building a social media strategy

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Building a Social Media StrategyMidas Touch 18th September 2012

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Contents

1. Social Media: 21st century marketing

2. What are businesses really doing in Social Media

3. What stops businesses being effective on Social Media?

4. How to become effective on Social Media?

5. How to measure and prove your Social Media effectiveness

6. Case Studies

7. Freebies

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20th Century Marketing: Company focused

SERVICE/ PRODUCT

You (business) Them (customer)

Importance

(Marketing)

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21st Century Marketing: Customer focused

SERVICE/ PRODUCT

You (business) Them (customer)

Importance

(Marketing)

Importance

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What are businesses really doing in Social Media?

1. 85% of companies have integrated social media into their marketing

2. 73% increased their spend in Social Media

3. Of those involved in Social Media:

The volume of traffic from social media is the most commonly measured metric at 60% of those interviewed

83% 80% 58% 51%

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The problem with Social Media

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What stops social media being effective in business?

WRONG

Locations

Content

Resource

Approach

Time

Metrics

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How can businesses become successful in Social Media?

1. Understand what Social Media can offer

2. Then align it to your business objectives

Begin by focussing on what you are trying to achieve in your business:

Build a thought leadership customer community to provide support and

advocacy

Find and engage customers and prospects using social

media channels

Maximize reach of content and messaging in social

channels

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How to align social media to business goals

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How to align social media to business goals

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How to align social media to business goals

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How to align social media to business goals

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How to align social media to business goals

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How to be effective on social media

Brand Awareness

Find

Lead Generation Community Building

Break down conversations by priority Break down conversations by location

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How to be effective on social media

Brand Awareness Lead Generation Community Building

Interest

Customer Query

Competitor Guide

Competitor News

Customer Opinion

Industry Review

Industry Guide

Industry News

Industry Opinion

Customer News

0% 10% 20% 30% 40% 50%

Break down conversations by maturity:

Customer Opinion

Competitor News

Competitor Outreach

Customer News

Industry Review

Industry Opinion

Industry Guide

Industry News

0% 10% 20% 30% 40% 50% 60%

Find

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How to be effective on social media

Brand Awareness Lead Generation Community Building

InterestFind EvaluateBreak down conversations by the most influential

Web PresenceWebsite ForresterBlog eBusiness & Channel Strategy Blog Twitter @ strothkamp

Activity• Vice President - Principal Analyst at

Forrester Research• Highly influential analyst in

Financial Services Industry• 1,000 Twitter followers• 367 LinkedIn Connections + 14

Recs• Lists New York Times, Business

Week and CIO Magazine

BRAD STROTHKAMPInfluencer TypeOPINION LEADER

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How to be effective on social media

Brand Awareness Lead Generation Community Building

InterestFind Evaluate TrialBreak down conversations by approach ‘Network’

• 82% of selected posts – massive connection with service + brand

• Associated services (drill down)• Security• Management • Infrastructure

• 13 Cisco blog posts• High levels exposure on Twitter (focus!)

• Cisco & Partners & Industry commentators.

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How to be effective on social media

Brand Awareness Lead Generation Community Building

InterestFind Evaluate Trial Adopt

Break down conversations in real-time (hours, days, weeks, months etc)

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How to be effective on social media

Brand Awareness Lead Generation Community Building

InterestFind Evaluate Trial

Break down conversations to find your advocates (to leverage their impact)

Adopt Promote

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How to measure social media against your business goals

Comments Content Downloads External mention ratio

Lead Volume Cost per Lead Lead value

Mentions per time period Share of Conversation Subscribers to Content

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Case Study: Lead Generation

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Case Study: Lead Generation

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Live Examples

Brand Awareness Lead Generation Community Building

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Summary

1. Social Media is more integrated, mobile and customer focused

2. Define your social media strategy first!

3. Listen to where, when and what your industry is saying

4. Ensure your company has the right engagement response programme in place

5. Set up your metrics and measure your success

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Thank you.

If you have any further questions please contact david.wood@3seven9.com or find us at

www.3seven9.com