Social Media Strategy

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Social media is on the lips of virtually every business owner and marketer today – the problem is that because it's low cost, too many businesses jump in without knowing what they're looking to achieve. This presentation, delivered at Event Solutions 2010, will give you the tools you need to craft an effective social media strategy.

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  • introduce
    in the next 60-70 mins
    not a ‘social media 101’
    assuming that everyone knows what social media is and is either currently participating or seriously thinking about it
    events vs businesses (my focus was on businesses)
  • if you have a kink in your chain, social media can expose it fast and loud
  • Motrin found this out the hard way
    not understanding their target market
    any mom’s in the audience who wore a baby sling / what did you think
    meant it to be tongue in cheek
    came off as condiscending
    barrage of tweets, mommy blogger posts, you tube video follow ups
  • thousands of tweets (I will never buy again), youtube responses, mommy blogger outrage
    google search - their #fail appears in 1st page results
    google search - motrin moms and it’s all bad news
    RESULTS: Brought down site - Sent letter of apology through Mommy bloggers
    ISSUE: Not understanding your customer / A crack in your foundation is easily exposed through SM

  • how successful are you - I think we’re doing pretty good
    we have 250 followers you know

  • global economic downturn
    Wallets have gotten smaller
    Many businesses shifted from spending through traditional channels to ‘not spending’ through social media channels
  • every mag, newspaper, etc telling you how powerful social media is
    heard so many fantastic stories about social media business success
    Comcast’s success with Twitter, Blendtec’s amazing results with Youtube, Cokes millions of fans on Facebook
    business that have moved from obscurity to infamy, from hated to admired
  • BUILD IT AND THEY WILL COME
    Small business adoption of SM (fewer than 100 customers) doubles from 2008 to 2009
    climbed to 24%, up from 12% in the previous year
    Over one-quarter (26%) of social media users, however, say it has fallen short of expectations.
    One-half (50%) of small business social media users say it has used up more time than expected.
    Some 17% say social media has resulted in allowing people to criticize their business.
    MORE PEOPLE THAT JUMP INTO SOCIAL MEDIA = THE MORE NEED TO STAND OUT!!

  • 1. time, money, resource waster
    2. hurt reputation
    3. lose customers (annoy, shun)
    4. lost prospective customers (to name a few)
    But there is a solution
  • hard work
    takes time
    just like losing weight - drives me nuts. How do I lose weight. It’s a process - exercise & eat well. But no one wants to do it. They want the silver bullet.

  • unlike traditional media, the company with the biggest pocket book doesn’t win
    you can’t buy your way to fame in social media
    best & most relevant ideas win
  • huge advocate of social media
    didn’t always used to be
    used to be one of those guys
    recognized the benefits
    fundamental shift in communications

  • millions of us using it
    we’re talking about what we like, what we hate
    with friend & family
    but also a new breed of connections

  • Peer recommendations top the list, trusted by 9 out of 10 consumers
    A: Who’s heard of tripadvisor (honeymoon)
  • not just talking about major news (Haitian earthquakes, Hudson plane, Iran Election)
    what our friends are doing
    who & what they’re following
    what they’re talking about
    whole lot of people spreading buzz about brands and events
  • providing a direct line of communication to the brands we know, love and hate
    with a smart phone or computer and a bit of passion
    share what we love and what we hate anywhere and anytime
    consumers are changing brands
    they’re actually building relationships with the people behind the brands

  • in fact, they may already be making the demands
    may already be creating hashtags
    may already be speaking about your business
    do you know what people are saying about you?


