How to implement a Social Media Marketing Strategy in 90 days

Bob Barker

VP Corporate Marketing and Digital Engagement

Alterian

http://twitter.com/bob_barker

First of allLearn about how social media is changing the

way the world communicates

Why is it important?

Why is it important for marketing?

“When Advocates Talk, Brands Grow”™ 22squared.com

Consumers no longer trust advertisingand traditional corporate channels.

Consumers have found ways to tune us out.Consumers have found ways to tune us out.

People are talking and listening to each other about your brand.

Perhaps its time you started understanding listening and participating too?

90 Day Flowchart, L-A-S-E-L

Listen

Month 1 Month 2

Analyse

Learn Build a plan & content

Form a Social Media Habit

Strategise

ContentBuild

90 Day Flowchart, L-A-S-E-L

Listen

Month 1 Month 2 Month 3

Analyse

Learn Build a plan & content Engage/Measure

Engage

ContentEngagement

Form a Social Media HabitPersonal (Sales)

Engagement

ListenStrategise

ContentBuild

90 Day Flowchart, L-A-S-E-L

StrategiseListen Analyse Engage

ContentEngagement

Personal (Sales)

Engagement

Month 1 Month 2 Month 3

ContentBuild

Form a Social Media Habit

Learn Build a plan & content Engage/Measure

Listen

There are tools to help brands listen

Social Media Monitoring Tool

How does it work?

Collect

Store

Social Media Warehouse

Analyse

Engage

WARNING:You are not

required to Blog or Tweet to use an SMM

tool

Instant Market

Research

Marketing Holy grail = understand what your

customers want

“Never before in the field of marketing

was so much known about so many by so few”

Marketers have never had it so good

Is anyone actually talking about us

then?

Volume of conversations

Wha

t ha

ppen

ed?

Drill into the actual conversations

But what is the competition up to?

Compare with competitors

Do we need to increase our SM activity?

Show me the money

Brandprotection

mechanism

Are they being nice?

Sentiment and Tone

Call them up

Encourage

them up

And how influential are they?

Create community

“We monitor in excess of 1,500 discussion threads a day on very specific topics where we think

we can add value to the conversation. It’s not possible to participate in all of the threads, but there are

ways to identify which conversations are the most influential, which ones have the greatest reach,

and those are the one in which we’re most likely to participate. We've also created a consumer

advocate community as well as a platform that we’ll be launching in a few weeks to support their

activities.”Marty Collins, Senior Product Marketing Manager, Windows Live, Microsoft

Show me the money

“We did not put the customer first” Toyoda, Sunday Times 28th March

Identify your

influencers

Who are these people who have the time to talk

about us online?

Demographics

Targ

et m

ore

close

ly

Where do they hang out?

Auto Domains

Bet

ter

have

a

stra

tegy

fo

r Y

outu

be

The communities that advocate your products

• Join communities that advocate your products• Join that of your competitors

Mak

e su

re

you

cont

ribut

e or

ad

verti

se

What are the trends in what

people are saying?

Word and Author Tag Clouds

Use in your SEO

Use for your

R&D

Understand the geographic spread of conversations – find new markets

Identify

new

markets

Show me the money

Fortune 500 consumer products company

discovered that over 75% of its marketing spend did not

reach its most influential social channels

Source: Social CRM – The New Rules of Engagement, Altimeter Group, March 2010

90 Day Flowchart, L-A-S-E-L

StrategiseListen Analyse Engage

ContentEngagement

Personal (Sales)

Engagement

Month 1 Month 2 Month 3

ContentBuild

Form a Social Media Habit

Learn Build a plan & content Engage/Measure

Listen

If you launch into Tweeting and blogging and posting videos to youtube without a plan you will fail. It’s that simple.

“You wouldn’t jump into a raging river without knowing how to swim, don’t create a Twitter account without knowing how to use it.” Lisa Barone, Outspoken Media

Raging River

• Bring outside ideas into the organization• Generate more word of mouth• Increase customer loyalty• Increase product/brand awareness• Improve new product success ratios• Improve public relations effectiveness• Reduce customer acquisition costs• Reduce customer support costs• Reduce market research costs• Reduce product development costs

Step 1: Set business objectives

Try and control your identity on the Web. You might not use all the accounts but do

your best to secure a unified social media username as

soon as you can.

Step 2: Secure your brand’s online identity

3. Who are you? Who do you want to talk to?Get your company story straight. And work out where you want to take that story. Understand who your customers are and what communities are important to them – and therefore to you.

4. Set the ground rulesWho owns your Social Media Marketing strategy? How will it be integrated into your general marketing plan? Who from the company will participate? How much time will be spent on social media? How will you deal with negative criticism?

