Get Serious About Social Media (futureM)

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  • 1. Getting Serious about Social Marketing Mike Lewis VP of Marketing & Sales Awareness, Inc. @bostonmike / @awarenessinc mike.lewis@awarenessnetworks.com Tuesday, October 5, 2010
  • 2. What you will... • 5 Most Common Social Media Challenges facing Enterprises • Examples of Social Media Success • Evolving through a social media maturity model Tuesday, October 5, 2010
  • 3. A Little About Me • Boston native, New Dad, Entrepreneur and marketing guy • Ran marketing & sales at several start-ups and have used more than social media alone • Active blogger, tweeter, and social media enthusiast • VP of Marketing at Awareness Inc. Tuesday, October 5, 2010
  • 4. !"#$%&'()(*+,+-.()(*.+&"/.()(.,-+-. Tuesday, October 5, 2010
  • 5. Tuesday, October 5, 2010
  • 6. TONIGHT!!! 6-10PM CBS Scene - Foxboro Stadium http://imsaware.eventbrite.com/ #AwareIMS Tuesday, October 5, 2010
  • 7. A personal story... Tuesday, October 5, 2010
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  • 12. Tuesday, October 5, 2010
  • 13. ooops... wrong day Tuesday, October 5, 2010
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  • 19. Tuesday, October 5, 2010
  • 20. The Next day... Tuesday, October 5, 2010
  • 21. Tuesday, October 5, 2010
  • 22. How’d they know that? Tuesday, October 5, 2010
  • 23. It was this guy!!! Tuesday, October 5, 2010
  • 24. My Experience = “Customer WOW Moment” Tuesday, October 5, 2010
  • 25. What I thought... Just spoke with mike. Wants to head home to see his son. Booked him on earlier flight. Tuesday, October 5, 2010
  • 26. What actually happened... Tuesday, October 5, 2010
  • 27. Not as exciting, but a great story none the less Tuesday, October 5, 2010
  • 28. So, what’s it all about? Tuesday, October 5, 2010
  • 29. The way we communicate has evolved Tuesday, October 5, 2010
  • 30. Social Media represents the largest shift in communications in human history Tuesday, October 5, 2010
  • 31. Tuesday, October 5, 2010
  • 32. Tuesday, October 5, 2010
  • 33. Printing Press Telegraph/Telephone Recordable Media TV 1400’s 1800’s Late 1800’s 1900’s Tuesday, October 5, 2010
  • 34. 1) Facilitating group connections 2) Standard for other media 3) Your audience is now the content producer Tuesday, October 5, 2010
  • 35. 5 TOP Challenges • © 2009 Awareness CONFIDENTIAL Tuesday, October 5, 2010
  • 36. #1 Inability to Scale Tuesday, October 5, 2010
  • 37. 4 channels 300K+ fans Active groups 1 Channel 3 Accts X1 page 15K fans Tuesday, October 5, 2010
  • 38. #2 Security & Control Tuesday, October 5, 2010
  • 39. Marketing Customer Service PR Tuesday, October 5, 2010
  • 40. Marketing Customer Service PR Tuesday, October 5, 2010
  • 41. Marketing Customer Service PR Tuesday, October 5, 2010
  • 42. Tuesday, October 5, 2010
  • 43. Ok  then...  Who  is  producing  your  content? 33% Anyone Dedicated Person 67% Unfortunately, most are doing so without formal guidelines Q: Do you have a SM policy? • 63.6% - NO • 36.4% - YES Tuesday, October 5, 2010
  • 44. Policies are critical • Develop a policy and include in handbooks or manuals • Be careful as to what you allow/prohibit • Keep it simple • Encourage participation • See: http://www.fastcompany.com/1668368/social-media-policies-the-good-the-bad-and-the-ugly Tuesday, October 5, 2010
  • 45. #3 Lack of Resources & Buy-in Tuesday, October 5, 2010
  • 46. Tuesday, October 5, 2010
  • 47. #4 Reporting is Ad-Hoc Tuesday, October 5, 2010
  • 48. #5 Centralization Tuesday, October 5, 2010
  • 49. PR SERVICE SALES CRISIS RECRUIT PRODUCT Slide created by @equalman Tuesday, October 5, 2010
  • 50. all challenges are opportunities in disguise Tuesday, October 5, 2010
  • 51. Successful Strategies Tuesday, October 5, 2010
  • 52. Ford’s Content Factory • Constantly delivers news about the company’s reinvention using every available media social channel. • Press releases paired with video, images, audio whenever possible • Everything is shareable, nearly all is tweeted • Key metrics: retweets, Facebook comments, media coverage, awareness studies Principal Value  Demonstration often beats description “We use whatever channel we can to spread the message.”  Multimedia conveys -Scott Monty, head of social media excitement  Bottom-up combined with top-down for maximum impact  Social media drives ongoing engagement via e-mail Tuesday, October 5, 2010
