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Social Strategy and Integration for C2GPS
The document discusses strategies for engaging audiences through social media and the integration of social media with marketing efforts, emphasizing that there is no one-size-fits-all approach. It outlines objectives, tactics, and the importance of measuring value and ROI for social media activities. Key takeaways include the need for a cohesive social strategy and continuous adaptation to enhance engagement and customer experience.
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Social Strategy and Integration for C2GPS
- 1. How to Think AboutSocial Strategy & Integration You can teach a designer to fish... but there is no recipe. 1
- 2. Session One: Strategy HowWill We Engage? 2
- 3. “Marketers are likekids 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 3
- 4. Strategy is theroad. objective/goal tactic strategy 4
- 5. Strategy 1.0 Emotional Benefits Functional Benefits Features 5
- 6. Strategy 2.0 Emotion People Functional Utilities Benefits Features Stories Utilities 6
- 7. How will wefeed: Caring Conversation Coverage 7
- 8. media relations, bloggeroutreach PR Events Digital website, video content, Facebook, Twitter 8
- 9. Wisconsin Vision Objective: New level of engagement Strategy: celebrity endorsement with “behind the scenes” opportunities Tactics: TV and outdoor (reach/positioning) Social video, PR (deeper stories) Facebook (build community) Twitter (CEO engagement) Frequently evolving 9
- 10. Outcomes Fans/followers = communityto build on Media coverage, blogger coverage, celebrity coverage Steady increase in website traffic/decrease in bounce More customer comments on glasses online and offline Stronger relationships: excited prospects, employees, vendors “Recognition is coming from all over. We are now on the map.” 10
- 11. Design for interaction,participation, sharing and continuation Source: http://edwardboches.com/four-criteria-for-your-next-creative-idea 11
- 12. It’s not justwhat you say. It’s what you do. Social business: heart of the organization Social marketing: impacts product, distribution, etc. Social media: another communications channel 12
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- 14. Questions for discussion Whatengagement strategies are you using now? What successfully engages your audience? Where are you finding it difficult to engage? 14
- 15. Session Two: Integration Whenand where will we engage? 15
- 16. There is nodefinitive recipe for integrating social media with other stuff. Sorry. There are ingredients, but no clear amounts and combinations. It’s more alchemy than science. 16
- 17. But social mediashould be part of a whole. “Social Media works best when it is part of something bigger.” - Jay Baer 17
- 18. We do knowwhat does not work. Doing the same thing everywhere, with just a different flavor. 18
- 19. social media 19
- 20. Social tasks Spend sometime getting to know others. Produce information of interest and benefit to them. Share it and make it easy for others to do the same. Listen and respond. That is being social. 20
- 21. social + digitalexperience social + PR social + marketing social digital experience social PR social marketing
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- 23. Social PR 23
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- 25. Understand core uses.Align with goals. Gathering Place Connections Dialog 25
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- 27. behavior not blather conversationnot shouting momentum not one-off dynamic not static intuitive not regimented portable not permanent innovation not iteration useful not self-serving Source: BBH Labs 27
- 28. Questions for discussion What’sworking well for you? What is your biggest hurdle in integrating social? How are you using user feedback to make decisions? 28
- 29. Session Three: Measurement HowWill We Prove Value? 29
- 30. Most marketers wantto measure ROI Unable to measure conversion Don’t have staff with expertise/budget 84% do not measure social media ROI Sources: Omniture 2010 Online Analytics Benchmark Survey, E-marketer May 19, 2010 MZing and Babson Social Software in Business, E-marketer September 8, 2009 30
- 31. Measurement is relativeto your goals Define goals Establish a baseline Create activity timelines Analyze social data and traditional web metrics Look for patterns Correlate to more transactions, new customers, higher sales Source: The Basics of Social Media ROI, Olivier Blanchard http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi 31
- 32. Some Financial ReturnMeasures Conversions via unique links Sales via specific SM promo codes SM-specific coupon redemptions % of leads converted that originated via SM Reduced customer service costs Decreased customer churn rate Cost per qualified lead Source: http://www.brasstackthinking.com 32
- 33. Complex does notequal effective “ROI” often means “prove it that this is worth it” Many ways to look at “success” Focus on a few key measures Correlation can be as valuable as causation Get comfortable with “reasonable degree of confidence” Source: http://www.brasstackthinking.com 33
- 34. Some Non-Financial ValueMeasures Fans/followers Mentions/overall awareness in SM channels Share of conversation Number of comments Increased positive sentiment Referrals/recommendations/leads Source: http://www.brasstackthinking.com 34
- 35. Can social mediascale and be measured? “I think it can and it has to. We have 2 billion conversations online a year. If I can’t scale to the requirements, I can’t continue to be a thriving business because that’s increasingly how consumers are shopping and engaging. We’re less focused right now on attributing ROI to everything we’re doing. We’re focused on “does it enhance the customer experience?” Does it look like revenue and profit are following? I’m less interested in measuring cost per contact. I know engagement with a fan on Facebook is a really good thing. I don’t measure if that shortens the sales cycles. The things I can measure I feel great about. Those I can’t I’m not losing sleep about.” Source: Erin Nelson, Dell CMO, interview in AdWeek April 27, 2010 35
- 36. Questions for discussion Areyou currently measuring social activities and results? How? Do you need to prove ROI or value? Are your measures tied to your specific goals? 36
- 37. Resources A Realist’s Guideto Successful Social Strategy: http://www.slideshare.net/suespaight A Realist’s Guide to Social Strategy for the Nonprofit World: http://www.slideshare.net/suespaight Groundswell: Winning in a World Transformed by Social Technologies by Josh Bernoff and Charlene Li www.groundswell.com: social technology consumer profile tool Inbound Marketing: Get Found Using Google, Social Media and Blogs by Brian Halligan and Dharmesh Shah The Basics of Social Media ROI, Olivier Blanchard http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi http://www.brasstackthinking.com/2010/06/5-objectives-for-social-media-measurement/ http://www.brasstackthinking.com/2010/05/13-truths-about-social-media-measurement/ http://mashable.com/2009/10/27/social-media-roi/ KD Paine PR Measurement blog http://kdpaine.blogs.com/ www.uxmag.com 37
- 38. We’re happy tohelp Cindi Thomas Partner at Translator cindi@translatordigitalcafe.com On Twitter: @deziner Sue Spaight Partner/VP Digital Strategy at Meyer and Wallis sspaight@meyerwallis.com On Twitter: @suespaight 38