Social Strategy and Integration for C2GPS


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Discussion for designers and marketing of how to think about social strategy and integrate into design.

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Social Strategy and Integration for C2GPS

  1. 1. How to Think About Social Strategy & Integration You can teach a designer to fish... but there is no recipe. 1
  2. 2. Session One: Strategy How Will We Engage? 2
  3. 3. “Marketers are like kids 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. 4. Strategy is the road. objective/goal tactic strategy 4
  5. 5. Strategy 1.0 Emotional Benefits Functional Benefits Features 5
  6. 6. Strategy 2.0 Emotion People Functional Utilities Benefits Features Stories Utilities 6
  7. 7. How will we feed: Caring Conversation Coverage 7
  8. 8. media relations, blogger outreach PR Events Digital website, video content, Facebook, Twitter 8
  9. 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. 10. Outcomes Fans/followers = community to 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. 11. Design for interaction, participation, sharing and continuation Source: 11
  12. 12. It’s not just what 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
  13. 13. Basic roadmap 13
  14. 14. Questions for discussion What engagement strategies are you using now? What successfully engages your audience? Where are you finding it difficult to engage? 14
  15. 15. Session Two: Integration When and where will we engage? 15
  16. 16. There is no definitive 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. 17. But social media should be part of a whole. “Social Media works best when it is part of something bigger.” - Jay Baer 17
  18. 18. We do know what does not work. Doing the same thing everywhere, with just a different flavor. 18
  19. 19. social media 19
  20. 20. Social tasks Spend some time 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. 21. social + digital experience social + PR social + marketing social digital experience social PR social marketing
  22. 22. Social digital experience 22
  23. 23. Social PR 23
  24. 24. Social marketing 24
  25. 25. Understand core uses. Align with goals. Gathering Place Connections Dialog 25
  26. 26. 26
  27. 27. behavior not blather conversation not 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. 28. Questions for discussion What’s working well for you? What is your biggest hurdle in integrating social? How are you using user feedback to make decisions? 28
  29. 29. Session Three: Measurement How Will We Prove Value? 29
  30. 30. Most marketers want to 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. 31. Measurement is relative to 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 31
  32. 32. Some Financial Return Measures 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: 32
  33. 33. Complex does not equal 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: 33
  34. 34. Some Non-Financial Value Measures Fans/followers Mentions/overall awareness in SM channels Share of conversation Number of comments Increased positive sentiment Referrals/recommendations/leads Source: 34
  35. 35. Can social media scale 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. 36. Questions for discussion Are you 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. 37. Resources A Realist’s Guide to Successful Social Strategy: A Realist’s Guide to Social Strategy for the Nonprofit World: Groundswell: Winning in a World Transformed by Social Technologies by Josh Bernoff and Charlene Li 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 KD Paine PR Measurement blog 37
  38. 38. We’re happy to help Cindi Thomas Partner at Translator On Twitter: @deziner Sue Spaight Partner/VP Digital Strategy at Meyer and Wallis On Twitter: @suespaight 38