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TCM Presentation Amping Up Your Social Media Strategy

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  • As part of the marketing plan R2i used its social marketing framework. One part of the framework is to leverage already existing communities. This is a simple example of how to use Google to find them. Many communities including these were told about the brain health index
  • But first 6 Quick Truths…
  • You may have seen this before in a previous webcast
  • Emphasis here;re-enforcement of key conceptNot to say that there’s no altruism, but it’s not driving most sharing…
  • When you share it, it says “I am generous”
  • Identify through understanding of customer buying behaviorEmpower with share-worthy and sharable contentReproduce through enabling bridging behavior
  • First a note on approach…
  • An identified group of advocates exists in the Loyal and Active Loyal Groups – email base
  • Transcript

    • 1. Amping Up Your Social Media Marketing Strategy
      Ken Chow
      kchow@r2integrated.com
    • 2. Agenda
      Coming to Grips
      The New Dynamic
      Brands Become Publishers
      Adapting the Organization
      Leveraging Sharing behavior
      Summary
      copyright r2integrated, LLC 2009 – confidential and proprietary
    • 3. Coming to Grips
      Or:
      How I Learned to Stop Worryingand Love Social media
      copyright r2integrated, LLC 2009 – confidential and proprietary
    • 4. Coming to Grips
      The 5 Stages ofTechnology Introduction:
      Denial
      Anger
      Bargaining
      Depression
      Acceptance
    • 5. Coming to Grips
      The 5 Stages ofTechnology Introduction:
      Skepticism
    • 6. Coming to Grips
      The 5 Stages ofTechnology Introduction:
      Skepticism
      Experimentation
    • 7. Coming to Grips
      The 5 Stages ofTechnology Introduction:
      Skepticism
      Experimentation
      Disappointment
    • 8. Coming to Grips
      The 5 Stages ofTechnology Introduction:
      Skepticism
      Experimentation
      Disappointment
      Practice
    • 9. Coming to Grips
      The 5 Stages ofTechnology Introduction:
      Skepticism
      Experimentation
      Disappointment
      Practice
      Adoption
    • 10. The New Dynamic:
      “I, for one, welcome our new Consumer Overlords…”
    • 11. The New Dynamic
      Consumer in Control
      Decisions Driven by Content and Peer Advice
      Self-Organizing Communities
      Media Hierarchy Subverted
      Brands Must Directly Engage Consumers
      Sharing as the X - Factor
    • 12. Brands as Publishers
      A Huge Opportunity in an Unfamiliar Role
    • 13. Formerly separate entities are now sharing the same space...
      Brands are becomingpublishers.
      Brand vs. Publisher
    • 14. Today I need to:
      • Create communities of interest…
      • 15. Deliver compelling content…
      • 16. Facilitate community dialogue…
      • 17. Monetize…
      Brandon Manager
      Parker Publisher
    • 18. Create communities of interest…
    • 19. Deliver Compelling Content…
    • 20. Facilitate community dialogue…
    • 21. Advertisers
      New Relationships and Opportunities
      Brands
      Consumers
      Publishers
      The Traditional Relationship…
    • 22. Advertisers
      New Relationships and Opportunities
      Brands
      Consumers
      Publishers
      Search
      Social
      The DissruptiveRelationship…
    • 23. Advertisers
      New Relationships and Opportunities
      Brands
      Consumers
      Publishers
      Search
      Social
      A Balanced Relationship…
    • 24. Adapting Your Organization
      Platforms, Content, Skill Sets
    • 25. Platform and Technologies
      Brands used to rent the publishing platforms the used, now they must own or control them outright…
      Content Management
      Content Syndication
      Community Building Tools
      Mobile Applications
      Rich MediaTools
      Platform Layer
    • 26. Vendors
      Content must match the mission…
      Strategy
      Creative
      Development
      Management
      Engagement Layer
      Content Management
      Content Syndication
      Community Building Tools
      Mobile Applications
      Rich MediaTools
      Platform Layer
    • 27. Internal Skill Sets
      As must your own talent pool…
      Content Author
      Community Manager
      Technical Support
      Skill Sets Layer
      Strategy
      Creative
      Development
      Management
      Engagement Layer
      Content Management
      Content Syndication
      Community Building Tools
      Mobile Applications
      Rich MediaTools
      Platform Layer
    • 28. Content Author
      Community Manager
      Technical Support
      Skill Sets Layer
      Strategy
      Creative
      Development
      Management
      Engagement Layer
      Content Management
      Content Syndication
      Community Building Tools
      Mobile Applications
      Rich MediaTools
      Platform Layer
      Adapting the Organization
    • 29. Consequences…
    • 30. Brands as Publishers
      CASE STUDY:DHA Brain Health
    • 31. Overview
      Company:
      Leader in the innovation and development of DHA omega-3 products that promote health and wellness.
