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Socialmedia workshop-v1

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ECTOM TIM Workshop presentation: How to build a social media strategy.

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Socialmedia workshop-v1

  1. 1. How to build a social media strategy? Sean Singleton
  2. 2. • Social Commerce • Workshop: How to build a strategy • Building a business case • Common mistakes • How do we avoid them • Tips & Trends • Summary
  3. 3. Social Commerce
  4. 4. Social Media on E Commerce Platforms
  5. 5. E Commerce on Social Platforms
  6. 6. 6 Social Media Tools
  7. 7. Facebook commerce is selling to FANS not consumers
  8. 8. It can be selling ON Facebook or selling WITH Facebook
  9. 9. Use F Commerce for retail events
  10. 10. Experiment and explore opportunities to learn from your fans
  11. 11. This is a workshop!
  12. 12. Building a business case
  13. 13. Social Networks are the Most Popular Activity Online
  14. 14. 1 in 5 online minutes spent on SN, Up from 6% in 20071 in 5 online minutes spent on SN, Up from 6% in 20071 in 5 online minutes spent on SN, Up from 6% in 20071 in 5 online minutes spent on SN, Up from 6% in 2007 Source: comScore Media Matrix, Worldwide, March 2007 – October 2011, “It’s a Social World,” Dec 21 2011 Social Networks are the Most Popular Activity Online EC
  15. 15. The Social Media Universe is expanding
  16. 16. The Social Media Universe is Expanding 15MM+ users 135MM+ users 51MM+ users 15MM+ users 62MM+ users 232MM+ monthly active users 115MM+ subscribers 20MM+ blogs 6MM+ users 800 MM+ monthly active users 230MM+ users 2MM+ users 500K+ users 800MM+ monthly users visit site More people on more social networks than ever beforeMore people on more social networks than ever beforeMore people on more social networks than ever beforeMore people on more social networks than ever before Source: Official and Estimated statistics. Facebook, YouTube, Zynga, Twitter, LinkedIn, Groupon, Flickr, Tumblr, Instagram, Foursquare, Pinterest, scvngr, Path, Google+ 100K+ users 2MM+ users 2MM+ users 1.5MM+ users EC
  17. 17. Social Networks Now Reach 82% of the World’s Internet Population
  18. 18. That’s 1.2 billion peopleThat’s 1.2 billion peopleThat’s 1.2 billion peopleThat’s 1.2 billion people Social Networks Now Reach 82% of the World’s Internet Population Source: comScore Media Matrix, Worldwide, March 2007 – October 2011, “It’s a Social World,” Dec 21 2011 EC
  19. 19. Social Networking is growing in every single country
  20. 20. Total time spent on all regions grew by 35%+ in 2011Total time spent on all regions grew by 35%+ in 2011 Social Networking is Growing in Every Single Country Source: comScore Media Matrix, Worldwide, March 2007 – October 2011, “It’s a Social World,” Dec 21 2011 EC
  21. 21. Google + is growing fastest than other social network
  22. 22. Google+ is Growing Faster Than Other Social Networks 67 million people have visited Google+67 million people have visited Google+67 million people have visited Google+67 million people have visited Google+ Source: Comscore Source: Leon Haland, Google+ calculations by Paul Allen, comScore, MySpace, Twitter, Facebook, LinkedIn Time to reach 50 million users (estimate) EC
  23. 23. The web is a massive part of our lives. And social media accounts for significant portion of web usage
  24. 24. The conversation is already happening.
  25. 25. Opportunity to gain an competitive advantage.
  26. 26. Helps drive growth.
  27. 27. It is now a must-have for corporate marketing.
  28. 28. Improve your search rankings
  29. 29. What are the most common mistakes
  30. 30. Rush to action without a plan
  31. 31. Rush to action without a plan • Hasty decisions & knee jerk reactions • Tactical approach • Focus on wrong objectives or platforms • Failing to understand requirements & resources
  32. 32. Measurement.
  33. 33. • Defined and measurable objectives • Metrics that tie into those objectives • Tools & knowledge for tracking metrics • Ability to translate online actions to business results
  34. 34. Content Needs to be engaging
  35. 35. Content Needs to be engaging
  36. 36. Content Needs to be engaging Require planning Require approval Often not given proper consideration
  37. 37. Failure to Engage
  38. 38. Failure to Engage Engagement hurdles Social Media is about listening & interacting
  39. 39. Limited Reach
  40. 40. Limited Reach Social Media only really works with large (ish) audience Process of building a network is often overlooked Without reach, there is no ROI
  41. 41. How to avoid the most common mistakes?
  42. 42. Goals
  43. 43. Platforms
  44. 44. Engagement
  45. 45. Reach: How will you promote your programme
  46. 46. Resources
  47. 47. Resources • What is needed? • What will it cost? • People, process, assets, tools, etc
  48. 48. Metrics
  49. 49. Tips & Resources
  50. 50. Learn
  51. 51. Learn with monitoring tools 80
  52. 52. Paid services provide monitoring 81 From Radian 6 Other providers BrandWatch Buzzmetrics Cymfony Dow Jones Scout Labs Techrigy/Alterian Visible Technologies
  53. 53. If objective awareness then focus on: • web traffic • web traffic referrals • search volume trends • followers, fans, friends • social mentions • share of voice
  54. 54. If objective sales then focus on: • web traffic • time spent on site • bounce rate • content acceptance rate • followers, fans, friends • social mentions • share of voice • social connectivity within sales funnel
  55. 55. If objective loyalty then focus on: • time spent on site • repeat visits • content acceptance rate • followers, fans, friends • repeat social mentions • share of voice • recommendations & ratings • social connectivity within sales funnel • customer service metrics • net promoter score
  56. 56. Focus relationships not technologies Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal
  57. 57. Summary
  58. 58. Mulţumesc! seansingleton66@gmail.com @paulpingles

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