How to implement a Social Media
  Marketing Strategy in 90 days
                                               Bob Barker
...
First of all
learn about how social
 media is changing the
    way the world
    communicates

              Learn more
Why is it important?




                       Learn more
Why is it important for marketing?




          “When Advocates Talk, Brands Grow”™ 22squared.com
Consumers no longer trust advertising
 and traditional corporate channels.
Consumers have found ways to tune us out.




                  Learn more
People are talking and listening to each
       other about your brand.




                 Learn more
Perhaps it is time you started understanding
listening and participating too?




                   Learn more
90 Day Flowchart, L-A-S-E-L



                                       Content                Content
                     ...
90 Day Flowchart, L-A-S-E-L



                                       Content                Content
                     ...
There are tools to help brands listen




          Social Media Monitoring Tool
How does it work?


    Collect

                       Store

                    Social Media
                     Wareh...
WARNING:You are
  not required to
 Blog or Tweet to
 use an SMM tool
       Learn more
Instant Market
   Research


    Learn more
Marketers have never had it so good




                                        “Never before in the
  Marketing Holy grai...
Is anyone actually
 talking about us
       then?
       Learn more
Volume of conversations




                          Learn more
Drill into the actual conversations




                             Learn more
But what is the
competition up to?
       Learn more
Compare with competitors




                                         Do we
                                         need ...
Show me the money




                    Learn more
Brand
protection
mechanism

  Learn more
Are they being
     nice?
     Learn more
Sentiment and Tone




                     Learn more
And how influential are they?
Show me the money




          “We did not put the customer first”
                    Toyoda, Sunday Times 28th March


...
Identify your
 influencers


   Learn more
Who are these
people who have
 the time to talk
about us online?
       Learn more
Demographics
Where do they
 hang out?
     Learn more
Auto Domains




               Learn more
The communities that advocate your products




• Join communities that advocate your products
• Join that of your competi...
Create community



       “We monitor in excess of 1,500 discussion
  threads a day on very specific topics where we thin...
What are the
trends in what
  people are
   saying?
     Learn more
Word and Author Tag Clouds




    Use in your SEO     Learn more
Understand the geographic spread of
conversations – find new markets
Show me the money




        Fortune 500 consumer
          products company
     discovered that over 75% of
     its ma...
90 Day Flowchart, L-A-S-E-L




  Listen             Analyse         Strategise




           Form a Social Media Habit

...
Raging River




      If you launch into Tweeting and blogging and posting videos to
      youtube without a plan you wil...
Step 1: Set business objectives




    • Bring outside ideas into the organization
    • Generate more word of mouth
    ...
Step 2: Secure your brand’s online identity




            Try and control your
          identity on the Web. You
      ...
…and a few more steps



   3. Who are you? Who do you want to talk to?
      Get your company story straight. And work ou...
And finally, decide what to measure




 Decide what increase or decrease percentage of
 change you would like depending o...
90 Day Flowchart, L-A-S-E-L



                                       Content
                                        Buil...
Content Build:
Social Media
 publishing

    Learn more
The Top 3 Tips



   • Be Interesting

   • Be Accessible

   • Be Findable
                   Learn more
Be interesting




     Effective social media marketing begins and ends


     with the CONTENT. If you don’t have someth...
Be accessible




    In social media distribution is cheap. Deploy and test


    as many new   CHANNELS as you can.     ...
Be findable




    You can boost your accessibility by making sure

    your deployed assets are findable by your

    cu...
Write Once Publish many




       Tweet key takeaways
                                      Repackage as presentation
   ...
Asset deployment by SM channel




                        Learn more
Twitter deployment Scedule



              Suggested Tweet
 Week 1       Why not sign up for the Social Media ROI series
...
X
Personal Blogs
Moving Towards a Holistic Web Presence



            1.                        2.                             3.
 MicroBl...
90 Day Flowchart, L-A-S-E-L



                                       Content                Content
                     ...
90 Day Flowchart, L-A-S-E-L



