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This Social Media Strategies presentation was developed for the FORGE Marketing Summit in Lake Oswego, OR.1. Introducing Social Influence Marketing (SIM)2. Boring social media statistics (social is mainstream)3. A Guide to Social Strategy (always in work)4. Steal these local campaigns (case studies
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SOCIAL MEDIA STRATEGIES
Dayn Wilberding, Grady Britton
FORGE MARKETING SUMMIT 2010
Social Influence Marketing
Boring statistics
Guide to Social Strategy
Steal these campaigns
CONTENTS UNDER PRESSURE
Social Media Expert
THING 1 RE: SOCIAL MEDIA
I’m not.
Social Media Expert
THING 1 RE: SOCIAL MEDIA
I’m not.
100,000 friendsovernight!
It’s OK to feel overwhelmed.
THING 2 RE: SOCIAL MEDIA
I am.
USERS
TIME
Life cycle of social networks
I can has?
Social Media Technologies that make creating and sharing
content possible
Social Influence Marketing
Understanding the influence we have on
each other in Social Media & techniques for
utilizing it for business goals
WWI&II cultural identity
mid-century identity®
information age identity
early cultural identity
BRAND
BRAND
BRAND
BRANDBRAND
BRAND
BRAND
BRAND
BRANDBRAND
BRANDBRAND
Social Influence Marketing
WTF?
Social Influence Marketing
WHAT’S THAT FOR?
WEB 1.0
WEB 2-ish
WEB 3.14159
WEB 3.14159
Social Influence Marketing
Social Influence Marketing
Social Influence Marketing
INFLUENCER
Social Influence Marketing
INFLUENCER
Social Influence Marketing
INFLUENCER
INFLUENCER
INFLUENCER
Social Influence Marketing
INFLUENCER
INFLUENCER
INFLUENCER
Social Influence Marketing
Social Influence Marketing
Boring statistics
Guide to Social Strategy
Steal these campaigns
CONTENTS UNDER PRESSURE
Boring statistics
HOW BIG IS SOCIAL?
BY THE NUMBERS
Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009
BY THE NUMBERS
51%use social networks
Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009
BY THE NUMBERS
51%use social networks 49%
read
blogs
Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009
BY THE NUMBERS
51%use social networks 49%
read
blogs
3/4participate in social media in some way
Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009
BY THE NUMBERS
51%use social networks 49%
read
blogs
3/4participate in social media in some wayHOW?
Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009
BY THE NUMBERS
51%use social networks 49%
read
blogs
3/4participate in social media in some wayHOW?
77PERCENT
have watched a
commercial on
YouTube
Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009
BY THE NUMBERS
51%use social networks 49%
read
blogs
3/4participate in social media in some wayHOW?
77PERCENT
have watched a
commercial on
YouTube
51% postoriginal content
Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009
BY THE NUMBERS
51%use social networks 49%
read
blogs
3/4participate in social media in some wayHOW?
77PERCENT
have watched a
commercial on
YouTube
51% postoriginal content
posted product reviewsout of 100 consumers, 73
Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009
BY THE NUMBERS
51%use social networks 49%
read
blogs
3/4participate in social media in some wayHOW?97%have searched for a brand online
77PERCENT
have watched a
commercial on
YouTube
51% postoriginal content
posted product reviewsout of 100 consumers, 73
Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009
BY THE NUMBERS
51%use social networks 49%
read
blogs
3/4participate in social media in some wayHOW?97%have searched for a brand online
77PERCENT
have watched a
commercial on
YouTube
51% postoriginal content
posted product reviewsout of 100 consumers, 73
SOCIAL MEDIA IS MAINSTREAM
Forrester - Groundswell, Pew Internet, Razorfish - FEED 2009
Don’t social users hate marketing?
Don’t social users hate marketing?
Don’t social users hate marketing?
Don’t social users hate marketing?
Razorfish - FEED 2008, 2009
Don’t social users hate marketing?
Razorfish - FEED 2008, 2009
76% welcome brand advertising
Don’t social users hate marketing?
