Supporting Social Media Engagement

733 views

Published on

Current marketing strategies are focused on leveraging social media to meet important engagement objectives. This presentation walks through the whys and hows of leveraging social media, then discusses the importance of supporting those who implement the engagement.

Published in: Education, Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
733
On SlideShare
0
From Embeds
0
Number of Embeds
59
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  •  Eighty-three percent of online shoppers said they are interested in sharing information about their purchases with people they know, while 74 percent are influenced by the opinions of others in their decision to buy the product in the first place. (Manage Smarter, September 2009)
  •  Eighty-three percent of online shoppers said they are interested in sharing information about their purchases with people they know, while 74 percent are influenced by the opinions of others in their decision to buy the product in the first place. (Manage Smarter, September 2009)
  • Highlight three
  • Highlight three
  • Highlight three
  • Highlight three
  • Supporting Social Media Engagement

    1. 1. “Supporting Social Media Engagement" <br />Lee Kraus<br />Mythology Marketing<br />
    2. 2. Current Marketing Problem.<br />
    3. 3. Current Environment<br />
    4. 4. The Marketing Model Is Broken<br />2,904 media messages a day<br />An individual will pay active attention to 52<br />Will dislike 14<br />Only 4 will be positively remembered<br />99% Attrition Rate<br />*Source: Citibank CMO Anne MacDonald, October 2005 financial services seminar<br />
    5. 5. People are CYNICAL.<br />You have to BUILD belief.<br />
    6. 6. Every demographic from Baby Boomers to (especially) Millennials, prefers to find new product/service informationvia the Internetover any other medium <br />
    7. 7. Word of Mouth<br />fueled by social media, email and IM, WOM is the most powerful marketing channel in today’s world<br />
    8. 8. Consumers expect to participate in the development and propagation of brands; a two-way conversation<br />
    9. 9. How to leverage social media if you are ready.<br />
    10. 10. A Marketing System<br />
    11. 11. Marketing = Belief Management<br />The marketing your audience sees<br />The underlying foundation of your brand and market position<br />Start at the foundation for effective, accountable marketing <br />
    12. 12.
    13. 13.
    14. 14. Empowerment<br />Engagement<br />Dialog<br />Campaigns and communication - How, when, where the story will be told in unexpected, breakthrough ways <br />The power of intimacy and the path to loyalty - Interactive communications that lead to relationships <br />Incentive and opportunity to share the great experience with others <br />
    15. 15. Social Media Goals<br />Quantitative<br />Qualitative<br />Authority – links back to your site, blog<br />Trust and Loyalty – buzz<br />Satisfaction - comments<br />Interaction - conversations<br />Feedback - survey<br />Traffic – increase all non-paid traffic<br />Trials-non-paid traffic<br />Sales- trial to paid conversions<br />Search marketing-better search rankings<br />Brand metrics-<br />PR-earned media<br />Retention-compare retention measures over time<br />Profits – <br />Content Marketing<br />Thought Leadership<br />Industry conversations<br />Building volume for SEO<br />
    16. 16.
    17. 17. Tools for Engagement<br />Twitter<br />LinkIn<br />Ning<br />FriendFeed<br />Facebook<br />Blogger<br />
    18. 18.
    19. 19. Engagement Process<br />Clear Goals and Objectives<br />Engagement Plan, Sales Funnel<br />Encourage Content Creation<br />Messaging Pillars, Sticky Stories, Content Calendars <br />Intensive Monitoring (dialog)<br />Tools and personal<br />Guidance Documents<br />Rationales<br />How To Documents<br />Collaborative Portals<br />Sharepoint<br />Google Sites<br />Basecamp<br />
    20. 20. An Example<br />
    21. 21. Blogging, Facebook, Twitter, and Ning<br />
    22. 22.
    23. 23.
    24. 24.
    25. 25.
    26. 26.
    27. 27. Is the team ready? <br /> For content development?<br /> For two-way conversations?<br /> For real-time conversations?<br /> For a new set of tools?<br />
    28. 28.
    29. 29. Alignment<br />Awareness and Emotional Alignment with Mission and Goals<br />Understand Roles<br />Have the Knowledge, Skills, and Abilities<br />Measuring Performance<br />Incentives in place to communicate and reward?<br />
    30. 30. Empowerment<br />Engagement<br />Dialog<br />Campaigns and communication - How, when, where the story will be told in unexpected, breakthrough ways <br />The power of intimacy and the path to loyalty - Interactive communications that lead to relationships <br />Incentive and opportunity to share the great experience with others <br />
    31. 31. Alignment<br />
    32. 32. Organizational Readiness for Social Media<br />How do we get the resources in place? <br />People. Time.<br />How do we get ready to generate content?<br />Messaging, Goals, Planning<br />How do we provide training and support?<br />JIT training <br />Is our internal culture ready?<br />Management Buy-in<br />Prepared for Negative Feedback<br />
    33. 33. Alignment<br />
    34. 34.
    35. 35. Alignment<br />
    36. 36. Engagement Skills<br />
    37. 37. Resources and Guides<br />Resources / Guides<br />How to Blog<br />Google Sites<br />
    38. 38. Just-In-Time Learning<br />Power Point / Email / Conference Calls<br />Real-Time Conversations.<br />
    39. 39. Virtual Hands-On<br />Tools Training<br />Webinars<br />GotoWebinar<br />
    40. 40. Real-Time Support<br />One-on-One Virtual Support<br />Facebook<br />Tools Training<br />
    41. 41. Shared Accounts<br />Shared Accounts<br />Tools Training<br />Twitter<br />
    42. 42. Content Development<br />Planning, Writing, Analysis<br />Social, Collaboration<br />Google Sites<br />
    43. 43. Content Development<br />Planning and Support<br />Basecamp<br />Social, Collaboration<br />
    44. 44. Continued Efforts<br />More Structured online Content<br />Elearning, mlearning<br />More screencasts<br />More accountability<br />New Social Media learning platform<br />Collaborative area focused on:<br />Blog<br />Shared Goals<br />Learner-Generated Content<br />Discussion Boards<br />
    45. 45. Components<br />
    46. 46. Measuring Performance<br />Performance Goals<br />Business Goals<br />
    47. 47.
    48. 48. Performance Review<br />Scorecard and Analysis<br />Successes and Challenges<br />Process Review<br />Roles and Approaches<br />
    49. 49. Mythology, LLC<br />49<br />
    50. 50. Future Performance Measures<br />
    51. 51. Mythology, LLC<br />51<br />
    52. 52. Social media is here we must be ready to supportthose who use it.<br />
    53. 53. Thank you!<br />leekraus@mythologymarketing.com<br />@leekraus<br />

    ×