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This presentation accompanies a full-day workshop by Shaun Holloway and JoAnna Williamson covering strategies and approaches to integrate social media tools and engagement into an organization's brand, marketing, and customer service.
This presentation accompanies a full-day workshop by Shaun Holloway and JoAnna Williamson covering strategies and approaches to integrate social media tools and engagement into an organization's brand, marketing, and customer service.
1.
Marketing Excellence Series
Social Media Strategies
@ShaunHolloway
JoAnna Williamson
2.
Session Outcome
Commit to engaging your
audiences and building loyalty
through social media
to more effectively achieve
your marketing goals
3.
What would you like to
accomplish?
Session Outcome
4.
U.S.E. Social Media
with your target
communities
and sustain
selected accounts
the underlying
strategyU
S
E
5.
Where are you in your knowledge
and use of social media
No Working
Knowledge
Enough
Knowledge to
be Dangerous
Expert
Knowledge
Social Media Continuum
6.
London Olympics Video
by Associated Press
https://www.youtube.com/watch?v=kGtcNXu-VQU
7.
Definition of Social Media
“Social media is an ever-growing and
evolving collection of online tools
and toys, platforms and applications
that enable all of us
to interact with and share
information.”
Ann Handley
8.
IBM Study of
Chief
Marketing
Officers
The Center for Global Brand Leadership, Columbia Business School
https://brandleadership.wordpress.com/2014/04/28/cmo-insights-from-ibms-global-c-suite-study/
9.
U.S.E. Social Media
Understand
the underlying strategyU
11.
Digital Transformation
Previous Era New Era
Targets end-users Community of end-users
Monologue Communication Dialogue-based Communication
Awareness Priority Engagement Upgrade
Push Strategy Pull Strategy
Protected Communication Transparent Communication
Created by Organizations Co-created with end-users
Brand Management Focus Brand Stewardship Focus
12.
Traditional Marketing Mix
Product
Advertising
Direct Marketing
Web Marketing
Social Media Marketing
Personal Selling
Public Relations
Email Marketing
Promotion
Price Place
14.
SMART Objectives
NOT SMART
• I’ll get the order
• I’ll sell the max
• I’ll let production worry
• Low-balling never hurts
• Whenever is great!
15.
SMART Objectives
NOT SMART
• I’ll get the order
• I’ll sell the max
• I’ll let production worry
• Low-balling never hurts
• Whenever is great!
SMART
• S: Increase last year’s order by 5%
• M: 100 additional units
• A: It falls within capacity
• R: A difficult sell, but possible
• T: At this call
23.
Choose Communication Channels
Newsletters
Email
Campaigns
Facebook
pages
Blog posts/
Twitter
LinkedIn
Groups
Media
Websites
Print
Collateral
News/media
release
Website/
Feeds
Information Technology Strategy
creates and supports channels
Content
Customize or repurpose message for delivery in specific channel(s)
Identify audiences appropriate for content
Monitor audience reaction and participation
Evaluation
Communications and Marketing Strategy
determines approach
Purpose/Goal
Audience
Timing/Frequency
Appropriateness
Response
Voice
Personality
Consistency
Brand
Development
framework
Tool integration
Guides usage
Innovation
24.
Organization Strategy
Marketing Strategy
Social
Media
Photo
and
Video
Email Content
IT Strategy
System Web Portal Channel
Relationship of Strategies
26.
The Power of Words
by Andrea Gardner
https://www.youtube.com/watch?v=Hzgzim5m7oU
27.
Central Website
and Community
Video
Photos
Blogs
Audio
Social
Networks
YouTube
Vimeo
Veoh
Flickr
Instagram
Photobucket
Pinterest
Interest
DailyMotion
Facebook
LinkedIn
Forums
Microblogs
Interest
General
Utterly
Blubrry
Interest
General
Sites
Company
Individual
Institution
Organic
Social Media Marketing Basic Model
Feeds / Widgets BookmarkingEmail / Print
Interest
General
28.