  • 4 stages of the Social Media Strategy lifecycle
    internal - inward look at our organization before setting forth with a strategy (are we ready, framework = products/brands, customer, market)
    external - research / listening
    strategic - plan
    maint & meas - setting everything in motion & assessing if we’re on track
    continuous wheel which shows that it’s a never ending process
  • 4 stages of the Social Media Strategy lifecycle
    internal - inward look at our organization before setting forth with a strategy (are we ready, framework = products/brands, customer, market)
    external - research / listening
    strategic - plan
    maint & meas - setting everything in motion & assessing if we’re on track
    continuous wheel which shows that it’s a never ending process

  • 1. culture clash is one of the most common reasons for social media upstart failure
    2. Emergence Marketing, around 60% of companies are not ready to engage with social media, let alone Twitter
    3. 60-75% of companies are spying on their employee’s use of the internet whilst at work
    4. If you cannot trust your employees to do the right surfing, then how can you trust them to engage in social media on your behalf?

  • Audience: Who here works in what you would consider a closed environment
    Audience: Which type of environment do you think social media works best within
    Audience: Why?
    1. Get buy in from the top of org
    2. Internal evangelist
    3. Invest in training
    4. Be realistic

  • which brands / products will you focus on
    which are your rising stars, cash cows, dead ducks?
    which geographical territories do you want to operate your strategy within?
    who are the customers you’re targeting? segments? goals?

    millions of people using SM / billions of conversations
  • demographics are important (sex, age, income level, industry, marital status)
    focus on life stage, needs, wants, desires, beliefs, values -> this is how we connect online
    understand beliefs,
    be specific
  • unaware - never heard of your brand
    unsure - heard of you but never taken action
    unfaithful - single interaction never come back again (one night stand)
    union - multiple times (satisfied - loyal customer)
    undying - totally loyal (evangelist)
    pick 2 adjacent
  • unaware - never heard of your brand
    unsure - heard of you but never taken action
    unfaithful - single interaction never come back again (one night stand)
    union - multiple times (satisfied - loyal customer)
    undying - totally loyal (evangelist)
    pick 2 adjacent
  • unaware - never heard of your brand
    unsure - heard of you but never taken action
    unfaithful - single interaction never come back again (one night stand)
    union - multiple times (satisfied - loyal customer)
    undying - totally loyal (evangelist)
    pick 2 adjacent
  • unaware - never heard of your brand
    unsure - heard of you but never taken action
    unfaithful - single interaction never come back again (one night stand)
    union - multiple times (satisfied - loyal customer)
    undying - totally loyal (evangelist)
    pick 2 adjacent

  • billions of conversations
    filter through communications
    focus on those that are of most interest to our search
    KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs

  • billions of conversations
    filter through communications
    focus on those that are of most interest to our search
    KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs

  • billions of conversations
    filter through communications
    focus on those that are of most interest to our search
    KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs

  • billions of conversations
    filter through communications
    focus on those that are of most interest to our search
    KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs

  • billions of conversations
    filter through communications
    focus on those that are of most interest to our search
    KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs

  • billions of conversations
    filter through communications
    focus on those that are of most interest to our search
    KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs

  • billions of conversations
    filter through communications
    focus on those that are of most interest to our search
    KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs

  • billions of conversations
    filter through communications
    focus on those that are of most interest to our search
    KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs

  • billions of conversations
    filter through communications
    focus on those that are of most interest to our search
    KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs

  • billions of conversations
    filter through communications
    focus on those that are of most interest to our search
    KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs

  • billions of conversations
    filter through communications
    focus on those that are of most interest to our search
    KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs

  • billions of conversations
    filter through communications
    focus on those that are of most interest to our search
    KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs

  • billions of conversations
    filter through communications
    focus on those that are of most interest to our search
    KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs

  • billions of conversations
    filter through communications
    focus on those that are of most interest to our search
    KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs

  • billions of conversations
    filter through communications
    focus on those that are of most interest to our search
    KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs

  • billions of conversations
    filter through communications
    focus on those that are of most interest to our search
    KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs

  • billions of conversations
    filter through communications
    focus on those that are of most interest to our search
    KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs

  • billions of conversations
    filter through communications
    focus on those that are of most interest to our search
    KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs

  • billions of conversations
    filter through communications
    focus on those that are of most interest to our search
    KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs

  • billions of conversations
    filter through communications
    focus on those that are of most interest to our search
    KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs

