Digital Marketing Presentation – Strategic Integration of Social Media (MKTG-7546, Module 7)
-
Upload
professor-brey -
Category
Business
-
view
2.118 -
download
5
description
Transcript of Digital Marketing Presentation – Strategic Integration of Social Media (MKTG-7546, Module 7)
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
2
Marketing Industry Report
• How do I measure the effect?• Integrate and manage?• Improve customer
engagement?• Best practices in marketing?• The time suck syndrome?
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
3
Social Terminology Today
• Atom Feed – syndication feed format of information (think Twitter content)
• Blogroll – list of bloggers that appear on a blog site, a recommendation of influence
• Drupal – open-source community for creating social networking sites
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
4
Social Media Measurement
• Simply Measured
• Twenty Feet
• Sprout Social
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
5
• Drive them crazy• Top 10 PPC Mistakes
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
6
/user/TheProfessorBrey
/in/professorbrey
/Professorbrey
@professorbrey
STRATEGIC INTEGRATION OF SOCIAL: TRADITIONAL MARKETING AND BEYOND
MKTG-7546 Marketing in a Digital Age
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
7
M A R K E T I N G
I N T E G R AT I O N
R O A D M A P S
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
8
Consumer Approach
• Understanding your consumer• How do you want to express
yourself through social media• Create a consistency plan• Social media content strategy• Integrate with your business
(start tweeting)
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
9
POST Model of Integration
• POST– P = People• Who are you trying to engage?
– O = Objectives• What are you trying to achieve?
– S = Strategies• What will it look like when you’re done?
– T = Technologies• What are the tools you plan to use?
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
10
Integration Roadmap
• Capability building• Pilot mode• Integration mode• Leverage mode
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
11
A Personal Brand
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
12
S TA G E S O F A D O P T I O N
I N T E G R AT I O N
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
13
Stages of Adoption
1. Observe and report– Listening and tracking of conversations– Reporting on distilled conversations
2. Setting the stage– Create your official presences across networks– Rate of mentions, overall sentiment, connection
size
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
14
Stages of Adoption
3. Socializing media– Joining the conversation, reactive engagement
and proactive broadcasting of activities– Social media triage, addressing crises– Continue basic measurements (mentions, size)
4. Voice and sense of purpose– Define our markets, surface pain points, inspire
and learn – actually hear the customer– Begin relevance and focus; avoid chatter
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
15
Stages of Adoption
5. Turning words into action– Listen, observe and then understand stakeholders:
challenges, objectives, options and experiences– The beginning of captivating content
6. Humanizing and defining the experience– A socialized version of the brand– Challenging the technological determinism of our
current architecture (pages, messages, processes)– Move from dead (web site) end to an interactive
launch (our community)
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
16
Stages of Adoption
7. Community– Cultivation and fusion of affinity, interaction,
advocacy and loyalty– Social architects of building experiences people
desire (through our understanding)
8. Social Darwinism– Begin to create workflow to support engagement,
production and ongoing evolution– Social Customer Relationship Management
program of interconnectivity
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
17
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
18
Stages of Adoption
9. Socialization of Business Processes– Value chain to combine technology, principles,
philosophies, and processes– Realization that all people are equal (not just
customers – an internal shift)
10.Business Performance Metrics– True measurement of practices– Identifying the true meaning and opportunity of
interaction, directions and actions
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
19
S O C I A L I N T E G R AT I O N
C O N S I D E R AT I O N S
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
20
Statistics & Numbers
• Socialtimes 13
• Fun with Social
• 75.6% of statistics are false
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
21
Types of Complaints
Complaint• The simple query/complaint• The rant
• Complaint-resolution website tweet
• The last resort
• The blog post
Answer• Using current knowledge• Address the issue and
report back• Handle on the platform of
origination• Empathy is key, focusing on
these in the future as well• Answer on the blog and
never ask for a retraction
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
22
Types of Complaints
Complaint• The complicated complaint
• Hashtag maker
• RT if you agree• I won’t stop until you solve
my query• Complaints about slow
social media response
Answer• Follow-up and let them
know it will take time• If they are influential, this is
imperative to answer• Address the originator • Attend to their needs and
block them if they are belligerent
• Upfront on policies
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
23
Social Media Triage
• ASCE Social Media Triage Chart
• Air Force Response Assessment
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
24
Objectives Development
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
25
Social Media Response Flowchart
• Review, evaluate and respond
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
26
B U S I N E S S I N T E L L I G E N T
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
27
-Sheralyn Pratt
• Ninjas, at their cores, are rebels. They’re not up in everyone’s face about it, though. Ninjas know that in their day-to-day lives they must appear normal, even ordinary. But when certain things need to be done? They don the persona of an icon and take care of business.
