Social Media Marketing Framework


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For many, Social Media is a chaotic and scary new place. To me, it’s an opportunity for savvy organizations to accelerate their growth with this exciting new addition to integrated marketing and communications. Easier said than done! So, to deliver repeatable and measurable business results, I have developed this Social Media Marketing Framework (or shortened for Twitter to #SMMF). The Framework provides an execution blueprint that you can use to structure your social marketing activities to deliver exceptional results. It is focused on Marketing and Communications and defines common components that can be added by organizations to their existing marketing mix.

If you would like a copy of the PPT, please visit and contact me there or Tweet me at /grahamlubie.

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Social Media Marketing Framework

  1. 1. Social media Marketing Framework<br />By: Graham Lubie <br /> web:<br />cell:. 617.821.6169<br /> twitter:<br />linkedin:<br />This work is licensed by Graham Lubie under the Creative Commons Attribution-Share Alike 3.0 United States License<br />
  2. 2. Social media marketing framework<br />Overview<br />Social marketing is new and in many way unique, yet success still relies on creativity and excellent execution. This Social Media Marketing Framework (SMMF) provides an execution blueprint that you can used to structure your social marketing activities to deliver exceptional results. This is not a framework for all Social Media (ie. HR, Customer Support, etc.); it is focused on marketing and communications and defines common social components that can be added by organizations to their marketing mix. <br />The genesis of this framework was a comment and question from one of my clients: “There is so much social ‘stuff’ out there, how can I get started now, and then expand my activities in social marketing once I am more comfortable?” This Social Media Marketing Framework is how! It can be used to get your social marketing programs off the ground, or it can be used to structure and expand on the programs that you have already started. <br />If you are looking for a “pretty” marketing presentation about why you need to get into social media marketing, this Social Media Marketing Framework is not it; there are a lot of those available online. It is designed to be a practical and actionable blueprint that’s based on my own experiences, and on the experiences of other marketing experts that have run marketing campaigns (traditional and social), delivered interactive/technology services, and deployed repeatable processes and methodologies across multiple global industries leaders. <br />There are five main components to the Social Media Marketing Framework: (1) Objectives, (2) Measures, (3) Methods, (4) Initiatives, and (5) Operations. Each of these components has sub-parts that can work together and support the social marketing activities for organizations of all sizes. The rest of this slide deck expands on each of these components.<br />The Social Marketing Framework has been licensed by Graham Lubie under the Creative Commons Attribution-Share Alike 3.0 United States License. Under this License you are free to copy, distribute and transmit the work, but you must attribute the work to the author, Graham Lubie.<br />
  3. 3. Social media Marketing Framework<br />Objectives<br />Social MEDIA Marketing Framework<br />Objectives<br />Measures<br />Methods<br />Activities<br />Measurement<br />Contribution<br />Monitoring<br />Content<br />Internal<br />Produced<br />Spontaneous<br />External<br />Conversation Channels<br />Public Channels<br />(e.g. Facebook, Twitter, Linked In, Industry Blogs, etc.)<br />Organizational Channels<br />(e.g. Websites, Blog, Newsroom, Private Communities, etc.)<br />Initiatives<br />Campaigns<br />Steady State<br />Operations<br />Plan<br />Create<br />Execute<br />Measure<br />Optimize<br />Strategize<br />People<br />Process<br />Technology<br />Governance<br />Budget<br />To learn more about the Social Marketing Framework, visit<br />This work is licensed by Graham Lubie under the Creative Commons Attribution-Share Alike 3.0 United States License. <br />
  4. 4. Social media Marketing Framework<br />Component: Objectives<br />Social media marketing, like any other marketing initiative, should have well defined objectives that allow you to measure your success and progress. <br />There are a number of main reasons to set your objectives:<br /><ul><li>Objectives provide a measuring stick for progress
  5. 5. Objectives ensure that all team members understand what success “looks like”
  6. 6. Objectives ensure that you focus on what’s most important</li></ul>In the Social Media Marketing Framework, your objectives can typically be divided into three main buckets:<br /><ul><li>Revenue & Cost-based Objectives – impact your financial performance
  7. 7. Brand Recognition & Awareness-based Objectives – impacts the reach of your brand
  8. 8. Brand Perception & Loyalty-based Objectives – impact how prospects, customers and partners feel about your brand.</li></ul>Examples<br />Revenue & Cost-based Objectives<br /><ul><li>Increase product line revenues
  9. 9. Increase volume of Leads
  10. 10. Acquire new customers
  11. 11. Generate new sales from existing customers
  12. 12. Reduce marketing spend (e.g. shift from print advertising, etc.)
