Download pptx - Developing social media marketing strategies

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INTERNET MARKETINGMary Lou Roberts August 2011

DEVELOPING

SOCIAL MEDIA STRATEGY

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Consumers and BusinessesUse SM To Communicate

Marketers Must Use SM (Wisely)To Communicate With Both

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http://www.marketingpilgrim.com/wp-content/uploads/2010/08/social-media-subscribers.png

CONSUMER PARTICIPATION IN SOCIAL MEDIA

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IS NOW ABOUT 700 MILLION Insidefacebook.com

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SOME FACEBOOK METRICS SURPRISING?

SocialCode is a full-service Facebook agencyhttp://socialcode.com/http://www.marketingcharts.com/direct/older-facebook-users-click-more-like-less-18989/

http://socialcode.com/

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DEMOGRAPHIC DIFFERENCES

http://www.marketingcharts.com/direct/2-in-3-online-adults-use-socnets-18975/

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http://www.marketingcharts.com/interactive/socnet-usage-rises-in-feb-12346/ http://www.marketingcharts.com/direct/women-do-more-social-

networking-13671/comscore-women-world-wide-socnet-july-2010jpg/

GLOBAL DIFFERENCES

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BUSINESS PARTICIPATION IN SOCIAL MEDIA

http://www.marketingcharts.com/direct/b2b-marketers-have-little-social-media-engagement-13036/

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http://www.youtube.com/watch?v=idLG6jh23yE757,678 views “official version”

SMASH HIT OF THE SEASON

http://www.bloomberg.com/news/2010-09-23/facebook-friends-for-sale-as-advertisers-seek-clicking-cliques.html

METRICSDebuted on FacebookFans from 1.6m to 3.1m over a weekend

http://www.youtube.com/watch?v=idLG6jh23yE

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GOOD CAMPAIGNS CONTINUE, EVOLVE

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http://www.youtube.com/watch?v=owGykVbfgUE&feature=player_embedded

THE MAN IN THE TOWEL

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Late July 2010• 40 m views response videos• Brand views on web – 110 m

A SUCCESS BY ALL MEASURES?

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DOESN’T ALWAYS WORK

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CISCO LAUNCHES ROUTER IN SOCIAL MEDIA

• Launch Event in Second Life• Video Conferencing for Execs, Customers• “Defend the Network Game”• Facebook, Mobile, Blogs• Social Media Widget

http://www.socialmediaexaminer.com/cisco-social-media-product-launch/

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METRICS

• 9,000 People, 128 Countries Attended Virtual Events (90x more than previous!)

• Top Execs Spent only 1 Hour Viewing • Media – 3x usual articles, > 1000 blog posts• 40 Million Online Impressions• COST = 1/6 OF TRADITIONAL MEDIA LAUNCH!• SAVED OVER $100,000!

http://www.socialmediaexaminer.com/cisco-social-media-product-launch/

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DEVELOPING SOCIAL MEDIA STRATEGY

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Originally suggested by Jeremiah Owyanghttp://www.web-strategist.com/blog/

LISTEN COMMUNICATE ENGAGE COLLABORATE

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JULY 15, 2010

MARKETERS USE SM FOR ACQUISITION

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SEPTEMBER 20, 2010

MARKETERS USE SM FOR RETENTION

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NON-PROFITS USING SM TO RAISE $/€

http://news.yahoo.com/s/afp/20100921/tc_afp/entertainmentushaitiitinternetcharitytwitter

Over $500k ??

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WHAT NOKIA SAYS

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http://www.slideshare.net/chriss/social-media-at-nokia-social-media-marketing-conference

HAVE INTERNAL GUIDELINES

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http://conversations.nokia.com/

CONTINUOUS ENGAGEMENT!

http://blog.ovi.com/

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http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html

THE NEW MEDIA

Shared Media – Brand social web participation and interaction with consumers on content on sites like Facebook, Twitter and YouTube that results in content is “shared media” since it’s a result of a shared interaction. Because of the nature of social sharing and engagement on social media sites, Shared Media can propagate across an individual’s network to others, and so on and so on. Paid and Owned Media can inspire Shared Media. Shared Media can inspire Earned Media.http://www.toprankblog.com/2011/07/online-marketing-media-mix/

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EXECUTING SOCIAL MEDIA STRATEGIES

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https://docs.google.com/View?docID=0AZPyYmisN_fzZDhmZ3o2M183NGdzc3I5Z2tu&revision=_latest&hgd=1

https://docs.google.com/View?docID=0AZPyYmisN_fzZDhmZ3o2M183NGdzc3I5Z2tu&revision=_latest&hgd=1

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Originally suggested by Jeremiah Owyanghttp://www.web-strategist.com/blog/

LISTEN COMMUNICATE ENGAGE COLLABORATE

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No Objective; Simple Listening

Tools

Track Brand Mentions;

Simple Tools

Identify Mkt. Risks/

Opportunities; Integrated Tools & Internal Alerts

Improve Campaigns;

Tools to Monitor, Correct

on the Fly

Measure Customer

Satisfaction; Customer

Experience Pros

Understand Customers;

Socialgraphics

Proactively Anticipating

Customer Needs; Data

Mining, Predictive

Models

8 STAGES OF LISTENING STRATEGY

http://www.web-strategist.com/blog/2009/11/10/evolution-the-eight-stages-of-listening/

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ALTIMETER CALLS IT ‘SOCIALGRAPHICS’

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WHAT QUESTIONS SHOULD MARKETERS ASK?

• Where Are Your Customers Online?• What Are Their Behaviors Online?• What Social Information or People Do They

Rely On? Who Do They Trust?• What Is Your Customer’s Social Influence?

