The latest instalment in the Tech Business Mini MBA Series....

1. The Tech Business Mini-MBA
Effective Marketing with Social Media
creating & executing a strategy
for the effective use of social media tools
(July 2013)

2. http://www.slideshare.net/MobileMaggie/ictktn-online-
business-essentials-2013-july

3. @MobileMaggie

5. http://rlauterborn.com/pubs/pdfs/4_Cs.pdf

6. Purchase
Experience
Problem / Need
Awareness
Enquiry
Recommendation
Retention
Social Media is a Strategic Tool

7. Experience
Mapping
You have to do your Customer Journey Mapping
homework first
Customer
Definition
Moments of
Truth
Experience
Design
Monitor
•User research
•Contextual
analysis
•Personas
•Lovemarks
•Requirements
•Touchpoints
•Need states
•Emotional
states
•Narrative
insight
•Differentiators
•Loyalty drivers
•Priorities
•ROI
•Concept
•Prototype
•Validate
•Ideation
•Roadmap
•Measurement
•Dashboard
•Tools

8. Do some ‘Gonzo User Research’Customer
Definition
http://www.fastcodesign.com/1671571/4-secrets-for-doing-gonzo-user-research

9. http://images.businessweek.com/mz/07/24/0724_6insiid_a.gif
Customer
Definition

10. http://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/
Customer
Definition

11. TOPICS
Give them something fun,
unique & repeatable to talk
about – create curiosity gaps
and triggers
TOPICS
Give them something fun,
unique & repeatable to talk
about – create curiosity gaps
and triggers
TOOLS
Make everything shareable and
forwardable , post content
everywhere, free samples, find
the multipliers
TOOLS
Make everything shareable and
forwardable , post content
everywhere, free samples, find
the multipliers
TAKING PART
Engage, share info &
support, do shout-outs,
say thank-you, say sorry
TAKING PART
Engage, share info &
support, do shout-outs,
say thank-you, say sorry
TALKERS
Know who’s doing the talking
& influencing, and where the
conversations are taking place
TALKERS
Know who’s doing the talking
& influencing, and where the
conversations are taking place
TRACKING
Listen to users, track topics
and brand mentions, gather
insights, measure & manage,
respond and engage
TRACKING
Listen to users, track topics
and brand mentions, gather
insights, measure & manage,
respond and engage
Moments of
Truth

12. 12
• Remarkable ideas spread easily
• Sell what people are buying
• Focus on the early adopters and sneezers
• Make it remarkable enough for them to pay attention
• Make it easy for them to spread
• Let it work its own way to the mass market.
Seth Godin’s Purple Cows
Moments of
Truth
http://www.fastcompany.com/magazine/67/purplecow.html

13. Jyri Engstrom’s Social Objects
http://glennas.wordpress.com/2009/11/13/defining-requirements-for-
social-web-applications-%E2%80%93-part-3-social-objects/

14. Hugh Macleod on Social Objects
http://gapingvoid.com/2007/10/24/more-thoughts-on-social-objects/
http://gapingvoid.com/2007/12/31/social-objects-for-beginners/
Moments of
Truth

15. Moments of
Truth

16. Purchase
Experience
Problem / Need
Awareness
Enquiry
Recommendation
Retention
Social Media is a tool across the Customer Journey
Experience
Mapping

17. Eric Ries: http://www.startuplessonslearned.com/
http://www.slideshare.net/venturehacks/the-lean-startup-2
Social Media is a tool across the Product Development cycle
Experience
Design

18. http://www.rogerstringer.com/2011/03/page/2/
Minimum Viable Product

20. Social Media aids Rapid Iterations
http://market-by-numbers.com/customer-development-services/
Experience
Design

21. Only now should you sit down and
choose your Platforms

22. http://www.invisiblepr.com/social-media-public-relations/

23. Choose your tools based on what you want to achieve
http://www.elliance.com/aha/infographics/Soci
al-Media-Building.aspx

