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Social Marketing - One Size Doesn't FIt All


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Social Marketing - One Size Doesn't FIt All

  1. 1. Social Marketing:One Size Doesn’t Fit All<br />Holly GrenviczPrincipal / Chief StrategistWerkshop Marketing<br />
  2. 2. What we’re talking about today…<br />The homework “The Social Media Puzzle” <br />What’s new since last time<br />Strategic Case Studies<br />B2B<br />B2C<br />Sample Social Marketing Plan<br />
  3. 3. Social Marketing 101<br />Session pre-work:<br />“Putting Together <br />the Social Marketing Puzzle”<br />
  4. 4. Social Marketing 101<br />The History<br />What is it?<br />Should I use it?<br />
  5. 5. What Are The Tools? <br />The Tools <br />Social Networks<br />Email Marketing / Newsletters<br />Wikis<br />Blogs<br />Micro Blogging<br />Audio<br />Video<br />Location-based / Geosocial<br />Photo Sharing<br />Events<br /><ul><li>Social Bookmarks
  6. 6. RSS
  7. 7. Social Music</li></li></ul><li>Social Marketing 101<br />SWOT<br />Identifying social media Strengths, Weaknesses, Opportunities & Threats for strategy<br />Measurement<br />Qualitative and quantitative <br />The Social Media Blues<br />What happens when you make a mistake?<br />
  8. 8. What’s New, Since Yesterday?<br />Facebook Connect (launched in 2008, but has been picking up steam lately) – allows use of Facebook credentials to log into other sites<br />Social media monetization – How to monetize? The question everyone is asking. Example: Hootsuite, pay walls for niche communities, real money in virtual games<br />Mark Zuckerberg named Time’s Person of the Year December 2010 (old media meets new media)<br />
  9. 9. What’s New, Since Yesterday?<br />Social shopping – leveraging your circle of friends to get a deal or find out the latest trends<br />Social scanning – using QR codes to bring people together, potential to rate and view products from their friends<br />Web based Q&A services – ChaCha, Facebook Questions <br />
  10. 10. Twitter in Use<br />Video Case Study: Grey’s Anatomy<br />
  11. 11. B2B vs. B2C<br />B2B Tool Ranking:<br />LinkedIn<br />Blogging<br />Twitter<br />FaceBook<br />B2C Tool Ranking:<br />FaceBook<br />Blogging<br />Twitter<br />LinkedIn<br />
  12. 12. B2B Case Study: <br />Who is Oracle?<br />Oracle provides the world’s most complete, open, and integrated business software and hardware systems, with more than 370,000 customers—including 100 of the Fortune 100—representing a variety of sizes and industries in more than 145 countries around the globe. <br />
  13. 13. B2B:<br />Challenge: 20,000 “partners” contribute 40% of annual revenue. How would Oracle engage the Partner Network (OPN) outside of traditional media?<br />Solution: Integrate existing social channels using hub-and-spoke strategy<br />
  14. 14. B2B:<br />
  15. 15. B2B:<br />
  16. 16. B2B:<br />Results:<br />Oracle can now communicate with the OPN in real time<br />Managers can respond to unfiltered feedback. (the “comment box” doesn’t and can’t get censored)<br />Experienced a three-fold increase in media mentions since implementation<br />
  17. 17. B2C Case Study:<br />Challenge: How does one of the world’s leading electronics retailers engage its audience, provide support, build advocacy, and provide recommendations across multiple channels in a scalable yet manageable way? <br />You guessed it! Social Media.<br />
  18. 18. B2C Case Study:<br />2008 Best Buy began engaging consumers outside of traditional media by proactively monitoring the blogosphere for customers in need. Then, chimed in to help.<br />This became the early stage of what is now called the “Bust Buy Social & Community Team”<br />
  19. 19. B2C Case Study:<br />Later in 2008, Best Buy launched the “Best Buy Community”<br />A place where customers could engage in conversation with Blueshirts, Geek Squad Agents and community teams as well as other customers<br />Utilized Twitter in 4 languages<br />An official FaceBook page, bi-weekly videos<br />Blogs<br />
  20. 20. B2C Case Study:<br />Then, it grew, and managing the demand for response and content became a problem.<br />The Answer?<br />July 2009 – Launch of Twelpforce<br />National media supported campaign that promoted a board that integrated a twitter feed with special response ability not before used in the twittersphere. <br />
  21. 21. B2C Case Study:<br />Any tweet sent directly to @Twelpforce gets answered<br />24,000 followers with 77,000 messages and counting!<br />$5Million benefit to Best Buy in call deflection and sales influence – laptop sales up 40%<br />
