Social Road Map = Harvard 071410


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Harvard University along with MECLabs present the roadmap to social media success.

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Social Road Map = Harvard 071410

  1. 1. Social Marketing ROAD MapA Practical Method for Mapping Your Social Marketing Strategy<br />Harvard University | April 29, 2010<br />
  2. 2. A Practical Method for Mapping Your Social Marketing Strategy<br /><ul><li>Introduction: The State of Social Media Marketing
  3. 3. Two-dimensional Approach to Social Marketing Success
  4. 4. Exercise: Where You Are on the ROAD to Social Marketing Maturity
  5. 5. Mapping Your Social Marketing Strategy – ROAD Map Method
  6. 6. Case Study: Integrating Website, Search and Social Media Tactics
  7. 7. Constructing Your Social Marketing Architecture</li></ul>Sergio BalegnoResearch Director, MarketingSherpa<br />Lead Author, 2010 Social Media Marketing Benchmark Report@SergioBalegno<br />
  8. 8. Introduction: The State of Social Media Marketing<br />
  9. 9. Social Media has Created a New World of Opportunities. Marketers are Exploring the New Terrain Without a Compass.<br /><ul><li>Captivated by hype and ease of implementing social sites
  10. 10. Ignoring proven practices, launching without a plan/purpose
  11. 11. Thinking tactically rather than strategically about objectives
  12. 12. Momentous change in the use of social media for marketing purposes
  13. 13. Social marketing is maturing – proven methodologies are emerging</li></li></ul><li>Two-Dimensional Approach to Mapping an Effective Social Marketing Strategy<br />
  14. 14. Exercise: Where You Are on The ROAD to Social Marketing Maturity<br />
  15. 15. How Far Has Your Organization Traveled Down the ROAD to Social Marketing Maturity?<br />
  16. 16. Social Marketing Maturity is in Transition<br /><ul><li>Where Organizations are in the Social Marketing Maturity Lifecycle
  17. 17. 33% no process, platform-centric
  18. 18. 40% informal process, randomly performed
  19. 19. 23% formal process, routinely performed
  20. 20. Expect majority of organizations to be in transition phase this year</li></li></ul><li>On the ROAD to Social Marketing Maturity<br /><ul><li>Trial phase launch Devices (social platforms) without a plan or purpose
  21. 21. Strategic phase focus shifts to Research, Objectives and Actions
  22. 22. The more mature an organization’s social marketing, the more effective it is</li></li></ul><li>Mapping Your Social Marketing Strategy – ROAD Map<br />
  23. 23. ROADMap – ResearchWhat do we Need to Know?<br /><ul><li>Gather intelligence on audiences, social use and competition
  24. 24. Monitor dialog, social behavior and platform preferences
  25. 25. Profile target audiences by social characteristics – silent majority / vocal minority / social authority
  26. 26. Assess existing resources to determine needsqualitative social metrics</li></li></ul><li>Monitoring the Impact of Social Marketing<br /><ul><li>What are you monitoring and measuring to quantify social media impact?
  27. 27. Most monitor easily quantifiable metrics
  28. 28. 50% track qualitative metrics like “sentiment”</li></li></ul><li>What to Monitor During Research (Competitive Analysis)<br />
  29. 29. Monitoring Tools and Solutions<br /><ul><li>What type of tools or solutions is your organization using to monitor and measure social media initiatives?
  30. 30. “Free tools” now loaded with features but…
  31. 31. Enterprise level initiative requires comprehensive or custom solutions</li></li></ul><li>Target Audiences by Social Influence<br /><ul><li>Silent Majority
  32. 32. Joins but rarely participates
  33. 33. Reads/watches/listens to UGC
  34. 34. Low level social influence
  35. 35. Vocal Minority
  36. 36. Joins and actively participates
  37. 37. Shares UGC and commentary
  38. 38. Medium social influence
  39. 39. Social Authority
  40. 40. Builds/moderates communities
  41. 41. Creates and aggregates UGC
  42. 42. High social influence</li></li></ul><li>Profiling Target Audiences<br />
  43. 43. ROAD Map – ObjectivesWhere Are we Going?<br /><ul><li>Define objectives aligned with target audiences and metrics
  44. 44. Target high-influence audience segments
  45. 45. Align objectives with the audience segments
  46. 46. Try to align objectives with metrics traceable to ROI, to win-over skeptics who control budgets</li></li></ul><li>Targeting Objectives and Measuring Objectives<br /><ul><li>Does your organization target social media marketing objectives and measure progress?
