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There is N such thing like “social media
strategy”
N
Social Business
Strategies
Social Corporate strategy
Online Strategy
Social Marketing Techniques
Promotion Strategy
Content Strategy
Platform Strategy
There are however, things like social corporate strategy, online strategy and social marketing techniques…
Co-ops/Non-profitsNot profit driven, The goal of the company
is transforming society by educating
and empowering people
Very Social Corporations
Has own social media platforms, social media is
the main focus of the brand, uses crowdsourcing as much
as possible, Value co-creation is the main focus, Business model is based on
a social premise
Social CorporationsUses crowdsourcing and
value co-creation occasionally, very active in social media, has some CSR
activities, allocates a significant amount of
budget for social media
Ordinary CorporationsUses social media because competitors are using it,
uses only major social media tools, does not allocate a significant
amount of budget for social media
Some B2B companiesThese companies do not openly engage with their clients in social media. They are not concerned
about not being “social”
Social As a Corporate Strategy
Coca-Cola and Toyota
They use social media as much as possible and they use various
platforms but for them social media is just a tool to drive
sales.
Starbucks, Tom’s Shoes, Etsy, Danone
All these companies have a very clear social mission and they cannot function well if they don’t actively
interact with local communities and their
customers
Grameen Bank’s goal is reducing poverty
not giving dividents to investors. It is
owned by the poor people and the goal of the corporation is
not profit maximazation
Value Co-creation and Social Corporate Strategy
Customers are
happier and feel more positive about the brand when they get involved with the creation and production of goods and services
Value Co-Creation marketingGoods are indirect services. Any purchase can be turned into an experience or a customer journeyValue should be created together with consumersMarketing should be relationship based (brands and consumers establish relationships)Brands should initiate conversations and dialogsBrands should teach new skills to consumers, community membersKnowledge and know-how are the biggest assets of brands
Companies should sell goodsMarketing should be transactionalMarketers should run promotional campaignsMarketers should educate customers
Crowd-sourcing as a corporate strategy
Low-cost access to experts and enthusiasts in any areaMore new and creative ideasFaster business solutions
Lack of controlLack of traditional business structureQuality of the outcomeOwnership of intellectual propertySecurity and privacy
Crowds market it
Crowds support
it
Crowds test it
Crowds build it
Crowds design it
Crowds think of
it
Crowdsourcing means outsourcing the company’s problems and needs to people (mostly the customers of the brand, people interested in the area or anyone in the world)
Source: Social Business by Design
Crowdsourcing ExamplesMyStarbucksidea.com
A special social network that creted by Starbucks. Members can 1- Share their ideas about Starbucks’ products 2- Vote for other members ideas 3- Discuss about currently
available ideas 4- See the feedback from oher members and the results of their ideas.
IBM Idea JamIBM employees, customers and the familiy members of employees help IBM solve its
problems and come up with new ideas on a platform called IBM Idea Jam. In some
occasions IBM posted the problem and pledged to $100 dollars for the solution of the problem.
InnocentiveStarted as a solutions for chemical problems. Chemical companies post their problems and people provide suggestions. If idea is selected
by the sponsor company who posted the problem the solver gets a cash reward.
Secretlondon.comPeople were asked to share secret tips and their
photos and their photos of London on a Facebook page. After the initial success the page became and independent website and
replicated for other cities.
PepsiAsked its fans to come up with a new design for its cans. The wining design won a $10,000 cash
prize and also used all around the world.
American Express
Although company sponsored forums are not rare, American Express created the OPEN forum for small business owners (to promote its small business credit) which was like a social network
that allowed small business to friend other small business and exchange ideas. It became
very popular in a short time.
Loreal
Created a Facebook toolkit for the stylists create a personalized Facebook site very easily and set up appointments with their customers.
Owens & minor
A healthcare products supplier company created an open social network platform for its suppliers where any suppliers can see the flow of supplies , submit documents and can easily
contact one of the 7000 employees of the company.
HP
HP tests its printers , both during the concept phase and the post concept phase by giving the
task to its customers who sign up for the trial service.
Vision: 3-10 year goals of the company
Values: The desired behavior and culture of the company
Mission: The purpose of the organization
How important is it for the company to interact with customers as
much as possible. How social is the mission of the company?
Does the company pay special attention to value co-creation? Does the
company want to be socially connected and socially integrated
REGARDLESS of profitability?
Does the company think business transactions will be socially
determined in the future? Is having a social platform one of the future
goals of the company?, etc.
Social As a Corporate Strategy
Social Media Strategy
Business strategy (Priority)
Using social media for Direct Sales
People already know about this
Using social media for CUSTOMER SERVICE
If this is the priority, then use social media for CRM and educating customers
Using social media for SEARCH ENGINE OPTIMIZATION
If this is the priority then generate interesting
content and make people click on the links
Using social media for PUBLIC RELATIONS
If this is the priority then post every single
company activity in social media and promote it
Using social media for HUMAN RESOURCES
If this is the priority then use applications to reach
potential new hires
Using social media for RESEARCH/SOCIAL
LISTENING
If this is the priority use social media fans as a
focus group or a research panel. Ask fans questions about new proudcts, etc.
Social as a business strategySocial media can be used for many different business purposes and ideally companies should have priorities. Companies should not say we will use social media for everything and everything is our priority.
Brand’s Blog
Generate Content (e.g. useful
information about your category)
High ranking on search engines
Blog
Youtube
Google+Mixi
Cookpad
Cosme
Nico Nico Douga
Hatena
More referrals from
search engines
SEO-Focused Social media strategy
Social media can be a very effective tool to drive traffic to a brand’s blog or website. When many people click on links in social media to go to a website, that web site’s ranking increases among the listings of search engines. This is also known as search engine optimization.