Find the Spot
Channel
AudienceContent
“Sweet”
Spot
30.
Lost Generation
by Jonathan Reed
https://www.youtube.com/watch?v=42E2fAWM6rA
31.
Know the game
Paid
TV
Print
Radio
Events
Display
SEM/Online
Owned
Storefront
Website
Direct Mail/Email
Social / Mobile Media
Earned
Word-of-Mouth
Press
Referrals
On-site Comments
Shares, Likes, RT’s
Check-ins
Ratings/reviews
Mentions
Shifted Components
of the Marketing Strategy
36.
CONSIDER TEN
SOCIAL MEDIA TOOLS
WORTH IT (green)
HELPFUL (yellow)
WASTE (red)
Social Media Landscape
37.
Target Audience
Communication
Brand
Awareness
Referral
Traffic
Personal vs.
Professional
Twitter There are a number
of tools to help
track mentions and
sentiment. Reach is
broad once
established
Allows opportunity
to engage and
spread news virally.
Excellent for
branding and public
relations
management
The potential is
large, but over-
promotion and too
frequent posts can
turn off followers.
Find a solid balance
Strong in both areas
where messaging,
sharing, and
follower/following is
a measure of
influence.
Facebook Great for engaging
people, sharing
options, and
participation.
Use the platform to
organically grow
followers and/or
utilize ads to grow
the follower base.
Do not forget to
keep content
interesting
Excellent way to
share content from
the website and
drive traffic. The use
of share buttons
continues to
increase cross-
shares
While primarily
viewed as a
personal social tool,
the network is
utilized to promote
professional
accomplishments
via brand pages.
Credit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com
Social Media Landscape
38.
Target Audience
Communication
Brand
Awareness
Referral
Traffic
Personal vs.
Professional
LinkedIn Engagement is
possible through
groups, but
moderation is
needed to keep
them clean. Group
performance and
frequency vary
Effective for
personal branding as
well as an
organization with
brand pages
Majority of users
tend not to click-
through; however,
what traffic comes
tends to be from
relevant readers
from the target
audience
Very strong and
focused on the
professional
network and
interests, while
allowing integration
with other content
tools
YouTube Powerful channel for
quickly engaging the
audience and
feeding content to
many vehicles
Excellent tool once a
catalog of video is
created that
collectively
represents the brand
and relates to the
target audience
Traffic primarily goes
to the video, and
links can be added
to the description;
however, embedded
videos into a
website help both
ways
Can be used for both
areas; however,
focus and big picture
purpose is needed,
not to mention some
skill.
Credit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com
Social Media Landscape
39.
Target Audience
Communication
Brand
Awareness
Referral
Traffic
Personal vs.
Professional
Flickr Properly tagged
photosets and
photos help
communicate
activity and
showcase the
message
Participation is
possible but not
likely, but
embedded photo
slideshows help
significantly
Even with many
views, the click-
through rates to the
website remain low
Photo sharing is
fragmented among
tools and networks,
but it can work well
for both areas for
branding and
sharing.
Reddit When evaluating
“sub-reddits,” the
feedback is valuable,
but reach can vary
based on relevance
There is little
branding
opportunity, as most
stories are from
major news sites.
Images attribution is
limited
If Reddit likes the
brand, then traffic is
good. There is
balance on trying
too much and not
enough
Difficult to establish
a connected
reputation in both
areas and primarily
caters to niche
audiences.
Credit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com
Social Media Landscape
40.
Target Audience
Communication
Brand
Awareness
Referral
Traffic
Personal vs.
Professional
Pinterest Not a great platform
for engaging
customers due to
the nature of the
collections and
functions
Following and
sharing pins can
help spread the
brand’s impact and
encourages others
to do the same
Traffic generation is
big, but only the
website needs
pinnable images
Primarily a personal
photo and Internet
sharing service,
professionals in
certain industries
can succeed.
Slideshare Great for
organizations that
utilize slide decks.