  13. 13. Improve SEO : SEM ratios</li></ul>Brand Recognition & Awareness-based Objectives<br /><ul><li>Build brand awareness
  14. 14. Increase website traffic via organic search</li></ul>Brand Recognition & Awareness-based Objectives (cont.)<br /><ul><li>Increase website traffic via referrals
  15. 15. Build product awareness</li></ul>Brand Perception & Loyalty-based Objectives<br /><ul><li>Increase brand reputation
  16. 16. Increase product reputation
  17. 17. Increase customer retention
  18. 18. Increase time on site
  19. 19. Increase positive reviews (or reduce negative reviews)
  20. 20. Increase Net Promoter scores</li></li></ul><li>Social media Marketing Framework<br />Component: Measures<br />If you don’t measure it, you can’t improve it. We are so early in the social marketing adoption curve, that the available tools and techniques are still evolving. However, there still needs to be a way to check your progress against your objectives. Each objective should have at least one quantifiable measure that can be used to track whether you have achieved your objectives or not.<br />Measures are typically tracked against a specific baseline metric at a point in time. The key in setting up your measures, is to make sure that you are able to attribute the data you are seeing to your social marketing activities. <br />If you are just starting out, set a handful of goals and then iterate or expand them based on your experiences.<br />Examples<br /><ul><li>Objective: Increase Product Line Revenues
  21. 21. Measure: Increase product line A revenues by 5% from customers sourced via social marketing
  22. 22. Measure: Increase annual customer purchases of product line A from 2x to 3x
  23. 23. Objective: Improve SEO : SEM ratios
  24. 24. Measure: Increase inbound links 30%
  25. 25. Measure: Decrease cost per customer acquisition to $100
  26. 26. Objective: Increase brand / product awareness
  27. 27. Measure: Increase product reach by 10%
  28. 28. Measure: Increase inbound links 30% [same measure can be used to validate more than one objective]
  29. 29. Measure: Increase BuzzMetric score 50%
  30. 30. Objective: Increase brand / product perception
  31. 31. Measure: Increase product sentiment ratings 10%</li></li></ul><li>Social media Marketing Framework<br />Component: Methods<br />Methods are broken into three groups:<br />Activities: which includes monitoringof on-going conversations, contributions to different sites, and measurement of the results; <br />Content: the types of media that are distributed online; and <br />Conversation Channels: the sites and services where Content is contributed and consumed.<br />This framework identifies a variety of different content types and conversation channels, but they are not meant to be comprehensive. There are a lot of new options constantly emerging, and these are just a guide.<br />
  32. 32. Social media Marketing Framework<br />Component: Methods | Activities<br />Activities refer to the different tasks needed to execute social marketing initiatives. There are a lot of people talking and producing a huge amount of real time data, to be successful, you must have:<br /><ul><li>Monitoring to track, synthesize and aggregate the online data streams into usable information.
  33. 33. Contribution where you add to the conversation and position your organizations messages for the online community.
  34. 34. Measurement to quantitatively measure the results of your campaigns so that you can continuously iterate and improve.</li></ul>Examples<br /><ul><li>Monitoring:
  35. 35. Track mentions of your company, products, industry or competitors
  36. 36. Track your SEO / SEM key words for mentions
  37. 37. Follow lists of topics on Twitter that interest you and apply to your product / brand / industry
  38. 38. Contribution:
  39. 39. Add comments to industry blogs
  40. 40. Add your own blog entries
  41. 41. Tweet or Retweet on Twitter
  42. 42. Add videos to YouTube or Vimeo
  43. 43. Contribution (cont):
  44. 44. Run a series of “investigative” reports on CNN iReport
  45. 45. Run contests on Facebook
  46. 46. Measurement:
  47. 47. Set goals in your analytics package and track them
  48. 48. Benchmark Google results for specific terms that are brand identifiable to you</li></li></ul><li>Social media Marketing Framework<br />Component: Methods | Content<br />In social media marketing, content is king. There are so many different content types that it would be impossible to list them all. Instead, I have segmented content by whether it is produced or spontaneous, and whether it is created by internal or external resources.<br />Produced content is professionally created content by internal resources like your marketing department, or external resources like your agency, your customers, or your partners. A lot of this content will be generated by your “traditional marketing” but a lot is needed.<br />Spontaneouscontent is typically created “on the fly” and is more informal. Spontaneous content can be created by internally or external resources. Even when creating spontaneous content, the message should follow predefined messaging guidelines. <br />Since social media marketing is so content intensive and requires “fresh” content, an editorial calendar can be very useful to ensure a steady stream of compelling info. <br />Examples<br />Produced Content:<br /><ul><li>Press releases using a social marketing PR template
