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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