social media | the business case
DESCRIPTION
Joe and Jane Smith have embraced social media emphatically. As a result businesses want a piece of the action. But the old rules of marketing no longer apply. What are the new rules? And what do you need to do to get Joe and Jane's attention?TRANSCRIPT
SOCIAL MEDIAThe Business Case
What exactly are we talking about?
Marketing (according to me)
Product /Service
Attention
Persuasion
Retention
Feedback
Improvement
Key Lesson # 1
“Social media is simply, a versatile marketing tool, or set of tools, which can help us achieve traditional marketing objectives of getting our market’s attention, persuading them, retaining them, and learning from them (feedback).”
The 4 Pillars of Value
Access Reputation Word of Mouth
Knowledge
Access: the numbers don’t lie…
• In 2010, 22% of total time spent online, in Australia, was spent on social networks
• 75% of that was spent on Facebook
• From 2009-2010, social media usage in Australia increased by 26%
• At the same time, email usage decreased by 42%
Why is access important?
• Access precedes nearly all marketing.
• If we want attention, if we want to persuade, if we want to talk, if we want feedback, if we want loyalty….the first thing we need to get is ACCESS.
(Obvious, I know….but worth highlighting)
Key Lesson # 2
Your audience is increasingly on Facebook, LinkedIn and Twitter. If you want access to them, you should at least consider the opportunities. (The numbers don’t lie)
Why are people on social media? (Big reason # 1)
• Human beings crave “connection”. We want to feel connected to the things we care about: our friends, our family, and also organisations.
• Social media facilitates connectivity in ways never before possible.
Big reason # 2: Control
• The individual is in complete control to chose who they connect with, be it an individual or organisation.
• Social networks, by and large, provide shelter from
annoying marketing.
The New Rules of Engagement
• The individual must grant you access
• To earn access you must give value
• Once you earn access, you are arguably
closer to your market than in any other
medium. You have “community”.
Key Lesson # 3
Social media holds great potential to give us access to our audience. But if you want their attention you have to earn it. Chest thumping will get you nowhere. And to earn it, you must provide value.
Let’s look at an example of “value”
And one more…
Deposit in the bank
Each time we provide value, we make a deposit in the bank. And we build up good will.
Reputation and Social Proof
• 3 in 4 Australians online call on consumer opinion about brands, products and organisations found on social media (Nielsen)
• The carefully scripted marketing message cannot carry the load alone anymore…
Let’s take a look at an example…
Would you give this business a try?
Key Lesson # 4
Reputation is essential to persuasion, and reputation is now online. Social media gives us more power to influence and manage our own reputation.
Common Barrier: Risk
“But what if someone says something bad about our business?”
Word of Mouth• Personal networks are now big enough to provide
answers
• Be inside the network, at the time of referral
• Our interactions are open to the public eye, and often are broadcast automatically
Automated Word of Mouth
Dixon Appointments iPad competition
Knowledge• Knowledge is an extremely valuable by-product of an
open line of communication.
• In a community people tell you when something’s right or when something’s wrong.
• You can survey your network for answers.
• Networks provide tools to analyse and measure engagement and track reputation.
Key lesson # 5
Once you have an active community, with open lines of communication, the community will provide you with knowledge and referrals.
Before you start…
1. Define your objectives
2. Define the audience
3. Seek to understand what they value (don’t assume)
4. Have a plan/strategy (Hint: this is when you chose the platforms)
5. Commit!
Strategy in a nut shell Establish the right voice.
Share. Demonstrate wider leadership and know-how. Add value.
Ask. Genuinely.
Listen. Carefully
Respond. Quickly. Reward. Generously. Champion your biggest fans. They will return the favor.
Use “exclusivity”. To add more value.
The benefits will follow…
If you use social media to positively engage your audience you can gain:
• Trust, loyalty and credibility • Enhanced reputation• Word-of-mouth referral• Knowledge
All of which helps you achieve organisational objectives.
Case Study: Dixon Appointments
Primary Objective
Reach out to existing
temp candidates
and encourage
loyalty
Strategy
Social Media
Campaign
Build a “community”
using Facebook Pages platform with a focus on “member value”
Tactics
Content strategy
iPad Competition
Surveying
Event promotion
Conversion
Acquire Facebook
Fans
Engage Facebook
Fans
Retain Facebook
Fans
Dixon Appointments: Tactics and Outcome
Tactic Outcome
Make operational announcements (e.g. payroll schedule over holiday periods)
Candidates are kept in the loop and receive information automatically in their newsfeeds which most check daily.
Publish educational information such as “on-the-job” performance tips
Candidates get free and helpful advice, Dixon appointments positions itself as thought leaders and encourages loyalty
Publish legislation announcements
Candidate stay informed and Dixon positionsitself as authority and thought leader
iPad competition for candidates
Candidates are “bribed” to join the FB community for the chance to win an iPad, adds to a sense of fun and Dixon Appointments builds its community by adding 700 new fans, with exposure to 60,000 people.
Tactic Outcome
Post personal staff announcements such as weddings and birthdays
Members of the community get to see “inside” Dixon Appointments and relate to it on a more personal level. When comments and likes flood in for someone’s wedding announcement, it boosts morale.
Post photos of events As above
Ask questions Candidates are given a “voice” on a range of topics, are made to feel like their opinions are valued, and Dixon gets valuable insights quickly and easily.
Benefits• Dixon now has a community of 750 fans on Facebook
giving them greater access and two way communication with candidates
• The community generates free and automatic word-of-mouth
• The community provides feedback so Dixon can improve its services
• Interaction between the community and Dixon staff boosts morale
• The community serves as evidence of Dixon’s great customer service and markets the business
Questions
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