  • 53. Tuesday, October 5, 2010
  • 54. HISTORY Sprinkles Tips... Everywhere • Tips placed at Historically significant locations around the country • Tips are focused on location but serve to promote the TV show “America: The Story of Us” • Users automatically entered into a sweepstakes, in which 10 randomly selected users will win prizes each week from April 25 through June 6 Principal Value “Teaming up with foursquare for the  Viral Buzz throughout the AMERICA THE STORY OF US promotion reinforces the HISTORY series brand's 360 degree approach of  New viewers to history aggressively reaching our viewers in new channel platforms," Chris Moseley, SVP of Marketing for  "America The Story of US" HISTORY. became the most watched and highest rated program in the network's history. Tuesday, October 5, 2010
  • 55. Tuesday, October 5, 2010
  • 56. Ok, we are listening... But how do we benchmark where we stand?? Tuesday, October 5, 2010
  • 57. Introducing the Social Business Accelerator Tuesday, October 5, 2010
  • 58. It’s a maturity model … a set of structured levels that describe how well the behaviors, practices and processes of an organization can reliably and sustainably produce required outcomes. A maturity model can be used as a benchmark for comparison and as an aid to understanding. It also may provide: A place to start the benefit of a community’s prior experiences a common language and a shared vision a framework for prioritizing actions a way to define what improvement means for your organization Tuesday, October 5, 2010
  • 59. there are 4 key areas to investigate to understand which stage a company is at... Tuesday, October 5, 2010
  • 60. Publishing How many channels are being published to? Is the messaging consistent? Are roles established within each channel to optimize results? Tuesday, October 5, 2010
  • 61. Participation Is the enterprise participating in conversations or are they an observer? Are they even aware the conversations are taking place? Tuesday, October 5, 2010
  • 62. Buy-In & Resources Has management supported social media? Are their resources in place to support initiatives? Tuesday, October 5, 2010
  • 63. Measurement Are activities being measured? Are measurements aligned with strategy? Tuesday, October 5, 2010
  • 64. Through this lens, organizations generally fall into one of 4 categories Tuesday, October 5, 2010
  • 65. !"#$%&$%' ()*+,%$%' -./0$.1$%' 2034.5%6' Social Business Accelerator Tuesday, October 5, 2010
  • 66. Social Media Observer Understand the value SM can offer but are just getting started. Often engaged in some form of listening (usually not automated) and generally have a low engagement level. Not publishing much content through multiple channels Tuesday, October 5, 2010
  • 67. Social Marketing Observer Challenges • Landscape: Observing but face an overwhelming landscape • Information Overload: Tons of data & information to process • Buy-in & Budget: Lack of dedicated budget and executive buy-in • Lack Strategy: Unclear direction when it comes to organizational Social Media strategy Recommendations • Strategy: Define and circulate a strategy that is aligned with the overall strategic marketing objectives • Listen: Start listening to and learn where people are talking about you and your brands • Identify Outposts: Select top two or three destinations for your brand • Create Communities: Create/take ownership of the outposts and start engaging with your audience Success Criteria ✓ You’ve identified the top channels where people are talking about you ✓ You’ve established outposts in those channels and are starting to engage with your audience Tuesday, October 5, 2010
  • 68. Social Media Explorer Understand the SM landscape, but are trying to be more optimized. Explorers are active listeners (some automation), somewhat engaged, and publish some content. Tuesday, October 5, 2010
