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THE MOST FUNDAMENTAL ROLE OF SOCIAL MEDIA IS LISTENING
SIMON J. RYAN Business Marketing Specialist@simonjryan
BrightTALK Webex – 8th November 2012
DisclosureUnless stated otherwise any opinions expressed are those of Simon Ryan. They
should not be viewed as indicating any guarantee of return from an investment
managed by Aviva Investors nor as advice of any nature.
Aviva Investors Global Services Limited, registered in England No. 1151805.
Registered Office: No. 1 Poultry, London EC2R 8EJ. Authorised and regulated in the
UK by the Financial Services Authority and a member of the Investment
Management Association.
This presentation is intended for discussion only. The views expressed accurately
reflect the personal views of the author, Simon Ryan.
The author has not and will not receive any compensation for providing a specific
recommendation or view in this presentation.
Relevance
Reporting and analysis
Conclusion
Action
Questions
Agenda
Decision makers have no time to- Take sales calls
- Respond to ads or direct mail- Go to events
Interruption marketing no longer
works
60% …of the way through the purchase
decision before engaging supplier sales
reps
Relevance
Source: CEB Marketing Leadership Council, March 2011
The average B2B customer is…
41%… of consumers who use social media are
actually
influenced by positive and negative
comments
about brands and companies on social
media sites.
Relevance
Source: YouGov, April 2012
The number of people that choose to
communicate using social media are
measured in the 100s of millions
Source: Wikipedia, April 2012
million users500
Source: Quora, January2011
million users490
Source: Quora, January 2011
million users175
Source: VK website, August 2012
million users124
Source: Wikipedia, November 2011
million users160
100
480300268
Source: Wikipedia, November 2011
So we monitor and report
on our content based
marketing strategy
Web Traffic
Sales
Conversion Rates
Content Performance
Leads QuantifiableTime Based
Reporting
Reporting
But we need analysis that
helps
us to understand how to
optimise
our content.
Analyse the verbatim of social media posts to identify topics important to you and your customers
Analysis
Sentiment
www.metro.co.uk/olympics/907250-twitters-olympic-mood-beamed-to-world-from-edf-energy-london-eye
Combine social media insight with all the other data you have collected into a single view of those topicsDifferentiate what is trending in that data now and what are long term/fundamental themes that are important to your clients using time series analysis
Analysis
Understand your clients buying process and annual timetable of activities
• People talk about brands and what they say affects
sales
• Social media enables consumers views to reach
beyond their immediate networks
• Having an increased effect on sales
• Their use of social media allows us to track and
measure what is being said
This information should drive how we engage in the
conversation
Conclusion
Feed what you have learned back into your search criteria – search according to what is important to the people searching you
Prioritise what content improvements can be tackled now according impact or available resources – and address them
Monitor the improvements you have made and the low priority topics you are yet to tackle
Action
Thank you
Simon J. Ryan
Mobile +447 446 119 778
E Mail
simon.ryan@avivainvestors.com
Twitter simonjryan
My blog
http://simonjryan.blogspot.co.uk