Tactics most commonLowest barrier to entryNot meant to be comprehensiveEverything discussed today should be quickly “implementable”
Ties to Biz Obj:Number one goal of most social media marketersSocial media has the ability to reach a large audience, generate traffic and demonstrate expertise
Examples:-Tweet pictures or details around a fun company function. -Post on Facebook sharing the latest information and updates about your products or enhancements in services. -Post a YouTube video showcasing clients talking about how they use your product. -Upload a presentation to SlideShare highlighting your industry, services, and importance of your area of expertise.
Examples:-Share a link on Facebook of the latest whitepaper or helpful article published by your organization. -Create a series of Tweets sharing interesting product facts tied to interests that resonate with your target audience -Upload a Flickr picture, tagged with your company and keywords, showing pictures of your clients benefitting from your services in different ways.-Share a YouTube video of employees giving advice on how to use your product or service in creative ways
“Fish where the fish are”…engage with customers where they already are and prefer to communicateFast, personal responses to your customer baseTies to biz goal:- Providing quality customer service, social media augments this
Examples:-Create a YouTube channel devoted to short tutorial videos on product(s) and services. -Send a series of Twitter tips on how to preserve or protect a product.-Update your Facebook status or wall post asking customers to share their favorite uses of a product.
Examples:-Send a Tweet or update your Facebook status indicating a known service interruption or scheduled maintenance. -Send a Tweet letting customers know about a product or software enhancement.-Write a blog post outlining new product upgrades with tips on how to best to use the product.
Social media is a natural fit for eventsTies into biz goals:- Augments efforts to inform community of events and drive both attendance and participation
Example above: American Speech Language Hearing AssociationExamples:-Tweet about social gatherings and parties an hour before they take place using the event hashtag to ensure they are easy to find. -Post on your blog each morning about the event line-up for the day. -Post special event tips on Foursquare and Gowalla venues.-Include updates on your Facebook Page and Event with links to specific activity information within 24-hours of their scheduled.
Example above:nVidia, a world leader in visual computing technologiesExamples:-Designate people to live blog from the event on your corporate blog.-Share pictures on Flickr daily to highlight event attendees and activities. Tag these with your brand, keywords and event tags.-Take attendee feedback and comments during conferences to share takeaways from the event. Share these while the event is taking place to build excitement and save for future marketing use. -Post presentations from sessions, panels or meetups on Slideshare to extend the lifecycle of content and expand the reach of your event.
Ties to biz goals:- Builds high level of interest and adoption around product introductionsCan be expensive and time consuming if you solely rely on traditional channels.
Examples:-Promote a request for user-generated photos of people using the product with the incentive of a prize. Upload these photos to your Facebook Page and blog and allow voting for the favorite picture of your network. -Create a Twitter campaign to allow submissions of new product ideas like name or design features. -Ask Facebook fans to share their favorite new aspect of the product on your Wall with the first set number of posts promised a prize.-Promote retweet opportunities with first set number of retweets to win a prize
Goal of marketing is to eventually help sell a product/serviceTies to biz objs:- Generating leads through gathering information and sparking interest Leverage content marketing on SM channels to help generate leads
Examples:-Include a constant call to action in your Facebook status or About section where fans can learn more information about your company or products.-Include a brief caption on how viewers can take the next steps to get started with a link to your contact form or a free trial in YouTube videos about products and services. -When posting presentations about product or service information on Slideshare, include suggested next steps such as contacting you or providing a URL for additional information.
Examples:-Spotlight a product or service weekly with a Facebook link to a web page with more information for prospects. -Share updates on Twitter and Facebook with links to your site when new product materials are available for download. -Through annotations or an end bumper, always include a link in YouTube videos back to a preferred webpage so people know where to find more information.
Once a presence is established, getting your social network to take action builds community and a connection to your brandTies to biz objs:An active social community can help do your marketing for you
Examples:-Create a badge on Foursquare or Gowalla that users can unlock when checking into locations or taking pre-determined actions. -Provide exclusive offers or giveaways to people who “like” your Facebook Page.-Unlock special deals, contests or “virtual branded items” when community members check in to specific, meaningful locations.
