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@MacLeanHeather
Developing Your Social
Media Business Strategy
What You Don’t Know Can Hurt You
Heather MacLean
CMO
Taylor...
One-on-one coaching/consulting is available through ProfitLearn at a
reduced rate for participants.
De la consultation ind...
@MacLeanHeather
Developing Your Social
Media Business Strategy
What You Don’t Know Can Hurt You
Heather MacLean
CMO
Taylor...
@MacLeanHeather
Global Brands
Leader in transforming business into social enterprises
@MacLeanHeather
• PR and Marketing > 15 years
• Headed up Marketing and PR for a $1.5B
company
• Chief Spokesperson
• Cont...
@MacLeanHeather
Who am I?
@MacLeanHeather
Who am I?
Assumptions
That you communicate with customers and
prospects
That you want to use social media for business
That you are ...
What You Will Leave With
Why an integrated strategy is important
for reputation management, marketing
and lead generation
...
Don’t Operate in a Vacuum
Social Media is not a Stand-
Alone Strategy
Top Mistakes Made
10.No measurement
9. No alignment to business objectives
8. Only doing push communications
7. Not engagi...
Top 10 Continued
5.Choosing too many channels and
abandoning
4. Not choosing the right channels
3. Resources don’t underst...
Case Studies
3 Companies Doing it Right
Starbucks - the challenge
Bricks and mortar
Traditional business
B2C
Rewards system - coffee cards
Tim Hortons really the ...
Starbucks
Early adopter
Consciously thought of the digital experience
Focused on ‘customer experience’
Music
“It really is...
Facebook
Engagement
Twitter
Pinterest
Old Spice - the Challenge
My father’s aftershave
My grandfather’s aftershave
Not exactly a young/hipster product
What Happened
Men versus women
Market to your audience
Change the message
Create a relationship
Humour
Visuals
Taco Bell
Lots of noise
Lots of competition (200,000 US locations)
Decreasing profit margins
Increased concerns healthy ea...
What did they do?
A lot
Reframed the approach
Started communicating
Repurposed Content from TV ads, etc. over to
social
Le...
Twitter
Facebook
What do they have in common?
Clear and defined brand & brand voice
Defined audience - Personas
Commitment to resources/str...
@MacLeanHeather
What is Integrated
Marketing?
And why is it important? Relevant?
Definition
Is the application of consistent brand
messaging across both traditional and non-
traditional marketing channel...
“Since social media led to the
democratization of knowledge, we
can easily say that disruption to
marketing has been to st...
Components
Digital (SEO, SEM, Email, PPC, website)
Paid (ads)
Earned (Editorials, stories, features, viral)
Owned (website...
Workshop - Part 2
Strategy first…tactics later
Know your product/service offering and what differentiates you
Know your brand/voice
Understa...
Tactics (not in this workshop)
Think about specific campaigns
What are you saying in your ads?
What are you advertising?
A...
Social is how the modern consumer has grown
accustomed to communicating. The social platforms
are where they turn for disc...
Retail is Social
78% of consumers say that the posts made
by companies on social media INFLUENCE
their purchases
Source: F...
Decisions are made after approximately 75% of
research completed before making/accepting
contact
74% of consumers rely on ...
Content Marketing Stats
80% of business
decision makers
prefer articles
over ads
Brands that create
15 blog posts/
month a...
What is a Brand
The foundation of an organization, its operations and its
products/services.  
It sets the stage for what ...
Personas
Who?
How?
When?
Where?
Right Now..
Who buys your product/
service?
Who makes enquiries?
IDEALLY…..
Who do you want buying
your product/service?
Do they match?
Social Listening
& Engagement
are KEY
components of
the overall
Business
Strategy
How big is it? It’s big.
35 plus hours of video
are updated to
YouTube every minute.
300 000 new people
join Twitter every...
THERE ARE >800 MILLION
PEOPLE ON FACEBOOK.
THAT’S LIKE, ALMOST A BILLION, YO.
June 2009
493 tweets per second
May 2010
10,000 tweets per second
What is a community? Engage? Why?
• Customers
• Prospects
• Employees
• Influencers
• Suppliers
• Partners
Competitive Advantage of Community
Develop personal
relationships
Be more

responsive
Build reputation
Emphasize
customer
...
Where is a community?
• Forums run by fans
• Forums run by
companies
• Blogs
• LinkedIn groups
• Facebook groups
• Yahoo a...
Make People Feel Special
Why Listen?

