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

www.marketingsavant.com 888.989.7771 The MarketingSavant Group

The MarketingSavant Group

Developing a Social Media Strategy That Makes Sense! 12 Steps to Social Media Success The MarketingSavant Group

www.marketingsavant.com

888.989.7771

[email protected]



For help with your Social Media Strategy, download our free Social Media Strategy Workbook!

Questions or comments?

Tweet with me!

@danavan

Dana VanDen Heuvel

President, MarketingSavant

http://marketingsavant.com/resources/papers/


http://www.twitter.com/danavan




Upcoming Webinars

Wed, April 6, 2011 | 9:30 AM PST / 11:30 AM CST / 12:30PM EST

60 Social Media Marketing & Promotion Ideas in 60 Minutes In the 60 Social Media Marketing & Promotion Ideas in 60 Minutes webinar, we’ll take a “social media lightning round” approach and cover 6o real world promotional ideas that you can use in social media. This webinar is really geared for just about anyone. B2B marketers will find ideas, local retailers will find ideas, non-profits will walk away with something and even government agencies might learn something about connecting with their communities through social media. We’ve drawn examples from our own cases and clients as well as examples from around the web and from brands of all sizes and market segments. If you’re looking for a real kick in the pants, you’ve got to check out this webinar. You’d better sit down for this one, as it’s going to go quick, but you’re guaranteed to leave with at least a few ideas to make the hour well worth your while!

www.marketingsavant.com/webinars

http://www.marketingsavant.com/webinars



Upcoming AMA Courses

Visit: www.marketingsavant.com/training-courses/ama-courses/

http://www.marketingsavant.com/training-courses/ama-courses/







A Word From Our Sponsor MarketingSavant Services:

• On Site Corporate Social Media Training

• Social Media & Marketing Services

• Outsourced Social Media

• SM Strategy

• Content Development

• Coaching, guidance and good advice



About Dana VanDen Heuvel

Dana VanDen Heuvel is an award-winning marketing blogger, author of the American Marketing Association's Marketech Guide to Marketing Technology and the MySpace, YourSpace, TheirSpace Guide to Social Network Marketing and the creator of the AMA's 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 nation's 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 Dana's blog at www.marketingsavant.com.

The MarketingSavant Group is a specialist company that focuses on transforming our clients into the preeminent thought leaders and trusted advisors in their industry. Through our thought leadership marketing approach and deep experience in digital and social media marketing we do extraordinary work for B2B clients to move your entire organization beyond the competitive realm and into the unique niche of industry thought leader. We focus on genuine organizational transformation through marketing, innovation, intellectual capital development and not on producing a campaign that’s 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 do well by doing good, and we like to work with clients who share our philosophy.

http://www.marketingsavant.com/





http://www.marketingsavant.com/services


Source: What the F**k is Social Media http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-later


Source: What the F**k is Social Media http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-later


93% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD HAVE A PRESENCE IN SOCIAL MEDIA.

85% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD GO FURTHER THAN

JUST HAVING A PRESENCE ON SOCIAL SITES & SHOULD ALSO INTERACT WITH

ITS CUSTOMERS.

Cone, Business in Social Media Study, September 2008

Cone, Business in Social Media Study, September 2008



Don’t Commit Random Acts of Social Media Marketing!



Where Buyers Go First

Source: Rain Today



Take the Long View

• Most businesses are quick to test tactics, but aren’t taking a larger strategic view

• So…most are doomed to underperform

• Or worse: CNET estimated that 50% of social media campaigns launched by Fortune 100 companies this year will fail



Define the Social Media Strategy

1. Outline Your Objectives

2. Risk Profile

3. Define Your Audience(s)

4. Social Media Content

5. Determine Integration Points

6. Culture Change and Adaptation?

7. Enterprise Social Media Assessment

8. Policy / Protocols

9. Choose Social Channels (Tools & Tactics)

10. Capacity and Commitment

11. Social Media Systems

12. Measurement



Social Media Strategy

1) 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 project

4) How will we know when we get there? (metrics) 1) Objective or subjective measures 2) Qualitative or quantitative 3) Indication of progress

5) What’s the value of accomplishing your objectives? 1) Demonstrable value 2) Represents actual improvement in the current conditions



Common Social Media Objectives

• Research and Learning • Lead generation • E-commerce sales • Store traffic • Increase Brand or Issue Awareness • Reputation management • Get your fans to talk about you (word of mouth) • Content Generation and Issues Awareness • Increased Relevant Visitor Traffic and Page Rankings • Take Action (sign petition, send email, leave comment,

etc)



Write the Strategy

• Objective: Develop a clear strategy statement for your plan.

