There is N such thing like “social media
strategy”
N
Social
Business
Strategies
Social
Corporate
strategy
Online
Strategy
Social
Marketing
Techniques
Promotion
Strategy
Conten...
Co-ops/Non-profits
Not profit driven, The
goal of the company
is transforming
society by educating
and empowering
people
V...
Value Co-creation and Social Corporate
Strategy
Customers are
happier and
feel more positive
about the brand when
they get...
Crowd-sourcing as a corporate
strategy
Low-cost access to
experts and enthusiasts
in any area
More new and creative
ideas
...
Crowdsourcing Examples
MyStarbucksidea.com
A special social network that creted by
Starbucks. Members can 1- Share their i...
Social As a Corporate
Strategy
Social Media Strategy
Business strategy
(Priority)
Using social media for
Direct Sales
People already know
about this
Usin...
Brand’s Blog
Generate Content
(e.g. useful
information about
your category)
High ranking
on search
engines
Blog
Facebook
T...
Social Listening Based
Social media strategy
• Understand mind-sets (peoples ideas, lifestyles, way of doing
things)
• Pro...
Content Strategy
Brand Priority
-Brand Awareness
-Image building
-Community building
-Web traffic generating
-Sales promot...
Information about the
brand/product, brand
attributes, etc.
Image(s) of a product
Benefits of or feeling of using
the bran...
Platform Strategy
1- Social media is very important, spend as much money as needed.
2- Always be the first on new platform...
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Social media strategies there is no such thing like social media strategy

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Social media strategies there is no such thing like social media strategy

  1. 1. There is N such thing like “social media strategy” N
  2. 2. Social Business Strategies Social Corporate strategy Online Strategy Social Marketing Techniques Promotion Strategy Content Strategy Platform Strategy There are however, things like social corporate strategy, online strategy and social marketing techniques…
  3. 3. Co-ops/Non-profits Not profit driven, The goal of the company is transforming society by educating and empowering people Very Social Corporations Has own social media platforms, social media is the main focus of the brand, uses crowdsourcing as much as possible, Value co- creation is the main focus, Business model is based on a social premise Social Corporations Uses crowdsourcing and value co-creation occasionally, very active in social media, has some CSR activities, allocates a significant amount of budget for social media Ordinary Corporations Uses social media because competitors are using it, uses only major social media tools, does not allocate a significant amount of budget for social media Some B2B companies These companies do not openly engage with their clients in social media. They are not concerned about not being “social” Social As a Corporate Strategy Coca-Cola and Toyota They use social media as much as possible and they use various platforms but for them social media is just a tool to drive sales. Starbucks, Tom’s Shoes, Etsy, Danone All these companies have a very clear social mission and they cannot function well if they don’t actively interact with local communities and their customers Grameen Bank’s goal is reducing poverty not giving dividents to investors. It is owned by the poor people and the goal of the corporation is not profit maximazation
  4. 4. Value Co-creation and Social Corporate Strategy Customers are happier and feel more positive about the brand when they get involved with the creation and production of goods and services Value Co-Creation marketing Goods are indirect services. Any purchase can be turned into an experience or a customer journey Value should be created together with consumers Marketing should be relationship based (brands and consumers establish relationships) Brands should initiate conversations and dialogs Brands should teach new skills to consumers, community members Knowledge and know-how are the biggest assets of brands Companies should sell goods Marketing should be transactional Marketers should run promotional campaigns Marketers should educate customers
  5. 5. Crowd-sourcing as a corporate strategy Low-cost access to experts and enthusiasts in any area More new and creative ideas Faster business solutions Lack of control Lack of traditional business structure Quality of the outcome Ownership of intellectual property Security and privacy Crowds market it Crowds support it Crowds test it Crowds build it Crowds design it Crowds think of it Crowdsourcing means outsourcing the company’s problems and needs to people (mostly the customers of the brand, people interested in the area or anyone in the world) Source: Social Business by Design
