Social Media Strategy: The 12-Point Program for the Social Enterprise

Developing a Social Media Strategy
That Makes Sense!

12 Steps to Social Media Success The MarketingSavant Group
www.marketingsavant.com
888.989.7771
dana@marketingsavant.com

The MarketingSavant Group 888.989.7771

For help with your Social Media Strategy,
download our free Social Media Strategy
Workbook!

Questions or comments?
Tweet with me!
@danavan

Dana VanDen Heuvel
President, MarketingSavant


Upcoming Webinars
www.marketingsavant.com/webinars
Wed, April 6, 2011 | 9:30 AM PST / 11:30 AM CST / 12:30PM EST
60 Social Media Marketing & Promotion Ideas in 60 Minutes
In the 60 Social Media Marketing & Promotion Ideas in 60 Minutes webinar, we’ll take a
“social media lightning round” approach and cover 6o real world promotional ideas that you
can use in social media. This webinar is really geared for just about anyone. B2B marketers
will find ideas, local retailers will find ideas, non-profits will walk away with something and
even government agencies might learn something about connecting with their communities
through social media.

We’ve drawn examples from our own cases and clients
as well as examples from around the web and from
brands of all sizes and market segments.

If you’re looking for a real kick in the pants, you’ve got
to check out this webinar. You’d better sit down for this
one, as it’s going to go quick, but you’re guaranteed to
leave with at least a few ideas to make the hour well
worth your while!


Upcoming AMA Courses

Visit: www.marketingsavant.com/training-courses/ama-courses/

A Word From Our Sponsor
MarketingSavant Services:
• On Site Corporate Social Media Training
• Social Media & Marketing Services
• Outsourced Social Media
• SM Strategy
• Content Development
• Coaching, guidance and good advice


About
Dana VanDen Heuvel
Dana VanDen Heuvel is an award-winning marketing blogger, author of the
American Marketing Association's Marketech Guide to Marketing
Technology and the MySpace, YourSpace, TheirSpace Guide to Social
Network Marketing and the creator of the AMA's TechnoMarketing
training series. Dana is a widely recognized expert on blogging, podcasting,
RSS, Internet communities and interactive marketing trends and best
practices and speaks regularly on these topics at industry events. Dana
founded BlogSavant, one of the nation's first weblog and social media
marketing consultancies and currently runs The MarketingSavant™ Group,
a marketing technology consulting and training firm that helps marketers
leverage emerging marketing technology to reach and keep customers.
Learn more from Dana's blog at www.marketingsavant.com.

The MarketingSavant Group is a specialist company that focuses on transforming our clients into the preeminent
thought leaders and trusted advisors in their industry. Through our thought leadership marketing approach and
deep experience in digital and social media marketing we do extraordinary work for B2B clients to move your
entire organization beyond the competitive realm and into the unique niche of industry thought leader. We focus
on genuine organizational transformation through marketing, innovation, intellectual capital development and not
on producing a campaign that’s merely a quickly forgotten flavor-of-the-month tool.

We formed MarketingSavant to work with ethical, intellectual, innovative and challenging clients in the Business-
to-Business market sector. Our approach and our philosophy are to always put altruism before capitalism. We do
well by doing good, and we like to work with clients who share our philosophy.

Source: What the F**k is Social Media
http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-later

Source: What the F**k is Social Media
http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-later www.marketingsavant.com

93% OF SOCIAL MEDIA USERS BELIEVE A
COMPANY SHOULD HAVE A PRESENCE IN
SOCIAL MEDIA. Cone, Business in Social Media Study, September 2008

85% OF SOCIAL MEDIA USERS BELIEVE A
COMPANY SHOULD GO FURTHER THAN
JUST HAVING A PRESENCE ON SOCIAL
SITES & SHOULD ALSO INTERACT WITH
ITS CUSTOMERS.
Cone, Business in Social Media Study, September 2008


Don’t Commit Random Acts of
Social Media Marketing!


