smart social for_business

20 Jan 2011

Peter AbrahamDirectorEconsultancyPeter.abraham @ econsultancy.omLinkedin Twitter peterjabraham

SMART Social for businessContent Creation Clinic

Tools & Techniques

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Context

Intro3 topics @ 10 mins each thought pieces and some Econsultancy

examples

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Intro

Push marketing still works BUT there’s very little or no interaction.

Technology is an enabler of interaction not the solution.

You can provide the possibilities/reasons for interaction

Your target audience will decide what to do with it…react to it, comment on it, forward it, enhance it, crush it, act on it etc.

Some context before we start…

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Marketing mix is getting broader –and this doesn’t include all those social media possibilities

Source: BCG analysis The Boston Consulting Group

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There’s a new kid in town…Content Marketing – your content!

Source: Junta42 - http://blog.junta42.com/ and Velocity and Partners - http://www.velocitypartners.co.uk/

Some ideas/solutions for Content Marketing…White PapereBookCase studyAudio bookeNwesletterBlogPodcastVideo blogMobile appGameWidgetFacebook appScreencastWikiWebinar /WebcastNews releaseCustomer focused community

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Source: Taken from an article by David Edelman and Brian Salsberg Source: Marketing & Sales Practice Nov 2010https://www.mckinseyquarterly.com/Beyond_paid_media_Marketings_new_vocabulary_2697

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Source: Taken from an article by David Edelman and Brian Salsberg Source: Marketing & Sales Practice Nov 2010https://www.mckinseyquarterly.com/Beyond_paid_media_Marketings_new_vocabulary_2697

Source: Conversation Prism – Brian Solis http://www.briansolis.com/2008/08/introducing-conversation-prism/

Tools

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Social Media Landscape – Tools – quality vs quantity & join the dots

Source: Fred Cavazza.net

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Source: BCG analysis The Boston Consulting Group

Online provides a relatively higher ROI

Sales and Marketing effort

Source: Cap Gemini – not originally a Social Media overview

Source: Social Media for Sales in the professions – white paper – download from: http://bit.ly/fwbPLC

Start to consider using Sales and Marketing resource with social media

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Summary overviewMany Channels and ToolsContent you can market – engage and exchangePotentially utilise Sales as well as Marketing effortsExpected return/measure ROI ROA ROE? Is your goal

Sales or Awareness? Strategy

Have a clear measurable objectiveDevelop a strategy and plan first!!!!!Make a commitment (content/time & resource etc)

But remember…Let go… and get over it.

| 13 January 2008 | Course Title| 14

1. Understanding how to keep your message consistent

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Main points to noteThe message should align to what it is you’re

providing/supportingWhat’s your keyword strategy – look at other campaigns like

email subject lines, onsite search and keyword trends, Always Be testing!

Keep it relevant, specific and actionable!who do you want to reach - persona, what do you want them to do

buy/action/promote & pass on, where are they, what's the message/call to action?,

what tools/channels for what messages? (demo/geo/behavioural), it’s here you have to be consistent on and offline

You need to be consistent with your message, but your users might change it…get over it!

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Main points to noteYou can test headlines quickly with digital

and social media, so if they work online they’ll likely work offline too.

Make sure you’ve considered your onsite search too

How are you integrating media, message..AND response!

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Blogs

We’re known for insight – headlines with 10’s and 20’s

(top tips) seem to go down well, everyone loves a short-cut!...

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Email newsletter

Headline used in email newsletter… If headlines successful in Social channels, use in email

newsletters, ads etc. Think keywords/terms

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Content distribution

Digg, Friendfeed, paper.li, StumbleUpon

etc

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Users will alter your messages…

Headline, Language, phrase etc.Even tag as #failGet over it! Traffic might convert if positive.

Use Multi-channel – Email, FB, Mobile

Source: Cheetahmail Case studySource: Cheetahmail Case study


2. Creating high impact messages via twitter, Linkedin, Facebook, blogs etc

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Creating high impact messages via Twitter, Linkedin, Facebook, etc Main points to note

What do we mean by high impact messages? Is this just a numbers game or is it about engagement and resulting business from that?

Messages that create a response! Buy, download, register, reserve, comment, share, etc. Is it about awareness or sale?

