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A Strategic Framework
   for Social Media

             Presentation for
           stART.10 Conference
            Duisburg, Germany
Road Map
The changing environment of culture,
media and marketing
Flipping the marketing funnel and
total customer experience
Social media as a tactical effort in
integrated marketing communications
Formalizing and evaluating your social
media efforts

        Questions?

                                         Photo: http://www.flickr.com/photos/viriyincy/
“Golden Age”


                                                 vs.

      “Declinism”
Photo: http://www.flickr.com/photos/reway2007/
1960                             Now
       Radio
                                         4,400                            13,500
       stations
       Magazines                         8,400                            17,300

       Television
       channels per 5.4                                                   82
       home

       Web pages                         n/a                              Billions

Source: Forrester Research, Inc. | Left Brian Marketing by Eric Schmitt | Photo: http://www.flickr.com/photos/videocrab/
1) Buy attention (advertising)
      2) Beg for attention (public relations)
      3) Bug for attention (sales)




Source: http://www.davidmeermanscott.com/leadership-speaker.html
and Forrester Research, Inc. | Left Brain Marketing by Eric Schmitt
Image: http://koyuki-shirai.deviantart.com/art/Puss-n-Boots-11215423
The Marketing Funnel
Old model: persuasion



                        Awareness

                         Interest

                         Desire

                         Action
Orchestra “Churn” Study




                                     9/10
Photo: http://www.flickr.com/photos/essjay/
$199 vs. $4,896



Photo: http://www.flickr.com/photos/amagill/
“Don’t ask me to
    marry you after
    the first date.”




Photo: http://www.flickr.com/photos/10279741@N00/
Flipping the Funnel
Joseph Jaffe’s model: interaction



                              Acknowledgement


                                      Dialogue


                                    Incentivization


                                     Activation
Fourth way to generate attention
       Earn attention (social media)


Source: http://www.davidmeermanscott.com/leadership-speaker.html | Photo: http://www.flickr.com/photos/brandoncwarren/
What is social media?
   •   Participation (encourage contributions)
   •   Openness (no barriers to content and feedback)
   •   Conversation (listening, not just broadcasting)
   •   Community (gather around a common interest)
   •   Connectedness (content sharing)




Source: iCrossing “What is Social Media? “ Image: http://www.flickr.com/photos/matthamm/
Source: http://www.slideshare.net/darmano/the-microsociology-of-networks | David Armano
Source: http://www.slideshare.net/darmano/the-microsociology-of-networks | David Armano
The Networked Cultural Institution

• Simple and transparent
  organizations
• Easy for outsiders to get in
  and insiders to get out
• Networked Nonprofits
  activate “free agents”
#operaplot
     Engaging with a “free agent”
     “The right idea, the right time, the right place, the right audience”


   “I didn’t really think I had the
   influence to organize the                                      “…the chance to explore the
   press or the houses. ”                                         possibilities of Twitter in a
                                                                  no-risk way was appealing.”




http://mcmvanbree.com/dutchperspective/an-interview-with-miss-mussel-of-operaplot-fame | Image: http://www.smashingmagazine.com/
“…the type of people that are looking for a
                   new kind of relationship with performing arts
                   institutions…”

                   “…one that is more transparent and honest
                   rather than the traditional cursive script, lush
                   images and WE ARE AWESOME AT
                   EVERYTHING attitude…”




Image: http://www.smashingmagazine.com/
LSO: Real
Conversations
“Moderate your tone of voice for these
media. Marketing speak does not work.
Speak to the audience in the same way
as you would a friend.”

- Jo Johnson, marketing manager
“Reply to any direct
questions you get. To
not do so is to miss
the point of the media
altogether.”

– Jo Johnson, marketing
manager
Eso que se conoce
    como la opera                                                [This is known as the opera]




Photo: http://www.flickr.com/photos/esoqueseconocecomolaopera/
≥ 4 million views!




