Post on 28-Jan-2015
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Executive Strategy:Social Media Marketing
Andrew Krebs-SmithVice President, Founder
Social Fulcrum
Saturday, December 18, 2010
Scott Pilgrim T-Shirts
• 12,000 Facebook Fans
• 2,000 Twitter Followers
• People begging for product before it was even manufactured
• Budget: $500 + Time
Saturday, December 18, 2010
Warman Homecare
• 3 Facebook Fans
• Budget: $3,000/month
Saturday, December 18, 2010
The Difference
• Research
• Strategy
• Adjustments
Saturday, December 18, 2010
Goals for today
• Quick Social Media/WOM 101
• Review Materials
• Emphasize measurement
• Show innovative/strategic uses of social media
• Show process and metrics
Saturday, December 18, 2010
Short Personal Chronology
• Facebook launched the year I was a Freshman in College
• Graduated from Loyola in 2007
• Advertising, Public Relations, Marketing
• First job in Word of Mouth Marketing at advertising agency
• Laid off - started consulting
• Director of Word of Mouth Marketing
• In 18 months: Grew dept from one person experiment to 15% of agency revenue, 1/3 of agency personnel, 25% of agency profits
• Recently started my own marketing company in New York
Saturday, December 18, 2010
Wide range of experience
• Pfizer
• Texas Instruments
• Ocean City
• Slacker Hero
• Robert Andrew Salon
• Strayer University
• National Chicken Council
• Chesapeake Bay Trust
• Bayer
• Meritain
• CMD Outsourcing
• Warman
• Zoysia Farm Nurseries
• Severn Savings Bank
• Bozzuto Group
• Mariner Bay
• Roseda Beef
• Patrice and Associates
• Carol for a Cause
• Baltimore Convention and Visitors Association
• Designer Chatter
• Sugarloaf Mountain Vineyard
• Prometric
• Prometrics
• 7 Oil Co.
• Television News Center
• Robroy & Co
• NSI Partners
• Rosenthal Partners
• Alexander + Tom
• MGH
• The Cyphers Agency
• American Chemistry Council
• American Nurses Credentialing Center
• American Nurses Association
• Forge Academy of Strength Training
• Frederick Ward and Associates
Saturday, December 18, 2010
WOM concepts
• Credible
• Consumer vs. Company
• Interactive
• Glazed eyeballs vs. targeted interactive
• Exponential
• It’s cheaper to have 1,000 people tell 10 people than to reach 10,000 people
Saturday, December 18, 2010
Old Spice• 40 Million views within 4 days of YouTube
campaign
Saturday, December 18, 2010
United Breaks Guitars
Saturday, December 18, 2010
More than just Facebook and Twitter
• Social Networks (FB, Twitter, Linkedin)
• Huge audiences, lots of opportunities
• Review Sites (Yelp, Tripadvisor, RateMyProfessor)
• Where negative sentiment lives
• Online Forums (NASIOC, CityData)
• Niche communities
• Insight into consumer perceptions, habits, motivations
• Sometimes not accessible by search engines
• Q&A Sites (Yahoo Questions)
• Public medium, well-optimized
• Social Bookmarking (stumbleupon, del.icio.us)
• SEO
• Social Voting (digg, Reddit)
• Traffic drivers
• Influencers
• Media Networks (YouTube, Flickr)
• Awareness, visibility, SEO
Saturday, December 18, 2010
More than just promotion
• Advertising
• Search Engine Optimization
• Being more visible
• Negative sentiment
• Public Relations
• Crisis hedging/management
• Market Research
• Customer Service
• Comcast, Strayer University
• Sales, Lead Generation
• Self-identified prospects
• High conversion rates
• “Pull” strategy to get in front of decision makers
Saturday, December 18, 2010
Social Media ROI
• What were your impressions?
• What was illuminating?
• What did you disagree with?
