Post on 18-Sep-2014
description
Social Media
Marketing
Social Media
Marketing For
entrepreneu
rs
For
entrepreneu
rs
International Entrepreneurship Conference ‘Baltic Spark’April 17, 2010 - Riga, Latvia
Delfin Vassallo
International Entrepreneurship Conference ‘Baltic Spark’April 17, 2010 - Riga, Latvia
Delfin Vassallo
How Social Media Marketing works?How Social Media Marketing works?
• We are influenced and motivated by each other to do things. We are social beings, sharing our experiences is part of the social interaction
• We are influenced and motivated by each other to do things. We are social beings, sharing our experiences is part of the social interaction
*Razorfish TM http://www.razorfish.com/ Photo by Ricardo Carreón http://www.flickr.com/photos/carreon/4497349050/
• Influence through conversation
• Low consideration vs. high consideration purchases
• Social Influence Marketing (SIM*)
• Influence through conversation
• Low consideration vs. high consideration purchases
• Social Influence Marketing (SIM*)
The Rules of the GameThe Rules of the Game• Be authentic
– Talk with your own voice– Never post / publish anonymously, your
consumers need to know who you are to trust you
– Respond to everything, always– Be human
• You get because you give– Give relevant content
• All participants have same status– Everyone is special and unique (at least
it’s what we like to think about ourselves)• Let go of your campaign
– You are one more participant– Always control of your own response
• Be authentic– Talk with your own voice– Never post / publish anonymously, your
consumers need to know who you are to trust you
– Respond to everything, always– Be human
• You get because you give– Give relevant content
• All participants have same status– Everyone is special and unique (at least
it’s what we like to think about ourselves)• Let go of your campaign
– You are one more participant– Always control of your own response
Photo by Skene http://www.flickr.com/photos/skene/3743369194/in/set-72157616956939008/
How do I choose which
Social Media use?
How do I choose which
Social Media use?
And that they’d
be suitable for
me
And that they’d
be suitable for
me
Choosing your Social MediaChoosing your Social Media
• One is not enough
– You won’t find all your potential customers in one single platform
– It’s more likely your customers are participating in more than one platform
• Invest time, effort and money
• Research according target country / area
• Social Influence Marketing requires patience:
– To learn
– To build relationships
– To test
– To optimize
• One is not enough
– You won’t find all your potential customers in one single platform
– It’s more likely your customers are participating in more than one platform
• Invest time, effort and money
• Research according target country / area
• Social Influence Marketing requires patience:
– To learn
– To build relationships
– To test
– To optimize
Social technographics tools:www.forrester.com/Groundswell/profile_tool.htmlwww.quantcast.com http://www.alexa.com/topsites/
Understand your customers
• How long they use the platform?• What do they specifically do on it?• How they interact with others?
• Find out the “place of influence”– Where they make they
purchasing decisions?– Where they get influenced by
others?– Where they observe how their
friends are buying / discussing purchases
Understand your customers
• How long they use the platform?• What do they specifically do on it?• How they interact with others?
• Find out the “place of influence”– Where they make they
purchasing decisions?– Where they get influenced by
others?– Where they observe how their
friends are buying / discussing purchases
Steps to choose your SMSteps to choose your SM
Steps to choose your SMSteps to choose your SM
Research the platform
• Social dynamics
• Marketing possibilities:
– Display ads
– Social ads
– Sponsorships
– Influencer marketing
– Applications & widgets
– Brand pages
– Other
Research the platform
• Social dynamics
• Marketing possibilities:
– Display ads
– Social ads
– Sponsorships
– Influencer marketing
– Applications & widgets
– Brand pages
– Other
Photo by Benny Bnut http://www.flickr.com/photos/bvcphoto/4044750742/
Steps to choose your SM
Steps to choose your SM
Evaluate and think your strategy • Planning!• Realize which platforms have meaningful social
engagement and will benefit you• Look the big picture
– How your marketing efforts work together?– How your different properties link each other?– How are they coordinated with offline activities?
Top Baltics’ websites
Latvia Estonia LithuaniaDraugiem.lv Google.ee Google.lt
Google.lv Google.com Facebook.com
Inbox.lv YouTube.com Google.com
YouTube.com Facebook.com YouTube.com
Google.com Delfi.ee One.lt
Delfi.lv Neti.ee Delfi.lt
Ss.lv Postimees.ee Yahoo.com
One.lv Orkut.com Irytas.lt
Tvnet.lv Hot.ee Draugas.lt
Wikipedia.org Wikipedia.org Wikipedia.org
Apollo.lv Live.com Linkomanija.net
Facebook.com Rate.ee Plius.lt
Source: Alexa ranking for Apr 2010 http://www.alexa.com/topsites/countries
Created by Drew McLellan http://www.drewsmarketingminute.com/2010/03/social-media-cheat-sheet.html
Niche platformsNiche platforms• Targeted to specific market segment
– MySpace > Music– Linked In > Professionals / businessmen– devianART.com > Graphic / plastic artists– Vimeo > Art videos – Sermo > Physicians / medical world– CouchSurfing.org > Young travellers– FinlandLive.info > Expats in Finland
• Other basics– Ning > Create your own social platform– Blogger networks– Wikipedia– Flickr– Delicious– Digg
• Targeted to specific market segment– MySpace > Music– Linked In > Professionals / businessmen– devianART.com > Graphic / plastic artists– Vimeo > Art videos – Sermo > Physicians / medical world– CouchSurfing.org > Young travellers– FinlandLive.info > Expats in Finland
• Other basics– Ning > Create your own social platform– Blogger networks– Wikipedia– Flickr– Delicious– Digg
Photo by Ricardo Carreón http://www.flickr.com/photos/carreon/2925070150/in/set-72157594578350003/
Establishing your online properties
Establishing your online properties
The new
Real Estate!The new
Real Estate!
