The document provides guidance on developing an effective social media strategy, emphasizing the importance of understanding customer needs, mapping the customer experience, choosing appropriate social media platforms based on goals, and continuously monitoring results to improve engagement across the customer journey from awareness to purchase. It outlines best practices for social media campaign design, content development, and measurement to maximize impact and drive business objectives.

1. ICT KTN Online Business Essential Clinics
Effective Marketing with Social Media
creating & executing a strategy
for the effective use of social media tools
(May 2012)

2. @MobileMaggie

4. http://rlauterborn.com/pubs/pdfs/4_Cs.pdf

5. Social Media is a Strategic Tool
Retention Problem / Need
Awareness
Recommendation
Enquiry
Experience
Purchase

6. You have to do your Homework before
creating a Social Media Strategy
Cust om er Exper ience M ent s of
om Exper ience Monit or
Def init ion Mapping Tr ut h Design
• User research • Touchpoints • Differentiators • Concept • Measurement
• Contextual analysis • Need states • Loyalty drivers • Prototype • Dashboard
• Personas • Emotional states • Priorities • Validate • Tools
• Lovemarks • Narrative insight • ROI • Ideation
• Requirements • Roadmap

7. Cust om er
Def init ion
http://images.businessweek.com/mz/07/24/0724_6insiid_a.gif

8. Cust om er
Def init ion
http://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/

9. M ent s of
om
Tr ut h
Seth Godin’s Purple Cows
• Citizen marketers will sell “remarkable” ideas
• Sell what people are buying
• Focus on the early adopters and sneezers
• Make it remarkable enough for them to pay attention
• Make it easy for them to spread
• Let it work its own way to the mass market.
http://www.fastcompany.com/magazine/67/purplecow.html 9

10. M ent s of
om
Tr ut h
TRACKING TALKERS
Listen to users, track topics Know who’s doing the talking
and brand mentions, gather & influencing, and where the
insights, measure & manage, conversations are taking place
respond and engage
TOPICS
Give them something fun,
TAKING PART unique & repeatable to talk
Engage, share info &
about – create curiosity gaps
support, do shout-outs,
and triggers
say thank-you, say sorry
TOOLS
Make everything shareable and
forwardable , post content
everywhere, free samples, find
the multipliers

11. Jyri Engstrom’s Social Objects
http://glennas.wordpress.com/2009/11/13/defining-requirements-for-
social-web-applications-%E2%80%93-part-3-social-objects/

12. M ent s of
om
Tr ut h Hugh Macleod on Social Objects
http://gapingvoid.com/2007/12/31/social-objects-for-beginners/
http://gapingvoid.com/2007/10/24/more-thoughts-on-social-objects/

13. M ent s of
om
Tr ut h

14. Social Media is a tool across the Customer Journey
Retention Problem / Need
Awareness
Recommendation
Enquiry
Experience
Purchase
Exper ience
Mapping

15. Social Media is a tool across the Product Development cycle
Exper ience
Design Eric Ries: http://www.startuplessonslearned.com/
http://www.slideshare.net/venturehacks/the-lean-startup-2

16. Exper ience Social Media aids Rapid Iterations
Design
http://market-by-numbers.com/customer-development-services/

17. Minimum Viable Product
http://www.rogerstringer.com/2011/03/page/2/

18. Only now should you sit down and
choose your Platforms

19. http://www.invisiblepr.com/social-media-public-relations/

20. Choose your tools based on what you want to achieve
http://www.elliance.com/aha/infographics/Soci
al-Media-Building.aspx

22. Social mostly boils down to Engagement
http://darmano.typepad.com/logic_emotion/200
9/05/social-engagement-spectrum.html

23. 4 “Rules” of Campaign Design
Give the consumer what they want - not what you want them to
want (competitions, sweepstakes, coupons, previews &exclusives)
Make your activity bite-sized
Engage frequently: little and often is key
Lots of little campaigns build relationships far
more effectively than big one off campaigns.
http://www.engagesciences.com/blog/2011/10/19/the-4-rules-of-social-media-marketing/

24. Exper ience Monit or
Design Test & Measure Everything!
http://www.wired.co.uk/magazine/archi
http://seotermglossary.com/ab-testing/ ve/2012/01/features/test-test-test

25. Keep Track of the Statistics
Monit or http://danzarrella.com/infographic-how-to-get-more-clicks-on-twitter.html

26. Monit or
http://smsci.danzarrella.com/

27. The 5 best low-cost monitoring tools
Monit or http://www.monitoring-social-media.com/the-5-best-low-
cost-social-media-monitoring-tools

28. Putting together the action plan
#1 define goals #2 identify
#3 learn from others
and objectives your audience
#4 choose #6 develop content
#5 set the budget
the tools to use & social objects
#8 determine your #9 assign roles and
#7 define your KPIs
resources responsibilities
#10 monitor and measure

29. Strategic option:
MYOA - Consumer
Your Turn!
Problem / Need
Retention • What’s the problem to be solved, the job to be done?
• Do users come back and use the service again? • How do developers express that need?
• Do they try new elements of the service, scale • Where does it fit into all the other things they do?
up their usage?
• Reclaimed, renewed, redeemed?
• Has a relationship been developed?
• How are past users communicated with?
Awareness
• How do your customers find out about your
service, or any other solutions?
• Where do conversations take place?
Recommendation • Where do your customers physically gather?
• Do users recommend the service to others? • How well do you listen?
• Is it easy to recommend and share? • How clear are the marketing messages and
• Does the service generate buzz? website?
• Who’s doing the talking?
• What customer outreach initiatives are
being taken? Enquiry
• How do your customers make contact in order to
find out more about your service and whether it’s
the right one for them?
• How do they make the decision to use the service
Experience or not?
• How easy is the service to use? • Are there other routes through all of the tools their
• Does it meet the needs? Of your customer? disposal?
• Are there hurdles, confusion points, short-
comings that can be addressed? Purchase
• How much support is provided? • How easy is it to get started?
• Is feedback captured throughout the whole • Is there a long registration process?
• When does a commitment and a payment
process?
take place, and does that fit the need?
• What other needs could be met?

30. http://www.slideshare.net/goldenbushel/ict-ktn-minibar-online-
business-essentials