Social media fool or cool?
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Social media fool
or cool?
@michaelleander#michaelleander
facebook.com/michaelleandernielsen
Pinterest.com/michaelleander
Email: [email protected]
The purpose of marketing is to acquire, convert,
sustain and grow customers whom then in
turn will attract other customers through
referrals
Your web presence will become the front and center of your marketing activities
Thin
Which problem are you solving?
10
Is this what social media
[marketing] is all about?
11
Is this what social media
[marketing] is all about?
It is about the
conversationIt is about the
conversion
Experience leads to
retention. Retention pays my rent!
Earn the admiration of
my peers & that’s what
matters
13
Social Media
is COOL
14
95% of
social
media
activities
#FAIL
Marketing - especially social business - has become about how to operate the various platforms – not the WHY,
WHERE, WHEN, WHAT, HOW MUCH
16
Tactical vs. the right plan!
Where should you be and
why?
DIRECTION- purpose- strategy
- tactics
- execution
- measure
18
Social media: 90-9-1 rule of thumb• 90% will only consume content
• 9% will engage periodically, but only when the conversation strikes them as interesting
• Less than 1% is the engaged audience driving the conversation in your social community. They support and provide value for the community to read, hear, view
Short vs. long term effect and impact on cash-flow in social media marketing
What is SOLOMO?
The biggest change is what?
Touch is
the biggest change
Touch will change the game completely
Which reads the most words per minute – the eye or the ear?
2.500 words per minute 125 words per minute
People talk about pictures, share them, LOL at
them
Welcome to the picture economy
Now @michaelleander wants us to take pictures at #michaelleander
See pictures from
the session here
Picture economyPhotos goes viral if they
are fun
Include USP’s and URL’s if
possible
Stir an emotion
Good ‘ol AIDA
A = Attention (Awareness)
I = Interest
D = Desire
A = Action
Attention
Interest
Desire
Action
Make sure the message is somewhat
relevant to the brand / offering
Which of these brands have most likes?
Source: Socialbakers.com, 19 December 2012 at 06:01
Likes: 1.086.658 Likes: 695.996
Best engagement rate
Nokia Pakistan Zong Pakistan
Engagement rate
0.020%Engagement rate
0.483%
Think about
top, mid and
end of funnel
and focus
ferociously
on the end
goal, short
and long
term
37
Bottom of funnel is where the action takes place –
engagement need to drive your audience towards
the bottom of the funnel
• http://blog.campalyst.com/wp-content/uploads/2011/10/Conversion-funnel-21.pngThis is
where the fun is >>>
Tabs = Prime real estate
use it
Only 20% of your likes ever see your page again. Everything
happens in the stream
Tip: Frequency and
overcoming Facebook EDGE
• Only 6-14% of your ”likes” see your posts
• The lifetime of a post is only 3-4 hours
>>> Post 4-12 times each day
>>> Differentiate posts
– Text only
– Photos only
– Your own content vs OPM – Other People’s Content
• Use Facebook Insights or other analytic tools to monitor your progress on a daily/weekly basis
No more
Hey days
time for
Pay days41
VS.
Romy [ROMI] Ruth [ROT]
ROT = Return on Time
More people?
More channels
More details
More numbers
More money?
ROT Problem
The average time spent on a task before being distracted or switching
to another is only
3 minutes 11 seconds.
Your target prospect is exposed to
6000 advertising messages every
single day
Short attention span, loads of intrusion- how do you cut through the clutter?
Brain filter
Do I know you?Do I need you?
Can I trust you?
Unique passionateemotionalauthenticfocused
interactivemeaningful
…
Unique ideaTarget audience
alignmentStorytelling Insane press coverageHuge increase in
awareness and preference
http://edition.cnn.com/2009/TRAVEL/01/12/queensland.australia.hamilton.island/
Life’s a beach ! Dream job in Hamilton Island, QueenslandSalary AUS 100.000
Social engagement can change perception
Samsung Apple
Nokia
Key trends changing buying behavior
Changes in buying behavior impactsthe sales cycles tremendously
OTS* high to get a reaction
No sex on the first
date
*OTS = Opportunity to see
Referral & recommendation
Latency increase
incubationtime
Transparency & trust
Relevancy
Significant changes in the age of discovery
Customer intimacy
Multichannel mix
Immediacy
Influence revolution
57
Now &
The
Future
Conversation age
New age of discovery
The ways to share content, influence
and opinion have exploded
59
CONVERSATION ECONOMY
60
61
234 shares
236 likes
29 comments
http://www.facebook.com/photo.php?v=10151154036701039
Proven
ingredient
formulae for
viral marketing
– learn how to
start spreading
the news
62
What you need to know to
create a viral campaign
How to create a viral video
Tactical break
Twitter test of wording
Which Tweet was most effective?
