The document is a presentation by Mike Lewis, VP of Marketing & Sales at Awareness Inc, about getting serious about social marketing. It discusses the evolving landscape of communications and the shift to social media. It outlines some of the top challenges companies face with social media, such as inability to scale, security and control issues, and lack of resources and buy-in. The presentation introduces a social business maturity model and describes where companies typically fall - as observers, explorers, influencers or luminaries. It provides recommendations for improving social marketing strategies based on a company's current maturity level.
Back by popular demand is Larry Weber, author of "Stick & Stones" and Chairman of the W3Group. Larry will be discussing his new book. It's no secret that the Web has changed the way we need to market ourselves. Companies often search Facebook, MySpace, Twitter and Google for information on applicants, and just one compromising tagged photo can result in some serious consequences. So when it comes to shaping individual, small business and corporate reputation, you can't be too careful. Larry's new book, Sticks & Stones: How Digital Business Reputations Are Created Over Time and Lost in a Click, addresses this vital part of our world and explains where and what to talk about on the Web, how to respond to online attacks and crises, and how to organize for success.
Stand Out SOcial Marketing - 4 Steps for a Social Marketing AuditMike Lewis
This white paper is for marketing teams looking to assess the effectiveness of their social marketing programs. It aims to answer key social marketing strategy
questions: How is my brand doing with social marketing? Can we do better?
Companies of all sizes are increasingly scrutinizing social marketing in an effort to improve the return on their social marketing investment. Conducting objective social marketing assessments empowers brands to stay focused, nimble and relevant. Such audits also help savvy marketing teams identify areas of untapped opportunity
for traction and growth.
10 Social Media Things to Try in 10 MinutesHeidi Miller
This presentation is geared at the social media newbies who want to try social media but don't know where to begin and don't have a month to spend developing a strategy. This is toe-in-the-water, how-to, just get comfy--for those who are paralyzed at the idea of taking a month to develop a strategy
Back by popular demand is Larry Weber, author of "Stick & Stones" and Chairman of the W3Group. Larry will be discussing his new book. It's no secret that the Web has changed the way we need to market ourselves. Companies often search Facebook, MySpace, Twitter and Google for information on applicants, and just one compromising tagged photo can result in some serious consequences. So when it comes to shaping individual, small business and corporate reputation, you can't be too careful. Larry's new book, Sticks & Stones: How Digital Business Reputations Are Created Over Time and Lost in a Click, addresses this vital part of our world and explains where and what to talk about on the Web, how to respond to online attacks and crises, and how to organize for success.
Stand Out SOcial Marketing - 4 Steps for a Social Marketing AuditMike Lewis
This white paper is for marketing teams looking to assess the effectiveness of their social marketing programs. It aims to answer key social marketing strategy
questions: How is my brand doing with social marketing? Can we do better?
Companies of all sizes are increasingly scrutinizing social marketing in an effort to improve the return on their social marketing investment. Conducting objective social marketing assessments empowers brands to stay focused, nimble and relevant. Such audits also help savvy marketing teams identify areas of untapped opportunity
for traction and growth.
10 Social Media Things to Try in 10 MinutesHeidi Miller
This presentation is geared at the social media newbies who want to try social media but don't know where to begin and don't have a month to spend developing a strategy. This is toe-in-the-water, how-to, just get comfy--for those who are paralyzed at the idea of taking a month to develop a strategy
IBM's use of social media behind the firewallLuis Benitez
This is a 15-minute presentation that I delivered as part of a 1-hour long panel at the annual meeting of the Association of Public Relations of Puerto Rico (http://www.relacionistas.com). The topic was internal communications and I covered how IBM is using social software inside the firewall for communications and collaboration.
Because my time was very limited, the information in this deck doesn't do justice to all the great things that IBM is doing internally.
The presentation I'm delivering as a Keynote on Monday, Oct. 5, 2009 at Mayo Clinic in Scottsdale, Arizona, as part of the health care social media summit we're producing with Ragan Communications.
Our monthly presentation and Pro contest winners. If you are interested in learning more about our regional group in Charlotte NC check us out, http://meetup.charlottephoto.org
It's 2010. is your business social. milena regosMilena Regos
It's not a question of whether you do social media but how well you do it. This presentation covers social media stats, listening, engagement and measurements. Presented by Milena Regos, Out&About Marketing Oct 7, 2010.
