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October 5, 2010
Social Media Social Media Marketing PlanMarketing Plan
SOCIAL MEDIA OPPORTUNITY MODEL Goal:
Identify your top social media priorities by pinpointing gaps between your social media potential and maturity.
Capabilities Defined:
Listen: We use social media to capture insights and feedback from our target stakeholders / customers.
Talk: We use social media to share information with our target stakeholders.
Connect: We use social media to build relationships with and among our target stakeholders/customers.
Collaborate: We use social media to help our stakeholders/customers solve problems and share ideas with us.
Energize: We use social media to spark advocacy and drive positive viral messages.
Social Media Potential
Top Social Media Priorities
(Opportunity)
Current State of Practice
(Maturity)
Social Media Capabilities
Listen Talk Connect Collaborate Energize
THREE DRIVERS OF SOCIAL MEDIA POTENTIAL
Potential Index calculated for each of five social media activities
• Listen • Talk • Connect • Collaborate • Energize
Social Media Potential is a function of your
stakeholder behaviors, business objectives,
and industry dynamics.
• The potential index is driven by questions you answered about stakeholder traits, business objectives, and industry dynamics.
• The potential index is calculated for each of five social media activities:
- Listen
- Talk
- Connect
- Collaborate
- Energize
• Additionally, we calculate overall social media potential for stakeholder groups you identified as most important.
Potential Components with Sample Factors
Potential Index also calculated for your selected stakeholder groups
• Customers • Media • Opinion Leaders• NGOs/Activists • Investors
Stakeholder Behaviors
33%
Business Objectives
33%
Industry Dynamics
33%Extent that social media
shapes stakeholder perceptions
Current use of social media by
stakeholder
Impact of regulation on ability to use
social media
Importance of social media competencies to
achieving business objectives
Listening to how your stakeholders use social media
and what they say is the first step towards social
media maturity.
Listen strategically by first considering your audience’s needs and goals
• Use of social media differs across groups, so don’t ignore demographic information | Use Forrester’s free technographics profile tool for consumer audiences or business audiences
Get a feel for social media activity with free “self service” tools
• Receive email reports on the latest relevant Google hits for a word or term related to your company | Google Alerts
• Monitor blog post mentions of your brand or other important terms, and track activity across time | Technorati
• Track activity for up to 10 terms across any of 14 media sources | Trendrr Free
• See who is talking about your company and view a map of geographic hotspots | 30 Day Trial of Jodange Top of Mind
Recommendation: Boost your social media listening system
The goal is to do more than just monitoring—set up a listening system to identify patterns and insights, and then establish processes or protocols to get the insight to the right part of the organization for action.
EXAMPLES
• Hear how Sony Europe and Time Warner Cable monitor online conversations. Access the replay here.
• Learn from this example from Best Buy and see how they effectively listen to employee conversations in internal social media.
Assess other medium or higher cost monitoring vendors
• A moderately priced vendor may be a good choice, especially if you have limited manpower. If your stakeholders are especially active in social media on topics that matter to your organization AND you have the budget, also look at the higher cost options. | Check out comprehensive vendor profiles of social media monitoring tools and vendors.
Recommendations
Strategies Actions Accountability Resources Outcomes
UPDATE BUSINESS STRATEGYImplement brand strategy aligning brands in marketing and communications initiatives i.e. tradeshows, demos, forums, blogs, discussion groups, etc.
Ensure that logo is prominent on all social media activities
Include social media addresses/links on all collateral material and email signatures
Develop social media standards guidelines and implement in collateral materials
Marketing & Communications
VP BD Clearly identified branding by existing customers
Articulated benefits of products
COMPETITIVE VIA PRODUCTIVITY
Build greater awareness and recognition of products and services through Social Media/Bookmarking and Mobile Media in addition to advertising, PR, Web, Trade Shows
• Improve targeted communications around high profile or challenged programs /products to improve visibility for prime opportunities
• Increase awareness of services and support
Collaborate with Sales/BD Leads on the exhibitions/trade shows to attend
Write compelling copy Leverage value for skills and
expertise• Identify methods of promoting
skills and services
VP BD Marketing &
Communications
Sales Engineers,
CEO VP BD
Trade shows attract the right people Messaging sparks interest in recipient Prime opportunities Improved integration of VA and TX
locations
EMPLOYEE ENGAGEMENT Streamline and improve internal
communications process and channels to ensure they are effectively reaching employees -- supporting increased engagement and collaboration
Engage employees and ask specific individuals to participate in social media for OW
Ask employees who have existing SM accounts to link back to OW website and forums, etc.
WebEx between locations on regular basis
Executives Marketing &
Communications
Marketing & Communication
Consultants, etc.