Is marketing your game? Come join us on the Facebook page for learning & laughs
https://www.questionpro.com/a/showReportTab.do?surveyID=3321214
Best Facebook post this week (most shared), go see it here
See what we are talking about over on Facebook today
A
B
C
What others saidSee the survev blog post here
Which Tweet was most effective?
Is marketing your game? Come join us on the Facebook page for learning & laughs
Best Facebook post this week (most shared), go see it here
See what we are talking about over on Facebook today
0,45%
0,37%
2,67%
The journey starts off site –make it effective
Banner
The same goes for the copy in your social media messages
About EADIM in London here http://www.eadim.com/eadim2011/?ap_id=leander
Landing page #1 Landing page #2
Which page generated most registrations?
275 conversions 110 conversions
Brilliant [accidental] content concept
Customer Experience
• Digital is a huge part of the customer experience• Your core service must be flawless• Sharing is here to stay
Food for thought about thecustomer experience
77
• 70% of buying decisions are based on how they feel they are being treated
• A good customer experience is told to 8 people
• A bad customer experience is told to 22 people
• It takes 10 good experiences to make up for one bad
People share their experiences – good and bad Incentivize reviews and sharing of product usage Ask your audience to be creative (video, pics, stories)
Are we more motivated to sharea good or a badexperience?
We are motivated to share by experience
81
Very motivatingNot motivating
TOP 51.Good experience
2.Other’s experiences
3.High quality brand
4.Friend’s
recommendation
5.Bad experience
Which is more important?
Content Community
Talk Service Receive
Listen
Listen
Listen
Listen
Can you find something sensible to talk about?
Your content
concept
describes
What you offer and how it fits in the buying cycle
Benefits of your offering Why your audience should
engage Which stories, content you
are going to publish Frequency, security, trust Media (video, cartoons,
articles, audio etc.) Think like a publisher, act
like the best hostess
THE MORE CONTENT YOU HAVE THE
MORE USERS YOU WILL GET.
THE MORE USERS YOU HAVE THE MORE
CONTENT YOU WILL GET.
THE BETTER YOU MATCH CONTENT AND USERS TO USER
PROFILES THE MORE USERS AND CONTENT YOU WILL
UNDERSTANDING THE DRIVING
FORCES OF COMMUNITIES
85
Rule of thumb
Talk about something of interest
http://www.michaelleander.me/blog/tourism-marketing-is-this-the-best-portugal-can-do/
Quick results – B2B case study
+ 3 interview requests+ 45 newsletter subscribers+ 3 registered for Lisbon seminar+ 1 consulting engagement+ 2 inquiries for speaking
Listen & React
• Customers engage in social media• You need to listen to the conversation and react• All the time !
Mobile apps such as Foursquare(Global), CircleTie (MEA)–mobile & creating new demands and expectations
My Foursquare message
Unexpected reply
Can you keep a secret?
Relevance
• Communicate with relevance• Profile your audience• Understand preferences• What are their dreams?• What does it take to make her tick?
Failure is a big part of your success !
• Experiment with different concepts
• Test, test, test
• Be prepared to explore new, surprising ways to become successful
Getting you from where you are today – to where you want to be in 1, 3, 5 years
100
Be consumer centric and media agnostic
DIRECTION- purpose
- strategy
- tactics
- execution
- measure
102
Michael Leander is an internationalmarketing speaker. He has spoken at IBA in Karachi and in 40+ countries
Find him herehttp://www.twitter.com/michaelleanderSpeaking: http://www.michaelleander.meConsulting: http://www.michaelleander.com
Questions, Linkedin contact requests etc: [email protected]
Really new ways: Will this influence?http://archive.perhansson.com/nokia/greatpockets/
The rule of speed
Personalized with title and name
Targetedrelevant offer
Image and copy basedon life stage
• Look and feel like the markets you address• Your job is to avoid friction (trust)• Understand concerns of your market• Align your value proposition• Content is King, but data is Emperor
Meet your customers where
they are
Understand the customer buying processes and how social plays a role, if any
Mapping customer stage to media
Stage Because Convert to Best fit media Estimated cost of conversion
Awareness Responded Consideration Email newsletter
€25
Ready to buy Lead scoring Make purchase Personal call €50
Lead scoring is a new way to qualify leads (customers)
Anticipate customers need
Customer lifecycle marketing automationDifferentiated approach addresses different needs
1Pre Sale
2Sale
3 Past Sale
Pre Departure
4Departure
5 Arrival 1.
destination
6 Travel &
experience
7 Comming
home
8 Evaluation
& Reliving
9 Next
Pre Sale
Profiling and knowledge of where the customer is in the ”wheel” opens up for a coordinated and relevant dialogue before,
during and after the initial sales transaction
TransactionalBehavioralTargeted
ExampleTravel
SMS/Email
InsuranceCar rental
ExcursionsCar rental
Recommend to friends
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