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Author Jean-Francois MESSIER How can social media increase your business success?
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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
#1
business social
media strategy
Start with the
of your
the
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.
#2
your business social media
strategy
Your is framed
by the way you deliver
Your is framed
by the way you deliver
Your is framed
by the way you deliver
Your is framed
by the way you deliver
Your
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
#4
There are
many !
Social media wheel – JF MESSIER - 2011
There are
many !
Social media wheel – JF MESSIER - 2011
There are
many !
Social media wheel – JF MESSIER - 2011
There are
many !
Social media wheel – JF MESSIER - 2011
There are
many !
Social media wheel – JF MESSIER - 2011
There are
many !
Social media wheel – JF MESSIER - 2011
There are
many !
Social media wheel – JF MESSIER - 2011
and there is no one
size fits all
or "off-the-shelf“
solution
use the tool
that work
for you
Invest Where
Your
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
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
Do you want to address many
people managing
social profiles?
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
Do you want to address as
many people as possible?
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
Do you want a pull approach to identify people interested in
your key words?
The media you choose depends on
who you are
The media you choose depends on
who you are
Sales
HR
Marketing
Upper Mgmt
PR
The media you choose depends on
who you are
are what your objectives
&
Sales Network to create new business
Sales
Find awesome employees
HR
Sales
HR
Want to know what customers say about us PR
Sales
HR
PR
Share to build traffic
Marketing
Sales
HR
Share what we know
Marketing
Upper Mgmt
PR
FIND EMPLOYEES
CREATE BUSINESS
BUILD TRAFFIC
SHARE
KNOW CUSTOMERS
Different objectives require
social media tools
FIND EMPLOYEES
CREATE BUSINESS
BUILD TRAFFIC
SHARE
KNOW CUSTOMERS
Different objectives require
social media tools
LE
AD
GE
NE
RA
TIO
N
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
Blog
Facebook page
Other…
Social Marketing Compass
Social Media Marketing requires
social media tools
Widgets &
apps
Blogs Social
networks
Traditional
medias
Champions
Tastemakers
Magic
middle
UGE Aggregation
Reciprocation
Empathy
Recognition
Resolution
Empowerment
Humanization
Honesty
Reward
Value
Proposition
Believable
Advocates
Stakeholders
New
influencers
trust agents
Bloggers
Market
makers
Micro
communities
Mobile
Content
creation
Online/offline
Events
Social
dashboard
Forums &
groups
Participation
engagement
Portability
Search
engine
optimization
Crowd
Sourced
Content
streams
Social media
optimization
Syndication
Promotion
Curation
Sincerity
Core
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
Three Pillars of Online Community
Microblogs
Blogs
Forums
Video
Images
Mainstream News
Other Conversations
About Your Brand
Blogs
Learning Center
Answers
Ideas
Profiles
Groups
Community On Your Site
YouTube
Slideshare
Flickr
Your Official Social Media
Channels
How Do These Communities Intersect?
Microblogs
Blogs
Forums
Video
Images
Mainstream News
Other Conversations
About Your Brand
Blogs
Learning Center
Answers
Ideas
Profiles
Groups
Community On Your Site
YouTube
Slideshare
Flickr
Your Official Social Media
Channels
Share with Your
Network
Embedded YouTube
Video
Social SSO Become a
Fan
Make your Website Social
Incorporating All Three Pillars
Broadcast
Radio
outdoor
Networks
Communities
Blogs
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)
#6
eturn
Metrics should /Period
n
nvestment
= A more realistic way to access
Digital action
Digital inter-action
Sale
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
Sales
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-
bound
your strategy : free/paid, now/later
wisely
your approach
: Return on interaction,
Return on influence, Return on investment
Catching the tube, Putting social media to work, Executive Briefing, December 2010, Mal Chia - Digital Media Strategist - http://www.slideshare.net/malchia
