Sports Marketing 2.0 Treviso 2013

840 views

Published on

Slides for the Sports Marketing 2.0 class, Master Strategie per il Business dello Sport, Treviso, Italy, Dec 2013

Published in: Education, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
840
On SlideShare
0
From Embeds
0
Number of Embeds
27
Actions
Shares
0
Downloads
21
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Market Knowledge: Competitors, Suppliers, Buyers, Influencers; Google insight, Google Alerts will provide a view on most companies within an industry. Also, there are a range of blogs and networks where amateurs and professionals will share their knowledge of a market.
    Customer Insight and Understanding: Listening to customers and prospects through the range of channels they inhabit; comments on YouTube, Networks where they ‘hang out’
    Customer Interaction: the tools exist to not only listen and observe but also to discuss and converse
    Business Intelligence: media monitoring, alerts and related analysis tools provide a great source of structured Business Intelligence. You need not pay £600/month for the privilege, SocialMention and Google Alerts can keep you informed where you need to be.
    Reputation Management: one of the key aspects of web 2.0 is that it is Real Time. You can see and respond to comments as they arise and often, where the response is efficient and effective, create a positive effect. Consider, the Ethiopian Growers that challenged the coffee used by Starbucks in a video posted on YouTube. This video was viewed by 10,000 people. The CEO posted a response within 24 hours on YouTube, the response was viewed by several million.
  • We believe there is a strong correlation between positive word of mouth, online buzz and sales and marketing. Needless to say there are now numerous means of getting your message out there, growing followers (through sites like Twitter, and energising your customer base).
    Web 2.0 is immediate and direct. The example I like to use is of a safety harness company based in Edinburgh who considered using a traditional approach to International Sales and Marketing – find an agent, find prospects, etc. An alternative approach we suggested, used LinkedIn to find the Health And Safety Director of the largest Construction Project in the world. Now it is not a leap to suggest filming the harness on YouTube and sending an email with a link saying you are in Saudi Arabia and would he like to meet up.
    Numerous examples of customer insight and feedback leading to product improvement. Many car companies use Second Life to test their designs. A site called eBags sends out the latest designs to their top raters on the site.
    Internal cost savings. No 10 Downing Street example…
    Improved Operations and internal processes. There are applications for literally anything – wikis that compete with licenced intranets, email freeware that is better than Outlook, hosted network sites for £20/month that would cost £thousands to replicate.
    Increased Return on Investment. The holy grail or the achiles heal of Web 2.0. How do you make money from this thing…there is a growing level of evidence to suggest that it works.
  • Sports Marketing 2.0 Treviso 2013

    1. 1. ENERGISE2-0.COM Sports Marketing 2.0 ‘The times they are a changing’ Dr. Jim Hamill jim.hamill@energise2-0.com @drjimhamill December,
    2. 2. A conversation not a broadcast presentation ENERGISE2-0.COM
    3. 3. Agenda • Morning – ‘Lecture’ and class discussion • Afternoon – Group work and group presentations ENERGISE2-0.COM
    4. 4. Group Work Groups of 4/5 students Taking a Sports Marketing Organisation of your own choice, critically evaluate the progress made in using social media Make strategic recommendations for improvement Your evaluation should cover use of social media on the organisation’s own web site and the extent of their involvement in external social media sites ENERGISE2-0.COM
    5. 5. Agenda • Opportunities and threats for Sports Marketing Organisations from the Social Media Revolution • Content – The Social Media Revolution – Social media in action – examples (non-sports) – Key things to remember about social media Coffee – Social media and sports marketing – Social media in action - examples (sports marketing) – Sports Marketing 2.0: strategy development, implementation and performance measurement Lunch ENERGISE2-0.COM
