WSI Digital Summit 2016 - Fortalecendo a sua marca, gerando oportunidades: 3 formas de usar as mídias sociais para alavancar seus resultados, por François Muscat
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François apresentou dados sobre a mídias sociais no Brasil e o enorme potencial de crescimento que o país tem. Depois, dividiu um pouco de sua experiência como consultor WSI internacional e deu 3 dicas preciosas para quem deseja melhorar os resultados utilizando as mídias sociais
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WSI Digital Summit 2016 - Fortalecendo a sua marca, gerando oportunidades: 3 formas de usar as mídias sociais para alavancar seus resultados, por François Muscat
- 1. BY: Francois Muscat, WSI South Africa 3 Ways Companies Can use Social Media to Generate Revenue ©2016 WSI. All rights reserved.
- 2. This Presentation Is Not About: • Boring Social media stats • Silly social media videos • Videos about Cats
- 3. #WSIBrasil Staying in touch with existing customers Building Awareness, Trust & Credibility Enabling Employee Brand Ambassadors 1 2 3 Practical ways to on how companies can use social media to make a difference to their bottom line
- 4. #WSIBrasil Staying in touch with existing customers Building Awareness, Trust & Credibility Enabling Employee Brand Ambassadors 1 2 3
- 8. • Any Teenager can do what we do? • Know what your social media company is doing • You need to care about social media • Don't just leave it up to someone else because you don't want to understand it So what did we learn from that video presentation?
- 9. #WSIBrasil CAN YOU TRUST YOUR SOCIAL MEDIA CONSULTANT?
- 10. 1) STAYING IN TOUCH WITH EXISTING CUSTOMERS Repeat sales • Up-selling/Cross Selling • Referrals • Improved Service
- 11. START BY BUILDING YOUR COMMUNITY Connect with all your clients on the social media channels of their choice
- 12. TwitterTxt MsgIMVideo ChatEmailvMailPhoneMeet Veterans 1925 - 45 71 - 91 Boomer 1946 - 60 56 - 70 GenX 1961 - 81 35 - 55 Gen Y 1982 - 02 14 - 34 Customers Choice of Communication
- 13. • Through education of other products/services • Introducing new products/ services • New capabilities that you have Up-selling existing customers should be a key part of any business plan UP-SELL ADDITIONAL SERVICES
- 14. Up-Sell by engaging with your customers on Social Media Communicate regularly Publish content of value Build deeper relationships
- 15. Real-time access to customer complaints & questions Respond immediately & provide a rapid solution Share both negative & positive reviews, helps your customers see how much you care about their needs IMPROVE CUSTOMER SERVICE
- 16. 2) Building Awareness, Trust & Credibility Seconds to Destroy Forever to Repair Takes years to Build
- 17. IDENTIFY YOUR TARGET MARKET Tempkin Group ALSO KNOWN AS PERSONAS
- 18. GROW YOUR REACH Total number of Fans, Followers & Subscribers across all Social Media Platforms
- 19. Target Users Develop Personas Choose Platforms Publish Content Measure & Analyse Plan Research • Show your expertise • Localized focus • Create expectations CONTENT STRATEGY
- 20. Who is this content for? Where will your Audience receive this content? When will it be delivered? Why does your Audience want/need this content? What kind of content are you creating? What Why When Where Who Content Plan Your Personas Social Media & Blog Daily Answer their questions Blogs | Video | Images
- 23. Website Analytics & ROI Establish a Web Presence ➡ Facebook page ➡Twitter Accounts ➡ LinkedIn Company page ➡ Google Plus page Web Property Strategy1 Destination ➡ Responsive design ➡ Office location ➡ Contact details Mobile Strategy3 Location Mobile Reach Conversation ➡Engage ➡Inform ➡Participate ➡Behind the scenes stories Social Media Strategy2 Social Reach Marketing Sales Customers Business owner PersonasAudience Search Engine Marketing ‣ Search engine optimization ‣ Pay per click ‣Social Media assets Mobile ‣ Mobile search ‣ Location searches ‣ Social links Publish Your Content Awareness Comparison Decision Know Trust Like
- 24. 3) ENABLING EMPLOYEE BRAND AMBASSADORS
- 25. 3) ENABLING EMPLOYEE BRAND AMBASSADORS How to Maximize Reach & Engagement by Empowering Employees to Share Content
- 26. In the current social media climate, people don’t want to talk to a brand. They want to talk to another person.
- 27. With employee advocacy, Companies empower their employees to represent both the brand and themselves in an authentic way.
- 28. Your Employee Networks are Large 10 x larger than a company’s follower base The Power of Employee Networks
- 29. BENEFITS TO COMPANY WHEN EMPLOYEES SHARE CONTENT • Increased brand awareness • Attract top talent • Generate sales leads
- 30. #WSIBrasil 5 Reasons People Share Content Online To bring value & entertaining content to others To define themselves to other people To grow & enrich existing relationships To feel a sense of self- fulfillment To get the word out Your workforce is an untapped conversation engine
- 31. Benefits To Employees When They Share Content BUILD THEIR PROFESSIONAL REPUTATION GROW THEIR NETWORKS BECOME MORE ENGAGED IN YOUR COMPANY
- 32. #WSIBrasil Top 5 Employee Advocacy Use Cases HR & Company Culture Let proud employees endorse the company as a great place to work & help with recruiting 27% more optimistic about the company’s future Lead Generation Increase sales leads & conversions by having an always- on marketing channel 5X increase in website traffic: 25% more leads Brand Awareness Humanize your brand & increase awareness through your employees authentic voice Increase in brand awareness by 14X Event Promotion Drive more registrants & attendees to webinars & events with real-time sharing Drive 20-50% of overall event registrations Establish & extend relationships with prospects & customers on social media 11X more company content amplification Social Selling
- 33. Employee advocacy is not a one-and-done exercise; it’s a new way of engaging that requires sustainability for maximum impact.
- 34. Credit Mark Smiciklas Social Business is the FUTURE and it has employees at its centre
- 35. Invoice EMPLOYEE ADVOCACY JOURNEY Destination Point of Departure Interest CONTENT Blogs Twitter Facebook LinkedIn EMPLOYEE Selects the content to publish to their networks BRAND Provides easy to find content
- 36. #WSIBrasil The Employee Advocacy Process Share content on their personal social media channels Develop a reputation as thought leaders Generates ROI through direct traffic, earned media & sales Company becomes a social media influencer Increased search traffic Instant thought leadership CURATE SHARE TRAFFIC ROI INFLUENCER Team members curate content produced by your brand
- 37. STEP 3 STEP 2 Start with a clearly articulated social strategy, aligned with your brand priorities Help team members build their personal brands Nominate and train team members to pilot your program Create and distribute a company– wide social media policy STEP 1 Step 5 STEP 4 Hold training sessions to make implementation easy A High Performing Employee Advocacy ProgramHOW TO BUILD
- 38. • Step 1 Start with a clearly articulated social strategy, aligned with your brand priorities • STEP 2 Create and distribute a company– wide social media policy • STEP 3 Nominate and train team members to pilot your program • STEP 4 Help team members build their personal brands. • STEP 5 Hold training sessions to make implementation easy Reach Drive Create 1 Million Customers 50,000 Social Engagements 5,000 Unique pieces of content THANK YOU