                                       Content                Content
                     ...
90 Day Flowchart, L-A-S-E-L



                                       Content
                                        Buil...
Do it yourself




   “Ask not what your
   company can do for
   you ask what you can
   do for your company
   (and your...
The magnificent 7
Ways to Engage




 Questions                            Solutions
 • Who are you fans?                  • Talk to them, l...
Sales Engagement




1. Find those that are interested in your
   products so you can join the
   conversation
2. Establis...
But do they
actually want to
buy something?
 Is it just talk?
      Learn more
Identify, allocate the conversation, speak to
them and add value




                            Learn more
Show me the money




       A Fortune 100 Financial services
     company used social sales insight to
     determine whe...
Conversations
create transactions
– people buy from
      people

      Learn more
90 Day Flowchart, L-A-S-E-L



                                       Content                Content
                     ...
Ongoing Process – for marketing



                           Listen




                          Building
             E...
Ongoing Process – to empower staff



                          Listen




                        Community        Join t...
Importance of Social Media Monitoring and interaction
in creating a perfect market
                           HIGH        ...
It all starts with listening
                                                          Conversations
                     ...
Next Steps




       Use the tool                            Learn more




                                             ...
Internet World 2010 - How to Implement a Social Media Marketing Strategy in 90 Days
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Internet World 2010 - How to Implement a Social Media Marketing Strategy in 90 Days

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This PPT shows you how to get started in your social media marketing efforts in as little as 90 days.

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Internet World 2010 - How to Implement a Social Media Marketing Strategy in 90 Days

