Webinar Slides: MarketingSherpa's ROAD Map to Social Marketing Maturity

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

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

Two-Dimensional Approach to Mapping an Effective Social Marketing Strategy

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

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

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

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

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

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

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

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

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

“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

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

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

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

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

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

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.

http://www.hubspot.com	200
http://www.benqt.com	26
http://www.slideshare.net	21
http://www.maxx-online.eu	18
http://www.hubspot.com:80	2
http://hubspot.com	1
http://maxxonline.nl	1

Webinar Slides: MarketingSherpa's ROAD Map to Social Marketing Maturity

by HubSpot All-in-one Marketing Software on Feb 04, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

7 Embeds 269

Statistics

Webinar Slides: MarketingSherpa’s ROAD Map to Social Marketing Maturity — Presentation Transcript