Social Media Marketing is More Than Just Broadcasting
1. Social Media Marketing is more than just broadcasting By Zielgut (Christopher Plantener) 2nd Dec 2010 @ the German, Danish and British Camber of Commerce The Transparent Customer
2. Let’s not spend time on why social media marketing is any good but how you can use it in your day-to-day business
32. Getting Started Defining the challenge Increase leads & sales Lower customer enquiries Increase customer satisfaction Define tangible goals Get at least 10.000 new contacts via all channels (newsletter signup, Facebook, LinkedIn, mobile etc.) Increase Net Promoter Score by X% Decrease customer calls by X%
33. Channel Selection Find all relevant channels (broad) Facebook, Linkedin, Xing, Twitter, Ning, Youtube, Forums, Communities Website, Blog, Newsletter, Google, Affiliate, iPhone, Webinar Select most promising Where do your customers go Set target for each channel Facebook: 1500/800 (max/min) LinkedIn: 300/200
35. ROI Pre-testing Install Tracking Google Analytics Swix or similar Calculate costs/acquisition Use Google AdWords as benchmark How much does a new customer costs? Decide on channels Based on budget/costs Take the channels with the best ROI
36. Planning & Content Make a communication plan What channel How frequently What partners Detailed actions/responsibilities Make a content plan What message To whom With/by/from whom
37. Communication needs discipline and hard work “ Success seldom comes over night In most cases you will only see the fruits of your work after months sometimes years It’s a labor intensive business “
38. Measure & adjust Measure Do you meet your weekly targets? How much does it cost you per contact? Are your costs going down? Which channels work/don’t work? Adjust and focus Chose a handful of channels and continue Try new things and new messages all the time
40. e-conomic case Online accounting system for SME’s 30.000+ customers in 9 countries 20+ people work with social media and the web every day Major shift from “offline” to online marketing 2 years ago Online goals and measures for everything Use B2C techniques to sell B2B
41. Forum Country, tech, CEO Blogs… Youtube Channel Mobile App Xing Help Wiki LinkedIn Affiliate Partners Email Webinars Twitter Facebook
42. Why social media? Increase marketing reach Reach the customers where they are Introduce B2C tactics Improve service & support Make service faster + more effective Decrease cost for phone support Social Media optimization SEO and easy to forward, bookmark Get customer insides Customer data analysis
43. How to use social media and save money on support
53. Social media ROI What works iPhone app – Nr 1 in DK Youtube: 35k views Wiki: 50k visits Webinar: 100+ Affiliate: 300+ new partners in 9 month SEO: Lots of good traffic, conversations and links What didn't work Facebook (only 600+ likes) Twitter (few followers) Xing, LinkedIn, Viadeo, etc. – little volume but high quality contacts