What do you do once you have your social strategy in place? How do you make it effective and how do you measure your progress and the customer experience you have delivered?
David Wood heads up New Business at Design and Marketing agency 3seven9. This presentation took place at a Customer Experience event, hosted by Enigen CRM on 24/04/13. It covers the all-important topic of how to create an effective social media strategy that gives you ROI, the problems that you may face along the way and how content marketing is becoming a game changer.
3seven9 are a design and marketing agency. We have been creating innovative web solutions and interactive marketing campaigns since 1995. We work across multi-sectors, in B2B and B2C markets and we're proud of what we do. Meeting your business needs is not good enough. We want to do so in a manner that pushes creative boundaries and explores new technology, getting underneath the needs of your customer to make your presence work not only for you, but also for them.
When you come to us with a challenge, we will work with you to uncover which combination of our services will integrate to meet your business needs and project expectations. Each project is afforded the same strategic approach, swift delivery but with highly flexible deliverables.
Specialties
Website design, Web applications, Integrated social strategy, SEO, PPC, Email marketing, Responsive sites, Social segmentation reports, Brand design, Content platforms, Integrated marketing, Multichannel marketing, Print collateral, Brand design, Content marketing
3. 3seven9 Agency
Established October 1995
Full service, fully integrated design and marketing agency
We support our clients in:
Social Strategy & Training
Social Monitoring and Engaging
Social App Development
Successfully creating innovative connections to your customers
and providing ROI throughout
Background in working with range of Blue-chip Tech
B2B and B2C Tech companies (Telstra, Nokia, Oracle) and
Professional Services (Kingston Smith, Charity Law Association)
8. “You’re giving me too many leads but not
enough qualified leads! We don’t have
enough time to follow them up!”
Sales vs Marketing
9. The Importance of Nurturing
22%
Increase in
sales cycle length
9-11
Touches to convert
a CXO suspect to a
prospect
80%
Of “Bad leads”
go on to buy 24
months later
85%
Tech buyers need
3 content pieces
before engaging
10. What is the solution
Awareness Discovery Validation
Target
Prospects
Qualify
Prospects
Explain
Solution
Submit
Proposal
Close Fulfil
Social Media Maturity
13. 1: Objectives
What goals does the business
want to achieve?
2: Channels
How do they support and
interact with each other?
3: Resource
Team strengths?
Engagement approach?
Training/Outsourcing?
4: Content
What does the audience want?
PDF? Video? Blog?
5: Time
How to engage?
When, frequency?
Triggers?
6: Measuring
Campaign KPIs?
Aligned to objectives?
Building a social media strategy
14. 1: Objectives
What goals does the business
want to achieve?
2: Channels
How do they support and
interact with each other?
3: Resource
Team strengths?
Engagement approach?
Training/Outsourcing?
4: Content
What does the audience want?
PDF? Video? Blog?
5: Time
How to engage?
When, frequency?
Triggers?
6: Measuring
Campaign KPIs?
Aligned to objectives?
Building a social media strategy
15. 24%
25%
38%
41%
52%
59%
60%
To keep up with competitors as they are investing in it
To reduce cost of marketing interactions and advertising
To tap into a new source of innovation
To respond to customers who are demanding it
To create new revenue opportunities
To protect, influence and build our brand's reputation
To increase enagement and CX with prospects/customers
Surveyed Social Objectives 2013
16. Begin by focussing on what you are trying to achieve
in your business:
Build a thought leadership
community
to provide support.
Engage customers and
prospects using social
media channels.
Maximize reach of content
and messaging in social
channels.
Align your social and
business objectives
Brand Awareness Lead Generation Community Building
17. 1: Objectives
What goals does the business
want to achieve?
2: Channels
How do they support and
interact with each other?
3: Resource
Team strengths?
Engagement approach?
Training/Outsourcing?
4: Content
What does the audience want?
PDF? Video? Blog?
5: Time
How to engage?
When, frequency?
Triggers?
6: Measuring
Campaign KPIs?
Aligned to objectives?
Building a social media strategy
18. 1: Objectives
What goals does the business
want to achieve?
2: Channels
How do they support and
interact with each other?
3: Resource
Team strengths?
Engagement approach?
Training/Outsourcing?
4: Content
What does the audience want?
PDF? Video? Blog?
5: Time
How to engage?
When, frequency?
Triggers?
6: Measuring
Campaign KPIs?
Aligned to objectives?
Building a social media strategy
21. Best Practices: Social Integration
69%
65%
61%
50%
49%
66%
51%
49%
49%
32%
61%
49%
36%
34%
26%
Corporate
Website
Email Marketing Search Engine
Optimisation
Microsites /
Landing Pages
Video
Best in Class
Industry Average
Laggards
Email, SEO and Video are the 3 biggest areas
of social integration to improve on.
22. 1: Objectives
What goals does the business
want to achieve?
2: Channels
How do they support and
interact with each other?
3: Resource
Team strengths?
Engagement approach?
Training/Outsourcing?
4: Content
What does the audience want?
PDF? Video? Blog?
