Objective Driven Social Media Strategies
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1 Objective Driven Social Media Strategies Dane Hartzell April 27, 2010
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Many organizations have begun to use social platforms as a direct channel to their audiences. This presentation will help you do more than have a presence by showing you how to identify strategies that meet your organizational objectives and then how to track and measure success.
Transcript of Objective Driven Social Media Strategies
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Objective Driven Social Media StrategiesDane Hartzell April 27, 2010
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The New Direct Marketing Database?
4,477,606
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Social Media Premise
“Person like yourself or your peer” is
seen as the most credible spokesperson
about a company and among the top
three spokespeople in every country
surveyed.” © Annual Edelman Trust Barometer survey
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A new world.
A new model.
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Our Perspective
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Empower Consumers6
Third Party
Conversations
Solution Based
Content
Traditional Brand
Touchpoints
Empowered Consumers6
Solutions-Based
ContentPeople seeking
answers & solutions
People discover
product or brand
Third Party
Conversations
Traditional Brand
Touch-points
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Atomize Content7
The present The future
Traditional brand
web site
Traditional brand
web site
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The Value of Social Media Report, produced by Econsultancy in
association with Online Marketing Summit Feb, 2010
Many Companies Establishing a Social Media Presence
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Overwhelming Platform Options
Source: Social Media Starfish; Robert Scoble and Darren Barefoot
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ListenAnd Learn
Execute
MeasureAnd Optimize
Define The Business
Objective
DiscernA Strategy
Social Media Process
Process Creates Order
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“Food Storage” Discussion Topics
March 2009 - May 2009
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“Food Storage” Channel Analysis
March - May 2009
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“Food Storage” Brand Sentiment
March - May 2009
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“Food Storage” Brand Share of Voice
March - May 2009
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“Food Storage” Brand Velocity
March - May 2009
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“Food Storage” Twitter Brand Share of Voice
March - May 2009
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“Rubbermaid Food Storage” Word Cloud
March - May 2009
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“Food Storage” Verbatims• One of the reasons that I prefer the Sterilite containers over glass or plaster canisters is because they are
plastic which means I won’t risk nicking the jar or breaking it. I also like how they are the same size because
most of the things I have come in the same size bag from the store. If the canister is too small then I have
leftovers which mean two things to manage instead of one. I also love the fact that they are clear because then I
know what I am grabbing before I ever touch it and I know what I’m running low of before I head out to the store.
• I LOVE MY TUPPERWARE!!! I think I would have to say that Tupperware has been around for as long as I
have or even longer. I remember as a child we always had Tupperware in our house. The bowls were pale
pastel colors with a clear lid. Do you remember those? They also used to be clear with a clear lid. I have a
picture of me at my 2nd birthday when my mother let me lick the batter from the bowl that she used to make the
cake for me. I was covered in chocolate, and in my hands was the ever famous "Tupperware Wonderlier®
Bowl"(the largest one). I'm not sure if it was called the "Wonderlier® Bowl" at that time though.
• Food containers like Tupperware and Rubbermaid are a big part of my day. We have lots of leftovers and are
on a budget. We don’t like to waste food.
• The only thing I look for in a container is versatilty. I need something that is going to be able to hold multiple
kinds of food and not juist specialty containers.
• I’ve tried the disposable containers to try and save money but learned after leaks and spoiled food that I should
just stick with my tried and true Tupperware.
• Staining is my biggest issue with these, I suggest that you use some disposable option to prevent this or not
care as much because of the significant drop in price.
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Share of Voice
3 Primary Social Media Strategies
Velocity Sentiment
1 2 3
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Example Social Media Strategies
Increase conversation share of voice by leveraging organization
professionals
Increase conversation share of voice by providing brand zealots unique
communications platforms
Increase positive brand sentiment by shifting focus to new products
Increase conversation velocity by creating a community of moms who
appreciate the little things in life
CPG Brand X
OTC Drug Brand X
Pizza Brand X
Pizza Brand Y
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Brainstorm Tactics
1. Influencer campaigns & blogger outreach
2. Facebook & Twitter profiles
3. Fan recruitment campaigns
4. Community management
5. Content sharing tools
6. Customer generated content campaign
7. Viral intended campaigns
8. Custom community site
9. Etc.
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Tactical PrioritizationHigh
LowHigh
Impact
Burden
Wait and see…
Don’t do it.
Do it! Bite the bullet
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Rubbermaid: Leveraging Influencers
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Rubbermaid: Starting a Dialog
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Website: Freschetta
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Beyond the Website: Freschetta
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Carmex Website
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Beyond the Website: Carmex
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Green Giant: Connecting Constituents29
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Cold Stone Creamery
• 450k email addresses
• 365k fans
• 500k monthly web visitors
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Measure and Optimize
Pre During Post
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Measure and Optimize
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ContactDane Hartzell
President & Growth Catalyst
Bolin Digital
612.374.1200
ItsDane.extendr.com
Bolinmarketing.com
Blog: Bolindigital.com
Paul Saarinen
Digital Culture & Media Advisor
Bolin Digital
612.236.0746
TaulPaul.extendr.com
