Creative Logic Marketing Services<br />Social Media<br />A Strategic Approach <br />To Understanding and Managing the Oppo...
Meeting Objective<br />
Social Media Graphic<br />
Agenda<br />Framework<br />Background<br />Maximize ROI<br />Decision Tools<br />
Agenda<br />Framework<br />Background<br />Maximize ROI<br />Decision Tools<br />
Framework<br />Return on Investment<br />$$$<br />Man hours<br />Training<br />Culture shift<br />Learning curve<br />Key ...
Rewards From Social Media<br />
Social Media Strategic Investing Control Map<br />Investment<br />Key:<br />Area = Opportunity<br />Add creating and thoug...
Agenda<br />Framework<br />Background<br />Maximize ROI<br />Decision Tools<br />
Background: Characteristics<br />Characteristics of Social Media<br /><ul><li>Community based
Conversations/not selling
Transparency
Self-selecting
Self-policing/rules of conduct</li></ul>“Stop Talking About Yourself, Start Talking as Yourself”   - Dan Zarrella<br />“If...
Background: Characteristics<br />Characteristics of Social Media – cont’d<br />Trust Agent – Chris Brogan<br />One person ...
Background: Social Media<br />Examples of Social Media<br />Key Takeaway: Social Media consists of many options.<br />
Background: Social Objects<br />Examples of Social Objects<br />Pictures in Flickr<br />Videos on YouTube<br />Events in U...
Background: Social Objects<br />Examples from Vistage Blog Posts<br />Blog this on Blogger<br />Subscribe to the comments ...
Example: Social Media Actions<br />Social Media At An Inbound Marketing Agency<br />  1.    4-5 blog posts per week, minim...
Social Media Management<br />Importance of digital skills <br />Who should manage? <br />Social Media policy <br />Monitor...
Elements of Social Media Management<br /> Digital Skills<br />Marketing or PR background<br />Social networking<br />Blogg...
Elements of Social Media Management<br />Management Options<br />IT<br />Marketing<br />PR<br />HR<br />SM<br />Team <br /...
Elements of Social Media Management<br />Policy options<br />Formal<br />Informal<br />Restrictive<br />Non-restrictive<br...
Elements of Social Media Management<br />Monitoring options<br />Active<br />Passive<br />Informal<br />Formal<br />Key Ta...
Social Media Complexity<br />Complex<br />Key Takeaway: Social Media is Complex<br />
Agenda<br />Framework<br />Background<br />Maximize ROI<br />Decision Tools<br />
ROI Strategy<br />Key Takeaway: Managing by ROI can reduce complexity.<br />
Business Strategy<br />
Business Strategy<br />Blue Ocean Strategy<br />Make Competition Irrelevant<br />Current Favorable Conditions<br />Period ...
Marketing Strategy<br />
Marketing Strategy<br />Source: Hubspot<br />
Marketing Strategy<br />Inbound vs. Outbound<br />Outbound<br />Old<br />Push<br />Interruptive<br />Print<br />TV<br />Di...
Social Media Strategy<br />
Foundation of Social Media<br />Key Takeaway: Social Media is part of a multi-faceted program. It works best as part of th...
Social Media Marketing Services<br />Social Media Marketing Services Include:<br />Social networking account creation, mai...
Social Media Is About People<br />People Trump Technology<br />Power of Social Media > counting fans<br />Power = people c...
Social Media Tactics<br />
How to Manage Facebook<br />Facebook Options<br />Fan vs. Business Page<br />Group<br />Content<br />Photos<br />Tabs<br /...
Strategic ROI Leverage<br />Social Media Leverage<br />Key Takeaway: Gain Social Media leverage by starting with business ...
Agenda<br />Framework<br />Background<br />Maximize ROI<br />Decision Tools<br />
Finding Social Competitive Advantage<br />
Finding Social Competitive Advantage<br />Key Takeaway: Gaining competitive advantage is a management decision. <br />
Social Media Audit<br />Includes:<br />Full understanding of Social Media<br />Costs and benefits<br />Strategic alignment...
Social Media Strategic Investing Control Map<br />Investment<br />Key:<br />Area = Opportunity<br />Add creating and thoug...
Social Media As A CAPEX<br />Bottom Line<br />Replacement or Addition?<br />Alternatives <br />Operations<br />Culture<br ...
Getting Started<br />Conduct your Social Media audit<br />Select your trajectory on the social media strategy control map<...
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Social Media Strategy Presentation to Vistage

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Presentation of "A Strategic Approach To Understanding and Managing the Opportunities and Complexities of Social Media." The focus is to use knowledge, data, and strategy to increase the ROI on Social Media.

