Social Marketing Strategy: A How-To Guide

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Originally presented as a Mediabistro Education seminar, this presentation covers the basic principles of developing a social marketing strategy & plan of action. Topics include the evolution of social marketing, how social marketing can be planned in the context of brand strategy, and a step by step how-to guide for putting a social marketing campaign into market.

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Social Marketing Strategy: A How-To Guide

  1. 1. Social Media Marketing & Your Overall Strategy Orli LeWinter // @orlibeth VP, Strategy & Social Marketing @360i Monday, June 9, 14
  2. 2. Social media strategy: ORLI LEWINTER // @orlibeth // @360I From zero to overdrive Monday, June 9, 14
  3. 3. ORLI LEWINTER // @orlibeth // @360I THEN: Social media was planned in a silo. Monday, June 9, 14
  4. 4. ORLI LEWINTER // @orlibeth // @360I THEN: And real-time marketing was everyone’s strategy. (Still is for some.) Monday, June 9, 14
  5. 5. NOW: ORLI LEWINTER // @orlibeth // @360I Interest in social is now on a par with brand strategy. Monday, June 9, 14
  6. 6. fragmentation of media consumption ORLI LEWINTER // @orlibeth // @360I Marketers must go where their consumers are. Monday, June 9, 14
  7. 7. ORLI LEWINTER // @orlibeth // @360I NOW: Social media in the service of brand building. Monday, June 9, 14
  8. 8. where will your consumer be tomorrow? ORLI LEWINTER // @orlibeth // @360I It’s (nearly) impossible to predict. Monday, June 9, 14
  9. 9. Client Data Brand Arsenal Real-time Insights Activation Optimization Measurement COMPANY CONSUMER CATEGORY CULTURE ‣  Who is your target audience? ‣  What is going to motivate them to care and share? ‣  What are the cultural touch-points? ‣  How can we be relevant? ‣  How is your brand perceived? ‣  What s your brand truth? ‣  What s the competition doing? ‣  How can we stand out? CURRENCY FILTER Defining The Currency Search Data INPUT Understanding Value Currency Exchange OUTPUT currency-centered planning to guide social strategy development ORLI LEWINTER // @orlibeth // @360I Monday, June 9, 14
  10. 10. Align your social strategy with your brand strategy ORLI LEWINTER // @orlibeth // @360I Brand Purpose brand vision brand promise brand promise brand promise brand promise brand strategy social strategy Social vision social currency Monday, June 9, 14
  11. 11. ORLI LEWINTER // @orlibeth // @360I Smart social planning for small businesses There’s an even greater need to form 1:1 relationships. Monday, June 9, 14
  12. 12. ORLI LEWINTER // @orlibeth // @360I WHATEVER else YOU do... 3 things to always keep in mind your audience is mobile. Optimize the experience accordingly. the internet is visual. Photos & video are crucial. Brands are “people” too. Define a persona and find your voice. Monday, June 9, 14
  13. 13. to planning for 6 Steps Social Media Success ORLI LEWINTER // @orlibeth // @360I Monday, June 9, 14
  14. 14. 1.Identify your target audience. * and understand their media consumption habits. ORLI LEWINTER // @orlibeth // @360I Monday, June 9, 14
  15. 15. 1.Identify your target audience. * and understand their media consumption habits. ORLI LEWINTER // @orlibeth // @360I • not just demographics, but psychographics: Are they Small Business Owners? Vacationers? Do-It-Yourselfers? • not just where they are online, but how they’re using those platforms: Where do they give permission for brands to engage? • how do they feel about your brand and/or category: Sentiment and in depth buzz analysis can uncover opportunities & white space. • some consumers can influence others: With limited resources, focus on those who have outsize influence on their peers. Monday, June 9, 14
  16. 16. 2.Hone in on your brand’s unique currency. * What Will compel consumers to care, share & connect? ORLI LEWINTER // @orlibeth // @360I What Brands Offer Consumers What Consumers Give Back To You Conversation Access Utility Entertainment Social Currency Product Authenticity WOM Advocacy More consumers Monday, June 9, 14
  17. 17. 2.Hone in on your brand’s unique currency. * What Will compel consumers to care, share & connect? ORLI LEWINTER // @orlibeth // @360I • currency usually lies at the intersection of brand & consumer: What can your brand offer that your consumer wants? • it’s also culturally influenced: The way consumers want to engage with brands is constantly evolving. • in social, the real value is permission-based marketing, not paid: Without valuable currency, your dollars will have to work much harder. Monday, June 9, 14
  18. 18. 3.Set clear goals. * and don’t forget to measure & optimize against them. ORLI LEWINTER // @orlibeth // @360I Monday, June 9, 14
  19. 19. 3.Set clear goals. * and don’t forget to measure & optimize against them. ORLI LEWINTER // @orlibeth // @360I • kpi’s should ladder back up to business goals: The number of fans you have (and other metrics) should not be an end in and of itself. • To gauge success of social, you may have to measure other media as well: Search volume, clicks, web traffic, conversion rates, sales, etc. • measurement is useless if you’re not applying what you learn: Social moves quickly. Re-evaluate and optimize your campaigns frequently. Monday, June 9, 14
  20. 20. 4.Develop your social architecture. * and ensure it plays into your overall marketing plan. ORLI LEWINTER // @orlibeth // @360I Monday, June 9, 14
  21. 21. • all media can be social nowadays: tv, print, events, etc. • consider how people will find the content: Distribution channels, paid media, etc. • ensure strategic flow of traffic & content: Based on your goals & audience profile • use influencers to your brand’s advantage: They have built-in audiences that can achieve reach 4.Develop your social architecture. * and ensure it plays into your overall marketing plan. Monday, June 9, 14
  22. 22. 5.Adequately budget for content development. * and don’t forget the cost of distributing that content. ORLI LEWINTER // @orlibeth // @360I Monday, June 9, 14
  23. 23. 5.Adequately budget for content development. * and don’t forget the cost of distributing that content. ORLI LEWINTER // @orlibeth // @360I • doesn’t have to cost a fortune, just has to be on-brand and look good: Social creative is no longer the red-headed step-child of advertising. Allocate enough resources to create something for social that your brand can be proud of. • it takes time & resources to manage content calendars, too: Not just the cost of creating the content, but developing content strategy, posting, analyzing, etc. • Smart distribution - paid or earned - is key to success: Many social platforms (like Facebook) are pay-to-play nowadays. Others, like Reddit, require smart distribution strategies. Monday, June 9, 14
  24. 24. 6.Always be ready to pivot. * experimentation is half the fun (and an opportunity). ORLI LEWINTER // @orlibeth // @360I Snapchat, instagram, pinterest all experiencing meteoric rise Monday, June 9, 14
  25. 25. 6.Always be ready to pivot. * experimentation is half the fun (and an opportunity). ORLI LEWINTER // @orlibeth // @360I • Always keep your finger on the pulse of where your audience is moving: Especially with younger consumers, media habits could change on a dime. • with many media platforms, the early bird gets the worm: On Pinterest, for example, those who create an early footprint may see longterm benefits with regards to “Pinterest-engine optimization” • fail early, fail fast, fail often (also succeed from time to time): On newer platforms, there’s less of a spotlight on what your brand is doing, so it could be a great opportunity to test and learn. Monday, June 9, 14
  26. 26. thanks! Questions? Monday, June 9, 14

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