visit lanarkshire nov 2011
DESCRIPTION
Presentation to Lanarkshire Tourism Businesses, Nov 2011TRANSCRIPT
![Page 1: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/1.jpg)
ENERGISE2-0.COM
Social Media for Sustained Business Growth
Dr Jim Hamill – [email protected] Alan Stevenson – [email protected] Vincent Hamill – [email protected]
www.energise2-0.com
![Page 2: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/2.jpg)
ENERGISE2-0.COM
A conversationnot a broadcast presentation
![Page 3: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/3.jpg)
ENERGISE2-0.COM
Agenda
Questions?State-of-Play
VideosKey things to
remember about SM‘Getting There’….
Even more questions….
![Page 4: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/4.jpg)
ENERGISE2-0.COM
Let’s start with a few questions?
![Page 5: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/5.jpg)
ENERGISE2-0.COM
Questions About Social Media?
![Page 6: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/6.jpg)
ENERGISE2-0.COM
Social Media: The State of Play
Where are you with social media?
What progress has been made?
Where are you going?
![Page 7: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/7.jpg)
ENERGISE2-0.COM
Our View on Progress Made
Interest and enthusiasm has grown rapidly
Everyone is now a social media expert
Channels are being set up
But lack of strategic planning leads to problems down the line - resourcing, content,customers, performance measurement etc
A broadcast mentality prevails…….
![Page 8: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/8.jpg)
ENERGISE2-0.COM
Is there something fundamentally wrong with our approach to Social
Media?
![Page 9: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/9.jpg)
ENERGISE2-0.COM
Something Wrong…..
In too many companies, social media is seen as just another PR/marketing channel for broadcasting messages AT customers telling them how good we are
Are our customers listening anymore?
The rules of the game have changed!
![Page 10: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/10.jpg)
ENERGISE2-0.COM
Our Role Today
Encourage you to adopt a new approach to social media – an ‘outside-in’, customer led approach
Use social media as an engagement platform for talking WITH rather than AT customers
Also – adopt a strategic approach‘Social Media Planning Pays’
![Page 11: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/11.jpg)
ENERGISE2-0.COM
Be Social
New ‘mindsets’ are required to be successful in social media
‘BE SOCIAL BEFORE DOING SOCIAL’
![Page 12: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/12.jpg)
ENERGISE2-0.COM
Two Videos
• The Social Media Revolution
• The Advertiser/Customer Break-Up
Ask yourself – So What?Implications for my business?
Implications for Lanarkshire/Scottish tourism?
![Page 13: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/13.jpg)
ENERGISE2-0.COM
Social Media Revolution
![Page 14: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/14.jpg)
ENERGISE2-0.COM
Advertising – Customer Breakup
![Page 15: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/15.jpg)
ENERGISE2-0.COM
The rules of the game have changed
The 5 key things to rememberabout Social Media
![Page 16: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/16.jpg)
ENERGISE2-0.COM
1. It’s a Revolution
A fundamental and revolutionary changein online behaviour, expectations and the online customer experience. The end of the ‘read only’ internet
Content generated by the network for the network
We are no longer passive consumers of content/brand messages
![Page 17: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/17.jpg)
ENERGISE2-0.COM
2. It’s Social
A conversation not a broadcast platform
Conversations are taking place relevant to your brand – are you listening?
![Page 18: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/18.jpg)
ENERGISE2-0.COM
The Connected Consumer
![Page 19: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/19.jpg)
ENERGISE2-0.COM
3. Power Shift
Social media empowers customers, empowers the network
We no longer control the brand The brand becomes the customer
experience of the brand – experiences that are widely
shared online
![Page 20: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/20.jpg)
ENERGISE2-0.COM
![Page 21: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/21.jpg)
ENERGISE2-0.COM
4. Declining Effectiveness
Declining effectiveness of traditional approaches to sales and marketing Does anyone listen any more?
We are no longer passive sheep waiting to be ‘driven’ to your web site
If you treat us like sheep, we will tell youto ‘flock off’.
![Page 22: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/22.jpg)
ENERGISE2-0.COM
Do You Listen?
Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare (www.slideshare.com)
![Page 23: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/23.jpg)
ENERGISE2-0.COM
Do You Listen?
