10. Is this what social media
[marketing] is all about?
10
11. Is this what social media
[marketing] is all about?
11
12. Experience leads to
retention. Retention
pays my rent!
Earn the
admiration of
my peers &
It is about the
that’s what
matters conversation
It is about the
conversion
19. Social media: 90-9-1 rule of thumb
• 90% will only consume content
• 9% will engage periodically, but only when the
conversation strikes them as interesting
• Less than 1% is the engaged audience driving
the conversation in your social community.
They support and provide value for the
community to read, hear, view
20. Short vs. long term effect and impact
on cash-flow in social media marketing
34. Make sure the
message is
somewhat
relevant to the
brand / offering
35. Which of these brands have most likes?
Engagement rate Engagement rate
0.020% 0.483%
Nokia Pakistan Zong Pakistan
Likes: 1.086.658 Likes: 695.996
Best engagement rate
Source: Socialbakers.com, 19 December 2012 at 06:01
36.
37. Think about
top, mid and
end of funnel
and focus
ferociously
on the end
goal, short
and long
term
Bottom of funnel is where the action takes place –
engagement need to drive your audience towards
the bottom of the funnel 37
39. Only 20% of your likes
ever see your page
again. Everything
happens in the stream
Tabs = Prime
real estate
use it
40. Tip: Frequency and
overcoming Facebook EDGE
• Only 6-14% of your ”likes” see your posts
• The lifetime of a post is only 3-4 hours
>>> Post 4-12 times each day
>>> Differentiate posts
– Text only
– Photos only
– Your own content vs OPM – Other People’s Content
• Use Facebook Insights or other analytic tools to
monitor your progress on a daily/weekly basis
49. Life’s a beach !
Dream job in Hamilton Island, Queensland
Salary AUS 100.000
Unique idea
Target audience
alignment
Storytelling
Insane press coverage
Huge increase in
awareness and preference
http://edition.cnn.com/2009/TRAVEL/01/12/queensland.australia.hamilton.island/
53. Changes in buying behavior impacts
the sales cycles tremendously
No sex on
the first
date
Referral &
recommendation
OTS* high to
get a reaction
Latency
increase
incubationtime
*OTS = Opportunity to see
54.
55.
56. Significant changes in
the age of discovery
Transparency & trust
Relevancy
Customer intimacy
Multichannel mix
Immediacy
66. Which Tweet was most effective?
Is marketing your game? Come join us on the Facebook
A page for learning & laughs
Best Facebook post this week (most shared), go see it
B here
C See what we are talking about over on Facebook today
https://www.questionpro.com/a/showReportTab.do?surveyID=3321214
68. Which Tweet was most effective?
Is marketing your game? Come join us on the
0,45% Facebook page for learning & laughs
Best Facebook post this week (most shared), go
0,37% see it here
See what we are talking about over on
2,67% Facebook today
76. Customer
Experience
• Digital is a huge part of the customer experience
• Your core service must be flawless
• Sharing is here to stay
77. Food for thought about the
customer experience
• 70% of buying decisions are
based on how they feel they
are being treated
• A good customer experience is
told to 8 people
• A bad customer experience is
told to 22 people
• It takes 10 good experiences
to make up for one bad
77
78.
79. People share their experiences – good and bad
Incentivize reviews and sharing of product usage
Ask your audience to be creative (video, pics, stories)
81. We are motivated to share by experience
TOP 5
1.Good experience
2.Other’s experiences
3.High quality brand
4.Friend’s
recommendation
5.Bad experience
Not motivating Very motivating
81
83. Service Receive Listen
Talk
Listen
Listen
Listen
Can you find something sensible to talk about?
84. Your content
concept
describes
What you offer and how it
fits in the buying cycle
Benefits of your offering
Why your audience should
engage
Which stories, content you
are going to publish
Frequency, security, trust
Media (video, cartoons,
articles, audio etc.)
Think like a publisher, act
like the best hostess
85. UNDERSTANDING THE DRIVING
RuleOFof thumb
FORCES COMMUNITIES
THE MORE CONTENT YOU HAVE THE
MORE USERS YOU WILL GET.
THE MORE USERS YOU HAVE THE MORE
CONTENT YOU WILL GET.
THE BETTER YOU MATCH CONTENT AND USERS TO USER
PROFILES THE MORE USERS AND CONTENT YOU WILL
85
86. Talk about something of interest
http://www.michaelleander.me/blog/tourism-marketing-is-this-the-best-portugal-can-do/
87. Quick results – B2B case study
+ 3 interview requests
+ 45 newsletter subscribers
+ 3 registered for Lisbon seminar
+ 1 consulting engagement
+ 2 inquiries for speaking
88.
89. Listen &
React
• Customers engage in social media
• You need to listen to the conversation and react
• All the time !
90. Mobile apps such
as Foursquare
(Global), CircleTie
(MEA)–
mobile & creating
new demands and
expectations
96. Relevance
• Communicate with relevance
• Profile your audience
• Understand preferences
• What are their dreams?
• What does it take to make her tick?
97.
98.
99. Failure is a big part
of your success !
• Experiment with
different concepts
• Test, test, test
• Be prepared to explore
new, surprising ways to
become successful
103. Questions, Linkedin contact requests etc:
michael@michaelleander.me
Michael Leander is an international
marketing speaker. He has spoken at IBA in
Karachi and in 40+ countries
Find him here
http://www.twitter.com/michaelleander
Speaking: http://www.michaelleander.me
Consulting: http://www.michaelleander.com
104. Really new ways: Will this influence?
http://archive.perhansson.com/nokia/greatpockets/
106. Personalized with title and
Targeted
name
relevant offer
Image and copy based
on life stage
107.
108. Meet your
customers where
they are
• Look and feel like the markets you address
• Your job is to avoid friction (trust)
• Understand concerns of your market
• Align your value proposition
• Content is King, but data is Emperor
110. Mapping customer stage to media
Stage Because Convert to Best fit media Estimated cost
of conversion
Awareness Responded Consideration Email €25
newsletter
Ready to buy Lead scoring Make purchase Personal call €50
Lead scoring is
a new way to
qualify leads
(customers)
112. Customer lifecycle marketing automation
Differentiated approach addresses different needs
SMS/Email
6 Travel &
experience Excursions
Car rental
7 Comming 5 Arrival 1.
Recommend home destination
to friends
Transactional
8 Evaluation Example 4
Departure
Behavioral
& Reliving Targeted
Travel
3 Past Sale Insurance
Pre Departure Car rental
1 2
Pre Sale Sale
9 Next
Pre Sale
Profiling and knowledge of where the customer is in the ”wheel”
opens up for a coordinated and relevant dialogue before,
during and after the initial sales transaction