The Scrappy Brand’s Guide to Social Media on a Budget
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This document summarizes Nick Westergaard's presentation on social media strategies for brands on a budget. It discusses why scrappy strategies are needed, how to develop one by focusing first on strategy, staffing, and content. It then presents a case study of Monetate's scrappy approach, how they increased social referrals through blogging and sharing case studies. Lastly, it provides tips for scrappy brands, such as starting simple, grounding in strategy, measuring what matters, empowering teams, and iterating strategies based on results.
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The Scrappy Brand’s Guide to Social Media on a Budget
- 1. BRAND DRIVEN digital nick westergaard | branddrivendigital.com | marketingprofs 2013 The Scrappy Brand’s Guide to Social Media on a Budget
- 2. Hello Boston! Nick Westergaard Brand Driven Digital @NickWestergaard Rob Yoegel Monetate @RobYoegel
- 4. WANTED: Order from Chaos Photo via Flickr user Jason A. Howie
- 5. Not All About the ... Photo via Flickr user Ervins Strauhmanis
- 6. Myth of Size Photo via Flickr user CJ Isherwood
- 7. Photo via Flickr user firepile Shiny Things Distract
- 8. Photo via Flickr user kkirugi Checklist Marketing
- 9. Photo via Flickr user andriux-uk events Get Scrappy
- 10. Photo via Flickr user Rennett Stowe Efficient + Effective
- 11. 2 How to Get Scrappy
- 13. Photo via Flickr user Robert Course-Baker Strategy First
- 14. “– rudyard “why am i in a marketing talk?” 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.” Photo source: Wikimedia Commons
- 15. Unpacking the “Serving Men” ‣ WHY are we doing this? — Business objective ‣ WHAT are we doing? — Something with social media* ‣ WHEN does this happen? — Timing ‣ WHERE does this happen? — Offline & online space ‣ WHO does this involve? — Personnel ‣ HOW do we get it done? How do we measure success? * Are you sure it has to be social media?
- 16. ‣ Branding ‣ Community Building ‣ Public Relations ‣ Market Research ‣ Customer Service ‣ Leads & Sales Ground with WHY
- 19. Re-Imagining Content Photo via Flickr user Steve Snodgrass
- 21. Curating Content Photo via Flickr user n0nick
- 23. Scrappy Staffing
- 24. Photo via Flickr user Wayne Large Everyone’s a Marketer
- 26. @RobYoegel
- 29. Overall Website Traffic Referrers July–December 2012 37% 27% 22% 14% Referral Direct Organic Other (including social) @RobYoegel
- 30. 19% 28% 24% 29% Referral Direct Organic Other (including social) Overall Website Traffic Referrers January–June 2013 @RobYoegel
- 31. @RobYoegel
- 37. Photo via Flickr user Muffet Case Studies v. Recipes
- 38. Scrappy Tip: Just Ask! Source: barnickeldesign.com
- 39. ‣ Simplify & Clarify ‣ Ground with Strategy ‣ Measure What Matters ‣ Empower Your Team ‣ Don’t Be Afraid to Look for Recipes Outside of B2B ‣ Efficient & Effective = Implement & Iterate Scrappy Takeaways
- 40. Questions? Nick Westergaard Brand Driven Digital @NickWestergaard Rob Yoegel Monetate @RobYoegel