Smart social for_business
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@peterjabraham presentation from SMART Social for business 2011 Content Creation Clinic
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Smart social for_business
- 1. SMART Social for business Content Creation Clinic Tools & Techniques 20 Jan 2011 Peter Abraham Director Econsultancy Peter.abraham @ econsultancy.om Linkedin Twitter peterjabraham
- 4. Marketing mix is getting broader – and this doesn’t include all those social media possibilities | Source: BCG analysis The Boston Consulting Group
- 5. There’s a new kid in town… Content Marketing – your content! Source: Junta42 - http://blog.junta42.com/ and Velocity and Partners - http://www.velocitypartners.co.uk/ Some ideas/solutions for Content Marketing… White Paper eBook Case study Audio book eNwesletter Blog Podcast Video blog Mobile app Game Widget Facebook app Screencast Wiki Webinar /Webcast News release Customer focused community
- 6. Source: Taken from an article by David Edelman and Brian Salsberg Source: Marketing & Sales Practice Nov 2010 https://www.mckinseyquarterly.com/Beyond_paid_media_Marketings_new_vocabulary_2697
- 7. Source: Taken from an article by David Edelman and Brian Salsberg Source: Marketing & Sales Practice Nov 2010 https://www.mckinseyquarterly.com/Beyond_paid_media_Marketings_new_vocabulary_2697
- 8. Tools Source: Conversation Prism – Brian Solis http://www.briansolis.com/2008/08/introducing-conversation-prism/
- 9. Social Media Landscape – Tools – quality vs quantity & join the dots Source: Fred Cavazza.net
- 10. Online provides a relatively higher ROI | Source: BCG analysis The Boston Consulting Group
- 11. Sales and Marketing effort Source: Cap Gemini – not originally a Social Media overview
- 12. Start to consider using Sales and Marketing resource with social media Source: Social Media for Sales in the professions – white paper – download from: http://bit.ly/fwbPLC
- 14. | 13 January 2008 | Course Title | 1. Understanding how to keep your message consistent
- 21. Use Multi-channel – Email, FB, Mobile Source: Cheetahmail Case study Source: Cheetahmail Case study
- 22. | 13 January 2008 | Course Title | 2. Creating high impact messages via twitter, Linkedin, Facebook, blogs etc
- 31. | 13 January 2008 | Course Title | 3. Building brand loyalty and engagement
- 36. #RedFriday Headline stats | Detail for this page only available from full version of presentation at Econsultancy.com
- 38. | Detail for this page only available from full version of presentation at Econsultancy.com
- 46. Social sites used by companies in 2009 Source: SEMPO State of Search Engine Marketing Report 2010 http://econsultancy.com/reports/sempo-state-of-search A bit of context
- 47. Social sites used by companies in 2010 So there’s been a move from bookmarking /tagging to sharing/interaction – mass interaction Source: Econsultancy / Guava UK Search Marketing Benchmark Report
- 48. A bit of fun to finish Engagement – B2C | Link to: http://www.youtube.com/watch?v=H_GpdfGdkfA&feature=related
- 49. Engagement - B2B & B&C | Link to: http://www.youtube.com/watch?v=4ba1BqJ4S2M
- 50. Where should I be? Knowem.com Source: http://knowem.com
- 51. Additional recommended resources http://Econsultancy.com Books: Social media and brand related topics Crush It! – How to approach the use of social media through your own passion . (Gary Vaynerchuck) Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web – will help you establish an organizational structure that will offer support to any social media initiative . (Brian Solis) Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust – Looking at trust networks and build networks of influence through social media tools .(Chris Brogan and Julien Smith) Me 2.0: Build a Powerful Brand to Achieve Career Success – Build 'you' as a brand for lifetime value and career success . (Dan Schawbel) Wild West 2.0: How to Protect and Restore Your Reputation on the Untamed Social Frontier A good starter for those wanting to know the why and how of reputation management in social . (Michael Fertik and David Thompson) Tribes – How to build and lead your own tribes. As Godin says himself Tribes are… “a group of people connected to one another, connected to a leader, and connected to an idea”. Godin is a Marketing Guru. (Seth Godin)
Notes de l'éditeur
- Econsultancy = publisher best practice digital mktg, training, network 90,000
- We’re going to go fast, lots to cover… 3 topics 10 mins each ‘ish Thought pieces more than ‘how to’ - plenty of other exmples on the web
- Push Marketing is shouting and ignoring your audience Tech is the enabler not the solution, don’t get tech and then look at how to use it Possibility to Interact is in your hands, be creative! You have to let go, the audience will decide what to do with what you give them – content, tools, knowledge etc Some important considerations for those so not well versed in Social…
- Image: Boston Consulting Group Mktg is getting to be like rocket science, lots of choice, not all of it measureable Some more effective at sales than others, some better at engagement – are you about brand & awareness or mktg/sales? And not everything listed here, many of the social channels expand this out further
- Content Marketing is an essential ingredient to Social Media, it provides a platform for engagement, it balances blatant sales advertising. Down left are some ideas/solutions for Content Marketing… Images: Junta42 and Velocity
- Image: McKinsey report It used to be just paid (bought) media, now it includes Owned Media = (your content, you market) Earned Media = through engagement (Social), Hijacked = (Joe Public takes your content and ruins it/runs it down, promotes it negatively) Sold = others Advertising on your platform(s)
- Image: Same report but more detail right hand column
- Image: Brian Solis – Conversation Prism, but also shows possible tools/outlets What tools would you use to ‘get your content out there?’ Strategy first though!!!
