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Three social media stepsfor small businesses #DayatDellApril 27, 2010
Neville Hobson - Head of Social Media Europe, WCG LondonKerry Bridge – Dell Social Media Communications, Dell Inc
EMEA Day at Dell – 26 & 27 April, 2010Dell Small Business Excellence Award
Global Marketing
Let’s start with a conclusion
Online word of mouth is a powerful marketing tool:•You do know how, where and when she discusses your brand online•With whom•With precision•From awareness of you to an ambassador for you•Welcoming you into her peer network•Form a trusted partnership
http://picasaweb.google.com/lh/photo/ymWsJfDtfBl08zzMMxAkkg
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Why social media matters to small business
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• Increasing importance of word-of-mouth on consumer purchasing behaviour
• Social media amplifies and accelerates word-of-mouth, rapidly shaping and influencing opinion
• Social media can help foster a genuine connection between a company and its customers
http://www.brandirectory.com/league_tables/table/global_500
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What social media is and isn’t
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A working definition
http://www.gapingvoid.com/Moveable_Type/archives/2007_05.html
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Step 1 - Listen • Know who the influencers are, with precision
• Know your “share of conversation” vs “share of voice”
• Know where conversations are occurring that matter
• Know how news is shared and by whom
• Know the right keywords that drive search
• Know what content your customers care about
• Know who is defining your brand, pro or con
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Know which conversations are defining your brand
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Listen – Tools and Tactics
Listening audit:• Discover where people are
talking about your brand and your industry online.
• Uncover key influencers
• Free and paid tools.
• Share insights and take action.
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Step 2 - Plan and measure
• For example, an objective might be to: • increase positive brand
mentions online by 25 percent; or
• drive a 10 percent increase in traffic to the company Web site in a given timeframe; or
• to get people to share their e-mail addresses.
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Establish measurable objectives
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Plan before you get started
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Business goal social media will support:
• Primary goal:• Secondary goal:
Target audience: • Primary audience:• Secondary audience:
Social media strategy:
• Defined strategy
Key tactics: • Listen and learn and outline key opportunities and tactics
Measures of success:
• SMART i.e. Specific, Measurable, Achievable, Realistic, and Timed.
• Example planning template
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Step 3 - Engage and join the conversation
• Build relationships with digital influencers.
• Generate positive word of mouth.
• Share thought leadership to demonstrate that your business is innovative.
• Manage issues and crisis situations by responding quickly.
• Influence mainstream media coverage.
• Expose brand evangelists within your own company.
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Put a human face on your brand
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Engage rules of the road:
• Example rules of the road :• Intel -
http://www.intel.com/sites/sitewide/en_us/social-media.htm
• Coca-Cola - http://www.viralblog.com/wp-content/uploads/2010/01/TCCC-Online-Social-Media-Principles-12-2009.pdf
• BBC - http://www.bbc.co.uk/guidelines/editorialguidelines/onguide/
• Are you adding value? • Write what you know.• Be transparent. • Respect proprietary
information. • Encourage comments. • Create some excitement.
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Wiggly Wigglers *2008 Global Award Winner*
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Business goal: To inspire people to create their own amazing gardens
Target audience: Everyone interested in gardening, wildlife and making a difference to the environment
Social media strategy: Creating a global online community through podcasts, wikis, blogs, Facebook and Twitter
Business result: Grows global customer base to 90,000 and reduced ad spend by 80%
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Steps…
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1. Listen
2. Plan
3. Engage
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Thank you
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Twitter: @JanglesEmail: [email protected]
Twitter: @KerryatDellEmail: [email protected]