  6. 6. Crowdsourcing Examples MyStarbucksidea.com A special social network that creted by Starbucks. Members can 1- Share their ideas about Starbucks’ products 2- Vote for other members ideas 3- Discuss about currently available ideas 4- See the feedback from oher members and the results of their ideas. IBM Idea Jam IBM employees, customers and the familiy members of employees help IBM solve its problems and come up with new ideas on a platform called IBM Idea Jam. In some occasions IBM posted the problem and pledged to $100 dollars for the solution of the problem. Innocentive Started as a solutions for chemical problems. Chemical companies post their problems and people provide suggestions. If idea is selected by the sponsor company who posted the problem the solver gets a cash reward. Secretlondon.com People were asked to share secret tips and their photos and their photos of London on a Facebook page. After the initial success the page became and independent website and replicated for other cities. Pepsi Asked its fans to come up with a new design for its cans. The wining design won a $10,000 cash prize and also used all around the world. American Express Although company sponsored forums are not rare, American Express created the OPEN forum for small business owners (to promote its small business credit) which was like a social network that allowed small business to friend other small business and exchange ideas. It became very popular in a short time. Loreal Created a Facebook toolkit for the stylists create a personalized Facebook site very easily and set up appointments with their customers. Owens & minor A healthcare products supplier company created an open social network platform for its suppliers where any suppliers can see the flow of supplies , submit documents and can easily contact one of the 7000 employees of the company. HP HP tests its printers , both during the concept phase and the post concept phase by giving the task to its customers who sign up for the trial service.
  7. 7. Social As a Corporate Strategy
  8. 8. Social Media Strategy Business strategy (Priority) Using social media for Direct Sales People already know about this Using social media for CUSTOMER SERVICE If this is the priority, then use social media for CRM and educating customers Using social media for SEARCH ENGINE OPTIMIZATION If this is the priority then generate interesting content and make people click on the links Using social media for PUBLIC RELATIONS If this is the priority then post every single company activity in social media and promote it Using social media for HUMAN RESOURCES If this is the priority then use applications to reach potential new hires Using social media for RESEARCH/SOCIAL LISTENING If this is the priority use social media fans as a focus group or a research panel. Ask fans questions about new proudcts, etc. Social as a business strategy Social media can be used for many different business purposes and ideally companies should have priorities. Companies should not say we will use social media for everything and everything is our priority.
  9. 9. Brand’s Blog Generate Content (e.g. useful information about your category) High ranking on search engines Blog Facebook Twitter Youtube linkedIn Google+ MixiPinterest Cookpad Cosme Nico Nico Douga Hatena More referrals from search engines SEO-Focused Social media strategy Social media can be a very effective tool to drive traffic to a brand’s blog or website. When many people click on links in social media to go to a website, that web site’s ranking increases among the listings of search engines. This is also known as search engine optimization. Other social media
  10. 10. Social Listening Based Social media strategy • Understand mind-sets (peoples ideas, lifestyles, way of doing things) • Profile customers and prospects (Use of consumer insights to create new consumer segments) • Sense early market shifts (Spotting marketing trends earlier by assesing what kind of messages are posted publicly) • Detect problems (Analysis of public messages about a brand can identify branding problems) • Analyze competitors (tracking competitor activity and what people are talking about competitors are very easy) • Uncover sales drivers and predict sales (Analysis of reviews on Amazon showed that not the price but comments about “ease of use” and product features were better predictors of future sales. • Test concepts & co-create value: Crowdsourcing of new ideas and having people to decide the future products. • Develop and evaluate messages (Before mass marketing practitioners can sense what kind of brand messages are shared and what kind of messages are not cared by customers) • Identify threats to reputation (PR crises can be easily handled through social media before they become bigger problems) • Identify which voices to listen (not everyone, not every platform and not ever comment can be tied influence sales. Some platforms, some influencers and some comments about certain types of product characteristics may be more important) Post volumes (total number of mentions on the internet) Tweets & status updates (sentiment analysis, RTs, mentions in social media) Search trends (of the number of searchers for a certain brand or a product category is increasing or decreasing) Tracking the advocates of own brand and competitor brands online. These people also can be found offline by asking the customers “how likely are you to recommend our brand or the competitor brand to your friends” Product reviews (sentiment, reviewer influence (e.g. top reviewer, etc.), specifity and objecitivity of the review 8this product is bad vs. this products’s X function has Y problem) Understand consumer needs and market shifts Listen online conversations More effective brand communications Develop targeted messages Source: First Listen
