This deck was presented at a UK Federation of Small Businesses conference on 2nd May 2012. It has a similar 7 Step structure to the TFMA presentation in Slideshare, but with more SME examples.
7. Questions to ask BEFORE setting
objectives for digital platforms
1. What proportion of your target audience are
using different digital platforms?
2. Which content and promotions are your
audience interested in? What do they post/ask?
3. How are competitors using the platforms –
benchmark what’s working for them?
4. Reviewing your own analytics, sales and
customers insights
5. Setting broad goals and vision for the organisation
6. Getting more specific with SMART objectives
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8. How social are your audience?
http://www.forrester.com/empowered/tool_consumer.html
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10. Setting SMART goals
for social media
Strategic measures
Increase brand equity : CSAT
Improve reach and so leads
and sales
Tactical measures
Share of voice, sentiment
Operational measures
Fans, Followers, Shares,
Contribution
Site referred visits, leads and
sales
Source: Altimeter
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11. Use Google Analytics
to understand true value
Measuring assists in Google Analytics 1
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Google’s new social analytics 1
14. “...the [potential] customer needs evidence that
we understand their problem better than they do
before they’ll buy, share or recommend us...”
@juntajoe
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15. “Personalities, not brands engage
best in social media…
what is your brand personality?”
Personality is the unique, authentic, and talkable soul of your brand
that people can get passionate about.
Personality is not just about what you stand for, but how you choose
to communicate it. It is also the way to reconnect your customers,
partners, employees, and influencers to the soul of your brand in the
new social media era.
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19. Define your core activities
for social media
1 Managing reputation
2 Delivering customer service
3 Acquiring new customers
4 Increasing sales from existing customers
5 Increasing engagement with your brand by
adding value to customers
6 Harnessing insights to develop the brand
3-5 should run on a continuous AND campaign basis
They require a content AND communications strategy
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20. STEP 3
LISTENING AND REPUTATION MANAGEMENT
Source: http://www.youtube.com/watch?v=U2VIRqlq23s and http://www.youtube.com/watch?v=InrOvEE2v38
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21. 2 types of listening
Social monitoring Social Research
“Tracking online brand “Analyzing naturally occurring
mentions on a daily basis for online categories of
PR, brand protection, conversation to better
operations and customer understand why people do
service outreach & what they do, the role of
engagement”. brands in their lives and the
product, branding and
Tom O’Brien & David Rabjohns Motive Quest communications implications
Listen First blog
for brand owners”.
For initial discovery phase - setup listening for mentions of:
* Brand variants, * Products, * Target keyphrases, * Competitors and * Key Influencers
Our listening tools: Smart Insights - Listening Tools Review
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28. Which content engages for you?
Information and news Promotions
Links to blog posts Sweepstakes
Yours AND Others (Contribute to win)
Free downloads New product info
Zeitgeist Product discounts
Questions Live events
Customer service Q&A Product reviews
Polls/surveys
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33. Get into a rhythm…
Download “Building your Business with Facebook Pages”
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34. Use a “conversational
calendar”
Download “Building your Business with Facebook Pages”
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35. Love your influencers!
Source: http://www.smartinsights.com/content-management/content-marketing-strategy/eight-ways-to-seed-your-business-blog-posts-and-stimulate-inb
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44. Success factors
According to Jas Dhaliwal
Head of communities
1. Content
Own + Curated
2. Community
Listen to build better
products and offer
better service
3. Customer service
Dedicated support
channel – encourage to
log ticket
4. Collaboration
Encourage community
to help others
View case study
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