This document discusses using social media in marketing strategies. It recommends a 5-step THoM approach: 1) Awakening - clarify objectives through internal interviews; 2) Planning - integrate social media into marketing plans to inform and engage customers; 3) Committing - define processes, roles, and resources; 4) Implementing - create action plans and set up social media accounts; 5) Improving - measure success and make recommendations. Relevance, consistency, and impact are key to creating customer value through social media.

1. The role of social media within your marketing
strategy
26 June 2012
Bart De Bodt

2. Presentation1

3. Agenda
Introduction
1. Introduction
2. THoM approach
3. Wrap-up
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4. Some people really love social media
“ Social Media puts the „public‟ into PR
and the „market‟ into marketing”
Chris Brogan
Source: President and CEO of Human Business Works, an education and community company. He is author of books like Trust agents
and Google+ for Business
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5. Others also see a potential adverse effects
“ Teens who use Facebook more often show more
narcissistic tendencies while young adults who have
a strong Facebook presence show more signs of
other psychological disorders, including antisocial
behaviors, mania and aggressive tendencies.
Larry D. Rosen, PhD
”
Source: Larry D. Rosen is a professor of psychology at California State University, Dominguez Hills. This phrases are quoted from this
study “Poke Me: How Social Networks Can Both Help and Harm Our Kids” from 2011. He does not only see negative effect but also
positive effect like the fact that young adults who regularly use Facebook are better able to conjure “virtual empathy” for online friends
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6. But we can’t ignore that the world is changing
“ Daddy, this is like bol.com but
you can touch the books here! ”
Jeroen de Haas, 7 years, at Bijenkorf.
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7. Social media like Facebook have become mainstream
social media reach in Belgium
4.695.020 profiles
1.178.723 profiles
167.679 profiles*
46.243 profiles
Source: B.L.V.G Blog, June 2012
* Estimation end 2011
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8. However marketers are still insecure towards social media
Even though not using social media in your marketing mix became unthinkable, the use of
social media can be a risk in a context of growing importance of ROMI.
-31% We are satisfied about the results of our
-21% social media activities
-21%
-45%
We know the ROI of our social media
activities
-7% We have enough knowledge about the
-25% possibilities of social media
N 2012 = 436
N 2011 = 577 2012 Net difference (%agree-%disagree) 2011 Net difference (%agree-%disagree)
Source: YMS 2012
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9. Agenda
Introduction
1. Introduction
2. THoM approach
3. Wrap-up
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10. If you look at the broader picture, social Media can help
you in the value creation phase
Value proposition Value creation Value capturing
Environmental and Competitive Scan
Marketing Strategy Marketing Drivers Customer Equity Marketing Value
Products / Technology
Segmentation & Intention Behaviour
Business Objectives
Targeting
Services
Business Results
Acquisition
Awareness
Purchase Process & Engine
Business Paradigms Experience Price Premium
Perception & Retention
Communication Reputation Commitment
Market Share
Relationship Recommen-
Positioning Preference
Building dation
Channel
Management
Scope
Price Positioning
Deep Channel & Customer Insights
Tangible Action Plans
10
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11. Relevance, consistency and impact are essential to create
value with social media
Relevance
Connect
Customer
value
Impact Consistency
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12. THoM approaches social media in 5 steps
1 2 3 4 5
Awakening Planning Committing Implementing Improving
- Interviews/workshop - Integrating social - Get the required - Create detailed - Measure success
inside the company media within your resources action plan
to clarify what the marketing plan to - Make
most important connect, further - Define processes - Set-up social recommendations
objectives are inform, engage and and roles and media accounts for next steps
empower responsibilies
- Execute plan
customers. If the - Choose technology
main objectives are to support your
Activities
communication processess
objectives, go
through the
different steps of
formulating a
communication
strategy
- Look at competition
and scan what
customers are
already saying
Deliverables
Clear business Social media plan Empowered Social media in Analysis and
objectives with SMART targets organization action recommendations
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13. 1 2 3 4
1) Clarify what the most important Awakening
objectives are
Interviews/workshop inside the company to clarify what the
most important objectives are
Clear objectives
Some examples
Marketing &
Sales Customer service HR
Communication
- Create - Acquire new - Answer - Attract
awareness or customers questions and talented
buzz - Increase solve problems employees
- Generate traffic purchase - Improve - Stimulate
- Generate leads frequency of customer knowledge
- Create a existing experience sharing
dialogue customers - … - …
- Stimulate - …
Co-creation
- Gain customer
insights
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14. 1 2 3 4
2) Integrate social media within your Planning
overall strategy
Communication strategy
Message/ Prepare
Objective Target group Comm channels
Dialogue Evaluation
Which goals do you Who do you want to What do you want to Which How will we measure
want to reach? reach? communicate? communication our progress? How will
channel(s) do you you evaluate your
- Create awareness - Results from - Results from want to use to campaign afterwards?
