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This presentation was developed for London's Tech Alliance "Peer To Peer" (P2P) group with the intent of conveying a 'foundation' for structuring an in-house social strategy for any organization. It addresses central questions with respect to implementing a social strategy, particularly those related to who should be running/organizing it and what your expectations should be. I also clearly identify that social is a small part of a bigger digital strategy that should be the greater concern of anyone who wants to have a presence online and get found by users/consumers.
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BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
P2P SESSION
May 14, 2010
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
ABOUT BOTTREE: EXPERIENCE
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
ONE OF CANADA’S FIRST
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
OUR NEWEST SERVICE: LAMP
•Local•Awareness &•Marketing•Program
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
BOTTREE DIGITAL SERVICES SUITE: 360 MARKETING
Digital Strategy
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
LET’S GET SOCIAL
A Dialogue on Getting Found
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
If you are in business ...
... You’ve got problems.
David Burk
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
WHAT IS SOCIAL?
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
DEFINE SOCIAL MEDIA
ANY FORMAT, TECHNOLOGY OR PLATFORM THATALLOWS THE EXCHANGE OF IDEAS AND
WHERE THE ROLE OF THEAUTHOR AND AUDIENCE IS
INTERCHANGEABLECredit: Dave Fleet
OR ... TALK TIME = LISTEN TIME
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
HOW ARE USERS BEING SOCIAL?
Creator(13%)
Critic(19%)
Collector(15%)
Joiner(19%)
Spectator(33%)
Source: Forrester Research
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
OBJECTIONS TO SOCIAL
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
THE STORY BEFORE SOCIAL ...
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
MARKETING IN THE 20TH CENTURY
The MONOLOGUE
Consumer
Media / Content
Agency / Marketer
Seller / Producer of “Goods”
Mas
s M
arke
ting
Mass M
is-Comm
nucation
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
THE MEDIA MATRIX& EMERGENCE OF SOCIAL
Original Source: http://flickr.com/photos/morikenstyle/106306545
Rang
e of
Opti
ons
TV
Outdoor Radio
TRADITIONAL MEDIA
PRE-SOCIAL WEB
Portals Vertical Sites
BannerExchanges
Content Suppliers[MSM] [People]
[Small]
[Infinite]
MSM has yet to enter this region
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
WHAT IS SOCIAL?
SOCIAL = INTERACTIONSOCIAL = DIALOGUE
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
Post-click – Interaction
Post-click – Transaction
Pre-click Activity – Interactions
Pre-click activity – Ad Impressions
Post-click – Repeat?
THE TRADITIONAL MARKETING ‘FUNNEL’
CPM
CPC
CPL
CPA (Action)
CTR
CVR
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
My Site
Influencer
Your Site
Social Sites / Content
Publishers
Competitor Sites
InfluencerInfluencer
InfluencerInfluencer
THE MARKETING ‘MATRIX’ AND SOCIAL
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
HOW ARE YOU GETTING FOUND?
Web Site• 1.0 or 2.0?• Cost or Investment?• Mobile version?• Blog?
– Comments, including anonymous?– Frequency?– Leveraging “Hotwords”?
• Custom Landing Page(s)?• Analytics?• Newsletter(s)? RSS Feeds?• Local Business Listing?• Optimized Site?• Microsites?• Do you have a forum or live FAQ?
Social• Groups/Mail• Forum• Real-time Chat• Social Networks• Blog (linking)• Wiki• Microblogging• Aggregators• Podcasting• Gaming / widgets• Location• AppsAnd ... Don’t forget paid media (SEM, display ads, analog efforts, etc)
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
BUILDING YOUR OWN SOCIAL MEDIA MARKETING PLAN
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
BUT FIRST ... POLICY
• Use the “Social Policy Tool”– http://socialmedia.policytool.net/
• Nothing has changed ... Honest!– Telephone policy– Email policy– General ‘expectations’ for employees
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
GUIDELINES FRAMEWORK
Source: Joshua M Ross, Building a Social Business, http://www.slideshare.net/joshuamross/buildingasocialbusiness3
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
SOCIAL MEDIA MARKETING:POST & MAIL
POST• People• Objectives• Strategy• Technology / Tactic
Source: Forrester
MAIL• Monitor• Assess• Implement / Integrate• Learn
Source: Terry Fallis, Thornley Fallis
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
PEOPLE: FIND THE ‘PASSION PEOPLE’
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
PEOPLE: SOCIAL MEDIA COUNCIL
• Marketing• Communications• PR• Product Development• Human Resources• Legal• IT
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
OBJECTIVES: THE SOCIAL BRAND
Traditional Brands Social BrandsBrand in Control Audience/Consumer in Control
Organization creates content Users create contentRepetition AdaptationEducating Influencing
Solicit customers Make friendsSell to cold prospects Network with happy customers
Monologue Dialogue (listen more, talk less)Incentivize frequent purchase Reward engagement
Do well Do goodSend mass email Message friends and fans
Target demos Seek shared interests9-5 Leave the porch light on
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
BUILDING A SOCIAL STRATEGY
1. INSPIRE ACTION2. AUTHENTICITY3. OWNERSHIP4. RELEVANCE5. OPEN BRAND6. MEASUREMENT
Source: Blue State Digital, Exploring the Obama Juggernaut, IAB Canada, MIXX 2009
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
STRATEGY: INSPIRE ACTION
• Make it easy• Make it fun• Give me cash• Give me access• Make me a star• Ask people about
themselves
• Surprise• Altruism / Cause• Give Me a
Challenge• Let me Influence• Create Something
UsefulSource: Clickz, Ten Motivators That Inspire Action
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
HOW TO GET YOURSELF IN TROUBLE
• Bad research or innacuracies• Deleted comments• I’m talking (or ... ignoring feedback or not responding to
comments)• Bad-mouth competitors (because we all know they don’t
know what they’re doing)•
Low frequency with blogging, tweets, etc• Re-blogging re-blogging• Leaking sensitive info (“I moved to this company because
Apple’s buying it ...”)• Straying from brand Source: Dave Fleet
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
TACTICS: WHAT ARE MARKETERS USING?
