Post on 21-Dec-2015
MARY LOU ROBERTS April 2009April 2009
WHAT I’VE LEARNEDABOUT SOCIAL MEDIA MARKETING
SPRING 2009
WHAT I’VE LEARNEDABOUT SOCIAL MEDIA MARKETING
SPRING 2009
MARY LOU ROBERTS April 2009
CAVEATCAVEAT
I Had Read All the ArticlesBefore I Assigned Them.
Favorites:• The Contribution Revolution• Transformation of NPR Online PR• Awareness Networks on Best Practice Communities http://www.awarenessnetworks.com/what/best-practice-
communities.asp
MARY LOU ROBERTS April 2009
REPRESENTATIONS OF SOCIAL MEDIAREPRESENTATIONS OF SOCIAL MEDIA
http://www.briansolis.com/2008/08/introducing-conversation-prism.html
MARY LOU ROBERTS April 2009
IT’S DIFFICULT TOIT’S DIFFICULT TO
• Understand Social Media as Part of the Marketing Communications Mix
• Understand Social Media from a Strategic Perspective
• Come to Grips with How Much Work Is Involved
• Make the Organizational Case for Social Media
MARY LOU ROBERTS April 2009
STRATEGY ISSUESSTRATEGY ISSUES
MARY LOU ROBERTS April 2009
FAR DOWN ON THE HIERARCHYFAR DOWN ON THE HIERARCHY
MARY LOU ROBERTS April 2009
METRICS, YES – STRATEGY POINT ALSOMETRICS, YES – STRATEGY POINT ALSO
STRATEGY NEEDS A “HUB”Website, Community, Other Content Site
AND DRIVERS
MARY LOU ROBERTS April 2009
STRATEGY DEVELOPMENT PROCESSSTRATEGY DEVELOPMENT PROCESS
MARY LOU ROBERTS April 2009
LARRY WEBER HAS ANOTHER SET OF STEPSLARRY WEBER HAS ANOTHER SET OF STEPS
1. Observe/Create Customer Map 2. Recruit Community Members3. Evaluate Online Conduit (Driver) Strategies4. Engage Communities in Conversation5. Measure Community Involvement6. Promote Your Community (To the World?)7. Improve the Community’s Benefits (Value)
Marketing to the Social Web
MARY LOU ROBERTS April 2009
FACEBOOK HEAT MAPFACEBOOK HEAT MAP
MARY LOU ROBERTS April 2009
MOST VALUABLE BOOKS?MOST VALUABLE BOOKS?
• Scott, David Meerman. The New Rules of Marketing and PR (Wiley (November 3, 2008)
• Weber, Larry. Marketing to the Social Web, (Wiley, June 22, 2007).
MARY LOU ROBERTS April 2009
M0ST UNDERAPPRECIATED ISSUEM0ST UNDERAPPRECIATED ISSUE
• Social Media/Networks Allow Identification of– Groups– Segments– Niches– Specialists– Influencers
• For Specific, Personalized Targeting– Depending on Your Objectives/Target Audience
MARY LOU ROBERTS April 2009
MOST UNDERAPPRECIATED - IIMOST UNDERAPPRECIATED - II
Marketing Research Plays a MINIMAL ROLE
in This Type of Targeting.
Marketing/Social Media BEHAVIORSKey to Successful Segmentation.
MARY LOU ROBERTS April 2009
OBJECTIVES AND METRICSARE INEXTRICABLY LINKEDOBJECTIVES AND METRICSARE INEXTRICABLY LINKED
MARY LOU ROBERTS April 2009
BEHAVIORS – AND SATISFACTIONBEHAVIORS – AND SATISFACTION
Global Measures
Satisfaction Surveys- 4Q
Net Promoter Score
MARY LOU ROBERTS April 2009
SOCIAL MEDIA MARKETINGIS LABOR INTENSIVE
SOCIAL MEDIA MARKETINGIS LABOR INTENSIVE
MARY LOU ROBERTS April 2009
CAN YOU CONVINCE UNBELIEVING/UNWILLING
MANAGEMENT?
CAN YOU CONVINCE UNBELIEVING/UNWILLING
MANAGEMENT?
MARY LOU ROBERTS April 2009
SOCIAL MEDIA MARKETING MYTHSSOCIAL MEDIA MARKETING MYTHS
• It’s Easy.• It’s Free.• It’s About Technology.• Social Media Reaches Mass Audiences.• Marketers Can Talk About Their Products.• All Internet Users Will Participate.• Management Will Understand the Potential.• We’ll See Results Right Away.• We’ll Put It Up and It Will Take Care of Itself.
MARY LOU ROBERTS April 2009
NEED TOP MANAGEMENT CHAMPIONNEED TOP MANAGEMENT CHAMPION
• Get Small Projects Approved– Have Strategic Impact– CAN BE TRACKED TO SUCCESS MEASURES• Social Media Metrics• Key Performance Indicators
• Demonstrate Return on Investment• Have a Clear “Next Steps” Vision
MARY LOU ROBERTS April 2009
STILL TO COMESTILL TO COME
MARY LOU ROBERTS April 2009
THE FUTURE OF THE SOCIAL WEBTHE FUTURE OF THE SOCIAL WEB
MARY LOU ROBERTS April 2009
FUTURE CUSTOMER RELATIONSHIPSFUTURE CUSTOMER RELATIONSHIPS
http://www.destinationcrm.com/Articles/CRM-News/Daily-News/Social-Media-The-Five-Year-Forecast-53635.aspx
MARY LOU ROBERTS April 2009
YOU WILL HELP WRITETHE NEXT CHAPTER!
YOU WILL HELP WRITETHE NEXT CHAPTER!