Social Media Marketing Blueprint<br />Executive Overview<br />Ytzik Aranov<br />Consulting Advisor<br />Social2B<br />Febr...
Table of Contents<br />What is the Social Web?<br />The New Rules of Social Media Engagement<br />The Social2B Methodology...
What Is The Social Web<br />An online place where people with a common interest can gather to share thoughts, comments and...
Doing Social Media Right… Then, numbers and opportunity<br />346,000,000	number of people globally who read blogs<br />700...
Leveraging Social Media Marketing<br />Brand Building<br />Lead Generation<br />Research and Development<br />Product or S...
Social Media ROI: how do you measure it and compare it?<br />Traditional Measurement:  <br />Marketing Investment = $30,00...
New Rules of Engagement <br />Old Marketing<br />New Marketing<br />Brand is dialogue<br />Customers determine brand value...
Step 1: Observe the Conversations<br />Blogs and<br />Communities<br />
Step 2: Recruit Community Members<br />Digital Media Marketing<br />Create branded online community experiences and invite...
 New insights
 Engaging dialogues</li></li></ul><li>Step 3: Evaluate Online Conduit Strategies<br />Blogs and News Sites<br />Reputation...
Step 4a: Engage Communities in ConversationTake it to the Consumer: Address needs and inspire viral perpetuation<br />Digi...
Step 4b: Engage Communities in ConversationsTake it to the Influencers: Build content that facilitates a conversation <br ...
lower<br />value<br />higher<br />value<br />Prospects and <br />Customers<br />Customers<br />The Sales and Marketing Fun...
lower<br />value<br />higher<br />value<br />Prospects and <br />Customers<br />Customers<br />The Sales and Marketing Fun...
lower<br />value<br />higher<br />value<br />Prospects and <br />Customers<br />Customers<br />The Sales and Marketing Fun...
A Social Media Platform: How Do You Build It?<br />To build an effective Social Media Strategy & Platform that produces qu...
The Social2B Methodology Overview<br />A proven, robust Methodology – core IP has been implemented at a number of firms<br...
Social2B Methodology Overview, cont.<br />A proven, robust Methodology – core IP has been implemented at a number of firms...
The Social2B Methodology<br />The Social Media Strategy Blueprint<br />Ongoing Social Media Management Roadmap<br />
Phase I<br />
Phase II<br />
Phase III<br />
Phase IV<br />
Phase V<br />
Ongoing Social Media  Management<br />
The Social Value Chain (SVC) Lens from Social2B<br /><ul><li>Branding and SMM Methodology employing different strategies f...
Digs deeper into value chain – operations, HR, legal, distribution/channel – and assesses the impact of Social Media on th...
The external world directly impacts each Department
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The Social Value Chain Ytzik Aranov Feb 2010 V2

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The real impact of Social Media and Social Communities lies hidden inside a corporation's Value Chain and in their operational efficiencies. To implement an effective Social Media & Community strategy, Social2B's Social Value Chain Methodology delivers improved Sales, Marketing, Operational, Customer Loyalty and Financial results - throughout the entire Value/Supply Chain.

