Amping Up So Me Mktg Strategy R2i

551 views
470 views

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
551
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • As part of the marketing plan R2i used its social marketing framework. One part of the framework is to leverage already existing communities. This is a simple example of how to use Google to find them. Many communities including these were told about the brain health index
  • But first 6 Quick Truths…
  • You may have seen this before in a previous webcast
  • Emphasis here;re-enforcement of key conceptNot to say that there’s no altruism, but it’s not driving most sharing…
  • When you share it, it says “I am generous”
  • Identify through understanding of customer buying behaviorEmpower with share-worthy and sharable contentReproduce through enabling bridging behavior
  • First a note on approach…
  • An identified group of advocates exists in the Loyal and Active Loyal Groups – email base
  • Amping Up So Me Mktg Strategy R2i

    1. 1. Amping Up Your Social Media Marketing Strategy<br />Ken Chow<br />kchow@r2integrated.com<br />
    2. 2. Agenda<br />Coming to Grips<br />The New Dynamic<br />Brands Become Publishers<br />Adapting the Organization<br />Leveraging Sharing behavior<br />Summary<br />copyright r2integrated, LLC 2009 – confidential and proprietary<br />
    3. 3. Coming to Grips<br />Or:<br />How I Learned to Stop Worryingand Love Social media <br />copyright r2integrated, LLC 2009 – confidential and proprietary<br />
    4. 4. Coming to Grips<br />The 5 Stages ofTechnology Introduction:<br />Denial<br />Anger<br />Bargaining<br />Depression<br />Acceptance<br />
    5. 5. Coming to Grips<br />The 5 Stages ofTechnology Introduction:<br />Skepticism<br />
    6. 6. Coming to Grips<br />The 5 Stages ofTechnology Introduction:<br />Skepticism<br />Experimentation<br />
    7. 7. Coming to Grips<br />The 5 Stages ofTechnology Introduction:<br />Skepticism<br />Experimentation<br />Disappointment<br />
    8. 8. Coming to Grips<br />The 5 Stages ofTechnology Introduction:<br />Skepticism<br />Experimentation<br />Disappointment<br />Practice<br />
    9. 9. Coming to Grips<br />The 5 Stages ofTechnology Introduction:<br />Skepticism<br />Experimentation<br />Disappointment<br />Practice<br />Adoption<br />
    10. 10. The New Dynamic:<br />“I, for one, welcome our new Consumer Overlords…”<br />
    11. 11. The New Dynamic<br />Consumer in Control<br />Decisions Driven by Content and Peer Advice<br />Self-Organizing Communities<br />Media Hierarchy Subverted<br />Brands Must Directly Engage Consumers<br />Sharing as the X - Factor<br />
    12. 12. Brands as Publishers<br />A Huge Opportunity in an Unfamiliar Role<br />
    13. 13. Formerly separate entities are now sharing the same space...<br />Brands are becomingpublishers.<br />Brand vs. Publisher<br />
    14. 14. Today I need to:<br /><ul><li>Create communities of interest…
    15. 15. Deliver compelling content…
    16. 16. Facilitate community dialogue…
    17. 17. Monetize…</li></ul>Brandon Manager<br />Parker Publisher<br />
    18. 18. Create communities of interest…<br />
    19. 19. Deliver Compelling Content…<br />
    20. 20. Facilitate community dialogue…<br />
    21. 21. Advertisers<br />New Relationships and Opportunities<br />Brands<br />Consumers<br />Publishers<br />The Traditional Relationship…<br />
    22. 22. Advertisers<br />New Relationships and Opportunities<br />Brands<br />Consumers<br />Publishers<br />Search<br />Social<br />The DissruptiveRelationship…<br />
    23. 23. Advertisers<br />New Relationships and Opportunities<br />Brands<br />Consumers<br />Publishers<br />Search<br />Social<br />A Balanced Relationship…<br />
    24. 24. Adapting Your Organization<br />Platforms, Content, Skill Sets<br />
    25. 25. Platform and Technologies<br />Brands used to rent the publishing platforms the used, now they must own or control them outright…<br />Content Management<br />Content Syndication<br />Community Building Tools<br />Mobile Applications<br />Rich MediaTools<br />Platform Layer<br />
    26. 26. Vendors<br />Content must match the mission…<br />Strategy<br />Creative<br />Development<br />Management<br />Engagement Layer<br />Content Management<br />Content Syndication<br />Community Building Tools<br />Mobile Applications<br />Rich MediaTools<br />Platform Layer<br />
    27. 27. Internal Skill Sets<br />As must your own talent pool…<br />Content Author<br />Community Manager<br />Technical Support<br />Skill Sets Layer<br />Strategy<br />Creative<br />Development<br />Management<br />Engagement Layer<br />Content Management<br />Content Syndication<br />Community Building Tools<br />Mobile Applications<br />Rich MediaTools<br />Platform Layer<br />
