Engaging Customers with Social Media

Capsule Course

Dr. Marouane Trimeche

marouane@relevanceworld.com 050-6003304

www.facebook.com/RELEVANCEWORLD

pinterest.com/relevanceworld/

BE RELEVANT OR VANISH
2011 All title and copyright in this document are owned by RELEVANCE FZ-LLC. Do not distribute.

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Myths

Social Media Strategy | Sales + Marketing

Marketing Creates Opportunity Sales Creates Customer This is still Business

Social Media Strategy | Sales + Marketing

Marketing Creates Opportunity Sales Creates Customer This is still Business

Social Media Strategy | Sales + Marketing

Marketing Creates Opportunity Sales Creates Customer This is still Business

Social Media Strategy |

Why

searches are conducted " every month on Google.!

Your customers are relying more & more on social. 9 out of 10!

9 out of 10 Internet users visited " a social networking site each month in 2010.!

10!

SOURCE: COMSCORE, FEBRUARY 2011

1 out of every 8 "

minutes online " is spent on Facebook.!

Twitters active ! user base generates!

90 Million
tweets per day.!

More than half "

of all Internet users " read blogs at least monthly.!

US Internet users spend " minutes on blogs " & social networks " than on email.!

3x more

= 1 MINUTE
SOCIAL NETWORKS/BLOGS ONLINE ! GAMES EMAIL PORTALS VIDEOS/MOVIES

14!

SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010

40% "
of Facebooks " user base is " age 35+.!

64% "
16!

of Facebook " users have " become fans " of at least " one company.!
SOURCE: EXACTTARGET, 2011

78% !

of business people " use their mobile device " to check email.!

20! 20!

SOURCE: AT&T, MARCH 2011

40%!

of US smartphone owners compare prices " on their mobile device while in-store, "

shopping for an item.!

SOURCE: COMSCORE, JANUARY 2011

1 in 5!

US adult mobile phone owners " have used their device! to make a purchase " in the past month.!

SOURCE: MOBILE MARKETING ASSOCIATION & LUTH RESEARCH, MAY 2010

84%!

of 25-34 year-olds have left " a favorite website because of " intrusive or irrelevant advertising.!

27!

SOURCE: HOWTO.TV, APRIL 2008

This is your new business card.!

30!

Inbound marketing " in a nutshell.!

1: GET FOUND ONLINE

3: ANALYZE & IMPROVE 2: CONVERT VISITORS & LEADS

Inbound marketing costs per lead than traditional, outbound marketing.!

62% less "

AVG COST/LEAD: $373!

AVG COST/LEAD: $143!

OUTBOUND!

INBOUND

44!

SOURCE: HUBSPOT, 2011

Be helpful.! Helpful is the new viral.!

Helpful! Relevant! Remarkable! Frequent!

ask yourself how you can be of service to your current and potential customers. What problems can you solve? What questions can you answer? What knowledge can you share? Read more: http://blog.hubspot.com/blog/ tabid/6307/bid/10291/Helpful-is-the-NewViral.aspx#ixzz1GsSghdGN

Companies that blog get "

55% more
website visitors.!

43!

SOURCE: HUBSPOT, 2010

The number " of marketers " who say ! Facebook " is critical " or important" to their business " has increased

83%!
in just two years.!
SOURCE: HUBSPOT, 2011!

51% "

of Facebook fans " are more likely to buy" the brands they fan.!

of Twitter followers" are more likely " to recommend " the brands they follow.!

79% "

The average budget spent on company blogs " & social media has nearly doubled in two years.!

2009

2011

$! $!$!$!$!$!$! $! $! $! $!$!$!$!$!$! $!$!$!$!$!$!$! ! $! $! $

$!= 1% OF ANNUAL MARKETING BUDGET

52!

SOURCE: HUBSPOT, 2011!

2/3

of marketers say their company blog " is critical or important " to their business.!

"

SOURCE: HUBSPOT, 2011!

including frappuccino.com

enabling personalization

increasing the points of connection

SKITTLES

Proper marketing research needs to be done beforehand Understanding customers is critical Figuring out how influencers operate

Social Media Strategy | What

Social Media Strategy | Social Networks

Facebook MySpace LinkedIn

Social Media Strategy | Photo Sharing

Flickr TweetPhoto Shutterfly

Ideahaus All rights reserved.