With so much information at their fingertips, you’d think shoppers would know exactly what they wanted before stepping foot in a store. But when TimeTrade surveyed 1,000 consumers, at least half of them go shopping before they’ve made up their minds. And that detail was only the tip of the iceberg when it comes to consumer behavior and preferences. It turns out that consumers had a lot to say about their retail experiences and here's what they revealed - the good, the bad and the ugly - and what it means for retailers today.
IBM's use of social media behind the firewallLuis Benitez
This is a 15-minute presentation that I delivered as part of a 1-hour long panel at the annual meeting of the Association of Public Relations of Puerto Rico (http://www.relacionistas.com). The topic was internal communications and I covered how IBM is using social software inside the firewall for communications and collaboration.
Because my time was very limited, the information in this deck doesn't do justice to all the great things that IBM is doing internally.
The presentation I'm delivering as a Keynote on Monday, Oct. 5, 2009 at Mayo Clinic in Scottsdale, Arizona, as part of the health care social media summit we're producing with Ragan Communications.
Our monthly presentation and Pro contest winners. If you are interested in learning more about our regional group in Charlotte NC check us out, http://meetup.charlottephoto.org
It's 2010. is your business social. milena regosMilena Regos
It's not a question of whether you do social media but how well you do it. This presentation covers social media stats, listening, engagement and measurements. Presented by Milena Regos, Out&About Marketing Oct 7, 2010.
With so much information at their fingertips, you’d think shoppers would know exactly what they wanted before stepping foot in a store. But when TimeTrade surveyed 1,000 consumers, at least half of them go shopping before they’ve made up their minds. And that detail was only the tip of the iceberg when it comes to consumer behavior and preferences. It turns out that consumers had a lot to say about their retail experiences and here's what they revealed - the good, the bad and the ugly - and what it means for retailers today.
Social Commerce: Secrets for Turning Social Media into Social SalesMike Lewis
Editors of Social Commerce Today, Paul Marsden and Paul Chaney share top insights from their forthcoming book The Social Commerce Handbook: 20 Secrets for Turning Social Media into Social Sales. Learn how big brands and smart businesses are making social media pay.
This presentation covers a variety of topics:
- Information on how social outlets can be used as an e-commerce tool.
- Tips and tricks on how to do social commerce right.
- Practical principles to help you unlock the sales potential of social media.
Presentation created by Paul Marsden and Paul Chaney.
Social Scoring: The Missing Link to Social Marketing ROI [Slides]Mike Lewis
Social marketing presents a profound opportunity for marketers - pay attention to the right conversations and individuals to drive demand and customer acquisition. This revolution allow marketers to target messaging to the right individuals at the right place at the right time, dramatically improving conversion rates through the sales funnel. During this session we will explore the concepts of social scoring (the ability to 'weight' and 'score' actions within your social audience to identify prospects, influencers and customers) and social nurturing (how to continually engage the right individuals to increase engagement) to drive demand generation and customer acquisition. By the end of the session you will have the high level details and the tactical requirements to implement these programs at your company immediately.This session is designed for marketers and marketing executives at B2B and B2C companies who want to track a meaningful ROI through social activities.
In our latest white paper, Actionable Social Analytics: From Social Media Metrics to Business Insights we unveiled the Social Analytics Framework for Marketing and Sales Effectiveness. Use this framework to determine KPI's according to marketing objective.
1. Getting Serious
about Social Marketing
Mike Lewis
VP of Marketing & Sales
Awareness, Inc.
@bostonmike / @awarenessinc
mike.lewis@awarenessnetworks.com
Tuesday, October 5, 2010
2. What you will...
• 5 Most Common Social Media Challenges facing
Enterprises
• Examples of Social Media Success
• Evolving through a social media maturity model
Tuesday, October 5, 2010
3. A Little About Me
• Boston native, New Dad,
Entrepreneur and marketing guy
• Ran marketing & sales at several
start-ups and have used more
than social media alone
• Active blogger, tweeter, and social
media enthusiast
• VP of Marketing at Awareness
Inc.
Tuesday, October 5, 2010
43. Ok
then...
Who
is
producing
your
content?
33%
Anyone
Dedicated Person
67%
Unfortunately, most are doing so
without formal guidelines
Q: Do you have a SM policy?