The Mobile Internet Report, Morgan Stanley, December 2009
Internet Trends, Morgan Stanley, April 2010
The 5 components of a complete social media program, Adam Kleinberg - CEO of Traction, November 2010
IS YOUR BRAND SEXY* ENOUGH FOR SOCIAL MEDIA? Robbert faase
The Future of Social Media, Tom Ollerton,
Rewind 2010 Social and digital media, www.paratuscommunications.com
Social Media Communication, slideshare
Social Business by Design, David Armano - Dachis Group
Social Media for Business, PresentationAdvisors
WHAT THE F**K IS SOCIAL MEDIA NOW? Espresso- http://brandinfiltration.com/wtf
Five Tips for Landing Page Optimization, Tom Wentworth
Key Digital Trends for 2011, December 2010, Noah Elkin - Debra Aho Williamson - David Hallerman
5 steps to exploring social media using visualthinking, Jocelyn Wallace
Social Media and you, Dani Nordin
N2 Social media HUB 101, What is social media really about?, Riku Vassinen
Social CRM: Connecting Online Communities with CRM, Jamie Grenney, Ryan Ellis, Mark Brundage
Search + Social:How to Get More from Your Organic Marketing, Rand Fishkin, CEO + Co-founder SEOmoz, December 2010
Social Business Forecast: 2011 The Year of Integration, December 2010, Jeremiah Owyang - Industry Analyst
The Future of Social Media, Graeme Wood
Digital Strangelove (or How I Learned To Stop Worrying & Love The Internet),
The Social Graph Call, Wedbush Securities, November 2010,
NAVIGUER DANS LE CHAOS, UNE ÉTUDE SUR LES MÉDIAS SOCIAUX, LUC-ANDRÉ CORMIER
Social Media @ FORD, Scott Monty, November 2010
How the Fortune 500 Use Social Media to Grow Sales and Revenue, Jamie Turner
Fashion and Digital Trends, Tom Ollerton
Social Media in Four Minutes (or less), Tom Ollerton
Social Networking Past, Present, Future, Mark Suster
Designing for interaction, Interfaces for socializing, Daniel Burka
New business opportunities in retail, Hege Tenno
What is social media one year later, Espresso- http://brandinfiltration.com
OUT OF THE FISHBOWL, Marta Kagan Managing Director US | Espresso,
Illusions of Empowerment, Re-interpreting the Social Media Dream, Corinne Weisgerber
online engagement, slideshare
Social marketing playbook, Bryan Wiener, Jeremiah Owyang,Jeff Pulver,Gregory Galant, Pete Cashmore, Randall Rothenberg
Social Media: Hype, Hell or Hope, Rick Mans, Global Social Media Lead at Cap Gemini
How organisations can harness the power of Web 2.0
WWW 3.0, Jenny Williams
Social: A closer look at behaviour on YouTube & Facebook, September 2010, iab
Social Media Sharing Trends 2010,
Twitter Crushes Facebook for Marketing, Barbara E. Hernandez ,December 2010
DEMOGRAPHICS Jan 2011, Facebook’s Ad Platform
Fancy Facebook Fan Pages - A Step By Step Guide Olaf Nitz
The Science of Facebook, The science of social networking. Dan Zarrella - Social Media Scientist
facebook-inside-out, TIJS VROLIX, I’M ON FA C E B O O K NOW WHAT?!, Jesse Desjardins SalesTweets: How to Boost Sales via Smart Chirps, Pattie Simone Twitter Crushes Facebook for Marketing, Barbara E. Hernandez Social CRM, How businesses can use Twitter to increase sales. Tatyana Kanzaveli Twitter Success Stories, How 11 companies are achieving their marketing objectives, Ann
Handley, Shelley Ryan, Allen Weiss, MARKETINGPROFS LLC Using Linkedin for business, P. Jay Massey Mashable’s twitter guide book The twitter book, Tim O’Reilly – Sarah Milstein Twitter for business, Laura Fitton 140 twitter marketing tips, David Spinks How to use linkedin for promoting your business, Robin Goel Linkedin Extras for SlideShare Pro Users Guy Kawasaki’s 10 ways to use Linkedin THEME DEVELOPMENT, an introduction to the basics of theming with WordPress, Thad
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Bibliography
If you were interested in this presentation,
you may be interested in this one as well…
Author: Jean-François MESSIER Global New Technologies Director at Mercuri International Email: [email protected]
Photo Credit All photos in this presentation were purchase on iStockPhoto.com. All logos or brand references are copyright of their respective owners Slides from this document may not be repurposed without express written consent. Send permission requests to [email protected]
