Social Media Marketing:  Is Your Brand Ready?
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Social Media Marketing:  Is Your Brand Ready? Social Media Marketing: Is Your Brand Ready? Presentation Transcript

  • Steven Bellach BottomLine Marketing www.blmllc.com© 2012 by Steven Bellach. All rights reserved.
  • Agenda • Introductions (Quickly) • Social Media is Changing How We Communicate • Is Your Brand Ready? • The Role of Social Media Networks in Your Marketing Plan • Exercise #1 – Building A Social Media Network Program • Break/Discussion • How to Build an Effective Social Media Plan • Best Practice Examples – Cisco & Red Bull • Exercise #2 – Building a An Effective Social Media Plan • Common Mistakes and Pitfalls • Measuring ROI • Summary 2© 2012 by Steven Bellach. All rights reserved.
  • Introductions • Name/Company • Current social acumen (Beg/Inter/Adv) • Networks you’re currently using • This course will be successful if… (Quickly) 3© 2012 by Steven Bellach. All rights reserved.
  • The New Social World 4© 2012 by Steven Bellach. All rights reserved.
  • Some Initial Thoughts… • Who do you think owns your brand? • Cash was king, what is the new currency? • Do you or your brand have to be “extrovert” to be a player in social media? Does social have to be “wacky”?© 2012 by Steven Bellach. All rights reserved.
  • Social Media is Changing How We Communicate 6© 2012 by Steven Bellach. All rights reserved.
  • Media Over the Years One-Way Two-Way All-Way Communication Communication Communication Control Over Content Limited Control Over Complete Control Over & Closed Feedback Content; Open Feedback Content Environment Environment 7© 2012 by Steven Bellach. All rights reserved.
  • “All-Way Communication” Implications • Conversations will happen whether you want them to or not! • You must monitor the conversations that are happening: • For you and your competition • To respond to negative or inaccurate sentiment • You can influence what conversations do start to happen • “Plant Seeds” • New products/services • Crisis management • BUT, YOU NEED TO BE READY from a content and staffing strategy perspective before getting started • You cannot “dip your toe” in the social media waters !! 8© 2012 by Steven Bellach. All rights reserved.
  • Because If You’re Not… This Could Happen to You… 9© 2012 by Steven Bellach. All rights reserved.
  • “United Breaks Guitars” Video http://www.youtube.com/watch?v=5YGc4zOqozo 10© 2012 by Steven Bellach. All rights reserved.
  • Content is The New Currency Company-Generated Content - Website, YouTube, Blogs, Games Content Eco-system Externally-Generated Content - Blogs, Yelp, Facebook, Forums Who’s going to manage/monitor your content eco-system? 11© 2012 by Steven Bellach. All rights reserved.
  • The Role of Social Media in Your Marketing Plan 12© 2012 by Steven Bellach. All rights reserved.
  • 13© 2012 by Steven Bellach. All rights reserved.
  • The Marketing Funnel What Marketing Efforts Do You Currently Have at Each Stage of the Funnel? ! RE HE Where Do Your Customers Consume Information? YW ER Where Does Social Media Fit In? EV 14© 2012 by Steven Bellach. All rights reserved.
  • The Marketing Funnel Inbound Marketing ! RE Engagement HE YW ER EV 15© 2012 by Steven Bellach. All rights reserved.
  • Before We Proceed, Let’s Ask the Fundamental Question: IS YOUR BRAND READY? 16© 2012 by Steven Bellach. All rights reserved.
  • Is Your Brand Ready? Brand Fundamentals – Checklist • Do you have a sound brand strategy? • Target market, etc.? • Clearly differentiated brand positioning? • Clearly defined brand personality? • Do you have a deep understanding of your competition – their social footprint? • Do you have a deep understanding of your customers – their pain points, their likes/dislikes? • Do you know where your customers go for information? 17© 2012 by Steven Bellach. All rights reserved.
  • Is Your Brand Ready? Social Fundamentals – Checklist • Do you have clear goals for social media? What part of the funnel are you trying to impact? What metric are you trying to move the needle on? BE SPECIFIC! • Do you have the human resources to commit to social media? Before you start a corporate blog or Twitter account, ask yourself if you can allocate the resources needed. Social media is about real-time response and consistently updated content. • Do you produce enough quality content to sustain social media conversations? Content feeds the social media beast. What have you already produced? • Do you know which social media sites are popular with your prospects and customers? • Is your website prepared for social media attention? • Are you ready to incorporate social media strategies throughout the buying 18 process?© 2012 by Steven Bellach. All rights reserved.
