RFC Social Media Presentation, 2nd August, 2011

Social Media for Sustained Business Growth,[object Object],Dr Jim Hamill – jim.hamill@energise2-0.com,[object Object],Alan Stevenson – alan.stevenson@energise2-0.com,[object Object],Vincent Hamill – hamillvincent@energise2-0.com,[object Object],www.energise2-0.com,[object Object]

A conversation,[object Object],not a broadcast ,[object Object],presentation,[object Object]

Agenda,[object Object],Questions?,[object Object],Videos,[object Object],Key things to remember about SM,[object Object],‘Getting There’….,[object Object],Even more questions….,[object Object],RFC Social Media Strategy,[object Object]

Questions About Social Media?,[object Object]

Two Videos,[object Object],The Social Media Revolution,[object Object],The Advertiser/Customer Break-Up,[object Object],Ask yourself – So What?,[object Object],Implications for my business?,[object Object],Implications for RFC?,[object Object]

Social Media Revolution,[object Object]

Advertising – Customer Breakup,[object Object]

Key Things to Remember,[object Object],About Social Media ,[object Object]

Key Things to Remember,[object Object],It’s social,[object Object],A key feature is online democracy – with content being provided by the network for the network – represents a fundamental and revolutionary change in online behaviour, expectations and the online customer experience. The end of the ‘read only’ internet,[object Object],Conversations are taking place relevant to your business,[object Object],Power shift,[object Object],Social media empowers customers, empowers the network. Recognizing this shift is the cornerstone of future success ,[object Object],Declining effectiveness of traditional approaches ,[object Object],Does anyone listen to sales/brand messages anymore?,[object Object]

Do You Listen?,[object Object],Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare (www.slideshare.com) ,[object Object]

Do You Listen?,[object Object]

The Customer Manifesto,[object Object]

What is Social Media?,[object Object],NOT a broadcast medium. Its about listening to and engaging with customers, partners, your community, your tribe ,[object Object],This is something we are not very good at doing. We prefer telling people how good we are,[object Object]

The Customer Manifesto,[object Object],We are not sales suspects, ,[object Object],prospects or leads,[object Object],We do not want to be converted,[object Object],We are people. ,[object Object],We are your customers and ,[object Object],we are King! Social media ,[object Object],empowers us. We control the ,[object Object],Information Age.,[object Object],Welcome to our world, not yours,[object Object]

The Customer Manifesto,[object Object],Don’t treat us like passive sheep ,[object Object],waiting to be driven to your web site or blog,[object Object],Use social media to deliver exceptional ,[object Object],Customer Experiences,[object Object],That way, we will become brand ,[object Object],advocates and ‘spread the word’ for you ,[object Object],Our network will listen more to us than you,[object Object]

Key Things to Remember,[object Object],Pull v push,[object Object],Consumers/users decide what information they wish to access,[object Object],New ‘mindsets’ are required,[object Object],Marketing as a conversation with your customers/network– dialogue not broadcasting,[object Object],But this is something that most of us are not very good at doing. We prefer ‘telling’ people,[object Object],SM ‘winners’ and ‘losers’,[object Object],‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships,[object Object]

Key Things to Remember,[object Object],New performance measures,[object Object],Business success depends on the quality of your customer base; the strength of the relationship you have with quality customers; and your ability to leverage that relationship,[object Object],In a social media era, business success depends on the ,[object Object],Quality of your network,[object Object],Relationship strength,[object Object],Ability to leverage,[object Object],Social media monitoring/performance management tools ,[object Object],The need for new business/marketing models,[object Object]

Performance Measurement ,[object Object],[object Object]

Interaction – actions they take – read, post, comment, reviews, recommendations

Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc

Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking

Impact– business impactSocial Media Monitoring Tools –Audit, Assess, Impact,[object Object]

The ‘6Is’ Approach,[object Object],19,[object Object]

