10 tips to increase sales and business efficiency thanks to social medias. 1.Start with the core 2.Frame your business social media strategy 3.Establish business goals 4.Choose your channels wisely 5.Design your business special media approach 6.Measure

1. How can social media increase
your business success?
Author Jean-Francois MESSIER

2. This document is part of “Social Media and Business” series
by JF MESSIER

3. 1. Start with the core
2. Frame your business social media strategy
3. Establish business goals
4. Choose your channels wisely
5. Design your business special media approach
6. Measure

4. #1
Start with the
of your
business social
media strategy

5. the of your strategic
planning for social media are
and a clear understanding of your

6. is first and foremost

7. What do you
want to
accomplish?
Who do you want
to reach?

8. If you are not
sure where you
are going,

9. If you are not
sure where you
are going,
…you won't be able to bring your
customers on this journey either.

10. #2
your business social media
strategy

11. Your
is framed
by the way you deliver

12. Your
is framed
by the way you deliver

13. Your
is framed
by the way you deliver

14. Your
is framed
by the way you deliver

15. Your
is framed
by the way you deliver
combines these two things.
Build an audience with , and use it to
develop a premium offer for

16. Realize that the social media
success equation isn‟t big moves on
the chess board, it‟s little moves
made every day, that eventually add
up to a major shift.
Jay Baer

17. #3
Establish
business

18. Write down goals
Increase sales

19. Translate goals into
objectives
Grow through social media
Viewers : 200 000
Downloads : 10 000
Followers :50 000
Requests for proposals : 1 000
New customers : 500

20. Define
objectives
pecific
easurable
chievable
ealistic
ime-bound

21. #4

22. There are
many !
Social media wheel – JF MESSIER - 2011

23. There are
many !
Social media wheel – JF MESSIER - 2011

24. There are
many !
Social media wheel – JF MESSIER - 2011

25. There are
many !
Social media wheel – JF MESSIER - 2011

26. There are
many !
Social media wheel – JF MESSIER - 2011

27. There are
many !
Social media wheel – JF MESSIER - 2011

28. There are
many !
Social media wheel – JF MESSIER - 2011

30. use the tool
that work
for you
and there is no one
size fits all
or "off-the-shelf“
solution

32. Invest Where
Your
Customers Are

33. “My company
should be on
«
”

34. “My company
should be on
«
”
is one of the more
things
said about
social media

35. The media you
choose depends on your target
Watched a video clip
Managed social network profile
Uploaded photo online
Used a consumer review site
Used a chat room / forum
Left a comment on a website
Uploaded a video online
Listened to / watched a podcast
Edited/managed own website
Wrote news / article
Wrote own blog
Used a micro-blogging service
0% 10% 20% 30% 40% 50% 60% 70%
Done in the last month

36. The media you
choose depends on your target
Watched a video clip
Managed social network profile
Uploaded photo online
Used a consumer review site
Used a chat room / forum
Left a comment on a website
Uploaded a video online
Listened to / watched a podcast Do you want to
Edited/managed own website address many
Wrote news / article people
Wrote own blog
managing
Used a micro-blogging service
social profiles?
0% 10% 20% 30% 40% 50% 60% 70%
Done in the last month

37. The media you
choose depends on your target
Watched a video clip
Managed social network profile
Uploaded photo online
Used a consumer review site
Used a chat room / forum
Left a comment on a website
Uploaded a video online
Listened to / watched a podcast Do you want to
Edited/managed own website address as
Wrote news / article many people
Wrote own blog as possible?
Used a micro-blogging service
0% 10% 20% 30% 40% 50% 60% 70%
Done in the last month

38. The media you
choose depends on your target
Watched a video clip
Managed social network profile
Uploaded photo online
Used a consumer review site
Do you want a
Used a chat room / forum
pull approach to
Left a comment on a website
identify people
Uploaded a video online interested in
Listened to / watched a podcast your key words?
Edited/managed own website
Wrote news / article
Wrote own blog
Used a micro-blogging service
0% 10% 20% 30% 40% 50% 60% 70%
Done in the last month