![Page 24: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/24.jpg)
ENERGISE2-0.COM
5. The End of Business as Usual
New ‘mindsets’, new business approaches and new performance measures are required
NOT a broadcast medium. Its about listening to and engaging with customers, partners, your community, your tribe
This is something we are not very good at doing. We prefer telling people how good we are
![Page 25: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/25.jpg)
ENERGISE2-0.COM
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
![Page 26: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/26.jpg)
ENERGISE2-0.COM
New Performance Measures
• Business success depends on the quality of your customer base; the strength of the relationship you have with quality customers; and your ability to leverage that relationship
• In a social media era, business success depends on the – Quality of your network– Relationship strength– Ability to leverage
The 6Is Approach
![Page 27: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/27.jpg)
ENERGISE2-0.COM
Performance Measurement
Involvement – network/community numbers/quality, time spent, frequency, geography
Interaction – actions they take – read, post, comment, reviews, recommendations
Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc
Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking
Insight – customer insight Impact – business impact
Social Media Monitoring Tools –Audit, Assess, Impact
![Page 28: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/28.jpg)
ENERGISE2-0.COM
The ‘6Is’ Approach
Insight and Impact
Involvement
InteractionIntimacy
Influence
![Page 29: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/29.jpg)
ENERGISE2-0.COM
Bob Dylan
Come gather 'round peopleWherever you roam
And don’t criticiseWhat you can't understand
Your sons and your daughtersAre beyond your command
Your old road isRapidly agin‘
Then you better start swimmin’Or you'll sink like a stone
For the times they are a-changin’
![Page 30: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/30.jpg)
ENERGISE2-0.COM
A note on Inbound Marketing
![Page 31: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/31.jpg)
ENERGISE2-0.COM
Inbound Marketing
Spread your content as widely as possible to get found
Pull people to your web site, blog etc
Flood your ‘funnel’ with suspects
Analyse and Convert
![Page 32: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/32.jpg)
ENERGISE2-0.COM
Inbound Marketing
![Page 33: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/33.jpg)
ENERGISE2-0.COM
Inbound Marketing
![Page 34: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/34.jpg)
ENERGISE2-0.COM
What’s wrong with this approach?
![Page 35: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/35.jpg)
ENERGISE2-0.COM
Drowning in an Sea of Noise
![Page 36: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/36.jpg)
ENERGISE2-0.COM
Our Response
![Page 37: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/37.jpg)
ENERGISE2-0.COM
The Customer Manifesto
We are not sales suspects, prospects or leads. We do not want to be converted
We are no longer an ‘audience’We are people. In fact, ‘We Are The People’
We are your customers and we are King! Social media empowers us. We control the Information Age.Welcome to our world, not yours!
![Page 38: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/38.jpg)
ENERGISE2-0.COM
The Customer Manifesto
Don’t treat us like passive sheep waiting to be driven to your web site or blog
Use social media to deliver exceptional Customer Experiences
That way, we will become brand advocates and ‘spread the word’ for you
Our network will listen more to us than you
![Page 39: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/39.jpg)
ENERGISE2-0.COM
We are the Children of the Revolution
![Page 40: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/40.jpg)
ENERGISE2-0.COM
‘Getting There’
![Page 41: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/41.jpg)
ENERGISE2-0.COM
Practical Adviceand Next Steps to Avoid the Road to Nowhere
‘Social Media Planning Pays’
![Page 42: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/42.jpg)
ENERGISE2-0.COM
‘Getting There’
• Get more involved• Learn more• Develop a strategy• Implement• Monitor performance and business impact
‘Be Customer Led’
![Page 43: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/43.jpg)
ENERGISE2-0.COM
Get more involved and learn more
![Page 44: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/44.jpg)
ENERGISE2-0.COM
A Workshop Near You…..
![Page 45: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/45.jpg)
ENERGISE2-0.COM
Another Workshop Near You..…
![Page 46: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/46.jpg)
ENERGISE2-0.COM
Develop a Strategy
![Page 47: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/47.jpg)
ENERGISE2-0.COM
Social Media Strategy and Action Plans
![Page 48: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/48.jpg)
ENERGISE2-0.COM
Social Media Strategy and Action Plans
• Use a simplified Balanced Scorecard approach to social media strategy development and implementation
• Will ensure that your future social media actions and initiatives are fully aligned with and supportive of agreed business goals; that KPIs are agreed for evaluating on-going social media performance, business impact and ROI; and that all key success factors are considered, including organization, people and resource aspects
![Page 49: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/49.jpg)
ENERGISE2-0.COM
Develop a Strategy
• What is the overall social media vision for your organization?
• What are the key objectives and targets to be achieved?
• Who are your customers?
• What are the key actions and initiatives you need to take?
