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Social Media Marketing Framework
 

Social Media Marketing Framework

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For many, Social Media is a chaotic and scary new place. To me, it’s an opportunity for savvy organizations to accelerate their growth with this exciting new addition to integrated marketing and ...

For many, Social Media is a chaotic and scary new place. To me, it’s an opportunity for savvy organizations to accelerate their growth with this exciting new addition to integrated marketing and communications. Easier said than done! So, to deliver repeatable and measurable business results, I have developed this Social Media Marketing Framework (or shortened for Twitter to #SMMF). The Framework provides an execution blueprint that you can use to structure your social marketing activities to deliver exceptional results. It is focused on Marketing and Communications and defines common components that can be added by organizations to their existing marketing mix.

If you would like a copy of the PPT, please visit www.grahamlubie.com and contact me there or Tweet me at /grahamlubie.

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    Social Media Marketing Framework Social Media Marketing Framework Presentation Transcript

    • Social media Marketing Framework
      By: Graham Lubie
      web: www.grahamlubie.com
      cell:. 617.821.6169
      twitter: www.twitter.com/grahamlubie
      linkedin: www.linkedin.com/in/grahamlubie
      This work is licensed by Graham Lubie under the Creative Commons Attribution-Share Alike 3.0 United States License
    • Social media marketing framework
      Overview
      Social marketing is new and in many way unique, yet success still relies on creativity and excellent execution. This Social Media Marketing Framework (SMMF) provides an execution blueprint that you can used to structure your social marketing activities to deliver exceptional results. This is not a framework for all Social Media (ie. HR, Customer Support, etc.); it is focused on marketing and communications and defines common social components that can be added by organizations to their marketing mix.
      The genesis of this framework was a comment and question from one of my clients: “There is so much social ‘stuff’ out there, how can I get started now, and then expand my activities in social marketing once I am more comfortable?” This Social Media Marketing Framework is how! It can be used to get your social marketing programs off the ground, or it can be used to structure and expand on the programs that you have already started.
      If you are looking for a “pretty” marketing presentation about why you need to get into social media marketing, this Social Media Marketing Framework is not it; there are a lot of those available online. It is designed to be a practical and actionable blueprint that’s based on my own experiences, and on the experiences of other marketing experts that have run marketing campaigns (traditional and social), delivered interactive/technology services, and deployed repeatable processes and methodologies across multiple global industries leaders.
      There are five main components to the Social Media Marketing Framework: (1) Objectives, (2) Measures, (3) Methods, (4) Initiatives, and (5) Operations. Each of these components has sub-parts that can work together and support the social marketing activities for organizations of all sizes. The rest of this slide deck expands on each of these components.
      The Social Marketing Framework has been licensed by Graham Lubie under the Creative Commons Attribution-Share Alike 3.0 United States License. Under this License you are free to copy, distribute and transmit the work, but you must attribute the work to the author, Graham Lubie.
    • Social media Marketing Framework
      Objectives
      Social MEDIA Marketing Framework
      Objectives
      Measures
      Methods
      Activities
      Measurement
      Contribution
      Monitoring
      Content
      Internal
      Produced
      Spontaneous
      External
      Conversation Channels
      Public Channels
      (e.g. Facebook, Twitter, Linked In, Industry Blogs, etc.)
      Organizational Channels
      (e.g. Websites, Blog, Newsroom, Private Communities, etc.)
      Initiatives
      Campaigns
      Steady State
      Operations
      Plan
      Create
      Execute
      Measure
      Optimize
      Strategize
      People
      Process
      Technology
      Governance
      Budget
      To learn more about the Social Marketing Framework, visit http://www.grahamlubie.com
      This work is licensed by Graham Lubie under the Creative Commons Attribution-Share Alike 3.0 United States License.
    • Social media Marketing Framework
      Component: Objectives
      Social media marketing, like any other marketing initiative, should have well defined objectives that allow you to measure your success and progress.
      There are a number of main reasons to set your objectives:
      • Objectives provide a measuring stick for progress
      • Objectives ensure that all team members understand what success “looks like”
      • Objectives ensure that you focus on what’s most important
      In the Social Media Marketing Framework, your objectives can typically be divided into three main buckets:
      • Revenue & Cost-based Objectives – impact your financial performance
      • Brand Recognition & Awareness-based Objectives – impacts the reach of your brand
      • Brand Perception & Loyalty-based Objectives – impact how prospects, customers and partners feel about your brand.
