Social Media Strategies for Small to Medium Businesses

transcript

SOCIAL MEDIA STRATEGIES

Dayn Wilberding, Grady Britton

FORGE MARKETING SUMMIT 2010

Social Influence Marketing

Boring statistics

Guide to Social Strategy

Steal these campaigns

CONTENTS UNDER PRESSURE

Social Media Expert

THING 1 RE: SOCIAL MEDIA

I’m not.

Social Media Expert

I’m not.

100,000 friendsovernight!

It’s OK to feel overwhelmed.

Life cycle of social networks

I can has?

Social Media Technologies that make creating and sharing

content possible

Understanding the influence we have on

each other in Social Media & techniques for

utilizing it for business goals

WWI&II cultural identity

mid-century identity®

information age identity

early cultural identity

BRANDBRAND

WHAT’S THAT FOR?

WEB 1.0

WEB 2-ish

WEB 3.14159

INFLUENCER

Boring statistics

HOW BIG IS SOCIAL?

BY THE NUMBERS

Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009

BY THE NUMBERS

51%use social networks

BY THE NUMBERS

51%use social networks 49%

BY THE NUMBERS

3/4participate in social media in some way

BY THE NUMBERS

3/4participate in social media in some wayHOW?

BY THE NUMBERS

77PERCENT

have watched a

commercial on

YouTube

BY THE NUMBERS

77PERCENT

have watched a

commercial on

YouTube

51% postoriginal content

BY THE NUMBERS

77PERCENT

have watched a

commercial on

YouTube

posted product reviewsout of 100 consumers, 73

BY THE NUMBERS

3/4participate in social media in some wayHOW?97%have searched for a brand online

77PERCENT

have watched a

commercial on

YouTube

BY THE NUMBERS

3/4participate in social media in some wayHOW?97%have searched for a brand online

77PERCENT

have watched a

commercial on

YouTube

SOCIAL MEDIA IS MAINSTREAM

Don’t social users hate marketing?

Razorfish - FEED 2008, 2009

76% welcome brand advertising

66% friended or followed a brand

65% have had their mind changed about a brand

97% say that influenced a purchase decision

65% have had their mind changed about a brand

Boring statistics

GUIDE TO SOCIALSTRATEGYLURK : PLAN : PARTICIPATE : MEASURE

LURKFind the conversations

Determine your social audience

Evaluate messaging options

GUIDE TOSOCIALSTRATEGY 1

LURK:// Find the conversations

Social Mention

Trendrr

Twitter Search

Google Blog Search

BlogScope

OmgiliFacebook Lexicon

Facebook Search

LURK:// Determine your social audience

Quantcast.com

Forrester Social Technographics Tool

time behavior

LURK:// Evaluate messaging options

Display Ads

Social Ads

Sponsorships

Applications

Brand/Fan Pages

Custom

Display Ads

Social Ads

Sponsorships

Applications

Brand/Fan Pages

Custom

Display Ads

Social Ads

Sponsorships

Applications

Brand/Fan Pages

Custom

Display Ads

Social Ads

Sponsorships

Applications

Brand/Fan Pages

Custom

Display Ads

Social Ads

Sponsorships

Applications

Brand/Fan Pages

Custom

Display Ads

Social Ads

Sponsorships

Applications

Brand/Fan Pages

Custom

Display Ads

Social Ads

Sponsorships

Applications

Brand/Fan Pages

Custom

Display Ads

Social Ads

Sponsorships

Applications

Brand/Fan Pages

Custom

Display Ads

Social Ads

Sponsorships

Applications

Brand/Fan Pages

Custom

Display Ads

Social Ads

Sponsorships

Applications

Brand/Fan Pages

Custom

Display Ads

Social Ads

Sponsorships

Applications

Brand/Fan Pages

Custom

Display Ads

Social Ads

Sponsorships

Applications

Brand/Fan Pages

Custom

Display Ads

Social Ads

Sponsorships

Applications

Brand/Fan Pages

Custom

‘FREE’

Status Updates

Images

Broadcast Messages

Shares / Likes / Recommendations

Events

‘FREE’

Status Updates

Images

Broadcast Messages

Events

‘FREE’

Status Updates

Images

Broadcast Messages

Events

‘FREE’

Status Updates

Images

Broadcast Messages

Events

‘FREE’

Status Updates

Images

Broadcast Messages

Events

‘FREE’

Status Updates

Images

Broadcast Messages

Events

‘FREE’

Status Updates

Images

Broadcast Messages

Events

‘FREE’

Status Updates

Images

Broadcast Messages

Events

‘FREE’

Status Updates

Images

Broadcast Messages

Events

‘FREE’

Status Updates

Images

Broadcast Messages

Events

‘FREE’

Status Updates

Images

Broadcast Messages

Events

‘FREE’

Status Updates

Images

Broadcast Messages

Events

‘FREE’

Status Updates

Images

Broadcast Messages

Events

‘FREE’

Status Updates

Images

Broadcast Messages

Events

‘FREE’

Status Updates

Images

Broadcast Messages

Events

Develop SIM voice

Find a champion

Have rules, will social

Define goals

Editorial schedule

PLANGUIDE TOSOCIALSTRATEGY 2

Forget your expiration dates

PLAN:// Develop a SIM voice

In the social world, trust comes in the form of accessibility and openness.

Be a friend. Participate. That will be the bulk of your message.

Influencers look for deeper engagement.

