Employing an Effective Social Media Strategy<br />Muhammad Karim, 2011<br />
First… answer these questions…<br />What does your company do? <br />What does your company want?<br />What benefit does your company offer?<br />… in a 140 characters or less… ;)<br />
What is Social Media?<br />A set of on-line tools that foster the exchange of ideas.<br /> ”…media for social interaction, using highly accessible and scalable communication techniques. Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue.” - Wikipedia<br />But… more importantly…<br />It’s about People.<br />
Is Social Media Really For You?<br />It most likely is …. But Why?<br />Ask yourself … What do you want?<br />Sales?<br />Leads for new Clients?<br />Brand Awareness?<br />Word of Mouth / Buzz?<br />Thought leadership?<br />Your Ad to go Viral?<br />
What is your Target Market doing in the Digital World?<br />Consumers behave differentlyon-line.<br />You need to Determine…<br />Where they are?<br />What they do ?<br />How they engage ?<br />How they influence and who they are influencing?<br />What are their shopping habits on-line?<br />How do they see your brand currently?<br />
Bottom Line…<br />You need to make yourself worthy of their time.<br />(and, hopefully, their money).<br />Consumers matter for Brands on-line because:<br /><ul><li>If your current customers trust you, other’s will too.
Your consumers impact Google Results on your brand.
Rapid Word of Mouth – they organically facilitate the conversation around your brand.
It’s VERY different to Broadcast Marketing – You are having a one-to-one conversation</li></li></ul><li>Social Media: The Tools.<br />Social Networks <br />Blogs <br />Micro blogs <br />RSS Feed<br />Networks <br />Social Bookmarks<br />Forums <br />Podcasts <br />Video sharing sites <br />Photo sharing sites<br />
by Brian Solis & JESS3 at theconversationprism.com<br />
1. Talk TO them, not AT them.<br />Old marketing tactics don’t work here. So here’s what you do.<br />Deliver Relevant content to your target market.<br />Make sure all your communication ( ATL and BTL) is aligned.<br />Simple, Clear, Human Messaging<br />Assess whether the content you’re delivering is… <br />What the consumer wants (Relevance)<br />Where the consumer will look for it (Correct Placement)<br />When the consumer wants it (Timely)<br />
2. Listen! Listen! Listen!<br />Begin to Monitor…<br />Companies in your industry<br />Products and Brands ( Competitors, etc.)<br />Relevant Key Twitter Accounts<br />Important Customers<br />Employees<br />Competitors<br />Make sure EVERY key stakeholder has this information<br />Set up real-time alerts for key-words/mentions or trends on-line that you can’t afford to miss.<br />
Next… We Try and Understand What It All Means.<br />
Trend Analysis<br />Google Real Time search<br />Social Mention<br />Google Insights<br />Twitter Search<br />Hash Tag Search<br />Addict-o-matic search<br />
Trend Analysis<br />… These tools are all FREE.<br />… but the price is Accuracy.<br />Free,<br />But inaccurate.<br />Paid,<br />But more accurate.<br />What’s the best route for you?<br />
Rossiter, J. R., & Danaher, P. J. (1998). Advanced media planning. Boston: Kluwer Academic.<br />
What to do ? <br />Integration - Create a presence on all relevant consumer touchpoints – Social Media is an important part of this.<br />Interaction(Start conversations, Engage in ongoing conversations. Build trust.)<br />Innovation(Research new ways to improve the efficiency of online marketing across all digital assets – including Social Media)<br />
Example: The Arab Spring<br />“We use Facebook to schedule the protests, Twitter to coordinate, and YouTube to tell the world." - Activist in Cairo during the Egyptian uprising.<br />
What will Success Look Like?<br />It depends on your initial Objectives…<br />A visible increase in brand mention. Better brand awareness amongst Target consumers.<br />Increased Sale<br />Increased Brand Image scores.<br />Higher traffic across digital assets<br />Higher “Likes” on Facebook<br />Higher Follower count on Twitter… etc., etc.<br />
Measuring Success.<br />BackTweets (http://www.backtweets.com )<br />Blog Pulse(http://www.blogpulse.com/)<br />Klout (http://www.klout.com)<br />BackType (http://www.backtype.com/ )<br />Facebook Insights to see Fan Page Influence<br />Once again, these are the free tools which can give a good idea about how successful your online campaigns are. More specific tools are via your agencies, internal measurement tools, etc.<br />
Summary: What Your Social Media Strategy Should Cover…<br />How to reach your specific target audience with the appropriate tools.<br />Integrating your Social Media activity with your off-line marketing activity .(Advertising, activations, In-store, etc.)<br />Communicate and engage with right community on the web, or even create your own.<br />How to increase on-line audience by creating effective word of mouth and getting the brand message spread by advocates.<br />Gaining higher traffic across all your on-line assets (Website, eCRM, Social Media Accounts, etc.)<br />
Any Questions?<br />Muhammad Karim<br />Email: firstname.lastname@example.org<br />Twitter: @mkarim<br />