How to build a social media strategy? Sean Singleton.

How to build a social media strategy?

Sean Singleton

• Social Commerce• Workshop: How to build a strategy

• Building a business case• Common mistakes• How do we avoid them

• Tips & Trends• Summary

Social Commerce

Social Media on E Commerce Platforms

E Commerce on Social Platforms

6 Social Media Tools

Facebook commerce is selling to FANS not consumers

It can be selling ON Facebook or selling

WITH Facebook

Use F Commerce for retail events

Experiment and explore

opportunities to learn from your fans

This is a workshop!

Building a

business case

Social Networks are the Most

Popular Activity Online

1 in 5 online minutes spent on SN, Up from 6% in 20071 in 5 online minutes spent on SN, Up from 6% in 20071 in 5 online minutes spent on SN, Up from 6% in 20071 in 5 online minutes spent on SN, Up from 6% in 2007

Source: comScore Media Matrix, Worldwide, March 2007 – October 2011, “It’s a Social World,” Dec 21 2011

Social Networks are the Most Popular Activity Online

EC

The Social Media Universe is expanding

The Social Media Universe is Expanding

15MM+ users

135MM+ users

51MM+ users

15MM+ users

62MM+ users

232MM+ monthly active users

115MM+ subscribers

20MM+ blogs

6MM+ users

800 MM+ monthly active users

230MM+ users 2MM+ users

500K+ users

800MM+ monthly users visit site

More people on more social networks than ever beforeMore people on more social networks than ever beforeMore people on more social networks than ever beforeMore people on more social networks than ever before

Source: Official and Estimated statistics. Facebook, YouTube, Zynga, Twitter, LinkedIn, Groupon, Flickr, Tumblr, Instagram, Foursquare, Pinterest, scvngr, Path, Google+ SlashGear, TechCrunch / Comscore, FastCompany, Oink: TechCrunch, GetGlue, Foodspotting: Soraya Darabi’s LinkedIn

100K+ users

2MM+ users

2MM+ users

1.5MM+ users

EC

Social Networks

Now Reach 82% of the World’s

Internet Population

That’s 1.2 billion peopleThat’s 1.2 billion peopleThat’s 1.2 billion peopleThat’s 1.2 billion people

Social Networks Now Reach 82% of the World’s Internet Population

Source: comScore Media Matrix, Worldwide, March 2007 – October 2011, “It’s a Social World,” Dec 21 2011 EC

Social Networking is growing in every single

country

Total time spent on all regions grew by 35%+ in 2011Total time spent on all regions grew by 35%+ in 2011

Social Networking is Growing in Every Single Country

Source: comScore Media Matrix, Worldwide, March 2007 – October 2011, “It’s a Social World,” Dec 21 2011 EC

Google + is growing fastest than other social

network

Google+ is Growing Faster Than Other Social Networks

67 million people have visited Google+67 million people have visited Google+67 million people have visited Google+67 million people have visited Google+

Source: ComscoreSource: Leon Haland, Google+ calculations by Paul Allen, comScore, MySpace, Twitter, Facebook, LinkedIn

Time to reach 50 million users (estimate)

EC

The web is a massive part of our lives.

And social media accounts for significant

portion of web usage

The conversation is already happening.

Opportunity to gain an competitive

advantage.

Helps drive growth.

It is now a must-have for corporate marketing.

Improve your search rankings

What are the most

common mistake

s?

Rush to action

without a plan

Rush to action

without a plan

• Hasty decisions & knee jerk reactions

• Tactical approach

• Focus on wrong objectives or platforms

• Failing to understand requirements & resources

Measurement.

• Defined and measurable objectives

• Metrics that tie into those objectives

• Tools & knowledge for tracking metrics

• Ability to translate online actions to business results

ContentNeeds to

be engaging

ContentNeeds to

be engaging

ContentNeeds to

be engaging

Require planning

Require approval

Often not given proper consideration

Failure to Engage

Failure to Engage

Engagement

hurdles

Social Media is about

listening & interacting

Limited Reach

Limited Reach

Social Media only really

works with large (ish) audience

Process of building a network is

often overlooked

Without reach, there

is no ROI

How to avoid the

most common

mistakes?

Goals

Platforms

Engagement

Reach: How will you promote your programme

Resources

Resources

• What is needed?

• What will it cost?

• People, process, assets, tools, etc

Metrics

Tips & Resources

Learn

Learn with monitoring tools80

Paid services provide monitoring

81

From Radian 6

Other providers

BrandWatchBuzzmetrics CymfonyDow Jones Scout LabsTechrigy/AlterianVisible Technologies

If objective awareness then focus on:

• web traffic• web traffic referrals• search volume trends• followers, fans, friends• social mentions• share of voice

If objective sales then focus on:

• web traffic• time spent on site• bounce rate• content acceptance rate• followers, fans, friends• social mentions• share of voice• social connectivity within sales funnel

If objective loyalty then focus on:

• time spent on site• repeat visits • content acceptance rate• followers, fans, friends• repeat social mentions• share of voice• recommendations & ratings• social connectivity within sales funnel• customer service metrics• net promoter score

Focus relationships not technologies

Transactional

OccasionalImpersonalShort-term

PassionateConstantIntimate

Loyal

Summary

Mulţumesc!

[email protected]@paulpingles