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Social Media Channel Management: Key Principles and Tools
1. ENERGISE2-0.COM
Mastering Social Media Workshop 3
Implementation:
Key Principles and Tools
Dr. Jim Hamill
Alan Stevenson
Vincent Hamill
www.energise2-0.com
Sept., 2012
2. Rethinking Marketing
Unlearn marketing
New ‘mindset’ required
Stop telling people how
good we are
A shift from Outbound Marketing to Inbound/Content
Based Marketing
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4. Old Marketing (Outbound)
• Propaganda marketing – this is how great our product/service
is, now buy it
• Interruption marketing –
direct mail, advertising
• One way shouting AT customers
• Short term sales/campaign driven
• Channels – Print Ads; TV/Radio Ads; Cold Calling; eMail Blasts;
Online Advertising; Web Sites that talk AT you
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5. Reality Check
• Declining effectiveness of traditional
approaches to sales and marketing –
does anyone listen any more?
• Power shift – we are no longer passive
recipients of sales messages
• Social Media – a revolution in online
customer behaviour and expectations
• Generation C
• Information overload and attention
deficit
• Need for new approaches/ new ‘mindsets’
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7. Inbound Marketing
• Content is King! - But content is only ‘great’ if it adds value to
the customer so….
• Customer is King! Adopt a customer led approach
• Produce great content that is ‘Customer Led’; Authentic;
Compelling; Entertaining; Surprising; Valuable; Interesting
• Establish your company as a ‘thought leader’ – a ‘trusted
resource’
• Produce great content and your customers will come to you.
Produce really great content and they will share it
• Key channels are…………………..
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9. Inbound/Content Marketing
• Overall objective is to ignite or elevate your business through
great content
• Sell without selling
• Build a quality online network – a quality customer base
through high value content and engagement
• Great content drives conversation. Conversation drives
engagement. Engagement drives sales
• Great, customer led, content is a Competitive Advantage
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14. The End of Business as Usual
‘Winners’ will be those organisations who fully utilise
the interactive power of Web 2.0 technology for
engaging with and energising customer and
network relationships
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15. Key Content Marketing Questions
• What are your Content Marketing goals?
• Who is your audience? Who are you?
• What is your ‘call to action’?
• What type of content do you need to produce?
• When and how are you going to produce it?
• Where will it be published?
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18. Tools
• Social Media Listening Tools
– Free to expensive: Topsy; Social Mention; Google Reader;
Hyperalerts
• Social Media Management Tools – Hootsuite; Tweetdeck;
SproutSocial; Bufferapp; Tweepi; Xobni; Rapportive
• Social Media Performance Measurement Tools
– Individual Channels
– Overall ‘Buzz’ (Social Media Listening Tools)
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19. Individual Channels
• Twitter – Twtrland; TwitterCounter; Tweetstats
• Facebook – Facebook Insights; SocialBakers;
SimplyMeasured (was export.ly); AllFacebookStats;
SocialDon
• Linkedin Stats
• Web Site - Google Analytics
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20. Overall ‘Buzz’
• Social Media Listening Tools
• Topsy
• Social Mention
• Kred
• Klout
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