Social media talk prov
> Overview of your problems
> Overview of your business' development
> How to know what resource and time you should spend?
> How to increase customer engagement
> How to increase sales and bookings
> How to Improve customer service and experience
> How to evaluate performance using analytics
The secret to making social media work for your business
1. How to make social media work for your business
#2HSM
@mrmattanderson
MattMontage
/Montagecommunications
/Montagecommunications
2. How can I help?
•Your problems
•Your development
•Resource and time you should spend?
•Increase customer engagement
•Increase sales and bookings
•Improving customer service and experience
•Evaluate performance using analytics
16. How much time should be
spent on social media?
• Good content takes time
• Engagement relationships take
time
• Learning takes time
• Customer service questions take
time
• Sales development takes time
• Networking takes time
17. “You set SMART goals for your business...
why not social media?”
18. Listen - Analytics
• Free tools: Topsy and GA
• Mid sized tools - UberVu or SWIX
• Uber tools - Radian6 + Webtrends
• Mentions - awareness
• Share of voice (amend channel time)
• Comments / bounce rate -
engagement
• Cost per click /fan /follower
• Conversion rates from visits
19. KPIs - Time and Resource
• Set commercial objectives:
sales,understanding & enquiries dealt with
etc
• Number of mentions and queries that
need responding to now
• Time per response x no. of responses
• Cost of delivery (time spent) vs potential
sales
• Split Time over channels with a focus
based on monitoring (share of voice)
20. SMART goals
• Simple and measurable (clicks and
fans)
• Attainable (remember the boss may
shut it down if you don’t!)
• Realistic (73% of Facebook pages
have less than 1000 fans)
• Timely (in time for pay day)
21. “Your boss is not going to agree if it costs
the earth and there is no evidence of
customers using it...”
22. Listen - Evidence
• Customer service issues
• Competitor analysis and
benchmarking
• Great ideas across the
organisation
• Visibility of what is actually going
on...
• Evidence of buying behaviour
23. Internal barriers
• Use free (cheap tools) as a trial first to
overcome the FD
• Create social media policy to please HR
and protect the company
• Incentivise employees to use intranet or
internal comms tools
• Show customer service that social media
enquiries reduce calls
• Justify to IT that blocks on Facebook are
stopping customers from being served
• Show the sales teams “there is gold in
them hills!”
24. “Talk to people about themselves and they
will listen to you for hours”
25. Customer Relationships
• LISTEN! Do not broadcast
• Involve them in your content,
product and service creation
• Fun reasons to relate to your
organisation
• Empower your consumer
• Fan of the week!
Image Creative Commons @Johnhadon
26. Brabantia Life
Infinite_Trng
Jul 14, 9:34am via Twitter for iPhone
@BrabantiaLife great service, reported a faulty lid,organised and delivered a replacement within a week. Thanks
27. GIVE
ASK THANK
“DO SMALL GOODS”
LINKEDIN FOUNDER - REID HOFFMAN
28. “You can’t make sales via social
media....err try telling Ford that!”
31. Increase Sales
• Build relationships and sales will
come
• Listening for buying signals
• Refer-refer-refer
• Think “Do small goods”
• Encourage independent reviews
• Seek recommendations
• #MSRFR
32. Be realistic about sales
• Set realistic targets - SMART
• Building relationship takes time
• Social media is not a ‘quick buck
channel’
• Avoid the hard sell
• 1/10 products and services
33. CONVERSION RATE X BASKET SIZE -
COST PER ACQUISITION = ROI
WORKING OUT ROI
E-COMMERCE EQUATION
34. TIME SPENT = COST
DESIGN AND CONSULTANCY = COST
FACEBOOK ADVERTISING = COST
TOTAL/NUMBER OF SALES = COST
PER AQUISITION
CONVERSION RATE X BASKET SIZE -
COST PER ACQUISITION = ROI
WORKING OUT ROI
E-COMMERCE EQUATION
35. ASK QUESTIONS AND SPREAD THE WORD! PLEASE!
MATT ANDERSON - @MRMATTANDERSON #ASKMONTAGE @MONTAGECOMMS
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Time Management\nA content plan also helps you manage your time. When starting a blog, you’re often awash with tons of ideas for posts. So many, that you quickly get burnt out as the drudgery or writing about the same things sets in. If you organize your blog into content categories, you can spend your time focusing on several targeted ideas a week, as opposed to hundreds. This will fill your blog with relevant content to your niche, increasing the likelihood that people will find you via the search engines.\nGood Habits\nA content plan also helps to create good blogging habits. To maintain a successful niche blog community, you need to regularly update your blog (and not just with blog posts), respond to comments and overall monitor the site. You’ll create a production state of mind – meaning that you’ll get in the habit of writing a post a day, or even writing them all in one day and scheduling them to post. This will make the creation process much easier to begin and end.\nEstablishes Niche Authority\nIf you’re regularly writing about particular subjects, the sheer amount of content that this creates will establish your authority in your niche subject. Who are you going to trust more? The blog with a few sparse posts written at odd times, with very little information? Or the blog that is filled with relevant content to the subject your interested in that ’s updated in a methodical fashion?\nHelps with Ideas for posts\nOften, as you write in a more regimented, methodical fashion, you’ll come up with even more ideas for relevant posts. Then, you’ll find yourself altering your own content plan to fit in new and interesting ideas.\n