Post on 18-Oct-2014
description
How to implement a Social Media Marketing Strategy in 90 days
Bob BarkerVP Corporate Marketing and Digital Engagement
Alterian
http://twitter.com/bob_barkerLearn more
First of alllearn about how social media is changing the
way the world communicates
Learn more
Why is it important?
Learn more
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.
Learn more
People are talking and listening to each other about your brand.
Learn more
Perhaps it is time you started understanding listening and participating too?
Learn more
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
Personal (Sales)
Engagement
ListenStrategise
Form a Social Media Habit
ContentBuild
Learn more
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
Learn more
There are tools to help brands listen
Social Media Monitoring Tool
How does it work?
Collect
Store
Social MediaWarehouse
Analyse
Engage
Learn more
WARNING:You are not required to
Blog or Tweet to use an SMM tool
Learn more
Instant Market Research
Learn more
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
Learn more
Is anyone actually talking about us
then?Learn more
Volume of conversations
Learn more
Drill into the actual conversations
Learn more
But what is the competition up to?
Learn more
Compare with competitors
Do we need to increase our SM activity?
Learn more
Show me the money
Learn more
Brandprotectionmechanism
Learn more
Are they being nice?
Learn more
Sentiment and Tone
Learn more
And how influential are they?
Show me the money
“We did not put the customer first”Toyoda, Sunday Times 28th March
Learn more
Identify your influencers
Learn more
Who are these people who have the time to talk
about us online?Learn more
Demographics
Where do they hang out?
Learn more
The communities that advocate your products
• Join communities that advocate your products• Join that of your competitors
Learn more
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 toparticipate. 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
What are the trends in what
people are saying?
Learn more
Word and Author Tag Clouds
Use in your SEO Learn more
Understand the geographic spread of conversations – find 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
Learn more
90 Day Flowchart, L-A-S-E-L
StrategiseListen Analyse
Month 1 Month 2 Month 3
Form a Social Media Habit
Learn Build a plan & content Engage/Measure
Learn more
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
Learn more
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
Learn more
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
Learn more
Decide what increase or decrease percentage of change you would like depending on the business need:
- reduce demand on the call centre 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
Learn more
90 Day Flowchart, L-A-S-E-L
StrategiseListen Analyse
Month 1 Month 2 Month 3
ContentBuild
Form a Social Media Habit
Learn Build a plan & content Engage/Measure
Learn more
Content Build:Social Media
publishing
Learn more
The Top 3 Tips
• Be Interesting
• Be Accessible
• Be Findable
Learn more
Effective social media marketing begins and ends
with the CONTENT. If you don’t have something
interesting to say all your other efforts will be for not.
It’s all about the CONTENT.
Be interesting
Learn more
Be accessible
In social media distribution is cheap. Deploy and test
as many new CHANNELS as you can. Doing
so enables your customer to choose the time and
place of engagement.
Learn more
Be findable
You can boost your accessibility by making sure
your deployed assets are findable by your
customers. Ensure your content and deployment
strategy are as SEARCH friendly as possible.
Learn more
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
Learn more
Twitter deployment Scedule
Suggested TweetWeek 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 SMmonitoriing guide your optimization – http://bit.ly/seoROI#AlterianSM2
Learn more
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.
Learn more
90 Day Flowchart, L-A-S-E-L
StrategiseListen Analyse Engage
ContentEngagement
Month 1 Month 2 Month 3
ContentBuild
Form a Social Media Habit
Learn Build a plan & content Engage/Measure
Learn more
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
Learn more
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
ListenBroadcastOnly?
Learn more
Do it yourself
“Ask not what your company can do for you ask what you can do for your company (and yourself)”
Learn more
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 “I’m Sorry”
• Identify them and engage
Ways to Engage
Learn more
Sales Engagement
1. Find those that are interested in your products so you can join the conversation
2. Establish a daily routine3. Participate in the conversations – build
relationships
Learn more
But do they actually want to buy something?
Is it just talk?Learn more
Identify, allocate the conversation, speak to them and add value
Learn more
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
Learn more
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
Learn more
Ongoing Process – for marketing
DevelopContent
Listen
AnalyseEngageBuildingBrand
Learn more
Ongoing Process – to empower staff
ProvideValue
Listen
Join the conversationTransact
CommunityBuilding
Learn more
Importance of Social Media Monitoring and interactionin creating a perfect market
Internet and Social media influence on engagement
Customer Engagement operational excellence required
HIGH
LOW
HIGH
LOW
UNKNOWN AWARE CONVERSATION CUSTOMER ADVOCATE
CUSTOMER ENGAGEMENT
Search
Social MediaConversations
Instant Market
Research
Conversations Create
transactions
BrandProtection
Social Media
Publishing/marketing
It all starts with listening
Learn more
Next Steps
bob.barker@alterian.comhttp://twitter.com/bob_barker
Use the tool Learn more
Read the bookVisit the stand
E6000