Where Buyers Go First

The MarketingSavant Group Source: Rain Today
888.989.7771

Take the Long View

• Most businesses are quick to test tactics, but
aren’t taking a larger strategic view
• So…most are doomed to underperform
• Or worse: CNET estimated that 50% of social
media campaigns launched by Fortune 100
companies this year will fail


Define the Social Media Strategy

1. Outline Your 7. Enterprise Social
Objectives Media Assessment
2. Risk Profile 8. Policy / Protocols
3. Define Your 9. Choose Social
Audience(s) Channels (Tools &
4. Social Media Content Tactics)
5. Determine Integration 10. Capacity and
Points Commitment
6. Culture Change and 11. Social Media Systems
Adaptation? 12. Measurement


Social Media Strategy
1) WHY? Why are you interested in social media?
2) Why do you want a social media plan for the
organization?
3) What objectives are we trying to meet?
1) Outcomes that are essential to the project
4) How will we know when we get there? (metrics)
1) Objective or subjective measures
2) Qualitative or quantitative
3) Indication of progress
5) What’s the value of accomplishing your objectives?
1) Demonstrable value
2) Represents actual improvement in the current conditions


Common Social Media Objectives
• Research and Learning
• Lead generation
• E-commerce sales
• Store traffic
• Increase Brand or Issue Awareness
• Reputation management
• Get your fans to talk about you (word of mouth)
• Content Generation and Issues Awareness
• Increased Relevant Visitor Traffic and Page Rankings
• Take Action (sign petition, send email, leave comment,
etc)


Write the Strategy

• Objective: Develop a clear strategy statement
for your plan.
• Activity: Define the core plan elements.
• Outcome: Be clear about what the plan entails
and the expected outcome.


Define the Social Media Plan

1. Outline Your 7. Enterprise Social
Objectives Media Assessment
2. Risk Profile 8. Policy / Protocols
3. Define Your 9. Choose Social
Audience(s) Channels (Tools &
4. Social Media Content Tactics)
5. Determine Integration 10. Capacity and
Points Commitment
6. Culture Change and 11. Social Media Systems
Adaptation? 12. Measurement


Balance Risk &
Reward


Top 10 Social Media Barriers
1. Lack of internal resources/time
2. Lack of knowledge/expertise
3. Not convinced about the value/ROI
4. Lack of clear guidelines/policies
5. Lack of awareness of social media within
company
6. Lack of budget
7. Social media not appropriate for
company/brand
8. Fear negative reaction from customers
9. Lack of global reach/scale
10. Lack of appropriate agency partner


Define the Audience

• Objective: Define the behavioral
characteristics of the target audience for your
selected organization.
• Activity: Review audience demographics.
• Activity: Build reliable buyer personas
• Outcome: Be clear about the makeup of the
audience.


Buyer Personas bring focus


Social Media + Path to Purchase

But…what should
we do next?

Source: Ogilvy www.marketingsavant.com

Social Media
+ Thought Leadership = Publisher
• Like it or not, you are a publisher, and you need to
start acting like one.
• Look at your web marketing activities…starting to
feel a lot more like publishing.


Content can be more complicated than
we want to accept or believe.

• Audit
• Analyze
• Strategize
• Categorize
• Structure
• Create
• Review
• Approve
• Publish
• Update
• Archive


Types of Assets – More Than You Think?
Example: Technology Company’s Assets
Example:
Technology 14 Brand families
Company 12,732 Products and services
6 Broad go-to-market themes
42 Industry solutions
6.1MM Web pages
349 Case studies
1,942 Product data sheets
431 White papers
109 Webcasts
31,000 Press articles
219 Events with presence
13 Major sponsorships
432 Active employee blogs
395 Print ads
17 TV spots
421 Major global partners
227 HR initiatives
28 Languages

Publish on Schedule – “1-7-30-4-2-1”

• 1 = Daily
• 7 = Weekly
• 30 = Monthly
• 4 = Quarterly
• 2 = Bi-Annual
• 1 = Annual

Source: FusionSpark Media www.marketingsavant.com
The MarketingSavant Group http://www.fusionspark.com/blog/2009/10/13/content-marketing-secrets-part-iii-easy-as-1-7-30-4-2-1/ 888.989.7771

Social Media Integration

• Objective: How will your social media strategy
support and enhance your existing
communication strategy?
• Activity: Map Social Media to existing
channels and tactics.
• Outcome: Be precise about were social media
fits in to your overall communication plan.


