This document discusses using social media marketing to better understand customers. It recommends profiling customers using public social media information to segment them and send targeted messages. It provides examples of how a company called e-conomic used social media including their YouTube channel, forums, blogs and apps. While some channels like Facebook had low volumes, their iPhone app became number one in Denmark. Overall, social media can increase marketing reach and improve customer service if channels are selected strategically based on customer interests and an analysis is done of impact versus effort for each channel.

1. Social Media Marketing is more than just broadcasting By Zielgut (Christopher Plantener) 2nd Dec 2010 @ the German, Danish and British Camber of Commerce The Transparent Customer

2. Let’s not spend time on why social media marketing is any good but how you can use it in your day-to-day business

3. Profiling

4. What if you knew your customers as well as your colleagues

5. Imagine I am your customerWhat canwe find in 60 sec about Christopher Plantener using:

7. is Who your customer

8. English 34 years married children

9. Positions Marketing Director, Co-Founder, CEO, Mentor, Consultant

10. Contacts:1225+User Type:Super connector

11. Copenhagen, Current Location:

12. Past Location: Denmark Canada UK Belgium Germany France

14. Industry: Online Marketing

15. Companies he worked for

16. Companies he started

17. Companies he is involved in

18. Brands he likes

19. And all this information is PUBLIC and can be collected in a second

20. So what do we learn form all this?

21. Segment your customer

22. Get the full picture…

23. And if you want to SELL me something

24. Talk to me like this!

25. Advertise here

26. Promise me this

27. Or maybe better this…

29. Profile and send targeted emails

30. Social media marketing True customerinsight = MORE SALES

31. 7 practicalstepsto a successfulsocialmediacampaign

32. Getting Started Defining the challenge Increase leads & sales Lower customer enquiries Increase customer satisfaction Define tangible goals Get at least 10.000 new contacts via all channels (newsletter signup, Facebook, LinkedIn, mobile etc.) Increase Net Promoter Score by X% Decrease customer calls by X%

33. Channel Selection Find all relevant channels (broad) Facebook, Linkedin, Xing, Twitter, Ning, Youtube, Forums, Communities Website, Blog, Newsletter, Google, Affiliate, iPhone, Webinar Select most promising Where do your customers go Set target for each channel Facebook: 1500/800 (max/min) LinkedIn: 300/200

34. Channel impact analysis

35. ROI Pre-testing Install Tracking Google Analytics Swix or similar Calculate costs/acquisition Use Google AdWords as benchmark How much does a new customer costs? Decide on channels Based on budget/costs Take the channels with the best ROI

36. Planning & Content Make a communication plan What channel How frequently What partners Detailed actions/responsibilities Make a content plan What message To whom With/by/from whom

37. Communication needs discipline and hard work “ Success seldom comes over night In most cases you will only see the fruits of your work after months sometimes years It’s a labor intensive business “

38. Measure & adjust Measure Do you meet your weekly targets? How much does it cost you per contact? Are your costs going down? Which channels work/don’t work? Adjust and focus Chose a handful of channels and continue Try new things and new messages all the time

39. Applied social mediaA B2B case story

40. e-conomic case Online accounting system for SME’s 30.000+ customers in 9 countries 20+ people work with social media and the web every day Major shift from “offline” to online marketing 2 years ago Online goals and measures for everything Use B2C techniques to sell B2B

41. Forum Country, tech, CEO Blogs… Youtube Channel Mobile App Xing Help Wiki LinkedIn Affiliate Partners Email Webinars Twitter Facebook

42. Why social media? Increase marketing reach Reach the customers where they are Introduce B2C tactics Improve service & support Make service faster + more effective Decrease cost for phone support Social Media optimization SEO and easy to forward, bookmark Get customer insides Customer data analysis

43. How to use social media and save money on support

44. The social media effect Youtube views Support Calls Customers

45. Customer ProfilingWhat did we learn about our customers?

47. “E-conomic” findings Gender: 79% 21% Age: aged 25-44 Web: 80% 81% 5% 7% 0% 43% 1% Interests:

48. “E-conomic” findings Occupation: Directors Owners Founders 17% 8% 9% Industry: IT, Software, Finances, Management, Telecoms

49. Actions taken

50. We made a massive push to our Telco and IT customers when launching our iPhone App

51. Nr. 1 App in Denmark

52. Is social media marketing worth the money?

53. Social media ROI What works iPhone app – Nr 1 in DK Youtube: 35k views Wiki: 50k visits Webinar: 100+ Affiliate: 300+ new partners in 9 month SEO: Lots of good traffic, conversations and links What didn't work Facebook (only 600+ likes) Twitter (few followers) Xing, LinkedIn, Viadeo, etc. – little volume but high quality contacts

54. Impact effort analysis Impact Effort

55. Yes, but do calculate ROI for each activity

56. …and use your customer inside wisely!

57. Thank you… You’d better Cross border online marketing Christopher Plantener – chris@zielgut.com - +45 60 85 53 99