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Creating a Social Media Strategy (That Works)

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Presentation from Salesforce ConnectCon 2015 conference, presented on October 27, 2015. Focus is on how to create a social media strategy and tips & tricks of optimizing the use of LinkedIn, Facebook and Twitter. Focus: SMB.

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Creating a Social Media Strategy (That Works)

  1. 1. #2015ConnectCon @ConnectMembers facebook.com/connectmembers Creating a Social Media Strategy That Works Natascha Thomson CEO, MarketingXLerator @NaThomson
  2. 2. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 2
  3. 3. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 3
  4. 4. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 4 Google.com/Alerts
  5. 5. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Agenda #DataConnectTalk 1.  Is there a social media mandate? 2.  What channels should you be on? 3.  How do you measure success? 4.  How much will it cost? 5.  What is social selling vs. social marketing? 6.  Q&A
  6. 6. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 6
  7. 7. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 7 Larry Page & Sergey Brin
  8. 8. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 8
  9. 9. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 9
  10. 10. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 10
  11. 11. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 11 @Jack Dorsay
  12. 12. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 12
  13. 13. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 13 Sundar Pichai
  14. 14. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Ignore (Social Media) at Your Own Risk 1.  LISTENING •  What are people saying about you? 2.  PULL •  Can you be found? 3.  FISHING WHERE THE FISH ARE •  Where is your target audience? 4.  CUTE ANIMALS •  Human-to-Human Picture: Boo – The Cutest Dog in the World.
  15. 15. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers @NaThomson Impact: Get through to me. Peak my interest. Make me want to take ac9on. n  Talk to me where & when I am n  Get my a2en3on n  Court me n  Engage & convince me n  Make it easy for me The Big Picture (Consumer View) Brand Posi9oning / Message Promo9on Portray: Who are you? n  (Brand) Iden3ty n  Promise/Differen3ator Convince: Why should I care? n  Know & meet my needs n  What’s uniquely relevant about you? n  Why should I trust you? Got proof? Attention è Relevance è Action
  16. 16. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Your Brand Based on your brand, people decide if they want to connect. Based on your content, people decide if they want to stay connected.
  17. 17. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers What Do You Want To Portray?
  18. 18. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers
  19. 19. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Message: Why Would Anybody Care? Copyright by What do you offer that your target audience is looking for? How can you convincingly show that you can successfully serve their needs?
  20. 20. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Promotion: Get the Word Out How can your message reach your audience ? How can you interest, dazzle and convert them?
  21. 21. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Forrester: Buyer’s Journey Has Changed •  70-90% of the buyers journey is complete prior to engaging a vendor. •  Consumers engage with an average of 11.4 pieces of content before purchase
  22. 22. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Buyer Cycle: Past Source: Robin Grant: The purchase funnel is no more.
  23. 23. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Buyer Cycle: Present “Consumer’s Decision Journey” Source: Robin Grant: The purchase funnel is no more; via McKinsey.
  24. 24. #2015ConnectCon @ConnectMembers facebook.com/connectmembers “You need to develop ways for people to talk about your product, so that word of mouth works.” ~ McKinsey Global Marketing & Sales Practice Source: Robin Grant: The purchase funnel is no more.
  25. 25. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 25 Source: Harvard Business Review & Gartner.
  26. 26. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 26 Source: Nielsen.
  27. 27. #2015ConnectCon @ConnectMembers facebook.com/connectmembers Create YOUR Strategy
  28. 28. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers The 5 Key Elements Copyright by 1.  Objectives 2.  Target Audience 3.  Social Channels 4.  Tactics 5.  Measurement
  29. 29. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Sample Objectives Copyright by 1.  Increase revenue by $500,000 by March 2016 2.  Attract 3 new partners by December 2016 3.  Become a thought leader in IoT by June 2016 How do you measure success? How do you turn this into marketing goals?
  30. 30. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers @NaThomson Impact: Get through to me. Win me over. Make me want to take ac9on. Break It Down Brand Posi3oning / Message Promo9on Portray: Who are you? n  (Brand) Iden3ty n  Promise/Differen3ator Convince: Why should I care? n  Know & meet my needs n  What’s uniquely relevant about you? n  Why should I trust you? Got proof? Awareness è Action è Conversion
  31. 31. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Target Audience
  32. 32. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Target Audience Segmentation Customer base Market Segment s Industry Geos Line of Business (LoB) Net New or Install Base? Titles, Roles? SMB, Medium, Enterprise? Retail, High-Tech etc. or Horizontal? North America, EMEA, APAC etc.?
  33. 33. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Segmentation Example Copyright by Goal: Increase revenue to $x for x product in next 12 months. Target Audience 1: •  North America •  Net New •  C-level, VP, Director in HR Role •  SMB (up to $100 million revenue/year; 25+ employees) •  Horizontal ( Top 3: Manufacturing, FinServices, High-Tech)