5: Time
How to engage?
When, frequency?
Triggers?
6: Measuring
Campaign KPIs?
Aligned to objectives?
Building a social media strategy
23. 1: Objectives
What goals does the business
want to achieve?
2: Channels
How do they support and
interact with each other?
3: Resource
Team strengths?
Engagement approach?
Training/Outsourcing?
4: Content
What does the audience want?
PDF? Video? Blog?
5: Time
How to engage?
When, frequency?
Triggers?
6: Measuring
Campaign KPIs?
Aligned to objectives?
Building a social media strategy
25. STRATEGY FOLLOW ENGAGE
Lead
Generation
Potential clients,
current clients,
Answer questions, respond
to comments and advise
Strategic
Partnerships
Affiliate Partners
and Suppliers
Thank for support, guest
post, comment
Community
Building
Investment Banking
groups, companies
and external
resources (e.g. PMs)
Ask and answer questions,
invite to events, invite to
subscribe/register
Thought
Leadership
Online Influencers,
Journalists, Analysts,
Financial Services
industry
Find their issues, join the
conversation and show
where you could add value
Optimising your resource
26. To train or outsource?
Social Media
Team
Customer Service Sales
Marketing
& PR
Product
Development
27. 1: Objectives
What goals does the business
want to achieve?
2: Channels
How do they support and
interact with each other?
3: Resource
Team strengths?
Engagement approach?
Training/Outsourcing?
4: Content
What does the audience want?
PDF? Video? Blog?
5: Time
How to engage?
When, frequency?
Triggers?
6: Measuring
Campaign KPIs?
Aligned to objectives?
Building a social media strategy
28. 1: Objectives
What goals does the business
want to achieve?
2: Channels
How do they support and
interact with each other?
3: Resource
Team strengths?
Engagement approach?
Training/Outsourcing?
4: Content
What does the audience want?
PDF? Video? Blog?
5: Time
How to engage?
When, frequency?
Triggers?
6: Measuring
Campaign KPIs?
Aligned to objectives?
Building a social media strategy
29. Social Media is where you
have the conversation.
Content Marketing is how you
make that conversation matter.
30. 58%
44%
34%
90% of B2B marketers say content
marketing will become more
important in 2013.
B2B Content Marketing Objectives
31. Top B2B Social
Media channels
to share
and promote
Content on:
27%
35%
51%
63%
81%
90%
Pinterest
Google+
LinkedIn
YouTube
Facebook
Twitter
32. Consultancy Training Operations
Market Stage
1) General Market
Education (Find)
White Paper - C-
level
How To Guides
Social Engagement
Webinar
Newsletter 1
Blog
White Paper - C-level
How To Guides
Social Engagement
Webinar
Newsletter 1
Blog
White Paper - C-
level
How To Guides
Social Engagement
Webinar
Newsletter 1
Blog
2) Recognise
Opportunity
(Engage)
How To Guides -
Mid-level
Service Leaflets -
Upper-Mid
Testimonials
Social Engagement
Newsletter 2
Video Demos
Blog
How To Guides -
Mid-level
Service Leaflets -
Upper-Mid
Testimonials
Social Engagement
Newsletter 2
Video Demos
Blog
How To Guides -
Mid-level
Service Leaflets -
Upper-Mid
Testimonials
Social Engagement
Newsletter 2
Video Demos
Blog
3) Problem Defined
(Evaluate)
General Brochure
Case Studies - Mid-
level
Newsletter 3
Social Engagement
White Papers
Blog
General Brochure
Case Studies - Mid-
level
Newsletter 3
Social Engagement
White Papers
Blog
General Brochure
Case Studies - Mid-
level
Newsletter 3
Social Engagement
White Papers
Blog
4) Evaluate Options
(Trial)
Support Docs
Newsletter 4
Blog
Support Docs
Newsletter 4
Blog
Support Docs
Newsletter 4
Blog
5) Select Best Option &
Purchase
(Adopt)
Latest News
Tutorials
Newsletter 5
Blog
Latest News
Tutorials
Newsletter 5
Blog
Latest News
Tutorials
Newsletter 5
Blog
6) Explore Up-
sells/Cross-sells
(Advocate)
Newsletter 6
Community (social)
Blog
Newsletter 6
Community (social)
Blog
Newsletter 6
Community (social)
Blog
Match content to lifecycle
33. 1: Objectives
What goals does the business
want to achieve?
2: Channels
How do they support and
interact with each other?
3: Resource
Team strengths?
Engagement approach?
Training/Outsourcing?
4: Content
What does the audience want?
PDF? Video? Blog?
5: Time
How to engage?
When, frequency?
Triggers?
6: Measuring
Campaign KPIs?
Aligned to objectives?
Building a social media strategy
34. 1: Objectives
What goals does the business
want to achieve?
2: Channels
How do they support and
interact with each other?
3: Resource
Team strengths?
Engagement approach?
Training/Outsourcing?
4: Content
What does the audience want?
PDF? Video? Blog?
5: Time
How to engage?
When, frequency?
Triggers?
