Social Media RoadmapLee Odden - @leeoddenTopRankMarketing.com

TopRankMarketing.com Founded 2001 Minnesota Digital Marketing & PR AgencySearch, Social Media, Online PR Consulting, Implementation, Training

Founded 2001 Minnesota

Digital Marketing & PR Agency

Search, Social Media, Online PR

Consulting, Implementation, Training

Why Social Media?

“Marketers who embrace social media will outdistance competition, build community following, and boost loyalty”(Forrester Research 2009)

TopRank Social Media Poll6 of the top 10 tactics:Social Media

B2B & Digital MediaForrester & MarketingProfsB-to-B Marketing in 2009Joint Study

Marketing Budgets Go SocialMarketingsherpa2008 Study of Social Media Marketing & PR

Build thought leadershipImprove customer relationshipsImprove recruitingReduce customer service costsImprove search engine rankingsIncrease media coverageInfluence salesBenefits of Social Media

Build thought leadership

Improve customer relationships

Improve recruiting

Reduce customer service costs

Improve search engine rankings

Increase media coverage

Influence sales

Social Media is new territory for most.

What Kind of Relationship?

Traditional customer communications: marketing, sales, customer service

Customers want a conversation with the brands they buy from

Customer Conversations

Companies are reacting

900+ Social Media ExamplesSource: http://wiki.beingpeterkim.com

But social media executionis all over the board

Social Media Fail

With social media, many companies are lost.

Barriers to Social Adoption

A map can do wondersfor finding your way.

Social Media Roadmap

Launching a social media effortcan feel like a

The question is…Are you a base jumper,

Or a lemming?

Starting with social tactics spells disasterSocial mediaputs buyers, not marketers, in control“Build it, they will come” seldom worksSocial Media tool choices are secondary — start with audience firstForrester Research “Using Buyer Social Behavior To Boost B2B Social Media Success”

Start with a destination & direction.Get to know the terrain and tools.

Technology and platforms that facilitate:ConversationsConnectionsSharingInfluenceCustomer RelationshipsOpportunity to listen, engage & be usefulWhat Social Media IS

Direct marketingControllableA campaignEasy to measure (in the same old ways)Social Media is Not Just Another Place to Publish AdvertisingWhat Social Media IS NOT

The first step in a social media engagementis listening.

Insights on what customers are saying about your brands, company, products and executivesGather information for profiling customers on the social webIdentify influentialsCompetitive researchKeyword research for social media optimizationMeasure effects of blogger outreach & social media marketing effortsWhy Listen?

What to Monitor?BrandsProductsCompanyBusiness UnitsExecutivesThought leadersCompetitorsInclude sentiment: “sucks” “scam” “kudos”

Types of Content to MonitorNewsBlogsSocial TagsForumsTwitterCommentsVideoMSM

Types of Monitoring ToolsData Aggregationblogpulse.comtrackur.comSource DataData Analysisradian6.comtechrigy.comsearch.twitter.comblogsearch.google.com

Mapping a Social Media Plan

Social Media RoadmapMetricsTactics/ToolsStrategyObjectivesAudience

Social Media Best PracticesCreate a strategyMatch metrics to objectivesCommit resources & timeWelcome participation, feedback, co-creationBe transparent with intentions & identityUnderstand you do not control the message“Give to get”

Social Media Worst PracticesBeing fake – in any wayNot listeningBeing pushy, salesyOblivious to formal & unwritten social rulesExpect traditional marketing outcomesUsing social media solely as a dumping ground for traditional ads

Social Media Gone RightGroundswell WinnerEffort to attract young customers – free checking Spokesperson contest Blog YouTube Facebook Flickr Twitter Online and offline adshttp://www.youngfreealberta.com/groundswell

Spokesperson contest

Blog

YouTube

Facebook

Flickr

Twitter

Online and offline ads

Social Media Gone Righthttp://www.youngfreealberta.com/groundswell

Young and Free Campaign Results:2 million impressions2,300 new accounts$4 million in new deposits$179,000 unpaid mediaSocial Media Gone Right

Social Media RoadmapAudienceObjectivesStrategyTactics/toolsMeasurementWho are you targeting?Which social media sites do they spend time on?How do they participate, if at all? Considerations: Behaviors Preferences Methods of publishing & sharing

Which social media sites do they spend time on?

How do they participate, if at all?

