Why is strategy being left out?                         April 28th, AAF Knoxville, TN   ©2011 22squaredFriday, April 29, 2...
Why is strategy being left out?                         1. Maybe they’ve forgotten the difference between strategy and tac...
Strategy               vs.    Tactics                         Why is strategy being left out?                         1. M...
Strategy is when you have a plan to accomplish                         something. From beginning to end if you are prepare...
Tactics are the specific actions, sequences of actions, and                         schedules you use to fulfill your stra...
digital&social                         Brand   Strategy   ©2011 22squaredFriday, April 29, 2011
STRATEGIC GAP                         It’s like going on a road-trip, when you don’t know where you’re going or why?   ©20...
10 Questions to ask yourself                         1. Why social? (follow your brand, not your competitors)             ...
Don’t let tactics wag your brand.                         T.G.I.F? or... T.G.(we’re not).F?                               ...
Takeaway: Get to know your audience.                         Post like a friend, not a brand.   ©2011 22squaredFriday, Apr...
WOW!   ©2011 22squaredFriday, April 29, 2011
Brand Mission     Aspirational (True North)                         STRATEGIC GAP                          Platform Tactic...
Brand Mission     Aspirational (True North)                          Platform Tactics    Approach                         ...
We are going to                          We are going to                                            “Do Social Media”     ...
Please Don’t   ©2011 22squaredFriday, April 29, 2011
If you’re going to “Do”             anything, do this...                                          Brand Mission     Aspira...
There has to be a reason...   ©2011 22squaredFriday, April 29, 2011
Told you there was a reason :)   ©2011 22squaredFriday, April 29, 2011
If you know where you’re going (and why)                          all you need is a plan on how to get there.   ©2011 22sq...
Brand Vision Statement                What’s Yours?                                                         Delivering hap...
Want to know a                         Secret?   ©2011 22squaredFriday, April 29, 2011
People nor departments                         are “responsible for social”                           ...the strategy is. ...
The Plan                         BRAND                         Mission Statement                                          ...
Why Social?                         Top Reasons Brands Are Investing In Social...                           1. To generate...
Start Here...                           1.   __________My Brand.                                Serve or Amplify?         ...
Great job of serving their       Serve      customer by activating their      employees @twelpforce      Where should     ...
Identify & Prioritize                                                      Platforms                                      ...
Putting it all together...                         Mission. Strategy. Tactics. Activation.                         Brand  ...
Now that you’ve answered all of the important questions                     for you brand, now you can do cool sh!t like t...
(case study: video)   ©2011 22squaredFriday, April 29, 2011
embrace it.                                       Failure is eminent.   ©2011 22squaredFriday, April 29, 2011
What mobile app company failed 51x before they found success?   ©2011 22squaredFriday, April 29, 2011
What retail brand pissed-off an entire country?   ©2011 22squaredFriday, April 29, 2011
Making your brand too social can put your brand at risk.   ©2011 22squaredFriday, April 29, 2011
Brand actions are amplified for both the good and the bad that you do.   ©2011 22squaredFriday, April 29, 2011
David and Goliath                         When done right you may be surprised at the results...   ©2011 22squaredFriday, ...
1MM Likes                                        2MM Likes                                  3MM Likes                     ...
1MM Likes                                        2MM Likes                                  3MM Likes                     ...
Work that talks™                         Our agency is dedicated to igniting and sustaining brand                         ...
(advocacy: video)   ©2011 22squaredFriday, April 29, 2011
In Summary...                         1. Be strategic, not just experimental                         2. Listen to what the...
My Contact Info                    22squared: Our Clients                         David Rollo                             ...
Social Strategy: Why Does Strategy Get Left Behind?
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Social Strategy: Why Does Strategy Get Left Behind?

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Don't let tactics wag your brand. It's simple, if you don't know "why" you are doing something... don't do it. Yes mobile apps, Facebook brand pages and Twitter are alluring to say the least. I'm not saying don't, just know why before you do. You can follow David on Twitter @iRollo

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Transcript of "Social Strategy: Why Does Strategy Get Left Behind?"

