Real Social Media Marketing: Moving From Buzz To Benefits


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Using Social Media to help drive real success for a non-profit is more than just blogging occasionally, setting up the Twitter account and the Facebook group. But, on the other hand, you also don't have to turn your entire Web strategy into a real-time content feed in order to benefit either. Learning how to balance the buzz and benefits is an extraordinarily important challenge for marketing in 2010. Michael and I are looking forward to seeing you all on Saturday. And, we're hopeful that the 90 Day plan included in this deck is helpful for guiding your Social Media Marketing Process,

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  • Thanks so much….
  • Using a complete set of data that the Clickstream can provide – and using it in concert with other data that we’re storing – is the true way to start to get beyond page level, aggregate – security camera like views of our customers… We can better understand the WHO, the WHY and most importantly the complete view of our customers AFTER they buy something from us… Thank you so much for your time and attention – and I do hope this was helpful for you…
  • Real Social Media Marketing: Moving From Buzz To Benefits

    1. 1. Real Social Media Marketing – Beyond the buzz and into reality!
    2. 2. #10NTC #SocialMediaReality @Robert_Rose @imagistic [email_address] [email_address] First, let’s connect…..
    3. 3. Trying to reach her? 80 million millennials born 1982+ They’re almost 30!! Shock! They outnumber The Boomer Generation by 20% 70% use social networking sites 73% have a Facebook profile 62% get their news online We Assume You Know This A Game Changer… Source: US Census, Source: Pew Internet And American Life Project 2/3/2010
    4. 4. And… So does your mom… 67% of Boomers visit SM Sites 34% respond to content online 25% are members of social networks Source: Forrester Research 2/20/2009 We Assume You Know This A Game Changer…
    5. 5. 87% of executives report using Social Media Apps to interface with customers. 6 out of the 10 top Web sites are social (YouTube,, Facebook, Hi5, Wikipedia, Orkut). None of these on the list in 2005. If Facebook were a country, it would be the 4 th largest behind China, India and US…. And of course it’s big business… Source: Source: Datamonitor (6 out of 10 Web sites)
    6. 6. Advertising Traditional Lead Generation Brand Awareness… SEO CRM Social Media is like butter. Alone it’s not very tasty – but it can make all things marketing and communications better… Social Media Marketing Is Not….
    7. 7. It’s where conversations happen. So. The real question is…. Social Media Is Not A Conversation!
    8. 8. AGENDA: The 3’s… - 3 Myths - 3 Case Studies - 3 Months to Success Let’s talk about success…. Most importantly… Let’s talk… After all… this is social media. What’s My Plan…. How Do I Make It Real?
    9. 9. Always… Transparent Inclusive Engaging Sincere Truthful Positive…. MYTH #1: Social Media Is….
    10. 10. Just a conversation…. It can be just as Duplicitous Evil Close-minded Argumentative Stupid Negative… As any other conversation…. REALITY: Social Media Is…
    11. 11. REALITY: Nestle Vs. Greenpeace
    12. 12. There is no one way to do social media marketing. Just as there’s not one way to have a conversation MYTH: Social Media… You’re Doing It Wrong
    13. 13. Reality: There is no “wrong” 119,000 Followers 18,000 Following Generosity: 67% Engagement: 2.7% 130,000 Followers 115,000 Following Generosity: 13% Engagement: 28% Stats: Twitalizer 4/2/10 VS
    14. 14. MYTH: Social Media Replaces Marketing The Constituent Pyramid Outreach Followers Supporters Organizers Leaders Most important shift
    15. 15. You don’t have to be big to get value EHTP: Small non-profit Won first round of Chase Community Giving Small Team – blog, social networks, content & sweat Now 800+ Facebook Fans and growing and $65,000 richer Because of focused social media marketing
    16. 16. You don’t have to have a “transparent” brand Social Media Marketing for Dwight Yoakam Publishing platform – micro-appearances (instead of Tonight Show). Use Social Networks to build a community. To “stay-in-touch” with the fan base Crowdsourcing – material
    17. 17. It doesn’t have to be “all” encompassing Wal-mart uses eleven-moms To just provide a community For moms. Started organically - just Moms talking about products. Wal-mart embraced and Helped them launch…
    18. 18. 3 Months – The Plan To Success A. LISTENING… The most important first step in any conversation B. Objective/Goal (Awareness? Donations? Loyalty?) C. Understand Your Customer (Social Graphics – where are they?) D. Your Internal Structure – (Distributed, Central, Coordinated) E. Define Your Process (who listens, who speaks) F. Define Your Roles (social process, community manager) G. Then…. Tools…. H. Rollout…. Measure… Iterate….
