Effective Marketing using Social Media 2012


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  • IMVU started life as an “IM add-on” product. It sounded like a brilliant strategy – on a whiteboard.
  • Effective Marketing using Social Media 2012

    1. 1. ICT KTN Online Business Essential Clinics Effective Marketing with Social Media creating & executing a strategy for the effective use of social media tools (February 2012)
    2. 2. @MobileMaggie Margaret Gold is an innovation & business launch specialist who provides strategic services to companies & institutes expanding or launching new businesses in the mobile industry. She specialises in collaborative innovation, and applying mobile technologies to other fields like Healthcare, Education & Science. Before that, she was a senior consultant at Edengene, where she worked with FTSE 100 companies to invent, develop and launch new products & services to market.
    3. 3. http://rlauterborn.com/pubs/pdfs/4_Cs.pdf
    4. 4. You have to do your Homework before creating a Social Media Strategy Experience Mapping Customer Definition Moments of Truth Experience Design Monitor <ul><li>User research </li></ul><ul><li>Contextual analysis </li></ul><ul><li>Personas </li></ul><ul><li>Lovemarks </li></ul><ul><li>Requirements </li></ul><ul><li>Touchpoints </li></ul><ul><li>Need states </li></ul><ul><li>Emotional states </li></ul><ul><li>Narrative insight </li></ul><ul><li>Differentiators </li></ul><ul><li>Loyalty drivers </li></ul><ul><li>Priorities </li></ul><ul><li>ROI </li></ul><ul><li>Concept </li></ul><ul><li>Prototype </li></ul><ul><li>Validate </li></ul><ul><li>Ideation </li></ul><ul><li>Roadmap </li></ul><ul><li>Measurement </li></ul><ul><li>Dashboard </li></ul><ul><li>Tools </li></ul>
    5. 5. http://images.businessweek.com/mz/07/24/0724_6insiid_a.gif Customer Definition
    6. 6. http://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/ Customer Definition
    7. 7. <ul><li>Citizen marketers will sell “remarkable” ideas </li></ul><ul><li>Sell what people are buying </li></ul><ul><li>Focus on the early adopters and sneezers </li></ul><ul><li>Make it remarkable enough for them to pay attention </li></ul><ul><li>Make it easy for them to spread </li></ul><ul><li>Let it work its own way to the mass market. </li></ul>Seth Godin’s Purple Cows Moments of Truth http://www.fastcompany.com/magazine/67/purplecow.html
    8. 8. TOPICS Give them something fun, unique & repeatable to talk about – create curiosity gaps and triggers TOOLS Make everything shareable and forwardable , post content everywhere, free samples, find the multipliers TAKING PART Engage, share info & support, do shout-outs, say thank-you, say sorry TALKERS Know who’s doing the talking & influencing, and where the conversations are taking place TRACKING Listen to users, track topics and brand mentions, gather insights, measure & manage, respond and engage Moments of Truth
    9. 9. Jyri Engstrom’s Social Objects http://glennas.wordpress.com/2009/11/13/defining-requirements-for-social-web-applications-%E2%80%93-part-3-social-objects/
    10. 10. Hugh Macleod on Social Objects http://gapingvoid.com/2007/10/24/more-thoughts-on-social-objects/ http://gapingvoid.com/2007/12/31/social-objects-for-beginners/ Moments of Truth
    11. 11. Social Media is a tool across the Customer Journey Purchase Experience Problem / Need Awareness Enquiry Recommendation Retention Experience Mapping
    12. 12. Eric Ries: http://www.startuplessonslearned.com/ http://www.slideshare.net /venturehacks/the-lean-startup-2 Social Media is a tool across the Product Development cycle Experience Design
    13. 13. Social Media aids Rapid Iterations http://market-by-numbers.com/customer-development-services/ Experience Design
    14. 14. Minimum Viable Product http://www.rogerstringer.com/2011/03/page/2/
    15. 15. Only now should you sit down and choose your Platforms
    16. 16. http://www.invisiblepr.com/social-media-public-relations/
    17. 17. Choose your tools based on what you want to achieve http://www.elliance.com/aha/infographics/Social-Media-Building.aspx
    18. 19. Test & Measure Everything! http://seotermglossary.com/ab-testing/ Experience Design Monitor http://www.wired.co.uk/magazine/archive/2012/01/features/test-test-test
    19. 20. 4 “Rules” of Campaign Design Give the consumer what they want - not what you want them to want ( competitions, sweepstakes, coupons, previews &exclusives ) Make your activity bite-sized Engage frequently: little and often is key Lots of little campaigns build relationships far more effectively than big one off campaigns. http://www.engagesciences.com/blog/2011/10/19/the-4-rules-of-social-media-marketing/
    20. 21. Keep Track of the Statistics <ul><ul><li>http://danzarrella.com/infographic-how-to-get-more-clicks-on-twitter.html </li></ul></ul>
    21. 22. Social mostly boils down to Engagement http://darmano.typepad.com/logic_emotion/2009/05/social-engagement-spectrum.html
    22. 23. Putting together the action plan #1 define goals and objectives #2 identify your audience #3 learn from others #4 choose the tools to use #5 set the budget #6 develop content & social objects #7 define your KPIs #8 determine your resources #9 assign roles and responsibilities #10 monitor and measure
    23. 24. Your Turn! <ul><li>Purchase </li></ul><ul><li>How easy is it to get started? </li></ul><ul><li>Is there a long registration process? </li></ul><ul><li>When does a commitment and a payment take place, and does that fit the need? </li></ul><ul><li>Experience </li></ul><ul><li>How easy is the service to use? </li></ul><ul><li>Does it meet the needs? Of your customer? </li></ul><ul><li>Are there hurdles, confusion points, short-comings that can be addressed? </li></ul><ul><li>How much support is provided? </li></ul><ul><li>Is feedback captured throughout the whole process? </li></ul><ul><li>What other needs could be met? </li></ul><ul><li>Problem / Need </li></ul><ul><li>What’s the problem to be solved, the job to be done? </li></ul><ul><li>How do developers express that need? </li></ul><ul><li>Where does it fit into all the other things they do? </li></ul><ul><li>Awareness </li></ul><ul><li>How do your customers find out about your service, or any other solutions? </li></ul><ul><li>Where do conversations take place? </li></ul><ul><li>Where do your customers physically gather? </li></ul><ul><li>How well do you listen? </li></ul><ul><li>How clear are the marketing messages and website? </li></ul><ul><li>Enquiry </li></ul><ul><li>How do your customers make contact in order to find out more about your service and whether it’s the right one for them? </li></ul><ul><li>How do they make the decision to use the service or not? </li></ul><ul><li>Are there other routes through all of the tools their disposal? </li></ul><ul><li>Recommendation </li></ul><ul><li>Do users recommend the service to others? </li></ul><ul><li>Is it easy to recommend and share? </li></ul><ul><li>Does the service generate buzz? </li></ul><ul><li>Who’s doing the talking? </li></ul><ul><li>What customer outreach initiatives are being taken? </li></ul><ul><li>Retention </li></ul><ul><li>Do users come back and use the service again? </li></ul><ul><li>Do they try new elements of the service, scale up their usage? </li></ul><ul><li>Reclaimed, renewed, redeemed? </li></ul><ul><li>Has a relationship been developed? </li></ul><ul><li>How are past users communicated with? </li></ul>Strategic option: MYOA - Consumer
    24. 25. http://www.slideshare.net/goldenbushel/ict-ktn-minibar-online-business-essentials