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The Social Value Chain Ytzik Aranov Feb 2010 V2

  1. 1. Social Media Marketing Blueprint<br />Executive Overview<br />Ytzik Aranov<br />Consulting Advisor<br />Social2B<br />February 2010<br />
  2. 2. Table of Contents<br />What is the Social Web?<br />The New Rules of Social Media Engagement<br />The Social2B Methodology<br />Social2B Value Chain Strategy<br />Q&A<br />
  3. 3. What Is The Social Web<br />An online place where people with a common interest can gather to share thoughts, comments and opinions<br />A new world of unpaid <br /> media created by <br /> individuals or <br /> enterprises on the web<br />
  4. 4. Doing Social Media Right… Then, numbers and opportunity<br />346,000,000 number of people globally who read blogs<br />700,000,000 number of photos added to Facebook monthly<br />273.1 minutestime on average spent watching online video each month<br />55% internet users who have uploaded and shared photos<br />57% internet users who have joined a social network<br />93% Americans online expect companies to have a social media <br /> presence<br />
  5. 5. Leveraging Social Media Marketing<br />Brand Building<br />Lead Generation<br />Research and Development<br />Product or Service Launch (Media)<br />Customer Retention<br />Partner and Channel Communications<br />Thought Leadership<br />Internal Communications<br />Media Relations<br />Crisis Management<br />
  6. 6. Social Media ROI: how do you measure it and compare it?<br />Traditional Measurement: <br />Marketing Investment = $30,000<br /># of Leads Generated = 1000<br />Cost per Lead = $30<br />Social Media Measurement: <br />Blog Comments + Conversation + LinkedIn x Twitter = Success (quantitative) +<br />Loyalty + Increased Sales + Decreased Returns <br />
  7. 7. New Rules of Engagement <br />Old Marketing<br />New Marketing<br />Brand is dialogue<br />Customers determine brand value<br />Group customers by behavior<br />Enterprise + user-generated content<br />Virality based on content<br />Amazon: user reviews<br />Publishers build relationships<br />Bottom-up strategy<br />Information on demand<br />Invest for growth – Measurable ROI<br />One-way communication<br />Brand recall is holy grail<br />Group customers by demographics<br />Content controlled by marketers<br />Virality driven by flash<br />Michelin Guide: expert reviews<br />Publishers control channels<br />Top-down strategy<br />Information hierarchy<br />Emphasis on cost – CPM<br />
  8. 8. Step 1: Observe the Conversations<br />Blogs and<br />Communities<br />
  9. 9. Step 2: Recruit Community Members<br />Digital Media Marketing<br />Create branded online community experiences and invite others to come to them<br />Digital Media Relations<br />Engage in and influence conversations<br /><ul><li> Value-added content
  10. 10. New insights
  11. 11. Engaging dialogues</li></li></ul><li>Step 3: Evaluate Online Conduit Strategies<br />Blogs and News Sites<br />Reputation<br />Aggregators<br />Social Networks<br />E-Communities<br />
  12. 12. Step 4a: Engage Communities in ConversationTake it to the Consumer: Address needs and inspire viral perpetuation<br />Digital Media Marketing<br />XML, Embed Code, Viral<br />distribution<br />
  13. 13. Step 4b: Engage Communities in ConversationsTake it to the Influencers: Build content that facilitates a conversation <br />Digital Media Relations<br />discussion<br />
  14. 14. lower<br />value<br />higher<br />value<br />Prospects and <br />Customers<br />Customers<br />The Sales and Marketing Funnel – Traditional<br />Prospect<br />Awareness<br />TV<br />Radio<br />Newspaper<br />Magazines<br />Outdoor<br />Cinema<br />Events<br />Interest<br />Consideration<br />Preference<br />Direct & digital<br />media<br />Traditional ad &<br />branding media<br />Purchase<br />Upsell<br />Direct Mail<br />Email<br />Search & Web<br />Social Media<br />Web 2.0<br />Mobile/SMS<br />DRTV<br />DR Print<br />CPC<br />Games<br />Cross Sell<br />Loyalty<br />