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  • The Social Media tactics you see are supported by unseen strategy. We’re review both.
  • 1. Framework to understand and manage the opportunities and complexities of social media.2. Comprehensive background on social media to ensure we are all on the same page.3. Suggest a strategy to maximize your ROI on social media.4. Provide tools to help you accomplish that.
  • It’s important to consider the ROI of social media and ROI is more than just dollars.
  • Source: Brian Solis.
  • ”You might well ask if this is possible with a few hours a week or even one person assigned to these duties. It&apos;s not. The whole team pitches in, and it&apos;s our top priority. “Kuno Creative
  • *Social Media Level 2: Creating a Social Media Culture by Hallie Janssen, VP, Anvil Media, Inc
  • *Social Media Level 2: Creating a Social Media Culture by Hallie Janssen, VP, Anvil Media, Inc
  • *Social Media Level 2: Creating a Social Media Culture by Hallie Janssen, VP, Anvil Media, Inc
  • *Social Media Level 2: Creating a Social Media Culture by Hallie Janssen, VP, Anvil Media, Inc
  • *Social Media Level 2: Creating a Social Media Culture by Hallie Janssen, VP, Anvil Media, Inc
  • Use strategy to reduce complexity.
  • Greatly reduce complexity and improve ROI/business results by beginning with business strategy, then marketing.
  • Authors Chan Kim and Renee Mauborgne. “Create uncontested market space and make the competition irrelevant rather than battle rivals head-on in bloody “red oceans.”
  • Google: Instead of trying to imprison visitors, Google chose to re-direct them to their most relevant destination. Harvard Business Press, sold 2 million copies.
  • Introduce two important ideas: inbound marketing and persona.
  • SMO = social media objects
  • Prime Visibility
  • Story to include “Who am I, how did I get started?”, Vision, the personal stories incubating in the organization.
  • From The Facebook Marketing Book
  • Another model: portfolio theory.
  • Social Media Strategy Presentation to Vistage

    1. 1. Creative Logic Marketing Services<br />Social Media<br />A Strategic Approach <br />To Understanding and Managing the Opportunities and Complexities <br />of Social Media<br />An Exclusive Presentation to Vistage Members<br />
    2. 2. Meeting Objective<br />
    3. 3. Social Media Graphic<br />
    4. 4. Agenda<br />Framework<br />Background<br />Maximize ROI<br />Decision Tools<br />
    5. 5. Agenda<br />Framework<br />Background<br />Maximize ROI<br />Decision Tools<br />
    6. 6. Framework<br />Return on Investment<br />$$$<br />Man hours<br />Training<br />Culture shift<br />Learning curve<br />Key Takeaway: Consider the total investment. <br />
    7. 7. Rewards From Social Media<br />
    8. 8. Social Media Strategic Investing Control Map<br />Investment<br />Key:<br />Area = Opportunity<br />Add creating and thought leadership<br />Add consistent activity and participation <br />ROI<br />Add blogging, casual activity & listening<br />Multiple objects<br />1 Object e.g. Facebook<br />Time<br />
    9. 9. Agenda<br />Framework<br />Background<br />Maximize ROI<br />Decision Tools<br />
    10. 10. Background: Characteristics<br />Characteristics of Social Media<br /><ul><li>Community based
    11. 11. Conversations/not selling
    12. 12. Transparency
    13. 13. Self-selecting
    14. 14. Self-policing/rules of conduct</li></ul>“Stop Talking About Yourself, Start Talking as Yourself” - Dan Zarrella<br />“If you nothing interesting to say now, you will have nothing interesting to say in social media.”<br />“Marketing suicide” is 100,000 Facebook fans that you ignore.<br />
    15. 15. Background: Characteristics<br />Characteristics of Social Media – cont’d<br />Trust Agent – Chris Brogan<br />One person who humanizes the business and becomes the go-to-person for doing business.<br />It’s not about “me” it’s about “you”. Share 12 times more than you create.<br />Key Takeaway: It’ not about “me.”<br />
    16. 16. Background: Social Media<br />Examples of Social Media<br />Key Takeaway: Social Media consists of many options.<br />
    17. 17. Background: Social Objects<br />Examples of Social Objects<br />Pictures in Flickr<br />Videos on YouTube<br />Events in Upcoming<br />Updates in Facebook<br />Votes in Digg<br />Check-in in FourSquare<br />Docs in Scribed<br />Reviews in Yelp<br />Subject matter in Ning<br />Presentationson SlideShare<br />Posts or comments shared as thoughts<br />Key Takeaway: Social Media consists of many different objects.<br />
