Developing social media marketing strategies

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Businesses have social channels. Do they have social strategies?

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  • Orkut in IndiaOzone is business conferencing
  • Orkut in IndiaOzone is business conferencing
  • “Smell like a Man, Man” started in FebruarySort of segued into “Man your Man could smell like”Isaiah Mustafa
  • Tiwtchange gets celebrities to follow for a price
  • A few quick wins are important
  • Developing social media marketing strategies

    1. 1. DEVELOPING SOCIAL MEDIA STRATEGY<br />
    2. 2. Consumers and Businesses<br />Use SM To Communicate<br />Marketers Must Use SM (Wisely)<br />To Communicate With Both<br />
    3. 3. CONSUMER PARTICIPATION IN SOCIAL MEDIA<br />http://www.marketingpilgrim.com/wp-content/uploads/2010/08/social-media-subscribers.png<br />
    4. 4. IS NOW ABOUT 700 MILLION<br /> Insidefacebook.com<br />
    5. 5. SOME FACEBOOK METRICS SURPRISING?<br />SocialCode is a full-service Facebook agency<br />http://socialcode.com/<br />http://www.marketingcharts.com/direct/older-facebook-users-click-more-like-less-18989/<br />
    6. 6. DEMOGRAPHIC DIFFERENCES<br />http://www.marketingcharts.com/direct/2-in-3-online-adults-use-socnets-18975/<br />
    7. 7. GLOBAL DIFFERENCES<br />http://www.marketingcharts.com/interactive/socnet-usage-rises-in-feb-12346/<br />http://www.marketingcharts.com/direct/women-do-more-social-networking-13671/comscore-women-world-wide-socnet-july-2010jpg/<br />
    8. 8. BUSINESS PARTICIPATION IN SOCIAL MEDIA<br />http://www.marketingcharts.com/direct/b2b-marketers-have-little-social-media-engagement-13036/<br />
    9. 9. SMASH HIT OF THE SEASON<br />METRICS<br />Debuted on Facebook<br />Fans from 1.6m to 3.1m over a weekend<br />http://www.youtube.com/watch?v=idLG6jh23yE<br />757,678 views “official version”<br />http://www.bloomberg.com/news/2010-09-23/facebook-friends-for-sale-as-advertisers-seek-clicking-cliques.html<br />
    10. 10.
    11. 11. GOOD CAMPAIGNS CONTINUE, EVOLVE<br />
    12. 12. THE MAN IN THE TOWEL<br />http://www.youtube.com/watch?v=owGykVbfgUE&feature=player_embedded<br />
    13. 13. A SUCCESS BY ALL MEASURES?<br />Late July 2010<br /><ul><li> 40 m views response videos
    14. 14. Brand views on web – 110 m</li></li></ul><li>DOESN’T ALWAYS WORK<br />
    15. 15. CISCO LAUNCHES ROUTER IN SOCIAL MEDIA<br /><ul><li> Launch Event in Second Life
    16. 16. Video Conferencing for Execs, Customers
    17. 17. “Defend the Network Game”
    18. 18. Facebook, Mobile, Blogs
    19. 19. Social Media Widget</li></ul>http://www.socialmediaexaminer.com/cisco-social-media-product-launch/<br />
    20. 20. METRICS<br />9,000 People, 128 Countries Attended Virtual Events (90x more than previous!)<br />Top Execs Spent only 1 Hour Viewing <br />Media – 3x usual articles, > 1000 blog posts<br />40 Million Online Impressions<br />COST = 1/6 OF TRADITIONAL MEDIA LAUNCH!<br />SAVED OVER $100,000!<br />http://www.socialmediaexaminer.com/cisco-social-media-product-launch/<br />
    21. 21. DEVELOPING <br />SOCIAL MEDIA STRATEGY<br />
    22. 22. Originally suggested by Jeremiah Owyang<br />http://www.web-strategist.com/blog/<br />