Embedded
presentations into
website helps
promotion
Many ways to
leverage and
increase exposure.
Strategically utilize
the Slideshare URL
to encourage traffic
Very similar to
YouTube in that
traffic tends to stay
within the network.
Embedding
slideshows and
feeds helps
As a LinkedIn
company, sharing
content is mainly
professional with
good personal site
integration
methods.
Credit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com
Social Media Landscape
41.
Target Audience
Communication
Brand
Awareness
Referral
Traffic
Personal vs.
Professional
Google+ Communication and
engagement
possibilities are rare,
and user
participation is
relatively low
Majority of brand
searches appear in
Google search
results and +1’s rank
highly
Content can be
heavily shared and
influence how the
content ranks. Using
the +1 button helps
The search ranking
alone makes this a
must-have network;
however, it’s a mix
for both areas trying
to carve out its fit.
Instagram Communication
exists within the site
for engagement but
relatively self-
contained
Excellent way to
show images of
offerings and
promote campaigns.
API can push photos
to sites
Very difficult. Only
the creative and the
super curious can
accomplish
Sharing photos and
short videos is
currently a personal
endeavor but
professionals in the
right niche may find
a way.
Credit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com
Social Media Landscape
43.
Pyramidal Approach
Based on level of risk required and the ability to sustain a more complex tool
Enter photo-sharing communities
Enter video-sharing communities
Establish blogs and micro-blogs
Sustain social networks
Utilize audio
Active
Participation
44.
Monitoring
Content
Pipeline
Preparation
Social Success Formula
= Sustainability
+ +
45.
U.S.E. Social Media
with your target communitiesE
46.
Radical Trust is Necessary
How can you trust other people?
47.
Moral code is in the majority
Safety is in the community
Environment is well-constructed
Assumes equal and abundant
resources
Don’t be Afraid of the < 1%
48.
Are You Ready?
1. What is the purpose / mission?
2. Who is going to be the champion?
3. Who is the target audience?
4. How is it going to be sustained?
5. How does it fit strategically?
49.
Optimization
Social Media
Optimization
Search Engine
Marketing
Search Engine
Optimization
55.
Response Protocol
•Need to have a plan should the
“less than 1% percent” happen
•Part of your social media strategy
and communications toolkit
• @webpronews featured my social media response design in
their "A Collection of Social Media Flowcharts" article on July
22, 2011, http://slidesha.re/n0rzEA
56.
Social Media Comment and Response Protocol
YES
NOYES
NO
NO
“Web Rage”
Is the posting a rant, rage, joke, or ridicule in nature?
NO
“Misguided”
Are there erroneous facts or statements in the posting?
NO
NO
YES
Monitor Only
Avoid responding to specific
post and people; monitor the
site for relevant information and
comments.
YES
YES
Fix the Facts
Respond with factual
information directly in the
comment space.
(See the five possible
responses below.)
Share Success
Proactively share the story
and/or additional
information.
Restoration
Rectify the situation, respond
and act upon a reasonable
solution.
(See the five possible
responses below.)
Let Post Stand
No response given.
NO
Transparency
Disclose information
and any affiliation to
Organization
Sourcing
Provide citations, links,
etc to credible sources
for accuracy
Timeliness
Take time to create
good responses from a
good point of view
Tone
Respond in a tone that
reflects on the high
standards/quality
Influence
Focus on the most
influential sites related
to the industry
YESYES Response Options & Combinations YES
NO
Evaluate
Concurrence
A factual and well cited
response or opinion, which may
or may not agree, yet the post is
not negative.
Organization can concur with
the post, let it stand, or provide
a positive review.
Does Organization respond?
Comment or Posting
On organization own website/network or a post on another site.
Is it a positive posting?
Final Evaluation
Base response on present circumstances, site
influence, and stakeholder prominence.
Will Organization respond?
“Unhappy Stakeholder”
Is the posting a result of a negative experience?
“Trolls”
Is this a site dedicated to degrading or
ridiculing others?