Unravelling the Mysteries of Social Media

•Dunbars number of 150 relationships people can hold in their heads remains. • Social media is just a toolbox, you still need the right tool for he job. •The money is in the list!!

• For any journey with multiple options, you need a map, a plan for how to get from point A to point B. • Embarking on a journey of Social media is no different, it is a highly complex and ever changing “furball”

Share of attention Share of wallet

The challenge of all business

Share of engagement

Social media is just one piece in the puzzle of moving a potential customer to a transaction

Owned Earned

Rented

Media types

Earned media is where the money is.

Technology landscape

Social media ecosystem

Content Website

Social & marketing platforms

You need a website, to hold the content, one without the other is not much use, and SM is the primary means of distribution.

Have a plan

Identify needs & set goals

Know your target market

Choose most appropriate

channels

Allocate resources and budgets

Develop an action plan

Implement

Measure

Refine and retest

Website Social Media Platforms Content

Facebook: “I like chips” Twitter: “I am eating chips” 4 Square: “This is where I buy my chips” Instagram: “Here is a picture of my chip” Youtube: “Here I am, eating chips” Pinterest: “Here is my favorite chip recipe” Linkedin: “My skills include advanced chip eating” Google +: “I am a Google employee who likes chips” Slideshare: “The development of the chip market” E-Bay: “What will you pay me for my chip” Kickstarter: “I’ve invented this super-cool thing called a “chip”, wanna invest?”

Sorting Social media platforms

Which goes with what? Facebook Linkedin Google+ Youtube Pinterest Twitter

B2B

X

X

X

B2C X

X

C2C X

X

x

Social x x

Other x x

Unintended consequences

Create lead Nurture lead Lead into prospect

Prospect development

Transaction After sales

Marketing Sales

Yesterday

Create lead Nurture lead Lead into prospect

Prospect development Transaction After sales

Marketing Sales

Today

Social Media

For

• your customers are there

• Leverage skills and size

• Measurable investment

• Modest, incremental investment

• Huge amounts of info

• Is not going away

• Enables geographic and niche reach by SME’s

Against.

• Unintended consequences

• Lot to be learnt

• Consumes lots of time.

• Prevalence of snake-oil

• Social Media is free

• Social Media will give your business an immediate boost

• Followers and friends matter

• Social Media killed traditional marketing

• If you build it they will come

• Social Media is not measurable

The final test

https://www.youtube.com/watch?v=mBS0OWGUidc

Show me the money!!