  34. 34. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 34 Your Target Audience Informs Your Choice of Social Media Channels
  35. 35. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Owned vs. Earned vs. Paid Social Media Source: SmartInsights.com •  Owned •  @NaThomson •  MarketingXLerator.com •  Linkedin Profile / Blog •  Original Content •  Earned •  LinkedIn Group Engagement •  Blog Placements •  Branded Communities •  Influencer Sharing •  Paid •  Social Ads & Promoted Accounts •  Paid Blog Placements •  Paid Influencers / Advertorials
  36. 36. #2015ConnectCon @ConnectMembers facebook.com/connectmembers Measurement
  37. 37. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Sample Objectives Copyright by 1.  Increase revenue by $500,000 by March 2016 2.  Attract 3 new partners by December 2016 3.  Become a thought leader in IoT by June 2016 How do you measure success? How do you turn this into marketing goals?
  38. 38. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Measurement Increase Revenue and Partners: 1.  Metric: $ Revenue 2.  Metric: # New Partners è  Quantifiable but attribution can be difficult
  39. 39. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers •  70-90% of the buyers journey is complete prior to engaging a vendor. •  Consumers engage with an average of 11.4 pieces of content before purchase
  40. 40. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Measurement IoT Thought Leadership 1.  Metric: Awareness (e.g. Impressions) 2.  Metric: Engagement (e.g. Comments) 3.  Metric: Conversion (e.g. Views/Downloads) è  Somewhat quantifiable but attribution can be difficult
  41. 41. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers QUICK START
  42. 42. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 1.  Choose the right presence 2.  Complete your profile 3.  Engage your audience The first steps…
  43. 43. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 43Facebook Page: Public Figure
  44. 44. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 5 Key Facebook Tactics 1.  Connect via authentic emotions and visuals 2.  Post for the “News Feed” not your Page 3.  Know when your audience is online 4.  Include a Call to Action (CTAs) 5.  Post regularly and respond to every post
  45. 45. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 45My News Feed
  46. 46. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Source: Social Media Examiner. Show a Sense of Humor
  47. 47. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Example Success Metrics 1.  Follower growth rate (%) 2.  Likes / Shares / Comments 3.  Conversion Rates
  48. 48. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers For a good start… 1.  Pick a “good” name for your handle 2.  Complete your profile •  Profile Description •  Quality picture(s) •  Location •  URL to company, blog or LinkedIn profile 3.  Follow relevant people
  49. 49. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 5 Key Twitter Tactics 1.  Share the content your target audience craves 2.  Be authentic and respectful 3.  Participate in events with hashtags 4.  Use relevant hashtags 5.  Be human = Think P2P not B2B
  50. 50. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Example Success Metrics 1.  Follower growth rate (%) 2.  Retweets / Mentions / Quotes 3.  Conversion Rates (CTR/Leads)
  51. 51. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Getting Started Copyright by 1.  Complete your profile ü  Quality picture(s) ü  Custom headline ü  Contact details ü  Summary ü  Work history ü  Add custom content 2.  Customize your URL 3.  Create a Company Page
  52. 52. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 52
  53. 53. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 5 Key LinkedIn Tactics 1.  Invite relevant connections 2.  Give and ask for recommendations 3.  Post status updates, possibly blog 4.  Join relevant groups 5.  Use the Ad Tool to segment Copyright by
  54. 54. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 54
  55. 55. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 55
  56. 56. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Is your Target Audience there?
  57. 57. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 57
  58. 58. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 5 Free(mium) Tools 1.  Bufferapp + Applet 2.  Bitly 3.  Twitonomy 4.  eClincher 5.  Twitter Analytics & TweetDeck 58
  59. 59. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 59
  60. 60. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 60
  61. 61. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 61
  62. 62. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 62
  63. 63. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 63
  64. 64. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 64
  65. 65. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 5 Enterprise Tools 1.  Salesforce Marketing Cloud 2.  eClincher 3.  DataSift 4.  Tracx 5.  Sprinklr 65
  66. 66. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Social Selling / Marketing 101 1.  Research your prospects and leverage context 2.  Identify and connect with relevant influencers 3.  Establish yourself as a trusted expert 66
  67. 67. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Recap: Social Strategy 101 1.  Objectives 2.  Target Audience 3.  Fishing Holes 4.  Content 5.  Paid and organic 6.  Experiment and measure Copyright by
  68. 68. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers Natascha Thomson NaThomson@MarketingXLerator.com @NaThomson +1 (925) 519-8111 Over 15 years of B2B marketing experience in Global 2000 and startup companies. Customers include SAP, EMC, Polycom, SLAP, LookingGlass.
  69. 69. #2015ConnectCon @ConnectMembers facebook.com/ConnectMembers 69
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Presentation from Salesforce ConnectCon 2015 conference, presented on October 27, 2015. Focus is on how to create a social media strategy and tips & tricks of optimizing the use of LinkedIn, Facebook and Twitter. Focus: SMB.

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