2. About me.
(But this is not about me.)
• I am a strategist who also knows social
• VP/Account Management and Digital Strategy at
Meyer & Wallis
• Brand, marketing, communication strategist
• 20-years experience, American Airlines, Gateway
computers, Harley-Davidson, numerous other local/
regional brands
• Tons of social media planning over the past year
4. “ Marketers are like kids at Rita’s candy shoppe,
gazing at all the pretty opportunities. Most of us are
afraid of strategy, because we don’t feel confident “
outlining one unless we’re sure it’s going to work.
-Seth Godin
5. Get real. “Being social” is not a strategy.
If you jump into it with no clear strategy, you have
absolutely no right to expect it to work.
6. Today’s topics
• Social Strategy: What is it? Why do it? How?
• Strategies behind some successful social brands
• Q&A
11. GOAL: 29,029 Feet
OBJECTIVES: Reach top of Everest; don’t die
STRATEGY: Be as prepared as humanly possible
TACTICS: Intense training; best climbing team;
right route for weather; use best tools available
13. Three levels of social
Social Business: At heart of the organization
Social Marketing: Impacts product, distribution, etc.
Social Media: Another communications channel
21. Social Media Strategy
Mount Fuji: 12,388 feet
Create a community
of ambassadors to
spread the love.
22. There are now more than 5,000 members. Branded
mentions of Fiskars products are up 600%. Sales are up.
The program successfully made crafters value
Fiskars beyond price.
23. • Brand awareness equal to model on market 2-3 years
• 50,000 interested prospects
• 97% not current Ford owners
25. Social Marketing Strategy
Mount Kilimanjaro: 19,340 feet
Create “insider” vibe
with special social-
only promotions
26. >$2 million direct revenue since 2007
Also driving interest in/purchase of new product
27. A Word of Caution
• For most brands, there is a “higher order” social
strategy; special promotions might be a sub-strategy
• This does not mean “forget all this relationship-
building stuff, get out there and sell, sell, sell”
29. “ I thinkacross our companyaabout customer service.
differently
Twelpforce can be catalyst to think very
It begins to really blur the lines between customer service
“
and traditional one-way marketing communications.
-Barry Judge, CMO of Best Buy
31. There are now more than 5,000 members. Branded
The Dell community has contributed 12,698 Sales are up.
mentions of Fiskars products are up 600%. ideas, posted
87,031 comments and promoted 692,897 times.
The program successfully made crafters value
Dell has beyond price. 379 ideas.
Fiskars implemented
32. “ These conversations are going to occur
whether you like it or not. You can learn from
them. You can improve your reaction time. And
you can be a better company. What’s most
important in the long run is how we learn from “
any situation and improve for our customers.
-Michael Dell
33. Customer experience is
social strategy job #1
• Great product - people will know
• Bad product - people will know
• Speed and power of dissemination is proportional
to the degree of superiority or defect
• Technology will continually make it faster and easier
to access, organize and use information
The Transparency PrincipleTM Copyright Karlson Consulting www.marketingmeritocracy.blogspot.com
35. True “brand integrity” is a
powerful engagement facilitator
• How a brand treats:
• customers
• employees
• community
• environment
The Transparency PrincipleTM Copyright Karlson Consulting www.marketingmeritocracy.blogspot.com
36.
37. Launched in 2005. Sales in 2007 grew at three times the
rate of category growth. Raised >$4 million for shelters.
38. Why social strategy?
• Clarify how you are going to achieve an objective
• Know how to apply the tools
• Know what success looks like
39. How to create your own
social strategy
• Most social strategies are hybrids
• Know what social level on which you want to play
• Be a realist!
• Aim high, but “baby steps” are often the best start
• “Listen and respond” is an excellent starter strategy
• Start where your audience is already engaged
41. How to create your own
social strategy
• Learn from others, but tailor to your situation
• Flows from business, marketing, brand strategy
• What element of plan best extends into social?
• Build social around your essential brand idea or a
core element of your value proposition
• If you don’t know these things, take a step back
43. Bibliography/Credits
• Slide 4: David Armano, Dachis Group
• Slide 5: Seth’s blog: sethgodin.typepad.com
• Slide 11: Denise Kohnke, Laughlin Constable
• Slide 13: Dell, presentation, Social Media Strategy, slideshare.net
• Slide 20: Mack Collier, presentation, What Rockstars Can Teach You About Kicking Ass With Social
Media, slideshare.net
• Slide 24: Tom Martin, presentation, Can One Man, and iPhone and Twitter Change Consumer Perception
of Mardi Gras, slideshare.net, tommartin.typepad.com
• Slide 27: Ford Fiesta Movement Reaps 50K Potential Buyers on $0 Ad Budget, adrants.com
44. Bibliography/Credits
• Slide 28: How a Social Community Became a Veritable Sales Force, BL Hochman, whatsnextblog.com
• Slide 32: ideastorm.com
• Slide 35: barryjudge.com
• Slide 37: Dell Outlet Surpasses $2 Million on Twitter, community.dell.com
• Slides 39, 41 Karlson Consulting, karlsonconsulting.com, marketingmeritocracy.blogspot.com
• Slide 44, The Brains Behind Great Ad Campaigns, 2009, Margo Berman