39. The media you
choose depends on
who you are

40. The media you
choose depends on Upper Mgmt
who you are Marketing
PR
HR
Sales

41. The media you
choose depends on
who you are
&
what your objectives
are

42. Network to create Sales
new business

43. Find awesome HR
employees
Sales

44. Want to know what
customers say about us PR
HR
Sales

45. Share to build Marketing
traffic
PR
HR
Sales

46. Share what we Upper Mgmt
know
Marketing
PR
HR
Sales

47. Different objectives require
social media tools
SHARE
BUILD TRAFFIC
KNOW CUSTOMERS
FIND EMPLOYEES
CREATE BUSINESS

48. Different objectives require
social media tools
SHARE
BUILD TRAFFIC
KNOW CUSTOMERS
FIND EMPLOYEES
CREATE BUSINESS

49. One single objective requires
social media tools
LEAD GENERATION
Use your
channels to
engage and
drive traffic.

50. Social media tools
depend on
which customer
segment
you want to

51. Social media tools
depend on
which customer
segment
you want to

52. Set your
Blog
Facebook page
Corporate website
Other…

53. Social Media Reciprocation
Marketing Sincerity Empathy
requires
UGE Aggregation
Content
Crowd
streams
Sourced
Mobile
Believable
Recognition
social media
Micro Social
communities dashboard
tools Portability
Tastemakers
Advocates
Stakeholders
Curation
Online/offline Traditional Widgets &
Magic
Events medias apps
Value middle Core
Proposition BRAND values
Bloggers New
Market influencers Search
Participation makers trust agents engine
Content Forums &
engagement optimization
creation groups
Champions
Reward Social
Blogs
networks Resolution
Social media Promotion
optimization
Syndication
Honesty
Empowerment
Humanization
Social Marketing Compass

54. TIP #5

55. Design is the planning that lays the basis for
the making of every object or system
User
experience
Industrial User interface
design design

56. Design is the planning that lays the basis for
the making of every object or system
Social Business
Design

57. “Social Business Design is the intentional
creation of dynamic and socially calibrated
systems, process, and culture”
2009, Dachis Group
Social Business
Design

58. Three Pillars
of Online Community
Community Your Official Other
On Your Site Social Media Conversations
Channels About Your Brand

59. Three Pillars
of Online Community
Community Your Official Other
On Your Site Social Media Conversations
Channels About Your Brand
Blogs Facebook Microblogs
Learning Center LinkedIn Blogs
Answers Twitter Forums
Ideas YouTube Video
Profiles Slideshare Images
Groups Flickr Mainstream News

60. How Do These
Communities Intersect?
Community Your Official Other
On Your Site Social Media Conversations
Channels About Your Brand
Blogs Facebook Microblogs
Become a LinkedIn
Learning Center Social SSO Blogs
Fan
Answers Twitter Forums
Ideas YouTube Video
Profiles Embedded Slideshare Share with Images
YouTube Your
Groups Video Flickr Mainstream News
Network

61. Make your Website Social

62. Incorporating All Three Pillars

63. High
engagement
Networks
Communities
Blogs
Microblogs
Banners
Microsites
Broadcast Email
Print Search
Radio
outdoor
Low
engagement

64. Social media marketing is
only one part of the equation
Legal
Supply chain
IT
Corporate
Distribution
R&D
Product development
Business functions Manufacturing
(that can be socialized) Etc…

65. #6

66. eturn
n
nvestment
Metrics should /Period

67. Digital action
eturn n nteraction Digital inter-action
Sale
W.O.M.
eturn n nfluence Recognition
More Sales
eturn n nvestment
= A more realistic way to access

68. Digital action
Engagement Data Digital inter-action
Clicks – fans – Followers – views – RTs – Check-
ins – traffic – frequency – audience - downloads
W.O.M.
Social Media Analytics
Share of voice – WOM – Resonation – Recognition
Support response - insights intake
Business Metrics Sales
Revenue – Loyalty - CSAT -
Reputation More Sales
= Measure the Social Media

69. Engagement Data Community
Clicks – fans – Followers –
views – RTs – Check-ins Managers
Social Media Analytics Business
Share of voice – WOM – Resonation – Stakeholders
Support response - insights intake
Business
Business Metrics Executives
Revenue – CSAT - Reputation
A mistake is providing „engagement data‟ to
executives, instead focus on business metrics.

70. Analyse and optimize
through Social Analytics
http://swixapp.com/public/148/reporting/?date_range=1m

71. Synthesis
Establish
: pecific,
easurable, chievable, ealistic, ime-
bound
your strategy : free/paid, now/later
wisely
your approach
: Return on interaction,
Return on influence, Return on investment

72. Bibliography
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73. If you were interested in this presentation,
you may be interested in this one as well…

74. Author: Jean-François MESSIER
Global New Technologies Director at Mercuri International
Email: jfmessier@mercurifr.com
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