© 2014 Big Dog Innovations
Social Media
2014 Style
Objectives
Your USP
Target
Markets
Their
Motivations
3.0 Marketing
Mess...
Social
Media
2014 Style
Objectives
Your USP
Target
Markets
Their
Motivations
3.0 Marketing
Message
Strategy
Strategic
Cont...
Content in this deck that’s underlined in
blue depict the most notable points!
The Purpose of This Deck
 Suggest new content strategies for social media
 Describe methods for increased interactions f...
We’ll start with raising the bar of
expectation for social media
 Social media 2014 style should have an increased impact...
Old tactics don’t work, here’s 3 reasons why…
 Most social media was not originally intended for business,
the approach m...
As for new strategic and tactical approaches we’re
focusing our suggestions on the yellow type only circles
from the secon...
Social
Media
2014 Style
Objectives
Your USP
Target
Markets
Their
Motivations
3.0 Marketing
Message
Strategy
Strategic
Cont...
Your Target Market’s Motivations
 You have your objectives and your unique selling or value propositions
 What about the...
“3.0 Marketing”- What’s
Different
 In the past the focus was brand centric
 More recently, the focus has been on the cus...
Strategic Content Plan
New sources that should contribute to your 3.0 content
plans-
1. Chief executives- many of them pos...
New Section: Increased Interactions
Social
Media
2014 Style
Objectives
Your USP
Target
Markets
Their
Motivations
3.0 Marketing
Message
Strategy
Strategic
Cont...
Call to Action Strategy
 Social media content that aims to increase audience participation
should include links to landin...
Social Media
Posts &
Other Digital
“Touch
Points”
Call to
Action
Strategies
Increase
Interactions
(Digital
Landing
Pages)
...
3.0 Governance
 If you’re getting “them” more involved in interactive
communications you may need to predetermine
protoco...
Audience Acquisition Plans
Landing pages are the conduit for capturing activities
and responses.
Developing an acquisition...
Prospects into visitors
Visitors into warm
leads that can be
nurtured
Infrastructure Enhancements
 Your cross media investments- direct mail, email
newsletter, website/blogsite, traditional a...
New Section: Proactively Convert
Social Media Into Business
Opportunities
Social
Media
2014 Style
Objectives
Your USP
Target
Markets
Their
Motivations
3.0 Marketing
Message
Strategy
Strategic
Cont...
Activity & Response Captures
 Activities & responses such as purchase, register,
respond, and download are “tag-able”
 A...
Interactive
Two-Way
Dialogue
PURLs
GURLs
QR Codes
Text
Telemarketin
g
Tag: A
Tag: B
Tag: C
Centralized Database /
Automate...
Nurturing Automation
 Nurturing automation is the ability t0 pre-wire a wide
range of cross media marketing follow throug...
Inbound
Media
Landing
Page
Captures
Nurture Prospects
Convert
Sales
Get
Referrals
Upsell
Customers
Deliver
&
Satisfy
Crowd Sourcing
 If you’re in the private sector your business has the
opportunity to “give back” while simultaneously gen...
Analysis & Refinement
 As most marketing teams are aware, Google Analytics is a
comprehensive tool that can give you a wi...
Take the 20/20 Challenge
Our Social Media Therapeutics Checklist™
is designed to supply you
20 good ideas within 20 days
I...
All of our cross media strategic planning
and implementation services are available
as standalone platforms or fully integ...
I love feedback and the opportunity to compare notes
For comments or further inquiry contact me
Peter Winters President, B...
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Social Media Therapeutics for a 2014 World

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Augment your social media approach using up to date strategies. Social media strategic plans in a 2014 world call for new tactical approaches; here's some good foundational starting points.

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Social Media Therapeutics for a 2014 World

  1. 1. © 2014 Big Dog Innovations Social Media 2014 Style Objectives Your USP Target Markets Their Motivations 3.0 Marketing Message Strategy Strategic Content Plan Call to Action Strategy Landing Page Dynamics 3.0 Governance Details Audience Acquisition Plan Infrastructure Enhancement Publishing Schedule Content Deployment Activity & Response Captures Nurturing Automation Conversion & Welcoming Crowd Sourcing Opportunities Analysis & Refinement
  2. 2. Social Media 2014 Style Objectives Your USP Target Markets Their Motivations 3.0 Marketing Message Strategy Strategic Content Plan Call to Action Strategy Landing Page Dynamics 3.0 Governance Details Audience Acquisition Plan Infrastructure Enhancement Publishing Schedule Content Deployment Activity & Response Captures Nurturing Automation Conversion & Welcoming Crowd Sourcing Opportunities Analysis & Refinement *Items with yellow type are indicative of “new strategic practices”
  3. 3. Content in this deck that’s underlined in blue depict the most notable points!
