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Grow Your Business with Social Media Marketing

Molly Maid4/10/2012

Håkan Söderbom

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The Presentation!

LISTEN & RESPOND

ENGAGE & ACTIVATE

MEASURE

AUDIENCE

CONTENT

CONVERSATION

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What is Social Media?

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In the World of…• trust marketing• word-of-mouth marketing• inbound marketing• content marketing

We separate bought media from earned media

6www.KonsultPartners.com/presentationsSource: Nokia, http://www.slideshare.net/chriss/social-media-at-nokia-social-media-marketing-conference

7www.KonsultPartners.com/presentationsSource: Nokia, http://www.slideshare.net/chriss/social-media-at-nokia-social-media-marketing-conference

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Hitch for a Yamaha Royal Star Venture

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Strategy + Execution

LISTEN & RESPOND

ENGAGE & ACTIVATE

MEASURE

AUDIENCE

CONTENT

CONVERSATION

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Audience

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Keywords

SegmentationDemographicsFirmographics

PsychographicsPersona

Point!

Audience segmentation helps you understand what engages your customer.E.g. more spare time, impress neighbors, treat allergy, maintain property value

ADMIREAFFINITY

SIMILAR

HELPFUL ENGAGING TRUSTED

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Content

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Keywords

RelevanceRemarkableExperiences

MediaDifferentiation

CuratingSchedule

Point!

The right content is what enables you to engage and captivate your customer.

E.g. make them feel smarter

DELIVERY GOVERNANCECREATION

SCHEDULESEO OWNERSHIP

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Conversation

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Keywords

ListeningDialog

DestinationsMultipliers

ToneTiming

Point!

The conversation is the new marketing component that is effective with both individuals and crowds.

Opportunity to build trust and be remembered

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Strategy + Execution

LISTEN & RESPOND

ENGAGE & ACTIVATE

MEASURE

AUDIENCE

CONTENT

CONVERSATION

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ExecutionListen & Respond Engage & Activate Measure

SENTIMENT…BRING THEM “HOME”

SET ALERTSGO WHERE THEY GOPARTICIPATE

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Listen & Respond

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Engage & Activate Keywords

WebsiteNewsletterMailchimp

AweberConstant Contact

Blogging

Point!

Don’t let go of the potential or existing customer

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Measure

Advocate

Customer

Target UniverseUnaware

Interested

Engaged

Keywords

Aaddictomatic

alterian-social-mediaamplifiedanalyticsanalytics.postrank

attensityAttentio

…

Point!

Many tools (150+) and ways to measure

Measure conversion

Careful with “hits”

Conversion

Conversion

Conversion

Conversion

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Practical Recommendationsͼ Own your online presenceͼ Use multiple tools to engage where the

audience is, and lead them homeͼ Produce valuable content, not just volume

contentͼ Start with content that helps your businessͼ Start now – social takes time!

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• Facts (info graphics)• Fun• Visual• Easy to share

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Thank You!http://konsultpartners.com

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Types of Social MediaSocial Networks MySpace, LinkedIn, Facebook

Communities, forums, QA and discussion boards

Meetup, Biznik, Yahoo! Groups, Ning, BuddyPress, Google Groups, Quora

Review and opinion sites

Amazon.com, Epinions.com, Bazaarvoice

Blogging Posterious, Wordpress, Blogger

Microblogging Twitter, Yammer, Chatter

Bookmarking Digg, Delicious, Stumbleupon

Media SharingPhoto: Flickr, Photobucket, PicasaVideo: YouTube, VimeoOther: Slideshare

Social Games FarmVille, World of Warcraft

Many more categories can be considered, e.g. work management (podio.com), project mgmt (scrumy.com), sync tools (sugarsync.com), VR (Second Life) etc