How to implement a social media marketing strategy in 90 days sept

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How to implement and social media marketing strategy in 90 days is a presentation which takes you step by step through a process called LASEL which looks at both the marketing and personal side of developing a social media strategy.

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How to implement a social media marketing strategy in 90 days sept

  1. 1. How to implement a Social Media Marketing Strategy in 90 days Bob Barker VP Corporate Marketing and Digital Engagement Alterian http://twitter.com/bob_barker
  2. 2. First of all Learn about how social media is changing the way the world communicates
  3. 3. Why is it important?
  4. 4. Why is it important for marketing? “ When Advocates Talk, Brands Grow”™ 22squared.com
  5. 5. Consumers no longer trust advertising and traditional corporate channels.
  6. 6. Consumers have found ways to tune us out.
  7. 7. People are talking and listening to each other about your brand.
  8. 8. Perhaps its time you started understanding listening and participating too?
  9. 9. 90 Day Flowchart, L-A-S-E-L L isten Month 1 Month 2 Learn Build a plan & content A nalyse Form a Social Media Habit S trategise Content Build
  10. 10. 90 Day Flowchart, L-A-S-E-L L isten Month 1 Month 2 Month 3 Learn Build a plan & content Engage/Measure A nalyse E ngage Content Engagement Form a Social Media Habit Personal (Sales) Engagement L isten S trategise Content Build
  11. 11. 90 Day Flowchart, L-A-S-E-L S trategise L isten A nalyse E ngage Content Engagement Personal (Sales) Engagement Month 1 Month 2 Month 3 Content Build Form a Social Media Habit Learn Build a plan & content Engage/Measure L isten
  12. 12. There are tools to help brands listen Social Media Monitoring Tool
  13. 13. How does it work? Collect Store Social Media Warehouse Analyse Engage
  14. 14. WARNING:You are not required to Blog or Tweet to use an SMM tool
  15. 15. Instant Market Research
  16. 16. Marketers have never had it so good Marketing Holy grail = understand what your customers want “ Never before in the field of marketing was so much known about so many by so few ”
  17. 17. Is anyone actually talking about us then?
  18. 18. Volume of conversations What happened?
  19. 19. Drill into the actual conversations
  20. 20. But what is the competition up to?
  21. 21. Compare with competitors Do we need to increase our SM activity?
  22. 22. Show me the money
  23. 23. Brand protection mechanism
  24. 24. Are they being nice?
  25. 25. Sentiment and Tone Call them up Encourage them up
  26. 26. And how influential are they?
  27. 27. Create community “ We monitor in excess of 1,500 discussion threads a day on very specific topics where we think we can add value to the conversation . It ’ s not possible to participate in all of the threads, but there are ways to identify which conversations are the most influential , which ones have the greatest reach , and those are the one in which we ’ re most likely to participate. We've also created a consumer advocate community as well as a platform that we ’ ll be launching in a few weeks to support their activities. ” Marty Collins, Senior Product Marketing Manager, Windows Live, Microsoft
  28. 28. Show me the money “ We did not put the customer first ” Toyoda, Sunday Times 28 th March
  29. 29. Identify your influencers
  30. 30. Who are these people who have the time to talk about us online?
  31. 31. Demographics Target more closely
  32. 32. Where do they hang out?
  33. 33. Auto Domains Better have a strategy for Youtube
  34. 34. The communities that advocate your products <ul><li>Join communities that advocate your products </li></ul><ul><li>Join that of your competitors </li></ul>Make sure you contribute or advertise
  35. 35. What are the trends in what people are saying?
  36. 36. Word and Author Tag Clouds Use in your SEO Use for your R&D
  37. 37. Understand the geographic spread of conversations – find new markets Identify new markets
  38. 38. Show me the money Fortune 500 consumer products company discovered that over 75% of its marketing spend did not reach its most influential social channels Source: Social CRM – The New Rules of Engagement, Altimeter Group, March 2010
  39. 39. 90 Day Flowchart, L-A-S-E-L S trategise L isten A nalyse E ngage Content Engagement Personal (Sales) Engagement Month 1 Month 2 Month 3 Content Build Form a Social Media Habit Learn Build a plan & content Engage/Measure L isten
  40. 40. Raging River If you launch into Tweeting and blogging and posting videos to youtube without a plan you will fail. It ’s that simple. “ You wouldn ’ t jump into a raging river without knowing how to swim, don ’ t create a Twitter account without knowing how to use it. ” Lisa Barone, Outspoken Media
  41. 41. <ul><li>Bring outside ideas into the organization </li></ul><ul><li>Generate more word of mouth </li></ul><ul><li>Increase customer loyalty </li></ul><ul><li>Increase product/brand awareness </li></ul><ul><li>Improve new product success ratios </li></ul><ul><li>Improve public relations effectiveness </li></ul><ul><li>Reduce customer acquisition costs </li></ul><ul><li>Reduce customer support costs </li></ul><ul><li>Reduce market research costs </li></ul><ul><li>Reduce product development costs </li></ul>Step 1: Set business objectives
  42. 42. Try and control your identity on the Web. You might not use all the accounts but do your best to secure a unified social media username as soon as you can. Step 2: Secure your brand ’s online identity
