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Social Media Strategies

Social Media Strategies



OMS Seattle presentation 8/07/08

OMS Seattle presentation 8/07/08



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Social Media Strategies Social Media Strategies Presentation Transcript

  • Social Media Strategies
  • What’s on tap
    • Fitting social media in the marketing strategy
    • Social media case studies
  • Today, it’s less about what Social Media is … Rather what elements should be part of my marketing strategy? RSS feeds Podcasting Collaboration Discussions Tag clouds Wiki’s Microblogs Blogs Social networking Bookmarking Personalized Online Community Rich Media
  • Marketing Program Spend Too much focus on awareness Social Media
  • The Marketing Funnel/Buying Process Core goals often disconnected from budget focus
    • Strategies focused on good CTA’s
    Traditional marketing budget focus Note: Funnel taken from Forrester’s Aug. 2007 study Marketing New Key Metric: Engagement
    • Engage and differentiate via thought leadership, client references, and results
    • Connecting to peers and SME’s
    Primary marketing goals
  • Online Marketing Strategy is Changing
    • Areas losing interest
      • Banner ads
      • Sponsorships
    • 2008 big winners for increased budget
      • Website
      • Email
      • Search
    • Continued cautious increases in investment
      • Webcasts
      • Video
      • Social Media
    Awareness spend is shifting
  • Social Media Elements & Strategy
    • Company community
    • Public communities
    • Social bookmarking
    • RSS
    • Multimedia sharing
    • Diggs
    • Blogs
    • Microblogs
    A community is the only element that spans the whole funnel Marketing/Buying Funnel
  • The #1 Interactive Info Source: Communities
    • Gain Insights : Mine community content & Identify experts
    • Boost Loyalty: Community Participants are:
      • 9X more likely to revisit your site 3
      • 2X as loyal 1
      • Purchase 2X as often 2
      • Purchase 5X more than the average client 2
      • Customers 50% longer than non-participants 4
    • Gain Control: Communities will form around your solution whether you choose to host them or not 1
    The Business Case for Community 1 Forrester Research 2 McKinsey / Media Metrix Study 3 2004 Association of Support Professionals Study 4 2002 Study conducted by AT&T
  • Connecting Communities to Search
  • Communities and User-Generated Content
    • Marketing Department focuses on core keywords (main website)
    • User-generated content builds long tail keywords ( community )
  • No User Content = Missed SEO Opportunity No community equates to missing ~20% of possible search visits
  • Long Tail Example – NetApp choosing the right backup technology
    • NetApp discussion thread is #1 above some big publishers
      • Computer World
      • eWeek
  • Communities Also Impact Core Keywords
    • Marketers can seed discussions, documents, etc.
    • Links to core product pages built into the footer of any new post
    • Thousands of links tied to your website domain relating to exactly how people talk about your solutions
    • Let your customers and prospects drive your SEO strategy
    Connecting Communities to Search
  • Case Studies
  • Examples of Companies Using Communities Loyalty Enthusiast Innovation Partner Developer Event Education Support
  • Key Community Elements Loyalty Blogs Mobile option Reputation/Rewards Ratings Announcements Enthusiast Social networking Member-generated groups Rich media support RSS feeds Reputation/Rewards Innovation Polling Ratings Private groups Living doc’s (wiki’s) Uploading docs Partner Reputation/Rewards Announcements Ratings Living Documents Uploading docs Rich media (training)
    • Foundational Elements
    • Intuitive/easy to use
    • Robust search
    • Flexibility in theming
    • Rich media
    • Discussion threads
    • User personalization
    • Scalable architecture
    • Powerful admin. tools
  • http://nikeplus.nike.com/nikeplus/ Enthusiast Community
    • Connect those with similar interests
    • Let users submit the content to social media sites
    • Gain product insights from users of Nike equipment
    Case for Community Energizing, Listening, and Embracing
  • Nike’s entire website strategy is changing to one that incorporates users comments and thoughts Trevor Edwards, VP of Global Brand Management
    • 500,000 members
    • 200,000 product related discussions
    • 50 million miles of runs logged by members
    • Communities are now an integrated part of Nike’s brand
    “ 40% of Nike+ community members become converts to the company’s shoes.” Business Results
  • http://smallbusinessonlinecommunity.bankofamerica.com/index.jspa Support and Loyalty Community
    • Be a better business partner
    • Increase SMB market share
    • Help SMB clients grow
    Case for Community Talking, Supporting, Listening
    • Company look and feel
    • Easy navigation
    • Numerous active conversations
    • The company is constantly learning
    • Customers are constantly learning
    • The company’s website is the meeting point for small business
    • Gave SMB clients a new way to promote their businesses
    • B of A is at the center of hundreds of thousands discussions
    • These conversations lead back to business for B of A
    Community member post 10/22/07 “ The more time I spend in this community, the more impressed I am with members’ answers. Thanks Bank of America for starting this online service.” Business Results
  • http://www.ireport.com Brand / Loyalty Community
    • Shares CNN’s passion about the news
    • Able to learn from viewers what is newsworthy
    • Invites citizen journalists to participate in CNN's newsgathering
    Case for Community Embracing, energizing, listening
  • CNN - need content
  • Lila King, CNN Senior Producer
    • 125,000 iReports in 6 months
    • 55,000 members
    • 3,000 user generated video clips used on CNN news reports
    • 70 active news assignments
    “ You get an amazing integration of what's actually happening on a hyperlocal level by people living the experience.” Business Results
  • Event Community http://vmware.com/communities/content/
    • Community expansion
    • Build conference membership
    • Grow content sharing
    • Increase customer interactions
    Case for Community Energizing, Connecting
    • 10,000-person conference, 100,000 online members
    • 10,000+ conference sessions streamed weekly
    • Idea exchanges drives product delivery and commerce
    Brings together customers, experts and partners in one integrated environment Eric Neilson, Director Web Communities Business Results “ We’ve turned our online conference site into a revenue-generating community .”
  • Recommended Resources
    • Web
    • Slideshare
    • Alltop.com
    • Communities & SEO Webcast
      • Anvil and Jive Software
    • Books
    • Groundswell
    • Outside Innovation
    Do you need to be a subject matter expert to run a subject based community? – Intel Community manager roles and responsibilities – EMC Etiquette and Guidelines Examples – PCWorld Twitter? – P&G What organization does community management usually fit under? – John Deere Engagement with Social Media: Personal vs. Business purposes? – Kinaxis What are community metrics that you measure? – NetApp More questions??? Or for a completely new experience… Learn from and share with your peers on social media strategies www.jivesoftware.com/clearstep