Social Media Strategies


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OMS Seattle presentation 8/07/08

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  • Social Media Strategies

    1. 1. Social Media Strategies
    2. 2. What’s on tap <ul><li>Fitting social media in the marketing strategy </li></ul><ul><li>Social media case studies </li></ul>
    3. 3. Today, it’s less about what Social Media is … Rather what elements should be part of my marketing strategy? RSS feeds Podcasting Collaboration Discussions Tag clouds Wiki’s Microblogs Blogs Social networking Bookmarking Personalized Online Community Rich Media
    4. 4. Marketing Program Spend Too much focus on awareness Social Media
    5. 5. The Marketing Funnel/Buying Process Core goals often disconnected from budget focus <ul><li>Strategies focused on good CTA’s </li></ul>Traditional marketing budget focus Note: Funnel taken from Forrester’s Aug. 2007 study Marketing New Key Metric: Engagement <ul><li>Engage and differentiate via thought leadership, client references, and results </li></ul><ul><li>Connecting to peers and SME’s </li></ul>Primary marketing goals
    6. 6. Online Marketing Strategy is Changing <ul><li>Areas losing interest </li></ul><ul><ul><li>Banner ads </li></ul></ul><ul><ul><li>Sponsorships </li></ul></ul><ul><li>2008 big winners for increased budget </li></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Search </li></ul></ul><ul><li>Continued cautious increases in investment </li></ul><ul><ul><li>Webcasts </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Social Media </li></ul></ul>Awareness spend is shifting
    7. 7. Social Media Elements & Strategy <ul><li>Company community </li></ul><ul><li>Public communities </li></ul><ul><li>Social bookmarking </li></ul><ul><li>RSS </li></ul><ul><li>Multimedia sharing </li></ul><ul><li>Diggs </li></ul><ul><li>Blogs </li></ul><ul><li>Microblogs </li></ul>A community is the only element that spans the whole funnel Marketing/Buying Funnel
    8. 8. The #1 Interactive Info Source: Communities
    9. 9. <ul><li>Gain Insights : Mine community content & Identify experts </li></ul><ul><li>Boost Loyalty: Community Participants are: </li></ul><ul><ul><li>9X more likely to revisit your site 3 </li></ul></ul><ul><ul><li>2X as loyal 1 </li></ul></ul><ul><ul><li>Purchase 2X as often 2 </li></ul></ul><ul><ul><li>Purchase 5X more than the average client 2 </li></ul></ul><ul><ul><li>Customers 50% longer than non-participants 4 </li></ul></ul><ul><li>Gain Control: Communities will form around your solution whether you choose to host them or not 1 </li></ul>The Business Case for Community 1 Forrester Research 2 McKinsey / Media Metrix Study 3 2004 Association of Support Professionals Study 4 2002 Study conducted by AT&T
    10. 10. Connecting Communities to Search
    11. 11. Communities and User-Generated Content <ul><li>Marketing Department focuses on core keywords (main website) </li></ul><ul><li>User-generated content builds long tail keywords ( community ) </li></ul>
    12. 12. No User Content = Missed SEO Opportunity No community equates to missing ~20% of possible search visits
    13. 13. Long Tail Example – NetApp choosing the right backup technology <ul><li>NetApp discussion thread is #1 above some big publishers </li></ul><ul><ul><li>Computer World </li></ul></ul><ul><ul><li>eWeek </li></ul></ul>
    14. 14. Communities Also Impact Core Keywords <ul><li>Marketers can seed discussions, documents, etc. </li></ul><ul><li>Links to core product pages built into the footer of any new post </li></ul>
    15. 15. <ul><li>Thousands of links tied to your website domain relating to exactly how people talk about your solutions </li></ul><ul><li>Let your customers and prospects drive your SEO strategy </li></ul>Connecting Communities to Search
    16. 16. Case Studies
    17. 17. Examples of Companies Using Communities Loyalty Enthusiast Innovation Partner Developer Event Education Support
