Developing a Social Media Strategy     That Makes Sense!     12 Steps to Social Media Success      The MarketingSavant Gro...
About      Dana VanDen Heuvel                                             Dana VanDen Heuvel is an award-winning marketing...
On Today’s Agenda      • Is social media really a big deal? (Why should you        care about social media?)      • Yes, i...
Social Media Starter Kit  Free Download  www.marketingsavant.com/bizexpo2011                                        www.ma...
SAVE THE DATE  JUNE 2, 2011  ST. NORBERT COLLEGE, BEMIS CENTER  SOCIAL MEDIA ROCKSTAR II                                  ...
6 C’s of Social Media      1) Content      2) Commerce      3) Community      4) Context      5) Customization      6) Con...
Source: What the F**k is Social Media http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-later   www.m...
Social Media is the #1      Activity on the Internet!                              via: WWW.VIRTU-ASSIST.COM              ...
93% OF SOCIAL MEDIA USERS BELIEVE A   COMPANY SHOULD HAVE A PRESENCE IN   SOCIAL MEDIA.                              Cone,...
Source: What the F**k is Social Media                                                                                    w...
Where Buyers Go First                                                 www.marketingsavant.comThe MarketingSavant Group   S...
Most Common      Social Media Tactics (B2B)                                                      www.marketingsavant.comTh...
Source: What the F**k is Social Media     http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-later    ...
Connecting Content      with Consumers    Source: Ogilvy                            www.marketingsavant.comThe MarketingSa...
www.marketingsavant.comThe MarketingSavant Group              888.989.7771
Don’t Commit Random Acts of      Social Media Marketing!                                    www.marketingsavant.comThe Mar...
Take the Long View      • Most businesses are quick to test tactics, but        aren’t taking a larger strategic view     ...
The Social Media Channels                                                BLOGS                      EVENTS and            ...
World-Class Social Media      Users Match the Customer’s      Buying Phase to Social      Media Channels                  ...
Social Media + Path to Purchase                             But…what should                               we do next?     ...
Define the Social Media Plan      1. Outline Your            7. Enterprise Social         Objectives                  Medi...
Social Media Strategy      1) WHY? Why are you interested in social media?      2) Why do you want a social media plan for...
Social Media Objectives      • How to we plan to measure the success of our social        media efforts? (Qualitative and ...
Common Social Media Objectives      •    Research and Learning      •    Lead generation      •    E-commerce sales      •...
Write the Strategy      • Objective: Develop a clear strategy statement        for your plan.      • Activity: Define the ...
Toolkit                                                                Blogs (73 of them)                                ...
Social Media Marketer      Indium Corporation   • 25% reduction in     marketing spend   • Major account wins   • Entire o...
Define the Social Media Plan      1. Outline Your            7. Enterprise Social         Objectives                  Medi...
Balance Risk &Reward                            www.marketingsavant.comThe MarketingSavant Group              888.989.7771
WHAT’S YOUR SOCIAL MEDIA                            GORILLA?                                           www.marketingsavant...
Top 10 Social Media Barriers   1.  Lack of internal resources/time   2.  Lack of knowledge/expertise   3.  Not convinced a...
Social & Thought Leadership Toolkit                                                         Blog                         ...
Define the Social Media Plan      1. Outline Your            7. Enterprise Social         Objectives                  Medi...
Define the Audience      • Objective: Define the behavioral        characteristics of the target audience for your        ...
Buyer Personas bring focus                                    www.marketingsavant.comThe MarketingSavant Group            ...
Conversations start at the bottom                                     Curators                  • Edit a wiki – <1%*      ...
Define the Social Media Plan      1. Outline Your            7. Enterprise Social         Objectives                  Medi...
Social Media      + Thought Leadership = Publisher       • Like it or not, you are a publisher, and you need to         st...
Clemson has a well-                            defined social media                            content strategy           ...
Content can be more complicated than      we want to accept or believe.           •   Audit           •   Analyze         ...
How does this work?                                                                      Content                          ...
Most Companies Under-leverage Assets      for Search, Marketing, Education                       5% of Assets         Dema...
100% Asset Utilization Elevates      Your Brand                     100% of Assets        Demand          Thousands of pro...