Key Things to Remember,[object Object],The need for new business/marketing models,[object Object],Traditional approach:,[object Object],Product development – Differentiate – Market and Promote - Sell,[object Object],New model based on: ,[object Object],Communities, networks, openness, peering, sharing, collaboration, customer empowerment, ‘think and act’ globally,[object Object],Engage and energise,[object Object],‘Create the Buzz’,[object Object]

Definition of ,[object Object],stupidity?,[object Object]

State-of-Play,[object Object],What progress is being made?,[object Object]

Social Media: The State of Play,[object Object],Where are we?,[object Object],Where are we going?,[object Object]

Progress Being Made,[object Object],Interest and enthusiasm among tourism businesses is growing rapidly - channels are being set up,[object Object],Fall into three main groups in terms of progress made,[object Object],Progressive Adopters ,[object Object],Cautious/ Experimental Adopters,[object Object],Non Adopters,[object Object]

Progress Being Made,[object Object],While some good progress is being made, there is a need for a more ‘strategic’ approach,[object Object],Clear social media vision and strategy, agreed objectives, KPIs, targets, ROI and on-going performance measurement ,[object Object],More attention needs to be paid to organization, people, resource issues critical to on-going SM success,[object Object],[object Object],[object Object]

‘Getting There’,[object Object],Get More Involved,[object Object],Google Alerts, Twitter, Social Media Monitoring Tools,[object Object],Learn more,[object Object],Develop a strategy,[object Object],Implement,[object Object],Monitor,[object Object]

Social Media ,[object Object],Development Cycle,[object Object]

SM Development Cycle,[object Object]

Each Step is being covered in detail on our blog at ,[object Object],www.energise2-0.com,[object Object]

External Analysis: Evaluate Your Social Media Landscape,[object Object],Internal Analysis: Evaluate Your ‘Readiness to Engage’,[object Object],Develop Your Social Media Strategy and Action Plans for ‘Getting There’,[object Object],Evaluate Your Social Media Performance and ROI,[object Object],Organization, People and Resource Issues,[object Object]

The Key Questions ,[object Object],to Address,[object Object]

www.energise2-0.com,[object Object]

Evaluate Your Social Media Landscape,[object Object],Monitor and evaluate the social ,[object Object],media landscape for your business,[object Object],Help decide the best generic strategy ,[object Object],to follow in terms of the number of ,[object Object],channels used and your depth of ,[object Object],engagement in each channel,[object Object],Key questions to address include……..,[object Object]

Evaluate Your Social Media Landscape,[object Object],What impact is social media having on your industry, how important has it become?,[object Object],How are your customers using social media? What impact is it having on customer behaviour?,[object Object],What online conversations are taking place relevant to your business; who is saying what about your brand/ industry where online and what sentiments are being expressed? How should you respond?,[object Object],What are the key features and characteristics of social media that you need to understand ,[object Object],Based on the above, what social media applications are most relevant to your business and how deep does your level of engagement need to be?,[object Object],Use Social Media Monitoring Tools………,[object Object]

Monitoring the Conversations,[object Object],Use Social Media Monitoring Tools to monitor online conversations relevant to your brand – also for measuring the ‘buzz’ about your brand,[object Object],No or low cost tools such as Google Alerts, Yahoo Pipes, Social Mention, Topsy, IceRocket, Blogscope, Blogpulse and ViralHeat,[object Object],More expensive and sophisticated tools such as Radian6, Alterian SM2, Sysomos Heartbeat and InfegySocialRadar,[object Object]

Social Media Monitoring Tools,[object Object]

Internal Audit and ‘Readiness to Engage’,[object Object],Your Internal Social Media Audit evaluates progress made, benchmarked against agreed criteria. Key questions to address include:,[object Object],What progress have we already made in social media?,[object Object],What channels do we already use?,[object Object],What is our current level of engagement with each channel?,[object Object],What positive business benefits have we derived from our social media activities?,[object Object],Where are the main areas for future improvement?,[object Object],Benchmark existing progress against the opportunities presented by your Social Media Landscape; against industry ‘Best Practice’; agreed performance measures and targets,[object Object],The ‘Strategic Gap’ (i.e. the ‘Gap’ between where you are and where you should be) provides a very strong basis for future social media strategy development,[object Object]

