How to build a social media strategy? Sean Singleton

Social Commerce Workshop: How to build a strategy Building a business case Common mistakes How do we avoid them Tips & Trends Summary

Social Commerce

Social Media on E Commerce Platforms

E Commerce on Social Platforms

6 Social Media Tools

Facebook commerce is selling to FANS not consumers

It can be selling ON Facebook or selling WITH Facebook

Use F Commerce for retail events

Experiment and explore opportunities to learn from your fans

This is a workshop!

Building a business case

Social Networks are the Most Popular Activity Online

1 in 5 online minutes spent on SN, Up from 6% in 2007 Source: comScore Media Matrix, Worldwide, March 2007 – October 2011, “It’s a Social World,” Dec It’s a Social World Social Networks are the Most Popular Activity Online EC

The Social Media Universe is expanding

The Social Media Universe is Expanding 15MM+ users 135MM+ users 51MM+ users 15MM+ users 62MM+ users 232MM+ monthly active users 115MM+ subscribers 20MM+ blogs 6MM+ users 800 MM+ monthly active users 230MM+ users 2MM+ users 500K+ users 800MM+ monthly users visit site More people on more social networks than ever before Source: Official and Estimated statistics. Facebook, YouTube, Zynga, Twitter, LinkedIn, Groupon, Flickr, Tumblr, Instagram, Foursquare, Pinterest, scvngr, Path, Google+ SlashGear, TechCrunch / Comscore, FastCompany, Oink: TechCrunch, GetGlue, Foodspotting: Soraya Darabi’s LinkedInFlickrSlashGearTechCrunch / ComscoreFastCompanyTechCrunchGetGlue: Soraya Darabi’s LinkedIn 100K+ users 2MM+ users 1.5MM+ users EC

Social Networks Now Reach 82% of the World’s Internet Population

That’s 1.2 billion people Social Networks Now Reach 82% of the World’s Internet Population Source: comScore Media Matrix, Worldwide, March 2007 – October 2011, “It’s a Social World,” Dec It’s a Social World EC

Social Networking is growing in every single country

Total time spent on all regions grew by 35%+ in 2011 Social Networking is Growing in Every Single Country Source: comScore Media Matrix, Worldwide, March 2007 – October 2011, “It’s a Social World,” Dec It’s a Social World EC

Google + is growing fastest than other social network

Google+ is Growing Faster Than Other Social Networks 67 million people have visited Google+ Source: Comscore Source: Leon Haland, Google+ calculations by Paul Allen, comScore, MySpace, Twitter, Facebook, LinkedIn Time to reach 50 million users (estimate) EC

The web is a massive part of our lives. And social media accounts for significant portion of web usage

The conversation is already happening.

Opportunity to gain an competitive advantage.

Helps drive growth.

It is now a must-have for corporate marketing.

Improve your search rankings

What are the most common mistakes ?

Rush to action without a plan

Hasty decisions & knee jerk reactions Tactical approach Focus on wrong objectives or platforms Failing to understand requirements & resources

Measurement.

Defined and measurable objectives Metrics that tie into those objectives Tools & knowledge for tracking metrics Ability to translate online actions to business results

Content Needs to be engaging

Content Needs to be engaging

Content Needs to be engaging Require planning Require approval Often not given proper consideration

Failure to Engage

Engagement hurdles Social Media is about listening & interacting

Limited Reach

Social Media only really works with large (ish) audience Process of building a network is often overlooked Without reach, there is no ROI

How to avoid the most common mistakes?

Goals

Platforms

Engagement

Reach: How will you promote your programme

Resources

What is needed? What will it cost? People, process, assets, tools, etc

Metrics

Tips & Resources

Learn

Learn with monitoring tools 80

Paid services provide monitoring 81 From Radian 6 Other providers BrandWatch Buzzmetrics Cymfony Dow Jones Scout Labs Techrigy/Alterian Visible Technologies

If objective awareness then focus on: web traffic web traffic referrals search volume trends followers, fans, friends social mentions share of voice

If objective sales then focus on: web traffic time spent on site bounce rate content acceptance rate followers, fans, friends social mentions share of voice social connectivity within sales funnel

If objective loyalty then focus on: time spent on site repeat visits content acceptance rate followers, fans, friends repeat social mentions share of voice recommendations & ratings social connectivity within sales funnel customer service metrics net promoter score

Focus relationships not technologies Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal

Summary