A copy of the slides used at the Partner to Succeed events as part of their continuing dedication to supporting business through their Sales Growth Collaboration Club (SGCC). The event held at 12 noon on the 5th March 2012, began with lunch at Pool Innovation Centre, and aimed to introduce Social Media Marketing into a company's sales growth strategy.

1. Realising your Sales Potential with Social Media
@arengrimshaw
@arengrimshaw

2. 1. Introducing Social Media
@arengrimshaw

3. Social Media in 2012
• 98% of online population in the UK using
Social Networking sites
• Users 55+ represent the fastest growing
segment in social networking usage
• 87% of mid-large size businesses plan to
maintain or increase investment on SM
• 13% plan to cut spend on SM
– More than 50% of those citing a lack of return
Sources: Comscore & The Next Web
@arengrimshaw

4. But…
• What is Social Media?
• Why should I care?
• Is it just a fad?
• Does anyone make any money from it?
• Where do I start?
@arengrimshaw

5. 1a. What is Social Media?
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6. Social Media:
Media for social interaction
using highly accessible and
scalable publishing
techniques.
Original source: Wikipedia
@arengrimshaw
6

7. “People are searching for
answers and direction, not
messages or sales pitches.”
Source: Brian Solis, Engage – Buy the book
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7

8. “The tools are just extensions
of you…”
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8

9. Social Media Marketing:
Using Social Media to engage
with online communities in
order to generate exposure,
opportunity and sales.
@arengrimshaw
9

10. Some Key Aspects & Terminology
• Web 1.0, 2.0 & 4.0
• Real Time
• Viral
• Authenticity / Transparency
• User Generated Content (UGC)
• Consumer Generated Media (CGM)
@arengrimshaw

11. Putting it in context – Why now?
Society Technology
• Generation Y / Millennials • Computing Power
• Out of Town Shopping • Processor Power
• E-commerce • Internet Speeds
• Longer Working Hours • Digital Cameras
• Migration & Immigration • iPods
• Erosion of Community • Smartphones
Centres • iPhones / iPads
• The Age of Spin
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12. 1b. The Tools & Technology
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13. @arengrimshaw

14. Key Social Media Tools
Blogs Social Networks File Sharing Sites
Forums Live Streaming Review Systems
Geo-tagging Wiki Sites Aggregators
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15. Facebook
• Launched 2004
• 800m+ Active Users
• Approx. 30m+ users in the UK (49% of Pop)
Source: Social Bakers
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16. Facebook
• 50% log on in any given day
• 250m+ access via mobile devices
(and are twice as active)
• 250m+ people engage with Facebook on
external websites
• 900m+ objects that people interact with
(pages, groups, events & community pages)
Source: http://www.facebook.com/press/info.php?statistics
Source: http://www.facebook.com/press/info.php?statistics @arengrimshaw

17. An Average user…
• 38 years old
• 130 229 Friends
• Spends 55 minutes on the site per day
• Is connected to 80 pages, groups &events
• Creates 90 pieces of content each month
• Adds 25 comments to content each month
Source: Facebook & Flowtown
@arengrimshaw

19. @arengrimshaw

21. Blogs & Blogging
• 133m+ blogs
• 77% internet users read blogs
• Two thirds of bloggers are male
• 60% are 18 – 44 years old
• 75% have a college education or above
• 50%+ are married
• 50%+ have kids
@arengrimshaw

22. Blogs & Blogging
• 56% say their blog has helped their company
establish a position as ‘thought-leader’
• 58% of bloggers say they’re better known in
their industry as a result
• B2B companies that blog generate 67% more
leads per month than those who do not.
• 94% of bloggers reported measurable SEO
benefits within 12 months
@arengrimshaw

23. @arengrimshaw

24. What is Twitter?
• Micro-blog
• Social Network
• Search Engine
• Focus Group
• News Wire
@arengrimshaw

25. Twitter
• Launched 2006
• 11 new accounts per second
• 200m – 465m registered users
• 100m active in a month
• 55% log on every day
• 200m+ tweets per day
• 400m+ unique visitors per month
Source: The Next Web & Twitter Blog
@arengrimshaw

26. Average user…
• Is 39 years old
• Has 126 Followers
• 64% over 35 years old
• 53% are female
• 1.6bn search queries on Twitter per day
• 43% access via a mobile device
Source: Flowtown
@arengrimshaw

27. @arengrimshaw

28. What is LinkedIn?
• ‘Professional Network’
• Founded in 2003
• 150m+ members
• 200 countries – all 7 continents
• 2m Company Pages
• Gains 1 new user per second
Source: LinkedIn
@arengrimshaw

29. Some Statistics
• 34m users in Europe
• 8m UK users
• Average user age of 44
Source: LinkedIn
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30. @arengrimshaw

31. Foursquare
• Community: Over 15 million people
worldwide
• Over 1.5 billion check-ins, with millions more
every day
• Businesses: Over 750,000 using the Merchant
Platform
Source: Foursquare
@arengrimshaw

32. @arengrimshaw

33. @arengrimshaw

34. Foursquare Specials
@arengrimshaw
@arengrimshaw

35. What is Pinterest?
• Virtual Pinboard
• Users organize and share ‘beautiful things’
they find on the web
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36. Some Statistics
• 13.76m people worldwide visited
• Spent an average of 89 minutes on site
• 250,000 Britons visited in January
– spent an average of 25 minutes on site that month
Source: Pinterest & Guardian.co.uk
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37. @arengrimshaw