Razorfish - FEED 2008, 2009
76% welcome brand advertising
66% friended or followed a brand
Don’t social users hate marketing?
Razorfish - FEED 2008, 2009
76% welcome brand advertising
66% friended or followed a brand
65% have had their mind changed about a brand
Don’t social users hate marketing?
97% say that influenced a purchase decision
Razorfish - FEED 2008, 2009
76% welcome brand advertising
66% friended or followed a brand
65% have had their mind changed about a brand
Social Influence Marketing
Boring statistics
Guide to Social Strategy
Steal these campaigns
CONTENTS UNDER PRESSURE
GUIDE TO SOCIALSTRATEGYLURK : PLAN : PARTICIPATE : MEASURE
LURKFind the conversations
Determine your social audience
Evaluate messaging options
GUIDE TOSOCIALSTRATEGY 1
LURK:// Find the conversations
LURK:// Find the conversations
Social Mention
Trendrr
Twitter Search
Google Blog Search
BlogScope
OmgiliFacebook Lexicon
Facebook Search
LURK:// Determine your social audience
?
Quantcast.com
Forrester Social Technographics Tool
LURK:// Determine your social audience
time behavior
LURK:// Determine your social audience
time behavior
LURK:// Evaluate messaging options
Display Ads
Social Ads
Sponsorships
Applications
Brand/Fan Pages
Gifts
Custom
PAID
LURK:// Evaluate messaging options
Display Ads
Social Ads
Sponsorships
Applications
Brand/Fan Pages
Gifts
Custom
PAID
LURK:// Evaluate messaging options
Display Ads
Social Ads
Sponsorships
Applications
Brand/Fan Pages
Gifts
Custom
PAID
LURK:// Evaluate messaging options
Display Ads
Social Ads
Sponsorships
Applications
Brand/Fan Pages
Gifts
Custom
PAID
LURK:// Evaluate messaging options
Display Ads
Social Ads
Sponsorships
Applications
Brand/Fan Pages
Gifts
Custom
PAID
LURK:// Evaluate messaging options
Display Ads
Social Ads
Sponsorships
Applications
Brand/Fan Pages
Gifts
Custom
PAID
LURK:// Evaluate messaging options
Display Ads
Social Ads
Sponsorships
Applications
Brand/Fan Pages
Gifts
Custom
PAID
LURK:// Evaluate messaging options
Display Ads
Social Ads
Sponsorships
Applications
Brand/Fan Pages
Gifts
Custom
PAID
LURK:// Evaluate messaging options
Display Ads
Social Ads
Sponsorships
Applications
Brand/Fan Pages
Gifts
Custom
PAID
LURK:// Evaluate messaging options
Display Ads
Social Ads
Sponsorships
Applications
Brand/Fan Pages
Gifts
Custom
PAID
LURK:// Evaluate messaging options
Display Ads
Social Ads
Sponsorships
Applications
Brand/Fan Pages
Gifts
Custom
PAID
LURK:// Evaluate messaging options
Display Ads
Social Ads
Sponsorships
Applications
Brand/Fan Pages
Gifts
Custom
PAID
LURK:// Evaluate messaging options
Display Ads
Social Ads
Sponsorships
Applications
Brand/Fan Pages
Gifts
Custom
PAID
LURK:// Evaluate messaging options
LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events
LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events
LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events
LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events
LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events
LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events
LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events
LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events
LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events
LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events
LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events
LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events
LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events
LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events
LURK:// Evaluate messaging options
‘FREE’
Status Updates
Links
Video
Images
Broadcast Messages
Shares / Likes / Recommendations
Events
Develop SIM voice
Find a champion
Have rules, will social
Define goals
Editorial schedule
PLANGUIDE TOSOCIALSTRATEGY 2
Forget your expiration dates
PLAN:// Develop a SIM voice
In the social world, trust comes in the form of accessibility and openness.
Be a friend. Participate. That will be the bulk of your message.
Influencers look for deeper engagement.
PLAN:// Develop a SIM voice
PLAN:// Find a champion
Personal interaction trumps stale brand messaging
PLAN:// Have rules, will social
Set rules, but trust people.