Types of Assets – More Than You Think?              Example: Technology Company’s Assets  Example: Technology         14 B...
Define the Social Media Plan      1. Outline Your            7. Enterprise Social         Objectives                  Medi...
Social Media Integration      • Objective: How will your social media strategy        support and enhance your existing   ...
Social Media Channels                                                                        PERSONAL SOCIAL              ...
Define the Social Media Plan      1. Outline Your            7. Enterprise Social         Objectives                  Medi...
Culture Change & Adaptation      • Objective: a. How will you get your        organization to embrace your social media   ...
Social Media Requires      Change Management      • Urgency!      • Guidance & governance      • Vision      • Communicati...
Define the Social Media Plan      1. Outline Your            7. Enterprise Social         Objectives                  Medi...
The Social Enterprise                              www.marketingsavant.comThe MarketingSavant Group                888.989...
Social Media Touches      All Departments      •    Business Development                             •   Management Inform...
Define the Social Media Plan      1. Outline Your            7. Enterprise Social         Objectives                  Medi...
Why have a social media      & blog policies      • New media channels and internet services have changed the        way w...
De Paul                            Social Media Policy                                       www.marketingsavant.comThe Ma...
A social media policy should…          "The true goal of every type of social media or web          policy should be to ma...
A good social media policy will…        • Educate as well as guide        • Provide instructive input to equip          pe...
Listen to the Conversation      • Be transparent. Be open and        honest in all communication.      • Be ethical. Live ...
Sample Policies:        •    Be trained        •    Provide unique perspectives        •    Post meaningful content       ...
MarketingSavant MindMaps – Social Media Policy Roles   www.marketingsavant.com – 888.989.7771                             ...
Define the Social Media Plan      1. Outline Your            7. Enterprise Social         Objectives                  Medi...
Exercise: Choose Channels      • Based on the identified business objectives and        audience characteristics, prioriti...
The Social Media Channels                                                 BLOGS                       EVENTS and          ...
Hub and Outpost                            social media                            architecture                           ...
Social Media Isn’t Just a Set of Tools…                                Blogs                                Widgets     ...
Most Common      Social Media Tactics (B2B)                                                      www.marketingsavant.comTh...
Define the Tactics      • Objective: Develop a clear tactical outline for        your plan.      • Activity: Define the co...
Social Media Tactics      •    Answer common customer questions                                •   Offer discounts, coupon...
Texas Instruments: B2B Video                            • Texas Instruments “Thank                              an Enginee...
Thank an Engineer!      What They Expected      Our objectives were to show design          What Else Happened?      engin...
Define the Social Media Plan      1. Outline Your            7. Enterprise Social         Objectives                  Medi...
Capacity and Commitment      • Objective: Who will implement your organization’s social        media strategy?         – C...
Time Commitment                            www.marketingsavant.comThe MarketingSavant Group              888.989.7771
It Can Also Be                            Distracting…                            • Why you must have a                   ...
Define the Social Media Plan      1. Outline Your            7. Enterprise Social         Objectives                  Medi...
The Blogging Process                             www.marketingsavant.comThe MarketingSavant Group               888.989.7771
Marketing Map                            www.marketingsavant.comThe MarketingSavant Group              888.989.7771
Define the Social Media Plan      1. Outline Your            7. Enterprise Social         Objectives                  Medi...
Measurement Basis/ROI      • Objective: Develop a clear baseline against        which and ROI will be determined.      • A...
Social Measures      •    Participation      •    Sales      •    Registrations      •    Referrals      •    Links (the c...
PARTICIPATION         The Global Social Media Check-up, Burson-Marsteller, 2010                                           ...
Social Media Dashboard         SOCIAL MEDIA IMPACT              Source: Oliver Blanchard              “The Basics of Socia...
www.marketingsavant.comThe MarketingSavant Group              888.989.7771
Exercise: Define the Metrics      • Define the metrics for each of the selected        social media channels.      • Tie t...
Define the Social Media Plan      1. Outline Your            7. Enterprise Social         Objectives                  Medi...
Take Lessons from Leading Brands      •    Deputize people throughout the organization      •    Understand each channel’s...