    18. 18. Background: Social Objects<br />Examples from Vistage Blog Posts<br />Blog this on Blogger<br />Subscribe to the comments for this post<br />Share this on Facebook<br />Share this on FriendFeed<br />Post on Google Buzz<br />Stumble upon something good? <br />Share it on StumbleUpon<br />Share this on Technorati<br />Tweet This!<br />Share this on del.icio.us<br />Digg this!<br />Post this on Diigo<br />Add this to Mister Wong<br />Share this on Mixx<br />Share this on Reddit<br />and more<br />
    19. 19. Example: Social Media Actions<br />Social Media At An Inbound Marketing Agency<br /> 1. 4-5 blog posts per week, minimum, SEO optimized<br /> 2. Lots of useful, bite-size downloads and a few big ones (lots of leads)<br /> 3. 1-2 webinars every month<br /> 4. Twitter by the whole company, pretty much 24/7 for some, SEO optimized<br /> 5.Facebookpersonality page (insider view of who we are)<br /> 6. LinkedIn Group (Cleveland Inbound Marketing Group)<br /> 7. Lots of interaction on LinkedIn<br /> 8. Lots of interaction on Quora (by me mostly)<br /> 9. 1-2 press releases per month, SEO optimized<br />10. E-mail marketing in support of content, webinars<br />11. Microsites for additional SEO support<br />12. Social media monitoring and quick response<br />13. Blog feeds, readers, comments and tweets
14. Salesforce automation<br />15. In the mix but not currently - PPC and backlink campaigns<br />Key Takeaway: Social Media depends on activity<br />
    20. 20. Social Media Management<br />Importance of digital skills <br />Who should manage? <br />Social Media policy <br />Monitoring activity <br />Key Takeaway: There are 4 core elements to Social Media management <br />
    21. 21. Elements of Social Media Management<br /> Digital Skills<br />Marketing or PR background<br />Social networking<br />Blogging and copywriting<br />Microblogging<br />Search Engine Marketing (organic or paid)<br />Web content management<br />Analytics<br />Key Takeaway: You may need to acquire digital skills.<br />
    22. 22. Elements of Social Media Management<br />Management Options<br />IT<br />Marketing<br />PR<br />HR<br />SM<br />Team <br />Key Takeaway: social media must be managed by someone.<br />
    23. 23. Elements of Social Media Management<br />Policy options<br />Formal<br />Informal<br />Restrictive<br />Non-restrictive<br />Levels of approval<br />Purpose<br />Be responsible<br />Be authentic<br />Use good judgment<br />Create re-markable content<br />Key Takeaway: Policy WILL exist-the question is whether it is by default.<br />
    24. 24. Elements of Social Media Management<br />Monitoring options<br />Active<br />Passive<br />Informal<br />Formal<br />Key Takeaway: Social Media must be managed. <br />
    25. 25. Social Media Complexity<br />Complex<br />Key Takeaway: Social Media is Complex<br />
    26. 26. Agenda<br />Framework<br />Background<br />Maximize ROI<br />Decision Tools<br />
    27. 27. ROI Strategy<br />Key Takeaway: Managing by ROI can reduce complexity.<br />
    28. 28. Business Strategy<br />
    29. 29. Business Strategy<br />Blue Ocean Strategy<br />Make Competition Irrelevant<br />Current Favorable Conditions<br />Period of adjustment / opportunity to change the game<br />New tools of competition<br />New economics of influence (smarter thinking/less media)<br />Key Takeaway: Now is the time to think about making competition irrelevant.<br />
    30. 30. Marketing Strategy<br />
    31. 31. Marketing Strategy<br />Source: Hubspot<br />
    32. 32. Marketing Strategy<br />Inbound vs. Outbound<br />Outbound<br />Old<br />Push<br />Interruptive<br />Print<br />TV<br />Direct Mail<br />Email<br />Inbound<br />New<br />Pull<br />Attracting<br />Getting Found<br />Content<br />Social Media<br />SEO<br />Key Takeaway: Recognize the momentum shift. <br />
    33. 33. Social Media Strategy<br />
    34. 34. Foundation of Social Media<br />Key Takeaway: Social Media is part of a multi-faceted program. It works best as part of the whole.<br />