    19. 19. Thank you…. Now stay tuned for your regularly scheduled action plan…. The next slides outline your 90 Day Plan for Social Media Marketing
    20. 20. Thank you…. How was This session? #131 Call In Text Online Call 404.939.4909 Enter Code 131 Text 131 to 69866 Visit Enter Code 131 Session feedback powered by: Tell Us and You Could Win a Free 2011 NTC Registration!
    21. 21. Thanks…. “ <ul><li>The 90 Day Social Media Marketing Implementation Plan </li></ul><ul><li>Robert Rose & Michael Weiss </li></ul><ul><li>@Robert_Rose & @imagistic </li></ul><ul><li>The Pre or Post work – (okay so it’s not really 90 Days) </li></ul><ul><li>Step 1 – Seek First To Understand And Then Be Understood. The Listening Step </li></ul><ul><li>Step 2 – Planning – Developing The Process </li></ul><ul><li>Step 3 – Tools – Now Think About Tools </li></ul><ul><li>Step 4 – Measure Twice/Cut Once – Preparation </li></ul><ul><li>Step 5 – Execute The Plan (Acquire the tool, design and first content) </li></ul><ul><li>Step 6 – Launch </li></ul><ul><li>Step 7 – Iterate, Optimize & Measure </li></ul>
    22. 22. Thanks…. “ <ul><li>The Pre or Post Work – (okay so it’s not really 90 Days) (Days 1-30 or Days 91-120) </li></ul><ul><li>A. PROTECT YOUR INTELLECTUAL PROPERTY AND BRAND – REGISTER THOSE NAMES Even if you do nothing else – go out and register your name among all of the social networks. There are services that you can pay to register all at once – or simply use these services to identify and go out and register. Create a document that reminds you that you’ve done this. This prevents you from losing your name. Identify anywhere you can’t get your name. </li></ul><ul><ul><li>ACTION ITEMS </li></ul></ul><ul><ul><li>Go investigate your name situation (see appendix for references). </li></ul></ul><ul><ul><li>Develop strategy for “other” names such as important keywords, actions, campaigns or other branded words that are important for your strategy. Register those as well. </li></ul></ul><ul><ul><li>Identify networks where your brand name is already taken. Determine strategy for acquisition (e.g. legal, protest with social platform etc…) </li></ul></ul><ul><ul><li>DELIVERABLES </li></ul></ul><ul><ul><li>Document with all account names and access parameters. </li></ul></ul><ul><ul><li>Instruction or plan of action for any networks where there may be a dispute. </li></ul></ul>The 90 Day Social Media Marketing Implementation Plan
    23. 23. Thanks…. “ <ul><li>The Pre or Post Work – (okay so it’s not really 90 Days) (Days 1-30 or Days 91-120) </li></ul><ul><li>B. BUSINESS CASE FOR SOCIAL MEDIA (PRESENTATION / DOCUMENT) We can’t build it for you – (well we can but that’s what we get paid for right?) but basically you’ll probably need a presentation or a document that will demonstrate the business case for a social media marketing strategy. Depending on your situation – this may actually come after your 90 Days of planning. Especially if you need costs, and legal considerations prior to approval. Here’s what you’ll want to cover in that presentation/document: </li></ul><ul><li>ACTION ITEMS - SECTIONS </li></ul><ul><ul><ul><li>Background – easy to find. This is what your competitors are already doing, and the importance of social media. </li></ul></ul></ul><ul><ul><ul><li>Stats and figures to make the argument compelling. You’ve already taken the first step with this presentation. </li></ul></ul></ul><ul><ul><ul><li>Key Goals for this program. What is the overall business goal (not the metrics). In other words – is it to drive constituents? Revenue? Engagement? Mission? What do you hope to achieve that will move the needle? Not specifics yet. </li></ul></ul></ul><ul><ul><ul><li>Legal Considerations – what do we need to solve from a legal standpoint. What do we need to consider as part of a legal concern? </li></ul></ul></ul><ul><ul><ul><li>Buy-In Or Sponsorship at the executive or board level? </li></ul></ul></ul><ul><ul><ul><li>Budget – Costs both internal and external (may come after plan is complete) </li></ul></ul></ul><ul><ul><ul><li>Expected Forecasted Return – even if you can’t know this – it’s something you should quantify (e.g. a 10% reduction in constituent calls (that’s a real cost-savings) or 20% more donations, or volunteer recruitment savings, or more awareness. </li></ul></ul></ul><ul><ul><li>DELIVERABLES </li></ul></ul><ul><li>10 Page Document of the plan Itself (or the request to move forward). </li></ul>The 90 Day Social Media Marketing Implementation Plan
