Social Media Marketing The Method Behind The Madness


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- Just what is Social Media?
- A quick tour of the Social Media Landscape
- Understand the Social Media Eco System and how you and your organization could interact with it.
- Learn how to define Social Media Strategy, Game Plan, Tactics for your Organization

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Social Media Marketing The Method Behind The Madness

  1. 1. Social Media Marketing: The Method behind the Madness? Roy Rajan Regalix Inc. Mar 24 th , 2009
  2. 2. Agenda <ul><li>Just what is Social Media? </li></ul><ul><li>A quick tour of the Social Media Landscape </li></ul><ul><li>Understand the Social Media Eco System and how you and your organization could interact with it. </li></ul><ul><li>Learn how to define Social Media Strategy, Game Plan, Tactics for your organization </li></ul><ul><li>Q&A </li></ul>
  3. 3. What is Social Media? How do I get Started? Is it for Me? Is this the Magic Pill? Does it Work? My company is already on Twitter & Facebook, What Next ? Is there a Method to the Madness? How do I control it? How safe is it?
  4. 4. Just what is Social Media? Social Media = Social + Media Social = Group, people, us, what we choose to do together. Media = Content, distribution, them, what they would seek to do to us. By David Cushman “ Social media is like teen sex. Everyone wants to do it. Nobody knows how. When it's finally done there is surprise it's not better?” By Marta Kagan “ Social media enables you to share content created by you or others using set of highly accessible and scalable (publishing) technologies transforming monologues (one to many) into dialogues (many to many),  replacing broadcast networks into (powerful) conversation communities.” By Patrick Attallah
  5. 5. Quick Tour: Social Media Landscape
  6. 6. Social Media Ecosystem You / Your Business Social Media +
  7. 7. Social Media Marketing Funnel
  8. 8. Digital Media Types & Role of Social Media within it <ul><li>Owned Media </li></ul><ul><li>Paid/Bought Media </li></ul><ul><li>Earned Media </li></ul>
  9. 9. Earned Vs Paid Digital Media Platforms
  10. 11. Role of Social Profiles in Social Media
  11. 12. Created by Ross Dawson
  12. 13. Phases of Social Media Adoption
  13. 14. Social Media Game Plan A social media game plan is way to guide each individual social media tactic. Think of a game plan like a football game plan, In order to defeat your opponent on Sunday you need a game plan for success. Everyone has the same social media playbook.  It includes websites, blogs, Facebook, Twitter, YouTube, email, and so forth.  <ul><li>Where is the favorable match-up – the groups & demographics to focus on? </li></ul><ul><li>Which social media tools go into this game plan and which get left out? </li></ul><ul><li>How can these specific tools best work together in this campaign? </li></ul><ul><li>Is there a sequence of scripted social media plays leading up to and beyond the launch? </li></ul><ul><li>Are there some creative social media plays that aren’t even in the playbook? </li></ul>
  14. 15. Social Media Tactics Tactics are what we use to get the job done. A social media tactic is any method for completing our game plan and reaching the goal of our strategy. Examples: A tactic might be to build a wiki website so that customers could add their thoughts and ideas to product co-creation. Another tactic might be to create a iPhone application so that customers share thoughts on a company’s product
  15. 16. Mapping it all Together Goal/Objectives Tactics Game Plans
  16. 17. Social Media Channels <ul><li>Tactics reside in social media channels. </li></ul><ul><li>These are places where customers, users and anyone else is participating in the ongoing conversation. </li></ul><ul><li>Example: </li></ul><ul><li>A Twitter page of one of a leading influencers in your industry could be a channel </li></ul><ul><li>A fan page on Facebook for Gen Y moms is a channel. </li></ul><ul><li>There’s more channels out there then we can count </li></ul>
  17. 18. Channels that you could recommend internally
  18. 19. Putting it all together Social Media Universe Social Media Channel Social Media Tactic Social Media Game Plan Social Profile 1. First, identify social profile(s) for your customers: These profiles tell us more about who your customers are, their met & unmet needs and how they use social media channels. 2. Scan both your organization and industry within the social media universe and design a social media strategy that encompasses a business goal, marketing initiative or brand objective. 3. Next, identify social media tactics that best fit the strategy. Create a social media game plan around each tactic so that you can measure and determine if the tactics we chose are working with our overall strategy. 4. Finally, implement the chosen tactics into various social media channels.
  19. 20. Next Steps The right process makes social media easier, so why not start the conversation for your organization right away? We suggest the following: Social Scan A comprehensive audit of your organization’s social media universe and profiles, along with an in-depth analysis of how your industry and business could benefit from using social media. Social Media Game Plan Session A three hour session with us where we listen and game plan a solution around your business goal or marketing objective using social media.
  20. 21. Thank You! <ul><li>Learn more about Regalix at: </li></ul><ul><li> </li></ul><ul><li>Roy Rajan </li></ul><ul><li>Product Marketing Manager, Regalix </li></ul><ul><li>[email_address] </li></ul>