olivier alain blanchard@thebrandbuilder

How Social Media is thought to plug into a businessHow Social Media is thought to plug into a business

My Marketing could use some

of that social media!

Customer Support

Market Research

Online Reputation ManagementCommunity Management

Consumer Insights

RecruitingBusiness Development

Sales

P.R.

Business Measurement

Marketing

Education

Thought Leadership

Search/SEO Mobility

How Social Media actually plugs into a businessHow Social Media actually plugs into a business

Customer Acquisition

Lead GenerationCrisis Management

Internal collaboration

Customer Retention

Advertising

Advocacy

Event Management

Fund-Raising

Corporate Communications

The four core disciplines of Social Media Mgmt.

… are also the four phases of Social Media program dvlpmt.

Making Social Media Actually Work for Your Organization...

… starts with the right question.

Unfortunately, there are lots of wrong questions…

What if we are already doing email marketing?

Should we outsource our social media program?

What should we post on our Facebook page?

How many Twitter followers should we shoot for?

What’s a good number of tweets per week?

Do we need a community manager?

Should the Marketing department manage this?

Social media is a Marketing

function!

No. Social media is a Public Relations

function!

Everyone knows that social media is really a

conduit for digital advertising!

I think he means Customer Service.

You’re all wrong. It’s a Consumer

Insights function.

Bo-ring! Isn’t social media all about conversations and engagement with the community?

Are you serious?

Let’s start over. Unlearn everything. Start fresh.

Social Media is not just a marketingchannel, so don’t treat it like one.

Lesson #1:

Customer Acquisition

Customer Development

Customer Retention

Think beyond the now.

Customer Acquisition

Customer Development

Customer Retention

Don’t only focuson this.

Think a year from now.

Social media plugs into all of your business functions, from customer service to market

research..

Lesson #2:

Marketing PRCustomer

ServiceBusiness

DevelopmentHRCommunity Mgr.

Blogger guy

One Social Media role cannot properly serve all of an organization’s needs.

Social Media Strategy?

Properly deployed Social Media looks like this:

Community Mgr.Blogger guy

BusinessDevelopment

CustomerServicePRMarketingHR

We’re all using it. It fits nicely everywhere.

Lesson #3: Don’t over-think it.

1. Use social media to learn everything you couldn’t 6 months ago.2. Use social media to be more useful than the other guys.3. Repeat.

Rule #4: He who creates the most refreshing value wins.

Use social media as a differentiator.

Building a page isn’t enough. Now you own it.

How hard is it to include your contact info?

How much value does this provide?

“We need to be on Facebook.”

Compare this version of “engagement” with reality.

Rule #5: You cannot buy better social media.

Social Mediais a visible extension

of who you are as a company.

It is both a microphoneand a mirror.

You can fake being nice,but it is going to be VERY hard

to keep it up every dayfor the next 20 years.

You are always onlyone *sshole away

from losing your best customer.

Social media or not.

(Hire well.)

Just because something looks cool, makes a lot of noise…

…and costs a lot of money doesn’t mean it will actually work.

Rule #6:

Zero planning.Zero planning.

Zero monitoring.Zero monitoring.

Zero response ability.Zero response ability.

Zero expertise.Zero expertise.

Zero effectiveness.Zero effectiveness.

Oh sh*t!

Rule #7: Have a plan.

Meanwhile…

Rule #8: Social media does not erase business goals.

“What are you trying to accomplish?”

Define the objective FIRST.THEN come up with the tactics.

Social media is there to serve the needs of your business.

So what do you or your clients want?

More visitors to their website?

More engagement?More mindshare?

More sales?More market share?

More exposure?

More positive press? More positive perception?

More traffic to brick & mortar stores?

More loyal customers?

Macro Objectives

As an organization, what are my most important objectives?

Micro Objectives

As a department, what are my most important objectives?

A word about Goals: Goals are not targets.A word about Goals: Goals are not targets.

Increase net new customers

Increase sales revenue

Increase net unique website visitors

Increase the number of followers

Increase market share

Increase positive sentiment

Increase positive recommendations/WOM

Increase mindshare

Attract better talent

Amplify marketing efforts

Increase customer participation

Improve reputation with investors

Set targets. Be specific. Be clear.Set targets. Be specific. Be clear.

+500 net new transacting customers this Q

+13% sales revenue YoY

+8000 net new website visitors this M

200 Net new followers this W

+3% more market share YoY

100% increase in pos.sentiment

Build your measurement methodology from these targets.Build your measurement methodology from these targets.

Don’t just focus on the usual “social media” metrics:

New Twitter followers“Likes”RetweetsClick-throughsBrand mentionsImpressions

Focus on YOUR objectives and targets.

Rule #9: Flexibility and adaptability trump expertise

Rule #10: Don’t be a clone.

What ends up working will be unique to your needs.

And finally…

A final piece of logical advice…

If you aren’tusing social media

to become a better company,you aren’t using it right.

Ways in which Social Media can help a business:Sales

Net New Customers, Increased Frequency of Transactions, promo exposureIncreased yield (average $ value per transaction), and product penetration

Customer SupportImmediate feedback and response, positive impact in public forum, cost reduction

Human ResourcesMore effective recruiting, online monitoring of employee behavior (risk management)

Public RelationsOnline Reputation Management, improved brand image via Social Web

Customer LoyaltyIncreased interactions, better quality of interactions, deeper relationship with brand,

Increased trust in brand, increased mindshare of brand, greater values alignment

Business IntelligenceKnow Everything. (No, really.)

Thank you,Brussels!!!

Learn more at smROI.net

@thebrandbuilder OlivierBlanchard.net