  49. 49. Messaging & Positioning Templates
  50. 50. White Papers
  51. 51. Analyst Reports
  52. 52. Product Demo Video
  53. 53. Product Images
  54. 54. Product Performance Benchmarks
  55. 55. Blog post written as part of a editorial calendar
  56. 56. Competitions / Contests (e.g. Facebook)</li></ul>Spontaneous Content:<br /><ul><li>Blog posts (your blogs)
  57. 57. Message board posts
  58. 58. Blog comments (other blogs + responses to comments on yours)
  59. 59. Google SideWiki comments
  60. 60. Retweet of an interesting article
  61. 61. Q&A postings
  62. 62. Ad hoc customer videos (e.g. at a tradeshow or in the street)
  63. 63. Product reviews
  64. 64. Wiki Entries (e.g. Wikipedia)
  65. 65. Directory Entries (i.e. category specific or general)</li></li></ul><li>Social media Marketing Framework<br />Component: Methods | Conversation Channels<br />There are a huge number of potential conversation channels where you can monitor the conversation and contribute information to it. In general, these “places” can be divided into public channels and organizational channels.<br />The main difference between the two, is who controls the direction of the information in those channels. With public channels (e.g. Facebook or Twitter) you have limited direct control over the channel, though you can guide or influence the conversation. In contrast, with organizational channels, you own the venue (e.g. website or company blog with reviewed comments).<br />Like content types, the list of conversation channels is constantly evolving. Facebook and Twitter may be important, but there are plenty of other industry specific channels that your should consider. (See for an excellent list as of 2008)<br />Examples<br />Public Channels<br /><ul><li>Linked In
  66. 66. Facebook
  67. 67. Twitter
  68. 68. You Tube
  69. 69. Vimeo
  70. 70. Slideshare
  71. 71. Squidoo
  72. 72. CNN iReport</li></ul>Organizational Channels<br /><ul><li>Company Website
  73. 73. Company Blog
  74. 74. User Community (public or private)
  75. 75. Social Media Center
  76. 76. Product or Initiative Microsites</li></li></ul><li>Social media Marketing Framework<br />Component: Initiatives<br />Initiates are where the Social Media Marketing planning and theory meet reality. Initiatives = Social Marketing Execution. This is where the proverbial Rubber Meets The Road. <br />To be effective, your Social Media Marketing activities need to address two different types of Initiatives:<br />Steady State Initiatives: these refer to the on-going activities needed to be current and relevant. Steady State Initiatives include on-going Monitoring and Contribution activities as well as the scheduled Measurement of existing initiatives.<br />Campaigns: Campaigns are specific, periodic initiatives with start and end dates. They can be Social Media Marketing specific or integrated into other more traditional marketing campaigns.<br />Examples<br />Steady State Initiatives: <br /><ul><li>Blogging
  77. 77. Blog Commenting
  78. 78. Twitter updates
  79. 79. Facebook updates
  80. 80. Comments on industry message boards
  81. 81. Google SideWiki comments
  82. 82. “Center of Excellence” articles</li></ul>Campaigns: <br /><ul><li>Product Launches
  83. 83. Integrated Lead Generation Campaigns
  84. 84. Clutter Buster / Thought Leadership Programs
  85. 85. Community building campaigns
  86. 86. Event based campaigns</li></li></ul><li>Social media Marketing Framework<br />Component: Operations<br />The “operations” tier of the Social Media Marketing Framework includes two different “types” of operational components: general program components and execution paths<br />General Program Components: these are the infrastructure items that you should have in place to support you social marketing initiatives. They include people in the right positions, processes defined, budgets allocated, technology implemented and governance understood.<br />Execution Paths: these are the traditional project and program management tasks that need to be addressed. Essentially the Execution Paths are phases that you need to go through to rollout repeatable, successful social media Initiatives. <br />They include: strategize to identify your target audiences, objectives of your social media programs and the measures that you will use to determine success, plan who will do what by when, create compelling content, execute on your Initiatives, measure the success of your Initiatives, and finally, optimize what you are doing based on your measures.<br />
  87. 87. Social media Marketing Framework<br />Component: Operations [Strategize/ Plan/ Create]<br />Strategize:<br />Social media marketing must be included as part of your overall marketing strategy. During this operations phase, you will segment your target markets, identify objectives and measures.<br />Plan:<br />Because there are so many moving parts, planning is a key to social marketing success. Identify your main initiatives and then schedule resources to do the content creation, monitoring, contribution and measurement tasks. <br />Create:<br />Create the content that will be used in your initiatives. Creating compelling content is critical. While you can do this in house, getting outside perspectives and creative designers can be very helpful.<br />Examples<br />Strategize <br /><ul><li>Segment the key audiences that you need to reach
