social media | the business case

SOCIAL MEDIAThe Business Case

What exactly are we talking about?

Marketing (according to me)

Product /Service

Attention

Persuasion

Retention

Feedback

Improvement

Key Lesson # 1

“Social media is simply, a versatile marketing tool, or set of tools, which can help us achieve traditional marketing objectives of getting our market’s attention, persuading them, retaining them, and learning from them (feedback).”

The 4 Pillars of Value

Access Reputation Word of Mouth

Knowledge

Access: the numbers don’t lie…

• In 2010, 22% of total time spent online, in Australia, was spent on social networks

• 75% of that was spent on Facebook

• From 2009-2010, social media usage in Australia increased by 26%

• At the same time, email usage decreased by 42%

Why is access important?

• Access precedes nearly all marketing.

• If we want attention, if we want to persuade, if we want to talk, if we want feedback, if we want loyalty….the first thing we need to get is ACCESS.

(Obvious, I know….but worth highlighting)

Key Lesson # 2

Your audience is increasingly on Facebook, LinkedIn and Twitter. If you want access to them, you should at least consider the opportunities. (The numbers don’t lie)

Why are people on social media? (Big reason # 1)

• Human beings crave “connection”. We want to feel connected to the things we care about: our friends, our family, and also organisations.

• Social media facilitates connectivity in ways never before possible.

Big reason # 2: Control

• The individual is in complete control to chose who they connect with, be it an individual or organisation.

• Social networks, by and large, provide shelter from

annoying marketing.

The New Rules of Engagement

• The individual must grant you access

• To earn access you must give value

• Once you earn access, you are arguably

closer to your market than in any other

medium. You have “community”.

Key Lesson # 3

Social media holds great potential to give us access to our audience. But if you want their attention you have to earn it. Chest thumping will get you nowhere. And to earn it, you must provide value.

Let’s look at an example of “value”

And one more…

Deposit in the bank

Each time we provide value, we make a deposit in the bank. And we build up good will.

Reputation and Social Proof

• 3 in 4 Australians online call on consumer opinion about brands, products and organisations found on social media (Nielsen)

• The carefully scripted marketing message cannot carry the load alone anymore…

Let’s take a look at an example…

Would you give this business a try?

Key Lesson # 4

Reputation is essential to persuasion, and reputation is now online. Social media gives us more power to influence and manage our own reputation.

Common Barrier: Risk

“But what if someone says something bad about our business?”

Word of Mouth• Personal networks are now big enough to provide

answers

• Be inside the network, at the time of referral

• Our interactions are open to the public eye, and often are broadcast automatically

Automated Word of Mouth

Dixon Appointments iPad competition

Knowledge• Knowledge is an extremely valuable by-product of an

open line of communication.

• In a community people tell you when something’s right or when something’s wrong.

• You can survey your network for answers.

• Networks provide tools to analyse and measure engagement and track reputation.

Key lesson # 5

Once you have an active community, with open lines of communication, the community will provide you with knowledge and referrals.

Before you start…

1. Define your objectives

2. Define the audience

3. Seek to understand what they value (don’t assume)

4. Have a plan/strategy (Hint: this is when you chose the platforms)

5. Commit!

Strategy in a nut shell Establish the right voice.

Share. Demonstrate wider leadership and know-how. Add value.  

Ask. Genuinely.

Listen. Carefully

Respond. Quickly.  Reward. Generously. Champion your biggest fans. They will return the favor.  

Use “exclusivity”. To add more value.

The benefits will follow…

If you use social media to positively engage your audience you can gain:

• Trust, loyalty and credibility • Enhanced reputation• Word-of-mouth referral• Knowledge

All of which helps you achieve organisational objectives.

Case Study: Dixon Appointments

Primary Objective

Reach out to existing

temp candidates

and encourage

loyalty

Strategy

Social Media

Campaign

Build a “community”

using Facebook Pages platform with a focus on “member value”

Tactics

Content strategy

iPad Competition

Surveying

Event promotion

Conversion

Acquire Facebook

Fans

Engage Facebook

Fans

Retain Facebook

Fans

Dixon Appointments: Tactics and Outcome

Tactic Outcome

Make operational announcements (e.g. payroll schedule over holiday periods)

Candidates are kept in the loop and receive information automatically in their newsfeeds which most check daily.

Publish educational information such as “on-the-job” performance tips

Candidates get free and helpful advice, Dixon appointments positions itself as thought leaders and encourages loyalty

Publish legislation announcements

Candidate stay informed and Dixon positionsitself as authority and thought leader

iPad competition for candidates

Candidates are “bribed” to join the FB community for the chance to win an iPad, adds to a sense of fun and Dixon Appointments builds its community by adding 700 new fans, with exposure to 60,000 people.

Tactic Outcome

Post personal staff announcements such as weddings and birthdays

Members of the community get to see “inside” Dixon Appointments and relate to it on a more personal level. When comments and likes flood in for someone’s wedding announcement, it boosts morale.

Post photos of events As above

Ask questions Candidates are given a “voice” on a range of topics, are made to feel like their opinions are valued, and Dixon gets valuable insights quickly and easily.

Benefits• Dixon now has a community of 750 fans on Facebook

giving them greater access and two way communication with candidates

• The community generates free and automatic word-of-mouth

• The community provides feedback so Dixon can improve its services

• Interaction between the community and Dixon staff boosts morale

• The community serves as evidence of Dixon’s great customer service and markets the business

Questions

?

Get in touch…

Damien Cheney | Director

www.webintent.com.au

M: 0415.767.258E: dc@webintent.com.au

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