Jake Aull, GSU, Fall 2011

Social Media Objectives & Strategies

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Overview

…something sorely lacking in social media marketing today:

–  Objectives identification –  Strategic content planning –  Coordinated tactical alignment

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Groundswell Objectives

•  Listening – Research (monitor customers’ conversations)

•  Talking – Marketing (two way conversation) •  Energizing – Selling (customers, ea other) •  Supporting – Customer Support (ea other) •  Embracing – Development (crowd-source)

•  Charlene Li & Josh Bernoff, Forrester Research, 2008

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Time Budgeting in Social Media Communications

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Finding the Problem

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Objectives & KPIs

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Objective: Thought-leadership projection

•  Objective 1: Thought-leadership projection (a content strategy for goals of brand attribution or to influence sales)

•  Rationale: Traditionally, companies have attempted demonstrating industry expertise to enhance brand reputation or to persuade sales (largely B2B but B2C as well).

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Objective: Brand awareness & fan promoters

•  Objective 2: Brand awareness and fan promoters •  Rationale: Traditionally, companies have attempted to build new

awareness of their brand in market place for reasons of competitiveness or eventual sales growth (largely B2C but B2B as well).

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Objective: Crowd-sourcing & Support

•  Objective 3: Crowd-sourcing/R&D/Product support •  Rationale: Traditionally, smart companies have done marketing research to drive

product attributes (largely B2C but B2B as well). Modern companies can use social media to not only capture more input more easily for product attributes, but even use the groundswell itself for collaboration and creation.

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Objective: Customer Retention & Rewards

•  Objective 4: Customer retention/upsales •  Rationale: Traditionally, companies have found it more profitable to

retain and upsell existing customers than to buy new ones. Social media enables customer communities for just that.

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Taking it Deeper

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Broadcast Communications

•  The strategy map shows how social media is often used today with a traditional advertising broadcast promotional model.

•  In the digital world, hub-and-spoke models are constructed.

•  The goal shown here is to drive social and other channel traffic to a website or landing page (or increasingly a Facebook page).

•  As evidenced here, messages promoting the hub are pushed out to channels.

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Driving Traffic to a Hub; Grabbing Contact

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Funnel Conversions

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Obama ‘08 Election Campaign

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The Social Pulpit Barack Obama’s Social Media Toolkit •  Social media lessons from the Obama campaign

–  Start early –  Build to scale –  Innovate where necessary; do everything else incrementally

better –  Make it easy to find, forward and act –  Pick where you want to play –  Channel online enthusiasm into specific, targeted activities

that further the campaign’s goals –  Integrate online advocacy into every element of the campaign

© 2009 Edelman

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Obama’08 Election Campaign

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Obama’08 Election Campaign

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Obama’08 Election Campaign The Obama campaign gave prospective supporters a menu of options:

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Obama’08 Election Campaign The Obama campaign gave prospective supporters a menu of options: •  Personal - You could start by friending Obama on a social network. Then,

you might sign up for text messages and e-mails to stay informed about the campaign. As a supporter, you may make your first donation or register to vote.

•  Social - Once invested, you may post a comment to a friend’s profile, telling them why Obama was the right candidate for them. Perhaps you would jump to the MyBarackObama.com (MyBO.com) Web site, where you would create an account. After getting positive feedback on the site, you might join or even create a group.

•  Advocate - To drive interest in the group, you may post pictures, write blog posts or create a video declaring your support, which you could post to YouTube. With insights and materials from the campaign, you might host an offline event where you would ask supporters to donate money, register to vote, canvass or phone bank.

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Campaign Review

•  Discuss Obama election campaign sites and videos •  The Obama election social media campaign

–  Politics –  Democracy and communities –  Journalism –  SEO, tags and YouTube –  MySpace: Assuming control –  What do you think of “Crawl, Walk, Run?” –  Costs?