        Exceeded 2 million views
        in just two months…


http://www.youtube.com/user/atenordelaopera
esoqueseconocecomolaopera.com
purpose-built micro site | 30,000 visitors in two months
Facebook        Twitter          Myspace          Flickr
(2,512 fans)   (323 followers)   (601 friends)   (500 views)
Comments
      ≥ 500 comments




Other comments
Facebook         ≥ 150
YouTube          ≈2,000


Sentiment
Positive         95%
Negative         2%
Neutral          2%
Print brochure
Included 40% off coupon
“…to bring the Palau to the
community, make people
feel that the place is theirs
and they can enjoy it…"

“…the only requirement
that we might consider
essential is the ability to
feel and have emotions…”
- Xabier Colinas, marketing director
“…without cultural buy-in, organizational
     resource allocation, system integration, and
     best practices are like a transplanted organ
     rejected by its host body…”
Joseph Jaffe: Flip the Funnel | Photo: http://www.flickr.com/photos/anvancy/
Orchestras and Social Media Survey
Nearly three-quarters of the orchestras indicated that
they are currently planning and writing social media
into the communications or marketing strategy.
     93%


                 80%



                           60%                   Percentage of orchestras active by platform
                                       47%
                                                    40%       40%      40%
                                                                                  33%


                                                                                           20%




 Facebook Fan   Twitter   YouTube   Podcasting    Facebook   Myspace   Flickr   Blogging   Other
     Page                                          Group
First steps: tactical coordination
       • Achieve consistency and synergy
         between functional efforts
       • Development of overall
         communication policies and
         practices
       • Interpersonal and cross-
         functional communication across
         departments
       • “One sight, one sound”

Source: IMC, The Next Generation : Five Steps For Delivering Value and Measuring Financial Returns | Don Schultz, Heidi Schultz
St. Louis:
cross-
platform
integration

    Prominent
    feature on
    front page


  Highlighting all
  options on sub
       page



  Blog featured
  on front page
Foursquare




                                 Twitter




                                iPhone App




Custom Facebook tab with     Facebook
  targeted information
                           integration
iPhone apps
                                         Source: InstantEncore.com

                                         (But don’t forget Blackberry and
                                         Android!)




              Foursquare
Mobile        Mayor Specials
              Check-in Specials

integration   Frequency-based Specials
              Wildcard Special
Formalize your policy
                               * 87% does not have an internal policy
                               * 40% does not find a need for one



                              Employer                                       Employee

                      • Legal issues                                 • Legal issues
                      • Openness                                     • Transparency
                      • Trust                                        • Accuracy
                      • Understanding                                • Responsibility


http://sites.google.com/site/wharman/social-media-strategy-handbook | http://www.ibm.com/blogs/zz/en/guidelines.html
Formalize your team




Photo: http://www.flickr.com/photos/dunechaser
“Shatter the silo and integrate social
           across all marketing efforts now.”
      •    Market Research                                        • Advertising
      •    Institutional Web site                                        – Print
      •    Intranet                                                      – Television
                                                                         – Radio
      •    E-mail marketing
                                                                  • Sponsorships
      •    SEM / SEO
                                                                  • Point-of-Sale
      •    eCommerce
                                                                  • Group sales
      •    Mobile marketing

Source: http://www.web-strategist.com/blog/2010/08/30/cmo-matrix-how-social-technology-must-integrate-with-traditional-marketing-a-
horizontal-approach/
Next steps: redefining scope of
                     marketing communication
       • Look beyond communication efforts:
         incorporate customer insight at all
         points of contact [total customer
         experience]
       • Scope of marcom activities broadens
         to encompass internal marketing
         [cultural buy-in]
       • Gather patron behavioral data

Source: IMC, The Next Generation : Five Steps For Delivering Value and Measuring Financial Returns | Don Schultz, Heidi Schultz
Next steps: financial and
                               strategic integration
     • Skills and data to drive strategic
       planning
             – Strategy rooted in audience knowledge
             – Google’s “Database of Intentions”

     • Return-on-customer investment
       measures
             – Formalize your performance measures
             – Communications: behavior change
             – Marketing: financial value of that behavior

Source: IMC, The Next Generation : Five Steps For Delivering Value and Measuring Financial Returns | Don Schultz, Heidi Schultz
What are you evaluating?