  47. 47. Web site is the hub of the marketing strategy – so traffic most targeted and measured objective
  48. 48. Missed opportunity is targeting cost reductions</li></li></ul><li>Aligning Objectives with Target Audiences and Metrics<br />
  49. 49. ROAD Map – ActionsHow do we Get There From Here?<br /><ul><li>Create a social marketing strategy with a tactical plan of action
  50. 50. Roles, policies, procedures
  51. 51. Campaign tactics, resources and timetables
  52. 52. Social marketing architecture to connect audiences with content, landing pages, conversion points</li></li></ul><li>Effectiveness Concedes to “Fast and Easy” <br /><ul><li>Effectiveness, Effort Required and Usage of Tactics Summarized
  53. 53. Blogger relations is most effective but requires most effort – low usage
  54. 54. Social networks half as effective but a quarter the effort required – high level of usage</li></li></ul><li>Getting Into the Mix With Social Media Integration<br /><ul><li>Does your organization integrate social media with other marketing tactics?
  55. 55. 83% integrating with other online tactics
  56. 56. Social stands alone in 16% of social marketing programs</li></li></ul><li>The Payoff of Integration – Effectiveness!<br /><ul><li>How effective is social media integration with other tactics you use?
  57. 57. Integration with online easier than with offline
  58. 58. Online integration also enables tracking from initial engagement to conversion</li></li></ul><li>Case Study: Integrating Website, Search and Social Media Tactics<br />
  59. 59. MarketingSherpa Case Study: Integrating Website, Search and Social Media Tactics<br /><ul><li>Caturano and Company
  60. 60. One of New England’s largest accounting and IT consulting firms
  61. 61. Marketing objective to increase client base during recessionary economy</li></li></ul><li>Situation Analysis<br /><ul><li>Traditional outbound marketing methods more expensive / less effective
  62. 62. Growing number of prospective clients are using the web, search and social media to find and assess firms
  63. 63. Challenge to transition from traditional marketing to integrated inbound marketing strategy</li></li></ul><li>Campaign Tactic – Website Marketing<br /><ul><li>Website redesigned as the content hub and conversion point
  64. 64. Recruited partners as subject matter experts and thought-leaders to create relevant content
  65. 65. Added lead conversion capabilities by requiring registration for content</li></li></ul><li>Campaign Tactic – Search Marketing<br /><ul><li>Optimized website for keywords in copy, titles, metatags and other SEO elements.
  66. 66. Created a partner program to build links
  67. 67. Posted thought-leader articles on blogs creating search engine desirable content, links and listings</li></li></ul><li>Campaign Tactic – Social Marketing<br /><ul><li>Joined and actively participated in LinkedIn discussion groups on topics of client interest
  68. 68. Facebook brand page to build community of “fans” (clients and prospects)
  69. 69. LinkedIn discussions and Facebook postings channel members and fans to website content and conversion points</li></li></ul><li>Results<br /><ul><li>68% increase in unique website visitors
  70. 70. First page SERPs for 25 targeted keywords
  71. 71. 10-15 new leads converted per month
  72. 72. Significant % website traffic from social sites</li></li></ul><li>ROAD Map – DevicesWhich Tools do we Need?<br /><ul><li>Select platforms that fit tactical plan and social architecture
  73. 73. Platform agnostic to this point - so strategy will outlive technology
  74. 74. Construct architecture to connect audiences with content, landing pages and conversion points
  75. 75. Roll out sequentially</li></li></ul><li>Deploying Social Media Platforms<br /><ul><li>Which platforms does your organization use for social marketing?