    6. 6. Continue the conversation at www.energise2-0.com ENERGISE2-0.COM
    7. 7. www.energise2-0.com ENERGISE2-0.COM
    8. 8. Let’s start with a few questions? ENERGISE2-0.COM
    9. 9. Social Media: The State of Play Where are sports marketing organisations (SMO) with social media? What progress has been made? Where are they going? ENERGISE2-0.COM
    10. 10. What road are they on? ENERGISE2-0.COM
    11. 11. Our View on Progress Made Interest and enthusiasm has grown rapidly Channels are being set up But lack of strategic planning leads to problems down the line - resourcing, content, customers, performance measurement, business impact and ROI A broadcast mentality prevails……. ENERGISE2-0.COM
    12. 12. Is there something fundamentally wrong with our approach to Social Media? ENERGISE2-0.COM
    13. 13. Something Wrong….. Are we using social media as just another PR/marketing channel for broadcasting messages AT customers telling them how good we are? Is anyone listening anymore? Have the rules of business changed? ENERGISE2-0.COM
    14. 14. Be Social ENERGISE2-0.COM
    15. 15. Be ‘Customer Led’ Talking WITH rather than AT your customers is the core foundation of a successful social media strategy The basis of a good conversation is to listen first ENERGISE2-0.COM
    16. 16. The Social Media Revolution ENERGISE2-0.COM
    17. 17. ENERGISE2-0.COM
    18. 18. ENERGISE2-0.COM
    19. 19. Social Media An Overview »Applications »Features and Characteristics »Implications ENERGISE2-0.COM
    20. 20. Social Media Impact – Wikibusiness Applications Mindset Business Intelligence Customer Insight and Understanding Customer Interaction Enhanced Customer Experience – Rich Internet Applications Reputation Management Sales and Marketing Product Development and R&D e.g. engage and co-create IT/Software/Applications Operations, Internal Processes and HRM Social/ Prof Network Sites Multimedia Sharing Sites Blogs Micro-blogging - Twitter Wikis Podcasts/ Vodcasts Virtual Realities Mash Ups RSS Feeds Mobile Web The Cloud (SaaS) Open Source/Crowdsourcing Social Business (Internal) Characteristics Communities and Networks Openness Sharing Peering Hosted Services – online applications; the Internet as the platform Interactivity Social Element Mass Collaboration Empowerment Global
    21. 21. Social Media in Plain English ENERGISE2-0.COM
    22. 22. ENERGISE2-0.COM How important has it become?
    23. 23. The Social Media Revolution ENERGISE2-0.COM
    24. 24. ENERGISE2-0.COM Potential Business Benefits of Social Media
    25. 25. Business Benefits • Market Knowledge • Customer Insight and Understanding • Customer Interaction/Service • Enhanced Customer Experience • Business Intelligence • Reputation Management ENERGISE2-0.COM
    26. 26. Business Benefits • Improved Sales and Marketing • Identify/network with high value, high growth contacts • NPD and R&D e.g. engage and co-create • Internal cost savings • Improved Operations & Internal Processes; Efficiency/Collaboration • Increased ROI ENERGISE2-0.COM
    27. 27. Potential Business Benefits 5 main areas: • • • • • Market/Customer Knowledge & Insight Engagement & Reputation Management Enhanced Customer Experience and Loyalty Sales/Marketing Effectiveness, Efficiency and ROI Internal – efficiency, knowledge exchange etc ENERGISE2-0.COM
    28. 28. ENERGISE2-0.COM Social Media in Action Quick Examples
    29. 29. In a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand A quick ‘personal experience’ Dubai Hotel ENERGISE2-0.COM
    30. 30. ENERGISE2-0.COM
    31. 31. ENERGISE2-0.COM
    32. 32. ENERGISE2-0.COM
    33. 33. ENERGISE2-0.COM
    34. 34. ENERGISE2-0.COM
    35. 35. From the web site • This 5-star hotel and residence offers European hospitality with an unmistakable French touch. The hotel consists of 318 beautifully appointed guest rooms/suites, while the residence offers 112 fully furnished and equipped deluxe Studios and 13 bedroom apartments. • The ultimate in comfort, we offer 318 luxuriously elegant rooms and suites. • Take a trip. Escape. Go and visit somewhere new and see if we are there… Give in to that irresistible wanderlust. Discovering and staying in the most exceptional hotels in the world has become the modern-day Graal, a game, a quest… ENERGISE2-0.COM
