Social Media Strategies for Small to Medium Businesses

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This Social Media Strategies presentation was developed for the FORGE Marketing Summit in Lake Oswego, OR.

1. Introducing Social Influence Marketing (SIM)
2. Boring social media statistics (social is mainstream)
3. A Guide to Social Strategy (always in work)
4. Steal these local campaigns (case studies

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Social Media Strategies for Small to Medium Businesses

  1. 1. SOCIAL MEDIA STRATEGIES Dayn Wilberding, Grady Britton FORGE MARKETING SUMMIT 2010
  2. 2. CONTENTS UNDER PRESSURE Social Influence Marketing Boring statistics Guide to Social Strategy Steal these campaigns
  3. 3. THING 1 RE: SOCIAL MEDIA Social Media Expert I’m not.
  4. 4. 100,00 0 friends THING 1 RE: SOCIAL MEDIA overni ght! Social Media Expert I’m not.
  5. 5. THING 2 RE: SOCIAL MEDIA It’s OK to feel overwhelmed. I am.
  6. 6. USERS Life cycle of social networks TIME
  7. 7. I can has?
  8. 8. Social Media Technologies that make creating and sharing content possible Social Influence Understanding the influence we have on Marketing each other in Social Media & techniques for utilizing it for business goals
  9. 9. early cultural identity WWI&II cultural identity ® mid-century identity information age identity
  10. 10. BRAND
  11. 11. BRAND BRAND BRAND BRAND BRAND
  12. 12. BRAND BRAND BRAND BRAND BRAND BRAND
  13. 13. Social Influence Marketing WTF?
  14. 14. Social Influence Marketing WHAT’S THAT FOR?
  15. 15. WEB 1.0
  16. 16. WEB 2-ish
  17. 17. WEB 3.14159
  18. 18. WEB 3.14159
  19. 19. Social Influence Marketing
  20. 20. Social Influence Marketing
  21. 21. Social Influence Marketing
  22. 22. Social Influence Marketing INFLUENCER
  23. 23. Social Influence Marketing INFLUENCER
  24. 24. Social Influence Marketing INFLUENCER INFLUENCER INFLUENCER
  25. 25. Social Influence Marketing INFLUENCER INFLUENCER INFLUENCER
  26. 26. CONTENTS UNDER PRESSURE Social Influence Marketing Boring statistics Guide to Social Strategy Steal these campaigns
  27. 27. Boring statistics HOW BIG IS SOCIAL?
  28. 28. BY THE NUMBERS Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009
  29. 29. BY THE NUMBERS use social 51% networks Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009
  30. 30. BY THE NUMBERS use social read blogs 49%51% networks Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009
  31. 31. BY THE NUMBERS use social read blogs 49%51% 3/4 networks participate in social media in some way Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009
  32. 32. BY THE NUMBERS use social read blogs 49%51% HOW? 3/4 networks participate in social media in some way Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009
  33. 33. BY THE NUMBERS use social read blogs 49%51% HOW? 3/4 networks participate in social media in some way have watched a 77 commercial on PERCENT YouTube Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009
  34. 34. BY THE NUMBERS use social read blogs 49%51% HOW? 3/4 networks participate in social media in some way have watched a 51% post 77 commercial on PERCENT YouTube original content Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009
  35. 35. BY THE NUMBERS use social read blogs 49%51% HOW? 3/4 networks participate in social media in some way have watched a 51% post 77 commercial on out of 100content original consumers, PERCENT YouTube posted product reviews 73 Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009
  36. 36. BY THE NUMBERS use social 49%51% read blogs HOW? 3/4 networks 97 % participate in social media in some way have watched a 51% post have searched for a brand online 77 PERCENT commercial on out of 100content original consumers, YouTube posted product reviews 73 Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009
  37. 37. BY THE NUMBERS use social 49%51% read blogs HOW? 3/4 networks 97 % participate in social media in some way have watched a 51% post have searched for a brand online 77 PERCENT commercial on out of 100content original consumers, YouTube posted product reviews 73 SOCIAL MEDIA IS MAINSTREAM Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009
  38. 38. Don’t social users hate marketing?
  39. 39. Don’t social users hate marketing?
  40. 40. Don’t social users hate marketing?