      Challenge:
      Promote awareness of brain health and encourage people to take action
      Target Audience:
      Young and expectant mothers, other health-conscious adults
    • 32. Options
      Advertise
      ~ or ~
      Publish?
    • 33. Search Results were Crowded..
    • 34. Advertising Creates Results at a Cost
    • 35. Becoming a Publisher…
      Added technology to support distribution
      Engaged vendors to create compelling content
      Shifted internal responsibilities to staff content creation and community management positions
    • 36. Technology…
    • 37. Compelling Content…
    • 38. Community Management…
    • 39. Syndicated Promotion
    • 40. A Typical Publishers Feature…
    • 41. A Typical Publisher’s Feature…
    • 42. What to Do Tomorrow?
      See the Web as a Buying Engine
      Look Beyond the CMS
      Focus on Optimizing Content
      Examine Organizational Requirements
      Vendor Profiles
    • 43. Content Author
      Community Manager
      Technical Support
      Skill Sets Layer
      Strategy
      Creative
      Development
      Management
      Engagement Layer
      Content Management
      Content Syndication
      Community Building Tools
      Mobile Applications
      Rich MediaTools
      Platform Layer
      Adapting the Organization
    • 44. Leveraging Sharing Behavior
      I am (pick at least one):
      copyright r2integrated, LLC 2009 – confidential and proprietary
    • 48. Two Types of Social Networks
      We seek to reduce risk and gain rewards…
      Technical Networks
      Commonality: occupation, professional interest, or technical skill
      Seeking/Giving: technical data, or specific job-related information
      Sharing Motivation: inclusion, status, reputation
      Trust and Admiration Networks
      Commonality: personal affiliation (friends, associates)
      Seeking/Giving: personal views and status, advice on decisions and purchases
      Sharing Motivation: ego (recognition, admiration, and trust)
      copyright r2integrated, LLC 2010 – confidential and proprietary
    • 49. Technical Networks
      copyright r2integrated, LLC 2009 – confidential and proprietary
    • 50. Trust and Admiration Networks
      copyright r2integrated, LLC 2009 – confidential and proprietary
    • 51. Sharing Motivation
      People in these two networks share thingsthat meet one or more of these basic criteria:
      Transactional Value – “I’m generous”
      Entertainment – “I’m fun”
      Information Useful for Daily Life – “I’m smart”
      Ideology – “I’m good righteous”
      copyright r2integrated, LLC 2010 – confidential and proprietary
    • 52. Transactional Value
      copyright r2integrated, LLC 2009 – confidential and proprietary
      “I am generous.”
    • 53. Entertainment Value
      copyright r2integrated, LLC 2009 – confidential and proprietary
      “I am fun.”
      (“And I have a lot of spare time”)
    • 54. Informational Value
      copyright r2integrated, LLC 2009 – confidential and proprietary
      “I am smart.”
    • 55. Ideology
      copyright r2integrated, LLC 2009 – confidential and proprietary
      “I am righteous.”
    • 56. Social Bridging
      The Goal:Changing opinions and buying decisionsthrough the sharing of contentby others who accept your value proposition
      i.e. , making “advocates”
      copyright r2integrated, LLC 2009 – confidential and proprietary
    • 57. Social Bridging
      The Method:Use social medianot as a broadcast medium, but as a place to identify, empower, and reproduce advocates
      copyright r2integrated, LLC 2009 – confidential and proprietary
    • 58. Social Bridging
      The Mission:To locate likely advocates,arm them with valuable content,and ensure sharing mechanisms are in place
      copyright r2integrated, LLC 2009 – confidential and proprietary
      This is not a “one and done” proposition, advocates represent an ongoing relationship that must be actively maintained.
