MarCom-NeXt Pocket Guide: successfully engage in Social Media Marketing

social-media-mktg-plan

Social media originally started as a tool for friends and family to keep in touch, and has now moved also to the business community for Companies to engage discussions with their customers, partners and others organizations.

Large Enterprises, as well as SMB in a smaller scale, are adopting Social Media as a new wave of Marketing.

Based on recent reports and studies, the top benefits of Social Media Marketing are seen as (in this order):

– Branding: Generating exposure for the businessSocial Media Marketing Benefits report 2010

– Word-of-Mouth: Extending audience, raising awareness, increasing traffic

– Discussions: Engaging discussions & building relationship/partnership

– Revenue: Generating leads or sales

– Cost: reduce marketing expenses

Marketers have high expectation of Social Media, often and wrongly perceived as a free or low cost, easy to launch and deploy, not resource consuming tactic and they could be disappointed by the results and return in investment if they do not use best practices; It could even be a failure and damage your brand or business if not well executed and then abandoned after an unsuccessful try.

So, based on my own experience, here are few tips to successfully engage in Social Media Marketing:

1- Define a clear strategy

2- Secure executive sponsorship

3- Clarify Goals & Business Objectives: Talk or Listen, raise awareness, engage discussions, generate leads, drive sales & revenue, foster loyalty.

4- Integrate Social Media as one marketing tactic of your marketing mix

5- Document metrics

6- Target your audience: understand digital audience behaviour, develop social media map, identify and engage the influencers,

7- Define content, aligned with your objectives and aligned with corporate marketing messages

8- Select appropriate social networks, based on your goals and audiencSocial Media Marketing Tools Report2010e: Twitter, facebook, LinkedIn, blogs, YouTube or others videos sites, Social Bookmarking sites etc… (see chart)

1- Select appropriate tools: management tools, short url tools, analytics tools, maximize digital assets distribution

2- Allocate dedicated assets and resource, experts to provide content, be the Voice and participate in relevant discussions,

3- Define and document some Social Media Guidelines for people participating to your social media activities, bloggers, and all employees,

4- Design your Social Media image, theme, tag line and main message: name, gravatar, banner, theme, colors, page

5- Launch and deploy your Social Media tactic and tools

6- Start Talking and empower consumer advocacy, tell the story, but also let the others tell the story about you

7- Listen to your Audience, monitor the market conversation

8- Engage discussions, be very responsive, show appreciation, gather market intelligence

9- Promote and advertise your Social media presence (via your web site, email marketing, newsletters, blog, webinar, print…)

10- Leverage your network: employees, partners, customers

11- Grow and maintain you LIST of friends, followers, Fans …

12- Maintain the relationship, keep the momentum, keep communicating regularly and intensively, keep on building and growing,

13- Tie all your Social Media and web presence all together and keep the Buzz growing,

14- Track and measure qualitative, quantitative and competitive results using analytics tools, document lessons learned and communicate monthly reports, understand the impact and do what it takes to improve your ROI.

social-media Social Media are platforms for interactions and relationships, not just a branding or advertising platform, it represent a fundamental shift on the way we communicate and make decision, so take advantage of it, build et develop new relationships and partnerships.

Jump on The Social Media Bandwagon, Start Talking & Listening, Start Engaging Discussions with Social Media.

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Next-Gen Email Marketing Pocket Guide: 10 tips to optimize your email marketing.

email-marketing 2 Email Marketing seems to be easy but is actually a tricky and difficult tactic to implement fully effectively and successfully. It is a powerful tool but also a risky one that could damage your brand if used inappropriately.

In order to overcome the annoyance of spam, Email has become the most personal medium of marketing communication and advertising.

Email marketing can be used for multiple purpose and media: campaigns, newsletters, product launch, promotion or discount, invitation to an event, marketing collateral or technical paper, Press Release or Announcement, Customer or Partner success story, Industry Analysts studies, awards, contests, surveys, just to name a few.

Email marketing can be a very effective and profitable tool to: improve your brand, raise product awareness, engage contacts, build relationship, generate leads and to increase any type of business, as long as you use the best practices.

Email-Marketing-Services At MarCom-NeXt we focus on Next Generation Marketing, including Next Gen email marketing , and Therefore, here is a short summary of best practices and tips to help you optimise the results of your email marketing campaigns:

1- Strategy: define and document your strategy, goals and objectives

2- The List:

a- create and maintain a high quality list or database, possibly use a Customer Relationship Management (CRM) software; the more information, the better the list, the better the click-to-open rate, it is a simple as that.

b- Segment the list: No email blasting to the entire list, the more targeted message to the most relevant segment of your list, the better the click rate, this is The Key.

3- Permission: Make sure to send emails only to contacts who have been authorising you to do so, via opt-in or opt-out , subscribe or unsubscribe process.

email marketing integrated campaign 4- Integrated, multi-steps campaigns: Integrate your email marketing with your others marketing tactics – web site, advertising, SEM, events, etc- and build multi-step campaigns, not just a one shout email. And more specifically link your email campaign to your Social Media activities.

5- Content:

a-The Subject line is very important and has a huge impact on the click-to-open rate.

b- Personalised address: Address the recipient with its name, so it does look to much as mass marketing, and recipient feels respect and relationship.

c- Ensure the clarity and relevance of the message, make sure it is useful to the targeted audience.

d- Tone: set a positive, dynamic, inspiring tone, aligned with your brand or product, and use the KISSS rule “Keep it Simple, Short and Sexy”

e- I will not go into details of the classic tips as misspelling, acronyms, signs, triggers/spam words to avoid, abuse of capitals letters, colors etc as it is of course basic but also important.

f- Use the same font and size throughout all the email.

g- Include links to your web site, your blog and to your Social media accounts (Twitter, LinkedIn, Facebook…).

h- Include Multi-Media, Audio, Video, Flash, Interactive, Game… to make the message more attractive, entertaining and memorable.

i- Ensure links, logos, image etc display properly.

j- Propose to forward the email to friends and colleagues (and measure forward-to-click rates).

k- In the end, it must include a clear Call-to-Action.

l- Provide the contact information (email address) of someone to contact as return email address.

m- Include an opt-in / opt-out or subscribe/unsubscribe option.

n- Have the email signed by someone real, possibly an executive.

o- Email and html versions should be exactly the same.

p- Use a plain text editor like NotePad or EText Editor for PC, or TextEdit or TextMate ffor Mac, do not use tools like Word, FrontPage, DreamWaver etc.

q- Get the message tested and checked by several people before sending.

6- Consistency: keep a regular and consistent flow of email communication, without becoming annoying or overwhelming, but just enough to keep attention, be informative, be relevant, be helpful. Periodicity can be monthly, weekly or daily, depending on your audience.

7- Delivery: Optimize the delivery process of your email, eventually hire a professional email service provider as they have specialised tools for that.

8- Timing: do not send on week-end, holidays, not even a Friday, timing is everything

9- Follow-up: Create, document, implement and automate as much as possible a follow-up process, we call it –eNurtering, the quality of your follow-up is critical to your success.

email marketing profit 10- Results Tracking: Define metrics and track and analyse results, possible using analytics tool. Build reports, document lessons learned and share the value.

If well planned, integrated and executed, email marketing is a simple, easy, affordable, quick marketing tactic which will provide a Great Return On Marketing Investment (ROMI).

So now Go for it ! email me…