social strategy and integration for c2gps

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How to Think About Social Strategy & IntegrationYou can teach a designer to fish...but there is no recipe.

Session One: StrategyHow Will We Engage?

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“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

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Strategy is the road.

objective/goal

strategy

tactic

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Features

Functional Benefits

EmotionalBenefits

Strategy 1.0

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Utilities

People

Stories

Utilities

Features

FunctionalBenefits

Emotion

Strategy 2.0

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How will we feed:CaringConversationCoverage

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Events

PR

Digital

website, video content, Facebook, Twitter

media relations, blogger outreach

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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

OutcomesFans/followers = community to build onMedia coverage, blogger coverage, celebrity coverageSteady increase in website traffic/decrease in bounceMore customer comments on glasses online and offlineStronger relationships: excited prospects, employees, vendors

“Recognition is coming from all over. We are now on the map.”

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Design for interaction, participation, sharing and continuation

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Source: http://edwardboches.com/four-criteria-for-your-next-creative-idea

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Social business: heart of the organization

Social marketing: impacts product, distribution, etc.

Social media: another communications channel

It’s not just what you say. It’s what you do.

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Basic roadmap

Questions for discussionWhat engagement strategies are you using now? What successfully engages your audience? Where are you finding it difficult to engage?

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Session Two: IntegrationWhen and where will we engage?

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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.

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But social media should be part of a whole.

“Social Media works best when it is part of something bigger.”- Jay Baer

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We do know what does not work.

Doing the same thing everywhere, with just a different flavor.

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mediasocial

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.

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social + digital experience social + PR social + marketingsocial digital experience social PR social marketing

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Social digital experience

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Social PR

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Social marketing

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Understand core uses. Align with goals.

Gathering Place Connections Dialog

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behavior not blatherconversation not shoutingmomentum not one-offdynamic not staticintuitive not regimentedportable not permanentinnovation not iterationuseful not self-serving

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Source: BBH Labs

Questions for discussionWhat’s working well for you? What is your biggest hurdle in integrating social? How are you using user feedback to make decisions?

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Session Three: MeasurementHow Will We Prove Value?

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Sources: Omniture 2010 Online Analytics Benchmark Survey, E-marketer May 19, 2010MZing and Babson Social Software in Business, E-marketer September 8, 2009

Most marketers want to measure ROIUnable to measure conversionDon’t have staff with expertise/budget84% do not measure social media ROI

Measurement is relative to your goalsDefine goalsEstablish a baselineCreate activity timelinesAnalyze social data and traditional web metricsLook for patternsCorrelate to more transactions, new customers, higher sales

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Source: The Basics of Social Media ROI, Olivier Blanchard http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi

Some Financial Return MeasuresConversions via unique linksSales via specific SM promo codesSM-specific coupon redemptions% of leads converted that originated via SMReduced customer service costsDecreased customer churn rateCost per qualified lead

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Source: http://www.brasstackthinking.com

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 measuresCorrelation can be as valuable as causationGet comfortable with “reasonable degree of confidence”

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Source: http://www.brasstackthinking.com

Some Non-Financial Value MeasuresFans/followersMentions/overall awareness in SM channelsShare of conversationNumber of commentsIncreased positive sentimentReferrals/recommendations/leads

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Source: http://www.brasstackthinking.com

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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

Questions for discussionAre you currently measuring social activities and results? How?Do you need to prove ROI or value? Are your measures tied to your specific goals?

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ResourcesA Realist’s Guide to Successful Social Strategy: http://www.slideshare.net/suespaightA Realist’s Guide to Social Strategy for the Nonprofit World: http://www.slideshare.net/suespaight

Groundswell: Winning in a World Transformed by Social Technologies by Josh Bernoff and Charlene Liwww.groundswell.com: social technology consumer profile tool

Inbound Marketing: Get Found Using Google, Social Media and Blogs by Brian Halligan and Dharmesh ShahThe Basics of Social Media ROI, Olivier Blanchard http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi

http://www.brasstackthinking.com/2010/06/5-objectives-for-social-media-measurement/http://www.brasstackthinking.com/2010/05/13-truths-about-social-media-measurement/

http://mashable.com/2009/10/27/social-media-roi/

KD Paine PR Measurement blog http://kdpaine.blogs.com/

www.uxmag.com

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We’re happy to help

Cindi ThomasPartner at Translatorcindi@translatordigitalcafe.comOn Twitter: @deziner

Sue Spaight Partner/VP Digital Strategy at Meyer and Wallissspaight@meyerwallis.comOn Twitter: @suespaight

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