Behaviors

Preferences

Methods of publishing & sharing

Social Media RoadmapAudienceObjectivesStrategyTactics/toolsMeasurementWhat are your goals?Connect with customersGain customer insightEducateBuild thought leadershipGain more media coveragePromote products/servicesAugment SEO program

Connect with customers

Gain customer insight

Educate

Build thought leadership

Gain more media coverage

Promote products/services

Augment SEO program

Social Media RoadmapAudienceObjectivesStrategyTactics/toolsMeasurementContent - New or user generatedInteraction – Consumers expect itDiscovery & Sharing – Make it easy

Social Media RoadmapAudienceObjectivesStrategyTactics/toolsMeasurementWhat technology will you use?Blog(s)Social network – your own?WikiForumsReviews MicrobloggingVideos, podcasts, imagesVirtual worlds

Blog(s)

Social network – your own?

Wiki

Forums

Reviews

Microblogging

Videos, podcasts, images

Virtual worlds

Social Media RoadmapAudienceObjectivesStrategyTactics/toolsMeasurementHow will you measure and report?Social Media is less about ROI and more about influenceWhat metrics are the best indications of success according to your Audience, Objectives, Strategy and Tactics/Tools?It’s all about the data: web analytics data, behavioral data, transaction data, and social data

Social Media is less about ROI and more about influence

What metrics are the best indications of success according to your Audience, Objectives, Strategy and Tactics/Tools?

It’s all about the data: web analytics data, behavioral data, transaction data, and social data

Social Media RoadmapAudience: Marketing VPs and execs that target the SMB market Objectives: Increase awareness and word of mouth referrals for new software product XYZStrategy:Leverage storytelling of new product benefits with customer generated content: blog, Twitter, videoTactics/Tools: Facebook, Blog, Twitter, YouTube Videos, Images Measurement:Number of subscribers, fans, friends, followers, group participants, discussions, comments, engagement, product mentions, referrals and inquiries

Strategies forBlogging and Twitter

Blog Centerpiece to Social WebBlog

Content management systemSearch engine friendlyOpens doors to blogging communityCreates opportunity for customer dialogCapture customer feedback, crowdsource ideasConversational publishing channelEnables additional distribution via RSSFacilitates both Push and Pull content interactionFacts About Blogging

BloggingBlog BreakdownBranded: “Check Out” Larger font post title Post date & author Categories About Subscribe Option Site Search Top Commenters

Branded: “Check Out”

Larger font post title

Post date & author

Categories

About

Subscribe Option

Site Search

Top Commenters

BloggingBlog BreakdownComment Option Sharing Option PermalinkBlogroll Recent EntriesChrono Archive Author Bios

Comment Option

Sharing Option

Permalink

Blogroll

Recent Entries

Chrono Archive

Author Bios

Blogs are SocialTrackbacksOutbound LinksCommentsBlogPoll - SurveyFacebookBlogTwitterComments

Blog Content & LogisticsAlign blog goals with content strategyIdentify blog champ & authorsDefine topics & categoriesCreate a blogging calendarEstablish blogging policiesEstablish rules of engagementForecast time to manage commentsForecast time to: research, write and promote

Source: TopRankBlog.com

Measuring Blog ValueSource: Forrester Research

technorati.comblogsearch.google.comblog rolls on other blogsFind Business Blogs

What can you do with Twitter?

Get Out of Jail

Write Home from Space

Market Yourself & Company

Make Money

Top 10 Uses of TwitterSharing linksNetwork prospectingReinforcing relationshipsPromotionRe-post blog contentPersonal updatesCrowdsourcingGroup communicationMicroblogging eventsPitching journalists

Twitter Best PracticesProvide value to your followers - not tediumMonitor what’s being said about you/your company & respond accordinglyAsk questions from followersShow your business personalityLeverage for researchBe clear about who you are & your purpose

Provide value to your followers - not tedium

Monitor what’s being said about you/your company & respond accordingly

Ask questions from followers

Show your business personality

Leverage for research

Be clear about who you are & your purpose

Twitter Worst PracticesDon’t go overboard with updatesDon’t automate all content or friendingDon’t follow thousands of people in a short timeDon’t sell a product in tweets – instead, talk about the valueDon’t auto-followback/auto-direct message immediately upon being followedDon’t Tweet you’re going out of town for a month

Don’t go overboard with updates

Don’t automate all content or friending

Don’t follow thousands of people in a short time

Don’t sell a product in tweets – instead, talk about the value

Don’t auto-followback/auto-direct message immediately upon being followed

Don’t Tweet you’re going out of town for a month

twellow.comwefollow.comtwibs.comtrackingtwitter.comsearch.twitter.comFind Business Tweeple

Next Steps

Next StepsConsiderations:Who needs to “buy in” to get it started?Who will “own” it?At what level will you engage? Corporate vs productHow will you work with community relations, monitoring, responding?How much should you spend?

Next Steps Listen First Set Goals Make a PlanGet Help

Contact:Lee Odden, CEOTopRankMarketing.comTwitter: @leeoddenlee@toprankmarketing.com1-877-872-6628Thank youTopRankBlog.com