ICT KTN Online Business Essential Clinics

#4: Effective Marketing with Social Media

creating & executing a a strategy for the effective use of social media tools

@MobileMaggie

Margaret Gold is an innovation & business launch specialist who provides strategic advisory services to companies & institutes expanding or launching new businesses in the mobile industry.

Before that, she was a senior consultant at Edengene, where she worked with FTSE 100 companies to invent, develop and launch new products & services to market.

Margaret Gold is an innovation & business launch specialist who provides strategic advisory services to companies & institutes expanding or launching new businesses in the mobile industry.

Before that, she was a senior consultant at Edengene, where she worked with FTSE 100 companies to invent, develop and launch new products & services to market.

An ‘idea-to-launch’ community platform for the collaborative development of mobile innovations

http://rlauterborn.com/pubs/pdfs/4_Cs.pdf

Eric Ries: http://www.startuplessonslearned.com/http://www.slideshare.net/venturehacks/the-lean-startup-2

The Lean Startup

PurchaseExperience

Problem / Need

Awareness

Enquiry

Recommendation

Retention

Social Media is a tool throughoutthe Customer Journey

Experience Mapping

You have to do your Homework before creating a Social Media Strategy

Customer Definition

Moments of Truth

Experience Design

Monitor

• User research• Contextual analysis• Personas• Lovemarks• Requirements

• Touchpoints• Need states• Emotional states• Narrative insight

• Differentiators• Loyalty drivers• Priorities• ROI

• Concept• Prototype• Validate• Ideation• Roadmap

• Measurement • Dashboard• Tools

http://images.businessweek.com/mz/07/24/0724_6insiid_a.gif

http://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/

It’s mostly about Word of Mouth

TALKERSKnow who’s doing the talking & influencing, and where the

conversations are taking place

TALKERSKnow who’s doing the talking & influencing, and where the

conversations are taking place

TOPICSGive them something fun,

unique & repeatable to talk about – create curiosity gaps

and triggers

TOPICSGive them something fun,

unique & repeatable to talk about – create curiosity gaps

and triggers

TOOLSMake everything shareable and

forwardable , post content everywhere, free samples, find

the multipliers

TOOLSMake everything shareable and

forwardable , post content everywhere, free samples, find

the multipliers

TRACKINGListen to users, track topics and brand mentions, gather

insights, measure & manage, respond and engage

TRACKINGListen to users, track topics and brand mentions, gather

insights, measure & manage, respond and engage

TAKING PARTEngage, share info &

support, do shout-outs, say thank-you, say sorry

TAKING PARTEngage, share info &

support, do shout-outs, say thank-you, say sorry

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• Citizen marketers will sell “remarkable” ideas • Innovators should adopt the 1% rule

– If you don’t find the “sneezers” or connectors, the 80/20% rule won’t matter

• Work backwards– Build your brand around your idea first. If the community you are targeting does not coalesce and rally

around the idea, continuing to build the product is irrelevant

• Create your own “blue ocean”– If you play it safe and go by the rules of your industry, value chain, and business model – you’re dead!– Most industries and markets are saturated and highly concentrated.

Purple Cows

Only now should you sit down and choose your Platforms

http://www.invisiblepr.com/social-media-public-relations/

Choose your tool based on what you want to achieve

http://www.elliance.com/aha/infographics/Social-Media-Building.aspx

4 “Rules” of Campaign Design

Give the consumer what they want - not what you want them to want (competitions, sweepstakes, coupons, previews &exclusives)

Make your activity bite-sized

Engage frequently: little and often is key

Lots of little campaigns build relationships far more effectively than big one off campaigns.

http://www.engagesciences.com/blog/2011/10/19/the-4-rules-of-social-media-marketing/

Social mostly boils down to Engagement

http://darmano.typepad.com/logic_emotion/2009/05/social-engagement-spectrum.html

Some Resources READ

Some Case Studies STUDY

Blogs (Johnson & Johnson, Delta Air Lines)

Bookmarking/Tagging (Adobe (adobe AIR), Kodak)

Brand monitoring (Dell, MINI)

Content aggregation (Alltop, EMC)

Crowdsourcing/Voting (Oracle, Starbucks)

Discussion boards and forums (IBM, Mountain Dew)

Events and meetups (Molson, Pampers)

Mashups (Fidelity Investments, Nike)

Microblogging (method, Whole Foods)

Online video (Eukanuba, Home Depot)

Organization and staffing (Ford, Pepsi)

Outreach programs (Nokia, Yum Brands)

Photosharing (Rubbermaid, UK Government)

Podcasting (Ericsson, McDonalds)

Presentation sharing (CapGemini, Daimler)

Public Relations (Avon, Intel)

Ratings and reviews (Loblaws, TurboTax)

Social networks: applications, fan pages, groups, and personalities (British Airways, Saturn)

Sponsorships (Coca-Cola, Whirlpool)

Virtual worlds (National Geographic, Toyota)

Widgets (Southwest Airlines, Target)

Wikis (Second Life, T-Mobile Sidekick)

http://www.beingpeterkim.com/2008/09/ive-been-thinki.html

http://www.ignitesocialmedia.com/26-social-media-marketing-examples-in-detail/

Now for the action plan

#1 define goals and objectives

#2 identify your audience

#3 learn from others

#4 choosethe tools to use

#5 set the budget#6 develop content

& social objects

#7 define your KPIs#8 determine your

resources#9 assign roles

and responsibilities

#10 monitor and measure

…some anecdotes to close….

