View
6.984
Download
3
Embed Size (px)
DESCRIPTION
Don't let tactics wag your brand. It's simple, if you don't know "why" you are doing something... don't do it. Yes mobile apps, Facebook brand pages and Twitter are alluring to say the least. I'm not saying don't do it, just know why before you do it.
Citation preview
©2011 22squared
Why is strategy being left out?April 28th, AAF Knoxville, TN
Friday, April 29, 2011
©2011 22squared
1. Maybe they’ve forgotten the difference between strategy and tacticsWhy is strategy being left out?
Friday, April 29, 2011
©2011 22squared
1. Maybe they’ve forgotten the difference between strategy and tacticsWhy is strategy being left out?
vs.Strategy Tactics
Friday, April 29, 2011
©2011 22squared
strat·e·gy/ˈstratəjē/Noun1. A plan of action or policy designed to achieve a major or overall aim.2. The art of planning and directing overall military operations and movements.
Strategy is when you have a plan to accomplish something. From beginning to end if you are prepared
and focus on your plan that's having a strategy.
Friday, April 29, 2011
©2011 22squared
Tactics are the specific actions, sequences of actions, and schedules you use to fulfill your strategy. If you have more than one strategy you will have different tactics for each.
tac·tics /ˈtaktiks/Noun1. An action or strategy carefully planned to achieve a specific end.2. How you will achieve your strategy and when.
Friday, April 29, 2011
©2011 22squared
Brand Strategydigital&social
Friday, April 29, 2011
©2011 22squared
It’s like going on a road-trip, when you don’t know where you’re going or why?
STRATEGIC GAP
Friday, April 29, 2011
©2011 22squared
1. Why social? (follow your brand, not your competitors)
10 Questions to ask yourself2. How can this channel benefit my brand/customer?3. Who do I admire (socially)?4. What area of my business needs the most help?
6. Where do I start? (Should vs. Could)5. What’s being said about my brand, product or service?
7. What platforms are most relevant?8. How do I position my brand?9. What assets do I have vs. need?10. What does success look like and how do I measure it?
Friday, April 29, 2011
©2011 22squared
Don’t let tactics wag your brand.
By Sunday, Sept. 13. 2009 Woody hit the proposed 500,000 Facebook fan markhttp://slidesha.re/socialbad
T.G.I.F? or... T.G.(we’re not).F?
Tactics
Strategy
Friday, April 29, 2011
©2011 22squared
Takeaway: Get to know your audience.Post like a friend, not a brand.
Friday, April 29, 2011
©2011 22squared
WOW!
Friday, April 29, 2011
©2011 22squared
Brand Mission Aspirational (True North)
Platform TacticsPlatform Tools
Platform ContentMeasures+Metrics
ApproachEfficiencies & ScaleInformation/AssetsValidate/Inform/Adapt
STRATEGIC GAP
Why do some brands to start here?
Friday, April 29, 2011
©2011 22squared
Brand Mission Aspirational (True North)
Platform TacticsPlatform Tools
Platform ContentMeasures+Metrics
ApproachEfficiencies & ScaleInformation/AssetsValidate/Inform/Adapt
Why do some brands to start here?
Friday, April 29, 2011
©2011 22squared
Brand XWe are going to “Do Facebook”
We are going to “Do Social Media”We are going to
“Do Twitter”
(sound familiar?)
Friday, April 29, 2011
©2011 22squared
Please Don’t
Friday, April 29, 2011
©2011 22squared
Brand Mission Aspirational (True North)
Platform TacticsPlatform Tools
Platform ContentMeasures+Metrics
ApproachEfficiencies & ScaleInformation/AssetsValidate/Inform/Adapt
(Future State) Vision (Plan) Strategy
Identified PlatformsPlatform Priority
Platform Strategy
Reason for BeingHigh-Level Goals & ObjectivesRelevanceValue & ImpactSpecific Goals & ObjectivesST
RATEGY
If you’re going to “Do” anything, do this...
Friday, April 29, 2011
©2011 22squared
There has to be a reason...
Friday, April 29, 2011
©2011 22squared
Told you there was a reason :)
Friday, April 29, 2011
©2011 22squared
If you know where you’re going (and why) all you need is a plan on how to get there.
Friday, April 29, 2011
©2011 22squared
Brand Vision Statement
Zappos Vision
Best Buy Vision
Delivering happiness to customers, employees, and vendors
Develop customer service outreach through social media
BWW Vision
Provide the ultimate social experience for sports fans
What’s Yours?A Typical vision statement is a more specific, 2-4 sentence
overview of your company. It describes your purpose, values
and your desired future state or your company.
