Social media strategies and marketing funnel engagement

What’s on tap ,[object Object],[object Object]

Today, it’s less about what Social Media is … Rather what elements should be part of my marketing strategy? RSS feeds Podcasting Collaboration Discussions Tag clouds Wiki’s Microblogs Blogs Social networking Bookmarking Personalized Online Community Rich Media

Marketing Program Spend Too much focus on awareness Social Media

The Marketing Funnel/Buying Process Core goals often disconnected from budget focus ,[object Object],Traditional marketing budget focus Note: Funnel taken from Forrester’s Aug. 2007 study Marketing New Key Metric: Engagement ,[object Object],[object Object],Primary marketing goals

Online Marketing Strategy is Changing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Awareness spend is shifting

Social Media Elements & Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],A community is the only element that spans the whole funnel Marketing/Buying Funnel

The #1 Interactive Info Source: Communities

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Business Case for Community 1 Forrester Research 2 McKinsey / Media Metrix Study 3 2004 Association of Support Professionals Study 4 2002 Study conducted by AT&T

Connecting Communities to Search

Communities and User-Generated Content ,[object Object],[object Object]

No User Content = Missed SEO Opportunity No community equates to missing ~20% of possible search visits

Long Tail Example – NetApp choosing the right backup technology ,[object Object],[object Object],[object Object]

Communities Also Impact Core Keywords ,[object Object],[object Object]

[object Object],[object Object],Connecting Communities to Search

Examples of Companies Using Communities Loyalty Enthusiast Innovation Partner Developer Event Education Support

Key Community Elements Loyalty Blogs Mobile option Reputation/Rewards Ratings Announcements Enthusiast Social networking Member-generated groups Rich media support RSS feeds Reputation/Rewards Innovation Polling Ratings Private groups Living doc’s (wiki’s) Uploading docs Partner Reputation/Rewards Announcements Ratings Living Documents Uploading docs Rich media (training) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

http://nikeplus.nike.com/nikeplus/ Enthusiast Community ,[object Object],[object Object],[object Object],Case for Community Energizing, Listening, and Embracing

Nike’s entire website strategy is changing to one that incorporates users comments and thoughts Trevor Edwards, VP of Global Brand Management ,[object Object],[object Object],[object Object],[object Object],“ 40% of Nike+ community members become converts to the company’s shoes.” Business Results

http://smallbusinessonlinecommunity.bankofamerica.com/index.jspa Support and Loyalty Community ,[object Object],[object Object],[object Object],Case for Community Talking, Supporting, Listening

[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],Community member post 10/22/07 “ The more time I spend in this community, the more impressed I am with members’ answers. Thanks Bank of America for starting this online service.” Business Results

http://www.ireport.com Brand / Loyalty Community ,[object Object],[object Object],[object Object],Case for Community Embracing, energizing, listening

Lila King, CNN Senior Producer ,[object Object],[object Object],[object Object],[object Object],“ You get an amazing integration of what's actually happening on a hyperlocal level by people living the experience.” Business Results

Event Community http://vmware.com/communities/content/ ,[object Object],[object Object],[object Object],[object Object],Case for Community Energizing, Connecting

[object Object],[object Object],[object Object],Brings together customers, experts and partners in one integrated environment Eric Neilson, Director Web Communities Business Results “ We’ve turned our online conference site into a revenue-generating community .”

Recommended Resources ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object], Do you need to be a subject matter expert to run a subject based community? – Intel Community manager roles and responsibilities – EMC Etiquette and Guidelines Examples – PCWorld Twitter? – P&G What organization does community management usually fit under? – John Deere Engagement with Social Media: Personal vs. Business purposes? – Kinaxis What are community metrics that you measure? – NetApp More questions??? Or for a completely new experience… Learn from and share with your peers on social media strategies www.jivesoftware.com/clearstep

Social media strategies and marketing funnel engagement

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