3. Agenda
• The Social Media Revolution
• The 5 key things to remember about
Social Media
• Old Marketing RIP – Long Live Inbound/Content
Marketing
• Practical Next Steps, Some Useful Tools and
Performance Measurement
ENERGISE2-0.COM
8. Golf Social Media
• Golf has been slow to respond to the opportunities and
threats of Social Media
• But recently, very good progress has been made
ENERGISE2-0.COM
23. Be ‘Customer Led’
Talking WITH rather than
AT your customers is the
core foundation of a
successful social media
strategy
The basis of a good
conversation is
to listen first
ENERGISE2-0.COM
24. The rules of the game have changed
The 5 key things to remember
about Social Media
ENERGISE2-0.COM
25. 1. It’s a Revolution
A fundamental and revolutionary change
in online behaviour, expectations and
the online customer experience.
The end of the ‘read only’ internet
Content generated by the network for
the network
We are no longer passive consumers of
content/brand messages
ENERGISE2-0.COM
26. 2. It’s Social
A conversation
not a broadcast
platform
Conversations are taking
place relevant to your
brand – are you listening?
ENERGISE2-0.COM
28. 3. Power Shift
Social media empowers
customers, empowers the network
We no longer control the brand
The brand becomes the customer
experience of the brand –
experiences that are widely
shared online
ENERGISE2-0.COM
30. 4. Declining Effectiveness
Declining effectiveness of traditional
approaches to sales and marketing
Does anyone listen any more?
We are no longer passive sheep
waiting to be ‘driven’ to your web site
If you treat us like sheep, we will tell you
to ‘flock off’.
ENERGISE2-0.COM
31. Do You Listen?
Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare (
www.slideshare.com) ENERGISE2-0.COM
33. 5. The End of Business as Usual
ENERGISE2-0.COM
34. The End of Business as Usual
‘Winners’ will be those organisations who fully utilise
the interactive power of Web 2.0 technology for
engaging with and energising customer and
network relationships
ENERGISE2-0.COM
35. New Performance Measures
• Business success depends on the quality of your customer
base; the strength of the relationship you have with quality
customers; and your ability to leverage that relationship
• In a social media era, business success depends on the
– Quality of your network
– Relationship strength
– Ability to leverage
The 6Is Approach
ENERGISE2-0.COM
36. Performance Measurement
Involvement – network/community numbers/quality, time spent,
frequency, geography
Interaction – actions they take – read, post, comment, reviews,
recommendations
Intimacy – affection or aversion to the brand ; community sentiments,
opinions expressed etc
Influence – advocacy, viral forwards, referrals and recommendations,
social bookmarking
Insight – customer insight
Impact – business impact
Social Media Monitoring Tools –Audit, Assess,
Impact
ENERGISE2-0.COM
40. Some Questions
• Do we need to unlearn marketing and PR?
• Are new ‘mindsets’ required?
• Do we need to shift from Outbound to Inbound
Marketing and PR?
• Is Content King (after the customer of course)?
• Is strategy important? What tools are available to help
us?
ENERGISE2-0.COM
42. Rethinking Marketing & PR
• Unlearn marketing
• New ‘mindset’ required
• Stop telling people how good we are. Prove it.
• A shift from Outbound Marketing to Inbound/Content
Based Marketing
ENERGISE2-0.COM
44. Old Marketing (Outbound)
• Propaganda marketing – this is how great our product/service
is, now buy it
• Interruption marketing –
direct mail, advertising
• One way shouting AT customers
• Short term sales/campaign driven
• Channels – Print Ads: TV/Radio Ads; Cold Calling; eMail Blasts;
Online Advertising; Web Sites that talk AT you
ENERGISE2-0.COM
46. Inbound/Content Marketing
• Content is King! – But content is only ‘great’ if it adds value to
the customer so….
• Customer is King! Adopt a customer led approach
• Produce great content that is ‘Customer Led’; Authentic;
Compelling; Entertaining; Surprising; Valuable; Interesting
• Establish your company as a ‘thought leader’ – a ‘trusted
resource’
• Produce great content and your customer will come to you.
Produce really great content and they will share it
• Key channels are ……………..
ENERGISE2-0.COM
48. Inbound/Content Marketing
• Overall objective is to ignite or elevate your business through
great content
• Sell without selling
• Build a quality online network – a quality customer base
through high value content and engagement
• Great content drives conversation. Conversation drives
engagement. Engagement drives sales
• Great, customer led content is a Competitive Advantage
ENERGISE2-0.COM
61. Take an RSS Feed into Google Reader
ENERGISE2-0.COM
62. Strategy
5. Develop a Social Media Strategy
– Agree your Objectives
– KPIs and Targets
– Customer Segments
– Key Actions and Initiatives
ENERGISE2-0.COM
63. Content Planning Pays
6. Plan Your Content
•What are your Content
Marketing goals?
•Who is your audience?
Who are you?
•What type of content do you
need to produce?
•When and how are you going to
produce it?
•Where and how frequently will it
be published?
•How will you measure performance and impact?
ENERGISE2-0.COM
64. Key Steps
7. Implement Your Strategy
8. Measure Performance
9. Decide on Resource Allocation
10. Repeat the Cycle
ENERGISE2-0.COM
65. Performance Measurement
To ensure that your Social Media activities deliver high ROI, it is
important to monitor, measure and evaluate your social media
performance on an on-going basis. Key questions to address:
•What social media performance measures and KPIs should be
used – both in terms of the overall ‘buzz’ created and measures
for individual channels?
•What tools/software will be used to assist performance
measurement?
•What reports will be produced, for who and how frequently?
ENERGISE2-0.COM
66. Performance Measurement
Should be undertaken at three main levels:
•Individual social media channels
•Overall ‘buzz’
•Business Impact
Using the 6Is approach
ENERGISE2-0.COM
86. Bob Dylan (Mashed Up )
Come gather 'round people
Wherever you roam
And don’t criticise
What you can't understand
Your sons and your daughters
Are beyond your command
Your old road is
Rapidly agin‘
Then you better start swimmin’
Or you'll sink like a stone
For the times they are a-changin’
ENERGISE2-0.COM
87. Thank You
Questions
www.energise2-0.com
ENERGISE2-0.COM