The secrets and lies behind social media success

The Secrets & Lies Behind Social Media Success WOMMA Webinar 05.19.10

Agenda • Introduction: Speakers, Objectives, Hash tags • Getting Organized: Building smart foundations • Getting Started: An inside-out strategy • Finding a Groove: Settling into an ongoing program

Introduction: Empower MediaMarketing • Helping clients communicate to and with their customers • Media and marketing services focused in CPG, Retail and Food Industries • Word of Mouth and Social Media for clients, including: Bush Brothers, Long John Silvers, T. Marzetti, Mederma, Michael’s, Shaw • More information: – Twitter: @empowermm – Web: empowermm.com – Blog: empowermm.posterous.com

Introduction • Objective: Quick overview of considerations to take when building a social media program • Disclaimer #1: Our pragmatic POV • Disclaimer #2: One part of a (much) bigger picture • Tweet it Up: Use #WOMMA when telling these secrets

Getting Organized: Build a Foundation for Success

Getting Organized: Secrets & Lies Misconception/Lie Reality/Secret External only Internal support critical Lives in a silo/vacuum One dept. owns, but can’t be siloed Campaign- Campaign-focused Commitment Same stuff, different channel Different approach/resources needed Technology reaching one to many Personal, one to one contact Let’s create a Facebook page, just Be deliberate and brand-focused brand- so we have it All sharing, all knowing sharing, Privacy Considerations (Google Buzz, Facebook) Facebook) Viral Long tail Lottery 401-(k) 401- Experimental (following what’s Test & Learn (exploring what’s new) relevant)

Getting Organized: Changing the Focus • “Do me some social media” • Social media is more than – Facebook and Twitter – Technology – Another channel – Another campaign • Ask “Why” not “What”

Getting Organized: Listen • Skim Assessment of Relevant Landscape – Measure conversation: industry, company, topics – Track participation: who’s doing most talking? customers? – Identify sites/locations: which sites get most activity from your customers, industry? – Assess brand’s current state of readiness • What is the brand already doing?

Getting Organized: Goals & Objectives • Align with existing business goals and objectives – Identify internal/external goals of social media for brand – Anticipate challenges and considers solutions – Define project’s key performance indicators (KPI’s) metrics – KPI’s define success milestones; ultimately help calculate ROI

Getting Organized: Goals & Objectives • Define resource needs – Legal, HR, Customer Service, IT, Marketing, PR • Lots of overlap between groups; think Venn diagram vs. silo – Resources needed for whole process: • Creating content • Monitoring conversations • Responding/Participating • KPI Reporting – Create a Social Media Org Chart to define communication flow

Getting Organized: Goals & Objectives • Social Media Org Chart defines communication flow Customer PR/ Corp. Leadership Merchants IT HR R&D Relations Comm. Management Management Management Legal Management Leadership PR Agency Consumers Employees Employees Employees Media

Getting Organized: Internal Buy-In • Show pain it’s addressing • Show how industry, competitors are using it • Detail company’s use to date • KPI’s show program progress, lead to ROI • Show closed-loop process prepared for any scenario • Test and learn vs. experiment • Complementary with business goals vs. additive

Getting Started: An Inside-Out Approach

Getting Organized: New Focus • Focus Program – Focus efforts around customer/target audience segments and consider their online habits – Rely on social media strengths to support business goals – Eliminate the fire hose issue

Getting Organized: New Focus Social Media Strength What/How Example Broadcast/ Acquisition Rebroadcasting existing Most brands content starting out Consumer Engagement/ Identify influencers and Mederma, Mederma, T. Build Loyalty advocates, segment Marzetti Lead Generation Evangelists w/ how to content Home Depot, encourage others to do same Sharpie Customer Service Dedicated resources to Zappos, Zappos, Jet Blue monitor and respond Recruiting Detail culture, identify Sodexo candidates R&D Crowd-sourced products Crowd- Mt. Dew, Dell, P&G

Getting Organized: Finding Social Voice Brand Voice Social Voice Brand accurately Manifested in several real reflected people Single, anonymous, Brand is more human in social one- one-way Consistent across touch Engaging and two-way two- points Unique to the company Listens, learns and interacts − Social Media for Dummies, Shiv Singh

Getting Started: Inside-Out Strategy • Company must – be in sync, understand goals, messages – understand social media – understand guidelines/policies – use social media to understand it

Getting Started: Inside-Out Strategy • Three tactics support inside-out strategy – Policy: Legal is your friend, ties into HR – Training: Explains policy, also how to use sites as needed – Event: Catalyst showing employees how it all works together, requires employee participation and engagement • P&G’s Tides Loads of Hope Blitz • Empower’s 25th Anniversary Day of Service • Starbucks’ my Starbucks Story • Hilton Worldwide’s Annual Franchisee Convention

Getting Started: Inside-Out Strategy

Finding a Groove: It’s a Commitment, Not a Campaign

Finding a Groove: Consider Big Picture • Social media should play a role in a larger, integrated marketing strategy • It’s part of the marketing mix, not an additive or an in the margins component • Consider customer experience, is social media connected? – take a 360° view – email newsletters, web sites can help with acquisition – consider the offline experience too

Finding a Groove: Tactical Plan • Create a 30-60-90 day plan, putting hard-earned strategy to work – Implementation tasks – Resources/responsibilities – Timeline – KPI’s/Milestones – Schedule checkpoints to consider if plan should be tweaked to account for industry changes

Finding a Groove: Cyclical vs. Linear • Congratulations. You’re committed! • Ongoing process readjusting based on results and changes • Keep exploring • Apply the pragmatic filter, ask WHY vs. WHAT • Always create an opinion informed by your experiences, not someone else’s success – you’ve earned it

Recap • Introduction: Speakers, Objectives, Hash tags • Getting Organized: Building solid foundations • Getting Started: An inside-out strategy • Finding a Groove: Settling into an ongoing program

Questions?

Secrets & Lies • Thank You! • More information: – WOMMA.org – Twitter: @empowermm – Web: empowermm.com – Blog: empowermm.posterous.com

The secrets and lies behind social media success

by Word of Mouth Marketing Association on May 20, 2010

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The secrets and lies behind social media success — Presentation Transcript