ASK THE EXPERTS - Shipley Associates – Helping you win ... · Winning Social Media Strategies by...
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ASK THE EXPERTS: Social Media in Business Development Brad Douglas Shipley Associates, CEO Mitch Pendleton Shipley Associates, Director Nelson Altamirano Guest: Digital Marketing Professional
Transcript of ASK THE EXPERTS - Shipley Associates – Helping you win ... · Winning Social Media Strategies by...
ASK THE EXPERTS: Social Media in
Business DevelopmentBrad Douglas
Shipley Associates, CEOMitch Pendleton
Shipley Associates, Director
Nelson AltamiranoGuest: Digital Marketing
Professional
Follow On Our Live Twitter Feed
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@shipleywins
Use: #shipleysocial
Input and Information from Experts
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How to use Instagram stories to drive your bottom line
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Germany looks to revise social media law as Europe watches
How Social Media in Changing the Way Government Does Business Google Puts $300M Toward Fighting Fake News
The NRA faces a new kind of opponent: Kids who understand social media
Twitter's Taking More Action to Remove Bad Actors, Which Could Signal a New Industry Shift
New Report Finds Consumers Respond Best to Entertaining Social Ads, Not Discounts
Best Practices for Cross-Posting on Social Media Correctly
The Rising Importance of Influencer Marketing –Statistics and Trends
Facebook's Latest Controversy Could Fundamentally Change the Platform - and Social Media Itself
Today’s Agenda
Definitions
Why social media? Are there benefits?
What are the (best) options?
Keys to success in social media• Metrics
• Know your audience
• Be current/be relevant
Do’s and Don’ts
Questions5
Definitions
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Social Media Social media is the collection of
online communications channels dedicated to community-based
input, interaction, content-sharing and collaboration. Business
Development Business development
is the creation of long-term value for an organization from
customers, markets, and relationships.
Business Development Lifecycle and Social Media
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Research Potential Markets
Monitor Trends
Identify Key Players
Business Development Lifecycle and Social Media
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Publish best practice
Make initial contacts
Promote success stories
Business Development Lifecycle and Social Media
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Monitor competitors
Track solicitation news
Investigate teaming partners
Business Development Lifecycle and Social Media
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Explore and publish value proposition
Expand customer contacts and network Think win themes and messaging
Ultimate Goal of Social Media
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High Level Benefits of Social Media
“It is high time to seriously think about monetizing from social media through carving out digital strategies involving a clearer and more comprehensive social media plan that will surely benefit your business.”
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Source: CMO IT Services Firm
Connect Business to Target Market Boost Marketing
Increase Brand Value and Awareness
Benefits of Social Media in Business Development1. Boost brand awareness and loyalty (stickiness)
2. Validate claims (success stories, past performance)
3. Increase visibility and potential opportunities
4. Improve search engine optimization
5. Increase conversion (win) rates (from positioning to contract)
6. Satisfy your customers (curiosity and validation)
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Source: https://www.lyfemarketing.com/blog/importance-social-media-business/
Use Social Media to Promote Content
Real-time way to distribute content
• Best practices
• Discussions
• Announcements and news
Sharing of user/customer success or testimonials
The best platforms for storytelling
Good content will go viral
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Application of Social Media
Internal Applications
Recruiting – Most recruiting begins online
Internal communication
Employee engagement and satisfaction
Education and learning
Research
Competitive intelligence & assessment
External Applications
Positioning for future work
Providing evidence and success stories
Establishing a relationship
Networking
Advertising or promotion (events)
Thought leadership
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Your Digital Strategy
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YourWebsite
(Hub)
LinkedInRelationships;Connectivity;Share information
YammerInternalCommunication;Planning
Blog PostsBuild credibility;Inform
FacebookVisibility;Awareness
InstagramSharing;Informative
You Questions
What are the best platforms and type of posts to reach or gain the attention of potential customers?
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Your Questions
Strategies for increasing brand engagement with customers on social media?
How do you pick the most appropriate social media?
How do you determine which social media platforms are right for your company?
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Your Questions
What's the best way to leverage LinkedIn's Company Pages?
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Should my messages vary per channel? LinkedIn posts are more “business” vs. my Twitter posts being more “conversational”?