Social Media Starter Kit  Free Download  www.marketingsavant.com/bizexpo2011                                        www.ma...
SAVE THE DATE  JUNE 2, 2011  ST. NORBERT COLLEGE, BEMIS CENTER  SOCIAL MEDIA ROCKSTAR II                                  ...
Developing a Social Media Strategy     That Makes Sense!     12 Steps to Social Media Success      The MarketingSavant Gro...
Green Bay Business Expo 2011 - 12 Steps of Social Media Strategy
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Green Bay Business Expo 2011 - 12 Steps of Social Media Strategy

  1. 1. Developing a Social Media Strategy That Makes Sense! 12 Steps to Social Media Success The MarketingSavant Group www.marketingsavant.com 888.989.7771 dana@marketingsavant.com www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  2. 2. About Dana VanDen Heuvel Dana VanDen Heuvel is an award-winning marketing blogger, author of the American Marketing Associations Marketech Guide to Marketing Technology and the MySpace, YourSpace, TheirSpace Guide to Social Network Marketing and the creator of the AMAs TechnoMarketing training series. Dana is a widely recognized expert on blogging, podcasting, RSS, Internet communities and interactive marketing trends and best practices and speaks regularly on these topics at industry events. Dana founded BlogSavant, one of the nations first weblog and social media marketing consultancies and currently runs The MarketingSavant™ Group, a marketing technology consulting and training firm that helps marketers leverage emerging marketing technology to reach and keep customers. Learn more from Danas blog at www.marketingsavant.com. The MarketingSavant Group is a specialist company that focuses on transforming our clients into the preeminent thought leaders and trusted advisors in their industry. Through our thought leadership marketing approach and deep experience in digital and social media marketing we do extraordinary work for B2B clients to move your entire organization beyond the competitive realm and into the unique niche of industry thought leader. We focus on genuine organizational transformation through marketing, innovation, intellectual capital development and not on producing a campaign that’s merely a quickly forgotten flavor-of-the-month tool. We formed MarketingSavant to work with ethical, intellectual, innovative and challenging clients in the Business- to-Business market sector. Our approach and our philosophy are to always put altruism before capitalism. We do well by doing good, and we like to work with clients who share our philosophy. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  3. 3. On Today’s Agenda • Is social media really a big deal? (Why should you care about social media?) • Yes, it’s a really big deal • Social media helps your customers buy your stuff • How to use social media to get them to buy more of your stuff • Getting serious and thinking strategically • Now what? • ** Free Stuff ** www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  4. 4. Social Media Starter Kit Free Download www.marketingsavant.com/bizexpo2011 www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  5. 5. SAVE THE DATE JUNE 2, 2011 ST. NORBERT COLLEGE, BEMIS CENTER SOCIAL MEDIA ROCKSTAR II www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  6. 6. 6 C’s of Social Media 1) Content 2) Commerce 3) Community 4) Context 5) Customization 6) Conversation Via: Joseph Jaffe from his book, Join the Conversation (October 2007, Wiley) www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  7. 7. Source: What the F**k is Social Media http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-later www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  8. 8. Social Media is the #1 Activity on the Internet! via: WWW.VIRTU-ASSIST.COM www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  9. 9. 93% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD HAVE A PRESENCE IN SOCIAL MEDIA. Cone, Business in Social Media Study, September 2008 85% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD GO FURTHER THAN JUST HAVING A PRESENCE ON SOCIAL SITES & SHOULD ALSO INTERACT WITH ITS CUSTOMERS. Cone, Business in Social Media Study, September 2008 www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  10. 10. Source: What the F**k is Social Media www.marketingsavant.com http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-laterThe MarketingSavant Group 888.989.7771
  11. 11. Where Buyers Go First www.marketingsavant.comThe MarketingSavant Group Source: Rain Today 888.989.7771
  12. 12. Most Common Social Media Tactics (B2B) www.marketingsavant.comThe MarketingSavant Group Source: MarketingSherpa 888.989.7771