  • billions of conversations
    filter through communications
    focus on those that are of most interest to our search
    KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs

  • billions of conversations
    filter through communications
    focus on those that are of most interest to our search
    KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs

  • billions of conversations
    filter through communications
    focus on those that are of most interest to our search
    KEY is to start with KEYWORDS, brands ---> communities, influencers, blogs

  • tonnes of tools (all I’ve shown are free)
    paid tools such as Radian6 hundreds to thousands / month
    How Sociable - shows by social media site
    Omgili - searches forums & community sites
    BoardTracker - discussion boards

  • schedule time every day to review
    don’t have to read everything
  • inactives
    spectators
    joiners
    collectors
    critics
    creators (forrester)
    PATTERNS


  • Objectives - what are you looking to achieve
    Tactics - specific actions to help you achieve your objectives
    Success Measures - just how they sound
    Goals - specific, measurable, attainable, realistic and timely
  • Objectives - what are you looking to achieve
    Tactics - specific actions to help you achieve your objectives
    Success Measures - just how they sound
    Goals - specific, measurable, attainable, realistic and timely
    quick & dirty - http://socialmedia.policytool.net/
  • Objectives - what are you looking to achieve
    Tactics - specific actions to help you achieve your objectives
    Success Measures - just how they sound
    Goals - specific, measurable, attainable, realistic and timely
    quick & dirty - http://socialmedia.policytool.net/
  • Objectives - what are you looking to achieve
    Tactics - specific actions to help you achieve your objectives
    Success Measures - just how they sound
    Goals - specific, measurable, attainable, realistic and timely
    quick & dirty - http://socialmedia.policytool.net/
  • Objectives - what are you looking to achieve
    Tactics - specific actions to help you achieve your objectives
    Success Measures - just how they sound
    Goals - specific, measurable, attainable, realistic and timely
    quick & dirty - http://socialmedia.policytool.net/
  • what do you want to achieve versus how specifically are you going to achieve it
    increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
    Best Buy IdeaX
  • what do you want to achieve versus how specifically are you going to achieve it
    increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
    Best Buy IdeaX
  • what do you want to achieve versus how specifically are you going to achieve it
    increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
    Best Buy IdeaX
  • what do you want to achieve versus how specifically are you going to achieve it
    increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
    Best Buy IdeaX
  • what do you want to achieve versus how specifically are you going to achieve it
    increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
    Best Buy IdeaX
  • what do you want to achieve versus how specifically are you going to achieve it
    increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
    Best Buy IdeaX
  • what do you want to achieve versus how specifically are you going to achieve it
    increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
    Best Buy IdeaX
  • what do you want to achieve versus how specifically are you going to achieve it
    increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
    Best Buy IdeaX
  • what do you want to achieve versus how specifically are you going to achieve it
    increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
    Best Buy IdeaX
  • what do you want to achieve versus how specifically are you going to achieve it
    increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
    Best Buy IdeaX
  • what do you want to achieve versus how specifically are you going to achieve it
    increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
    Best Buy IdeaX
  • what do you want to achieve versus how specifically are you going to achieve it
    increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
    Best Buy IdeaX
  • what do you want to achieve versus how specifically are you going to achieve it
    increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
    Best Buy IdeaX
  • what do you want to achieve versus how specifically are you going to achieve it
    increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
    Best Buy IdeaX
  • 3 million unique visitors
    100,000s of comments
    460,000 votes
    More importantly they inspired evangelists

