Why Before How: Developing Successful Social Media Strategy and Synergistic Integration
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Transcript of Why Before How: Developing Successful Social Media Strategy and Synergistic Integration
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Why Before How: Developing Successful Social Media Strategy
& Synergistic Integration
February 1, 2010
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DJ WaldowDirector of Communitywww.blueskyfactory.com@djwaldow
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Mike CorakDirector of Interactivewww.offmadisonave.com@mikecorak
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Social Audit Checklist What are the current conversations about…
• Your Brand(s)?• Your Executives & Key Players?• Your Industry?• Your Competitors?
Where are those conversations taking place? What opportunities are present to engage the audience?
• Messaging• Programs/Promotions• Venues/Tools (e.g. Facebook, Twitter, YouTube)
What does success look like?
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“You can’t take
something off the Internet.
That’s like trying to take
pee out of a swimming
pool.”- Joe Rogan’s character on Newsradio
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Activity | Sentiment | Influencers | Impact
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Listening Implications
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Photo Credit: Frank Eliason
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Photo by Emily Kreed
How Much Do You Suck?
(a volunteer please)
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Social Media is an Ingredient
First, an Entrée Second
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Traditional Marketing Mix
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Enter Social Media
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Integrating Social Media
Attracting New Fans & Followers
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Integrating Social Media
Encouraging those people to engage and/or buy
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Integrating Social Media
Retaining previous customers or brand advocates
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Social Media + Email
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Social Media + Search
Blog
YouTube
Blog
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Google Real-Time Search
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Conversations ∞ Content
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Search Drives Content Consumption
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Blogging for Content & Commerce
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Search From Social Outposts
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Social Media + Events
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Integration Tools & Tactics
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Virtual Communication Real Live Events
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Social Media & Advertising
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Social Media + Media Relations
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2. Public Relations
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The New PR Pitch
140
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Take a Break
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Gather Data
Photo by Ansik
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Creating a Social Media Strategic Map
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The Old Way:
Use Targeting and Interruption to Convince
The New Way:
Use Human Engagement and Dialog to Drive Preference and Loyalty
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Uses Humanization and Approachability to Create
Kinship and Brand Preference
A Successful Social Media Program:
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Social Media Isn’t a Conversation. It’s Where the Conversation Takes Place.
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Tools Change. Always..
Series10
10
20
30
40
50
60
YahooExciteAltavistaInfoseekLycos
Share of Search, 1999
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Worry About the Tools Last, Not First
www.theconversationprism.com
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7 Step Process
1. Listen
2. What’s the Point?
3. Analyze Audience
4. Find Your One Thing
5. Select Outposts
6. Pick Metrics
7. Make a Statement
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1. Listen
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Listening Results
• What’s Being Said• About Us• About Our Competitors• Sentiment & Share of Voice
• Who’s Saying It?• Where Are They Talking?
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Free Listening Worksheet
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2. What’s the Point? Awareness?Sales? Loyalty?
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Pick One
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3. Analyze Audiences
Photo by JamiesRabbits
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Who Are They?
Age
Gender
Geography
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What Relationship Do They Have With Your Brand?
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Pick Up to Two, Adjacent
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How Does the Audience
Use Social Media?
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We’re Not All Spielberg
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1961 Entries
300 Entries
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Map Demographics To Social Media Usage
http://www.forrester.com/Groundswell/
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Determine Whom You’re Going to Reach
Select 2 to 3 Rungs
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4. What’s Your One
Thing?
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• Your carefully crafted• brochure copy• filled with• bullet points• about • product• features and• benefits
• Does NOT Make This Happen…
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Passion is the Gasoline of Social
Media
Find Your One Thing And Build Around It
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It’s Not About KetchupIt’s About Where Ketchup Comes
From
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It’s Not About ClothesIt’s About the People Who Wear Them
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Finding the One Thing Isn’t Easy
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Brand Anthropology
• Don’t Think – Listen and Observe
• Ask Your Customers
• Ask Your Agency
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How Will You Be Human?
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Great Movements Are Made Up of Great People.
Social Media Lets You Prove It.