    • 59. Social Bridging
      copyright r2integrated, LLC 2009 – confidential and proprietary
      Identify – Empower –
    • 60. Applying the Theory
      So now what?
      copyright r2integrated, LLC 2009 – confidential and proprietary
    • 61. Creating Effective Social Programs
      Tactics
      Customer Behavior
      Strategy
      Tools & Content
      • Motivation
      • 62. Needs/Wants
      • 63. Influencers
      • 64. Products
      • 65. Basedon Behavior
      • 66. Framework for managing influencers
      • 67. Intersecting behavior with messages at the right place and time
      • 68. Programs and campaigns
      • 69. Infrastructure
      • 70. Engaging content
      copyright r2integrated, LLC 2010 – confidential and proprietary
    • 71. Buying Behavior
      Motivation
      Whose Problem is It?
      Aspirin or Vitamin?
      Risk/Reward
      Needs/Wants
      Form/Function
      Price
      Decision Making
      Influencers vs. DMs
      Evidence/Information
      References
      Peer Advice
      copyright r2integrated, LLC 2009 – confidential and proprietary
      Where are these communities?
      How do they operate?
      How do you intersect?
    • 72. Content Generation
      Which Audience?
      Technical/Non-technical
      Match the Motivation
      Does it affect their “In Box”?
      Shareable Value
      Transactional
      Entertaining
      Useful Information
      copyright r2integrated, LLC 2009 – confidential and proprietary
      Ask yourself, and ask key customers: “Would you share this?” “Why?”
      Be honest…
    • 73. Sharing Systems and Technologies
      E-mail
      The Original Social Network
      Embedded sharing mechanisms (e.g. influencer widgets)
      copyright r2integrated, LLC 2009 – confidential and proprietary
    • 74. Sharing Systems and Technologies
      Social Media:
      Inherent Mechanism( e.g. Facebook)
      Adjunctive Mechanisms(e.g. Facebook Connect API)
      Share This
      Ad Buys
      copyright r2integrated, LLC 2009 – confidential and proprietary
    • 75. copyright r2integrated, LLC 2009 – confidential and proprietary
      Sharing Systems and Technologies
      Other Community Environments:
      Company Micro-sites
      3rd Party Promotion Sharing Sites (e.g. coupon sites)
      Partners
    • 76. Example Framework
      Can Moe grow?
      copyright r2integrated, LLC 2009 – confidential and proprietary
    • 77. Target: Young Family/Upwardly Mobile
      Locations: 123
      TGI McScratchy’sGoodtime Food Drinkery
      • Existing Contact Base: 86,000 email addresses
      • 78. Goal: Increase repeat visits 20%, increase per-cover revenues 25%
      Retail Dining
      copyright r2integrated, LLC 2009 – confidential and proprietary
    • 79. TGI McScratchy‘s
      ActiveLoyal
      Loyal
      Occasional
      Rarely
      Never Been
      • Core Population
      • 80. Reach through Loyalty programs
      • 81. Incentivize Sharingand Word of Mouth
      • 82. Create Social Bridge to…
      Reach through Social Bridging
      copyright r2integrated, LLC 2009 – confidential and proprietary
    • 83. Main Objective
      copyright r2integrated, LLC 2009 – confidential and proprietary
      ActiveLoyal
      Loyal
      Occasional
      Rarely
      Never Been
      Shifting the population…
    • 84. Bridging Methods
      copyright r2integrated, LLC 2009 – confidential and proprietary
      Inside the existing TMGFD base, email is the connection and sharing method.
      Active Loyal
      Outside the TMGFD base, the connection and sharing method is via social mechanisms.
      Loyal
      Occasional
      Rarely
      Never Been
    • 85. Tactical Overview
      Facebook portal delivers valuable content, builds loyalty
      Facebook Sharing allows members to recruit others through social “bridging”. Facebook Connecton amicro-site or landing page amplifies it.
      Sharing extends reach and drives acquisition of base. Promotion drives base to Facebook
      300K+
      email base
      Join
      Join
      Acquire
      Social Media buysdrive other outsidemembers to join
      Email with engaging primary offer and sharing mechanisms.
      Size and loyalty of community drives more “Loyal” and “Active Loyal” transactions
      copyright r2integrated, LLC 2010 – confidential and proprietary
    • 86. Questions?
      copyright r2integrated, LLC 2009 – confidential and proprietary