10 tips to increase sales and business efficiency thanks to social medias.
1.Start with the core
2.Frame your business social media strategy
3.Establish business goals
4.Choose your channels wisely
5.Design your business special media approach
6.Measure
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Social medias and business : Setting up a strategy
1. How can social media increase
your business success?
Author Jean-Francois MESSIER
2. This document is part of “Social Media and Business” series
by JF MESSIER
3. 1. Start with the core
2. Frame your business social media strategy
3. Establish business goals
4. Choose your channels wisely
5. Design your business special media approach
6. Measure
15. Your
is framed
by the way you deliver
combines these two things.
Build an audience with , and use it to
develop a premium offer for
16. Realize that the social media
success equation isn‟t big moves on
the chess board, it‟s little moves
made every day, that eventually add
up to a major shift.
Jay Baer
19. Translate goals into
objectives
Grow through social media
Viewers : 200 000
Downloads : 10 000
Followers :50 000
Requests for proposals : 1 000
New customers : 500
35. The media you
choose depends on your target
Watched a video clip
Managed social network profile
Uploaded photo online
Used a consumer review site
Used a chat room / forum
Left a comment on a website
Uploaded a video online
Listened to / watched a podcast
Edited/managed own website
Wrote news / article
Wrote own blog
Used a micro-blogging service
0% 10% 20% 30% 40% 50% 60% 70%
Done in the last month
36. The media you
choose depends on your target
Watched a video clip
Managed social network profile
Uploaded photo online
Used a consumer review site
Used a chat room / forum
Left a comment on a website
Uploaded a video online
Listened to / watched a podcast Do you want to
Edited/managed own website address many
Wrote news / article people
Wrote own blog
managing
Used a micro-blogging service
social profiles?
0% 10% 20% 30% 40% 50% 60% 70%
Done in the last month
37. The media you
choose depends on your target
Watched a video clip
Managed social network profile
Uploaded photo online
Used a consumer review site
Used a chat room / forum
Left a comment on a website
Uploaded a video online
Listened to / watched a podcast Do you want to
Edited/managed own website address as
Wrote news / article many people
Wrote own blog as possible?
Used a micro-blogging service
0% 10% 20% 30% 40% 50% 60% 70%
Done in the last month
38. The media you
choose depends on your target
Watched a video clip
Managed social network profile
Uploaded photo online
Used a consumer review site
Do you want a
Used a chat room / forum
pull approach to
Left a comment on a website
identify people
Uploaded a video online interested in
Listened to / watched a podcast your key words?
Edited/managed own website
Wrote news / article
Wrote own blog
Used a micro-blogging service
0% 10% 20% 30% 40% 50% 60% 70%
Done in the last month
55. Design is the planning that lays the basis for
the making of every object or system
User
experience
Industrial User interface
design design
56. Design is the planning that lays the basis for
the making of every object or system
Social Business
Design
57. “Social Business Design is the intentional
creation of dynamic and socially calibrated
systems, process, and culture”
2009, Dachis Group
Social Business
Design
58. Three Pillars
of Online Community
Community Your Official Other
On Your Site Social Media Conversations
Channels About Your Brand
59. Three Pillars
of Online Community
Community Your Official Other
On Your Site Social Media Conversations
Channels About Your Brand
Blogs Facebook Microblogs
Learning Center LinkedIn Blogs
Answers Twitter Forums
Ideas YouTube Video
Profiles Slideshare Images
Groups Flickr Mainstream News
60. How Do These
Communities Intersect?
Community Your Official Other
On Your Site Social Media Conversations
Channels About Your Brand
Blogs Facebook Microblogs
Become a LinkedIn
Learning Center Social SSO Blogs
Fan
Answers Twitter Forums
Ideas YouTube Video
Profiles Embedded Slideshare Share with Images
YouTube Your
Groups Video Flickr Mainstream News
Network
63. High
engagement
Networks
Communities
Blogs
Microblogs
Banners
Microsites
Broadcast Email
Print Search
Radio
outdoor
Low
engagement
64. Social media marketing is
only one part of the equation
Legal
Supply chain
IT
Corporate
Distribution
R&D
Product development
Business functions Manufacturing
(that can be socialized) Etc…
67. Digital action
eturn n nteraction Digital inter-action
Sale
W.O.M.
eturn n nfluence Recognition
More Sales
eturn n nvestment
= A more realistic way to access
68. Digital action
Engagement Data Digital inter-action
Clicks – fans – Followers – views – RTs – Check-
ins – traffic – frequency – audience - downloads
W.O.M.
Social Media Analytics
Share of voice – WOM – Resonation – Recognition
Support response - insights intake
Business Metrics Sales
Revenue – Loyalty - CSAT -
Reputation More Sales
= Measure the Social Media
69. Engagement Data Community
Clicks – fans – Followers –
views – RTs – Check-ins Managers
Social Media Analytics Business
Share of voice – WOM – Resonation – Stakeholders
Support response - insights intake
Business
Business Metrics Executives
Revenue – CSAT - Reputation
A mistake is providing „engagement data‟ to
executives, instead focus on business metrics.
