One hour webinar based on MarketingSherpa's 2010 Social Media Benchmark Report.

1. ROAD Map to
Social Marketing Maturity
A Practical Method for Mapping an
Effective Social Marketing Strategy
Twitter #SherpaROAD

2. ROAD Map to
Social Marketing Maturity
Jeanne Hopkins Sergio Balegno
Director of Marketing Research Director
HubSpot MarketingSherpa
@JeanneHopkins @SergioBalegno
 Social Marketing Maturity – why you need to grow up
and start acting your age
 MarketingSherpa ROAD Map – a practical method for
mapping an effective social marketing strategy
Lots of facts and insights from the 2010
Social Media Marketing Benchmark Report

3. Two-Dimensional Approach to Mapping
an Effective Social Marketing Strategy

4. Social Marketing Maturity is in Transition
N/A
4%  Where Organizations are in
the Social Marketing
Phase III: Maturity Lifecycle
Strategic
Phase I: Trial  33% no process,
23%
33% platform-centric
 40% informal process,
randomly performed
 23% formal process,
routinely performed
 Expect majority to be in
Phase II:
Transition transition this year
40%
 Where are you now and
where do you want to be?
Source / Methodology: MarketingSherpa Social Media Marketing Benchmark Survey / Fielded Nov 2009, N=2,317

5. How Far Have You Traveled Down
the ROAD to Social Marketing Success?
45%  Trial phase focused on
Devices Devices (social platforms)
Percent Respondents by ROAD Map Element and
40%
 Strategic phase focus
shifts to Research,
Social Marketing Maturity Phase
35% Objectives
Objectives and Actions
Research
30%  The more mature an
Actions
Actions organization’s social
25%
Objectives
marketing, the more
Research effective
20%
Devices
15%
Phase I: Trial Phase II: Transition Phase III: Strategic
Source / Methodology: MarketingSherpa Social Media Marketing Benchmark Survey / Fielded Nov 2009, N=2,317

6. ROAD Map – Research
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
 Twitter #SherpaROAD

7. Monitoring and Measuring the Impact
Visitors and sources of traffic 72%
Network size in terms of followers,
fans, members, etc.
63%  What are you monitoring
Quantity of commentary about your
56% and measuring to
brand or product
Sentiment or quality of commentary quantify social media
50%
about your brand or product impact?
Search engine ranking position 48%
 50% track qualitative
Leads generated 48% metrics like “sentiment”
Progress toward achieving your social
38%
 Missed opportunity to ID
media objectives
Engagement with influential bloggers,
and profile audiences
38%
journalists, Twitterers, etc.
Sales conversions or other ROI metrics 35%
Competitive share of social media
19%
coverage
Criteria to identify and profile
17%
audiences
Source / Methodology: MarketingSherpa Social Media Marketing Benchmark Survey / Fielded Nov 2009, N=2,317

8. Why we Friend and Follow Companies
Max Connectors Daily All
 What motivates us to
Learn about new
61% track brands and orgs
products / features /
services
61%
through social media?
62%
 “Shopper” issues leading
Company culture,
48% motivator for consumers
environmental resp., 41%
workers policies, etc.
30%  Entertainment a missed
opportunity – HubSpot
46%
Learn about specials,
65%
sales, etc.
64%
37%
Entertainment - funny
34%
or insightful
35%
Source / Methodology: MarketingSherpa and Survey Sampling, Popular Media Study / Fielded Dec 2009, N=1,314

9. ROAD Map – Objectives
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

10. Targeting Objectives and Measuring Progress
Targets objective and measures progress
Targets objective but doesn't measure progress
Doesn't target objective  Does your organization
Increase website traffic 73% 21% 5%
target social media
Increase sales revenue 56% 30% 13% marketing objectives and
Improve search engine rankings 56% 24% 20% measure progress in
Increase lead generation 53% 32% 15%
achieving them?
Increase brand or product awareness 36% 57% 7%
 Web site is the hub of
the marketing strategy –
Improve brand or product reputation 34% 55% 10%
so traffic most targeted
Improve public relations 31% 53% 16%
and measured objective
Improve customer support quality 28% 40% 32%  Missed opportunity is
Reduce customer acquisition costs 26% 31% 44% targeting cost reductions
Reduce customer support costs 20% 26% 54%
Source / Methodology: MarketingSherpa Social Media Marketing Benchmark Survey / Fielded Nov 2009, N=2,317

