Pricepoints smm strategic framework


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  • Moms did not respond to the ad by racing out for Motrin. They were offended by the suggestion that they carry their babies to be “fashionable”. They were outraged at the idea that they look “crazy”. They vehemently disagreed with the phrasing that “in theory” carrying your baby around is a good idea. By Saturday evening they were the most tweeted subject on Twitter. By Sunday there was a nine minute video on YouTube, to the tune of Danny Boy, showing screen shots of the outraged twitter posts interspersed with photos of Moms carrying babies in slings. Bloggers began calling for boycotts. Bloggers asked their readers to alert the mainstream press. A few voices chimed in to say they didn’t find the ad to be that big a deal. There are a few more examples here and here.) By Sunday afternoon a few bloggers and tweeters had gotten the ad agency that created the ad on the phone, to find they didn’t know a lot about Twitter and didn’t seem to have a clue that there was so much anger piling up online.
  • These conversations have always been going on but now we can actually observeFB insightsYT insightsThese inform everything
  • Human & Spider friendly Spider’s love textBe wary of content hiding scripting
  • Pricepoints smm strategic framework

    1. 1. Social Media Strategic Overview<br />Randolph F. Price<br />CEO<br />Strategic Pricepoints<br /><br />949. 241. 5777<br />Twitter: @Pricepoints<br />
    2. 2. What are we talking about?<br />Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value.  <br />                                      - Philip Kotler<br />
    3. 3. What we’ll discuss in the next 45 minutes<br /><ul><li>Provide a framework for establishing SMART social marketing objectives
    4. 4. Move beyond the checklist approach to apply a strategic filter for SMM evaluating opportunities and platforms.
    5. 5. Reinforce Social CRM, which is an opportunity to have a continuous, valuable exchange with customers.
    6. 6. Highlight the amplification effect on marketing results achieved through integration of social marketing with offline campaigns</li></li></ul><li>“A brand is what people say about you when you're not in the room”<br />Jeff Bezos - Chairman, Amazon<br />
    7. 7. People talk about you when you’re not in the room<br />Playground<br />Water Cooler<br />Bar<br />Starbucks<br />
    8. 8. “…half the US adult population will be on a social network by 2011.”eMarketer<br />Trust in "a person like me" has tripled, from 20% to 68% from 2004 to 2006. <br /> of Internet users participate in some form of social media, up from 56% in 2007....<br />75%<br />
    9. 9.
    10. 10.
    11. 11. Content Spectrum<br />
    12. 12.
    13. 13. Owned Media, Paid Media & Earned Media<br />
    14. 14. Social Technologies Adoption In The Enterprise<br />March 2010 “Best Practices For Introducing Social Technologies”<br />
    15. 15. Social Media Marketing Value Chain<br />
    16. 16. The Comcast Digital Strategy<br />Comcast Customer Connect<br />Comcast Central<br /> Forum / Communities<br />Corporate Blog<br />Blogging on other sites<br /><br /><ul><li>E-mail / Phone
    17. 17. Web
    18. 18. Office of Rick Germano</li></ul>Proactive<br /><ul><li>Twitter
    19. 19. Social Media
    20. 20. Facebook</li></ul>Communities<br /><ul><li>Customers helping customers</li></ul>Comcast blog<br /><ul><li>Speaking directly to customers</li></ul>3rd Party<br /><ul><li>Consumerist
    21. 21. You Tube
    22. 22. Etc.</li></li></ul><li>What’s different now? There’s a newer bigger room<br />
    23. 23. The Internet delivers tremendous scale to WOM<br />
    24. 24. Brands are online – with or without you<br />Brands have an unprecedented opportunity to converse with their customers and drive deeper connections<br />
    25. 25. So what are you going to do about it? <br />Listen & Participate<br />Cover Your Ears and Pretend It’s Not Happening<br />OR<br />
    26. 26. Don’t fall into this trap!<br />19<br />
    27. 27. The Internet is a real-time focus group<br />Brand Health Scorecard<br /><ul><li>KCIsSM* assess quality and quantity of conversations online
    28. 28. May include:
    29. 29. Sentiment
    30. 30. Favorability
    31. 31. Topics of conversation
    32. 32. Categorical analysis
    33. 33. Audience aggregation
    34. 34. Social media activities by demographic
    35. 35. Relative chatter</li></ul>Purchase Consideration<br />*KCI: Key Conversation IndicatorsSM<br />
    36. 36. Audit: What’s the competition doing?<br />Social media investments by competitive brands…<br />Look at your brand and your competitor’s brands to understand:<br /><ul><li>What is your current social footprint?