• 63.6% - NO
• 36.4% - YES
Tuesday, October 5, 2010
44. Policies are critical
• Develop a policy and include in handbooks or manuals
• Be careful as to what you allow/prohibit
• Keep it simple
• Encourage participation
• See: http://www.fastcompany.com/1668368/social-media-policies-the-good-the-bad-and-the-ugly
Tuesday, October 5, 2010
45. #3
Lack of Resources
& Buy-in
Tuesday, October 5, 2010
52. Ford’s Content Factory
• Constantly delivers news about the company’s reinvention
using every available media social channel.
• Press releases paired with video, images, audio whenever
possible
• Everything is shareable, nearly all is tweeted
• Key metrics: retweets, Facebook comments, media
coverage, awareness studies
Principal Value
Demonstration often beats
description “We use whatever channel we
can to spread the message.”
Multimedia conveys -Scott Monty, head of social media
excitement
Bottom-up combined with
top-down for maximum
impact
Social media drives ongoing
engagement via e-mail
Tuesday, October 5, 2010
54. HISTORY Sprinkles Tips... Everywhere
• Tips placed at Historically significant locations around the
country
• Tips are focused on location but serve to promote the TV
show “America: The Story of Us”
• Users automatically entered into a sweepstakes, in which
10 randomly selected users will win prizes each week
from April 25 through June 6
Principal Value
“Teaming up with foursquare for the
Viral Buzz throughout the AMERICA THE STORY OF US
promotion reinforces the HISTORY
series brand's 360 degree approach of
New viewers to history aggressively reaching our viewers in new
channel platforms,"
Chris Moseley, SVP of Marketing for
"America The Story of US" HISTORY.
became the most watched and
highest rated program in the
network's history.
Tuesday, October 5, 2010
56. Ok, we are listening...
But how do we benchmark
where we stand??
Tuesday, October 5, 2010
57. Introducing the
Social Business Accelerator
Tuesday, October 5, 2010
58. It’s a maturity model …
a set of structured levels that describe how well the behaviors,
practices and processes of an organization can reliably and sustainably
produce required outcomes. A maturity model can be used as a
benchmark for comparison and as an aid to understanding. It also
may provide:
A place to start
the benefit of a community’s prior experiences
a common language and a shared vision
a framework for prioritizing actions
a way to define what improvement means for your
organization
Tuesday, October 5, 2010
59. there are 4 key
areas to
investigate to
understand which
stage a company is
at...
Tuesday, October 5, 2010
60. Publishing
How many channels are being published to? Is
the messaging consistent? Are roles established
within each channel to optimize results?
Tuesday, October 5, 2010
61. Participation
Is the enterprise participating in conversations
or are they an observer? Are they even aware
the conversations are taking place?
Tuesday, October 5, 2010
62. Buy-In & Resources
Has management supported social media? Are
their resources in place to support initiatives?
Tuesday, October 5, 2010
63. Measurement
Are activities being measured? Are
measurements aligned with strategy?
Tuesday, October 5, 2010
64. Through this lens,
organizations
generally fall into
one of 4 categories
Tuesday, October 5, 2010
65. !"#$%&$%' ()*+,%$%' -./0$.1$%' 2034.5%6'
Social Business Accelerator
Tuesday, October 5, 2010
66. Social Media Observer
Understand the value SM can offer but are just getting
started. Often engaged in some form of listening
(usually not automated) and generally have a low
engagement level. Not publishing much content
through multiple channels
Tuesday, October 5, 2010
67. Social Marketing Observer
Challenges
• Landscape: Observing but face an overwhelming landscape
• Information Overload: Tons of data & information to process
• Buy-in & Budget: Lack of dedicated budget and executive buy-in
• Lack Strategy: Unclear direction when it comes to organizational Social Media strategy
Recommendations
• Strategy: Define and circulate a strategy that is aligned with the overall strategic marketing objectives
• Listen: Start listening to and learn where people are talking about you and your brands
• Identify Outposts: Select top two or three destinations for your brand
• Create Communities: Create/take ownership of the outposts and start engaging with your audience
Success Criteria
✓ You’ve identified the top channels where people are talking about you
✓ You’ve established outposts in those channels and are starting to engage with your audience
Tuesday, October 5, 2010
68. Social Media Explorer
Understand the SM landscape, but are trying to
be more optimized. Explorers are active
listeners (some automation), somewhat
engaged, and publish some content.
