#cimsocial how to make social media work for your business
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Twitter @mrmattanderson - @montagecommsLinkedIn - http://uk.linkedin.com/in/montagecommunicationsFacebook.com/MontagecommunicationsWeb - www.montagecomms.com
Matt Anderson#CIMSOCIAL
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How can I help?
•Tactics specific to your business / organisation
•Your development
•Improving customer service and experience
•Increase customer engagement
•Increase sales and bookings
•Resource and time you should spend?
•Evaluate performance using analytics
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YOUR PROBLEMS...
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WE ARE IN A RECESSION & I DON’T HAVE TIME!HOW MUCH TIME SHOULD I SPEND ON SOCIAL MEDIA? CC: RLHYDE
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THE BOSS THINKS IT’S FOR KIDSHOW DO I SHOW A STRONG BUSINESS CASE TO THE BOSS?
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SOCIAL MEDIA IS THE MESSIAH! (MAYBE NOT...)WE NEED TO MANAGE EXPECTATIONS INTERNALLY AND WITH THE BOSS
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SHOW ME THE MONEY! YOU AND YOUR BOSS WANT TO SEE RETURN ON INVESTMENT
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WHERE IS YOUR BUSINESS UP TO?
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DECORATORBOSS SAID ‘GET US ON SOCIAL MEDIA AND WE DECORATED OUR WEBSITE’
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THE INTERNERSWE DON’T HAVE TIME FOR KIDS STUFF ... SO WE GOT A (FREE) KID TO DO IT
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CUSTOMER SERVICE AGGRAVATORS PR AGENCY IS GETTING CUSTOMER SERVICE ISSUE REQUESTS AND ARE NOT DEALING WITH THEM
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MIXED MESSAGES? YOU HAVE OPENED THE PANDORA’S BOX AND SOCIAL MEDIA IS OUT OF CONTROL
Some rights reserved by HGruber
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RELATIONSHIPS
THE SOCIAL BUSINESS EXAMPLE - ZAPPOS : CAN SEE THE BENEFIT FOR INTERNAL COMMS, SALES, CUSTOMER SERVICE
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INTERNAL BARRIERS• Use free (cheap tools) as a trial first
to overcome the FD
• Create social media policy to please HR and protect the company
• Incentivise employees to use intranet or internal comms tools
• Show customer service that social media enquiries reduce calls
• Justify to IT that blocks on Facebook are stopping customers from being served
• Show the sales teams “there is gold in them hills!”
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NOW FOR THE HOW TO...
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B2B SOCIAL MEDIA MYTH
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LISTEN - ANALYTICS
• Free tools: Topsy, Facebook insights and GA
• Middle sized tools - UberVu or SWIX
• Uber tools - Radian6 + Webtrends
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WHY LISTEN?
•Customer service issues •Competitor analysis and benchmarking •Great ideas across the organisation •Visibility of what is actually going on...•Evidence of buying behaviour
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“TALK TO PEOPLE ABOUT THEMSELVES AND THEY WILL LISTEN TO YOU FOR
HOURS”
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BLOGGER RELATIONS
High profile blogging support of the ‘Get Together’ launch
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GUEST BLOGGERS
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CUSTOMER SERVICE
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SOCIAL PROOF IS KING
•Client video
•Encourage reviews
•Case studies
•Comments
•Tweets!
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SOCIAL PROOFA rather fetching deliveryman just brought me a stunning @BrabantiaLife bread-bin......love at first sight, the bread-bin that is!
Ohhh yes I would love these as an addition to my kitchen worktop storage :-)
@BrabantiaLife you create beautifully designed products. Thank you my prizes arrived. The slide bin is class. #ironinstyle
Second, Brabantia bin win. Bought 9 yrs ago, lid broke. Rang them & getting new one on 10 yr guarantee I didn't know existed, no qs ask
I love my Brabantia bin and their customer service is excellent
Have you seen the cool new @BrabantiaLife Colour Bins? CLB hearts them http://t.co/QUnh2nk
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CONTENT IS KING
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Twitter content • Talk less about your company 1/10
• Industry content of interest to target audience
• Humans Tweet not brands
• Target the customer
• Be a resource and try to be interesting
• Ask your customers what content they would like?
YOU
Industry
Human
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CUSTOMER RELATIONSHIPS
•LISTEN! Do not broadcast
•Involve them in your content, product and service creation
•Fun reasons to relate to your organisation
•Empower your consumer
•Fan of the week! Image Creative Commons @Johnhadon
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FACEBOOK ADVERTISING
•Small and niche
•Target friends of existing fans
•A-B testing
•Colour grabs attention
•Ask questions your targets will say yes to
•Strong call to action for likes
• Optimal CTR: 0.11%-0.16%
• Above Avg CTR: 0.07%-0.09%
• Average CTR: 0.04%-0.05%
• Below Avg CTR: 0.02%-0.03%
• Poor CTR: 0.01%
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ENGAGEMENT OF FANS
•Newsfeed (most popular)
•Vary content - photos
•Build a sense of community
•Give them a fun reason to engage
•Poll - what content they would like?