    23. 23. MARKETERS USE SM FOR ACQUISITION<br />JULY 15, 2010 <br />
    24. 24. MARKETERS USE SM FOR RETENTION<br />SEPTEMBER 20, 2010 <br />
    25. 25. NON-PROFITS USING SM TO RAISE $/€<br />http://news.yahoo.com/s/afp/20100921/tc_afp/entertainmentushaitiitinternetcharitytwitter<br />Over $500k ??<br />
    26. 26. WHAT NOKIA SAYS<br />
    27. 27. HAVE INTERNAL GUIDELINES<br />http://www.slideshare.net/chriss/social-media-at-nokia-social-media-marketing-conference<br />
    28. 28. CONTINUOUS ENGAGEMENT!<br />http://conversations.nokia.com/<br />http://blog.ovi.com/<br />
    29. 29. THE NEW MEDIA<br />http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html<br />Shared Media – Brand social web participation and interaction with consumers on content on sites like Facebook, Twitter and YouTube that  results in content is “shared media” since it’s a result of a shared interaction. Because of the nature of social sharing and engagement on social media sites, Shared Media can propagate across an individual’s network to others, and so on and so on.  Paid and Owned Media can inspire Shared Media. Shared Media can inspire Earned Media.<br />http://www.toprankblog.com/2011/07/online-marketing-media-mix/<br />
    30. 30. EXECUTING SOCIAL MEDIA<br /> STRATEGIES<br />
    31. 31. https://docs.google.com/View?docID=0AZPyYmisN_fzZDhmZ3o2M183NGdzc3I5Z2tu&revision=_latest&hgd=1<br />
    32. 32. Originally suggested by Jeremiah Owyang<br />http://www.web-strategist.com/blog/<br />
    33. 33. 8 STAGES OF LISTENING STRATEGY<br />http://www.web-strategist.com/blog/2009/11/10/evolution-the-eight-stages-of-listening/<br />
    34. 34. ALTIMETER CALLS IT ‘SOCIALGRAPHICS’<br />
    35. 35. WHAT QUESTIONS SHOULD MARKETERS ASK?<br />Where Are Your Customers Online?<br />What Are Their Behaviors Online?<br />What Social Information or People Do They Rely On? Who Do They Trust?<br />What Is Your Customer’s Social Influence? Who Trusts Them?<br />How Do Customers Use Social Tech In The Context of Your Products?<br />Charlene Li and Jeremiah Owyang reproduced in<br />http://ifonlyblog.wordpress.com/2010/01/21/socialgraphics-and-the-engagement-pyramid/<br />
    36. 36. SOMETHINGS WE KNOW<br />http://www.powerreviews.com/newsletter-q310-pehr.php<br />
    37. 37. Plateaued<br />Increased<br />http://blogs.forrester.com/jackie_rousseau_anderson/10-09-28-latest_global_social_media_trends_may_surprise_you<br />
    38. 38. FOOD SHOPPERS NEED INFO AT POP<br />
    39. 39. DELL LEARNED TO LISTEN, COMMUNICATE<br />http://en.community.dell.com/dell-blogs/Direct2Dell/b/direct2dell/default.aspx<br />http://www.ideastorm.com/<br />
    40. 40. BRANDED COMMUNITIES IMP. PLATFORMS<br />http://mashable.com/2010/09/14/social-media-campaigns/?mkt_tok=3RkMMJWWfF9wsRonuavJZKXonjHpfsX74%2B0qT%2Frn28M3109ad%2BrmPBy534sXD4cwVfubBwsITpF2wR5dFOWGb45F7uJSGUqh<br />http://shop.nordstrom.com/c/conversation?cm_ven=fls&cm_cat=social_tab&cm_pla=fed_med&cm_ite=160x600<br />
    41. 41. LEGO IS GOOD AT ENGAGING<br />
    42. 42. LOOKING FOR JOBS/EMPLOYEES 1 TYPE OF COLLABORATION<br />
    43. 43.
    44. 44. TRENDING<br />SoLoMo<br />SOCIAL LOCAL MOBILE<br />
    45. 45.
