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Engaging Customers with
Social Media
Dr. Marouane [email protected]
050-6003304
Capsule Course
www.facebook.com/RELEVANCEWORLD pinterest.com/relevanceworld/
mailto:[email protected]:[email protected]7/31/2019 Be RELEVANT or Vanish - Social Media Engagement
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BE RELEVANTOR VANISH
2011 All title and copyright in this document are owned by RELEVANCE FZ-LLC. Do not distribute.
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13-4
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Myths
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Social Media Strategy | Sales + Marketing
Marketing Creates
Opportunity Sales Creates
Customer This is stillBusiness
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Social Media Strategy | Sales + Marketing
Marketing Creates
Opportunity Sales Creates
Customer This is stillBusiness
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Social Media Strategy | Sales + Marketing
Marketing Creates
Opportunity Sales Creates
Customer This is stillBusiness
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Social Media Strategy |Why
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11/103searches are conducted "ever month on Goo le.!
Y l i
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Your customers are relying more & more onsocial. 9 out of 10!
9 out of 10 Internet users visited "a social networking site each month in 2010.!
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1 out of every 8 "minutesonline "is spent on Facebook.!
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Twitters active !user base generates!
90 Milliontweets er da .!
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More than half "of all Internet users "
read blogs at least monthly.!
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16/10314! SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010
SOCIAL NETWORKS/BLOGS ONLINE !GAMES
EMAIL PORTALS VIDEOS/MOVIES
= 1 MINUTE
US Internet users spend "
3x moreminutes on blogs "& social networks "than on email.!
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40% "of Facebooks "user base is "age 35+.!
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64% "of Facebook "
users have "become fans "of at least "one company.!
SOURCE: EXACTTARGET, 2011
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78% !of business people "use their mobile device "to check email.!
20! SOURCE: AT&T, MARCH 2011
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0%!of US smartphone owners compare prices "on their mobile device while in-store, "shopping for an item.!
SOURCE: COMSCORE, JANUARY 2011
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1 in 5!US adult mobile phone owners "have used their device!to make a purchase "in the past month.!
SOURCE: MOBILE MARKETING ASSOCIATION & LUTH RESEARCH, MAY 2010
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27!
84%!of 25-34 year-olds have left "
a favorite website because of "intrusive or irrelevant advertising.!
SOURCE: HOWTO.TV, APRIL 2008
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30!
This is your new business card.!
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Inbound marketing "in a nutshell.!
2: CONVERT VISITORS & LEADS
1: GET FOUND ONLINE
3: ANALYZE & IMPROVE
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44!
Inbound marketing costs 62% less "per lead than traditional, outbound marketing.!
AVG COST/LEAD: $143!
AVG COST/LEAD: $373!
OUTBOUND! INBOUND!
SOURCE: HUBSPOT, 2011
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Be helpful.!
Helpful!
Relevant!
Remarkable!
Frequent!
ask yourself how you can be of service toyour current and potential customers. Whatproblems can you solve? What questionscan you answer? What knowledge can youshare?
Read more: http://blog.hubspot.com/blog/tabid/6307/bid/10291/Helpful-is-the-New-Viral.aspx#ixzz1GsSghdGN
Helpful is the new viral.!
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Companies that blog get "
website visitors.!
43! SOURCE: HUBSPOT, 2010
55% more
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83%!
The number "of marketers "
who say !
Facebook "is critical "
or important"to their business "
has increased
in just two years.!
SOURCE: HUBSPOT, 2011!
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51% "of Facebook fans "are more likely to buy"the brands they fan.!
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79% "of Twitter followers"are more likely "to recommend "
the brands they follow.!
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The average budget spent on company blogs "& social media has nearly doubled in two years.!
52!
$!$!$! $! $!$!$! $!$!$!$! $! $!$!$! $! $!$!$! $! $!$!$! $!$!
2009
2011
$!= 1% OF ANNUAL MARKETING BUDGET
$!
SOURCE: HUBSPOT, 2011!
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SOURCE: HUBSPOT, 2011!
2/3 "of marketers saytheir company blog "is critical orimportant "to their business.!
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includingfrappuccino.com
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enabling personalization
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increasing the pointsof connection
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SKITTLES
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Proper marketing research needs to
be done beforehand
Understanding customers is critical
Figuring out how influencers operate
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Social Media Strategy | What
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FacebookMySpaceLinkedIn
Social Media Strategy | Social Networks
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FlickrTweetPhotoShutterfly
Social Media Strategy | Photo Sharing
Ideahaus All rights reserved.