    37. 37. How are your competitors and industry approaching social media?
    38. 38. Glean actionable consumer insights that can inform future social marketing endeavors</li></ul>…and what people thought of it<br />
    39. 39. Developing A StrategicSocial Media Marketing Plan<br />
    40. 40. Game plan for success in social marketing<br />
    41. 41. Let’s evaluate opportunities by asking 4 questions<br />SOCIAL MARKETING STRATEGIC LENS<br />Does it use our<br />social media<br />arsenal?<br />Does it meet <br />our marketing <br />objectives?<br />Does it follow<br />social media<br />best practices?<br />What is the value<br />exchange between<br />consumer & brand?<br />
    42. 42. Establishing an architecture to tie communities together will maximize online conversations<br />Existing Asset<br />Global Marketing<br />New Asset<br />HUB & SPOKE APPROACH With new hub<br />HUB & SPOKE APPROACH With your brand as hub<br />MATRIX / INTERCONNECTED Without central destination<br />New Asset<br />Existing Asset<br />Existing Asset<br />New Asset<br />Note: Example architectures for discussion purposes only <br />
    43. 43. Strategic Approaches Vary Complexity<br />
    44. 44. Finding your voice in social spaces<br />No one voice will do <br />For each environment, we measure against the arsenal and the goals<br />Options could include:<br />Voices throughout the food chain <br />Voices for each brand/product<br />Voices from your citizens – part of the brand ambassador program<br />
    45. 45. Develop your strategy: Hub & Spoke<br /><ul><li>Apply listen + audit to create a plan that will engage the target audience with the right messaging at the most relevant moment
    46. 46. Build a unifying theme that will create deep engagement with consumers to reach objectives
    47. 47. Build communications & promotions plan</li></li></ul><li>The Platforms<br />
    48. 48.
    49. 49. Key Social Media Platforms<br />
    50. 50. Social platforms command growing audiences<br />Viewers<br />Users<br />Readers<br />
    51. 51. Brands have harnessed the Platforms<br />Coca-Cola Super Bowl Ad Syndication<br />NBC across blogosphere<br />Amplify Content via <br />Video Syndication<br />Nat Geo Channel on Twitter<br />Sprite Step Off Social Program<br />
    52. 52. Adapting the execution to the objective<br />Client: H&R Block<br />Objective: CRM<br />Client: National Geographic<br />Objective: Tune-In<br />
    53. 53. Real Sales Impact<br /><ul><li>Micro-blogging: 22 corporate accounts ,
    54. 54. +17 individuals using @Dell handles on Twitter</li></ul>$1 Million in Revenue on Twitter (Feb 09)<br />$3 Million in Revenue on Twitter (Jun 09)<br />$5 Million in Revenue on Twitter (Jan 10)<br />
    55. 55. Friends, Followers & Fans<br />
    56. 56. Integrating with traditional marketing<br />Integrate with Offline<br />Digital Word of Mouth<br />Igniting Distribution<br />Branded Integration<br />
    57. 57. Customized Outreach yield rich results<br />
    58. 58. Social marketing used to promote offline initiatives<br />TV Ads<br />Drive-to-Store<br />Events<br />Petition<br />
    59. 59. Inspiring Influencers<br />
    60. 60. Build deeper relationships<br />Nurture Communities<br />Co-Created Environments<br />Branded Communities<br />By the fans, for the fans<br />
    61. 61. Preventing & Managing Social Marketing Fumbles<br />
    62. 62. Motrin had quite the headache….<br />