• Activity: Define the core plan elements.

• Outcome: Be clear about what the plan entails and the expected outcome.



Define the Social Media Plan


2. Risk Profile










12. Measurement


Balance Risk & Reward



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 partner





2. Risk Profile










12. Measurement



Define the Audience

• Objective: Define the behavioral characteristics of the target audience for your selected organization.

• Activity: Review audience demographics.

• Activity: Build reliable buyer personas

• Outcome: Be clear about the makeup of the audience.



Buyer Personas bring focus



But…what should we do next?

Social Media + Path to Purchase

Source: Ogilvy





2. Risk Profile










12. Measurement



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 activities…starting to feel a lot more like publishing.



• Audit • Analyze • Strategize • Categorize • Structure • Create • Review • Approve • Publish • Update • Archive

Content can be more complicated than we want to accept or believe.

Types of Assets – More Than You Think?

Example: Technology Company

14 Brand families 12,732 Products and services 6 Broad go-to-market themes 42 Industry solutions 6.1MM Web pages 349 Case studies 1,942 Product data sheets 431 White papers 109 Webcasts 31,000 Press articles 219 Events with presence 13 Major sponsorships 432 Active employee blogs 395 Print ads 17 TV spots 421 Major global partners 227 HR initiatives 28 Languages

Example: Technology Company’s Assets



Publish on Schedule – “1-7-30-4-2-1”

• 1 = Daily

• 7 = Weekly

• 30 = Monthly

• 4 = Quarterly

• 2 = Bi-Annual

• 1 = Annual

Source: FusionSpark Media http://www.fusionspark.com/blog/2009/10/13/content-marketing-secrets-part-iii-easy-as-1-7-30-4-2-1/





2. Risk Profile










12. Measurement



Social Media Integration

• Objective: How will your social media strategy support and enhance your existing communication strategy?

• Activity: Map Social Media to existing channels and tactics.

• Outcome: Be precise about were social media fits in to your overall communication plan.


Social Media Channels

Social media is part of an Integrated Marketing Communication program.

Integrated Campaigns

Social Media

Magazines

TV and Radio

Direct Mail Online

Advertising

Conversion (Engagement)

COLLABORATIVE TOOLS

BLOGS

VIDEO

PERSONAL SOCIAL NETWORKS

MICROBLOGS

EMAIL (BACN)

SMS

AUDIO (PODCAST)

WIKIS

EVENTS WHITE-LABEL SOCIAL NETWORKS

PHOTOS



Brooklyn Museum/ Integration

• Feature: The Brooklyn Museum

Integrated Campaigns

Social Media

Magazines

TV and Radio

Direct Mail Online

Advertising



Integrate, Integrate, Integrate





2. Risk Profile










12. Measurement



Culture Change & Adaptation

• Objective: a. How will you get your organization to embrace your social media strategy?

– Can you think of any internal champions to drive it forward?

– How will you address any fears or concerns?

• Activity: Determine any barriers to social media success.

• Outcome: Social media “anchored” within the organization.



Social Media Requires Change Management

• Urgency! • Guidance & governance • Vision • Communication • Empowerment &

enablement • Campaign wins +

competence development • Build institutional

processes • Create Social Media

Center of Excellence





2. Risk Profile










12. Measurement



The Social Enterprise



Social Media Touches All Departments

• Business Development – Field of membership – Member education – Youth education

• Corporate Communications – Media relations – Public relations – Cause-related marketing

• Human Resources – Employee recruitment and retention – Rules and regulations – Policies

• Legal / Risk Management – Risk management – Member data integrity – Security

• Marketing – Sales – Support of other departments’ objectives

• Management Information Systems – Technology – Infrastructure (IT) – Security

• Member Contact Center – Service – Sales – Satisfaction

• Member Service – Service – Sales – Satisfaction

• Sales – Prospect development – Lead nurturing – Content curation

• Training – Employee skill sets and knowledge base

(ongoing) – New product/service launches – Regulation training





2. Risk Profile










12. Measurement


Why have a social media & blog policies

• New media channels and internet services have changed the way we communicate – Personal information at display on blogs, Facebook etc.

