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7 Steps for creatingan integratedsocial media strategyDr Dave ChaffeySmartInsights.com/idejaxDownload Presentation and“7 S...
2
Hello!                    About Dave ChaffeyOnline publisher:            Books:Marketing advice& consultingSmartInsights.c...
Hint:This is NOT a strategy   4
This is closer…                  5
Source: Smart Insights – Burberry case                                         6
7
8
STEP 1BENCHMARK AND SET GOALS                          9
Questions to ask BEFORE setting objectives for digital platforms 1. What proportion of your target audience are  using di...
Review   your  digitalfootprint!     11
How social are your audience?               http://www.forrester.com/empowered/tool_consumer.html                         ...
http://www.intentindex.com/mobile                                    13
Setting SMART goals        for social media                           Strategic measures                             Inc...
Use Google Analyticsto understand true value    Measuring assists in Google Analytics        1                            ...
Example:KPIs in place                16
STEP 2CREATE YOUR STRATEGY           Source: Smart Insights: Content Strategy infographics                                ...
What can happen if youdon’t have a strategy…                     18
Integrated social campaigns http://www.digitalbuzzblog.com/budweiser-poolball-experiential-campaign/                      ...
“...the [potential] customer needs evidence thatwe understand their problem better than they do    before they’ll buy, sha...
“Personalities, not brands engage          best in social media…     what is your brand personality?”    Personality is t...
22
23
The heart of your digital marketing strategy                                           24
Define your core activities           for social media  1 Managing reputation  2 Delivering customer service  3 Acquiri...
STEP 3LISTENING AND REPUTATION MANAGEMENTSource: http://www.youtube.com/watch?v=U2VIRqlq23s and http://www.youtube.com/wat...
2 types of listening   Social monitoring                        Social Research           “Tracking online brand         ...
28
Q. How do we respond?    Dell social listening/response process   29    See Social Governance Policies site
http://www.lab.firstdirect.com/                                  30
…and     “crowdsourcing”structured social research                         31
www.getpebble.com   32
www.getpebble.com   33
Half-lives                          Twitter = 2.8 hours                          Facebook = 3.2 hours                     ...
35
Which content engages for you? Information and news           Promotions  Links to blog posts            Sweepstakes  ...
What works for Eloqua (B2B)         Eloqua Facebook approach                                    37
38     3     8
Creating asocial media hub                   39
40
Get into a rhythm…Download “Building your Business with Facebook Pages”                                                   ...
Use a “conversational      calendar”Download “Building your Business with Facebook Pages”                                 ...
Love your influencers!Source: http://www.smartinsights.com/content-management/content-marketing-strategy/eight-ways-to-see...
 REACHOutreach! Collaborate with partners and influencers       to maximise impact of social media                       ...
STEP 6Define approaches for core social networks                                         45
46
CIM Social media benchmark Feb 2012   47
48
Social Power               49
Smart Insights: Marie Page on Vets Now   50
9 tips on the new Facebook Timeline   51
Success factors                  According to Jas Dhaliwal                  Head of communities                  1. Conten...
53
54Source: Social Bakers
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STEP 7Social media optimisation (SMO) and analytics                                         57
 1 Liking more:    Sign-up page     optimisation                           SMO Summary 2 Sharing more    Blog integrat...
Your views on Google+ ?                     59
60
The Not So Niche Networks…                      61
MckKay case study                    62
From “SoLoMo” to “ToDaClo”?   SoLoMo = Social Local Mobile and ToDaClo = Touch + Data + Cloud                             ...
Source: Placecast   64
65
“Geofencing” Geo-fence technology has been used today by  over six million opted-in consumers through  different programs...
A glimpse of the future            Rue La La (Flash Sales)April 14th 2012  53% mobile(Apps and Site) 30% mobile  Weekends ...
Let’s Connect!            Questions & discussion welcome            Download: SmartInsights.com/fsb2012                   ...
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Seven steps socia -media IdejaX Croatia Dave Chaffey-smart insights

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Includes new sections towards end on SoMoLo and YouTube Marketing towards end, otherwise similar to previous decks on this topic.