25. http://www.theconversationprism.com/

27. Social mostly boils down to Engagement
http://darmano.typepad.com/logic_emotion/200
9/05/social-engagement-spectrum.html

28. Test & Measure Everything!
http://seotermglossary.com/ab-testing/
Experience
Design
Monitor
http://www.wired.co.uk/magazine/archi
ve/2012/01/features/test-test-test

29. Keep Track of the StatisticsMonitor
http://danzarrella.com/

30. Study your Medium
Monitor
http://venturebeat.com/2012/10/02/why-you-should-never-ever-use-a-question-mark-on-twitter-or-linkedin-infographic/

31. Measure the right metrics
http://www.pardot.com/blog/beware-the-vanity-metrics-trap/

32. Now do your Monitoring Tools ResearchMonitor
http://wiki.kenburbary.com/
A Wiki of Social Media Monitoring
Solutions
A Wiki of Social Media Monitoring
Solutions

33. Putting together the action plan
#1 define goals
and objectives
#2 identify
your audience
#3 customer
journey mapping
#4 choose
the tools to use
#5 set the budget
#6 develop content
& social objects
#7 define your KPIs
#8 determine your
resources
#9 assign roles and
responsibilities
#10 monitor and measure

34. Purchase
•How easy is it to get started?
•Is there a long registration
process?
•When does a commitment and a
payment take place, and does
that fit the need?
Purchase
•How easy is it to get started?
•Is there a long registration
process?
•When does a commitment and a
payment take place, and does
that fit the need?
Experience
•How easy is the service to use?
•Does it meet the needs of your customer?
•Are there hurdles, confusion points, short-
comings that can be addressed?
•How much support is provided?
•Is feedback captured throughout the whole
process?
•What other needs could be met?
Experience
•How easy is the service to use?
•Does it meet the needs of your customer?
•Are there hurdles, confusion points, short-
comings that can be addressed?
•How much support is provided?
•Is feedback captured throughout the whole
process?
•What other needs could be met?
Problem / Need
•What’s the problem to be solved, the job to be done?
•How do your customers express that need?
•Where does your solution fit into all the other things
they do?
Problem / Need
•What’s the problem to be solved, the job to be done?
•How do your customers express that need?
•Where does your solution fit into all the other things
they do?
Awareness
•How do your customers find out about
your service, or any other solutions?
•Where do conversations take place?
•Where do your customers physically
gather?
•How well do you listen?
•How clear are the marketing messages
and website?
Awareness
•How do your customers find out about
your service, or any other solutions?
•Where do conversations take place?
•Where do your customers physically
gather?
•How well do you listen?
•How clear are the marketing messages
and website?
Enquiry
•How do your customers make contact in
order to find out more about your service
and whether it’s the right one for them?
•How do they make the decision to use the
service or not?
•Are there other routes through all of the
tools their disposal?
Enquiry
•How do your customers make contact in
order to find out more about your service
and whether it’s the right one for them?
•How do they make the decision to use the
service or not?
•Are there other routes through all of the
tools their disposal?
Recommendation
•Do users recommend the service to others?
•Is it easy to recommend and share?
•Does the service generate buzz?
•Who’s doing the talking?
•What customer outreach initiatives are being
taken?
Recommendation
•Do users recommend the service to others?
•Is it easy to recommend and share?
•Does the service generate buzz?
•Who’s doing the talking?
•What customer outreach initiatives are being
taken?
Retention
•Do users come back and use the
service again?
•Do they try new elements of the
service, scale up their usage?
•Reclaimed, renewed, redeemed?
•Has a relationship been developed?
•How are past users communicated
with?
Retention
•Do users come back and use the
service again?
•Do they try new elements of the
service, scale up their usage?
•Reclaimed, renewed, redeemed?
•Has a relationship been developed?
•How are past users communicated
with?
Strategic option:
MYOA - Consumer
Your Turn!

36. http://www.slideshare.net/MobileMaggie/ictktn-online-
business-essentials-2013-july