    28. 28. Content Author<br />Community Manager<br />Technical Support<br />Skill Sets Layer<br />Strategy<br />Creative<br />Development<br />Management<br />Engagement Layer<br />Content Management<br />Content Syndication<br />Community Building Tools<br />Mobile Applications<br />Rich MediaTools<br />Platform Layer<br />Adapting the Organization<br />
    29. 29. Consequences…<br />
    30. 30. Brands as Publishers<br />CASE STUDY:DHA Brain Health<br />
    31. 31. Overview<br />Company:<br />Leader in the innovation and development of DHA omega-3 products that promote health and wellness.<br />Challenge:<br />Promote awareness of brain health and encourage people to take action<br />Target Audience:<br />Young and expectant mothers, other health-conscious adults<br />
    32. 32. Options<br />Advertise<br />~ or ~<br />Publish?<br />
    33. 33. Search Results were Crowded..<br />
    34. 34. Advertising Creates Results at a Cost<br />
    35. 35. Becoming a Publisher…<br />Added technology to support distribution<br />Engaged vendors to create compelling content<br />Shifted internal responsibilities to staff content creation and community management positions<br />
    36. 36. Technology…<br />
    37. 37. Compelling Content…<br />
    38. 38. Community Management…<br />
    39. 39. Syndicated Promotion<br />
    40. 40. A Typical Publishers Feature…<br />
    41. 41. A Typical Publisher’s Feature…<br />
    42. 42. What to Do Tomorrow?<br />See the Web as a Buying Engine<br />Look Beyond the CMS<br />Focus on Optimizing Content<br />Examine Organizational Requirements<br />Vendor Profiles<br />
    43. 43. Content Author<br />Community Manager<br />Technical Support<br />Skill Sets Layer<br />Strategy<br />Creative<br />Development<br />Management<br />Engagement Layer<br />Content Management<br />Content Syndication<br />Community Building Tools<br />Mobile Applications<br />Rich MediaTools<br />Platform Layer<br />Adapting the Organization<br />
    44. 44. Leveraging Sharing Behavior<br />I am (pick at least one):<br /><ul><li>Generous
    45. 45. Fun
    46. 46. Smart
    47. 47. Righteous</li></ul>copyright r2integrated, LLC 2009 – confidential and proprietary<br />
    48. 48. Two Types of Social Networks<br />We seek to reduce risk and gain rewards…<br />Technical Networks<br />Commonality: occupation, professional interest, or technical skill<br />Seeking/Giving: technical data, or specific job-related information<br />Sharing Motivation: inclusion, status, reputation<br />Trust and Admiration Networks<br />Commonality: personal affiliation (friends, associates)<br />Seeking/Giving: personal views and status, advice on decisions and purchases<br />Sharing Motivation: ego (recognition, admiration, and trust)<br />copyright r2integrated, LLC 2010 – confidential and proprietary<br />
    49. 49. Technical Networks<br />copyright r2integrated, LLC 2009 – confidential and proprietary<br />
    50. 50. Trust and Admiration Networks<br />copyright r2integrated, LLC 2009 – confidential and proprietary<br />
    51. 51. Sharing Motivation<br />People in these two networks share thingsthat meet one or more of these basic criteria:<br />Transactional Value – “I’m generous”<br />Entertainment – “I’m fun”<br />Information Useful for Daily Life – “I’m smart”<br />Ideology – “I’m good righteous”<br />copyright r2integrated, LLC 2010 – confidential and proprietary<br />
    52. 52. Transactional Value<br />copyright r2integrated, LLC 2009 – confidential and proprietary<br />“I am generous.”<br />
    53. 53. Entertainment Value<br />copyright r2integrated, LLC 2009 – confidential and proprietary<br />“I am fun.”<br />(“And I have a lot of spare time”)<br />
    54. 54. Informational Value<br />copyright r2integrated, LLC 2009 – confidential and proprietary<br />“I am smart.”<br />
    55. 55. Ideology<br />copyright r2integrated, LLC 2009 – confidential and proprietary<br />“I am righteous.”<br />
    56. 56. Social Bridging<br />The Goal:Changing opinions and buying decisionsthrough the sharing of contentby others who accept your value proposition<br />i.e. , making “advocates”<br />copyright r2integrated, LLC 2009 – confidential and proprietary<br />
    57. 57. Social Bridging<br />The Method:Use social medianot as a broadcast medium, but as a place to identify, empower, and reproduce advocates<br />copyright r2integrated, LLC 2009 – confidential and proprietary<br />
