social media communications: a new business paradigm

Social Media Communications: A New

Business ParadigmOriginal presentation: http://j.mp/fvsmkemp

-webtreats

kempedmonds.com

Old Marketing$$$$$$$$$$

New Marketing$ + Time

5 things everyone should know about Social Media

1. It’s called social media not social selling

2. Don’t forget everything you already know about marketing

3. You’ve got to choose the right niche

4. You have to engage

5. You have to have goals

theconversationprism.com

The Traditional Funnel

Hubspot.com

Hubspot.com

The New Funnel

Hubspot.com

Social Media greases the marketing funnel

Some Reality 87% of Americans know of Twitter (Pew, 2010)

7% have an account

88% of Americans know of Facebook

40% have an account

Your market may not widely use these tools.

How much is one customer worth?

How about one customer who refers five more?

More Reality Is your website ready to receive and convert?

Do you have positive customer testimonials?

Do you have a company blog?

Do people pick up the phone?

How quickly do you respond to email?

Social Media often comes last and should.

Today let’s talk about

Goals

How Social Media fits in

Frameworks & Planning

Execution

Examples

How to get started?

Have SMARTER Goals

SMARTER Goals

Specific

Measurable

Attainable

Relevant

Time Bound

Evaluate

Re-evaluate

Examples: SMART Social Media Goals

Increase unique visitors to our site by 5x from social networking sites (Analytics) after 5 months

Increase blog/newsletter subscriptions by X% in 3 months by increasing distribution channels

Increase FB Fans by X members in 8 weeks

Increase Twitter mentions 300% in 6 months

Increase interactions on FB page by 5/week*

The Marketing Funnel

Altimeter Group 2010

Some FREE Tools

Website Monitoring: Google Analytics

Social Posts: Hootsuite (Ow.ly)

Link Distribution: J.mp

Facebook: Insights/Ads

Email: Mail Chimp or Constant Contact

Monitoring Google: Alerts

Social Net Monitoring: Social Mention

Dashboard: Netvibes

Video: YouTube Insights, Flickr Stats

Always be Monitoring/Measuring

Yes you can measure and monitor everything!

We need a framework

A pragmatic approach using metrics based on sound business objectives

To maximize understanding about the value of social marketing efforts

A framework that delivers tangible results

Mark makes it easyOriginal with Details

Another Framework

Altimeter Group 2010

By: TheBristolKid

The Framework Begins with Goals

Licensed for use under Creative Commons License

...From Goals Stem Objectives

Licensed for use under Creative Commons License

...Then Measures of Success

Licensed for use under Creative Commons License

And Finally Execution

Licensed for use under Creative Commons License

The Framework in Practice

Altimeter Group 2010

Simon Sinek’s TED TALK on Inspiring Leadership

Apply Simon Sinek’s model for inspirational leadership

WHY

HOW

WHAT

Original by: Altimeter Group 2010

• Company Goals = Vision - WHY

• Business Objectives = Strategy - WHY

• Measures of Success KPI = Management

- HOW

• Operational Tactics = Execution - WHAT

The Framework Is a Process

Licensed for use under Creative Commons License

A Social Marketing Example...

• Goal

• Objective

• Measures

• Tactics

Be Integral to the Community

TwitterMentions

Web Traffic from Social

Sites

Raise Awarenes

s

SocialMentions

How to Measure:(measure over time)

Twitter Mentions:http://search.twitter.comhttp://tweetbeep.com Lots of paid tools out thereADVANCED: Your mentions/your mentions + all competitor mentions

Social Mentions:http://socialmention.com http://alerts.google.com http://netvibes.com

Website Traffic from Social Sites:http://analytics.google.comSources: Facebook, Twitter, YouTube, etc.

BACK IT ALL UP WITH URL SHORTENING (http://j.mp http://bit.ly)

Another Example...

• Goal

• Objective

• Measures

• Tactics

Develop affinity with target audiences

New fans, FollowersReaders,Watchers

Web Traffic from Social

Sites + 2min

IncreaseEngagemen

t

Comments,Shares,Likes, Replies

http://www.google.com/images?q=social+media+logos&hl=en&gbv=2&tbs=isch:1&sa=N&start=20&ndsp=20

Different Ecosystems

1.Stagger Timing2.Distribute Content 3.Different Language4.Different Timing

Same Content, Different Ecosystem…

Different Language, Different Timing.

Keep your base in mind

The Key:Bridging the Social Media

Gap

Special Thanks to:

@TLCHomeRed Barn GroupMark Smiciklas

Jeremiah Owyangand Altimeter Group

kempedmonds.com