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ICT KTN Online Business Essential Clinics
Effective Marketing with Social Media
creating & executing a strategy for the effective use of social media tools
(May 2012)
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@MobileMaggie
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http://rlauterborn.com/pubs/pdfs/4_Cs.pdf
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PurchaseExperience
Problem / Need
Awareness
Enquiry
Recommendation
Retention
Social Media is a Strategic Tool
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Experience Mapping
You have to do your Homework before creating a Social Media Strategy
Customer Definition
Moments of Truth
Experience Design
Monitor
• User research• Contextual analysis• Personas• Lovemarks• Requirements
• Touchpoints• Need states• Emotional states• Narrative insight
• Differentiators• Loyalty drivers• Priorities• ROI
• Concept• Prototype• Validate• Ideation• Roadmap
• Measurement • Dashboard• Tools
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http://images.businessweek.com/mz/07/24/0724_6insiid_a.gif
Customer Definition
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http://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/
Customer Definition
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9
• Citizen marketers will sell “remarkable” ideas
• Sell what people are buying
• Focus on the early adopters and sneezers
• Make it remarkable enough for them to pay attention
• Make it easy for them to spread
• Let it work its own way to the mass market.
Seth Godin’s Purple Cows
Moments of Truth
http://www.fastcompany.com/magazine/67/purplecow.html
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TOPICSGive them something fun,
unique & repeatable to talk about – create curiosity gaps
and triggers
TOPICSGive them something fun,
unique & repeatable to talk about – create curiosity gaps
and triggers
TOOLSMake everything shareable and
forwardable , post content everywhere, free samples, find
the multipliers
TOOLSMake everything shareable and
forwardable , post content everywhere, free samples, find
the multipliers
TAKING PARTEngage, share info &
support, do shout-outs, say thank-you, say sorry
TAKING PARTEngage, share info &
support, do shout-outs, say thank-you, say sorry
TALKERSKnow who’s doing the talking & influencing, and where the
conversations are taking place
TALKERSKnow who’s doing the talking & influencing, and where the
conversations are taking place
TRACKINGListen to users, track topics and brand mentions, gather
insights, measure & manage, respond and engage
TRACKINGListen to users, track topics and brand mentions, gather
insights, measure & manage, respond and engage
Moments of Truth
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Jyri Engstrom’s Social Objects
http://glennas.wordpress.com/2009/11/13/defining-requirements-for-social-web-applications-%E2%80%93-part-3-social-objects/
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Hugh Macleod on Social Objects
http://gapingvoid.com/2007/10/24/more-thoughts-on-social-objects/
http://gapingvoid.com/2007/12/31/social-objects-for-beginners/
Moments of Truth
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Moments of Truth
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PurchaseExperience
Problem / Need
Awareness
Enquiry
Recommendation
Retention
Social Media is a tool across the Customer Journey
Experience Mapping
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Eric Ries: http://www.startuplessonslearned.com/http://www.slideshare.net/venturehacks/the-lean-startup-2
Social Media is a tool across the Product Development cycle
Experience Design
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Social Media aids Rapid Iterations
http://market-by-numbers.com/customer-development-services/
Experience Design
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http://www.rogerstringer.com/2011/03/page/2/
Minimum Viable Product
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Only now should you sit down and choose your Platforms
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http://www.invisiblepr.com/social-media-public-relations/
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Choose your tools based on what you want to achieve
http://www.elliance.com/aha/infographics/Social-Media-Building.aspx
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Social mostly boils down to Engagement
http://darmano.typepad.com/logic_emotion/2009/05/social-engagement-spectrum.html
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4 “Rules” of Campaign Design
Give the consumer what they want - not what you want them to want (competitions, sweepstakes, coupons, previews &exclusives)
Make your activity bite-sized
Engage frequently: little and often is key
Lots of little campaigns build relationships far more effectively than big one off campaigns.
http://www.engagesciences.com/blog/2011/10/19/the-4-rules-of-social-media-marketing/
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Test & Measure Everything!
http://seotermglossary.com/ab-testing/
Experience Design
Monitor
http://www.wired.co.uk/magazine/archive/2012/01/features/test-test-test
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Keep Track of the Statistics
http://danzarrella.com/infographic-how-to-get-more-clicks-on-twitter.htmlMonitor
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Monitorhttp://smsci.danzarrella.com/
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http://www.monitoring-social-media.com/the-5-best-low-cost-social-media-monitoring-tools
The 5 best low-cost monitoring tools
Monitor
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Putting together the action plan
#1 define goals and objectives
#2 identify your audience
#3 learn from others
#4 choosethe tools to use
#5 set the budget
#6 develop content & social
objects
#7 define your KPIs
#8 determine your resources
#9 assign roles and
responsibilities
#10 monitor and measure
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Purchase• How easy is it to get started? • Is there a long registration process?• When does a commitment and a payment
take place, and does that fit the need?
Purchase• How easy is it to get started? • Is there a long registration process?• When does a commitment and a payment
take place, and does that fit the need?
Experience• How easy is the service to use?• Does it meet the needs? Of your customer?• Are there hurdles, confusion points, short-
comings that can be addressed?• How much support is provided?• Is feedback captured throughout the whole
process?• What other needs could be met?
Experience• How easy is the service to use?• Does it meet the needs? Of your customer?• Are there hurdles, confusion points, short-
comings that can be addressed?• How much support is provided?• Is feedback captured throughout the whole
process?• What other needs could be met?
Problem / Need• What’s the problem to be solved, the job to be done?• How do developers express that need?• Where does it fit into all the other things they do?
Problem / Need• What’s the problem to be solved, the job to be done?• How do developers express that need?• Where does it fit into all the other things they do?
Awareness• How do your customers find out about your
service, or any other solutions?• Where do conversations take place?• Where do your customers physically gather?• How well do you listen?• How clear are the marketing messages and
website?
Awareness• How do your customers find out about your
service, or any other solutions?• Where do conversations take place?• Where do your customers physically gather?• How well do you listen?• How clear are the marketing messages and
website?
Enquiry• How do your customers make contact in order to
find out more about your service and whether it’s the right one for them?
• How do they make the decision to use the service or not?
• Are there other routes through all of the tools their disposal?
Enquiry• How do your customers make contact in order to
find out more about your service and whether it’s the right one for them?
• How do they make the decision to use the service or not?
• Are there other routes through all of the tools their disposal?
Recommendation • Do users recommend the service to others?• Is it easy to recommend and share?• Does the service generate buzz?• Who’s doing the talking?• What customer outreach initiatives are
being taken?
Recommendation • Do users recommend the service to others?• Is it easy to recommend and share?• Does the service generate buzz?• Who’s doing the talking?• What customer outreach initiatives are
being taken?
Retention• Do users come back and use the service again?• Do they try new elements of the service, scale
up their usage?• Reclaimed, renewed, redeemed?• Has a relationship been developed?• How are past users communicated with?
Retention• Do users come back and use the service again?• Do they try new elements of the service, scale
up their usage?• Reclaimed, renewed, redeemed?• Has a relationship been developed?• How are past users communicated with?
Strategic option: MYOA - Consumer
Your Turn!
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