A copy of the slides used at the Partner to Succeed events as part of their continuing dedication to supporting business through their Sales Growth Collaboration Club (SGCC).
The event held at 12 noon on the 5th March 2012, began with lunch at Pool Innovation Centre, and aimed to introduce Social Media Marketing into a company's sales growth strategy.
3. Social Media in 2012
• 98% of online population in the UK using
Social Networking sites
• Users 55+ represent the fastest growing
segment in social networking usage
• 87% of mid-large size businesses plan to
maintain or increase investment on SM
• 13% plan to cut spend on SM
– More than 50% of those citing a lack of return
Sources: Comscore & The Next Web
@arengrimshaw
4. But…
• What is Social Media?
• Why should I care?
• Is it just a fad?
• Does anyone make any money from it?
• Where do I start?
@arengrimshaw
9. Social Media Marketing:
Using Social Media to engage
with online communities in
order to generate exposure,
opportunity and sales.
@arengrimshaw
9
10. Some Key Aspects & Terminology
• Web 1.0, 2.0 & 4.0
• Real Time
• Viral
• Authenticity / Transparency
• User Generated Content (UGC)
• Consumer Generated Media (CGM)
@arengrimshaw
11. Putting it in context – Why now?
Society Technology
• Generation Y / Millennials • Computing Power
• Out of Town Shopping • Processor Power
• E-commerce • Internet Speeds
• Longer Working Hours • Digital Cameras
• Migration & Immigration • iPods
• Erosion of Community • Smartphones
Centres • iPhones / iPads
• The Age of Spin
@arengrimshaw
14. Key Social Media Tools
Blogs Social Networks File Sharing Sites
Forums Live Streaming Review Systems
Geo-tagging Wiki Sites Aggregators
@arengrimshaw
15. Facebook
• Launched 2004
• 800m+ Active Users
• Approx. 30m+ users in the UK (49% of Pop)
Source: Social Bakers
@arengrimshaw
16. Facebook
• 50% log on in any given day
• 250m+ access via mobile devices
(and are twice as active)
• 250m+ people engage with Facebook on
external websites
• 900m+ objects that people interact with
(pages, groups, events & community pages)
Source: http://www.facebook.com/press/info.php?statistics
Source: http://www.facebook.com/press/info.php?statistics @arengrimshaw
17. An Average user…
• 38 years old
• 130 229 Friends
• Spends 55 minutes on the site per day
• Is connected to 80 pages, groups &events
• Creates 90 pieces of content each month
• Adds 25 comments to content each month
Source: Facebook & Flowtown
@arengrimshaw
21. Blogs & Blogging
• 133m+ blogs
• 77% internet users read blogs
• Two thirds of bloggers are male
• 60% are 18 – 44 years old
• 75% have a college education or above
• 50%+ are married
• 50%+ have kids
@arengrimshaw
22. Blogs & Blogging
• 56% say their blog has helped their company
establish a position as ‘thought-leader’
• 58% of bloggers say they’re better known in
their industry as a result
• B2B companies that blog generate 67% more
leads per month than those who do not.
