developing social media marketing strategies

INTERNET MARKETINGMary Lou Roberts August 2011

DEVELOPING

SOCIAL MEDIA STRATEGY

Consumers and BusinessesUse SM To Communicate

Marketers Must Use SM (Wisely)To Communicate With Both

http://www.marketingpilgrim.com/wp-content/uploads/2010/08/social-media-subscribers.png

CONSUMER PARTICIPATION IN SOCIAL MEDIA

IS NOW ABOUT 700 MILLION Insidefacebook.com

SOME FACEBOOK METRICS SURPRISING?

SocialCode is a full-service Facebook agencyhttp://socialcode.com/http://www.marketingcharts.com/direct/older-facebook-users-click-more-like-less-18989/

DEMOGRAPHIC DIFFERENCES

http://www.marketingcharts.com/direct/2-in-3-online-adults-use-socnets-18975/

http://www.marketingcharts.com/interactive/socnet-usage-rises-in-feb-12346/ http://www.marketingcharts.com/direct/women-do-more-social-

networking-13671/comscore-women-world-wide-socnet-july-2010jpg/

GLOBAL DIFFERENCES

BUSINESS PARTICIPATION IN SOCIAL MEDIA

http://www.marketingcharts.com/direct/b2b-marketers-have-little-social-media-engagement-13036/

http://www.youtube.com/watch?v=idLG6jh23yE757,678 views “official version”

SMASH HIT OF THE SEASON

http://www.bloomberg.com/news/2010-09-23/facebook-friends-for-sale-as-advertisers-seek-clicking-cliques.html

METRICSDebuted on FacebookFans from 1.6m to 3.1m over a weekend

GOOD CAMPAIGNS CONTINUE, EVOLVE

http://www.youtube.com/watch?v=owGykVbfgUE&feature=player_embedded

THE MAN IN THE TOWEL

Late July 2010• 40 m views response videos• Brand views on web – 110 m

A SUCCESS BY ALL MEASURES?

DOESN’T ALWAYS WORK

CISCO LAUNCHES ROUTER IN SOCIAL MEDIA

• Launch Event in Second Life• Video Conferencing for Execs, Customers• “Defend the Network Game”• Facebook, Mobile, Blogs• Social Media Widget

http://www.socialmediaexaminer.com/cisco-social-media-product-launch/

METRICS

• 9,000 People, 128 Countries Attended Virtual Events (90x more than previous!)

• Top Execs Spent only 1 Hour Viewing • Media – 3x usual articles, > 1000 blog posts• 40 Million Online Impressions• COST = 1/6 OF TRADITIONAL MEDIA LAUNCH!• SAVED OVER $100,000!

http://www.socialmediaexaminer.com/cisco-social-media-product-launch/

DEVELOPING SOCIAL MEDIA STRATEGY

Originally suggested by Jeremiah Owyanghttp://www.web-strategist.com/blog/

LISTEN COMMUNICATE ENGAGE COLLABORATE

JULY 15, 2010

MARKETERS USE SM FOR ACQUISITION

SEPTEMBER 20, 2010

MARKETERS USE SM FOR RETENTION

NON-PROFITS USING SM TO RAISE $/€

http://news.yahoo.com/s/afp/20100921/tc_afp/entertainmentushaitiitinternetcharitytwitter

Over $500k ??

WHAT NOKIA SAYS

http://www.slideshare.net/chriss/social-media-at-nokia-social-media-marketing-conference

HAVE INTERNAL GUIDELINES

http://conversations.nokia.com/

CONTINUOUS ENGAGEMENT!

http://blog.ovi.com/

http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html

THE NEW MEDIA

Shared Media – Brand social web participation and interaction with consumers on content on sites like Facebook, Twitter and YouTube that results in content is “shared media” since it’s a result of a shared interaction. Because of the nature of social sharing and engagement on social media sites, Shared Media can propagate across an individual’s network to others, and so on and so on. Paid and Owned Media can inspire Shared Media. Shared Media can inspire Earned Media.http://www.toprankblog.com/2011/07/online-marketing-media-mix/

EXECUTING SOCIAL MEDIA STRATEGIES

https://docs.google.com/View?docID=0AZPyYmisN_fzZDhmZ3o2M183NGdzc3I5Z2tu&revision=_latest&hgd=1

Originally suggested by Jeremiah Owyanghttp://www.web-strategist.com/blog/

LISTEN COMMUNICATE ENGAGE COLLABORATE

No Objective; Simple Listening

Track Brand Mentions;

Simple Tools

Identify Mkt. Risks/

Opportunities; Integrated Tools & Internal Alerts

Improve Campaigns;

Tools to Monitor, Correct

on the Fly

Measure Customer

Satisfaction; Customer

Experience Pros

Understand Customers;

Socialgraphics

Proactively Anticipating

Customer Needs; Data

Mining, Predictive

Models

8 STAGES OF LISTENING STRATEGY

http://www.web-strategist.com/blog/2009/11/10/evolution-the-eight-stages-of-listening/

ALTIMETER CALLS IT ‘SOCIALGRAPHICS’

WHAT QUESTIONS SHOULD MARKETERS ASK?

• Where Are Your Customers Online?• What Are Their Behaviors Online?• What Social Information or People Do They

Rely On? Who Do They Trust?• What Is Your Customer’s Social Influence?

