ICT KTN Online Business Essential Clinics

Effective Marketing with Social Media

creating & executing a strategy for the effective use of social media tools

(November 2012)

@MobileMaggie

http://rlauterborn.com/pubs/pdfs/4_Cs.pdf

PurchaseExperience

Problem / Need

Awareness

Enquiry

Recommendation

Retention

Social Media is a Strategic Tool

Experience Mapping

You have to do your Customer Journey Mapping homework first

Customer Definition

Moments of Truth

Experience Design

Monitor

•User research•Contextual analysis

•Personas•Lovemarks•Requirements

•Touchpoints•Need states•Emotional states

•Narrative insight

•Differentiators•Loyalty drivers•Priorities•ROI

•Concept•Prototype•Validate• Ideation•Roadmap

•Measurement •Dashboard•Tools

http://images.businessweek.com/mz/07/24/0724_6insiid_a.gif

Customer Definition

http://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/

Customer Definition

9

• Remarkable ideas spread easily

• Sell what people are buying

• Focus on the early adopters and sneezers

• Make it remarkable enough for them to pay attention

• Make it easy for them to spread

• Let it work its own way to the mass market.

Seth Godin’s Purple Cows

Moments of Truth

http://www.fastcompany.com/magazine/67/purplecow.html

TOPICSGive them something fun,

unique & repeatable to talk about – create curiosity gaps

and triggers

TOPICSGive them something fun,

unique & repeatable to talk about – create curiosity gaps

and triggers

TOOLSMake everything shareable and

forwardable , post content everywhere, free samples, find

the multipliers

TOOLSMake everything shareable and

forwardable , post content everywhere, free samples, find

the multipliers

TAKING PARTEngage, share info &

support, do shout-outs, say thank-you, say sorry

TAKING PARTEngage, share info &

support, do shout-outs, say thank-you, say sorry

TALKERSKnow who’s doing the talking & influencing, and where the

conversations are taking place

TALKERSKnow who’s doing the talking & influencing, and where the

conversations are taking place

TRACKINGListen to users, track topics and brand mentions, gather

insights, measure & manage, respond and engage

TRACKINGListen to users, track topics and brand mentions, gather

insights, measure & manage, respond and engage

Moments of Truth

Jyri Engstrom’s Social Objects

http://glennas.wordpress.com/2009/11/13/defining-requirements-for-social-web-applications-%E2%80%93-part-3-social-objects/

Hugh Macleod on Social Objects

http://gapingvoid.com/2007/10/24/more-thoughts-on-social-objects/

http://gapingvoid.com/2007/12/31/social-objects-for-beginners/

Moments of Truth

Moments of Truth

PurchaseExperience

Problem / Need

Awareness

Enquiry

Recommendation

Retention

Social Media is a tool across the Customer Journey

Experience Mapping

Eric Ries: http://www.startuplessonslearned.com/http://www.slideshare.net/venturehacks/the-lean-startup-2

Social Media is a tool across the Product Development cycle

Experience Design

http://www.rogerstringer.com/2011/03/page/2/

Minimum Viable Product

Social Media aids Rapid Iterations

http://market-by-numbers.com/customer-development-services/

Experience Design

Only now should you sit down and choose your Platforms

http://www.invisiblepr.com/social-media-public-relations/

Choose your tools based on what you want to achieve

http://www.elliance.com/aha/infographics/Social-Media-Building.aspx

http://www.theconversationprism.com/

Social mostly boils down to Engagement

http://darmano.typepad.com/logic_emotion/2009/05/social-engagement-spectrum.html

4 “Rules” of Campaign Design

Give the consumer what they want - not what you want them to want (competitions, sweepstakes, coupons, previews &exclusives)

Make your activity bite-sized

Engage frequently: little and often is key

Lots of little campaigns build relationships far more effectively than big one off campaigns.

http://www.engagesciences.com/blog/2011/10/19/the-4-rules-of-social-media-marketing/

Test & Measure Everything!

http://seotermglossary.com/ab-testing/

Experience Design

Monitor

http://www.wired.co.uk/magazine/archive/2012/01/features/test-test-test

Keep Track of the StatisticsMonitor

http://danzarrella.com/

Now do your Monitoring Tools ResearchMonitor

http://wiki.kenburbary.com/

A Wiki of Social Media Monitoring Solutions

A Wiki of Social Media Monitoring Solutions

Putting together the action plan

#1 define goals and objectives

#2 identify your audience

#3 customer journey mapping

#4 choosethe tools to use

#5 set the budget#6 develop content

& social objects

#7 define your KPIs#8 determine your

resources#9 assign roles

and responsibilities

#10 monitor and measure

Purchase•How easy is it to get started? • Is there a long registration

process?•When does a commitment and a

payment take place, and does that fit the need?

Purchase•How easy is it to get started? • Is there a long registration

process?•When does a commitment and a

payment take place, and does that fit the need?

Experience•How easy is the service to use?•Does it meet the needs? Of your

customer?•Are there hurdles, confusion points,

short-comings that can be addressed?

•How much support is provided?• Is feedback captured throughout the

whole process?•What other needs could be met?

Experience•How easy is the service to use?•Does it meet the needs? Of your

customer?•Are there hurdles, confusion points,

short-comings that can be addressed?

•How much support is provided?• Is feedback captured throughout the

whole process?•What other needs could be met?

Problem / Need•What’s the problem to be solved, the job to be done?•How do your customers express that need?•Where does your solution fit into all the other things

they do?

Problem / Need•What’s the problem to be solved, the job to be done?•How do your customers express that need?•Where does your solution fit into all the other things

they do?

Awareness•How do your customers find out about

your service, or any other solutions?•Where do conversations take place?•Where do your customers physically

gather?•How well do you listen?•How clear are the marketing messages

and website?

Awareness•How do your customers find out about

your service, or any other solutions?•Where do conversations take place?•Where do your customers physically

gather?•How well do you listen?•How clear are the marketing messages

and website?

Enquiry•How do your customers make contact in

order to find out more about your service and whether it’s the right one for them?

•How do they make the decision to use the service or not?

•Are there other routes through all of the tools their disposal?

Enquiry•How do your customers make contact in

order to find out more about your service and whether it’s the right one for them?

•How do they make the decision to use the service or not?

•Are there other routes through all of the tools their disposal?

Recommendation •Do users recommend the service to others?• Is it easy to recommend and share?•Does the service generate buzz?•Who’s doing the talking?•What customer outreach initiatives are being

taken?

Recommendation •Do users recommend the service to others?• Is it easy to recommend and share?•Does the service generate buzz?•Who’s doing the talking?•What customer outreach initiatives are being

taken?

Retention•Do users come back and use the

service again?•Do they try new elements of the

service, scale up their usage?•Reclaimed, renewed, redeemed?•Has a relationship been developed?•How are past users communicated

with?

Retention•Do users come back and use the

service again?•Do they try new elements of the

service, scale up their usage?•Reclaimed, renewed, redeemed?•Has a relationship been developed?•How are past users communicated

with?

Strategic option: MYOA - ConsumerYour Turn!