  4. 4. The Purpose of This Deck  Suggest new content strategies for social media  Describe methods for increased interactions from social media communities  Turn interactions (communication engagements) into converted business opportunities  Show our fractional ownership approach that allows you to engage with us at any level should you feel we can help
  5. 5. We’ll start with raising the bar of expectation for social media  Social media 2014 style should have an increased impact on company revenues  You’ll get there by rewriting your strategic game plan some of which we’ll describe in this deck  You’ll need to change the messaging style so it get’s the community talking (more than it presently does)  You’ll use new digital technologies to increase levels of “ongoing engagement”- this should take you far beyond “traditional social media”
  6. 6. Old tactics don’t work, here’s 3 reasons why…  Most social media was not originally intended for business, the approach methods used in traditional communications needs to be adjusted  Social media platforms continue to proliferate, the landscape has become increasingly crowded  Most Significantly: Prospect and customer behaviors have changed; their research and paths to purchase have evolved
  7. 7. As for new strategic and tactical approaches we’re focusing our suggestions on the yellow type only circles from the second slide of this deck. Thus it’s here, that we begin the first of the four primary sections; “New Content Strategies”
  8. 8. Social Media 2014 Style Objectives Your USP Target Markets Their Motivations 3.0 Marketing Message Strategy Strategic Content Plan Call to Action Strategy Landing Page Dynamics 3.0 Governance Details Audience Acquisition Plan Infrastructure Enhancement Publishing Schedule Content Deployment Activity & Response Captures Nurturing Automation Conversion & Welcoming Crowd Sourcing Opportunities Analysis & Refinement *Items with yellow type are indicative of “new strategic practices”
  9. 9. Your Target Market’s Motivations  You have your objectives and your unique selling or value propositions  What about their motivations?  Why would they care, why would they be more likely to participate on your platforms (if at all), vs. someone else's?  If you can make your social media platforms more “about them” you’re more likely to succeed  Social media should be less about you, more about what “moves them”  This approach is an art that can be practiced and turned into social media expertise
  10. 10. “3.0 Marketing”- What’s Different  In the past the focus was brand centric  More recently, the focus has been on the customer  Now the focus (particularly in social media) needs to be a message strategy that incites “the human wave”; (i.e., attempts at publishing content that goes viral even if that means “mini-viral”)  This 3.0 messaging strategy represents a shift- the focus here is on what gets them (your prospects & customers) to “participate”, what gets them to lead the conversation; what needs to take place in order for them to share and multiply your messages with others, to be part of an ongoing co-development of your future brand  The human wave, this style of 3.0 Marketing is similar to the effect of what happens with crowd sourcing; the difference though, is you’ll likely be pursuing conversions, advocacy, cross-selling and retention objectives
  11. 11. Strategic Content Plan New sources that should contribute to your 3.0 content plans- 1. Chief executives- many of them possess high levels of useable information that can become content; develop a process to interview some of them 1x/month; their expertise can become material that can be maneuvered into 3.0 message starters 2. Grass roots content- develop internal communications processes that make it easy for the customer facing staff to contribute to your content buckets 3. Developing strategies to get them, your prospects and customers, to contribute content for editing and future publishing 4. Develop messaging that allows them to participate in your brand evolution
  12. 12. New Section: Increased Interactions
  13. 13. Social Media 2014 Style Objectives Your USP Target Markets Their Motivations 3.0 Marketing Message Strategy Strategic Content Plan Call to Action Strategy Landing Page Dynamics 3.0 Governance Details Audience Acquisition Plan Infrastructure Enhancement Publishing Schedule Content Deployment Activity & Response Captures Nurturing Automation Conversion & Welcoming Crowd Sourcing Opportunities Analysis & Refinement
  14. 14. Call to Action Strategy  Social media content that aims to increase audience participation should include links to landing pages  Landing pages are like your website but they can blow the “marketing functionality” of your website away  Landing pages can extend the reach of your sales and marketing efforts in that they allow for the collection of activity and feedback from digital activities 24/7/365 and can originate from any media (including social media of course)  Smart call-to-action strategies can increase your instances of dialogue and activity; when you consider the number of posts you do each year the number of increased interactions can be in the thousands or more- remember your customer and prospect base is already digitally invested (even if they’re grandparents!)