Who Trusts Them?• How Do Customers Use Social Tech In The

Context of Your Products?Charlene Li and Jeremiah Owyang reproduced inhttp://ifonlyblog.wordpress.com/2010/01/21/socialgraphics-and-the-engagement-pyramid/

http://www.powerreviews.com/newsletter-q310-pehr.php

SOME THINGS WE KNOW

Increased

Plateaued

http://blogs.forrester.com/jackie_rousseau_anderson/10-09-28-latest_global_social_media_trends_may_surprise_you

FOOD SHOPPERS NEED INFO AT POP

DELL LEARNED TO LISTEN, COMMUNICATE

http://en.community.dell.com/dell-blogs/Direct2Dell/b/direct2dell/default.aspx

http://www.ideastorm.com/

http://mashable.com/2010/09/14/social-media-campaigns/?mkt_tok=3RkMMJWWfF9wsRonuavJZKXonjHpfsX74%2B0qT%2Frn28M3109ad%2BrmPBy534sXD4cwVfubBwsITpF2wR5dFOWGb45F7uJSGUqh

http://shop.nordstrom.com/c/conversation?cm_ven=fls&cm_cat=social_tab&cm_pla=fed_med&cm_ite=160x600

BRANDED COMMUNITIES IMP. PLATFORMS

LEGO IS GOOD AT ENGAGING

LOOKING FOR JOBS/EMPLOYEES 1 TYPE OF COLLABORATION

TRENDING

SoLoMo

SOCIAL LOCAL MOBILE

115 Million Subscribers, 8/5/2011http://vator.tv/news/2011-08-05-groupon-subscribers-now-number-115-million

GROUPON OFFERS LOCALIZED PROMOS

SO DO TONS OF OTHERS!

NOT SMOOTH SAILING

http://www.businessinsider.com/groupons-north-american-merchant-pool-declined-in-q2-2011-8

Interesting Readinghttp://techcrunch.com/2011/06/13/why-groupon-is-poised-for-collapse/

http://online.wsj.com/article/SB10001424053111904279004576526283328853022.html

http://socialtimes.com/how-much-money-is-groupon-losing-too-much_b73903

FACEBOOK OUT, GOOGLE IN

BUTTag Locations in Posts Before: You could only "check in" to locations using the Places feature on a smart phone. Going Forward: Now you can add location to anything. Lots of people use Facebook to talk about where they are, have been or want to go. Now you can add location from anywhere, regardless of what device you are using, or whether it is a status update, photo or Wall post. Of course, you can always choose not to add location at all.

Making It Easier to Share With Who You Wantby Chris Cox on Tuesday, August 23, 2011 at 2:00pmhttps://blog.facebook.com/blog.php?post=10150251867797131

WHO, WHERE, HOW PEOPLE FIND/MOBILE

EXECUTING IS AN ORGANIZATIONAL ISSUE

EVEN MORE THAN A MARKETING ONE

TECHNOLOGY MINOR IN COMPARISON

WHY ORGANIZATION, NOT TECHNOLOGY???

• There Is Organizational Resistance– Managers Fearful of Direct Public Interaction– Workers Have to • Learn New Skills• Work in (New, Different) Groups

• ROI Is Not Immediate

A PROCESS OF ORGANIZATIONAL CHANGE

KEY ISSUES

METRICSROI

ORGANIZATIONPOLICY GUIDELINES

SOCIAL MEDIA STILL SEEKING ACCEPTANCE

THE IDEAL – INTEGRATED METRICS

Google AnalyticsWebTrendsHubSpot

RECOMMENDED

ROI MORE THAN METRICS

• New Fans• Number Tweets• No. of Times Content

Shared• No. Leads Generated

Choose Campaign

Metrics

• Inbound Links (Awareness)

• No. Inquiries (Consideration)

• Traceable Sales (Close)

Identify Business

KPIs • Attribution to Social Media Usually Not Easy

Measure ROI

HOW TO ORGANIZE - FORRESTER

Forrester Research Report“Organizing for Interactive Marketing”August 2010

HOW TO ORGANIZE - ALTIMETER

http://www.web-strategist.com/blog/2010/11/09/research-most-companies-organize-in-hub-and-spoke-formation/

POLICIES, WRITTEN GUIDELINES ESSENTIAL

MANY VARIATIONS

Other Exampleshttp://www.fastcompany.com/1668368/social-media-policies-the-good-the-bad-and-the-ugly

SOME EXAMPLES

• Corporate Policy – IBMhttp://www.ibm.com/blogs/zz/en/guidelines.html• Comment Moderation Policy –HuffPosthttp://www.huffingtonpost.com/p/frequently-asked-question.html#moderation

• Branded Communityhttp://forums.bestbuy.com/t5/Welcome-News/Community-Guidelines/td-p/9

• Cause-Oriented Communityhttp://push.pickensplan.com/notes/Community_Guidelines

OTHER STRATEGY CONCEPTS/ISSUES

• Content Marketing• Inbound Marketing• Mobile Marketing/Apps• Social Sharing/Influence• Social Commerce

MANY OTHER ISSUES, TRENDS, EXAMPLES

Comment Communicate Collaborate

developing social media marketing strategies

shared media

jeremiah owyanghttp

add location

social media

social

media

marketing

communicate

Business

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