Marketing Excellence Series
Social Media Strategies
@ShaunHolloway
JoAnna Williamson
Session Outcome
Commit to engaging your audiences and building loyalty through social
mediato more effectively
achieveyour marketing goals
What would you like to accomplish?
Session Outcome
U.S.E. Social Media
Understand
Set Up
Engage with your target
communities
and sustain selected accounts
the underlying
strategyUS
E
Where are you in your knowledge
and use of social mediaNo Working Knowledge
Enough Knowledge to be Dangerous
Expert Knowledge
Social Media Continuum
London Olympics Video by Associated Press
https://www.youtube.com/watch?v=kGtcNXu-VQU
Definition of Social Media
“Social media is an ever-growing and evolving collection of online tools and toys, platforms and applications that enable all of us to interact with and share information.” Ann Handley
IBM Study of
Chief Marketing
Officers
The Center for Global Brand Leadership, Columbia Business Schoolhttps://brandleadership.wordpress.com/2014/04/28/cmo-insights-from-ibms-global-c-suite-study/
U.S.E. Social Media
Understandthe underlying
strategyU
Your Plan
Digital Transformation
Previous Era New Era
Targets end-users Community of end-users
Monologue Communication Dialogue-based Communication
Awareness Priority Engagement Upgrade
Push Strategy Pull Strategy
Protected Communication Transparent Communication
Created by Organizations Co-created with end-users
Brand Management Focus Brand Stewardship Focus
Traditional Marketing Mix
Product
Advertising
Direct Marketing
Web Marketing
Social Media Marketing
Personal Selling
Public Relations
Email Marketing
Promotion
Price Place
SWOT Analysis
Strengths Weaknesses
Opportunities Threats
SMART Objectives
NOT SMART• I’ll get the order
• I’ll sell the max
• I’ll let production worry
• Low-balling never hurts
• Whenever is great!
SMART Objectives
NOT SMART• I’ll get the order
• I’ll sell the max
• I’ll let production worry
• Low-balling never hurts
• Whenever is great!
SMART• S: Increase last year’s
order by 5%
• M: 100 additional units
• A: It falls within capacity
• R: A difficult sell, but possible
• T: At this call
Define Your Objective(s)Open Discussion
5-Second Memory Test
it’s all the time we have
Remember as many letters as you can
JFKN AS ANAT OUP SFBI
Now Try Again…Next slide
please
JFK NASA NATO UPS FBI
This is Our Reality.
Define the Target Audience
Open Discussion
Choose Communication Channels
Newsletters
EmailCampaig
ns
pages
Blog posts/Twitter
LinkedInGroups
Media Websites
Print Collatera
l
News/media
release
Website/Feeds
Information Technology Strategy creates and supports channels
Content
Customize or repurpose message for delivery in specific channel(s)
Identify audiences appropriate for content
Monitor audience reaction and participation
Evaluation
Communications and Marketing Strategy determines approach Purpose/GoalAudienceTiming/FrequencyAppropriatenessResponseVoicePersonality
Consistency Brand
Development framework
Tool integrationGuides usage
Innovation
Organization Strategy
Marketing Strategy
Social Media
Photo and
VideoEmail Content
IT Strategy
System Web Portal Channel
Relationship of Strategies
Your Approach
The Power of Words by Andrea Gardner
https://www.youtube.com/watch?v=Hzgzim5m7oU
Central Website
and Community
Video
Photos
Blogs
Audio
SocialNetwor
ks
YouTube
Vimeo
Veoh
Flickr
Photobucket
Interest
DailyMotion
Forums
Microblogs
Interest
General
Utterly
Blubrry
Interest
General
SitesCompany
Individual
Institution
Organic
Social Media Marketing Basic Model
Feeds / Widgets
Bookmarking
Email / Print
Interest
General
Find the Spot
Channel
AudienceContent
“Sweet”Spot
Social Media Tiers
Website, Facebook, LinkedIn, Blogs
Twitter, YouTube, Instagram
RSS Feeds Apps
Flickr, Tumblr
Widgets
Tier1
Tier2
Tier3
Lost Generation by Jonathan Reed
https://www.youtube.com/watch?v=42E2fAWM6rA
Know the game
PaidTV
Radio
Events
Display
SEM/Online
Owned
Storefront
Website
Direct Mail/Email
Social / Mobile Media
Earned
Word-of-Mouth
Press
Referrals
On-site Comments
Shares, Likes, RT’s
Check-ins
Ratings/reviews
Mentions
Shifted Componentsof the Marketing
Strategy
Content Aggregation
U.S.E. Social Media
Set Upand sustain selected
accountsS
Interactive LUNCHOpen Discussion
HOW DO YOU…Know which tool(s)
to use?
