Realist's Guide SOHO Seminar Social Media Strategy

Loading...

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

0 comments

Post a comment

    Post a comment
    Embed Video
    Edit your comment Cancel

    7 Favorites

    Realist's Guide SOHO Seminar Social Media Strategy - Presentation Transcript

    1. A Realist’s Guide to Successful Social Strategy 4 November, 2009
    2. About me. (But this is not about me.) • I am a strategist who also knows social • VP/Account Management and Digital Strategy at Meyer & Wallis • Brand, marketing, communication strategist • 20-years experience, American Airlines, Gateway computers, Harley-Davidson, numerous other local/ regional brands • Tons of social media planning over the past year
    3. Not every brand needs a Facebook page.
    4. “ Marketers are like kids at Rita’s candy shoppe, gazing at all the pretty opportunities. Most of us are afraid of strategy, because we don’t feel confident “ outlining one unless we’re sure it’s going to work. -Seth Godin
    5. Get real. “Being social” is not a strategy. If you jump into it with no clear strategy, you have absolutely no right to expect it to work.
    6. Today’s topics • Social Strategy: What is it? Why do it? How? • Strategies behind some successful social brands • Q&A
    7. Where to begin.
    8. In the new marketing funnel...
    9. ...engagement is the new awareness.
    10. Strategy is the road. It answers how you will engage.
    11. GOAL: 29,029 Feet OBJECTIVES: Reach top of Everest; don’t die STRATEGY: Be as prepared as humanly possible TACTICS: Intense training; best climbing team; right route for weather; use best tools available
    12. OBJECTIVE: Resolve dissatisfaction STRATEGIES: Listen, learn, participate; tell our story; engage customers by sharing info that matters TACTICS: blog response, Direct2Dell community
    13. Three levels of social Social Business: At heart of the organization Social Marketing: Impacts product, distribution, etc. Social Media: Another communications channel
    14. Social Media Strategy Mount Fuji: 12,388 feet
    15. Social Media Strategy Mount Fuji: 12,388 feet Listen & be responsive.
    16. Responded to my Twitter product inquiry immediately... at 7AM on a Sunday. For a company that is all about listening, that is very strategic.
    17. Social Media Strategy Mount Fuji: 12,388 feet Put a human face on the organization.
    18. 18 months after the launch of the blog, online mentions had almost doubled, and positive mentions had increased from 68% to 83%.
    19. Social Media Strategy Mount Fuji: 12,388 feet Tell strategic stories.
    20. Proof: stories change perceptions. Courtesy Tom Martin www.tommartin.typepad.com The Trans
    21. Social Media Strategy Mount Fuji: 12,388 feet Create a community of ambassadors to spread the love.
    22. There are now more than 5,000 members. Branded mentions of Fiskars products are up 600%. Sales are up. The program successfully made crafters value Fiskars beyond price.
    23. • Brand awareness equal to model on market 2-3 years • 50,000 interested prospects • 97% not current Ford owners
    24. Social Marketing Strategy Mount Kilimanjaro: 19,340 feet
    25. Social Marketing Strategy Mount Kilimanjaro: 19,340 feet Create “insider” vibe with special social- only promotions
    26. >$2 million direct revenue since 2007 Also driving interest in/purchase of new product
    27. A Word of Caution • For most brands, there is a “higher order” social strategy; special promotions might be a sub-strategy • This does not mean “forget all this relationship- building stuff, get out there and sell, sell, sell”
    28. Social Marketing Strategy Mount Kilimanjaro: 19,340 feet Empower employees. Facilitate service.
    29. “ I thinkacross our companyaabout customer service. differently Twelpforce can be catalyst to think very It begins to really blur the lines between customer service “ and traditional one-way marketing communications. -Barry Judge, CMO of Best Buy
    30. Social Marketing Strategy Mount Kilimanjaro: 19,340 feet Collect ideas/ Invite customer input
    31. There are now more than 5,000 members. Branded The Dell community has contributed 12,698 Sales are up. mentions of Fiskars products are up 600%. ideas, posted 87,031 comments and promoted 692,897 times. The program successfully made crafters value Dell has beyond price. 379 ideas. Fiskars implemented
    32. “ These conversations are going to occur whether you like it or not. You can learn from them. You can improve your reaction time. And you can be a better company. What’s most important in the long run is how we learn from “ any situation and improve for our customers. -Michael Dell
    33. Customer experience is social strategy job #1 • Great product - people will know • Bad product - people will know • Speed and power of dissemination is proportional to the degree of superiority or defect • Technology will continually make it faster and easier to access, organize and use information The Transparency PrincipleTM Copyright Karlson Consulting www.marketingmeritocracy.blogspot.com
    34. Social Business Strategy Mount Everest: 29,035 feet
    35. True “brand integrity” is a powerful engagement facilitator • How a brand treats: • customers • employees • community • environment The Transparency PrincipleTM Copyright Karlson Consulting www.marketingmeritocracy.blogspot.com
    36. Launched in 2005. Sales in 2007 grew at three times the rate of category growth. Raised >$4 million for shelters.
    37. Why social strategy? • Clarify how you are going to achieve an objective • Know how to apply the tools • Know what success looks like
    38. How to create your own social strategy • Most social strategies are hybrids • Know what social level on which you want to play • Be a realist! • Aim high, but “baby steps” are often the best start • “Listen and respond” is an excellent starter strategy • Start where your audience is already engaged
    39. What is your audience already doing online?
    40. How to create your own social strategy • Learn from others, but tailor to your situation • Flows from business, marketing, brand strategy • What element of plan best extends into social? • Build social around your essential brand idea or a core element of your value proposition • If you don’t know these things, take a step back
    41. Strategist coordinates sspaight@meyerwallis.com www.spaighttalk.com twitter: @suespaight 414.224.0212
    42. Bibliography/Credits • Slide 4: David Armano, Dachis Group • Slide 5: Seth’s blog: sethgodin.typepad.com • Slide 11: Denise Kohnke, Laughlin Constable • Slide 13: Dell, presentation, Social Media Strategy, slideshare.net • Slide 20: Mack Collier, presentation, What Rockstars Can Teach You About Kicking Ass With Social Media, slideshare.net • Slide 24: Tom Martin, presentation, Can One Man, and iPhone and Twitter Change Consumer Perception of Mardi Gras, slideshare.net, tommartin.typepad.com • Slide 27: Ford Fiesta Movement Reaps 50K Potential Buyers on $0 Ad Budget, adrants.com
    43. Bibliography/Credits • Slide 28: How a Social Community Became a Veritable Sales Force, BL Hochman, whatsnextblog.com • Slide 32: ideastorm.com • Slide 35: barryjudge.com • Slide 37: Dell Outlet Surpasses $2 Million on Twitter, community.dell.com • Slides 39, 41 Karlson Consulting, karlsonconsulting.com, marketingmeritocracy.blogspot.com • Slide 44, The Brains Behind Great Ad Campaigns, 2009, Margo Berman

    + Sue SpaightSue Spaight, 2 weeks ago

    custom

    197 views, 7 favs, 0 embeds more stats

    Overview of successful social media, social marketi more

    More info about this document

    © All Rights Reserved

    Go to text version

    • Total Views 197
      • 197 on SlideShare
      • 0 from embeds
    • Comments 0
    • Favorites 7
    • Downloads 0
    Most viewed embeds

    more

    All embeds

    less

    Flagged as inappropriate Flag as inappropriate
    Flag as inappropriate

    Select your reason for flagging this presentation as inappropriate. If needed, use the feedback form to let us know more details.

    Cancel
    File a copyright complaint
    Having problems? Go to our helpdesk?

    Categories