  • What Social Media Networks are Right for Your Brand? 19© 2012 by Steven Bellach. All rights reserved.
  • The 90/10 Rule Of Social Media For Business 20© 2012 by Steven Bellach. All rights reserved.
  • Where Do The Key Social Media Networks Fit In? 21© 2012 by Steven Bellach. All rights reserved.
  • Facebook • Key Stats • Founded in 2004 • Source: http://newsroom.fb.com • 901 million monthly active users • 398 million users active six of last seven days • More than 125 billion friend connections What It’s Good For • Great for highly targeted marketing campaigns • Can serve as hub for your overall social media program • “Meeting place” in B2C, “Traffic Cop” in B2B • Easy to organize multi-media content • Reputation management (popularity  trust can be very important) Best Practices/Examples • Establish content, tone, frequency guidelines • Organize your information by how customers want to use it • Integration with all marketing campaigns and new product launches • Dedicated apps to get closer to fans 22© 2012 by Steven Bellach. All rights reserved.
  • Twitter Key Stats • Founded 2006 Source: • Over 140 million active users • Over 340 million Tweets per day http://thenextweb.com/socialmedia/2012/03/21/twitter-has-over-140-million-active-users-sending-over-340-millio What It’s Good For • Starting and jumping into conversations on relevant topics • Listening to customer/industry discussions • Monitoring competitors • Issuing alerts for news/content • Timely announcements – new products, short-term promotions, events Best Practices • Establish content, tone, frequency guidelines • Drive traffic using #hashtags and topics • Drive tweet activity around an event – e.g., a trade show, sponsorship • Host Twitter chats with experts (or promotionally) • Selectively link your Twitter account to other platforms for timely updates and to share content 23© 2012 by Steven Bellach. All rights reserved.
  • LinkedIn Key Stats • Founded in 2002 Source: • 161 million members http://press.linkedin.com/about ) • Members performed nearly 4.2 billion professionally-oriented searches in 2011; on pace to surpass 5.3 billion in 2012. What It’s Good For • Company and individuals become SMEs/go to resources • Post white papers, slideshares, blogs (link to and from) • Business-related networking • Lead generation • Research/preparation • Networking/recruiting • User groups around common interests Best Practices • Post stream of relevant content (white papers, slideshares, etc.) at regular intervals • Share interesting content you’ve read on LinkedIn • Provide links to 3rd party content (off-LinkedIn) your prospects and customers will find interesting • Use LinkedIn tools – polls/answers (“ask and answer”) 24© 2012 by Steven Bellach. All rights reserved.
  • Blogs Key Stats • Popularity grew significantly in late 1990s with the advent of web publishing tools that facilitated the posting of content by non- technical users What It’s Good For • Great for educating your customers and prospects • Build credibility around relevant subject matter • Become “go-to” resource • “Be the expert” • Reputation management • Traffic driver • Lead generation Best Practices • White Papers • Blog for search • Dumb it down…keep it simple • Leverage all other SMNs to drive readership • Include CTAs • Measure, then repeat (people read what’s interesting to them) 25© 2012 by Steven Bellach. All rights reserved.
  • YouTube Key Stats • Over 800 million unique YouTube visits each month Source: • Over 4 billion videos viewed each day; over 1 trillion views in 2011 http://www.youtube.com/t/press_statistics hours/earthling) (140 • 60 hours of video are uploaded every minute • Over 3 billion hours of video are watched each month on YouTube What It’s Good For • Great for delivering engaging content • Instructional/how to • Highlight and promote user generated content • Leverage overlays to drive traffic to commerce or other action Best Practices • Create YouTube channel for “brand home”; Build subscribers • Create great content relevant to your target audience • Product showcase/demos, how-to & expert advice, presentations, case studies • Find right balance between company and externally generated • Measure, then create more (people view what’s interesting to them) • Monitor discussions around video 26© 2012 by Steven Bellach. All rights reserved.
  • Exercise #1 Building A Social Media Network Program 27© 2012 by Steven Bellach. All rights reserved.
