Social media provides access to millions of potential customers online, but you have to know HOW to find them, and HOW to engage them once you do.
Too many people ‘collect’ social media tools and ‘throw them in a pile’ to make them work. LinkedIn experts suggest LinkedIn; Twitter aficionados push Twitter; Bloggers say that blogs are the answer; and there are too many other options to even list.
But does it work? And will it work for you?
About The AIPMM
The Association of International Product Marketing and Management (AIPMM), founded in 1998, promotes worldwide excellence in product management education and provides training, education, certification and professional networking opportunities. With members in 65 countries, the AIPMM is the Worldwide Certifying Body of product team professionals and offers globalized trainings and credentials localized for specific markets designed to meet the challenges of a constantly changing business landscape. As the only professional organization that addresses the entire product lifecycle from inception to obsolescence in any industry, the AIPMM supports strategic partners with offerings in Europe, the Middle East, Australia, and SouthEast Asia, as well as North America.
AIPMM Membership benefits include the national Product Management Educational Conference, regional conferences, the Career Center, peer Forums, tools, templates, publications and eligibility to enroll in the Certification Programs. The Agile Certified Product Manager® (ACPM), Certified Product Manager® (CPM), Certified Product Marketing Manager® (CPMM), Certified Brand Manager® (CBM), and Certified Innovation Leader (CIL) programs allow individual members to demonstrate their level of expertise and provide corporate members an assurance that their product professionals are operating at peak performance.
http://www.AIPMM.com
Subscribe: http://www.aipmm.com/subscribe
LinkedIn: http://www.linkedin.com/company/aipmm
Membership: http://www.aipmm.com/join.php
Certification: http://aipmm.com/html/certification
Webinar Series: http://aipmm.com/aipmm_webinars/
Articles: http://www.aipmm.com/html/newsletter/article.php
3. 1
THE REVOLUTION IS HERE
Are You Listening?
The average consumer mentions specific Brands over 90 times
per week with friends, family and co-workers...
"John Moore, WOMMA, 2010"
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PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
4. Technographic Profiling
Determine “HOW” your audience consumes
information. Know the “TYPE” of content you have
or need to develop.
Spectators want to “READ” more information.
Is this your audience?
Align your content strategy to accommodate
“CRITICS” increase here so look at Blogs,
Comments and Wiki’s to distribute your content.
This audience wants Engagement Content
Note the difference between age groups.
“JOINERS” are less likely to be in Social Networks
so adjust Strategy to Email Strategy to reach this
audience type
Source: Forrester “The Groundswell 2009
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5. 1 PERSONAS: “TREVOR 18 YEAR OLD MALE”
BEHAVIORS TRIGGERS PASSIONS
Will “Like” Brands Follow first Social Bookmarking
Will Follow his most Send engaging Watching Videos
“Loved” Brands Brand loved content
he can share Games on Facebook
Messages Friends
Find out “who” Badge Sharing
Uses RSS feeds Influences “Trevor”
Widgets
Votes on websites Prominent use of RSS
Comments on Blogs
Add Voting tools
Source: MarketingProfs 2009 State of Social Media
Marketing, Groundswell Profile Tool 2009 Dean Holmes 2010
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6. 1 PERSONAS: “JANE 45 YEAR OLD FEMALE”
BEHAVIORS TRIGGERS PASSIONS
Facebook User Targeted Facebook Ad Reads relevant Blogs
Texts Often Mobile App for efficient Shares photos, tags
use of work and home
Reads ratings & reviews
Talks to friends on Twitter Find Influencers within before purchase
interest category
Likes giving feedback Invite feedback via email
to your Community after
purchase
Source: MarketingProfs 2009 State of Social Media
Marketing, Groundswell Profile Tool 2009 Dean Holmes 2010
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7. 2
SOCIAL MEDIA VALUATION
Do You have a Social Media Strategy?
Facebook, Blogs, Twitter and customer reviews are considered the
most effective tactics for mobilizing consumers to
talk up products online...
