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Turbo Charging Your
Social media
Email: charlotte@optimumexposure.co.uk
Web: www.optimumexposure.co.uk
Blog: www.charlottebritton.co.uk
LinkedIn: http://www.linkedin.com/in/charlottebritton
Twitter: http://twitter.com/charlottebritto
A little Bit About me
42.6% of UK consumers buy something
online at least once a week
I was on the team that launched
ASDA Internet shopping in 1998…….
42.6% of UK consumers buy something
online at least once a week
Which is around the time #Google
launched…
42.6% of UK consumers buy something
online at least once a week
When people
actually used
Ask Jeeves….
42.6% of UK consumers buy something
online at least once a week
And Yahoo
was more
of a directory..
42.6% of UK consumers buy something
online at least once a week
#thingshavechanged!
42.6% of UK consumers buy something
online at least once a week
In 2004 Facebook launched
42.6% of UK consumers buy something
online at least once a week
and in 2006 Twitter launched
42.6% of UK consumers buy something
online at least once a week
#people didn’t know what #hash tags
were
42.6% of or
#how to set up a Facebook fan page
42.6% of UK consumers buy something
online at least once a week
Buying Process is Changing
42.6% of UK consumers buy something
online at least once a week
• 85% users found information through search engines
• 15% of social media users are more inclined to buy from brands
that advertise in social media;
• 25% Facebook users who “Like” a brand on Facebook want to
receive discounts and promotions
• Recommendations from friends or family is the single most
important factor in the choice of website to buy from, with 71%
giving this reason.
Source: e-consultancy.com
So How Turbo Charge Social Media?
#1 Dynamic Customer Journey
42.6% of UK consumers buy something
online at least once a week
Source: http://www.dutchcowboys.nl/events/25192
• Awareness – getting attention, using Twitter /
blogging / Facebook etc as a means of doing that
• Evaluation – compare product with competitors.
Reviews & customer engagement key. Might as
followers what they think
• Purchase – Buys product has most confidence in
• Advocate – positive experience -> leaves review /
recommendations
#1 Dynamic Customer Journey
• Decision makers no longer want to talk to sales
until they are 60-70% down the decision cycle.
• 90% of all purchases are researched online
• Purchasing process has fundamentally changed,
so you need to create your optimum marketing mix
• Need to blend online and offline marketing to
generate awareness of brand
What are the Implications?
Online Credibility & Social Selling
This isn't new - the main way
People work out whether to trade
with people on Ebay is through
Their personal recommendations
& reputation score.
Online Credibility & Social Selling
People use the Internet to find out whether they should
trust somebody to do business with or buy a product
from
When people want to do business with you, they will
check the web to search for 'red flags' or for
information to help them understand you better.
#align social with #business goals
and
customer buying process
What are the Implications?
#2 Social Selling
#2 Social Selling
Social Representation
• Buyers are researching your company & sales people
• What do there online profiles look like?
• Do you have a presence where your customers are?
• Are they consistent, approachable, reflect the brand values
of the company?
Search
• Where do customers go to gather information – which
sites?
• Can you leverage this information
Develop #tone of voice
and
content that drives #socialselling
What are the Implications?
Are you Still with me?
#3 Metrics + tracking
• Google analytics can track social interactions
#3 Metrics + tracking
• Google analytics can track social actions (number shares, +1,
tweets) can help prioritise position of buttons + which
buttons
#3 Metrics + tracking
• Google analytics can track social actions (number shares,
+1, tweets) can help prioritise position of buttons + which
buttons
Are you #keeping up?
#4 Combine Your Channels
#4 Combine Your Channels
#4 Market Research
#4 Market Research
#5 Infographics
#5 Infographics
#5 Infographics
Good for sharing #data
And
creating the #buzz
#6 Like Gating on Facebook
#6 Competitions
#6 Competitions
#How am I doing?
#7 Blogger Outreach
#8 Webinars
#8 Webinars
#8 Webinars
#8 Webinars
#8 Webinars
Recording #webinars
develops
content for website
we’re almost there….
#9 Build Engagement
#9 Build Engagement
#9 Build Engagement
#9 Build Engagement
#9 Build Engagement
It’s more about building a community
#9 Engagement
Develop ways to #engage
with your audience
#10 Boosts SEO
#10 Boosts SEO
Email: charlotte@optimumexposure.co.uk
Web: www.optimumexposure.co.uk
Blog: www.charlottebritton.co.uk
LinkedIn: http://www.linkedin.com/in/charlottebritton
Twitter: http://twitter.com/charlottebritto

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