    35. 35. Social Media Marketing Services<br />Social Media Marketing Services Include:<br />Social networking account creation, maintenance and promotion (via Facebook, Twitter, LinkedIn, etc.)<br />Video and image optimization<br />Online reputation management<br />Brand monitoring and analysis<br />Creation and posting on branded blogs<br />Content syndication and press releases<br />Custom Facebook applications<br />Niche marketing (forums, blogs, social networks, etc.)<br />Localized marketing (directories, review sites, etc.)<br />Wikipedia page creation and marketing<br />Content creation and promotion (Digg, Reddit, StumbleUpon, etc.)<br />Custom widget creation<br />Media buys (Facebook, LinkedIn, YouTube, blog ads, etc.)<br />Incorporating on-page social media elements to various websites<br />

<br />Key Takeaway: Social Media has many service options.<br />
    36. 36. Social Media Is About People<br />People Trump Technology<br />Power of Social Media > counting fans<br />Power = people connecting with people<br />Technology is the enabler<br />Tell your unique story<br />Engage<br />Empathize<br />Be Authentic<br />Source: McKinsey Quarterly Article<br />Key Takeaway: Discover and tell your story<br />
    37. 37. Social Media Tactics<br />
    38. 38. How to Manage Facebook<br />Facebook Options<br />Fan vs. Business Page<br />Group<br />Content<br />Photos<br />Tabs<br />Promotions<br />Monitoring & Response<br />Recommended<br />Daily posts<br />Novelty-Scarcity-Timely<br />“Help you audience to look cool”<br />Key Takeaway: Each Social Medium has its own requirements.<br />
    39. 39. Strategic ROI Leverage<br />Social Media Leverage<br />Key Takeaway: Gain Social Media leverage by starting with business strategy.<br />
    40. 40. Agenda<br />Framework<br />Background<br />Maximize ROI<br />Decision Tools<br />
    41. 41. Finding Social Competitive Advantage<br />
    42. 42. Finding Social Competitive Advantage<br />Key Takeaway: Gaining competitive advantage is a management decision. <br />
    43. 43. Social Media Audit<br />Includes:<br />Full understanding of Social Media<br />Costs and benefits<br />Strategic alignment<br />Culture fit<br />Top-down support<br />Commitment<br />
    44. 44. Social Media Strategic Investing Control Map<br />Investment<br />Key:<br />Area = Opportunity<br />Add creating and thought leadership<br />Add consistent activity and participation <br />ROI<br />Add blogging, casual activity & listening<br />Multiple objects<br />1 Object e.g. Facebook<br />Time<br />
    45. 45. Social Media As A CAPEX<br />Bottom Line<br />Replacement or Addition?<br />Alternatives <br />Operations<br />Culture<br />Demonstration<br />Research<br />Useful Life<br />Repair and Maintenance<br />Utility<br />Key Takeaway: Use familiar models to understand Social Media.<br />
    46. 46. Getting Started<br />Conduct your Social Media audit<br />Select your trajectory on the social media strategy control map<br />Decide how to manage social media<br />Implement the Social Media MDR*<br />*Minimum Daily Requirement<br />Key Takeaway: There are many ways to improve Social Media ROI. <br />
    47. 47. Getting Started - MDR<br />Social Media MDR<br />Twitter “Twilerts”<br />Google Alerts<br />Klout<br />Alexa<br />Grade Your Blog<br />Grade Your Website<br />View Facebook Pages<br />Track Influencers<br />Key Takeaway: Gain awareness with these no-risk tools.<br />
    48. 48. Summary<br />Strategy<br />Persona<br />Inbound Marketing<br />Marketing<br />Social Media<br />Media Objects Actions Mgmt<br />Page group content photos tabs promotions monitor respond post daily novelty scarcity<br />Tactics/<br />Facebook<br />
    49. 49. Summary<br />Strategy<br />Additional Ideas at metznik.com/blog:<br /><ul><li>Social Media Marketing Strategy From Brooks Brothers
    50. 50. The Strategic Value of Social Media as Listening Posts
    51. 51. Why You Should Read The Facebook Marketing Book
    52. 52. The Ultimate Business Strategy Question</li></ul>Persona<br />Inbound Marketing<br />Marketing<br />Social Media<br />Media Objects Actions Mgmt<br />Page group content photos tabs promotions monitor respond post daily novelty scarcity<br />Tactics/<br />Facebook<br />
    53. 53. Summary<br />Strategy<br />Persona<br />Inbound Marketing<br />Marketing<br />Social Media<br />Media Objects Actions Mgmt<br />Page group content photos tabs promotions monitor respond post daily novelty scarcity<br />Tactics/<br />Facebook<br />
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