Post on 29-Oct-2014
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Why Before How: Developing Successful Social Media Strategy
& Synergistic Integration
February 1, 2010
DJ WaldowDirector of Communitywww.blueskyfactory.com@djwaldow
Mike CorakDirector of Interactivewww.offmadisonave.com@mikecorak
Social Audit Checklist What are the current conversations about…
• Your Brand(s)?• Your Executives & Key Players?• Your Industry?• Your Competitors?
Where are those conversations taking place? What opportunities are present to engage the audience?
• Messaging• Programs/Promotions• Venues/Tools (e.g. Facebook, Twitter, YouTube)
What does success look like?
“You can’t take
something off the Internet.
That’s like trying to take
pee out of a swimming
pool.”- Joe Rogan’s character on Newsradio
Activity | Sentiment | Influencers | Impact
Listening Implications
Photo Credit: Frank Eliason
Photo by Emily Kreed
How Much Do You Suck?
(a volunteer please)
Social Media is an Ingredient
First, an Entrée Second
Traditional Marketing Mix
Enter Social Media
Integrating Social Media
Attracting New Fans & Followers
Integrating Social Media
Encouraging those people to engage and/or buy
Integrating Social Media
Retaining previous customers or brand advocates
Social Media + Email
Social Media + Search
Blog
YouTube
Blog
Google Real-Time Search
Conversations ∞ Content
Search Drives Content Consumption
Blogging for Content & Commerce
Search From Social Outposts
Social Media + Events
Integration Tools & Tactics
Virtual Communication Real Live Events
Social Media & Advertising
Social Media + Media Relations
2. Public Relations
The New PR Pitch
140
Take a Break
Gather Data
Photo by Ansik
Creating a Social Media Strategic Map
The Old Way:
Use Targeting and Interruption to Convince
The New Way:
Use Human Engagement and Dialog to Drive Preference and Loyalty
Uses Humanization and Approachability to Create
Kinship and Brand Preference
A Successful Social Media Program:
Social Media Isn’t a Conversation. It’s Where the Conversation Takes Place.
Tools Change. Always..
Series10
10
20
30
40
50
60
YahooExciteAltavistaInfoseekLycos
Share of Search, 1999
Worry About the Tools Last, Not First
www.theconversationprism.com
7 Step Process
1. Listen
2. What’s the Point?
3. Analyze Audience
4. Find Your One Thing
5. Select Outposts
6. Pick Metrics
7. Make a Statement
1. Listen
Listening Results
• What’s Being Said• About Us• About Our Competitors• Sentiment & Share of Voice
• Who’s Saying It?• Where Are They Talking?
Free Listening Worksheet
2. What’s the Point? Awareness?Sales? Loyalty?
Pick One
3. Analyze Audiences
Photo by JamiesRabbits
Who Are They?
Age
Gender
Geography
What Relationship Do They Have With Your Brand?
Pick Up to Two, Adjacent
How Does the Audience
Use Social Media?
We’re Not All Spielberg
1961 Entries
300 Entries
Map Demographics To Social Media Usage
http://www.forrester.com/Groundswell/
Determine Whom You’re Going to Reach
Select 2 to 3 Rungs
4. What’s Your One
Thing?
• Your carefully crafted• brochure copy• filled with• bullet points• about • product• features and• benefits
• Does NOT Make This Happen…
Passion is the Gasoline of Social
Media
Find Your One Thing And Build Around It
It’s Not About KetchupIt’s About Where Ketchup Comes
From
It’s Not About ClothesIt’s About the People Who Wear Them
Finding the One Thing Isn’t Easy
Brand Anthropology
• Don’t Think – Listen and Observe
• Ask Your Customers
• Ask Your Agency
How Will You Be Human?
Great Movements Are Made Up of Great People.
Social Media Lets You Prove It.
Sometimes It’s Better If the Employees are the Star. Or the Customers.