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Sometimes It’s Better If the Employees are the Star. Or the Customers.
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Maybe It’s Not Just One Star
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The Greatest Story Ever Told
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5. Select Outposts
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Hit ‘em Where They Are, Not Where They Ain’t
Photo by Compujeramey
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6. Measure Impact
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Awareness? Sales? Loyalty?
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Possible Metrics for Awareness
Web Traffic From Outposts
Social Mentions
Share of Voice
Followers, Fans, Friends
Search Volume Trends
Visits from Search
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Possible Metrics for Sales
Social Connectivity of Customers/Prospects
Redemption of Social Media-Only Offers
Sales Funnel Actions by Social Referrers
Repeat Visits by Social Referrers
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Possible Metrics for Loyalty
Social Connectivity of Repeat Buyers
Net Promoter Score, or Similar
Increase in Positive Social Mentions
Increase in Positive Ratings/Reviews
Reduction in Customer Service Touches
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7. Make a Strategic Declaration
Photo by U.S. National Archives
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(Company Name) will drive (Awareness, Loyalty, Sales), by turning (People, Prospects, First-time customers, Repeat customers) into (Prospects, First-time customers, Repeat customers, Advocates). Centered around (One Thing), we will use (Humanization approach) to make the company more human. We will engage with (Creators, Critics, Collectors, Joiners, Spectators), on our (Home Base) and on (Outpost) and (Outpost). We will use (Metric), (Metric) and (Metric) to regularly measure the success of this social media strategy.
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Who Owns Social in the Organization?
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Build an Ark to Govern Social Media
Painting by Mary Singleton
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On the Ark
• Marketing / PR Staff
– Participate in Planning
– Coordinate Goals & Strategy
– Maintain Message Integrity
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On the Ark
• Customer Service Team
– Answer Questions
– Solve Problems
– Provide Proactive Alerts
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On the Ark
• Web Technology Team
– Production (Tools & Apps)
• Contests, iPhone Apps, Games
– Reference Social Media Outposts
– Fulfill Social Media Promises
• Deeper, More Detailed Information
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On the Ark
• Senior Management Team
– Give It Up
– Provide Content
– Be Present
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Do Not Use Force
Photo by floodllama
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The Right People
Passion
TimeKnowledgeLove
It.
Learn It.Leverage It.
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Set Timelines
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Gather Data
Photo by Ansik
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Data to Seek
• Customer Characteristics• Geography• Age• Gender
• Current Social Metrics (if any)• Web Metrics
• Unique Visits• Bounce Rate• Referrers
• Business Metrics
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Gather Data
Photo by Ansik
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Community Manager:Your Online Mayor
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Personal vs. Business Branding
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Find Your Spheres
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DJ Waldow
Email Marketing
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Retweets
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Lists
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Software & Automation
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Twitter Virality TipsAfternoons
Thursdays - Sundays
“Please RT”
Minimal Posts
Previously Retweeted
Warnings, or Asking for Help
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About Facebook
• Communicate with Customers• Share & Elicit Content• Gain Key Insights
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Facebook Page Tenets
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Additional Facebook Page Tips
• Develop a Content Schedule– But Allow for Flexibility
• Elicit Content from All– But Keep a Watchful Eye (Quality Assurance)
• Be Creative, Engaging & Different– But Know Facebook Limitations & Guidelines
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Facebook Applications
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Ecommerce on Facebook
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Facebook Metrics
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Facebook Fan Box
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Facebook Advertising
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Blogging: Your Online Magazine
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Blogging = Traffic
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A Volunteer, Perhaps?
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• Your Digital Rolodex• Strictly Business• Fantastic for Networking
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Your Smiling Face
Your Current/Recent Positions
Your Connections
Your Quick Summary
Your Interests - Blog Posts - Tweets - Presentations - Reading List - Etc.
Your Experience / Education / Groups
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Invite People You Meet/Know
• Upload Contact Lists
• Follow Up After Meetings
• Browse Connections’ Connections
• Learn more about Prospects
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Give (to Get) Recommendations
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Join Groups
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Ask & Answer Questions
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Create Company Pages
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