Creating An Effective Social Media Strategy

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Creating an effective social media strategy

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Creating An Effective Social Media Strategy

  1. 1. CREATING AN EFFECTIVE SOCIAL MEDIA STRATEGYSOCIAL MEDIA STRATEGY TJ Tee Interactive Marketing Manager Integricity Corporation
  2. 2. BY THE END OF THIS SESSION Why marketing is flawed Rethinking Web presence 1 2 How social media changes things A structured approach to social media strategy Key success (and failure) factors 3 4 5
  3. 3. SOCIAL NETWORKS
  4. 4. SOCIAL BOOKMARKING
  5. 5. NEWS/CONTENT SHARING
  6. 6. COLLABORATIVE KNOWLEDGEBASE
  7. 7. MICROBLOGGING
  8. 8. RATINGS & REVIEWS
  9. 9. IMAGE & VIDEO SHARING
  10. 10. RELATIONSHIPS IT ENABLES PEOPLE & THE
  11. 11. CHALLENGED
  12. 12. HOW MARKETING WORKS • $450 billion spent on ads (2007) • Advertising thrives on repetition • 2 measures:• 2 measures: Reach = # people screamed at Frequency = # times one hears the shout
  13. 13. THE MARKETING FUNNEL
  14. 14. THE PROBLEM WITH MARKETING Marketers are used to shoutingMarketers are used to shouting and listening for the echo
  15. 15. THE PROBLEM WITH MARKETING The Web requires them to talk, and they don’t know how to
  16. 16. IN TRYING TIMES LIKE THESE, WE CANNOT AFFORD TO CONTINUE MARKETING THE WAYMARKETING THE WAY WE KNOW HOW. PEOPLE JUST AREN’T LISTENING ANYMORE.
  17. 17. HOW SOCIAL MEDIA CHANGES THINGS Retail • Amazon has thousands of product ratings and reviews, unlimited shelf space DistributionDistribution • Last.fm lets people listen to music for free, recommends songs based on preferences Product innovation • Starbucks listens to feedback from fans and incorporates suggestions into its business
  18. 18. HOW SOCIAL MEDIA CHANGES THINGS Travel • People trust what strangers have to say about a destination or a hotel on TripAdvisor NewsNews • People vote for news they think is most relevant on Digg Technical support • Experts help out each other solve problems on numerous forums
  19. 19. A collection ofA collection ofA collection of artificial branding and pro-corporate content A collection of artificial branding and pro-corporate content
  20. 20. IRRELEVANT?
  21. 21. 1. Corporate website 2. Blog 3. Phone review website 4. Tech review website 6. Corporate website 5. Tech review website 7. Mobile news/review website 8. Gadget review website 10. Tech review website 9. Mobile news/review website
  22. 22. STATISTICS 62% of users clicked on a result on Page 1 90% of people who bought something clicked a link on Page 1 41% of users performed a new search if they didn’t find what they want on Page 1find what they want on Page 1 People will (at most) go up to Page 3 before giving up 1 in 3 users associated companies listed in top search results with top brands iProspect & Jupiter Research (Search Engine User Behavior Study)
  23. 23. FORGET EVERYTHING YOU KNOW Your brand • It’s what your customers say it is Web presence • It lives outside your website• It lives outside your website Media • People don’t trust corporations. People trust people. • The consumer IS THE MEDIA
  24. 24. 100 PEOPLE
  25. 25. CAUTION: TROUBLE AHEAD 1. Conversations are happening outside your realm of control 2. People are discussing, complaining, spreading false information about yourspreading false information about your brand 3. No amount of advertising is going to change the way things are
  26. 26. HOW IT AFFECTS YOU 1. You may see it as a huge threat 2. You will lose control, whether or not you’re part of it 3. You want to get involved and talk but you3. You want to get involved and talk but you don’t know where to start
  27. 27. THE PEE OUT OF THE SWIMMING POOL
  28. 28. 6,000,000VIEWS IN THE FIRST WEEK 20PERCENT INCREASE IN BLENDER SALES20 77 VIDEOS (BLENDTEC GETS PEOPLE TO SUGGEST NEW THINGS TO BLEND)
  29. 29. THEM
  30. 30. 1. #1 pitfall – Choosing a technology first 2. Technologies change rapidly, and they’re not the point. The forces at work are 3. We need to know how to deal with these BUT WAIT! 3. We need to know how to deal with these forces 4. Mastering the social Web – focus on relationships, not technologies
  31. 31. 1. People creating – blogs, UGC, podcasts 2. People connecting – social networks, virtual worlds 3. People collaborating – wikis, open source THE FORCES AT WORK 3. People collaborating – wikis, open source 4. People reacting to each other – forums, ratings & reviews 5. People organizing content – tags 6. Accelerating consumption – RSS, widgets
  32. 32. POST 1 22 3 4
  33. 33. DEFINING OBJECTIVESOBJECTIVES
  34. 34. The measure of which you define what a goal means • Sale Factors to consider • Tell, don’t sell CONVERSIONS: WHAT & HOW? • Lead • View • Share • Download • Sign-up • Conversions don’t always happen right away • Previous experience affects future likelihood • People don’t navigate in a linear fashion, don’t herd them
  35. 35. DIRECT MEASURES & HALO EFFECT
  36. 36. 1 Instant messenger 2 Mobile 3 Microblogging 1 Instant messenger 4 Virtual worlds 5 Social networks 6 Mash-ups
  37. 37. CONVERSATIONCONVERSATION ECOSYSTEM
  38. 38. CONVERSATION
  39. 39. SUCCESSSUCCESS FACTORS
  40. 40. 3 KEY FACTORS FOR CONVERSATION Visibility • How easy it is for people to find your brand online EngagementEngagement • How relevant and connected your brand is Trust • How trustworthy your brand is in delivering its value proposition
  41. 41. HOW TO FAIL 1. Focus on the tools and technologies first 2. Shout, not talk. Neglect developing a conversation strategy 3. Be ignorant about what you want to achieve3. Be ignorant about what you want to achieve by engaging the social Web 4. Be clueless about what your brand means to people 5. Neglect the people
  42. 42. CREATING A STRATEGYSTRATEGY
  43. 43. HOW TO GET STARTED 1. Identify and understand your audience 2. Define clear objectives, measurable goals 3. Connect and create value 4. Reward participation4. Reward participation 5. Grow
  44. 44. TIPS FOR SUCCESS 1. Never forget that the social media is about person-to-person activity 2. Be a good listener 3. Be patient3. Be patient 4. Be opportunistic 5. Be flexible 6. Be collaborative 7. Be humble
  45. 45. A CHALLENGE 1. Embrace your customers’ suggestions into your own development and process strengths 2. Listen and act on these suggestions to2. Listen and act on these suggestions to accelerate innovation 3. Start a conversation with them to understand and exploit their knowledge
  46. 46. IN THE COMING YEARS WE WILL NEED TO DEPEND ON THE PEOPLE WHO MATTER DEPEND ON THE PEOPLE WHO MATTER MOST TO US: OUR CUSTOMERS
  47. 47. KEY TAKEAWAYS 1. Marketing needs to evolve, we need to change. Participation is the start 2. People don’t trust companies, people trust people. The people is the mediapeople. The people is the media 3. Key to conversion: Conversation 4. Success factors: Visibility, Engagement Trust 5. Technology is not the first thing to consider. Remember the POST method
  48. 48. FOLKS!
  49. 49. Comments, questions, feedback, or want aComments, questions, feedback, or want a copy of this presentation to impress your boss? tj.tee@integricity.com

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