Social Media for SMEs, JCI London

Social Media for SMEs, JCI London

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  Social Media forSMEs Why? How? h? mcu How Junior Chamber International May 17, 2012 - London Chamber of Commerce Delfin Vassallo
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  How do SocialMedia work? • We are social beings, sharing our experiences is part of the social interaction • We are influenced and motivated by each other to do things. • Influence through conversation • Low consideration vs. high consideration purchases • Influence Marketing Photo by Ricardo Carreón http://www.flickr.com/photos/carreon/4497349050/
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  How does influencework? Advocates Positive Word of Mouth Sustain Passives Ignite Inspire Deepen Convert Convince Solve Detractors Negative Word of Mouth
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  How to playthe game? • Be authentic – Talk with your own voice – Never post / publish anonymously, your consumers need to know who you are to trust you – Respond to everything, always – Be human • You get because you give – Give relevant content • All participants have same status – Everyone is special and unique Photo by Skene http://www.flickr.com/photos/skene/3743369194/in/set-72157616956939008/
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  How do Ichoose which Social Media use? be ey’d th e hat or m dt ef An bl s uit a
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  Choosing your SocialMedia • One is not enough – You won’t find all your potential customers in one single platform – It’s more likely your customers are participating in more than one platform • Research according target market • Social Influence Marketing requires patience: – To learn – To build relationships – To test – To optimize
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  Understand your customers • How long they use the platform? • What do they specifically do on it? • How they interact with others? • Find out the “place of influence” – Where they make they purchasing decisions? – Where they get influenced by others? – Where they observe how their friends are buying / discussing purchases Social technographics tools: www.forrester.com/Groundswell/profile_tool.html www.quantcast.com http://www.alexa.com/topsites/
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  Research the platform • Social dynamics • Marketing possibilities: – Display ads – Social ads – Sponsorships – Influencer marketing – Apps & widgets – Brand pages – Other Photo by Benny Bnut http://www.flickr.com/photos/bvcphoto/4044750742/
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  Evaluate and thinkyour strategy • Planning! • Realize which platforms have meaningful social engagement and will benefit you • Look the big picture – How your marketing efforts work together? – How your different presences link each other? – How are they coordinated with offline activities?
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  Niche platforms • Targeted to specific market segment – MySpace > Music – Linked In > Professionals / businessmen – devianART.com > Graphic / plastic artists – Vimeo > Art videos – Sermo > Physicians / medical world – CouchSurfing.org > Young travellers – FinlandLive.info > Expats in Finland • Other basics – Ning > Create your own social platform – Blogger networks – Wikipedia – Flickr – Foursquare – Pinterest Photo by Ricardo Carreón http://www.flickr.com/photos/carreon/2925070150/in/set-72157594578350003/
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  How to establish your social presences new t e! The Es t a Real
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  Building your presencesto generate leads • Unique blog visitors • Open forum to discuss issues • Twitter followers • Monitor the web, blogosphere, forums & related to your field • Team members should take • LinkedIn group members communities to find relevant conversations • Join the conversation, comment on blogs & initiative to start conversations • Traffic generated by SM point readers to same topic content at your blog • Don't talk about your company or • Leads by source: inbound • Create blog posts that potentially will go viral products web, seminars, tradeshows • Review/Suggest industry events • Compare metrics with your • Feedback on new approaches or increase in leads & sales consumer needs • Volume of mentions + • Join other groups and participate sentiment measurement Create a blog Measure SM Establish a Twitter Create Linked In Cross link your to start and join accounts & account groups & Facebook properties conversations website traffic pages • Post short, post frequent and post relevant! • Promote your SM channels on • Tweet about new blog posts and events company website & email signatures • Links to industry news • ”Like us”? > “Join the conversation • Fun entries, trivia questions, informal on -your industry name-hot topics” researches • Employees email signature include • Scan conversations looking for twitters in links to blog, Twitter account & groups need of advice about your field besides their name, phone, address... • Re-tweet relevant information
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  Measuring results • SMmetrics are different from other Marketing metrics • Data gathering is relatively easy, use same tools and parameters over time to get consistent results • Match SM metrics with your other marketing metrics to see how they correlate • Biggest challenge: correlating data with your business objectives • Define your objectives and its Key Performance Indicators (KPI’s) Top tools for Social Media monitoring: http://socialmediatoday.com/SMC/155299 Measuring Social Media: http://www.djvassallo.com/2009/11/measuring-social-media.html
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  Measuring ‘Sentiment’ • What your customers feel about your brand? • Complex semantic algorithms • Accuracy 60-80% Sentiment for the brand + Volume of mentions Photo by Ricardo Carreón http://www.flickr.com/photos/carreon/2501134102/in/set-72157594578350003/
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  Measuring Process Summary Non-financial Financial Investment Action Reaction Company launches People respond Impact Impact Social Media positively to this 30k ppl like page 3,000 net new customers Marketing +20% website traffic +25% credit card use campaign 3x brand mentions
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  Social Media Success •Start simple - one presence, then evolve. • KISS • Have a clear metric in mind before you begin. Without a benchmark it’s impossible to determine success. • In order Social Media pays off, it requires commitment and time investment. Photo by Ricardo Carreón http://www.flickr.com/photos/carreon/430882134/in/set-72157600049454148/
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  Basic resources &insights Social Media News • Mashable http://mashable.com/ • Social Media Today http://www.insidefacebook.com/ • Chris Brogan www.chrisbrogan.com • Olivier Blanchard http://thebrandbuilder.wordpress.com/ Books • Let’s Talk, Social Media for Small Business: http://www.ducttapemarketing .com/blog/2008/11/13/free-social-media-for-business-ebook/ • Social Media Marketing for Dummies: http://www.amazon.com/gp/product/0470289341?ie=UTF8 &tag=sommeindia-20&linkCode=as2&camp=1789&creative=9325&creativeASIN=0470289341 • Social Media ROI: http://www.amazon.com/Social-Media-ROI-Measuring-Organization/dp/0789747413/ref=sr_1_1?ie=UT Social Media monitoring tools • Social Mention: http://www.socialmention.com/ • Sentiment Metrics http://www.sentimentmetrics.com • Brandwatch: http://www.brandwatch.com • Hub Spot: http://www.hubspot.com/ Facebook • Inside Facebook http://www.insidefacebook.com/
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  Keep in touch Delfin Vassallo Digital Villager @DJVassallo www.djvassallo.com