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Social Media Strategy: !
A Practical Guide for Marketers

                  December 2009




                          1
Setting Expectations
                                                          

    This presentation IS NOT…
         A history of social media
         A qualitative thesis on why social media matters

         A compilation of things you already know



    This presentation DOES…
         Recap the business case for Social Media
         Address pitfalls of social media marketing 

         Explain how to avoid social media pitfalls
                                                     

         Provide a roadmap for a social media strategy




                                                              2
Social Media Strategy ©Spur Interactive 2009
Table of Contents
                                                           


                  Business case for Social Media 
                  Social Media Pitfalls
                  Avoiding Social Media Pitfalls
                  Social Media Strategy Framework 




                                                               3
Social Media Strategy ©Spur Interactive 2009
Social Media: a Powerful Force
  The Web is essential in our daily lives
                                       Other
                                                                         Print
       33% of media                 consumption(1)
                                        Online
                                                                        Radio
       Boomers are gaining on Gens X/Y
                                                                                      TV


  Social media to comprise 50% of usage(2) 
       Social media now surpasses Email in global reach(3)
       Fastest growth: women over 50



  Word of mouth is reaching a new level 
       Millions of interactions take place every hour 
       Brands are being discussed 24/7


  (1) Pew Research foundation 2009, (2) Forrester, 3) Nielsen Online
                                                                                            4
Social Media Strategy ©Spur Interactive 2009
5 Reasons to Embrace Social Media

1. You are already involved in Social Media
          Your employees are doing it 
          Discussions about your brand are taking place
          If you participate you can shape outcomes


2. Comparative advantages
          Word of mouth is #1 influencer of purchases
          Does not require a media budget 
          Viral effect can carry a message a long way

  3. Revenue growth
           Among top 100 Brands, those using social media
            saw 18% lift in revenue (Altimeter / Wet Paint 2009)
           91% of Inc. 500 use social media (Umass Dartmouth 2009)
                                                                       5
Social Media Strategy ©Spur Interactive 2009
5 Reasons to Embrace Social Media
   4. Must-have for Corporate Marketing:
             Creating brand awareness and consideration
             Inbound marketing / research
             Community relations
             Recruiting / employee relations
             Investor relations 
             Crisis / corporate communications

   5. Search Engine Rankings!
             Can produce great results!
             See example on next slide




                                                            6
Social Media Strategy ©Spur Interactive 2009
Case Study: Social Media Drives Search
                                                   




   Used social media
  to obtain 3 of top 4
   listings for “social
     media business
          case”




                                                  7
Social Media Strategy ©Spur Interactive 2009
How Important is Social Media?
                                                      

                                Importance of Social Media to Inc. 500
                              2007
         50%
                                                                                        2008
                  80+% lift
         45%
         40%
         35%
         30%
         25%
         20%
         15%
         10%
          5%
          0%
                  Very Important
         Somewhat      Somewhat      Very Unimportant
   No Response
                                          Important
   Unimportant


 Source: UMASSD Center for Marketing Research 2008
                                                                                                8
Social Media Strategy ©Spur Interactive 2009
How Are Leaders Using Social Media?
                                                  
                                                                                                    2007
                                    Inc. 500ʼs Use of Social Media Today
                                                                                                    2008
           60%

                     90+% lift
                 100% lift
           50%


           40%
                                                                          100+% lift
           30%


           20%


           10%


            0%
                     Bulletin       Social    Online Video
 Blogging
   Wikis
   Podcasting
 Don't Use
                     Boards
      Networking


 Source: UMASSD Center for Marketing Research 2008
                                                                                               9
Social Media Strategy ©Spur Interactive 2009
How Social Media is Being Utilized




                                                           10
Social Media Strategy ©Spur Interactive 2009
Social Media: Where the Growth Lies
                                                    




                                                        11
Social Media Strategy ©Spur Interactive 2009
Social Media Pitfalls 



                                             Rush to action without a plan
                                             Lack of objectives and measurement
                                             Content guidelines 
                                             Failing to engage audiences
                                             Limited Reach




