Social Media Marketing Essentials

Steven Bellach
BottomLine Marketing
www.blmllc.com

© 2012 by Steven Bellach. All rights reserved.

Agenda
• Introductions (Quickly)
• Social Media is Changing How We Communicate
• Is Your Brand Ready?
• The Role of Social Media Networks in Your Marketing Plan
• Exercise #1 – Building A Social Media Network Program

• Break/Discussion

• How to Build an Effective Social Media Plan
• Best Practice Examples – Cisco & Red Bull
• Exercise #2 – Building a An Effective Social Media Plan
• Common Mistakes and Pitfalls
• Measuring ROI
• Summary
2

Introductions
• Name/Company
• Current social acumen (Beg/Inter/Adv)
• Networks you’re currently using
• This course will be successful if…

(Quickly)

3

The New Social World

4

Some Initial Thoughts…
• Who do you think owns your brand?

• Cash was king, what is the new currency?

• Do you or your brand have to be “extrovert” to
be a player in social media? Does social
have to be “wacky”?


Social Media is
Changing How We Communicate

6

Media Over the Years

One-Way Two-Way All-Way
Communication Communication Communication

Control Over Content Limited Control Over
Complete Control Over
& Closed Feedback Content; Open Feedback
Content Environment
Environment
7

“All-Way Communication” Implications
• Conversations will happen whether you want them to or not!

• You must monitor the conversations that are happening:
• For you and your competition
• To respond to negative or inaccurate sentiment

• You can influence what conversations do start to happen
• “Plant Seeds”
• New products/services
• Crisis management

• BUT, YOU NEED TO BE READY from a content and staffing strategy
perspective before getting started
• You cannot “dip your toe” in the social media waters !!
8

Because If You’re Not…

This Could Happen to You…

9

“United Breaks Guitars” Video

http://www.youtube.com/watch?v=5YGc4zOqozo

10

Content is The New Currency

Company-Generated Content
- Website, YouTube, Blogs, Games

Content
Eco-system
Externally-Generated Content
- Blogs, Yelp, Facebook, Forums

Who’s going to manage/monitor your content eco-system?

11

The Role of Social
Media in Your Marketing Plan

12

13

The Marketing Funnel
What Marketing Efforts
Do You Currently Have at
Each Stage of the Funnel?

!
RE
HE
Where Do Your Customers
Consume Information?
YW
ER

Where Does Social
Media Fit In?
EV

14

The Marketing Funnel

Inbound Marketing
!
RE

Engagement
HE
YW
ER
EV

15

Before We Proceed, Let’s Ask the
Fundamental Question:

IS YOUR BRAND READY?

16

Is Your Brand Ready?
Brand Fundamentals – Checklist

• Do you have a sound brand strategy?
• Target market, etc.?
• Clearly differentiated brand positioning?
• Clearly defined brand personality?

• Do you have a deep understanding of your competition – their
social footprint?

• Do you have a deep understanding of your customers – their
pain points, their likes/dislikes?

• Do you know where your customers go for information?
17

Is Your Brand Ready?
Social Fundamentals – Checklist
• Do you have clear goals for social media? What part of the funnel are you trying
to impact? What metric are you trying to move the needle on? BE SPECIFIC!

• Do you have the human resources to commit to social media? Before you start
a corporate blog or Twitter account, ask yourself if you can allocate the
resources needed. Social media is about real-time response and consistently
updated content.

• Do you produce enough quality content to sustain social media conversations?
Content feeds the social media beast. What have you already produced?

• Do you know which social media sites are popular with your prospects and
customers?

• Is your website prepared for social media attention?

• Are you ready to incorporate social media strategies throughout the buying
18
process?

What Social Media
Networks are Right for Your Brand?

19

The 90/10 Rule Of
Social Media For Business

20

Where Do The Key
Social Media Networks Fit In?

21

Facebook
• Key Stats • Founded in 2004
• Source: http://newsroom.fb.com • 901 million monthly active users
• 398 million users active six of last seven days
• More than 125 billion friend connections

What It’s Good For • Great for highly targeted marketing campaigns
• Can serve as hub for your overall social media program
• “Meeting place” in B2C, “Traffic Cop” in B2B
• Easy to organize multi-media content
• Reputation management (popularity  trust can be very
important)

Best Practices/Examples • Establish content, tone, frequency guidelines
• Organize your information by how customers want to use it
• Integration with all marketing campaigns and new product
launches
• Dedicated apps to get closer to fans
22

Twitter
Key Stats • Founded 2006
Source: • Over 140 million active users
• Over 340 million Tweets per day
http://thenextweb.com/socialmedia/2012/03/21/twitter-has-over-140-million-active-users-sending-over-340-millio

What It’s Good For • Starting and jumping into conversations on relevant topics
• Listening to customer/industry discussions
• Monitoring competitors
• Issuing alerts for news/content
• Timely announcements – new products, short-term promotions,
events

Best Practices • Establish content, tone, frequency guidelines
• Drive traffic using #hashtags and topics
• Drive tweet activity around an event – e.g., a trade show,
sponsorship
• Host Twitter chats with experts (or promotionally)
• Selectively link your Twitter account to other platforms for timely
updates and to share content 23

LinkedIn
Key Stats • Founded in 2002
Source: • 161 million members
http://press.linkedin.com/about ) • Members performed nearly 4.2 billion professionally-oriented
searches in 2011; on pace to surpass 5.3 billion in 2012.