Internal Audit and ‘Readiness to Engage’,[object Object],Supporting the Internal Audit ,[object Object],of progress made, you should ,[object Object],also undertake an evaluation ,[object Object],of your organisation’s ,[object Object],‘Readiness to Engage’, ,[object Object],evaluating your social media ,[object Object],strengths and weaknesses, ,[object Object],the main barriers and ,[object Object],obstacles to be overcome,[object Object]

Social Media Strategy ,[object Object],and Action Plans,[object Object]

Social Media Strategy and Action Plans,[object Object],Use a simplified Balanced Scorecard approach to social media strategy development and implementation,[object Object],Will ensure that your future social media actions and initiatives are fully aligned with and supportive of agreed business goals; that KPIs are agreed for evaluating on-going social media performance, business impact and ROI; and that all key success factors are considered, including organization, people and resource aspects ,[object Object]

SM Strategy Development ,[object Object],[object Object]

Key performance indicators (KPIs)

The key social media actions and initiatives required for ‘getting there’

Organisational, people and resource issuesEnsure that your social media strategy is fully aligned,[object Object],with and supportive of your overall strategic goals and,[object Object],objectives with clear targets and ROI criteria,[object Object]

Key Questions to Address,[object Object],What is the overall social media vision for your organisation?,[object Object],What are the key objectives and targets to be achieved from social media? Are these fully aligned with and supportive of your overall business goals and objectives?,[object Object],Who are your customers? Where do you find them ‘hanging out’ on social media? How can you best engage with them?,[object Object],What are the main Social Media Actions and Initiatives you need to take – short, medium and longer term?,[object Object],What generic social media strategy should you follow (number of channels used/ depth of engagement in each channel)?,[object Object]

Key Questions to Address,[object Object],For each priority Social Media Channel, what are your core objectives for that channel; what KPIs will be used for measuring on-going channel performance; what are your targets for each KPI; what key tasks are needed to achieve these targets?,[object Object],Do we have the right organisational ‘culture’ and ‘mindset’ for Social Media? ‘Be social before doing social! Is the right organisational and decision-making structure in place?,[object Object],Has agreement been reached on resource allocation?,[object Object],Who will be responsible for your social media activities? What balance has been agreed between internal and external roles and responsibilities?,[object Object]

Key Questions to Address,[object Object],Who is the Social Media Champion?,[object Object],Do you have agreed Social Media Policies and Guidelines in place covering ‘Proper Use’, ‘Content Management’, ‘Customer Response Times/Quality’ and ‘Legal’ aspects?,[object Object]

Social Media Strategy Map,[object Object]

Potential Business Benefits ,[object Object],of Social Media,[object Object]

Business Benefits,[object Object],Market Knowledge,[object Object],Customer Insight and Understanding,[object Object],Customer Interaction,[object Object],Enhanced Customer Experience,[object Object],Business Intelligence,[object Object],Reputation Management,[object Object]

Business Benefits,[object Object],Improved Sales and Marketing ,[object Object],Identify and network with high value, high growth prospects,[object Object],Product Development and R&D e.g. engage and co-create,[object Object],Internal cost savings ,[object Object],Improved Operations and Internal Processes,[object Object],Increased ROI,[object Object]

Potential Business Benefits,[object Object],5 main areas:,[object Object],Market/Customer Knowledge & Insight,[object Object],Engagement & Reputation Management,[object Object],Enhanced Customer Experience and Loyalty,[object Object],Sales/Marketing Effectiveness, Efficiency and ROI,[object Object],Operations/ Internal Processes (open source and hosted apps),[object Object]

‘Be Customer Led’,[object Object]

Be Customer Led,[object Object],Who are our customers, community, tribe?,[object Object],Where do they hang out in social media?,[object Object],How can we best engage with and energise them?,[object Object]

www.mashable.com,[object Object]

Action Plans,[object Object],Key issues in implementing your ,[object Object],social media strategy,[object Object], Channel Action Plans,[object Object], Performance Measurement,[object Object]