Social Media Channels
PERSONAL SOCIAL
NETWORKS
EVENTS WHITE-LABEL
SOCIAL NETWORKS

TV and
Radio WIKIS BLOGS
Magazines

Integrated Social COLLABORATIVE Conversion MICROBLOGS
Media TOOLS
Campaigns (Engagement)
Direct
Online Mail SMS PHOTOS
Advertising

EMAIL AUDIO
(BACN) (PODCAST)

VIDEO

Social media is part of an Integrated Marketing Communication program.


Brooklyn Museum/ Integration

• Feature: The Brooklyn Museum

TV and
Radio Magazines

Integrated Social
Media
Campaigns
Direct
Online Mail
Advertising


Integrate, Integrate, Integrate


Culture Change & Adaptation

• Objective: a. How will you get your organization
to embrace your social media strategy?
– Can you think of any internal champions to drive it
forward?
– How will you address any fears or concerns?
• Activity: Determine any barriers to social media
success.
• Outcome: Social media “anchored” within the
organization.


Social Media Requires
Change Management
• Urgency!
• Guidance & governance
• Vision
• Communication
• Empowerment &
enablement
• Campaign wins +
competence development
• Build institutional
processes
• Create Social Media
Center of Excellence


The Social Enterprise


Social Media Touches
All Departments
• Business Development • Management Information Systems
– Field of membership – Technology
– Member education – Infrastructure (IT)
– Youth education – Security
• Corporate Communications • Member Contact Center
– Media relations – Service
– Public relations – Sales
– Cause-related marketing – Satisfaction
• Human Resources • Member Service
– Employee recruitment and retention – Service
– Rules and regulations – Sales
– Policies – Satisfaction
• Legal / Risk Management • Sales
– Risk management – Prospect development
– Member data integrity – Lead nurturing
– Security – Content curation
• Marketing • Training
– Sales – Employee skill sets and knowledge base
– Support of other departments’ objectives (ongoing)
– New product/service launches
– Regulation training


Why have a social media
& blog policies
• New media channels and internet services have changed the
way we communicate
– Personal information at display on blogs, Facebook etc.
– The line between the personal and the professional sphere gets
blurred.
– Corporate information available from lots of sources.
– Users spread information about brands, products and companies.
• Internet allows viral spread of information
– Bad news travel fast.
– Good news can also travel fast.
– Media and the blogosphere influence each other.
• http://socialmediagovernance.com/

A good social media policy will…

• Educate as well as guide
• Provide instructive input to
equip people with basic new
media knowledge
• Complement an existing code
of conduct
• “Educate on”, respect and
enforce privacy guidelines
• Set constructive boundaries

Develop a First Responder Program
• Be transparent. Be open and
honest in all communication.
• Be ethical. Live by the WOMMA
Practical Ethics Toolkit
• Be relevant. Share information
and perspectives that are
valuable to the online community
• Personalize and be personable.
• Address negative discussion
head-on.
• Court evangelists & advocates.

Even if you’re not ready to join the conversation, it
pays to have a sound strategy for dealing with any
social media conversation taking place about your
brand.

Social Media Isn’t Just a Set of Tools…
 Blogs
 Widgets
 Micro Blogs
 Online Chat
 RSS
 Social Networks
 Social Bookmarks
 Message Boards
 Podcasts
 Video Sharing Sites
 Photo Sharing Sites
 Virtual Worlds
 Wikis
 Local Search
(…just to name a few)

Hub and Outpost
social media
architecture

Connecting Content
with Consumers

Source: Ogilvy


Exercise: Choose Channels

• Based on the identified business objectives and
audience characteristics, prioritize and choose
three applicable social channels for your
selected organization.
• Or… go simple and do the One-One-One
approach


Define the Tactics

• Objective: Develop a clear tactical outline for
your plan.
• Activity: Define the core plan actions.
• Outcome: Be clear about how the plan is to be
put into action.
• (We will complete this exercise in class)