Maybe It’s Not Just One Star
The Greatest Story Ever Told
5. Select Outposts
Hit ‘em Where They Are, Not Where They Ain’t
Photo by Compujeramey
6. Measure Impact
Awareness? Sales? Loyalty?
Possible Metrics for Awareness
Web Traffic From Outposts
Social Mentions
Share of Voice
Followers, Fans, Friends
Search Volume Trends
Visits from Search
Possible Metrics for Sales
Social Connectivity of Customers/Prospects
Redemption of Social Media-Only Offers
Sales Funnel Actions by Social Referrers
Repeat Visits by Social Referrers
Possible Metrics for Loyalty
Social Connectivity of Repeat Buyers
Net Promoter Score, or Similar
Increase in Positive Social Mentions
Increase in Positive Ratings/Reviews
Reduction in Customer Service Touches
7. Make a Strategic Declaration
Photo by U.S. National Archives
(Company Name) will drive (Awareness, Loyalty, Sales), by turning (People, Prospects, First-time customers, Repeat customers) into (Prospects, First-time customers, Repeat customers, Advocates). Centered around (One Thing), we will use (Humanization approach) to make the company more human. We will engage with (Creators, Critics, Collectors, Joiners, Spectators), on our (Home Base) and on (Outpost) and (Outpost). We will use (Metric), (Metric) and (Metric) to regularly measure the success of this social media strategy.
Who Owns Social in the Organization?
Build an Ark to Govern Social Media
Painting by Mary Singleton
On the Ark
• Marketing / PR Staff
– Participate in Planning
– Coordinate Goals & Strategy
– Maintain Message Integrity
On the Ark
• Customer Service Team
– Answer Questions
– Solve Problems
– Provide Proactive Alerts
On the Ark
• Web Technology Team
– Production (Tools & Apps)
• Contests, iPhone Apps, Games
– Reference Social Media Outposts
– Fulfill Social Media Promises
• Deeper, More Detailed Information
On the Ark
• Senior Management Team
– Give It Up
– Provide Content
– Be Present
Do Not Use Force
Photo by floodllama
The Right People
Passion
TimeKnowledgeLove
It.
Learn It.Leverage It.
Set Timelines
Gather Data
Photo by Ansik
Data to Seek
• Customer Characteristics• Geography• Age• Gender
• Current Social Metrics (if any)• Web Metrics
• Unique Visits• Bounce Rate• Referrers
• Business Metrics
Gather Data
Photo by Ansik
Community Manager:Your Online Mayor
Personal vs. Business Branding
Find Your Spheres
DJ Waldow
Email Marketing
Retweets
Lists
Software & Automation
Twitter Virality TipsAfternoons
Thursdays - Sundays
“Please RT”
Minimal Posts
Previously Retweeted
Warnings, or Asking for Help
About Facebook
• Communicate with Customers• Share & Elicit Content• Gain Key Insights
Facebook Page Tenets
Additional Facebook Page Tips
• Develop a Content Schedule– But Allow for Flexibility
• Elicit Content from All– But Keep a Watchful Eye (Quality Assurance)
• Be Creative, Engaging & Different– But Know Facebook Limitations & Guidelines
Facebook Applications
Ecommerce on Facebook
Facebook Metrics
Facebook Fan Box
Facebook Advertising
Blogging: Your Online Magazine
Blogging = Traffic
A Volunteer, Perhaps?
• Your Digital Rolodex• Strictly Business• Fantastic for Networking
Your Smiling Face
Your Current/Recent Positions
Your Connections
Your Quick Summary
Your Interests - Blog Posts - Tweets - Presentations - Reading List - Etc.
Your Experience / Education / Groups
Invite People You Meet/Know
• Upload Contact Lists
• Follow Up After Meetings
• Browse Connections’ Connections
• Learn more about Prospects
Give (to Get) Recommendations
Join Groups
Ask & Answer Questions
Create Company Pages
We Want You!
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