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  • http://blog.wired.com/business/2008/11/motrin-moms-a-l.htmlOnline 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 Pricepoints smm strategic framework Presentation Transcript

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