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How to make social media work for your business                    #2HSM   @mrmattanderson   MattMontage   /Montagecommuni...
How can I help?•Your problems•Your development•Resource and time you should spend?•Increase customer engagement•Increase s...
Your problems...
WE ARE IN A RECESSION & I DON’T HAVE TIME!HOW MUCH TIME SHOULD I SPEND ON SOCIAL MEDIA?   CC: RLHYDE
THE BOSS THINKS IT’S FOR KIDSHOW DO I SHOW A STRONG BUSINESS CASE TO THE BOSS?
SOCIAL MEDIA IS THE MESSIAH! (MAYBE NOT...)WE NEED TO MANAGE EXPECTATIONS INTERNALLY AND WITH THE BOSS
SHOW ME THE MONEY!YOU AND YOUR BOSS WANT TO SEE RETURN ON INVESTMENT
Where is your business up to?
DECORATORBOSS SAID ‘GET US ON SOCIAL MEDIA AND WE DECORATED OUR WEBSITE’
THE INTERNERSWE DON’T HAVE TIME FOR KIDS’ STUFF ... SO WE GOT A (FREE) KID TO DO IT
CUSTOMER SERVICE AGGRAVATORSPR AGENCY IS GETTING CUSTOMER SERVICE ISSUE REQUESTS AND ARE NOT DEALING WITH THEM
RELATIONSHIPSTHE SOCIAL BUSINESSEXAMPLE - ZAPPOS : CAN SEE THE BENEFIT FOR INTERNAL COMMS, SALES, CUSTOMER SERVICE
RELATIONSHIPSTHE SOCIAL BUSINESSEXAMPLE - ZAPPOS : CAN SEE THE BENEFIT FOR INTERNAL COMMS, SALES, CUSTOMER SERVICE
THE SOCIAL BUSINESSEXAMPLE - ZAPPOS : CAN SEE THE BENEFIT FOR INTERNAL COMMS, SALES, CUSTOMER SERVICE
NOW FOR THE HOW TO...
How much time should be    spent on social media?• Good content takes time• Engagement relationships take  time• Learning ...
“You set SMART goals for your business...         why not social media?”
Listen - Analytics• Free tools: Topsy and GA• Mid sized tools - UberVu or SWIX• Uber tools - Radian6 + Webtrends• Mentions...
KPIs - Time and Resource• Set commercial objectives:  sales,understanding & enquiries dealt with  etc• Number of mentions ...
SMART goals• Simple and measurable (clicks and  fans)• Attainable (remember the boss may  shut it down if you don’t!)• Rea...
“Your boss is not going to agree if it coststhe earth and there is no evidence ofcustomers using it...”
Listen - Evidence• Customer service issues• Competitor analysis and  benchmarking• Great ideas across the  organisation• V...
Internal barriers• Use free (cheap tools) as a trial first to  overcome the FD• Create social media policy to please HR  a...
“Talk to people about themselves and they        will listen to you for hours”
Customer Relationships• LISTEN! Do not broadcast• Involve them in your content,  product and service creation• Fun reasons...
Brabantia LifeInfinite_TrngJul 14, 9:34am via Twitter for iPhone@BrabantiaLife great service, reported a faulty lid,organi...
GIVE            ASK                          THANK“DO SMALL GOODS” LINKEDIN FOUNDER - REID HOFFMAN
“You can’t make sales via socialmedia....err try telling Ford that!”
DOUG: FORD’S LATEST SECRET WEAPONINTRODUCING THE NEW FORD FOCUS
DOUG: FORD’S LATEST SECRET WEAPONINTRODUCING THE NEW FORD FOCUS
Increase Sales• Build relationships and sales will  come• Listening for buying signals• Refer-refer-refer• Think “Do small...
Be realistic about sales• Set realistic targets - SMART• Building relationship takes time• Social media is not a ‘quick bu...
CONVERSION RATE X BASKET SIZE -             COST PER ACQUISITION = ROIWORKING OUT ROIE-COMMERCE EQUATION
TIME SPENT = COST                      DESIGN AND CONSULTANCY = COST                       FACEBOOK ADVERTISING = COST    ...
ASK QUESTIONS AND SPREAD THE WORD! PLEASE!MATT ANDERSON - @MRMATTANDERSON #ASKMONTAGE @MONTAGECOMMS
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The secret to making social media work for your business

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Published on

Social media talk prov

> Overview of your problems
> Overview of your business' development
> How to know what resource and time you should spend?
> How to increase customer engagement
> How to increase sales and bookings
> How to Improve customer service and experience
> How to evaluate performance using analytics

Published in: Business, Education
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The secret to making social media work for your business

