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Assignment 3 social mediax


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Assignment 3 social mediax

  1. 1. Social Media & All that Jazz SAPPO & CO.
  2. 2. Presentation Scope What’s on the menu? 1. What is Social Media & Marketing? 2. Our viewpoint delivery 3. How do I know if I’m right for social media? 4. How do I succeed in the internet? 5. So what about the risks? 6. Where do we come in?
  3. 3. Social Media Marketing can be extremely beneficial or destructive: Strategy & Expertise is non-negotiable. Social media marketing options must be analysed against business profile & needs. Our Message: Social Media Marketing is a response to scaling your business sustainably & learning all about what your customers Scale Internet exposure via Social Media Marketing
  4. 4. What is social media? Social Media is the countless array of internet based tools and platforms that increase and enhance the sharing of information making the transfer of text, photos, audio, video, amongst internet users much easier. Type of social media activities Sharing Businesses must engage in the following activities through social media: Listening Responding Measuring Learning Source: Altimeter Group (2012)
  5. 5. Social Media is a natural business evolution • An avg. Facebook (FB) users has 130 friends • Monthly active FB users now total nearly 850mn • 500 years of YouTube video are watched every day on Facebook • 85% of internet users have FB accounts; 49% are on Twitter • Red Bull is the brand with the most subscribers : +1mn 1.8 2.3 2.9 3.7 4.6 2.7 4.4 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 Global avg. hrs./week spent on each online activity According to NetPop, Social Media use in the US has increased by 356% between 2006-12 Over 1 million websites have integrated with Facebook US Internet users spend 3X more minutes on blogs & social networks than on email. Source: C|Net (2012), Tech Crunch (2012), Hubspot (2012)
  6. 6. 80% of social media users prefer to connect with brands through FB The number of businesses that say FB is critical or important to their business increased by 75% from 2009 77 % of B2C companies and 43 % of B2B companies acquired customers from FB 15% of the average local business’ fans are in the city where the business is located Business confidence in social media marketing is on the rise – It just makes sense. 63% of interviewed companies using social media say social media has increased their marketing Effectiveness With the global expansion of the social media eco- system, businesses have more support & tools from which to optimise their operations. Source: Hubspot (2012), Business Insider (2012), ZDNet (2012)
  7. 7. Why do we love frogs? Flexible What is your current use of internet technologies? How quickly are you able to scale these different channels? Receptive What is the current flow of innovation from feedback? How updated on current technologies and tools are you? Internal staff training? Objective Do you really know what you want? Do you have a fixed strategy and set objectives? What is your time scope? Good Hearer How much do you listen to your customers? Can you measure this? What do you do with this data – Actions? Subtle What is your current marketing campaign like? What is you current Lead-to-sales conversion? Are you increasing traffic towards your site? Are your campaigns aggressive? In line with target customer behaviour preferences and trends? Agile How quick are you able to implement changes? How much resources have you dedicated to social media operations. What are your B2B relationships? What is the external perception of your company? Authentic Do you use automated responses? What is the quality of the content? How many official pages do you have? How is the information managed? Do you make a real attempt to establish a relationship with your customers? Are you using the right platforms – is this in line with where your target customers are? Patient Is the time you’ve allowed realistic? Are you rushing? What degree of preparation is the business in? Do you understand how the internet campaigns work? Are your goals too high for the time you’ve allowed? When assessing our client’s current social media strategy, we use FROG-SAAP™ Frog characteristics help us understand the pillars of a successful social media agenda: Source: Accenture (2013), The Next Web (2011)
  8. 8. Why Social Media? 1. High Social Media Business Potential 4. Increased Customer Engagement 3. Better Customer Satisfaction 2. Faster & more effective channel This next section intends to substantiate our belief that Social Media presence is essential for any global and modern business. We’ll show you how. Our viewpoint analysis of 4 main pillars in successful social media marketing:
  9. 9. Product • 46% of consumers make purchase decisions via online word-of-mouth about food and beverages It’s such a personal topic! • Products are typically consumed in social situations: High customer loyalty trend • Ability to exploit social media exposure through video campaigns: A visual experience Innovation • Increasing flows of communication leads to higher public engagement & greater flow of ideas • Allows for the continuous perfection of the product: through authentic media presence • Continuous B2B service innovations: reduce costs & time. Providing scaling & growth prospects Marketing • Ability to increase inbound marketing methods: Educating the customer & becoming ‘friends’ • Company gains a personality, a voice, an opinion. Followers read daily feed of company posts • There is a lot of different platforms to exploit & also high potential for Guerrilla marketing. 1. Big Plus: Everyone loves soda Food & Beverage companies are amongst the biggest players in Social Media Marketing. Below are some of the ways we believe High Social Media Potential can be exploited:
