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Strategy First: Understanding the Strategic Foundation of Social Media Marketing

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Determining why social media is a good fit and how you can use it to better your brand.

Published in: Business, Technology

Strategy First: Understanding the Strategic Foundation of Social Media Marketing

  1. 1. nick westergaard | branddrivendigital.com strategy firstUnderstanding the Strategic Foundation of Social Media Marketing
  2. 2. #UIMKTG @nickwestergaard
  3. 3. strategy first ‣ Building the Foundation ‣ The 6 Strategic Business Uses of Social Media ‣ Case Studies of Each Use ‣ Coming Full Circle
  4. 4. Building the Foundation 1
  5. 5. Photo via Flickr user Robert Course-Baker
  6. 6. rudyard kipling I keep six honest serving men (They taught me all I knew): Their names are WHAT and WHY and WHEN and HOW and WHERE and WHO.” “
  7. 7. unpacking the “serving men” ‣ WHY are we doing this? ‣ WHAT are we doing? ‣ WHEN does this happen? ‣ WHERE does this happen? ‣ WHO does this involve? ‣ HOW do we get it done?
  8. 8. Photo via Flickr user bradhoc setting the stage for measurement
  9. 9. albert einstein Everything that can be counted does not necessarily count. Everything that counts CANNOT NECESSARILY BE COUNTED.” “
  10. 10. Photo via Flickr user ksayer1 have to start with ‘why’
  11. 11. The Six Strategic Business Uses of Social Media 2
  12. 12. 5 uses of social media ‣ Branding ‣ Sales ‣ Market Research ‣ Customer Service ‣ Lead Generation
  13. 13. 7 “no bs” uses of social media ‣ Brand Awareness ‣ Protect Brand Reputation ‣ Enhance Public Relations ‣ Build Community ‣ Enhance Customer Service ‣ Facilitate Research and Development ‣ Drive Leads and Sales
  14. 14. 6 strategic uses we’ll focus on ‣ Branding ‣ Community Building ‣ Public Relations ‣ Market Research ‣ Customer Service ‣ Leads & Sales
  15. 15. Case Studies of Each Use 3
  16. 16. Photo via Flickr user Derek Gavey 1. branding
  17. 17. building a brand
  18. 18. Photo via Flickr user Derek Gavey growing a brand
  19. 19. Photo via Flickr user Luke Peterson new water cooler
  20. 20. protecting a brand
  21. 21. 2. community building
  22. 22. a scissors community
  23. 23. ceding control to your community
  24. 24. creating a community
  25. 25. 3. Public relations Photo via Flickr Tamaki Sono
  26. 26. integrating social media & PR
  27. 27. connecting with the public Potential Sponsor Sponsor Participant Observer
  28. 28. Public relations around charitable work
  29. 29. 4. market research Photo via Flickr user Alberto G
  30. 30. capturing & implementing ideas
  31. 31. improving experience, creating impact
  32. 32. start small …
  33. 33. or …
  34. 34. 5. customer service
  35. 35. It costs 3-5X
 as much to get a new customer 
 vs. keeping an existing one
  36. 36. smart brands know this
  37. 37. “People will say bad things about us” Photo via Flickr user Robert Course-Baker
  38. 38. a story about a sandwich Photo via Flickr user stu spivak
  39. 39. we are a forgiving culture Photo via Flickr user mslavik
  40. 40. 6. Leads and Sales Photo via Flickr user 401(k) 2012
  41. 41. a new sales funnel
  42. 42. social selling
  43. 43. lead generation
  44. 44. launch ⇢leads ⇢ sales
  45. 45. Source: Ford
  46. 46. – jim farley, ford motor company We can lower the amount of traditional advertising we do and see massive cost savings. We spend 10 cents on the dollar.” “
  47. 47. Coming Full Circle 4
  48. 48. 82%of marketers agree that social media marketing is key to their business Source: Salesforce
  49. 49. data aligns with the six strategies Source: Social Fresh
  50. 50. 76% 
 OF MARKETERS FEEL THEY KNOW WHAT THEIR CUSTOMERS WANT
  51. 51. Only 34%HAVE BOTHERED TO ASK PERCEPTION GAP
  52. 52. the perception gap explored Source: Pivot/Brian Solis
  53. 53. key take-aways ‣ Critical to ground social media marketing with strategy ‣ To do this, you have to answer the right questions — starting with ‘why’ ‣ WHY sets the stage for WHAT you do, WHEN, WHERE, and with WHOM ‣ And HOW you measure success
  54. 54. #UIMKTG @nickwestergaard
  55. 55. nick@WESTERGAARD.COM Slides at Slideshare.net/nickwestergaard @NickWestergaard on Twitter, Instagram, and more

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