  41. 41. Don’t social users hate marketing? Razorfish - FEED 2008, 2009
  42. 42. Don’t social users hate marketing? 76% welcome brand advertising Razorfish - FEED 2008, 2009
  43. 43. Don’t social users hate marketing? 76% welcome brand advertising 66% friended or followed a brand Razorfish - FEED 2008, 2009
  44. 44. Don’t social users hate marketing? 76% welcome brand advertising 66% friended or followed a brand 65% have had their mind changed about a brand Razorfish - FEED 2008, 2009
  45. 45. Don’t social users hate marketing? 76% welcome brand advertising 66% friended or followed a brand 65% have had their mind changed about a brand 97% say that influenced a purchase decision Razorfish - FEED 2008, 2009
  46. 46. CONTENTS UNDER PRESSURE Social Influence Marketing Boring statistics Guide to Social Strategy Steal these campaigns
  47. 47. GUIDE TO SOCIAL STRATEGY LURK : PLAN : PARTICIPATE : MEASURE
  48. 48. GUIDE TO SOCIAL STRATEGY LURK 1 Find the conversations Determine your social audience Evaluate messaging options
  49. 49. LURK:// Find the conversations
  50. 50. LURK:// Find the conversations Twitter Search BlogScope Facebook Search Social Mention Google Blog Search Omgili Trendrr Facebook Lexicon
  51. 51. LURK:// Determine your social audience ? Quantcast.com Forrester Social Technographics Tool
  52. 52. LURK:// Determine your social audience time behavior
  53. 53. LURK:// Determine your social audience time behavior
  54. 54. LURK:// Evaluate messaging options PAID Display Ads Social Ads Sponsorships Applications Brand/Fan Pages Gifts Custom
  55. 55. LURK:// Evaluate messaging options PAID Display Ads Social Ads Sponsorships Applications Brand/Fan Pages Gifts Custom
  56. 56. LURK:// Evaluate messaging options PAID Display Ads Social Ads Sponsorships Applications Brand/Fan Pages Gifts Custom
  57. 57. LURK:// Evaluate messaging options PAID Display Ads Social Ads Sponsorships Applications Brand/Fan Pages Gifts Custom
  58. 58. LURK:// Evaluate messaging options PAID Display Ads Social Ads Sponsorships Applications Brand/Fan Pages Gifts Custom
  59. 59. LURK:// Evaluate messaging options PAID Display Ads Social Ads Sponsorships Applications Brand/Fan Pages Gifts Custom
  60. 60. LURK:// Evaluate messaging options PAID Display Ads Social Ads Sponsorships Applications Brand/Fan Pages Gifts Custom
  61. 61. LURK:// Evaluate messaging options PAID Display Ads Social Ads Sponsorships Applications Brand/Fan Pages Gifts Custom
  62. 62. LURK:// Evaluate messaging options PAID Display Ads Social Ads Sponsorships Applications Brand/Fan Pages Gifts Custom
  63. 63. LURK:// Evaluate messaging options PAID Display Ads Social Ads Sponsorships Applications Brand/Fan Pages Gifts Custom
  64. 64. LURK:// Evaluate messaging options PAID Display Ads Social Ads Sponsorships Applications Brand/Fan Pages Gifts Custom
  65. 65. LURK:// Evaluate messaging options PAID Display Ads Social Ads Sponsorships Applications Brand/Fan Pages Gifts Custom
  66. 66. LURK:// Evaluate messaging options PAID Display Ads Social Ads Sponsorships Applications Brand/Fan Pages Gifts Custom
  67. 67. LURK:// Evaluate messaging options
  68. 68. LURK:// Evaluate messaging options ‘FREE’ Status Updates Links Video Images Broadcast Messages Shares / Likes / Recommendations Events
  69. 69. LURK:// Evaluate messaging options ‘FREE’ Status Updates Links Video Images Broadcast Messages Shares / Likes / Recommendations Events
  70. 70. LURK:// Evaluate messaging options ‘FREE’ Status Updates Links Video Images Broadcast Messages Shares / Likes / Recommendations Events
  71. 71. LURK:// Evaluate messaging options ‘FREE’ Status Updates Links Video Images Broadcast Messages Shares / Likes / Recommendations Events
  72. 72. LURK:// Evaluate messaging options ‘FREE’ Status Updates Links Video Images Broadcast Messages Shares / Likes / Recommendations Events
  73. 73. LURK:// Evaluate messaging options ‘FREE’ Status Updates Links Video Images Broadcast Messages Shares / Likes / Recommendations Events
  74. 74. LURK:// Evaluate messaging options ‘FREE’ Status Updates Links Video Images Broadcast Messages Shares / Likes / Recommendations Events
  75. 75. LURK:// Evaluate messaging options ‘FREE’ Status Updates Links Video Images Broadcast Messages Shares / Likes / Recommendations Events
  76. 76. LURK:// Evaluate messaging options ‘FREE’ Status Updates Links Video Images Broadcast Messages Shares / Likes / Recommendations Events
  77. 77. LURK:// Evaluate messaging options ‘FREE’ Status Updates Links Video Images Broadcast Messages Shares / Likes / Recommendations Events
  78. 78. LURK:// Evaluate messaging options ‘FREE’ Status Updates Links Video Images Broadcast Messages Shares / Likes / Recommendations Events
  79. 79. LURK:// Evaluate messaging options ‘FREE’ Status Updates Links Video Images Broadcast Messages Shares / Likes / Recommendations Events
  80. 80. LURK:// Evaluate messaging options ‘FREE’ Status Updates Links Video Images Broadcast Messages Shares / Likes / Recommendations Events
  81. 81. LURK:// Evaluate messaging options ‘FREE’ Status Updates Links Video Images Broadcast Messages Shares / Likes / Recommendations Events
  82. 82. LURK:// Evaluate messaging options ‘FREE’ Status Updates Links Video Images Broadcast Messages Shares / Likes / Recommendations Events
  83. 83. GUIDE TO SOCIAL STRATEGY PLAN 2 Develop SIM voice Editorial schedule Find a champion Forget your expiration dates Have rules, will social Define goals
  84. 84. PLAN:// Develop a SIM voice In the social world, trust comes in the form of accessibility and openness. Be a friend. Participate. That will be the bulk of your message.