Other social media
Social Listening Based Social media strategy
• Understand mind-sets (peoples ideas, lifestyles, way of doing things)
• Profile customers and prospects (Use of consumer insights to create new consumer segments)
• Sense early market shifts (Spotting marketing trends earlier by assesing what kind of messages are posted publicly)
• Detect problems (Analysis of public messages about a brand can identify branding problems)
• Analyze competitors (tracking competitor activity and what people are talking about competitors are very easy)
• Uncover sales drivers and predict sales (Analysis of reviews on Amazon showed that not the price but comments about “ease of use” and product features were better predictors of future sales.
• Test concepts & co-create value: Crowdsourcing of new ideas and having people to decide the future products.
• Develop and evaluate messages (Before mass marketing practitioners can sense what kind of brand messages are shared and what kind of messages are not cared by customers)
• Identify threats to reputation (PR crises can be easily handled through social media before they become bigger problems)
• Identify which voices to listen (not everyone, not every platform and not ever comment can be tied influence sales. Some platforms, some influencers and some comments about certain types of product characteristics may be more important)
Post volumes (total number of mentions on the internet)
Tweets & status updates (sentiment analysis, RTs, mentions in social media)
Search trends (of the number of searchers for a certain brand or a product category is increasing or decreasing)
Tracking the advocates of own brand and competitor brands online. These people also can be found offline by asking the customers “how likely are you to recommend our brand or
the competitor brand to your friends”
Product reviews (sentiment, reviewer influence (e.g. top reviewer, etc.), specifity and objecitivity of the review 8this product is bad vs. this products’s X function has Y problem)
Understand consumer needs
and market shifts
Listen online conversations
More effective brand
communications
Develop targeted messages
Source: First Listen
Content Strategy
Brand Priority-Brand Awareness-Image building-Community building-Web traffic generating-Sales promotions-Improving customer loyalty
Brand typeBusiness :B2B, B2C, non-profitCategory: Service, consumer goods, etc.Audience :male, female, mixed, young, old, experts, novices, etc.Audience expectations: Learn, enjoy, interact, etc.
ContentWhat to post? Information, entertainment, etc.When to post? Once a day, once a week, etc.Where to post? One platform, multiple platforms, etc.What to focus on? Products, users, CSR, deals, etc.
Answer these questions first
Then Make sure to post -Recent things (what happened recently, what is happening)-Brand’s social mission-High resolution photos-Desires or concerns of the category users-Emotional and surprising messages
Information about the brand/product,
brand attributes, etc.
Image(s) of a product
Benefits of or feeling of using the brand in a fun/interesting/uniqu
e way
The results of using the brand (e.g. a picture taken
by the Nikon camera, a testimonial by a user, etc.)
Brand’s advertisement or brand’s promotional
or informational video/image
Brand, package logo or branded material is an art form or part
of nature
Brand serves community, brand supports a person, people, a cause.
Sponsorships, events organized by the brand, events related to the brand, TV program related to the brand or mentions the
brand etc.
Suggestions, recommendations about the brand or the product category (recipes, fashion
tips, etc.)
Expert advice, interviews with
experts, experts picks, experts’ favorites.
Behind the scenes (how the product is being made, the
research lab, how employees are preparing,
etc.)
Brand is part of users’ life (e.g. a user has a coke
tattoo on his arm, user is holding brand’s logo, or
coke bottles in ones room)
News, blog posts, videos related to the brand, corporation,
product category, etc.
News, blog posts, videos unrelated to
brand/product category
Questions: fill-in-the-blank
either Or, which one polls
Questions:Related with the
brand, brand’s historyUnrelated to the brand
Photo question (where’s this photo taken? Come up with a caption for this photo. what goes well
with this t-shirt? Etc.
Reminders about campaigns,
promotions, events offers
Celebrations, holidays, happy birthday, special days,
congratulations, cheers, related with celebrations
(happy 4th of July, happy Friday, etc.)
Cute , funny, humorous, interesting, relaxing
image/text unrelated to the brand or product
Quotations, Cartoons, Sketches
Appreciation, gratitude (thanks for following us)
Sharing a fan’s or another user’s post
Intriguing posts (share this if you feel happy today, like
this if you can spot the elephant in this photo,
etc.)
Featuring the company’s employees, employee’s
favorite products, employees picks, etc.
Brand in the media, brand covered by the media organs, blogs,
etc.
Spotlighting partners,
spotlighting fans
News (what is going on, what
is new)
New profile photo, new
profile cover
User tips, tricks, How-to’s
Over 40 types of posts:
Platform Strategy1- Social media is very important, spend as much money as needed.2- Always be the first on new platforms. Be the industry model for creative usage of new platforms3- Be active on all major platforms. Use all platforms for the same purpose with similar content 4- Use paid advertising and paid promotions to promote the fan page and the posts in social media.5- Use multiple accounts and build multiple brand communities even on the same platform6- Create own social media platform 7-Use offline media to support social media activities8-Generate content in house 9- Mobile and offline touch points should be combined with social media activities10 -Work with influence-marketing companies, influencers, paid bloggers to expand the reach
1- Social media is not that important. Social media should be free, the brand should not spend any significant amount of money on it.2- The brand should not waste time and money on new platforms.3- the brand should only focus on what works (clicks, referrals, sales, etc.)4-The brand should use all platforms for the same purpose with similar content5- The brand should not have multiple accounts and build multiple brand communities on the same platform.6- The brand does not need to spend time and money on creating new apps, APIs, customized tabs, etc.7- The brand should use social media to support offline activities8- The brand can outsource the content or promotion management9- Mobile and offline should be independent from online social media activities..10-No need to work with influence-marketing companies, influencers, and paid bloggers.