olivier alain blanchard @thebrandbuilder
Oct 17, 2014
olivier alain blanchard@thebrandbuilder
How Social Media is thought to plug into a businessHow Social Media is thought to plug into a business
My Marketing could use some
of that social media!
Customer Support
Market Research
Online Reputation ManagementCommunity Management
Consumer Insights
RecruitingBusiness Development
Sales
P.R.
Business Measurement
Marketing
Education
Thought Leadership
Search/SEO Mobility
How Social Media actually plugs into a businessHow Social Media actually plugs into a business
Customer Acquisition
Lead GenerationCrisis Management
Internal collaboration
Customer Retention
Advertising
Advocacy
Event Management
Fund-Raising
Corporate Communications
The four core disciplines of Social Media Mgmt.
… are also the four phases of Social Media program dvlpmt.
Making Social Media Actually Work for Your Organization...
… starts with the right question.
Unfortunately, there are lots of wrong questions…
What if we are already doing email marketing?
Should we outsource our social media program?
What should we post on our Facebook page?
How many Twitter followers should we shoot for?
What’s a good number of tweets per week?
Do we need a community manager?
Should the Marketing department manage this?
Social media is a Marketing
function!
No. Social media is a Public Relations
function!
Everyone knows that social media is really a
conduit for digital advertising!
I think he means Customer Service.
You’re all wrong. It’s a Consumer
Insights function.
Bo-ring! Isn’t social media all about conversations and engagement with the community?
Are you serious?
Let’s start over. Unlearn everything. Start fresh.
Social Media is not just a marketingchannel, so don’t treat it like one.
Lesson #1:
Customer Acquisition
Customer Development
Customer Retention
Think beyond the now.
Customer Acquisition
Customer Development
Customer Retention
Don’t only focuson this.
Think a year from now.
Social media plugs into all of your business functions, from customer service to market
research..
Lesson #2:
Marketing PRCustomer
ServiceBusiness
DevelopmentHRCommunity Mgr.
Blogger guy
One Social Media role cannot properly serve all of an organization’s needs.
Social Media Strategy?
Properly deployed Social Media looks like this:
Community Mgr.Blogger guy
BusinessDevelopment
CustomerServicePRMarketingHR
We’re all using it. It fits nicely everywhere.
Lesson #3: Don’t over-think it.
1. Use social media to learn everything you couldn’t 6 months ago.2. Use social media to be more useful than the other guys.3. Repeat.
Rule #4: He who creates the most refreshing value wins.
Use social media as a differentiator.
Building a page isn’t enough. Now you own it.
How hard is it to include your contact info?
How much value does this provide?
“We need to be on Facebook.”
Compare this version of “engagement” with reality.
Rule #5: You cannot buy better social media.
Social Mediais a visible extension
of who you are as a company.
It is both a microphoneand a mirror.
You can fake being nice,but it is going to be VERY hard
to keep it up every dayfor the next 20 years.
You are always onlyone *sshole away
from losing your best customer.
Social media or not.
(Hire well.)
Just because something looks cool, makes a lot of noise…
…and costs a lot of money doesn’t mean it will actually work.
Rule #6:
Zero planning.Zero planning.
Zero monitoring.Zero monitoring.
Zero response ability.Zero response ability.
Zero expertise.Zero expertise.
Zero effectiveness.Zero effectiveness.
Oh sh*t!
Rule #7: Have a plan.
Meanwhile…
Rule #8: Social media does not erase business goals.
“What are you trying to accomplish?”
Define the objective FIRST.THEN come up with the tactics.
Social media is there to serve the needs of your business.
So what do you or your clients want?
More visitors to their website?
More engagement?More mindshare?
More sales?More market share?
More exposure?
More positive press? More positive perception?
More traffic to brick & mortar stores?
More loyal customers?
Macro Objectives
As an organization, what are my most important objectives?
Micro Objectives
As a department, what are my most important objectives?
A word about Goals: Goals are not targets.A word about Goals: Goals are not targets.
Increase net new customers
Increase sales revenue
Increase net unique website visitors
Increase the number of followers
Increase market share
Increase positive sentiment
Increase positive recommendations/WOM
Increase mindshare
Attract better talent
Amplify marketing efforts
Increase customer participation
Improve reputation with investors
Set targets. Be specific. Be clear.Set targets. Be specific. Be clear.
+500 net new transacting customers this Q
+13% sales revenue YoY
+8000 net new website visitors this M
200 Net new followers this W
+3% more market share YoY
100% increase in pos.sentiment
Build your measurement methodology from these targets.Build your measurement methodology from these targets.
Don’t just focus on the usual “social media” metrics:
New Twitter followers“Likes”RetweetsClick-throughsBrand mentionsImpressions
Focus on YOUR objectives and targets.
Rule #9: Flexibility and adaptability trump expertise
Rule #10: Don’t be a clone.
What ends up working will be unique to your needs.
And finally…
A final piece of logical advice…
If you aren’tusing social media
to become a better company,you aren’t using it right.
Ways in which Social Media can help a business:Sales
Net New Customers, Increased Frequency of Transactions, promo exposureIncreased yield (average $ value per transaction), and product penetration
Customer SupportImmediate feedback and response, positive impact in public forum, cost reduction
Human ResourcesMore effective recruiting, online monitoring of employee behavior (risk management)
Public RelationsOnline Reputation Management, improved brand image via Social Web
Customer LoyaltyIncreased interactions, better quality of interactions, deeper relationship with brand,
Increased trust in brand, increased mindshare of brand, greater values alignment
Business IntelligenceKnow Everything. (No, really.)
Thank you,Brussels!!!
Learn more at smROI.net
@thebrandbuilder OlivierBlanchard.net