• 94% of bloggers reported measurable SEO
benefits within 12 months
@arengrimshaw
24. What is Twitter?
• Micro-blog
• Social Network
• Search Engine
• Focus Group
• News Wire
@arengrimshaw
25. Twitter
• Launched 2006
• 11 new accounts per second
• 200m – 465m registered users
• 100m active in a month
• 55% log on every day
• 200m+ tweets per day
• 400m+ unique visitors per month
Source: The Next Web & Twitter Blog
@arengrimshaw
26. Average user…
• Is 39 years old
• Has 126 Followers
• 64% over 35 years old
• 53% are female
• 1.6bn search queries on Twitter per day
• 43% access via a mobile device
Source: Flowtown
@arengrimshaw
28. What is LinkedIn?
• ‘Professional Network’
• Founded in 2003
• 150m+ members
• 200 countries – all 7 continents
• 2m Company Pages
• Gains 1 new user per second
Source: LinkedIn
@arengrimshaw
29. Some Statistics
• 34m users in Europe
• 8m UK users
• Average user age of 44
Source: LinkedIn
@arengrimshaw
31. Foursquare
• Community: Over 15 million people
worldwide
• Over 1.5 billion check-ins, with millions more
every day
• Businesses: Over 750,000 using the Merchant
Platform
Source: Foursquare
@arengrimshaw
35. What is Pinterest?
• Virtual Pinboard
• Users organize and share ‘beautiful things’
they find on the web
@arengrimshaw
36. Some Statistics
• 13.76m people worldwide visited
• Spent an average of 89 minutes on site
• 250,000 Britons visited in January
– spent an average of 25 minutes on site that month
Source: Pinterest & Guardian.co.uk
@arengrimshaw
40. “A good strategy has an essential
logical structure that I call the kernel.”
“The kernel of strategy contains three elements:
a diagnosis, a guiding policy and coherent action”
Good Strategy, Bad Strategy - Richard Rummelt
Buy the book
@arengrimshaw
41. Innovative thinking should be proactive first
and reactive second...
Once a strategy is in place, reactive thinking
can become more meaningful...
It provides the backbone for our actions so we
can be confident that we’re reacting in the
right way.
Chris Griffiths, Grasp the Solution – Buy the book from http://ow.ly/7mfDU
@arengrimshaw
42. CARAT Planning Process
Research
(Diagnosis) Community
Aims
Resources
Concept
Approach
(Guiding Policy)
Implementation
(Coherent Actions) Technology
@arengrimshaw
43. Community
• Customer (the decision maker)
A person or organisation that may purchase goods or
services directly from you
• Influencer
A person or organisation that may influence another
person or organisation’s decision to purchase
• Partner (an ally)
Those that share a common goal with your organisation or
customers
@arengrimshaw
44. Identifying your Community
C I P
Influencers
Customers
Partners
• Common • Staff Members • Allied Industries
Characteristics
• Family Members • Other regions
• Demographics
• Journalists • Suppliers
• Technical Ability
• Bloggers • Funders Investors
• Interests
• Politicians • Competitors
• Geographic Location
@arengrimshaw
45. Aims…
The specifics of what will need to be achieved in
order to meet the business challenge, and over
what timescales.
How will you and the client know that the
strategy has been a success?
@arengrimshaw
46. Aims
• SEO: Link building, content factors
• Marketing: Promote organisation, brand awareness
• PR: Manage reputation, get news out
• Sales: New contact routes, increase sales
• Engagement: Increase loyalty, foster word of mouth
• Research: Identify trends / niches, consultation
• Management: Collaboration, knowledge sharing
@arengrimshaw
48. Resources
• Time & Money
• People & Skills
• Technology & Equipment
• Your ‘Business As Usual Activity’ (BAU)
@arengrimshaw
49. Your guiding policy is your big idea, the general
concept you are working with…
…the later stage will define your specific actions.
@arengrimshaw
50. Approach
• Visibility
... need to be visible to the target audience
• Credibility
...“Don’t tell them you’re funny, tell them a joke”
• Value
...establish a “What’s in it for me?” factor
• Personality
...everything should be consistent with the brand profile
• Responsiveness
...are they setup to deal with responses
@arengrimshaw
51. Approach – Practical Elements
• Content Marketing
• Aggregating or Curation
• Networking or Events Marketing
• Community Engagement
• Word of Mouth or Advocacy Programmes
@arengrimshaw
52. Integration
• What can be outsourced and what needs to
be done internally?
• What actions can be embedded within current
processes?
• What needs to be done to empower the team
to perform key actions?
• What actions can be automated?
@arengrimshaw
53. Measuring results
• Link to your aims
• Benchmark
• KPIs Vs. ROI
• Review results regularly
• Tweak approach accordingly
“Not everything that counts can be measured.
Not everything that can be measured counts.”