- Image: Fred Cavazza It’s important to know how these tools work and how content/promotion can pass between them so there’s less likely-hood of ‘double exposure. Although Guy Kawasaki has a view on this with Twitter = UFM (un follow me)
- Image: Boston Group again Online provides higher ROI for some, although attributed sales is low, but so is spend…go figure! That’s not to say Online is the Holy Grail, it’s about identifying what’s best on and offline and integrating them (harder to do than it sounds)
- Image: Cap Gemini Sales can also jump onto Social Media, there’s not much out there currently about how. Kim Tasso and I recently produced a white paper on sales and social media following a seminar/workshop for the Professions.
- Here’s a view of the model we produced, you can see it’s more about engaging at different stages of the ‘Trust’ cycle, not blatant sales.
- Return on Action, Engagement etc
- Some tips and examples from our experiences, plenty of others on the web if you need more examples
- What are you providing? What keywords do you have that perform well
- What are you providing What keywords do you have that perform well
- Utilise common headlines/keywords and terms in other media Builds profile, link/Google-love etc
- Small interactions as important as big ones, lots of little but very relevant traffic, more likely to convert!
- Some of your audience will like, pass-on, comment, some will change it, it’s all good link fodder though! Which Google loves – rank, reputation, heritage etc
- Examples: Victoria’s Secret c/o Cheetahmail They also provided a redemption element via Facebook
- Econsultancy example: We’re B2B publisher in niche Digital Mktg if we can make it work you can too. What’s your traffic worth? Email data? Possible sign–up, possible sale?
- 7,731 blog posts captured by Topsy
- 339,000 tweets from those 7,731 posts = 48 tweets per post (but actually more like 15-20)
- “ Look at me and my feed” strategy
- Can you build loyalty? I prefer engagement as a means to ‘get them to do something’ Be clear about internal staff profiles… some can have their own, others may be company profiles, and some may have both, like me…
- We’re transparent, our audience like that… Almost as many downloads for the ‘this is us’ as there is for the Email Marketing presentation – drives more traffic and interest and Google juice!
- 42,000 uniques, high use of ‘influencers’ pushing the message through their networks and followers, high ranking…
- Identify your ‘Influencers’ inside and outside the organisation Good for profile by association both in search engines and personal/human factors But ensure you have outlined the policy for Social Channels before letting them loose.
- Graph: Altimeter Engagement Report More channels suggests higher engagement, but remember this takes resource and management as well as a good strategy
- Same report Enagagement varies by Industry…and probably execution (no mention)
- Same Report Might be worth seeing which segment you fit in…
- Graph: Econsultancy State of Search Report… Was about bookmarking last year…Digg, Delicious, StumbleUpon, Reddit
- Same report. 2010 a change to More interaction So with that…don’t forget to share… the fun…to finish
- Expletives….
- Final tip…Look up your company name (and your own) and search 470+ social networks to see if anyone has taken your name already…Brand Hijacking……what are they doing with it?....
- Lots of Social Reports, info, training at Econsultancy.com Hope it was useful