  15. 15. lower<br />value<br />higher<br />value<br />Prospects and <br />Customers<br />Customers<br />The Sales and Marketing Funnel - New<br />Prospect<br />Awareness<br />TV<br />Radio<br />Newspaper<br />Magazines<br />Outdoor<br />Cinema<br />Events<br />Interest<br />Consideration<br />Preference<br />Direct & digital<br />media<br />Traditional ad &<br />branding media<br />Purchase<br />Upsell<br />Direct Mail<br />Email<br />Search & Web<br />Social Media<br />Web 2.0<br />Mobile/SMS<br />DRTV<br />DR Print<br />CPC<br />Games<br />Cross Sell<br />Loyalty<br />
  16. 16. lower<br />value<br />higher<br />value<br />Prospects and <br />Customers<br />Customers<br />The Sales and Marketing Funnel – New Integrated Funnel<br />Prospect<br />TV<br />Radio<br />Newspaper<br />Magazines<br />Outdoor<br />Cinema<br />Events<br />Email <br /> $ <br />eRFP request<br />Pass<br />link <br />Research a product<br />Direct & digital<br />media<br />Traditional ad &<br />branding media<br />Info request <br />Click <br />email <br />Transact<br />M <br />commerce <br />Interact with ad <br /> $ <br />Rate a<br />Product <br />Direct Mail<br />Email<br />Search & Web<br />Social Media<br />Web 2.0<br />Mobile/SMS<br />DRTV<br />DR Print<br />CPC<br />Games<br />Select Partner<br />Register account <br />View Facebook<br />Search brand<br />Qualify Lead<br />Write a review<br />Social bookmark<br />Register account <br />Nurture lead<br />Close lead<br />Blog <br />entry <br />View ad <br />
  17. 17. A Social Media Platform: How Do You Build It?<br />To build an effective Social Media Strategy & Platform that produces quantifiable results impacting, Sales, Operations & Performance, you need a:<br />Social Media Strategy Blueprint <br />Industrial-grade Social Media Platform<br />Roadmap to manage the ongoing Social Media Landscape<br />
  18. 18. The Social2B Methodology Overview<br />A proven, robust Methodology – core IP has been implemented at a number of firms<br />Track record of successes & measurable results<br />NOT a lengthy “analysis-build-implement” approach<br />Fast-track Component Rollout, then allow the community to fine-tune<br />Relevant Content is again, King<br />Proactive & Responsive Listening to the Community<br />
  19. 19. Social2B Methodology Overview, cont.<br />A proven, robust Methodology – core IP has been implemented at a number of firms<br />Track record of successes & measurable results<br />NOT a lengthy “analysis-build-implement” approach<br />Fast-track Component Rollout, then allow the community to fine-tune<br />Relevant Content is again, King<br />Proactive & Responsive Listening to the Community<br />
  20. 20. The Social2B Methodology<br />The Social Media Strategy Blueprint<br />Ongoing Social Media Management Roadmap<br />
  21. 21. Phase I<br />
  22. 22. Phase II<br />
  23. 23. Phase III<br />
  24. 24. Phase IV<br />
  25. 25. Phase V<br />
  26. 26. Ongoing Social Media Management<br />
  27. 27. The Social Value Chain (SVC) Lens from Social2B<br /><ul><li>Branding and SMM Methodology employing different strategies for different social networks
  28. 28. Digs deeper into value chain – operations, HR, legal, distribution/channel – and assesses the impact of Social Media on the overall enterprise</li></li></ul><li>The Social2B Social Value Chain<br /><ul><li>Every Department in the Company has a Social Value Chain Index
  29. 29. The external world directly impacts each Department
  30. 30. Every Business Processes has a Social Media impact
  31. 31. Cross-Departmental inter-dependencies exist
  32. 32. Social Media by Department finds its Community organically
  33. 33. New strategic alliances (internal & external) and improved Operations occur based on efficient Social Communities interacting</li></li></ul><li>Social2B Social Value Chain - Analysis<br /><ul><li>Proprietary Social2B Social Value Chain Analysis
  34. 34. Map Operational Department to their respective Social Communities
  35. 35. Establish Social Community Value Chain Index
  36. 36. Project Value Chain increase of Social Community
  37. 37. Map cross-Departmental Social value
  38. 38. Implement internal, external & B2B Social linkages</li></ul>28<br />
  39. 39. Contact<br />YtzikAranov<br />Consulting Advisor<br />Social2B<br />212.658.9744 (Direct)646.808.6045 (Mobile) 646.619.4405 (V-Fax)<br />ytzik@aranov.com<br />

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