Blackberry users can receive communications
Employees are kept up-to-date on HQ activities
BRAND PENETRATION Increase volume of neutral to positive media
coverage Increase website visits by 10% in 2011 Increase views of product specific pages on
our websites by 10% in 2011 Increase brand awareness to customers via
meetings/demos/shows/Social Bookmarking Develop lead generation via use of Facebook,
Twitter, and other Social Media channels
Define topics that can be covered in press releases – write abstracts to submit to media
Develop ways for visitors to return to site
Discuss specific needs for webpage input
Create calendar of customer meetings Collaborate with VP BD and CEO to
develop create messaging
Marketing & Communications
Sales Engineers
CEO VP BD Sales
Engineers
Stories and articles published in media Visitors are tracked and metrics collected Calendar is visible to everyone in
company Customers have secured means of
communicating via forums, social networking
Enhanced presence via Website Enhanced presence via social sites and
newsrooms
Strategic Communications
How Defense IQ Uses Social Media
Telling recipientsTo forward to their
colleaguesAND to join
How IDGA Uses Social Media
Telling recipientsTo forward to their
colleaguesAND to follow
them on Twitter
Using Social Media On Website Social Media News Rooms
RSS feed to push information to
Subscribers
Ability to connect With Company via
social media
Business Goals Actions Target Markets
Resources Outcomes Time Budget
Development of Forums LinkedIn External
Website
Create forums on LinkedIn, Facebook, Twitter
Membership Fees Find a few sites where you can
become a trusted and valued member Connect with blog
Users of OW products
LinkedIn BD Team Marketing/
Communications Employees
Reinforces WOM marketing efforts tied to business goals
Software Requirements / likes and dislikes of product
Strengthens perception of subject matter expertise
1X/day
Social Media News Room
Develop a Social Media News Room for the website
Link to OW blog
Global Web
Communities
Twitter Facebook LinkedIn YouTube NING
Drives audience to website Increases awareness of products Increases likelihood of connecting with
thought leadership who endorse products
1X/day
Involvement in Social Media Sites
Idenify 1-3 social media sites that already reach target market
Open business accounts Develop and write company profiles
to fit audience for the social media site
Create links to our blog Invite current client, colleagues and
prospects from company address book
Compile list of themes and topics to discuss, tips to share, articles, videos, links
Listen to other groups/forums before entering into conversation
Create polls with Poll Daddy Share events: speaking engagements,
seminars, webinars, tradeshows, etc. Tweet-ups at events Meet-ups
Shared connections
Groups
Twitter Facebook LinkedIn YouTube Sales Engineers BD Team Marketing/
Communications
Helps build opt-in list Improves Search Engine visibility Enables company to stay in touch more
frequently with business contacts Raises visibility to clients, prospects
and media
1X/day
Trade Show Events
Tweet event pre/post event Tweet-ups at event Meet-ups
Post YouTube activities of Show
Industry BD Team Textron Systems
Lead Generation – prime opportunities
Raises Brand awareness
Per Event
Trade Show Events
2011 Social Media Marketing Plan
Business Goals Actions Target Markets
Resources Outcomes Time Budget
Blog Re-activate blog on website Domain Name: OWSspeaks.com on
Wordpress Repurpose press releases, articles into
blog and on social media news room Create a guess blogging site Link to our other social media sites Brand blog with look of website Videos embedded in blog
global Marketing Dept. Sales Engineers Employees TSC web
development
Increases search engine results Guest blogging on sites of colleagues
introduces you to their followers– great visibility
Blog’s RSS feed updates multiple websites and social media sites from single post
Extends information company has already provided
1X/week
Community Involvement through Squidoo
Create a lens by topic. Write helpful how-to’s for each product
Focus on problem solving (helpfulness) – Examples:
How to build your ______ How to test your ______ Etc.
Current Clients
Prospects
BD Team Sales Engineers TSC web
development
Supports charitable organizations Site steers readers to their interest
areas Readers enjoy making comments
1X/week
Social Bookmarking
Watch trends to shape own marketing topics and tap into hottest subjects
Add and share links – about topic or your industry
Stay informed. Earn reputation of being the “go-to” person for information on your topic
Comment on other posts Blog about links found on social
bookmarking sites and send link of company blog post to person who originally posted the interesting content
Subscribe to Diggs RSS feed (trend watching)
Current Clients
Digg Delicious StumbleUpon
Filters information to requesters Ability to share links to articles and
online content (videos, photos, etc.) who then get to vote on whether or not they find the link interesting and provides suggestions of their own
Word of mouth marketing
1X/week
Social Media Marketing Plan…CONTINUED
• Cultivate– Social media is a living
organism. Same for the brand. Alignment, not consistency is the basis of a living brand.
– As the brand grows, no decision should be made without asking, “Will it help or hurt the brand?”
– Document and disseminate brand knowledge to everyone in the company
• Transfer of knowledge to new managers
Social Media Branding Strategy
• Design Avatar/icons• Trademarks• Package Design – emotional design for right-brained thinking
– Why to buy message– Include social media links
• Messaging - Differentiating– Who are you? | What do you do? | Why does it matter?– Innovate: Packaging is the last and best chance to influence a buying decision
• Concept Testing– Focus Groups– Quantitative Research– Measure
Social Media Branding Strategy
SENDER MESSAGE RECEIVER
COMMUNICATION MODEL
