social media easier than you think? - tmi · social media easier than you think? ... source: social...

Kathryn Bullock

24 May 2012

Social Media Easier than you think?

© Face Marketing

Agenda

• Why should I use social media?

• 4 key questions and some best practice

• Summary

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What is social media?A group of online media, which share most or all of the following characteristics:

‐ Participation

‐ Openness

‐ Conversation

‐ Community

‐ Connectedness

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Eight kinds of social media1. Social Networkse.g. Facebook, Google+, Linkedin

2. Blogs & microblogging sites e.g. Twitter3. Wikis (e.g. wikipedia)4. Podcasts e.g. Apple itunes5. Forums6. Content Communities e.g. Flickr, Picassa (photos) YouTube, Vimeo (videos) Tumblr (blogs), Pinterest

7. Bookmarking sites e.g. Stumbleupon, Delicious,8. Location based sites e.g. Four Square, Gowalla

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Why should I use social media?

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Growth of Mobile

Mobile phone users 2.5 times more active on social media

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Growth of social media

Source:http://tiny.cc/cqncz

Companies using social media

Individuals using social media

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Social media has gone mainstream

‐ UK usage

spans both

gender &

all ages

‐ Women are more active on Facebook

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UK usage by age

• Over 50% of pensioners use social media in UK and over 30% using YouTube

• Social media is not the preserve of the young.

Source@ www.umpf.co.uk

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Search is going social99% of clicks are in the organic listings area

Blogs & video aligned to keywords

Need to grow social sites for page 1

Jakob Nielson 2006 F shaped pattern for reading web content

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1. Where are we now?

2. Where do we want to be?

3. How do we get there?

4. How do we measure success?

4 key questions

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1. Where are we now?

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1. Listen first• Google Alerts ‐ free• Social Monitoring Tools

range from £10‐£500 month

• Customer Research‐ Surveys & Polls

How are your customers using social media?

What are they saying?

Photo credit:niclindhvia flickr

Grow

Engage

Listen & Learn

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1. Survey social media landscape

• Which channels and devices are your customers using?

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Aligning your social plans to your overall business objectives

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2. Move Customers up the Engagement Pyramid

Source: Social Media Metrics Jim Sterne

Saw

Saved

Rated

Repeated

Commented

Clicked

Interacted

Recommended

Purchased

Aim to use Social Media to move guests up engagement pyramid to advocacy and to become higher value segments

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2. Customer Engagement Journey

Moving the customer fromAwareness To Advocacy

How do your social channels help?

National Trust Customer Journey© Face Marketing

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3. How do we get there?

Some best practice

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3. How can I use social media?• Improve customer retention and repeat purchase• Manage your online reputation• Reduce call centre costs• Increase email sign ups• Crisis management• Invite and test new product and service ideas• Improve speed and ease of “word of mouth”recommendations

• Better customer experience for first timers/newbies• Promote special offers

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3. Agree role of each channel

• Mobile ‐ for alerts

• Facebook‐ for feedback

• Twitter for signposting

• Website ‐ for depth and details

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“How can each of these channels best improve our customer brand experience”

Key Question

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3. Macys Facebook Page

• Rotate your cover photo

• Make the most of each tab with separatelanding page

• FB Offers coming soon

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3. Reviews coming to Facebook

If you have a places page your visitors will soon be able to write a review about you.

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3. Integrate Your blog intoFacebook

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Enabling fans to rank content

Fans like to see what is most popular

Do content plan for 2‐3 months ahead FreshnessFrequencyValue

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Social channels for new product development

Facebook panel used by Delta airlines

Also used by Cunard to get feedbackon new service enhancements

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Best Practice at Hilton

• Asking people to share

• Keeping posts short

• Asking questions

• Tracking all links

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4. How do we measure success

• Set up your dashboard

• Align metrics to your business goals

• Track everything using new Google Analytics tools

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Summary ‐ Plan of action

Current situation:

External‐market trends‐ competitors‐ drivers & objectives‐ influencers/ keywordsInternal‐ use of social media‐marketing activity‐ company culture‐ competences/gaps/ issues

Future direction:

‐ staff workshop to sharecustomer insights

‐ target customers‐ customer vision‐ leverage opportunities‐ social media objectivesby customer segment‐ align to business goals‐ estimate results

Strategy:

‐ role of each channel‐customer contact strategies

‐ social media staff guidelines‐‐ content plan‐ customer valuepropositions

‐mapping channels‐measure progress‐ business plan4. How do we measure

our success?

‐Measurement‐ set benchmarks‐ agree metrics‐ develop dashboard

1. Where arewe now?


3. How do weget there?

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Summary• Put yourself in your customer’s shoes

• Integrate “Social” into your business‐ see it as an extension of your CRM plans

• Build trust with reviews, badges & plug ins

• Don’t forget the power of video and mobile

• Remember the needs of your first timers

• It’s all about customer relationships…Flickr Credit Origamedon

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Questions?Kathryn Bullock, Director, Face MarketingTwitter: Kathrynbullock

Website: www.face‐marketing.comBlogs: www.face‐marketing.com/blogs.aspxEmail: kathryn.bullock@face‐marketing.comTel: +44 (0) 207 274 6302

Come and join the discussions at: our “Social Media Travel Group” on Linkedin

social media easier than you think? - tmi · social media easier than you think? ... source: social...

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