Tuesday, October 5, 2010
69. Social Marketing Explorer
Challenges
• Landscape: Still sorting through a complicated landscape and a large volume of information
• Measurement: No standard measurement & metrics to determine success
• Expansion: Looking to expand current efforts
• Justification: Trying to measure effectiveness to justify budget and get executive buy-in
Recommendations
• Listen: Continue listening to identify new channels and create new outposts and broaden interaction
• KPIs: Create and circulate reports showing reach and effectiveness including foundational Key Performance
Indicators (KPIs) including reach, views, shares, influence, etc
• Content is King: Create editorial calendar
Success Criteria
✓ Expanded social footprint with engagement across channels
✓ Increased internal traction for content and measurement
✓ Foundational KPIs are being tracked
✓ Editorial calendar is in place and driving content
Tuesday, October 5, 2010
70. Social Media Influencer
Influencers have a solid SM presence. Looking
to improve, specifically around metrics and org
issues. Traits include: active listening, excellent
engagement, and content publication across
multiple channels.
Tuesday, October 5, 2010
71. Social Marketing Influencer
Challenges
• Stretched Thin: Resources are getting stretched across channels and activities - too much to do
• Standardization: Manual, disjointed tools and reporting across channels
• Visibility: Increased organizational visibility is bringing increased interest/scrutiny
• Policies: Lack of policies starts becomes apparent when trying to maintain message, voice, and goals
across channels
Recommendations
• Software: Evaluate solutions to automate processes and reporting
• Policies: Create formal policy and roles and get executive buy-in supported by budget commitment
• Centralization: Begin centralizing and coordinating activities across organization and business units
• KPIs: Extend KPIs to map to specific organization goals (such as showing conversions from Social Media
channels to purchasers/subscribers)
Success Criteria
✓ Executive and cross business unit buy-in
✓ Centralization of Social Marketing activities has begun
✓ Metrics/KPIs have become more sophisticated and specific to your organizational objectives
Tuesday, October 5, 2010
72. Social Media Luminary
Luminaries have solid, proven, successful SM
strategies and tactics in place. Traits include
highly automated listening, automated
reporting, excellent engagement, excellent
publication of content across channels.
Tuesday, October 5, 2010
73. Social Marketing Luminary
Challenges
• No more “low hanging fruit” so new efforts require more planning and tighter execution
• As processes become formalized budget justification becomes more involved and rigorous
• As trailblazers, there aren’t always a lot of models to follow in terms of how to proceed
• Scaling activities is becoming difficult without adding lots of staff
Recommendations
✓ Fully automate key Social Marketing processes and reporting to help scaling
✓ Make sure to maintain health of primary outposts while carefully expanding and creating highly-visible
campaigns
Tuesday, October 5, 2010
74. General Publishing Participation Buy-in / Measuring &
Characteristics Channels Level Resources Analysis
“Is social media none (observing) to None to limited
Observer valuable?” limited listening & posting
none to limited none to very limited
Primarily listening;
“Let’s test it on Limited; waiting to limited; pulling data
Explorer a limited basis”
Limited (testing) some posting; Little
see value from destinations
to no engagement
Listening & posting Limited; excited by Lots of data
“LET’S JUMP Multiple (not
Influencer IN!!” strategic)
with some possibilities; support collected; wading
engagement from management through analytics
“We are Full mgt support;
Listening; posting; Strategic data;
strategic and viewed as strategic;
Luminary understand the
Multiple (strategic) responding; multiple
seeking ways to
understand how to
processes in place analyze
value.” improve
Tuesday, October 5, 2010
75. Next Steps
• Extend marketing programs
through social channels
• Content is still king
• Use a multi-channel approach
• Formalize strategy & policies
around objectives
• Measure & improve
(NOTE: Measurement based on
objectives typically helps to
increase buy-in & resources)
Tuesday, October 5, 2010
76. Mike Lewis
VP of Marketing & Sales
Awareness Inc
@bostonmike / @awarenessinc
http://blog.socialepisodes.com
mike.lewis@awarenessnetworks.com
Tuesday, October 5, 2010