+ All Categories
Transcript
Page 1: Turning fans & followers into commerce

Developing a Social Business Strategy

Turning fans and followers into commerce

NBMBAASeptember 26th, 2012

Page 2: Turning fans & followers into commerce

Why Social

Page 3: Turning fans & followers into commerce

An example social strategyThis chart is model of a successful social strategy plan.

• The objectives are simple and clear.

• The goals are measurable.

• The strategies are deliberate

• The tactics are complete but not overbearing.

Objectives

Strategies

Goals

Tactics

High-level success.

1-3 objectives are sufficient.

Measures of success.

Each objective has at least 1 numeric goal.

Connected thinking. How the

above goals will

succeed.

Plans for action.

The components of strategy fulfillment.

Generate word of mouth among UK

small/medium businesses for Vostro

130

Create buzz among top small/medium business

influencers

Acquire influencer generated content for

other platforms

Increase small business

Facebook fans by 100%

Improve share of voice from key

blogger influencers by

35%

Seed V130’s into hands of

key influencers

Gather real time feedback on the

V130

Syndicate content between

Facebook & Twitter

Trade Secrets conversations happening on

blogs

Facebook Trade Secrets landing

page on desktop

Turn best trade secrets into an eBook & share

Personal delivery of V130

to selected bloggers

Personalized videos, with “007” theme

V130 loaded with MS Home &

Office plus Tweetdeck

London Blogger Meet Up

January 2010

Federation of Small

Businesses February 2010

Influencers to post Trade Secrets on Facebook

Sponsor small/medium

business & blogger events

Earn at least 2M digital

engagements

Increase blogger

outreach by 150%

Page 4: Turning fans & followers into commerce

Global Marketing

All social activities share the same roots

Page 5: Turning fans & followers into commerce

Global Marketing5 Confidential

Smart business fundamentals never change

Page 6: Turning fans & followers into commerce

Global Marketing

Social roots + business fundamentals = core social media strategy

Page 7: Turning fans & followers into commerce

Global Marketing

Core social strategy doesn’t change by platform

• Listen, Engage, Act

• Create ongoing relationships

• Be transparent

• Add value

• Cross platform coordination and integration

• Leverage real time business intelligence: analyzing the global social brain

Having a core social media strategy ensures that you’re ready for any new platforms

Page 8: Turning fans & followers into commerce

Global Marketing

Listening: Who, What, Where

Who Listening to who’s talking tells you who your advocates are, your influencers, your ranters and your ravers. This forms the basis of all relationship marketing

What What users are talking about gives you your marketing keywords, conversations, messaging points, identifies customer pain points, impacts search results. This is the basis of content marketing.

Where Where customers are talking tells you which platforms you need to create a presence in, market to, amplify messages in and where to put your ad dollars

8

Relationship Marketing

Content Marketing

Paid Marketing

Page 9: Turning fans & followers into commerce

Global Marketing9 Confidential

It is your choice to listen to your customers

Page 10: Turning fans & followers into commerce

Global Marketing

Easy Listening

• Google Alerts

• YouTube

• LinkedIn Signals

• Twitter– For real time

results, try Twitterfall

• Google+

• Pinterest– To see if anyone has pinned your content:

www.pinterest.com/source/<yourcompanyURL>

• Slideshare

Page 11: Turning fans & followers into commerce

Global Marketing11Graphic thanks to @Gapingvoid

Love your product/service

Need help using it

Helping someone else

with your product

Where to find you

Share an idea with you

Share with others how & why you have great products/services

Conversations are

conversations

not Business segments

Page 12: Turning fans & followers into commerce

Global Marketing

Has the most influence on BABY brands

Has the most influence on Music brands

Has the most influence on ELECTRONICS brands

Prioritizing your social presence

Page 13: Turning fans & followers into commerce

Global Marketing

Leverage Platform FunctionalityPlatform Strengths Challenges

Social

networks

• Brand pages build customer advocacy

• Improves SEO• Drives traffic to .com sites and

outposts• Improving demographics• Social media platform leaders• Strong WOM potential

• Evidence of some Facebook “fatigue”

• Engagement requires consistent presence and resources

• Limited metrics available for administrators

Microblogs

• Easy and fast engagement• Provides early warning if there is an

issue with a product or company• Drives traffic to .com sites and

outposts• Strong mobile usage• Strong WOM potential

• Limited messaging size• Can be more noise than

signal• Extremely short shelf-life of

messages

Video blogs

• Easy distribution for multimedia• Improves SEO• Strong branding capability• Strong WOM potential• Videos can play on mobile devices