  13. 13. Source: What the F**k is Social Media http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-later www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  14. 14. Connecting Content with Consumers Source: Ogilvy www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  15. 15. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  16. 16. Don’t Commit Random Acts of Social Media Marketing! www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  17. 17. Take the Long View • Most businesses are quick to test tactics, but aren’t taking a larger strategic view • So…most are doomed to underperform • Or worse: CNET estimated that 50% of social media campaigns launched by Fortune 100 companies this year will fail www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  18. 18. The Social Media Channels BLOGS EVENTS and Social Content CALENDARS MICROBLOGS VIDEOS EMAIL PHOTOS AUDIO (BACN) (PODCAST) STATUS UPDATES WIKIS SMS and TEXT WHITE-LABEL BRANDED SOCIAL SOCIAL NETWORKS NETWORKS Social Interactions Social Platforms Social media is created and shared within social platforms: status updates and similar interactions drive participation by increasing visibility of use. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  19. 19. World-Class Social Media Users Match the Customer’s Buying Phase to Social Media Channels www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  20. 20. Social Media + Path to Purchase But…what should we do next? Source: Ogilvy www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  21. 21. Define the Social Media Plan 1. Outline Your 7. Enterprise Social Objectives Media Assessment 2. Risk Profile 8. Policy / Protocols 3. Define Your 9. Choose Social Audience(s) Channels (Tools & 4. Social Media Content Tactics) 5. Determine Integration 10. Capacity and Points Commitment 6. Culture Change and 11. Social Media Systems Adaptation? 12. Measurement www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  22. 22. Social Media Strategy 1) WHY? Why are you interested in social media? 2) Why do you want a social media plan for the organization? 3) What objectives are we trying to meet? 1) Outcomes that are essential to the project 4) How will we know when we get there? (metrics) 1) Objective or subjective measures 2) Qualitative or quantitative 3) Indication of progress 5) What’s the value of accomplishing your objectives? 1) Demonstrable value 2) Represents actual improvement in the current conditions www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  23. 23. Social Media Objectives • How to we plan to measure the success of our social media efforts? (Qualitative and quantitative metrics) • What other benefits can you derive, such as creating a community with suppliers, vendors, and partners? • What do we expect people to do with the social media tools that we roll out? • What are our data do gathering objectives? (email, address, downloads only) • Are we ok with not seeing an immediate and direct return on are social media investment? • What are our short term and long term investment expectations? www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  24. 24. Common Social Media Objectives • Research and Learning • Lead generation • E-commerce sales • Store traffic • Increase Brand or Issue Awareness • Reputation management • Get your fans to talk about you (word of mouth) • Content Generation and Issues Awareness • Increased Relevant Visitor Traffic and Page Rankings • Take Action (sign petition, send email, leave comment, etc) www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  25. 25. Write the Strategy • Objective: Develop a clear strategy statement for your plan. • Activity: Define the core plan elements. • Outcome: Be clear about what the plan entails and the expected outcome. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  26. 26. Toolkit Blogs (73 of them) Video RSS feeds LinkedIn Twitter Flickr Indium employs social media to generate leads for electronic assembly components www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  27. 27. Social Media Marketer Indium Corporation • 25% reduction in marketing spend • Major account wins • Entire organization involved in the ‘community’ • “Thought Leadership Status” in their industry www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  28. 28. Define the Social Media Plan 1. Outline Your 7. Enterprise Social Objectives Media Assessment 2. Risk Profile 8. Policy / Protocols 3. Define Your 9. Choose Social Audience(s) Channels (Tools & 4. Social Media Content Tactics) 5. Determine Integration 10. Capacity and Points Commitment 6. Culture Change and 11. Social Media Systems Adaptation? 12. Measurement www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  29. 29. Balance Risk &Reward www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  30. 30. WHAT’S YOUR SOCIAL MEDIA GORILLA? www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  31. 31. Top 10 Social Media Barriers 1. Lack of internal resources/time 2. Lack of knowledge/expertise 3. Not convinced about the value/ROI 4. Lack of clear guidelines/policies 5. Lack of awareness of social media within company 6. Lack of budget 7. Social media not appropriate for company/brand 8. Fear negative reaction from customers 9. Lack of global reach/scale 10. Lack of appropriate agency partner www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  32. 32. Social & Thought Leadership Toolkit Blog Twitter (rates) RSS feeds Facebook Business Pulse Survey VOC community center Nicolet uses a blog and social media to educate and connect with their tribe www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  33. 