5. Benchmark against your competitorsWhat are your leading competitors doing in this space?.

…and a few more steps

Decide what increase or decrease percentage of change you would like depending on the business need:

- reduce demand on the call center by X percent- reduce returned products by x percent- increase leads by X percent- increase sales by x percent

And finally, decide what to measure

90 Day Flowchart, L-A-S-E-L

StrategiseListen Analyse Engage

ContentEngagement

Personal (Sales)

Engagement

Month 1 Month 2 Month 3

ContentBuild

Form a Social Media Habit

Learn Build a plan & content Engage/Measure

Listen

Content Build:Social Media

publishing

The Top 3 Tips

• Be Interesting – Content

• Be Accessible - Channels

• Be Findable - Search

Write Once Publish many

Repurposing content opens new points of distribution and has a

compounding effect on reach

Start a discussion

Chop into episodic blog posts

Deploy as formal release

Repackage as presentation

Add voice for video

Tweet key takeaways

Asset deployment by SM channel

Twitter deployment Scedule

Suggested Tweet

Week 1 Why not sign up for the Social Media ROI series http://bit.ly/ROI its got great insight

Week 2 Speaking at Internet world on Social Media Marketing http://bit.ly/IW/sm90 #Alterian

Week 3 Check this out: 4 Ways To Take Your Search Marketing http://bit.ly/seoROI #AlterianSM2

Week 4 Today’s SEO Tip: RSS distribution is one of the easiest ways to give your content legs http://bit.ly/seoROI #AlterianSM2

Week 5 Seems Inbound linking is the most challenging. Use SM monitoriing guide your optimization – http://bit.ly/seoROI #AlterianSM2

Personal BlogsX

Coffee ShopChat/Gossip/Tips/Links

LibraryReading/research/Education/Sharing

StoreLearning/watching/buying

MicroBlog/Realtime Blog/Community Website/Surfers

Moving Towards a Holistic Web Presence

1. 2. 3.

90 Day Flowchart, L-A-S-E-L

StrategiseListen Analyse Engage

ContentEngagement

Personal (Sales)

Engagement

Month 1 Month 2 Month 3

ContentBuild

Form a Social Media Habit

Learn Build a plan & content Engage/Measure

Listen

90 Day Flowchart, L-A-S-E-L

StrategiseListen Analyse Engage

ContentEngagement

Personal (Sales)

Engagement

Month 1 Month 2 Month 3

ContentBuild

Form a Social Media Habit

Learn Build a plan & content Engage/Measure

Listen

90 Day Flowchart, L-A-S-E-L

StrategiseListen Analyse Engage

Personal (Sales)

Engagement

Month 1 Month 2 Month 3

ContentBuild

Form a Social Media Habit

Learn Build a plan & content Engage/Measure

ListenBroadcast Only?

Do it yourself

“Ask not what your company can do for you ask what you can do for your company (and yourself)”

The magnificent 7

Questions

• Who are you fans?

• Who wants to help?

• Who is damaging the brand

• Who is looking for your products?

Solutions

• Talk to them, love them back

• Empower them, they will tell others

• Take ACTION, get feedback, say “im Sorry”

• Identify them and engage

Ways to Engage - Marketing

Ways to Engage - Sales

1. Find those that are interested in your products so you can join the conversation

2. Establish a daily routine

3. Participate in the conversations – build relationships

Ecademy is an e-learning tool

But do they actually want to buy something?,

is it just talk?

Identify, allocate the conversation, speak to them and add value

Show me the money

A Fortune 100 Financial services company used social sales insight to determine when they could be helpful in social channels and conversations

as opposed to interrupting the conversation. Four months later, the

social channel territory sales comprised 10% of all sales

Source: Social CRM – The New Rules of Engagement, Altimeter Group, March 2010

Conversations create

transactions – people buy from people

90 Day Flowchart, L-A-S-E-L

StrategiseListen Analyse Engage

ContentEngagement

Personal (Sales)

Engagement

Month 1 Month 2 Month 3

ContentBuild

Form a Social Media Habit

Learn Build a plan & content Engage/Measure

Listen

Ongoing Process – for marketing

DevelopContent

Listen

AnalyseInsightsEngage

BuildingBrand

Ongoing Process – to empower staff

ProvideValue

Listen

Join the conversation

TransactBuilding

Community

Importance of Social Media Monitoring and interactionin creating a perfect market

Internet and Social media influence on engagement

Internet and Social media influence on engagement

Customer Engagement operational excellence required

Customer Engagement operational excellence required

HIGH

LOW

HIGH

LOW

UNKNOWN AWARE CONVERSATION CUSTOMER ADVOCATE

CUSTOMER ENGAGEMENT

Search

Social MediaConversations

It all starts with listening It all starts with listening

Instant Market

Research

Conversations Create

transactions

BrandProtection

Social Media

Publishing/marketing

It all starts with listening It all starts with listening

Next Steps

bob.barker@alterian.comhttp://twitter.com/bob_barker

www.socialmedia.alterian.com Learn more

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