Objective Driven Social Media Strategies
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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.
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Objective Driven Social Media Strategies
- 1. 1 Objective Driven Social Media Strategies Dane Hartzell April 27, 2010
- 2. 2 The New Direct Marketing Database? 4,477,606
- 3. 3 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
- 4. 4 A new world. A new model.
- 6. 6 6 Empowered Consumers Empower Consumers Solution Based Solutions-Based Content People seeking Content answers & solutions Traditional Brand People discover Traditional Brand Touchpoints product or brand Touch-points Third Party Third Party Conversations Conversations
- 7. 7 Atomize Content The present The future Traditional brand web site Traditional brand web site
- 8. 8 Many Companies Establishing a Social Media Presence The Value of Social Media Report, produced by Econsultancy in association with Online Marketing Summit Feb, 2010
- 9. 9 Overwhelming Platform Options Source: Social Media Starfish; Robert Scoble and Darren Barefoot
- 10. 10 Process Creates Order Define The Business Objective Measure Listen And Optimize And Learn Social Media Process Execute Discern A Strategy
- 11. 11 “Food Storage” Discussion Topics March 2009 - May 2009
- 12. 12 “Food Storage” Channel Analysis March - May 2009
- 13. 13 “Food Storage” Brand Sentiment March - May 2009
- 14. 14 “Food Storage” Brand Share of Voice March - May 2009
- 15. 15 “Food Storage” Brand Velocity March - May 2009
- 16. 16 “Food Storage” Twitter Brand Share of Voice March - May 2009
- 17. 17 “Rubbermaid Food Storage” Word Cloud March - May 2009
- 18. 18 “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.
- 19. 19 3 Primary Social Media Strategies Share of Voice Velocity Sentiment 1 2 3
- 20. 20 Example Social Media Strategies CPG Brand X Increase conversation share of voice by leveraging organization professionals OTC Drug Brand X Increase conversation share of voice by providing brand zealots unique communications platforms Pizza Brand X Increase positive brand sentiment by shifting focus to new products Pizza Brand Y Increase conversation velocity by creating a community of moms who appreciate the little things in life
- 21. 21 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.
- 22. 22 Tactical Prioritization High Do it! Bite the bullet 14 17 15 18 10 21 11 6 23 13 2 8 5 1 4 19 26 3 Impact 16 22 20 24 12 25 7 Wait and see… 9 Don’t do it. Low Burden High
- 24. 24 Rubbermaid: Starting a Dialog
- 26. 26 Beyond the Website: Freschetta
- 28. 28 Beyond the Website: Carmex
- 29. 2929 Green Giant: Connecting Constituents
- 30. 30 Cold Stone Creamery • 450k email addresses • 365k fans • 500k monthly web visitors
- 31. 31 Measure and Optimize Pre During Post
- 33. 33 Contact Dane Hartzell Paul Saarinen President & Growth Catalyst Digital Culture & Media Advisor Bolin Digital Bolin Digital dhartzell@bolinmarketing.com psaarinen@bolinmarketing.com 612.374.1200 612.236.0746 ItsDane.extendr.com TaulPaul.extendr.com Bolinmarketing.com Blog: Bolindigital.com