    36. 36. The Customer Experience of the Brand Tripadvisor ENERGISE2-0.COM
    37. 37. From Tripadvisor • It's getting old, the rooms are unappealing and it will never be more than a business hotel • Being a Sofitel hotel we expected something quite 'flashy' unfortunately we were let down. The rooms, although comfortable and clean, were not of the standard we expected and were definately not what we expected after looking at the photos on the hotel's website. • Booking my stay via the Sofitel website after a pleasant experience at several other Sofitel locations over the past 2 years with my new job I was looking forward to a 5 star luxury stay after a stressful business trip. My expectations were reasonable, however certainly not met by this hotel ENERGISE2-0.COM
    38. 38. ENERGISE2-0.COM
    39. 39. ENERGISE2-0.COM
    40. 40. United Breaks Guitars ENERGISE2-0.COM
    41. 41. Crowdsourced NPD ENERGISE2-0.COM
    42. 42. www.skittles.com ENERGISE2-0.COM
    43. 43. The rules of the game have changed The 5 key things to remember about Social Media ENERGISE2-0.COM
    44. 44. 1. It’s a Revolution A fundamental and revolutionary change in online behaviour, expectations and the online customer experience. The end of the ‘read only’ internet Content generated by the network for the network We are no longer passive consumers of content/brand messages ENERGISE2-0.COM
    45. 45. 2. It’s Social A conversation not a broadcast platform Conversations are taking place relevant to your brand – are you listening? ENERGISE2-0.COM
    46. 46. Social Media Monitoring ENERGISE2-0.COM
    47. 47. www.topsy.com ENERGISE2-0.COM
    48. 48. www.topsy.com ENERGISE2-0.COM
    49. 49. www.topsy.com ENERGISE2-0.COM
    50. 50. www.socialmention.com ENERGISE2-0.COM
    51. 51. www.mention.net ENERGISE2-0.COM
    52. 52. www.mention.net ENERGISE2-0.COM
    53. 53. 3. Power Shift Social media empowers customers, empowers the network We no longer control the brand The brand becomes the customer experience of the brand – experiences that are widely shared online ENERGISE2-0.COM
    54. 54. Scottish Power ENERGISE2-0.COM
    55. 55. ENERGISE2-0.COM
    56. 56. 4. Declining Effectiveness Declining effectiveness of traditional approaches to sales and marketing Does anyone listen any more? We are no longer passive sheep waiting to be ‘driven’ to your web site If you treat us like sheep, we will tell you to ‘flock off’. ENERGISE2-0.COM
    57. 57. Do You Listen? Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare ( www.slideshare.com) ENERGISE2-0.COM
    58. 58. Do You Listen? ENERGISE2-0.COM
    59. 59. 5. The End of Business as Usual ENERGISE2-0.COM
    60. 60. The End of Business as Usual ‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships ENERGISE2-0.COM
    61. 61. Why Now? ENERGISE2-0.COM
    62. 62. Why Now? ENERGISE2-0.COM
    63. 63. Why Now? Social Media + Connectivity + Mobile + The Cloud + Big Data + Gen C = The End of Business as Usual ENERGISE2-0.COM
    64. 64. The Connected Consumer ENERGISE2-0.COM
    65. 65. New Performance Measures • Business success depends on the quality of your customer base; the strength of the relationship you have with quality customers; and your ability to leverage that relationship • In a social media era, business success depends on the – Quality of your network – Relationship strength – Ability to leverage The 6Is Approach ENERGISE2-0.COM
    66. 66. Performance Measurement  Involvement – network/community numbers/quality, time spent, frequency, geography  Interaction – actions they take – read, post, comment, reviews, recommendations  Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc  Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking  Insight – customer insight  Impact – business impact Social Media Monitoring Tools –Audit, Assess, Impact ENERGISE2-0.COM
    67. 67. The ‘6Is’ Approach ENERGISE2-0.COM
    68. 68. Bob Dylan Come gather 'round people Wherever you roam And don’t criticise What you can't understand Your sons and your daughters Are beyond your command Your old road is Rapidly agin‘ Then you better start swimmin’ Or you'll sink like a stone For the times they are a-changin’ ENERGISE2-0.COM