Purchase• How easy is it to get started? • Is there a long registration process?• When does a commitment and a payment

take place, and does that fit the need?

Purchase• How easy is it to get started? • Is there a long registration process?• When does a commitment and a payment

take place, and does that fit the need?

Experience• How easy is the service to use?• Does it meet the needs? Of your customer?• Are there hurdles, confusion points, short-

comings that can be addressed?• How much support is provided?• Is feedback captured throughout the whole

process?• What other needs could be met?

Experience• How easy is the service to use?• Does it meet the needs? Of your customer?• Are there hurdles, confusion points, short-

comings that can be addressed?• How much support is provided?• Is feedback captured throughout the whole

process?• What other needs could be met?

Problem / Need• What’s the problem to be solved, the job to be done?• How do developers express that need?• Where does it fit into all the other things they do?

Problem / Need• What’s the problem to be solved, the job to be done?• How do developers express that need?• Where does it fit into all the other things they do?

Awareness• How do your customers find out about your

service, or any other solutions?• Where do conversations take place?• Where do your customers physically gather?• How well do you listen?• How clear are the marketing messages and

website?

Awareness• How do your customers find out about your

service, or any other solutions?• Where do conversations take place?• Where do your customers physically gather?• How well do you listen?• How clear are the marketing messages and

website?

Enquiry• How do your customers make contact in order to

find out more about your service and whether it’s the right one for them?

• How do they make the decision to use the service or not?

• Are there other routes through all of the tools their disposal?

Enquiry• How do your customers make contact in order to

find out more about your service and whether it’s the right one for them?

• How do they make the decision to use the service or not?

• Are there other routes through all of the tools their disposal?

Recommendation • Do users recommend the service to others?• Is it easy to recommend and share?• Does the service generate buzz?• Who’s doing the talking?• What customer outreach initiatives are

being taken?

Recommendation • Do users recommend the service to others?• Is it easy to recommend and share?• Does the service generate buzz?• Who’s doing the talking?• What customer outreach initiatives are

being taken?

Retention• Do users come back and use the service again?• Do they try new elements of the service, scale

up their usage?• Reclaimed, renewed, redeemed?• Has a relationship been developed?• How are past users communicated with?

Retention• Do users come back and use the service again?• Do they try new elements of the service, scale

up their usage?• Reclaimed, renewed, redeemed?• Has a relationship been developed?• How are past users communicated with?

Strategic option: MYOA - Consumer

Break-out Session

Now for the action plan

#1 define goals and objectives

#2 identify your audience

#3 learn from others

#4 choosethe tools to use

#5 set the budget#6 develop content

& social objects

#7 define your KPIs#8 determine your

resources#9 assign roles

and responsibilities

#10 monitor and measure

A boot-strapping PR to-do list1. Create a press release that announces your new business. Make sure that its title has the keywords

that your customers will use to search Google for the type of product or service you sell. For example “Premium Dog Walking Service Launched in Cambridge” or “Solar Battery for Laptop Computers”. Include the search term in the first one hundred words of the press release and again in its summary.

2. Make sure the address of your website and your phone number appear in the release.

3. Post this release on sites like prlog.com, bignews.biz and openpr.com. Note that all these sites will get a well written release listed on news.Google.com as well as hundreds of other sites. That means that when people search for what you sell it will be easier to find you.

4. Publish one or two similar news releases every week. Reuse the same keywords and phrases over and over again so that your company will climb to the top of listings for those terms on Google. You can write a release about new customers you’ve acquired, hassles your customers face, solutions for problems you’ve found for your customers, etc. This is one of the best marketing investments you can make.

5. Add your press releases to your website. That helps insure that your natural Google ranking for the search terms is maximized.