    63. 63. “With regards to the recent Motrin advertisement, we have heard you.<br />On behalf of McNeil Consumer Healthcare and all of us who work on the Motrin Brand, please accept our sincere apology.<br />We have heard your concerns about the ad that was featured on our website. We are parents ourselves and we take feedback from moms very seriously.<br />We are in the process of removing this ad from all media. It will, unfortunately, take a bit of time to remove it from our magazine advertising, as it is on newsstands and in distribution.<br />Thank you for your feedback. It’s very important to us.”<br /> Results 1 - 10 of about 11,600 from for Motrin.<br />“hell hath no fury like a mommy blogger scorned”<br />Real Impact<br />
    64. 64. What could Motrin have done?<br />Online buzz monitoring is different than focus groups<br />Keep an ear close to the ground to understand brand perception, competitive landscape<br />Channel the Conversation<br />
    65. 65. Case Study: Listening helped inform NBC and make quick decisions during crises<br />Only 9% of Alec Baldwin blog posts mention “30 Rock”<br />April 19, 2007<br />…of that, only 12% said they’d never watch 30 Rock again<br />Season Finale<br />April 26, 2007<br />How bad is the damage to 30 Rock?<br />
    66. 66. Keeping Score<br />
    67. 67. What to measure with social media<br />All can be trackedover time to gauge trends<br />ROI<br />
    68. 68. Measure against KCIs & KPIs<br />Sample KCIsSM:<br /><ul><li>Volume of interactions with content
    69. 69. Volume of user generated content
    70. 70. Brand sentiment</li></ul>Other:<br /><ul><li>Benchmarking
    71. 71. Ties to brand health metrics
    72. 72. Traffic & links
    73. 73. Branding metrics
    74. 74. Custom scorecard
    75. 75. Branding studies
    76. 76. eCPM</li></ul>Social Media Dashboard<br />
    77. 77. Establish quality & quantity baselines then measure regularly<br />Demographics<br />Viral Sourcing<br />Buzz Monitoring<br />Daily active listening can highlight potential problems with escalation plan in place<br />Source: 360i analysis of YouTube Insights, Facebook Insights & Blogosphere<br />
    78. 78. Measure the right things<br />
    79. 79. Summary<br />Social media commands a growing and influential audience who engage in conversations about your programming every day.<br />You can benefit from these conversations by facilitating them, listening, and getting involved where appropriate.<br />The first step is reviewing where target customers are and how they’re using these new sites and platforms.<br />
    80. 80. … is becoming marginalized.Demand generation has gotten harder, more expensive, and is producing declining returns<br />Brand<br />Direct<br />
    81. 81. Social media Feeds the funnel to unlock a multitude of channels<br />Traditional<br />Social<br />Are growing the channels used to fuel your funnel?<br />
    82. 82. Social media Strategy<br />Effective social media marketing begins and ends with the content. If you don’t have something interesting to say all the distribution in the world won’t matter. It’s all about the content.<br />
    83. 83. Social media Strategy Has Content & conversionImpact reach across all stages of the buying cycle<br />Questions? Click for answers!<br />© 2009 Alterian<br />
    84. 84. Research key phrasesCompelling Curated Content<br />© 2009 Alterian<br />
    85. 85. Understand their buying cycleBe Interesting<br />3. Start by laying out the critical issues faced by the customer…<br />1. Start by laying out the simple stages<br />4. And then begin describing what that means to each role throughout the buying cycle.<br />2. Identify the roles you commonly encounter<br />© 2009 Alterian<br />
    86. 86. Establish content mapBe Interesting<br />Think of your content as assets<br />© 2009 Alterian<br />
    87. 87. Leverage multiple asset formatsBe Accessible<br />Tweet key takeaways<br />Repackage as presentation<br />Start a discussion<br />Add voice for video<br />Chop into episodic posts<br />Deploy as formal release<br />Extend your CCC reach<br />© 2009 Alterian<br />