      Examples
      Revenue & Cost-based Objectives
      • Increase product line revenues
      • Increase volume of Leads
      • Acquire new customers
      • Generate new sales from existing customers
      • Reduce marketing spend (e.g. shift from print advertising, etc.)
      • Improve SEO : SEM ratios
      Brand Recognition & Awareness-based Objectives
      • Build brand awareness
      • Increase website traffic via organic search
      Brand Recognition & Awareness-based Objectives (cont.)
      • Increase website traffic via referrals
      • Build product awareness
      Brand Perception & Loyalty-based Objectives
      • Increase brand reputation
      • Increase product reputation
      • Increase customer retention
      • Increase time on site
      • Increase positive reviews (or reduce negative reviews)
      • Increase Net Promoter scores
    • Social media Marketing Framework
      Component: Measures
      If you don’t measure it, you can’t improve it. We are so early in the social marketing adoption curve, that the available tools and techniques are still evolving. However, there still needs to be a way to check your progress against your objectives. Each objective should have at least one quantifiable measure that can be used to track whether you have achieved your objectives or not.
      Measures are typically tracked against a specific baseline metric at a point in time. The key in setting up your measures, is to make sure that you are able to attribute the data you are seeing to your social marketing activities.
      If you are just starting out, set a handful of goals and then iterate or expand them based on your experiences.
      Examples
      • Objective: Increase Product Line Revenues
      • Measure: Increase product line A revenues by 5% from customers sourced via social marketing
      • Measure: Increase annual customer purchases of product line A from 2x to 3x
      • Objective: Improve SEO : SEM ratios
      • Measure: Increase inbound links 30%
      • Measure: Decrease cost per customer acquisition to $100
      • Objective: Increase brand / product awareness
      • Measure: Increase product reach by 10%
      • Measure: Increase inbound links 30% [same measure can be used to validate more than one objective]
      • Measure: Increase BuzzMetric score 50%
      • Objective: Increase brand / product perception
      • Measure: Increase product sentiment ratings 10%
    • Social media Marketing Framework
      Component: Methods
      Methods are broken into three groups:
      Activities: which includes monitoringof on-going conversations, contributions to different sites, and measurement of the results;
      Content: the types of media that are distributed online; and
      Conversation Channels: the sites and services where Content is contributed and consumed.
      This framework identifies a variety of different content types and conversation channels, but they are not meant to be comprehensive. There are a lot of new options constantly emerging, and these are just a guide.
    • Social media Marketing Framework
      Component: Methods | Activities
      Activities refer to the different tasks needed to execute social marketing initiatives. There are a lot of people talking and producing a huge amount of real time data, to be successful, you must have:
      • Monitoring to track, synthesize and aggregate the online data streams into usable information.
      • Contribution where you add to the conversation and position your organizations messages for the online community.
      • Measurement to quantitatively measure the results of your campaigns so that you can continuously iterate and improve.
      Examples
      • Monitoring:
      • Track mentions of your company, products, industry or competitors
      • Track your SEO / SEM key words for mentions
      • Follow lists of topics on Twitter that interest you and apply to your product / brand / industry
      • Contribution:
      • Add comments to industry blogs
      • Add your own blog entries
      • Tweet or Retweet on Twitter
      • Add videos to YouTube or Vimeo
      • Contribution (cont):
      • Run a series of “investigative” reports on CNN iReport
      • Run contests on Facebook
      • Measurement:
      • Set goals in your analytics package and track them
      • Benchmark Google results for specific terms that are brand identifiable to you
    • Social media Marketing Framework
      Component: Methods | Content
      In social media marketing, content is king. There are so many different content types that it would be impossible to list them all. Instead, I have segmented content by whether it is produced or spontaneous, and whether it is created by internal or external resources.
      Produced content is professionally created content by internal resources like your marketing department, or external resources like your agency, your customers, or your partners. A lot of this content will be generated by your “traditional marketing” but a lot is needed.
