Getting Serious
               about Social Marketing




                                                Mike Lewis
     ...
What you will...



                 •         5 Most Common Social Media Challenges facing
                           Ent...
A Little About Me
   •       Boston native, New Dad,
           Entrepreneur and marketing guy

   •       Ran marketing &...
!"#$%&'()(*+,+-.()(*.+&"/.()(.,-+-.




Tuesday, October 5, 2010
Tuesday, October 5, 2010
TONIGHT!!! 6-10PM
                            CBS Scene - Foxboro Stadium
                           http://imsaware.event...
A personal story...




Tuesday, October 5, 2010
Tuesday, October 5, 2010
Tuesday, October 5, 2010
Tuesday, October 5, 2010
Tuesday, October 5, 2010
Tuesday, October 5, 2010
ooops...
                           wrong day




Tuesday, October 5, 2010
Tuesday, October 5, 2010
Tuesday, October 5, 2010
Tuesday, October 5, 2010
Tuesday, October 5, 2010
Tuesday, October 5, 2010
Tuesday, October 5, 2010
The Next day...



Tuesday, October 5, 2010
Tuesday, October 5, 2010
How’d they
                           know that?




Tuesday, October 5, 2010
It was this guy!!!




Tuesday, October 5, 2010
My Experience =
                    “Customer WOW
                       Moment”


Tuesday, October 5, 2010
What I thought...


                            Just spoke with mike. Wants to head home
                            to se...
What actually
                           happened...


Tuesday, October 5, 2010
Not as exciting, but a great story none the less




Tuesday, October 5, 2010
So, what’s it all about?




Tuesday, October 5, 2010
The way we communicate has evolved




Tuesday, October 5, 2010
Social Media represents the largest shift
                 in communications in human history




Tuesday, October 5, 2010
Tuesday, October 5, 2010
Tuesday, October 5, 2010
Printing Press       Telegraph/Telephone   Recordable Media    TV
          1400’s                  1800’s            Late...
1) Facilitating group connections


                   2) Standard for other media


                           3) Your au...
5
             TOP


                                   Challenges
  •        © 2009 Awareness CONFIDENTIAL

Tuesday, Octo...
#1
                           Inability to Scale



Tuesday, October 5, 2010
4 channels
    300K+ fans
                           Active
                           groups
                            ...
#2
                  Security & Control




Tuesday, October 5, 2010
Marketing
     Customer Service
                                       PR




Tuesday, October 5, 2010
Marketing
     Customer Service
                                       PR




Tuesday, October 5, 2010
Marketing
     Customer Service
                                       PR




Tuesday, October 5, 2010
Tuesday, October 5, 2010
Ok	
  then...	
  Who	
  is	
  producing	
  your	
  content?

                           33%
                              ...
Policies are critical

       • Develop a policy and include in handbooks or manuals
         • Be careful as to what you ...
#3
                           Lack of Resources
                               & Buy-in
Tuesday, October 5, 2010
Tuesday, October 5, 2010
#4
             Reporting is Ad-Hoc


Tuesday, October 5, 2010
#5
                           Centralization



Tuesday, October 5, 2010
PR



                                                        SERVICE


                                                  ...
all challenges are opportunities in disguise




Tuesday, October 5, 2010
Successful Strategies



Tuesday, October 5, 2010
Ford’s Content Factory
 •    Constantly delivers news about the company’s reinvention
             using every available m...
Tuesday, October 5, 2010
HISTORY Sprinkles Tips... Everywhere
   •   Tips placed at Historically significant locations around the
                  ...
Tuesday, October 5, 2010
Ok, we are listening...

   But how do we benchmark
   where we stand??




Tuesday, October 5, 2010
Introducing the
  Social Business Accelerator




Tuesday, October 5, 2010
It’s a maturity model …
a set of structured levels that describe how well the behaviors,
practices and processes of an org...
there are 4 key
                                 areas to
                              investigate to
                   ...
Publishing
   How many channels are being published to? Is
  the messaging consistent? Are roles established
      within ...
Participation
   Is the enterprise participating in conversations
   or are they an observer? Are they even aware
        ...
Buy-In & Resources
   Has management supported social media? Are
   their resources in place to support initiatives?




T...
Measurement
         Are activities being measured? Are
         measurements aligned with strategy?




Tuesday, October ...
Through this lens,
        organizations
      generally fall into
     one of 4 categories




Tuesday, October 5, 2010
!"#$%&$%'       ()*+,%$%'     -./0$.1$%'      2034.5%6'


                           Social Business Accelerator




Tuesd...
Social Media Observer
 Understand the value SM can offer but are just getting
   started. Often engaged in some form of li...
Social Marketing Observer
 Challenges
 •   Landscape: Observing but face an overwhelming landscape
 •   Information Overlo...
Social Media Explorer
  Understand the SM landscape, but are trying to
     be more optimized. Explorers are active
     l...
Social Marketing Explorer
 Challenges
 •   Landscape: Still sorting through a complicated landscape and a large volume of ...
Social Media Influencer
   Influencers have a solid SM presence. Looking
  to improve, specifically around metrics and org
  ...
Social Marketing Influencer
  Challenges
  •   Stretched Thin: Resources are getting stretched across channels and activiti...
Social Media Luminary
    Luminaries have solid, proven, successful SM
    strategies and tactics in place. Traits include...
Social Marketing Luminary
    Challenges
    •   No more “low hanging fruit” so new efforts require more planning and tigh...
General              Publishing           Participation              Buy-in /              Measuring &
                   ...
Next Steps
    •     Extend marketing programs
          through social channels

