Turning Fans & Followers into Commerce
Developing an effective online presence
NBMBAASeptember 26th, 2012
Why Social
An example social strategyThis chart is model of a successful social strategy plan.
• The objectives are simple and clear.
• The goals are measurable.
• The strategies are deliberate
• The tactics are complete but not overbearing.
Objectives
Strategies
Goals
Tactics
High-level success.
1-3 objectives are sufficient.
Measures of success.
Each objective has at least 1 numeric goal.
Connected thinking. How the
above goals will
succeed.
Plans for action.
The components of strategy fulfillment.
Generate word of mouth among UK
small/medium businesses for Vostro
130
Create buzz among top small/medium business
influencers
Acquire influencer generated content for
other platforms
Increase small business
Facebook fans by 100%
Improve share of voice from key
blogger influencers by
35%
Seed V130’s into hands of
key influencers
Gather real time feedback on the
V130
Syndicate content between
Facebook & Twitter
Trade Secrets conversations happening on
blogs
Facebook Trade Secrets landing
page on desktop
Turn best trade secrets into an eBook & share
Personal delivery of V130
to selected bloggers
Personalized videos, with “007” theme
V130 loaded with MS Home &
Office plus Tweetdeck
London Blogger Meet Up
January 2010
Federation of Small
Businesses February 2010
Influencers to post Trade Secrets on Facebook
Sponsor small/medium
business & blogger events
Earn at least 2M digital
engagements
Increase blogger
outreach by 150%
Global Marketing
All social activities share the same roots
Global Marketing5 Confidential
Smart business fundamentals never change
Global Marketing
Social roots + business fundamentals = core social media strategy
Global Marketing
Core social strategy doesn’t change by platform
• Listen, Engage, Act
• Create ongoing relationships
• Be transparent
• Add value
• Cross platform coordination and integration
• Leverage real time business intelligence: analyzing the global social brain
Having a core social media strategy ensures that you’re ready for any new platforms
Global Marketing
Listening: Who, What, Where
Who Listening to who’s talking tells you who your advocates are, your influencers, your ranters and your ravers. This forms the basis of all relationship marketing
What What users are talking about gives you your marketing keywords, conversations, messaging points, identifies customer pain points, impacts search results. This is the basis of content marketing.
Where Where customers are talking tells you which platforms you need to create a presence in, market to, amplify messages in and where to put your ad dollars
8
Relationship Marketing
Content Marketing
Paid Marketing
Global Marketing9 Confidential
It is your choice to listen to your customers
Global Marketing
Easy Listening
• Google Alerts
• YouTube
• LinkedIn Signals
• Twitter– For real time
results, try Twitterfall
• Google+
• Pinterest– To see if anyone has pinned your content:
www.pinterest.com/source/<yourcompanyURL>
• Slideshare
Global Marketing11Graphic thanks to @Gapingvoid
Love your product/service
Need help using it
Helping someone else
with your product
Where to find you
Share an idea with you
Share with others how & why you have great products/services
Conversations are
conversations
not Business segments
Global Marketing
Has the most influence on BABY brands
Has the most influence on Music brands
Has the most influence on ELECTRONICS brands
Prioritizing your social presence
Global Marketing
Leverage Platform FunctionalityPlatform Strengths Challenges
Social
networks
• Brand pages build customer advocacy
• Improves SEO• Drives traffic to .com sites and
outposts• Improving demographics• Social media platform leaders• Strong WOM potential
• Evidence of some Facebook “fatigue”
• Engagement requires consistent presence and resources
• Limited metrics available for administrators
Microblogs
• Easy and fast engagement• Provides early warning if there is an
issue with a product or company• Drives traffic to .com sites and
outposts• Strong mobile usage• Strong WOM potential
• Limited messaging size• Can be more noise than
signal• Extremely short shelf-life of
messages
Video blogs
• Easy distribution for multimedia• Improves SEO• Strong branding capability• Strong WOM potential• Videos can play on mobile devices
• Commenters are less advanced
• Little redirect to .com sites and outposts
• Must create original content• Difficult to localize
Global Marketing
Platform Strengths Challenges
Professional
• Ideal for finding active professionals
• Can network with targeted customers
• Builds brand awareness• Showcases thought leadership• Have conversations using features
like Groups and Answers
• Not as pervasive as Facebook• Branding is mostly oriented
around individuals vs. companies
Photosharing
• Easy to share graphic images• Drives traffic to .com sites and
outposts• Improves image SEO• Grow and connect communities
around specific products
• Low click-through rate to branded hub
• Requires focused keyword tagging
Presentations
• YouTube for presentations• Brandable channel for content• Drives traffic to .com sites and
outposts• Lead capture featured tied to
Salesforce (Slideshare)
• Making Dell content stand out• Requires focused keyword
tagging
Leverage Platform Functionality
Optimize SEO
Spread content
Amplify reach
Reach influencers
Acquire fans
Create advocates
Sell products
Build margins
Sell on scarcity
Faceboo
k
RenRen
Sina
YouTUb
e
Flickr
SlideShare
Scribd
Quora
Blogs/RSS
Geo-locatio
n
Social search Social engagement Social commerce
Global Marketing
Customer Sharing and SEO
• Umph analysed 100 random online entertainment, health, business, technology and general news stories and looked at how many times each story was shared by Facebook, Google+, LinkedIn and Twitter users.
Umpf study August 2012
Global Marketing
Analyst firm SiriusDecision
s estimates that by 2015,
more than 75% of leads
will be sourced through inbound
channels like social media.
This chart shows where
social platforms and content types
typically reside in the sales funnel.
Cen
tralized
con
trol
Decen
tralize
d c
on
trol
Awareness Consideration
Slideshare
BlogsTwitter
Webinars
YouTube
Case studies
Analyst reports
Geo-social
Quora
Viral videos
Press releases
How-to videos
Widgets
Interactive demos
Flickr
Customer videos
Analyst reports
Articles
Social and the sales funnel: B2B
Global Marketing
Intersection of Customer & Business value is where social media works
Product Development
• Feedback Loop• Early Warning• New Product
Ideation
Marketing
• Demand Forecast• Lead Generation• Message Reach
Online Presence
• Ratings & Reviews• Communities• Customer Stories
Sales• Leads• Collaboration• Thought
Leadership• Blogs
Customer Service
• Listening• Support Widgets• Outreach
Communication
• Rich Media• Brand Reputation• Influence• Reputation
Global Marketing
Look across the entire customer lifecycle. Social Media delivers business benefits everywhere …
• Insight: Social media improves Dell’s reach and share of voice
• Insight: Social Media provides high Business Value and contributes to demand gen vehicle
• Insight: SM keeps customers engaged, provides solutions and improves loyalty.
• Insight: Social media based support improves sentiment and correlates with higher revenue
• Insight: Established causality between social media activity and purchase
Awareness
Research and Consideration
Demand / Lead Gen and SalesSupport
CLV (loyalty)Dell.com
External Communities
Our Communities
Global Marketing20
• Where customers are• Do they like/love you?• What are they saying • They recommend you• Share links with friends• Rating & Reviews• Publicly complaining• Going to your website
• Primary social media focus• Sentiment• Listen, learn and improve
business• Your fans deserve appreciation• Advocates deserve attention too• Inform your products• Showing you care about
customer• Purchase or deeper interest
Identify your business objective Choose the metrics that help you
measure & evolve
Create your ownstrategic plan
• Before you launch any social activity, create a strategic plan for it. The plan on this page uses the OGST format: Objectives, Goals, Strategies and Tactics. Use these boxes to define your plan.
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