– The line between the personal and the professional sphere gets blurred.

– Corporate information available from lots of sources.

– Users spread information about brands, products and companies.

• Internet allows viral spread of information – Bad news travel fast.

– Good news can also travel fast.

– Media and the blogosphere influence each other.

• http://socialmediagovernance.com/

http://socialmediagovernance.com/



A good social media policy will…

• Educate as well as guide

• Provide instructive input to equip people with basic new media knowledge

• Complement an existing code of conduct

• “Educate on”, respect and enforce privacy guidelines

• Set constructive boundaries



Develop a First Responder Program

• Be transparent. Be open and honest in all communication.

• Be ethical. Live by the WOMMA Practical Ethics Toolkit

• Be relevant. Share information and perspectives that are valuable to the online community

• Personalize and be personable.

• Address negative discussion head-on.

• Court evangelists & advocates.

Even if you’re not ready to join the conversation, it pays to have a sound strategy for dealing with any social media conversation taking place about your brand.





2. Risk Profile










12. Measurement



Social Media Isn’t Just a Set of Tools…

Blogs Widgets Micro Blogs Online Chat RSS Social Networks Social Bookmarks Message Boards Podcasts Video Sharing Sites Photo Sharing Sites Virtual Worlds Wikis Local Search

(…just to name a few)


Hub and Outpost social media architecture



Connecting Content with Consumers

Source: Ogilvy



• Based on the identified business objectives and audience characteristics, prioritize and choose three applicable social channels for your selected organization.

• Or… go simple and do the One-One-One approach

Exercise: Choose Channels



Define the Tactics

• Objective: Develop a clear tactical outline for your plan.

• Activity: Define the core plan actions.

• Outcome: Be clear about how the plan is to be put into action.

• (We will complete this exercise in class)



Social Media Tactics

• Answer common customer questions

• Share insight and opinion

• Pass on interesting links/posts

• Tweet links showing your company featured on other Web sites or mainstream media

• Tweet often to keep your brand in customer’s top of mind

• Share high quality content that is relevant to your customers needs

• Share information about your organization that customers, colleagues and others may be interested to know

• Promote competitors when they deserve it

• Tweet links to Slideshare presentations or videos of speaking engagements.

• Promote upcoming speaking engagements

• Mention awards you’ve won or accreditations you’ve earned

• Be the one to break the news in your industry

• Livetweet events

• Do free market research to see what people want/don’t want

• Conduct Twitter polls to quiz consumer opinion

• Learn about what’s working/not working for your competitors

• See how your competitors are interacting with customers

• Offer discounts, coupons or special offers to customers who find you via social media

• Offer discounts on conferences for folks who come to hear you speak

• Show your human face

• Talk about what you’re doing

• Talk about who you are

• Talk about why you do what you do

• To get blog subscribers

• Direct traffic to your site

• Find referrals

• Offer referrals

• Connect vendors to one another

• Hold contests

• Highlight employees

• Publish your Twitter handle on all direct mailings, email newsletters, on your Web site and all other marketing channels. Put it everywhere

• Promote your latest blog posts and newsletters

• Admit and apologize for flubs to help neutralize the impact

• Ask for votes on social media sites (use sparingly)

http://www.slideshare.net/





2. Risk Profile










12. Measurement



Capacity and Commitment

• Objective: Who will implement your organization’s social media strategy? – Can you allocate a minimum of five hours per week to

your strategy? – Do you need any outside expertise to help implement

your strategy? – (Do they know your intentions?)

• Activity: Determine who will do your content updates and social media engagement.

• Outcome: Social media point person(s) in the organization.