or buzz segmentation & objective & target communicate your
- Information targeting group message or create a - Set up KPI’s
- action: change of dialogue? beforehand:
attitude, change - Needs to be - Aligned with - awareness
of behaviour determined very discriminator - Results from looking - penetration
- Leads detailed (not just at customer’s - sales
- Loyalty sociodemographic - Should be clear, not journey -…
-… data) confusing
- Create 360° - Implement evaluation
- Foresee different integrated comm tracking tools
messages to plan
attract, connect, info
rm, engage and
empower
Ask yourself how social media can help you to realize your objectives. It is a powerful
way to connect and engage with customers.
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15. 1 2 3 4 5
3) Empower your organisation to execute Committing
your social media strategy and become more
customer centric
Touch
Point Touch
Point
Touch
Point
Customer
Touch
Point
Touch
Point
Strategy
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16. 1 2 3 4 5
4) Implement by using a detailed action Implementing
and content plan
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17. 1 2 3 4 5
5) Have the guts to measure Improving
• It is important to look beyond the number of fans, followers…
• Avinash Kauskik defines 4 main categories of KPIs to evaluate social
media:
- Conversation rate:
Are people initiating conversations or reacting on your content?
- Amplification rate:
Are people taking your content and sharing it through their network?
- Applause rate:
Are people liking your content?
- Economic value:
Are you generating money with your social media efforts?
Source: http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
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18. 1 2 3 4 5
5) Some examples of KPIs Improving
Examples KPIs for Marketing & Communication objectives
OBJECTIVES KPI's
Create awareness or buzz #retweets, #blog posts
Generate traffic #visitors via social media
Generate leads #leads via social media
Create a dialogue #comments on your posts, #post initiated by
customers
Stimulate Co-creation #ideas submitted, #ideas implemented,
#revenue via these new products/services
Gain customer insights Sentiment of tweets and posts, content that is
liked or shared most
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19. 1 2 3 4 5
It doesn’t stop at measuring. You need to Improving
define steps to improve your social media activities
 Team must jointly evaluate vs. original targets
 Why did we succeed or fail?
 What can we learn?
 What do we need to do? When?
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20. Agenda
Introduction
1. Introduction
2. THoM approach
3. Wrap-up
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21. Key to success: marketing and consulting expertise
combined with thorough understanding of social media
specialists
 You need to have a
Social thorough understanding of
media online marketing and social
expertise media
Marketing
and
consulting
expertise
 You have to be a marketing expert, both strategic and operational
 You need to understand social media, and start from the business objectives
 You need to integrate your social media strategy within the current marketing
and communication strategy
 You need to keep the helicopter overview
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22. What makes The House of Marketing different?
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23. We have a strong vision on marketing …
Marketing is a mindset
throughout the whole company,
and only happens through uncompromising
and ruthless focus on the total process of
customer engagement.
Marketing is a key contributor to achieve
business objectives and to optimize
shareholder value.
