How Social Media is thought to plug into a business

1. olivier alain blanchard
@thebrandbuilder

4. How Social Media is thought to plug into a business
My Marketing
could use some
of that social
media!

5. How Social Media actually plugs into a business
Customer Acquisition Online Reputation Management
Community Management Advertising
Crisis Management P.R.
Lead Generation
Business Development
Recruiting
Market Research
Education
Internal collaboration Advocacy
Marketing
Corporate Communications Sales
Customer Support Consumer Insights
Thought Leadership Business Measurement
Event Management Customer Retention
Mobility
Search/SEO
Fund-Raising

6. The four core disciplines of Social Media Mgmt.

7. … are also the four phases of Social Media program dvlpmt.

8. Making Social Media Actually Work for Your Organization...

9. … starts with the right question.

10. Unfortunately, there are lots of wrong questions…

11. What if we are already doing email marketing?

12. Should we outsource our social media program?

13. What should we post on our Facebook page?

14. How many Twitter followers should we shoot for?

15. What’s a good number of tweets per week?

16. Do we need a community manager?

17. Should the Marketing department manage this?

18. Social media is
a Marketing
function!

19. No. Social media is
a Public Relations
function!

20. Everyone knows that
social media is really a
conduit for digital
advertising!

21. I think he means
Customer You’re all wrong.
Service. It’s a Consumer
Insights function.

22. Bo-ring! Isn’t social media all about conversations and
engagement with the community?

23. Are you serious?

24. Let’s start over. Unlearn everything. Start fresh.

25. Lesson #1:
Social Media is not
just a marketing
channel, so don’t
treat it like one.

26. Think beyond the now.
Customer Customer
Acquisition Retention
Customer
Development

27. Think a year from now.
Customer Customer
Acquisition Retention
Don’t only focus
on this.
Customer
Development

28. Lesson #2:
Social media plugs into all of
your business functions, from
customer service to market
research..

29. One Social Media role cannot properly serve all of an
organization’s needs.
Social Media Strategy?
Customer Business Community Mgr.
HR Marketing PR Service Development Blogger guy

30. Properly deployed Social Media looks like this:
Customer Business Community Mgr.
HR Marketing PR Service Development Blogger guy

31. We’re all using it. It fits
nicely everywhere.

32. Lesson #3: Don’t over-think it.

33. 1. Use social media to learn everything you couldn’t 6 months ago.
2. Use social media to be more useful than the other guys.
3. Repeat.

34. Rule #4: He who creates the most refreshing value wins.
Use social media as a differentiator.

37. Building a page isn’t enough. Now you own it.

39. How hard is it to include your contact info?

41. How much value does this provide?

43. “We need to be on Facebook.”

45. Compare this version of “engagement” with reality.

47. Rule #5: You cannot buy better social media.

48. Social Media
is a visible extension
of who you are as a company.
It is both a microphone
and a mirror.

49. You can fake being nice,
but it is going to be VERY hard
to keep it up every day
for the next 20 years.

50. You are always only
one *sshole away
from losing your best customer.
Social media or not.
(Hire well.)

51. Rule #6:
Just because something looks cool, makes a lot of noise…
…and costs a lot of money doesn’t mean it will actually work.

53. Zero planning.
Zero monitoring.
Zero response ability.
Zero expertise.
Zero effectiveness.

54. Oh sh*t!

55. Rule #7: Have a plan.

56. Meanwhile…

58. Rule #8: Social media does not erase business goals.

59. Social media is there to serve the needs of your business.
“What are you trying to accomplish?”
Define the objective FIRST.
THEN come up with the tactics.

60. More traffic to brick & mortar stores?
More loyal customers?
More engagement?
More mindshare?
More exposure?
So what do you or your clients want?
More visitors to their website?
More market share?
More sales?
More positive press? More positive perception?

61. Macro Objectives
As an organization, what are my most important objectives?

62. Micro Objectives
As a department, what are my most important objectives?

63. A word about Goals: Goals are not targets.
Amplify marketing efforts
Increase net new customers
Increase net unique website visitors
Increase market share
Increase mindshare
Improve reputation with investors
Increase sales revenue
Increase positive recommendations/WOM
Increase the number of followers Attract better talent
Increase customer participation
Increase positive sentiment

64. Set targets. Be specific. Be clear.
+500 net new transacting customers this Q
+8000 net new website visitors this M
+3% more market share YoY
+13% sales revenue YoY
200 Net new followers this W
100% increase in pos.sentiment

65. Build your measurement methodology from these targets.
Don’t just focus on the usual “social media” metrics:
New Twitter followers
“Likes”
Retweets
Click-throughs
Brand mentions
Impressions
Focus on YOUR objectives and targets.

74. Rule #9: Flexibility and adaptability trump expertise

75. Rule #10: Don’t be a clone.

76. What ends up working will be unique to your needs.

77. And finally…
A final piece of
logical advice…

78. If you aren’t
using social media
to become a better company,
you aren’t using it right.

79. Ways in which Social Media can help a business:
Sales
Net New Customers, Increased Frequency of Transactions, promo exposure
Increased yield (average $ value per transaction), and product penetration
Customer Support
Immediate feedback and response, positive impact in public forum, cost reduction
Human Resources
More effective recruiting, online monitoring of employee behavior (risk management)
Public Relations
Online Reputation Management, improved brand image via Social Web
Customer Loyalty
Increased interactions, better quality of interactions, deeper relationship with brand,
Increased trust in brand, increased mindshare of brand, greater values alignment
Business Intelligence
Know Everything. (No, really.)

80. @thebrandbuilder OlivierBlanchard.net
Tha yo ,
nk u
B rses
usl!!!
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