  76. 76. Last step – ID, assess and select the platforms
  77. 77. Focus on tactical fit and effectiveness rather than on “fast and easy”</li></li></ul><li>Exercise: Defining Your Social Marketing Architecture<br />
  78. 78. No Objectives. No Architecture. No Results.AKA – Random Acts of Social Marketing<br />
  79. 79. Constructing a Social Marketing Architecture (Cisco Collaboration) <br /><ul><li>Target audience is prospects and customers for collaboration solutions
  80. 80. Platforms selected based on social objectives for the audience and their behaviors
  81. 81. Every platform selected must have a clear and manageable purpose</li></li></ul><li>Collaboration Website<br /><ul><li>Hub of the collaboration marketing strategy
  82. 82. Occasionally updated content with marketing information on solutions / products / services
  83. 83. Primary point of conversion</li></li></ul><li>Collaboration Blog<br /><ul><li>Hub of social marketing strategy for collaboration
  84. 84. Frequently updated and shareable content and commentary relevant to collaboration
  85. 85. Search engine optimization factors increase SERPs</li></li></ul><li>Collaboration Community<br /><ul><li>Users “join conversations and share best practices in collaboration.”
  86. 86. Technically-oriented discussions, tools, opinions and member-only events
  87. 87. Adds value through customer service and product development</li></li></ul><li>Collaboration Twitter<br /><ul><li>Share 140 character tweets with “followers” for quick engagement
  88. 88. Searchable by brand (#cisco) or solution (#collaboration) hashtags
  89. 89. Adds value to relationship by connecting customers and prospects to relevant content</li></li></ul><li>Collaboration Facebook<br /><ul><li>Building a community of “fans” for Cisco Collaboration
  90. 90. Fans engaged by sharing commentary and opinions to posts
  91. 91. Posts drive traffic to content on other Cisco social platforms and website</li></li></ul><li>Collaboration YouTube<br /><ul><li>Videos are “most engaging” and entertaining media
  92. 92. YouTube is searchable video content sharing site
  93. 93. Links and drives traffic to and from other social platforms and website</li></li></ul><li>Cisco Flickr<br /><ul><li>Photos are “most used” type of online multi-media
  94. 94. Flickr is searchable photo content sharing site
  95. 95. Links and drives traffic to and from other social platforms and website</li></li></ul><li>Collaboration RSS Feed<br /><ul><li>RSS a tool to “broadcast” content to subscribers
  96. 96. Links and drives traffic to source of feed and other social sites and website
  97. 97. Example of strategy outliving technology – being replaced by Twitter and other social site notifications</li></li></ul><li>Social Marketing Architecture for Cisco Collaboration Solution <br /><ul><li>Hub sites (website and blog) for original content and linking users to feeder sites for engagement
  98. 98. Feeder sites building relationships and driving traffic to back hub sites for conversion
  99. 99. Clear objectives and channels for achieving them</li></li></ul><li>But I Don’t Have Content to do All This!<br />
  100. 100. Content Sourcing / Repurposing<br /><ul><li>Big Challenge: Finding the time and resources to produce relevant content
  101. 101. Geeknick Blog repurposes existing content from the Cisco blog
  102. 102. Exchange of value: Geeknick gets content, Cisco gets traffic</li></li></ul><li>Constructing Your Social Marketing Architecture <br /><ul><li>Every platform must have a purpose
  103. 103. What are your content and conversion hub sites?
  104. 104. What are your feeder and engagement social sites?</li></li></ul><li>Take-Aways<br /><ul><li>Social media has created a new world of opportunities for marketers but many are exploring this new terrain without a compass.
  105. 105. The level of social marketing maturity determines how effective an organization’s social marketing programs will be.
  106. 106. You need a practical, step-by-step method for mapping an effective social marketing strategy.</li></ul> Thank you Sergio Balegno, Research Director, MarketingSherpa @SergioBalegno<br />