    46. 46. GROUPON OFFERS LOCALIZED PROMOS<br />115 Million Subscribers, 8/5/2011<br />http://vator.tv/news/2011-08-05-groupon-subscribers-now-number-115-million<br />
    47. 47. SO DO TONS OF OTHERS!<br />
    48. 48. NOT SMOOTH SAILING<br />http://www.businessinsider.com/groupons-north-american-merchant-pool-declined-in-q2-2011-8<br />http://socialtimes.com/how-much-money-is-groupon-losing-too-much_b73903<br />Interesting Reading<br />http://techcrunch.com/2011/06/13/why-groupon-is-poised-for-collapse/<br />http://online.wsj.com/article/SB10001424053111904279004576526283328853022.html<br />
    49. 49. FACEBOOK OUT, GOOGLE IN<br />
    50. 50. BUT<br />Tag Locations in Posts<br /> <br />Before: You could only "check in" to locations using the Places feature on a smart phone.<br /> <br />Going Forward: Now you can add location to anything. Lots of people use Facebook to talk about where they are, have been or want to go. Now you can add location from anywhere, regardless of what device you are using, or whether it is a status update, photo or Wall post. Of course, you can always choose not to add location at all.<br />Making It Easier to Share With Who You Want<br />by Chris Cox on Tuesday, August 23, 2011 at 2:00pm<br />https://blog.facebook.com/blog.php?post=10150251867797131<br />
    51. 51. WHO, WHERE, HOW PEOPLE FIND/MOBILE<br />
    52. 52. EXECUTING IS AN <br />ORGANIZATIONAL ISSUE<br />EVEN MORE THAN A MARKETING ONE<br />TECHNOLOGY MINOR IN COMPARISON<br />
    53. 53. WHY ORGANIZATION, NOT TECHNOLOGY???<br />ThereIs Organizational Resistance<br />Managers Fearful of Direct Public Interaction<br />Workers Have to <br />Learn New Skills<br />Work in (New, Different) Groups<br />ROI Is Not Immediate<br />A PROCESS OF ORGANIZATIONAL CHANGE<br />
    54. 54. KEY ISSUES<br />METRICS<br />ROI<br />ORGANIZATION<br />POLICY GUIDELINES<br />
    55. 55. SOCIAL MEDIA STILL SEEKING ACCEPTANCE<br />
    56. 56. THE IDEAL – INTEGRATED METRICS<br />Google Analytics<br />WebTrends<br />HubSpot<br />
    57. 57. RECOMMENDED<br />
    58. 58. ROI MORE THAN METRICS<br />
    59. 59. HOW TO ORGANIZE - FORRESTER<br />Forrester Research Report<br />“Organizing for Interactive Marketing”<br />August 2010<br />
    60. 60. HOW TO ORGANIZE - ALTIMETER<br />http://www.web-strategist.com/blog/2010/11/09/research-most-companies-organize-in-hub-and-spoke-formation/<br />
    61. 61. POLICIES, WRITTEN GUIDELINES ESSENTIAL<br />
    62. 62. MANY VARIATIONS<br />Other Examples<br />http://www.fastcompany.com/1668368/social-media-policies-the-good-the-bad-and-the-ugly<br />
    63. 63. SOME EXAMPLES<br />Corporate Policy – IBM<br />http://www.ibm.com/blogs/zz/en/guidelines.html<br />Comment Moderation Policy –HuffPost<br />http://www.huffingtonpost.com/p/frequently-asked-question.html#moderation<br />Branded Community<br />http://forums.bestbuy.com/t5/Welcome-News/Community-Guidelines/td-p/9<br />Cause-Oriented Community<br />http://push.pickensplan.com/notes/Community_Guidelines<br />
    64. 64.
    65. 65. OTHER STRATEGY CONCEPTS/ISSUES<br />Content Marketing<br />Inbound Marketing<br />Mobile Marketing/Apps<br />Social Sharing/Influence<br />Social Commerce<br />
    66. 66. MANY OTHER ISSUES, TRENDS, EXAMPLES<br /> Comment<br /> Communicate<br /> Collaborate<br />

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