  10. 10. Sponsoring professional athletes Online video campaigns Brand personality: ‘Cool’, ‘Radical’ Interlinked main platforms Mass Customisation Focused user engagement strategy Creating a community of users – more than a brand Wide mobile network & Investment in high viewing sports shows High & Rich content development In Television industry Music & Media ownerships Sports competition organiser Event management Mash-up of advertising & entertainment Give the people what they want to see Authentic & personalised responses Official community page hosting User focused content AudiencetoCommunity Strategy Bus. Dev. Marketing Customer A Red Bull Analysis Source: Redbull, (2013) Digital Organics (2012)
  11. 11. 2. Customer engagement Community creation • Optimising main marketing source; word-of-mouth through an officially hosted platform • Creating prizes, experiences and promoting adventures online through P2P discussions around brand • Content is representation of brand personality via the interaction with customers and communications via emails, FB, TW , YT, Vimeo amongst vehicles. Authenticity • Authentic personalised comments and responses on official platform – 24 hours marketing • Quick response time – use of hotline communication pages i.e Twitter & Heathrow Airport • Use of other mediums such as official blogs and live-stream on YT – Real, live & personal interactions Data Analysis • Learning more about the customer through data-mining & web analytics – Competitive advantage • Internalising customer research programs via acquisition of info tech science capabilities: Cheaper • Truly personalising ad campaigns by really understanding our customers and future opportunities. Acquisition Conversion Retention strategy success formula: Robust, Flexible & Light Engaging with customers online is crucial to any social media strategy. You can’t afford to get it wrong – seriously.
  12. 12. We tend to stick to 10 golden rules. We’re serious about success ;) 1. Write back. Always. 2. Social is 24/7 – not a one-time stunt 3. Monetization attempts go up, consumer experience goes down. 4. Not everything will work. But hey, that’s fine. 5. Embrace negative content about your brand 6. Have that almighty crisis plan. 7. Use ads to accelerate good content & not to prop up boring stuff. 8. If all you respond to is complaints, that’s all people will send you. 9. Go mobile. 10. If social media bores you, its because your trying to get more value than you create.
  13. 13. 3. Sustainable customer satisfaction growth levels Brand Presence • Social media marketing strategy is in line with the physical product experience perception. • Social media presence allows for establishing a foot-hold in new industries and markets across the world. • Your fans own your brand. Social media presence allows you to show that you care about them. Personal • Personalise information distribution. Via sms, email, facebook etc. Listen to what your customers want. • Facebook comments allow for a P2P discussion around the brand. Be positive & Embracing towards fans. • Algorithms based on history of individual user. Make suggestions as good & personal as possible. Support • Solve problems your customers are having through dedicated individual response services. Trust is key. • 24hrs / 365 days support. Don’t just create invisible services that don’t do much. Make them excellent. • Make response times as quick as possible. Surprise your customers with great services. Consistency is key. Keep a sustainable growth in satisfaction levels by measuring success and ensuring consistency at all times. It’s possible, trust us.
  14. 14. Boosting Satisfaction - Like a Sir Tweet your customers right: 1. Respond to your customers quickly – solution can come later 2. Communicate using a human, not a corporate voice – be personable 3. Monitor for common themes & trends. Ask for feedback – know what you can improve Just like Brave heart, be bold: Measure your success over & over again: 1. Customer service is a profit centre in your business, not a cost centre 2. Identify exactly what you want to measure. This is what you will want to improve. 3. Use Q&A at the end of an interaction, to see exactly how the customer felt about how you handled their query. 1. Don’t be afraid to experiment – try new things & learn from it 2. Knowledge bank section in your website – lower high volume queries 3. Self-help: info-rich sites host P2P discussion forums solve queries
  15. 15. 4. Faster. Cheaper. Stronger. Faster • Faster product launching rates –You can quickly reduce the time to launch your product. • Viral marketing potential – its becoming easier to go viral. Attract brand ambassadors as far as you want. • Mobile technology – Growing penetration rates. Increase the time your customers are spending on you. • Leverage your brand on existing super platforms and partner up with them – increase your width. Cheaper • Ability to eliminate agencies and internalise marketing strategy. Permanent & Consistent cost streamlining. • Compete with rivals via online Guerrilla marketing strategies. High budgets do not mean better campaigns • Re-direct traffic to main website organically without artificial tools. No dependence on risky third parties. Stronger • Allows you to test you products before launch with lower exposure rates. Increase your success rate. • Centralize your global internet presence. Strength brand perception through one global social strategy. • Educating customers is what you want. Forcing customers to read your ads is short-sighted. Cut costs, eliminate third parties & increase global exposure quicker. Your customers will appreciate it.