Control brand messagingLeveraging community to spread on your behalfExamples:-Provide sample Tweets people can share about a particular subject or campaign to spread the word on your behalf in email outreach. -Ask your Facebook fans to change their status to represent a particular day, event or cause. Provide samples of statuses that your fans can use to make the update as easy as possible. -Create widgets or badges your network can share on their blogs, websites or personal networks to support your cause or product. -Write a blog post explaining multiple tactics your network can implement to show support for your cause, product or even company.
The Social Media LandscapeSocial is now part of the marketing mix.No one relies on just one network –requires a mix for continued success.Social programs focused on objectives.Increasing need for scalability. 48% of interactive marketers plan to increase social media spending in 2011 – Forrester Research, Inc.
Today’s DiscussionAn understanding of the six most importantobjectives for social media marketing initiatives.How social media ties into to existingorganizational goals.Proven tactics to use with each objective thatyou can start implementing today.
Brand Awareness + SocialReach more people through extensivenetworks.Drive traffic to other corporate channels.Deliver messages to new audiences thatyou otherwise would not reach.Expertise sharing and positioning.
Details About CompanyPeople follow brands tolearn more about them.Share content about:• Culture• Company news• Employees• Products or services
Thought LeadershipPromote contentillustrating yourdomain expertise thatalso provides value.Share whitepapers,stance on industrytrends, pictures andinfographics.
Customer Service + SocialImmediate response and interaction withcustomers.Helpful communications illustrate responsivenature of company.Discover new customers and issues onsocial channels.Make the experience personal with actualresponses from team.
Customer EducationGive customers the tools to use the fullextent of your product.
Customer-Centric AnnouncementsShare real time updates to keep yourcustomers informed.Pre-empt questions or concerns.
Event Marketing + SocialPromote event details, activities and newsbroadly.Real-time updates, alerts and reminders.Audiences can participate more easily andmore often.Community sharing of content and ideashelps amplify buzz and attendance.
Reminders & NotificationsShare real-time reminders and updates toensure your network has every opportunityto be in the right place at the right time.
Share Content from EventUse events as opportunities to generatethought leadership and connect withcommunity members who aren’t present.
Product Launches + SocialAffordable channel to reach huge, activeaudience.Enhance other media spends by reinforcingmessages and increasing impressions.Build excitement by seeding network withinformation and offering exclusive deals.Grow adoption opportunities by reaching alarge, interactive audience at launch.
Product DemonstrationsDon’t just tell people what’s in a newproduct - show them with compellingdemonstrations.
ContestsIncrease opportunities for engagementand participation around product launcheswith interactive activities.
Sales Pipeline + SocialSocial media is where your prospects arespending time.Effective in driving traffic to your home base– your website.Enhance inbound marketing with trafficdriven from social media.Unknown opportunities can be discoveredand addressed.
Provide Calls to ActionBuild an initiative to generate leads anddevelop Sales prospects by giving yournetwork something to do.
Drive People to WebsiteYour website iswhere the magichappens. Leadpeople here tolearn aboutproducts and eithermake a purchaseor convert into alead.
Community Activation + SocialInteractivity naturally drives action.Closer connection between brand andcommunity.Pass along rate increases and providespotential for exponential growth of activity.Timely distribution of messages drivesimmediate action.
Provide IncentivesOften, people take action because there isan incentive to their involvement.
Provide Pre-Packaged ContentIf you aren’t making it easy for yournetwork to share content on your behalf,you are losing opportunities to leverageyour community to further bolster yourbrand.
Where Social CRM Comes InSocial is part of the marketing mix:more activity requires more structure.No one relies on just one network:a Social CRM helps manage these.Increasing need for scalability:Social CRM systems are designedspecifically to help scale and growprograms.
Get the Full Pocket Guide • Business Cases for each objective • Arguments for using each objective • Content Ideas • Sample tactics to implement • Suggested success metrics • Ideal team member profile • Real-world examples Download the Pocket Guide