Social Media for Small and Medium Enterprises seminar at London Chamber of Commerce. Organized by JCI London

1. Social Media
for SMEs Why?
How? h?
mcu
How
Junior Chamber International
May 17, 2012 - London Chamber of Commerce
Delfin Vassallo

5. How do Social Media work?
• We are social beings, sharing our experiences is part of the
social interaction
• We are influenced and motivated by each other to do things.
• Influence through conversation
• Low consideration vs. high consideration purchases
• Influence Marketing
Photo by Ricardo Carreón http://www.flickr.com/photos/carreon/4497349050/

6. How does influence work?
Advocates
Positive Word of Mouth
Sustain
Passives
Ignite Inspire Deepen
Convert
Convince
Solve
Detractors
Negative Word of Mouth

7. How to play the game?
• Be authentic
– Talk with your own voice
– Never post / publish anonymously,
your consumers need to know who
you are to trust you
– Respond to everything, always
– Be human
• You get because you give
– Give relevant content
• All participants have same status
– Everyone is special and unique
Photo by Skene http://www.flickr.com/photos/skene/3743369194/in/set-72157616956939008/

8. How do
I choose which
Social Media use?
be
ey’d
th e
hat or m
dt ef
An bl
s uit a

9. Choosing your Social Media
• One is not enough
– You won’t find all your potential customers in one single platform
– It’s more likely your customers are participating in more than one platform
• Research according target market
• Social Influence Marketing requires patience:
– To learn
– To build relationships
– To test
– To optimize

10. Understand your customers
• How long they use the platform?
• What do they specifically do on it?
• How they interact with others?
• Find out the “place of influence”
– Where they make they
purchasing decisions?
– Where they get influenced by
others?
– Where they observe how their
friends are buying / discussing
purchases
Social technographics tools:
www.forrester.com/Groundswell/profile_tool.html
www.quantcast.com
http://www.alexa.com/topsites/

11. Research the platform
• Social dynamics
• Marketing possibilities:
– Display ads
– Social ads
– Sponsorships
– Influencer marketing
– Apps & widgets
– Brand pages
– Other
Photo by Benny Bnut http://www.flickr.com/photos/bvcphoto/4044750742/

12. Evaluate and think your strategy
• Planning!
• Realize which platforms have meaningful social
engagement and will benefit you
• Look the big picture
– How your marketing efforts work together?
– How your different presences link each other?
– How are they coordinated with offline activities?

13. Niche platforms
• Targeted to specific market segment
– MySpace > Music
– Linked In > Professionals / businessmen
– devianART.com > Graphic / plastic artists
– Vimeo > Art videos
– Sermo > Physicians / medical world
– CouchSurfing.org > Young travellers
– FinlandLive.info > Expats in Finland
• Other basics
– Ning > Create your own social platform
– Blogger networks
– Wikipedia
– Flickr
– Foursquare
– Pinterest
Photo by Ricardo Carreón http://www.flickr.com/photos/carreon/2925070150/in/set-72157594578350003/

14. How to establish
your social
presences
new t e!
The Es t a
Real

15. Building your presences to generate leads
• Unique blog visitors
• Open forum to discuss issues
• Twitter followers
• Monitor the web, blogosphere, forums & related to your field
• Team members should take • LinkedIn group members
communities to find relevant conversations
• Join the conversation, comment on blogs & initiative to start conversations • Traffic generated by SM
point readers to same topic content at your blog • Don't talk about your company or • Leads by source: inbound
• Create blog posts that potentially will go viral products web, seminars, tradeshows
• Review/Suggest industry events • Compare metrics with your
• Feedback on new approaches or increase in leads & sales
consumer needs • Volume of mentions +
• Join other groups and participate sentiment measurement
Create a blog Measure SM
Establish a Twitter Create Linked In Cross link your
to start and join accounts &
account groups & Facebook properties
conversations website traffic
pages
• Post short, post frequent and post
relevant! • Promote your SM channels on
• Tweet about new blog posts and events company website & email signatures
• Links to industry news • ”Like us”? > “Join the conversation
• Fun entries, trivia questions, informal on -your industry name-hot topics”
researches • Employees email signature include
• Scan conversations looking for twitters in links to blog, Twitter account & groups
need of advice about your field besides their name, phone, address...
• Re-tweet relevant information

18. Measuring results
• SM metrics are different from other Marketing metrics
• Data gathering is relatively easy, use same tools and
parameters over time to get consistent results
• Match SM metrics with your other marketing metrics to
see how they correlate
• Biggest challenge: correlating data with your business
objectives
• Define your objectives and its Key Performance
Indicators (KPI’s)
Top tools for Social Media monitoring: http://socialmediatoday.com/SMC/155299
Measuring Social Media: http://www.djvassallo.com/2009/11/measuring-social-media.html

19. Measuring ‘Sentiment’
• What your customers feel about your brand?
• Complex semantic algorithms
• Accuracy 60-80%
Sentiment for the brand + Volume of mentions
Photo by Ricardo Carreón http://www.flickr.com/photos/carreon/2501134102/in/set-72157594578350003/

20. Measuring Process Summary
Non-financial Financial
Investment Action Reaction
Company launches People respond Impact Impact
Social Media positively to this 30k ppl like page 3,000 net new customers
Marketing +20% website traffic +25% credit card use
campaign 3x brand mentions

21. Social Media Success
• Start simple - one presence, then evolve.
• KISS
• Have a clear metric in mind before you begin. Without a benchmark
it’s impossible to determine success.
• In order Social Media pays off, it requires commitment and time
investment.
Photo by Ricardo Carreón http://www.flickr.com/photos/carreon/430882134/in/set-72157600049454148/

22. Basic resources & insights
Social Media News
• Mashable http://mashable.com/
• Social Media Today http://www.insidefacebook.com/
• Chris Brogan www.chrisbrogan.com
• Olivier Blanchard http://thebrandbuilder.wordpress.com/
Books
• Let’s Talk, Social Media for Small Business: http://www.ducttapemarketing
.com/blog/2008/11/13/free-social-media-for-business-ebook/
• Social Media Marketing for Dummies: http://www.amazon.com/gp/product/0470289341?ie=UTF8
&tag=sommeindia-20&linkCode=as2&camp=1789&creative=9325&creativeASIN=0470289341
• Social Media ROI:
http://www.amazon.com/Social-Media-ROI-Measuring-Organization/dp/0789747413/ref=sr_1_1?ie=UT
Social Media monitoring tools
• Social Mention: http://www.socialmention.com/
• Sentiment Metrics http://www.sentimentmetrics.com
• Brandwatch: http://www.brandwatch.com
• Hub Spot: http://www.hubspot.com/
Facebook
• Inside Facebook http://www.insidefacebook.com/

23. Keep in touch
Delfin Vassallo
Digital Villager
@DJVassallo
www.djvassallo.com