How to use social mediain your marketing mix
Nick Leech
Content of this talk
Why use social media in your marketing mix?
Pros & cons of using social media as a business.
4P’s of social media marketing& integrated social media.
Getting people to interact with you.
Turning followers into sales & monitoring performance.
Adding a social layer to your website.
Why should social media be part of your marketing mix?
2002 2004 2006 2008 2010 2012 2014 -
200,000,000
400,000,000
600,000,000
800,000,000
1,000,000,000
1,200,000,000
1,400,000,000
Registered users
Facebook Twitter Google+ Pinterest Instagram
Why should social media be part of your marketing mix?
http://blog.hubspot.com/blog/tabid/6307/bid/29897/21-Captivating-Social-Media-Stats-How-People-Interact-With-Brands-INFOGRAPHIC.aspx
36% of UK consumers use social media to interact with brands
39% of Twitter users have tweeted about a brand
58% of Facebook users have liked a brand
42% of Facebook users have mentioned a brand in a status update
41% of Facebook users have shared video, a link or a story about a brand
Why should social media be part of your marketing mix?How do consumers prefer to get updates from their favorite brands?
What are the Pros & Cons?
One on one relationships with customers
Position yourself as an expert
Distribute offers & deals instantly
Increased sharing & word of mouth potential
Very little direct financial investment
ProsNot a “fire & forget” option
Requires time to be dedicated to it each day
Public airing of any issues (service & technical)
Can lose control of the conversation
Cons
Which social networks should you use?
What do you want to use social media for?Top roles for social within organisations
Social is abrand awareness
channel
Social is amarketing
campaign channel
Social is acontent marketing
channel
Social is aCustomer service
channel
Social is aLead generation
channel
Social is aretention channel
Social is asales channel
Source: econsultancy.com
What do you want to use social media for?
Building a community around my brand
A new customer support channel
Driving sales and referrals
Building closer relationships with customers
& brand advocates
The 4P’s of social media marketing
Integrated social media marketing
Social media action plan1. SMART goals that are aligned to Business drivers
1
2
3
4
Business drivers Goals
• New customers sales• Revenue• Leads• Retention• Customer support• Brand awareness• Build a community
Increase sales by x%Increase revenue by x%Increase sales enquiries by x%Reduce churn by x%Reduce support tickets by x% Increase brand searches in GoogleIncrease forum comments by X/day
What to follow Specific to your company
Industry trends
Keywords
Influencers
Competitors
Channels Purpose Priority
Blog Thought leadership, engagement, linking
Twitter Headlines, engage, sales, service
Facebook Social, community, sharing, discussion
LinkedIn Engagement, networking, recruiting, thought leadership
Goals Social media metric Tools
Increased ARPU Conversion tacking, customer feedback Google Analytics
Brand Awareness # of people reached FB / Twitter Analytics
Community Building # of interactions Social Dashboard
Customer support # of issues addressed Your CRM/ support system
2. Social newsWhat are the trends to
watchto & competitors to
follow?3. The channels to use
How will each channel help you
achieve your goals?
4. Measurement-What social metric
indicates success?
-What tools will you use?
-How will this fit in with your marketing goals?
Heart Internet’s positioning one sheetWhat we want:Our aim is to create a community based around the Heart Internet brand though a single, cohesive and integrated strategy across all channels.
We will provide a personality behind the business, positioning ourselves as web hosting experts, by actively engaging in conversations with our customers and prospective customers, as well as communicating new features, promotions and prizes.
What we don’t want:We must not use social media to open up new support channels nor seek out customers complaining about their current web host to sell our services.
All conversations should be positive and remain on topic and avoid getting in to tit for tat conversations. At no times must we use the mediums purely for a hard sell.
• Instigate discussion and conversations surrounding topics associated with our target audience.
• Share useful links/resources from 3rd party websites.
• Announce new blog posts, features, promotions and prizes.
• Run exclusive campaigns and promotions.
• Personalise Heart Internet with pictures, updates and personal contact.
• Increase engagement with the brand
• Integrate other media (e.g. YouTube, blog etc.)
• Offer exclusive promotions and resources
Twitter Facebook
What makes people want to follow a brand?(Percent of respondents)
Source: http://blog.getsatisfaction.com
Getting people to interact with you
Values
Simple• Retweet positive comments
• New product/ feature announcements
• Reply to all sales enquiries quickly
• Link to case studies & testimonials
• Ask for feedback on what new features & offers they want
Intermediate• Exclusive discount codes & short term offers
• Crowd source deals
• Contact people asking for hosting & domain name recommendations
• Offer an exclusive version of your hosting
Advanced
• Integrate with an affiliate program
• Register domains directly through Twitter (use Twitter & Heart Internet APIs)
• Integrate a shopping cart in to Facebook (e.g.www.payvment.com)
Some things are easy, others take more planning
Monitoring performance
5 categories of socialmedia measurement
Visits, views, followers, fans, subscribers, brand, mentions
Share of voice, sentiment, top influences report (Radian 6)
Clicks, retweets, shares, @replies, DMs,wall posts, comments
Content downloads, webinar attendees,lead generation forms, pitches/proposals
Online sales, phone sales, in-person salesTrack repeat
business and retentionSource: http://www.socialmediaexaminer.com
Monitoring performance
Add a social layer to your website
Showcase positive tweets on your website
Is this real? Clearly a real person and tweet
Make it easy to
share
Sign up with social login
Thank youNick Leech