  85. 85. PLAN:// Develop a SIM voice Influencers look for deeper engagement.
  86. 86. PLAN:// Find a champion Personal interaction trumps stale brand messaging
  87. 87. PLAN:// Have rules, will social Set rules, but trust people. Have a personality, please.
  88. 88. PLAN:// Define goals Awareness, share of voice Retweets, shares, reach Sentiment, qualitative Sales, coupon redemption
  89. 89. PLAN:// Editorial Calendar
  90. 90. PLAN:// Editorial Calendar Mon Tue Wed Thur Fri ✓ blog post ✓ 6 tweets ✓ 2 tweets ✓ blog post ✓ fav 2 videos on ✓ 4 tweets ✓ bookmark 1 story ✓ bookmark 3 story ✓ 4 tweets YouTube ✓ bookmark 3 stories ✓ share 2 stories on ✓ share 1 video on ✓ share 2 stories on ✓ 10 tweets for Follow ✓ share 2 stories on Facebook Facebook Facebook Friday Facebook ✓ share 2 videos on
  91. 91. PLAN:// Forget your expiration dates SIM is not a toe-dip science. SIM is an long-term commitment to cultivating advocacy so your customers will do the marketing for you.
  92. 92. GUIDE TO SOCIAL STRATEGY PARTICIPATE 3 Profiles Add value & Answer questions Respect the community Syndication tools Tie into everything
  93. 93. PARTICIPATE:// Profiles
  94. 94. PARTICIPATE:// Respect the existing community ≠ ≠ followers fans connections
  95. 95. PARTICIPATE:// Respect the existing community ≠ ≠ followers fans connections
  96. 96. PARTICIPATE:// Syndication tools BRAND del.icio.us . . .
  97. 97. PARTICIPATE:// Tie into everything
  98. 98. GUIDE TO SOCIAL STRATEGY MEASURE 4 Measurement tools Which metrics to watch
  99. 99. MEASURE:// Measurement tools
  100. 100. MEASURE:// Measurement tools
  101. 101. MEASURE:// Measurement tools
  102. 102. MEASURE:// Which metrics to watch 2009 traffic, pageviews, number of followers & fans reach, share of voice, sentiment 2010 sales leads, conversion, ave order value
  103. 103. MEASURE:// Which metrics to watch PURPOSE METRICS deals & specials posts, click-throughs, redemptions customer service conversations, answers, sentiment awareness, leadership fans, followers, retweets, shares
  104. 104. MEASURE:// Which metrics to watch PURPOSE METRICS deals & specials posts, click-throughs, redemptions customer service conversations, answers, sentiment awareness, leadership fans, followers, retweets, shares
  105. 105. CONTENTS UNDER PRESSURE Social Influence Marketing Boring statistics Guide to Social Strategy Steal these campaigns
  106. 106. LOCAL SUPERSTARS OF SOCIAL (Steal these campaigns)
  107. 107. 750 1500 followers followers
  108. 108. 750 1500 followers followers Bought 4 spendy tires from @discounttire yesterday and no one mentioned that today they would release instant $50 rebate. Where's the love?
  109. 109. 750 1500 followers followers Bought 4 spendy tires from @discounttire yesterday and no one mentioned that today they would release instant $50 rebate. Where's the love? @dayn Let me know which store you visited and I'll see what I can do :-)
  110. 110. 750 1500 followers followers Bought 4 spendy tires from @discounttire yesterday and no one mentioned that today they would release instant $50 rebate. Where's the love? @dayn Let me know which store you visited and I'll see what I can do :-) @DiscountTire I went to store ORP 01 (11462 Pacific Hwy, Tigard). Everyone watching? Social media customer service case study right here.
  111. 111. 750 1500 followers followers Bought 4 spendy tires from @discounttire yesterday and no one mentioned that today they would release instant $50 rebate. Where's the love? @dayn Let me know which store you visited and I'll see what I can do :-) @DiscountTire I went to store ORP 01 (11462 Pacific Hwy, Tigard). Everyone watching? Social media customer service case study right here. @dayn Just spoke to the Store Manager, and they'll be calling you soon. Happy Thanksgiving, and thanks for your business!