Social Media Strategy | Video Sharing

YouTube Vimeo Veoh

Social Media Strategy | Video Streaming

Ustream JustinTV Livestream Qik Flixwagon

Social Media Strategy | Micro-Blogging

Twitter Yammer FriendFeed

Social Media Strategy | Events

Evite Meetup Facebook

Social Media Strategy | Bookmarking

Delicious Digg StumbleUpon

Social Media Strategy | Widgets

FanBox WidgetBox Widgepedia

Social Media Strategy | Miscellaneous

GoodSearch Places WikiPedia

Social Media Strategy | Blogging

WordPress TypePad Blogger

Social Media Strategy | Sharing interests

Pinterest

Social Media Strategy | Mobile

Smartphones

Social Media Strategy | Satellite Marketing

Social Media Strategy | Satellite Marketing

Same Challenge | Different Technology

The newest technology only compounds the oldest challenge between people of what to say, and how to say it.

Social Media Strategy | how

Social Media Strategy | Listen

Reply to Trends, Crises and Opportunities.

Social Media Strategy | Communicate

Increase Brand Awareness, Participation, Reach, Audience and Engagement.

Social Media Strategy | Empowering People

Promote the Understanding of your people and your cause.

Social Media Strategy | Create Community

Change from Donation to Relation

Social Media Strategy | Create Community

Relationships with Families, Consumers, Industry, Media

Social Media Strategy | Social Capital

"Investment in social relations with expected returns in the marketplace. Nan Lin

Social Media Strategy | Social Capital

Social Network = Connections Conversations = Social Capital Repeated Conversations = Relationship

Dell Starts Listening

In 2005, Dell was brought to its knees by bloggers who posted customer service complaints.
As Dell outsourced its technical customer service, customer complaints also increased. A 2005 Google search for Dell customer service problems returned nearly 3 million links. Dell initiated several blogs in multiple languages to handle customer complaints and to have conversations with stakeholders about problems and actions to fix them.

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Social Media

Social media is a term used to describe media based on conversation and interaction between people online

Social media focuses on bringing information, photos, and video to an audience that wants to learn and to be entertained. Content is generated as a conversation, with all participants able to upload, discuss, edit or rate.

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Types of Social Media

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Communication & Networking

Social media interfaces

Blogs (Web Logs)

Microblogs Social network aggregation

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Events

Local event sites allow residents to post to a calendar. Personal event sites allow individuals to create events and invite people via e-mail. Group member event sites are for public groups that others can join.

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Collaboration
Tagging involves attaching keywords to video, photos, or text to help users find content. Wikis allow users to create, edit, and link content collaboratively. Social bookmarking allows users to share, organize, search, and manage web resources.

Social News are sites where users submit links to online stories and readers vote or comment.

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Social Media Strategy | illustrations

How Businesses Use Social Media

25% of the top 100 online retailers do not have a Facebook page, but 91% say that will start one within a year
Only 22% of Fortune 500 companies have an active blog, but 70% of small businesses maintain blogs.

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SOCIAL MEDIA & ADOPTION BY SMALL BUSINESSES

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Social Media Strategies

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Social Media & E-Mail

Marketers use a variety of e-mail strategies: Follow us links in e-mail messages. Sign up forms for Facebook-type pages. Links to e-mail messages on social media pages.

Options to share e-mail with others.

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Brand perception Management

No going back!
Make sure they understand how Facebook, Twitter, LinkedIn, etc. arent one way vehicles (where the brand dominates the message), but an invitation to a never ending dance with constantly changing partners

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Brand perception Management

Dont just dive!

make sure key decision makers who think they want to go social media truly get how the game is played. Its not a press release.

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Brand perception Management

Dont go social!
unless the brand is willing to take the risk of jumping off the cliff, giving up control to customers and consumers who will express their viewpoints, both positive and negative!

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Brand perception Management

Its easy start!

but social media is time-consuming and challenging to remain engaged and build a followinga proactive community

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Brand perception Management

Be honest, truthful
So if you want social media to become a positive tool, the brand must be a concerned good listener prepared to take action to correct situations that arent right!

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Performance Metrics

Three areas of social media performance metrics: Earned media publicity Company owned social media Paid media

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Earned Media Metrics

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General Social Media Metrics

Actions taken by users.
Conversations in blogs and elsewhere. Social media dashboard.

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Social Media Dashboard

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Dr. Marouane Trimeche CEO marouane@relevanceworld.com +971 506003304