    24. 24. Thanks…. “ <ul><li>STEP 1 – Seek First To Understand Then Be Understood (The Importance of Listening) (Days 1-15) </li></ul><ul><li>A plan well begun is half done – and this is, by far, the most important step. Utilize monitoring tools to understand where the conversations about your brand (if any) are happening. These are examples: </li></ul><ul><li>ACTION ITEMS </li></ul><ul><ul><ul><li>Lurk: this is the equivalent of “scoping out” the party. Use TweetDeck – and do a monitored search on your brand name or keywords. Use Google Search – subscribe to your name and keywords. Check out Radian 6 for blog monitoring and social media monitoring. Look at Ice Rocket for Blog searching. Check out Facebook and search for your name. Go to bulletin boards, and blogs, and see what the general feeling is on your topic of concern. Maybe add a few comments to a blog and test the water. Mostly just identify. </li></ul></ul></ul><ul><ul><li>What channels do your constituents use: As you monitor – develop “personas” for who you are targeting. What is their name? Who are they? What social networks do they use? What do they think about your brand? Round out these personas into who will populate your “community”. How do they fit into your goals, and your constituent acquisition/retention strategy. </li></ul></ul><ul><ul><li>Remember – It’s Not About You: Are you currently connecting with these people? Or, is this new for you? Can you map the channels that your constituents use to social media channels? The answer isn’t always yes. Then, can you map these constituents around a concept (a conversation) which members will coalesce. In other words – the conversation is not about “you” or your organization. It’s about what members can do with “you”. It’s not about – it’s how saving animals changes the world. </li></ul></ul><ul><ul><li>DELIVERABLE: Document the listening process. It enables you to have a core deliverable of who your constituents are, where they are gathering (where the conversations are happening) and what the “single word” concept of your social media will be. </li></ul></ul><ul><li>  </li></ul>The 90 Day Social Media Marketing Implementation Plan
    25. 25. Thanks…. “ <ul><li>STEP 2a – Planning/Measurement – Developing The Plan For How We’ll Measure Success (Days 15-60) </li></ul><ul><li>Now we know who we want to converse with, and what we want to talk about. With goals, we must have a plan and method of measurement if we are going to manage to it. So, this is where we develop our metrics that support our goals. Important Note: This is separate from whether the success of those metrics advances the business goals we set out in our business plan. For example, our goal may be to ultimately drive 20% more donations this year with Social Media. However, our initial goal for two quarters might be to only garner 10,000 new Fans on Facebook. Recognize that this is a fluid process – and one where we may not be able to draw immediate and direct correlation. ACTION ITEMS: </li></ul><ul><ul><li>Develop goals and method of measurement – ultimately our goal is that we generate more value than we are expending cost – but let’s get specific here. What are our goals – more donations? More engagement? More awareness of mission? How will you measure? Here’s a sample: </li></ul></ul><ul><ul><ul><ul><li>More awareness of mission – look at web traffic referrals, search volume, or how many followers or “fans” that you have. Or, Retweets. The numbers are meaningless – it’s the trend that’s important. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Driving donations then look at followers that give vs. those that don’t ratios, or engagement on social media sites, or volunteers from social media activities, or percentage of social media donations funnel </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Driving constituent loyalty or driving them up the constituent funnel then look at – time on site, or how many become physically engaged from just virtual, or recommendations, or commitments for recruiting, or even a “net promoter” score. </li></ul></ul></ul></ul><ul><li>DELIVERABLE </li></ul><ul><li>Write down this plan, this workflow and these policies. Map out the processes for managing the content and the conversation. </li></ul>The 90 Day Social Media Marketing Implementation Plan