  • what do you want to achieve versus how specifically are you going to achieve it
    increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
  • what do you want to achieve versus how specifically are you going to achieve it
    increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
  • what do you want to achieve versus how specifically are you going to achieve it
    increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
  • what do you want to achieve versus how specifically are you going to achieve it
    increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
  • what do you want to achieve versus how specifically are you going to achieve it
    increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
  • what do you want to achieve versus how specifically are you going to achieve it
    increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
  • what do you want to achieve versus how specifically are you going to achieve it
    increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
  • what do you want to achieve versus how specifically are you going to achieve it
    increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
  • what do you want to achieve versus how specifically are you going to achieve it
    increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
  • what do you want to achieve versus how specifically are you going to achieve it
    increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
  • what do you want to achieve versus how specifically are you going to achieve it
    increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
  • what do you want to achieve versus how specifically are you going to achieve it
    increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
  • what do you want to achieve versus how specifically are you going to achieve it
    increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
  • what do you want to achieve versus how specifically are you going to achieve it
    increase awareness of your event, grow your database, draw more exhibitors, increase attendance, get people more engaged, improve satisfaction, establish your event or organization as thoughtleader in your industry, or extend the reach of your event beyond the three days of the show
  • Mark Gillard, advertising manager
    1.       Offered Free Oil Change Certificate through Twitter – The coupon had a 7 day expiration date – Used Hootsuite with a link to our website to access coupon (drove folks to our website)
    a.       Within 20 minutes 180 people downloaded coupon
    b.      Within 30 minutes I received a call from one of my store managers that a customer came in with the coupon and resulted in a $1,200 sale!
    c.       After the seven day period I analyzed the sales (using a special sales code that I put on the coupon to track redemptions)
                                                                   i.      Out of the 180 downloaded, 102 people actually redeemed the offer and the average sale was $79.00. (that’s $79 generated from a Free service! Indecently, I took the $1,200 sale out of that analysis as not to skew it)
                                                                 ii.      More important than the actual sales is the fact that 83% were first time customers to Sullivan!
    A woman tweeted that she hit a curb, got a flat and was stuck in Boston. She was in a panic because she was going to be late for a client meeting.  I responded and asked her to DM her phone number.  After finding out where she was, I sent one of our techs over from a nearby store, installed her spare and sent her on her way and she made the meeting on time. After her meeting she drove to our location had a new tire installed and she was on her way. She was so thrilled with the service that she still tweets about us and recommends us on a regular basis. She even sent a Twitpic photo of her tire being installed at our location.

  • How often will you meet to monitor & modify the strategy
    How will you cope with success or failure?
    How will this be fed back into the business
    Does everyone understand review is to learn, not criticize?
  • unlike other marketing tools, it’s better to assess more frequently
    harness your learnings & recalibrate as needed
  • nothing will make you more in touch with your community and your customers
    a successful company is customer-centric
    the idea is not to reinvent yourself, but to ensure you stay relevant & meaningful