Saturday, December 18, 2010
One Critique
• Only focuses on one strategy
• Produce content, build audience
Saturday, December 18, 2010
Main Points
• Think more broadly about “costs” and/or “return”
• ROI can only be used in certain instances
• Results can always be measured
Saturday, December 18, 2010
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Main Points
• Internet Ad spend out of line with time spent
• Under-monetized Facebook Advertising
Saturday, December 18, 2010
Different B2B Uses
• Sales Outreach
• Business intelligence “ammo” for sales team
• Credibility and positioning for thought leadership
• Training more employees to spread company message and thus increase awareness
• Service offering in certain cases (consulting, marketing, training services, etc.)
Saturday, December 18, 2010
Different B2B Uses
• Sales Outreach
• Business intelligence “ammo” for sales team
• Credibility and positioning for thought leadership
• Training more employees to spread company message and thus increase awareness
• Service offering in certain cases (consulting, marketing, training services, etc.)
Saturday, December 18, 2010
B2B “Wellness” Case
CHALLENGE:
• Wellness company offering $100M-$500M companies programs to decrease health insurance costs
• Needed to reach C-Level executives
Saturday, December 18, 2010
IMPLEMENTATION:
• Built LinkedIn profile
• Used list of 50 prospects to build our network
• Connected with anyone that would get us closer to the 50 prospects
• Sent message to all 50 prospects
• Messaging was custom to each prospect
RESULTS:
• 80% delivery rate
• 25% looked at white paper
• 3 Leads (meetings)
B2B “Wellness” Case
Saturday, December 18, 2010
Different B2B Uses
• Sales Outreach
• Business intelligence “ammo” for sales team
• Credibility and positioning for thought leadership
• Training more employees to spread company message and thus increase awareness
• Service offering in certain cases (consulting, marketing, training services, etc.)
Saturday, December 18, 2010
B2B Measurement
• Company that outsources customer service for higher education (financial aid dept, registration, etc.)
• Initially hired me to research list of 50 prospects so we could write about the issues they were discussing via social media
• Not research-based strategy
Saturday, December 18, 2010
B2B Measurement• I looked into customer sentiment at target list of
prospect schools
• Found “ammo” for their sales team - negative comments about financial aid departments, registration depts, etc.
• Instead of “Hi, I think our services might be useful,” they now say “We know you have a problem. You’ve had 7 negative comments about your registration dept this month. Let us help solve the problem and save you money in the process.”
Saturday, December 18, 2010
Usual Drivers• Specific Problem
• Negative reviews
• Specific Objective
• Increased sales
• Positioning
• Our competition is doing it
• “shiny object”
• Everyone says this is important
• Curious re: New Opportunities
Saturday, December 18, 2010
Stages of social media awareness
• Another flash in the pan
• Maybe for them, not for us
• Our competition is doing something, why aren’t we?
• Let’s build a Facebook/ Twitter Page
Saturday, December 18, 2010
But Ideally...
• Don’t jump into things
• Let’s figure this out ourselves
• What is the situation? Research.
• Create a plan. Create a team. Create goals.
• Adjust, measure, repeat.
Saturday, December 18, 2010
Measurement
• Every campaign should start with measurement of some kind, whether anecdotal or quantitative.
• Many tools available for $1,000 / month
• Don’t take results at face value. Dig, filter, be critical. You will emerge with a holistic view of the situation.
Saturday, December 18, 2010
Power of LinkedIn
Saturday, December 18, 2010
Robert Andrew Salon and Spa
• Situation: Negative reviews, first page Google results
• Solution: Positive Reviews via ambassador program
• ROI untrackable, but undeniably effective
• How much would you pay to correct a similar issue?