Social Media Tactics
• Answer common customer questions • Offer discounts, coupons or special offers to customers
• Share insight and opinion who find you via social media
• Pass on interesting links/posts • Offer discounts on conferences for folks who come to
• Tweet links showing your company featured on other Web hear you speak
sites or mainstream media • Show your human face
• Tweet often to keep your brand in customer’s top of mind • Talk about what you’re doing
• Share high quality content that is relevant to your customers
• Talk about who you are
needs
• Share information about your organization that customers, • Talk about why you do what you do
colleagues and others may be interested to know • To get blog subscribers
• Promote competitors when they deserve it • Direct traffic to your site
• Tweet links to Slideshare presentations or videos of speaking • Find referrals
engagements.
• Offer referrals
• Promote upcoming speaking engagements
• Connect vendors to one another
• Mention awards you’ve won or accreditations you’ve earned
• Hold contests
• Be the one to break the news in your industry
• Livetweet events
• Highlight employees
• Do free market research to see what people want/don’t want • Publish your Twitter handle on all direct mailings, email
• Conduct Twitter polls to quiz consumer opinion
newsletters, on your Web site and all other marketing
channels. Put it everywhere
• Learn about what’s working/not working for your
competitors • Promote your latest blog posts and newsletters
• See how your competitors are interacting with customers • Admit and apologize for flubs to help neutralize the
impact
• Ask for votes on social media sites (use sparingly)


Capacity and Commitment
• Objective: Who will implement your organization’s social
media strategy?
– Can you allocate a minimum of five hours per week to
your strategy?
– Do you need any outside expertise to help implement
your strategy?
– (Do they know your intentions?)
• Activity: Determine who will do your content updates
and social media engagement.
• Outcome: Social media point person(s) in the
organization.


Time Commitment


It Can Also Be
Distracting…
• Why you must have a
strategy in place
• Mobilize your
volunteers, donors,
advocates and
everyone else to help
with social media
efforts


The Blogging Process


Marketing Map


Measurement Basis/ROI

• Objective: Develop a clear baseline against
which and ROI will be determined.
• Activity: Define the core metrics.
• Outcome: Be able to measure, refine, and
produce a defensible ROI.
• (We will complete this exercise in class)


Social Media Dashboard

SOCIAL MEDIA IMPACT
Source: Oliver Blanchard
“The Basics of Social Media ROI”


Social Measures
• Participation
• Sales
• Registrations
• Referrals
• Links (the currency of the
social web)
• Votes
• Reduction in costs and
processes
• Decrease in customer issues
• Lead generation
• Conversion
• Reduced sale cycles
• Inbound activity


PARTICIPATION

The Global Social Media Check-up, Burson-Marsteller, 2010


Take Lessons from Leading Brands
• Deputize people throughout the organization
• Understand each channel’s unique engagement
• Find champions
• Centralize coordination
• Be in it for the long haul
• Pick channels carefully
• Fish where the fish are
• Support engagement as an extension of company culture
• Encourage employees to use social media to get work done
• Make social media part of the job
• Modularize and Synchronize across channels (activity
streams)
Source: Altimeter Group


Smile if you liked it!

The MarketingSavant Group
888.989.7771
dana@marketingsavant.com

Thanks You for
Attending!

About
The MarketingSavant Group
The MarketingSavant Group is a specialist company that focuses on developing our clients into the preeminent thought leaders
and trusted advisors in their industry. Through our thought leadership marketing approach and deep experience in digital and
social media marketing we do extraordinary work for B2B clients to move your entire organization beyond the competitive realm
and into the unique niche of industry thought leader. We focus on genuine organizational transformation through marketing,
innovation, intellectual capital development and not on producing a campaign that’s merely a quickly forgotten flavor-of-the-
month tool.

MarketingSavant helps clients leverage thought leadership and social media marketing through precise strategy development,
targeted user-centric research, expert resource engagement for content creating and distribution, all using our proprietary
Thought Leadership Marketing methodology.

Like the thought leading clients we work with and in the spirit of the social media tools we employ, MarketingSavant is a
transparent, honest, professional, credible, driven, responsive, hard working, open-minded, and results-oriented team that serves
our clients with the utmost integrity and respect and treat their business and success as our own. Our value-forward approach
means that our first priority is delivering wisdom to our clients and prospects to make us all better marketers and servants to the
customers who trust us.

We formed MarketingSavant to work with ethical, intellectual, innovative and challenging clients in the Business-to-Business
market sector. Our approach and our philosophy are to always put altruism before capitalism. We do well by doing good, and we
like to work with clients who share our philosophy.

MarketingSavant’s offerings range from thought leadership strategy development, training and workshops, campaign
management, customer community development and anything else that helps to position you as the preeminent thought leader
in your industry. Contact us if you’re interested in become your industry’s thought leader!


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