ACME Company’s Social Marketing Strategic Planning Marcel Moreau – combustingboy.com

Marcel Moreau – combustingboy.com

Marcel Moreau Interactive Marketing Specialist Tracey Greene Vice President of User Interface Design

Interactive Marketing Specialist

Vice President of User Interface Design

marketing & PR then and now

marketing & PR then and now

then marketing channels were set (TV, radio, print, etc) hope for some media coverage besides megabrands, using “old methods” to target niche segments was near impossible marketing messages were expensive , outbound , and interruption-based

marketing channels were set (TV, radio, print, etc)

hope for some media coverage

besides megabrands, using “old methods” to target niche segments was near impossible

marketing messages were expensive , outbound , and interruption-based

people now reject then

people now reject then TV & radio spots / TiVo, Sirius cold-calling / caller ID, do-not-call lists direct mail / trash barrel media print ads / bad economy email blasts / better spam filtering

now

now

now marketing is less interruption-based and more permission-based

marketing is less interruption-based and more permission-based

Social Media – what is it?

Conversations that occur online

Social Media 101 media that anyone can add to

media that anyone can add to

Social Media 101 media that anyone can add to blogs (personal, micro) photos video audio (podcasts, music) social networks ( Facebook, Ning, LinkedIn) messageboards ebooks lots more

media that anyone can add to

blogs (personal, micro)

photos

video

audio (podcasts, music)

social networks ( Facebook, Ning, LinkedIn)

messageboards

ebooks

lots more

Social Media 101 media that anyone can add to a shift in communication instead of marketing TO their base, businesses think to market WITH them

media that anyone can add to

a shift in communication

instead of marketing TO their base, businesses think to market WITH them

Social Media 101 media that anyone can add to a shift in communication something that is here to stay

media that anyone can add to

a shift in communication

something that is here to stay

Social Media 101 media that anyone can add to a shift in communication something that is here to stay

media that anyone can add to

a shift in communication

something that is here to stay

You’re probably already there

You’re probably already there

But social media is BIG

Example #1

Example #1 respond directly to upset (and happy) customers helps establish a human connection to an industry that relies on scripted email and phone responses indirectly was the focus of wide media coverage

respond directly to upset (and happy) customers

helps establish a human connection to an industry that relies on scripted email and phone responses

indirectly was the focus of wide media coverage

Example #1 respond directly to upset (and happy) customers helps establish a human connection to an industry that relies on scripted email and phone responses indirectly was the focus of wide media coverage saw a user need and provided persuasive content

respond directly to upset (and happy) customers

helps establish a human connection to an industry that relies on scripted email and phone responses

indirectly was the focus of wide media coverage

saw a user need and provided persuasive content

Example #2

Example #2 created a central hub for small business owners includes articles, forums, stories, event listings allows Bank of America to promote their products

created a central hub for small business owners

includes articles, forums, stories, event listings

allows Bank of America to promote their products

Example #2 created a central hub for small business owners includes articles, forums, stories, event listings allows Bank of America to promote their products saw a user need and provided persuasive content

created a central hub for small business owners

includes articles, forums, stories, event listings

allows Bank of America to promote their products

saw a user need and provided persuasive content

Example #3

Example #3 company blog with tips and FAQs regarding the life insurance process each post contains proper SMO written by AccuQuote executives and employees many SEO benefits to having a company blog

company blog with tips and FAQs regarding the life insurance process

each post contains proper SMO

written by AccuQuote executives and employees

many SEO benefits to having a company blog

Example #3 company blog with tips and FAQs regarding the life insurance process each post contains proper SMO written by AccuQuote executives and employees many SEO benefits to having a company blog

company blog with tips and FAQs regarding the life insurance process

each post contains proper SMO

written by AccuQuote executives and employees

many SEO benefits to having a company blog

Example #3 company blog with tips and FAQs regarding the life insurance process each post contains proper SMO written by AccuQuote executives and employees many SEO benefits to having a company blog Social Media Optimization

company blog with tips and FAQs regarding the life insurance process

each post contains proper SMO

written by AccuQuote executives and employees

many SEO benefits to having a company blog

Example #3 company blog with tips and FAQs regarding the life insurance process each post contains proper SMO written by AccuQuote executives and employees many SEO benefits to having a company blog

company blog with tips and FAQs regarding the life insurance process

each post contains proper SMO

written by AccuQuote executives and employees

many SEO benefits to having a company blog

Example #3 company blog with tips and FAQs regarding the life insurance process each post contains proper SMO written by AccuQuote executives and employees many SEO benefits to having a company blog saw a user need and provided persuasive content

