Bma strategic thinking_for_social_media_marketing_success

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Strategic Thinking for Social Media Marketing Success

with Suse Barnes of

Susby Internet Solutions

May 22, 2012


Introductions

• Who is Susby?• Who are you?

– Solopreneurs– Consultants– Marketing Managers– CMOs– Community Managers– Using Social Media– New to Social Media


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What is the web today?


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The Funnel has Reversed

We (consumers) have a voice.I.e. Your customers have something to say,and, people are listening to each other


New Media Marketing?

Traditional Marketing– Broadcast– Big Budget– Mass Media,

One to Many– Brand Equity– ROInvestment

Traditional Marketing– Broadcast– Big Budget– Mass Media,

One to Many– Brand Equity– ROInvestment

Social Media Marketing– Personal Conversations– Smaller Budget– One to One, One to

Many, Many to Many– Brand Ambassadors– ROInfluence

Social Media Marketing– Personal Conversations– Smaller Budget– One to One, One to

Many, Many to Many– Brand Ambassadors– ROInfluence


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Is content still king?

Communication?

Entertainment?

Source: Hubspot


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• Listening• Sharing• Participating• Voting• Communicating• Connecting• Collaborating

Social + Media = We are the media


The 4 P-Shift

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RODUCTRICELACEROMOTION PEOPLE

ROXIMITYROMISESARTNERSHIPS


http://www.youtube.com/watch?v=x0EnhXn5boM

Why do we need to participate?


It’s not a sprint…


It’s a marathon


“Failing to plan is planning to fail.”- Winston Churchill


How to develop a winning social media strategy:

• What is your goal?– Finishing, winning, beating your PR?

• Who are you?– Fit, fast, slow, strong, weak, injured, confident?

• How do you plan to accomplish the goal?– Strategy? Pre-race, in-race, post-race

• Are you ready?– Resources: Shoes, food, training


How to win (your marathon):

1. Identify a clear and realistic goal.2. Know yourself, SWOT.3. Create a plan.4. Implement the plan and be flexible.5. Reflect and refine for next time.


1. Define the goal

• Is it attainable?• When will you achieve it?• How long will it take to accomplish?• What will success look like?• How will you measure that success?


2. SWOT

• What are your Strengths, Weaknesses, Opportunities and Threats?

• Who is your competition? • What is the competition doing to

accomplish their goals?• What can you learn from competitors?• Hint: Are you doing lots of LISTENING?


3. Create a plan

1. Think LOVE2. Ask yourself the ABCD questions:

A. Who is your Audience?B. What is the Business Benefit of the

relationship?C. What is your Content plan?D. What Distribution channels will you use?


Think first, then plan

• What are you marketing?• Which social networks will you participate on and

why?• How will you engage with your community?• What is your strategy including

– Frequency– Voice– Measurement?

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What are relationships made of?


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Your Social Media Plan

LOVE

L - ListenO - OfferV - VisitE - Engage

LOVE

L - ListenO - OfferV - VisitE - Engage


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Your Social Media PlanLISTEN (You’ll need some listening tools: SocialMention.com, Google Alerts, Radian6?)

to everything that is being said about your product/service and industry -> RESEARCH (who is your friend?)

Your market, Your Competition, Potential Partners, Current Trends, Customers (Existing and Potential)

Participate in conversation with questions, comments, likes, follows etc.(Participation is marketing)

OFFERShare what interests your community (Content, Content, Content)Create good content, content worth sharing (Content, Content, Content)Value and ENTERTAINMENT (Content, Content, Content)

VISITBuild your network so you have people to talk with and connect with Grow through learning about others and understanding what they like

ENGAGENurture your community members, show that you care, because you doYou want the answer to be “YES!” What would that take? (Content and Frequency)


Tools

• Where will you participate?

• What are your resources?• What networks/tools are best?• Why?• How do you know?


Ideas for Campaigns

• How will you implement the strategy?• What campaigns will facilitate it?• Strategy = Simple• Tactics = more complex


4. Implement the plan and be flexible

Real-time A(B)CD:Be AuthenticBe HumanFocus on your CommunityBe Dedicated to your customers


Be Human

http://www.youtube.com/watch?v=OAlyHUWjNjE


Success?

• Were you successful?• What does the picture of success look like?• How do you measure your success?• What will you learn in the process of

creating your strategy, implementing it and measuring the results?


Social in the big picture?

1. What is the goal?2. What is your overall marketing strategy?3. What tools are going to be most effective?4. Are you supporting an existing strategy or

creating a new form of buzz?5. What works, what didn’t work and why?

How does your social strategy fit into your overall marketing strategy?


