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Constructing Your
Social Marketing Architecture

           How to Build A Bridge Between
Social Marketing Strategies and ...
Constructing Your
             Social Marketing Architecture
         Jeanne Hopkins            Sergio Balegno       Jen D...
The State of Social Marketing
Social Marketing Benchmark Study – what we found
 Social media has created new world of mar...
ROAD Map – Research
            1. What do we Need to Know?
 Gather intelligence on audiences,
  social use and competiti...
ROAD Map – Objectives
                 2. Where Are we Going?
 Define objectives aligned with target
  audiences and metr...
ROAD Map – Actions
       3. How do we Get There From Here?
 Create a social marketing strategy
  with a tactical plan of...
ROAD Map – Devices
              4. What Tools do we Need?
 Roll out platforms that fit tactical
  plan and social archit...
Deploying Social Platforms
            Professional or social networks
                                                   ...
No Purpose. No Architecture. No Results.
 AKA – Random Acts of Social Marketing
Constructing a Social Marketing Architecture

                              Target audiences are
                        ...
Collaboration Solutions Website

                     Hub of the marketing
                      strategy for collaborati...
Collaboration Solutions Blog

                     Hub of social marketing
                      strategy for collaborati...
Collaboration Solutions Community

                       Users “join conversations
                        and share bes...
Collaboration Solutions on Twitter

                        Share 140 character
                         tweets with “fol...
Collaboration Solutions on Facebook

                        Building a community of
                         users and “...
Collaboration Solutions on YouTube

                        Videos are “most
                         engaging” and
     ...
Cisco Pics on Flickr

                  Photos are “most used”
                   type of online multi-
                 ...
Collaboration Blog RSS Feed

                    RSS a tool to “broadcast”
                     content to subscribers

 ...
Social Marketing Architecture Constructed

                           Hub sites (website and
                            ...
Integrating Social Media With Other Tactics
   Yes, but we
 integrate with                                                ...
The Payoff of Integration - Effectiveness
                                                  Very effective        Somewhat...
MarketingSherpa Case Study:
Integrating Website, Search and Social Tactics
                             Caturano and Comp...
Situation Analysis

               Traditional outbound
                marketing methods more
                expensive ...
Campaign Tactic – Website Marketing

                        Website redesigned as
                         the content h...
Campaign Tactic – Search Marketing

                        Optimized website for
                         keywords in co...
Campaign Tactic – Social Marketing

                        Joined and actively
                         participated in ...
Results

           68% increase in unique
            website visitors

           First page SERPs for 25
            ...
Lessons Learned

 Social media has created a new world of marketing opportunities
  but many are exploring this new terra...
MarketingSherpa's Creating a Social Marketing Architecture
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MarketingSherpa's Creating a Social Marketing Architecture