38. @arengrimshaw

39. 2. Social Media Strategy & Planning
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40. “A good strategy has an essential
logical structure that I call the kernel.”
“The kernel of strategy contains three elements:
a diagnosis, a guiding policy and coherent action”
Good Strategy, Bad Strategy - Richard Rummelt
Buy the book
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41. Innovative thinking should be proactive first
and reactive second...
Once a strategy is in place, reactive thinking
can become more meaningful...
It provides the backbone for our actions so we
can be confident that we’re reacting in the
right way.
Chris Griffiths, Grasp the Solution – Buy the book from http://ow.ly/7mfDU
@arengrimshaw

42. CARAT Planning Process
Research
(Diagnosis) Community
Aims
Resources
Concept
Approach
(Guiding Policy)
Implementation
(Coherent Actions) Technology
@arengrimshaw

43. Community
• Customer (the decision maker)
A person or organisation that may purchase goods or
services directly from you
• Influencer
A person or organisation that may influence another
person or organisation’s decision to purchase
• Partner (an ally)
Those that share a common goal with your organisation or
customers
@arengrimshaw

44. Identifying your Community
C I P
Influencers
Customers
Partners
• Common • Staff Members • Allied Industries
Characteristics
• Family Members • Other regions
• Demographics
• Journalists • Suppliers
• Technical Ability
• Bloggers • Funders Investors
• Interests
• Politicians • Competitors
• Geographic Location
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45. Aims…
The specifics of what will need to be achieved in
order to meet the business challenge, and over
what timescales.
How will you and the client know that the
strategy has been a success?
@arengrimshaw

46. Aims
• SEO: Link building, content factors
• Marketing: Promote organisation, brand awareness
• PR: Manage reputation, get news out
• Sales: New contact routes, increase sales
• Engagement: Increase loyalty, foster word of mouth
• Research: Identify trends / niches, consultation
• Management: Collaboration, knowledge sharing
@arengrimshaw

47. Buying Processes & Lifecycles
Inactives Suspects
Brand
Prospects
Advocates
New
Regular Customers
Customers
Awareness Knowledge Consideration Selection Satisfaction Advocacy

48. Resources
• Time & Money
• People & Skills
• Technology & Equipment
• Your ‘Business As Usual Activity’ (BAU)
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49. Your guiding policy is your big idea, the general
concept you are working with…
…the later stage will define your specific actions.
@arengrimshaw

50. Approach
• Visibility
... need to be visible to the target audience
• Credibility
...“Don’t tell them you’re funny, tell them a joke”
• Value
...establish a “What’s in it for me?” factor
• Personality
...everything should be consistent with the brand profile
• Responsiveness
...are they setup to deal with responses
@arengrimshaw

51. Approach – Practical Elements
• Content Marketing
• Aggregating or Curation
• Networking or Events Marketing
• Community Engagement
• Word of Mouth or Advocacy Programmes
@arengrimshaw

52. Integration
• What can be outsourced and what needs to
be done internally?
• What actions can be embedded within current
processes?
• What needs to be done to empower the team
to perform key actions?
• What actions can be automated?
@arengrimshaw

53. Measuring results
• Link to your aims
• Benchmark
• KPIs Vs. ROI
• Review results regularly
• Tweak approach accordingly
“Not everything that counts can be measured.
Not everything that can be measured counts.”
Albert Einstein
@arengrimshaw

54. Case Study:
UKNetWeb Ltd
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55. Diagnosis (The Challenge)
• Limited Y on Y Growth
• Association with smaller projects
• Losing to design firms
• Operating in small local market
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56. Guiding Policy
• Maximising Potential, Minimising Risk
• Focus on technical development
• Thought leadership around innovation
@arengrimshaw

57. Actions
• Webinars & Events
• File-Sharing
• Social & Professional Networking
• Blogging & Micro-Blogging
@arengrimshaw

58. @arengrimshaw

59. @arengrimshaw

60. @arengrimshaw

61. @arengrimshaw

62. @arengrimshaw

63. @arengrimshaw

64. Results – Web Traffic
@arengrimshaw

65. Results – Bottom Line
In a 6 month period:
• 500% increase in new business enquiries
• 2/3 of all enquiries through social networks
• 100% increase in average order values
• Opened up UK & international markets
• New company created to meet demand
• 4 years on.... £100k to £1m+
@arengrimshaw

66. 3. What you should do next
@arengrimshaw

67. Consider your own position
• What are your strengths and weaknesses?
• How can you play to your strengths?
• How can you demonstrate your strengths via
Social Media?
• What opportunities will your business take
advantage of, and just as importantly which
ones will you ignore?
@arengrimshaw

68. What will your strategy be?
• Who are your customers, influencers and partners?
• What are you aiming to achieve for your business - can
you be more specific than increased sales?
• What resources are you working with?
• How can you use Social Media technology to make you
more effective in your role?
• What will be your approach to Social Media?
• What actions do you need to do daily, weekly or
quarterly to achieve your aims?
@arengrimshaw

69. How can I help?
• Work with your team to develop your internal
skills in Social Media
• Work with you to develop a Social Media
Strategy for your business.
• Provide a sounding board for your own
campaign or strategies ideas.
@arengrimshaw

70. Connecting with Aren:
Facebook: aren.grimshaw
Twitter: @arengrimshaw
LinkedIn: areng
FourSquare: arengrimshaw
Pinterest: arengrimshaw
@arengrimshaw

71. Getting in touch:
Tel: 01872 273103
Mob: 07598 242212
Email: info@arengrimshaw.co.uk
Web: www.arengrimshaw.co.uk
Search for “aren grimshaw” on Google
@arengrimshaw