The Tech Business Mini MBA is delivered by Minibar in partnership with the ICT KTN. The series addresses common business issues in web and tech companies. Our presenters are successful entrepreneurs, CTOs, investors, accountants and lawyers, who are amongst the best in the UK’s web sector. In this workshop, Margaret Gold talks about creating and executing a strategy for the effective use of social media tools, and introduces several approaches to turning social media tools into powerful marketing platforms. The workshop touches on the subjects of improving web traffic, building your brand, the product feedback cycle, the power of Word-of-Mouth and other aspects of marketing for start-ups and digital businesses.

1. ICT KTN Online Business Essential Clinics
Effective Marketing with Social Media
creating & executing a strategy
for the effective use of social media tools
(November 2012)

2. @MobileMaggie

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

5. Social Media is a Strategic Tool
Retention Problem / Need
Recommendation Awareness
Enquiry
Experience
Purchase

6. You have to do your Customer Journey Mapping
homework first
Customer Experience Moments of Experience Monitor
Definition Mapping Truth Design
• User research • Touchpoints • Differentiators • Concept • Measurement
• Contextual • Need states • Loyalty drivers • Prototype • Dashboard
analysis • Emotional • Priorities • Validate • Tools
• Personas states • ROI • Ideation
• Lovemarks • Narrative • Roadmap
• Requirements insight

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

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

9. Moments of
Truth
Seth Godin’s Purple Cows
• Remarkable ideas spread easily
• Sell what people are buying
• Focus on the early adopters and sneezers
• Make it remarkable enough for them to pay attention
• Make it easy for them to spread
• Let it work its own way to the mass market.
http://www.fastcompany.com/magazine/67/purplecow.html 9

10. Moments of
Truth
TRACKING
TRACKING TALKERS
TALKERS
Listen to users, track topics
Listen to users, track topics Know who’s doing the talking
Know who’s doing the talking
and brand mentions, gather
and brand mentions, gather & influencing, and where the
& influencing, and where the
insights, measure & manage,
insights, measure & manage, conversations are taking place
conversations are taking place
respond and engage
respond and engage
TOPICS
TOPICS
Give them something fun,
Give them something fun,
TAKING PART
TAKING PART unique & repeatable to talk
Engage, share info & unique & repeatable to talk
Engage, share info & about –– create curiosity gaps
support, do shout-outs, about create curiosity gaps
support, do shout-outs, and triggers
say thank-you, say sorry and triggers
say thank-you, say sorry
TOOLS
TOOLS
Make everything shareable and
Make everything shareable and
forwardable , , post content
forwardable post content
everywhere, free samples, find
everywhere, free samples, find
the multipliers
the multipliers

11. Jyri Engstrom’s Social Objects
http://glennas.wordpress.com/2009/11/13/defining-requirements-for-
social-web-applications-%E2%80%93-part-3-social-objects/

12. Moments of
Truth Hugh Macleod on Social Objects
http://gapingvoid.com/2007/12/31/social-objects-for-beginners/
http://gapingvoid.com/2007/10/24/more-thoughts-on-social-objects/

13. Moments of
Truth

14. Social Media is a tool across the Customer Journey
Retention Problem / Need
Awareness
Recommendation
Enquiry
Experience
Purchase
Experience
Mapping

15. Social Media is a tool across the Product Development cycle
Experience
Design Eric Ries: http://www.startuplessonslearned.com/
http://www.slideshare.net/venturehacks/the-lean-startup-2

16. Minimum Viable Product
http://www.rogerstringer.com/2011/03/page/2/

18. Experience Social Media aids Rapid Iterations
Design
http://market-by-numbers.com/customer-development-services/

19. Only now should you sit down and
choose your Platforms

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

21. Choose your tools based on what you want to achieve
http://www.elliance.com/aha/infographics/Soci
al-Media-Building.aspx

23. http://www.theconversationprism.com/

24. Social mostly boils down to Engagement
http://darmano.typepad.com/logic_emotion/200
9/05/social-engagement-spectrum.html

25. 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/

26. Experience Monitor
Design Test & Measure Everything!
http://www.wired.co.uk/magazine/archi
http://seotermglossary.com/ab-testing/ ve/2012/01/features/test-test-test

27. Monitor
Keep Track of the Statistics
http://danzarrella.com/

28. Monitor
Now do your Monitoring Tools Research
A Wiki of Social Media Monitoring
A Wiki of Social Media Monitoring
Solutions
Solutions
http://wiki.kenburbary.com/

29. Putting together the action plan
#1 define goals #2 identify #3 customer
and objectives your audience journey mapping
#4 choose #6 develop content
#5 set the budget
the tools to use & social objects
#8 determine your #9 assign roles and
#7 define your KPIs
resources responsibilities
#10 monitor and measure

30. Strategic option:
Your Turn! MYOA - Consumer
Retention Problem / Need
• Do users come back and use the • What’s the problem to be solved, the job to be done?
service again? • How do your customers express that need?
• Do they try new elements of the • Where does your solution fit into all the other things
service, scale up their usage? they do?
• Reclaimed, renewed, redeemed?
• Has a relationship been developed?
• How are past users communicated Awareness
with? • How do your customers find out about
your service, or any other solutions?
• Where do conversations take place?
• Where do your customers physically
Recommendation gather?
• Do users recommend the service to others? • How well do you listen?
• Is it easy to recommend and share? • How clear are the marketing messages
• Does the service generate buzz? and website?
• Who’s doing the talking?
• What customer outreach initiatives are being
taken? Enquiry
• How do your customers make contact in
order to find out more about your service
Experience and whether it’s the right one for them?
• How easy is the service to use? • How do they make the decision to use the
service or not?
• Does it meet the needs? Of your
• Are there other routes through all of the
customer? tools their disposal?
• Are there hurdles, confusion points, Purchase
short-comings that can be • How easy is it to get started?
• Is there a long registration
addressed?
process?
• How much support is provided?
• When does a commitment and a
• Is feedback captured throughout payment take place, and does
the whole process? that fit the need?
• What other needs could be met?