• Organisation, resource and people issues
![Page 50: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/50.jpg)
ENERGISE2-0.COM
Social Media Strategy Map
Brief statement of your overall 2.0/Social Media Vision and Mission Strategic Objectives Customer Perspective Internal Management Perspective Organisation Perspective
Strategic Objectives KPIs / Targets
KPIs / Targets KPIs / Targets
KPIs / Targets
Customer Group 1
Customer Group 2
Customer Group 3
Customer Group 4
2.0/Social Media Initiative 1 - Objectives - KPIs - Targets - Actions
2.0/Social Media Initiative 2 - Objectives - KPIs - Targets - Actions
2.0/Social Media Initiative 3 - Objectives - KPIs - Targets - Actions
2.0/Social Media Initiative 4 - Objectives - KPIs - Targets - Actions
Organisation People Resource
![Page 51: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/51.jpg)
ENERGISE2-0.COM
Key Questions to Address
• What is the overall social media vision for your organisation?• What are the key objectives and targets to be achieved from
social media? Are these fully aligned with and supportive of your overall business goals and objectives?
• Who are your customers? Where do you find them ‘hanging out’ on social media? How can you best engage with them?
• What are the main Social Media Actions and Initiatives you need to take – short, medium and longer term?
• What generic social media strategy should you follow (number of channels used/ depth of engagement in each channel)?
![Page 52: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/52.jpg)
ENERGISE2-0.COM
Key Questions to Address
• For each priority Social Media Channel, what are your core objectives for that channel; what KPIs will be used for measuring on-going channel performance; what are your targets for each KPI; what key tasks are needed to achieve these targets?
• Do we have the right organisational ‘culture’ and ‘mindset’ for Social Media? ‘Be social before doing social! Is the right organisational and decision-making structure in place?
• Has agreement been reached on resource allocation?• Who will be responsible for your social media activities? What
balance has been agreed between internal and external roles and responsibilities?
![Page 53: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/53.jpg)
ENERGISE2-0.COM
Key Questions to Address
• Who is the Social Media Champion?• Do you have agreed Social Media Policies and Guidelines in
place covering ‘Proper Use’, ‘Content Management’, ‘Customer Response Times/Quality’ and ‘Legal’ aspects?
• Performance evaluation and business impact
![Page 54: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/54.jpg)
ENERGISE2-0.COM
Potential Business Benefits of Social Media
![Page 55: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/55.jpg)
ENERGISE2-0.COM
Business Benefits
• Market Knowledge
• Customer Insight and Understanding
• Customer Interaction
• Enhanced Customer Experience
• Business Intelligence
• Reputation Management
![Page 56: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/56.jpg)
ENERGISE2-0.COM
Business Benefits
• Improved Sales and Marketing
• Identify and network with high value, high growth prospects
• Product Development and R&D e.g. engage and co-create
• Internal cost savings
• Improved Operations and Internal Processes
• Increased ROI
![Page 57: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/57.jpg)
ENERGISE2-0.COM
Potential Business Benefits
5 main areas:
• Market/Customer Knowledge & Insight• Engagement & Reputation Management• Enhanced Customer Experience and Loyalty• Sales/Marketing Effectiveness, Efficiency and ROI• Operations/ Internal Processes (open source and hosted apps)
![Page 58: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/58.jpg)
ENERGISE2-0.COM
‘Be Customer Led’
![Page 59: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/59.jpg)
ENERGISE2-0.COM
Be Customer Led
• Who are our customers, community, tribe?
• Where do they hang out in social media?
• How can we best use Social Media to deliver an exceptional customer experience at all stages of the customer life cycle?
![Page 61: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/61.jpg)
ENERGISE2-0.COM
Who Are Your Customers?
• Your Social Media Strategy should be aimed at building a ‘quality’ customer base i.e. a strong online network of high value, high growth potential customers providing your company with a strong foundation for achieving sustained growth and profitability
• First step:– Undertake a detailed Customer Mapping and
Segmentation Analysis to identify your ‘Most Valuable’ and ‘Most Growable’ customers (actual and potential)
![Page 62: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/62.jpg)
ENERGISE2-0.COM
Strategically position your customers on a Customer Value Matrix based on
Customer AttractivenessProbability of Success
![Page 63: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/63.jpg)
ENERGISE2-0.COM
Customer Value Matrix
![Page 64: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/64.jpg)
ENERGISE2-0.COM
Strategic Implications
![Page 65: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/65.jpg)
ENERGISE2-0.COM
Quality Customer Growth Programme
![Page 66: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/66.jpg)
ENERGISE2-0.COM
Business Benefits of this Approach
• Concentration of effort and resource on `quality’ customers – your ‘Most Valuable’ and ‘Most Growable’ customers
• Improved value delivery to existing high value customers. Build learning relationships with them allowing you to better service their emerging needs and wants through highly customised and personalised products and services
• Maximise customer retention, loyalty and advocacy; ‘Up’ and ‘Cross’ selling opportunities
