Jobs: Paid and unpaid via status updates• Events: promote your exhibitions and conferences• LinkedIn Groups: Join also groups outside your Industry
Answers – Help others and be an ExpertTop Expert of the week- Best answered questions
Facebook – B2C Word of Mouth Fans Friends of fans Total marketOnly 16% of your fans see your postsEdgeRank = Affinity + Edge Weight + Recency
Facebook - B2C Networking 1. Create Page 2. Make easy to join – buy a domain name for the Facebook page 3. Put url to the Facebook page in the email signature 4. Invite employees and customers to join (explain why) 5. Invite website visitors 6. Create easy interaction in the beginning (start knowing your fans) 7. Reply to comments 8. Increase reach and engagement 9. Post and change cover photo often 10. Create triggers that encourage people to share/like/comment
Use current network• Put link to the Social media pages in the e-mail signature• Invite employees and customers to join (explain why)• Invite website visitors (include links to follow and share)• Connect future e-mail contacts via Outlook integrationOutlook integration
Cross media, use more platforms LinkedIN facebook Goalcube/Blog Twitter Slidesharewww.goalcube.com YouTube
Monitor and measure – Google is kingTrack webpage conversions and goals to monitor direct earnings
Monitor and measure – Free SolutionsGoogle AlertsAddict-o-matic Social MentionAnything you can learn about your own brand,you can learn about your competitors’ brands.
Post and Monitor – Low CostHootsuite Integration with many social medias directly, via apps or RSS +Facebook insights and google analytics
It is a marathon not a sprint Social media marketing can take months or years of persistent effort before you reach any kind of successful reach and engagement.“Retaining your current customers is 5 to 10times cheaper than acquiring new ones.“– Focus on creating long term value!
Follow up: 10 Steps of Social Media1. Understand your business and products2. Define involvement strategy and set clear goals3. Understand your customers and their platforms = Listen!4. Develop a social media policy5. Choose channels and content strategy6. Publish your initial content, start conversations7. Use current network, share your content8. Cross media, use more platforms simultaneously9. Setup metrics, monitor and measure10. It is a marathon not a sprint