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CVAMA Digital Marketing Summit - Strategic Planning
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Transcript of CVAMA Digital Marketing Summit - Strategic Planning
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Digital Marketing Summit
Strategic Planning | Inbound MarketingIntegrating With Traditional | E-Mail Marketing
Measuring Success | Listening & Monitoring The Social Web
Central Virginia American Marketing Association
April 14, 2010Staunton, Va.
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‣ Jason Falls
‣ Kipp Bodnar
‣ Doug Meacham
‣ Greg Cangialosi
‣ Dean Holmes
‣ Katie Morse
The Experience
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‣ Social Media Philosophy & Strategic Planning
‣ Inbound Marketing: Draw Customers In
‣ Integrating Social & Traditional Marketing
‣ E-Mail Marketing: Your Digital Glue
‣ Measuring Social Media Success
‣ Listenting & Monitoring on the Social Web
Today’s Agenda
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‣ Know how to:
‣ Determine what channels to use
‣ Integrate social with traditional
‣ Draw customers to you with social strategies
‣ Use e-mail marketing to connect your social efforts
‣ Measure success and progress
Takeaways
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Social MediaSocial Media
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What Happened?What Happened?
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Image: Jozef Sedmak on Shutterstock.com
Social Media PhilosophySocial Media Philosophy
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Photo: Courtesy SXCH.hu
Conversations Don’t Ring The Cash Register
Engagement Alone Doesn’t Sell More Stuff
Hold Hands, Sing “Kumbaya” All You Want, It Doesn’t …
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Image: Luminus on Shutterstock.com
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Eric Brown Urbane Apartments
“Did we rent more apartments?”
“Because if we didn’t, the practice of social media marketing is just a hobby.”
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A recent conference call with a client talking about social media strategy
The end game for me is,
did we sell more stuff?
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Bazaarvoice CMOs Group Survey
What’s The ROI of Social Media?
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Survey across industries
72% Didn’t attach revenue in 2009 but will in 2010
81% plan to link annual revenues to social media
85% predict a 5-15% impact on their bottom line this year
64% will increase social media budgets
Fastest growing metrics tracked: REVENUE, CONVERSION, AVERAGE ORDER VALUE
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Image: Luminus on Shutterstock.com
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Defining Strategic Planning
Image: Dieaugenweide on Shutterstock.com
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“A strategic planning process delivers a set of defined initiatives (projects) that achieve a desired set of business goals.”
- Dennis McDonald, Technology Expert
Defining Strategic Planning
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Without Planning
Image: Helder Almeida on Shutterstock.com
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What Is A Plan?
Clearly Defined Goals
Measurable Objectives For Each Goal
Strategies To Meet Objectives
Tactics/Tasks To Accomplish Strategies
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Goals
Must Be Singular
Can Be More Than One
To increase website traffic
To increase online sales
To decrease negative online sentiment
To capture consumer insight
To improve search results
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Objectives MUST
Be Measurable & Specific
Must Point To One Of Three Things:
Outputs (Content, Products)
Out Takes (Information, Entertainment)
Outcomes (Changes In Metrics) Indicate A Target Audience List An Expected Level of Attainment Identify A Deadline Or Timeframe
- Beth Harte, Marketing Profs
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Strategy Supports Objectives
OBJECTIVE
To create weekly content for Facebook fan page and increase page activity by 20% within six months
STRATEGIES
Design expert interview series for video content
Implement fan-generated photo challenge
Develop question of the week program
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Strategy Supports Objectives
OBJECTIVE
To decrease internal email messages by 30% by April 15
STRATEGIES
Employ Yammer account for internal company messsages
Establish company SharePoint page for in/out board
Implement Google Docs for file sharing
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Tactics Tasks Tools
Sign up for Co-Tweet
Establish accounts for company, assign marketing team access to account
Set up Radian6 with keyword searches and staff contacts for workflow
Train staff on use of Co-Tweet
Develop negative response work flow
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What NOT To Do
Four Fatal Flaws of Strategic Planning
Skipping Rigorous Analysis
Believing Strategy Can Be Built In A Day
Failing To Link Planning With Execution
Dodging Strategy Review Meetings
- Ed Barrows - Harvard Business Publishing
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Where Does It Fit?
Overall Marketing Strategy Is Your Guide
Filter That Through Social Media Philosophy
Find Social Insight For Consumer
Build Strategies Around Fulfilling That Need Or Purpose
Image: Luis Francisco Cordero on Shutterstock.com
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Putting Theory Into Practice
Best Strategic Plans Are Based On Research
Instead Of Looking For Consumer Insight, Look For Social Insight
What does consumer share?
What social need can we meet?
What gives him/her social standing?
Correctly Identified, Can Drive Whole Strategy
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Social Media Strategic Planning
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Brand Intelligence
Image: dendong on Shutterstock.com
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Consumer Insights
Pew Internet & American Life Project
Forrester Research ($$)
eMarketer.com ($$)
Compete, Quantcast ($)
Traditional Companies (Nielsen, etc.)
Social Media Tools & Companies
Ask your customersImage: Rudyanto Wijayai on Shutterstock.com
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Community Behavior
Participate On Social Networks
Study Case Studies & Examples
Trial & Error
AskImage: Courtesy of sxch.hu
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Tools & Platforms
Use The Popular Tools
Read Industry Blogs
Play
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Tools & Platforms
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Social Media Strategic Planning
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Image: Luminus on Shutterstock.com
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Compendium Blogware Corporate Blogging Study – Dec. 2009
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People still respond to advertising
“People” aren’t social media purists
Your customers and fans know you need to make money
“Remember - it’s not about selling, but helping people buy.” – Chris Heuer
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Wiggly Wigglers
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Indiana Spine Group
Corporate Blog
Direct Calls To Action As Part Of Site
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Dell Outlet
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Naked Pizza
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Dollar General
Blatant Advertising
31,000+ Fans
Three recent posts:
93 Likes48 Comments
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Image: Michael Heiber on Shutterstock.com
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Image: Courtesy SXCH.hu
Did you give something to your audiencethat enhances their life or online experience?
Did you get something from your audience that can make your business better?
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Be Consumer-Centric
Participate
Provide Value
Build Relationships & Trust
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Plan for success
Present clear calls to action
Offer opportunities at relevant times/locations
Know that value can also be your product or service
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Establish Singular Goals
Set Measureable Objectives To Achieve Goals
Develop Targeted Strategies To Accomplish Objectives
Enumerate Tactics/Tasks To Deliver Strategies
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Thank You!
Jason Falls
PrincipalSocial Media Explorer
Email: [email protected]
Twitter: @JasonFalls
Phone: 502.509.4763
Web: socialmediaexplorer.com
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