  16. 16. Social Media is not a Joke Companies fail online because they underestimate social media. Uncontrollable volumes, no strategic alignment & badly constructed brand images are common mistakes.
  17. 17. Social Business Value Creation™ Our model & service offering aims to help the client at every step of the way. We will let you build your service offering. Let’s now focus on what you really need...
  18. 18. A successful cycle Tech Audit Measurement & Objective Identification Preparing Your business Strategy Formulation Campaign Launching Strategy optimisation Campaign Management Social Business Value Creation™ 3 weeks 3 weeks 1-4 months 1 month2 month continuous continuous
  19. 19. Audit. Measure. Control. Before getting started your company needs to define & fulfil your own hierarchy of needs, and review your current position before entering / scaling in the social media space. We can manage this process for you. Hierarchy of needs Factors Foundation Objectives, Policies, internal processes, talent base, business profile, brand perception – surveys & customer research Safety Responsibility allocation, Crisis management plan, centralised social media management – corporate strategy. Formation Social Media team formation, virtual asset management. B2B opportunity & cost reduction study. Number forecasting Enablement Staff empowerment, Workforce Education, measuring success & Objectives Enlightment Holistic strategy, Real time content updating, Database Integration, CRM system integration, Benchmarking, Continuous measurement of results.
  20. 20. Strategy Formulation Our experts will listen & formulate a strategy aligned to your interests & current business position. Correct platform identification Aligning on/offline corporate culture Online content strategy design Innovation feed: Crowd-sourcing GAP Analysis Operational strategy: automation analysis Value : Cost ratio to social customer analysis Community construction strat. Stage 2 Stage 3 Acquisition & Retention strategy Stage 1
  21. 21. Campaign Management We do this too. Why we’re number 1 Some of the things we do Committing to Lead-sales targets  Interlinking profile pages Combining technology & human insight to provide ‘buzz’ tracking and performance analysis for campaigns.  Continuous profile optimization – Constant monitoring and measurement of campaigns, using most reliable metrics. Increased traffic to site rates or your money back  Effective connection to main site A devoted member of the executive board overlooking your project  Creation of business pages on FB, TW, Google+ , YouTube Use of the newest tools & Software  Directing media campaigns Extensive & continuous data analysis  Creating & Managing site pages No surprises or headaches - never  Increasing ‘Likes’ & ‘Follows’ Extensive Mobile technology experience  Content development & Profile updating Extensive network & connections in the industry  Providing training for internal staff We never over-promise  Turning fans into customers
  22. 22. Let us be your coach & player Social Media is a great marketing channel to increase your exposure in the internet. However, not all companies are suitable or prepared exposure. We have a 100% success rate because we never over-promise. We will make sure your business is prepared for this exposure by supporting you at every stage of the process . This is the Social Business Value Creation Service we offer. What we promise: •Personalisation •Competitive Rates •Expertise •Creativity/Innovation •Flexibility •Honesty •Campaign Management
  23. 23. Rio de Janeiro Edifício Rio Metropolitan Avenida República do Chile, 500 CEP 20031-170 - Rio de Janeiro (RJ) Tel: +55 21 4501-9000 Cape Town 10th Floor - Convention Towers C/o Heerengracht & Coen Steytler Foreshore Cape Town Tel: +27 (21) 408 1300 London 12 Plantation Place 30 Fenchurch Street London EC3M 3BD Tel: +44 (0) 20 7844 4000 South Africa Rio de Janeiro London Find us on Website: Sappo.com Facebook: Sappo & Co. LinkedIn: Sappo & Co. YouTube: Sappo & Co. Twitter: #Sappo&co
  24. 24. Reference List Hubspot (2013) 120 Marketing Stats, Charts & Graphs. [report] New York: Hubspot, p.5-33.  Mangold, G. and Faulds, D. (2013) Social media: The new hybrid element of the promotion mix. Business Horizons, 52 (4), p.357-362. [Accessed: 15/04/2013]. Digitalorganics.com.au (2012) Red Bull Social Media Success Formula. [online] Available at: http://www.digitalorganics.com.au/social-media-marketing/social-media-strategy/red-bull-social-media-success- formula/ [Accessed: 22 Apr 2013].  Slideshare.net (2012) Climb the Social Business Hierarchy of Needs: LeWeb Keynote, 2011. [online] Available at: http://www.slideshare.net/jeremiah_owyang/climb-the-social-business-hierarchy-of-needs-leweb-keynote- 2011 [Accessed: 22 Apr 2013].  Zarrella, D. (2010). The social media marketing book. Beijing, O'Reilly.  Burnes, R. (2010) How to Use Social Media for Lead Generation. [online] Available at: http://www.slideshare.net/HubSpot/how-to-use-social-media-for-lead-generation [Accessed: 22 Apr 2013].  Sales Force Radian 6 (2012) 30 Ideas for your Social Media Plan. [report] London: Radian 6, p.5-9.  Reprisemedia.com (2013) Social Media Marketing, SMM Campaign Management. [online] Available at: http://www.reprisemedia.com/services/socialmedia/ [Accessed: 22 Apr 2013].  Honigman, B. (2012) 100 Fascinating Social Media Statistics and Figures From 2012. [online] Available at: http://www.huffingtonpost.com/brian-honigman/100-fascinating-social-me_b_2185281.html [Accessed: 16 Apr 2013  Levinson, J. C., & Perry, D. (2011). Guerrilla marketing for job hunters 3.0: how to stand out from the crowd and tap into the hidden job market using social media and 999 other tactics today. Hoboken, N.J., Wiley.
