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Here’s the dirty little secret that most people in the social media world aren’t telling you – like every other marketing channel, IT TAKES STRATEGY AND EFFORT. Just being there is not a win. Those who succeed create value, engage in meaningful conversations, demonstrate consistency, talk with (not at) customers and colleagues, and permeate authenticity every step of the way. This eBook is intended to help you lay the foundation to your social media efforts. We address the "Why?" before you should even think about the "Where?".Brought to you by DISRUPTIVE, kick-ass unconventional marketing enthusiasts.
Citation preview
Social Media
Marketing
Starter Kit
mydisruption.com
@MyDisruption
Social media is like teen sex.
Everybody wants to do it.
Nobody knows how. When
it’s finally done, there is
surprise it’s not better. – (as tweeted by) Avinash Kaushik, Google
Here’s the dirty little secret that most people
in the social media world aren’t telling you –
like every other marketing channel, it takes
strategy and effort. Just being there is not a
win. Those who succeed create value,
engage in meaningful conversations,
demonstrate consistency, talk with (not at)
customers and colleagues, and permeate
authenticity every step of the way.
In the following pages, you’ll hopefully find
some useful tips, inspiring thoughts and
experience a few “Hmm…never thought of
that before” moments. What you won’t find is
a review of individual social media channels
or down-and-dirty industry-specific strategies
(that’s for Volume II). This guide is meant to
help you lay the foundation for launching your
social media presence.
Now let’s get after it…
A marketing person should
always ask one key question
when beginning to develop a
social media strategy: how much
chaos can this organization
handle?
– Gary Stein, VP Strategy, ISOBAR
Questions to ask yourself before even opening your laptop…
What is my “social media voice” going
to be?
What are my competitors doing in this
space?
Do I have a content
creation and distribution
plan? Why would customers
engage with me online?
What is the value I
intend to provide?
What about measurement? How
will I analyze the success of my social
media efforts?
What do my existing customers / brand
advocates think about social media?
How separate do I want my personal opinions / attitudes and those of the brand to be?
Is there a difference?
What are my existing
marketing plans and
campaigns?
What is my ultimate
goal?
Should I create a social media communication plan to share with employees / outsourced
talent?
Are my current customers on social media
sites? Which ones?
Who is going to manage my social media presence?
How do I fuse my
online efforts with my
offline ones?
Am I going to use social media to attract new customers or connect with existing ones? Or
both?
Do I need to outsource any components?
How much time do I have to
commit to this?
Against which criteria will I choose the best social media channels?
But the MOST IMPORTANT question to ask is…..
WHY *HINT: The answer shouldn’t be:
“because everyone else is doing it!”
If you think you are in control,
you’re fooling yourself. As soon
as you start listening, you realize
you’re not in control. And letting
go will yield more and better
results.
– Charlene Li, author
A new version of your message has now been rebroadcast and awaits
your attention…
You
introduce
your
message
via Twitter
@Jane
responds
with a blog
post
@Bob
reacts to
@Jane’s
post on
It is no longer your message…it
is ours. Your audience will test it,
personalize it, discuss it and, if
you do it right, pass it along.
Success lies in your comfort
level with this…
Be flexible and adaptable
Be open-minded and responsive
Be authentic, honest and true to
your brand
It’s like a Choose Your Own Adventure book
You build the framework in which your
message lives
Embrace the audience’s need to
choose / customize
Help them to create new stories
New marketing is about the
relationships, not the
medium. – Ben Grossman, founder of BiGMarK
Let’s say you’ve decided to invite a group
of close friends over for a dinner party and
it is now menu planning time. Chances are
you mentally begin to ask yourself key
questions:
Who are my guests and what are
their food tastes?
Are there any vegetarians? Any
allergies?
Is this a wine or beer crowd?
How much time do I have and what
level of energy am I willing to put
into cooking?
What types of foods fall in line with
my culinary strengths?
The process for choosing which social
media sandboxes to play in is quite similar.
It involves a healthy chunk of market
insight, a dash of self awareness and a
pinch of multi-tasking prowess.
YOUR SOCIAL
MEDIA
FOUNDATION
>
THE MEDIUM
You must
find your
brand voice
Establish a
content
creation
plan
Adapt this
foundation
to social
platforms
Multi-channel living
Flexible content distribution is king
Different social media sites do not exist
in silos
Learn to cross promote and build a
cohesive and complementary artillery
You author
an article on
a hot
industry topic
You upload
the article to
your blog
You tweet a
link to the
article
You create a
How To checklist
from the
article’s content
and upload to
Slideshare
You tweet
the
Slideshare
link
You produce a
3-minute video
on the topic and
post to your
website and
YouTube channel
You tweet
the link to
your video
You include
the article and
various links in
your Facebook
updates
Flexible Content Distribution Example
Marketing is no longer about
the stuff that you make, but
about the stories you tell.
- Seth Godin, sethgodin.typepad.com
Now that you’re here…
Why should anybody interact with you?!
Need to determine distribution vehicles (e.g. blog,
Twitter, YouTube)
Engage, engage, engage
Content Creation Starting
Points
What value can I offer?
Are there any information voids
in the market place that
match up with my skills?
What are my passion points?
If you make customers unhappy
in the physical world, they might
each tell 6 friends. If you make
customers unhappy on the
Internet, they can each tell 6,000
friends.
- Jeff Bezos, CEO at amazon.com
Engagement 101 Talking
To...
Talking
With…
•Making statements
•One-size-fits-all promotions
•Spamming with offers / sales
•Arguing negative reviews
•Consistently selling
•Automated robot tweets / posts
•Infrequent communication
•Asking questions
•Customizing pitches
•Setting up clear opt-ins & opt-outs
•Frequent feedback solicitation
•Providing free resources
•Rewarding influencers and advocates
•Offering exclusive deals to followers &
friends
There is no magic bullet to social media success. There is no instant influx of new customers that results from simply signing up for the newest social site. Like everything else, it takes work, strategy, flexibility and constant reinvention. We hope you’ve found some value in these pages. If nothing else, we wanted to stress the idea that your first step in the social media game should be, ironically, a quite anti-social process – sit back, contemplate the “Why?”, determine what your goals are, and game plan how you’re going to achieve them.
Then go out and make that sh*t happen.