Social Media Planning to Conquer the Chaos

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"Harnessing the chaos of social marketing through objective driven planning" presented to the American Marketing Association in Minneapolis, MN in Nov 2010 by Dane Hartzell of Bolin Markeitng

Text of Social Media Planning to Conquer the Chaos

  • 1. Harnessing the chaos of social marketing through objective driven planning Nov 8, 2010 Twitter #MNAMABolin

2. Daily Advertising Messages 1971 = 560* 1997 = 3,000* 2010 = 3,000 by the time you get to work!** * Data Smog. Surviving the Information Glutby David Shenk ISBN 0-06-018701-8 **Newspaper Association of America http://www.naa.org/ 3. Digital Chaos! 4. Empower Consumers Third Party ConversationsSolution Based Content Traditional Brand TouchpointsEmpowered Consumers Solutions-Based Content People seeking answers & solutions People discover product or brand Third Party ConversationsTraditional Brand Touchpoints 5. The Atomization Movement The past The future Traditional brand web site Traditional brand web site 6. Many Companies Establishing a Social Media Presence The Value of Social Media Report, produced by Econsultancy in association with Online Marketing Summit Feb, 2010 7. Whats the Answer? Reach & Frequency? Surround Sound? Integrated Marketing? 8. 9. A new world. A new model. Our Perspective 10. How Marketing is Evolving Talk to Talk with Interrupting Engaging MassOne-to-oneTried & trueTest and learn 11. Social Media Premise Person like yourself or your peer is seen as the most credible spokesperson about a company and among the top three spokespeople in every country surveyed. Annual Edelman Trust Barometer survey 12. Reach and Engagement Level of Reach Level of Engagement TV Print ads Direct mail Social media Point of sale Rich web Word of mouth Email 13. Listen And Learn Execute Measure And Optimize DefineThe Business Objective Discern A Strategy A Processfor Growth Use a Social Media Process 14. Topic cloud March - May 2009 15. Discussion topic breakdown March 2009 - May 2009 16. Channel analysis March - May 2009 17. Brand sentiment profile March - May 2009 18. Brand share of voice March - May 2009 19. Brand velocity March - May 2009 20. Verbatims

  • One of the reasons that I prefer the Sterilite containers over glass or plaster canisters is because they are plastic which means I wont risk nicking the jar or breaking it. I also like how they are the same size because most of the things I have come in the same size bag from the store. If the canister is too small then I have leftovers which mean two things to manage instead of one. I also love the fact that they are clear because then I know what I am grabbing before I ever touch it and I know what Im running low of before I head out to the store.
  • I LOVE MY TUPPERWARE!!!I think I would have to say that Tupperware has been around for as long as I have or even longer. I remember as a child we always had Tupperware in our house. The bowls were pale pastel colors with a clear lid. Do you remember those? They also used to be clear with a clear lid. I have a picture of me at my 2nd birthday when my mother let me lick the batter from the bowl that she used to make the cake for me. I was covered in chocolate, and in my hands was the ever famous "Tupperware Wonderlier Bowl"(the largest one). I'm not sure if it was called the "Wonderlier Bowl" at that time though.
  • Food containers like Tupperware and Rubbermaid are a big part of my day.We have lots of leftovers and are on a budget.We dont like to waste food.
  • I think these containers which I use to store pasta are great! The price was very good, they are air tight and I am very satisfied with them.
  • The only thing I look for in a container is versatilty.I need something that is going to be able to hold multiple kinds of food and not juist specialty containers.
  • Ive tried the disposable containers to try and save money but learned after leaks and spoiled food that I should just stick with my tried and trueTupperware.

21. Share of Voice 3 Primary Social Media Strategies Velocity Sentiment 22. Example Social Media Strategies Increase conversation share of voice by leveraging organization professionals Increase conversation share of voice by providing brand zealots unique communications platforms Increase positive brand sentiment by shifting focus to new products Increase conversation velocity by creating a community of moms who appreciate the little things in life 23. Brainstorm Tactics

  • Influencer campaign
  • Blogger outreach
  • Facebook & Twitter profiles
  • Fan recruitment campaigns
  • Community management
  • Content sharing tools
  • Content creation campaign
  • Viral intended campaigns
  • Custom community site
  • Etc.

24. Tactical Prioritization High Low High Impact Burden Wait and see Dont do it. Do it! Bite the bullet 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 26 25 1 2 3 4 5 6 7 25. Rubbermaid: Leveraging Influencers 26. Rubbermaid: Starting a Dialog 27. Website: Freschetta 28. Beyond the Website: Freschetta 29. Carmex Website 30. Beyond the Website: Carmex 31. Measure and Optimize 32. Measure and Optimize Pre During Post SOV2% 80 reviews>20,000 comments>100 million impressions! Velocity800% 33. Contact

  • Dane Hartzell
  • Growth Catalyst
  • Bolin Digital
  • [email_address]
  • 612.374.1200
  • ItsDane.extendr.com
  • Bolinmarketing.com
  • Blog: Bolindigital.com

34. Addendum: Social Media Monitoring Tools

  • Free
  • Google Alertswww.google.com/alerts
  • Affordable
  • Techrigy SM2www.techrigy.com
  • Best in class
  • ConsumerSpherewww.consumersphere.com
  • BuzzMetricshttp://en-us.nielsen.com
  • Radian 6www.radian6.com