  • 69. Social Marketing Explorer Challenges • Landscape: Still sorting through a complicated landscape and a large volume of information • Measurement: No standard measurement & metrics to determine success • Expansion: Looking to expand current efforts • Justification: Trying to measure effectiveness to justify budget and get executive buy-in Recommendations • Listen: Continue listening to identify new channels and create new outposts and broaden interaction • KPIs: Create and circulate reports showing reach and effectiveness including foundational Key Performance Indicators (KPIs) including reach, views, shares, influence, etc • Content is King: Create editorial calendar Success Criteria ✓ Expanded social footprint with engagement across channels ✓ Increased internal traction for content and measurement ✓ Foundational KPIs are being tracked ✓ Editorial calendar is in place and driving content Tuesday, October 5, 2010
  • 70. Social Media Influencer Influencers have a solid SM presence. Looking to improve, specifically around metrics and org issues. Traits include: active listening, excellent engagement, and content publication across multiple channels.   Tuesday, October 5, 2010
  • 71. Social Marketing Influencer Challenges • Stretched Thin: Resources are getting stretched across channels and activities - too much to do • Standardization: Manual, disjointed tools and reporting across channels • Visibility: Increased organizational visibility is bringing increased interest/scrutiny • Policies: Lack of policies starts becomes apparent when trying to maintain message, voice, and goals across channels Recommendations • Software: Evaluate solutions to automate processes and reporting • Policies: Create formal policy and roles and get executive buy-in supported by budget commitment • Centralization: Begin centralizing and coordinating activities across organization and business units • KPIs: Extend KPIs to map to specific organization goals (such as showing conversions from Social Media channels to purchasers/subscribers) Success Criteria ✓ Executive and cross business unit buy-in ✓ Centralization of Social Marketing activities has begun ✓ Metrics/KPIs have become more sophisticated and specific to your organizational objectives Tuesday, October 5, 2010
  • 72. Social Media Luminary Luminaries have solid, proven, successful SM strategies and tactics in place. Traits include highly automated listening, automated reporting, excellent engagement, excellent publication of content across channels. Tuesday, October 5, 2010
  • 73. Social Marketing Luminary Challenges • No more “low hanging fruit” so new efforts require more planning and tighter execution • As processes become formalized budget justification becomes more involved and rigorous • As trailblazers, there aren’t always a lot of models to follow in terms of how to proceed • Scaling activities is becoming difficult without adding lots of staff Recommendations ✓ Fully automate key Social Marketing processes and reporting to help scaling ✓ Make sure to maintain health of primary outposts while carefully expanding and creating highly-visible campaigns Tuesday, October 5, 2010
  • 74. General Publishing Participation Buy-in / Measuring & Characteristics Channels Level Resources Analysis “Is social media none (observing) to None to limited Observer valuable?” limited listening & posting none to limited none to very limited Primarily listening; “Let’s test it on Limited; waiting to limited; pulling data Explorer a limited basis” Limited (testing) some posting; Little see value from destinations to no engagement Listening & posting Limited; excited by Lots of data “LET’S JUMP Multiple (not Influencer IN!!” strategic) with some possibilities; support collected; wading engagement from management through analytics “We are Full mgt support; Listening; posting; Strategic data; strategic and viewed as strategic; Luminary understand the Multiple (strategic) responding; multiple seeking ways to understand how to processes in place analyze value.” improve Tuesday, October 5, 2010
  • 75. Next Steps • Extend marketing programs through social channels • Content is still king • Use a multi-channel approach • Formalize strategy & policies around objectives • Measure & improve (NOTE: Measurement based on objectives typically helps to increase buy-in & resources) Tuesday, October 5, 2010
  • 76. Mike Lewis VP of Marketing & Sales Awareness Inc @bostonmike / @awarenessinc http://blog.socialepisodes.com mike.lewis@awarenessnetworks.com Tuesday, October 5, 2010