1 Strategic Thinking for Social Media Marketing Success with Suse Barnes of Susby Internet Solutions May 22, 2012 Strategic Thinking for Social Media Marketing Success Introductions Who is Susby? Who are you? Solopreneurs Consultants Marketing Managers CMOs Community Managers Using Social Media New to Social Media Strategic Thinking for Social Media Marketing Success 3 What is the web today? Strategic Thinking for Social Media Marketing Success 4 The Funnel has Reversed We (consumers) have a voice. I.e. Your customers have something to say, and, people are listening to each other Strategic Thinking for Social Media Marketing Success New Media Marketing? Traditional Marketing Broadcast Big Budget Mass Media, One to Many Brand Equity ROInvestment Traditional Marketing Broadcast Big Budget Mass Media, One to Many Brand Equity ROInvestment Social Media Marketing Personal Conversations Smaller Budget One to One, One to Many, Many to Many Brand Ambassadors ROInfluence Social Media Marketing Personal Conversations Smaller Budget One to One, One to Many, Many to Many Brand Ambassadors ROInfluence Strategic Thinking for Social Media Marketing Success 6 Is content still king? Communication? Entertainment? Source: Hubspot Strategic Thinking for Social Media Marketing Success 7 Listening Sharing Participating Voting Communicating Connecting Collaborating Social + Media = We are the media Strategic Thinking for Social Media Marketing Success The 4 P-Shift P 8 RODUCT RICE LACE ROMOTION P EOPLE ROXIMITY ROMISES ARTNERSHIPS Strategic Thinking for Social Media Marketing SuccessWhy do we need to participate? Strategic Thinking for Social Media Marketing Success Its not a sprint Strategic Thinking for Social Media Marketing Success Its a marathon Strategic Thinking for Social Media Marketing Success Failing to plan is planning to fail. - Winston Churchill Strategic Thinking for Social Media Marketing Success How to develop a winning social media strategy: What is your goal? Finishing, winning, beating your PR? Who are you? Fit, fast, slow, strong, weak, injured, confident? How do you plan to accomplish the goal? Strategy? Pre-race, in-race, post-race Are you ready? Resources: Shoes, food, training Strategic Thinking for Social Media Marketing Success How to win (your marathon): 1.Identify a clear and realistic goal. 2.Know yourself, SWOT. 3.Create a plan. 4.Implement the plan and be flexible. 5.Reflect and refine for next time. Strategic Thinking for Social Media Marketing Success 1. Define the goal Is it attainable? When will you achieve it? How long will it take to accomplish? What will success look like? How will you measure that success? Strategic Thinking for Social Media Marketing Success 2. SWOT What are your Strengths, Weaknesses, Opportunities and Threats? Who is your competition? What is the competition doing to accomplish their goals? What can you learn from competitors? Hint: Are you doing lots of LISTENING? Strategic Thinking for Social Media Marketing Success 3. Create a plan 1.Think LOVE 2.Ask yourself the ABCD questions: A.Who is your Audience? B.What is the Business Benefit of the relationship? C.What is your Content plan? D.What Distribution channels will you use? Strategic Thinking for Social Media Marketing Success Think first, then plan What are you marketing? Which social networks will you participate on and why? How will you engage with your community? What is your strategy including Frequency Voice Measurement? 19 Strategic Thinking for Social Media Marketing Success 20 What are relationships made of? Strategic Thinking for Social Media Marketing Success 21 Your Social Media Plan LOVE L - Listen O - Offer V - Visit E - Engage LOVE L - Listen O - Offer V - Visit E - Engage Strategic Thinking for Social Media Marketing Success 22 Your Social Media Plan LISTEN (Youll need some listening tools: SocialMention.com, Google Alerts, Radian6?) to everything that is being said about your product/service and industry -> RESEARCH (who is your friend?) Your market, Your Competition, Potential Partners, Current Trends, Customers (Existing and Potential) Participate in conversation with questions, comments, likes, follows etc. (Participation is marketing) OFFER Share what interests your community (Content, Content, Content) Create good content, content worth sharing (Content, Content, Content) Value and ENTERTAINMENT (Content, Content, Content) VISIT Build your network so you have people to talk with and connect with Grow through learning about others and understanding what they like ENGAGE Nurture your community members, show that you care, because you do You want the answer to be YES! What would that take? (Content and Frequency) Strategic Thinking for Social Media Marketing Success Tools Where will you participate? What are your resources? What networks/tools are best? Why? How do you know? Strategic Thinking for Social Media Marketing Success Ideas for Campaigns How will you implement the strategy? What campaigns will facilitate it? Strategy = Simple Tactics = more complex Strategic Thinking for Social Media Marketing Success 4. Implement the plan and be flexible Real-time A(B)CD: Be Authentic Be Human Focus on your Community Be Dedicated to your customers Strategic Thinking for Social Media Marketing Success Be Human Strategic Thinking for Social Media Marketing Success Success? Were you successful? What does the picture of success look like? How do you measure your success? What will you learn in the process of creating your strategy, implementing it and measuring the results? Strategic Thinking for Social Media Marketing Success Social in the big picture? 1.What is the goal? 2.What is your overall marketing strategy? 3.What tools are going to be most effective? 