33. Define the Social Media Plan 1. Outline Your 7. Enterprise Social Objectives Media Assessment 2. Risk Profile 8. Policy / Protocols 3. Define Your 9. Choose Social Audience(s) Channels (Tools & 4. Social Media Content Tactics) 5. Determine Integration 10. Capacity and Points Commitment 6. Culture Change and 11. Social Media Systems Adaptation? 12. Measurement www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  34. 34. Define the Audience • Objective: Define the behavioral characteristics of the target audience for your selected organization. • Activity: Review audience demographics. • Activity: Build reliable buyer personas • Outcome: Be clear about the makeup of the audience. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  35. 35. Buyer Personas bring focus www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  36. 36. Conversations start at the bottom Curators • Edit a wiki – <1%* • Moderate a forum – <1% • Write in a blog – 21% Producers • Upload a video – 18% • Write in a discussion forum – 47%* • Rate a product or service – 32%** Commenters • Comment on a blog post – 22%** • Share online video – 37% • Update profile – 35% Sharers • Upload photos – 23% • Watch online video – 59% Watchers • Read blogs – 48% • Download podcasts – 23% Source: Universal McCann Social Media Tracker Wave 3, March 2008 *Source: Wiki data from Wetpaint, forum data from Lithium Technologies **Source: Pew Internet & American Life Project Tracking surveys www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  37. 37. Define the Social Media Plan 1. Outline Your 7. Enterprise Social Objectives Media Assessment 2. Risk Profile 8. Policy / Protocols 3. Define Your 9. Choose Social Audience(s) Channels (Tools & 4. Social Media Content Tactics) 5. Determine Integration 10. Capacity and Points Commitment 6. Culture Change and 11. Social Media Systems Adaptation? 12. Measurement www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  38. 38. Social Media + Thought Leadership = Publisher • Like it or not, you are a publisher, and you need to start acting like one. • Look at your web marketing activities…starting to feel a lot more like publishing. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  39. 39. Clemson has a well- defined social media content strategy www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  40. 40. Content can be more complicated than we want to accept or believe. • Audit • Analyze • Strategize • Categorize • Structure • Create • Review • Approve • Publish • Update • Archive www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  41. 41. How does this work? Content Maintenance Project Content Content Content andProject Foundation Strategy Specifications Creation Completion Marketing www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  42. 42. Most Companies Under-leverage Assets for Search, Marketing, Education 5% of Assets Demand Demographic: 25 to 54 year old male, business professional www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  43. 43. 100% Asset Utilization Elevates Your Brand 100% of Assets Demand Thousands of products (SKUs) & brand messages www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  44. 44. Types of Assets – More Than You Think? Example: Technology Company’s Assets Example: Technology 14 Brand families Company 12,732 Products and services 6 Broad go-to-market themes 42 Industry solutions 6.1MM Web pages 349 Case studies 1,942 Product data sheets 431 White papers 109 Webcasts 31,000 Press articles 219 Events with presence 13 Major sponsorships 432 Active employee blogs 395 Print ads 17 TV spots 421 Major global partners 227 HR initiatives 28 Languages
  45. 45. Define the Social Media Plan 1. Outline Your 7. Enterprise Social Objectives Media Assessment 2. Risk Profile 8. Policy / Protocols 3. Define Your 9. Choose Social Audience(s) Channels (Tools & 4. Social Media Content Tactics) 5. Determine Integration 10. Capacity and Points Commitment 6. Culture Change and 11. Social Media Systems Adaptation? 12. Measurement www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  46. 46. Social Media Integration • Objective: How will your social media strategy support and enhance your existing communication strategy? • Activity: Map Social Media to existing channels and tactics. • Outcome: Be precise about were social media fits in to your overall communication plan. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  47. 47. Social Media Channels PERSONAL SOCIAL NETWORKS EVENTS WHITE-LABEL SOCIAL NETWORKS TV and Radio WIKIS BLOGS Magazines Integrated Social COLLABORATIVE Conversion MICROBLOGS Media TOOLS Campaigns (Engagement) Direct Online Mail SMS PHOTOS Advertising EMAIL AUDIO (BACN) (PODCAST) VIDEO Social media is part of an Integrated Marketing Communication program. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  48. 