Richard Margetic workshop on the development of a social business at the National Black MBA Association, September 2012.

1. Turning Fans & Followers into Commerce
Developing an effective online presence
NBMBAA
September 26th, 2012

2. Why Social

3. Objectives
An example High-level Generate word of mouth
among UK small/medium
Create buzz among top
small/medium business
Acquire influencer
generated content for
social strategy
success.
1-3 objectives businesses for Vostro 130 influencers other platforms
are sufficient.
This chart is model of a
successful social strategy Goals
plan. Measures of Increase small Improve share of
Earn at least 2M
success. business Increase blogger voice from key
digital
Each objective Facebook fans by outreach by 150% blogger
engagements
• The objectives are simple has at least 1 100% influencers by 35%
and clear. numeric goal.
• The goals are measurable.
Strategies
• The strategies are Connected Influencers to
Sponsor
deliberate thinking. small/medium
Seed V130’s into
hands of key
post Trade
Gather real time
feedback on the
How the business & Secrets on
above goals influencers V130
blogger events Facebook
• The tactics are complete will
succeed.
but not overbearing.
Tactics
Plans for Syndicate content
London Blogger Personal delivery Facebook Trade
action. between
Meet Up of V130 to Secrets landing
The Facebook &
January 2010 selected bloggers page on desktop
components Twitter
of strategy
fulfillment.
Trade Secrets
Federation of Personalized Turn best trade conversations
Small Businesses videos, with “007” secrets into an happening on
February 2010 theme eBook & share blogs
V130 loaded with
MS Home &
Office plus
Tweetdeck

4. All social activities share the same roots
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5. Smart business
fundamentals never change
5 Confidential Global Marketing

6. Social roots +
business
fundamentals
= core social
media strategy
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7. Core social strategy doesn’t change by platform
• Listen, Engage, Act
• Create ongoing relationships
• Be transparent
• Add value
• Cross platform coordination and integration
• Leverage real time business intelligence: analyzing the global
social brain
Having a core social media strategy ensures that
you’re ready for any new platforms
Global Marketing

8. Listening: Who, What, Where
Who Listening to who’s talking tells you who your advocates are, your
influencers, your ranters and your ravers. This forms the basis of
all relationship marketing
What What users are talking about gives you your marketing keywords,
conversations, messaging points, identifies customer pain points,
impacts search results. This is the basis of content marketing.
Where Where customers are talking tells you which platforms you need
to create a presence in, market to, amplify messages in and where
to put your ad dollars
Paid Marketing
Content Marketing
Relationship Marketing
8 Global Marketing

9. It is your
choice to
listen to
your
customers
9 Confidential Global Marketing

10. Easy Listening
• Google Alerts
• YouTube
• LinkedIn Signals
• Twitter
– For real time
results, try
Twitterfall
• Google+
• Pinterest
– To see if anyone has pinned your content:
www.pinterest.com/source/<yourcompanyURL>
• Slideshare
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11. Conversatio
ns are
conversation
s
not
Business
Where to find you
segments
Share with others how & why
you have great products/services
Graphic thanks to @Gapingvoid
11 Global Marketing

12. Prioritizing your social presence
Has the most influence on
BABY brands
Has the most influence on
Music brands
Has the most influence on
ELECTRONICS brands
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13. Leverage Platform Functionality
Platform Strengths Challenges
• Brand pages build customer advocacy • Evidence of some Facebook
Social networks
• Improves SEO “fatigue”
• Drives traffic to .com sites and outposts • Engagement requires consistent
• Improving demographics presence and resources
• Social media platform leaders • Limited metrics available for
• Strong WOM potential administrators
• Easy and fast engagement • Limited messaging size
Microblogs
• Provides early warning if there is an • Can be more noise than signal
issue with a product or company • Extremely short shelf-life of
• Drives traffic to .com sites and outposts messages
• Strong mobile usage
• Strong WOM potential
• Easy distribution for multimedia • Commenters are less advanced
Video blogs
• Improves SEO • Little redirect to .com sites and
• Strong branding capability outposts
• Strong WOM potential • Must create original content
• Videos can play on mobile devices • Difficult to localize
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14. Leverage Platform Functionality
Platform Strengths Challenges
• Ideal for finding active professionals • Not as pervasive as Facebook
• Can network with targeted customers • Branding is mostly oriented
Professional
• Builds brand awareness around individuals vs. companies
• Showcases thought leadership
• Have conversations using features like
Groups and Answers
• Easy to share graphic images • Low click-through rate to
Photosharing
• Drives traffic to .com sites and outposts branded hub
• Improves image SEO • Requires focused keyword
• Grow and connect communities tagging
around specific products
• YouTube for presentations • Making Dell content stand out
Presentations
• Brandable channel for content • Requires focused keyword
• Drives traffic to .com sites and outposts tagging
• Lead capture featured tied to Salesforce
(Slideshare)
Global Marketing

15. Social search Social engagement Social commerce
Optimize Spread Amplify Reach Acquire Create Sell Build Sell on
SEO content reach influencers fans advocates products margins scarcity
Facebook
RenRen
Twitter
Sina
YouTUbe
LinkedIn
Flickr
SlideShare
Scribd
Quora
Blogs/RSS
location
Geo-

16. Customer Sharing and SEO
• Umph analysed 100
random online
entertainment,
health, business,
technology and
general news
stories and looked
at how many times
each story was
shared by
Facebook,
Google+, LinkedIn
and Twitter users.
Umpf study August 2012 Global Marketing

17. Social and the sales funnel: B2B
Analyst firm
Quora
SiriusDecisions Geo-social
estimates that LinkedIn
Decentralized control
by 2015, more
than 75% of
leads will be Facebook YouTube
sourced Customer
through videos
inbound Flickr
channels like Blogs
Twitter Case
social media. Slideshare
studies
This chart
shows where Viral
Webinars
videos
social platforms
and content Analyst
Centralized control
types typically Press reports Email
reside in the releases
sales funnel. Articles
Interactive
demos Analyst
reports How-to
videos
Widgets
Awareness Consideration
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18. Intersection of Customer & Business value is where
social media works
Product Development Marketing Online Presence
• Feedback Loop • Demand Forecast • Ratings & Reviews
• Early Warning • Lead Generation • Communities
• New Product • Message Reach • Customer Stories
Ideation
Sales Customer Service Communication
• Leads
• Collaboration • Listening • Rich Media
• Thought Leadership • Support Widgets • Brand Reputation
• Blogs • Outreach • Influence
• Reputation
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19. Look across the entire customer lifecycle. Social
Media delivers business benefits everywhere …
• Insight: Social media improves
Dell’s reach and share of voice
• Insight: SM keeps customers
engaged, provides solutions
and improves loyalty.
• Insight: Established causality
Dell.com between social media activity
and purchase
• Insight: Social media based Our External
Communities Communities
support improves sentiment
and correlates with higher
revenue • Insight: Social Media provides
high Business Value and
contributes to demand gen
vehicle
Global Marketing

20. Identify your business objective
Choose the metrics that help you
measure & evolve
• Where customers are • Primary social media focus
• Do they like/love you? • Sentiment
• What are they saying • Listen, learn and improve business
• They recommend you • Your fans deserve appreciation
• Share links with friends • Advocates deserve attention too
• Rating & Reviews • Inform your products
• Publicly complaining • Showing you care about customer
• Going to your website • Purchase or deeper interest
20 Global Marketing

21. Create your
own
strategic plan
• Before you launch
any social activity,
create a strategic
plan for it. The
plan on this page
uses the OGST
format:
Objectives, Goals,
Strategies and
Tactics. Use these
boxes to define
your plan.