Listen First
People are talking about
you whether you’re there or
not.
Ignoring them is like
ignoring a ringing phone.
People are Talking About Your Company
How do you Listen?
• paid tools: Hootsuite, Radian6, etc.
• free tools:
– Google Alerts
– Twitter Search
– Google Blog Sea...
Social Media Command Centre
But…Be Strategic
Playbook
• This can be your saving grace
• What to respond to
• What not to respond to
• Workflow
• Post tagging (for repo...
@MacLeanHeather@MacLeanHeather
Be Authentic
Understand your community
before diving in.
Speak with a human voice.
Engage w...
@MacLeanHeather@MacLeanHeather
Be Relevant
It’s not about you, it’s about
your community.
Share info that’s useful for
the...
@MacLeanHeather
Be Practical
Social media is a set of tools,
that is part of a bigger picture.
Despite what some say, it i...
@MacLeanHeather
Be Patient
Building a Community takes
time.
Like in your personal life,
there are no short-cuts to
buildin...
@MacLeanHeather
Be Committed - Be Active
Engage regularly with your
audience.
Respond quickly when

people engage with you...
Listening for Intent
• 2013
• Complaints happening
• Company ignored
• Continued promoting (push
communications)
• Social ...
Channel Selection
Best Practices
• Look at your business does and what your
brand is
• Where are your customers/prospects?
• Be selective
• ...
What is your brand/line of business
Who/Where are your customers
Group Work
Or, you can simplify
• Website visits
Facebook Demographics
Twitter Reach
LinkedIn Demograhics
Increased Calls
Sales
1. Start listening.
2. Find out where your
customers/prospects are
engaging.
3. Learn what your
competitors are doing.
4. ...
Questions
Channel Sharing Best Practices
Use your own name for your Twitter ID.
Know your audience
Twitter Best Practices
• Choose your Twitter handle carefully
• Use your logo as the avatar and choose a good background
•...
You the Right Imagery
Facebook Best Practices
• Know your audience
• Be responsive (expectation is 1 hour)
• Write for your audience
• Use image...
Facebook Best Practices
• Post no more than twice a day
• Post every day
• Know what day is THE best day for you
• Know wh...
Facebook Best Practices
• Shorter posts get read (think 140 characters even in
FB)
• Speak as a human being, don’t be a ro...
Questions
7 Steps to Measuring Social
Media ROI
7 Steps to Measuring Social Media ROI
Establish your goals in
advance.
If you don't know what
you want to do, you're much ...
7 Steps to Measuring Social Media ROI
Tie them to your
existing business
goals:
• leads
• conversions
• web traffic
• cust...
7 Steps to Measuring Social Media ROI
Understand that
every part of your
business will have a
different definition

of ROI.
7 Steps to Measuring Social Media ROI
Decide in
advance how you
will measure
success.
What are the metrics that
spell succ...
7 Steps to Measuring Social Media ROI
Focus on campaigns.
Break your activities down
into manageable chunks.
7 Steps to Measuring Social Media ROI
Make them trackable
through your web
analytics
• Create a unique
landing page
• Crea...
7 Steps to Measuring Social Media ROI
Understand that, in
the end, ROI is a
formula and you
need all the data to
truly cal...
Developing Your Social Media Business Strategy
Developing Your Social Media Business Strategy
Developing Your Social Media Business Strategy
Developing Your Social Media Business Strategy
Developing Your Social Media Business Strategy
Developing Your Social Media Business Strategy
Developing Your Social Media Business Strategy
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Developing Your Social Media Business Strategy

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Like building a house, you want a solid foundation for your social media marketing efforts. This deck provides a high level look at what parts of the foundation you should have before just jumping in. A strong emphasis is on social media is not a stand alone strategy or tactic!

