Transcript
Global Marketing
MYTH: :REALITY
Social media wastes time It can be used efficiently
Source
Global Marketing
MYTH: :REALITY
LinkedIn is just a place to search for new jobs.
LinkedIn is a relationship building site
Global Marketing
MYTH: :REALITY
Social media should bring quick results
Social media is a marathon, not a sprint
Global Marketing
Social Media Matters To Business
90% of Inc.
500 companies use a major social media platform
60-80% Of
purchase decision in the B2B space are made through online research before contacting the company
77% Of buyers are
more likely to buy from a company if the CEO uses social media (Top Rank)
92% of people
delete emails & voicemails from people they don’t know.
53% of B2B
buyers follow social discussions about vendors they are considering (Top Rank)
Global Marketing
Social Media Matters To Sales People
82% of
prospects can be reached via social media
73% of salespeople using
social selling as part of their sales process outperformed their peers & exceeded quota 23% more often.
54% of social
salespeople have tracked their social selling back to at least 1 closed deal.
8x more engagement
on employee posts than company accounts.
40x more
likely to turn up in a LinkedIn search if your profile is fully completed.
Global Marketing
Your social strategy needs as much forethought as any other business process
@AmyHatDell
1. Planning
2. Listening
3. Engaging
4. Measuring
Idea 1: Write up a plan According to CRM industry analyst, Brent Leary: “Strategic users are almost 3xs more likely to execute activities for engaging prospects than informal users (53% vs. 19%)”
Source: Brent Leary’s Strategically Social: 5 Keys to Becoming a Social Business
Global Marketing
Questions to Ask in the Planning Stage:
• What are the organizations’ goals? • What is the business plan? • What is the current relationship with our customers? • What is the relationship we want with our customers?
How does social media support these goals? Idea 2: Tie social media to your business and customer objectives
@AmyHatDell
I think it starts with understanding what the organization’s goals are…part of the problem is that too many people want to jump into a Facebook “strategy” or a Twitter “strategy” – Shel Holtz
Source: Shel Holtz: http://labs.openviewpartners.com/shel-holtz-talks-content-and-social-strategies/
Global Marketing
Questions to Ask in the Listening Stage
Idea 3: Identify and target your community • Any social strategy first begins with listening to feed & inform your strategic
plan • Listening should be for conversations about the company, product(s),
category, competitors and the industry
• By listening, you gain insights on what people are talking about & how they talk about companies and products
– What are people saying about your brand? – What are the popular topics about your brand? – Who are the advocates, detractors and influencers in your industry? – Where are the conversations happening?
@AmyHatDell
Global Marketing
Listening to conversations: free tools
@AmyHatDell
Twitter.com/Search Google.com/Alerts Socialmention.com
Idea 4: Sign up for free Listening tools if you haven’t already…
Global Marketing
Standard conversation values for engagement:
• Authentic • Personal • Transparent • Inclusive • Honest • Conversational • Educational It’s not just about being out there and participating, it’s about being authentic and bringing value
@AmyHatDell
Global Marketing
Engagement: How to get started…
Twitter • ReTweet relevant, useful content and provide comments • Reply promptly • Tweet at events with hashtag --#WBENCconf LinkedIn • Provide status update • Share business relevant content Blogs • Post a comment on relevant blogs Slideshare • Upload most recent, relevant presentation • Tweet, LinkedIn, Google+ that you uploaded presentation with link to share
@AmyHatDell
Global Marketing
Content rules – 80/20
• People more likely to do business with a friend • You need to make friends to influence people • Follow 80/20 rule: 80% to support others and
20% self promotion • Being real on social media makes 80% target
easy to reach • When you share a great article or blog post,
use their twitter name
@AmyHatDell
Global Marketing
When the social salesperson joins conversations
• One size does not fit all
– Etiquette varies
– Topics vary
– Community rules vary
– Ability to talk about your offerings varies
• Listen before you speak
• Do not join a discussion with transactional content
• Focus on adding value to the conversation above all else
Watch to see what types of posts/content get positive responses and plan your content accordingly
Global Marketing
Identifying good content to share:
• Idea 5: Follow Industry Thought Leaders What publications do you already read?