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  • http://www.smartinsights.com/goal-setting-evaluation/vision-setting/digital-and-social-media-transform-business/
  • Created by Ogilvy Agentina, this campaign combined what many guys like most; football, beer and a night on the town with their mates, into an oversized game of pool, played with mini soccer balls.The experiential campaign was launched at an event for 600 people, who played in teams of two, on a pool table over 7 metres long, complete with a built in fridge full of Budweiser, of course! The entire event was broadcast live on Fox Sports and ESPN to huge success, and the inside word is that pubs across Buenos Aires in Argentina, were reputedly scrambling to replicate “Poolball” due to an overwhelming demand from the people!
  • Not sharing the love – sharing the hate
  • I HATE these expressions - I use them for humour mainly, but they ARE trends:http://www.forbes.com/sites/fredcavazza/2012/05/02/from-solomo-to-todaclo/
  • Transcript of "Seven steps socia -media IdejaX Croatia Dave Chaffey-smart insights"

    1. 1. 7 Steps for creatingan integratedsocial media strategyDr Dave ChaffeySmartInsights.com/idejaxDownload Presentation and“7 Steps Ebook” 1
    2. 2. 2
    3. 3. Hello! About Dave ChaffeyOnline publisher: Books:Marketing advice& consultingSmartInsights.com Qualifications:Search & Cert DigM and Dip DigMconversionconsultingClickthrough-marketing.com Best practice guides 2007-2010: 3
    4. 4. Hint:This is NOT a strategy 4
    5. 5. This is closer… 5
    6. 6. Source: Smart Insights – Burberry case 6
    7. 7. 7
    8. 8. 8
    9. 9. STEP 1BENCHMARK AND SET GOALS 9
    10. 10. Questions to ask BEFORE setting objectives for digital platforms 1. What proportion of your target audience are using different digital platforms? 2. Which content and promotions are your audience interested in? What do they post/ask? 3. How are competitors using the platforms – benchmark what’s working for them? 4. Reviewing your own analytics, sales and customers insights 5. Setting broad goals and vision for the organisation 6. Getting more specific with SMART objectives 10
    11. 11. Review your digitalfootprint! 11
    12. 12. How social are your audience? http://www.forrester.com/empowered/tool_consumer.html 12
    13. 13. http://www.intentindex.com/mobile 13
    14. 14. Setting SMART goals for social media  Strategic measures  Increase brand equity : CSAT  Improve reach and so leads and sales  Tactical measures  Share of voice, sentiment  Operational measures  Fans, Followers, Shares, Contribution  Site referred visits, leads and salesSource: Altimeter 14
    15. 15. Use Google Analyticsto understand true value Measuring assists in Google Analytics 1 15 Google’s new social analytics 5
    16. 16. Example:KPIs in place 16
    17. 17. STEP 2CREATE YOUR STRATEGY Source: Smart Insights: Content Strategy infographics 17
    18. 18. What can happen if youdon’t have a strategy… 18
    19. 19. Integrated social campaigns http://www.digitalbuzzblog.com/budweiser-poolball-experiential-campaign/ 19
    20. 20. “...the [potential] customer needs evidence thatwe understand their problem better than they do before they’ll buy, share or recommend us...” @juntajoe - Content Marketing Institute 20
    21. 21. “Personalities, not brands engage best in social media… what is your brand personality?” Personality is the unique, authentic, and talkable soul of your brand that people can get passionate about. Personality is not just about what you stand for, but how you choose to communicate it. It is also the way to reconnect your customers, partners, employees, and influencers to the soul of your brand in the new social media era. 21
    22. 22. 22
    23. 23. 23
    24. 24. The heart of your digital marketing strategy 24
    25. 25. Define your core activities for social media  1 Managing reputation  2 Delivering customer service  3 Acquiring new customers  4 Increasing sales from existing customers  5 Increasing engagement with your brand by adding value to customers  6 Harnessing insights to develop the brand3-5 should run on a continuous AND campaign basisThey require a content AND communications strategy 25
    26. 26. STEP 3LISTENING AND REPUTATION MANAGEMENTSource: http://www.youtube.com/watch?v=U2VIRqlq23s and http://www.youtube.com/watch?v=InrOvEE2v38 26
