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Build a Social Media Strategy Not Tactics - Sujata Ramnarayan, Ph.D.


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Sujata Ramnarayan applies his strategic and research skills to share how you can attain successful social media results when you start with a strategy rather than selecting tactics.

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Build a Social Media Strategy Not Tactics - Sujata Ramnarayan, Ph.D.

  1. 1. Build a Social Media Strategy Not Tactics By Sujata Ramnarayan, Ph.D. Managing Principal, SMStrat Author of Marketing in a World of Digital Sharing @mktgnugget March 30, 2013 @Sujata Ramnarayan, Ph.D., 1
  2. 2. Agenda• The State of Social• How to Build a Strategy not Tactics• How Social Media fits into your overall mix• Is it appropriate for you and to what extent? @Sujata Ramnarayan, Ph.D., 2
  3. 3. What does being social mean?• Communicating• Sharing• Community• Connecting with people you did not know before• Connecting with people you already know @Sujata Ramnarayan, Ph.D., 3
  4. 4. Whats different today @Sujata Ramnarayan, Ph.D., 4
  5. 5. Pure Web To Community Based Web One to many and pull centered Multi-way dialog centeredOne to many one way Web communication Web @Sujata Ramnarayan, Ph.D., 5
  6. 6. Many Choices WebsiteBlogs @Sujata Ramnarayan, Ph.D., 6
  7. 7. Demographics/Psychographics Google+™ 3 myspace 8 LinkedIn® 17 Twitter 21 Pinterest 89 Tumblr 89 Facebook 405 0 100 200 300 400 500 Average Minutes Per Visitor Per Month @Sujata Ramnarayan, Ph.D., 7
  8. 8. Building a Strategy Not Tactics@Sujata Ramnarayan, Ph.D., 8
  9. 9. Successful social engagement isrooted in business objectives, not in a desire to be on Twitter or on a micro-site - Larry Weber, Everywhere @Sujata Ramnarayan, Ph.D., 9
  10. 10. Start with Objectives• Build an audience• Maintain brand presence• Build awareness• Customer Engagement• Customer Pulse• Lead generation• Idea generation• Sale @Sujata Ramnarayan, Ph.D., 10
  11. 11. The Real Asset• Audience• Permission to Speak• Many choices• Choose based on target market and resources @Sujata Ramnarayan, Ph.D., 11
  12. 12. Currency of Social Networks @Sujata Ramnarayan, Ph.D., 12
  13. 13. Listen Frequency of Social Media Mention of Each Brand 1500Minutes on 1000 1440 Average 500 6 12 0 Chobani® Dannon® Yoplait® Brand Source: @Sujata Ramnarayan, Ph.D., 13
  14. 14. Analyze what you hear• How do you compare with competition?• Who is blogging about you?• Who are the most active micro-bloggers?• Negative versus Positive Sentiment @Sujata Ramnarayan, Ph.D., 14
  15. 15. Strategize, Speak, Engage• Great product• Delectable photos on Facebook that are easy to like @Sujata Ramnarayan, Ph.D., 15
  16. 16. Build a Social Media Experience• Engaging bloggers on nutrition, fitness @Sujata Ramnarayan, Ph.D., 16
  17. 17. Map Metrics to Business Objectives Social media intelligence aroundcustomer conversations, whether they are yours or your competitors can provide a wealth of information @Sujata Ramnarayan, Ph.D., 17
  18. 18. Social Media Intelligence @Sujata Ramnarayan, Ph.D., 18
  19. 19. Comments on Product• 87 Reviews with an average 1 star rating Worst product since thalidomide Nice idea, terrible execution MESSY, will never buy again BAD, BAD, BAD HORRIBLE Do not buy or use this product Broke within five minutes Do not buy @Sujata Ramnarayan, Ph.D., 19
  20. 20. Feed Analytics Results Back Into Strategy Improve performance @Sujata Ramnarayan, Ph.D., 20
  21. 21. How Social Fits @Sujata Ramnarayan, Ph.D., 21
  22. 22. Word of Mouth• What we see today is a multi-tiered form of “word of mouse” in which transparency is important, customer voice is stronger and marketers need to be subtle while providing something of value to get permission to speak to their prospects and customers @Sujata Ramnarayan, Ph.D., 22
  23. 23. Word of Mouse @Sujata Ramnarayan, Ph.D., 23
  24. 24. Social is@Sujata Ramnarayan, Ph.D., 24
  25. 25. How does it fit?• Email vs social• Search vs Social• Blogging – Content Creation• Demographics• Benefits and Disadvantages @Sujata Ramnarayan, Ph.D., 25
  26. 26. Tradeoffs@Sujata Ramnarayan, Ph.D., 26
  27. 27. Google on Social Networks 14 12 10 Google+ 8 Facebook 6 Twitter 4 LinkedIn 2 0 Google Number of followers on each network in millions as of March, 2013 @Sujata Ramnarayan, Ph.D., 27
  28. 28. Be where your audience is @Sujata Ramnarayan, Ph.D., 28
  29. 29. Quantity versus Quality• Proliferation in Quantity over Quality• Difficulty in separating quality within quantity• Reliance on Brand• Customer voice is stronger @Sujata Ramnarayan, Ph.D., 29
  30. 30. Thank you! Sujata Ramnarayan, Ph.D. Managing Principal, SMStrat Marketing Strategy/Research ConsultingAuthor of Marketing in a World of Digital Sharing @mktgnugget @Sujata Ramnarayan, Ph.D., 30