Successfully integrating Social Media into your business

Successfully Integrating Social
Media into Business
Swindon Chamber 21-09-2012

© 3seven9 Agency Ltd

Contents

1. Social Media: 21st century marketing
2. What are businesses really doing in Social Media
3. What stops businesses being effective on Social Media?
4. How to integrate Social Media into your business
5. Case Studies
6. Freebies


20th Century Marketing: Company focused

You (business) Them (customer)

SERVICE/
PRODUCT

(Marketing)

Importance

21st Century Marketing: Customer focused

You (business) Them (customer)

SERVICE/
PRODUCT

(Marketing)

Importance Importance

What are businesses really doing in Social Media?

1. 85% of companies have integrated social media into their marketing
2. 73% increased their spend in Social Media
3. Of those involved in Social Media:

83% 80% 58% 51%
The volume of traffic from social media is the most commonly measured
metric at 60% of those interviewed

The Problem with Social Media


What stops social media being effective in business?

Locations

Metrics Content

WRONG

Time Resource

Approach


How can businesses become successful in Social Media?

Begin by focussing on what you are trying to achieve in your business:

Maximize reach of content Find and engage customers Build a thought leadership
and messaging in social and prospects using social customer community
channels media channels to provide support and
advocacy

1. Understand what Social Media can offer

2. Then align it to your business objectives

How to align social media to business goals


How to be effective on social media

Brand Awareness Lead Generation Community Building

Find
Break down conversations by location

Objective: Increase share of conversation

Action: Aggressive Twitter outreach
around the campaign

Time: 30 mins a day

KPIs: number of responses, mentions and
retweets and click throughs



Find Interest
Break down conversations by maturity:
Industry News Objective: Increase engagement with
Industry Guide potential customers
Industry Opinion
Industry Review Action: Case study creation & circulation
Customer News
Competitor Outreach Time: 4hrs creation + 15 mins a day
Competitor News
Customer Opinion KPIs: number of responses, mentions and
0% 10% 20% 30% 40% 50% 60% retweets and click throughs



Find Interest Evaluate
Break down conversations by the most influential
BRAD STROTHKAMP
Influencer Type Objective: Establish credibility amongst
OPINION LEADER decision makers

Action: build 3x influencer relationships
Activity
•Vice President - Principal Analyst at Time: 1hr per week + offline meetings
Forrester Research
•1,000 Twitter followers KPIs: number of
• 367 LinkedIn Connections + 14 Recs mentions, interactions, recommendations



Find Interest Evaluate Trial
Break down conversations by approach

Objective: Build relationships with
potential customers

Action: Create “pain point” content

Time: 2hrs per week

KPIs: number of
downloads, subscribes, engagements



Find Interest Evaluate Trial Adopt

Break down conversations in real-time Objective: Leverage real time chatter
(hours, days, weeks, months etc)
Action: Monitor brand mentions

Time: Adhoc

KPIs: volume of traffic, share of
conversation, reach increase




Find Interest Evaluate Trial Adopt Promote

Break down conversations to find your advocates (to leverage their impact)
Objective: Increase 3rd party advocates

Action: Engage with advocates

Time: 20 mins a day

KPIs: volume of mentions, frequency of
engagements, sentiment of conversation

Case Study: Top 20 Accountancy Firm

• Assessed Overall landscape of +10,000
conversations
• Broke down by specific sectors based on market
potential
• Provided consultancy for successful Firm
Integration
• Provided Partner Training (x20)
• Ongoing provision of support (process & tool)

Deliverables
• Raised brand awareness to 2nd from 20th
• Created engagement rates in community of 25%
(40% higher than average)
• Generated up to 20 leads a month.

Case Study: Lead Generation


Live Examples



Summary

1. Social Media is more integrated, mobile and customer focused

2. Define your social media strategy first!

3. Listen to where, when and what your industry is saying

4. Ensure your company has the right engagement response
programme in place

5. Set up your metrics and measure your success


Thank you.

If you have any further questions please contact
david.wood@3seven9.com or find us at
www.3seven9.com


Successfully integrating Social Media into your business

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