Albert Einstein
@arengrimshaw
55. Diagnosis (The Challenge)
• Limited Y on Y Growth
• Association with smaller projects
• Losing to design firms
• Operating in small local market
@arengrimshaw
56. Guiding Policy
• Maximising Potential, Minimising Risk
• Focus on technical development
• Thought leadership around innovation
@arengrimshaw
57. Actions
• Webinars & Events
• File-Sharing
• Social & Professional Networking
• Blogging & Micro-Blogging
@arengrimshaw
65. Results – Bottom Line
In a 6 month period:
• 500% increase in new business enquiries
• 2/3 of all enquiries through social networks
• 100% increase in average order values
• Opened up UK & international markets
• New company created to meet demand
• 4 years on.... £100k to £1m+
@arengrimshaw
67. Consider your own position
• What are your strengths and weaknesses?
• How can you play to your strengths?
• How can you demonstrate your strengths via
Social Media?
• What opportunities will your business take
advantage of, and just as importantly which
ones will you ignore?
@arengrimshaw
68. What will your strategy be?
• Who are your customers, influencers and partners?
• What are you aiming to achieve for your business - can
you be more specific than increased sales?
• What resources are you working with?
• How can you use Social Media technology to make you
more effective in your role?
• What will be your approach to Social Media?
• What actions do you need to do daily, weekly or
quarterly to achieve your aims?
@arengrimshaw
69. How can I help?
• Work with your team to develop your internal
skills in Social Media
• Work with you to develop a Social Media
Strategy for your business.
• Provide a sounding board for your own
campaign or strategies ideas.
@arengrimshaw
70. Connecting with Aren:
Facebook: aren.grimshaw
Twitter: @arengrimshaw
LinkedIn: areng
FourSquare: arengrimshaw
Pinterest: arengrimshaw
@arengrimshaw
71. Getting in touch:
Tel: 01872 273103
Mob: 07598 242212
Email: info@arengrimshaw.co.uk
Web: www.arengrimshaw.co.uk
Search for “aren grimshaw” on Google
@arengrimshaw
Editor's Notes
http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/it_is_a_social_world_top_10_need-to-knows_about_social_networkinghttp://thenextweb.com/uk/2011/12/27/uk-businesses-set-to-spend-more-on-social-media-in-2012-says-rbs-report/Continued interest in SM in 2012Interesting that those cutting back is so low – expect to grow as time goes by – lack of strategy and focus on KPIs over ROI
If you haven’t bought a copy of this book yet it’s essential reading for anyone interested in strategy – good and bad!
The speed of innovation is no excuse to neglect strategy…We can still be reactive in the day to day… however or strategy provides the backbone that allows us to react in the right way – consistency of brand and message, focus on goals and objectives
Loosely based on the POST Forrester method of SM Strategy planningMost clients start at Technology… then go through CAR… before abandoning as a failure
2 aspects to Community…The vision of the community (relationship with stakeholders) you would like by the end of the strategyIdentification of the key target groups
SM may be most effectively used on the INFLUENCERS and PARNTERS… however, lots of SM Strategy is dedicated at hitting consumers … rarely the most effective use of resources
“If we don’t know where we’re going, how will we know when we get there?”
Most strategies are dedicated at meeting the first 3Surprising that sales is often neglected Last 3 about resource efficiency – is it not more profitable to increase customer spend or lifetime over gaining new customers? Cutting costs value to bottom line.
Explanation of Customer Lifecycle – need for accurate segmentation of customer base – targeted messages designed to take customers through to the next stage of their journey
Define time before naming an approachSM is not freeWho will be responsible and who will be involved in deliveryWill the website need redevelopment? What phones are people using – smartphones? Is there any internal policies which prohibit access of SM sitesBAU – most important area…How can you increase the reach of engagement of existing activity?What are the standard processes that can be adapted to make the most of the SM opp?
SM cannot be totally outsourced but specific functions can… i.e. copywriting, photography, tech devEmpower staff to use SM reduces demands on one person or department… requires trainingSome actions can be automated through technological solutions… RSS feeds, applications (LI profiles)