      Spontaneouscontent is typically created “on the fly” and is more informal. Spontaneous content can be created by internally or external resources. Even when creating spontaneous content, the message should follow predefined messaging guidelines.
      Since social media marketing is so content intensive and requires “fresh” content, an editorial calendar can be very useful to ensure a steady stream of compelling info.
      Examples
      Produced Content:
      • Press releases using a social marketing PR template
      • Messaging & Positioning Templates
      • White Papers
      • Analyst Reports
      • Product Demo Video
      • Product Images
      • Product Performance Benchmarks
      • Blog post written as part of a editorial calendar
      • Competitions / Contests (e.g. Facebook)
      Spontaneous Content:
      • Blog posts (your blogs)
      • Message board posts
      • Blog comments (other blogs + responses to comments on yours)
      • Google SideWiki comments
      • Retweet of an interesting article
      • Q&A postings
      • Ad hoc customer videos (e.g. at a tradeshow or in the street)
      • Product reviews
      • Wiki Entries (e.g. Wikipedia)
      • Directory Entries (i.e. category specific or general)
    • Social media Marketing Framework
      Component: Methods | Conversation Channels
      There are a huge number of potential conversation channels where you can monitor the conversation and contribute information to it. In general, these “places” can be divided into public channels and organizational channels.
      The main difference between the two, is who controls the direction of the information in those channels. With public channels (e.g. Facebook or Twitter) you have limited direct control over the channel, though you can guide or influence the conversation. In contrast, with organizational channels, you own the venue (e.g. website or company blog with reviewed comments).
      Like content types, the list of conversation channels is constantly evolving. Facebook and Twitter may be important, but there are plenty of other industry specific channels that your should consider. (See www.TheConversationPrism.com for an excellent list as of 2008)
      Examples
      Public Channels
      • Linked In
      • Facebook
      • Twitter
      • You Tube
      • Vimeo
      • Slideshare
      • Squidoo
      • CNN iReport
      Organizational Channels
      • Company Website
      • Company Blog
      • User Community (public or private)
      • Social Media Center
      • Product or Initiative Microsites
    • Social media Marketing Framework
      Component: Initiatives
      Initiates are where the Social Media Marketing planning and theory meet reality. Initiatives = Social Marketing Execution. This is where the proverbial Rubber Meets The Road.
      To be effective, your Social Media Marketing activities need to address two different types of Initiatives:
      Steady State Initiatives: these refer to the on-going activities needed to be current and relevant. Steady State Initiatives include on-going Monitoring and Contribution activities as well as the scheduled Measurement of existing initiatives.
      Campaigns: Campaigns are specific, periodic initiatives with start and end dates. They can be Social Media Marketing specific or integrated into other more traditional marketing campaigns.
      Examples
      Steady State Initiatives:
      • Blogging
      • Blog Commenting
      • Twitter updates
      • Facebook updates
      • Comments on industry message boards
      • Google SideWiki comments
      • “Center of Excellence” articles
      Campaigns:
      • Product Launches
      • Integrated Lead Generation Campaigns
      • Clutter Buster / Thought Leadership Programs
      • Community building campaigns
      • Event based campaigns
    • Social media Marketing Framework
      Component: Operations
      The “operations” tier of the Social Media Marketing Framework includes two different “types” of operational components: general program components and execution paths
      General Program Components: these are the infrastructure items that you should have in place to support you social marketing initiatives. They include people in the right positions, processes defined, budgets allocated, technology implemented and governance understood.
      Execution Paths: these are the traditional project and program management tasks that need to be addressed. Essentially the Execution Paths are phases that you need to go through to rollout repeatable, successful social media Initiatives.
      They include: strategize to identify your target audiences, objectives of your social media programs and the measures that you will use to determine success, plan who will do what by when, create compelling content, execute on your Initiatives, measure the success of your Initiatives, and finally, optimize what you are doing based on your measures.
    • Social media Marketing Framework
      Component: Operations [Strategize/ Plan/ Create]
      Strategize:
      Social media marketing must be included as part of your overall marketing strategy. During this operations phase, you will segment your target markets, identify objectives and measures.
      Plan:
      Because there are so many moving parts, planning is a key to social marketing success. Identify your main initiatives and then schedule resources to do the content creation, monitoring, contribution and measurement tasks.
