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Developing social media marketing strategies

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Businesses have social channels. Do they have social strategies?

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
  • Transcript

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

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