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Creating a Social Media Strategy (That Works)

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Creating a Social Media Strategy That Works Natascha Thomson CEO, MarketingXLerator @NaThomson #2015ConnectCon @ConnectMembers facebook.com/connectmembers


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Google.com/Alerts #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 4


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Agenda 1.  Is there a social media mandate? 2.  What channels should you be on? 3.  How do you measure success? 4.  How much will it cost? 5.  What is social selling vs. social marketing? 6.  Q&A #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers #DataConnectTalk


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Larry Page & Sergey Brin #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 7


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@Jack Dorsay #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 11


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Sundar Pichai #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 13


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Ignore (Social Media) at Your Own Risk 1.  LISTENING •  2.  PULL •  3.  Can you be found? FISHING WHERE THE FISH ARE •  4.  What are people saying about you? Where is your target audience? CUTE ANIMALS •  Human-to-Human #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Picture: Boo – The Cutest Dog in the World.


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The Big Picture (Consumer View) Brand Portray: Who are you? n  (Brand) Iden3ty n  Promise/Differen3ator Posi9oning / Message Convince: Why should I care? n  Know & meet my needs n  What’s uniquely relevant about you? n  Why should I trust you? Got proof? Promo9on Impact: Get through to me. Peak my interest. Make me want to take ac9on. n  Talk to me where & when I am n  Get my a2en3on n  Court me n  Engage & convince me n  Make it easy for me #2015ConnectCon @ConnectMembers Attention è Relevance è Action facebook.com/ConnectMembers @NaThomson


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Your Brand Based on your brand, people decide if they want to connect. Based on your content, people decide if they want to stay connected. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers


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What Do You Want To Portray? #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers


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Message: Why Would Anybody Care? What do you offer that your target audience is looking for? How can you convincingly show that you can successfully serve their needs? #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Copyright by


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Promotion: Get the Word Out How can your message reach your audience ? How can you interest, dazzle and convert them? #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers


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Forrester: Buyer’s Journey Has Changed •  70-90% of the buyers journey is complete prior to engaging a vendor. •  Consumers engage with an average of 11.4 pieces of content before purchase #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers


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Buyer Cycle: Past Source: Robin Grant: The purchase funnel is no more. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers


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Buyer Cycle: Present “Consumer’s Decision Journey” Source: Robin Grant: The purchase funnel is no more; via McKinsey. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers


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“You need to develop ways for people to talk about your product, so that word of mouth works.” ~ McKinsey Global Marketing & Sales Practice #2015ConnectCon @ConnectMembers facebook.com/connectmembers Source: Robin Grant: The purchase funnel is no more.


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Source: Harvard Business Review & Gartner. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 25


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#2015ConnectCon @ConnectMembers Source: Nielsen. facebook.com/ConnectMembers 26


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Create YOUR Strategy #2015ConnectCon @ConnectMembers facebook.com/connectmembers


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The 5 Key Elements 1.  2.  3.  4.  5.  Objectives Target Audience Social Channels Tactics Measurement #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Copyright by


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Sample Objectives 1.  2.  3.  Increase revenue by $500,000 by March 2016 Attract 3 new partners by December 2016 Become a thought leader in IoT by June 2016 How do you measure success? How do you turn this into marketing goals? #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Copyright by


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Break It Down Brand Portray: Who are you? n  (Brand) Iden3ty n  Promise/Differen3ator Posi3oning / Message Convince: Why should I care? n  Know & meet my needs n  What’s uniquely relevant about you? n  Why should I trust you? Got proof? Promo9on Impact: Get through to me. Win me over. Make me want to take ac9on. Awareness è Action è Conversion @NaThomson #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers


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Target Audience #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers


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Target Audience Segmentation Line of Business (LoB) Titles, Roles? Customer base Geos North America, EMEA, APAC etc.? Net New or Install Base? Industry Retail, High-Tech etc. or Horizontal? #2015ConnectCon @ConnectMembers Market Segment s SMB, Medium, Enterprise? facebook.com/ConnectMembers


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Segmentation Example Goal: Increase revenue to $x for x product in next 12 months. Target Audience 1: •  North America •  Net New •  C-level, VP, Director in HR Role •  SMB (up to $100 million revenue/year; 25+ employees) •  Horizontal ( Top 3: Manufacturing, FinServices, High-Tech) #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Copyright by


