ICT KTN Online Business Essential Clinics #4:  Effective Marketing with Social Media creating & executing a  a strategy  f...
@MobileMaggie Margaret Gold  is an innovation & business launch specialist who provides strategic advisory services to com...
http://rlauterborn.com/pubs/pdfs/4_Cs.pdf
Eric Ries:  http://www.startuplessonslearned.com/ http://www.slideshare.net /venturehacks/the-lean-startup-2 The Lean Star...
Social Media is a tool throughout the Customer Journey Purchase Experience Problem / Need Awareness Enquiry Recommendation...
You have to do your Homework before creating a Social Media Strategy Experience Mapping Customer Definition Moments of Tru...
http://images.businessweek.com/mz/07/24/0724_6insiid_a.gif
http://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/
It’s mostly about Word of Mouth TALKERS Know who’s doing the talking & influencing, and where the conversations are taking...
<ul><li>Citizen marketers will sell “remarkable” ideas </li></ul><ul><li>Innovators should adopt the 1% rule </li></ul><ul...
Only now should you sit down and  choose your Platforms
http://www.invisiblepr.com/social-media-public-relations/
Choose your tool based on what you want to achieve http://www.elliance.com/aha/infographics/Social-Media-Building.aspx
 
4 “Rules” of Campaign Design Give the consumer  what they want  - not what you want them to want ( competitions, sweepstak...
Social mostly boils down to Engagement http://darmano.typepad.com/logic_emotion/2009/05/social-engagement-spectrum.html
Some Resources READ
Some Case Studies STUDY Blogs  (Johnson &  Johnson, Delta Air Lines) Bookmarking/Tagging  (Adobe (adobe AIR), Kodak) Brand...
Now for the action plan #1 define goals and objectives #2 identify  your audience #3 learn from others #4   choose the too...
… some anecdotes to close….
Break-out Session <ul><li>Purchase </li></ul><ul><li>How easy is it to get started?   </li></ul><ul><li>Is there a long re...
Now for the action plan #1 define goals and objectives #2 identify  your audience #3 learn from others #4   choose the too...
A boot-strapping PR to-do list <ul><li>Create a press release that announces your new business. Make sure that its title h...
Applications / Hosted Services <ul><li>Hosted Blogs </li></ul><ul><ul><li>Blogger </li></ul></ul><ul><ul><li>WordPress </l...
<ul><li>Dan Zarrella, Social Media Marketing and Viral Marketing Scientist  URL:  http://danzarrella.com/# </li></ul><ul><...
MARKET RESEARCH TOOLS (market feedback, product/service reviews, industry updates):  • Get updates on who’s talking about ...
BLOGGING TOOLS:  • WordPress, TypePad, Joomla, Technorati, IceRocket, Google Blog Search MICROBLOGGING TOOLS:  • Twitter, ...
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ICT KTN / Minibar online business essentials

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Creating and executing an effective marketing strategy using Social Media tools

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  • IMVU started life as an “IM add-on” product. It sounded like a brilliant strategy – on a whiteboard.
  • ICT KTN / Minibar online business essentials