•Reward fans i.e. “achievement of the month”
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APPS AND COMPETITIONS• Simple Twitter competition for a
money can’t by object
• Ask for funding submissions via a landing page on Facebook
• Landing pages assist conversions
• Contact and enquiry forms
• ContactMe
• Offerpop
• Pagemodo
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THE SECRET TO SEDUCTION
CC Flickr > Camera Eye Photography
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HEADLINES •Sell your post!
•Lists 5-7 tips
•HOW TO:
•Short
•Specific
•Yes / No questions
•You need this...
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EDITORIAL SCHEDULE
W/C: 16/01/12
Blog outputs
Monday Tuesday Wednesday Thursday Friday Tip Main blog Links and News for the Weekend
Nutrition tip Sign posting funding in SW - Top five funding opportunities
for your sport
Poll on the best sporting events for the weekend on Facevook
Video about 2012 Inspire RT - Sporting events for the weekend
Promote TIP / RTs corporate news
Ask questions regarding blog / topic
Promote blog RT - Funding sources
Follow Fridays
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BRAINSTORM
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Sales myth
Image: Courtesy of the BBC
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Be realistic about sales • Set realistic targets SMART
• Building relationship takes time
• Social media is not a ‘quick buck channel’
• Avoid the hard sell
• Listen for buying signals using strategic search
• Eliminate cold calling
• 1/10 products and services sale
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Business Development • Follow target companies
• Search your network
• Ask for introductions
• Join groups that help your goal
• Background info on prospects (rapport)
• Connect with clients, former clients and prospects
• Events / Location “Tripit” - Get a meeting!
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LISTEN!
• Search for known problems
• Seek people ‘looking for’ or seeking recommendations
• Monitor your brand name
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“DO SMALL GOODS”
GIVE
THANKASK
REID HOFFMAN - FOUNDER LINKED IN
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STRATEGY FOR SALES 1. Awareness (and all that you have
to offer)
2. Education and solve timely problems
3. Engagement and social proof
4. Action
5.Repeat - Build your email list / RSS / Fans
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INCREASE SALES•LISTENING FOR BUYING SIGNALS
•GIVE, THANK AND RECEIVE “DO SMALL GOODS”
•#MSSFR REFERRAL TWITTER
•SOLVE YOUR CLIENTS’ PROBLEMS WITH SEO OPTIMISED CONTENT
•COPY THAT CONVERTS
•BE TIMELY AND PLAN CONTENT FOR CUSTOMER NEEDS
•CALLS TO ACTION AND ASK FOR THE SALE
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Zappos > Online customer service, product knowledge and online sales
Indium - blogging and consultative sale
@Pearcafe - Excellent online customer service book lunch take away
Dell - Great use of last minute sales / Twitter discounts
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“YOUR BOSS IS NOT GOING TO AGREE IF IT COSTS THE EARTH AND THERE IS NO EVIDENCE OF CUSTOMERS USING IT...”
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HOW MUCH TIME SHOULD BE SPENT?
•SET COMMERCIAL OBJECTIVES: SALES, UNDERSTANDING & ENQUIRIES DEALT WITH ETC
•NUMBER OF MENTIONS AND QUERIES THAT NEED RESPONDING TO NOW
•TIME PER RESPONSE X NO. OF RESPONSES
•COST OF DELIVERY (TIME SPENT) VS POTENTIAL SALES
•SPLIT TIME OVER CHANNELS WITH A FOCUS BASED ON MONITORING (SHARE OF VOICE)
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HOW MUCH TIME SHOULD BE SPENT?
•SIMPLE AND MEASURABLE (CLICKS AND FANS)
•ATTAINABLE (REMEMBER THE BOSS MAY SHUT IT DOWN IF YOU DON’T!)
•REALISTIC (73% OF FACEBOOK PAGES HAVE LESS THAN 1000 FANS)
•TIMELY (IN TIME FOR PAY DAY)
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MEASUREMENT & GOOGLE ANALYTICS
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GOOGLE ANALYTICS •Visitors / Uniques
•Sources of traffic
•Bounce rate
•Popular content
•Search terms
•Custom reports
•Goals
•Sales / Enquiries
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WORKING OUT ROI
TIME SPENT = COST design and consultancy = costfacebook Advertising = cost
Total/number of sales = cost per aquisition
(CONVERSION RATE X BASKET SIZE)- COST PER ACQUISITION = ROI
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ASK QUESTIONS AND SPREAD THE WORD! MATT ANDERSON - @MRMATTANDERSON #ASKMONTAGE @MONTAGECOMMS