                                                   Social media is a
                                                     tactical effort…
                                                   …within a strategy
                                                     for behavior
                                                     change




Photo: http://www.flickr.com/photos/marcwathieu/
Define your goal

      • The question is: what is
        the change your
        organization is trying
        to achieve over five to
        ten years?
      • A mission statement-
        inspired goal…



Photo: http://www.flickr.com/photos/keylosa/
New York Philharmonic | mission statement

  To maintain and foster an interest in the enjoyment
  of music and musical affairs, and to inculcate in its
  members in the community of New York city and the
  nation at large, an interest in symphony music and in
  order to foster such interest and the appreciation of
  music, among other things to cause the performance
  of symphonic and other musical performances in the
  concert and other halls, over the radio, television, by
  phonographic recordings, and in any other manner
  now known or hereafter to be.
Summary
• Adapt to changing environments
• Total customer experience
• Social media a tactical effort in an integrated
  marketing communications strategy
• Formalize your efforts
• Evaluate your efforts
• Mission statement-inspired goals
Questions?

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A strategic framework for social media

  • 1. A Strategic Framework for Social Media Presentation for stART.10 Conference Duisburg, Germany
  • 2. Road Map The changing environment of culture, media and marketing Flipping the marketing funnel and total customer experience Social media as a tactical effort in integrated marketing communications Formalizing and evaluating your social media efforts Questions? Photo: http://www.flickr.com/photos/viriyincy/
  • 3. “Golden Age” vs. “Declinism” Photo: http://www.flickr.com/photos/reway2007/
  • 4. 1960 Now Radio 4,400 13,500 stations Magazines 8,400 17,300 Television channels per 5.4 82 home Web pages n/a Billions Source: Forrester Research, Inc. | Left Brian Marketing by Eric Schmitt | Photo: http://www.flickr.com/photos/videocrab/
  • 5. 1) Buy attention (advertising) 2) Beg for attention (public relations) 3) Bug for attention (sales) Source: http://www.davidmeermanscott.com/leadership-speaker.html and Forrester Research, Inc. | Left Brain Marketing by Eric Schmitt Image: http://koyuki-shirai.deviantart.com/art/Puss-n-Boots-11215423
  • 6. The Marketing Funnel Old model: persuasion Awareness Interest Desire Action
  • 7. Orchestra “Churn” Study 9/10 Photo: http://www.flickr.com/photos/essjay/
  • 8. $199 vs. $4,896 Photo: http://www.flickr.com/photos/amagill/
  • 9. “Don’t ask me to marry you after the first date.” Photo: http://www.flickr.com/photos/10279741@N00/
  • 10. Flipping the Funnel Joseph Jaffe’s model: interaction Acknowledgement Dialogue Incentivization Activation
  • 11. Fourth way to generate attention Earn attention (social media) Source: http://www.davidmeermanscott.com/leadership-speaker.html | Photo: http://www.flickr.com/photos/brandoncwarren/
  • 12. What is social media? • Participation (encourage contributions) • Openness (no barriers to content and feedback) • Conversation (listening, not just broadcasting) • Community (gather around a common interest) • Connectedness (content sharing) Source: iCrossing “What is Social Media? “ Image: http://www.flickr.com/photos/matthamm/
  • 15. The Networked Cultural Institution • Simple and transparent organizations • Easy for outsiders to get in and insiders to get out • Networked Nonprofits activate “free agents”
  • 16. #operaplot Engaging with a “free agent” “The right idea, the right time, the right place, the right audience” “I didn’t really think I had the influence to organize the “…the chance to explore the press or the houses. ” possibilities of Twitter in a no-risk way was appealing.” http://mcmvanbree.com/dutchperspective/an-interview-with-miss-mussel-of-operaplot-fame | Image: http://www.smashingmagazine.com/
  • 17. “…the type of people that are looking for a new kind of relationship with performing arts institutions…” “…one that is more transparent and honest rather than the traditional cursive script, lush images and WE ARE AWESOME AT EVERYTHING attitude…” Image: http://www.smashingmagazine.com/
  • 18. LSO: Real Conversations “Moderate your tone of voice for these media. Marketing speak does not work. Speak to the audience in the same way as you would a friend.” - Jo Johnson, marketing manager
  • 19. “Reply to any direct questions you get. To not do so is to miss the point of the media altogether.” – Jo Johnson, marketing manager
  • 20. Eso que se conoce como la opera [This is known as the opera] Photo: http://www.flickr.com/photos/esoqueseconocecomolaopera/