    26. 26. Thanks…. “ <ul><li>STEP 2b – Planning/Process – Developing The Process And Plan For How We’ll Converse (Days 15-60) </li></ul><ul><li>Now we know who we want to converse with, and what we want to talk about. Now we must develop the workflow and process and roles that will assume responsibility in our organization for taking that on. This is the step in the process where you should involve somebody from Legal to make sure that everything is in alignment. Develop a Social Media Charter and Content Guidelines (yes we’re serious) and make sure EVERYONE understands and signs this as a responsibility of conversing. ACTION ITEMS: </li></ul><ul><ul><li>Develop the internal process Social media marketing is people. Plain and simple. Who and how many will be the voice of your organization. What is the social media policy for your organization. Will content need to be approved before going out? Who will converse with your constituents? Develop a communications process and workflow for your internal organization. Identify the roles in the organization. Who will manage the community? Create the content? Respond to blog postings? What will the workflow look like? Who will enforce? What is the disaster plan if something really bad happens. </li></ul></ul><ul><li>DELIVERABLE </li></ul><ul><li>Create a charter and live by it. What is the philosophy and what is the tone of your conversation. What are the legal ramifications. If need be (especially in large organizations) make everyone who will participate in social media on behalf of the organization go through a class. </li></ul><ul><li>Develop a content workflow (no matter how simple or complex). Write down this plan, this workflow and these policies. Map out the processes for managing the content and the conversation. </li></ul>The 90 Day Social Media Marketing Implementation Plan
    27. 27. Thanks…. “ <ul><li>Step 3: Tools – Now Let’s Think About Tools (Days 61-75) </li></ul><ul><ul><li>That’s right – we’re almost two months into our Social Media Marketing planning before we’ve thought about what tools we are going to use. But now that we know who our personas are, where they congregate, the topic we will drive (at least initially) and we have our internal processes defined – now is the time to pick the tools (just a few examples). </li></ul></ul><ul><ul><ul><li>Blogs – for a publishing platform to build extended content and feedback </li></ul></ul></ul><ul><ul><ul><li>Facebook – for a “fan” based topic around events, and where people naturally congregate online </li></ul></ul></ul><ul><ul><ul><li>Twitter – for micro-blogging and generating a following that you can guide to other properties for extended content </li></ul></ul></ul><ul><ul><ul><li>Syndicated Content – Digg, Slashdot, Buzz (others) for submission of content on your Web site. </li></ul></ul></ul><ul><ul><ul><li>Site Community (or Ning) for your own managed community to drive a specific topic with a closed community </li></ul></ul></ul><ul><ul><ul><li> for sharing links and generating a portal of content directing to other sites </li></ul></ul></ul><ul><ul><ul><li>ACTION ITEMS </li></ul></ul></ul><ul><ul><li>Decide on which tools you’ll initially use and map back into the content workflow process. You shouldn’t have to acquire the social networks because you’ve already registered your name in step one right? So, now it’s just a mapping exercise. How will a press release go from start to finish in this new workflow. How will any piece of news. Who/How will Twitter @Replies be responded to. What is the policy on Company Twitter accounts and personal information. </li></ul></ul><ul><li>Then, Map the relevant analytics back to measurement and goals. For Each tool – map it’s relevant metrics back into what you will measure. For example, if it’s Facebook it’s Followers, Page Views and Engagement for Twitter (for now) it’s Followers and referrals to other Web sites. </li></ul><ul><li>DELIVERABLES </li></ul><ul><li>Your tools should be ready to go – and ready for customization. </li></ul>The 90 Day Social Media Marketing Implementation Plan
