The secret to making social media work for your business
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Social media talk prov > Overview of your problems > Overview of your business' development > How to know what resource and time you should spend? > How to increase customer engagement > How to increase sales and bookings > How to Improve customer service and experience > How to evaluate performance using analytics
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The secret to making social media work for your business
- 1. How to make social media work for your business #2HSM @mrmattanderson MattMontage /Montagecommunications /Montagecommunications
- 2. How can I help? •Your problems •Your development •Resource and time you should spend? •Increase customer engagement •Increase sales and bookings •Improving customer service and experience •Evaluate performance using analytics
- 4. WE ARE IN A RECESSION & I DON’T HAVE TIME! HOW MUCH TIME SHOULD I SPEND ON SOCIAL MEDIA? CC: RLHYDE
- 5. THE BOSS THINKS IT’S FOR KIDS HOW DO I SHOW A STRONG BUSINESS CASE TO THE BOSS?
- 6. SOCIAL MEDIA IS THE MESSIAH! (MAYBE NOT...) WE NEED TO MANAGE EXPECTATIONS INTERNALLY AND WITH THE BOSS
- 7. SHOW ME THE MONEY! YOU AND YOUR BOSS WANT TO SEE RETURN ON INVESTMENT
- 8. Where is your business up to?
- 9. DECORATOR BOSS SAID ‘GET US ON SOCIAL MEDIA AND WE DECORATED OUR WEBSITE’
- 10. THE INTERNERS WE DON’T HAVE TIME FOR KIDS’ STUFF ... SO WE GOT A (FREE) KID TO DO IT
- 11. CUSTOMER SERVICE AGGRAVATORS PR AGENCY IS GETTING CUSTOMER SERVICE ISSUE REQUESTS AND ARE NOT DEALING WITH THEM
- 12. RELATIONSHIPS THE SOCIAL BUSINESS EXAMPLE - ZAPPOS : CAN SEE THE BENEFIT FOR INTERNAL COMMS, SALES, CUSTOMER SERVICE
- 13. RELATIONSHIPS THE SOCIAL BUSINESS EXAMPLE - ZAPPOS : CAN SEE THE BENEFIT FOR INTERNAL COMMS, SALES, CUSTOMER SERVICE
- 14. THE SOCIAL BUSINESS EXAMPLE - ZAPPOS : CAN SEE THE BENEFIT FOR INTERNAL COMMS, SALES, CUSTOMER SERVICE
- 15. NOW FOR THE HOW TO...
- 16. How much time should be spent on social media? • Good content takes time • Engagement relationships take time • Learning takes time • Customer service questions take time • Sales development takes time • Networking takes time
- 17. “You set SMART goals for your business... why not social media?”
- 18. Listen - Analytics • Free tools: Topsy and GA • Mid sized tools - UberVu or SWIX • Uber tools - Radian6 + Webtrends • Mentions - awareness • Share of voice (amend channel time) • Comments / bounce rate - engagement • Cost per click /fan /follower • Conversion rates from visits
- 19. KPIs - Time and Resource • Set commercial objectives: sales,understanding & enquiries dealt with etc • Number of mentions and queries that need responding to now • Time per response x no. of responses • Cost of delivery (time spent) vs potential sales • Split Time over channels with a focus based on monitoring (share of voice)
- 20. SMART goals • Simple and measurable (clicks and fans) • Attainable (remember the boss may shut it down if you don’t!) • Realistic (73% of Facebook pages have less than 1000 fans) • Timely (in time for pay day)
- 21. “Your boss is not going to agree if it costs the earth and there is no evidence of customers using it...”
- 22. Listen - Evidence • Customer service issues • Competitor analysis and benchmarking • Great ideas across the organisation • Visibility of what is actually going on... • Evidence of buying behaviour
- 23. Internal barriers • Use free (cheap tools) as a trial first to overcome the FD • Create social media policy to please HR and protect the company • Incentivise employees to use intranet or internal comms tools • Show customer service that social media enquiries reduce calls • Justify to IT that blocks on Facebook are stopping customers from being served • Show the sales teams “there is gold in them hills!”
- 24. “Talk to people about themselves and they will listen to you for hours”
- 25. Customer Relationships • LISTEN! Do not broadcast • Involve them in your content, product and service creation • Fun reasons to relate to your organisation • Empower your consumer • Fan of the week! Image Creative Commons @Johnhadon
- 26. Brabantia Life Infinite_Trng Jul 14, 9:34am via Twitter for iPhone @BrabantiaLife great service, reported a faulty lid,organised and delivered a replacement within a week. Thanks
- 27. GIVE ASK THANK “DO SMALL GOODS” LINKEDIN FOUNDER - REID HOFFMAN
- 28. “You can’t make sales via social media....err try telling Ford that!”
- 29. DOUG: FORD’S LATEST SECRET WEAPON INTRODUCING THE NEW FORD FOCUS
- 30. DOUG: FORD’S LATEST SECRET WEAPON INTRODUCING THE NEW FORD FOCUS
- 31. Increase Sales • Build relationships and sales will come • Listening for buying signals • Refer-refer-refer • Think “Do small goods” • Encourage independent reviews • Seek recommendations • #MSRFR
- 32. Be realistic about sales • Set realistic targets - SMART • Building relationship takes time • Social media is not a ‘quick buck channel’ • Avoid the hard sell • 1/10 products and services
- 33. CONVERSION RATE X BASKET SIZE - COST PER ACQUISITION = ROI WORKING OUT ROI E-COMMERCE EQUATION
- 34. TIME SPENT = COST DESIGN AND CONSULTANCY = COST FACEBOOK ADVERTISING = COST TOTAL/NUMBER OF SALES = COST PER AQUISITION CONVERSION RATE X BASKET SIZE - COST PER ACQUISITION = ROI WORKING OUT ROI E-COMMERCE EQUATION
- 35. ASK QUESTIONS AND SPREAD THE WORD! PLEASE! MATT ANDERSON - @MRMATTANDERSON #ASKMONTAGE @MONTAGECOMMS
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- Time Management\nA content plan also helps you manage your time. When starting a blog, you’re often awash with tons of ideas for posts. So many, that you quickly get burnt out as the drudgery or writing about the same things sets in. If you organize your blog into content categories, you can spend your time focusing on several targeted ideas a week, as opposed to hundreds. This will fill your blog with relevant content to your niche, increasing the likelihood that people will find you via the search engines.\nGood Habits\nA content plan also helps to create good blogging habits. To maintain a successful niche blog community, you need to regularly update your blog (and not just with blog posts), respond to comments and overall monitor the site. You’ll create a production state of mind – meaning that you’ll get in the habit of writing a post a day, or even writing them all in one day and scheduling them to post. This will make the creation process much easier to begin and end.\nEstablishes Niche Authority\nIf you’re regularly writing about particular subjects, the sheer amount of content that this creates will establish your authority in your niche subject. Who are you going to trust more? The blog with a few sparse posts written at odd times, with very little information? Or the blog that is filled with relevant content to the subject your interested in that ’s updated in a methodical fashion?\nHelps with Ideas for posts\nOften, as you write in a more regimented, methodical fashion, you’ll come up with even more ideas for relevant posts. Then, you’ll find yourself altering your own content plan to fit in new and interesting ideas.\n
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