social media communications: a new business paradigm
DESCRIPTION
This is a presentation given to a Meetup group in Vancouver on November 18th, 2010.TRANSCRIPT
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