social media channel management: key principles and tools

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Mastering Social Media Workshop 3

Implementation: Key Principles and Tools

Dr. Jim Hamill Alan StevensonVincent Hamillwww.energise2-0.com

Sept., 2012

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Rethinking Marketing

Unlearn marketing

New ‘mindset’ required

Stop telling people how good we are

A shift from Outbound Marketing to Inbound/Content Based Marketing

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Inbound v. Outbound Marketing

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Old Marketing (Outbound)

• Propaganda marketing – this is how great our product/service is, now buy it

• Interruption marketing – direct mail, advertising • One way shouting AT customers

• Short term sales/campaign driven

• Channels – Print Ads; TV/Radio Ads; Cold Calling; eMail Blasts; Online Advertising; Web Sites that talk AT you

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Reality Check

• Declining effectiveness of traditional approaches to sales and marketing – does anyone listen any more? • Power shift – we are no longer passive recipients of sales messages• Social Media – a revolution in online customer behaviour and expectations• Generation C• Information overload and attention deficit• Need for new approaches/ new ‘mindsets’

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Inbound Marketing

• Content is King! - But content is only ‘great’ if it adds value to the customer so….

• Customer is King! Adopt a customer led approach• Produce great content that is ‘Customer Led’; Authentic;

Compelling; Entertaining; Surprising; Valuable; Interesting• Establish your company as a ‘thought leader’ – a ‘trusted

resource’• Produce great content and your customers will come to you.

Produce really great content and they will share it• Key channels are…………………..

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Inbound/Content Marketing

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Inbound/Content Marketing

• Overall objective is to ignite or elevate your business through great content

• Sell without selling

• Build a quality online network – a quality customer base through high value content and engagement

• Great content drives conversation. Conversation drives engagement. Engagement drives sales

• Great, customer led, content is a Competitive Advantage

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The Elevation Principle

Great Content + Other People – MarketingMessages =Growth

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Great Content Ignites Your Business

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The Power of Words

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The End of Business as Usual

‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for

engaging with and energising customer and network relationships

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Key Content Marketing Questions

• What are your Content Marketing goals?

• Who is your audience? Who are you?

• What is your ‘call to action’?

• What type of content do you need to produce?

• When and how are you going to produce it?

• Where will it be published?

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Make Music Not Noise

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Tools

• Social Media Listening Tools– Free to expensive: Topsy; Social Mention; Google Reader;

Hyperalerts

• Social Media Management Tools – Hootsuite; Tweetdeck; SproutSocial; Bufferapp; Tweepi; Xobni; Rapportive

• Social Media Performance Measurement Tools– Individual Channels– Overall ‘Buzz’ (Social Media Listening Tools)

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Individual Channels

• Twitter – Twtrland; TwitterCounter; Tweetstats

• Facebook – Facebook Insights; SocialBakers; SimplyMeasured (was export.ly); AllFacebookStats; SocialDon

• Linkedin Stats

• Web Site - Google Analytics

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Overall ‘Buzz’

• Social Media Listening Tools

• Topsy

• Social Mention

• Kred

• Klout

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What road are we on?