HEMP Conference
Social Marketing

What Is
Social Marketing?
2

Conversations that
build relationships
between
companies and
stakeholders.
3

4

Blogs
Message Boards Microblogs
CONTENT &
CONVERSATION
Photos Mass
MEDIA SOCIAL Niche
Videos
SHARING NETWORKS
Podcasts Corporate
5

Is Social Media
Right for My
Business?
6

Citibank/Roper Survey
• Three-quarters of the small business
owners have not found sites such as
Facebook, Twitter and LinkedIn helpful
for expanding business
• 86% have not used social networking
sites for information or advice
• 10% said they have sought business
advice and information on expert blogs
Source: Social Media Optimization, 10/09
7

8

9

10

Will it Work for You?
• Are you prepared to invest the time?
• Will you listen and engage in
conversation?
• Are you comfortable with transparency
and authenticity?
• Can you commit for the long term?
11

Barkley
Social Media
Principles
12

#1: Them Not Us
The best advertising is not us talking
about us. It’s other people talking
about us. Make conversations about
the consumer first.
13

14

#2: Be Where
The Consumers Are
Know where your target consumers
congregate and converse.
Contribute to those communities
and conversations.
15

16

Groundswell
17

#3: Show Signs of Life
Integrate and promote social
content throughout your digital
presence. Think beyond the badge.
18

19

#4: Action Trumps Eyeballs
Aim for engagement, not just traffic.
Design for action and interaction.
Think hearts and minds, not just
eyeballs.
20

21

4 Step
Social Media
Strategy
22

LISTEN & LEARN
PLAN
ENGAGE
EVALUATE
23

Step 1: Listen & Learn
• Discover: Find conversations currently
taking place about your company and
category
• Quantitative analysis
• Qualitative analysis
24

Listening tools
25

Step 2: Plan
• Social media policy
• Monitoring plan
• Response plan
• Engagement plan
26

27

Monitoring Plan
28

Response Plan
*Source: Forrester Research, Groundswell, 2008
29

Engagement Plan
Business SM SM Strategy Description
Function Strategy
Research Listening Ongoing monitoring of consumers’ conversations with each
other
Marketing Talking Participating in and stimulating two-way conversations your
customers have with each other, or outbound communications
to your customers
Sales Energizing Making it possible for your enthusiastic customers to help sell
each other
Service Supporting Company-provided support of enabling your customers to
support each other
Development Embracing Helping your customers work with you and/or each other to
come up with ideas to improve your products and services
*Source: Forrester Research, Groundswell, 2008
30

Talking
31

32

Energizing
33

Lee Fit Ambassadors
• Identified 28 bloggers to approach based on 3 criteria:
• Content: Was the blogger writing about fashion for
everyday women?
• Engagement: How do her readers respond? Did she
acquire multiple comments each time she posted?
• Influence: Did she have solid site traffic? What was their
Technorati Authority and Rank?
34

Response
1. Momma’s Review www.mommasreview.com
“What an amazing opportunity, I
2. appreciate
A Mommy Story www.amommystoryreviews.blogspot.com the offer - and accept!”
3. Intricate Art www.intricateart.com
4. Posh Glam www.poshglam.com
5. Cool Moms Rule www.coolmomsrule.blogspot.com
6. Your Style Star www.yourstylestar.com “WOW! you aren't kidding - what an
7. awesome thing! I defintely want to be a
All American Mommy www.allamericanmommy.blogspot.com
8. Domestic Chicky www.domestic-chicky.com part of this.”
9. Karla’s Krazy Life www.karlaskrazylife.blogspot.com
10. Workout Mommy www.workoutmommy.com
11. Mommy Goggles www.mommygoggles.com
12. Mom’s Favorite Stuff www.momsfavoritestuff.com
13. Savvy Housewife www.savvyhousewife.com
“Sounds like fun, and I am interested in taking
part. What a great way to help other women get
14. Mamanista www.mamanista.com
a firsthand point of view on some specific jeans
15. Therapeutic Reviews and Giveaways www.themomreviews.com
- and finding a good pair is the bane of every
16. The Domestic Diva www.thedomesticdiva.org
woman's existence (particularly the mommy
17. Blissfully Domestic www.blissfullydomestic.comwith the muffin top to contend with. *laugh*).”
18. Mommin’ it Up www.momminitup.com
19. Motherhood Uncensored www.motherhooduncensored.typepad.com
20. Sarcastic Mom www.sarcasticmom.com
35

Output Product give aways to readers
36

Encourage disclosure
“In accordance with FTC guidelines and in the spirit of
the Blog With Integrity pledge
[http://www.blogwithintegrity.com] we encourage the
bloggers we work with to fully disclose that the
products they are reviewing and/or giving away were
provided to them at no charge by XXXXX.”
37

Supporting
38

39

Embracing
40

41

Step 4: Evaluation
“We are after hearts and
minds instead of eyeballs.”
Thomas Hoehn
Kodak
42

Mark Logan
mlogan@barkleyus.com
@mlogan on Twitter
www.linkedin.com/in/marklogan
43

Thank You