Saturday, December 18, 2010
NCC Situation
• NCC Marketing Budget decreased to $50,000 over the last 10 years
• Less members, less dues
• Food pages dissapearing
Saturday, December 18, 2010
National Chicken Council
• Goals
• Build relationships directly with consumers
• Public relations to promote chicken
• Crisis communications planning
• Objectives
• Garner 1,000,000 recipe impressions
• Create relationships with 5 prominent food/chicken bloggers
• Create active Facebook community of 10,000+ members
• Increase website traffic
Saturday, December 18, 2010
Strategy• Gather audience of evangelists
• Leverage recipe value combined with individual response value
• Find online influencers, build relationships
• Offer value, leverage as needed
Saturday, December 18, 2010
Implementation• Simple, effective, long-term Facebook Fan Page ad
• Respond to large volume of people tweeting about:
• Recipes for dinner/lunch
• Other ways to cook chicken
• Create relationships with food bloggers
• We offered to promote their blog on Facebook page
• Send bloggers “chicken gear”
Saturday, December 18, 2010
Other...• Chicken Video Contest
• Promoted by entrants
Saturday, December 18, 2010
Results (12 months)• 30,000+ Facebook fans
• 500+ recipes distributed directly to people asking for recipes
• 20+ Blogger relationships
Saturday, December 18, 2010
The Shrimp IndustryWished it had a Facebook page with 30,000 fans
Saturday, December 18, 2010
How we did it
• Strategic, planned usage
• Facebook - gather audience
• Twitter - build relationships
• Bloggers - build relationships
• Contest - exponential awareness
• Adjustments based on data
• What data?
Saturday, December 18, 2010
Metrics
• Depend on each campaign
Saturday, December 18, 2010
Report Template
• Level 1 - Impressions
• Level 2 - Audience
• Level 3 - Interaction
• Level 4 - Site Traffic
• Level 5 - Sales (or lead conversion)
Saturday, December 18, 2010
Examples
Saturday, December 18, 2010
If you are going to use Social Media...
• Research is a valuable investment
• Set Goals, Objectives, Strategy
• Measure
Saturday, December 18, 2010
Here’s what I do when someone says “I want social media” or “I have a
specific problem”• Find out what’s being said
• About Industry
• By Competitors
• By Customers
• By Audiences
• By Employees/Company
• What are possible assets?
• Where are target audiences?
• What is the budget?
• What are the goals and objectives? How can we measure them?
• Are there influencers?
• Act like a consumer. Perform a google search
Saturday, December 18, 2010
What should you look for?
• Influencers
• Bloggers
• Twitter users
• Communities
• Online Forums
• Industry-specific communities
• Demographic-specific communities
• Interest-based communities
• Targeting
• Facebook Ads
• Meetup
• Consumer Experience
• What comes up in a search?
• Reviews?
• Directories, local lists
• Search engine optimization
Saturday, December 18, 2010
Then I look at specific locations
FacebookTwitterMeetupBlogs
ForumsNing
Q&A Sites
LinkedInFlickr
YouTubeSlideShare
Review SitesEvent SitesExaminer
Saturday, December 18, 2010
And I use that to develop an “Online SWOT”• Strengths
• Innovative use (e.g. Comcast)
• Social-savvy target audience
• Weaknesses
• Strict regulations (e.g. pharma, banking)
• Opportunities
• Lots of positive discussions regarding product/brand/industry
• Easily reachable communities
• Threats
• Political implications
• Negative sentiment
• Bad customer experiences
Saturday, December 18, 2010
Why SM might make sense for your company
• Big marketing pieces already in place
• Available resources (time, people, money, partnerships)
Saturday, December 18, 2010
My two cents
• There are opportunities in social media for every company
• There are opportunities in word of mouth marketing without using social media
• Just because there are opportunities doesn’t mean you should spend money there
• Social Media can be used for more than just promotion, and more than just marketing (but it’s usually marketing in some form because it’s all public)
Saturday, December 18, 2010
Two more cents• Building “social” real estate (or communities) takes time
• Return is not immediate, nor linear
• Implementation/management usually works best internally for larger companies
• Usually the cost of measuring ROI dissuades companies from measuring it
• Spend money at the beginning to determine (1) if there are opportunities and (2) if so what is the situation/strategy? Alot of companies want ROI from the outset, and don’t want to pay to “figure things out”.
Saturday, December 18, 2010
Main tenets of social media strategy
• Find your audience
• Align strategy with your brand
• Create objectives
• Measure results
• Adjust based on metrics
Saturday, December 18, 2010
For more information
• Read December Harvard Business Review
• Read Mashable (blog)
• WOMMA.org
• andrew@socialfulcrum.com
Saturday, December 18, 2010
Questions?
Saturday, December 18, 2010
The End
Thanks!
Andrew@SocialFulcrum.com
Saturday, December 18, 2010