Social Media Marketing Roadmap - TopRankMarketing.com

Social Media Roadmap,[object Object],Lee Odden - @leeoddenTopRankMarketing.com,[object Object]

TopRankMarketing.com,[object Object],[object Object]

Search, Social Media, Online PR

Consulting, Implementation, Training,[object Object]

“Marketers who embrace social media will outdistance competition, build community following, and boost loyalty”,[object Object],(Forrester Research 2009),[object Object]

TopRank Social Media Poll,[object Object],6 of the top 10 tactics:,[object Object],Social Media,[object Object]

B2B & Digital Media,[object Object],Forrester & MarketingProfs,[object Object],B-to-B Marketing in 2009,[object Object],Joint Study,[object Object]

Marketing Budgets Go Social,[object Object],Marketingsherpa,[object Object],2008 Study of ,[object Object],Social Media ,[object Object],Marketing & PR,[object Object]

Improve customer relationships

Improve search engine rankings

Influence salesBenefits of Social Media,[object Object]

Social Media is new territory for most.,[object Object]

What Kind of Relationship?,[object Object]

Traditional customer communications: ,[object Object],marketing, sales, customer service,[object Object]

Customers want a conversation with the brands they buy from,[object Object]

Customer Conversations,[object Object]

Companies are reacting,[object Object]

900+ Social Media Examples,[object Object],Source: http://wiki.beingpeterkim.com,[object Object]

But social media execution,[object Object],is all over the board,[object Object]

Social Media Fail,[object Object]

With social media, ,[object Object],many companies are lost.,[object Object]

Barriers to Social Adoption,[object Object]

A map can do wonders,[object Object],for finding your way.,[object Object]

Social Media Roadmap,[object Object]

Launching a social media effort,[object Object],can feel like a,[object Object]

Social Media Marketing Roadmap - TopRankMarketing.com

The question is…,[object Object],Are you a base jumper,,[object Object]

Starting with social tactics spells disaster,[object Object],Social mediaputs buyers, not marketers, in control,[object Object],“Build it, they will come” seldom works,[object Object],Social Media tool choices are secondary — start with audience first,[object Object],Forrester Research “Using Buyer Social Behavior To Boost B2B Social Media Success”,[object Object]

Start with a destination & direction.,[object Object],Get to know the terrain and tools.,[object Object]

Technology and platforms that facilitate:,[object Object],Conversations,[object Object],Connections,[object Object],Sharing,[object Object],Influence,[object Object],Customer Relationships,[object Object],Opportunity to listen, engage & be useful,[object Object],What Social Media IS,[object Object]

Direct marketing,[object Object],Controllable,[object Object],A campaign,[object Object],Easy to measure ,[object Object], (in the same old ways),[object Object],Social Media is Not Just Another Place to Publish Advertising,[object Object],What Social Media IS NOT,[object Object]

The first step in a social media engagement,[object Object],is listening.,[object Object]

Insights on what customers are saying about your brands, company, products and executives,[object Object],Gather information for profiling customers on the social web,[object Object],Identify influentials,[object Object],Competitive research,[object Object],Keyword research for social media optimization,[object Object],Measure effects of blogger outreach & social media marketing efforts,[object Object],Why Listen?,[object Object]

What to Monitor?,[object Object],Brands,[object Object],Products,[object Object],Company,[object Object],Business Units,[object Object],Executives,[object Object],Thought leaders,[object Object],Competitors,[object Object],Include sentiment: “sucks” “scam” “kudos”,[object Object]

Types of Content to Monitor,[object Object],News,[object Object],Blogs,[object Object],Social Tags,[object Object],Forums,[object Object],Twitter,[object Object],Comments,[object Object],Video,[object Object],MSM,[object Object]

Types of Monitoring Tools,[object Object],Data Aggregation,[object Object],blogpulse.com,[object Object],trackur.com,[object Object],Source Data,[object Object],Data Analysis,[object Object],radian6.com,[object Object],techrigy.com,[object Object],search.twitter.com,[object Object],blogsearch.google.com,[object Object]

Mapping a ,[object Object],Social Media Plan,[object Object]

Social Media Roadmap,[object Object],Metrics,[object Object],Tactics/Tools,[object Object],Strategy,[object Object],Objectives,[object Object],Audience,[object Object]

Social Media Best Practices,[object Object],Create a strategy,[object Object],Match metrics to objectives,[object Object],Commit resources & time,[object Object],Welcome participation, feedback, co-creation,[object Object],Be transparent with intentions & identity,[object Object],Understand you do not control the message,[object Object],“Give to get”,[object Object]

Social Media Worst Practices,[object Object],Being fake – in any way,[object Object],Not listening,[object Object],Being pushy, salesy,[object Object],Oblivious to formal & unwritten social rules,[object Object],Expect traditional marketing outcomes,[object Object],Using social media solely as a dumping ground for traditional ads,[object Object]

Social Media Gone Right,[object Object],Groundswell Winner,[object Object],Effort to attract young customers – free checking,[object Object],[object Object]

Online and offline adshttp://www.youngfreealberta.com/groundswell,[object Object]

Social Media Gone Right,[object Object],http://www.youngfreealberta.com/groundswell,[object Object]

Young and Free Campaign Results:,[object Object],2 million impressions,[object Object],2,300 new accounts,[object Object],$4 million in new deposits,[object Object],$179,000 unpaid media,[object Object],Social Media Gone Right,[object Object]

Social Media Roadmap,[object Object],Audience,[object Object],Objectives,[object Object],Strategy,[object Object],Tactics/tools,[object Object],Measurement,[object Object],Who are you targeting?,[object Object],[object Object]

How do they participate, if at all? Considerations:,[object Object],[object Object]

Methods of publishing & sharing,[object Object]

Augment SEO program,[object Object]

Social Media Roadmap,[object Object],Audience,[object Object],Objectives,[object Object],Strategy,[object Object],Tactics/tools,[object Object],Measurement,[object Object],What technology will you use?,[object Object],[object Object]

Social Media Marketing Roadmap - TopRankMarketing.com

Social Media Marketing Roadmap - TopRankMarketing.com

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