Building a Social Media Strategy

Building a Social Media
Strategy
Midas Touch 18th September 2012

© 3seven9 Agency Ltd

Contents

1. Social Media: 21st century marketing
2. What are businesses really doing in Social Media
3. What stops businesses being effective on Social Media?
4. How to become effective on Social Media?
5. How to measure and prove your Social Media
effectiveness
6. Case Studies
7. Freebies


20th Century Marketing: Company focused

You (business) Them (customer)

SERVICE/
PRODUCT

(Marketing)

Importance

21st Century Marketing: Customer focused

You (business) Them (customer)

SERVICE/
PRODUCT

(Marketing)

Importance Importance

What are businesses really doing in Social Media?

1. 85% of companies have integrated social media into their marketing
2. 73% increased their spend in Social Media
3. Of those involved in Social Media:

83% 80% 58% 51%
The volume of traffic from social media is the most commonly measured
metric at 60% of those interviewed

The problem with Social Media


What stops social media being effective in business?

Locations

Metrics Content

WRONG

Time Resource

Approach


How can businesses become successful in Social Media?

Begin by focussing on what you are trying to achieve in your business:

Maximize reach of content Find and engage customers Build a thought leadership
and messaging in social and prospects using social customer community
channels media channels to provide support and
advocacy

1. Understand what Social Media can offer

2. Then align it to your business objectives © 3seven9 Agency Ltd

How to align social media to business goals


How to be effective on social media

Brand Awareness Lead Generation Community Building

Find

Break down conversations by priority Break down conversations by location




Find Interest
Break down conversations by maturity:
Customer News
Industry News Industry Opinion
Industry Guide Industry News
Industry Opinion Industry Guide
Industry Review Industry Review
Customer News Customer Opinion
Competitor Outreach Competitor News
Competitor News
Competitor Guide
Customer Opinion
Customer Query
0% 10% 20% 30% 40% 50% 60%
0% 10% 20% 30% 40% 50%



Find Interest Evaluate
Break down conversations by the most influential

BRAD STROTHKAMP Activity
Influencer Type •Vice President - Principal Analyst at
OPINION LEADER
Forrester Research
• Highly influential analyst in Financial
Services Industry
Web Presence • 1,000 Twitter followers
Website Forrester • 367 LinkedIn Connections + 14 Recs
Blog eBusiness & Channel Strategy Blog • Lists New York Times, Business
Twitter @ strothkamp
Week and CIO Magazine



Find Interest Evaluate Trial
Break down conversations by approach ‘Network’
• 82% of selected posts – massive connection with
service + brand
• Associated services (drill down)
• Security
• Management
• Infrastructure
• 13 Cisco blog posts
• High levels exposure on Twitter (focus!)
• Cisco & Partners & Industry commentators.



Find Interest Evaluate Trial Adopt

Break down conversations in real-time
(hours, days, weeks, months etc)




Find Interest Evaluate Trial Adopt Promote

Break down conversations to find your advocates (to leverage their impact)


How to measure social media against your business goals

 Mentions per time period  Lead Volume  Comments
 Share of Conversation  Cost per Lead  Content Downloads
 Subscribers to Content  Lead value  External mention ratio

Case Study: Lead Generation


Live Examples



Summary

1. Social Media is more integrated, mobile and customer focused

2. Define your social media strategy first!

3. Listen to where, when and what your industry is saying

4. Ensure your company has the right engagement response
programme in place

5. Set up your metrics and measure your success


Thank you.

If you have any further questions please contact
david.wood@3seven9.com or find us at
www.3seven9.com


Building a Social Media Strategy

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