  11. 11. Content Strategy Brand Priority -Brand Awareness -Image building -Community building -Web traffic generating -Sales promotions -Improving customer loyalty Brand type Business :B2B, B2C, non-profit Category: Service, consumer goods, etc. Audience :male, female, mixed, young, old, experts, novices, etc. Audience expectations: Learn, enjoy, interact, etc. Content What to post? Information, entertainment, etc. When to post? Once a day, once a week, etc. Where to post? One platform, multiple platforms, etc. What to focus on? Products, users, CSR, deals, etc. Answer these questions first Then Make sure to post -Recent things (what happened recently, what is happening) -Brand’s social mission -High resolution photos -Desires or concerns of the category users -Emotional and surprising messages
  12. 12. Information about the brand/product, brand attributes, etc. Image(s) of a product Benefits of or feeling of using the brand in a fun/interesting/unique way The results of using the brand (e.g. a picture taken by the Nikon camera, a testimonial by a user, etc.) Brand’s advertisement or brand’s promotional or informational video/image Brand, package logo or branded material is an art form or part of nature Brand serves community, brand supports a person, people, a cause. Sponsorships, events organized by the brand, events related to the brand, TV program related to the brand or mentions the brand etc. Suggestions, recommendations about the brand or the product category (recipes, fashion tips, etc.) Expert advice, interviews with experts, experts picks, experts’ favorites. Behind the scenes (how the product is being made, the research lab, how employees are preparing, etc.) Brand is part of users’ life (e.g. a user has a coke tattoo on his arm, user is holding brand’s logo, or coke bottles in ones room) News, blog posts, videos related to the brand, corporation, product category, etc. News, blog posts, videos unrelated to brand/product category Questions: fill-in-the-blank either Or, which one polls Questions: Related with the brand, brand’s history Unrelated to the brand Photo question (where’s this photo taken? Come up with a caption for this photo. what goes well with this t-shirt? Etc. Reminders about campaigns, promotions, events offers Celebrations, holidays, happy birthday, special days, congratulations, cheers, related with celebrations (happy 4th of July, happy Friday, etc.) Cute , funny, humorous, interesting, relaxing image/text unrelated to the brand or product Quotations, Cartoons, Sketches Appreciation, gratitude (thanks for following us) Sharing a fan’s or another user’s post Intriguing posts (share this if you feel happy today, like this if you can spot the elephant in this photo, etc.) Featuring the company’s employees, employee’s favorite products, employees picks, etc. Brand in the media, brand covered by the media organs, blogs, etc. Spotlighting partners, spotlighting fans News (what is going on, what is new) New profile photo, new profile cover User tips, tricks, How-to’s Over 40 types of posts:
  13. 13. Platform Strategy 1- Social media is very important, spend as much money as needed. 2- Always be the first on new platforms. Be the industry model for creative usage of new platforms 3- Be active on all major platforms. Use all platforms for the same purpose with similar content 4- Use paid advertising and paid promotions to promote the fan page and the posts in social media. 5- Use multiple accounts and build multiple brand communities even on the same platform 6- Create own social media platform 7-Use offline media to support social media activities 8-Generate content in house 9- Mobile and offline touch points should be combined with social media activities 10 -Work with influence-marketing companies, influencers, paid bloggers to expand the reach 1- Social media is not that important. Social media should be free, the brand should not spend any significant amount of money on it. 2- The brand should not waste time and money on new platforms. 3- the brand should only focus on what works (clicks, referrals, sales, etc.) 4-The brand should use all platforms for the same purpose with similar content 5- The brand should not have multiple accounts and build multiple brand communities on the same platform. 6- The brand does not need to spend time and money on creating new apps, APIs, customized tabs, etc. 7- The brand should use social media to support offline activities 8- The brand can outsource the content or promotion management 9- Mobile and offline should be independent from online social media activities.. 10-No need to work with influence-marketing companies, influencers, and paid bloggers.

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