• Commenters are less advanced

• Little redirect to .com sites and outposts

• Must create original content• Difficult to localize

Page 14: Turning fans & followers into commerce

Global Marketing

Platform Strengths Challenges

Professional

• Ideal for finding active professionals

• Can network with targeted customers

• Builds brand awareness• Showcases thought leadership• Have conversations using features

like Groups and Answers

• Not as pervasive as Facebook• Branding is mostly oriented

around individuals vs. companies

Photosharing

• Easy to share graphic images• Drives traffic to .com sites and

outposts• Improves image SEO• Grow and connect communities

around specific products

• Low click-through rate to branded hub

• Requires focused keyword tagging

Presentations

• YouTube for presentations• Brandable channel for content• Drives traffic to .com sites and

outposts• Lead capture featured tied to

Salesforce (Slideshare)

• Making Dell content stand out• Requires focused keyword

tagging

Leverage Platform Functionality

Page 15: Turning fans & followers into commerce

Optimize SEO

Spread content

Amplify reach

Reach influencers

Acquire fans

Create advocates

Sell products

Build margins

Sell on scarcity

Faceboo

k

RenRen

Twitter

Sina

YouTUb

e

LinkedIn

Flickr

SlideShare

Scribd

Quora

Blogs/RSS

Geo-locatio

n

Social search Social engagement Social commerce

Page 16: Turning fans & followers into commerce

Global Marketing

Customer Sharing and SEO

• Umph analysed 100 random online entertainment, health, business, technology and general news stories and looked at how many times each story was shared by Facebook, Google+, LinkedIn and Twitter users.

Umpf study August 2012

Page 17: Turning fans & followers into commerce

Global Marketing

Analyst firm SiriusDecision

s estimates that by 2015,

more than 75% of leads

will be sourced through inbound

channels like social media.

This chart shows where

social platforms and content types

typically reside in the sales funnel.

Cen

tralized

con

trol

Decen

tralize

d c

on

trol

Awareness Consideration

Slideshare

BlogsTwitter

LinkedIn

Facebook

Webinars

Email

YouTube

Case studies

Analyst reports

Geo-social

Quora

Viral videos

Press releases

How-to videos

Widgets

Interactive demos

Flickr

Customer videos

Analyst reports

Articles

Social and the sales funnel: B2B

Page 18: Turning fans & followers into commerce

Global Marketing

Intersection of Customer & Business value is where social media works

Product Development

• Feedback Loop• Early Warning• New Product

Ideation

Marketing

• Demand Forecast• Lead Generation• Message Reach

Online Presence

• Ratings & Reviews• Communities• Customer Stories

Sales• Leads• Collaboration• Thought

Leadership• Blogs

Customer Service

• Listening• Support Widgets• Outreach

Communication

• Rich Media• Brand Reputation• Influence• Reputation

Page 19: Turning fans & followers into commerce

Global Marketing

Look across the entire customer lifecycle. Social Media delivers business benefits everywhere …

• Insight: Social media improves Dell’s reach and share of voice

• Insight: Social Media provides high Business Value and contributes to demand gen vehicle

• Insight: SM keeps customers engaged, provides solutions and improves loyalty.

• Insight: Social media based support improves sentiment and correlates with higher revenue

• Insight: Established causality between social media activity and purchase

Awareness

Research and Consideration

Demand / Lead Gen and SalesSupport

CLV (loyalty)Dell.com

External Communities

Our Communities

Page 20: Turning fans & followers into commerce

Global Marketing20

• Where customers are• Do they like/love you?• What are they saying • They recommend you• Share links with friends• Rating & Reviews• Publicly complaining• Going to your website

• Primary social media focus• Sentiment• Listen, learn and improve

business• Your fans deserve appreciation• Advocates deserve attention too• Inform your products• Showing you care about

customer• Purchase or deeper interest

Identify your business objective Choose the metrics that help you

measure & evolve

Page 21: Turning fans & followers into commerce

Create your ownstrategic plan

• Before you launch any social activity, create a strategic plan for it. The plan on this page uses the OGST format: Objectives, Goals, Strategies and Tactics. Use these boxes to define your plan.


Top Related