Social Strategy: Why Does Strategy Get Left Behind?

©2011 22squared

Why is strategy being left out?April 28th, AAF Knoxville, TN

Friday, April 29, 2011

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1. Maybe they’ve forgotten the difference between strategy and tacticsWhy is strategy being left out?


©2011 22squared

1. Maybe they’ve forgotten the difference between strategy and tacticsWhy is strategy being left out?

vs.Strategy Tactics


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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.


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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.


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Brand Strategydigital&social


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It’s like going on a road-trip, when you don’t know where you’re going or why?

STRATEGIC GAP


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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?


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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


http://slidesha.re/socialbad

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Takeaway: Get to know your audience.Post like a friend, not a brand.


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WOW!


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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?


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Why do some brands to start here?


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Brand XWe are going to “Do Facebook”

We are going to “Do Social Media”We are going to

“Do Twitter”

(sound familiar?)


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Please Don’t


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(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...


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There has to be a reason...


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Told you there was a reason :)


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If you know where you’re going (and why) all you need is a plan on how to get there.


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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...)?


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Want to know aSecret?


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People nor departments are “responsible for social”

...the strategy is.


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Vision StatementSOCIAL

Mission StatementBRAND

Platforms + Tactics + Measures

Strategy

The Plana.k.a


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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?


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__________My Brand.

______My Advocates.

Serve or Amplify?

Earn or Activate?

1.

2.

Start Here...


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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?


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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


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Mission. Strategy. Tactics. Activation.Brand Social Goals Objectives Tools Platforms Content Experiences

Measure. Report. Adapt.

Putting it all together...


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Now that you’ve answered all of the important questions for you brand, now you can do cool sh!t like this...


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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


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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...


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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...


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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]


Social Strategy: Why Does Strategy Get Left Behind?

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