  • Building a Social Media Network Program • Find a partner (focusing on the same SMN) • Decide what part of the marketing funnel you want to impact, then select ONE social media network • Think about how it can be used to support your current and/or future marketing/sales efforts • Summarize: • What part of the funnel are you trying to impact? • What’s your objective? • What network will be most effective? • What content do you have or will you need to be successful? • What are some tactics you might employ? 28© 2012 by Steven Bellach. All rights reserved.
  • Social Media Network Summary Facebook • Great for highly targeted marketing campaigns • Can serve as hub for your overall social media program • “Meeting place” in B2C, “Traffic Cop” in B2B • Easy to organize multi-media content • Reputation management (popularity  trust can be very important) Twitter • Starting and jumping into conversations on relevant topics • Listening to customer/industry discussions • Monitoring competitors • Issuing alerts for news/content • Timely announcements – new products, short-term promotions, events LinkedIn • Company and individuals become SMEs/go to resources • Post white papers, slideshares, blogs (link to and from) • Business-related networking • Lead generation • Research/preparation • Networking/recruiting • User groups around common interests Blogs • Great for educating your customers and prospects • Build credibility around relevant subject matter • Become “go-to” resource • “Be the expert” • Reputation management • Traffic driver • Lead generation YouTube • Great for delivering engaging content • Instructional/how to • Highlight and promote user generated content • Leverage overlays to drive traffic to commerce or other action 29© 2012 by Steven Bellach. All rights reserved.
  • Break/Discussion 30© 2012 by Steven Bellach. All rights reserved.
  • How To Build an Effective Social Media Plan 31© 2012 by Steven Bellach. All rights reserved.
  • Some Recent Statistics… • 60% of businesses, both B2B and B2C, do not have an integrated social media strategy • 69% of B2B companies, and 42% of B2C companies, do not have a mechanism for responding to customer feedback in social media • 51% of B2B companies have no social media tracking system in place, compared with 22% of B2C companies Survey of 1180 B2B and B2C marketers conduced in January, 2012; Satmetrix Systems)© 2012 by Steven Bellach. All rights reserved.
  • An Effective Plan… • Has clear, measurable marketing objectives that are aligned with overall business objectives • Identifies what part(s) of the marketing funnel social media will address • Involves all parts of the organization, and encourages active participation among employees, customers and prospects • Incorporates the most appropriate social media networks to help achieve objectives • Links social media networks to drive the content eco-system 33© 2012 by Steven Bellach. All rights reserved.
  • So, Which Social Media Networks Are Right For You? 34© 2012 by Steven Bellach. All rights reserved.
  • So, Which Social Media Networks Are Right For You? (Cue “Gross Generalization” Music) 35© 2012 by Steven Bellach. All rights reserved.
  • Generally, A Good Place To Start… Blogs Facebook LinkedIn Twitter YouTube YouTube Facebook Blogs Twitter LinkedIn 36© 2012 by Steven Bellach. All rights reserved.
  • Best Practice Examples • B2B – Cisco • B2C – Red Bull 37© 2012 by Steven Bellach. All rights reserved.
  • Cisco 38© 2012 by Steven Bellach. All rights reserved.
  • Cisco • Overtly encourages employees to engage in social media • Clearly outlines the company’s social media strategy and its benefits to all employees – in fact they’ve posted their Cisco Social Media Playbook: Best Practice Sharing on line! • “Cisco recognized early on that the first key in developing a solid social media strategy is to: • LISTEN to what customers are saying about the Cisco brand, products, competitors and the industry. By monitoring conversations, tracking brand mentions and identifying brand advocates, we found that we could effectively gauge the time and resources needed to invest in our social media campaigns. • To ensure that there’s clear alignment between business objectives and social media, Cisco PLANs for engagement by mapping out the team’s objectives, goals, strategies and tactics. By working through this exercise, Cisco teams are able to identify members who are particularly suited for certain roles and responsibilities and who are able to fulfill functional work streams” 39 Source: http://www.scribd.com/doc/33518678/Cisco-Social-Media-Playbook-Best-Practice-Sharing© 2012 by Steven Bellach. All rights reserved.
  • Cisco – Blogs Easy to sort 40© 2012 by Steven Bellach. All rights reserved.
  • Cisco – Blogs Easy to navigate 41© 2012 by Steven Bellach. All rights reserved.
  • Cisco – YouTube High viewership Well organized 42© 2012 by Steven Bellach. All rights reserved.
  • Cisco – YouTube Integrated with other SMN feeds Well organized 43© 2012 by Steven Bellach. All rights reserved.