• Maximise customer profitability and lifetime value
![Page 67: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/67.jpg)
ENERGISE2-0.COM
Business Benefits of this Approach
• Acquiring new `quality’ customers becomes easier because you have got it right for existing customers
• Cost savings and improved marketing/sales efficiency through targeting limited resources on `quality’ customers (actual and potential)
• Building sustained customer and competitive advantage through customer differentiation and brand advocacy
• Erection of loyalty barriers preventing your competitors from stealing your `best’ customers
![Page 68: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/68.jpg)
ENERGISE2-0.COM
Social Media Monitoring
![Page 69: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/69.jpg)
ENERGISE2-0.COM
Monitoring the Conversations
• Use Social Media Monitoring Tools to identify where your customers ‘hang-out’ online and to monitor the conversations relevant to your brand – also for measuring the ‘buzz’ about your brand
• No or low cost tools such as Google Alerts, Yahoo Pipes, Social Mention, Topsy, IceRocket, Blogscope, Blogpulse and ViralHeat
• More expensive and sophisticated tools such as Radian6, Alterian SM2, Sysomos Heartbeat and Infegy SocialRadar
![Page 70: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/70.jpg)
ENERGISE2-0.COM
Social Media Monitoring
![Page 71: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/71.jpg)
ENERGISE2-0.COM
Social Mention - Lanarkshire
![Page 72: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/72.jpg)
ENERGISE2-0.COM
Social Mention - Lanarkshire
![Page 73: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/73.jpg)
ENERGISE2-0.COM
Social Mention - Lanarkshire
![Page 74: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/74.jpg)
ENERGISE2-0.COM
Social Mention - Lanarkshire
![Page 75: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/75.jpg)
ENERGISE2-0.COM
Social Mention - Lanarkshire
![Page 76: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/76.jpg)
ENERGISE2-0.COM
Topsy – Lanarkshire Tourism
![Page 77: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/77.jpg)
ENERGISE2-0.COM
Topsy – Walking Holidays
![Page 78: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/78.jpg)
ENERGISE2-0.COM
Topsy – Walking Holidays
![Page 79: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/79.jpg)
ENERGISE2-0.COM
The Customer Experience
Use Social Media to enhance the customer experience at all stages of the
Customer Life Cycle
![Page 80: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/80.jpg)
ENERGISE2-0.COM
Customer Lifecycle
![Page 81: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/81.jpg)
ENERGISE2-0.COM
Action Plans
Key issues in implementing your social media strategy
– Channel Action Plans– Performance Measurement
![Page 82: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/82.jpg)
ENERGISE2-0.COM
Channel Action Plans
• Once your Social Media Strategy has been agreed, brief Action Plans should be developed for each priority SM channel
• Cascade the Balanced Scorecard approach to each priority channel e.g. Twitter, Facebook, Linkedin etc
• But not ‘Paralysis by Analysis’
• The Action Plan for each channel should include a clear statement of…..
![Page 83: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/83.jpg)
ENERGISE2-0.COM
Channel Action Plans
• Vision• Channel Objectives• KPIs and Targets• Customers• Key Channel Actions and Initiatives for ‘getting there• Organisation, resource and people issues• Tools and applications• Performance measurement• Do’s and Don’t’s
![Page 84: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/84.jpg)
ENERGISE2-0.COM
Performance Measurement
To ensure that your Social Media activities deliver high ROI, it is important to monitor, measure and evaluate your social media performance on an on-going basis. Key questions to address:
• What social media performance measures and KPIs should be used – both in terms of the overall ‘buzz’ created and measures for individual channels?
• What tools/software will be used to assist performance measurement?
• What reports will be produced, for who and how frequently?
![Page 85: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/85.jpg)
ENERGISE2-0.COM
Performance Measurement
Should be undertaken at three main levels:
• Individual social media channels
• Overall ‘buzz’
• Business Impact
Using the 6Is approach
![Page 86: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/86.jpg)
ENERGISE2-0.COM
Organization, Resource and People Issues
• Organization, resource and people issues sit at the bottom of your SM Balanced Scorecard NOT because they are the least important issues to address. In fact, the exact opposite is true. The success of your social media strategy is very much dependent upon appropriate decisions being made in the areas listed below:
![Page 87: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/87.jpg)
ENERGISE2-0.COM
Organization, Resource and People Issues
• Do we have the right organisational ‘culture’ and ‘mindset’ for Social Media? ‘Be social before doing social!’ Is the right organisational and decision-making structure in place?
• Has agreement been reached on resource allocation?• Who will be responsible for your social media activities?• Do you have agreed Social Media Policies and Guidelines in
place covering ‘Proper Use’, ‘Content Management’, ‘Customer Response Times/Quality’ and ‘Legal’ aspects?
![Page 88: Visit Lanarkshire Nov 2011](https://reader036.vdocuments.site/reader036/viewer/2022062617/54c0ddf24a79597a7c8b4575/html5/thumbnails/88.jpg)
ENERGISE2-0.COM
In Summary……..‘Social Media Planning Pays’