                                                                         12
Social Media Strategy ©Spur Interactive 2009
Social Media Pitfall #1: Rush to Action
                                                       

       Rushing to action without a plan (shiny new object)
       •      Hasty decisions and knee-jerk reactions 
       •      One-off approach
       •      Focus on the wrong objectives or platforms
       •      Failing to understand requirements and resources
                                                           GMOOT! 
                                                      (get me one of those)




                                                                  13
Social Media Strategy ©Spur Interactive 2009
Social Media Pitfall #2: Measurement
                                                     




      Success requires:
      •    Defined and measurable objectives
      •    Metrics that tie to those objectives
      •    Tools (and knowledge) for tracking metrics
      •    Ability to translate online activity to business results
      •    Methodology to calculate ROI 
             Awareness 

                                                    Consideration
                    Sample Reports shown on
                         next 3 slides
              Preference

                                                                       14
Social Media Strategy ©Spur Interactive 2009
Social Media Report: Buzz Volume Trends


   Buzz Chart: Mentions of Client vs. Competitors (source: Nielsen Online)

             Q3
                        Q4
     Q1
   Q2
            Q3




                                                               15
Social Media Strategy ©Spur Interactive 2009
Social Media Report: Sentiment
                                                      


             Sentiment: Client vs. Competitors (source: Nielsen Online)




                                                                     16
Social Media Strategy ©Spur Interactive 2009
Social Media Report: Buzz Volume Cross Topic


           Buzz by topic: Client vs. Competitors (source: Nielsen Online)




                                                                    17
Social Media Strategy ©Spur Interactive 2009
Social Media Metrics
Engagement metrics
          Web 2.0 Metrics
    Site visits
               Posts 

    Unique visitors 
          Tweets and ReTweets

    Visit frequency
           Facebook Fans

    Page views per visit
      Followers

    Time on site 
             Ratio: Following to Followers

    Registrations 
            Mentions

    Conversions
               Content views

                                Content uploads

                                Shared pages

                                Sentiment ratio 

                                Page 1 search rankings 




                                                         18
Social Media Pitfall #3: Content
                                                        
•  While content is critical, it is often an afterthought
   •  Once the genie is out of the bottle, it’s too late

•  Requires content planning
       •  Format: copy, video, photos, audio
       •  Type: original vs. repurposed 
       •  Source: where will it come from? 

       •  Requires approval 
       •  Brand guidelines
       •  Legal issues (beware of astro-turfing!)

•  Must be engaging…

                                                            19
Social Media Strategy ©Spur Interactive 2009
Social Media Pitfall #4: Failure to Engage
                                                      

•  Social Media is about listening and !
   interacting vs. shouting
       •  “Spray and Pray” doesn’t work 
       •  Think: Telephone vs. Megaphone

•  Engagement hurdles:
       •  Lack of interesting and relevant content
       •  Self-focused content 
       •  Too much self-promotion




                                                      20
Social Media Strategy ©Spur Interactive 2009
Social Media Pitfall #5: Limited Reach
                                                      




       •  Social Media only works with a large audience
       •  Process of building a network is often overlooked
       •  Without reach, there is no ROI
                                                       21
Social Media Strategy ©Spur Interactive 2009
Avoiding Social Media Pitfalls
                                                         
         Goals: Who and What?
        •    Define audiences and identify influencers 
        •    Define objectives 
        •    Set reasonable expectations 

         Media: which social media platforms?




         Engagement: how to listen and interact? 
        •    Content: types of media, voice, frequency
        •    Duties: producing, posting, sharing, responding
        •    Policy: addressing negative comments
                                                                22
Social Media Strategy ©Spur Interactive 2009
Avoiding Social Media Pitfalls (cont.)
                                                        

         Reach: how will you promote your program? 
         •  Online, email, offline, PR, word of mouth 

         •  How will you build your network?


