Social Media Success

Because your customers use it

Internet is most consumed media (61% vs 54% TV)

Social sharing now produces an estimated 10% of all web traffic and 31% of referral traffic to sites from search engines and social networks.

Monthly reach of YouTube currently stands at 19.3m UK adults.

88% of Brits use social networking sites

48% of consumers combine social media and search engines in their buying process.

Facebook• 51% UK SME’s use TwitterTwitter • Second most used search in UK• 42% UK SMEs use TwitterGoogle plus • 5 million UK users YouTube • 300 million user accounts• 35% SME’s use YouTubeLinked In• 140 million users • 9 million in UKInstagram• 35million users • 53% under 35 yrsPinterest• 40 million users • 64% female users - Above average income• 54% over 35yrs old

Audience reach...

...vast growth

It increases search visibility

It drives leads

Social media describes technologies thatpeople use to share content, opinions, insights, experiences and perspectives by interacting with each other in an environment.

Rich Becker, University of Nevada

It’s not just

• 2 weeks exclusive promotion via forums etc

• 40% of sales target hit

• ROI of 2000%

Golden Rule No. 1

Possible objectives

• Website traffic

• New leads

• Nurturing prospects

• Talking to customers (CRM)

So you can measure effectiveness

Cold Suspects

Prospects• Shown interest

Leads

Sale

Acquisition marketing Conversion process

Not ready to buy

Customer relationship management (CRM)

EmailDirect mailCold calling

Social mediaAdvertising

SearchNetworking

Customer journey

Understand your customers

Golden Rule No. 2

Find the truths

• Why do they buy from you, really• What do they actually want• What’s their pain?• Why did they choose you

• Why are you special – your USP

Fish where the fish are...

Golden Rule No. 3

Focus

• Your messaging – your USP

• Your resources

• Your time

Choose the correct platform(s)

Consumer Business

Setting up profiles etc

• Visual is important – pictures, graphics etc

• ‘Headline’ must be short and sweet – think about your USP

• Tell them how you will help them – your benefit

• Tell them what you want them to do (call to action) – e.g direct them to your website

Define a role...

• Expert • Helper • Curator • Connector• Commentator• Thought leader• Agent provocateur

Golden Rule No. 4

It’s about conversations

Engage in conversation

• Comment on others discussions, tweets, questions

• Make sure you answer ones directed at you– Twitter – immediately– Facebook – same day– Linkedin – day or two

• Don’t just sell – help, advise and build your message – fulfil your chosen role

Some pointers

• Look for relevant conversations– Google alerts– Google search – select ‘discussions’– Search in Twitter, Linkedin

• Join them

• Get a link to your site in there is you can

Golden Rule No. 5

Defining content

• Remember your messages (e.g USP)• Reflect your role (e.g thought leader)

• Two choices…• Create content e.g a blog, articles, white papers etc• Share content – your own and others

Sharing content

Remember

8020

Useful content for your customers

No hard sellingHard selling message

Golden Rule No. 6

Give it time

Time to…

• Build your network – depending on your objectives, messaging and role– Identify and ‘follow’ your chosen audience –

engage in conversation - hopefully they follow you back

– Feature ‘connect with me…’ calls to action on all marketing materials, email, websites, etc

• Build a body of activity/content online – great for SEO

Time to fully embrace social

• Monitor activity – so you can join conversations and answer queries - 30 mins per day

• Share content - 5 mins per day• Create content e.g blog - 1 per month• Build your network proactively - 1 hour per week

“Discipline beats talent every time”

Saving some time

• Tools available to manage what you do e.g– Hootsuite.com– Bufferapp.com– Twitter automation e.g tweetadder

• YouTube• Cost $500• $1.6

million in sales

• Short• Well

optimised

• Twitter• Finding old channels harder to get business through• Sales reps use twitter now• Prospecting and customer communications• Talk more regularly to customers and prospects• Driven increased sales

• Listened and responded

• 56% increase in online sales

The rules

• Have clear objectives – so you can measure success• Understand your customers• Focus• It’s about conversations• Content is KING• Give it time

Thanks!