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Social Media Marketing Roadmap - TopRankMarketing.com

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Develop a social media marketing roadmap for your organization plus tips on blog marketing and Twitter from TopRank Online Marketing CEO Lee Odden. ...

Develop a social media marketing roadmap for your organization plus tips on blog marketing and Twitter from TopRank Online Marketing CEO Lee Odden.

Presentation from ClickZ OMS event in Minneapolis 2009.

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  • too much, we lost some where in middle
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  • I think you try to blend too much in one presentation... and then sort of call it a 'social media roadmap'. I miss one clear objective with this presentation
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  • social media manual! thanks for your sharing!
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  • http://www.emarketer.com/Article.aspx?R=1007108
  • http://www.flickr.com/photos/stuckincustoms/3289167043/
  • Reviews, Twitter, Forums, Crowdsourcing, Social Network
  • http://wiki.beingpeterkim.com
  • Fake Walmartblog, Racy Video attributed to Quiznos, Skittles giving up home page to Twitter, Belkin accused of hiring people to write positive reviews
  • http://www.flickr.com/photos/gregorytaylor/229872911/
  • BASE Jumping © Doug Blane AG3W13 PICTURE CREDIT DOUG BLANE Dr Gravity BASE 229 BASE Jumping Cheddar Gorge Anon Great Britain 
  • Learn about social media, tools and business impact:
  • Worst practices
  • Young & Free Alberta by Common Wealth Credit Union. A credit union in Alberta started a campaign to generate more young customers. They conducted a contest to find a young spokesperson, who then used a blog, YouTube, and Facebook to connect with other young people in Alberta. Result: 2 million impressions, 2,300 new accounts, and $4 million Canadian in new deposits.
  • Young & Free Alberta by Common Wealth Credit Union. A credit union in Alberta started a campaign to generate more young customers. They conducted a contest to find a young spokesperson, who then used a blog, YouTube, and Facebook to connect with other young people in Alberta. Result: 2 million impressions, 2,300 new accounts, and $4 million Canadian in new deposits.
  • Modeled after the Forrester POST Method of developing a social media strategy
  • Modeled after the Forrester POST Method of developing a social media strategy
  • Modeled after the Forrester POST Method of developing a social media strategy
  • Modeled after the Forrester POST Method of developing a social media strategy
  • Modeled after the Forrester POST Method of developing a social media strategy
  • build this out as the workshop flows, show this slide as the workshop progresses
  • http://checkoutblog.com/
  • Add a flowchart to compliment
  • Twitter serves as status update & point of contact for offline/online networking 140 character or less ensures quick digestion Able to monitor via keywords/brand name to respond to any questions/concerns immediately Posting links is a great opportunity for promotions Brand Management opportunities
  • Twitter serves as status update & point of contact for offline/online networking 140 character or less ensures quick digestion Able to monitor via keywords/brand name to respond to any questions/concerns immediately Posting links is a great opportunity for promotions Brand Management opportunities
  • http://sphinn.com/story/79876;
  • http://www.toprankblog.com/2009/03/twitter-user-discovery/

Social Media Marketing Roadmap - TopRankMarketing.com Social Media Marketing Roadmap - TopRankMarketing.com Presentation Transcript

