SOCIAL MEDIA MARKETING Making the most of your resources Vaikutustoimisto Zipipop Freud Ltd 16 October 2013
Social Media Marketing – Making the most of your resources
Jan 20, 2015
Social media marketing presentation aimed at entrepreneurs.
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SOCIAL MEDIA MARKETINGMaking the most of your resources
Vaikutustoimisto Zipipop Freud Ltd16 October 2013
Who’s talking?
2013
We unite social media together with communications and social collaboration to help companies get the benefits of social business.
Zipipop Freud — combining social media & communications
react fast when opportunities arise
work and collaborate better together
create content that answers clients needs and questions
Some of our clients
WHAT IS SOCIAL MEDIA?Sharing, discussing, and interacting around content in social networks.Richard von Kaufmann 2013
What’s the big deal?
salesforce.com, 2011
• Use social networks
• Buy even more online
• Provide more feedback
• Read and create product reviews
• Trust in advice given by people online
• Like to connect with like-minded peers
• Expect a better customer experience =
What do social customers do?
The marketing landscape has changed
Proactive
Scheduled campaigns
Latent
Engagement timeunknown
“SEARCH ENGINE COMMUNICATION”Timo Nurmi 2013
Reactive
Responding in the moment
Proactive Latent Reactive
Online
(needs & desires people search internet / ask questions in about in
social media)
Social
(media discussion – particularly social
media)
Traditional
(campaigns, press releases, etc.
Why should we care?
1) Stimulus: need or desire 2) Moment of Purchase:
Which product or service will I choose?
3) User Satisfaction:
Maybe share opinions with a few friends
TRADITIONAL PURCHASE CYCLECreated by combining:
• Google’s Zero Moment of Truth
• McKinsey’s “The Customer Decision Journey”
57% of the B2B purchase process is complete online.
http://www.google.com/think/articles/b2b-digital-evolution.html
3) Moment of Purchase:
Brand selection made after filtered out initial selection during internet / social media journey
4) User Satisfaction:
SOCIAL MEDIA POWERED PURCHASE CYCLE
1) Stimulus: need or desire
2) Search the Internet Look for reviews, ask questions in social media, etc
If the experience is good they will buy from the brand again, and maybe share feelings in social media networks.
VIRAL NETWORK EFFECT
Cost of Missed Opportunities
What you would like to hear…
IT’S SUPER EASY & CHEAPJust set up a blog and a Facebook / LinkedIn page, and get a trainee to share a few posts every week.
Better than nothing, but let’s rewind and go deeper.
ONE TO MANY – BROADCASTING
CC: http://mertzformadison.com/wp-content/uploads/2013/02/rko.jpg
many to many
open
&
searchable
closed
&
hidden
one to one
SOCIAL MEDIA CONVERSATIONS
DON’T SHOUT AT ME
CC: http://www.flickr.com/photos/spereira/3567328982
CC License: http://www.flickr.com/photos/mindaugasdanys/3766009204
TALK TO ME
CC License: http://www.flickr.com/photos/gudmunda
Behave like a friend
FRIENDS• Listen carefully and sincerely
• Try to help whenever they can
• See each other as equals
• Enjoy each other’s company
• Are open and frank
ENGAGING
Listen EngageDiscover
Before you can start influencing in social media you need to start listening.
EASY LISTENINGFree monitoring tools for tracking social media discussions
Brand Friend: Friendship Growth
Awareness Acquaintance
Friendship Intimate
ViralGrowth
Community driven
Brand Friend: Friendship Growth
Awareness Acquaintance
Friendship Intimate
ViralGrowth
Community driven
social media strategy
Brand Friend: monitoring
Awareness Acquaintance
Friendship Intimate
Unaware Anger
Indifference
ViralGrowth Deterioration
Community driven
Avoidance
Brand Friend: reacting quickly
Awareness Acquaintance
Friendship Intimate
Unaware Anger
Indifference
ViralGrowth Deterioration
Community driven
Avoidance
Without content there is no social media
Community driven
SEO (findable)
Valuable Content
social media (sharable)
“Content Marketing”relevant, useful, entertaining
“VALUABLE” CONTENT AT WORK
share to a wall
shared on company wall (240 likes)
share to own wall(450 friends)
3 likes(with more than 1,500 friends)
Shared to their own wall(300 friends)
2 likes and 1 share(with a total of more than 1,000 friends)
15 likes
A total of nearly 27,000 people were reached
GIFTING
One step at a time
MAIN SOCIAL MEDIA CHANNELS
Initial:
• Facebook Page
• Blog
Later:
• SlideShare
• YouTube
• Google+
Concentrate on one account at a time and do it properly; however, you should also reserve your brand name in other accounts.