    58. 58. Social Bridging<br />The Mission:To locate likely advocates,arm them with valuable content,and ensure sharing mechanisms are in place<br />copyright r2integrated, LLC 2009 – confidential and proprietary<br />This is not a “one and done” proposition, advocates represent an ongoing relationship that must be actively maintained.<br />
    59. 59. Social Bridging<br />copyright r2integrated, LLC 2009 – confidential and proprietary<br />Identify – Empower – <br />
    60. 60. Applying the Theory<br />So now what?<br />copyright r2integrated, LLC 2009 – confidential and proprietary<br />
    61. 61. Creating Effective Social Programs<br />Tactics<br />Customer Behavior<br />Strategy<br />Tools & Content<br /><ul><li>Motivation
    62. 62. Needs/Wants
    63. 63. Influencers
    64. 64. Products
    65. 65. Basedon Behavior
    66. 66. Framework for managing influencers
    67. 67. Intersecting behavior with messages at the right place and time
    68. 68. Programs and campaigns
    69. 69. Infrastructure
    70. 70. Engaging content</li></ul>copyright r2integrated, LLC 2010 – confidential and proprietary<br />
    71. 71. Buying Behavior<br />Motivation<br />Whose Problem is It?<br />Aspirin or Vitamin?<br />Risk/Reward<br />Needs/Wants<br />Form/Function<br />Price<br />Decision Making<br />Influencers vs. DMs<br />Evidence/Information<br />References<br />Peer Advice<br />copyright r2integrated, LLC 2009 – confidential and proprietary<br />Where are these communities?<br />How do they operate?<br />How do you intersect?<br />
    72. 72. Content Generation<br />Which Audience?<br />Technical/Non-technical<br />Match the Motivation<br />Does it affect their “In Box”?<br />Shareable Value<br />Transactional<br />Entertaining<br />Useful Information<br />copyright r2integrated, LLC 2009 – confidential and proprietary<br />Ask yourself, and ask key customers: “Would you share this?” “Why?”<br />Be honest…<br />
    73. 73. Sharing Systems and Technologies<br />E-mail<br />The Original Social Network<br />Embedded sharing mechanisms (e.g. influencer widgets)<br />copyright r2integrated, LLC 2009 – confidential and proprietary<br />
    74. 74. Sharing Systems and Technologies<br />Social Media:<br />Inherent Mechanism( e.g. Facebook)<br />Adjunctive Mechanisms(e.g. Facebook Connect API)<br />Share This<br />Ad Buys<br />copyright r2integrated, LLC 2009 – confidential and proprietary<br />
    75. 75. copyright r2integrated, LLC 2009 – confidential and proprietary<br />Sharing Systems and Technologies<br />Other Community Environments:<br />Company Micro-sites <br />3rd Party Promotion Sharing Sites (e.g. coupon sites)<br />Partners<br />
    76. 76. Example Framework<br />Can Moe grow?<br />copyright r2integrated, LLC 2009 – confidential and proprietary<br />
    77. 77. Target: Young Family/Upwardly Mobile<br />Locations: 123<br />TGI McScratchy’sGoodtime Food Drinkery<br /><ul><li>Existing Contact Base: 86,000 email addresses
    78. 78. Goal: Increase repeat visits 20%, increase per-cover revenues 25%</li></ul>Retail Dining<br />copyright r2integrated, LLC 2009 – confidential and proprietary<br />
    79. 79. TGI McScratchy‘s<br />ActiveLoyal<br />Loyal<br />Occasional<br />Rarely<br />Never Been<br /><ul><li>Core Population
    80. 80. Reach through Loyalty programs
    81. 81. Incentivize Sharingand Word of Mouth
    82. 82. Create Social Bridge to…</li></ul>Reach through Social Bridging<br />copyright r2integrated, LLC 2009 – confidential and proprietary<br />
    83. 83. Main Objective<br />copyright r2integrated, LLC 2009 – confidential and proprietary<br />ActiveLoyal<br />Loyal<br />Occasional<br />Rarely<br />Never Been<br />Shifting the population…<br />
    84. 84. Bridging Methods<br />copyright r2integrated, LLC 2009 – confidential and proprietary<br />Inside the existing TMGFD base, email is the connection and sharing method.<br />Active Loyal<br />Outside the TMGFD base, the connection and sharing method is via social mechanisms.<br />Loyal<br />Occasional<br />Rarely<br />Never Been<br />
    85. 85. Tactical Overview<br />Facebook portal delivers valuable content, builds loyalty<br />Facebook Sharing allows members to recruit others through social “bridging”. Facebook Connecton amicro-site or landing page amplifies it.<br />Sharing extends reach and drives acquisition of base. Promotion drives base to Facebook<br />300K+<br />email base<br />Join<br />Join<br />Acquire<br />Social Media buysdrive other outsidemembers to join<br />Email with engaging primary offer and sharing mechanisms. <br />Size and loyalty of community drives more “Loyal” and “Active Loyal” transactions<br />copyright r2integrated, LLC 2010 – confidential and proprietary<br />
    86. 86. Questions?<br />copyright r2integrated, LLC 2009 – confidential and proprietary<br />

    ×