    69. 69. Some Useful Tools and Apps ENERGISE2-0.COM
    70. 70. Some Useful Tools and Apps • • • • • • • Feedly for Social Media Listening Pocket for bookmarking content BufferApp for scheduling posts Hootsuite as your Social Media Management Dashboard Wordpress for blogging Yammer for internal networking and collaboration Social Media Performance Measurement Tools ENERGISE2-0.COM
    71. 71. Social Media Performance Measurement Tools and Software A large number of tools exist
    72. 72. Individual Channels • Blog – Blog Stats – Google Analytics • Twitter – Twitter Analytics; Twitter Counter; Tweet Reach; Twitalyzer; Tweet Stats; Tweet Grader; twtrland • Linkedin – Linkedin Insights • Facebook – Facebook Insights
    73. 73. Overall Buzz (Free) • • • • • • • Klout Kred Peer Index Topsy Social Mention Mention.net Hootsuite
    74. 74. Overall Buzz (Paid)
    75. 75. Coffee Time
    76. 76. Social Media and Sports Marketing ENERGISE2-0.COM
    77. 77. Sports Marketing 2.0 • Business benefits for sports marketing organisations (SMO) • What progress has been made? How well are sports marketing organisations utilising the power of Web 2.0 for building community and network relationships with their tribe? • Emerging ‘best practice’ examples • Social media strategy development ENERGISE2-0.COM
    78. 78. ‘Football is nothing without the fans’ Jock Stein Manager of Celtic FC 1965 to 1978 ENERGISE2-0.COM
    79. 79. Social media and sports marketing A marriage made in heaven? ENERGISE2-0.COM
    80. 80. A Marriage Made in Heaven Social Media Sports Fans • Information ‘pull’ rather than • The ‘Tribe’ ‘push’ • Passion • User generated content • Loyalty • Openness • Commitment • Sharing • Desire • Collaboration • Involvement • Interaction • Community • Communities • Belonging • Networking • Family ENERGISE2-0.COM
    81. 81. Business Benefits to SMO • Increased sales • Improved marketing ROI (efficiency and effectiveness) • Relationships and networking effects – engage and energise – increased fan loyalty and commitment ENERGISE2-0.COM
    82. 82. 'Internal' Use of Social Media* • • • • • • • Increased visits to the official site Increase ‘stickiness’ (length) of site visits Divert traffic from unofficial fanzine sites Increased advertising revenue Increased e-commerce sales for the official site Actionable customer insight, knowledge and understanding A channel for responding to customer comments and feedback • Enhanced online customer experience • Build community and leverage network effects - engage, energise * Use of social media on the SMO’s own web site ENERGISE2-0.COM
    83. 83. Use of ‘External’ Social Media • Social Networking Sites: Sports Marketing Organisation becomes a ‘community aggregator’ - ‘Talk with rather than at fans’ actionable customer insights • Blog – for ‘telling the story’ • Multimedia Sharing Sites - a very powerful marcoms channel leveraging networking and ‘word of mouth’ effects • Podcast Sites: Provides the SMO with a rich media channel for maintain on-going dialogue with customers/fans • Virtual Reality: ‘virtual stadium’ allowing fans to interact with each other in a virtual space • Mapping Tools: - satellite images of the Stadium etc. Can enhance the online customer experience leading to increased site visits, advertising revenue and e-commerce sales • Mobile apps ENERGISE2-0.COM
    84. 84. What progress has been made? ENERGISE2-0.COM
    85. 85. Progress Made • 2008 Study – evaluation of the Web 2.0 progress made by the top 20 football teams in Europe • 2011/2012 update • Group work – update further? ENERGISE2-0.COM
    86. 86. Internal Use (own web site) • UGC (User Generated Content) – text, images, video, wiki • User FOD (Feedback, Opinion, Discussion) – blog, forum, ratings, favourites, online chat • RIA (Rich Internet Applications) – widgets, mash-ups, podcasts/vodcasts • Folksonomies – social tagging, social bookmarking, tag cloud • Feeds – content feeds in and out • Community – site community • External Links – to other 2.0 sites ENERGISE2-0.COM
    87. 87. External 2.0 • Social Network Sites – facebook • Multimedia Sharing Sites – Youtube, flickr • Podcast Sites – Itunes • Twitter • Linkedin ENERGISE2-0.COM
    88. 88. 2008 Results – very limited progress ENERGISE2-0.COM