  1. 1. How to make social media work for your business #2HSM @mrmattanderson MattMontage /Montagecommunications /Montagecommunications
  2. 2. How can I help?•Your problems•Your development•Resource and time you should spend?•Increase customer engagement•Increase sales and bookings•Improving customer service and experience•Evaluate performance using analytics
  3. 3. Your problems...
  4. 4. WE ARE IN A RECESSION & I DON’T HAVE TIME!HOW MUCH TIME SHOULD I SPEND ON SOCIAL MEDIA? CC: RLHYDE
  5. 5. THE BOSS THINKS IT’S FOR KIDSHOW DO I SHOW A STRONG BUSINESS CASE TO THE BOSS?
  6. 6. SOCIAL MEDIA IS THE MESSIAH! (MAYBE NOT...)WE NEED TO MANAGE EXPECTATIONS INTERNALLY AND WITH THE BOSS
  7. 7. SHOW ME THE MONEY!YOU AND YOUR BOSS WANT TO SEE RETURN ON INVESTMENT
  8. 8. Where is your business up to?
  9. 9. DECORATORBOSS SAID ‘GET US ON SOCIAL MEDIA AND WE DECORATED OUR WEBSITE’
  10. 10. THE INTERNERSWE DON’T HAVE TIME FOR KIDS’ STUFF ... SO WE GOT A (FREE) KID TO DO IT
  11. 11. CUSTOMER SERVICE AGGRAVATORSPR AGENCY IS GETTING CUSTOMER SERVICE ISSUE REQUESTS AND ARE NOT DEALING WITH THEM
  12. 12. RELATIONSHIPSTHE SOCIAL BUSINESSEXAMPLE - ZAPPOS : CAN SEE THE BENEFIT FOR INTERNAL COMMS, SALES, CUSTOMER SERVICE
  13. 13. RELATIONSHIPSTHE SOCIAL BUSINESSEXAMPLE - ZAPPOS : CAN SEE THE BENEFIT FOR INTERNAL COMMS, SALES, CUSTOMER SERVICE
  14. 14. THE SOCIAL BUSINESSEXAMPLE - ZAPPOS : CAN SEE THE BENEFIT FOR INTERNAL COMMS, SALES, CUSTOMER SERVICE
  15. 15. NOW FOR THE HOW TO...
  16. 16. How much time should be spent on social media?• Good content takes time• Engagement relationships take time• Learning takes time• Customer service questions take time• Sales development takes time• Networking takes time
  17. 17. “You set SMART goals for your business... why not social media?”
  18. 18. Listen - Analytics• Free tools: Topsy and GA• Mid sized tools - UberVu or SWIX• Uber tools - Radian6 + Webtrends• Mentions - awareness• Share of voice (amend channel time)• Comments / bounce rate - engagement• Cost per click /fan /follower• Conversion rates from visits
  19. 19. KPIs - Time and Resource• Set commercial objectives: sales,understanding & enquiries dealt with etc• Number of mentions and queries that need responding to now• Time per response x no. of responses• Cost of delivery (time spent) vs potential sales• Split Time over channels with a focus based on monitoring (share of voice)
  20. 20. SMART goals• Simple and measurable (clicks and fans)• Attainable (remember the boss may shut it down if you don’t!)• Realistic (73% of Facebook pages have less than 1000 fans)• Timely (in time for pay day)
  21. 21. “Your boss is not going to agree if it coststhe earth and there is no evidence ofcustomers using it...”
  22. 22. Listen - Evidence• Customer service issues• Competitor analysis and benchmarking• Great ideas across the organisation• Visibility of what is actually going on...• Evidence of buying behaviour
  23. 23. Internal barriers• Use free (cheap tools) as a trial first to overcome the FD• Create social media policy to please HR and protect the company• Incentivise employees to use intranet or internal comms tools• Show customer service that social media enquiries reduce calls• Justify to IT that blocks on Facebook are stopping customers from being served• Show the sales teams “there is gold in them hills!”
  24. 24. “Talk to people about themselves and they will listen to you for hours”
  25. 25. Customer Relationships• LISTEN! Do not broadcast• Involve them in your content, product and service creation• Fun reasons to relate to your organisation• Empower your consumer• Fan of the week! Image Creative Commons @Johnhadon
  26. 26. Brabantia LifeInfinite_TrngJul 14, 9:34am via Twitter for iPhone@BrabantiaLife great service, reported a faulty lid,organised and delivered a replacement within a week. Thanks
  27. 27. GIVE ASK THANK“DO SMALL GOODS” LINKEDIN FOUNDER - REID HOFFMAN
  28. 28. “You can’t make sales via socialmedia....err try telling Ford that!”
  29. 29. DOUG: FORD’S LATEST SECRET WEAPONINTRODUCING THE NEW FORD FOCUS
  30. 30. DOUG: FORD’S LATEST SECRET WEAPONINTRODUCING THE NEW FORD FOCUS
  31. 31. Increase Sales• Build relationships and sales will come• Listening for buying signals• Refer-refer-refer• Think “Do small goods”• Encourage independent reviews• Seek recommendations• #MSRFR
  32. 32. Be realistic about sales• Set realistic targets - SMART• Building relationship takes time• Social media is not a ‘quick buck channel’• Avoid the hard sell• 1/10 products and services
  33. 33. CONVERSION RATE X BASKET SIZE - COST PER ACQUISITION = ROIWORKING OUT ROIE-COMMERCE EQUATION
  34. 34. TIME SPENT = COST DESIGN AND CONSULTANCY = COST FACEBOOK ADVERTISING = COST TOTAL/NUMBER OF SALES = COST PER AQUISITION CONVERSION RATE X BASKET SIZE - COST PER ACQUISITION = ROIWORKING OUT ROIE-COMMERCE EQUATION
  35. 35. ASK QUESTIONS AND SPREAD THE WORD! PLEASE!MATT ANDERSON - @MRMATTANDERSON #ASKMONTAGE @MONTAGECOMMS

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