7 Success Pillars of a Digital Strategy
1. Know what your company needs. Exposure, leads, reputation, validation, sales, and/or awareness.
2. Know who are you trying to reach and with what message.
3. Be realistic about your internal capability to execute a strategy.
4. Be consistent with your brand.
5. Determine your metrics – What is your expected ROI?
6. Stay current and relevant.
7. Leverage multiple platforms. There is no one-size-fits-all.
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Most Common Platforms
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LinkedIn Twitter Facebook Instagram
Excellent for organization and
individual. Add onsavailable: (Sales
Navigator, Recruiter, SlideShare)
Excellent way to convey real-time
information. Good customer and
competitor intel tool.
In the news. Strong reach for viral content distribution.
(Be careful – know the latest.)
Often viewed as promotional platform.
Excellent way to showcase product or
features.
Question
What seems to be the most successful social media outlet in the Federal marketplace (i.e. Twitter, Facebook, Linked In) and why?
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Which social media (LinkedIn, Facebook, Twitter, etc.) is most beneficial in business-to-government space?
What is the appropriate digital media strategy to reach non-DoD federal clients?
Questions
Are government-focused businesses seeing social media generate demand or improve win probability? Any metrics to support?
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Winning Social Media Strategies by Government Contractors
“We all know that social media in the government contracting sector has grown tremendously over the past 4-5 years. Whether to support corporate communications or enhance sales and lead generation, social media is a prime tool for influencing the right decision-makers.
However, not every contractor is fully realizing the benefits of social media. Budget, human resources, and time are often the biggest hurdles for contractors to overcome, often resulting in contractors merely running a Twitter feed that pushes out their press releases.
Strategic use of social media comes down to providing compelling content and engaging with key influencers and decision-makers who can enhance business growth.
So, which contractors are doing it very well? …” - Monica Mayk Parham, Marketing Director, Market Connections, Inc.
Social Media in the GovCon Market
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Question
How can we measure return on investment?
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Determining Social Media Impact (ROI)
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To determine ROI, understand your business goals that can be influenced by social media. Typical objectives include:
If business goals are identified, you can establish key performance metrics and determine how social media can influence these.
Increasing Revenues Reducing Costs
Improving Customer
Engagement
Strengthening the Brand
Possible Metrics to Track
Customer Engagement
• Twitter followers
• Number of retweets and mentions of your company
Number of followers on LinkedIn
Number of times people respond or share a post
Website analytics (frequency, return visits, length of visit, referrals to site)
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Example of Website Analytics
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Tracking Inbound Traffic as a Metric
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Source: https://www.lyfemarketing.com/blog/importance-social-media-business/
Tracking Inbound Traffic as a Metric
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Source: https://www.lyfemarketing.com/blog/importance-social-media-business/
Monitoring Traffic – What Happened Tuesday?
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Question
What are the do’s and don'ts for using LinkedIn and other platforms in Business Development?
Do
Take it seriously
Establish clear objectives
Publish clear policies
Your homework – 7 pillars
Keep it current – commit
Make it (content) relevant
Observe others33
Don’t
Rely on a single platform
Over-step your customers’ boundaries
Expect overnight success
Target all markets with the same approach
Underestimate the power of viral marketing through social media
Be afraid to change
Why Companies Fail at Leveraging Social Media
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There is no value in the message or
content.
The platform doesn’t align with
the objective.
The strategy is not kept current and managed.
SummarySocial Media in Business Development
Develop a digital strategy – don’t fly by the seat of your pants
Research, observe, and model what works
Be flexible and adjust quickly
Don’t wait – get started
Know your customer
Leverage social media as a “touchpoint”
Knowledge is power!35
Sample References
Social Media Marketing Workbook: 2018 Edition; Jason McDonald– Workbook explains how to use social media to market your business
Made to Stick: Why Some Ideas Survive and Others Die; Chip and Dan Heath
– Why some ideas survive and others die
Winning at Social Customer Care; Dan Gingiss and Jay Baer
– How top brands create engaging experiences on social media
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Questions
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Follow Shipley on social media:
ShipleyAssociates
@shipleywins
Shipley Associates
Shipley University
Thank You!
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Brad DouglasShipley Associates, CEO
Nelson AltamiranoGuest: Digital Marketing
Professional
Mitch PendletonShipley Associates, Director Business Winning Services