48. Define the Social Media Plan 1. Outline Your 7. Enterprise Social Objectives Media Assessment 2. Risk Profile 8. Policy / Protocols 3. Define Your 9. Choose Social Audience(s) Channels (Tools & 4. Social Media Content Tactics) 5. Determine Integration 10. Capacity and Points Commitment 6. Culture Change and 11. Social Media Systems Adaptation? 12. Measurement www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  49. 49. Culture Change & Adaptation • Objective: a. How will you get your organization to embrace your social media strategy? – Can you think of any internal champions to drive it forward? – How will you address any fears or concerns? • Activity: Determine any barriers to social media success. • Outcome: Social media acceptance. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  50. 50. Social Media Requires Change Management • Urgency! • Guidance & governance • Vision • Communication • Empowerment & enablement • Campaign wins + competence development • Build institutional processes • Create Social Media Center of Excellence www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  51. 51. Define the Social Media Plan 1. Outline Your 7. Enterprise Social Objectives Media Assessment 2. Risk Profile 8. Policy / Protocols 3. Define Your 9. Choose Social Audience(s) Channels (Tools & 4. Social Media Content Tactics) 5. Determine Integration 10. Capacity and Points Commitment 6. Culture Change and 11. Social Media Systems Adaptation? 12. Measurement www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  52. 52. The Social Enterprise www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  53. 53. Social Media Touches All Departments • Business Development • Management Information Systems – Field of membership – Technology – Member education – Infrastructure (IT) – Youth education – Security • Corporate Communications • Member Contact Center – Media relations – Service – Public relations – Sales – Cause-related marketing – Satisfaction • Human Resources • Member Service – Employee recruitment and retention – Service – Rules and regulations – Sales – Policies – Satisfaction • Legal / Risk Management • Sales – Risk management – Prospect development – Member data integrity – Lead nurturing – Security – Content curation • Marketing • Training – Sales – Employee skill sets and knowledge base – Support of other departments’ objectives (ongoing) – New product/service launches – Regulation training www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  54. 54. Define the Social Media Plan 1. Outline Your 7. Enterprise Social Objectives Media Assessment 2. Risk Profile 8. Policy / Protocols 3. Define Your 9. Choose Social Audience(s) Channels (Tools & 4. Social Media Content Tactics) 5. Determine Integration 10. Capacity and Points Commitment 6. Culture Change and 11. Social Media Systems Adaptation? 12. Measurement www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  55. 55. Why have a social media & blog policies • New media channels and internet services have changed the way we communicate – Personal information at display on blogs, Facebook etc. – The line between the personal and the professional sphere gets blurred. – Corporate information available from lots of sources. – Users spread information about brands, products and companies. • Internet allows viral spread of information – Bad news travel fast. – Good news can also travel fast. – Media and the blogosphere influence each other. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  56. 56. De Paul Social Media Policy www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  57. 57. A social media policy should… "The true goal of every type of social media or web policy should be to make interacting on the social web easier, more comfortable, and safer for your stakeholders." http://associationmarketing.blogspot.com/search/label/social%20media%20policies www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  58. 58. A good social media policy will… • Educate as well as guide • Provide instructive input to equip people with basic new media knowledge • Complement an existing code of conduct • “Educate on”, respect and enforce privacy guidelines • Set constructive boundaries www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  59. 59. Listen to the Conversation • Be transparent. Be open and honest in all communication. • Be ethical. Live by the WOMMA Practical Ethics Toolkit • Be relevant. Share information and perspectives that are valuable to the online community • Personalize and be personable. • Address negative discussion head-on. • Court evangelists & advocates. Even if you’re not ready to join the conversation, it pays to have a sound strategy for dealing with any social media conversation taking place about your brand. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  60. 60. Sample Policies: • Be trained • Provide unique perspectives • Post meaningful content • Be respectful and responsive • Respect confidentiality • Transparency • Follow the Intel Code of Conduct and Privacy Policy (you do have those, right?) http://www.intel.com/sites/sitewide/en_US/social-media.htm www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  61. 