Who Trusts Them?• How Do Customers Use Social Tech In The

Context of Your Products?Charlene Li and Jeremiah Owyang reproduced inhttp://ifonlyblog.wordpress.com/2010/01/21/socialgraphics-and-the-engagement-pyramid/

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http://www.powerreviews.com/newsletter-q310-pehr.php

SOME THINGS WE KNOW

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Increased

Plateaued

http://blogs.forrester.com/jackie_rousseau_anderson/10-09-28-latest_global_social_media_trends_may_surprise_you

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FOOD SHOPPERS NEED INFO AT POP

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DELL LEARNED TO LISTEN, COMMUNICATE

http://en.community.dell.com/dell-blogs/Direct2Dell/b/direct2dell/default.aspx

http://www.ideastorm.com/

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http://mashable.com/2010/09/14/social-media-campaigns/?mkt_tok=3RkMMJWWfF9wsRonuavJZKXonjHpfsX74%2B0qT%2Frn28M3109ad%2BrmPBy534sXD4cwVfubBwsITpF2wR5dFOWGb45F7uJSGUqh

http://shop.nordstrom.com/c/conversation?cm_ven=fls&cm_cat=social_tab&cm_pla=fed_med&cm_ite=160x600

BRANDED COMMUNITIES IMP. PLATFORMS

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LEGO IS GOOD AT ENGAGING

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LOOKING FOR JOBS/EMPLOYEES 1 TYPE OF COLLABORATION

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TRENDING

SoLoMo

SOCIAL LOCAL MOBILE

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115 Million Subscribers, 8/5/2011http://vator.tv/news/2011-08-05-groupon-subscribers-now-number-115-million

GROUPON OFFERS LOCALIZED PROMOS

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SO DO TONS OF OTHERS!

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NOT SMOOTH SAILING

http://www.businessinsider.com/groupons-north-american-merchant-pool-declined-in-q2-2011-8

Interesting Readinghttp://techcrunch.com/2011/06/13/why-groupon-is-poised-for-collapse/

http://online.wsj.com/article/SB10001424053111904279004576526283328853022.html

http://socialtimes.com/how-much-money-is-groupon-losing-too-much_b73903

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FACEBOOK OUT, GOOGLE IN

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BUTTag Locations in Posts Before: You could only "check in" to locations using the Places feature on a smart phone. Going Forward: Now you can add location to anything. Lots of people use Facebook to talk about where they are, have been or want to go. Now you can add location from anywhere, regardless of what device you are using, or whether it is a status update, photo or Wall post. Of course, you can always choose not to add location at all.

Making It Easier to Share With Who You Wantby Chris Cox on Tuesday, August 23, 2011 at 2:00pmhttps://blog.facebook.com/blog.php?post=10150251867797131

http://blog.facebook.com/blog.php?post=10150251867797131

http://www.facebook.com/chris.cox?ref=blog

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WHO, WHERE, HOW PEOPLE FIND/MOBILE

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EXECUTING IS AN ORGANIZATIONAL ISSUE

EVEN MORE THAN A MARKETING ONE

TECHNOLOGY MINOR IN COMPARISON

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WHY ORGANIZATION, NOT TECHNOLOGY???

• There Is Organizational Resistance– Managers Fearful of Direct Public Interaction– Workers Have to • Learn New Skills• Work in (New, Different) Groups

• ROI Is Not Immediate

A PROCESS OF ORGANIZATIONAL CHANGE

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KEY ISSUES

METRICSROI

ORGANIZATIONPOLICY GUIDELINES

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SOCIAL MEDIA STILL SEEKING ACCEPTANCE

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THE IDEAL – INTEGRATED METRICS

Google AnalyticsWebTrendsHubSpot

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RECOMMENDED

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ROI MORE THAN METRICS

• New Fans• Number Tweets• No. of Times Content

Shared• No. Leads Generated

Choose Campaign

Metrics

• Inbound Links (Awareness)

• No. Inquiries (Consideration)

• Traceable Sales (Close)

Identify Business

KPIs • Attribution to Social Media Usually Not Easy

Measure ROI

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HOW TO ORGANIZE - FORRESTER

Forrester Research Report“Organizing for Interactive Marketing”August 2010

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HOW TO ORGANIZE - ALTIMETER

http://www.web-strategist.com/blog/2010/11/09/research-most-companies-organize-in-hub-and-spoke-formation/

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POLICIES, WRITTEN GUIDELINES ESSENTIAL

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MANY VARIATIONS

Other Exampleshttp://www.fastcompany.com/1668368/social-media-policies-the-good-the-bad-and-the-ugly

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SOME EXAMPLES

• Corporate Policy – IBMhttp://www.ibm.com/blogs/zz/en/guidelines.html• Comment Moderation Policy –HuffPosthttp://www.huffingtonpost.com/p/frequently-asked-question.html#moderation

• Branded Communityhttp://forums.bestbuy.com/t5/Welcome-News/Community-Guidelines/td-p/9

• Cause-Oriented Communityhttp://push.pickensplan.com/notes/Community_Guidelines

http://www.ibm.com/blogs/zz/en/guidelines.html

http://www.huffingtonpost.com/p/frequently-asked-question.html#moderation

http://www.huffingtonpost.com/p/frequently-asked-question.html#moderation

http://forums.bestbuy.com/t5/Welcome-News/Community-Guidelines/td-p/9

http://forums.bestbuy.com/t5/Welcome-News/Community-Guidelines/td-p/9

http://push.pickensplan.com/notes/Community_Guidelines

http://push.pickensplan.com/notes/Community_Guidelines

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OTHER STRATEGY CONCEPTS/ISSUES

• Content Marketing• Inbound Marketing• Mobile Marketing/Apps• Social Sharing/Influence• Social Commerce

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MANY OTHER ISSUES, TRENDS, EXAMPLES

Comment Communicate Collaborate