  1. 1. How to implement a Social Media Marketing Strategy in 90 days Bob Barker VP Corporate Marketing and Digital Engagement Alterian http://twitter.com/bob_barker Learn more
  2. 2. First of all learn about how social media is changing the way the world communicates Learn more
  3. 3. Why is it important? Learn more
  4. 4. Why is it important for marketing? “When Advocates Talk, Brands Grow”™ 22squared.com
  5. 5. Consumers no longer trust advertising and traditional corporate channels.
  6. 6. Consumers have found ways to tune us out. Learn more
  7. 7. People are talking and listening to each other about your brand. Learn more
  8. 8. Perhaps it is time you started understanding listening and participating too? Learn more
  9. 9. 90 Day Flowchart, L-A-S-E-L Content Content Build Engagement Listen Analyse Strategise Engage Listen Personal Form a Social Media Habit (Sales) Engagement Learn Build a plan & content Engage/Measure Month 1 Month 2 Month 3 Learn more
  10. 10. 90 Day Flowchart, L-A-S-E-L Content Content Build Engagement Listen Analyse Strategise Engage Listen Personal Form a Social Media Habit (Sales) Engagement Learn Build a plan & content Engage/Measure Month 1 Month 2 Month 3 Learn more
  11. 11. There are tools to help brands listen Social Media Monitoring Tool
  12. 12. How does it work? Collect Store Social Media Warehouse Analyse Engage Learn more
  13. 13. WARNING:You are not required to Blog or Tweet to use an SMM tool Learn more
  14. 14. Instant Market Research Learn more
  15. 15. Marketers have never had it so good “Never before in the Marketing Holy grail = field of marketing understand what your was so much customers want known about so many by so few” Learn more
  16. 16. Is anyone actually talking about us then? Learn more
  17. 17. Volume of conversations Learn more
  18. 18. Drill into the actual conversations Learn more
  19. 19. But what is the competition up to? Learn more
  20. 20. Compare with competitors Do we need to increase our SM activity? Learn more
  21. 21. Show me the money Learn more
  22. 22. Brand protection mechanism Learn more
  23. 23. Are they being nice? Learn more
  24. 24. Sentiment and Tone Learn more
  25. 25. And how influential are they?
  26. 26. Show me the money “We did not put the customer first” Toyoda, Sunday Times 28th March Learn more
  27. 27. Identify your influencers Learn more
  28. 28. Who are these people who have the time to talk about us online? Learn more
  29. 29. Demographics
  30. 30. Where do they hang out? Learn more
  31. 31. Auto Domains Learn more
  32. 32. The communities that advocate your products • Join communities that advocate your products • Join that of your competitors Learn more
  33. 33. Create community “We monitor in excess of 1,500 discussion threads a day on very specific topics where we think we can add value to the conversation. It’s not possible to participate in all of the threads, but there are ways to identify which conversations are the most influential, which ones have the greatest reach, and those are the one in which we’re most likely to participate. We've also created a consumer advocate community as well as a platform that we’ll be launching in a few weeks to support their activities.” Marty Collins, Senior Product Marketing Manager, Windows Live, Microsoft
  34. 34. What are the trends in what people are saying? Learn more
  35. 35. Word and Author Tag Clouds Use in your SEO Learn more
  36. 36. Understand the geographic spread of conversations – find new markets
  37. 37. Show me the money Fortune 500 consumer products company discovered that over 75% of its marketing spend did not reach its most influential social channels Learn more Source: Social CRM – The New Rules of Engagement, Altimeter Group, March 2010
  38. 38. 90 Day Flowchart, L-A-S-E-L Listen Analyse Strategise Form a Social Media Habit Learn Build a plan & content Engage/Measure Month 1 Month 2 Month 3 Learn more
  39. 39. Raging River If you launch into Tweeting and blogging and posting videos to youtube without a plan you will fail. It’s that simple. “You wouldn’t jump into a raging river without knowing how to swim, don’t create a Twitter account without knowing how to use it.” Lisa Barone, Outspoken Media
  40. 40. Step 1: Set business objectives • Bring outside ideas into the organization • Generate more word of mouth • Increase customer loyalty • Increase product/brand awareness • Improve new product success ratios • Improve public relations effectiveness • Reduce customer acquisition costs • Reduce customer support costs • Reduce market research costs • Reduce product development costs Learn more
  41. 41. Step 2: Secure your brand’s online identity Try and control your identity on the Web. You might not use all the accounts but do your best to secure a unified social media username as soon as you can. Learn more
  42. 42. …and a few more steps 3. Who are you? Who do you want to talk to? Get your company story straight. And work out where you want to take that story. Understand who your customers are and what communities are important to them – and therefore to you. 4. Set the ground rules Who owns your Social Media Marketing strategy? How will it be integrated into your general marketing plan? Who from the company will participate? How much time will be spent on social media? How will you deal with negative criticism? 5. Benchmark against your competitors What are your leading competitors doing in this Learn more space?
