WHAT I’VE LEARNED
ABOUT SOCIAL MEDIA MARKETING
SPRING 2009
MARY LOU ROBERTS April 2009
April 2009

CAVEAT
I Had Read All the Articles
Before I Assigned Them.
Favorites:
• The Contribution Revolution
• Transformation of NPR Online PR
• Awareness Networks on Best Practice Communities
http://www.awarenessnetworks.com/what/best-practice-
communities.asp
MARY LOU ROBERTS April 2009

REPRESENTATIONS OF SOCIAL MEDIA
http://www.briansolis.com/2008/08/int
roducing-conversation-prism.html
MARY LOU ROBERTS April 2009

IT’S DIFFICULT TO
• Understand Social Media as Part of the
Marketing Communications Mix
• Understand Social Media from a Strategic
Perspective
• Come to Grips with How Much Work Is
Involved
• Make the Organizational Case for Social
Media
MARY LOU ROBERTS April 2009

STRATEGY ISSUES
MARY LOU ROBERTS April 2009

FAR DOWN ON THE HIERARCHY
http://diy-
marketing.blogspot.com/2009/04/where
-does-social-media-fit.html
MARY LOU ROBERTS April 2009

METRICS, YES – STRATEGY POINT ALSO
http://www.slideshare.net/
mlr/social-media-metrics-
1068636
STRATEGY NEEDS A “HUB”
Website, Community, Other Content Site
AND DRIVERS
MARY LOU ROBERTS April 2009

STRATEGY DEVELOPMENT PROCESS
MARY LOU ROBERTS April 2009

LARRY WEBER HAS ANOTHER SET OF STEPS
1. Observe/Create Customer Map
2. Recruit Community Members
3. Evaluate Online Conduit (Driver) Strategies
4. Engage Communities in Conversation
5. Measure Community Involvement
6. Promote Your Community (To the World?)
7. Improve the Community’s Benefits (Value)
Marketing to the Social Web
MARY LOU ROBERTS April 2009

FACEBOOK HEAT MAP- CUSTOMER LOCATION
MARY LOU ROBERTS April 2009

MOST VALUABLE BOOKS?
• Scott, David Meerman. The New Rules of
Marketing and PR (Wiley (November 3, 2008)
• Weber, Larry. Marketing to the Social Web,
(Wiley, June 22, 2007).
MARY LOU ROBERTS April 2009

M0ST UNDERAPPRECIATED ISSUE
• Social Media/Networks Allow Identification of
– Groups
– Segments
– Niches
– Specialists
– Influencers
• For Specific, Personalized Targeting
– Depending on Your Objectives/Target Audience
MARY LOU ROBERTS April 2009

MOST UNDERAPPRECIATED - II
Marketing Research
Plays a MINIMAL ROLE
in This Type of Targeting.
Marketing/Social Media BEHAVIORS
Key to Successful Segmentation.
MARY LOU ROBERTS April 2009

OBJECTIVES AND METRICS
ARE INEXTRICABLY LINKED
MARY LOU ROBERTS April 2009

BEHAVIORS – AND SATISFACTION
Global Measures
Satisfaction Surveys
- 4Q
Net Promoter Score
http://diy-marketing.blogspot.com/2009/03/still-thinking-about-social-media.html
MARY LOU ROBERTS April 2009

SOCIAL MEDIA MARKETING
IS LABOR INTENSIVE
MARY LOU ROBERTS April 2009

FILTERS CAN HELP- HUMANS REQUIRED
• Must Have Content/Community Guidelines
– http://push.pickensplan.com/notes/Community_Guidelines
• Assign Responsibility and Monitor Consistently
• Have Engagement Guidelines
– When/How to Reply; When to Ignore
MARY LOU ROBERTS April 2009

CAN YOU CONVINCE
UNBELIEVING/UNWILLING
MANAGEMENT?
MARY LOU ROBERTS April 2009

NEED TOP MANAGEMENT CHAMPION
• Get Small Projects Approved
– Have Strategic Impact
– CAN BE TRACKED TO SUCCESS MEASURES
• Social Media Metrics
• Key Performance Indicators
• Demonstrate Return on Investment
• Have a Clear “Next Steps” Vision
MARY LOU ROBERTS April 2009

MY OVERVIEW
***
SOCIAL MEDIA MARKETING MYTHS
MARY LOU ROBERTS April 2009

SOCIAL MEDIA MARKETING MYTHS
• It’s Easy.
• It’s Free.
• It’s About Technology.
• Social Media Reaches Mass Audiences.
• Marketers Can Talk About Their Products.
• All Internet Users Will Participate.
• Management Will Understand the Potential.
• We’ll See Results Right Away.
• We’ll Put It Up and It Will Take Care of Itself.
MARY LOU ROBERTS April 2009

STILL TO COME
MARY LOU ROBERTS April 2009

THE FUTURE OF THE SOCIAL WEB
MARY LOU ROBERTS April 2009

FUTURE CUSTOMER RELATIONSHIPS
http://www.destinationcrm.com/Articles/CRM-News/Daily-News/Social-
Media-The-Five-Year-Forecast-53635.aspx
MARY LOU ROBERTS April 2009

YOU WILL HELP WRITE
THE NEXT CHAPTER!
MARY LOU ROBERTS April 2009