Social Media Channel Management: Key Principles and Tools


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Slides used in Workshop 3, 'Mastering Social Media Executive Programme' focusing on Content Marketing

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Social Media Channel Management: Key Principles and Tools

  1. 1. ENERGISE2-0.COMMastering Social Media Workshop 3Implementation:Key Principles and ToolsDr. Jim HamillAlan StevensonVincent Sept., 2012
  2. 2. Rethinking MarketingUnlearn marketingNew ‘mindset’ requiredStop telling people howgood we areA shift from Outbound Marketing to Inbound/ContentBased Marketing ENERGISE2-0.COM
  3. 3. Inbound v. Outbound Marketing ENERGISE2-0.COM
  4. 4. Old Marketing (Outbound)• Propaganda marketing – this is how great our product/service is, now buy it• Interruption marketing – direct mail, advertising• One way shouting AT customers• Short term sales/campaign driven• Channels – Print Ads; TV/Radio Ads; Cold Calling; eMail Blasts; Online Advertising; Web Sites that talk AT you ENERGISE2-0.COM
  5. 5. Reality Check• Declining effectiveness of traditional approaches to sales and marketing – does anyone listen any more?• Power shift – we are no longer passive recipients of sales messages• Social Media – a revolution in online customer behaviour and expectations• Generation C• Information overload and attention deficit• Need for new approaches/ new ‘mindsets’ ENERGISE2-0.COM
  6. 6. ENERGISE2-0.COM
  7. 7. Inbound Marketing• Content is King! - But content is only ‘great’ if it adds value to the customer so….• Customer is King! Adopt a customer led approach• Produce great content that is ‘Customer Led’; Authentic; Compelling; Entertaining; Surprising; Valuable; Interesting• Establish your company as a ‘thought leader’ – a ‘trusted resource’• Produce great content and your customers will come to you. Produce really great content and they will share it• Key channels are………………….. ENERGISE2-0.COM
  8. 8. Inbound/Content Marketing ENERGISE2-0.COM
  9. 9. Inbound/Content Marketing• Overall objective is to ignite or elevate your business through great content• Sell without selling• Build a quality online network – a quality customer base through high value content and engagement• Great content drives conversation. Conversation drives engagement. Engagement drives sales• Great, customer led, content is a Competitive Advantage ENERGISE2-0.COM
  10. 10. The Elevation PrincipleGreat Content +Other People –MarketingMessages =Growth ENERGISE2-0.COM
  11. 11. Great Content Ignites Your Business ENERGISE2-0.COM
  12. 12. The Power of Words ENERGISE2-0.COM
  13. 13. ENERGISE2-0.COM
  14. 14. 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
  15. 15. Key Content Marketing Questions• What are your Content Marketing goals?• Who is your audience? Who are you?• What is your ‘call to action’?• What type of content do you need to produce?• When and how are you going to produce it?• Where will it be published? ENERGISE2-0.COM
  16. 16. Make Music Not Noise ENERGISE2-0.COM
  17. 17. ENERGISE2-0.COM
  18. 18. Tools• Social Media Listening Tools – Free to expensive: Topsy; Social Mention; Google Reader; Hyperalerts• Social Media Management Tools – Hootsuite; Tweetdeck; SproutSocial; Bufferapp; Tweepi; Xobni; Rapportive• Social Media Performance Measurement Tools – Individual Channels – Overall ‘Buzz’ (Social Media Listening Tools) ENERGISE2-0.COM
  19. 19. Individual Channels• Twitter – Twtrland; TwitterCounter; Tweetstats• Facebook – Facebook Insights; SocialBakers; SimplyMeasured (was; AllFacebookStats; SocialDon• Linkedin Stats• Web Site - Google Analytics ENERGISE2-0.COM
  20. 20. Overall ‘Buzz’• Social Media Listening Tools• Topsy• Social Mention• Kred• Klout ENERGISE2-0.COM
  21. 21. What road are we on? ENERGISE2-0.COM