  • Social Media Strategy

    1. 1. Get Smart about Social Media Build a Strategy from Scratch
    2. 2. tick tock let’s rock
    3. 3. Social Media doesn’t solve your business issues, It amplifies them.
    4. 4. Should I be using Youtube, Facebook or Twitter?
    5. 5. If you don’t know where you want to go, all roads will take you there
    6. 6. the temptation? the temptation?
    7. 7. the temptation?
    8. 8. Social media without a strategy is like pots & pans in the hands of a baby
    9. 9. money interviews planning relationships reassessing measuring value but strategy is a process time brainstorming resources listening conversations research connections
    10. 10. Why is this process necessary? You can’t buy fame in social media
    11. 11. But I’m not trying to scare you
    12. 12. Social media is changing the way we share, communicate & connect
    13. 13. it’s influencing what we buy
    14. 14. it’s influencing what we buy
    15. 15. It’s changing the way we stay in the know
    16. 16. It’s augmenting our branded experiences
    17. 17. As customers become more comfortable with these experiences, they will demand them from businesses. Event professionals need to be prepared for this transformation. ...that time is already here
    18. 18. So, let’s get smart about social media
    19. 19. strategy cycle
    20. 20. is your business ready for social media?
    21. 21. OPEN CLOSED closed open Horizontal Top-down Customer-centric Organization-centric Nimble Inflexible Integrated Siloed Transparent Need-to-know Generous Proprietary Quick to change Slow to change Value & Efficiency-focused Efficiency focused
    22. 22. Dept. Readiness Question Ready Almost Umm... Do we understand social media? Do we understand it’s a long-term priority? Sr. Are we prepared to contribute? Management Are we interested in incorporating learnings? Are we willing to provide necessary resources? Do we know who they should be hiring? Do we have training materials for employees? HR Have we developed policies / procedures? How will we address personnel issues? Are we ready to let go of control of our brand? Marketing & Are our other marketing channels ready? Sales Are we prepared for new ways of interacting? Do we know how SM will fit w/ existing CRM? R&D / Ops Are we ready to adopt learnings? Have we consulted on technology selections? Are we contributing to upgrading existing IT platforms? Have we thought through security concerns? Finance Are we ready to adopt learnings? Legal Affairs Have we identified legal issues?
    23. 23. create your framework
    24. 24. create your framework identify your focus: - brands / products - markets - customers
    25. 25. Think well beyond demographics. We connect based on shared interests. Know what holds your target’s interest.
    26. 26. what type of relationship do you have with your target? unaware unsure unfaithful union undying
    27. 27. what type of relationship do you have with your target? unaware unsure unfaithful union undying
    28. 28. millions of users
    29. 29. millions of users = billions of conversations about what they’re: visiting exp saying pla erie learning nni ncin ng ng ng writin feeli hati g mmending g g reco viewin ea hearing do trying tin in g g pla ying g ing tch buy in attending wa ing ad friending likin g re following
    30. 30. listening tools
    31. 31. listen target insights brand insights usage pain/gain competitors your brand tools topics tools brand mentions technographics emerging trends technographics sentiment communities needs / interests engagement/value keywords influencers frustrations brand mentions influencers sentiment keywords influencers
    32. 32. listen target insights brand insights usage pain/gain competitors your brand tools topics tools brand mentions technographics emerging trends technographics sentiment communities needs / interests engagement/value keywords influencers frustrations brand mentions influencers sentiment keywords influencers patterns learnings channels objectives benchmarking objectives tactics content creation content creation
    33. 33. the social media blueprint
    34. 34. the social media blueprint
    35. 35. the social media blueprint ‣ Potential Risks & Mitigation
    36. 36. the social media blueprint ‣ Potential Risks & Mitigation ‣ Timelines
    37. 37. the social media blueprint ‣ Potential Risks & Mitigation ‣ Timelines ‣ Channel Management (Communications, Resources, Process, Interactions with other marketing channels, Policies)
    38. 38. the social media blueprint ‣ Potential Risks & Mitigation ‣ Timelines ‣ Channel Management (Communications, Resources, Process, Interactions with other marketing channels, Policies) ‣ Budget
    39. 39. Objective: Increase Satisfaction
    40. 40. Objective: Increase Satisfaction Tactics & Channels
    41. 41. Objective: Increase Satisfaction Tactics & Channels Success Measures
