Getting Social Strategically - The Importance of Social Media Strategy

Getting Social Strategically@arengrimshaw @arengrimshaw

Before we get started… Who Am I?Aren Grimshaw (@arengrimshaw)Strategic Marketing Consultant• Specialise in Social Media and Innovation• Background in Sales, Media and Marketing• Freelance and In-house experience• Work with large and small companies, public and private sector @arengrimshaw

“A good strategy has an essential logical structure that I call the kernel.” “The kernel of strategy contains three elements: a diagnosis, a guiding policy and coherent action” Good Strategy, Bad Strategy - Richard RummeltBuy it here: http://www.amazon.com/Good-Strategy-Bad-Difference-Matters/dp/0307886239 @arengrimshaw

The problem with Social MediaMany marketers…• Don’t know what it involves• Don’t know what they want to achieve• Don’t know how to measure effectiveness @arengrimshaw

What is Social Media?“Media for social interaction, using highly accessibleand scalable publishing techniques.”[1]“Tools that allow the sharing of information andcreation of communities through online networks ofpeople.”[2]“How people read, discover & share information” @arengrimshaw

The main themes• People, and communities• Interaction, and dialogue• Information, and accessibility• Technology, and integration @arengrimshaw

2012…• 87% of mid-large size businesses plan to maintain or increase investment on SM• 13% plan to cut spend on SM – More than 50% of those citing a lack of return @arengrimshaw

@arengrimshaw

Your diagnosis is an understanding of thechallenge to be overcome……allowing you to channel resources to mosteffectively meet that challenge @arengrimshaw

Innovative thinking should be proactive firstand reactive second...Once a strategy is in place, reactive thinkingcan become more meaningful...It provides the backbone for our actions so wecan be confident that we’re reacting in theright way. Chris Griffiths, Grasp the Solution - http://ow.ly/7mfDU @arengrimshaw

CARAT Planning Process Research (Diagnosis) Community Aims Resources Concept Approach (Guiding Policy) Implementation (Coherent Actions) Technology @arengrimshaw

Community• Customer (the decision maker) A person or organisation that may purchase goods or services directly from you• Influencer A person or organisation that may influence another person or organisation’s decision to purchase• Partner (an ally) Those that share a common goal with your organisation or customers @arengrimshaw

Identifying your Community C I P InfluencersCustomers Partners • Common • Staff Members • Allied Industries Characteristics • Family Members • Other regions • Demographics • Journalists • Suppliers • Technical Ability • Bloggers • Funders Investors • Interests • Politicians • Competitors • Geographic Location @arengrimshaw

Aims…The specifics of what will need to be achieved inorder to meet the business challenge, and overwhat timescales.How will you and the client know that thestrategy has been a success? @arengrimshaw

Aims• SEO: Link building, content factors• Marketing: Promote organisation, brand awareness• PR: Manage reputation, get news out• Sales: New contact routes, increase sales• Engagement: Increase loyalty, foster word of mouth• Research: Identify trends / niches, consultation• Management: Collaboration, knowledge sharing @arengrimshaw

Buying Processes & Lifecycles Inactives Suspects Brand Prospects Advocates New Regular Customers Customers Awareness Knowledge Consideration Selection Satisfaction Advocacy

Resources• Time• Money• People and Skills• Technology and Equipment• Business As Usual Activity (BAU) @arengrimshaw

Your guiding policy is your big idea, the generalconcept you are working with……the later stage will define your specific actions. @arengrimshaw

Approach• Visibility ... need to be visible to the target audience• Credibility ...“Don’t tell them you’re funny, tell them a joke”• Value ...establish a “What’s in it for me?” factor• Personality ...everything should be consistent with the brand profile• Responsiveness ...are they setup to deal with responses @arengrimshaw

Approach – Practical Elements• Content Marketing• Aggregating or Curation• Networking or Events Marketing• Community Engagement• Word of Mouth or Advocacy Programmes @arengrimshaw

Social Media Platforms Blogs Social Networks File Sharing Sites Forums Live Streaming Review Systems Geo-tagging Wiki Sites Aggregators @arengrimshaw

Integration• What can be outsourced and what needs to be done internally?• What actions can be embedded within current processes?• What needs to be done to empower the team to perform key actions?• What actions can be automated? @arengrimshaw

Measuring results• Link to your aims• Benchmark at the start• Establish Key Performance Indicators (KPIs)• Review results regularly• Tweak approach accordingly “Not everything that counts can be measured. Not everything that can be measured counts.” Albert Einstein @arengrimshaw

Case Study:UKNetWeb Ltd @arengrimshaw

Diagnosis (The Challenge)• Limited Y on Y Growth• Association with smaller projects• Losing to design firms• Operating in small local market @arengrimshaw

Guiding Policy• Maximising Potential, Minimising Risk• Focus on technical development• Thought leadership around innovation @arengrimshaw

Actions• Webinars & Events• File-Sharing• Social & Professional Networking• Blogging & Micro-Blogging @arengrimshaw

@arengrimshaw

Results – Web Traffic @arengrimshaw

Results – Bottom LineIn a 6 month period:• 500% increase in new business enquiries• 2/3 of all enquiries through social networks• 100% increase in average order values• Opened up UK & international markets• New company created to meet demand• 4 years on.... £100k to £1m+ @arengrimshaw

View the Like Minds talk on the UKNetWeb Case Study athttp://wearelikeminds.com/videos/aren-grimshaw-how-a-small-company-made-a-big-change @arengrimshaw

Next Steps… @arengrimshaw

Consider your own position• What are your strengths and weaknesses?• How can you play to your strengths?• How can you demonstrate your strengths via Social Media?• What opportunities will your business take advantage of, and just as importantly which ones will you ignore? @arengrimshaw

What will your strategy be?• Who are your customers, influencers and partners?• What are you aiming to achieve for your business - can you be more specific than increased sales?• What resources are you working with?• How can you use Social Media technology to make you more effective in your role?• What will be your approach to Social Media?• What actions do you need to do daily, weekly or quarterly to achieve your aims? @arengrimshaw

How can I help?• Work with your team to develop your internal skills in Social Media• Work with you and your clients to develop Social Media strategies• Provide a sounding board for your own campaigns or strategies @arengrimshaw

Getting in touch:Mob: 07598 242212Email: info@arengrimshaw.co.ukWeb: www.arengrimshaw.co.ukSearch for “aren grimshaw” on Google @arengrimshaw

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Getting Social Strategically - The Importance of Social Media Strategy

by Aren Grimshaw on Jan 20, 2012

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Getting Social Strategically - The Importance of Social Media Strategy — Presentation Transcript