    1. 1. ICT KTN Online Business Essential Clinics #4: Effective Marketing with Social Media creating & executing a a strategy for the effective use of social media tools
    2. 2. @MobileMaggie Margaret Gold is an innovation & business launch specialist who provides strategic advisory services to companies & institutes expanding or launching new businesses in the mobile industry. 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. An ‘idea-to-launch’ community platform for the collaborative development of mobile innovations
    3. 3. http://rlauterborn.com/pubs/pdfs/4_Cs.pdf
    4. 4. Eric Ries: http://www.startuplessonslearned.com/ http://www.slideshare.net /venturehacks/the-lean-startup-2 The Lean Startup
    5. 5. Social Media is a tool throughout the Customer Journey Purchase Experience Problem / Need Awareness Enquiry Recommendation Retention
    6. 6. 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>
    7. 7. http://images.businessweek.com/mz/07/24/0724_6insiid_a.gif
    8. 8. http://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/
    9. 9. It’s mostly about Word of Mouth TALKERS Know who’s doing the talking & influencing, and where the conversations are taking place 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 TRACKING Listen to users, track topics and brand mentions, gather insights, measure & manage, respond and engage TAKING PART Engage, share info & support, do shout-outs, say thank-you, say sorry
    10. 10. <ul><li>Citizen marketers will sell “remarkable” ideas </li></ul><ul><li>Innovators should adopt the 1% rule </li></ul><ul><ul><li>If you don’t find the “sneezers” or connectors, the 80/20% rule won’t matter </li></ul></ul><ul><li>Work backwards </li></ul><ul><ul><li>Build your brand around your idea first. If the community you are targeting does not coalesce and rally around the idea, continuing to build the product is irrelevant </li></ul></ul><ul><li>Create your own “blue ocean” </li></ul><ul><ul><li>If you play it safe and go by the rules of your industry, value chain, and business model – you’re dead! </li></ul></ul><ul><ul><li>Most industries and markets are saturated and highly concentrated. </li></ul></ul>Purple Cows
    11. 11. Only now should you sit down and choose your Platforms
    12. 12. http://www.invisiblepr.com/social-media-public-relations/
    13. 13. Choose your tool based on what you want to achieve http://www.elliance.com/aha/infographics/Social-Media-Building.aspx
    14. 15. 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/
    15. 16. Social mostly boils down to Engagement http://darmano.typepad.com/logic_emotion/2009/05/social-engagement-spectrum.html
    16. 17. Some Resources READ
    17. 18. Some Case Studies STUDY Blogs (Johnson & Johnson, Delta Air Lines) Bookmarking/Tagging (Adobe (adobe AIR), Kodak) Brand monitoring (Dell, MINI) Content aggregation (Alltop, EMC) Crowdsourcing/Voting (Oracle, Starbucks) Discussion boards and forums (IBM, Mountain Dew) Events and meetups (Molson, Pampers) Mashups (Fidelity Investments, Nike) Microblogging (method, Whole Foods) Online video (Eukanuba, Home Depot) Organization and staffing (Ford, Pepsi) Outreach programs (Nokia, Yum Brands) Photosharing (Rubbermaid, UK Government) Podcasting (Ericsson, McDonalds) Presentation sharing (CapGemini, Daimler) Public Relations (Avon, Intel) Ratings and reviews (Loblaws, TurboTax) Social networks: applications, fan pages, groups, and personalities (British Airways, Saturn) Sponsorships (Coca-Cola, Whirlpool) Virtual worlds (National Geographic, Toyota) Widgets (Southwest Airlines, Target) Wikis (Second Life, T-Mobile Sidekick) http://www.beingpeterkim.com/2008/09/ive-been-thinki.html http://www.ignitesocialmedia.com/26-social-media-marketing-examples-in-detail/
    18. 19. Now for 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
    19. 20. … some anecdotes to close….
    20. 21. Break-out Session <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
    21. 22. Now for 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
    22. 23. A boot-strapping PR to-do list <ul><li>Create a press release that announces your new business. Make sure that its title has the keywords that your customers will use to search Google for the type of product or service you sell.  For example “Premium Dog Walking Service Launched in Cambridge” or “Solar Battery for Laptop Computers”. Include the search term in the first one hundred words of the press release and again in its summary. </li></ul><ul><li>Make sure the address of your website and your phone number appear in the release. </li></ul><ul><li>Post this release on sites like prlog.com , bignews.biz and openpr.com . Note that all these sites will get a well written release listed on news.Google.com as well as hundreds of other sites.  That means that when people search for what you sell it will be easier to find you. </li></ul><ul><li>Publish one or two similar news releases every week.  Reuse the same keywords and phrases over and over again so that your company will climb to the top of listings for those terms on Google.  You can write a release about new customers you’ve acquired, hassles your customers face, solutions for problems you’ve found for your customers, etc.  This is one of the best marketing investments you can make. </li></ul><ul><li>Add your press releases to your website. That helps insure that your natural Google ranking for the search terms is maximized. </li></ul>