  • Social Media Roadmap
    Lee Odden - @leeoddenTopRankMarketing.com
  • TopRankMarketing.com
    • 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 Poll
    6 of the top 10 tactics:
    Social Media
  • B2B & Digital Media
    Forrester & MarketingProfs
    B-to-B Marketing in 2009
    Joint Study
  • Marketing Budgets Go Social
    Marketingsherpa
    2008 Study of
    Social Media
    Marketing & PR
    • Build thought leadership
    • Improve customer relationships
    • Improve recruiting
    • Reduce customer service costs
    • Improve search engine rankings
    • Increase media coverage
    • Influence sales
    Benefits of Social Media
  • 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 Examples
    Source: http://wiki.beingpeterkim.com
  • But social media execution
    is all over the board
  • Social Media Fail
  • With social media,
    many companies are lost.
  • Barriers to Social Adoption
  • A map can do wonders
    for finding your way.
  • Social Media Roadmap
  • Launching a social media effort
    can feel like a
  • The question is…
    Are you a base jumper,
  • Or a lemming?
  • Starting with social tactics spells disaster
    Social mediaputs buyers, not marketers, in control
    “Build it, they will come” seldom works
    Social Media tool choices are secondary — start with audience first
    Forrester 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:
    Conversations
    Connections
    Sharing
    Influence
    Customer Relationships
    Opportunity to listen, engage & be useful
    What Social Media IS
  • Direct marketing
    Controllable
    A campaign
    Easy to measure
    (in the same old ways)
    Social Media is Not Just Another Place to Publish Advertising
    What Social Media IS NOT
  • The first step in a social media engagement
    is listening.
  • Insights on what customers are saying about your brands, company, products and executives
    Gather information for profiling customers on the social web
    Identify influentials
    Competitive research
    Keyword research for social media optimization
    Measure effects of blogger outreach & social media marketing efforts
    Why Listen?
  • What to Monitor?
    Brands
    Products
    Company
    Business Units
    Executives
    Thought leaders
    Competitors
    Include sentiment: “sucks” “scam” “kudos”
  • Types of Content to Monitor
    News
    Blogs
    Social Tags
    Forums
    Twitter
    Comments
    Video
    MSM
  • Types of Monitoring Tools
    Data Aggregation
    blogpulse.com
    trackur.com
    Source Data
    Data Analysis
    radian6.com
    techrigy.com
    search.twitter.com
    blogsearch.google.com
  • Mapping a
    Social Media Plan
  • Social Media Roadmap
    Metrics
    Tactics/Tools
    Strategy
    Objectives
    Audience
  • Social Media Best Practices
    Create a strategy
    Match metrics to objectives
    Commit resources & time
    Welcome participation, feedback, co-creation
    Be transparent with intentions & identity
    Understand you do not control the message
    “Give to get”
  • Social Media Worst Practices
    Being fake – in any way
    Not listening
    Being pushy, salesy
    Oblivious to formal & unwritten social rules
    Expect traditional marketing outcomes
    Using social media solely as a dumping ground for traditional ads
  • Social Media Gone Right
    Groundswell Winner
    Effort to attract young customers – free checking
    • Spokesperson contest
    • Blog
    • YouTube
    • Facebook
    • Flickr
    • Twitter
    • Online and offline ads
    http://www.youngfreealberta.com/groundswell
  • Social Media Gone Right
    http://www.youngfreealberta.com/groundswell
  • Young and Free Campaign Results:
    2 million impressions
    2,300 new accounts
    $4 million in new deposits
    $179,000 unpaid media
    Social Media Gone Right
  • Social Media Roadmap
    Audience
    Objectives
    Strategy
    Tactics/tools
    Measurement
    Who 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
  • Social Media Roadmap
    Audience
    Objectives
    Strategy
    Tactics/tools
    Measurement
    What are your goals?
    • Connect with customers
    • Gain customer insight
    • Educate
    • Build thought leadership
    • Gain more media coverage
    • Promote products/services
    • Augment SEO program
  • Social Media Roadmap
    Audience
    Objectives
    Strategy
    Tactics/tools
    Measurement
    Content - New or user generated
    Interaction – Consumers expect it
    Discovery & Sharing – Make it easy
  • Social Media Roadmap
    Audience
    Objectives
    Strategy
    Tactics/tools
    Measurement
    What technology will you use?
    • Blog(s)
    • Social network – your own?
    • Wiki
    • Forums
    • Reviews
    • Microblogging
    • Videos, podcasts, images
    • Virtual worlds
  • Social Media Roadmap
    Audience
    Objectives
    Strategy
    Tactics/tools
    Measurement
    How will you measure and report?
    • 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 Roadmap
    Audience: Marketing VPs and execs that target the SMB market
    Objectives: Increase awareness and word of mouth referrals for new software product XYZ
    Strategy:Leverage storytelling of new product benefits with customer generated content: blog, Twitter, video
    Tactics/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 Web
    Blog
  • Content management system
    Search engine friendly
    Opens doors to blogging community
    Creates opportunity for customer dialog
    Capture customer feedback, crowdsource ideas
    Conversational publishing channel
    Enables additional distribution via RSS
    Facilitates both Push and Pull content interaction
    Facts About Blogging
  • Blogging
    Blog Breakdown
    • Branded: “Check Out”
    • Larger font post title
    • Post date & author
    • Categories
    • About
    • Subscribe Option
    • Site Search
    • Top Commenters
  • Blogging
    Blog Breakdown
    • Comment Option
    • Sharing Option
    • Permalink
    • Blogroll
    • Recent Entries
    • Chrono Archive
    • Author Bios
  • Blogs are Social
    Trackbacks
    Outbound Links
    Comments
    Blog
    Poll - Survey
    Facebook
    Blog










    Twitter
    Comments









  • Blog Content & Logistics
    Align blog goals with content strategy
    Identify blog champ & authors
    Define topics & categories
    Create a blogging calendar
    Establish blogging policies
    Establish rules of engagement
    Forecast time to manage comments
    Forecast time to: research, write and promote
  • Source: TopRankBlog.com
  • Measuring Blog Value
    Source: Forrester Research
  • technorati.com
    blogsearch.google.com
    blog rolls on other blogs
    Find 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 Twitter
    Sharing links
    Network prospecting
    Reinforcing relationships
    Promotion
    Re-post blog content
    Personal updates
    Crowdsourcing
    Group communication
    Microblogging events
    Pitching journalists
  • Twitter Best Practices
    • 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 Practices
    • 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.com
    wefollow.com
    twibs.com
    trackingtwitter.com
    search.twitter.com
    Find Business Tweeple
  • Next Steps
  • Next Steps
    Considerations:
    Who needs to “buy in” to get it started?
    Who will “own” it?
    At what level will you engage? Corporate vs product
    How will you work with community relations, monitoring, responding?
    How much should you spend?
  • Next Steps
    Listen First Set Goals Make a Plan
    Get Help
  • Contact:
    Lee Odden, CEO
    TopRankMarketing.com
    Twitter: @leeodden
    lee@toprankmarketing.com
    1-877-872-6628
    Thank you
    TopRankBlog.com