Uploaded byLighthouse Marketing
Chartergroup conference Nov 2010
Claire Griffiths, Director of Lighthouse Marketing Ltd, presented on using social media for accountancy firms. She discussed whether social media is a fad or fact, the top platforms used, successes firms have seen, and how to measure results. Griffiths recommended accountancy firms use tools like bit.ly, Tweetdeck, and Google Analytics to manage social media and track keywords and shares. She is available to help firms with strategy, planning, implementation and both traditional and digital marketing.
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Chartergroup conference Nov 2010
- 1. Social Media MarketingClaireGriffiths
- 2. Presented byClaire GriffithsDirectorLighthouse Marketing LtdOver 15 years B2B marketing experienceAccountancy firms for over 12 yearsOffer strategy, planning, implementationCommunications, PR, eventsTraditional and Digital marketing
- 3. AgendaSocial Media -Fad or Fact?What Social Media are you using?What works?Finding the timeCan Social Media sell?Results – can we measure them?
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- 5. Social Media +Sales/NBD funnelHighINFLUENCEAwarenessHighInterestMediumEvaluationTrialLowLowAdoptionHighLoyalty
- 6. Answering our agendaDefinea table spokespersonQ1: What Social Media are you using and why?Q2: What works?Q3: Finding the timeQ4: Can Social Media sell?Q5: Results – can we measure them?
- 7. Q1: What SocialMedia are you using and why?
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- 9. Q3: Finding thetime?What tools used to manage and track social media?You may want to look at:URL Shorteners - bit.ly etc
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- 13. Mobile apps (iphone/blackberry)Q4:Successes?What social media success stories do you have?
- 14. Share one goodpractice tipQ5: ResultsHow are you tracking results?
Editor's Notes
- #6 Social media can influence the Sales/NBD funnel. Taking Kotler’s Rational decision-making model. Lets look at how social media can affect the sales funnel from awareness to loyalty.Awareness stage Firstly you need to understand where your clients hang out online, and be there - join forums, blogs, communities etc. For example use twitter to see whose talking about accountancy or tax.Look at competitors, referral networks, local media twitter feeds and follow them. Simple twitter search who’s asking about tax issues etc Research competitors products and services. Sign up to their RSS feedsUse as a broadcast message say update on linked in , tweet, blog post etcMake messages interesting, aim to get articles passed on, shared or retweetedInterest StageGive them something their interested in. Know who you are now showing next step.Give something away to draw people into your content eg blog, article webcast, etcOnce have idea for content, Repurpose it for different channels eg blog article, slides on slidesahre, youtube etcDemonstarteexpertsieAlso about engaing in conversation, answerewuestions, join groups ask questionsEvaluation stageWhat can Social Mediado at the evaluation stage when weighting up others against your firmAsk on twitter why your clients use you, retweet then share their comments and use in offline materialsLook at questions being asked and offer answersRun Live Q&A webinar for exampleRefer clientsInfluence at this evaluation stage is medium, Your services need to stand up to scrutiny for potential clients to move down the sales funnelTrial StageAbout quality of service at this stages but SM can help champion good servicePut newbies in touch with existing advocate customersWhen articles downloaded etc contact them for feedback, do they need a case study on how it works, free trial etcInfluence here is relatively lowAdoption StageMainly p2p sellingQuality of sales forceLoyalty StageInfluence here very highCross sell and up sell oppProvide up to date reminders eg key dates, new services, new legislationDevelop 1 2 1 relationships with customers and deepen relationships, improve serviceSupport loyalty by helping customers out tweet links to customers or rewteet content, provide recommendations Deepening relationshipsEncouraging lock-inFantastic opps at loyalty stage for deepening relationship, increasing customer service.
- #13 Promote through business cards, email signatures etc