  43. 43. And finally, decide what to measure Decide what increase or decrease percentage of change you would like depending on the business need: - reduce demand on the call centre by X percent - reduce returned products by x percent - increase leads by X percent - increase sales by X percent Learn more
  44. 44. 90 Day Flowchart, L-A-S-E-L Content Build Listen Analyse Strategise Form a Social Media Habit Learn Build a plan & content Engage/Measure Month 1 Month 2 Month 3 Learn more
  45. 45. Content Build: Social Media publishing Learn more
  46. 46. The Top 3 Tips • Be Interesting • Be Accessible • Be Findable Learn more
  47. 47. Be interesting Effective social media marketing begins and ends with the CONTENT. If you don’t have something interesting to say all your other efforts will be for not. It’s all about the CONTENT. Learn more
  48. 48. Be accessible In social media distribution is cheap. Deploy and test as many new CHANNELS as you can. Doing so enables your customer to choose the time and place of engagement. Learn more
  49. 49. Be findable You can boost your accessibility by making sure your deployed assets are findable by your customers. Ensure your content and deployment strategy are as SEARCH friendly as possible. Learn more
  50. 50. Write Once Publish many Tweet key takeaways Repackage as presentation Start a discussion Add voice for video Chop into episodic blog posts Deploy as formal release Repurposing content opens new points of distribution and has a compounding effect on reach
  51. 51. Asset deployment by SM channel Learn more
  52. 52. Twitter deployment Scedule Suggested Tweet Week 1 Why not sign up for the Social Media ROI series http://bit.ly/ROI its got great insight Week 2 Speaking at Internet world on Social Media Marketing http://bit.ly/IW/sm90 #Alterian Week 3 Check this out: 4 Ways To Take Your Search Marketing http://bit.ly/seoROI #AlterianSM2 Week 4 Today’s SEO Tip: RSS distribution is one of the easiest ways to give your content legs http://bit.ly/seoROI #AlterianSM2 Week 5 Seems Inbound linking is the most challenging. Use SM monitoriing guide your optimization – http://bit.ly/seoROI #AlterianSM2 Learn more
  53. 53. X Personal Blogs
  54. 54. Moving Towards a Holistic Web Presence 1. 2. 3. MicroBlog/Realtime Blog/Community Website/Surfers Coffee Shop Library Store Chat/Gossip/Tips/Links Reading/research/Education/Sharing Learning/watching/buying Learn more
  55. 55. 90 Day Flowchart, L-A-S-E-L Content Content Build Engagement Listen Analyse Strategise Engage Form a Social Media Habit Learn Build a plan & content Engage/Measure Month 1 Month 2 Month 3 Learn more
  56. 56. 90 Day Flowchart, L-A-S-E-L Content Content Build Engagement Listen Analyse Strategise Engage Personal Form a Social Media Habit (Sales) Engagement Learn Build a plan & content Engage/Measure Month 1 Month 2 Month 3 Learn more
  57. 57. 90 Day Flowchart, L-A-S-E-L Content Build Listen Analyse Strategise Broadcast Engage Listen Only? Personal Form a Social Media Habit (Sales) Engagement Learn Build a plan & content Engage/Measure Month 1 Month 2 Month 3 Learn more
  58. 58. Do it yourself “Ask not what your company can do for you ask what you can do for your company (and yourself)” Learn more
  59. 59. The magnificent 7
  60. 60. Ways to Engage Questions Solutions • Who are you fans? • Talk to them, love them back • Who wants to help? • Empower them, they will tell others • Who is damaging the • Take ACTION, get brand feedback, say “I’m Sorry” • Who is looking for • Identify them and engage your products? Learn more
  61. 61. Sales Engagement 1. Find those that are interested in your products so you can join the conversation 2. Establish a daily routine 3. Participate in the conversations – build relationships Learn more
  62. 62. But do they actually want to buy something? Is it just talk? Learn more
  63. 63. Identify, allocate the conversation, speak to them and add value Learn more
  64. 64. Show me the money A Fortune 100 Financial services company used social sales insight to determine when they could be helpful in social channels and conversations as opposed to interrupting the conversation. Four months later, the social channel territory sales comprised 10% of all sales. Source: Social CRM – The New Rules of Engagement, Altimeter Group, March 2010
  65. 65. Conversations create transactions – people buy from people Learn more
  66. 66. 90 Day Flowchart, L-A-S-E-L Content Content Build Engagement Listen Analyse Strategise Engage Listen Personal Form a Social Media Habit (Sales) Engagement Learn Build a plan & content Engage/Measure Month 1 Month 2 Month 3 Learn more
  67. 67. Ongoing Process – for marketing Listen Building Engage Brand Analyse Develop Content Learn more
  68. 68. Ongoing Process – to empower staff Listen Community Join the Transact Building conversation Provide Value Learn more
  69. 69. Importance of Social Media Monitoring and interaction in creating a perfect market HIGH HIGH Social Media Conversations Internet and Customer Social media Engagement influence on Search operational engagement excellence required LOW LOW UNKNOWN AWARE CONVERSATION CUSTOMER ADVOCATE CUSTOMER ENGAGEMENT
  70. 70. It all starts with listening Conversations Create transactions Social Media Publishing/ marketing Instant Market Research Brand Protection Learn more
  71. 71. Next Steps Use the tool Learn more Visit the stand E6000 Read the book bob.barker@alterian.com http://twitter.com/bob_barker
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