Our guiding principles are
Focus, Agility, Creativity, Tangibility and
Sustainability.
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24. … and a clear view on how marketing must evolve
• Simplicity
• Strategic consistency
• Leadership continuity
• Prioritize & making choices
• Consistent brand across all channels
• Seek leadership in specific category
• Customer centricity
• Focused team
• Detect trends & act
• Early warning systems & processes
• Agile & up to date organization
• Built around customer engagement
• Innovative company culture • Willingness to change
• Diversity of profiles • Flexibility & Speed
• Idea generation process
• Idea valuation
• Porosity & open-mindedness
• KPI’s & dashboards
• Scenario analysis & ROMI
• Connect with marketing intelligence
• Analytical culture & skills
• People: yours & every stakeholder
• Planet: ACT on innovation, packaging, promotion...
• Profit: business-minded marketers
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25. We are convinced that flexibility is a key asset for the future
to bridge capacity gaps...
Resource Demand Chart
FTE (hours per month)
Project 1
5,000
Project 2
Project 3
Project 4
4,000
Capacity
3,000
2,000
1,000
0
1/95 4/95 7/95 10/95 1/96 4/96
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26. …. and to bridge competence gaps
Data cruncher
Packaging
E-commerce
………
Online specialist
CPM specialist
Performance management
Project Management Shopper marketer
CRM specialist
Mobile marketer
SocialMedia Strategist
……… Web master
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27. Flexibility demands the right talent at the right place, & on
going training
The House of Marketing can help you develop and keep the right talents in your
marketing department.
Coaching on the job, one company or
multi company program, more details
Marketing Talent program
available as from October 2012
Relevant Marketing training, from general
to very specific & tailor made
- product management
Training - project management
- communication (online, offline)
- social media
- email marketing
-……
Personal coaching focused on marketing
Coaching related skills and technical skills
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28. We offer help adapted to the new business context
In a economical environment where turbulence is the new norm, The
House of Marketing provides marketing excellence at the right
moment, exceeding clients' expectations by delivering higher return
on investment and by making the organization more agile.
We achieve this by recruiting passionate marketers for whom we
create an inspiring and nurturing environment.
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29. How do we work?
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30. We work on temporary assignments….
Mostly function based
Broad FMCG experience B2B and B2C environments
Coordination activities of Marketing plan, go-to-market
specialists in strategy &
production, sales, advertising, implementation, people
Brand promotion, R&D, …
Marketing management, business
Managers Churn analysis, churn Managers intelligence
reduction Coordination of Marketing
Product placement activities
optimization
Strong analytical and
Market & competitor
negotiation skills
analysis Channel & Enhancing retail partnerships
Business Market assessment &
Category by increasing category sales
Analysts quantification
and aiding in fact
Clustering of customers Managers
based/strategic selling
E-strategy definition & roll-
out Extended experience in SME
E-Marketers Coordination, design & and large matrix organizations
implementation of e- Alignment of organization
& Social Process
marketing actions towards similar goals
Media Website Managers Clear roles & responsibilities
Specialists management, email definition, organizational
marketing, social design
media, mobile
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31. … and on strategic marketing challenges
Mostly project based
Client challenges THoM expertise & solutions
• Attract new customers • Customer intelligence: translate data into
relevant insights
Volume • Increase customer spending
• Segmentation
driven • Reduce customer churn
• Business and marketing planning
• Increase Innovation success rate
• Innovation Management Program
• Restore customer trust • Customer intelligence: translate data into
relevant insights
• Capture more customer value
Margin • Category assessment
• Margin management
driven • Marketing performance management
• Doing more with less resources (ROMI, CLTV, dashboards)