    89. 89. 2008 Results – very limited progress ENERGISE2-0.COM
    90. 90. 2012 Update Top European Football Clubs – Facebook/Twitter League Tables, 2011/2012 ENERGISE2-0.COM
    91. 91. Some Useful Links ENERGISE2-0.COM
    92. 92. Some Useful Links ENERGISE2-0.COM
    93. 93. October 2011 ENERGISE2-0.COM
    94. 94. October 2011 ENERGISE2-0.COM
    95. 95. EPL Clubs – High Numbers ENERGISE2-0.COM
    96. 96. Few ‘Replies’ ENERGISE2-0.COM
    97. 97. 67% are ‘Replies’ ENERGISE2-0.COM
    98. 98. Progress? Good progress in channels being used and number of ‘followers’/ ‘fans’ But are they using it in the right way? Fan engagement or broadcasting? ENERGISE2-0.COM
    99. 99. Broadcasting or Engagement? ENERGISE2-0.COM
    100. 100. Twitter Profiles ENERGISE2-0.COM
    101. 101. Column 6 – only 6% are ‘replies’ ENERGISE2-0.COM
    102. 102. Stats from twtrland.com ENERGISE2-0.COM
    103. 103. A Broadcast Mentality ENERGISE2-0.COM
    104. 104. Is fan engagement enough? What about fan ownership? ENERGISE2-0.COM
    105. 105. Fan Ownership? ENERGISE2-0.COM
    106. 106. Crowd Power • The ‘crowdsourcing’ movement - could this help to break down barriers to fan ownership of clubs? • ‘Crowdfunding’ is the collective cooperation, attention and trust by people who network and pool their money and other resources together, usually via the Internet, to support a ‘common cause’. Why can’t football clubs be funded this way through an online community membership scheme? • ‘Crowdsourcing’ could also provide a solution for decentralised, democratic fan control ENERGISE2-0.COM
    107. 107. Crowd Power • Rather than a decision-making structure where total power lies with a small wealthy elite, in a crowdsourcing model power would lie with the community (or crowd) • Mass collaboration, rather than leading to anarchy, will often result in better decision-making building on the collective intelligence of the crowd. • Why does control have to be in the hands of a small number of oligarchs when the collective intelligence of the masses will always be greater than that of the few? ENERGISE2-0.COM
    108. 108. Emerging ‘Best Practice’ Examples in Sports Marketing ENERGISE2-0.COM
    109. 109. Ebbsfleet Utd 2007 Fan Takeover ENERGISE2-0.COM
    110. 110. MyFootballClub.co.uk ENERGISE2-0.COM
    111. 111. Examples Chelsea www.chelseafc.com Old site – update in group exercise? ENERGISE2-0.COM
    112. 112. Standard Home Page ENERGISE2-0.COM
    113. 113. The Shed ENERGISE2-0.COM
    114. 114. Chat ENERGISE2-0.COM
    115. 115. Fan Blog ENERGISE2-0.COM
    116. 116. Images ENERGISE2-0.COM
    117. 117. Player Ratings ENERGISE2-0.COM
    118. 118. Pick the Team ENERGISE2-0.COM
    119. 119. Rumours ENERGISE2-0.COM
    120. 120. Facebook – 7.6 million ENERGISE2-0.COM
    121. 121. Youtube ENERGISE2-0.COM
    122. 122. Twitter ENERGISE2-0.COM
    123. 123. Flickr ENERGISE2-0.COM
    124. 124. Many other interesting developments ENERGISE2-0.COM
    125. 125. Others ENERGISE2-0.COM
    126. 126. A good site ENERGISE2-0.COM
    127. 127. Run by a Celtic Supporter  ENERGISE2-0.COM
    128. 128. Mission Control – Fan Management ENERGISE2-0.COM
    129. 129. Euroleague Case Evaluation How effective are Euroleague using social media – internally and externally? Update in group exercise? ENERGISE2-0.COM
    130. 130. Web Site - little evidence of SM ENERGISE2-0.COM
    131. 131. Its under fun ENERGISE2-0.COM
    132. 132. 130,469 Twitter Followers ENERGISE2-0.COM
    133. 133. twtrland score – high engagement ENERGISE2-0.COM
    134. 134. Live Score Updates ENERGISE2-0.COM
    135. 135. 114,000 Facebook ‘Likes’ ENERGISE2-0.COM
    136. 136. Use of QR Codes ENERGISE2-0.COM
    137. 137. 45m YouTube Views ENERGISE2-0.COM
    138. 138. Limited Use of Google + ENERGISE2-0.COM
    139. 139. Mobile ENERGISE2-0.COM
    140. 140. Euroleague What ‘Buzz’ is being created? ENERGISE2-0.COM
    141. 141. Social Mention ENERGISE2-0.COM
    142. 142. Social Mention ENERGISE2-0.COM
    143. 143. Topsy ENERGISE2-0.COM
    144. 144. Shows Trend in ‘Mentions’ ENERGISE2-0.COM
    145. 145. Fewer ‘mentions’ than SPL? ENERGISE2-0.COM
    146. 146. Influence ENERGISE2-0.COM
    147. 147. ‘Social Media Planning Pays’ Strategy Drives Tactics: Never the Other Way Round ENERGISE2-0.COM