Think about the channel: Twitter – micro-messages (friends, associates and business) Linkedin (business) Facebook (friends and business) Youtube (entertainment and business) etc

Test, test, test again

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Blogs Econsultancy : A few examples of

posts that have done especially well use of catchy titles, lists, use of adjectives etc. Very 'retweetable'.

This was the most popular: http://econsultancy.com/uk/blog/6666-ten-horrifying-display-ad-placements-nsfw -

86,000 page views (average for a normal post would be 1-2,000), as well as 117 comments. Think about £cpm value

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Blogs

Don’t forget about what’s on the landing page, options to share and contribute!

The user experience is important too

Give your users the tools to share, promote, like, etc

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Blogs

Return of the 20’s (short-cut reference)41,000 page views and 154 comments.Give your audience what they want/like

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Topsy.com is a great resource for insight

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339,000 tweets from those 7,731 posts = 48 tweets per post (but actually more like 15-20)

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Different content sources and different

countriesx2 UK, x1 US, x2 jobs

www.facebook.com/econsultancyEconsultancy on Facebook

The ‘look how good my feed is’ strategy


3. Building brand loyalty and engagement

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Building brand loyalty and engagement Main points to note

First question can you? I prefer engagement to loyalty…who’s really loyal to a brand anymore?

Company brand vs ME brand, set ground rules and utilise staff for ‘power of the crowd’ effect

Find your ‘Influentials’, they build traffic and word of mouth for you

Offer them the opportunity 'Share link' social media/link building with in-built ROI like our Red Friday ('social selling') campaign

Be transparent – ‘What we're about’ presentation on Slideshare etc. http://www.slideshare.net/econsultancy/econsultancy-what-were-about-5782780

We as Econsultancy continue to engage offline as well as online – multi-channel

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Be transparent ‘What we’re about’ almost as many

downloads as ‘Email Marketing’ insight piece!

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Blogs

2,274 tweets, 52,791 page views, 42k were

uniques In the top 1,000467 tweeters were ‘Influentials’ @20%

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40% of the above mentions by Experts

(Influencers) outside of Econsultancy team.

Detail for this page only

available from

full version of presentation at

Econsultancy.com

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#RedFriday Headline stats


available from


Econsultancy.com

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Good usage of internal staffusers from FB and twitter


available from


Econsultancy.com

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available from


Econsultancy.com

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mentions #RedFriday and econsultancy


available from


Econsultancy.com

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tweets for #RedFriday.


available from


Econsultancy.com

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Blatant sales messages not good for

ReTweets!


available from


Econsultancy.com

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Blogs

We don’t always get it right

Source: Engagementdb Reporthttp://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf

More channels suggests higher

engagement, but…


…engagement varies by Industry…and you

have to resource channels remember


Which profile will you fall into?

Social sites used by companies in 2009

Source: SEMPO State of Search Engine Marketing Report 2010 http://econsultancy.com/reports/sempo-state-of-search

A bit of context

Social sites used by companies in 2010

So there’s been a move from

bookmarking /tagging to sharing/interaction

– mass interaction

Source: Econsultancy / Guava UK Search Marketing Benchmark Report

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A bit of fun to finishEngagement – B2C

Link to:http://www.youtube.com/watch?v=H_GpdfGdkfA&feature=related

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Engagement - B2B & B&C

Link to: http://www.youtube.com/watch?v=4ba1BqJ4S2M

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Where should I be? Knowem.com

Source: http://knowem.com

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Additional recommended resourceshttp://Econsultancy.com

Books: Social media and brand related topics Crush It! – How to approach the use of social media through your own passion. (Gary Vaynerchuck) Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web – will help you establish an organizational structure that will offer support to any social media initiative. (Brian Solis) Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust – Looking at trust networks and build networks of influence through social media tools.(Chris Brogan and Julien Smith) Me 2.0: Build a Powerful Brand to Achieve Career Success – Build 'you' as a brand for lifetime value and career success. (Dan Schawbel) Wild West 2.0: How to Protect and Restore Your Reputation on the Untamed Social FrontierA good starter for those wanting to know the why and how of reputation management in social. (Michael Fertik and David Thompson) Tribes – How to build and lead your own tribes. As Godin says himself Tribes are… “a group of people connected to one another, connected to a leader, and connected to an idea”. Godin is a Marketing Guru. (Seth Godin)

Thanks for your time ...why not Email your questions to me: peter.abraham @ econsultancy.com For good resources - check the sources or drop me an email.

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