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YouTubeVimeoVeoh
Social Media Strategy | Video Sharing
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UstreamJustinTVLivestreamQikFlixwagon
Social Media Strategy | Video Streaming
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TwitterYammerFriendFeed
Social Media Strategy |Micro-Blogging
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EviteMeetupFacebook
Social Media Strategy | Events
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DeliciousDiggStumbleUpon
Social Media Strategy | Bookmarking
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FanBoxWidgetBoxWidgepedia
Social Media Strategy | Widgets
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GoodSearchPlacesWikiPedia
Social Media Strategy | Miscellaneous
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WordPressTypePadBlogger
Social Media Strategy | Blogging
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Social Media Strategy | Sharing interests
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Smartphones
Social Media Strategy | Mobile
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Social Media Strategy | Satellite Marketing
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Social Media Strategy | Satellite Marketing
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Same Challenge | Different Technology
The newesttechnology onlycompounds the oldestchallenge between
people of what to say,and how to say it.
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Social Media Strategy | how
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Social Media Strategy | Listen
Reply to Trends,Crises andOpportunities.
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Social Media Strategy | Communicate
Increase Brand Awareness,Participation, Reach,Audience and Engagement.
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Social Media Strategy | Empowering People
Promote theUnderstandingof your peopleand your cause.
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Social Media Strategy | Create Community
Change fromDonation toRelation
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Social Media Strategy | Create Community
Relationshipswith Families,Consumers,Industry,Media
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Social Media Strategy | Social Capital
"Investment in social relations with expected returnsin the marketplace. Nan Lin
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Social Media Strategy | Social Capital
Social Network = Connections Conversations = Social Capital Repeated Conversations = Relationship
Dell Starts Listening
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Dell Starts Listening
In 2005, Dell was brought to its knees by bloggers who postedcustomer service complaints.
As Dell outsourced its technical customer service, customercomplaints also increased.
A 2005 Google search for Dell customer service problemsreturned nearly 3 million links.
Dell initiated several blogs in multiple languages to handlecustomer complaints and to have conversations with stakeholdersabout problems and actions to fix them.
Social Media
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Social Media
Social media is a term used to describe media based on
conversation and interaction between people online
Social media focuses on bringing information, photos,and video to an audience that wants to learn and to be
entertained.
Content is generated as a conversation, with all
participants able to upload, discuss, edit or rate.
Types of Social Media
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yp
i i & ki
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Communication & Networking
Social networkaggregation
Social media
interfaces
Microblogs
Blogs (Web Logs)
Events
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Local event sites allow residents to post to a
calendar.
Personal event sites allow individuals to create
events and invite people via e-mail.
Group member event sites are for public groups
that others can join.
Collaboration
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Collaboration
Tagginginvolves attaching keywords to video, photos,
or text to help users find content.
Wikis allow users to create, edit, and link content
collaboratively.
Social bookmarking allows users to share, organize,
search, and manage web resources.
Social News are sites where users submit links to
online stories and readers vote or comment.
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Social Media Strategy | illustrations
How Businesses Use Social Media
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25% of the top 100 online
retailers do not have a Facebook
page, but 91% say that will start
one within a year
Only 22% of Fortune 500
companies have an active blog,
but 70% of small businesses
maintain blogs.
SOCIAL MEDIA & ADOPTION BY SMALL
BUSINESSES
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BUSINESSES
Social Media Strategies
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g
Social Media & E-Mail
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Marketers use a variety of e-mail
strategies:
Follow us links in e-mail messages.
Sign up forms for Facebook-type
pages.
Links to e-mail messages on social
media pages.
Options to share e-mail with others.
Brand perception Management
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No going back!Make sure they understand how Facebook, Twitter, LinkedIn, etc. arent
one way vehicles (where the brand dominates the message), but an
invitation to a never ending dance with constantly changing partners
Brand perception Management
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Dont just dive!
make sure key decision makers who think they want to go social
media truly get how the game is played. Its not a press release.
Brand perception Management
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Dont go social!
unless the brand is willing to take the risk of jumping off the cliff, giving
up control to customers and consumers who will express their
viewpoints, both positive and negative!
Brand perception Management
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Its easy start!but social media is time-consuming and challenging to remain engaged
and build a followinga proactive community
Brand perception Management
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Be honest, truthful
So if you want social media to become a positive tool, the brand must be a
concerned good listener prepared to take action to correct situations that
arent right!
Performance Metrics
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Three areas of social
media performance
metrics:
Earned mediapublicity
Company owned
social media
Paid media
Earned Media Metrics
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General Social Media
Metrics
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Metrics
Actions taken by users.
Conversations in blogs and
elsewhere.
Social media dashboard.
13-
Social Media Dashboard
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