  1. 1. Why is strategy being left out? April 28th, AAF Knoxville, TN ©2011 22squaredFriday, April 29, 2011
  2. 2. Why is strategy being left out? 1. Maybe they’ve forgotten the difference between strategy and tactics ©2011 22squaredFriday, April 29, 2011
  3. 3. Strategy vs. Tactics Why is strategy being left out? 1. Maybe they’ve forgotten the difference between strategy and tactics ©2011 22squaredFriday, April 29, 2011
  4. 4. Strategy is when you have a plan to accomplish something. From beginning to end if you are prepared and focus on your plan thats having a strategy. strat·e·gy ˈ ə ē Noun 1. A plan of action or policy designed to achieve a major or overall aim. 2. The art of planning and directing overall military operations and movements. ©2011 22squaredFriday, April 29, 2011
  5. 5. Tactics are the specific actions, sequences of actions, and schedules you use to fulfill your strategy. If you have more than one strategy you will have different tactics for each. tac·tics /ˈtaktiks/Noun 1. An action or strategy carefully planned to achieve a specific end. 2. How you will achieve your strategy and when. ©2011 22squaredFriday, April 29, 2011
  6. 6. digital&social Brand Strategy ©2011 22squaredFriday, April 29, 2011
  7. 7. STRATEGIC GAP It’s like going on a road-trip, when you don’t know where you’re going or why? ©2011 22squaredFriday, April 29, 2011
  8. 8. 10 Questions to ask yourself 1. Why social? (follow your brand, not your competitors) 2. How can this channel benefit my brand/customer? 3. Who do I admire (socially)? 4. What area of my business needs the most help? 5. What’s being said about my brand, product or service? 6. Where do I start? (Should vs. Could) 7. What platforms are most relevant? 8. How do I position my brand? 9. What assets do I have vs. need? 10. What does success look like and how do I measure it? ©2011 22squaredFriday, April 29, 2011
  9. 9. Don’t let tactics wag your brand. T.G.I.F? or... T.G.(we’re not).F? Strategy Tactics By Sunday, Sept. 13. 2009 Woody hit the proposed 500,000 Facebook fan mark http://slidesha.re/socialbad ©2011 22squaredFriday, April 29, 2011
  10. 10. Takeaway: Get to know your audience. Post like a friend, not a brand. ©2011 22squaredFriday, April 29, 2011
  11. 11. WOW! ©2011 22squaredFriday, April 29, 2011
  12. 12. Brand Mission Aspirational (True North) STRATEGIC GAP Platform Tactics Approach Platform Tools Efficiencies & Scale Platform Content Information/Assets Measures+Metrics Validate/Inform/Adapt Why do some brands to start here? ©2011 22squaredFriday, April 29, 2011
  13. 13. Brand Mission Aspirational (True North) Platform Tactics Approach Platform Tools Efficiencies & Scale Platform Content Information/Assets Measures+Metrics Validate/Inform/Adapt Why do some brands to start here? ©2011 22squaredFriday, April 29, 2011
  14. 14. We are going to We are going to “Do Social Media” “Do Facebook” We are going to “Do Twitter” Brand X (sound familiar?) ©2011 22squaredFriday, April 29, 2011
  15. 15. Please Don’t ©2011 22squaredFriday, April 29, 2011
  16. 16. If you’re going to “Do” anything, do this... Brand Mission Aspirational (True North) STRATEGY (Future State) Vision Reason for Being (Plan) Strategy High-Level Goals & Objectives Identified Platforms Relevance Platform Priority Value & Impact Platform Strategy Specific Goals & Objectives Platform Tactics Approach Platform Tools Efficiencies & Scale Platform Content Information/Assets Measures+Metrics Validate/Inform/Adapt ©2011 22squaredFriday, April 29, 2011
  17. 17. There has to be a reason... ©2011 22squaredFriday, April 29, 2011
  18. 18. Told you there was a reason :) ©2011 22squaredFriday, April 29, 2011
  19. 19. If you know where you’re going (and why) all you need is a plan on how to get there. ©2011 22squaredFriday, April 29, 2011
  20. 20. Brand Vision Statement What’s Yours? Delivering happiness to customers, employees, and vendors A Typical vision statement is a more specific, 2-4 sentence Zappos Vision overview of your company. It describes your purpose, values Develop customer service and your desired future state or your company. outreach through social media Things to think about... Best Buy Vision 1. What’s the company purpose? What do you do for your customers? 2. What values does the company and your employees embody? Provide the ultimate social 3. Where is the company headed? How will it grow? experience for sports fans (new commitments, services etc...)? BWW Vision ©2011 22squaredFriday, April 29, 2011