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Developing Your Social Media Business Strategy

  1. 1. @MacLeanHeather Developing Your Social Media Business Strategy What You Don’t Know Can Hurt You Heather MacLean CMO TaylorMade Solutions @MacLeanHeather
  2. 2. One-on-one coaching/consulting is available through ProfitLearn at a reduced rate for participants. De la consultation individuelle est offerte à travers du programme « ProfitHabileté » à un tarif réduit pour les participants. Marketing & Sales Marketing et ventes Human Resources Ressources humaines Strategic Planning Planification stratégique Management & Operations Gestion et opérations Financial Management Gestion financière Business Leadership Leadership en affaires www.profitlearn.com www.profithabilete.com 1-877-644-2267
  3. 3. @MacLeanHeather Developing Your Social Media Business Strategy What You Don’t Know Can Hurt You Heather MacLean CMO TaylorMade Solutions @MacLeanHeather
  4. 4. @MacLeanHeather Global Brands Leader in transforming business into social enterprises
  5. 5. @MacLeanHeather • PR and Marketing > 15 years • Headed up Marketing and PR for a $1.5B company • Chief Spokesperson • Contributed to 5 PR News Books • Published in the Workplace Review • Top Blogger (Business 2 Community & InNetwork) • Finalist in Canada’s Top 40 Under 40 • Worked in 6 industries, public and private sector and in about 50 different countries
  6. 6. @MacLeanHeather Who am I?
  7. 7. @MacLeanHeather Who am I?
  8. 8. Assumptions That you communicate with customers and prospects That you want to use social media for business That you are open to receiving information to take the steps necessary to effectively use social media That you realize that this seminar is only the tip of the iceberg
  9. 9. What You Will Leave With Why an integrated strategy is important for reputation management, marketing and lead generation When and how to start using social media “effectively” as a part of your overall business strategy Key metrics to measure success The 6 Building Blocks of a Social Media Business Strategy
  10. 10. Don’t Operate in a Vacuum Social Media is not a Stand- Alone Strategy
  11. 11. Top Mistakes Made 10.No measurement 9. No alignment to business objectives 8. Only doing push communications 7. Not engaging with your customers/ prospects 6. Not listening to brand, competitors, industry conversations
  12. 12. Top 10 Continued 5.Choosing too many channels and abandoning 4. Not choosing the right channels 3. Resources don’t understand the brand 2. You don’t have the right resources 1. No plan/strategy (lack of management knowledge/buy-in)
  13. 13. Case Studies
  14. 14. 3 Companies Doing it Right
  15. 15. Starbucks - the challenge Bricks and mortar Traditional business B2C Rewards system - coffee cards Tim Hortons really the only coffee company still relying advertising on TV Starbucks wanted something different
  16. 16. Starbucks Early adopter Consciously thought of the digital experience Focused on ‘customer experience’ Music “It really is about connecting with someone in a more intimate, experiential way that we think will have longer lasting ability to build affinity than a 30-second TV commercial or an ad.”
  17. 17. Facebook
  18. 18. Engagement
  19. 19. Twitter
  20. 20. Pinterest
  21. 21. Old Spice - the Challenge My father’s aftershave My grandfather’s aftershave Not exactly a young/hipster product
  22. 22. What Happened Men versus women Market to your audience Change the message Create a relationship Humour Visuals
  23. 23. Taco Bell Lots of noise Lots of competition (200,000 US locations) Decreasing profit margins Increased concerns healthy eating Lots of variety Increase in fresh/local options
  24. 24. What did they do? A lot Reframed the approach Started communicating Repurposed Content from TV ads, etc. over to social Leveraged user-generated content Since 2007 almost 8 million Facebook fans Facebook, Twitter, Youtube and Instagram In 2013, Taco Bell ranked as No. 1 on DigitalCoCo’s Restaurant Social Media Index, trumping key competitors such as McDonalds and Starbucks.
  25. 25. Twitter
  26. 26. Facebook
  27. 27. What do they have in common? Clear and defined brand & brand voice Defined audience - Personas Commitment to resources/strategy A. Channel analysis B. Listening & Engagement Strategy & Plan C. Integrated with overall corp objectives D. Social Media Playbook Avoidance of push communications Measure ROI Had an integrated marketing plan
  28. 28. @MacLeanHeather What is Integrated Marketing? And why is it important? Relevant?
