be relevant or vanish - social media engagement

7/31/2019 Be RELEVANT or Vanish - Social Media Engagement

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Engaging Customers with

Social Media

Dr. Marouane [email protected]

050-6003304

Capsule Course

www.facebook.com/RELEVANCEWORLD pinterest.com/relevanceworld/
mailto:[email protected]:[email protected]


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BE RELEVANTOR VANISH

2011 All title and copyright in this document are owned by RELEVANCE FZ-LLC. Do not distribute.


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Myths


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Social Media Strategy | Sales + Marketing

Marketing Creates

Opportunity Sales Creates

Customer This is stillBusiness


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Marketing Creates




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Marketing Creates




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Social Media Strategy |Why


11/103searches are conducted "ever month on Goo le.!

Y l i


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Your customers are relying more & more onsocial. 9 out of 10!

9 out of 10 Internet users visited "a social networking site each month in 2010.!


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1 out of every 8 "minutesonline "is spent on Facebook.!


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Twitters active !user base generates!

90 Milliontweets er da .!


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More than half "of all Internet users "

read blogs at least monthly.!


16/10314! SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010

SOCIAL NETWORKS/BLOGS ONLINE !GAMES

EMAIL PORTALS VIDEOS/MOVIES

= 1 MINUTE

US Internet users spend "

3x moreminutes on blogs "& social networks "than on email.!


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40% "of Facebooks "user base is "age 35+.!


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64% "of Facebook "

users have "become fans "of at least "one company.!

SOURCE: EXACTTARGET, 2011


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78% !of business people "use their mobile device "to check email.!

20! SOURCE: AT&T, MARCH 2011


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0%!of US smartphone owners compare prices "on their mobile device while in-store, "shopping for an item.!

SOURCE: COMSCORE, JANUARY 2011


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1 in 5!US adult mobile phone owners "have used their device!to make a purchase "in the past month.!

SOURCE: MOBILE MARKETING ASSOCIATION & LUTH RESEARCH, MAY 2010


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27!

84%!of 25-34 year-olds have left "

a favorite website because of "intrusive or irrelevant advertising.!

SOURCE: HOWTO.TV, APRIL 2008


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30!

This is your new business card.!


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Inbound marketing "in a nutshell.!

2: CONVERT VISITORS & LEADS

1: GET FOUND ONLINE

3: ANALYZE & IMPROVE


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44!

Inbound marketing costs 62% less "per lead than traditional, outbound marketing.!

AVG COST/LEAD: $143!

AVG COST/LEAD: $373!

OUTBOUND! INBOUND!

SOURCE: HUBSPOT, 2011


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Be helpful.!

Helpful!

Relevant!

Remarkable!

Frequent!

ask yourself how you can be of service toyour current and potential customers. Whatproblems can you solve? What questionscan you answer? What knowledge can youshare?

Read more: http://blog.hubspot.com/blog/tabid/6307/bid/10291/Helpful-is-the-New-Viral.aspx#ixzz1GsSghdGN

Helpful is the new viral.!


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Companies that blog get "

website visitors.!

43! SOURCE: HUBSPOT, 2010

55% more


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83%!

The number "of marketers "

who say !

Facebook "is critical "

or important"to their business "

has increased

in just two years.!

SOURCE: HUBSPOT, 2011!


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51% "of Facebook fans "are more likely to buy"the brands they fan.!


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79% "of Twitter followers"are more likely "to recommend "

the brands they follow.!


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The average budget spent on company blogs "& social media has nearly doubled in two years.!

52!

$!$!$! $! $!$!$! $!$!$!$! $! $!$!$! $! $!$!$! $! $!$!$! $!$!

2009

2011

$!= 1% OF ANNUAL MARKETING BUDGET

$!



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2/3 "of marketers saytheir company blog "is critical orimportant "to their business.!


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includingfrappuccino.com


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enabling personalization


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increasing the pointsof connection


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SKITTLES


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Proper marketing research needs to

be done beforehand

Understanding customers is critical

Figuring out how influencers operate


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Social Media Strategy | What


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FacebookMySpaceLinkedIn

Social Media Strategy | Social Networks


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FlickrTweetPhotoShutterfly

Social Media Strategy | Photo Sharing

Ideahaus All rights reserved.