CONSIDER TEN SOCIAL MEDIA TOOLS
WORTH IT (green)HELPFUL (yellow)
WASTE (red)
Social Media Landscape
Target Audience Communication
Brand Awareness
Referral Traffic
Personal vs. Professional
Twitter There are a number of tools to help track mentions and sentiment. Reach is broad once established
Allows opportunity to engage and spread news virally. Excellent for branding and public relations management
The potential is large, but over-promotion and too frequent posts can turn off followers. Find a solid balance
Strong in both areas where messaging, sharing, and follower/following is a measure of influence.
Facebook Great for engaging people, sharing options, and participation.
Use the platform to organically grow followers and/or utilize ads to grow the follower base. Do not forget to keep content interesting
Excellent way to share content from the website and drive traffic. The use of share buttons continues to increase cross-shares
While primarily viewed as a personal social tool, the network is utilized to promote professional accomplishments via brand pages.
Credit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com
Social Media Landscape
Target Audience Communication
Brand Awareness
Referral Traffic
Personal vs. Professional
LinkedIn Engagement is possible through groups, but moderation is needed to keep them clean. Group performance and frequency vary
Effective for personal branding as well as an organization with brand pages
Majority of users tend not to click-through; however, what traffic comes tends to be from relevant readers from the target audience
Very strong and focused on the professional network and interests, while allowing integration with other content tools
YouTube Powerful channel for quickly engaging the audience and feeding content to many vehicles
Excellent tool once a catalog of video is created that collectively represents the brand and relates to the target audience
Traffic primarily goes to the video, and links can be added to the description; however, embedded videos into a website help both ways
Can be used for both areas; however, focus and big picture purpose is needed, not to mention some skill.
Credit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com
Social Media Landscape
Target Audience Communication
Brand Awareness
Referral Traffic
Personal vs. Professional
Flickr Properly tagged photosets and photos help communicate activity and showcase the message
Participation is possible but not likely, but embedded photo slideshows help significantly
Even with many views, the click-through rates to the website remain low
Photo sharing is fragmented among tools and networks, but it can work well for both areas for branding and sharing.
When evaluating “sub-reddits,” the feedback is valuable, but reach can vary based on relevance
There is little branding opportunity, as most stories are from major news sites. Images attribution is limited
If Reddit likes the brand, then traffic is good. There is balance on trying too much and not enough
Difficult to establish a connected reputation in both areas and primarily caters to niche audiences.
Credit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com
Social Media Landscape
Target Audience Communication
Brand Awareness
Referral Traffic
Personal vs. Professional
Pinterest Not a great platform for engaging customers due to the nature of the collections and functions
Following and sharing pins can help spread the brand’s impact and encourages others to do the same
Traffic generation is big, but only the website needs pinnable images
Primarily a personal photo and Internet sharing service, professionals in certain industries can succeed.
Slideshare Great for organizations that utilize slide decks. Embedded presentations into website helps promotion
Many ways to leverage and increase exposure. Strategically utilize the Slideshare URL to encourage traffic
Very similar to YouTube in that traffic tends to stay within the network. Embedding slideshows and feeds helps
As a LinkedIn company, sharing content is mainly professional with good personal site integration methods.
Credit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com
Social Media Landscape
Target Audience Communication
Brand Awareness
Referral Traffic
Personal vs. Professional
Google+ Communication and engagement possibilities are rare, and user participation is relatively low
Majority of brand searches appear in Google search results and +1’s rank highly
Content can be heavily shared and influence how the content ranks. Using the +1 button helps
The search ranking alone makes this a must-have network; however, it’s a mix for both areas trying to carve out its fit.