Channel Action Plans,[object Object],Once your Social Media Strategy has been agreed, brief Action Plans should be developed for each priority SM channel,[object Object],Cascade the Balanced Scorecard approach to each priority channel e.g. Twitter, Facebook, Linkedin etc,[object Object],But not ‘Paralysis by Analysis’,[object Object],The Action Plan for each channel should include a clear statement of…..,[object Object]

Channel Action Plans,[object Object],Vision,[object Object],Channel Objectives,[object Object],KPIs and Targets,[object Object],Customers,[object Object],Key Channel Actions and Initiatives for ‘getting there,[object Object],Organisation, resource and people issues,[object Object],Tools and applications,[object Object],Performance measurement,[object Object],Do’s and Don’t’s,[object Object]

Performance Measurement,[object Object],To ensure that your Social Media activities deliver high ROI, it is important to monitor, measure and evaluate your social media performance on an on-going basis. Key questions to address:,[object Object],What social media performance measures and KPIs should be used – both in terms of the overall ‘buzz’ created and measures for individual channels?,[object Object],What tools/software will be used to assist performance measurement?,[object Object],What reports will be produced, for who and how frequently?,[object Object]

Performance Measurement,[object Object],Should be undertaken at three main levels:,[object Object],Individual social media channels,[object Object],Overall ‘buzz’,[object Object],Business Impact,[object Object],Using the 6Is approach,[object Object]

Organization, Resource and People Issues,[object Object],Organization, resource and people issues sit at the bottom of your SM Balanced Scorecard NOT because they are the least important issues to address. In fact, the exact opposite is true. The success of your social media strategy is very much dependent upon appropriate decisions being made in the areas listed below:,[object Object]

Organization, Resource and People Issues,[object Object],Do we have the right organisational ‘culture’ and ‘mindset’ for Social Media? ‘Be social before doing social!’ Is the right organisational and decision-making structure in place?,[object Object],Has agreement been reached on resource allocation?,[object Object],Who will be responsible for your social media activities?,[object Object],Do you have agreed Social Media Policies and Guidelines in place covering ‘Proper Use’, ‘Content Management’, ‘Customer Response Times/Quality’ and ‘Legal’ aspects?,[object Object]

What is Social Media?,[object Object],New ‘mindsets’ are required to be successful in social media,[object Object],‘BE SOCIAL BEFORE ,[object Object],DOING SOCIAL’,[object Object]

In Summary……..’Social Media ,[object Object],Planning Pays’,[object Object]

Bob Dylan,[object Object],Come gather 'round people,[object Object],Wherever you roam,[object Object],And don’t criticise,[object Object],What you can't understand,[object Object],Your sons and your daughters,[object Object],Are beyond your command,[object Object],Your old road is,[object Object],Rapidly agin‘,[object Object],Then you better start swimmin’,[object Object],Or you'll sink like a stone,[object Object],For the times they are a-changin’,[object Object]

Thank You,[object Object],Questions,[object Object],www.energise2-0.com,[object Object]

About Energise 2-0,[object Object],Provide an integrated range of social media services for building sustained business growth and profitability, delivered to the very highest international standards and fully customised for your business,[object Object]

Mastering Social Media Programme,[object Object]

RFC Social Media Strategy,[object Object]

Objectives,[object Object],Information, communications, news,[object Object],Fan engagement/dialogue,[object Object],Marketing efficiency and effectiveness,[object Object],Global reach,[object Object],…………………..,[object Object]

RFC Social Media Presentation, 2nd August, 2011

RFC Social Media Presentation, 2nd August, 2011

Recomendados

Mais conteúdo relacionado

Mais procurados

Mais procurados(19)

Destaque

Destaque(7)

Similar a RFC Social Media Presentation, 2nd August, 2011

Similar a RFC Social Media Presentation, 2nd August, 2011(20)

Mais de Hamill Associates Ltd

Mais de Hamill Associates Ltd(20)

Último

Último(20)

RFC Social Media Presentation, 2nd August, 2011

Notas do Editor