  112. 112. 750 1500 followers followers Bought 4 spendy tires from @discounttire yesterday and no one mentioned that today they would release instant $50 rebate. Where's the love? @dayn Let me know which store you visited and I'll see what I can do :-) @DiscountTire I went to store ORP 01 (11462 Pacific Hwy, Tigard). Everyone watching? Social media customer service case study right here. @dayn Just spoke to the Store Manager, and they'll be calling you soon. Happy Thanksgiving, and thanks for your business! @DiscountTire will be giving me $50 rebate, even though it wasn't avail yesterday. Thanks to Rex for fielding the call from corporate. ;)
  113. 113. 1100 followers
  114. 114. 1100 followers SWDesigns: @dayn You should of went to American's tire co. They beat Costco prices and we have all terrain tires & love them
  115. 115. 1100 followers SWDesigns: @dayn You should of went to American's tire co. They beat Costco prices and we have all terrain tires & love them @SWdesignz Americas Tire = @DiscountTire FTW. They did match the online price from tirerack.com. Big props for that
  116. 116. 1100 followers SWDesigns: @dayn You should of went to American's tire co. They beat Costco prices and we have all terrain tires & love them @SWdesignz Americas Tire = @DiscountTire FTW. They did match the online price from tirerack.com. Big props for that SWdesigns: @dayn I hope you still go back to @discounttire and ask for the rebate as well. It is only a day difference & they should honor that
  117. 117. 1100 followers SWDesigns: @dayn You should of went to American's tire co. They beat Costco prices and we have all terrain tires & love them @SWdesignz Americas Tire = @DiscountTire FTW. They did match the online price from tirerack.com. Big props for that SWdesigns: @dayn I hope you still go back to @discounttire and ask for the rebate as well. It is only a day difference & they should honor that SWdesigns: @dayn Oh good, I am glad @DiscountTire provided you with great customer service. FTW
  118. 118. 1100 followers SWDesigns: @dayn You should of went to American's tire co. They beat Costco prices and we have all terrain tires & love them @SWdesignz Americas Tire = @DiscountTire FTW. They did match the online price from tirerack.com. Big props for that SWdesigns: @dayn I hope you still go back to @discounttire and ask for the rebate as well. It is only a day difference & they should honor that SWdesigns: @dayn Oh good, I am glad @DiscountTire provided you with great customer service. FTW 27 followers storeistold:@daynThere's a state law, Discount Tire has to give you your $50 back - if the sale is within 30 day
  119. 119. BestOfBurgerville.com
  120. 120. Eclectic Products ShoeGoo June 2008
  121. 121. Where are the skateboarders loitering online?
  122. 122. Brad Paisley Video Contest
  123. 123. The Idea: SKATE VIDEO CONTEST
  124. 124. Micro Site Visitors Shoe Goo Micro Site ShoeGooSkate.com
  125. 125. Micro Site Visitors Shoe Goo Micro Site Video contest powered by YouTube YouTube Subscribers Shoe Goo YouTube contest ShoeGooSkate.com
  126. 126. Micro Site Visitors Shoe Goo Micro Site Video contest powered by YouTube YouTube Subscribers Videos also posted Facebook Friends to Facebook Page Shoe Goo YouTube contest Shoe Goo Facebook Page
  127. 127. Twitter Followers Twitter Mentions Shoe Goo and Skate topics on Twitter Micro Site Visitors Shoe Goo Micro Site Video contest powered by YouTube YouTube Subscribers Videos also posted Facebook Friends to Facebook Page Shoe Goo YouTube contest Shoe Goo Facebook Page
  128. 128. Twitter Followers Future expansion areas of the Micro Site Twitter Mentions Shoe Goo and Skate topics on Twitter Test your goo. (Where to skate) Micro Site Visitors Shoe Goo Micro Site Video contest powered by YouTube YouTube Subscribers Videos also posted Facebook Friends to Facebook Page Shoe Goo YouTube contest Shoe Goo Facebook Page
  129. 129. 116 fans 318 followers 5,619 pageviews 5,725 views
  130. 130. Because Grady Britton <3’s U Schedule your Twitter tweets
  131. 131. If you approach every channel with the intent to add value through participation, you can’t go wrong. People will push your brand and products for you.
  132. 132. If you approach every channel with the intent to add value through participation, you can’t go wrong. People will push your brand and products for you. Decide to attack a project socially, develop a SIM plan, and stick to it. Bite it off in manageable chunks.
  133. 133. Thank you. delicious.com / daynw / FORGE GradyBritton.com For my card, txt: DAYN to 50500 GradyBritton dayn

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