B2B Social Marketing Tips

B2B Facebook Marketing Tips:http://socialmediab2b.com/2011/06/b2b-facebook-marketing-tips/5 Ways B2B companies can use Facebook Timeline: http://socialmediab2b.com/2012/03/b2b-facebook-timeline/


SocialMediaB2B.com Top B2B Companies on Twitter(January 2011)1. Hubspot (@Hubspot)2. Forrester (@Forrester)3. eMarketer (@eMarketer)4. CME Group (@CMEGroup)5. comScore (@comScore)6. Cisco (@CiscoSystems)7. Gartner (@Gartner_Inc)8. Oracle (@Oracle)9. radian6 (@radian6)10. Intel (@Intel)

Source: http://socialmediab2b.com/2011/01/b2b-top-10-companies-twitter-list/#ixzz1vXA6dHoT


B2B Social Media Strategy

Source: http://www.marketingprofs.com/charts/2012/7501/top-b2b-firms-gaining-230-more-leads-via-social-media-than-peers


Be Best-In-Class in B2B

Source: http://www.marketingprofs.com/charts/2012/7501/top-b2b-firms-gaining-230-more-leads-via-social-media-than-peers


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Fish where the fish are

Fish where the fish are


ReachReach

Think Three R’s

RelevanceRelevance

ReturnReturn


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ReturnReturn

Think Three R’s

RelevanceRelevance

ReachReach


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Be Different, Be Remarkable


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Who Are You Talking ToWho Are You Talking With?

1. Where does your audience spend most of their time online?

2. Why do they spend their time there?3. Who are they?4. Who are your fans?5. Who are your enemies?6. How do you start conversations with both of

these groups?


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Distribution

• There is a lot of noise out there• It’s ok to repeat (or retweet) • Sharing is good• Content is always king, frequency is queen

and entertainment is the jack of all parades• Create an editorial (social media) calendar

and ALWAYS offer value


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Will it blend?

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Did it blend?

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• $50 gets 6 million hits in 5 days• 650% traffic increase• 5x the amount of sales

‘ “a breakthrough in demographics“ for BlendTec’s brand awareness and image creation.’ -- ROI for BlendTec’s “Will it Blend?” Campaign March 13, 2009

by Joy-Fleur Brettschneider


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Don’t

• Write or say anything you wouldn’t do or say in front of your mother

• Broadcast• SHOUT• Copy• Forget about the elephant!


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http://www.bnet.com/blog/businesstips/nestles-facebook-page-how-a-company-can-really-screw-up-social-media/6786


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Are you offering Value?

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• Free Webinars• Infographics• Events• Free information• Fun • Quotes


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https://pinterest.com/search/?q=supply+chain


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Cisco distributes its social presence on all networks


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Cisco distributes it’s social presence on all networkshttp://socialmedia.cisco.com


Learn from Cisco

• http://socialmediab2b.com/2010/05/cisco-facebook-page/

• http://www.youtube.com/watch?v=thQxfWHDRmM - SuperFan Launch

• http://www.smartinsights.com/social-media-marketing/facebook-marketing/b2b-facebook-pages/

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Cisco’s SuperFan Spotlight

“together we are the human network”


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http://www.youtube.com/watch?v=CHtyQJzTy70


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But First we Need to Measure

Implementing marketing campaigns is worthless unless you know how they performed.I.e. What is the ROI (return on investment)?AKA Return on Influence in social media circles

Remember, even if you’re not paying to promote on social networks, you’re still spending time.


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Measuring Marketing Campaigns

Web = DigitalDigital = TrackableTrackable = AnalyticsAnalytics makes it super easy to measure

performance of marketing campaigns


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Measuring Marketing CampaignsTypes of campaigns and tools

– Driving Visits to the Website• Google Analytics [FREE]• Webstat• Omniture

– Facebook Fan Page/Advertising• Facebook Insights [FREE]

– Twitter Engagement• http://bit.ly [Free]• http://www.hootsuite.com [Free]

– Social Media Marketing Performance Tracking


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Social Media Marketing Performance Tracking

• Radian6 - http://www.radian6.com • Biz360 - http://www.biz360.com • Trendrr - http://www.trendrr.com • Infegy - http://www.infegy.com • Lithium – http://www.lithium.com • Unilyzer - http://www.unilyzer.com • SocialMention – http://www.socialmention.com• Trackur – http://www.trackur.com


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Always More…

• 20 Tools for Tracking Social Media• Viral, Social, Senitiment, Mobile: 4 Delightful Web

Analytics Solutions - blog post by Avinash Kaushik• Social Media Analytics: Twitter Quantative &

Qualitative Metrics - another blog post by Avinash Kaushik


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Remember the Secret?

It’s not about marketing,it’s about relationships and trust.

Build sustainable relationships.


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Thank You BMA NorCal Marketing Roundtable!

Connect with Suse (Susan) Barnes:[email protected]://www.susby.com http://twitter.com/susbyhttp://www.facebook.com/susby http://www.linkedin.com/in/susanbarneshttp://www.pinterest.com/susbyhttp://gplus.to/susby

Phone/SMS: (415) 305-6403

Connect with Suse (Susan) Barnes:[email protected]://www.susby.com http://twitter.com/susbyhttp://www.facebook.com/susby http://www.linkedin.com/in/susanbarneshttp://www.pinterest.com/susbyhttp://gplus.to/susby

Phone/SMS: (415) 305-6403


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