    27. 27. 2 types of listening Social monitoring Social Research  “Tracking online brand  “Analyzing naturally occurring mentions on a daily basis for online categories of PR, brand protection, conversation to better operations and customer understand why people do service outreach & what they do, the role of engagement”. brands in their lives and the product, branding and Tom O’Brien & David Rabjohns Motive Quest communications implications Listen First blog for brand owners”.For initial discovery phase - setup listening for mentions of:* Brand variants, * Products, * Target keyphrases, * Competitors and * Key Influencers Our listening tools: Smart Insights - Listening Tools Review 27
    28. 28. 28
    29. 29. Q. How do we respond? Dell social listening/response process 29 See Social Governance Policies site
    30. 30. http://www.lab.firstdirect.com/ 30
    31. 31. …and “crowdsourcing”structured social research 31
    32. 32. www.getpebble.com 32
    33. 33. www.getpebble.com 33
    34. 34. Half-lives Twitter = 2.8 hours Facebook = 3.2 hours Direct sources (Email or IM) it’s 3.4 hoursSTEPS 4 and 5CONTENT and E-COMMUNICATIONS STRATEGYSource: http://www.smartinsights.com/email-marketing/email-marketing-analytics/did-you-know-how-scary-the-half-life-of-your-online-comm 34
    35. 35. 35
    36. 36. Which content engages for you? Information and news  Promotions  Links to blog posts  Sweepstakes  Yours AND Others  (Contribute to win)  Free downloads  New product info  Zeitgeist  Product discounts  Questions  Live events  Customer service Q&A  Product reviews  Polls/surveys 36
    37. 37. What works for Eloqua (B2B) Eloqua Facebook approach 37
    38. 38. 38 3 8
    39. 39. Creating asocial media hub 39
    40. 40. 40
    41. 41. Get into a rhythm…Download “Building your Business with Facebook Pages” 41
    42. 42. Use a “conversational calendar”Download “Building your Business with Facebook Pages” 42
    43. 43. Love your influencers!Source: http://www.smartinsights.com/content-management/content-marketing-strategy/eight-ways-to-seed-your-business-blog-posts-and-stimulate-inb 43
    44. 44.  REACHOutreach! Collaborate with partners and influencers to maximise impact of social media 44
    45. 45. STEP 6Define approaches for core social networks 45
    46. 46. 46
    47. 47. CIM Social media benchmark Feb 2012 47
    48. 48. 48
    49. 49. Social Power 49
    50. 50. Smart Insights: Marie Page on Vets Now 50
    51. 51. 9 tips on the new Facebook Timeline 51
    52. 52. Success factors According to Jas Dhaliwal Head of communities 1. Content Own + Curated 2. Community Listen to build better products and offer better service 3. Customer service Dedicated support channel – encourage to log ticket 4. Collaboration Encourage community to help othersView case study 52
    53. 53. 53
    54. 54. 54Source: Social Bakers
    55. 55. 55
    56. 56. 56
    57. 57. STEP 7Social media optimisation (SMO) and analytics 57
    58. 58.  1 Liking more:  Sign-up page optimisation SMO Summary 2 Sharing more  Blog integration  Mastering the APIs 3 Engaging more:  Reading more  Commenting more 4 Selling more  Site integration  Offer testing 5 Serving more  Service response  Reputation response 58
    59. 59. Your views on Google+ ? 59
    60. 60. 60
    61. 61. The Not So Niche Networks… 61
    62. 62. MckKay case study 62
    63. 63. From “SoLoMo” to “ToDaClo”? SoLoMo = Social Local Mobile and ToDaClo = Touch + Data + Cloud 63
    64. 64. Source: Placecast 64
    65. 65. 65
    66. 66. “Geofencing” Geo-fence technology has been used today by over six million opted-in consumers through different programs from carriers like AT&T in the US and Telefonica in Europe, as well as over 75 major consumer and retail brands. Source: DDR (Malls) 66
    67. 67. A glimpse of the future Rue La La (Flash Sales)April 14th 2012 53% mobile(Apps and Site) 30% mobile Weekends 40% mobile Weekdays Source: InternetnetRetailer.com 67
    68. 68. Let’s Connect! Questions & discussion welcome Download: SmartInsights.com/fsb2012  Bloguk.linkedin.com/in/davechaffey  www.smartinsights.com/blog  Feeds  www.feedburner.com/smartinsi ghtsfacebook.com/smartinsights  Enewsletter  www.smartinsights.comtwitter.com/smartinsights 68
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