Post on 13-May-2015
transcript
Why Social Media?
Why Social Media?Customer Service
Market Research
Communication/Brand Management
Lead Generation
“Thought Leadership”
Customer Service
Comcast has found a way to offer exceptional customer service to their consumers, but the thing that really makes them stand out is how well they monitor discontent. Complain about Comcast and you can bet you’ll hear from @comcastcares to see if they can help.
Market Research
LinkedIn has a section where users can ask questions.
Chad Moutray, chief economist for the U.S. Small Business Administration, uses this feature to ask questions related to his work on small business. One of his questions got over 1,000 answers (yes, that number of answers is unusually high).
Communication/Brand ManagementSocial media isn’t only about using existing websites, but sometimes creating your own. To get a better handle on consumer feedback, Starbucks did just that with “My Starbucks Idea”The site allows users to submit suggestions to be voted on by Starbucks consumers, and the most popular suggestions are highlighted and reviewed. By empowering their exceptionally web savvy consumer, Starbucks strengthens their campaign to add a personal touch to coffee.
Lead Generation
HubSpot provides the information that is relevant.
HubSpot generates leads by providing webinars, white pages and blog postings to users for free. All users have to do is fill out a contact form with their needs and they get the keys to the castle. The trick here is creating content that is relevant and fresh so users will do a lot to get it.
“Thought Leadership”Trusted advisers & thought leaders are more likely to get the sale: According to Brian Carroll in his book, Lead Generation for the Complex Sale, a 2002 research report found that salespeople that had reached the status of "trusted adviser" were 70% more likely to come away with a sale. Thought leadership marketing help organizations position their business development and sales personnel in the position of trusted adviser throughout the lead nurturing process
Social Media Tools
Social Networks
Pros• Free• Unlimited Content • Critical Mass• Viral Nature• Effective, inexpensive
advertising• Business Division • Classifieds• Events• Key Demographic
Cons• Constantly Changing• Users can block you• Advertising is still touchy • Undefined social norms
Insidefacebook: 45% of the social network’s US users are ages 26 and older, and nearly 25% are over age 34.
Social Networks
Pros• Free• Professional Demographic• Viral Nature• Connections • “6 degrees” theory visually• Events• Smaller size = Bigger impact• Applications
Cons• Contacting Block if Not
Connected• Expensive Advertising• Less User Frequency• Undefined Social NormsNearly 60% of users have incomes of $93,000 or more. Executives with an average income of $104,000 make up 28% of the 2,000 random users polled for the study. Another 30% are self-identified “consultants” with an average income of $93,000.
Those with incomes between $200-$350k were seven times more likely to have at least 150 connections than lower income users.
Social Networks
Pros• Free• Completely Customizable • Critical Mass• Topical • Events• Applications• You Control and Write All
the Rules
Cons• Specialized• Not Viral• Ineffective Advertising• Anonminity• Smallish
Microblogging
Why?• Level Access to Influencers • Very Social• Conversation Monitoring• Topical • Real Time Couponing• Passive Chatting• Comcast Cares, Dell Outlet• Meet Cool Tweeple (not a
word)
Tools for Success• Twitter Search• TweetDeck• HootSuite• Twellow• Mr. Tweet (.net)• twtQpon (Worst Name)• Tweetoclock• Tweetlater• Twitterfeed
Bonfire Optimization
Monitoring – Keyword, Industry Relevant Targeting, Brand Management, Prospecting, Lead Generation
SMO – (Social Media Optimization) Demographic Prospecting, Community Integration, Communication Automation, Website Optimization/Blog Integration
SEO – (Search Engine Optimization) Keyword Profile Development, Website Optimization, Title, Meta, Description Optimization.
Monitoring Visually
Monitoring Dashboard
SMO Visually
SEO Visually
+ Recruitment