MARY LOU ROBERTS December 2011December 2011

LOOKING BACK, LOOKING FORWARD

MARY LOU ROBERTS December 2011

DIFFICULT ISSUES – WHAT ELSE?

• Understand Social Media as Part of the Marketing Communications Mix

• Understand Social Media from a Strategic Perspective

• Come to Grips with How Much Work Is Involved

• Make the Organizational Case for Social Media

MARY LOU ROBERTS December 2011

FAR DOWN ON THE HIERARCHY

http://diy-marketing.blogspot.com/2009/04/where-does-social-media-fit.html

MARY LOU ROBERTS December 2011

STEPS CAN’T BE AVOIDED

LISTEN COMMUNICATE ENGAGE COLLABORATE

MARY LOU ROBERTS December 2011

MY TOP 10+ SMM MYTHS1. It’s Easy.2. It’s Free.3. It’s About Technology.4. Social Media Reaches Mass Audiences.5. Marketers Can Talk About Their Products.6. All Internet Users Will Participate.7. Management Will Understand the Potential.8. We’ll See Results Right Away.9. Tracking, Measuring is Easy.10.We’ll Put It Up and It Will Take Care of Itself.11.It Will Scale as We Are Successful. 12.Marketing Research Will Guide Us.

MARY LOU ROBERTS December 2011

4. MASS AUDIENCES IS NOT THE POINT

• Social Media/Networks Allow Identification of– Groups \– Segments– Niches /– Specialists \– Influencers /

• For Specific, Personalized Targeting– Depending on Your Objectives/Target Audience

Klout, Kred

Facebook Ads an Accessible Example

MARY LOU ROBERTS December 2011

6. ALL INTERNET USERS WILL PARTICIPATE

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

MARY LOU ROBERTS December 2011

7. MANAGEMENT WILL UNDERSTAND POTENTIAL

THE ULTIMATE ISSUE

MARY LOU ROBERTS December 2011

NEED TOP MANAGEMENT CHAMPION

• Get Small Projects Approved– Have Strategic Impact– CAN BE TRACKED TO SUCCESS MEASURES

• Social Media Metrics• Key Performance Indicators

• Demonstrate Return on Investment• Have a Clear “Next Steps” Vision

• Understand Change Management Process/Strategy

MARY LOU ROBERTS December 2011

8. WE’LL SEE RESULTS RIGHT AWAY

http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2011/

Remember that Overdrive requires a year engagement contract.

MARY LOU ROBERTS December 2011

10. WE’LL PUT IT UP; IT WILL TAKE CARE OF ITSELF

• Must Have Community/Corporate Guidelines– http://push.pickensplan.com/notes/Community_Guidelines

-- http://www.scribd.com/doc/33461366/Cisco-Social-Media-Policy-Guidelines-and-FAQs Why needed? http://blogs.cisco.com/socialmedia/social-media-%E2%80%93-the-efficacy-of-the-corporate-guide/

-- Unless You, like Matt Johnston, Sit In a Room with the Entire Marketing (and perhaps PR) Department

• Assign Responsibility and Monitor Consistently

MARY LOU ROBERTS December 2011

12. MARKETING RESEARCH WILL GUIDE US

Marketing Research Plays a MINIMAL ROLE.

Listening, Responding Produces Insights(Data)?

No MR Until You Have Questions:Can’t OBSERVE/Monitor BEHAVIOR

Must ASK

Behavioral Data Generally More Reliable Than Self-Report

MARY LOU ROBERTS December 2011

QUESTIONS? MY TOP 10+ SMM MYTHS1. It’s Easy.2. It’s Free.3. It’s About Technology.4. Social Media Reaches Mass Audiences.5. Marketers Can Talk About Their Products.6. All Internet Users Will Participate.7. Management Will Understand the Potential.8. We’ll See Results Right Away.9. Tracking, Measuring is Easy.10.We’ll Put It Up and It Will Take Care of Itself.11.It Will Scale as We Are Successful. 12.Marketing Research Will Guide Us.

MARY LOU ROBERTS December 2011

WHAT DOES 2012 HOLD?

MARY LOU ROBERTS December 2011

IN A WORD

M O B I L E

SO LO MO

MARY LOU ROBERTS December 2011

MOBILE = CONVERGENT TECHNOLOGY

http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-2011?from=ss_embed

MARY LOU ROBERTS December 2011

SEARCH IS OTHER CONVERGENCE ELEMENT

MARY LOU ROBERTS December 2011

Razorfish Outlook 2012Other Useful Chaptershttp://dev.realartusa.com/razor/13409/www/download/RazorfishOutlookReportVol10.pdf

MULTICHANNEL INTEGRATION IS KEY

MARY LOU ROBERTS December 2011

FORECASTS

Infographic +

Video on Media(consumer & business trends)

http://www.localonlineguy.com/291158/2011/11/14/digital-marketing-trends-2012-%28infographic%29.html

MARY LOU ROBERTS December 2011

THE VIDEO

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

MARY LOU ROBERTS December 2011

YOU WILL HELP WRITETHE NEXT CHAPTER!