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
28
Group Discussion
• True Value: Latent Conversions
• Four Inactionable KPI Techniques
• Search: Optimal Long Tail Strategy
• Search: Advanced Pay-per-Click Analyses
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
29
Basic Measurements
• Social bookmark inclusion
• Increase in searches due to social media activity
• Geography of participants
• Method of content discovery (search, pass-along, discovery)
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
30
SiS Model for Integration
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
Social Integration Strategy (SiS)
Assessment
Alignment
Culture
Technology
Metrics
Policies & Procedures
Action Plan
Alignment• Current goal applications•Potential points of integration•Financial aspects
Assessment• Understand the landscape•Company & competitive standing•Social Media Audit
Culture• Who are our people•Profile of our customers•Cultural barriers to integration
Technology• Solidify integration needs•Technology evaluations•Culture comfort
Metrics• Integrated evaluations points•Social media metrics•Success/failure indicators
Policies• Component importance•Asset allocation •Procedural development
Action Plan• Workflow establishment•Action item assignments•Program leadership (buy-in)
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
Social Integration Strategy (SiS)
Assessment
Assessment• Understand the landscape•Company & competitive standing•Social Media Audit
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
Assessment
• Social Media Metric Audit
• Perceptions on the data
• Industry benchmarks
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
Social Integration Strategy (SiS)
Alignment
Alignment• Current goal applications•Potential points of integration•Financial aspects
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
Alignment
• Align organizational goals with measurements
• What do we want/can we measure
• Explore measurement options with
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
Social Integration Strategy (SiS)
Culture
Culture• Who are our people•Profile of our customers•Cultural barriers to integration
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
Culture
• Belief in the data
• Data usages outside ‘good to know’
• Customer learning vs. operational input
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
Social Integration Strategy (SiS)
Technology
Technology• Solidify integration needs•Technology evaluations•Culture comfort
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
Technology
• What technologies provide the needed data?
• What data/technologies do we understand?
• A cry for help (assistance)
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
Social Integration Strategy (SiS)
Metrics
Metrics• Integrated evaluations points•Social media metrics•Success/failure indicators
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
Metrics
• Search engine optimization
• Social media measurement
• Integrated, nonline programs
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
Social Integration Strategy (SiS)
Policies & Procedures
Policies• Component importance•Asset allocation •Procedural development
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
Policies & Procedures
• Handling the data
• Procedures in implementing change– Data driven decisions
• Trigger mechanisms for investment
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
Social Integration Strategy (SiS)
Action Plan
Action Plan• Workflow establishment•Action item assignments•Program leadership (buy-in)
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
45
Make sure you read the chapter listed above – we are deviating from the syllabus to make sure the right content is covered at the right time!!!!!
• A Framework for Social Analytics• Clifton, Chapter 1• Clifton, Chapter 5• Clifton, Chapter 6
NEXT WEEK
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
/user/TheProfessorBrey/in/professorbrey/Professorbrey@professorbrey
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
47
YOUR MISSION…IF
YOU CHOOSE TO ACCEPT
• What is your model for social media?
• Create the model below and explain each point: