visit lanarkshire social media workshop july 2011
DESCRIPTION
Slides for the Visit Lanarkshire Social Media Workshop July 2011TRANSCRIPT
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Social Media for Sustained Business Growth
Dr Jim Hamill – [email protected] Alan Stevenson – [email protected] Vincent Hamill – [email protected]
www.energise2-0.com
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A conversationnot a broadcast presentation
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Agenda
Questions?Videos
Key things to remember about SM
State-of-Play‘Getting There’….
Even more questions….
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Questions About Social Media?
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Two Videos
• The Social Media Revolution
• The Advertiser/Customer Break-Up
Ask yourself – So What?Implications for my business?
Implications for Lanarkshire/Scottish tourism?
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Social Media Revolution
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Advertising – Customer Breakup
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Key Things to RememberAbout Social Media
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Key Things to Remember
• It’s social– A key feature is online democracy – with content being provided
by the network for the network – represents a fundamental and revolutionary change in online behaviour, expectations and the online customer experience. The end of the ‘read only’ internet
– Conversations are taking place relevant to your business• Power shift
– Social media empowers customers, empowers the network. Recognizing this shift is the cornerstone of future success
• Declining effectiveness of traditional approaches – Does anyone listen to sales/brand messages anymore?
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Do You Listen?
Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare (www.slideshare.com)
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Do You Listen?
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Drowning in an Sea of Noise
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A note on Inbound Marketing
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Inbound Marketing
Spread your content as widely as possible to get found
Pull people to your web site, blog etc
Flood your ‘funnel’ with suspects
Analyse and Convert
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Inbound Marketing
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Inbound Marketing
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What’s wrong with this approach?
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Our Response
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What is Social Media?
NOT a broadcast medium. Its about listening to and engaging with customers, partners, your community, your tribe This is something we are not very good at doing. We prefer telling people how good we are
Maybe – We are NOT the people
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The Customer Manifesto
We are not sales suspects, prospects or leads
We do not want to be converted
We are people. In fact, ‘We Are The People’
We are your customers and we are King! Social media empowers us. We control the Information Age.Welcome to our world, not yours
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The Customer Manifesto
Don’t treat us like passive sheep waiting to be driven to your web site or blog
Use social media to deliver exceptional Customer Experiences
That way, we will become brand advocates and ‘spread the word’ for you
Our network will listen more to us than you
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We are the Children of the Revolution
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Key Things to Remember
• Pull v push– Consumers/users decide what information they wish to access
• New ‘mindsets’ are required– Marketing as a conversation with your customers/network–
dialogue not broadcasting– But this is something that most of us are not very good at doing.
We prefer ‘telling’ people• SM ‘winners’ and ‘losers’
– ‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships
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Key Things to Remember
• New performance measures– Business success depends on the quality of your customer base;
the strength of the relationship you have with quality customers; and your ability to leverage that relationship
– In a social media era, business success depends on the • Quality of your network• Relationship strength• Ability to leverage
• Social media monitoring/performance management tools
• The need for new business/marketing models
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Performance Measurement
Involvement – network/community numbers/quality, time spent, frequency, geography
Interaction – actions they take – read, post, comment, reviews, recommendations
Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc
Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking
Insight – customer insight Impact – business impact
Social Media Monitoring Tools –Audit, Assess, Impact
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The ‘6Is’ Approach
Insight and Impact
Involvement
InteractionIntimacy
Influence
26
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Key Things to Remember
The need for new business/marketing models
– Traditional approach:• Product development – Differentiate – Market and Promote -
Sell
– New model based on: • Communities, networks, openness, peering, sharing,
collaboration, customer empowerment, ‘think and act’ globally
• Engage and energise• ‘Create the Buzz’
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Definition of stupidity?
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State-of-PlayWhat progress is being made?
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Social Media: The State of Play
Where are we?
Where are we going?
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Progress Being Made
• Interest and enthusiasm among tourism businesses is growing rapidly - channels are being set up
• Fall into three main groups in terms of progress made– Progressive Adopters – Cautious/ Experimental Adopters– Non Adopters
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Progress Being Made
• While some good progress is being made, there is a need for a more ‘strategic’ approach
• Clear social media vision and strategy, agreed objectives, KPIs, targets, ROI and on-going performance measurement
• More attention needs to be paid to organization, people, resource issues critical to on-going SM success
Social Media Planning Pays
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‘Getting There’
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‘Getting There’
• Get More Involved– Google Alerts, Twitter, Social Media Monitoring Tools
• Learn more• Develop a strategy• Implement• Monitor
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Social Media Development Cycle
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SM Development Cycle
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Each Step is being covered in detail on our blog at www.energise2-0.com
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Five Key Areas
• External Analysis: Evaluate Your Social Media Landscape
• Internal Analysis: Evaluate Your ‘Readiness to Engage’• Develop Your Social Media Strategy and Action Plans
for ‘Getting There’• Evaluate Your Social Media Performance and ROI• Organization, People and Resource Issues
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The Key Questions to Address
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Evaluate Your Social Media Landscape
Monitor and evaluate the social media landscape for your business
Help decide the best generic strategy to follow in terms of the number of channels used and your depth of engagement in each channel
Key questions to address include……..
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Evaluate Your Social Media Landscape
• What impact is social media having on your industry, how important has it become?
• How are your customers using social media? What impact is it having on customer behaviour?
• What online conversations are taking place relevant to your business; who is saying what about your brand/ industry where online and what sentiments are being expressed? How should you respond?
• What are the key features and characteristics of social media that you need to understand
• Based on the above, what social media applications are most relevant to your business and how deep does your level of engagement need to be?
• Use Social Media Monitoring Tools………
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Monitoring the Conversations
• Use Social Media Monitoring Tools to monitor online conversations relevant to your brand – also for measuring the ‘buzz’ about your brand
• No or low cost tools such as Google Alerts, Yahoo Pipes, Social Mention, Topsy, IceRocket, Blogscope, Blogpulse and ViralHeat
• More expensive and sophisticated tools such as Radian6, Alterian SM2, Sysomos Heartbeat and Infegy SocialRadar
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Social Media Monitoring Tools
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Social Mention - Lanarkshire
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Social Mention - Lanarkshire
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Social Mention - Lanarkshire
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Social Mention - Lanarkshire
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Social Mention - Lanarkshire
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Topsy – Lanarkshire Tourism
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Topsy – Walking Holidays
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Topsy – Walking Holidays
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Internal Audit and ‘Readiness to Engage’
Your Internal Social Media Audit evaluates progress made, benchmarked against agreed criteria. Key questions to address include:• What progress have we already made in social media?• What channels do we already use?• What is our current level of engagement with each channel?• What positive business benefits have we derived from our social media
activities?• Where are the main areas for future improvement?• Benchmark existing progress against the opportunities presented by your
Social Media Landscape; against industry ‘Best Practice’; agreed performance measures and targets
• The ‘Strategic Gap’ (i.e. the ‘Gap’ between where you are and where you should be) provides a very strong basis for future social media strategy development
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Internal Audit and ‘Readiness to Engage’
Supporting the Internal Audit of progress made, you should also undertake an evaluation of your organisation’s ‘Readiness to Engage’, evaluating your social media strengths and weaknesses, the main barriers and obstacles to be overcome
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Social Media Strategy and Action Plans
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Social Media Strategy and Action Plans
• Use a simplified Balanced Scorecard approach to social media strategy development and implementation
• Will ensure that your future social media actions and initiatives are fully aligned with and supportive of agreed business goals; that KPIs are agreed for evaluating on-going social media performance, business impact and ROI; and that all key success factors are considered, including organization, people and resource aspects
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SM Strategy Development
Strategic objectives Targets Key performance indicators (KPIs) Customer segments The key social media actions and initiatives required for
‘getting there’ Organisational, people and resource issues
Ensure that your social media strategy is fully alignedwith and supportive of your overall strategic goals and
objectives with clear targets and ROI criteria
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Key Questions to Address
• What is the overall social media vision for your organisation?• What are the key objectives and targets to be achieved from
social media? Are these fully aligned with and supportive of your overall business goals and objectives?
• Who are your customers? Where do you find them ‘hanging out’ on social media? How can you best engage with them?
• What are the main Social Media Actions and Initiatives you need to take – short, medium and longer term?
• What generic social media strategy should you follow (number of channels used/ depth of engagement in each channel)?
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Key Questions to Address
• For each priority Social Media Channel, what are your core objectives for that channel; what KPIs will be used for measuring on-going channel performance; what are your targets for each KPI; what key tasks are needed to achieve these targets?
• Do we have the right organisational ‘culture’ and ‘mindset’ for Social Media? ‘Be social before doing social! Is the right organisational and decision-making structure in place?
• Has agreement been reached on resource allocation?• Who will be responsible for your social media activities? What
balance has been agreed between internal and external roles and responsibilities?
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Key Questions to Address
• Who is the Social Media Champion?• Do you have agreed Social Media Policies and Guidelines in
place covering ‘Proper Use’, ‘Content Management’, ‘Customer Response Times/Quality’ and ‘Legal’ aspects?
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Social Media Strategy Map
Brief statement of your overall 2.0/Social Media Vision and Mission Strategic Objectives Customer Perspective Internal Management Perspective Organisation Perspective
Strategic Objectives KPIs / Targets
KPIs / Targets KPIs / Targets
KPIs / Targets
Customer Group 1
Customer Group 2
Customer Group 3
Customer Group 4
2.0/Social Media Initiative 1 - Objectives - KPIs - Targets - Actions
2.0/Social Media Initiative 2 - Objectives - KPIs - Targets - Actions
2.0/Social Media Initiative 3 - Objectives - KPIs - Targets - Actions
2.0/Social Media Initiative 4 - Objectives - KPIs - Targets - Actions
Organisation People Resource
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Potential Business Benefits of Social Media
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Business Benefits
• Market Knowledge
• Customer Insight and Understanding
• Customer Interaction
• Enhanced Customer Experience
• Business Intelligence
• Reputation Management
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Business Benefits
• Improved Sales and Marketing
• Identify and network with high value, high growth prospects
• Product Development and R&D e.g. engage and co-create
• Internal cost savings
• Improved Operations and Internal Processes
• Increased ROI
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Potential Business Benefits
5 main areas:
• Market/Customer Knowledge & Insight• Engagement & Reputation Management• Enhanced Customer Experience and Loyalty• Sales/Marketing Effectiveness, Efficiency and ROI• Operations/ Internal Processes (open source and hosted apps)
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Map Applications to Business Benefits
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‘Be Customer Led’
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Be Customer Led
• Who are our customers, community, tribe?
• Where do they hang out in social media?
• How can we best engage with and energise them?
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Action Plans
Key issues in implementing your social media strategy
– Channel Action Plans– Performance Measurement
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Channel Action Plans
• Once your Social Media Strategy has been agreed, brief Action Plans should be developed for each priority SM channel
• Cascade the Balanced Scorecard approach to each priority channel e.g. Twitter, Facebook, Linkedin etc
• But not ‘Paralysis by Analysis’
• The Action Plan for each channel should include a clear statement of…..
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Channel Action Plans
• Vision• Channel Objectives• KPIs and Targets• Customers• Key Channel Actions and Initiatives for ‘getting there• Organisation, resource and people issues• Tools and applications• Performance measurement• Do’s and Don’t’s
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Performance Measurement
To ensure that your Social Media activities deliver high ROI, it is important to monitor, measure and evaluate your social media performance on an on-going basis. Key questions to address:
• What social media performance measures and KPIs should be used – both in terms of the overall ‘buzz’ created and measures for individual channels?
• What tools/software will be used to assist performance measurement?
• What reports will be produced, for who and how frequently?
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Performance Measurement
Should be undertaken at three main levels:
• Individual social media channels
• Overall ‘buzz’
• Business Impact
Using the 6Is approach
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Organization, Resource and People Issues
• Organization, resource and people issues sit at the bottom of your SM Balanced Scorecard NOT because they are the least important issues to address. In fact, the exact opposite is true. The success of your social media strategy is very much dependent upon appropriate decisions being made in the areas listed below:
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Organization, Resource and People Issues
• Do we have the right organisational ‘culture’ and ‘mindset’ for Social Media? ‘Be social before doing social!’ Is the right organisational and decision-making structure in place?
• Has agreement been reached on resource allocation?• Who will be responsible for your social media activities?• Do you have agreed Social Media Policies and Guidelines in
place covering ‘Proper Use’, ‘Content Management’, ‘Customer Response Times/Quality’ and ‘Legal’ aspects?
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What is Social Media?
New ‘mindsets’ are required to be successful in social media
‘BE SOCIAL BEFORE DOING SOCIAL’
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In Summary……..’Social Media Planning Pays’
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Bob Dylan
Come gather 'round peopleWherever you roam
And don’t criticiseWhat you can't understand
Your sons and your daughtersAre beyond your command
Your old road isRapidly agin‘
Then you better start swimmin’Or you'll sink like a stone
For the times they are a-changin’
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About Energise 2-0
• Provide an integrated range of social media services for building sustained business growth and profitability, delivered to the very highest international standards and fully customised for your business