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Campaign Review

• Website hub or Facebook hub? •  The marketing funnel •  Inbound vs. Outbound links •  IMC •  http://kmelick.posterous.com/woah-infographic-of-the-marketing-mix

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The Long Tail

The Long Tail Theory

•  In 2004 Chris Anderson, editor of WIRED Magazine, wrote article; "The Long Tail.”

•  Janet Lowe (in Google Speaks, 2009, John Wiley and Sons, Inc.) traced long-tail marketing to the original Sears catalog in the 1800s.

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The Long Tail Theory

•  Today buyers of niche products are online and in social media, searching for peers and suppliers for discussion.

•  The long tail represents the extended downward curve along the X-axis of a typical revenue cycle chart.

•  Traditionally not financially viable in economies of scale.

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Traditional Revenue Cycles & Long Tail

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SEO & Long Tail

•  The long tail is similar term in SEO.

•  In search marketing, “head” keywords are broader, common terms.

•  Competing for top search engine results with head keywords such as “sculpture” would be tough.

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SEO & Long Tail

•  It’s more manageable to achieve top organic rankings for a long-tail keyword.

•  (Although it’s important to have a balance of terms).

•  In PPC (pay-per-click) advertising, the cost for such a keyword would also be less.

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SEO & Long Tail

•  A full, long-tail digital content strategy incorporates both social media and search for optimal results.

•  Internet cookies and SNS (social networking software) data are also available to digital advertising programs and CRM (customer resource management) systems.

•  The savvy digital marketer just has to find the conversations and sincerely discuss, earn trust and represent a brand.

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Content Strategy

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Positioning/Message Strategy

•  PROBLEMS TO SOLVE:

•  BENEFITS: –  Why should customers demand us?

•  WHAT IS THE BRAND PERSONALITY WE WANT TO PROJECT?

•  MARKETING STRATEGY:

•  POSITIONING STATEMENT OR USP:

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Strategic Target Goals

•  TARGET AUDIENCE: –  CURRENT TARGET CUSTOMER BELIEF

–  CURRENT TARGET CUSTOMER BUYING BEHAVIOR

–  DESIRED FUTURE CUSTOMER BELIEF

–  DESIRED FUTURE CUSTOMER BUYING BEHAVIOR

•  WHY SHOULD CUSTOMER BEHAVE THIS WAY?

•  TARGET CUSTOMER INSIGHT:

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SEO Keyword Strategy

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Social Media Tactical Plan

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Social Media Marketing Tactical Plan

•  BRAND: •  INDUSTRY/MARKET DESCRIPTION:

–  COMPETITORS: –  INFLUENCERS & MAJOR EXISTING COMMUNITIES:

•  AUDIT OF EXISTING SOCIAL MEDIA (IF APPLICABLE): –  HOW WILL THE TACTICAL PLAN BELOW EFFECT/TOUCH EXISTING SITES (IF

APPLICABLE)?:

•  TARGET AUDIENCE: •  BRAND POSITIONING (OVER-ARCHING):

–  DESCRIPTION & MAJOR URL:

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Social Media Marketing Tactical Plan

•  SOCIAL MEDIA POSITIONING (IF DIFFERENT OR MORE SPECIFIC THAN OVER-ARCHING BRAND POSITIONING): –  USP/MESSAGE: –  OTHER KEY FACTS/DESCRIPTION:

•  SOCIAL MEDIA/CAMPAIGN OBJECTIVES/STRATEGY: –  REASONS WHY: –  SUCCESS MEASURE (e.g., projected followers or traffic):

•  UPFRONT GUIDELINES (e.g., total budget, media requirements, barriers):

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CALENDAR - TACTICS (LIST SPECIFIC CHANNELS/SITES):

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Additional Tactics Considered for Integration

•  Advertising:

•  Website integration:

•  Offline media:

•  Additional/ongoing monitoring/tools:

•  Additional Notes and Objectives:   •  RATIONALE/REASONS WHY:

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Questions… Thank you!

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