• Tracking of ROI • Marketing audit
• Define or redefine positioning
• Consumer intelligence: translate data into
• Changing customer experience from
relevant insights
product push to relational
Positioning (customer-centric) • Customer (store) experience
• Positioning on the sustainability dimension • Sustainability
• Positioning towards current and potential • Employer branding
employees
Consumer analytics and insights are crucial for each of the three challenges
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32. We offer a unique combination of strategic excellence and
operational pragmatism
Strategic excellence Operational pragmatism
• Proven track record in strategic • Track record in making things happen
marketing advice within international and complex
• Creating relevant insights in the companies
business • Applying practical knowledge of
• Identifying the true leverages for successful corporate sales and
significant improvements marketing organizations
• Turning opportunities into structured • Turning initiatives into tangible actions
and prioritized business initiatives
• Helping you to successfully implement
strategic recommendations
We help you in realizing more from your marketing strategies and building the
marketing capabilities for systematic results
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33. We deliver tangible value by bridging the knowing
doing gap…
Strategic excellence
Operational pragmatism
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34. We have different meetings during an assignment
PROJECT DELIVERABLES DEADLINE PROJECT DELIVERABLES DEADLINE
Define MLT strategy for Market analysis End 2007
Internal
Define MLT strategy for Market analysis End 2007 product X RGO identification +
– Draft – product X RGO identification +
estimated revenues & final
reco + budget
EPR
Developing targeted expansion strategy for a estimated revenues & final Brand strategy
Luxembourg based private life insurer
Strategy, organization and marketing
reco + budget
Brand strategy
Action plan 2008
Client
Launch Product Y Product chart (branding, ….
Build methodology and framework for country-specific go-to- Knowledge Capture Matrix
Project
objectives
market launches based on learnings from first failure on the
Italian market in private life insurance asset management
Action plan 2008
Launch approach EPR
positioning, USP, …)
Client:
Consultant:
Project:
Sodexho Pass - Apogheos
Olivier Olbrechts
Business Plan Date: 27/08/07
• Analysis of the fact base and decision on targets
Launch package Comment: Interim (project) All documents on project saved here. Final Deliverables. Credential to follow
- Life insurance business Launch Product Y Product chart (branding, …. Organization concept test STAKEHOLDERS Learnings from
the way the
client works
Learnings on how
THoM could work
better
New
products or
services
Marketing
domain/
methodology
Relationship
opportunity
(executive
Client agenda
sell-on
opportunity
Industry
trend/
insight
Competitor
information
• Market structure and distribution options Follow-up launch improvement contact,
positioning, USP, …)
idea)
SALES Apogheos = - Sold as interim project Proposal in - Small No other
• Cross-border revenues Account Team Business Unit that
has to be integrated
but could be more
profitable sold as
process: coaching
during the
independent
firms with low
consulting firm
identified in this
- Private banking business
into the Group if consulting implementation of potential for part of Sodexho
return sufficiently - Formal approach and the business plan consulting/
• Market structure and differentiation Launch approach attracting to
Sodexho Group
deliverables could have
been more clarified prior
to the project
interim
- Exceptions
(potential
clients ?):
• Expectations of wealthy individuals BCD Group,
• Off-shore business aspects Launch package Coordinate client event ….. …. DELIVERY
Marketing
Domain:
- No THoM
methodology used
- Business Plan
Develop a
standard
financial
business plan
Accentiv (FR)
• Value and tactics of wealth managers template created spreadsheet
Methodology - Bancassurance model options in private banking Organization concept test from scratch template)
- Detailed geographical study on Italian potential Follow-up launch iii team:
No B2B Services
team
- Understanding of wealthy individuals
• Wealth classification
• Identification of advisory circle
• Trend in family offices
• (Family) business activity and influence of private equity and
venture capital
• Positioning study and go-to-market draft Coordinate client event ….. ….