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Applications / Hosted Services

• Hosted Blogs– Blogger– WordPress– Typepad– Movable Type– Yahoo 360– Others:

http://www.forbes.com/bow/b2c/category.jhtml?id=311

• Forum– Vbulletin– PhPBB– Invision– SMF– Jive Forums

• Content Management Systems (CMS)

– eZPublish– Joomla– WebGUI– Mambo– HotBanana

• E-commerce platforms– Monster Commerce Pro– GoEmerchant– OSCommerce– Zen Cart– ShopSite Pro

E-mail Marketing Constant Contact Lyris EmailLabs JangoMail ExactTarget SafeUnsubscribe

Analytics Urchin Google FeedBurner VisiStat CoreMetrics

http://www.websitemagazine.com

• Dan Zarrella, Social Media Marketing and Viral Marketing Scientist URL: http://danzarrella.com/#

• How Social Media Drives New Business: Six Case Studies URL: http://techcrunch.com/2010/07/17/how-social-media-drives-new-business-six-case-studies/

• A Look Back at the Last 5 Years in Social Media URL: http://mashable.com/2010/07/20/last-5-years-social-media/

• 26 Social Media Marketing Examples in Detail | Ignite Social Media URL: http://www.ignitesocialmedia.com/26-social-media-marketing-examples-in-detail/

• A Wiki of Social Media Marketing Examples URL: http://wiki.beingpeterkim.com/

• Social Media\'s Critical Path: Relevance to Resonance to Significance - The Conversation - Harvard Business Review URL: http://blogs.hbr.org/cs/2010/07/social_medias_critical_path_re.html

• How to win at Facebook in three weeks | Econsultancy URL: http://econsultancy.com/blog/6239-how-to-win-at-facebook-in-three-weeks

• Top 28 Sophisticated Tools for Social Media | Websudasa Blog URL: http://www.websudasa.com/blog/2009/09/top-28-sophisticated-tools-for-social-media/

• Social Media Marketing Toolbox for Businesses | Interactive Marketing Blog URL: http://www.ffwd.net.nz/blog/2009/12/social-media-marketing-toolbox-for-businesses/

• The 22 Step Social Media Marketing Plan URL: http://mashable.com/2008/11/07/social-media-marketing-plan/

• 5 Trust Agents Who Are Changing the Face of Twitter | All Up in Your Business | Fast Company URL: http://www.fastcompany.com/blog/lydia-dishman/all-your-business/fine-art-trust-makeover?partner=homepage_newsletter

MARKET RESEARCH TOOLS (market feedback, product/service reviews, industry updates): • Get updates on who’s talking about you, your industry, your customers – Google Alerts• Find out what’s happening in all the topics that interest you – Alltop, Backtype, LinkedIn Answers, Yahoo! Answers• Get your products reviews and feedback – Crowdstorm, GetSatisfaction• Find out about great websites recommendations – StumbleUpon• Organize RSS feeds from media sites and blogs – Google Reader

SHARING TOOLS: Content sharing tools• Share photos – Flickr• Share original writings – Scribd• Share PowerPoint presentations – Slideshare• Share videos and music – YouTube, My Space• Livecast hosting – Justin.tv, BlogTV, UStream, Qik, Flixwagon, Kyte, LiveCastr• Share your profile – Google ProfilePublication tools• Wikis – Wikipedia, Wikia, Wetpaint• Citizen journalism portals – Digg, Newsvine

SHARING TOOLS: Content sharing tools• Share photos – Flickr• Share original writings – Scribd• Share PowerPoint presentations – Slideshare• Share videos and music – YouTube, My Space• Livecast hosting – Justin.tv, BlogTV, UStream, Qik, Flixwagon, Kyte, LiveCastr• Share your profile – Google ProfilePublication tools• Wikis – Wikipedia, Wikia, Wetpaint• Citizen journalism portals – Digg, Newsvine

SOCIAL NETWORKING TOOLS: • Social networks – Facebook, Bebo, Hi5, Orkut• Niche networks – LinkedIn, BoompaSocial aggregation – FriendFeed, Socializr, Socialthing!, lifestrea.ms, Profilactic• Create your own social networking – Ning• Organize business contacts via the web – PlaxoDiscussions tools• Forums – PHPbb, vBulletin, Phorum• Video forums – Seesmic• Instant messaging – Yahoo! Messenger, Windows Live Messenger, Meebo• VoIP – Skype, Google Talk• Find relavant groups – Google Groups

BLOGGING TOOLS: • WordPress, TypePad, Joomla, Technorati, IceRocket, Google Blog Search

MICROBLOGGING TOOLS: • Twitter, Pownce, Jaiku, Plurk, Adocu

VIRTUAL WORLDS TOOLS: • Virtual worlds – Second Life, Entropia Universe, Stardoll, Club Penguin• 3D chats – Habbo, IMVU

SOCIAL GAMING TOOLS: • Social gaming platforms – ImInLikeWithYou, Doof• Casual gaming portals – Pogo, Cafe, Kongregate• Social networks enabled games – Three Rings, SGN

MEASURMENT TOOLS: • Provide good overview of analytics and site demographics – Quantcast, Google Analytics, Alexa• Track the performance of your and competitors’ keywords – Hubspot• Grade your website on a number of analytics and social media indicators – Website Grader• Compare tool for web analytics-type information – Compete.com