         Resources: what is needed; what will it cost? 
         •  People, process, assets, tools, etc.


         Metrics: how will you measure success?
         •  What metrics will you use?

         •  What tools will you use? 

         •  How will you translate into ROI?


                                                            23
Social Media Strategy ©Spur Interactive 2009
The Missing Piece in Social Media?
                                                     




                               Strategy.




                                                         24
Social Media Strategy ©Spur Interactive 2009
Social Media Strategy: Roadmap for Success
                                                
    Components of a Social Media Strategy
            Audiences
            Objectives and Metrics for measuring success
            Team and resources
            Key influencers (and tactics for engaging them)
            Social Media sites, networks and groups
            Content guidelines
            Operational plan for producing, posting, sharing
            Marketing plan to promote and build network 
            Tools (influencer tracking, monitoring, reporting)
            Methodology for translating activity into ROI 


               You now have a framework for your
                     social media strategy!

                                                                 25
Social Media Strategy ©Spur Interactive 2009
In Closing…
       Social media is not the holy grail or a panacea for all ills…
       …but it is a powerful force that WILL impact your business 

       Like all things in business, success begins with a strategy…
       …so remember your proverbs: “measure twice, cut once”

       Let’s stay in touch!
                Check out our blog http://blog.spurinteractive.com 
                Connect with me on:
                     Twitter: @stevelatham
                     Facebook: slatham
                     LinkedIn: stevelatham




                                                                        26
Social Media Strategy ©Spur Interactive 2009
About the Presenter
  Steve Latham is the founder and CEO of Spur Interactive, a strategic interactive
  marketing agency. In this role, Steve has planned and managed successful
  campaigns for brands such as Continental Airlines, FedEx Kinko's, ConocoPhillips
  and others. In the realm of social media, Steve has extensive experience in
  developing and executing social media strategies that produce measurable
  business value. 
  Steve is an accomplished industry lecturer and thought leader. Steve speaks
  frequently at industry events including Search Engine Strategies, Online Marketing
  Summit and Interactive Strategies. Steve’s articles have been published by
  MediaPost, Online Media Daily, iMedia Connection, Marketing News and
  Bizjournals.com. Steve has been quoted in B2B Magazine, PR Week, Fortune and
  CNN.com.
  Steve received an MBA from Harvard Business School and a BBA from the
  University of Oklahoma. You can read Steve’s articles at blog.spurinteractive.com
  and at OnlineMarketingConnect.com. 


           
        
facebook.com/slatham



          
         
@stevelatham !

          
         
www.linkedin.com/in/stevelatham



                                                                                       27
Social Media Strategy ©Spur Interactive 2009

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SOCIAL MEDIA STRATEGY | Steve Latham

