How to implement a social media marketing strategy in 90 days sept
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Transcript of How to implement a social media marketing strategy in 90 days sept
How to implement a Social Media Marketing Strategy in 90 days
Bob Barker
VP Corporate Marketing and Digital Engagement
Alterian
http://twitter.com/bob_barker
First of allLearn about how social media is changing the
way the world communicates
Why is it important?
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.Consumers have found ways to tune us out.
People are talking and listening to each other about your brand.
Perhaps its time you started understanding listening and participating too?
90 Day Flowchart, L-A-S-E-L
Listen
Month 1 Month 2
Analyse
Learn Build a plan & content
Form a Social Media Habit
Strategise
ContentBuild
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
Form a Social Media HabitPersonal (Sales)
Engagement
ListenStrategise
ContentBuild
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
There are tools to help brands listen
Social Media Monitoring Tool
How does it work?
Collect
Store
Social Media Warehouse
Analyse
Engage
WARNING:You are not
required to Blog or Tweet to use an SMM
tool
Instant Market
Research
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
Is anyone actually talking about us
then?
Volume of conversations
Wha
t ha
ppen
ed?
Drill into the actual conversations
But what is the competition up to?
Compare with competitors
Do we need to increase our SM activity?
Show me the money
Brandprotection
mechanism
Are they being nice?
Sentiment and Tone
Call them up
Encourage
them up
And how influential are they?
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 to participate. 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
Show me the money
“We did not put the customer first” Toyoda, Sunday Times 28th March
Identify your
influencers
Who are these people who have the time to talk
about us online?
Demographics
Targ
et m
ore
close
ly
Where do they hang out?
Auto Domains
Bet
ter
have
a
stra
tegy
fo
r Y
outu
be
The communities that advocate your products
• Join communities that advocate your products• Join that of your competitors
Mak
e su
re
you
cont
ribut
e or
ad
verti
se
What are the trends in what
people are saying?
Word and Author Tag Clouds
Use in your SEO
Use for your
R&D
Understand the geographic spread of conversations – find new markets
Identify
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
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
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
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
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
Decide what increase or decrease percentage of change you would like depending on the business need:
- reduce demand on the call center 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
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
Content Build:Social Media
publishing
The Top 3 Tips
• Be Interesting – Content
• Be Accessible - Channels
• Be Findable - Search
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
Twitter deployment Scedule
Suggested Tweet
Week 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 SM monitoriing guide your optimization – http://bit.ly/seoROI #AlterianSM2
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.
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
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
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
ListenBroadcast Only?
Do it yourself
“Ask not what your company can do for you ask what you can do for your company (and yourself)”
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 “im Sorry”
• Identify them and engage
Ways to Engage - Marketing
Ways to Engage - Sales
1. Find those that are interested in your products so you can join the conversation
2. Establish a daily routine
3. Participate in the conversations – build relationships
Ecademy is an e-learning tool
But do they actually want to buy something?,
is it just talk?
Identify, allocate the conversation, speak to them and add value
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
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
Ongoing Process – for marketing
DevelopContent
Listen
AnalyseInsightsEngage
BuildingBrand
Ongoing Process – to empower staff
ProvideValue
Listen
Join the conversation
TransactBuilding
Community
Importance of Social Media Monitoring and interactionin creating a perfect market
Internet and Social media influence on engagement
Internet and Social media influence on engagement
Customer Engagement operational excellence required
Customer Engagement operational excellence required
HIGH
LOW
HIGH
LOW
UNKNOWN AWARE CONVERSATION CUSTOMER ADVOCATE
CUSTOMER ENGAGEMENT
Search
Social MediaConversations
It all starts with listening It all starts with listening
Instant Market
Research
Conversations Create
transactions
BrandProtection
Social Media
Publishing/marketing
It all starts with listening It all starts with listening
Next Steps
[email protected]://twitter.com/bob_barker
www.socialmedia.alterian.com Learn more
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