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Ictktn online business essentials 2012 may
1. ICT KTN Online Business Essential Clinics
Effective Marketing with Social Media
creating & executing a strategy
for the effective use of social media tools
(May 2012)
5. Social Media is a Strategic Tool
Retention Problem / Need
Awareness
Recommendation
Enquiry
Experience
Purchase
6. You have to do your Homework before
creating a Social Media Strategy
Cust om er Exper ience M ent s of
om Exper ience Monit or
Def init ion Mapping Tr ut h Design
• User research • Touchpoints • Differentiators • Concept • Measurement
• Contextual analysis • Need states • Loyalty drivers • Prototype • Dashboard
• Personas • Emotional states • Priorities • Validate • Tools
• Lovemarks • Narrative insight • ROI • Ideation
• Requirements • Roadmap
7. Cust om er
Def init ion
http://images.businessweek.com/mz/07/24/0724_6insiid_a.gif
8. Cust om er
Def init ion
http://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/
9. M ent s of
om
Tr ut h
Seth Godin’s Purple Cows
• Citizen marketers will sell “remarkable” ideas
• Sell what people are buying
• Focus on the early adopters and sneezers
• Make it remarkable enough for them to pay attention
• Make it easy for them to spread
• Let it work its own way to the mass market.
http://www.fastcompany.com/magazine/67/purplecow.html 9
10. M ent s of
om
Tr ut h
TRACKING TALKERS
Listen to users, track topics Know who’s doing the talking
and brand mentions, gather & influencing, and where the
insights, measure & manage, conversations are taking place
respond and engage
TOPICS
Give them something fun,
TAKING PART unique & repeatable to talk
Engage, share info &
about – create curiosity gaps
support, do shout-outs,
and triggers
say thank-you, say sorry
TOOLS
Make everything shareable and
forwardable , post content
everywhere, free samples, find
the multipliers
11. Jyri Engstrom’s Social Objects
http://glennas.wordpress.com/2009/11/13/defining-requirements-for-
social-web-applications-%E2%80%93-part-3-social-objects/
12. M ent s of
om
Tr ut h Hugh Macleod on Social Objects
http://gapingvoid.com/2007/12/31/social-objects-for-beginners/
http://gapingvoid.com/2007/10/24/more-thoughts-on-social-objects/
14. Social Media is a tool across the Customer Journey
Retention Problem / Need
Awareness
Recommendation
Enquiry
Experience
Purchase
Exper ience
Mapping
15. Social Media is a tool across the Product Development cycle
Exper ience
Design Eric Ries: http://www.startuplessonslearned.com/
http://www.slideshare.net/venturehacks/the-lean-startup-2
16. Exper ience Social Media aids Rapid Iterations
Design
http://market-by-numbers.com/customer-development-services/
20. Choose your tools based on what you want to achieve
http://www.elliance.com/aha/infographics/Soci
al-Media-Building.aspx
21.
22. Social mostly boils down to Engagement
http://darmano.typepad.com/logic_emotion/200
9/05/social-engagement-spectrum.html
23. 4 “Rules” of Campaign Design
Give the consumer what they want - not what you want them to
want (competitions, sweepstakes, coupons, previews &exclusives)
Make your activity bite-sized
Engage frequently: little and often is key
Lots of little campaigns build relationships far
more effectively than big one off campaigns.
http://www.engagesciences.com/blog/2011/10/19/the-4-rules-of-social-media-marketing/
24. Exper ience Monit or
Design Test & Measure Everything!
http://www.wired.co.uk/magazine/archi
http://seotermglossary.com/ab-testing/ ve/2012/01/features/test-test-test
25. Keep Track of the Statistics
Monit or http://danzarrella.com/infographic-how-to-get-more-clicks-on-twitter.html
27. The 5 best low-cost monitoring tools
Monit or http://www.monitoring-social-media.com/the-5-best-low-
cost-social-media-monitoring-tools
28. Putting together the action plan
#1 define goals #2 identify
#3 learn from others
and objectives your audience
#4 choose #6 develop content
#5 set the budget
the tools to use & social objects
#8 determine your #9 assign roles and
#7 define your KPIs
resources responsibilities
#10 monitor and measure
29. Strategic option:
MYOA - Consumer
Your Turn!
Problem / Need
Retention • What’s the problem to be solved, the job to be done?
• Do users come back and use the service again? • How do developers express that need?
• Do they try new elements of the service, scale • Where does it fit into all the other things they do?
up their usage?
• Reclaimed, renewed, redeemed?
• Has a relationship been developed?
• How are past users communicated with?
Awareness
• How do your customers find out about your
service, or any other solutions?
• Where do conversations take place?
Recommendation • Where do your customers physically gather?
• Do users recommend the service to others? • How well do you listen?
• Is it easy to recommend and share? • How clear are the marketing messages and
• Does the service generate buzz? website?
• Who’s doing the talking?
• What customer outreach initiatives are
being taken? Enquiry
• How do your customers make contact in order to
find out more about your service and whether it’s
the right one for them?
• How do they make the decision to use the service
Experience or not?
• How easy is the service to use? • Are there other routes through all of the tools their
• Does it meet the needs? Of your customer? disposal?
• Are there hurdles, confusion points, short-
comings that can be addressed? Purchase
• How much support is provided? • How easy is it to get started?
• Is feedback captured throughout the whole • Is there a long registration process?
• When does a commitment and a payment
process?
take place, and does that fit the need?
• What other needs could be met?