  • Cisco – LinkedIn Career/product focused 44© 2012 by Steven Bellach. All rights reserved.
  • Cisco – Facebook A hub for Cisco info Linked to Other content 45© 2012 by Steven Bellach. All rights reserved.
  • Cisco Twitter Linked to blogs Responding to customers 46© 2012 by Steven Bellach. All rights reserved.
  • Cisco – Lessons Learned • Encourage across-the-board participation in social media (within social media policy guidelines) • Develop strong content • Deep understanding of what your customers want • Monitor what is read/viewed to drive future content creation • Length and frequency that is appropriate for your target audience • Have the “appropriate” level of company/brand participation across all SMNs • Ensure strong linkage of content across all SMNs 47© 2012 by Steven Bellach. All rights reserved.
  • Red Bull 48© 2012 by Steven Bellach. All rights reserved.
  • Red Bull – Facebook Extraordinary social following – “top 5” Content Gathering Place 49© 2012 by Steven Bellach. All rights reserved.
  • Red Bull – Facebook Continuous content stream 50© 2012 by Steven Bellach. All rights reserved.
  • Red Bull – Twitter Enhancing brand through hashtag use Use of promoted tweet to ensure viewership 51© 2012 by Steven Bellach. All rights reserved.
  • Red Bull – Twitter Interacting with consumers 52© 2012 by Steven Bellach. All rights reserved.
  • Red Bull – YouTube Do you think their content is relevant to their consumers? Custom content 53© 2012 by Steven Bellach. All rights reserved.
  • Red Bull -- Blogs Linked to Facebook Red Bull athlete blogs 54© 2012 by Steven Bellach. All rights reserved.
  • Red Bull -- LinkedIn Career focus on LinkedIn 55© 2012 by Steven Bellach. All rights reserved.
  • Red Bull– Lessons Learned • Develop strong content • Deep understanding of what your customers want • Monitor what is read/viewed to drive future content creation • Length and frequency that is appropriate for your target audience • Have the “appropriate” level of company/brand participation across all SMNs • Ensure strong linkage of content across all SMNs 56© 2012 by Steven Bellach. All rights reserved.
  • Exercise #2 Building An Effective Social Media Plan 57© 2012 by Steven Bellach. All rights reserved.
  • Building an Effective Social Media Plan • Find a partner • Start with the SMN program from the initial exercise– fine-tune as necessary • Expand the plan to 2-3 channels • How will you integrate/link the channels to leverage your content? • What is your success metric? How will you measure? • Additional questions • Does your organization have the resources to execute this plan? • Do you have a social media policy in place? 58© 2012 by Steven Bellach. All rights reserved.
  • Discussion 59© 2012 by Steven Bellach. All rights reserved.
  • Common Mistakes & Pitfalls 60© 2012 by Steven Bellach. All rights reserved.
  • Common Mistakes & Pitfalls • Quantity over quality • Only talk when you have something to say! • Too much “buy, buy, buy” • Think about the entire marketing funnel • Focusing on a singular campaign, rather than an ongoing strategy • Might be OK for a launch, but then what’s your content strategy? (start with asking your sales force for the top 5 customer issues) • Not having a social media policy in place • It takes resources 61© 2012 by Steven Bellach. All rights reserved.
  • Social Media Policy Elements • A statement that the organization’s broader ethical guidelines also apply to social media • A statement of who has rights to access/use company-sponsored social media venues • Reminders of individual responsibility and liability • Reminder that employees must post disclaimers that they do not speak for the organization • Disclosure of affiliation with the organization when posting • Respect for copyright and fair use laws • Honoring the confidentiality of proprietary or internal information • Prohibitions on hate speech, ethnic slurs, etc • Privacy and discretion reminders 62© 2012 by Steven Bellach. All rights reserved.