    18. 18. Key Community Elements Loyalty Blogs Mobile option Reputation/Rewards Ratings Announcements Enthusiast Social networking Member-generated groups Rich media support RSS feeds Reputation/Rewards Innovation Polling Ratings Private groups Living doc’s (wiki’s) Uploading docs Partner Reputation/Rewards Announcements Ratings Living Documents Uploading docs Rich media (training) <ul><li>Foundational Elements </li></ul><ul><li>Intuitive/easy to use </li></ul><ul><li>Robust search </li></ul><ul><li>Flexibility in theming </li></ul><ul><li>Rich media </li></ul><ul><li>Discussion threads </li></ul><ul><li>User personalization </li></ul><ul><li>Scalable architecture </li></ul><ul><li>Powerful admin. tools </li></ul>
    19. 19. Enthusiast Community <ul><li>Connect those with similar interests </li></ul><ul><li>Let users submit the content to social media sites </li></ul><ul><li>Gain product insights from users of Nike equipment </li></ul>Case for Community Energizing, Listening, and Embracing
    20. 23. Nike’s entire website strategy is changing to one that incorporates users comments and thoughts Trevor Edwards, VP of Global Brand Management <ul><li>500,000 members </li></ul><ul><li>200,000 product related discussions </li></ul><ul><li>50 million miles of runs logged by members </li></ul><ul><li>Communities are now an integrated part of Nike’s brand </li></ul>“ 40% of Nike+ community members become converts to the company’s shoes.” Business Results
    21. 24. Support and Loyalty Community <ul><li>Be a better business partner </li></ul><ul><li>Increase SMB market share </li></ul><ul><li>Help SMB clients grow </li></ul>Case for Community Talking, Supporting, Listening
    22. 25. <ul><li>Company look and feel </li></ul><ul><li>Easy navigation </li></ul><ul><li>Numerous active conversations </li></ul>
    23. 26. <ul><li>The company is constantly learning </li></ul><ul><li>Customers are constantly learning </li></ul><ul><li>The company’s website is the meeting point for small business </li></ul>
    24. 27. <ul><li>Gave SMB clients a new way to promote their businesses </li></ul><ul><li>B of A is at the center of hundreds of thousands discussions </li></ul><ul><li>These conversations lead back to business for B of A </li></ul>Community member post 10/22/07 “ The more time I spend in this community, the more impressed I am with members’ answers. Thanks Bank of America for starting this online service.” Business Results
    25. 28. Brand / Loyalty Community <ul><li>Shares CNN’s passion about the news </li></ul><ul><li>Able to learn from viewers what is newsworthy </li></ul><ul><li>Invites citizen journalists to participate in CNN's newsgathering </li></ul>Case for Community Embracing, energizing, listening
    26. 29. CNN - need content
    27. 32. Lila King, CNN Senior Producer <ul><li>125,000 iReports in 6 months </li></ul><ul><li>55,000 members </li></ul><ul><li>3,000 user generated video clips used on CNN news reports </li></ul><ul><li>70 active news assignments </li></ul>“ You get an amazing integration of what's actually happening on a hyperlocal level by people living the experience.” Business Results
    28. 33. Event Community <ul><li>Community expansion </li></ul><ul><li>Build conference membership </li></ul><ul><li>Grow content sharing </li></ul><ul><li>Increase customer interactions </li></ul>Case for Community Energizing, Connecting
    29. 38. <ul><li>10,000-person conference, 100,000 online members </li></ul><ul><li>10,000+ conference sessions streamed weekly </li></ul><ul><li>Idea exchanges drives product delivery and commerce </li></ul>Brings together customers, experts and partners in one integrated environment Eric Neilson, Director Web Communities Business Results “ We’ve turned our online conference site into a revenue-generating community .”
    30. 39. Recommended Resources <ul><li>Web </li></ul><ul><li>Slideshare </li></ul><ul><li> </li></ul><ul><li>Communities & SEO Webcast </li></ul><ul><ul><li>Anvil and Jive Software </li></ul></ul><ul><li>Books </li></ul><ul><li>Groundswell </li></ul><ul><li>Outside Innovation </li></ul> Do you need to be a subject matter expert to run a subject based community? – Intel Community manager roles and responsibilities – EMC Etiquette and Guidelines Examples – PCWorld Twitter? – P&G What organization does community management usually fit under? – John Deere Engagement with Social Media: Personal vs. Business purposes? – Kinaxis What are community metrics that you measure? – NetApp More questions??? Or for a completely new experience… Learn from and share with your peers on social media strategies