  • 21. ≥ 4 million views! Exceeded 2 million views in just two months… http://www.youtube.com/user/atenordelaopera
  • 23. Facebook Twitter Myspace Flickr (2,512 fans) (323 followers) (601 friends) (500 views)
  • 24. Comments ≥ 500 comments Other comments Facebook ≥ 150 YouTube ≈2,000 Sentiment Positive 95% Negative 2% Neutral 2%
  • 26. “…to bring the Palau to the community, make people feel that the place is theirs and they can enjoy it…" “…the only requirement that we might consider essential is the ability to feel and have emotions…” - Xabier Colinas, marketing director
  • 27. “…without cultural buy-in, organizational resource allocation, system integration, and best practices are like a transplanted organ rejected by its host body…” Joseph Jaffe: Flip the Funnel | Photo: http://www.flickr.com/photos/anvancy/
  • 28. Orchestras and Social Media Survey Nearly three-quarters of the orchestras indicated that they are currently planning and writing social media into the communications or marketing strategy. 93% 80% 60% Percentage of orchestras active by platform 47% 40% 40% 40% 33% 20% Facebook Fan Twitter YouTube Podcasting Facebook Myspace Flickr Blogging Other Page Group
  • 29. First steps: tactical coordination • Achieve consistency and synergy between functional efforts • Development of overall communication policies and practices • Interpersonal and cross- functional communication across departments • “One sight, one sound” Source: IMC, The Next Generation : Five Steps For Delivering Value and Measuring Financial Returns | Don Schultz, Heidi Schultz
  • 30. St. Louis: cross- platform integration Prominent feature on front page Highlighting all options on sub page Blog featured on front page
  • 31. Foursquare Twitter iPhone App Custom Facebook tab with Facebook targeted information integration
  • 32. iPhone apps Source: InstantEncore.com (But don’t forget Blackberry and Android!) Foursquare Mobile Mayor Specials Check-in Specials integration Frequency-based Specials Wildcard Special
  • 33. Formalize your policy * 87% does not have an internal policy * 40% does not find a need for one Employer Employee • Legal issues • Legal issues • Openness • Transparency • Trust • Accuracy • Understanding • Responsibility http://sites.google.com/site/wharman/social-media-strategy-handbook | http://www.ibm.com/blogs/zz/en/guidelines.html
  • 34. Formalize your team Photo: http://www.flickr.com/photos/dunechaser
  • 35. “Shatter the silo and integrate social across all marketing efforts now.” • Market Research • Advertising • Institutional Web site – Print • Intranet – Television – Radio • E-mail marketing • Sponsorships • SEM / SEO • Point-of-Sale • eCommerce • Group sales • Mobile marketing Source: http://www.web-strategist.com/blog/2010/08/30/cmo-matrix-how-social-technology-must-integrate-with-traditional-marketing-a- horizontal-approach/
  • 36. Next steps: redefining scope of marketing communication • Look beyond communication efforts: incorporate customer insight at all points of contact [total customer experience] • Scope of marcom activities broadens to encompass internal marketing [cultural buy-in] • Gather patron behavioral data Source: IMC, The Next Generation : Five Steps For Delivering Value and Measuring Financial Returns | Don Schultz, Heidi Schultz
  • 37.
  • 38. Next steps: financial and strategic integration • Skills and data to drive strategic planning – Strategy rooted in audience knowledge – Google’s “Database of Intentions” • Return-on-customer investment measures – Formalize your performance measures – Communications: behavior change – Marketing: financial value of that behavior Source: IMC, The Next Generation : Five Steps For Delivering Value and Measuring Financial Returns | Don Schultz, Heidi Schultz
  • 39. What are you evaluating? Social media is a tactical effort… …within a strategy for behavior change Photo: http://www.flickr.com/photos/marcwathieu/
  • 40. Define your goal • The question is: what is the change your organization is trying to achieve over five to ten years? • A mission statement- inspired goal… Photo: http://www.flickr.com/photos/keylosa/
  • 41. New York Philharmonic | mission statement To maintain and foster an interest in the enjoyment of music and musical affairs, and to inculcate in its members in the community of New York city and the nation at large, an interest in symphony music and in order to foster such interest and the appreciation of music, among other things to cause the performance of symphonic and other musical performances in the concert and other halls, over the radio, television, by phonographic recordings, and in any other manner now known or hereafter to be.
  • 42. Summary • Adapt to changing environments • Total customer experience • Social media a tactical effort in an integrated marketing communications strategy • Formalize your efforts • Evaluate your efforts • Mission statement-inspired goals