Transcript Document

Social Media Marketing
Hello, This is Me
Paul Tansey – Intergage
Web Marketing Nerd with the
Big Chin
These are just my thoughts..
I will never know everything
Slides available later!
Over 200 LinkedIn Recommendations
“Attended yesterday's seminar on Social
Media. Great presentation with clear
advice and tips. Really useful for a small
business” S Cowel, CobWebKnits
“I've been with Intergage
now for over 9 years and I
will continue to stay with
them, because of their
expertise and customer
service.” R Nicholson, IELTS
“Intergage have provided Jet Connections with a first class service from the
word "Go" and continue to do so to this day; completely capturing the
scope and feel of the company. Intergage provided innovative ideas in
website design as well as business sense when looking at ROI and Digital
PR, they really are a complete web marketing partner” T Dier, FlightBright
Ltd
“…We find Intergage extremely useful to keep us on track, flag up new
initiatives and generally guide our digital PR and Marketing strategy. I
would highly recommend them” M Heale, Allan & York
Marketing as a Journey
Megatrends in Marketing
The Rise & Rise of Social Media
Market Fragmentation
Channel Fragmentation
Multiple Screens & Devices
Responsive Design
Mobile Apps
Content Marketing
Where Social & Search Impact
Social Media
Search Engines
Social Media
Diagram adapted from the book “Social Media Marketing – An Hour A Day”, by Dave Evans
The Web of Pages
The Web of People & Things
Exponential Information Growth
“Every 2 days we collectively create
as much information as we did from
the dawn of civilisation to 2003”
Eric Schmidt, CEO,
Google, 2010
Losing Control of Your Brand
Your brand isn’t necessarily what you say it is
Negative public feedback can kill your business
How happy are your customers?
Generation Y – “Always On”
Connected Consumer
Born between 1980-2000
Now aged 13-33
“Addicted to social”
Adopt new technology quickly
Loyal to brands they identify with
Quick to share great experiences and bad
Our future relies on doing business with
these people
Generation Y – “Always On”
Connected Consumer
They “Check-in”
They follow brands
They care what their friends say
They want you to care about them
They care about your reputation
An audience of audiences….
Generation Y – “Always On”
Connected Consumer
They
They
They
They
use multiple screens
use Apps
understand personal branding
don’t need to know anything…
Maslow's Hierarchy of Needs V2
The New Connected / Social World
It’s a global revolution
By 2025 most of the world’s projected 8 billion people
will be online
We are all more connected then ever before
Information overload creating new problems
Our customers are frazzled…
The Frazzled Customer
She’s a sceptic
Endless to-do
list
Day full of
meetings
She’s demanding but
may not fulfil her
promises to you
Emails for
breakfast
Plagued by
Emails
Information
Overload
Not enough
time to prepare
60 hour week
Often Multi
Tasking / Flitting /
Distracted
Stressed &
Tired
Social Media
Angst
A dozen calls to
make
Proposal to
write
Customer issue
to resolve
“If it isn't
broken don’t
fix it”
= Struggling to meet her objectives
The Frazzled Customer Hates
“One size fits all”
Sales pitches
Insulting “Old
School” sales
tactics
Sales BS
Difficult
decisions
Suppliers that all
look and sound
the same
Being “Sold at”
Cheesy, selfserving sales
people
Hyperbole
Solutions that
look difficult /
painful to
implement
Jargon
If it isn’t a priority – it won’t happen
Complex
proposals
The Frazzled Customer Loves
People that bring
her fresh, clever,
RELEVANT ideas
Somebody that
understands her
problems
People and
companies
that share her
values
Credible
professionals
People who
“Talk her
language”
Very specific
benefits
Suppliers
Recommended by
people she trusts
People that focus on
her opportunities /
outcomes not their
sale
Simple
decisions
Suppliers with
expertise and
credibility
Simple
proposals
with clear
benefits
Solutions that are
easy to
implement
Solutions
proven for
customers like
her
Your challege is to be RELEVANT
The Key to Relevance
“I don't know the key to
success but the key to
failure is trying to please
everyone"
William Henry “Bill” Cosby, Comedian
Relevance
We all live in bubbles
Only priorities burst bubbles
Research / understand / prepare
Trigger events are key
Focus on a Specific Customer
Segmentation because one size does not fit all
By market, industry, generation – led by research
In B2B understand the decision making unit
Create rich personas
Understand their world and problems
Understand and use their language
Understand how they research, discuss and buy
solutions to their problems
Think Persona
Think Problems / Questions
Nothing is more important than your customers
problems and questions
Pain Killer vs. Vitamins
SPIN
Becoming a self-serve business
Social Media
Is
Is
Is
Is
Is
about
about
about
about
about
authenticity
veracity
trust
reputation
Helping not Selling
“Can You Make Your
Marketing So Useful Your
Customers Would Pay For It?”
Google “Zero Moment of Truth” study
In 2010 the average consumer needed 5.4 sources of
information before making a purchase
In 2011 that number was 10.4
You don’t have to know anything any more
Questions become friction
A Swimming Pool Success Story
Based in Virginia USA
In 2009 they were on the verge
No budget
A great knowledge of their
customer was their only asset
Blogging Success Story
Created 400 Blogs
Now over 1000 Blog posts
The most visited Swimming Pool Website in the world
Average customer reads 105 blogs
75% of new customers never talk to a sales person
Revenue up 50%
Google+
Launched June 2011
Much More than just a Social Network
It’s an identity system
For People
For Companies
It will impact search results
It will integrate EVERYTHING Google does
One Account to rule them all…
Google+ Authorship
http://youtu.be/3QlY8ba0jYI
We All Use Google Tech
Maps
Search
Chrome
Android
Gmail
YouTube
Google+
So, Google Knows…
Where you are (and where you are going)
Who you are
What your business does
Who you know and who knows you
Where you will be and when
What books movies and music you like
What you watch on YouTube
What you search for (and bookmark)
What you buy
It’s Watching Your Profile
Trying to understand your trust, reputation & influence
•
•
•
•
•
Through
Through
Through
Through
Through
testimonials, reviews and recommendations
mentions across the Web
your social profiles and activity
your social activity across multiple platforms
your on-line influence
And that of your business
“Get Me to Page 1 of Google!”
Get what to the top of Google?
Device
Location
Search history
Logged in /out
Your social presence and activity
Your Trust, Reputation & Authority
Your Website
The Quality of the content
You Are Going To Get What You
Deserve
Your results will be based on:
Your online identity
Your digital footprint
How well you understand your target market
Your brand and how you communicate it
The experience your website provides
The quality of the content you share socially
How well your team harnesses social media and their
networks
The 3 C’s of Social Media
Creation
Consumption
TheCuration
3 C’s of Content
7 Steps to Content Marketing
Optimise this content
using SEO tactics
Ensure sharing is
easy
Get the 7 Steps White Paper
Profile your customer in detail.
Understand where they hang out
online and how they search to
solve their problems and achieve
their goals.
Assess, measure, refine and
repeat
Your follower network grows as
content is shared
You attract more traffic to your
site through search and referral
Create and promote optimised
content you think they will LOVE
Content is Liked, shared,
commented on and
conversations start
It becomes more visible in search
as this happens
It’s a Level Playing Field
Focus on a customer and align your brand
Authenticity and expertise is key
Understand their specific pains and aspirations
Understand where they hang out and how they make a
decision
Create content they want, love and share
Promote the content as a team and be the brand
Engage in online conversation
Build relationships
Help not Sell
Analyse the results – but give it time…
Thank You
+Intergage
@PaulTansey
blog.intergage.co.uk
www.intergage.co.uk