• Promote your SM channels on company website & email signatures• "Become a fan" NO! > “Join the conversation on -your industry name-hot topics”• Employees email signature include links to blog, Twitter account & groups besides their name, phone, address...
• Unique blog page visitors• Twitter followers• LinkedIn group members• Traffic generated by SEO• Leads by source: inbound web, seminars, tradeshows• Compare metrics with your increase in leads & sales• Initiate on ‘sentiment’ measurement
• Open forum to discuss issues related to your field• Team members should take initiative to start conversations• Don't talk about your company or products• Review/Suggest industry events• Feedback on new approaches or consumer needs• Join other groups and participate
• Monitor the web, blogosphere, forums & communities to find relevant conversations• Join the conversation, comment on blogs & point readers to same topic content at your blog• Create blog posts that potentially will go viral
• Post short, post frequent and post relevant!• Notices about new blog posts and events• Links to industry news• Fun entries, trivia questions, informal researches• Scan conversations looking for twitterers in need of advice about your field• Re-tweet relevant information
Create a blog to start and join conversations
Building your properties to generate leads
Establish a Twitter account
Create Linked In & Facebook groups
Cross link your properties
Measure SM accounts & website traffic
Measuring resultsMeasuring results
• SIM metrics are different from Direct Response Marketing metrics• Data gathering is relatively easy, use same tools and parameters
over time to get consistent results • Match SIM metrics with your other marketing metrics to see how
they correlate• Biggest challenge: correlating data with your business objectives• Define your Key Performance Indicators (KPI’s)• Measurement areas*:
– Traffic
– Demographics
– Sociographics
– Social actions
*Sometrics: http://www.sometrics.com/ Top tools for Social Media monitoring: http://socialmediatoday.com/SMC/155299 Measuring Social Media: http://www.djvassallo.com/2009/11/measuring-social-media.html
Measuring ‘Sentiment’Measuring ‘Sentiment’
• What your customers feel about your brand?• Quantity of comments matter• Quality matters much more
• What your customers feel about your brand?• Quantity of comments matter• Quality matters much more
SIM Score* = Sentiment for the brand + Conversation share SIM Score* = Sentiment for the brand + Conversation share
*Razorfish TM http://www.razorfish.com/ Download Fluent from Shiv Singh blog http://www.goingsocialnow.com/ Photo by Ricardo Carreón http://www.flickr.com/photos/carreon/2501134102/in/set-72157594578350003/ *Razorfish TM http://www.razorfish.com/ Download Fluent from Shiv Singh blog http://www.goingsocialnow.com/ Photo by Ricardo Carreón http://www.flickr.com/photos/carreon/2501134102/in/set-72157594578350003/
Last word on Social Media measurement
Last word on Social Media measurement
• The important thing is, regardless of how you choose to measure engagement, to have a clear metric in mind before you begin.
• Without a benchmark it’s impossible to determine success.
• In order Social Media measurement pays off, it requires considerable commitment, besides time and staff investment.
• The important thing is, regardless of how you choose to measure engagement, to have a clear metric in mind before you begin.
• Without a benchmark it’s impossible to determine success.
• In order Social Media measurement pays off, it requires considerable commitment, besides time and staff investment.
Photo by Ricardo Carreón http://www.flickr.com/photos/carreon/430882134/in/set-72157600049454148/
Basic resources & insights
Social Media ActualityMashable http://mashable.com/Social Media Today http://www.insidefacebook.com/Chris Brogan www.chrisbrogan.comRead Write Web http://www.readwriteweb.com/
BooksLet’s Talk, Social Media for Small Business: http://www.ducttapemarketing
.com/blog/2008/11/13/free-social-media-for-business-ebook/ Social Media Marketing for Dummies: http://www.amazon.com/gp/product/0470289341?ie=UTF8
&tag=sommeindia-20&linkCode=as2&camp=1789&creative=9325&creativeASIN=0470289341
Social Media monitoring toolsSocial Mention: http://www.socialmention.com/ SWIX: http://www.swixhq.com/ Xinu: http://xinureturns.com/ Social Networking Media ROI calculator: http://www.dragonsearchmarketing.com/online-marketing-strategy/social-
media-marketing/social-media-roi-calculator Radian 6: http://www.radian6.com/ Hub Spot: http://www.hubspot.com/
FacebookInside Facebook http://www.insidefacebook.com/
Keep in touchKeep in touch
Delfin VassalloDigital Villager
Helsinki, Finland@DJVassallo
djvm98@gmail.comwww.djvassallo.com