4.Are you supporting an existing strategy or creating a new form of buzz? 5.What works, what didnt work and why? How does your social strategy fit into your overall marketing strategy? Strategic Thinking for Social Media Marketing Success B2B Social Marketing Tips B2B Facebook Marketing Tips:facebook-marketing-tips/ 5 Ways B2B companies can use Facebook Timeline:facebook-timeline/facebook-timeline/ Strategic Thinking for Social Media Marketing Success SocialMediaB2B.com Top B2B Companies on Twitter (January 2011) 1. Hubspot 2. Forrester 3. eMarketer 4. CME Group 5. comScore 6. Cisco 7. Gartner 8. Oracle 9. radian6 10. Intel Source: Strategic Thinking for Social Media Marketing Success B2B Social Media Strategy Source: Strategic Thinking for Social Media Marketing Success Be Best-In-Class in B2B Source: Strategic Thinking for Social Media Marketing Success 34 Fish where the fish are Strategic Thinking for Social Media Marketing Success Reach Think Three Rs Relevance Return Strategic Thinking for Social Media Marketing Success 36 Strategic Thinking for Social Media Marketing Success Return Think Three Rs Relevance Reach Strategic Thinking for Social Media Marketing Success 38 Strategic Thinking for Social Media Marketing Success 39 Strategic Thinking for Social Media Marketing Success 40 Strategic Thinking for Social Media Marketing Success 41 Strategic Thinking for Social Media Marketing Success 42 Be Different, Be Remarkable Strategic Thinking for Social Media Marketing Success 43 Who Are You Talking To Who Are You Talking With ? 1.Where does your audience spend most of their time online? 2.Why do they spend their time there? 3.Who are they? 4.Who are your fans? 5.Who are your enemies? 6.How do you start conversations with both of these groups? Strategic Thinking for Social Media Marketing Success 44 Distribution There is a lot of noise out there Its ok to repeat (or retweet) Sharing is good Content is always king, frequency is queen and entertainment is the jack of all parades Create an editorial (social media) calendar and ALWAYS offer value Strategic Thinking for Social Media Marketing Success 45 Strategic Thinking for Social Media Marketing Success 46 Strategic Thinking for Social Media Marketing Success 47 Strategic Thinking for Social Media Marketing Success Will it blend? 48 Strategic Thinking for Social Media Marketing Success Did it blend? 49 $50 gets 6 million hits in 5 days 650% traffic increase 5x the amount of sales a breakthrough in demographics for BlendTecs brand awareness and image creation. -- ROI for BlendTecs Will it Blend? Campaign March 13, 2009 by Joy-Fleur Brettschneider ROI for BlendTecs Will it Blend? Campaign Strategic Thinking for Social Media Marketing Success 50 Dont Write or say anything you wouldnt do or say in front of your mother Broadcast SHOUT Copy Forget about the elephant!elephant Strategic Thinking for Social Media Marketing Success 51facebook-page-how-a-company-can-really-screw- up-social-media/6786 Strategic Thinking for Social Media Marketing Success 52 Strategic Thinking for Social Media Marketing Success 53 Strategic Thinking for Social Media Marketing Success 54 Strategic Thinking for Social Media Marketing Success Are you offering Value? 55 Free Webinars Infographics Events Free information Fun Quotes Strategic Thinking for Social Media Marketing Success 56 https://pinterest.com/search/?q=supply+chain Strategic Thinking for Social Media Marketing Success 57 https://pinterest.com/search/?q=supply+chain Cisco distributes its social presence on all networks Strategic Thinking for Social Media Marketing Success 58 https://pinterest.com/search/?q=supply+chain Cisco distributes its social presence on all networks Strategic Thinking for Social Media Marketing Success Learn from Ciscofacebook-page/http://socialmediab2b.com/2010/05/cisco- facebook-page/WHDRmM - SuperFan Launchhttp://www.youtube.com/watch?v=thQxf WHDRmMmedia-marketing/facebook-marketing/b2b- facebook-pages/http://www.smartinsights.com/social- media-marketing/facebook-marketing/b2b- facebook-pages/ 59 Strategic Thinking for Social Media Marketing Success 60 Ciscos SuperFan Spotlight together we are the human network Strategic Thinking for Social Media Marketing Success 61 Strategic Thinking for Social Media Marketing Success 62 But First we Need to Measure Implementing marketing campaigns is worthless unless you know how they performed. I.e. What is the ROI (return on investment)? AKA Return on Influence in social media circles Remember, even if youre not paying to promote on social networks, youre still spending time. Strategic Thinking for Social Media Marketing Success 63 Measuring Marketing Campaigns Web = Digital Digital = Trackable Trackable = Analytics Analytics makes it super easy to measure performance of marketing campaigns Strategic Thinking for Social Media Marketing Success 64 Measuring Marketing Campaigns Types of campaigns and tools Driving Visits to the Website Google Analytics [FREE]Google Analytics Webstat Omniture Facebook Fan Page/Advertising Facebook Insights [FREE] Twitter Engagement[Free]http://bit.ly[Free]http://www.hootsuite.com Social Media Marketing Performance Tracking Strategic Thinking for Social Media Marketing Success 65 Social Media Marketing Performance Tracking Radian6 -Biz Trendrr -Infegy -Lithium Unilyzer -SocialMention Trackur Strategic Thinking for Social Media Marketing Success 66 Always More 20 Tools for Tracking Social Media Viral, Social, Senitiment, Mobile: 4 Delightful Web Analytics Solutions - blog post by Avinash KaushikViral, Social, Senitiment, Mobile: 4 Delightful Web Analytics Solutions Social Media Analytics: Twitter Quantative & Qualitative Metrics - another blog post by Avinash KaushikSocial Media Analytics: Twitter Quantative & Qualitative Metrics Strategic Thinking for Social Media Marketing Success 67 Remember the Secret? Its not about marketing, its about relationships and trust. Build sustainable relationships. Strategic Thinking for Social Media Marketing Success 68 Thank You BMA NorCal Marketing Roundtable! Connect with Suse (Susan) Barnes: Phone/SMS: (415) Connect with Suse (Susan) Barnes: Phone/SMS: (415) Strategic Thinking for Social Media Marketing Success 69