• Implications for organizational and branding requirements
• Organizational roadmap and risk management
Deliverables • Design of go-to-market model and potential
• European-wide positioning strategy and implementation
200706-CBC-PresentationTHoM.ppt 2
Visit by SSO
Mgr Interview Objectives
Consultant(s) finalized
Evaluation
1st call Proposal Contract Knowledge
sent signed Engagement follow-up capturing
Running
Project status report
Product Management Platform Resources Planning Risks Scope
Prepared by: Liesbet Vandenberghe
Period: from 25/9 to 20/10 week 6
Activities completed this reporting period Activities planned for next reporting period
Client Name or LOGO Client Name or LOGO Supplier gave demo. Didier VDH will have a meeting to fine tune the
requirements
Didier VDH got input to make draft of technical
Title of Function/project Title of Function/project requirements Central marketing will have meeting about the next
steps and how we see the current project management
We have now a list of general requirements
tools in this project.
Proposal for Interim Management Proposal for Interim Management
Month Day, 2007 Month Day, 2007 LAST MODIFIED:
Task ID Week Project name Action/task Task owner Follow-up Priority Status Start date Due date Date Comments/issues Decision to take
Outstanding Issues/ Main Risks(1) Decision to take(1)
description persons finished
Issues & Risks Actions Responsible Due Date Decision Decision Maker Due Date
Need alignment Meeting Thomas DC November
on the real Thomas with
needed Philippe.
requirements
Issue description Decision Decision Due date
and which taker
budget we can
have for it. 1
2
3
4
5
6
7
(1) Format could be simplfy for simple project
8
Project status reports Liesbet 27 December.ppt 3
9
10
11
12
13
14
15
From initial call till 2 first weeks During the engagement Closing the engagement
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35. You are always hiring a whole team of marketing
specialists
Hiring a THoM consultant isn‟t just hiring a person, it‟s acquiring expertise:
•THoM consultant: your day to day contact
Visible
• Counselor, Client Manager and Mentor:
first help, coaching and stretched goals for
Invisible the THoM consultant
• All THoM consultants with their specific
skills, expertise and experience: the second
resort for the THoM consultant
• THoM knowledge base (training, career
development plan, books, papers, former
projects, experience of previous THoMers)
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36. We deliver Marketing expertise in four areas
• Market Intelligence • Business & Marketing Planning
I. Strategic • Segmentation • Employer Branding
Marketing • Branding & Positioning • Sustainability
• Pricing • Social Media
II. • Product/ Brand/ Category • Shopper Marketing
Management
Go-to-Market • Customer Relationship
• Communication (offline & Management
online)
• Customer Process Management • Marketing Audit
III. Organization & Change
• • Marketing Coaching & Training
Organization Management
capabilities • Customer Experience
IV. • Marketing Dashboards
Performance • Marketing Performance Management
Management • Customer Lifetime Value & ROMI
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37. For whom do we do this?
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38. We have clients from many different sectors (1)
ICT & Media
Utilities &
Resources
Financial &
Other Services
Healthcare &
Public Sector
Transport &
Logistics
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39. We have clients from many different sectors (2)
Consumer
Goods & Retail
Durables &
Industrial Goods
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40. … talking about the tangible value delivered by The House
of Marketing
“THoM’s pragmatic approach is to me a key differentiator,
as they are able to talk the language of actual executors
and to predict or foresee many operational issues we need
to tackle.”
“We appreciated that the THoM team supported us in
(Ronald Hannet, BU Manager) the bottom up approach involving
customers, prospects, sales, specialists.”
(Danny Vandevyver, Head of Marketing
Com Belux)
“THoM succeeded in creating change thanks to
their straightforward and efficient solutions and
approach.” “The added value of THoM is that they do not only
deliver strategic advice, but their recommendations
(Michael De Koster, Segment Manager) are tangible and can be implemented.”
(Luc Deflem, CEO)
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41. Your point of contact
The House of Marketing
tel: +32 (0) 15 444 000
E-Mail: info@thom.eu
The House of Marketing
Kardinaal Mercierplein, 2
B-2800 Mechelen
Belgium
Fax +32 (0)15 444 044
www.thehouseofmarketing.be
Join us on LinkedIn
Follow us on Twitter
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