Instagram Communication exists within the site for engagement but relatively self-contained
Excellent way to show images of offerings and promote campaigns. API can push photos to sites
Very difficult. Only the creative and the super curious can accomplish
Sharing photos and short videos is currently a personal endeavor but professionals in the right niche may find a way.
Credit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com
Social Media Landscape
Blind Communication
Pyramidal ApproachBased on level of risk required and the ability to sustain a more complex tool
Enter photo-sharing communities
Enter video-sharing communities
Establish blogs and micro-blogs
Sustain social networks
Utilize audio
Active Participatio
n
Monitoring
Content Pipeline
Preparation
Social Success Formula
= Sustainability
+ +
U.S.E. Social Media
Engagewith your target
communitiesE
Radical Trust is Necessary
How can you trust other people?
Moral code is in the majority
Safety is in the community
Environment is well-constructed
Assumes equal and abundant resourcesDon’t be Afraid of the < 1%
Are You Ready?
1.What is the purpose / mission?
2.Who is going to be the champion?
3.Who is the target audience?
4.How is it going to be sustained?
5.How does it fit strategically?
Optimization
SEO
SEM
SMO Social Media Optimization
Search Engine
Marketing
Search Engine
Optimization
Your Follow-through
8-ball Developer Problem
ONE ball is heavier than the rest. How many weighings will it take to
find it.
8-ball Developer Problem
Most common answer = THREE weighings
Divide and conquer approach.
8-ball Developer Problem
Best answer = TWO weighingsInference approach.
Engaging EmployeesOpen Discussion
Response Protocol
•Need to have a plan should the “less than 1% percent” happen
•Part of your social media strategy and communications toolkit
• @webpronews featured my social media response design in their "A Collection of Social Media Flowcharts" article on July 22, 2011, http://slidesha.re/n0rzEA
Social Media Comment and Response Protocol
YES
NOYES
NO
NO
“Web Rage”Is the posting a rant, rage, joke, or ridicule in nature?
NO
“Misguided”Are there erroneous facts or statements in the posting?
NO
NO
YES
Monitor OnlyAvoid responding to specific
post and people; monitor the site for relevant information and
comments.
YES
YES
Fix the FactsRespond with factual
information directly in the comment space.
(See the five possible responses below.)
Share SuccessProactively share the story
and/or additional information.
RestorationRectify the situation, respond
and act upon a reasonable solution.
(See the five possible responses below.)
Let Post StandNo response given.
NO
TransparencyDisclose information and any affiliation to
Organization
SourcingProvide citations, links, etc to credible sources
for accuracy
TimelinessTake time to create
good responses from a good point of view
ToneRespond in a tone that
reflects on the high standards/quality
InfluenceFocus on the most
influential sites related to the industry
YESYES Response Options & Combinations YES
NO
Evaluate
ConcurrenceA factual and well cited
response or opinion, which may or may not agree, yet the post is
not negative.
Organization can concur with the post, let it stand, or provide
a positive review.
Does Organization respond?
Comment or PostingOn organization own website/network or a post on another site.
Is it a positive posting?
Final EvaluationBase response on present circumstances, site
influence, and stakeholder prominence. Will Organization respond?
“Unhappy Stakeholder”Is the posting a result of a negative experience?
“Trolls”Is this a site dedicated to degrading or
ridiculing others?
Social Media PolicyOpen Discussion
Lessons from a Dancing Guy by Derek Sivers
https://www.youtube.com/watch?v=fW8amMCVAJQ
Value of a Follower
What is one worth?How do
you know?
$$$?
What do you know?
#Octothorpe by Vlog Brothers
https://www.youtube.com/watch?v=HEVOM0VycMI
Social Media DashboardCourtesy of Josh Fitzwater, Former Director of Social Media, Kenyon College
Data Monitoring Tools
•Server logs and Webalyzer
•Google Analytics and Webmaster Tools
•YouTube, Twitter, and Facebook Insights
•URL shortener stats• Bitly.com, ow.ly, goo.gl, is.gd
Choose Wisely.
What social tools are
good for what type of need, event, or
activity?Open Discussion
Marketing Excellence Series
Social Media Strategies
@ShaunHolloway
JoAnna Williamson