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  1. 1. Constructing Your Social Marketing Architecture How to Build A Bridge Between Social Marketing Strategies and Social Media Platforms Follow Conversation on Twitter #SherpaROAD
  2. 2. Constructing Your Social Marketing Architecture Jeanne Hopkins Sergio Balegno Jen Doyle Director of Marketing Research Director Research Analyst HubSpot MarketingSherpa MarketingSherpa @JeanneHopkins @SergioBalegno @JenLDoyle  The State of Social Media Marketing  A Practical Method for Mapping Your Social Marketing Strategy  Social Marketing Architecture to Bridge Strategies and Platforms  Case Study on Integrating Social Marketing with Other Tactics  Research based on MarketingSherpa’s 2010 Social Media Marketing Benchmark Report  Follow Conversation on Twitter #SherpaROAD
  3. 3. The State of Social Marketing Social Marketing Benchmark Study – what we found  Social media has created new world of marketing opportunities. But marketers are exploring new terrain without a compass  Captivated by hype and ease of implementing social sites  Ignoring proven practices, launching without a plan/purpose  Thinking tactically rather than strategically about objectives  Momentous change in the use of social media is taking place  Social marketing is maturing – methodologies are emerging
  4. 4. ROAD Map – Research 1. What do we Need to Know?  Gather intelligence on audiences, social use and competition  Monitor dialog, social behavior and platform preferences  Profile target audiences by social characteristics – silent majority / vocal minority / social authority  Benchmark quantitative and qualitative social metrics Follow Conversation on Twitter #SherpaROAD
  5. 5. ROAD Map – Objectives 2. Where Are we Going?  Define objectives aligned with target audiences and metrics  Segment, prioritize and select target audiences  Focus on hard, measureable and targeted objectives to win support  Align objectives with metrics traceable to ROI, rather than qualitative measures Follow Conversation on Twitter #SherpaROAD
  6. 6. ROAD Map – Actions 3. How do we Get There From Here?  Create a social marketing strategy with a tactical plan of action  Roles, policies, procedures  Campaign tactics and timetables to execute strategy  Integrate social media with other tactics in the marketing mix Follow Conversation on Twitter #SherpaROAD
  7. 7. ROAD Map – Devices 4. What Tools do we Need?  Roll out platforms that fit tactical plan and social architecture  Platform agnostic to this point – so strategy will outlive technology  Construct a social marketing architecture to connect audiences with content, landing pages and conversion points  Roll out platforms sequentially Follow Conversation on Twitter #SherpaROAD
  8. 8. Deploying Social Platforms Professional or social networks 90% (LinkedIn, Facebook, etc.)  Which platforms does Microblogs (Twitter, Jaiku, etc.) 71% your organization use for social marketing? Company branded or managed blog(s) 64%  Focus on “fast and easy” Multimedia content sharing sites 63% rather than tactical fit (YouTube, Flickr, Slideshare, etc.) and effectiveness User forums or discussion groups 41%  Many organizations Social bookmarking sites (Digg, Delicious, etc.) 32% deploy social platforms with no plan or purpose Company branded or managed wiki(s) 22% Source / Methodology: MarketingSherpa Social Media Marketing Benchmark Survey / Fielded Nov 2009, N=2,317
  9. 9. No Purpose. No Architecture. No Results. AKA – Random Acts of Social Marketing
  10. 10. Constructing a Social Marketing Architecture  Target audiences are prospects and customers for Cisco collaboration solutions  Each platform added to the architecture must have a clear and manageable purpose  Multi-directional channels connect audiences with content, landing pages and conversion points
  11. 11. Collaboration Solutions Website  Hub of the marketing strategy for collaboration solutions  Periodically updated content with marketing information on solutions, services, news, etc.  Primary point of conversion – registration forms, etc.
  12. 12. Collaboration Solutions Blog  Hub of social marketing strategy for collaboration solutions  Frequently updated and shareable content and commentary relevant to collaboration solutions  Search engine optimization factors increase live and universal SERPs
  13. 13. Collaboration Solutions Community  Users “join conversations and share best practices in collaboration.”  Technically-oriented discussions, tools, opinions and member- only events  Adds value through customer service and product development
  14. 14. Collaboration Solutions on Twitter  Share 140 character tweets with “followers” for quick engagement  Searchable by brand (#cisco) or solution (#collaboration) hashtags  Adds value to relationship by connecting customers and prospects to relevant content
  15. 15. Collaboration Solutions on Facebook  Building a community of users and “fans” for Cisco Collaboration Solutions  Fans engaged by sharing commentary and opinions to posts  Posts drive traffic to content on other Cisco social platforms and website
  16. 16. Collaboration Solutions on YouTube  Videos are “most engaging” and entertaining media  YouTube is searchable video content sharing site  Links and drives traffic to and from other social platforms and website
  17. 17. Cisco Pics on Flickr  Photos are “most used” type of online multi- media  Flickr is searchable image sharing site  Links and drives traffic to and from other social platforms and website
  18. 18. Collaboration Blog RSS Feed  RSS a tool to “broadcast” content to subscribers  Links and drives traffic to source of feed and other social sites and website  Example of strategy outliving technology – being replaced by Twitter alerts and other social site notifications
  19. 19. Social Marketing Architecture Constructed  Hub sites (website and blog) for original content and linking users to social platforms for engagement  Social platforms building relationships and driving traffic back to hub sites for conversion  Clear objectives and the channels for achieving them
  20. 20. Integrating Social Media With Other Tactics Yes, but we integrate with  Does your organization OFFLINE tactics integrate social media only 1% with other marketing No, we don't Yes, integrated with ONLINE tactics? integrate with other and OFFLINE tactics  83% integrating with marketing tactics 52% other online tactics 16%  The reason – ease and effectiveness of social media integration Yes, but integrated with ONLINE  Follow Conversation on tactics only 31% Twitter #SherpaROAD Source / Methodology: MarketingSherpa Social Media Marketing Benchmark Survey / Fielded Nov 2009, N=2,317
  21. 21. The Payoff of Integration - Effectiveness Very effective Somewhat effective Not effective  How effective is social Website 39% 56% 4% media integration with Email 33% 61% 6% other tactics you use? Search engine 32% 54% 14%  Integration with online optimization (SEO) tactics prevalent because Public relations 32% 60% 8% easily accomplished: link Online display ads 15% 62% 23%  Online integration also Direct mail 14% 58% 28% enables tracking from initial engagement to Paid search (PPC) 12% 57% 31% conversion Broadcast ads (radio / TV) 12% 39% 49% Print ads (newspaper / 10% 58% 33%  Follow Conversation on magazine) Twitter #SherpaROAD Source / Methodology: MarketingSherpa Social Media Marketing Benchmark Survey / Fielded Nov 2009, N=2,317
  22. 22. MarketingSherpa Case Study: Integrating Website, Search and Social Tactics  Caturano and Company  One of New England’s largest accounting and IT consulting firms  Marketing objective to increase client base during recessionary economy
  23. 23. Situation Analysis  Traditional outbound marketing methods more expensive / less effective  Growing number of prospective clients are using the web, search and social media to find and assess professional firms  Challenge to transition from traditional marketing to integrated inbound marketing strategy
  24. 24. Campaign Tactic – Website Marketing  Website redesigned as the content hub and conversion point  Recruited partners as subject matter experts and thought-leaders to create relevant content  Added lead conversion capabilities by requiring registration for content
  25. 25. Campaign Tactic – Search Marketing  Optimized website for keywords in copy, titles, metatags and other SEO elements.  Created a partner program to build links  Posted thought-leader articles on blogs creating search engine desirable content, links and listings
  26. 26. Campaign Tactic – Social Marketing  Joined and actively participated in LinkedIn discussion groups on topics of client interest  Facebook brand page building community of “fans” (clients / prospects)  LinkedIn discussions and Facebook postings channel members and fans to website content and conversion points
  27. 27. Results  68% increase in unique website visitors  First page SERPs for 25 targeted keywords  10-15 new leads converted per month  Significant % website traffic from social sites
  28. 28. Lessons Learned  Social media has created a new world of marketing opportunities but many are exploring this new terrain without a compass.  You need a practical, step-by-step method for mapping an effective social media strategy – Social Marketing ROAD Map  You need to build a bridge between social marketing strategies and social media platforms
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