The process of finding out what kind of content is valuable to your community can take a long time.
Growing your community
YOU CAN’T AFFORD TO BE SHY
GOALS• What are you trying to achieve?
• What resources do you have?
• How will you know you are being successful?
http://www.flickr.com/photos/barretthall/4039775568/
The aim of of all social media activity is influence decisions, or take action.
Give people reasons to link back to your content and site.
By cross-linking between social media services you increase exposure and improve search results.
Landing page
LINKING BACK TO LANDING PAGEBasecamp
LANDING SITESF-Secure event landing page for the Mobile World Congress.
http://mwc.f-secure.com/
What kind of content should we create?
THEMATIC CONTENT SCHEDULESome things can be planned for (e.g. seasonal events), but otherwise it is fairly pointless to try and create specific content too far ahead.
Instead share the work amongst colleagues based around themes.
Appoint a Community Manager to nudge contributors now and again.
Here is our 1/3 suggestion:
Entertaining (useful & funny
content related to your industry)
Daily Diary(interesting things the company has been up to: new
product launches, recruits, etc)
Strategic(content that is designed to get people to take
action on specific goals and build
thought leadership)
EXPERIMENTINGInnocent Drinks Communities Manager:
• Social media is at a basic level just talking to people in a natural way
• We have always encouraged people to get in touch (even on packaging)
• Learning as we go, and willingness to admit to cock ups
• Experimenting with ideas and find what the right mix of content is
http://www.marketingmagazine.co.uk/article/1134020/innocent-tops-social-brands-100
Plan – Do – Review – Repeat (what works)
Strategy is making decisions
FOCUS NEEDED
Available resources
Available resources
Everything you would like to promote
QUALITY, QUALITY, QUALITY!You can’t shine sh*t!
Social media can help promote quality.
But it also exposes problems.
No more hiding behind a bunch of customer support telephone lines hoping the bad news will stay under the radar.
http://scheincommunications.com/turd-polishing-the-deadly-new-trend-in-content-marketing/
ONE THINGDirect focus onto 1 (max 3) things you can genuinely claim to provide at a world class / national level.
What do the top social brands have in common?
PLENTY OF ATTITUDEBrands that do particularly well in social media have a consistent “attitude” across many channels.
This attitude guides their tone-of-voice and the content they create.
WHAT IS ATTITUDE?The easiest way we can express our values is to demonstrate:
• What are we for?
• What are we against?
ATTITUDE = VALUES IN ACTIONRami Saarela 2013
Are your values aligned?
BIG COMPANIES NEED ASSISTANCE
Zipipop Freud has models for helping organizations align values, target groups, agendas, personas, attitudes, and perceptions cross hundreds/thousand of employees.
TAP INTO PERSONAL PASSIONS• Social media rewards authentic interesting
voices
• It’s a conversation with equals
• Tap into your natural interests and personality
• Select content with defined associations, e.g. innovative, creative, accessible, etc — but make sure you can live up to them
• Reach out to related communities
• Learn from others but find your own path
Some practical tips
A focused topical blog can be used to claim your space as an expert in the field.
START BLOGGINGReach out and inform your community about what you are doing.
BLOGS• Good for telling your story
• Personal channel to the customers
• Natural way to participate and guide the public debate
• Increase the visibility of the company on the internet (search engines)
• Invite colleagues and guest writers
FACEBOOK PAGE• Start your Facebook Fan Page
• Invite your friends
• Customize your page
• Convert your existing network friends into Likes
• Engage and reward
• Advertise with Facebook ads
• Analysis the statistics
http://www.facebook.com/pages
KEY MEASUREMENTSThere are many ways to analyze a Facebook Page
Followers
Talking about
Comments Likes Shares
Number of clicks
Paid reach
Fan growth
Organic reach
FIND OUT WHO YOUR FANS ARE
LINKEDIN• Popular with business professionals
• Use the products and services features
• You can also update your status to keep visitors informed
• Note: Discussion groups are hard to make work and require active moderation.