  21. 21. Want to know a Secret? ©2011 22squaredFriday, April 29, 2011
  22. 22. People nor departments are “responsible for social” ...the strategy is. ©2011 22squaredFriday, April 29, 2011
  23. 23. The Plan BRAND Mission Statement a.k.a Strategy SOCIAL Vision Statement Platforms + Tactics + Measures ©2011 22squaredFriday, April 29, 2011
  24. 24. Why Social? Top Reasons Brands Are Investing In Social... 1. To generate word of mouth advocacy 2. Develop brand loyalty and build closer relationships with customers 3. Address customer care issues 4. Educate customers and media about company-related issues 5. Support product/service sales and events Source: FedEx Social Brand Study ©2011 22squaredFriday, April 29, 2011
  25. 25. Start Here... 1. __________My Brand. Serve or Amplify? 2. ______My Advocates. Earn or Activate? ©2011 22squaredFriday, April 29, 2011
  26. 26. Great job of serving their Serve customer by activating their employees @twelpforce Where should your brand start? Activate Earn Brand positioning indicates how these brands may have entered into social media. Where they move from here depends on how their customers need them most over time. Amplify ©2011 22squaredFriday, April 29, 2011
  27. 27. Identify & Prioritize Platforms Facebook Let your strategy Twitter prioritize your platforms Opinions/Reviews (Yelp!) Social Coupon Sites Youtube So many choices, I can’t LinkedIn read all of the tiny logos Mobile - LBS anymore ;) Mobile - SMS Mobile - Applications Mobile - Search/Display E-mail ...and MORE! ©2011 22squaredFriday, April 29, 2011
  28. 28. Putting it all together... Mission. Strategy. Tactics. Activation. Brand Social Goals Objectives Tools Platforms Content Experiences Measure. Report. Adapt. ©2011 22squaredFriday, April 29, 2011
  29. 29. Now that you’ve answered all of the important questions for you brand, now you can do cool sh!t like this... ©2011 22squaredFriday, April 29, 2011
  30. 30. (case study: video) ©2011 22squaredFriday, April 29, 2011
  31. 31. Yes, that was cool :) (remember, even the biggest brands aren’t always successful) ©2011 22squaredFriday, April 29, 2011
  32. 32. embrace it. Failure is eminent. ©2011 22squaredFriday, April 29, 2011
  33. 33. What mobile app company failed 51x before they found success? ©2011 22squaredFriday, April 29, 2011
  34. 34. What retail brand pissed-off an entire country? ©2011 22squaredFriday, April 29, 2011
  35. 35. Making your brand too social can put your brand at risk. ©2011 22squaredFriday, April 29, 2011
  36. 36. Brand actions are amplified for both the good and the bad that you do. ©2011 22squaredFriday, April 29, 2011
  37. 37. David and Goliath When done right you may be surprised at the results... ©2011 22squaredFriday, April 29, 2011
  38. 38. 1MM Likes 2MM Likes 3MM Likes 4.5MM Likes ©2011 22squaredFriday, April 29, 2011
  39. 39. 1MM Likes 2MM Likes 3MM Likes Leading by Example... We couldn’t have achieved such FANomenal 4.5MM success without both our fans and a strategy Likes ©2011 22squaredFriday, April 29, 2011
  40. 40. Work that talks™ Our agency is dedicated to igniting and sustaining brand advocacy. We do this by creating “work that talks.” The next slide is a little video on the power of advocacy, enjoy... ©2011 22squaredFriday, April 29, 2011
  41. 41. (advocacy: video) ©2011 22squaredFriday, April 29, 2011
  42. 42. In Summary... 1. Be strategic, not just experimental 2. Listen to what they want 3. Have a goal, set some benchmarks 4. Develop a conversation strategy worth having 5. Post like a friend, not like a brand 6. Recognize your fans/followers awesomeness 7. Use good content to drive conversation 8. Leverage P.O.E.M. to grow likes (paid. owned. earned. media) 9. Define success, know when you did well 10. Define value, and make a di erence ©2011 22squaredFriday, April 29, 2011
  43. 43. My Contact Info 22squared: Our Clients David Rollo AUTO FINANCIAL CPG 22squared SVP, Digital/Social Strategy A L E Twitter: @iRollo T R AV E L / TO U R I S M C A S U A L D I N I N G /Q S R GROCERY Email: David.Rollo@22squared.com Thank You. R E TA I L / FA S H I O N TELECOM/ENT NON PROFIT Museum of Art ©2010 22squaredFriday, April 29, 2011

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