  • 1. Social Media Strategy: ! A Practical Guide for Marketers December 2009 1
  • 2. Setting Expectations This presentation IS NOT…   A history of social media   A qualitative thesis on why social media matters   A compilation of things you already know This presentation DOES…   Recap the business case for Social Media   Address pitfalls of social media marketing   Explain how to avoid social media pitfalls   Provide a roadmap for a social media strategy 2 Social Media Strategy ©Spur Interactive 2009
  • 3. Table of Contents   Business case for Social Media   Social Media Pitfalls   Avoiding Social Media Pitfalls   Social Media Strategy Framework 3 Social Media Strategy ©Spur Interactive 2009
  • 4. Social Media: a Powerful Force The Web is essential in our daily lives Other Print   33% of media consumption(1) Online Radio   Boomers are gaining on Gens X/Y TV Social media to comprise 50% of usage(2)   Social media now surpasses Email in global reach(3)   Fastest growth: women over 50 Word of mouth is reaching a new level   Millions of interactions take place every hour   Brands are being discussed 24/7 (1) Pew Research foundation 2009, (2) Forrester, 3) Nielsen Online 4 Social Media Strategy ©Spur Interactive 2009
  • 5. 5 Reasons to Embrace Social Media 1. You are already involved in Social Media   Your employees are doing it   Discussions about your brand are taking place   If you participate you can shape outcomes 2. Comparative advantages   Word of mouth is #1 influencer of purchases   Does not require a media budget   Viral effect can carry a message a long way 3. Revenue growth   Among top 100 Brands, those using social media saw 18% lift in revenue (Altimeter / Wet Paint 2009)   91% of Inc. 500 use social media (Umass Dartmouth 2009) 5 Social Media Strategy ©Spur Interactive 2009
  • 6. 5 Reasons to Embrace Social Media 4. Must-have for Corporate Marketing:   Creating brand awareness and consideration   Inbound marketing / research   Community relations   Recruiting / employee relations   Investor relations   Crisis / corporate communications 5. Search Engine Rankings!   Can produce great results!   See example on next slide 6 Social Media Strategy ©Spur Interactive 2009
  • 7. Case Study: Social Media Drives Search Used social media to obtain 3 of top 4 listings for “social media business case” 7 Social Media Strategy ©Spur Interactive 2009
  • 8. How Important is Social Media? Importance of Social Media to Inc. 500 2007 50% 2008 80+% lift 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Very Important Somewhat Somewhat Very Unimportant No Response Important Unimportant Source: UMASSD Center for Marketing Research 2008 8 Social Media Strategy ©Spur Interactive 2009
  • 9. How Are Leaders Using Social Media? 2007 Inc. 500ʼs Use of Social Media Today 2008 60% 90+% lift 100% lift 50% 40% 100+% lift 30% 20% 10% 0% Bulletin Social Online Video Blogging Wikis Podcasting Don't Use Boards Networking Source: UMASSD Center for Marketing Research 2008 9 Social Media Strategy ©Spur Interactive 2009
  • 10. How Social Media is Being Utilized 10 Social Media Strategy ©Spur Interactive 2009
  • 11. Social Media: Where the Growth Lies 11 Social Media Strategy ©Spur Interactive 2009
  • 12. Social Media Pitfalls   Rush to action without a plan   Lack of objectives and measurement   Content guidelines   Failing to engage audiences   Limited Reach 12 Social Media Strategy ©Spur Interactive 2009
  • 13. Social Media Pitfall #1: Rush to Action Rushing to action without a plan (shiny new object) •  Hasty decisions and knee-jerk reactions •  One-off approach •  Focus on the wrong objectives or platforms •  Failing to understand requirements and resources GMOOT! (get me one of those) 13 Social Media Strategy ©Spur Interactive 2009
  • 14. Social Media Pitfall #2: Measurement Success requires: •  Defined and measurable objectives •  Metrics that tie to those objectives •  Tools (and knowledge) for tracking metrics •  Ability to translate online activity to business results •  Methodology to calculate ROI Awareness Consideration Sample Reports shown on next 3 slides Preference 14 Social Media Strategy ©Spur Interactive 2009
  • 15. Social Media Report: Buzz Volume Trends Buzz Chart: Mentions of Client vs. Competitors (source: Nielsen Online) Q3 Q4 Q1 Q2 Q3 15 Social Media Strategy ©Spur Interactive 2009
  • 16. Social Media Report: Sentiment Sentiment: Client vs. Competitors (source: Nielsen Online) 16 Social Media Strategy ©Spur Interactive 2009
  • 17. Social Media Report: Buzz Volume Cross Topic Buzz by topic: Client vs. Competitors (source: Nielsen Online) 17 Social Media Strategy ©Spur Interactive 2009
