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Professional use of social media

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Companies need to understand, that social media has become a Pay 2 Play game. Very few companies have the likeability needed to make it on Facebook.

Understanding your audience, their needs, pains & gains - and understanding how you can reach them with the right offering, is the key to success on social media.

The presentation is from a lecture given by Ib Potter at Syddansk University, Institut for Design og Kommunikation for Web Communication & Web Communication Design.

Publié dans : Business
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Professional use of social media

  1. 1. Professional use of social media
  2. 2. # KPI’s # Online marketing campaigns turning in to leads # Concepts and messaging # Campaing Model & Marketing Channels # Audiences # Pay 2 Play vs For Free
  3. 3. I want you to understand, that you need to think audience and campaigns when it comes to Social Media. & It has become a Pay 2 Play game.
  4. 4. KPI ”Key Performance Indicator”
  5. 5. ” Key Performance Indicators, or KPIs, are a tool businesses use to measure just how effectively they are achieving their goals.”
  6. 6. KPI Marketing Branding Expert status Word of mouth Permissions Leads Sales
  7. 7. KPI - company Branding Expert status Word of mouth Permissions Leads Sales KPI – marketing Exposure Consumption Likes, comments, shares Email addresses Contact information Conversions = = = = = =
  8. 8. KPI Permission Lead Sales
  9. 9. Dear Cecilie & Potter. Just returned from our weekly meeting in sales. We would like to have more B2B companies as leads. Big companies that need e-commerce with data integration. Could you in marketing push some kind of magical button? Just a little magic? What we need is leads. Companies that understand how we stand out. Thanks. I will open Outlook and wait for a lot of e- mails to tick in! Se you. Brian, Sales Manager
  10. 10. Marketing Assignment: - To get B2B Leads.
  11. 11. The classical solution: To turn up all the excising marketing. Use more money on Google Ads, Facebook marketing, send mail to existing e-mail list.
  12. 12. The clever way: To create a campaign targeted the B2B audience with the right communication. Social Media Campaign is the way to go!
  13. 13. # Audience # Thinking concepts # Concept coining # Choosing the right marketing channels # Reaching the right audience
  14. 14. The audience
  15. 15. We must know our users' needs
  16. 16. Only when we know the target audience and understand their reality, we can product develop, "packages” and communicate ... to the "right" audience... ... in the "right" way... ... using the "right" channels...
  17. 17. So – what do the companies say are their pains and gains?
  18. 18. ”We rarely log in to Google Analytics” ”LinkedIn is B2B – but how?” ”Which marketing channels are best for B2b?” ”What am I to write about in my e-mails?” ”What is the perfect B2B website?” ”Why don’t I sell directly to the consumer?”
  19. 19. ”We design fashion clothes for the 24-46 years of age” - B2B Fashion company Example
  20. 20. 63% 28%
  21. 21. Point You have to know to whom you want to communicate.
  22. 22. Make iit or brake it = the right audience
  23. 23. Pet owner Dog owner Breed Boxer Boxer + income UK Citizen
  24. 24. We have pet food We have dog food We food for breeds We have food for boxers
  25. 25. ”Does Rocky weigh more than 60 lb?”
  26. 26. # Audience👌 # Thinking concepts # Concept coining # Choosing the right marketing channels # Reaching the right audience
  27. 27. Point Your product must target the audiences pains & gains.
  28. 28. # Audience👌 # Thinking concepts 👌 # Concept coining # Choosing the right marketing channels # Reaching the right audience
  29. 29. Relevant noise is not perceived as noise
  30. 30. The Blue Boot from Zalando i extremely noisy
  31. 31. 1 goal = 5-7 angles = relevant noise
  32. 32. # Audience👌 # Thinking concepts 👌 # Concept coining 👌 # Choosing the right marketing channels # Reaching the right audience
  33. 33. This is the model you use
  34. 34. Traffic Search Google Adwords Bing Audience Facebook Display LinkedIn YouTube Instagram Pinterest
  35. 35. ReMarketing Display Facebook Instagram LinkedIn E-mail marketing
  36. 36. Day 1-3 Day 5-7 Day 9-11 Day 13-15 Day 17-19
  37. 37. The model
  38. 38. Day 1-3 Pain Day 9-11 Pain Day 5-7 Gain Day 13-15 Gain Day 17-19 Indvending Conversion Website
  39. 39. Remember the B2B Conference?
  40. 40. E-mail marketing Facebook LinkedIn SEO Bing/Adwords Network/Phoner
  41. 41. What about the costumer journey?
  42. 42. Hey – don’t we get any thing for free? Social Media Marketing!
  43. 43. Yes you do
  44. 44. Relevant, likeable updates work. But it is extremely difficult to get likeability – if your company does not have it already.
  45. 45. Employer Branding We can only succeed if our colleagues like, comment and share. We can only succeed if “others” like, comment and share.
  46. 46. Reach and exposure We can only succeed if “others” like, comment and share. By standing out, being genuine and likeable. Xtreeeeemly tricky as a Company!
  47. 47. Media Video works well (Right Now)
  48. 48. Result 5 likeable video coining our values, challenging the perception of traditional job lingo and conversions. With a ”WTF” reaction
  49. 49. The Challenge Company pages have close to no effect at all. Little reach and very little engagement.
  50. 50. Reach & Engagement from LinkedIn Business Page 5.000 views 31 Likes (colleagues) 2 comments
  51. 51. Employee Advocacy colleagues making genuine updates from own profiles
  52. 52. Reach & Engagement from colleagues LinkedIn 205.000+ views 1.609+ Likes 295+ comments
  53. 53. Shares are No Go Original updates are 10 times more effective
  54. 54. Social media for companies Pay 2 Play

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