  22. 22. B2C: Want more?<br />See our blog at werkshopmarketing.comfor the case study on:<br />
  23. 23. Social Marketing Planning<br />Choose your method.<br />
  24. 24. Levels of Social Marketing Engagement<br />Level I – Placeholders<br />Securing usernames, setting up pages<br />Level II – Short-term promotions<br />Active profiles on several platforms<br />Promotions, contests, active content distribution<br />Level III – Dedicated Strategic Engagement<br />Answering questions, interacting with mentions<br />Finding and interacting with key influencers in your industry<br />
  25. 25. The Steps<br />Discovery / Planning<br />Set social media marketing goals<br />Listen to the conversation<br />Create your target profile<br />Determine messages and channels<br />Join the conversation<br />Measure/ Adjust<br />Repeat<br />
  26. 26. Bark Bark Organic Dog Food<br />Facts:<br />Organic dog food manufacturer and distributor<br />Been in business 8 years<br />Only sold in pet boutiques<br />No current social marketing plan<br />Endorsed by a handful of veterinarians in the Midwest <br />Wants to grow in to the Southeastern territory and achieve an overall 25% growth in sales via social marketing over last year<br />
  27. 27. Step 1: Discovery / Planning<br />Ask yourself a series of questions<br />Where do they get information? <br />How does my target source information about my industry? <br />How do they interact?<br />Do they cluster?<br />What are key influencers?<br />
  28. 28. Step 1: Discovery / Planning Example<br />Who is your target market? Health conscious pet owners, organic food eaters themselves, “buy local” fans, disposable income (spend on extras like grooming and sitting), no “human” kids, competitive (dog shows, skill events)<br />Where do they get information? Friends, pet boutique owners, pet care professionals (vet, groomer, boarder)<br />How does my target source information about my industry? Word of mouth, vet office, in stores, research online<br />Do they cluster? Dog parks, pet events, pet websites “Dog Book”<br />What are key influencers? General awareness, reputable referral, pricing, availability <br />
  29. 29. Step 2: Set SM Marketing Goals<br />Relate to overall marketing plan<br /><ul><li>Relate to bottom line/ sales
  30. 30. Consider goodwill growth, too (grow community, awareness)</li></ul>Measurable/ keep ROI in mind<br />Set a timeline for reassessment <br />
  31. 31. Step 2: Set SM Marketing GoalsExample<br />25% overall sales growth year over year due to SM efforts<br />Grow footprint from Midwest into Southeast<br />Generate a greater level of product/ brand awareness and preference<br />Monitor daily; measure monthly; reevaluate strategy quarterly<br />
  32. 32. Step 3: Listen to Existing Conversation <br />Evaluate existing online reputation by searching<br />Source a tool to monitor reputation regularly<br />Create a list of industry blogs/ newsletters/ websites/ social networks<br />Create a list of industry centers of influence (COIs)<br />Evaluate competitor activity<br />
  33. 33. Step 3: Listen to Existing Conversation Example <br />Evaluate existing online reputation by searching n/a<br />Source a tool to monitor reputation regularlyStart with free tools Google Alerts and Then <$30/month for ViralHeat or RavenTools for better social dashboard<br />Create a list of industry blogs/ newsletters/ websites/ social networks Dog Fancy Magazine on Facebook (,,, (part of NBC family), (modern design for dogs)<br />
  34. 34. Step 3: Listen to Existing Conversation Example (cont.) <br />Create a list of industry COIs, Dr. Lauren (resident vet on, on Today Show), Rachel Ray (has her own food line; strong on social media), Oprah/Ellen/Martha/Paris/Ozzy & Sharon Osbourne stand out as celebrity dog owners<br />Evaluate competitor activity The Blue Buffalo Company (email marketing, share buttons on site content, Facebook profile 4,830 likes)Natural Balance Pet Foods (Facebook profile – 5,572 likes; Twitter – monthly/bimonthly posts; Did U Know & Guide Dog messaging)<br />
  35. 35. Step 4: Create Target Profile <br />Based on the “listening” exercise, model the target market segments<br />Demographic – age, gender, income, social class<br />Geographic – region, population, climate<br />Psychographic – activities, interests, opinions, attitudes<br />Behavioral – brand loyalties, benefits preferences, reactions to barriers to entry<br />
