Integrated Social media strategy
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Transcript of Integrated Social media strategy
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Social Media and your business Ryan McCormack :: May 2010 http://bitstrategist.com
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
Outline
• Marketing is evolving
• Businesses need an integrated strategy
• Social media is a critical step
• Summary
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
Marketing is evolving
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
In the beginning…
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
And then it got noisier…
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
Trust us…
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
…and then came the Internet
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
…and things got social
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
Businesses can evolve by pursuing an
integrated strategy
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
Product Strategy Your products or
services, competition
Brand & Content Strategy
Who you are and how you communicate
about yourself
Social Strategy How you listen to and engage with your customers
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
Experience Design
Social Strategy How you listen to and engage with your customers
Integrated Strategy
and Design
Product Strategy Your products or
services, competition
Brand & Content Strategy
Who you are and how you communicate
about yourself
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
The new kid on the block: Social strategy
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
Social media is not a fad. There is real impact and ROI.
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
Twitter explodes across the globe
• 106,000,000 registered users
• 300,000 new users / day
• 600,000,000 searches / day
• 100,000+ applications
• 3 billion API requests / day
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
Facebook becomes a juggernaut
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
Crowds help companies build better widgets
• 1 year = 70,000 ideas • 60 products launched • 100,000+ comments
• 12,000+ ideas generated • 325+ ideas implemented • 660,000+ votes for ideas
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
Social media drives revenue
Dell: > $7MM in direct revenue from Twitter
Online reviews drive 15,000 additional product sales in first year
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
Social campaigns drive engagement
Plant a seed for a “blog hunt”
And people find their way “home”
Clues are revealed…
Users visit different blogs
Prizes and rewards for winners, traffic for bloggers
• 2.5MM views on blogs • HUGE rise in Alexa ranking
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
Social media drives leads
Lead generation nearly DOUBLES for SMB
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
It’s moving beyond competitive advantage
80% of companies surveyed will use blogs, Twitter, customer reviews and Facebook by the end of 2010
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
The promised land has a few mines
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
Social media is an evolved ecosystem
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
I know…I’ll just sign up for
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
The digital ecosystem
Social news
Discussion forums
Collaborative production
Social networks
Microblogs Social bookmarking
Location
Blogs
Your Web site
Photos
Video
Multiple destinations and Shared information
Your Brand is
distributed
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
Social media is a critical step
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
A four-step program
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
1. Goals: Set your goals
2. Strategy: Devise a plan
3. Execution: Make it operational
4. Evolution: Measure, refine, repeat.
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
“If you don’t know where you’re going, you’ll probably end up somewhere else.”
– Les Brown
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
Step 1: Set your goals
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
Goals come in a few flavors
Money
Reputation
Ideas
Awareness
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
Don’t confuse goals for strategy
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
“All men can see the tactics whereby I conquer, but what none can see is the strategy out of which victory is evolved.”
– Sun Tzu, The Art of War
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
Step 2: Devise a strategy
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
A social media strategy framework
• Listen
• Talk
• Engage
• Embrace
Increasing level of engagement and trust
No relationship
Deeper relationship
See also: Groundswell (Li & Bernoff, 2009)
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
Listen: What are people saying about you
Twitter search
Facebook wall posts
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
Talk: Communicate with people
Blog article
Response in comments from company
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
Engage: Forge deeper connections
…and engages
An angry customer tweets
Head of North American customer support listens…
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
Embrace: Let your customers change you
Starbucks builds a community platform
Customers engage
Starbucks listens and takes action
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
“Strategy without tactics is the slowest route to victory.”
– Sun Tzu
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
Step 3: Make it operational
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
I can’t do it, Captain! The social media engineering team is offline!!
Scotty, I need a viral video in 3 minutes or we’re all dead!
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
Build your social media team
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
How deep is this pool, anyway?
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
Don’t forget to keep winding.
Social media initiatives
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.”
– Charles Darwin
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
Step 4: Evolution
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
Measure. Refine. Repeat.
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
The laws of business physics still apply
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
Choose metrics carefully
• Web site traffic
• Brand awareness
• Engagement with prospects
• Engagement with customers
• Brand reputation
• Prospect lead quality
• Revenue
• Prospect lead volume
• Useful product feedback
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
How to assess impact
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
Summary
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
Experience Design
Social Strategy How you listen to and engage with your customers
Integrated Strategy
and Design
Product Strategy Your products or
services, competition
Brand & Content Strategy
Who you are and how you communicate
about yourself
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
Social media in four steps
1. Goals: Set your goals
2. Strategy: Devise a plan
3. Execution: Make it operational
4. Evolution: Measure, refine, repeat.
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Ryan McCormack :: July 2010 :: http://bitstrategist.com
So what’s next for you?