mark hillary campus party presentation 2013

Modern business: Conquistando novos clientes através das mídias

sociaisCampus Party, São Paulo 29/01/2013

Mark Hillary (@markhillary)

Quem sou eu?I’m a writer. And I’m British.

I’ve written several books about technology.

And blogs. For people like the Huffington Post, Reuters, and the

London 2012 Olympics.My company in Brazil helps

companies to create great social content – CEOs trust us to create

their blogs.I don’t pretend to be a “social

media guru”, I just work with real companies

Social media is all around

• All your customers are touched by social media in some way

during their life each day• TV channels, bus companies, the metrô, shops, restaurants,

even the police are using it• So it can’t be avoided… BUT

there are many companies still struggling to make the most of it

The challenge?

It is not social media itself, it’s PEOPLE

1. Social media tools are evolving rapidly2. Social tools require more than technical

skills3. Many companies are run by people who

grew up before the Internet4. People need guidance, but there are many

“gurus” out there

It’s a complex issue

• Companies don’t understand it very well • Social media is not social networking• Customers are no longer just consumers• Customer service now has multiple functions

Social media – step by step

1. What kind of company are you?2. What do you want – or need – to

achieve from a social strategy?3. How are you going to measure

success?

[Step 1] Type of company

• Are you big / small?• B2B or B2C? [business to business or business to consumer]

For today, let’s forget about regulated industries, public sector, charities…

Different companies / needs

BIG B2B

BIG B2C SMALL/MED B2C

SMALL/MED B2B

[Step 2] What do you want?

The bottom line is usually more customers and more money, but what do we want to achieve *using* social media?

Communications, marketing, sales, hiring, branding, broadcasting information, advertising, engagement, leads?

HOW can you use these strategies?

[Step 3] Measuring success

How are you going to measure if your social media plans are working? Success looks different depending on your company.

Do you want a bigger community of fans?Do you want happier customers?Do you want more loyal customers?Do you want more productive employees?

Big Business to Consumer (B2C)

Typical Actions• Big marketing campaigns• Marketing diverted from other channels to social activityTypical Measurement• Ultimately, sales figures of consumer products in markets where social activities are used to promote the brand

Big Business to Consumer (B2C)

Typical Failures• Jumping on back of news to sell• Asking people without a deep knowledge of the brand to manage SocMed• Not being around – customers are not 9-5• Not defending the brandExample: American Apparel, Hurricane Sandy

Big Business to Business (B2B)

Typical Actions• Create industry thought leadership• Engage with the influencers in their industry, the people who advise or influence corporate customersTypical Measurement• Mostly engagement - are analysts, journalists, advisors interested?

Big Business to Business (B2B)

Typical Failures• Corporate PR overload ‘have a nice day’ photos on Facebook… who cares?• Selling or just broadcasting rather than engaging with key influencers – too much information can be seen as spamExample: fake account @BPGlobalPR had more followers than the real BP channels after the Gulf of Mexico oil spill

Small/Medium B2B

Typical Actions• Create industry thought leadership• Enhance traditional PR and create a deeper relationship with journalists and bloggers• Directly finding potential customersTypical Measurement• Visibility in media as a result of online activity and relationships created

Small/Medium B2B

Typical Failures• Just broadcasting information… nobody really cares, it becomes spam• Failing to target the key people - you need to inform people who can reach customers• Relying entirely on SocMed aloneExample: trying to ride the news cycle with surveys and useless information, more spam

Small/Medium B2C

Typical Actions• Community building, creating fans• Using the community to host events• Timely offers to stimulate salesTypical Measurement• Size and engagement of community – can you create a small amount of income each year from each online ‘fan’

Small/Medium B2C

Typical Failures• Irrelevant content• Poorly timed content • Being too corporateExamples: Too many to mention, how many restaurants and bars ask you to ‘check-in’ yet never give you anything. Why bother?

Points to remember

1. You are in business, not social media 2. Don’t measure on social numbers alone…• More followers doesn’t mean you sell more• Think of real social engagement and leads• Think carefully about your online interactions

3. SocMed DOES NOT replace the real world

Most importantly, LISTEN!

Most importantly, LISTEN!

Most importantly, LISTEN!

Good or bad, your

customers are talking about

you right now…

Summary – step by step

1. What kind of company are you?2. What do you want to achieve from the

use of social media?3. How are you going to measure it?

SocMed is now important, but remember the real world still exists!

about.me/markhillarytwitter: @markhillarymail@markhillary.com

Inglaterra x Brasil - futebol e “Beatles Essentials” ao vivo!

06/02 no Queens Head, Pinheiroshttp://j.mp/FuteboleBeatles

Photo Credits (all cc licensed):Flávio - Mercado Municipal

http://www.flickr.com/photos/fstoaldo/7634493554/

Mike Krzeszak - crowdhttp://www.flickr.com/photos/portland_mike/6140660504/

MailChimp - Thumbhttp://www.flickr.com/photos/freddievonchimp/4774020533/

Krystal Fleming - Skittleshttp://www.flickr.com/photos/special/121568/

Benjamin Thompson - moneyhttp://www.flickr.com/photos/beija/4780633040/

Les Chatfield - rail trackhttp://www.flickr.com/photos/elsie/10166950/

Mike Rammell - elephanthttp://www.flickr.com/photos/mikerammell/5878977346/