Things to think about...1. What’s the company purpose? What do you do for your customers?
2. What values does the company and your employees embody?
3. Where is the company headed? How will it grow?
(new commitments, services etc...)?
Friday, April 29, 2011
©2011 22squared
Want to know aSecret?
Friday, April 29, 2011
©2011 22squared
People nor departments are “responsible for social”
...the strategy is.
Friday, April 29, 2011
©2011 22squared
Vision StatementSOCIAL
Mission StatementBRAND
Platforms + Tactics + Measures
Strategy
The Plana.k.a
Friday, April 29, 2011
©2011 22squared
1. To generate word of mouth advocacy2. Develop brand loyalty and build closer relationships with customers3. Address customer care issues4. Educate customers and media about company-related issues5. Support product/service sales and events
Top Reasons Brands Are Investing In Social...
Source: FedEx Social Brand Study
Why Social?
Friday, April 29, 2011
©2011 22squared
__________My Brand.
______My Advocates.
Serve or Amplify?
Earn or Activate?
1.
2.
Start Here...
Friday, April 29, 2011
©2011 22squared
EarnActivate
Amplify
ServeGreat job of serving their customer by activating their employees @twelpforce
Brand positioning indicates how these brands may have entered into social media. Where they move from here depends on how their customers need them most over time.
Where should your brand start?
Friday, April 29, 2011
©2011 22squared
FacebookTwitterOpinions/Reviews (Yelp!)Social Coupon SitesYoutubeLinkedInMobile - LBSMobile - SMSMobile - ApplicationsMobile - Search/DisplayE-mail...and MORE!
Identify & Prioritize
Platforms
So many choices, I can’t read all of the tiny logos anymore ;)
Let your strategy prioritize your platforms
Friday, April 29, 2011
©2011 22squared
Mission. Strategy. Tactics. Activation.Brand Social Goals Objectives Tools Platforms Content Experiences
Measure. Report. Adapt.
Putting it all together...
Friday, April 29, 2011
©2011 22squared
Now that you’ve answered all of the important questions for you brand, now you can do cool sh!t like this...
Friday, April 29, 2011
©2011 22squared
(case study: video)
Friday, April 29, 2011
©2011 22squared
Yes, that was cool :)(remember, even the biggest brands aren’t always successful)
Friday, April 29, 2011
©2011 22squared
Failure is eminent.
embrace it.
Friday, April 29, 2011
©2011 22squared
What mobile app company failed 51x before they found success?
Friday, April 29, 2011
©2011 22squared
What retail brand pissed-off an entire country?
Friday, April 29, 2011
©2011 22squared
Making your brand too social can put your brand at risk.
Friday, April 29, 2011
©2011 22squared
Brand actions are amplified for both the good and the bad that you do.
Friday, April 29, 2011
©2011 22squared
When done right you may be surprised at the results...David and Goliath
Friday, April 29, 2011
©2011 22squared
4.5MM Likes
3MM Likes
2MM Likes1MM Likes
Friday, April 29, 2011
©2011 22squared
3MM Likes
2MM Likes1MM Likes
4.5MM Likes
Leading by Example...We couldn’t have achieved such FANomenal success without both our fans and a strategy
Friday, April 29, 2011
©2011 22squared
Our agency is dedicated to igniting and sustaining brand advocacy. We do this by creating “work that talks.”
Work that talks™
The next slide is a little video on the power of advocacy, enjoy...
Friday, April 29, 2011
©2011 22squared
(advocacy: video)
Friday, April 29, 2011
©2011 22squared
1. Be strategic, not just experimental2. Listen to what they want3. Have a goal, set some benchmarks4. Develop a conversation strategy worth having5. Post like a friend, not like a brand6. Recognize your fans/followers awesomeness7. Use good content to drive conversation8. Leverage P.O.E.M. to grow likes (paid. owned. earned. media)
9. Define success, know when you did well10. Define value, and make a di!erence
In Summary...
Friday, April 29, 2011
©2010 22squared
F I N A N C I A LA U T O C P G
G R O C E R YCASUAL DINING/QSRT R A V E L / T O U R I S M
N O N P R O F I TR E T A I L / F A S H I O N
Museum of Art
A L E
22squared: Our Clients
T E L E C O M / E N T
My Contact Info
Thank You.
David Rollo
22squaredSVP, Digital/Social Strategy
Twitter: @iRolloEmail: [email protected]
Friday, April 29, 2011