  36. 36. Step 4: Create Target ProfileExample <br />Demographic25-55, Male and Female, Affluent (HH Income $100k +)<br />GeographicMidwest, Southeast, Metropolitan areas<br />PsychographicOutdoor enthusiasts, runners, gardeners, organic food shoppers, “foodies,” animal cause activists, volunteerism, recyclers<br />BehavoralWhole Foods (and similar), Merrell, Shop local, buy for quality – not price<br />
  37. 37. Step 5: Determine Messages and Channels<br />How do we talk about ourselves?<br />What is the tone?<br />What are our key messages?<br />Unique selling proposition/ key benefits/ differentiators<br />
  38. 38. Step 5: Determine Messages and Channels, Example <br />How do we talk about ourselves? In character - From the dogs point of view; medical/health/nutrition from vet<br />What is the tone? Fun and educational, like dog is the child of the family; also, friendly and helpful experts <br />
  39. 39. Step 5: Determine Messages and Channels, Example (cont.) <br />What are our key messages? <br />Mom & Dad, what’s for dinner? <br />Like home cooking<br />No-fuss Nutrition<br />Your food is fresh and responsible; give the same to your dog<br />Unique selling proposition/ key benefits/ differentiators<br />Vet recommendations<br />Hyper-local ingredients because company grows its own<br />Responsible distribution practices<br />Recyclable packaging<br />
  40. 40. Step 6: Join the Conversation<br />Establish editorial calendar<br />Organizes content<br />Creates consistency and scheduling<br />Determine tools for execution<br />Determine staff to execute<br />React to consumer engagement<br />Customer Service<br />Complaints<br />Recommendations/Praise<br />
  41. 41. Step 6: Join the Conversation Example<br />Establish editorial calendar<br />Monthly topics (FaceBook – 2 posts per week, Twitter – 2-3 posts daily, Blog – 1 per week)<br />March – highlight our recyclable packaging, recycling tips from the company and employees, ask/interact with followers for recycling ideas<br />April – Health tips from our veterinarian, answer questions live on Twitter Tuesdays at 4 p.m., post video snippets on FaceBook of vet interacting with pets)<br />
  42. 42. Step 6: Join the Conversation Example (cont.)<br />Establish editorial calendar<br />Determine tools for execution<br />Facebook “like” page<br />Twitter <br />Blog<br />Determine staff to execute<br />VP Marketing Jane will write content (fun personality, dog owner, will personify character well); Dr. Susan will consult and write as vet/expert<br />
  43. 43. Step 6: Join the Conversation Example (cont.)<br />React to consumer engagement<br />Customer Service<br />Answer questions within 4 hours<br />Complaints<br />For complaints, we will offer product replacement and refund; also address anything that needs to be correct internally<br />Recommendations/Praise<br />For praise, we will offer free bag of food<br />
  44. 44. Step 7: Measurement<br />Qualitative <br />Treated more like PR measures<br />Conversations, are we a part of our industry’s footprint?<br />Comparisons against competition<br />Moving from a monologue to a dialogue<br />Relationship building<br />Tone<br />Quality vs. Quantity<br />
  45. 45. Step 7: Measurement<br />Quantitative<br />Metrics/ Analytics<br />Traffic<br />Sales activity<br />SEO ranking<br />Google Analytics/ Link clicks<br />Newsletter subscribers/ Open rates<br />
  46. 46. Step 7: Measurement<br />Create before and after baseline<br />Chart growth year-over-year sales<br />Match to social activity<br />Set milestones for achievement – like # of fans or # of clicks to response<br />Measure transactional precursors – brand mentions/ searches, loyalty research, retail store traffic bumps<br />
  47. 47. Step 8: Repeat<br />Repeat<br />Repeat<br />Repeat<br />Keep up the good work<br />
  48. 48. Conclusion & Questions<br />
  49. 49. Join Us! <br />March 22 in Bowling Green <br />March 23 in Nashville<br />Dave Green, Mary Pollman, Bob Duthie<br />Show, Don’t TellHow service businesses can build leads and brand awareness by using online content to demonstrate their expertise<br />
  50. 50. Sources – Case Studies<br />Oracle -<br />Best Buy –<br /><br />
  51. 51. Sources - Trends<br />Facebook Connect, Social Shopping: <br /><br />Mark Zuckerberg – Time’s Person of the Year:<br />,28804,2036683_2037183_2037185,00.html<br />
  52. 52. Sources - Trends<br />Social Shopping: <br /><br />Social Questions<br /><br /><br />
  53. 53. Sources - Other<br />Slide 24<br />Steps created with support from a presentation, Cory Williamson, Checkerboard Strategic Web Development and was edited for changes in strategic environment by HRG.<br />