    42. 42. Objective: Increase Satisfaction Tactics & Channels Success Measures Crowdsource with customers & prospects using custom-built microsite called MyStarbucksIdea and ask them what ideas & suggestions they have for us
    43. 43. Objective: Increase Satisfaction Tactics & Channels Success Measures Crowdsource with customers & Amount of good suggestions prospects using custom-built your company hadn’t thought of. microsite called MyStarbucksIdea and ask them what ideas & suggestions they have for us
    44. 44. Objective: Increase Satisfaction Tactics & Channels Success Measures Crowdsource with customers & Amount of good suggestions prospects using custom-built your company hadn’t thought of. microsite called MyStarbucksIdea and ask them what ideas & Amount of above that your suggestions they have for us company implements.
    45. 45. Objective: Increase Satisfaction Tactics & Channels Success Measures Goals Crowdsource with customers & Amount of good suggestions prospects using custom-built your company hadn’t thought of. microsite called MyStarbucksIdea and ask them what ideas & Amount of above that your suggestions they have for us company implements.
    46. 46. Objective: Increase Satisfaction Tactics & Channels Success Measures Goals Crowdsource with customers & Amount of good suggestions N amount of suggestions prospects using custom-built your company hadn’t thought of. collected / month. microsite called MyStarbucksIdea and ask them what ideas & Amount of above that your suggestions they have for us company implements.
    47. 47. Objective: Increase Satisfaction Tactics & Channels Success Measures Goals Crowdsource with customers & Amount of good suggestions N amount of suggestions prospects using custom-built your company hadn’t thought of. collected / month. microsite called MyStarbucksIdea and ask them what ideas & Amount of above that your N amount of suggestions suggestions they have for us company implements. implemented.
    48. 48. Objective: Increase Satisfaction Tactics & Channels Success Measures Goals Crowdsource with customers & Amount of good suggestions N amount of suggestions prospects using custom-built your company hadn’t thought of. collected / month. microsite called MyStarbucksIdea and ask them what ideas & Amount of above that your N amount of suggestions suggestions they have for us company implements. implemented. Potential Risk
    49. 49. Objective: Increase Satisfaction Tactics & Channels Success Measures Goals Crowdsource with customers & Amount of good suggestions N amount of suggestions prospects using custom-built your company hadn’t thought of. collected / month. microsite called MyStarbucksIdea and ask them what ideas & Amount of above that your N amount of suggestions suggestions they have for us company implements. implemented. Potential Risk Criticism on current brand experiences
    50. 50. Objective: Increase Satisfaction Tactics & Channels Success Measures Goals Crowdsource with customers & Amount of good suggestions N amount of suggestions prospects using custom-built your company hadn’t thought of. collected / month. microsite called MyStarbucksIdea and ask them what ideas & Amount of above that your N amount of suggestions suggestions they have for us company implements. implemented. Potential Risk Criticism on current brand experiences Mitigation
    51. 51. Objective: Increase Satisfaction Tactics & Channels Success Measures Goals Crowdsource with customers & Amount of good suggestions N amount of suggestions prospects using custom-built your company hadn’t thought of. collected / month. microsite called MyStarbucksIdea and ask them what ideas & Amount of above that your N amount of suggestions suggestions they have for us company implements. implemented. Potential Risk Criticism on current brand experiences Mitigation Develop a negative feedback response process
    52. 52. Objective: Increase Satisfaction Tactics & Channels Success Measures Goals Crowdsource with customers & Amount of good suggestions N amount of suggestions prospects using custom-built your company hadn’t thought of. collected / month. microsite called MyStarbucksIdea and ask them what ideas & Amount of above that your N amount of suggestions suggestions they have for us company implements. implemented. Potential Risk Criticism on current brand experiences Mitigation Develop a negative feedback response process (tone, recommendations, timeframe)
    53. 53. p of coffee t a free cu beans, ge B uy coffee Spla sh s ticks In 8 mos, they generated 60,000 ideas... rd Starbuc ks VIP ca Bring b ack the Yukon Blend Free c offee for Go ld Car d mem bers o n thei r birth Customized t-shirts day
    54. 54. Objective: Acquire prospects & convert to leads
    55. 55. Objective: Acquire prospects & convert to leads Tactics & Channels
    56. 56. Objective: Acquire prospects & convert to leads Tactics & Channels Success Measures