Have a personality, please.
PLAN:// Define goals
Awareness, share of voice
Retweets, shares, reach
Sentiment, qualitative
Sales, coupon redemption
PLAN:// Editorial Calendar
Mon Tue Wed Thur Fri
✓ blog post✓ 4 tweets✓ bookmark 3 stories✓ share 2 stories on Facebook
✓ 6 tweets✓ bookmark 1 story✓ share 2 stories on Facebook
✓ 2 tweets✓ bookmark 3 story✓ share 1 video on Facebook
✓ blog post✓ 4 tweets✓ share 2 stories on Facebook
✓ fav 2 videos on YouTube✓ 10 tweets for Follow Friday✓ share 2 videos on
PLAN:// Editorial Calendar
PLAN:// Forget your expiration dates
SIM is not a toe-dip science.
SIM is an long-term commitment to cultivating advocacy so your customers will do the marketing for you.
Add value & Answer questions
Respect the community
Profiles
Syndication tools
Tie into everything
PARTICIPATEGUIDE TOSOCIALSTRATEGY 3
PARTICIPATE:// Profiles
≠ ≠
PARTICIPATE:// Respect the existing community
followers fans connections
≠ ≠
PARTICIPATE:// Respect the existing community
followers fans connections
del.icio.us
BRAND
.
..
PARTICIPATE:// Syndication tools
PARTICIPATE:// Tie into everything
Measurement tools
MEASUREGUIDE TOSOCIALSTRATEGY 4
Which metrics to watch
MEASURE:// Measurement tools
MEASURE:// Measurement tools
MEASURE:// Measurement tools
MEASURE:// Which metrics to watch
2009 traffic, pageviews, number of followers & fans
2010 reach, share of voice, sentimentsales leads, conversion, ave order value
MEASURE:// Which metrics to watch
posts, click-throughs, redemptionsdeals & specials
PURPOSE METRICS
conversations, answers, sentimentcustomer service
fans, followers, retweets, sharesawareness, leadership
MEASURE:// Which metrics to watch
posts, click-throughs, redemptionsdeals & specials
PURPOSE METRICS
conversations, answers, sentimentcustomer service
fans, followers, retweets, sharesawareness, leadership
Social Influence Marketing
Boring statistics
Guide to Social Strategy
Steal these campaigns
CONTENTS UNDER PRESSURE
LOCALSUPERSTARSOF SOCIAL(Steal these campaigns)
750followers
1500followers
Bought 4 spendy tires from @discounttire yesterday and no one mentioned that today they would release instant $50 rebate. Where's the love?
750followers
1500followers
Bought 4 spendy tires from @discounttire yesterday and no one mentioned that today they would release instant $50 rebate. Where's the love?
@dayn Let me know which store you visited and I'll see what I can do :-)
750followers
1500followers
Bought 4 spendy tires from @discounttire yesterday and no one mentioned that today they would release instant $50 rebate. Where's the love?
@dayn Let me know which store you visited and I'll see what I can do :-)
@DiscountTire I went to store ORP 01 (11462 Pacific Hwy, Tigard). Everyone watching? Social media customer service case study right here.
750followers
1500followers
Bought 4 spendy tires from @discounttire yesterday and no one mentioned that today they would release instant $50 rebate. Where's the love?
@dayn Let me know which store you visited and I'll see what I can do :-)
@DiscountTire I went to store ORP 01 (11462 Pacific Hwy, Tigard). Everyone watching? Social media customer service case study right here.
@dayn Just spoke to the Store Manager, and they'll be calling you soon. Happy Thanksgiving, and thanks for your business!
750followers
1500followers
Bought 4 spendy tires from @discounttire yesterday and no one mentioned that today they would release instant $50 rebate. Where's the love?
@dayn Let me know which store you visited and I'll see what I can do :-)
@DiscountTire I went to store ORP 01 (11462 Pacific Hwy, Tigard). Everyone watching? Social media customer service case study right here.