6: Measuring
Campaign KPIs?
Aligned to objectives?
Building a social media strategy
35. How much time should you spend?
32%
24%
21%
10%
13%
Almost 70% of companies spend at least one
hour per week on social media.
36. How to maximise the
time you spend?
Does it need
DEPT. input?
2a
Respond to alert
3
No
Post alert
1
Relevant CLIENT
conversations:
Yes
Receive response
guidance from
DEPT. contact.
2b
37. 1: Objectives
What goals does the business
want to achieve?
2: Channels
How do they support and
interact with each other?
3: Resource
Team strengths?
Engagement approach?
Training/Outsourcing?
4: Content
What does the audience want?
PDF? Video? Blog?
5: Time
How to engage?
When, frequency?
Triggers?
6: Measuring
Campaign KPIs?
Aligned to objectives?
Building a social media strategy
38. 1: Objectives
What goals does the business
want to achieve?
2: Channels
How do they support and
interact with each other?
3: Resource
Team strengths?
Engagement approach?
Training/Outsourcing?
4: Content
What does the audience want?
PDF? Video? Blog?
5: Time
How to engage?
When, frequency?
Triggers?
6: Measuring
Campaign KPIs?
Aligned to objectives?
Building a social media strategy
40. • Mentions per time period
• Share of Conversation
• Increase in suspects
Brand
Awareness
• Lead volume
• Cost per lead
• Lead value
Lead
Generation
• Comments
• Churn reduction
• External mention ratio
Community
Building
Strategy: Measuring
41. • Mentions per time period
• Share of Conversation
• Increase in suspects
Brand
Awareness
• Lead volume
• Cost per lead
• Lead value
Lead
Generation
• Comments
• Churn reduction
• External mention ratio
Community
Building
Strategy: Measuring
Your programme may fail unless you ensure
your staff have access to monthly internal
metrics for their:
1. Reach
2. Engagement
3. Lead generation
42. 1. Align your social goals to your business objectives
2. Listen to and decide the social channels you should engage on
3. Champion and train internal resource, or outsource to agencies/partners
4. Define “client primed” content and create (align to lifecycle)
5. Set your weekly time based on where, what and when they’re talking
6. Select core metrics that directly align to the business objectives
Summary
43. Thank you.
If you have any further questions or feel we could help
please contact david.wood@3seven9.com
or find us at www.3seven9.com
Notes de l'éditeur
http://www.sagefrog.com/pdf/2012_B2B_Marketing_Mix_Survey_Results.pdfHealthcare & Life Sciences, Professional & Business Services and Technology
CX Failure = The Social Stick Social networking can dramatically exacerbate the impact of a customer service failure:Gives dissatisfied customers a means to publicly vent their frustrations Spread negative impressions Reduce trust, loyalty, and sales Provides a bandwagon to join for people who normally remain silent or just leaveCX Success = The Social Carrot By effectively engaging with customers through social networking, organizations can: Foster loyalty Gain customer insights and motivations Understand customers interaction Improve customer service Raise quality assurance Guide product roadmaps Support marketing activities Build brand equity
Research firm SiriusDecisions says that during the last five years, the average sales cycle has become 22% longer, typically with three more decision makers participating in the buying processA study conducted by the Bridge Group found it takes an average of seven touches to convert a “suspect” to a “prospect.” In some complex industries with enterprise-level customers and CXO buyers, it often takes between nine and 11 touches before a deal closesAccording to benchmark research from SiriusDecisions, 80% of the prospects deemed “bad leads” by sales teams do go on to buy within 24 monthsThe 2011 Aberdeen Group report "Lead Nurturing: The Secret to Successful Lead Generation" found Best-in-Class organizations see double the bid/win ratio on nurtured leads, compared to peer organizations. The report also found Best-in-Class organizations see nurtured leads deliver 47% higher average order values than non-nurtured leads. This may be attributable to the stronger relationships resulting from nurturing. According to research from Knowledge Storm/Marketing Sherpa, 85% of tech buyers said they need to encounter at least three pieces of content before engaging with a solution provider. Prospective don’t want to be approached by advertising or sales people anymore, instead prefer to decide on their own when and how they obtain their information - which they get from Internet sources in the first step. In the next steps of the procurement cycle, they deepen this knowledge and contact possible solutions provider – but only when they have collected enough information for their first evaluation.Companies that can’t be found in this Internet-based search and procurement process, or do not have the right information at the right time, or don’t have it freely available at the right place, do not put themselves on the short list for any request for quotation.Content plays a dual role here: it make a provider findable via selected keywords and at the same time demonstrates the company’s expertise in finding solutions.Huge flood of information and media pluralism are demanding higher quality content for IT and high-techThe distribution of content has been never so easy and inexpensive, but consequently here is more communication than ever before. If you want to remain visible in the flood of information that sweeps multimedia-based into the offices of the decision-makers, you have to go with the flow first and then fight to stand out of the floating mass. It means serving the relevant channels, in all their diversity, with content that stands out for its quality and efficiency. Just being part of it is not enough anymore, if everybody is already on board.