1. Matt Anderson
#CIMSOCIAL
Twitter @mrmattanderson - @montagecomms
LinkedIn - http://uk.linkedin.com/in/montagecommunications
Facebook.com/Montagecommunications
Web - www.montagecomms.com

2. How can I help?
•Tactics specific to your business / organisation
•Your development
•Improving customer service and experience
•Increase customer engagement
•Increase sales and bookings
•Resource and time you should spend?
•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. MIXED MESSAGES? Some rights reserved by HGruber
YOU HAVE OPENED THE PANDORA’S BOX AND SOCIAL MEDIA IS OUT OF CONTROL

13. RELATIONSHIPS
THE SOCIAL BUSINESS
EXAMPLE - ZAPPOS : CAN SEE THE BENEFIT FOR INTERNAL COMMS, SALES, CUSTOMER SERVICE

14. 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!”

15. NOW FOR THE HOW TO...

16. B2B SOCIAL MEDIA MYTH

17. LISTEN - ANALYTICS
• Free tools: Topsy, Facebook
insights and GA
• Middle sized tools - UberVu or
SWIX
• Uber tools - Radian6 + Webtrends

18. WHY LISTEN?
•Customer service issues
•Competitor analysis and
benchmarking
•Great ideas across the
organisation
•Visibility of what is
actually going on...
•Evidence of buying
behaviour

19. “TALK TO PEOPLE ABOUT THEMSELVES
AND THEY WILL LISTEN TO YOU FOR
HOURS”

21. BLOGGER RELATIONS
High profile blogging support of
the ‘Get Together’ launch

22. GUEST BLOGGERS

23. CUSTOMER SERVICE

24. SOCIAL PROOF IS KING
• Client video
• Encourage reviews
• Case studies
• Comments
• Tweets!

25. SOCIAL PROOF
A rather fetching deliveryman just brought me a
stunning @BrabantiaLife bread-bin......love at
first sight, the bread-bin that is!
Ohhh yes I would love these as an addition to my
kitchen worktop storage :-)
@BrabantiaLife you create beautifully designed
products. Thank you my prizes arrived. The slide
bin is class. #ironinstyle
Second, Brabantia bin win. Bought 9 yrs ago, lid
broke. Rang them & getting new one on 10 yr
guarantee I didn't know existed, no qs ask
I love my Brabantia bin and their customer
service is excellent
Have you seen the cool new @BrabantiaLife
Colour Bins? CLB hearts them http://t.co/
QUnh2nk

26. CONTENT IS KING

27. Twitter content
• Talk less about your company 1/10
• Industry content of interest to target Human
audience
• Humans Tweet not brands
Industry
• Target the customer
• Be a resource and try to be
interesting
YOU
• Ask your customers what content
they would like?

28. 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

30. FACEBOOK ADVERTISING
• Small and niche
• Target friends of existing
fans
• A-B testing
• Colour grabs attention • Optimal CTR: 0.11%-0.16%
• Above Avg CTR: 0.07%-0.09%
• Average CTR: 0.04%-0.05%
• Ask questions your targets • Below Avg CTR: 0.02%-0.03%
will say yes to • Poor CTR: 0.01%
• Strong call to action for likes

31. ENGAGEMENT OF FANS
•Newsfeed (most popular)
•Vary content - photos
•Build a sense of community
•Give them a fun reason to
engage
•Poll - what content they
would like?
•Reward fans i.e.
“achievement of the month”

32. APPS AND COMPETITIONS
• Simple Twitter competition for a
money can’t by object
• Ask for funding submissions via a
landing page on Facebook
• Landing pages assist conversions
• Contact and enquiry forms
• ContactMe
• Offerpop
• Pagemodo

33. THE SECRET TO
SEDUCTION
CC Flickr > Camera Eye Photography

34. HEADLINES
•Sell your post!
•Lists 5-7 tips
•HOW TO:
•Short
•Specific
•Yes / No questions
•You need this...

35. W/C: 16/01/12
Monday Tuesday Wednesday Thursday Friday
Blog outputs Tip Main blog Links and News for the Weekend
Nutrition tip Sign posting funding in SW - Poll on the best sporting events for the weekend
Top five funding opportunities on Facevook
for your sport
Video about 2012 Inspire RT - Sporting events for the weekend
Twitter Promote TIP / RTs Ask questions regarding Promote blog RT - Funding Follow Fridays
corporate news blog / topic sources
EDITORIAL SCHEDULE

36. BRAINSTORM

37. Sales myth
Image: Courtesy of the BBC

38. Be realistic about sales
• Set realistic targets SMART
• Building relationship takes time
• Social media is not a ‘quick buck
channel’
• Avoid the hard sell
• Listen for buying signals using
strategic search
• Eliminate cold calling
• 1/10 products and services sale

39. Business Development
• Follow target companies
• Search your network
• Ask for introductions
• Join groups that help your goal
• Background info on prospects (rapport)
• Connect with clients, former clients and prospects
• Events / Location “Tripit” - Get a meeting!

40. LISTEN!
• Search for known problems
• Seekpeople ‘looking for’ or
seeking recommendations
• Monitor your brand name

41. GIVE
ASK THANK
“DO SMALL GOODS”
REID HOFFMAN - FOUNDER LINKED IN

42. STRATEGY FOR SALES
1. Awareness (and all that you have
to offer)
2. Education and solve timely
problems
3. Engagement and social proof
4. Action
5.Repeat - Build your email list /
RSS / Fans

43. INCREASE SALES
•LISTENING FOR BUYING SIGNALS
•GIVE, THANK AND RECEIVE “DO SMALL
GOODS”
•#MSSFR REFERRAL TWITTER
•SOLVE YOUR CLIENTS’ PROBLEMS WITH SEO
OPTIMISED CONTENT
•COPY THAT CONVERTS
•BE TIMELY AND PLAN CONTENT FOR
CUSTOMER NEEDS
•CALLS TO ACTION AND ASK FOR THE SALE

44. Zappos > Online customer service, product
knowledge and online sales
Indium - blogging and consultative sale
@Pearcafe - Excellent online customer service
book lunch take away
Dell - Great use of last minute sales / Twitter
discounts

45. “YOUR BOSS IS NOT GOING TO AGREE IF
IT COSTS THE EARTH AND THERE IS NO
EVIDENCE OF CUSTOMERS USING IT...”

46. HOW MUCH TIME SHOULD
BE SPENT?
•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)

47. HOW MUCH TIME SHOULD
BE SPENT?
•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)

48. MEASUREMENT &
GOOGLE ANALYTICS

49. GOOGLE ANALYTICS
• Visitors / Uniques
• Sources of traffic
• Bounce rate
• Popular content
• Search terms
• Custom reports
• Goals
• Sales / Enquiries

50. 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

51. ASK QUESTIONS AND SPREAD THE WORD!
MATT ANDERSON - @MRMATTANDERSON #ASKMONTAGE @MONTAGECOMMS