  29. 29. Definition Is the application of consistent brand messaging across both traditional and non- traditional marketing channels and using different promotional [disambiguation needed] methods to reinforce each other.
  30. 30. “Since social media led to the democratization of knowledge, we can easily say that disruption to marketing has been to stop push communications with the masses. But rather to engage with and build communities of very distinct customers while leveraging a multichannel approach.”
  31. 31. Components Digital (SEO, SEM, Email, PPC, website) Paid (ads) Earned (Editorials, stories, features, viral) Owned (website, social channels,content marketing) Content Marketing (blog, webinars, ebooks, white papers, case studies, pod casts, video) PR (Media releases, media events, features) Events (trade shows, promotions, sponsorship) Influencers Marketing Advocates And everything has a CTA
  32. 32. Workshop - Part 2
  33. 33. Strategy first…tactics later Know your product/service offering and what differentiates you Know your brand/voice Understand and define realistic objectives for your overall marketing and NOT just social media Have a clear understanding of who your clients and potential clients are - personas Based on this select what channels you need to use to communicate
  34. 34. Tactics (not in this workshop) Think about specific campaigns What are you saying in your ads? What are you advertising? Are you leveraging content marketing? What is your CTA? How your email is supporting your overall campaigns How are you promoting/discussing events/promotions?
  35. 35. Social is how the modern consumer has grown accustomed to communicating. The social platforms are where they turn for discovery, research, peer-to- peer recommendation (a force far stronger than other influencers like advertising), and for follow-up customer service.
  36. 36. Retail is Social 78% of consumers say that the posts made by companies on social media INFLUENCE their purchases Source: Forbes
  37. 37. Decisions are made after approximately 75% of research completed before making/accepting contact 74% of consumers rely on social networks to guide purchase decisions 58% of Facebook users expect offers, events or promotions when they become fans Facebook is the most effective platform to get consumers talking about products
  38. 38. Content Marketing Stats 80% of business decision makers prefer articles over ads Brands that create 15 blog posts/ month average 1200 new leads/ month 54% more leads are generated with inbound marketing than outbound Content Marketing produces 3 x more leads/dollar Inbound marketing costs 62% less per lead than traditional outbound marketing Nurtured leads, on avg. produce 20% increase in opportunities
  39. 39. What is a Brand The foundation of an organization, its operations and its products/services.   It sets the stage for what language the organization uses, how it communicates with stakeholders, customers and the community, as well as its visual identity.   Many think of a brand as a logo, but that is the last part of any branding exercise.  Ultimately a brand is a set of expectations, promises and relationships.
  40. 40. Personas Who? How? When? Where?
  41. 41. Right Now.. Who buys your product/ service? Who makes enquiries?
  42. 42. IDEALLY….. Who do you want buying your product/service?
  43. 43. Do they match?
  44. 44. Social Listening & Engagement are KEY components of the overall Business Strategy
  45. 45. How big is it? It’s big. 35 plus hours of video are updated to YouTube every minute. 300 000 new people join Twitter every day. 155 million Tweets per day. 11.5% of the world are now on Facebook, 51% of the US. The average US home will have 5 to 10 web enabled devices by 2014 50% of TV viewers around the world watch Internet TV. Over 5 billion photos on Flickr, 2.5 billion photos per month on Facebook.
  46. 46. THERE ARE >800 MILLION PEOPLE ON FACEBOOK.
THAT’S LIKE, ALMOST A BILLION, YO.
  47. 47. June 2009 493 tweets per second
  48. 48. May 2010 10,000 tweets per second
  49. 49. What is a community? Engage? Why? • Customers • Prospects • Employees • Influencers • Suppliers • Partners
  50. 50. Competitive Advantage of Community Develop personal relationships Be more
 responsive Build reputation Emphasize customer service Build brand recognition Lead Gen
  51. 51. Where is a community? • Forums run by fans • Forums run by companies • Blogs • LinkedIn groups • Facebook groups • Yahoo and Google groups • Twitter • Google+ • Flickr and others • YouTube and others • Social bookmarking • Location-based apps
  52. 52. Make People Feel Special
  53. 53. Why Listen?

