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

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

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

  1. 1. ROAD Map to Social Marketing Maturity A Practical Method for Mapping an Effective Social Marketing Strategy Twitter #SherpaROAD
  2. 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. 3. Two-Dimensional Approach to Mapping an Effective Social Marketing Strategy
  4. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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.

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