  88. 88. Identify customers / prospects that need to be reached
  89. 89. Identify digital influencers that need to be reached
  90. 90. Identify the most appropriate conversation channels to reach your key audiences
  91. 91. Determine the Initiatives that will be executed
  92. 92. Allocate budget to different initiatives
  93. 93. Establish measurement timelines with metrics and KPIs </li></ul>Plan: <br /><ul><li>Schedule the initiatives and their components (needs to be aligned with other marketing activities)</li></ul>Plan (cont): <br /><ul><li>Allocate resources (people + $) to execute the strategy
  94. 94. Develop an Editorial calendar for content creation</li></ul>Create:<br /><ul><li>Develop the content to be used within Initiatives and across initiatives
  95. 95. Provide guidelines for content use
  96. 96. Develop messaging templates (this is most important for Spontaneous Content creation)</li></li></ul><li>Social media Marketing Framework<br />Component: Operations [Execute/ Measure/ Optimize]<br />Execute:<br />Once the strategizing, planning and content creation is over, it’s time to execute. This is where your plan meets reality and you deliver exceptional results.<br />Measure:<br />Your measures provide a quantitative way to track the success of your social marketing initiatives. So, I recommend watching your metrics daily to check for irregularities and then doing monthly reviews to check if course changes are needed. The frequency of measurement will vary industry by industry.<br />Optimize:<br />Based on the results of your initiatives, start the operations cycle over again. Shore-up underperforming initiatives and reinforce the success of your top initiatives.<br />Examples<br />Execute <br /><ul><li>Launch a new product with social marketing components
  97. 97. Add a Social Media Center to your website</li></ul>Measure: <br /><ul><li> Weekly or Monthly snapshots of progress against goals</li></ul>Measure (cont): <br /><ul><li>Quarterly reviews to evaluate the overall program</li></ul>Optimize:<br /><ul><li>Tweak your Initiatives based on your actual results</li></li></ul><li>Social media Marketing Framework<br />Component: Operations [People / Budget / Process]<br />People :<br />Many of the skills that you need to be successful in social media marketing are already in your organization, but piling more work on existing resources is not a blueprint for success. Make sure that you can identify who is going to do what, and how existing roles are going to evolve to include new responsibilities. If you don’t have the internal skills, consider using outside experts.<br />Process:<br />Steady state initiatives and campaigns will have different process requirements. Different processes will need to be established and enforced to ensure consistency and repeatable success.<br />Budget:<br />Where are the $$ going to come from? New funding or existing programs.? Either way, budgeting has to be allocated for the long-term. Social Media Marketing is not a quick hit activity.<br />Examples<br />People (Roles): <br /><ul><li>Community Managers
  98. 98. Engagement Specialists</li></ul>Budget (Line Items): <br /><ul><li>Monitoring & Contribution Programs [agency run]
  99. 99. Blogging [ghost writer]
  100. 100. Video Production
  101. 101. Facebook Campaigns
  102. 102. Izea blogging program</li></ul>Process (Workflows / Process Maps): <br /><ul><li>Monitoring processes
  103. 103. Measurement process
  104. 104. Contribution process
  105. 105. Content approval processes
  106. 106. Engagement processes
  107. 107. Program Review process</li></li></ul><li>Social media Marketing Framework<br />Component: Operations [Technology / Governance]<br />Technology:<br />There are a lot of different technology options that can be used to manage your social media initiatives. For the most part, the different technology options map nicely to the activities of monitoring and contribution and measurement. Which tools you choose is less important, however, than how you use them. <br />Governance:<br />Every organization should have some level of social media governance. Whether you are using IBM’s bullet point version or a simple statement like: {Anything you do online needs to be well thought out, professional and comply with the company’s code of conduct. When in doubt, ask yourself: “Would I show this to our CEO or our biggest customer?” If yes, go ahead and contribute it.}<br />Examples<br />Technology: <br /><ul><li>Monitoring Applications:
  108. 108. Filtrbox,
  109. 109. iGoogle,
  110. 110. Radian6
  111. 111. Biz360
  112. 112. Contribution Applications:
  113. 113.
  114. 114. Seesmic
  115. 115. HootSuite
  116. 116. Tweetdeck
  117. 117.
  118. 118. Measurement Applications:
  119. 119. Google Analytics
  120. 120. Hubspot,
  121. 121. Ominiture</li></ul>Governance: <br /><ul><li>Social Media Statement of Conduct
  122. 122. Legal Guidelines (mostly for financial information / regulated industries)</li></li></ul><li>This work is licensed by Graham Lubie under the Creative Commons Attribution-Share Alike 3.0 United States License<br />GoodBye!<br />