The 40 Minute Social Media     Strategy                                   The MarketingSavant Group                       ...
About      Dana VanDen Heuvel                                             Dana VanDen Heuvel is an award-winning marketing...
Social Media Starter Kit  Free Download  www.marketingsavant.com/smrockstar2                                        www.ma...
Source: What the F**k is Social Media http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-later   www.m...
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...
www.marketingsavant.comThe MarketingSavant Group              888.989.7771
Don’t Commit Random Acts of      Social Media Marketing!                                    www.marketingsavant.comThe Mar...
Connecting Content      with Consumers    Source: Ogilvy                            www.marketingsavant.comThe MarketingSa...
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            ...
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      = Setting and Meeting Expectations      1)      WHY? Why are you interested in social media?   ...
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      • Social media is really, really all about the        behavior change we’re seeing in consumers  ...
Social Technographics …Then and Now                                            www.marketingsavant.comThe MarketingSavant ...
Buyer Personas bring focus                                    www.marketingsavant.comThe MarketingSavant Group            ...
Persona Document                            www.marketingsavant.comThe MarketingSavant Group              888.989.7771
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...
Publish on Schedule – “1-7-30-4-2-1”      •    1 = Daily      •    7 = Weekly      •    30 = Monthly      •    4 = Quarter...
So Many Ways to Reimagine Content                                          www.marketingsavant.comThe MarketingSavant Grou...
Incent Social Sharing & Interaction      • ING Cafe in Chicago offered a free cup        of coffee to people who checked i...
Social Web Content Strategy                                    www.marketingsavant.comThe MarketingSavant Group           ...
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...
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...
A social media policy should…          "The true goal of every type of social media or web          policy should be to ma...
Develop a      Social Media First Responder Program      • Be transparent. Be open and        honest in all communication....
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          ...
Social Media Isn’t Just a Set of Tools…                                 Blogs                                 Widgets     ...
Hub and Outpost                            social media                            architecture                           ...
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...
Build Your Team/Skills                               www.marketingsavant.comThe MarketingSavant Group                 888....
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
Argyle Social Media                            http://argylesocial.com                            • Full featured social  ...
HootSuite                            • Manage Facebook and                              Twitter                           ...
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...
Social Media is About ROI!      • The relationship is apparent and significant: socially engaged companies        are in f...
How NOT to Handle Customer Service                 RETURN ON IncompetenceThe MarketingSavant Group                        ...
Handle Customer Service Through      Social Media                    RETURN ON Intervention                               ...
Run Facebook Photo Contests                            RETURN ON Imagery                                                ww...
Make Your Customers Famous                       RETURN ON Interaction                                               www.m...
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...
Smile if you liked it!                              The MarketingSavant Group                               www.marketings...
Social Media Starter Kit  Free Download  www.marketingsavant.com/smrockstar2                                        www.ma...
The 40 Minute Social Media     Strategy                                   The MarketingSavant Group                       ...
About      The MarketingSavant Group      The MarketingSavant Group is a specialist company that focuses on developing our...
The 40-Minute Social Media Strategy with Dana VanDen Heuvel of MarketingSavant
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The 40-Minute Social Media Strategy with Dana VanDen Heuvel of MarketingSavant

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The 40-Minute Social Media Strategy with Dana VanDen Heuvel of MarketingSavant at Social Media Rockstar 2 in De Pere on June 2, 2011

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The 40-Minute Social Media Strategy with Dana VanDen Heuvel of MarketingSavant

