integrating social media into your marketing mix
DESCRIPTION
Practical tips on how to integrate social media into your marketing mixTRANSCRIPT
INTEGRATING SOCIAL MEDIA
Nurturing the sales funnel
Understanding the stages and influences involved in the buying process and targeting each contributing factor
Targeting the right people with the right message at the right time
Adapting to an opinion based buying process by educating and informing instead of pushing products
Facilitating two way communication to increase relevance, reputation and reach
Creating advocates to strengthen core messaging
Units, add-ons, expenditure
Testimonials
Planning/Purchasing
Research
Consider core factors regarding how your audience will get involved and what you’re asking them to contribute including:
• Identity – by contributing, what will this say about your audience? Is it positive, negative?• Connections – how are you building connections between yourself, your consultants and
your clients with this site?• Daily engagement – what reason are you giving your audience to come back regularly?• Reengagement – if not daily, why would your audience reengage?
Consider the behaviours of your audience including:
• Barriers – have you removed all barriers to contributing?• Commitment – have you scaled the level of commitment required?• Value – are you giving back something of equal value to the intended response?• Interest – can the audience find something targeted specifically to their interests?
Consider your audience’s motivators including:
• Ego – can you leverage your audience’s motivation for status?• Feedback – how will the audience receive feedback to their response?• Influence – how will the contributions of others stimulate further response?
CUSTOMER SERVICESocial media and
Customer Service
US Air Force response matrix
When do you respond?Who responds?Escalation?Trolls?
WEBSITE AND CRMSocial media and
Social CRM
Social
Stages of membership
Transaction Light Full
Integration with social networks
Transactional or booking information
Transactional information plus
standard contact details
Contact information, preferences and
behaviours
CM.NET = CMS + eShop + Social
Social CRM/Transactional
Mobility
90% of the total population have internet access on their mobile with 65% having 3G handsets
Currently 1,100,000 iPhones (and on the rise)
2009 : 40 million free downloads of smart phone based apps
ADVERTISINGSocial media and
PAID VS OWNED VS EARNED MEDIA
VALUE
Paid to Owned
Hyper targeting
Targeting
Maximum Exposure
Example data only
SEARCHSocial media and
PRSocial media and
Crisis communications strategy
Natural disasters Protests Strikes Faults
Content generation
Community management by digital agency
(prize = LCD TV given away each day)
Community management by comms agency(prize = DVDs given sporadically)
SMPR
MEASUREMENTSocial media and
SOCIAL PULSE• Reach• Associated keywords• Reputation management
Tool: Social Radar by Infegy
Measure the impact of your campaigns
Tool: SM2 by Alterian
FREE TOOLS
Website Audit http://delicious.com/mab397/websiteaudit
Social Audit http://delicious.com/mab397/socialaudit
Platform Search http://delicious.com/mab397/platformsearch
Search Audit http://delicious.com/mab397/searchaudit
Alerts http://delicious.com/mab397/alerts
“Subscription tools can
be expensive to run on
your own. Use an agency
to benefit from multiple
user discounts”
Key performance indicators
Depth of interactions
Share of brand
Key category phrases (buckets)
New key search phrases
Traffic by media mix
Digital reach
Opt in audience
measuring the sales funnel
Research:
Share of brand
New key search phrases
Digital reach
Opt in audience
Planning:
Depth of interactions
Share of brand
Traffic by media mix
Testimonials:
Depth of interactions
Share of brand
Digital reach
Lead capture/sales?
Units, add-ons expenditure
Testimonials
Planning/Purchasing
Research
Mandi Bateson | Digital Director | @mab397
e: [email protected]: http://mab397.wordpress.com
t: 02 9286 1277