    23. 24. Applications / Hosted Services <ul><li>Hosted Blogs </li></ul><ul><ul><li>Blogger </li></ul></ul><ul><ul><li>WordPress </li></ul></ul><ul><ul><li>Typepad </li></ul></ul><ul><ul><li>Movable Type </li></ul></ul><ul><ul><li>Yahoo 360 </li></ul></ul><ul><ul><li>Others: http://www.forbes.com/bow/b2c/category.jhtml?id=311 </li></ul></ul><ul><li>Forum </li></ul><ul><ul><li>Vbulletin </li></ul></ul><ul><ul><li>PhPBB </li></ul></ul><ul><ul><li>Invision </li></ul></ul><ul><ul><li>SMF </li></ul></ul><ul><ul><li>Jive Forums </li></ul></ul><ul><li>Content Management Systems (CMS) </li></ul><ul><ul><li>eZPublish </li></ul></ul><ul><ul><li>Joomla </li></ul></ul><ul><ul><li>WebGUI </li></ul></ul><ul><ul><li>Mambo </li></ul></ul><ul><ul><li>HotBanana </li></ul></ul><ul><li>E-commerce platforms </li></ul><ul><ul><li>Monster Commerce Pro </li></ul></ul><ul><ul><li>GoEmerchant </li></ul></ul><ul><ul><li>OSCommerce </li></ul></ul><ul><ul><li>Zen Cart </li></ul></ul><ul><ul><li>ShopSite Pro </li></ul></ul><ul><li>E-mail Marketing </li></ul><ul><ul><li>Constant Contact </li></ul></ul><ul><ul><li>Lyris </li></ul></ul><ul><ul><li>EmailLabs </li></ul></ul><ul><ul><li>JangoMail </li></ul></ul><ul><ul><li>ExactTarget </li></ul></ul><ul><ul><li>SafeUnsubscribe </li></ul></ul><ul><li>Analytics </li></ul><ul><ul><li>Urchin </li></ul></ul><ul><ul><li>Google </li></ul></ul><ul><ul><li>FeedBurner </li></ul></ul><ul><ul><li>VisiStat </li></ul></ul><ul><ul><li>CoreMetrics </li></ul></ul>http://www.websitemagazine.com
    24. 25. <ul><li>Dan Zarrella, Social Media Marketing and Viral Marketing Scientist URL: http://danzarrella.com/# </li></ul><ul><li>How Social Media Drives New Business: Six Case Studies URL: http://techcrunch.com/2010/07/17/how-social-media-drives-new-business-six-case-studies/ </li></ul><ul><li>A Look Back at the Last 5 Years in Social Media URL: http://mashable.com/2010/07/20/last-5-years-social-media/ </li></ul><ul><li>26 Social Media Marketing Examples in Detail | Ignite Social Media URL: http://www.ignitesocialmedia.com/26-social-media-marketing-examples-in-detail/ </li></ul><ul><li>A Wiki of Social Media Marketing Examples URL: http://wiki.beingpeterkim.com/ </li></ul><ul><li>Social Media's Critical Path: Relevance to Resonance to Significance - The Conversation - Harvard Business Review URL: http://blogs.hbr.org/cs/2010/07/social_medias_critical_path_re.html </li></ul><ul><li>How to win at Facebook in three weeks | Econsultancy URL: http://econsultancy.com/blog/6239-how-to-win-at-facebook-in-three-weeks </li></ul><ul><li>Top 28 Sophisticated Tools for Social Media | Websudasa Blog URL: http://www.websudasa.com/blog/2009/09/top-28-sophisticated-tools-for-social-media/ </li></ul><ul><li>Social Media Marketing Toolbox for Businesses | Interactive Marketing Blog URL: http://www.ffwd.net.nz/blog/2009/12/social-media-marketing-toolbox-for-businesses/ </li></ul><ul><li>The 22 Step Social Media Marketing Plan URL: http://mashable.com/2008/11/07/social-media-marketing-plan/ </li></ul><ul><li>5 Trust Agents Who Are Changing the Face of Twitter | All Up in Your Business | Fast Company URL: http://www.fastcompany.com/blog/lydia-dishman/all-your-business/fine-art-trust-makeover?partner=homepage_newsletter </li></ul>
    25. 26. MARKET RESEARCH TOOLS (market feedback, product/service reviews, industry updates): • Get updates on who’s talking about you, your industry, your customers – Google Alerts • Find out what’s happening in all the topics that interest you – Alltop , Backtype , LinkedIn Answers , Yahoo! Answers • Get your products reviews and feedback – Crowdstorm , GetSatisfaction • Find out about great websites recommendations – StumbleUpon • Organize RSS feeds from media sites and blogs – Google Reader SHARING TOOLS: Content sharing tools • Share photos – Flickr • Share original writings – Scribd • Share PowerPoint presentations – Slideshare • Share videos and music – YouTube , My Space • Livecast hosting – Justin.tv , BlogTV , UStream , Qik , Flixwagon , Kyte , LiveCastr • Share your profile – Google Profile Publication tools • Wikis – Wikipedia , Wikia , Wetpaint • Citizen journalism portals – Digg , Newsvine SHARING TOOLS: Content sharing tools • Share photos – Flickr • Share original writings – Scribd • Share PowerPoint presentations – Slideshare • Share videos and music – YouTube , My Space • Livecast hosting – Justin.tv , BlogTV , UStream , Qik , Flixwagon , Kyte , LiveCastr • Share your profile – Google Profile Publication tools • Wikis – Wikipedia , Wikia , Wetpaint • Citizen journalism portals – Digg , Newsvine SOCIAL NETWORKING TOOLS: • Social networks – Facebook , Bebo , Hi5 , Orkut • Niche networks – LinkedIn , Boompa Social aggregation – FriendFeed , Socializr, Socialthing!, lifestrea.ms, Profilactic • Create your own social networking – Ning • Organize business contacts via the web – Plaxo Discussions tools • Forums – PHPbb, vBulletin, Phorum • Video forums – Seesmic • Instant messaging – Yahoo! Messenger, Windows Live Messenger, Meebo • VoIP – Skype, Google Talk • Find relavant groups – Google Groups
    26. 27. BLOGGING TOOLS: • WordPress, TypePad, Joomla, Technorati, IceRocket, Google Blog Search MICROBLOGGING TOOLS: • Twitter, Pownce, Jaiku, Plurk, Adocu VIRTUAL WORLDS TOOLS: • Virtual worlds – Second Life, Entropia Universe, Stardoll, Club Penguin • 3D chats – Habbo, IMVU SOCIAL GAMING TOOLS: • Social gaming platforms – ImInLikeWithYou, Doof • Casual gaming portals – Pogo, Cafe, Kongregate • Social networks enabled games – Three Rings, SGN MEASURMENT TOOLS: • Provide good overview of analytics and site demographics – Quantcast, Google Analytics, Alexa • Track the performance of your and competitors’ keywords – Hubspot • Grade your website on a number of analytics and social media indicators – Website Grader • Compare tool for web analytics-type information – Compete.com

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