  1. 1. The 40 Minute Social Media Strategy 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. Social Media Starter Kit Free Download www.marketingsavant.com/smrockstar2 www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. Where Buyers Go First www.marketingsavant.comThe MarketingSavant Group Source: Rain Today 888.989.7771
  8. 8. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  9. 9. Don’t Commit Random Acts of Social Media Marketing! www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  10. 10. Connecting Content with Consumers Source: Ogilvy www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  11. 11. 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
  12. 12. 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
  13. 13. Social Media + Path to Purchase But…what should we do next? Source: Ogilvy www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  14. 14. 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
  15. 15. Social Media Strategy = Setting and Meeting Expectations 1) WHY? Why are you interested in social media? 2) What do you expect social media (marketing) to do for you? 3) Why do you want a social media plan for the organization? 4) What objectives are we trying to meet? 1) Outcomes that are essential to the project 5) How will we know when we get there? (metrics) 1) Objective or subjective measures 2) Qualitative or quantitative 3) Indication of progress 6) 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. 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
  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. Balance Risk &Reward www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  23. 23. WHAT’S YOUR SOCIAL MEDIA GORILLA? www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. Define the Audience • Social media is really, really all about the behavior change we’re seeing in consumers • 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
  28. 28. Social Technographics …Then and Now www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  29. 29. Buyer Personas bring focus www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  30. 30. Persona Document www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  31. 31. 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
  32. 32. 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
  33. 33. Publish on Schedule – “1-7-30-4-2-1” • 1 = Daily • 7 = Weekly • 30 = Monthly • 4 = Quarterly • 2 = Bi-Annual • 1 = Annual Source: FusionSpark Media www.marketingsavant.comThe MarketingSavant Group http://www.fusionspark.com/blog/2009/10/13/content-marketing-secrets-part-iii-easy-as-1-7-30-4-2-1/ 888.989.7771
  34. 34. So Many Ways to Reimagine Content www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  35. 35. Incent Social Sharing & Interaction • ING Cafe in Chicago offered a free cup of coffee to people who checked in somewhere nearby their venue. • This got customers in their door who may not have known about ING Cafe or simply hadn’t planned to go there. • Kraft’s new MiO product, a water enhancer, gave away free full-sized samples from their Facebook page. • Chipotle gave away a free burrito to people in return for watching a promotional video. • Simply put, offering consumer freebies has been wildly successful in recent social campaigns. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  36. 36. Social Web Content Strategy 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 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
  39. 39. 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
  40. 40. 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
  41. 41. 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
  42. 42. 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
  43. 43. 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
  44. 44. 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
  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. 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
  47. 47. 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
  48. 48. Develop a Social Media First Responder Program • 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
  49. 49. 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
  50. 50. 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
  51. 51. 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
  52. 52. 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
  53. 53. Hub and Outpost social media architecture www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  54. 54. Most Common Social Media Tactics (B2B) www.marketingsavant.comThe MarketingSavant Group Source: MarketingSherpa 888.989.7771
  55. 55. 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
  56. 56. 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
  57. 57. 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
  58. 58. 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
  59. 59. 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
  60. 60. 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 organization. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  61. 61. Build Your Team/Skills www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  62. 62. Time Commitment www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  63. 63. 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
  64. 64. 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
  65. 65. The Blogging Process www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  66. 66. Argyle Social Media http://argylesocial.com • Full featured social media management suite • All about metrics & tracking • Social campaign tracking • Facebook and Twitter search alerts coming up • Can’t post photos to FB • $149/mo www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  67. 67. HootSuite • Manage Facebook and Twitter • Team social media assignments • Now handles “admin as page” in Facebook • Used by hundreds of brands • www.hootsuite.com • Free to $$$ www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  68. 68. Marketing Map www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  69. 69. 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
  70. 70. 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. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  71. 71. 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
  72. 72. PARTICIPATION The Global Social Media Check-up, Burson-Marsteller, 2010 www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  73. 73. Social Media Dashboard SOCIAL MEDIA IMPACT Source: Oliver Blanchard “The Basics of Social Media ROI” www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  74. 74. Social Media is About ROI! • The relationship is apparent and significant: socially engaged companies are in fact more financially successful. So now we know it pays to be social, but it is important to note that by “social,” we’re talking about deep engagement, not merely having a presence. (Altimiter ENGAGEMENTdb study) www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  75. 75. How NOT to Handle Customer Service RETURN ON IncompetenceThe MarketingSavant Group www.marketingsavant.com 888.989.7771
  76. 76. Handle Customer Service Through Social Media RETURN ON Intervention www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  77. 77. Run Facebook Photo Contests RETURN ON Imagery www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  78. 78. Make Your Customers Famous RETURN ON Interaction 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. 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
  81. 81. Smile if you liked it! The MarketingSavant Group www.marketingsavant.com 888.989.7771 dana@marketingsavant.com www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  82. 82. Social Media Starter Kit Free Download www.marketingsavant.com/smrockstar2 www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  83. 83. The 40 Minute Social Media Strategy The MarketingSavant Group www.marketingsavant.com 888.989.7771 dana@marketingsavant.com www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  84. 84. About The MarketingSavant Group The MarketingSavant Group is a specialist company that focuses on developing 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. MarketingSavant helps clients leverage thought leadership and social media marketing through precise strategy development, targeted user-centric research, expert resource engagement for content creating and distribution, all using our proprietary Thought Leadership Marketing methodology. Like the thought leading clients we work with and in the spirit of the social media tools we employ, MarketingSavant is a transparent, honest, professional, credible, driven, responsive, hard working, open-minded, and results-oriented team that serves our clients with the utmost integrity and respect and treat their business and success as our own. Our value-forward approach means that our first priority is delivering wisdom to our clients and prospects to make us all better marketers and servants to the customers who trust us. 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. MarketingSavant’s offerings range from thought leadership strategy development, training and workshops, campaign management, customer community development and anything else that helps to position you as the preeminent thought leader in your industry. Contact us if you’re interested in become your industry’s thought leader! www.marketingsavant.comThe MarketingSavant Group 888.989.7771
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