  25. 25.  Altimeter Group (2012) The Key to faster than real time? Anticipation. [report] London: Altimeter Group, p.6- 27.  Constantinidis, E. and Fountain, S. (2008) Web 2.0: Conceptual foundations and marketing issues. Journal Direct, Data and Digital Marketing Practice, 9 (3), p.231-244. [Accessed: 20/04/13].  Fisher, T. (2008) ROI in Social Media:A look at the arguements. Journal of Database Marketing & Customer Strategy Management , 16 (4), p.189-195. [Accessed: 19/04/2013].  Hofacker, C. F. (2001). Internet marketing. New York, Wiley.  Bailey, M. (2011). Internet marketing: an hour a day. Indianapolis, Ind, Wiley Technology Publishing.  Juon, C., Greiling, D., & Buerkle, C. (2012). Internet marketing: start-to-finish. Indianapolis, Ind, Que.  Startupbuzz.la (2013) What business is going crazy in Latin America?. [online] Available at: http://startupbuzz.la/en/what-business-is-going-crazy-in-latin-america/ [Accessed: 22 Apr 2013].  Gitomer, J. H. (2011). Social boom!: how to master business social media to brand yourself, sell yourself, sell your product, dominate your industry market, save your butt, rake in the cash, and grind your competition into the dirt--by the global authority on sales, attitude, trust, and loyalty. Upper Saddle River, NJ, FT Press. Evans, L. (2010). Social media marketing: strategies for engaging in Facebook, Twitter & other social media. Indianapolis, Ind, Que.  Windels, J. (2013) 12 Truly Incredible Social Media Statistics! - Brandwatch. [online] Available at: http://www.brandwatch.com/2013/02/look-guys-incredible-social-media-statistics/ [Accessed: 22 Apr 2013]. Reference List II

Hinweis der Redaktion

  • This is a chance to relax your clients and slow the pace of the presentation a bit. The purpose of this slide is to introduce our company mascot and the framework that has born out of it: FROG-SAAP. This framework helps analyse our clients’ strategies and serves as a checklist for characteristics that have to be merged into every online strategy.So why a frog?Matches the acronym Frog-SaapYou could say something like, ‘You must be wondering why we have pictures of our social frog friend here. We believe that all businesses who are successfully growing through internet exposure, all have one thing in common – they follow golden rules, much like frogs do!’ These Include adopting a flexible, receptive, objective, subtle, agile authentic and patient approach.Quick Tips:Spend some time here. Ask some of the questions of the framework. See what they say; what is the general client sentiment? Is he starting to realise he needs help? Perhaps you can even be bold enough to ask him a few questions that can make him realise that he needs us. This slide is more of a dialogue between both parties. Let your client do the talking and feel acknowledged. Listening is key.This will allow you to get a first impression of what their current status is regarding their social media marketing strategy and presence.
  • What’s next?This slide serves as an introductory slide for the next section of the presentation. This would be Part 2 of the presentation.This slide highlights the four main pillars outlined in the beginning. This is where we’ll start talking about the ‘hows’. Make sure your relating to the client’s industry which in this case is the beverage industry. Don’t worry if you haven’t prepared too much for the industry. We have included a Red Bull case overview for you to talk about and it shouldn’t be too hard.Make sure you don’t talk about how we will solve the problems for them yet. This stage is purely to look and why we believe these four pillars are relevant to our clients and some ideas as to how we could approach the problem. As for the formal process of which services we provide, you can leave that for the final part of the presentation.This section is vital, so take a chill pill and rock it!