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Social Media Final Overview

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Social Media Final Overview

  1. 1. WHAT I’VE LEARNED ABOUT SOCIAL MEDIA MARKETING SPRING 2009 MARY LOU ROBERTS April 2009 April 2009
  2. 2. CAVEAT I Had Read All the Articles Before I Assigned Them. Favorites: • The Contribution Revolution • Transformation of NPR Online PR • Awareness Networks on Best Practice Communities http://www.awarenessnetworks.com/what/best-practice- communities.asp MARY LOU ROBERTS April 2009
  3. 3. REPRESENTATIONS OF SOCIAL MEDIA http://www.briansolis.com/2008/08/int roducing-conversation-prism.html MARY LOU ROBERTS April 2009
  4. 4. IT’S DIFFICULT TO • Understand Social Media as Part of the Marketing Communications Mix • Understand Social Media from a Strategic Perspective • Come to Grips with How Much Work Is Involved • Make the Organizational Case for Social Media MARY LOU ROBERTS April 2009
  5. 5. STRATEGY ISSUES MARY LOU ROBERTS April 2009
  6. 6. FAR DOWN ON THE HIERARCHY http://diy- marketing.blogspot.com/2009/04/where -does-social-media-fit.html MARY LOU ROBERTS April 2009
  7. 7. METRICS, YES – STRATEGY POINT ALSO http://www.slideshare.net/ mlr/social-media-metrics- 1068636 STRATEGY NEEDS A “HUB” Website, Community, Other Content Site AND DRIVERS MARY LOU ROBERTS April 2009
  8. 8. STRATEGY DEVELOPMENT PROCESS MARY LOU ROBERTS April 2009
  9. 9. LARRY WEBER HAS ANOTHER SET OF STEPS 1. Observe/Create Customer Map 2. Recruit Community Members 3. Evaluate Online Conduit (Driver) Strategies 4. Engage Communities in Conversation 5. Measure Community Involvement 6. Promote Your Community (To the World?) 7. Improve the Community’s Benefits (Value) Marketing to the Social Web MARY LOU ROBERTS April 2009
  10. 10. FACEBOOK HEAT MAP- CUSTOMER LOCATION MARY LOU ROBERTS April 2009
  11. 11. MOST VALUABLE BOOKS? • Scott, David Meerman. The New Rules of Marketing and PR (Wiley (November 3, 2008) • Weber, Larry. Marketing to the Social Web, (Wiley, June 22, 2007). MARY LOU ROBERTS April 2009
  12. 12. M0ST UNDERAPPRECIATED ISSUE • Social Media/Networks Allow Identification of – Groups – Segments – Niches – Specialists – Influencers • For Specific, Personalized Targeting – Depending on Your Objectives/Target Audience MARY LOU ROBERTS April 2009
  13. 13. MOST UNDERAPPRECIATED - II Marketing Research Plays a MINIMAL ROLE in This Type of Targeting. Marketing/Social Media BEHAVIORS Key to Successful Segmentation. MARY LOU ROBERTS April 2009
  14. 14. OBJECTIVES AND METRICS ARE INEXTRICABLY LINKED MARY LOU ROBERTS April 2009
  15. 15. BEHAVIORS – AND SATISFACTION Global Measures Satisfaction Surveys - 4Q Net Promoter Score http://diy-marketing.blogspot.com/2009/03/still-thinking-about-social-media.html MARY LOU ROBERTS April 2009
  16. 16. SOCIAL MEDIA MARKETING IS LABOR INTENSIVE MARY LOU ROBERTS April 2009
  17. 17. FILTERS CAN HELP- HUMANS REQUIRED • Must Have Content/Community Guidelines – http://push.pickensplan.com/notes/Community_Guidelines • Assign Responsibility and Monitor Consistently • Have Engagement Guidelines – When/How to Reply; When to Ignore MARY LOU ROBERTS April 2009
  18. 18. CAN YOU CONVINCE UNBELIEVING/UNWILLING MANAGEMENT? MARY LOU ROBERTS April 2009
  19. 19. NEED TOP MANAGEMENT CHAMPION • Get Small Projects Approved – Have Strategic Impact – CAN BE TRACKED TO SUCCESS MEASURES • Social Media Metrics • Key Performance Indicators • Demonstrate Return on Investment • Have a Clear “Next Steps” Vision MARY LOU ROBERTS April 2009
  20. 20. MY OVERVIEW *** SOCIAL MEDIA MARKETING MYTHS MARY LOU ROBERTS April 2009
  21. 21. SOCIAL MEDIA MARKETING MYTHS • It’s Easy. • It’s Free. • It’s About Technology. • Social Media Reaches Mass Audiences. • Marketers Can Talk About Their Products. • All Internet Users Will Participate. • Management Will Understand the Potential. • We’ll See Results Right Away. • We’ll Put It Up and It Will Take Care of Itself. MARY LOU ROBERTS April 2009
  22. 22. STILL TO COME MARY LOU ROBERTS April 2009
  23. 23. THE FUTURE OF THE SOCIAL WEB MARY LOU ROBERTS April 2009
  24. 24. FUTURE CUSTOMER RELATIONSHIPS http://www.destinationcrm.com/Articles/CRM-News/Daily-News/Social- Media-The-Five-Year-Forecast-53635.aspx MARY LOU ROBERTS April 2009
  25. 25. YOU WILL HELP WRITE THE NEXT CHAPTER! MARY LOU ROBERTS April 2009

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