1. Build a Social Media Strategy
Not Tactics
By Sujata Ramnarayan, Ph.D.
Managing Principal, SMStrat
Author of Marketing in a World of Digital Sharing
sujata@smstrat.com
@mktgnugget
March 30, 2013
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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2. Agenda
• The State of Social
• How to Build a Strategy not Tactics
• How Social Media fits into your overall mix
• Is it appropriate for you and to what
extent?
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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3. What does being social mean?
• Communicating
• Sharing
• Community
• Connecting with people you did not know
before
• Connecting with people you already know
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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4. Whats different today
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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5. Pure Web To Community Based
Web
One to many and pull centered Multi-way dialog centered
One to many one way Web
communication Web
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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6. Many Choices
Website
Blogs
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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7. Demographics/Psychographics
Google+™ 3
myspace 8
LinkedIn® 17
Twitter 21
Pinterest 89
Tumblr 89
Facebook 405
0 100 200 300 400 500
Average Minutes Per Visitor Per Month
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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8. Building a
Strategy
Not Tactics
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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9. Successful social engagement is
rooted in business objectives, not
in a desire to be on Twitter or on
a micro-site
- Larry Weber, Everywhere
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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10. Start with Objectives
• Build an audience
• Maintain brand presence
• Build awareness
• Customer Engagement
• Customer Pulse
• Lead generation
• Idea generation
• Sale
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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11. The Real Asset
• Audience
• Permission to Speak
• Many choices
• Choose based on target market and
resources
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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12. Currency of Social Networks
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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13. Listen
Frequency of Social Media Mention of Each Brand
1500
Minutes on 1000 1440
Average 500
6 12
0
Chobani® Dannon® Yoplait®
Brand
Source:http://www.smstrat.com/
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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14. Analyze what you hear
• How do you compare with competition?
• Who is blogging about you?
• Who are the most active micro-bloggers?
• Negative versus Positive Sentiment
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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15. Strategize, Speak, Engage
• Great product
• Delectable photos on Facebook that are
easy to like
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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16. Build a Social Media Experience
• Engaging bloggers on
nutrition, fitness
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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17. Map Metrics to Business
Objectives
Social media intelligence around
customer conversations, whether they
are yours or your competitors can
provide a wealth of information
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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18. Social Media Intelligence
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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19. Comments on Product
• 87 Reviews with an average 1 star rating
 Worst product since thalidomide
 Nice idea, terrible execution
 MESSY, will never buy again
 BAD, BAD, BAD
 HORRIBLE
 Do not buy or use this product
 Broke within five minutes
 Do not buy
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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20. Feed Analytics Results Back
Into Strategy
Improve performance
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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21. How Social Fits
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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22. Word of Mouth
• What we see today is a multi-tiered form
of “word of mouse” in which transparency
is important, customer voice is stronger
and marketers need to be subtle while
providing something of value to get
permission to speak to their prospects and
customers
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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23. Word of Mouse
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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24. Social is
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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25. How does it fit?
• Email vs social
• Search vs Social
• Blogging – Content Creation
• Demographics
• Benefits and Disadvantages
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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26. Tradeoffs
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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27. Google on Social Networks
14
12
10
Google+
8
Facebook
6 Twitter
4 LinkedIn
2
0
Google
Number of followers on each network in millions as of
March, 2013
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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28. Be where your audience is
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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29. Quantity versus Quality
• Proliferation in Quantity over Quality
• Difficulty in separating quality within
quantity
• Reliance on Brand
• Customer voice is stronger
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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30. Thank you!
Sujata Ramnarayan, Ph.D.
Managing Principal, SMStrat
Marketing Strategy/Research Consulting
Author of Marketing in a World of Digital Sharing
sujata@smstrat.com
@mktgnugget
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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