11. Achieving Marketing Objectives
Phase III: Strategic Phase II: Transition Phase I: Trial
63%
Increase brand or product awareness
40%
47%
 Objectives social is “Very
Improve brand or product reputation 43%
52%
Effective” at achieving, by
34%
52% Social Marketing Maturity
Increase website traffic 33%
33%
49%
 All phases prioritize
Improve public relations 42%
33% objectives in same order
34%
Improve search engine rankings 28%
27%  strategic phase marketers
Improve customer support quality 23%
24%
33%
much more effective at
30% achieving objectives
Increase lead generation 19%
17%
22%
Reduce customer acquisition costs 14%
6%
18%
Reduce customer support costs 11%
8%
15%
Increase sales revenue 8%
8%
Source / Methodology: MarketingSherpa Social Media Marketing Benchmark Survey / Fielded Nov 2009, N=2,317

12. ROAD Map – Actions
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
 Social marketing architecture to
connect audiences with content,
landing pages, conversion points

13. “Fast and Easy” Trumps Effectiveness
Sphere size indicates level of usage
18%
Blogger  Effectiveness, Effort
relations
Required and Usage of
15%
Tactics Summarized
Microblogging Social media
12% SEO
 Blogger relations is most
Most Effective
effective but requires
Blogging
9%
Social
networks
Adv most effort – low usage
SMNR  Social networks half as
Content
6%
sharing effective but a quarter
the effort required –
3% Social sharing
high level of usage
0%
0% 5% 10% 15% 20% 25%
Most Effort
Source / Methodology: MarketingSherpa Social Media Marketing Benchmark Survey / Fielded Nov 2009, N=2,317

14. Getting Into the Mix With Social
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%  Social stands alone in
16% of social marketing
programs
Yes, but
integrated
with ONLINE
tactics only
31%
Source / Methodology: MarketingSherpa Social Media Marketing Benchmark Survey / Fielded Nov 2009, N=2,317

15. The Payoff of Integration - Effectiveness
Very effective Somewhat effective Not effective
Website 39% 56% 4%
 How effective is social
Email 33% 61% 6%
media integration with
Search engine
32% 54% 14%
other tactics you use?
optimization (SEO)
 Integration with online
Public relations 32% 60% 8%
tactics rules because
Online display ads 15% 62% 23% easily accomplished – link
 Online integration also
Direct mail 14% 58% 28%
enables tracking from
Paid search (PPC) 12% 57% 31% initial engagement to
conversion
Broadcast ads (radio / TV) 12% 39% 49%
Print ads (newspaper /
10% 58% 33%
magazine)
Source / Methodology: MarketingSherpa Social Media Marketing Benchmark Survey / Fielded Nov 2009, N=2,317

16. ROAD Map – Devices
Last But Not Least – What Tools do we Need?
 Select platforms that fit tactical
plan and social architecture
 Strategy outlives technology –
platform agnostic to this point
 ID, assess and select social
platforms based on tactical plan
 Roll out sequentially, mastering
each platform before expanding to
next

17. Finally, Deploying Social Platforms
Professional or social networks
(LinkedIn, Facebook, etc.)
90%  Which platforms does
your organization use for
Microblogs (Twitter, Jaiku, etc.) 71%
social marketing?
 Last step – ID, assess and
Company branded or managed blog(s) 64%
select the platforms
Multimedia content sharing sites
63%  Focus on tactical fit and
(YouTube, Flickr, Slideshare, etc.)
effectiveness rather than
User forums or discussion groups 41% on “fast and easy”
Social bookmarking sites (Digg,
32%
Delicious, etc.)
Company branded or managed wiki(s) 22%
Source / Methodology: MarketingSherpa Social Media Marketing Benchmark Survey / Fielded Nov 2009, N=2,317

18. Monitoring and Measuring Solutions
Free tools used to monitor and  What type of tools or
measure social media in general 82%
(SocialMention, Google Analytics, etc.) solutions is your
organization using to
Free tools used to monitor and
monitor and measure
measure a specific social site (Twitter 58% social media initiatives?
Search, Facebook Insights, etc.)
 “Free tools” now loaded
with features but…
Paid tools - licensed social media
monitoring and measuring solutions 20%  Enterprise level initiative
(Radian6, Omniture, etc.)
requires comprehensive
or custom solutions
Custom tools or solutions developed
in-house to monitor and measure 16%
social media initiatives
Source / Methodology: MarketingSherpa Social Media Marketing Benchmark Survey / Fielded Nov 2009, N=2,317

19. Take-Aways
 Social media marketers need to grow up and start
acting their age.
 The more mature and strategic an organization’s social
marketing becomes, the more effective it is.
 Social Marketing Maturity is a process – you need a
practical method (ROAD Map) to reach the next phase.