Source: Michael Stelzner, Social Media Marketing Industry Report
“Which tactic do you plan to use to market your message?”
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
LISTENING TOOLS
• Google– Alerts– Reader & Feedburner– Keyword Tools (or Insight) & Wonder Wheel– Trends– Blog Search
• Twitter Search• Advanced Tools (paid social monitoring tools)• Aggregators• Tweet Meme & Disqus• Commenting & Forums
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
SOCIAL: FOUR KEY QUESTIONS
1. How do I align talent with the organizational mission?
2. Who ‘owns’ social media?3. How do you ‘run’ it?4. How do I measure a social business?
Source: Joshua Ross, http://www.slideshare.net/joshuamross/buildingasocialbusiness3
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
ALIGNMENT
• Who wants the opportunity?• Who has a mandate from top management?• Who has core competencies?• Who is fittest to collaborate?
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
HOW DO YOU RUN IT?
Decentralized Model
Source: Joshua Ross, Building a Social Business, http://www.slideshare.net/joshuamross/buildingasocialbusiness3
• Let 1,000 flowers bloom• All departments practice social media• Business units and department execs leverage social channels
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
HOW DO YOU RUN IT?
Centralized Model
Source: Joshua Ross, Building a Social Business, http://www.slideshare.net/joshuamross/buildingasocialbusiness3
• Executive/management leads• Goals and direction are convened by a chair• Suitable in regulated industries, cultures with more formal hierarchy
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
HOW DO YOU RUN IT?
• Authority given to the ‘edge’ of the organization to engage the world• Some central planning and direction provided (possibly mandated)
Blended Model
Source: Joshua Ross, Building a Social Business, http://www.slideshare.net/joshuamross/buildingasocialbusiness3
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
RETURN ON … ?
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
MEASUREMENT: THE BASICS
• Take a snapshot– Know where you stand before diving in
• “Benchmark” or “Baseline” elements:– SEO rank, acquisition costs, Facebook fans, DIGG
links, existing web traffic– Raw author contribution– Unique user activity with each tactic– Conversation rate (posts vs comments)– Tags/links to social media sitesSource: Chris Lake, econsultancy, 10 Ways to Measure Social Media Success
Source: Avinash Kaushik, Tips for Measuring Success of Your Blog
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
DON’T SAY ROI UNLESS YOU MEAN IT
ROI must take one of three forms:1. Revenue generated as a function of investment2. Cost savings3. Cost avoidance
ROI doesn’t measure value creation:– Search rank– Greater awareness– More purchase consideration– Enhanced brand strength– Stronger reputation
Source: Joshua Ross, Building a Social Business, http://www.slideshare.net/joshuamross/buildingasocialbusiness3
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
CONVERSIONS – TRADITIONAL & SOCIAL
Awareness
• Monologue• Repetition• Online:
impressions
Consideration
• “Not buying today”
• Seeking info• Online: Visits &
Leads
Purchase to Use
• Eg. Bought but boxed
• Downloaded, but not in use
Use to Opinion
• What does it take to get people to talk about your product/service?
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
OTHER TIPS
• Follow Your Followers• Tag Content• Tag People• Post Events• Post Content in Their Space
Gary Stein, 5 Ways to Communicate in Social Media
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
INTEGRATING SOCIAL TACTICS
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
FOR NEXT SESSION:
Time Permitting:
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
RESEARCH / RESOURCES
• 7 Tools to Simplify Streams: http://socialmediatoday.com/SMC/192312
• In Search of Mass Influencers: http://www.socialmediatoday.com/SMC/193044
• Creating Twitter Evangelists: http://socialmediatoday.com/SMC/193080
• Social Media for B2B: http://www.clickz.com/3640271• Models for Active User Engagement:
http://beth.typepad.com/beths_blog/2010/05/the-science-of-participation-guest-post-by-nina-simon.html
• 7 Actionable Facebook Tactics: http://www.clickz.com/3640213• Which tactic to choose?
http://personalbrandingblog.wordpress.com/2008/05/26/top-social-media-tools-for-turning-your-ebrand-into-a-powerhouse/
• Full list of resources for each tactic– http://www.seomoz.org/article/social-media-marketing-tactics
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
RESEARCH / RESOURCES
• 50 Ways to Use Social Media– http://www.web-strategist.com/blog/2008/07/15/50-ways-to-use-social-media-listed-by-objective/
• Citizen Journalism– http://vizedu.com/2009/01/citizen-journalism/
• Measurement– http://measurementcamp.wikidot.com/
• Superlist of What NOT to do with Social Media– http://www.interactiveinsightsgroup.com/blog1/superlist_of_what_not_to_do_in_social_media/
• Nonprofit Tech– http://www.nonprofittech.com/
• Beth’s Blog– http://beth.typepad.com/
• We Are Media– http://www.wearemedia.org/
• NetSquared– http://www.netsquared.org/
• Mashable– http://mashable.com/
• Blogging Data– http://www.emarketer.com/Article.aspx?R=1007027
BOTTREE DIGITAL SERVICES: HELPING YOU GET FOUND ONLINE
THANKS!USE BOTTREE …GET FOUND!
@BOTTREEWWW.BOTTREE.COM
FACEBOOK.COM/BOTTREEWWW.SLIDESHARE.NET/BOTTREE