  15. 15. Social Media Posts & Other Digital “Touch Points” Call to Action Strategies Increase Interactions (Digital Landing Pages) Capture & Nurture Based on Their Landing Page Activities Purchase, Register, Respond, Share, Volunteer, Advocate, Download, Follow, Contact Update Landing Page Dynamics- More Options for the Marketing Communications Team
  16. 16. 3.0 Governance  If you’re getting “them” more involved in interactive communications you may need to predetermine protocols, additional filters and listening requirements to manage conversations
  17. 17. Audience Acquisition Plans Landing pages are the conduit for capturing activities and responses. Developing an acquisition plan with the consistent use of landing pages should encompass most of your media platforms. A digital media version of an acquisitions plan is represented in the illustration on the next slide.
  18. 18. Prospects into visitors Visitors into warm leads that can be nurtured
  19. 19. Infrastructure Enhancements  Your cross media investments- direct mail, email newsletter, website/blogsite, traditional advertising, PR, social media and events based communications should include the option for your prospects to sign up to “follow you” and they should be given a compelling reason to do so  Make sure you have sign up boxes (with compelling call to actions) in places that are most likely to get conversions; sign ups are a convenient alternative for them vs. having to make a full-on purchase decision at a particular time  While the “Like Us method” is quick and easy you should develop additional ways to get them to take follower action
  20. 20. New Section: Proactively Convert Social Media Into Business Opportunities
  21. 21. Social Media 2014 Style Objectives Your USP Target Markets Their Motivations 3.0 Marketing Message Strategy Strategic Content Plan Call to Action Strategy Landing Page Dynamics 3.0 Governance Details Audience Acquisition Plan Infrastructure Enhancement Publishing Schedule Content Deployment Activity & Response Captures Nurturing Automation Conversion & Welcoming Crowd Sourcing Opportunities Analysis & Refinement *Items with yellow type are indicative of “new strategic practices”
  22. 22. Activity & Response Captures  Activities & responses such as purchase, register, respond, and download are “tag-able”  As illustrated in the next slide, tags can be programmed to pre-determine specific follow through courses of action
  23. 23. Interactive Two-Way Dialogue PURLs GURLs QR Codes Text Telemarketin g Tag: A Tag: B Tag: C Centralized Database / Automated Marketing System Centralized Database / Automated Marketing System
  24. 24. Nurturing Automation  Nurturing automation is the ability t0 pre-wire a wide range of cross media marketing follow through activities  In the case of social media, marketing automation is triggered from activities that first started on landing pages  In order to imagine plotting a “nurturing automation lifecycle” a sample white board is illustrated on the next page
  25. 25. Inbound Media Landing Page Captures Nurture Prospects Convert Sales Get Referrals Upsell Customers Deliver & Satisfy
  26. 26. Crowd Sourcing  If you’re in the private sector your business has the opportunity to “give back” while simultaneously generating new followers virally  It’s easy to start a “crowd sourcing viral wave” where the community participates in choosing which organizations will be the recipient of your monthly or quarterly philanthropic contributions  It’s an effective way to get more followers; try it, it works!
  27. 27. Analysis & Refinement  As most marketing teams are aware, Google Analytics is a comprehensive tool that can give you a wide array of reports regarding online traffic  If in 2014 you’re going to develop more of the “human wave” in your development efforts, landing pages come with a full suite of their own analytics that can supply you with better distinctions on where your social media has contributed to increased revenue performance  If you have a clearly defined set of organizational objectives there’s no better way to test-measure-refine than to take advantage of the new reporting tools that come with landing page analytics  Remember, it’s one thing to have a large social media community, it’s another to get them to take action; landing page reports give you a much better view of the actions taken
  28. 28. Take the 20/20 Challenge Our Social Media Therapeutics Checklist™ is designed to supply you 20 good ideas within 20 days It’s an inexpensive way to invigorate your social media- kind of like a “fractional ownership” method of hiring experts, but only a little piece of them Once you learn the style of “3.0 audience participation messaging” it becomes easy to replicate!
  29. 29. All of our cross media strategic planning and implementation services are available as standalone platforms or fully integrated cross media systems
  30. 30. I love feedback and the opportunity to compare notes For comments or further inquiry contact me Peter Winters President, Big Dog Innovations 917 301-9100 pwinters@bigdoginnovations.com LinkedIn: www.linkedin.com/in/peterwintersbigdoginnovations/ Cross Media Implementation Team- MSP Digital Marketing www.mspdigital.com

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