  • Cisco’s Social Media Policy 1. Identify yourself as a Cisco employee…when participating on social networking sites while discussing Cisco’s business and related industry topics. Please provide a disclaimer if using a non-Cisco sponsored tool. It is never acceptable to use aliases or otherwise misrepresent or hide your affiliation . It is best practice to state your relationship with the Company from the outset. 2. Keep applicable policies in mind…when engaging online to communicate anything related to Cisco business, you must read, understand and abide by this Policy and any related corporate policies. 3. Do not commit Cisco to any action unless you have authority to do so. 4. Protect Reputation Avoid any statement or comment that might harm Cisco’s reputation. You represent Cisco and the Cisco brand. As an employee and possibly a shareholder, your actions both on and offline can affect perceptions about the Company and shareholder return. 5. Do not post confidential or copyrighted information (music, videos, text, photographs, etc.) belonging to either Cisco or third parties without written permission. Please refer to Cisco’s Proprietary Information and Inventions Agreement, and Cisco’s Data Classification Handbook for more information. 6. Do not make any statements about Cisco’s financial performance…Refer any questions to our investor relations representative. 7. Maintain confidentiality of internal only information…Do not share any information that is marked for internal use only. 8. Do not post anything that is defamatory, offensive, harassing, or in violation of any applicable law or Cisco 9. Do not engage with the news media to discuss Cisco strategy and/or business without PR consultation and approval. If a member of the news media or a similar outlet contacts you, consult your PR Representative before responding Source: http://www.scribd.com/doc/33518678/Cisco-Social-Media-Playbook-Best-Practice-Sharing 63© 2012 by Steven Bellach. All rights reserved.
  • Common Mistakes & Pitfalls • Quantity over quality • Only talk when you have something to say! But say it often enough. • Too much “buy, buy, buy” • Think about the entire marketing funnel • Focusing on a singular campaign, rather than an ongoing approach • Might be OK for a launch, but then what’s your content strategy? • Not having a social media policy in place • It takes resources • Failing to link your social media strategy with your search strategy • Social media networks typically on first page of brand searches! 64© 2012 by Steven Bellach. All rights reserved.
  • Don’t Believe Me? Try “Googling” Some Popular Brands… Page One Results IBM Twitter Oracle Twitter Coca-Cola Facebook, Twitter Southwest Airlines Twitter, Blogs Hewlett Packard Facebook Oreo Facebook American Airlines Twitter Apple YouTube (page 2) Toms Shoes Twitter 65© 2012 by Steven Bellach. All rights reserved.
  • More Common Mistakes & Pitfalls • Failing to project your brand voice • Should IBM be “wacky”? Should Red Bull not be bold? • Trying to be great in all SMNs • Focus on the 1-2 that are most relevant to your goals • Thinking social media will replace your off-line marketing • Integrate, integrate, integrate • Not responding to customer comments: the good, the bad AND the ugly • Important to “delight” and “diffuse” • Using social for “one-way” communication • It’s not all about you! 66© 2012 by Steven Bellach. All rights reserved.
  • Measuring ROI 67© 2012 by Steven Bellach. All rights reserved.
  • Measuring ROI What Are Marketers Currently Doing? • Columbia University study – March, 2012 • Only 15% of senior marketers say they are tying their social media marketing efforts to financial metrics like share, $, profits • Compared to 41% for e-mail marketing and 47% for traditional direct mail marketing • Wildfire Study – January, 2012 • Among those who do measure, “soft metrics” tend to be the focus – likes, fans, comments and interactions • 38% of marketers said these soft metrics were their “top metric” • Awareness, Inc. Survey – December, 2011 • 38% and 26% of marketers tying their social media marketing initiatives to lead generation and sales, respectively • 76% using soft metrics such as “social presence”, measured by followers/fans and website traffic 68© 2012 by Steven Bellach. All rights reserved.
  • Measuring ROI • It’s not only about fans, followers, connections or views! • Are they engaged? • It starts with “what’s your objective”? • Where in the funnel are you trying to impact? • Focus, focus, focus • And what’s your evaluation metric? • Leads? • New customers? • Customer satisfaction? • Reorder rate? 69© 2012 by Steven Bellach. All rights reserved.
  • Popular 3rd Party On-Line Tools • Dashboards/Trackers • Radian6 • HootSuite • Sprout Social • Blog Monitoring • Alltop • Technorati • Postrank • Social Influence • Klout • PeerIndex 70© 2012 by Steven Bellach. All rights reserved.
  • Summary • “All-way communication” has changed the way we interact with customers • You cannot “dip your toe” in the social media waters • Need a well thought out content strategy – content is king! • Need a resource strategy • Is your brand ready – do you have a strong differentiated brand strategy? • Align your social media objectives with your marketing objectives and your business objectives – where are you in the marketing funnel? • Choose/prioritize your social media networks wisely • Measure, measure, measure – you can’t manage what you can’t measure 71© 2012 by Steven Bellach. All rights reserved.