Social media can either be "cool" or a "fool" depending on how it is used. The document discusses several key points about using social media effectively for marketing purposes. It emphasizes the importance of (1) having a clear strategy and content plan, (2) understanding your target audience and their motivations, and (3) listening to customers and engaging in conversations on social media. The overall message is that social media marketing requires focusing on quality engagement and conversations rather than just tactics.

1. Social media fool
or cool?

2. Email: michael@michaelleander.me
@michaelleander
#michaelleander
facebook.com/michaelleandernielsen
Pinterest.com/michaelleander

3. The purpose of marketing
is to acquire, convert,
sustain and grow
customers whom then in
turn will attract other
customers through
referrals

5. Your web presence will become the front
and center of your marketing activities

7. Thin
Which
problem
are you
solving?

10. Is this what social media
[marketing] is all about?
10

11. Is this what social media
[marketing] is all about?
11

12. Experience leads to
retention. Retention
pays my rent!
Earn the
admiration of
my peers &
It is about the
that’s what
matters conversation
It is about the
conversion

13. Social Media
is COOL
13

14. 95% of
social
media
activities
#FAIL
14

15. Marketing - especially social
business - has become about
how to operate the various
platforms – not the WHY,
WHERE, WHEN, WHAT, HOW
MUCH

16. 16

17. Tactical vs. the right plan!
Where should
you be and
why?

18. DIRECTION
- purpose
- strategy
- tactics
- execution
- measure
18

19. Social media: 90-9-1 rule of thumb
• 90% will only consume content
• 9% will engage periodically, but only when the
conversation strikes them as interesting
• Less than 1% is the engaged audience driving
the conversation in your social community.
They support and provide value for the
community to read, hear, view

20. Short vs. long term effect and impact
on cash-flow in social media marketing

22. What is SOLOMO?

23. The biggest change is what?
Touch is
the biggest change

24. Touch will change the game
completely

26. Which reads the most
words per minute – the eye or the ear?
2.500 words per minute 125 words per minute

27. Welcome to the picture economy
People talk about
pictures, share
them, LOL at
them

28. See pictures from
the session here
Now @michaelleander wants us to take pictures at #michaelleander

31. Picture economy Photos goes
viral if they
are fun
Include USP’s
and URL’s if
possible
Stir an
emotion

32. Good ‘ol AIDA
A = Attention (Awareness)
I = Interest
D = Desire
A = Action

33. Attention
Interest
Desire
Action

34. Make sure the
message is
somewhat
relevant to the
brand / offering

35. Which of these brands have most likes?
Engagement rate Engagement rate
0.020% 0.483%
Nokia Pakistan Zong Pakistan
Likes: 1.086.658 Likes: 695.996
Best engagement rate
Source: Socialbakers.com, 19 December 2012 at 06:01

37. Think about
top, mid and
end of funnel
and focus
ferociously
on the end
goal, short
and long
term
Bottom of funnel is where the action takes place –
engagement need to drive your audience towards
the bottom of the funnel 37

38. • http://blog.campalyst.com/wp-
content/uploads/2011/10/Conversion-funnel-
This is
21.png
where
the fun
is >>>

39. Only 20% of your likes
ever see your page
again. Everything
happens in the stream
Tabs = Prime
real estate
use it

40. Tip: Frequency and
overcoming Facebook EDGE
• Only 6-14% of your ”likes” see your posts
• The lifetime of a post is only 3-4 hours
>>> Post 4-12 times each day
>>> Differentiate posts
– Text only
– Photos only
– Your own content vs OPM – Other People’s Content
• Use Facebook Insights or other analytic tools to
monitor your progress on a daily/weekly basis

41. No more
Hey days
time for
Pay days 41

42. Romy [ROMI] Ruth [ROT]
VS. ROT = Return on Time

43. More
channels
More
details ROT Problem
More
numbers
More
people?
More
money?

45. The average time spent on a task
before being distracted or switching
to another is only
3 minutes 11 seconds.

46. Your target
prospect is
exposed to
6000 advertising
messages every
single day

47. Short attention span, loads of intrusion
- how do you cut through the clutter?
Do I know you?
Do I need you?
Brain Can I trust
filter you?

48. Unique
passionate
emotional
authentic
focused
interactive
meaningful
…

49. Life’s a beach !
Dream job in Hamilton Island, Queensland
Salary AUS 100.000
 Unique idea
 Target audience
alignment
 Storytelling
 Insane press coverage
 Huge increase in
awareness and preference
http://edition.cnn.com/2009/TRAVEL/01/12/queensland.australia.hamilton.island/

50. Social engagement can change perception
Samsung Apple
Nokia

52. Key trends changing buying behavior

53. Changes in buying behavior impacts
the sales cycles tremendously
No sex on
the first
date
Referral &
recommendation
OTS* high to
get a reaction
Latency
increase
incubationtime
*OTS = Opportunity to see

56. Significant changes in
the age of discovery
Transparency & trust
Relevancy
Customer intimacy
Multichannel mix
Immediacy

57. Now &
Influence revolution The
Future
Conversation age
New age of discovery
57

59. The ways to share content, influence
and opinion have exploded
CONVERSATION ECONOMY
59

60. 60

61. 234 shares
236 likes
29 comments
http://www.facebook.com/photo.php?v=10151154036701039
61

62. What you need to know to
create a viral campaign
Proven
ingredient
formulae for
viral marketing
– learn how to
start spreading
the news
62

