Social Media Strategy: The 12-Point Program for the Social Enterprise

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The webinar is a play on the 12-Step Programs out there, but seriously, weve found about a dozen elements that need to be considered in order to be effective in social media as an organization. In this webinar youll learn what you need to do to succeed with social media and when you need to do it. Youll also leave with a comprehensive understanding of the subject and how you improve your social media efforts tomorrow.

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  • 1. Developing a Social Media Strategy That Makes Sense! 12 Steps to Social Media SuccessThe MarketingSavant Group www.marketingsavant.com888.989.7771dana@marketingsavant.com www.marketingsavant.comThe MarketingSavant Group 888.989.7771

2. For help with your Social Media Strategy,download our free Social Media StrategyWorkbook!Questions or comments?Tweet with me!@danavanDana VanDen HeuvelPresident, MarketingSavant www.marketingsavant.comThe MarketingSavant Group 888.989.7771 3. Upcoming Webinarswww.marketingsavant.com/webinarsWed, April 6, 2011 | 9:30 AM PST / 11:30 AM CST / 12:30PM EST60 Social Media Marketing & Promotion Ideas in 60 MinutesIn the 60 Social Media Marketing & Promotion Ideas in 60 Minutes webinar, well take asocial media lightning round approach and cover 6o real world promotional ideas that youcan use in social media. This webinar is really geared for just about anyone. B2B marketerswill find ideas, local retailers will find ideas, non-profits will walk away with something andeven government agencies might learn something about connecting with their communitiesthrough social media.Weve drawn examples from our own cases and clientsas well as examples from around the web and frombrands of all sizes and market segments.If youre looking for a real kick in the pants, youve gotto check out this webinar. Youd better sit down for thisone, as its going to go quick, but youre guaranteed toleave with at least a few ideas to make the hour wellworth your while! www.marketingsavant.comThe MarketingSavant Group 888.989.7771 4. Upcoming AMA CoursesVisit: www.marketingsavant.com/training-courses/ama-courses/ www.marketingsavant.comThe MarketingSavant Group 888.989.7771 5. A Word From Our SponsorMarketingSavant Services:On Site Corporate Social Media TrainingSocial Media & Marketing ServicesOutsourced Social MediaSM StrategyContent DevelopmentCoaching, guidance and good advice www.marketingsavant.comThe MarketingSavant Group 888.989.7771 6. AboutDana VanDen Heuvel Dana VanDen Heuvel is an award-winning marketing blogger, author of the American Marketing Associations Marketech Guide to Marketing Technology and the MySpace, YourSpace, TheirSpace Guide to Social Network Marketing and the creator of the AMAs TechnoMarketing training series. Dana is a widely recognized expert on blogging, podcasting, RSS, Internet communities and interactive marketing trends and best practices and speaks regularly on these topics at industry events. Dana founded BlogSavant, one of the nations first weblog and social media marketing consultancies and currently runs The MarketingSavant Group, a marketing technology consulting and training firm that helps marketers leverage emerging marketing technology to reach and keep customers. Learn more from Danas blog at www.marketingsavant.com.The MarketingSavant Group is a specialist company that focuses on transforming our clients into the preeminentthought leaders and trusted advisors in their industry. Through our thought leadership marketing approach anddeep experience in digital and social media marketing we do extraordinary work for B2B clients to move yourentire organization beyond the competitive realm and into the unique niche of industry thought leader. We focuson genuine organizational transformation through marketing, innovation, intellectual capital development and noton producing a campaign thats merely a quickly forgotten flavor-of-the-month tool.We formed MarketingSavant to work with ethical, intellectual, innovative and challenging clients in the Business-to-Business market sector. Our approach and our philosophy are to always put altruism before capitalism. We dowell by doing good, and we like to work with clients who share our philosophy.www.marketingsavant.comThe MarketingSavant Group888.989.7771 7. Source: What the F**k is Social Media http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-laterwww.marketingsavant.comThe MarketingSavant Group888.989.7771 8. Source: What the F**k is Social Media http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-later www.marketingsavant.comThe MarketingSavant Group888.989.7771 9. 93% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD HAVE A PRESENCE IN SOCIAL MEDIA.Cone, Business in Social Media Study, September 2008 85% OF SOCIAL MEDIA USERS BELIEVE ACOMPANY SHOULD GO FURTHER THAN JUST HAVING A PRESENCE ON SOCIALSITES & SHOULD ALSO INTERACT WITH ITS CUSTOMERS.Cone, Business in Social Media Study, September 2008 www.marketingsavant.comThe MarketingSavant Group 888.989.7771 10. Dont Commit Random Acts ofSocial Media Marketing!www.marketingsavant.comThe MarketingSavant Group888.989.7771 11. Where Buyers Go First www.marketingsavant.comThe MarketingSavant Group Source: Rain Today888.989.7771 12. Take the Long View Most businesses are quick to test tactics, butarent taking a larger strategic view Somost are doomed to underperform Or worse: CNET estimated that 50% of socialmedia campaigns launched by Fortune 100companies this year will fail www.marketingsavant.comThe MarketingSavant Group 888.989.7771 13. Define the Social Media Strategy1. Outline Your7. Enterprise Social ObjectivesMedia Assessment2. Risk Profile8. Policy / Protocols3. Define Your 9. Choose Social Audience(s) Channels (Tools &4. Social Media ContentTactics)5. Determine Integration 10. Capacity and PointsCommitment6. Culture Change and11. Social Media Systems Adaptation? 12. Measurement www.marketingsavant.comThe MarketingSavant Group 888.989.7771 14. Social Media Strategy1) WHY? Why are you interested in social media?2) Why do you want a social media plan for the organization?3) What objectives are we trying to meet? 1) Outcomes that are essential to the project4) How will we know when we get there? (metrics) 1) Objective or subjective measures 2) Qualitative or quantitative 3) Indication of progress5) Whats the value of accomplishing your objectives? 1) Demonstrable value 2) Represents actual improvement in the current conditionswww.marketingsavant.comThe MarketingSavant Group888.989.7771 15. Common Social Media ObjectivesResearch and LearningLead generationE-commerce salesStore trafficIncrease Brand or Issue AwarenessReputation managementGet your fans to talk about you (word of mouth)Content Generation and Issues AwarenessIncreased Relevant Visitor Traffic and Page RankingsTake Action (sign petition, send email, leave comment, etc)www.marketingsavant.comThe MarketingSavant Group888.989.7771 16. Write the Strategy Objective: Develop a clear strategy statementfor your plan. Activity: Define the core plan elements. Outcome: Be clear about what the plan entailsand the expected outcome.www.marketingsavant.comThe MarketingSavant Group888.989.7771 17. Define the Social Media Plan1. Outline Your7. Enterprise Social ObjectivesMedia Assessment2. Risk Profile8. Policy / Protocols3. Define Your 9. Choose Social Audience(s) Channels (Tools &4. Social Media ContentTactics)5. Determine Integration 10. Capacity and PointsCommitment6. Culture Change and11. Social Media Systems Adaptation? 12. Measurement www.marketingsavant.comThe MarketingSavant Group 888.989.7771 18. Balance Risk &Rewardwww.marketingsavant.comThe MarketingSavant Group888.989.7771 19. Top 10 Social Media Barriers 1.Lack of internal resources/time 2.Lack of knowledge/expertise 3.Not convinced about the value/ROI 4.Lack of clear guidelines/policies 5.Lack of awareness of social media within company 6. Lack of budget 7. Social media not appropriate for company/brand 8. Fear negative reaction from customers 9. Lack of global reach/scale 10. Lack of appropriate agency partnerwww.marketingsavant.comThe MarketingSavant Group888.989.7771 20. Define the Social Media Plan1. Outline Your7. Enterprise Social ObjectivesMedia Assessment2. Risk Profile8. Policy / Protocols3. Define Your 9. Choose Social Audience(s) Channels (Tools &4. Social Media ContentTactics)5. Determine Integration 10. Capacity and PointsCommitment6. Culture Change and11. Social Media Systems Adaptation? 12. Measurement www.marketingsavant.comThe MarketingSavant Group 888.989.7771 21. Define the Audience Objective: Define the behavioralcharacteristics of the target audience for yourselected organization. Activity: Review audience demographics. Activity: Build reliable buyer personas Outcome: Be clear about the makeup of theaudience. www.marketingsavant.comThe MarketingSavant Group 888.989.7771 22. Buyer Personas bring focuswww.marketingsavant.comThe MarketingSavant Group888.989.7771 23. Social Media + Path to Purchase Butwhat should we do next?Source: Ogilvy www.marketingsavant.comThe MarketingSavant Group 888.989.7771 24. Define the Social Media Plan1. Outline Your7. Enterprise Social ObjectivesMedia Assessment2. Risk Profile8. Policy / Protocols3. Define Your 9. Choose Social Audience(s) Channels (Tools &4. Social Media ContentTactics)5. Determine Integration 10. Capacity and PointsCommitment6. Culture Change and11. Social Media Systems Adaptation? 12. Measurement www.marketingsavant.comThe MarketingSavant Group 888.989.7771 25. Social Media+ Thought Leadership = Publisher Like it or not, you are a publisher, and you need to start acting like one. Look at your web marketing activitiesstarting to feel a lot more like publishing. www.marketingsavant.comThe MarketingSavant Group 888.989.7771 26. Content can be more complicated thanwe want to accept or believe. Audit Analyze Strategize Categorize Structure Create Review Approve Publish Update Archive www.marketingsavant.comThe MarketingSavant Group 888.989.7771 27. Types of Assets More Than You Think?Example: Technology Companys AssetsExample: Technology 14 Brand familiesCompany12,732 Products and services 6 Broad go-to-market themes42 Industry solutions 6.1MM Web pages 349 Case studies 1,942 Product data sheets 431 White papers 109 Webcasts 31,000 Press articles 2