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Your Target Audience Informs Your Choice of Social Media Channels #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 34


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Owned vs. Earned vs. Paid Social Media •  Owned •  •  •  •  •  Earned •  •  •  •  •  @NaThomson MarketingXLerator.com Linkedin Profile / Blog Original Content LinkedIn Group Engagement Blog Placements Branded Communities Influencer Sharing Paid •  •  •  Social Ads & Promoted Accounts Paid Blog Placements Paid Influencers / Advertorials #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Source: SmartInsights.com


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Measurement #2015ConnectCon @ConnectMembers facebook.com/connectmembers


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Sample Objectives 1.  2.  3.  Increase revenue by $500,000 by March 2016 Attract 3 new partners by December 2016 Become a thought leader in IoT by June 2016 How do you measure success? How do you turn this into marketing goals? #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Copyright by


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Measurement Increase Revenue and Partners: 1.  2.  è  Metric: $ Revenue Metric: # New Partners Quantifiable but attribution can be difficult #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers


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•  70-90% of the buyers journey is complete prior to engaging a vendor. •  Consumers engage with an average of 11.4 pieces of content before purchase #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers


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Measurement IoT Thought Leadership 1.  2.  3.  è  Metric: Awareness (e.g. Impressions) Metric: Engagement (e.g. Comments) Metric: Conversion (e.g. Views/Downloads) Somewhat quantifiable but attribution can be difficult #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers


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QUICK START #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers


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The first steps… 1.  Choose the right presence 2.  Complete your profile 3.  Engage your audience #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers


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#2015ConnectCon @ConnectMembers Facebook Page: Public Figure facebook.com/ConnectMembers 43


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5 Key Facebook Tactics 1.  Connect via authentic emotions and visuals 2.  Post for the “News Feed” not your Page 3.  Know when your audience is online 4.  Include a Call to Action (CTAs) 5.  Post regularly and respond to every post #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers


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#2015ConnectCon @ConnectMembers My News Feed facebook.com/ConnectMembers 45


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Source: Social Media Examiner. #2015ConnectCon @ConnectMembers Show a Sense of Humor facebook.com/ConnectMembers


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Example Success Metrics 1.  Follower growth rate (%) 2.  Likes / Shares / Comments 3.  Conversion Rates #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers


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For a good start… 1.  Pick a “good” name for your handle 2.  Complete your profile •  Profile Description •  Quality picture(s) •  Location •  URL to company, blog or LinkedIn profile 3.  Follow relevant people #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers


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5 Key Twitter Tactics 1.  Share the content your target audience craves 2.  Be authentic and respectful 3.  Participate in events with hashtags 4.  Use relevant hashtags 5.  Be human = Think P2P not B2B #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers


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Example Success Metrics 1.  Follower growth rate (%) 2.  Retweets / Mentions / Quotes 3.  Conversion Rates (CTR/Leads) #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers


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Getting Started 1.  Complete your profile ü  ü  ü  ü  ü  ü  Quality picture(s) Custom headline Contact details Summary Work history Add custom content 2.  Customize your URL 3.  Create a Company Page #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Copyright by


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5 Key LinkedIn Tactics 1.  Invite relevant connections 2.  Give and ask for recommendations 3.  Post status updates, possibly blog 4.  Join relevant groups 5.  Use the Ad Tool to segment #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Copyright by


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Is your Target Audience there? #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers


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5 Free(mium) Tools 1.  Bufferapp + Applet 2.  Bitly 3.  Twitonomy 4.  eClincher 5.  Twitter Analytics & TweetDeck #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 58


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5 Enterprise Tools 1.  Salesforce Marketing Cloud 2.  eClincher 3.  DataSift 4.  Tracx 5.  Sprinklr #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 65


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Social Selling / Marketing 101 1.  Research your prospects and leverage context 2.  Identify and connect with relevant influencers 3.  Establish yourself as a trusted expert #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 66


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Recap: Social Strategy 101 1.  Objectives 2.  Target Audience 3.  Fishing Holes 4.  Content 5.  Paid and organic 6.  Experiment and measure #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Copyright by


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Natascha Thomson NaThomson@MarketingXLerator.com @NaThomson +1 (925) 519-8111 Over 15 years of B2B marketing experience in Global 2000 and startup companies. Customers include SAP, EMC, Polycom, SLAP, LookingGlass. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers


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