    57. 57. Objective: Acquire prospects & convert to leads Tactics & Channels Success Measures Monitor keywords (i.e. “winter tires”) on Twitter to identify potential prospects and provide value.
    58. 58. Objective: Acquire prospects & convert to leads Tactics & Channels Success Measures Monitor keywords (i.e. “winter tires”) Amount of prospects found. on Twitter to identify potential prospects and provide value.
    59. 59. Objective: Acquire prospects & convert to leads Tactics & Channels Success Measures Monitor keywords (i.e. “winter tires”) Amount of prospects found. on Twitter to identify potential prospects and provide value. Monthly sales attributed to Twitter.
    60. 60. Objective: Acquire prospects & convert to leads Tactics & Channels Success Measures Monitor keywords (i.e. “winter tires”) Amount of prospects found. on Twitter to identify potential prospects and provide value. Monthly sales attributed to Twitter. New customers attributed to Twitter.
    61. 61. Objective: Acquire prospects & convert to leads Tactics & Channels Success Measures Goals Monitor keywords (i.e. “winter tires”) Amount of prospects found. on Twitter to identify potential prospects and provide value. Monthly sales attributed to Twitter. New customers attributed to Twitter.
    62. 62. Objective: Acquire prospects & convert to leads Tactics & Channels Success Measures Goals Monitor keywords (i.e. “winter tires”) Amount of prospects found. $N sales. on Twitter to identify potential prospects and provide value. Monthly sales attributed to Twitter. New customers attributed to Twitter.
    63. 63. Objective: Acquire prospects & convert to leads Tactics & Channels Success Measures Goals Monitor keywords (i.e. “winter tires”) Amount of prospects found. $N sales. on Twitter to identify potential prospects and provide value. Monthly sales attributed to $N sales attributed to Twitter. Twitter. New customers attributed to Twitter.
    64. 64. Objective: Acquire prospects & convert to leads Tactics & Channels Success Measures Goals Monitor keywords (i.e. “winter tires”) Amount of prospects found. $N sales. on Twitter to identify potential prospects and provide value. Monthly sales attributed to $N sales attributed to Twitter. Twitter. New customers attributed to Twitter. Potential Risk
    65. 65. Objective: Acquire prospects & convert to leads Tactics & Channels Success Measures Goals Monitor keywords (i.e. “winter tires”) Amount of prospects found. $N sales. on Twitter to identify potential prospects and provide value. Monthly sales attributed to $N sales attributed to Twitter. Twitter. New customers attributed to Twitter. Potential Risk Prospects feeling like we’re selling to them without their permission
    66. 66. Objective: Acquire prospects & convert to leads Tactics & Channels Success Measures Goals Monitor keywords (i.e. “winter tires”) Amount of prospects found. $N sales. on Twitter to identify potential prospects and provide value. Monthly sales attributed to $N sales attributed to Twitter. Twitter. New customers attributed to Twitter. Potential Risk Prospects feeling like we’re selling to them without their permission Mitigation
    67. 67. Objective: Acquire prospects & convert to leads Tactics & Channels Success Measures Goals Monitor keywords (i.e. “winter tires”) Amount of prospects found. $N sales. on Twitter to identify potential prospects and provide value. Monthly sales attributed to $N sales attributed to Twitter. Twitter. New customers attributed to Twitter. Potential Risk Prospects feeling like we’re selling to them without their permission Mitigation Train brand spokesperson to add value first, sell second.
    68. 68. They regularly solve problems to create leads
    69. 69. Identify your systems for review
    70. 70. Harness your learnings
    71. 71. Evolve
    72. 72. Do you feel smarter about social media?
    73. 73. don’t just be online be remarkable
    74. 74. don’t just be online be relevant
    75. 75. don’t just be online be meaningful
    76. 76. don’t just be online be strategic
    77. 77. don’t just be online be smart
    78. 78. don’t just be online be noticed
    79. 79. tweet me, email me or (ahem) phone me... www.ready2spark.prfessor.com e. lara@ready2spark.com twitter. @ready2spark | @eventprofs blog. www.ready2spark.com
    80. 80. image credits Page 1 - B Rosen Page 2 - zoutedrop Page 3, 23, 48-53 - visual.dichotomy Page 4 - Motrin video via Youtube Page 5 - Cartoon via Noise to Signal Page 7 - JustTooLazy Page 8 - am4ndas Page 9 - eschipul Page 11 - seventime Page 13 - Christian Haugen Page 14 - Capture Queen ™ Page 15 - soylentgreen23 Page 17 - stylianosm Page 18 - mockstar Page 24 --dreamglow pumpkincat210 Page 26 - Leonski Page 44 - Holger Zscheyge Page 45 - meddygarnet Page 46 - kevindooley

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