    88. 88. Location, Location, LocationBe Accessible<br />Questions? Click for answers!<br />© 2009 Alterian<br />
    89. 89. Asset Deployment MatrixBe Accessible<br />Layout asset types on horizontal<br />Layout Channels on Vertical<br />Identify which assets are deployed via which channel<br />Questions? Click for answers!<br />© 2009 Alterian<br />
    90. 90. Organic versus PPCBe Findable<br />PPC accounts for 25% of clicks<br />Organic accounts for 75%<br />Fold<br />“It’s free, higher performing, and reaches to all forms of search. Basically, it’s a no-brainer.”<br />© 2009 Alterian<br />
    91. 91. Spider foodBe Findable<br />1.<br />Key Word<br />Strategy<br />2.<br />Structural<br />Elements<br />3.<br />Linkback <br />Theory<br />+<br />+<br />© 2009 Alterian<br />
    92. 92. Plant the seeds (EVERYWHERE)Be Findable<br />Keep the list handy!!!<br />Lead with keywords<br />© 2009 Alterian<br />
    93. 93. Structural elementsBe Findable<br />Structural elements account for 25% of rankings<br />(The blocking and tackling – 100% in your control – get it right)<br />“The basics” Top 10<br />Page Titles<br />File Names<br />3x in Body <br />Meta Description<br />ALT Image Tags<br />Make use of Bold<br />H1 Tags<br />Keyword heavy bulleted list<br />Be wary of content hiding scripting<br />Valid HTML & CSS per W3C Guidelines<br />Adapt and apply to assets<br />Questions? Click for answers!<br />© 2009 Alterian<br />
    94. 94. It’s all about the linksBe Findable<br />Inbound links account for 75% of rankings<br />(…but not all links are created equal)<br />Getting “juiced”<br />The amount of Google Juice you earn for a link is determined by a closely guarded secret… that we’ve pried from a cold clammy hand to deliver to you here:<br />Popularity: Old school page ranking. The higher rated a referring site, the more juice you will earn. Translation – target popular sites.<br />Relevance: Google will also compare the content between your and referring site. The more similar the content, the more juice.<br />Link Text: Often overlooked, but very powerful. The actual content of the anchor text itself will impact SEO. Make sure to use your tag words in the link itself.<br />“HR KING announces new career as SEM manager! We wonder why?”<br />© 2009 Alterian<br />
    95. 95. Extending the funnelBe Accountable<br />follow a lead from first contact to eventual conversion<br />Questions? Click for answers!<br />© 2009 Alterian<br />
    96. 96. Paint the target…Be Accountable<br />Attend event<br />links of interest<br />Community contribution<br />High value content<br />Freely distributed<br />Socially shared<br />© 2009 Alterian<br />
    97. 97. Customer<br />Website<br />channel<br />Content<br />© 2009 Alterian<br />
    98. 98. Program: 300 Spartans Little Book of Integrated Marketing<br />… or assets out in social spaceBe Accountable<br />Conversation Content<br />+<br />+<br />+<br />+<br />+<br />+<br />+<br />
    99. 99. Identify which assets move the needleBe Accountable<br />© 2009 Alterian<br />
    100. 100. Evaluate quantifiable performanceBe Accountable<br />Asset Scorecard<br />Asset:<br />Little Book of IM<br />Type:<br />eBook<br />Date of Birth:<br />12/1/2008<br />Cost:<br />₤6.6k $10k <br />Author:<br />Bob Barker<br />#<br />%<br />6,780<br />impressions<br />Marketing <br />qualified<br />1,129<br />16.6<br />Sales accepted<br />688<br />60.9 / 10.1<br />89<br />12.9 / 1.3<br />OPS<br />© 2009 Alterian<br />
    101. 101. September 2009 “Social Media For Product Development”<br />Mapping Social Media On To Classic Product Life-Cycle Management<br />