"Etailing Survey, September 2009"
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8. Matching Content to Creators
CREATORS CONTENT
Publish Blogs Create Blog Posts
Publish on your website Include Comment technology
Upload video you created Use sites that allow Embedding
Upload Audio/Music you created Consider Podcasts, Wave Files
Write stories or articles and post them Look to Comment on their sites with
your content
Source: Forrester “The Groundswell 2007
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PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
9. Matching Content to Critics
CRITICS CONTENT
Post ratings Add “Star or Ratings” feature to your
website
Post reviews of products and services Email Strategy reminders to leave review
Comment on others Blogs Relevant content, Link push to Blog Posts
Contribute in Online Forums Create an Online Forum on your website
Contribute and/or Edit Wiki’s Consider creating a Wiki to house your
content for easy contributions
Source: Forrester “The Groundswell 2007
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PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
10. Matching Content to Collectors
COLLECTORS CONTENT
Use RSS feeds Send Content via RSS, email
Add Tags to web pages or photos Consider Tagging your content for ease and
add to Social Bookmarking sites
Vote on websites Add a Vote Button with any Content you
have or share on website
Source: Forrester “The Groundswell 2007
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11. Matching Content to Joiners
JOINERS CONTENT
Maintain profiles on Share relevant content, looking at what
Social Networking sites others within group are sharing
Visit Social Networking sites Look at sharing Content via Social
Networking sites, and match frequency of
Community to ensure Social Readiness
Source: Forrester “The Groundswell 2007
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12. Matching Content to Spectators
SPECTATORS CONTENT
Read Blogs Create “Guides” and other content to
download as part of the Blog
Watch Video from other users Build a YouTube Channel, create videos
Listen to Podcasts Own a Podcast Channel, update content
Read online Forums Add links to content
Read Customer Ratings & Reviews Add links to content, add ratings and
reviews to your website
Source: Forrester “The Groundswell 2007
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PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
13. Frequency determines
Communities your
customers live in
Messaging offline may
differ to online - are
there any differences
Align messaging on and
offline to match
demographics
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PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
14. No longer guess
where your new Social
Connections live on and
offline
Social Profiles reveal
new addresses online
Determine Content
Strategy by Community
Platform
w/Frequencies
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15. CONTENT VALUE CHAIN
e
alu
hV
Buyers Guides, Scorecards,
Hig
Vignettes, SlideRocket
Decks
Buyers Guides
e
lu
Va
Case Studies
m
Content with higher
diu
value, such as White
Me
White Papers Papers, Case Studies
Articles
e
alu
wV
Blog Posts Content such as Blog
Lo
Posts, Articles that are
more frequent
Sales Sheets
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16. IT’S NOT IT’S ALL
ABOUT MARKETING ABOUT CONTENT
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17. 3
SOCIAL ENGAGEMENT
Do You Know your Audience?
There were nearly 116 Million US user-generated content
consumers along with 82.5 Million content creators...
"eMarketer, February 2009"
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18. SMM: Email Marketing Content Speaks to me, frequency
is right (7 days post
purchase)
Should be:
“your store” in case
foot traffic needs
Obviously they don’t
know my name or my
gender
Thanks me - ahh that’s
nice... but relevant at
the least
Should be my First
Name, this would be
SocialCRM
No sign of a Social
Presence anywhere.
Make this much bigger, Lost opportunity to
it’s the meat of the Connect & Profile
“Call to Action”
Button not Text-doesn’t
guide user to know 18
what to do
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19. SMM: Twitter
Brands must follow
back followers except
spammers-shows
“social love” Listings would be
higher if engaged with
customers
Limited engagement
with any users
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20. SMM: Twitter Link Content
Link takes us to a
Generic Offer - could be
Special for Twitter only
What about a “Mobile” Missed Opportunity to
offer - capture and text drive Foot Traffic with
offers Twitter Traffic Offers
Only
Missed Opportunity to
capture email address
with a Twitter only
access code
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PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
21. SMM: Website Content No Blog for “Critics” or
“Creators” to Read &
Share Ideas
No sign of “Social”
anywhere to be found
Still driving FSO’s but
no sign of “Connect with
us on Social”
Could be leveraging
Twitter Followers with
Special Offers
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PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
22. SMM: Website Content
Limited visibility of
Loyal & Profitable
email registration,
relationships using
except post purchase-
SocialCRM
even then weak
Could be using
FourSquare & Gowalla
to drive mobile sign-ups
and offers
Could be leveraging
Twitter Followers with
Special Offers
Wonder if Customer
Service is being
considered to offset
costs
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24. 4
MEASUREMENT
How are you Measuring Up?
There were nearly 116 Million US user-generated content
consumers along with 82.5 Million content creators...
"eMarketer, February 2009"
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PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
25. 3 Look to Page View Determine if
ENGAGE times, based on Content
Value for clues
Engagement correlates
to Conversions
Analyze Content, Was there a problem
Messaging for perceived with content, UI at
value-adjust as needed website?
Engagement &
Content Analysis
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26. WHAT WE LEARNED
1 2
AUDIENCE EVALUATE
Match Content to Gauge Content to Online
Audiences Consumption Behaviors
Types
Evaluate Audience against
Match Content to customers
Frequencies of Readers
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PROPRIETARY & CONFIDENTIAL | 757.301.1814 | deanholmes.me
27. WHAT WE LEARNED
3 4
ENGAGE MEASUREMENT
Analyze how well your Track Content Value based
Content goes viral against on Sharing among
audiences and Communities
Communities
Correlate Content
Adjust Content Types to Consumption against
Analytics Sales and Conversions
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