    148. 148. Practical Advice and Next Steps to Avoid the Road to Nowhere ‘Social Media Planning Pays’ ENERGISE2-0.COM
    149. 149. Social Media Strategy and Action Plans • Use a simplified Balanced Scorecard approach to social media strategy development and implementation • Will ensure that your future social media actions and initiatives are fully aligned with and supportive of agreed business goals; that KPIs are agreed for evaluating on-going social media performance, business impact and ROI; and that all key success factors are considered, including organization, people and resource aspects ENERGISE2-0.COM
    150. 150. Develop a Strategy • What is the overall social media vision for your organization? • What are the key objectives and targets to be achieved? • Who are your customers? • What are the key actions and initiatives you need to take? • Organisation, resource and people issues ENERGISE2-0.COM
    151. 151. Social Media Strategy Map Brief statement of your overall 2.0/Social Media Vision and Mission Strategic Objectives Strategic Objectives KPIs / Targets KPIs / Targets KPIs / Targets KPIs / Targets Customer Perspective Customer Group 1 Customer Group 2 Customer Group 3 Customer Group 4 Internal Management Perspective 2.0/Social Media Initiative 1 - Objectives - KPIs - Targets - Actions 2.0/Social Media Initiative 2 - Objectives - KPIs - Targets - Actions 2.0/Social Media Initiative 3 - Objectives - KPIs - Targets - Actions 2.0/Social Media Initiative 4 - Objectives - KPIs - Targets - Actions Organisation Perspective Organisation Resource People ENERGISE2-0.COM
    152. 152. Key Questions to Address • What is the overall social media vision for your organisation? • What are the key objectives and targets to be achieved from social media? Are these fully aligned with and supportive of your overall business goals and objectives? • Who are your customers? Where do you find them ‘hanging out’ on social media? How can you best engage with them? • What are the main Social Media Actions and Initiatives you need to take – short, medium and longer term? • What generic social media strategy should you follow (number of channels used/ depth of engagement in each channel)? ENERGISE2-0.COM
    153. 153. Key Questions to Address • For each priority Social Media Channel, what are your core objectives for that channel; what KPIs will be used for measuring on-going channel performance; what are your targets for each KPI; what key tasks are needed to achieve these targets? • Do we have the right organisational ‘culture’ and ‘mindset’ for Social Media? ‘Be social before doing social! Is the right organisational and decision-making structure in place? • Has agreement been reached on resource allocation? • Who will be responsible for your social media activities? What balance has been agreed between internal and external roles and responsibilities? ENERGISE2-0.COM
    154. 154. Key Questions to Address • Who is the Social Media Champion? • Do you have agreed Social Media Policies and Guidelines in place covering ‘Proper Use’, ‘Content Management’, ‘Customer Response Times/Quality’ and ‘Legal’ aspects? • Performance evaluation and business impact ENERGISE2-0.COM
    155. 155. ‘Be Customer Led’ ENERGISE2-0.COM
    156. 156. Be Customer Led • Who are our customers, community, tribe? • Where do they hang out in social media? • How can we best use Social Media to deliver an exceptional customer experience at all stages of the customer life cycle? ENERGISE2-0.COM
    157. 157. www.mashable.com ENERGISE2-0.COM
    158. 158. Who Are Your Customers? • Your Social Media Strategy should be aimed at building a ‘quality’ customer base i.e. a strong online network of high value, high growth potential customers providing your company with a strong foundation for achieving sustained growth and profitability • First step: – Undertake a detailed Customer Mapping and Segmentation Analysis to identify your ‘Most Valuable’ and ‘Most Growable’ customers (actual and potential) ENERGISE2-0.COM
    159. 159. In Summary……..‘Social Media Planning Pays’ ENERGISE2-0.COM
    160. 160. Finally…… For your future career development, it is critical that you build a strong personal brand online ENERGISE2-0.COM
    161. 161. Thank You Questions www.energise2-0.com ENERGISE2-0.COM

    ×