71. Synthesis
Establish
: pecific,
easurable, chievable, ealistic, ime-
bound
your strategy : free/paid, now/later
wisely
your approach
: Return on interaction,
Return on influence, Return on investment
72. Bibliography
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Chia - Digital Media Strategist - http://www.slideshare.net/malchia Social marketing playbook, Bryan Wiener, Jeremiah Owyang,Jeff Pulver,Gregory Galant,
The Mobile Internet Report, Morgan Stanley, December 2009 Pete Cashmore, Randall Rothenberg
Internet Trends, Morgan Stanley, April 2010 Social Media: Hype, Hell or Hope, Rick Mans, Global Social Media Lead at Cap Gemini
The 5 components of a complete social media program, Adam Kleinberg - CEO of How organisations can harness the power of Web 2.0
Traction, November 2010 WWW 3.0, Jenny Williams
IS YOUR BRAND SEXY* ENOUGH FOR SOCIAL MEDIA? Robbert faase Social: A closer look at behaviour on YouTube & Facebook, September 2010, iab
The Future of Social Media, Tom Ollerton, Social Media Sharing Trends 2010,
Rewind 2010 Social and digital media, www.paratuscommunications.com Twitter Crushes Facebook for Marketing, Barbara E. Hernandez ,December 2010
Social Media Communication, slideshare DEMOGRAPHICS Jan 2011, Facebook’s Ad Platform
Social Business by Design, David Armano - Dachis Group Fancy Facebook Fan Pages - A Step By Step Guide Olaf Nitz
Social Media for Business, PresentationAdvisors The Science of Facebook, The science of social networking. Dan Zarrella - Social Media
WHAT THE F**K IS SOCIAL MEDIA NOW? Espresso- http://brandinfiltration.com/wtf Scientist
Five Tips for Landing Page Optimization, Tom Wentworth facebook-inside-out, TIJS VROLIX,
I’M ON FA C E B O O K NOW WHAT?!, Jesse Desjardins
Key Digital Trends for 2011, December 2010, Noah Elkin - Debra Aho Williamson - David SalesTweets: How to Boost Sales via Smart Chirps, Pattie Simone
Hallerman Twitter Crushes Facebook for Marketing, Barbara E. Hernandez
5 steps to exploring social media using visualthinking, Jocelyn Wallace Social CRM, How businesses can use Twitter to increase sales. Tatyana Kanzaveli
Social Media and you, Dani Nordin Twitter Success Stories, How 11 companies are achieving their marketing objectives, Ann
Handley, Shelley Ryan, Allen Weiss, MARKETINGPROFS LLC
N2 Social media HUB 101, What is social media really about?, Riku Vassinen Using Linkedin for business, P. Jay Massey
Social CRM: Connecting Online Communities with CRM, Jamie Grenney, Ryan Ellis, Mark Mashable’s twitter guide book
Brundage The twitter book, Tim O’Reilly – Sarah Milstein
Search + Social:How to Get More from Your Organic Marketing, Rand Fishkin, CEO + Co- Twitter for business, Laura Fitton
founder SEOmoz, December 2010 140 twitter marketing tips, David Spinks
How to use linkedin for promoting your business, Robin Goel
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- Industry Analyst Guy Kawasaki’s 10 ways to use Linkedin
The Future of Social Media, Graeme Wood THEME DEVELOPMENT, an introduction to the basics of theming with WordPress, Thad
Digital Strangelove (or How I Learned To Stop Worrying & Love The Internet), Allender
Starting a blog, Dr. Corinne Weisgerber
The Social Graph Call, Wedbush Securities, November 2010, 10 ways to a killer blog, Robert and Maryam Scoble
NAVIGUER DANS LE CHAOS, UNE ÉTUDE SUR LES MÉDIAS SOCIAUX, LUC-ANDRÉ CORMIER How to Build a Blog, Mark James Normand
Social Media @ FORD, Scott Monty, November 2010 IS3241 Enterprise Social Systems, Technology Presentation, GameCheck
Slideshare Zeitgeist 2010, creative commons.org
How the Fortune 500 Use Social Media to Grow Sales and Revenue, Jamie Turner Channeling your inner youtube, Brad Richardson
Fashion and Digital Trends, Tom Ollerton How to create viral videos?m,November 2010, Tim Ho
Social Media in Four Minutes (or less), Tom Ollerton http://technmarketing.com/web/top-6-ways-to-benefit-from-twitter/
http://technmarketing.com/web/ten-things-you-must-know-before-using-twitter/
Social Networking Past, Present, Future, Mark Suster http://technmarketing.com/web/top-5-reasons-to-tweet/
Designing for interaction, Interfaces for socializing, Daniel Burka How to Pick Up Followers on Twitter, Guy Kawasaki
New business opportunities in retail, Hege Tenno
What is social media one year later, Espresso- http://brandinfiltration.com
OUT OF THE FISHBOWL, Marta Kagan Managing Director US | Espresso,
Illusions of Empowerment, Re-interpreting the Social Media Dream, Corinne Weisgerber
73. If you were interested in this presentation,
you may be interested in this one as well…
74. Author: Jean-François MESSIER
Global New Technologies Director at Mercuri International
Email: jfmessier@mercurifr.com
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