@dayn Just spoke to the Store Manager, and they'll be calling you soon. Happy Thanksgiving, and thanks for your business!
@DiscountTire will be giving me $50 rebate, even though it wasn't avail yesterday. Thanks to Rex for fielding the call from corporate. ;)
750followers
1500followers
1100followers
1100followers
SWDesigns: @dayn You should of went to American's tire co. They beat Costco prices and we have all terrain tires & love them
1100followers
@SWdesignz Americas Tire = @DiscountTire FTW. They did match the online price from tirerack.com. Big props for that
SWDesigns: @dayn You should of went to American's tire co. They beat Costco prices and we have all terrain tires & love them
1100followers
@SWdesignz Americas Tire = @DiscountTire FTW. They did match the online price from tirerack.com. Big props for that
SWDesigns: @dayn You should of went to American's tire co. They beat Costco prices and we have all terrain tires & love them
SWdesigns: @dayn I hope you still go back to @discounttire and ask for the rebate as well. It is only a day difference & they should honor that
1100followers
@SWdesignz Americas Tire = @DiscountTire FTW. They did match the online price from tirerack.com. Big props for that
SWDesigns: @dayn You should of went to American's tire co. They beat Costco prices and we have all terrain tires & love them
SWdesigns: @dayn I hope you still go back to @discounttire and ask for the rebate as well. It is only a day difference & they should honor that
SWdesigns: @dayn Oh good, I am glad @DiscountTire provided you with great customer service. FTW
1100followers
@SWdesignz Americas Tire = @DiscountTire FTW. They did match the online price from tirerack.com. Big props for that
SWDesigns: @dayn You should of went to American's tire co. They beat Costco prices and we have all terrain tires & love them
SWdesigns: @dayn I hope you still go back to @discounttire and ask for the rebate as well. It is only a day difference & they should honor that
SWdesigns: @dayn Oh good, I am glad @DiscountTire provided you with great customer service. FTW
storeistold:@daynThere's a state law, Discount Tire has to give you your $50 back - if the sale is within 30 day
27followers
BestOfBurgerville.com
Eclectic ProductsShoeGoo June 2008
Where are the skateboarders
loitering online?
Brad Paisley
Video Contest
The Idea:
SKATE VIDEO CONTEST
Micro Site Visitors
Shoe Goo Micro Site
ShoeGooSkate.com
Micro Site Visitors
Shoe Goo Micro Site
YouTube Subscribers
Shoe Goo YouTube contest
Video contest poweredby YouTube
ShoeGooSkate.com
Facebook Friends
Shoe Goo Facebook Page
Videos also postedto Facebook Page
Micro Site Visitors
Shoe Goo Micro Site
YouTube Subscribers
Shoe Goo YouTube contest
Video contest poweredby YouTube
Facebook Friends
Shoe Goo Facebook Page
Videos also postedto Facebook Page
Micro Site Visitors
Shoe Goo Micro Site
YouTube Subscribers
Shoe Goo YouTube contest
Video contest poweredby YouTube
Shoe Goo and Skate topicson Twitter
Twitter FollowersTwitter Mentions
Facebook Friends
Shoe Goo Facebook Page
Videos also postedto Facebook Page
Micro Site Visitors
Shoe Goo Micro Site
YouTube Subscribers
Shoe Goo YouTube contest
Video contest poweredby YouTube
Shoe Goo and Skate topicson Twitter
Twitter FollowersTwitter Mentions Future expansion areas of the Micro Site
Test your goo.(Where to skate)
116 fans
5,725 views
318 followers 5,619 pageviews
Schedule your
Twitter tweets
Because Grady
Britton <3’s U
If you approach every channel with the intent to add
value through participation, you can’t go wrong. People
will push your brand and products for you.
If you approach every channel with the intent to add
value through participation, you can’t go wrong. People
will push your brand and products for you.
Decide to attack a project socially,
develop a SIM plan, and stick to it. Bite
it off in manageable chunks.
Thank you.
GradyBritton.com GradyBritton
For my card, txt: DAYN to 50500dayn
delicious.com / daynw / FORGE