  43. 43. <ul><li>Who are you? Who do you want to talk to ? Get your company story straight. And work out where you want to take that story. Understand who your customers are and what communities are important to them – and therefore to you. </li></ul><ul><li>Set the ground rules Who owns your Social Media Marketing strategy? How will it be integrated into your general marketing plan? Who from the company will participate? How much time will be spent on social media? How will you deal with negative criticism? </li></ul><ul><li>Benchmark against your competitors What are your leading competitors doing in this space?. </li></ul>… and a few more steps
  44. 44. Decide what increase or decrease percentage of change you would like depending on the business need: - reduce demand on the call center by X percent - reduce returned products by x percent - increase leads by X percent - increase sales by x percent And finally, decide what to measure
  45. 45. 90 Day Flowchart, L-A-S-E-L S trategise L isten A nalyse E ngage Content Engagement Personal (Sales) Engagement Month 1 Month 2 Month 3 Content Build Form a Social Media Habit Learn Build a plan & content Engage/Measure L isten
  46. 46. Content Build: Social Media publishing
  47. 47. The Top 3 Tips <ul><li>Be Interesting – Content </li></ul><ul><li>Be Accessible - Channels </li></ul><ul><li>Be Findable - Search </li></ul>
  48. 48. Write Once Publish many Repurposing content opens new points of distribution and has a compounding effect on reach Start a discussion Chop into episodic blog posts Deploy as formal release Repackage as presentation Add voice for video Tweet key takeaways
  49. 49. Asset deployment by SM channel
  50. 50. Twitter deployment Scedule Suggested Tweet Week 1 Why not sign up for the Social Media ROI series http://bit.ly/ROI its got great insight Week 2 Speaking at Internet world on Social Media Marketing http://bit.ly/IW/sm90 #Alterian Week 3 Check this out: 4 Ways To Take Your Search Marketing http://bit.ly/seoROI #AlterianSM2 Week 4 Today ’s SEO Tip: RSS distribution is one of the easiest ways to give your content legs http://bit.ly/seoROI #AlterianSM2 Week 5 Seems Inbound linking is the most challenging. Use SM monitoriing guide your optimization – http://bit.ly/seoROI #AlterianSM2
  51. 51. Personal Blogs X
  52. 53. Moving Towards a Holistic Web Presence Coffee Shop Chat/Gossip/Tips/Links Library Reading/research/Education/Sharing Store Learning/watching/buying MicroBlog/Realtime Blog/Community Website/Surfers 1. 2. 3.
  53. 54. 90 Day Flowchart, L-A-S-E-L S trategise L isten A nalyse E ngage Content Engagement Personal (Sales) Engagement Month 1 Month 2 Month 3 Content Build Form a Social Media Habit Learn Build a plan & content Engage/Measure L isten
  54. 55. 90 Day Flowchart, L-A-S-E-L S trategise L isten A nalyse E ngage Content Engagement Personal (Sales) Engagement Month 1 Month 2 Month 3 Content Build Form a Social Media Habit Learn Build a plan & content Engage/Measure L isten
  55. 56. 90 Day Flowchart, L-A-S-E-L S trategise L isten A nalyse E ngage Personal (Sales) Engagement Month 1 Month 2 Month 3 Content Build Form a Social Media Habit Learn Build a plan & content Engage/Measure L isten Broadcast Only?
  56. 57. Do it yourself “ Ask not what your company can do for you ask what you can do for your company (and yourself) ”
  57. 58. The magnificent 7
  58. 59. <ul><li>Questions </li></ul><ul><li>Who are you fans ? </li></ul><ul><li>Who wants to help ? </li></ul><ul><li>Who is damaging the brand </li></ul><ul><li>Who is looking for your products? </li></ul><ul><li>Solutions </li></ul><ul><li>Talk to them, love them back </li></ul><ul><li>Empower them, they will tell others </li></ul><ul><li>Take ACTION, get feedback, say “ im Sorry ” </li></ul><ul><li>Identify them and engage </li></ul>Ways to Engage - Marketing
  59. 60. Ways to Engage - Sales <ul><li>Find those that are interested in your products so you can join the conversation </li></ul><ul><li>Establish a daily routine </li></ul><ul><li>Participate in the conversations – build relationships </li></ul>
  60. 61. Ecademy is an e-learning tool
  61. 65. But do they actually want to buy something?, is it just talk?
  62. 66. Identify, allocate the conversation, speak to them and add value
  63. 69. Show me the money A Fortune 100 Financial services company used social sales insight to determine when they could be helpful in social channels and conversations as opposed to interrupting the conversation. Four months later, the social channel territory sales comprised 10% of all sales Source: Social CRM – The New Rules of Engagement, Altimeter Group, March 2010
  64. 70. Conversations create transactions – people buy from people
  65. 71. 90 Day Flowchart, L-A-S-E-L S trategise L isten A nalyse E ngage Content Engagement Personal (Sales) Engagement Month 1 Month 2 Month 3 Content Build Form a Social Media Habit Learn Build a plan & content Engage/Measure L isten
  66. 72. Ongoing Process – for marketing Develop Content L isten Analyse Insights E ngage Building Brand
  67. 73. Ongoing Process – to empower staff Provide Value L isten Join the conversation Transact Building Community
  68. 74. Importance of Social Media Monitoring and interaction in creating a perfect market Internet and Social media influence on engagement Customer Engagement operational excellence required HIGH LOW HIGH LOW UNKNOWN AWARE CONVERSATION CUSTOMER ADVOCATE CUSTOMER ENGAGEMENT Search Social Media Conversations
  69. 75. It all starts with listening
  70. 76. It all starts with listening Instant Market Research Conversations Create transactions Brand Protection Social Media Publishing/marketing
  71. 77. Next Steps [email_address] http://twitter.com/bob_barker www.socialmedia.alterian.com Learn more Read the book Read the Report

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