It’s great if you can tell people about your brand but it’s even better if you can get other people to tell others about your brand
Strategically the campaign and key performance indicators need to be aligned to the objectives and therefore incorporate functionality that supports the call for a response instead of standard website metrics.
A big ticket item for a giveaway doesn’t guarantee interaction. Engage with the community on a daily basis to get more interactions and therefore more impressions through good conversation
Integrating social media into your marketing mix
Integrating Social Media<br />
Nurturing the sales funnel<br />Understanding the stages and influences involved in the buying process and targeting each contributing factor<br />Targeting the right people with the right message at the right time<br />Adapting to an opinion based buying process by educating and informing instead of pushing products<br />Facilitating two way communication to increase relevance, reputation and reach<br />Creating advocates to strengthen core messaging<br />
Consider core factors regarding how your audience will get involved and what you’re asking them to contribute including:<br /><ul><li>Identity – by contributing, what will this say about your audience? Is it positive, negative?
Connections – how are you building connections between yourself, your consultants and your clients with this site?
Daily engagement – what reason are you giving your audience to come back regularly?
Reengagement – if not daily, why would your audience reengage?</li></ul>Consider the behaviours of your audience including:<br /><ul><li>Barriers – have you removed all barriers to contributing?
Commitment – have you scaled the level of commitment required?
Value – are you giving back something of equal value to the intended response?
Interest – can the audience find something targeted specifically to their interests?</li></ul>Consider your audience’s motivators including:<br /><ul><li>Ego – can you leverage your audience’s motivation for status?
Feedback – how will the audience receive feedback to their response?
Influence – how will the contributions of others stimulate further response?</li></li></ul><li>Customer Service<br />Social media and<br />
Customer Service<br />US Air Force response matrix<br />When do you respond?<br />Who responds?<br />Escalation?<br />Trolls?<br />
Social CRM<br />Stages of membership<br /> Social<br />Transaction<br />Light<br />Full<br />Transactional or booking information<br />Transactional information plus standard contact details<br />Contact information, preferences and behaviours<br />Integration with social networks<br />
Mobility<br />90% of the total population have internet access on their mobile with 65% having 3G handsets<br />Currently 1,100,000 iPhones (and on the rise)<br />2009 : 40 million free downloads of smart phone based apps<br />
Social pulse<br />Reach<br />Associated keywords<br />Reputation management<br />Tool: Social Radar by Infegy<br />
Measure the impact of your campaigns<br />Tool: SM2 by Alterian<br />
Free Tools <br />Website Audit<br />http://delicious.com/mab397/websiteaudit<br />Social Audit<br />http://delicious.com/mab397/socialaudit<br />Platform Search<br />http://delicious.com/mab397/platformsearch<br />Search Audit<br />http://delicious.com/mab397/searchaudit<br />Alerts<br />http://delicious.com/mab397/alerts<br />“Subscription tools can be expensive to run on your own. Use an agency to benefit from multiple user discounts”<br />
Key performance indicators<br />Depth of interactions <br />Share of brand <br />Key category phrases (buckets)<br />New key search phrases <br />Traffic by media mix<br />Digital reach<br />Opt in audience<br />
measuring the sales funnel<br />Research: <br />Share of brand<br />New key search phrases<br />Digital reach<br />Opt in audience<br />Planning: <br />Depth of interactions<br />Share of brand<br />Traffic by media mix<br />Testimonials:<br />Depth of interactions<br />Share of brand<br />Digital reach<br />Lead capture/sales?<br />
Mandi Bateson | Digital Director | @mab397<br />e: firstname.lastname@example.org<br />b: http://mab397.wordpress.com<br />t: 02 9286 1277<br />