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YouTubeVimeoVeoh

Social Media Strategy | Video Sharing


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UstreamJustinTVLivestreamQikFlixwagon

Social Media Strategy | Video Streaming


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TwitterYammerFriendFeed

Social Media Strategy |Micro-Blogging


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EviteMeetupFacebook

Social Media Strategy | Events


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DeliciousDiggStumbleUpon

Social Media Strategy | Bookmarking


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FanBoxWidgetBoxWidgepedia

Social Media Strategy | Widgets


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GoodSearchPlacesWikiPedia

Social Media Strategy | Miscellaneous


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WordPressTypePadBlogger

Social Media Strategy | Blogging


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Pinterest

Social Media Strategy | Sharing interests


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Smartphones

Social Media Strategy | Mobile


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Social Media Strategy | Satellite Marketing


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Social Media Strategy | Satellite Marketing


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Same Challenge | Different Technology

The newesttechnology onlycompounds the oldestchallenge between

people of what to say,and how to say it.


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Social Media Strategy | how


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Social Media Strategy | Listen

Reply to Trends,Crises andOpportunities.


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Social Media Strategy | Communicate

Increase Brand Awareness,Participation, Reach,Audience and Engagement.


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Social Media Strategy | Empowering People

Promote theUnderstandingof your peopleand your cause.


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Social Media Strategy | Create Community

Change fromDonation toRelation


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Social Media Strategy | Create Community

Relationshipswith Families,Consumers,Industry,Media


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Social Media Strategy | Social Capital

"Investment in social relations with expected returnsin the marketplace. Nan Lin


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Social Media Strategy | Social Capital

Social Network = Connections Conversations = Social Capital Repeated Conversations = Relationship

Dell Starts Listening


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Dell Starts Listening

In 2005, Dell was brought to its knees by bloggers who postedcustomer service complaints.

As Dell outsourced its technical customer service, customercomplaints also increased.

A 2005 Google search for Dell customer service problemsreturned nearly 3 million links.

Dell initiated several blogs in multiple languages to handlecustomer complaints and to have conversations with stakeholdersabout problems and actions to fix them.

Social Media


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Social Media

Social media is a term used to describe media based on

conversation and interaction between people online

Social media focuses on bringing information, photos,and video to an audience that wants to learn and to be

entertained.

Content is generated as a conversation, with all

participants able to upload, discuss, edit or rate.

Types of Social Media


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yp

i i & ki


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Communication & Networking

Social networkaggregation

Social media

interfaces

Microblogs

Blogs (Web Logs)

Events


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Local event sites allow residents to post to a

calendar.

Personal event sites allow individuals to create

events and invite people via e-mail.

Group member event sites are for public groups

that others can join.

Collaboration


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Collaboration

Tagginginvolves attaching keywords to video, photos,

or text to help users find content.

Wikis allow users to create, edit, and link content

collaboratively.

Social bookmarking allows users to share, organize,

search, and manage web resources.

Social News are sites where users submit links to

online stories and readers vote or comment.


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Social Media Strategy | illustrations

How Businesses Use Social Media


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25% of the top 100 online

retailers do not have a Facebook

page, but 91% say that will start

one within a year

Only 22% of Fortune 500

companies have an active blog,

but 70% of small businesses

maintain blogs.

SOCIAL MEDIA & ADOPTION BY SMALL

BUSINESSES


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BUSINESSES

Social Media Strategies


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g

Social Media & E-Mail


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Marketers use a variety of e-mail

strategies:

Follow us links in e-mail messages.

Sign up forms for Facebook-type

pages.

Links to e-mail messages on social

media pages.

Options to share e-mail with others.

Brand perception Management


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No going back!Make sure they understand how Facebook, Twitter, LinkedIn, etc. arent

one way vehicles (where the brand dominates the message), but an

invitation to a never ending dance with constantly changing partners



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Dont just dive!

make sure key decision makers who think they want to go social

media truly get how the game is played. Its not a press release.



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Dont go social!

unless the brand is willing to take the risk of jumping off the cliff, giving

up control to customers and consumers who will express their

viewpoints, both positive and negative!



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Its easy start!but social media is time-consuming and challenging to remain engaged

and build a followinga proactive community



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Be honest, truthful

So if you want social media to become a positive tool, the brand must be a

concerned good listener prepared to take action to correct situations that

arent right!

Performance Metrics


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Three areas of social

media performance

metrics:

Earned mediapublicity

Company owned

social media

Paid media

Earned Media Metrics


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General Social Media

Metrics


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Metrics

Actions taken by users.

Conversations in blogs and

elsewhere.

Social media dashboard.

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Social Media Dashboard


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be relevant or vanish - social media engagement

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