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

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

3. Your problems...

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