61. MarketingSavant MindMaps – Social Media Policy Roles www.marketingsavant.com – 888.989.7771 www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  62. 62. Define the Social Media Plan 1. Outline Your 7. Enterprise Social Objectives Media Assessment 2. Risk Profile 8. Policy / Protocols 3. Define Your 9. Choose Social Audience(s) Channels (Tools & 4. Social Media Content Tactics) 5. Determine Integration 10. Capacity and Points Commitment 6. Culture Change and 11. Social Media Systems Adaptation? 12. Measurement www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  63. 63. Exercise: Choose Channels • Based on the identified business objectives and audience characteristics, prioritize and choose three applicable social channels for your selected organization. • Or… go simple and do the One-One-One approach www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  64. 64. The Social Media Channels BLOGS EVENTS and Social Content CALENDARS MICROBLOGS VIDEOS EMAIL PHOTOS AUDIO (BACN) (PODCAST) STATUS UPDATES WIKIS SMS and TEXT WHITE-LABEL BRANDED SOCIAL SOCIAL NETWORKS NETWORKS Social Interactions Social Platforms The specific social content, spaces, and interactions you choose define the type of experience your audience will have on the Social Web. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  65. 65. Hub and Outpost social media architecture www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  66. 66. Social Media Isn’t Just a Set of Tools…  Blogs  Widgets  Micro Blogs  Online Chat  RSS  Social Networks  Social Bookmarks  Message Boards  Podcasts  Video Sharing Sites  Photo Sharing Sites  Virtual Worlds  Wikis  Local Search (…just to name a few) www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  67. 67. Most Common Social Media Tactics (B2B) www.marketingsavant.comThe MarketingSavant Group Source: MarketingSherpa 888.989.7771
  68. 68. Define the Tactics • Objective: Develop a clear tactical outline for your plan. • Activity: Define the core plan actions. • Outcome: Be clear about how the plan is to be put into action. • (We will complete this exercise in class) www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  69. 69. Social Media Tactics • Answer common customer questions • Offer discounts, coupons or special offers to customers • Share insight and opinion who find you via social media • Pass on interesting links/posts • Offer discounts on conferences for folks who come to • Tweet links showing your company featured on other Web hear you speak sites or mainstream media • Show your human face • Tweet often to keep your brand in customer’s top of mind • Talk about what you’re doing • Share high quality content that is relevant to your customers • Talk about who you are needs • Share information about your organization that customers, • Talk about why you do what you do colleagues and others may be interested to know • To get blog subscribers • Promote competitors when they deserve it • Direct traffic to your site • Tweet links to Slideshare presentations or videos of speaking • Find referrals engagements. • Offer referrals • Promote upcoming speaking engagements • Connect vendors to one another • Mention awards you’ve won or accreditations you’ve earned • Hold contests • Be the one to break the news in your industry • Livetweet events • Highlight employees • Do free market research to see what people want/don’t want • Publish your Twitter handle on all direct mailings, email • Conduct Twitter polls to quiz consumer opinion newsletters, on your Web site and all other marketing channels. Put it everywhere • Learn about what’s working/not working for your competitors • Promote your latest blog posts and newsletters • See how your competitors are interacting with customers • Admit and apologize for flubs to help neutralize the impact • Ask for votes on social media sites (use sparingly) www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  70. 70. Texas Instruments: B2B Video • Texas Instruments “Thank an Engineer campaign” • At the end of March they had: – 176K Conversions – 151K video views – 25K “further actions” people took from the landing page to other areas on ti.com. • People spend an average of 4.21 minutes on the page • TI is confident and happy that people are engaged and watching the videos (and more than one) www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  71. 71. Thank an Engineer! What They Expected Our objectives were to show design What Else Happened? engineers that TI “gets” them and that As far as customers creating their we appreciate their role in bringing today’s innovations to all of us. We also own content- we held a video idea hoped to build brand loyalty. contest. People submitted their ideas for our next videos to our Our measurable goals(conversions) community site (community.ti.com) were: and we had a panel of judges who • View multiple “thank an engineer” rated the top 10 ideas and the video winners got flip video cameras. • Forward video link to a peer or friend We ended up getting about 90 idea • View system block diagrams or other ti.com portal pages submission with very little • Share stories regarding engineering promotion of the campaign. innovations on our community forum. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  72. 72. Define the Social Media Plan 1. Outline Your 7. Enterprise Social Objectives Media Assessment 2. Risk Profile 8. Policy / Protocols 3. Define Your 9. Choose Social Audience(s) Channels (Tools & 4. Social Media Content Tactics) 5. Determine Integration 10. Capacity and Points Commitment 6. Culture Change and 11. Social Media Systems Adaptation? 12. Measurement www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  73. 73. Capacity and Commitment • Objective: Who will implement your organization’s social media strategy? – Can you allocate a minimum of five hours per week to your strategy? – Do you need any outside expertise to help implement your strategy? – (Do they know your intentions?) • Activity: Determine who will do your content updates and social media engagement. • Outcome: Social media point person(s) in the district. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  74. 74. Time Commitment www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  75. 75. It Can Also Be Distracting… • Why you must have a strategy in place • Mobilize your volunteers, donors, advocates and everyone else to help with social media efforts www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  76. 76. Define the Social Media Plan 1. Outline Your 7. Enterprise Social Objectives Media Assessment 2. Risk Profile 8. Policy / Protocols 3. Define Your 9. Choose Social Audience(s) Channels (Tools & 4. Social Media Content Tactics) 5. Determine Integration 10. Capacity and Points Commitment 6. Culture Change and 11. Social Media Systems Adaptation? 12. Measurement www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  77. 77. The Blogging Process www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  78. 78. Marketing Map www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  79. 79. Define the Social Media Plan 1. Outline Your 7. Enterprise Social Objectives Media Assessment 2. Risk Profile 8. Policy / Protocols 3. Define Your 9. Choose Social Audience(s) Channels (Tools & 4. Social Media Content Tactics) 5. Determine Integration 10. Capacity and Points Commitment 6. Culture Change and 11. Social Media Systems Adaptation? 12. Measurement www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  80. 80. Measurement Basis/ROI • Objective: Develop a clear baseline against which and ROI will be determined. • Activity: Define the core metrics. • Outcome: Be able to measure, refine, and produce a defensible ROI. • (We will complete this exercise in class) www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  81. 81. Social Measures • Participation • Sales • Registrations • Referrals • Links (the currency of the social web) • Votes • Reduction in costs and processes • Decrease in customer issues • Lead generation • Conversion • Reduced sale cycles • Inbound activity www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  82. 82. PARTICIPATION The Global Social Media Check-up, Burson-Marsteller, 2010 www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  83. 83. Social Media Dashboard SOCIAL MEDIA IMPACT Source: Oliver Blanchard “The Basics of Social Media ROI” www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  84. 84. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  85. 85. Exercise: Define the Metrics • Define the metrics for each of the selected social media channels. • Tie these metrics to the current metrics for your selected business. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  86. 86. Define the Social Media Plan 1. Outline Your 7. Enterprise Social Objectives Media Assessment 2. Risk Profile 8. Policy / Protocols 3. Define Your 9. Choose Social Audience(s) Channels (Tools & 4. Social Media Content Tactics) 5. Determine Integration 10. Capacity and Points Commitment 6. Culture Change and 11. Social Media Systems Adaptation? 12. Measurement www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  87. 87. Take Lessons from Leading Brands • Deputize people throughout the organization • Understand each channel’s unique engagement • Find champions • Centralize coordination • Be in it for the long haul • Pick channels carefully • Fish where the fish are • Support engagement as an extension of company culture • Encourage employees to use social media to get work done • Make social media part of the job • Modularize and Synchronize across channels (activity streams) Source: Altimeter Group www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  88. 88. Social Media Starter Kit Free Download www.marketingsavant.com/bizexpo2011 www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  89. 89. SAVE THE DATE JUNE 2, 2011 ST. NORBERT COLLEGE, BEMIS CENTER SOCIAL MEDIA ROCKSTAR II www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  90. 90. Developing a Social Media Strategy That Makes Sense! 12 Steps to Social Media Success The MarketingSavant Group www.marketingsavant.com 888.989.7771 dana@marketingsavant.com www.marketingsavant.comThe MarketingSavant Group 888.989.7771
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