Time Commitment


It Can Also Be Distracting… • Why you must have a

strategy in place

• Mobilize your volunteers, donors, advocates and everyone else to help with social media efforts





2. Risk Profile










12. Measurement



The Blogging Process



Marketing Map





2. Risk Profile










12. Measurement



Measurement Basis/ROI

• Objective: Develop a clear baseline against which and ROI will be determined.

• Activity: Define the core metrics.

• Outcome: Be able to measure, refine, and produce a defensible ROI.

• (We will complete this exercise in class)



Social Media Dashboard

SOCIAL MEDIA IMPACT

Source: Oliver Blanchard “The Basics of Social Media ROI”



Social Measures

• Participation • Sales • Registrations • Referrals • Links (the currency of the

social web) • Votes • Reduction in costs and

processes • Decrease in customer issues • Lead generation • Conversion • Reduced sale cycles • Inbound activity


PARTICIPATION

The Global Social Media Check-up, Burson-Marsteller, 2010







2. Risk Profile










12. Measurement



Take Lessons from Leading Brands

• Deputize people throughout the organization • Understand each channel’s unique engagement • Find champions • Centralize coordination • Be in it for the long haul • Pick channels carefully • Fish where the fish are • Support engagement as an extension of company culture • Encourage employees to use social media to get work done • Make social media part of the job • Modularize and Synchronize across channels (activity

streams) Source: Altimeter Group



For help with your Social Media Strategy, download our free Social Media Strategy Workbook!

Questions or comments?

Tweet with me!

@danavan

Dana VanDen Heuvel

President, MarketingSavant







Upcoming Webinars

Wed, April 6, 2011 | 9:30 AM PST / 11:30 AM CST / 12:30PM EST

60 Social Media Marketing & Promotion Ideas in 60 Minutes In the 60 Social Media Marketing & Promotion Ideas in 60 Minutes webinar, we’ll take a “social media lightning round” approach and cover 6o real world promotional ideas that you can use in social media. This webinar is really geared for just about anyone. B2B marketers will find ideas, local retailers will find ideas, non-profits will walk away with something and even government agencies might learn something about connecting with their communities through social media. We’ve drawn examples from our own cases and clients as well as examples from around the web and from brands of all sizes and market segments. If you’re looking for a real kick in the pants, you’ve got to check out this webinar. You’d better sit down for this one, as it’s going to go quick, but you’re guaranteed to leave with at least a few ideas to make the hour well worth your while!

www.marketingsavant.com/webinars

http://www.marketingsavant.com/webinars



Smile if you liked it!



888.989.7771

[email protected]

Thanks You for Attending!



Developing a Social Media Strategy That Makes Sense! 12 Steps to Social Media Success The MarketingSavant Group


888.989.7771

[email protected]



About The MarketingSavant Group

The MarketingSavant Group is a specialist company that focuses on developing our clients into the preeminent thought leaders and trusted advisors in their industry. Through our thought leadership marketing approach and deep experience in digital and social media marketing we do extraordinary work for B2B clients to move your entire organization beyond the competitive realm and into the unique niche of industry thought leader. We focus on genuine organizational transformation through marketing, innovation, intellectual capital development and not on producing a campaign that’s merely a quickly forgotten flavor-of-the-month tool. MarketingSavant helps clients leverage thought leadership and social media marketing through precise strategy development, targeted user-centric research, expert resource engagement for content creating and distribution, all using our proprietary Thought Leadership Marketing methodology. Like the thought leading clients we work with and in the spirit of the social media tools we employ, MarketingSavant is a transparent, honest, professional, credible, driven, responsive, hard working, open-minded, and results-oriented team that serves our clients with the utmost integrity and respect and treat their business and success as our own. Our value-forward approach means that our first priority is delivering wisdom to our clients and prospects to make us all better marketers and servants to the customers who trust us. 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 do well by doing good, and we like to work with clients who share our philosophy. MarketingSavant’s offerings range from thought leadership strategy development, training and workshops, campaign management, customer community development and anything else that helps to position you as the preeminent thought leader in your industry. Contact us if you’re interested in become your industry’s thought leader!




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