  • 18. Social Media Metrics Engagement metrics Web 2.0 Metrics   Site visits   Posts   Unique visitors   Tweets and ReTweets   Visit frequency   Facebook Fans   Page views per visit   Followers   Time on site   Ratio: Following to Followers   Registrations   Mentions   Conversions   Content views   Content uploads   Shared pages   Sentiment ratio   Page 1 search rankings 18
  • 19. Social Media Pitfall #3: Content •  While content is critical, it is often an afterthought •  Once the genie is out of the bottle, it’s too late •  Requires content planning •  Format: copy, video, photos, audio •  Type: original vs. repurposed •  Source: where will it come from? •  Requires approval •  Brand guidelines •  Legal issues (beware of astro-turfing!) •  Must be engaging… 19 Social Media Strategy ©Spur Interactive 2009
  • 20. Social Media Pitfall #4: Failure to Engage •  Social Media is about listening and ! interacting vs. shouting •  “Spray and Pray” doesn’t work •  Think: Telephone vs. Megaphone •  Engagement hurdles: •  Lack of interesting and relevant content •  Self-focused content •  Too much self-promotion 20 Social Media Strategy ©Spur Interactive 2009
  • 21. Social Media Pitfall #5: Limited Reach •  Social Media only works with a large audience •  Process of building a network is often overlooked •  Without reach, there is no ROI 21 Social Media Strategy ©Spur Interactive 2009
  • 22. Avoiding Social Media Pitfalls   Goals: Who and What? •  Define audiences and identify influencers •  Define objectives •  Set reasonable expectations   Media: which social media platforms?   Engagement: how to listen and interact? •  Content: types of media, voice, frequency •  Duties: producing, posting, sharing, responding •  Policy: addressing negative comments 22 Social Media Strategy ©Spur Interactive 2009
  • 23. Avoiding Social Media Pitfalls (cont.)   Reach: how will you promote your program? •  Online, email, offline, PR, word of mouth •  How will you build your network?   Resources: what is needed; what will it cost? •  People, process, assets, tools, etc.   Metrics: how will you measure success? •  What metrics will you use? •  What tools will you use? •  How will you translate into ROI? 23 Social Media Strategy ©Spur Interactive 2009
  • 24. The Missing Piece in Social Media? Strategy. 24 Social Media Strategy ©Spur Interactive 2009
  • 25. Social Media Strategy: Roadmap for Success Components of a Social Media Strategy   Audiences   Objectives and Metrics for measuring success   Team and resources   Key influencers (and tactics for engaging them)   Social Media sites, networks and groups   Content guidelines   Operational plan for producing, posting, sharing   Marketing plan to promote and build network   Tools (influencer tracking, monitoring, reporting)   Methodology for translating activity into ROI You now have a framework for your social media strategy! 25 Social Media Strategy ©Spur Interactive 2009
  • 26. In Closing… Social media is not the holy grail or a panacea for all ills… …but it is a powerful force that WILL impact your business Like all things in business, success begins with a strategy… …so remember your proverbs: “measure twice, cut once” Let’s stay in touch!   Check out our blog http://blog.spurinteractive.com   Connect with me on:   Twitter: @stevelatham   Facebook: slatham   LinkedIn: stevelatham 26 Social Media Strategy ©Spur Interactive 2009
  • 27. About the Presenter Steve Latham is the founder and CEO of Spur Interactive, a strategic interactive marketing agency. In this role, Steve has planned and managed successful campaigns for brands such as Continental Airlines, FedEx Kinko's, ConocoPhillips and others. In the realm of social media, Steve has extensive experience in developing and executing social media strategies that produce measurable business value. Steve is an accomplished industry lecturer and thought leader. Steve speaks frequently at industry events including Search Engine Strategies, Online Marketing Summit and Interactive Strategies. Steve’s articles have been published by MediaPost, Online Media Daily, iMedia Connection, Marketing News and Bizjournals.com. Steve has been quoted in B2B Magazine, PR Week, Fortune and CNN.com. Steve received an MBA from Harvard Business School and a BBA from the University of Oklahoma. You can read Steve’s articles at blog.spurinteractive.com and at OnlineMarketingConnect.com. facebook.com/slatham @stevelatham ! www.linkedin.com/in/stevelatham 27 Social Media Strategy ©Spur Interactive 2009