63. How to create a viral video

64. Tactical break

65. Twitter test of wording

66. Which Tweet was most effective?
Is marketing your game? Come join us on the Facebook
A page for learning & laughs
Best Facebook post this week (most shared), go see it
B here
C See what we are talking about over on Facebook today
https://www.questionpro.com/a/showReportTab.do?surveyID=3321214

67. What others said
See the survev blog post here

68. Which Tweet was most effective?
Is marketing your game? Come join us on the
0,45% Facebook page for learning & laughs
Best Facebook post this week (most shared), go
0,37% see it here
See what we are talking about over on
2,67% Facebook today

69. Innovate and disrupt

70. The journey starts off site –
make it effective
Banner

71. The same goes for the copy in
your social media messages
About EADIM in London here http://www.eadim.com/eadim2011/?ap_id=leander

72. Pharma marketing article is here http://ht.ly/1f3IoZ

73. Which page generated most registrations?
275 conversions 110 conversions
Landing page #1 Landing page #2

74. Brilliant [accidental] content concept

76. Customer
Experience
• Digital is a huge part of the customer experience
• Your core service must be flawless
• Sharing is here to stay

77. Food for thought about the
customer experience
• 70% of buying decisions are
based on how they feel they
are being treated
• A good customer experience is
told to 8 people
• A bad customer experience is
told to 22 people
• It takes 10 good experiences
to make up for one bad
77

79.  People share their experiences – good and bad
 Incentivize reviews and sharing of product usage
 Ask your audience to be creative (video, pics, stories)

80. Are we more
motivated to
share
a good or a bad
experience?

81. We are motivated to share by experience
TOP 5
1.Good experience
2.Other’s experiences
3.High quality brand
4.Friend’s
recommendation
5.Bad experience
Not motivating Very motivating
81

82. Which is more important?
Content Community

83. Service Receive Listen
Talk
Listen
Listen
Listen
Can you find something sensible to talk about?

84. Your content
concept
describes
 What you offer and how it
fits in the buying cycle
 Benefits of your offering
 Why your audience should
engage
 Which stories, content you
are going to publish
 Frequency, security, trust
 Media (video, cartoons,
articles, audio etc.)
 Think like a publisher, act
like the best hostess

85. UNDERSTANDING THE DRIVING
RuleOFof thumb
FORCES COMMUNITIES
THE MORE CONTENT YOU HAVE THE
MORE USERS YOU WILL GET.
THE MORE USERS YOU HAVE THE MORE
CONTENT YOU WILL GET.
THE BETTER YOU MATCH CONTENT AND USERS TO USER
PROFILES THE MORE USERS AND CONTENT YOU WILL
85

86. Talk about something of interest
http://www.michaelleander.me/blog/tourism-marketing-is-this-the-best-portugal-can-do/

87. Quick results – B2B case study
+ 3 interview requests
+ 45 newsletter subscribers
+ 3 registered for Lisbon seminar
+ 1 consulting engagement
+ 2 inquiries for speaking

89. Listen &
React
• Customers engage in social media
• You need to listen to the conversation and react
• All the time !

90. Mobile apps such
as Foursquare
(Global), CircleTie
(MEA)–
mobile & creating
new demands and
expectations

91. Unexpected reply
My Foursquare
message

95. Can you keep a secret?

96. Relevance
• Communicate with relevance
• Profile your audience
• Understand preferences
• What are their dreams?
• What does it take to make her tick?

99. Failure is a big part
of your success !
• Experiment with
different concepts
• Test, test, test
• Be prepared to explore
new, surprising ways to
become successful

100. Getting you from
where you are today
– to where you want
to be in 1, 3, 5 years
100

101. Be consumer centric and media agnostic

102. DIRECTION
- purpose
- strategy
- tactics
- execution
- measure
102

103. Questions, Linkedin contact requests etc:
michael@michaelleander.me
Michael Leander is an international
marketing speaker. He has spoken at IBA in
Karachi and in 40+ countries
Find him here
http://www.twitter.com/michaelleander
Speaking: http://www.michaelleander.me
Consulting: http://www.michaelleander.com

104. Really new ways: Will this influence?
http://archive.perhansson.com/nokia/greatpockets/

105. The rule
of speed

106. Personalized with title and
Targeted
name
relevant offer
Image and copy based
on life stage

108. Meet your
customers where
they are
• Look and feel like the markets you address
• Your job is to avoid friction (trust)
• Understand concerns of your market
• Align your value proposition
• Content is King, but data is Emperor

109. Understand the customer buying processes
and how social plays a role, if any

110. Mapping customer stage to media
Stage Because Convert to Best fit media Estimated cost
of conversion
Awareness Responded Consideration Email €25
newsletter
Ready to buy Lead scoring Make purchase Personal call €50
Lead scoring is
a new way to
qualify leads
(customers)

111. Anticipate customers need

112. Customer lifecycle marketing automation
Differentiated approach addresses different needs
SMS/Email
6 Travel &
experience Excursions
Car rental
7 Comming 5 Arrival 1.
Recommend home destination
to friends
Transactional
8 Evaluation Example 4
Departure
Behavioral
& Reliving Targeted
Travel
3 Past Sale Insurance
Pre Departure Car rental
1 2
Pre Sale Sale
9 Next
Pre Sale
Profiling and knowledge of where the customer is in the ”wheel”
opens up for a coordinated and relevant dialogue before,
during and after the initial sales transaction