company blog with tips and FAQs regarding the life insurance process

each post contains proper SMO

written by AccuQuote executives and employees

many SEO benefits to having a company blog

saw a user need and provided persuasive content

Example #4

Example #4 viral video series in which items like iPods and hockey pucks get blended videos themselves (not blenders) have brought in over $80,000 in ad revenue sales have risen 600%

viral video series in which items like iPods and hockey pucks get blended

videos themselves (not blenders) have brought in over $80,000 in ad revenue

sales have risen 600%

Example #4 viral video series in which items like iPods and hockey pucks get blended videos themselves (not blenders) have brought in over $80,000 in ad revenue sales have risen 600% persuasive content?

viral video series in which items like iPods and hockey pucks get blended

videos themselves (not blenders) have brought in over $80,000 in ad revenue

sales have risen 600%

persuasive content?

Persuasive content wins

ACME Company’s SM strategy so, all we need is to do is see a user need and provide persuasive content?

so, all we need is to do is see a user need and provide persuasive content?

ACME Company’s SM strategy so, all we need is to do is see a user need and provide persuasive content? Well, sort of .

so, all we need is to do is see a user need and provide persuasive content?

Well, sort of .

Why companies fall short not understanding what users want underestimating persuasive content creation effort speaking too much “market-ese” in order to sell – not understanding the social media culture no one governs ongoing social media efforts unmotivated internal team lastly – giving up too soon

not understanding what users want

underestimating persuasive content creation effort

speaking too much “market-ese” in order to sell – not understanding the social media culture

no one governs ongoing social media efforts

unmotivated internal team

lastly – giving up too soon

Getting off on the right foot understanding users’ needs, attitudes, where they engage online setting goals (product buys, event regs, blog subs) identifying the persuasive content (blog, video, facebook app, what will be ‘exciting’) internal coordination and buy-in (content creators, customer service, knowledge experts, marketing) having a defined set of outposts to work with measurement of progress

understanding users’ needs, attitudes, where they engage online

setting goals (product buys, event regs, blog subs)

identifying the persuasive content (blog, video, facebook app, what will be ‘exciting’)

internal coordination and buy-in (content creators, customer service, knowledge experts, marketing)

having a defined set of outposts to work with

measurement of progress

Brainstorming media that anyone can add to blogs (personal, micro) photos video audio (podcasts, music) social networks ( Facebook, Ning, LinkedIn) messageboards ebooks lots more

media that anyone can add to

blogs (personal, micro)

photos

video

audio (podcasts, music)

social networks ( Facebook, Ning, LinkedIn)

messageboards

ebooks

lots more

ACME Company’s involvement? BLOG constant content for search engines great content is shared quickly; drive traffic in allows area for engagement via comments use as lead-gen tool examples: AccuQuote, Southwest, Marriott

BLOG

constant content for search engines

great content is shared quickly; drive traffic in

allows area for engagement via comments

use as lead-gen tool

examples: AccuQuote, Southwest, Marriott

ACME Company’s involvement? MICRO-BLOG excellent customer-service opportunity valuable in contests and last-minute deals human search engine; helpful in research examples: Bank of America, JetBlue, Comcast

MICRO-BLOG

excellent customer-service opportunity

valuable in contests and last-minute deals

human search engine; helpful in research

examples: Bank of America, JetBlue, Comcast

ACME Company’s involvement? PHOTOS easily portray company culture archive company events for employees and customers to always have workforce unifier show products and features in high-resolution examples: Rubbermaid, Ford

PHOTOS

easily portray company culture

archive company events for employees and customers to always have

workforce unifier

show products and features in high-resolution

examples: Rubbermaid, Ford

ACME Company’s involvement? VIDEOS easily portray company culture archive company events for employees and customers to always have workforce unifier document difficult processes (ATM, statements) examples: Bank of America, Wells Fargo

VIDEOS

easily portray company culture

archive company events for employees and customers to always have

workforce unifier

document difficult processes (ATM, statements)

examples: Bank of America, Wells Fargo

ACME Company’s involvement? AUDIO provide informative podcasts examples: Fidelity, Mayo Clinic

AUDIO

provide informative podcasts

examples: Fidelity, Mayo Clinic

Sources and Inspiration HubSpot webinars and content David Meerman Scott’s The New Rules of Marketing and PR Channel V Media’s Going Social eBook

HubSpot webinars and content

David Meerman Scott’s The New Rules of Marketing and PR

Channel V Media’s Going Social eBook