Social medias and business : Setting up a strategy

transcript

Author Jean-Francois MESSIER

How can social media increase

your business success?

This document is part of “Social Media and Business” series by JF MESSIER

1. Start with the core 2. Frame your business social media strategy 3. Establish business goals 4. Choose your channels wisely 5. Design your business special media approach 6. Measure

business social

media strategy

Start with the

of your

planning for social media are

and a clear understanding of your

of your strategic

is first and foremost

What do you

want to

accomplish?

Who do you want

to reach?

If you are not

sure where you

are going,

If you are not

sure where you

are going,

…you won't be able to bring your

customers on this journey either.

your business social media

strategy

Your is framed

by the way you deliver

Your is framed

combines these two things.

Build an audience with , and use it to

develop a premium offer for

is framed by the way you deliver

Realize that the social media

success equation isn‟t big moves on

the chess board, it‟s little moves

made every day, that eventually add

up to a major shift.

Jay Baer

#3 Establish business

Write down goals

Increase sales

objectives Translate goals into

Grow through social media Viewers : 200 000 Downloads : 10 000 Followers :50 000 Requests for proposals : 1 000 New customers : 500

pecific

easurable

chievable

ealistic

ime-bound

objectives Define

There are

many !

Social media wheel – JF MESSIER - 2011

There are

many !

There are

many !

There are

many !

There are

many !

There are

many !

There are

many !

and there is no one

size fits all

or "off-the-shelf“

solution

use the tool

that work

for you

Invest Where

Customers Are

“My company

should be on

« ”

“My company

should be on

« ”

is one of the more

things

said about

social media

Done in the last month

0% 10% 20% 30% 40% 50% 60% 70%

Watched a video clip

Managed social network profile

Uploaded photo online

Used a consumer review site

Used a chat room / forum

Left a comment on a website

Uploaded a video online

Listened to / watched a podcast

Edited/managed own website

Wrote news / article

Wrote own blog

Used a micro-blogging service

The media you choose depends on target your

0% 10% 20% 30% 40% 50% 60% 70%

Wrote own blog

Do you want to address many

people managing

social profiles?

0% 10% 20% 30% 40% 50% 60% 70%

Wrote own blog

Do you want to address as

many people as possible?

0% 10% 20% 30% 40% 50% 60% 70%

Wrote own blog

Do you want a pull approach to identify people interested in

your key words?

The media you choose depends on

who you are

Marketing

Upper Mgmt

who you are

are what your objectives

Sales Network to create new business

Find awesome employees

Want to know what customers say about us PR

Share to build traffic

Marketing

Share what we know

Marketing

Upper Mgmt

FIND EMPLOYEES

CREATE BUSINESS

BUILD TRAFFIC

KNOW CUSTOMERS

Different objectives require

social media tools

FIND EMPLOYEES

CREATE BUSINESS

BUILD TRAFFIC

KNOW CUSTOMERS

Different objectives require

social media tools

One single objective requires

social media tools

Use your channels to engage and drive traffic.

depend on Social media tools

you want to

which customer segment

depend on Social media tools

you want to

which customer segment

Set your

Corporate website

Facebook page

Other…

Social Marketing Compass

Social Media Marketing requires

social media tools

Widgets &

Blogs Social

networks

Traditional

medias

Champions

Tastemakers

middle

UGE Aggregation

Reciprocation

Empathy

Recognition

Resolution

Empowerment

Humanization

Honesty

Reward

Proposition

Believable

Advocates

Stakeholders

influencers

trust agents

Bloggers

Market

makers

communities

Mobile

Content

creation

Online/offline

Events

Social

dashboard

Forums &

groups

Participation

engagement

Portability

Search

engine

optimization

Sourced

Content

streams

Social media

optimization

Syndication

Promotion

Curation

Sincerity

values BRAND

TIP #5

Industrial design

User interface design

User experience

Design is the planning that lays the basis for the making of every object or system

Social Business Design

Design is the planning that lays the basis for the making of every object or system

Social Business Design

“Social Business Design is the intentional creation of dynamic and socially calibrated

systems, process, and culture” 2009, Dachis Group

Other Conversations

About Your Brand

Community On Your Site

Your Official Social Media

Channels

Three Pillars of Online Community

Microblogs

Forums

Images

Mainstream News

Other Conversations

About Your Brand

Learning Center

Answers

Profiles

Groups

Facebook

Twitter

YouTube

Slideshare

Flickr

Channels

How Do These Communities Intersect?

Microblogs

Forums

Images

Mainstream News

Other Conversations

About Your Brand

Learning Center

Answers

Profiles

Groups

Facebook

Twitter

YouTube

Slideshare

Flickr

Channels

Share with Your

Network

Embedded YouTube

Social SSO Become a

Make your Website Social

Incorporating All Three Pillars

Broadcast

outdoor

Networks

Communities

Microblogs Banners

Microsites

Search

Low engagement

High engagement

Social media marketing is

only one part of the equation

Legal Supply chain

IT Corporate

Distribution R&D

Product development Manufacturing

Etc… Business functions

(that can be socialized)

Metrics should /Period

nvestment

= A more realistic way to access

Digital action

Digital inter-action

W.O.M.

Recognition

More Sales

eturn n nteraction

eturn n nfluence

eturn n nvestment

= Measure the Social Media

Business Metrics

Social Media Analytics

Engagement Data

Digital action

Digital inter-action

W.O.M.

Recognition

More Sales

Clicks – fans – Followers – views – RTs – Check-

ins – traffic – frequency – audience - downloads

Share of voice – WOM – Resonation –

Support response - insights intake

Revenue – Loyalty - CSAT -

Reputation

Business Metrics

Social Media Analytics

Engagement Data Clicks – fans – Followers –

views – RTs – Check-ins

Share of voice – WOM – Resonation –

Support response - insights intake

Revenue – CSAT - Reputation

A mistake is providing „engagement data‟ to executives, instead focus on business metrics.

Community Managers

Business Stakeholders

Business Executives

http://swixapp.com/public/148/reporting/?date_range=1m

Analyse and optimize through Social Analytics

Synthesis

Establish

: pecific,

easurable, chievable, ealistic, ime-

your strategy : free/paid, now/later

wisely

your approach

: Return on interaction,

Return on influence, Return on investment

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Bibliography

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Author: Jean-François MESSIER Global New Technologies Director at Mercuri International Email: jfmessier@mercurifr.com

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