TWITTER• Build up your network by following
others.
• Share links to interesting internal and external posts, e.g. news and articles.
• Give thanks
• Discover and share other people’s tweets
• Observe how people you admire use Twitter
• Keep a log of things to tweet
GOOGLE+
• Powerful media content sharing facilities — particularly video
• Easier editing of posts
• SEO advantages
• Also for internal communication
BEFORE SETTING UP A CHANNEL ASK:• Who will maintain it?
• Content plan — what and when?
• Who produces the content?
• Process for posting?
• How to market it?
• How many members do you expect to get?
• How to measure the benefits?
LINKING INSIDE MAIN WEBSITE
Blog
“The best consumer companies at social media on an average spend double of what the worst companies do; but the leaders are nearly four times more likely to get a positive return on their social media investment.” TCS Report Mastering Digital Feedback with Social Media October 2013
Planning for the future
CATCHING THE SOCIAL WAVES
http://simple.wikipedia.org/wiki/File:Oahu_North_Shore_surfing_catching_wave.jpghttp://www.mesurf.com.au/technique_beginner_greenwave.aspx
The social media team needs to be ready to react quickly to catch the social media-powered waves of interest.
IMPROVISATION — reacting in the moment to amplify the positive and reduce the negative
PRIVACY CONCERNS
REACTING MATRIX
More than marketing
BEYOND MARKETING
“Companies with broader benefits from social media are more likely to have a large internal ‘social circle’ with multiple functions working closely together on social media.”TCS Report Mastering Digital Feedback with Social Media October 2013
Customer Care
Marketing& Coms
HR / R&D
Social Media Centre of Excellence
RULES
GUIDANCE
SUPPORT
Customer support is marketingHappy customers tell a few friends.
Unhappy customers tell many more.
On average users have around 150 friends in Facebook
Reach out through social platformsCustomer support can be provided through existing social media services.
Go to where your customers already are.
• Responded quickly
• Gave direct help
• Made customer happy
• Customer gave service feedback
• 3 people Liked the discussion
COMMUNITY SUPPORT
F-Secure provides open community support via a Lithium App — as the issues can be personal and complex.
Social GravityBuild emotional density
http://danielgoodall.com/2009/04/27/social-gravity-and-emotional-density/
Zipipop Freud has been helping with their Social Media Academy to increase range of employees engaging online.
What’s the most powerful thing you can do?
“Industries with greater benefits from social media are more likely to sell products and services that consumers are passionate about.” TCS Report Mastering Digital Feedback with Social Media October 2013
TAP INTO CONCERNS / EMOTIONS
http://en.wikipedia.org/wiki/Zappos.com
Innocent’s clear and likable story allowed them to grow rapidly and be bought by Coke
Story Telling• Narrative is a fundamental way we
make sense of the world.
• More than ever organizations need a compelling story to stand out from the crowd.
• Social media channel for telling your story
http://www.sxc.hu/photo/103262
Telling your storyThrough the social media channels communicate:
• Why you are remarkable
• What you stand for
• Who you are
• What are your goals
• What’s happening now
SHADOW ELECTION Overall 100,000+ Facebook Fans
and in just 5 days:
•Over 17,000 Likes
•Over 18,000 People Talking About This
•Over 550,000 people reached.
www.realitycreatingmedia.com
How should I behave?
SOCIAL MEDIA MAIN GUIDELINESFollow these and you will be fine:
• be authentic (be yourself)
• seeking permissions
• avoiding offence
• giving credit
• asking questions
• check with a colleague
• if in doubt, don’t post
lamunecadelasonrrisaalegre.blogspot.com
Plan – Do – Review
facebook.com/zipipop linkedin.com/company/zipipop
slideshare.net/zipipop sosiaalinenmedia.com
Richard von KaufmannCo-founder & PartnerHead of Social Media & CollaborationTel. +358 45 11 222 73Email: [email protected]
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