  54. 54. Listen First People are talking about you whether you’re there or not. Ignoring them is like ignoring a ringing phone.
  55. 55. People are Talking About Your Company
  56. 56. How do you Listen? • paid tools: Hootsuite, Radian6, etc. • free tools: – Google Alerts – Twitter Search – Google Blog Search – Social Mention – Hootsuite
  57. 57. Social Media Command Centre
  58. 58. But…Be Strategic
  59. 59. Playbook • This can be your saving grace • What to respond to • What not to respond to • Workflow • Post tagging (for reporting) • Escalation - to whom and when • Hours • Team • Governance • etc.
  60. 60. @MacLeanHeather@MacLeanHeather Be Authentic Understand your community before diving in. Speak with a human voice. Engage with your community person-to-person. Admit when you’ve made mistakes. Engagement Rule #1
  61. 61. @MacLeanHeather@MacLeanHeather Be Relevant It’s not about you, it’s about your community. Share info that’s useful for them and they’ll accept a little that promotes you. Use 80/20 rule. Engagement Rule #2
  62. 62. @MacLeanHeather Be Practical Social media is a set of tools, that is part of a bigger picture. Despite what some say, it is not a strategy unto itself. Tie your efforts to existing, bottom-line business objectives. Remember your KPIs Engagement Rule #3
  63. 63. @MacLeanHeather Be Patient Building a Community takes time. Like in your personal life, there are no short-cuts to building relationships. Keep that in mind. Engagement Rule #4 Image courtesy of josephomotayo
  64. 64. @MacLeanHeather Be Committed - Be Active Engage regularly with your audience. Respond quickly when
 people engage with you. Keep your content fresh. Provide Value Engagement Rule #5
  65. 65. Listening for Intent • 2013 • Complaints happening • Company ignored • Continued promoting (push communications) • Social media exploded • Horrible corporate response • Hit mainstream media • Stock took hit • Head eventually quits/president too
  66. 66. Channel Selection
  67. 67. Best Practices • Look at your business does and what your brand is • Where are your customers/prospects? • Be selective • Once you start, stick with it • Have a plan • Have patience as you build your network • Never buy likes or buy Twitter Followers • Remember to support with other marketing
  68. 68. What is your brand/line of business
  69. 69. Who/Where are your customers
  70. 70. Group Work
  71. 71. Or, you can simplify • Website visits
  72. 72. Facebook Demographics
  73. 73. Twitter Reach
  74. 74. LinkedIn Demograhics
  75. 75. Increased Calls
  76. 76. Sales
  77. 77. 1. Start listening. 2. Find out where your customers/prospects are engaging. 3. Learn what your competitors are doing. 4. Get everybody together in the same room/have a plan. 5. Develop a social media policy. 6. Determine what works best for you. The 6 Building Blocks of a Social Media Strategy
  78. 78. Questions
  79. 79. Channel Sharing Best Practices
  80. 80. Use your own name for your Twitter ID. Know your audience
  81. 81. Twitter Best Practices • Choose your Twitter handle carefully • Use your logo as the avatar and choose a good background • Create your own hashtag associated with your brand • Use only 1 or 2 hashtags at a time. 3 at the most • Be sure to read a linked article before re-tweeting it. It might contain information that you didn’t intend to share. • Be sure to put context around a link. NEVER just tweet a link. • Tweet no more than 15 times/day • Be human
  82. 82. You the Right Imagery
  83. 83. Facebook Best Practices • Know your audience • Be responsive (expectation is 1 hour) • Write for your audience • Use images - Tag people • Use video
  84. 84. Facebook Best Practices • Post no more than twice a day • Post every day • Know what day is THE best day for you • Know what time is THE best for you • Ask people to share your post • Have contests to raise your profile
  85. 85. Facebook Best Practices • Shorter posts get read (think 140 characters even in FB) • Speak as a human being, don’t be a robot. • Show humour, have fun, but remember balance • Indicate who your team is and who is posting - use initials • Remove links from post and let it it stand on its own.
  86. 86. Questions
  87. 87. 7 Steps to Measuring Social Media ROI
  88. 88. 7 Steps to Measuring Social Media ROI Establish your goals in advance. If you don't know what you want to do, you're much more  likely to fail. (As in life.)
  89. 89. 7 Steps to Measuring Social Media ROI Tie them to your existing business goals: • leads • conversions • web traffic • customer satisfaction sentiment • awareness • employee satisfaction recruiting
  90. 90. 7 Steps to Measuring Social Media ROI Understand that every part of your business will have a different definition
 of ROI.
  91. 91. 7 Steps to Measuring Social Media ROI Decide in advance how you will measure success. What are the metrics that spell success for you?
  92. 92. 7 Steps to Measuring Social Media ROI Focus on campaigns. Break your activities down into manageable chunks.
  93. 93. 7 Steps to Measuring Social Media ROI Make them trackable through your web analytics • Create a unique landing page • Create a unique URL for each social channel • Use your web analytics to see where the traffic came from
  94. 94. 7 Steps to Measuring Social Media ROI Understand that, in the end, ROI is a formula and you need all the data to truly calculate it ROI = gain – cost cost

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