PLAN:// Develop a SIM voice

PLAN:// Find a champion

Personal interaction trumps stale brand messaging

PLAN:// Have rules, will social

Set rules, but trust people.

Have a personality, please.

PLAN:// Define goals

Awareness, share of voice

Retweets, shares, reach

Sentiment, qualitative

Sales, coupon redemption

PLAN:// Editorial Calendar

Mon Tue Wed Thur Fri

✓ blog post✓ 4 tweets✓ bookmark 3 stories✓ share 2 stories on Facebook

✓ 6 tweets✓ bookmark 1 story✓ share 2 stories on Facebook

✓ 2 tweets✓ bookmark 3 story✓ share 1 video on Facebook

✓ blog post✓ 4 tweets✓ share 2 stories on Facebook

✓ fav 2 videos on YouTube✓ 10 tweets for Follow Friday✓ share 2 videos on

PLAN:// Editorial Calendar

PLAN:// Forget your expiration dates

SIM is not a toe-dip science.

SIM is an long-term commitment to cultivating advocacy so your customers will do the marketing for you.

Add value & Answer questions

Respect the community

Profiles

Syndication tools

Tie into everything

PARTICIPATEGUIDE TOSOCIALSTRATEGY 3

PARTICIPATE:// Profiles

≠ ≠

PARTICIPATE:// Respect the existing community

followers fans connections

≠ ≠

PARTICIPATE:// Respect the existing community

followers fans connections

del.icio.us

PARTICIPATE:// Syndication tools

PARTICIPATE:// Tie into everything

Measurement tools

MEASUREGUIDE TOSOCIALSTRATEGY 4

Which metrics to watch

MEASURE:// Measurement tools

MEASURE:// Which metrics to watch

2009 traffic, pageviews, number of followers & fans

2010 reach, share of voice, sentimentsales leads, conversion, ave order value

posts, click-throughs, redemptionsdeals & specials

PURPOSE METRICS

conversations, answers, sentimentcustomer service

fans, followers, retweets, sharesawareness, leadership

posts, click-throughs, redemptionsdeals & specials

PURPOSE METRICS

conversations, answers, sentimentcustomer service

fans, followers, retweets, sharesawareness, leadership

Boring statistics

LOCALSUPERSTARSOF SOCIAL(Steal these campaigns)

750followers

1500followers

Bought 4 spendy tires from @discounttire yesterday and no one mentioned that today they would release instant $50 rebate. Where's the love?

750followers

1500followers

@dayn Let me know which store you visited and I'll see what I can do :-)

750followers

1500followers

@DiscountTire I went to store ORP 01 (11462 Pacific Hwy, Tigard). Everyone watching? Social media customer service case study right here.

750followers

1500followers

@dayn Just spoke to the Store Manager, and they'll be calling you soon. Happy Thanksgiving, and thanks for your business!

750followers

1500followers

@dayn Just spoke to the Store Manager, and they'll be calling you soon. Happy Thanksgiving, and thanks for your business!

@DiscountTire will be giving me $50 rebate, even though it wasn't avail yesterday. Thanks to Rex for fielding the call from corporate. ;)

750followers

1500followers

1100followers

SWDesigns: @dayn You should of went to American's tire co. They beat Costco prices and we have all terrain tires & love them

1100followers

@SWdesignz Americas Tire = @DiscountTire FTW. They did match the online price from tirerack.com. Big props for that

1100followers

SWdesigns: @dayn I hope you still go back to @discounttire and ask for the rebate as well. It is only a day difference & they should honor that

1100followers

SWdesigns: @dayn Oh good, I am glad @DiscountTire provided you with great customer service. FTW

1100followers

SWdesigns: @dayn Oh good, I am glad @DiscountTire provided you with great customer service. FTW

storeistold:@daynThere's a state law, Discount Tire has to give you your $50 back - if the sale is within 30 day

27followers

BestOfBurgerville.com

Eclectic ProductsShoeGoo June 2008

Where are the skateboarders

loitering online?

Brad Paisley

Video Contest

The Idea:

SKATE VIDEO CONTEST

Micro Site Visitors

Shoe Goo Micro Site

ShoeGooSkate.com

Micro Site Visitors

Shoe Goo Micro Site

YouTube Subscribers

Shoe Goo YouTube contest

Video contest poweredby YouTube

ShoeGooSkate.com

Facebook Friends

Shoe Goo Facebook Page

Videos also postedto Facebook Page

Micro Site Visitors

Shoe Goo Micro Site

YouTube Subscribers

Facebook Friends

Micro Site Visitors

Shoe Goo Micro Site

YouTube Subscribers

Shoe Goo and Skate topicson Twitter

Twitter FollowersTwitter Mentions

Facebook Friends

Micro Site Visitors

Shoe Goo Micro Site

YouTube Subscribers

Shoe Goo and Skate topicson Twitter

Twitter FollowersTwitter Mentions Future expansion areas of the Micro Site

Test your goo.(Where to skate)

116 fans

5,725 views

318 followers 5,619 pageviews

Schedule your

Twitter tweets

Because Grady

Britton <3’s U

If you approach every channel with the intent to add

value through participation, you can’t go wrong. People

will push your brand and products for you.

If you approach every channel with the intent to add

value through participation, you can’t go wrong. People

will push your brand and products for you.

Decide to attack a project socially,

develop a SIM plan, and stick to it. Bite

it off in manageable chunks.

Thank you.

GradyBritton.com GradyBritton

For my card, txt: DAYN to 50500dayn

delicious.com / daynw / FORGE