› Follow their Twitter account
› Share content from their site directly to social platforms
– Follow customers, partners and your industry thought leaders
– Follow @SmallBizLady (twitter) – Stay up to date with industry blogs
@AmyHatDell
Melinda Emerson @SmallBizLady Forbes #1 Influential Woman for Entrepreneurs, Host #SmallBizChat,
Followers: 234,321
Following: 19,326
Key Influencers: Small Business:
New York Times @NYTSmallBiz Wall Street Journal WSJBmallBiz
Melinda Emerson @SmallBizLady
Alfred Edmond Jr @AlfredEdmondJr
Marketing/Advertising:
Liz Strauss @Lizstrauss Brian Solis @briansolis
Human Resources:
Society for Human Resources @SHRM_Research
Monster @MonsterWW
Technology Media:
TechCrunch @techcrunch
Wired Magazine @wired
Social Media:
Charlene Li @Charleneli Jeremiah Owyang @jowyang
Customer Experience:
Jackie Huba @JackieHuba
Global Marketing
Online curated sites for relevant content:
Idea 6: Vary your content and keep target audience in mind Lionel Menchaca’s, Dell’s former Chief Blogger, recommendation:
techmeme
Guy Kawasaki recommendations:
Juice
My recommendation:
LinkedIn Pulse Klout Websites you are already reading
@AmyHatDell
Global Marketing
Customer Experience
Social Outreach team formed in 2006 • Tech support experts were then hand-
selected for their tech problem-solving expertise and superior interpersonal skills
• On average team addresses 5,000 posts a week in 14 languages
– 98% resolution rate – 50% ranters to ravers conversion – Team proactively developing helpful
content based listening and engagements
• Idea 7: Listen to your customers to determine relevant content needs @AmyHatDell
Global Marketing
Increasing fans and followers:
• Idea 8: Adopt a relationship mindset. Just as you do with your friends, engage fans and followers in meaningful ways
– Keep asking questions – Create virtual projects
› Brainstorming for a campaign or raising $$ for disaster relief
– Celebrate follower activities & achievements – Add value
› Give sneak peeks, exclusive content and special promotions
– Complete the circle › Tie off the communication: Thank them for reaching out and ask if
you can be of additional assistance
@AmyHatDell
Global Marketing
• First step to controlling your online identity and defining your brand
• You have 8 seconds to capture their attention
• Ensure your profile is complete—it is not a resume.
Complete your LinkedIn profile
DID YOU KNOW? LinkedIn estimates you’re up to 40X more likely to turn up in a search if your profile is complete
@AmyHatDell
Global Marketing
Build stronger relationships by bridging social & in-person
• Idea 9: Take advantage of in-person interaction to deepen relationships • Events are powerful opportunities to build relationships • Recommended tools: Twitter & Slideshare
– Offer inside access by “live-tweeting” during the event & use hashtag – Join conversations to share your thoughts and opinions – Connect with influencers attending or covering the event – Post-event, share presentations on Slideshare
@AmyHatDell
Global Marketing
Networking at events
• Ask people you meet if they are on Twitter or LinkedIn
• Follow on Twitter and send LinkedIn connection requests quickly
• Include your Twitter handle and LinkedIn URL on business cards
• Use social media to continue relationship building after the event
Global Marketing
No single measurement for social media success • Idea 10: Select key performance indicators based on your objectives
@AmyHatDell
Influence Ex. # page likes,/shares, external RTs, #
of subscribers
Advocacy Ex. Message delivery, sentiment,
recommendations
Insights Ex. Cost savings over focus
group/surveys, campaign insights, competitive insights
Awareness Ex. Monthly gross impressions, # of
fans/followers
Engagement Ex. Total interactions, # fan
photos/videos, % engaged on page, comments/posts
Support Ex. Questions answered, # of avoided
support calls
Global Marketing
Social Media data is vast
@AmyHatDell
Get Organized:
• Determine relevant media for key performance indicators
− Facebook, Twitter, Blogs, Message Board, Forums
• Decide on data collection process
− Web crawler, API, screen shots, exports, etc.
• Define cadence
− Real-time feeds, daily reports, weekly analysis, monthly scorecards
• Measure Impact − What influence will improvements
have on business goals
Global Marketing
Types of success metrics aligned with goals
@AmyHatDell
Reach
Social Impact
• visits, pages viewed, navigation paths, links clicked
Influence
Customer Impact • likes, re-tweets, sentiment, forwards, membership
Outcome
Business Impact • sales inquiries, new business leads, customer loyalty
Global Marketing
Top Ten Ideas:
Idea 1: Write up a plan Idea 2: Tie social media to your business and customer objectives Idea 3: Identify and target your community Idea 4: Sign up for free Listening tools if you haven’t already… Idea 5: Follow Industry Thought Leaders for content inspiration Idea 6: Vary your content and keep target audience in mind Idea 7: Listen to your customers to determine relevant content needs Idea 8: Adopt a relationship mindset. Just as you do with your friends, engage fans and followers in meaningful ways Idea 9: Take advantage of in-person interaction to deepen relationships Idea 10: Select key performance indicators based on your objectives
@AmyHatDell
Global Marketing
Top Ten Questions Executive should ask:
Question 1: How will social support my business goals? Question 2:What is the conversation volume and sentiment about my business, products or services? Question 3: Which online communities are important to my business and is my team involved in those conversations? Question 4: Are there other technology conversations taking place that my team should be a part of and if so where? Question 5:Are there specific content gaps or customers questions that aren’t getting addressed? Question 6: Who are my industry’s Influencers? Question 7: Which of my customers are online? Question 8: Am I connected with our most important customers online? Question 9: Have I identified subject matter experts on my team to connect with those influencers? Question 10: Am I taking advantage of customer feedback and insights via social media?
@AmyHatDell
Global Marketing
Make time for social media
@AmyHatDell
• Add 30 minutes to your calendar 2x a week to listen or engage in social media
• Don’t go overboard – just start with 1-2 platforms
• Download social applications to your phone
• Find a social media mentor
• After a customer meeting, thank the customer in social media
• Use relevant hashtags to connect with event attendees, speakers, etc.
top related