    28. 28. Thanks…. “ <ul><li>Step 4: Measure Twice Cut Once (Days 75-76) </li></ul><ul><li>You now have a plan – review that plan and make sure everyone understands their roles and responsibilities. Do mock runs. What happens if disaster strikes – have a disaster PR plan. Who will continue to listen and monitor. Review this again. </li></ul><ul><ul><ul><li>ACTION ITEMS </li></ul></ul></ul><ul><ul><li>Plan Review: Schedule some time with your team to make sure everyone understands what going on. </li></ul></ul><ul><ul><li>Mock Disaster Drills: Saturday night, a group of trolls come in and paste hate speech on your Facebook page. Or, worse, a group of people that disagree with you post highly disagreeable content (but not quite objectionable) to your Community. What happens – what do you do. </li></ul></ul><ul><ul><li>Mock Process: Test the system. Post some real content. How’s it working? </li></ul></ul><ul><li>Then, Map the relevant analytics back to measurement and goals. For Each tool – map it’s relevant metrics back into what you will measure. For example, if it’s Facebook it’s Followers, Page Views and Engagement for Twitter (for now) it’s Followers and referrals to other Web sites. </li></ul><ul><li>DELIVERABLES </li></ul><ul><li>Your final plan and a giant pitcher of beer. You’re almost there. </li></ul><ul><li>  </li></ul>The 90 Day Social Media Marketing Implementation Plan
    29. 29. Thanks…. “ <ul><li>Step 5: Customize and Make Your Channels Yours (Days 75-90) </li></ul><ul><ul><li>Use the last two weeks to get your channels ready. Take the time to really think through your branding and the options you have on the various social media channels. This plays a big part in your strategy. </li></ul></ul><ul><li>  </li></ul><ul><li>ACTION ITEMS </li></ul><ul><li>Think through your design and actually do some customization: </li></ul><ul><li>Twitter: Definitely modify the colors and background to match your organization brand. What is the bio line. What web site will you guide them to. What are your keywords? </li></ul><ul><li>Facebook: Think through which tabs you need and want on your Fan Page (do you really need an Event page) and think through where you want people to land. The Wall? Or On a customized home page of your design. LinkedIn: What will your profile be. What will the bio say? Blog: Designing your blog an be like designing a Web Site. But make sure that it represents your brand in the way you want it to. </li></ul><ul><li>All Social Networks: Is your logo the *best* way to represent. It might be. But then again, it might be better to have smiling, happy people as the avatar. Was this part of your plan? It should be… </li></ul><ul><li>DELIVERABLES </li></ul><ul><li>Final designs and ready for launch. </li></ul><ul><li>  </li></ul>The 90 Day Social Media Marketing Implementation Plan
    30. 30. Thanks…. “ <ul><li>Step 6: Launch!!! (Day 90) </li></ul><ul><ul><li>Now, you have your plan, and you’re comfortable with your content workflow – it’s time to launch. Make a big deal out of it. It’s time to celebrate the launch. Get people to invite their friends, use social networking to launch your social network. </li></ul></ul><ul><ul><li>Monitor Closely – your first couple of weeks monitor it very closely. Find out the bugs in your workflow (there will be some) iterate. Iterate. Optimize and iterate. </li></ul></ul><ul><ul><li>Measure – start measuring. What’s working what’s not. Optimize. Converse. </li></ul></ul><ul><ul><li>ACTION ITEMS </li></ul></ul><ul><ul><li>It’s just begun… Now the work comes. Conversing takes work. It’s now your job to keep the conversation going. Know that there will be lulls – and that’s okay. Just make sure to keep a constant pressure on it and keep monitoring it. It will pay off. We promise. </li></ul></ul><ul><ul><li>DELIVERABLES </li></ul></ul><ul><ul><li>A Well-earned celebration dinner for you and your team. Congratulations. </li></ul></ul><ul><li>  </li></ul>The 90 Day Social Media Marketing Implementation Plan
    31. 31. Thanks…. “ <ul><li>APPENDIX Resources </li></ul><ul><li>Here are some of the resources that you may need in getting started: </li></ul><ul><li>Registration Tools </li></ul><ul><li>  </li></ul><ul><li>User Name Check </li></ul><ul><li>Name Check: </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>Monitoring Tools: Note: Some of these are free, and some are “freemium” and some are commercial services. </li></ul><ul><li>Twazzup </li></ul><ul><li>Trackur </li></ul><ul><li>SocialMention </li></ul><ul><li>Addictomatic </li></ul><ul><li>TweetDeck </li></ul><ul><li>Seesmic and Seesmic Look </li></ul><ul><li>Hootsuite </li></ul><ul><li>Twitter Analyzer </li></ul><ul><li>XINU Returns </li></ul><ul><li>Tweet Stats </li></ul><ul><li>Twitalyzer </li></ul><ul><li>Blog Pulse </li></ul><ul><li>Post Rank </li></ul><ul><li>Board Tracker </li></ul>The 90 Day Social Media Marketing Implementation Plan
    32. 32. Photo Credits. Maison Bisson