      Create:
      Create the content that will be used in your initiatives. Creating compelling content is critical. While you can do this in house, getting outside perspectives and creative designers can be very helpful.
      Examples
      Strategize
      • Segment the key audiences that you need to reach
      • Identify customers / prospects that need to be reached
      • Identify digital influencers that need to be reached
      • Identify the most appropriate conversation channels to reach your key audiences
      • Determine the Initiatives that will be executed
      • Allocate budget to different initiatives
      • Establish measurement timelines with metrics and KPIs
      Plan:
      • Schedule the initiatives and their components (needs to be aligned with other marketing activities)
      Plan (cont):
      • Allocate resources (people + $) to execute the strategy
      • Develop an Editorial calendar for content creation
      Create:
      • Develop the content to be used within Initiatives and across initiatives
      • Provide guidelines for content use
      • Develop messaging templates (this is most important for Spontaneous Content creation)
    • Social media Marketing Framework
      Component: Operations [Execute/ Measure/ Optimize]
      Execute:
      Once the strategizing, planning and content creation is over, it’s time to execute. This is where your plan meets reality and you deliver exceptional results.
      Measure:
      Your measures provide a quantitative way to track the success of your social marketing initiatives. So, I recommend watching your metrics daily to check for irregularities and then doing monthly reviews to check if course changes are needed. The frequency of measurement will vary industry by industry.
      Optimize:
      Based on the results of your initiatives, start the operations cycle over again. Shore-up underperforming initiatives and reinforce the success of your top initiatives.
      Examples
      Execute
      • Launch a new product with social marketing components
      • Add a Social Media Center to your website
      Measure:
      • Weekly or Monthly snapshots of progress against goals
      Measure (cont):
      • Quarterly reviews to evaluate the overall program
      Optimize:
      • Tweak your Initiatives based on your actual results
    • Social media Marketing Framework
      Component: Operations [People / Budget / Process]
      People :
      Many of the skills that you need to be successful in social media marketing are already in your organization, but piling more work on existing resources is not a blueprint for success. Make sure that you can identify who is going to do what, and how existing roles are going to evolve to include new responsibilities. If you don’t have the internal skills, consider using outside experts.
      Process:
      Steady state initiatives and campaigns will have different process requirements. Different processes will need to be established and enforced to ensure consistency and repeatable success.
      Budget:
      Where are the $$ going to come from? New funding or existing programs.? Either way, budgeting has to be allocated for the long-term. Social Media Marketing is not a quick hit activity.
      Examples
      People (Roles):
      • Community Managers
      • Engagement Specialists
      Budget (Line Items):
      • Monitoring & Contribution Programs [agency run]
      • Blogging [ghost writer]
      • Video Production
      • Facebook Campaigns
      • Izea blogging program
      Process (Workflows / Process Maps):
      • Monitoring processes
      • Measurement process
      • Contribution process
      • Content approval processes
      • Engagement processes
      • Program Review process
    • Social media Marketing Framework
      Component: Operations [Technology / Governance]
      Technology:
      There are a lot of different technology options that can be used to manage your social media initiatives. For the most part, the different technology options map nicely to the activities of monitoring and contribution and measurement. Which tools you choose is less important, however, than how you use them.
      Governance:
      Every organization should have some level of social media governance. Whether you are using IBM’s bullet point version or a simple statement like: {Anything you do online needs to be well thought out, professional and comply with the company’s code of conduct. When in doubt, ask yourself: “Would I show this to our CEO or our biggest customer?” If yes, go ahead and contribute it.}
      Examples
      Technology:
      • Monitoring Applications:
      • Filtrbox,
      • iGoogle,
      • Radian6
      • Biz360
      • Contribution Applications:
      • Social.com
      • Seesmic
      • HootSuite
      • Tweetdeck
      • Ping.fm
      • Measurement Applications:
      • Google Analytics
      • Hubspot,
      • Ominiture
      Governance:
      • Social Media Statement of Conduct
      • Legal Guidelines (mostly for financial information / regulated industries)
    • This work is licensed by Graham Lubie under the Creative Commons Attribution-Share Alike 3.0 United States License
      GoodBye!