    •     Content is still king

    •  ...
Mike Lewis
                                  VP of Marketing & Sales
                                       Awareness Inc
...
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Get Serious About Social Media (futureM)

  1. 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. 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. 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. 4. !"#$%&'()(*+,+-.()(*.+&"/.()(.,-+-. Tuesday, October 5, 2010
  5. 5. Tuesday, October 5, 2010
  6. 6. TONIGHT!!! 6-10PM CBS Scene - Foxboro Stadium http://imsaware.eventbrite.com/ #AwareIMS Tuesday, October 5, 2010
  7. 7. A personal story... Tuesday, October 5, 2010
  8. 8. Tuesday, October 5, 2010
  9. 9. Tuesday, October 5, 2010
  10. 10. Tuesday, October 5, 2010
  11. 11. Tuesday, October 5, 2010
  12. 12. Tuesday, October 5, 2010
  13. 13. ooops... wrong day Tuesday, October 5, 2010
  14. 14. Tuesday, October 5, 2010
  15. 15. Tuesday, October 5, 2010
  16. 16. Tuesday, October 5, 2010
  17. 17. Tuesday, October 5, 2010
  18. 18. Tuesday, October 5, 2010
  19. 19. Tuesday, October 5, 2010
  20. 20. The Next day... Tuesday, October 5, 2010
  21. 21. Tuesday, October 5, 2010
  22. 22. How’d they know that? Tuesday, October 5, 2010
  23. 23. It was this guy!!! Tuesday, October 5, 2010
  24. 24. My Experience = “Customer WOW Moment” Tuesday, October 5, 2010
  25. 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. 26. What actually happened... Tuesday, October 5, 2010
  27. 27. Not as exciting, but a great story none the less Tuesday, October 5, 2010
  28. 28. So, what’s it all about? Tuesday, October 5, 2010
  29. 29. The way we communicate has evolved Tuesday, October 5, 2010
  30. 30. Social Media represents the largest shift in communications in human history Tuesday, October 5, 2010
  31. 31. Tuesday, October 5, 2010
  32. 32. Tuesday, October 5, 2010
  33. 33. Printing Press Telegraph/Telephone Recordable Media TV 1400’s 1800’s Late 1800’s 1900’s Tuesday, October 5, 2010
  34. 34. 1) Facilitating group connections 2) Standard for other media 3) Your audience is now the content producer Tuesday, October 5, 2010
  35. 35. 5 TOP Challenges • © 2009 Awareness CONFIDENTIAL Tuesday, October 5, 2010
  36. 36. #1 Inability to Scale Tuesday, October 5, 2010
  37. 37. 4 channels 300K+ fans Active groups 1 Channel 3 Accts X1 page 15K fans Tuesday, October 5, 2010
  38. 38. #2 Security & Control Tuesday, October 5, 2010
  39. 39. Marketing Customer Service PR Tuesday, October 5, 2010
  40. 40. Marketing Customer Service PR Tuesday, October 5, 2010
  41. 41. Marketing Customer Service PR Tuesday, October 5, 2010
  42. 42. Tuesday, October 5, 2010
  43. 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. 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. 45. #3 Lack of Resources & Buy-in Tuesday, October 5, 2010
  46. 46. Tuesday, October 5, 2010
  47. 47. #4 Reporting is Ad-Hoc Tuesday, October 5, 2010
  48. 48. #5 Centralization Tuesday, October 5, 2010
  49. 49. PR SERVICE SALES CRISIS RECRUIT PRODUCT Slide created by @equalman Tuesday, October 5, 2010
  50. 50. all challenges are opportunities in disguise Tuesday, October 5, 2010
  51. 51. Successful Strategies Tuesday, October 5, 2010
  52. 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. 53. Tuesday, October 5, 2010
  54. 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. 55. Tuesday, October 5, 2010
  56. 56. Ok, we are listening... But how do we benchmark where we stand?? Tuesday, October 5, 2010
  57. 57. Introducing the Social Business Accelerator Tuesday, October 5, 2010
  58. 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. 59. there are 4 key areas to investigate to understand which stage a company is at... Tuesday, October 5, 2010
  60. 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. 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. 62. Buy-In & Resources Has management supported social media? Are their resources in place to support initiatives? Tuesday, October 5, 2010
  63. 63. Measurement Are activities being measured? Are measurements aligned with strategy? Tuesday, October 5, 2010
  64. 64. Through this lens, organizations generally fall into one of 4 categories Tuesday, October 5, 2010
  65. 65. !"#$%&$%' ()*+,%$%' -./0$.1$%' 2034.5%6' Social Business Accelerator Tuesday, October 5, 2010
  66. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 76. Mike Lewis VP of Marketing & Sales Awareness Inc @bostonmike / @awarenessinc http://blog.socialepisodes.com mike.lewis@awarenessnetworks.com Tuesday, October 5, 2010
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