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1 SOCIAL MEDIA FOR BUSINESS CEdMA Europe Workshop Paul Ellis 2013 Assima 1
2 WHAT IS SOCIAL MEDIA? WHICH ONE(S) SHOULD I USE? 2013 Assima 2
3 EASY GOOGLE SOCIAL MEDIA LANDSCAPE 2013 Assima 3
4 A selection of Social Media 2013 Assima 4
5 2013 Assima 5
6 The CMO s guide to Social Media Assima 6
7 So WHY BOTHER? 2013 Assima 7
8 EXPONENTIAL GEOMETRIC PROGRESSION not really but kind of. More accurately THE NETWORK EFFECT 2013 Assima 8
9 Social Media Digitises the oldest and most influential form of marketing Word of Mouth 2013 Assima 9
10 BUT STILL WHICH ONE(S)? 2013 Assima 10
11 THAT DEPENDS 2013 Assima 11
12 We need to think about this and have a strategy THE BASICS What do we want to achieve? Who do we want to engage with? What do we have to contribute? How much time / resource do we have? Which platforms do my target audience use? ALSO How are we going to measure? When can we expect significant results? How do we work with of SM programmes? What controls should we have? How does it fit into the bigger market engagement / market development plan? How can we use it for other purposes? 2013 Assima 12
13 A Conjugation of popular Social Media I need a drink I had a drink This is where I drank Why do I drink? Look at me drinking! I am great at drinking I adopt drinking early 2013 Assima 13
14 What do we do at Assima? Objectives We want to build a community We want to educate our audience We want to develop the market We want to extend the brand We want to support and increase sales engagement Our Audience B2B Large Companies Varied job functions / levels Interests Enterprise Applications Transformation / Change Business Agility Learning and Development 2013 Assima 14
15 Multi-Point Social Media Use Content / Activity Event Case Study News Whitepaper Webinar + Recording Video AssimaPLC Coming soon Blog External Assima Blog Assima PLC Company Status Assima PLC Open Group Assima PLC Closed User Group Interest / Topic Groups Personal Status @Other_Assima_Employees 2013 Assima 15
16 What do we track / measure? Community sizes LinkedIn Company Followers LinkedIn Group Members Twitter Followers YouTube Subscribers Blog Subscribers Content Engagement and Amplification Click Throughs ReTweets Shares Reach Activity Specific Goals Webinar Attendees Event Visits Whitepaper Downloads Site Traffic Site Paths Landing -> Exit Referral Sites 2013 Assima 16
17 Some Assima Key Metrics TRAFFIC DRIVERS Website Localised Content CONVERSION Website Total Download Social Media Blog Posts Video Releases LinkedIn Contact us Assima page Assima PLC Group Linkedin Updates Assima Customer Group External Tweets Campaigns Twitter YouTube Following Followers Subscribers Events Views Average View Duration Blog Subscribers 2013 Assima 17
18 Best Practices DO Good Research Plan a strategy Measure Give to Get (Contribute freely) Build a quality network Be patient Engage (Listen) Responsive and Timely Authentic and Consistent Work multiple platforms Deliver right content to right platform DON T SELL SELL SELL Auto Follow / Build Network to Fast Use one platform Use one size fits all Expect quick results SPAM Forget your basic courtesies Be Demanding Feed the Trolls Ignore Social Media Give Up 2013 Assima 18
19 How to Build a Network Twitter Search on key topics and hashtags Look for key influencers Research their followers / follow Follow key people / contributors / commentators Contribute Engage Blogs Search for key bloggers Guest post Invite to post on assima blog Promote others blogs LinkedIn Join groups Contribute Share 2013 Assima 19
20 2013 Assima 20
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22 2013 Assima 22
23 Tools and Sites Content Curation / Feed Monitor / Content Submission Hootsuite Multi Platform / Web Based / Apps / Plugins / Free- Premium / Multi User TweetDeck is and alternative now owned by twitter Twitter Chat Tool Storify Capture Chat Transcript Reputation / Influence Monitor Klout PeerIndex Twitter Follower Management Unfollowers.me Assima 23
24 2013 Assima 24
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28 How Much Time does it need? Growth Rate driven by Time Input IF you can invest more time Benefits can be achieved with minimal time min per day per activity Twitter Chats LinkedIn discussions Network growth proportional to active engagement Expertise / Tools reduces time required Blog content Twitter engagement 2013 Assima 28
29 Other Ideas Gamification through Social Platforms Market Research Customer Support Competitive Intelligence Market Intelligence 2013 Assima 29
30 @AssimaPLC Assima 30
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