Framework for building a social media strategy

1. Social Media Strategy Framework

2. INTRODUCTION

3. SOME ”TRUTHS” ABOUT SOCIAL MEDIA MARKETING
• Marketing in social media is ”PULL” not ”PUSH
• Marketing in social media is slow marketing
• Marketing in social media is engaging content
• Marketing in social media is based on dialogue not
monologue

4. THE WEB IS GETTING INCREASINGLY SOCIAL…

5. .. WHICH ALSO EFFECTS PURCHASE DECISION MAKING
Source: McKinsey Quarterly June 2009

6. THREE MATURITY PHASES

7. > 25% HAS A DEVELOPED STRATEGY

8. BUILD THE STRATEGY

9. It’s not about doing it all
it’s about doing it right!

10. APPROACH
DEVELOPED
DEVICES SOCIAL
RESEARCH OBJECTIVES ACTIVITIES (SOCIAL
PLATFORMS) MEDIA
STRATEGY
Baserat på Marketing Sherpas ROAD map modell

11. RESEARCH
GATHER INFORMATION

12. STRUCTURE YOUR RESEARCH

13. Know Control

14. FIND YOUR BENCHMARKS
• Establish qualitative & quantitative social benchmarks to understand
your position vs competition
Social
activity level
Share of
voice
# active Sentiment
Facebook
Fans &
Twitter # of
Followers retweets

15. CREATE SOCIAL PROFILES
Social Authority
Vocal Minority
Silent Majority

16. SOME RESEARCH TOOLS

17. OBJECTIVES
SELECT TARGET AUDIENCE
SET OBJECTIVES AND GOALS

18. SEGMENT & PRIORITIZE

19. SET OBJECTIVES & GOALS
Become the No 1 Be perceived as a
Serve our clients
source of inspiration trustworthy,
Objectives needs where ever
within home knowledgeable
they are
accessories and supportive
partner
Increase reach in 70% of primary segment Increase CSI by 10%
10 000 new target group by perceive the company as
Goals customers no 1 in home accessories
20%

20. DEVELOP YOUR KPI:s
# active Twitter
Followers
Sales conversion
rate
# active
Facebook Fans
% Reach in target
ROI audience - #
of touch
# blog posts, points
comments,
sharing, linking
% Dwell rate –
time spent with
Share of voice in brand
authority
channels
% Increase in
# of positive customer
comments on satisfaction
company brand
& products

21. ACTIVITIES
STRATEGIC PLAN
ORGANIZATION

22. DEVELOP YOUR STRATEGIES
Become the No 1 Serve our clients Be perceived as a
source of needs where ever trustworthy,
Objectives inspiration within they are knowledgeable and
home accessories supportive partner
10 000 new Increase reach in 70% of primary Increase CSI by
customers target group by segment perceive the 10% vs LY
20% company as no 1 in
Strategy
Goals home accessories formulation
Leverage
Build relationship Integrate SM Build customer
knowledge within
Strategy with online engagement in services through
home accessories
authority in our overall marketing social channels
in social channels
business strategy
Set up distribution of Set up relevant Launch campaign x, Create support
Tactics content on YouTube tools for monitoring y, z in relevant social through Twitter &
& Slideshare media channels Facebook
Processes for Synchronizing teams Create Wiki for user
Build RSS structure analysis and and activities generated
operations instructions
Operations
Promote content on Organization to Train the CS team
Facebook, Twitter, support relationship
Blog,
Organization,
Processes, routines
& KPIs for follow up

23. BUILD THE ORGANIZATION
Central
Marketing Coordination
- policies
Product Personal
Personal
Personal
Operations Personal
Personal
team Personal
Customer Personal
Personal
Support Staff
etc

24. DEVICES
ARCITECHTURE
PLATFORMS

25. BUILD YOUR ARCHITECTURE
Promotion Distribution
Newsletters
RSS
Our blogs
Site
RSS
Keyword
optimized
Our RSS
content
Notification
Notification
Link structure
to conversion
points
Other
RSS
blogs
Based on Björn Alberts ”Basic Blueprint The Brad Sphere ”

26. TRACK PERFORMANCE
Use your web analytics tools to optimize and track ROI
• Inbound traffic source
• Unique visitors from social media channel
• Activity
• Inbound traffic conversion rate
• Converting visitors from social media channel
• Activity

27. BUILD YOUR FEEDBACK LOOP

28. CASE STUDIES

29. WINE LIBRARY
Content
Promotion/
Distribution Conversation
Distribution
+27.000 Fans +6000 Followers
14.000 visningar

30. BORDERS
Promotion
Content Distribution
Promo/Conversation Link to conversion point
Sharing

31. THE FIESTA MOVEMENT
Promotion Distribution
Content
Distribution
Distribution Distribution

32. BLENDTEC

33. IS ENGAGMENT PROFITABLE?

34. SUCCESSFUL COMPANIES ARE MORE ENGAGED
Mavens
Selectivies
Butterflies
Wallflowers
Source: Wetpaint & Altimeter ”The worlds most valuable brands, who’s most engaged?

35. DEFINITIONS
• Mavens:
– Engagement in more than seven channels, above average engagement score. Examples
Starbucks & Dell. They have a robust strategy, a team dedicated for their engagement
and have made social media a part of their go to market strategy.
• Butterflies:
– Engagement in seven or more channels, but have much lower engagement. Examples
American Express and Hyundai. Engage in a few channels, but spread themselves thin.
Have not full management buy-in to make the engagement strategic
• Selectives:
– Engage in six or less channels, but have a higher than average engagement level.
Examples H&M and Philips. They focus deeply in a few channels and engage when and
where it matters most. But, they are lightly staffed with small budgets for execution.
• Wallflowers:
– Engagement in just a few channels, lower than average engagement level. Examples
McDonalds. They are cautious about the risks and uncertain about the benefits and
engage only lightly in the channels where they are present.
Source: Wetpaint & Altimeter ”The worlds most valuable brands, who’s most engaged?

36. ENGAGED COMPANIES ARE MORE SUCCESSFUL!
Source: Wetpaint & Altimeter ”The worlds most valuable brands, who’s most engaged?

37. KEY TAKE AWAYS
RESEARCH
CONTINOUS
REFINEMENT OF
SET TARGETS
STRATEGY &
TACTICS
ROI
DEVELOP
STRATEGY ,
TRACKING &
ORGANISATION
OPTIMIZATION
& TACTICAL
PLAN
CREATE
ARCHITECTURE

38. CONTACT
Ulrik Zielfelt
ulrik.zielfelt@impwell.com
+46 70 650 12 68
www.impwell.com
Twitter: Impwell
Facebook: Impwell
Linkedin: http://se.linkedin.com/in/ulrikzielfelt