What It’s Good For • Company and individuals become SMEs/go to resources
• Post white papers, slideshares, blogs (link to and from)
• Business-related networking
• Lead generation
• Research/preparation
• Networking/recruiting
• User groups around common interests

Best Practices • Post stream of relevant content (white papers, slideshares, etc.) at
regular intervals
• Share interesting content you’ve read on LinkedIn
• Provide links to 3rd party content (off-LinkedIn) your prospects and
customers will find interesting
• Use LinkedIn tools – polls/answers (“ask and answer”)
24

Blogs
Key Stats • Popularity grew significantly in late 1990s with the advent of web
publishing tools that facilitated the posting of content by non-
technical users

What It’s Good For • Great for educating your customers and prospects
• Build credibility around relevant subject matter
• Become “go-to” resource
• “Be the expert”
• Reputation management
• Traffic driver
• Lead generation

Best Practices • White Papers
• Blog for search
• Dumb it down…keep it simple
• Leverage all other SMNs to drive readership
• Include CTAs
• Measure, then repeat (people read what’s interesting to them)

25

YouTube
Key Stats • Over 800 million unique YouTube visits each month
Source: • Over 4 billion videos viewed each day; over 1 trillion views in 2011
http://www.youtube.com/t/press_statistics hours/earthling)
(140
• 60 hours of video are uploaded every minute
• Over 3 billion hours of video are watched each month on YouTube

What It’s Good For • Great for delivering engaging content
• Instructional/how to
• Highlight and promote user generated content
• Leverage overlays to drive traffic to commerce or other action

Best Practices • Create YouTube channel for “brand home”; Build subscribers
• Create great content relevant to your target audience
• Product showcase/demos, how-to & expert advice, presentations,
case studies
• Find right balance between company and externally generated
• Measure, then create more (people view what’s interesting to them)
• Monitor discussions around video
26

Exercise #1

Building A Social Media
Network Program

27

Building a Social Media Network Program
• Find a partner (focusing on the same SMN)

• Decide what part of the marketing funnel you want to impact, then
select ONE social media network

• Think about how it can be used to support your current and/or future
marketing/sales efforts

• Summarize:
• What part of the funnel are you trying to impact?
• What’s your objective?
• What network will be most effective?
• What content do you have or will you need to be successful?
• What are some tactics you might employ?
28

Social Media Network Summary
Facebook • Great for highly targeted marketing campaigns
• Can serve as hub for your overall social media program
• “Meeting place” in B2C, “Traffic Cop” in B2B
• Easy to organize multi-media content
• Reputation management (popularity  trust can be very important)

Twitter • Starting and jumping into conversations on relevant topics
• Listening to customer/industry discussions
• Monitoring competitors
• Issuing alerts for news/content
• Timely announcements – new products, short-term promotions, events

LinkedIn • Company and individuals become SMEs/go to resources
• Post white papers, slideshares, blogs (link to and from)
• Business-related networking
• Lead generation
• Research/preparation
• Networking/recruiting
• User groups around common interests

Blogs • Great for educating your customers and prospects
• Build credibility around relevant subject matter
• Become “go-to” resource
• “Be the expert”
• Reputation management
• Traffic driver
• Lead generation

YouTube • Great for delivering engaging content
• Instructional/how to
• Highlight and promote user generated content
• Leverage overlays to drive traffic to commerce or other action

29

Break/Discussion

30

How To Build an
Effective Social Media Plan

31

Some Recent Statistics…

• 60% of businesses, both B2B and B2C, do not have an
integrated social media strategy

• 69% of B2B companies, and 42% of B2C companies, do
not have a mechanism for responding to customer
feedback in social media

• 51% of B2B companies have no social media tracking
system in place, compared with 22% of B2C companies

Survey of 1180 B2B and B2C marketers conduced in January, 2012; Satmetrix Systems)

An Effective Plan…

• Has clear, measurable marketing objectives that are aligned
with overall business objectives
• Identifies what part(s) of the marketing funnel social media will
address

• Involves all parts of the organization, and encourages active
participation among employees, customers and prospects

• Incorporates the most appropriate social media networks to help
achieve objectives

• Links social media networks to drive the content eco-system

33

So, Which Social Media
Networks Are Right For You?

34

So, Which Social Media
Networks Are Right For You?

(Cue “Gross Generalization” Music)

35

Generally, A Good Place To Start…

Blogs Facebook
LinkedIn Twitter
YouTube YouTube
Facebook Blogs
Twitter LinkedIn
36

Best Practice Examples

• B2B – Cisco
• B2C – Red Bull

37

Cisco

38

Cisco
• Overtly encourages employees to engage in social media

• Clearly outlines the company’s social media strategy and its benefits to
all employees – in fact they’ve posted their Cisco Social Media
Playbook: Best Practice Sharing on line!

• “Cisco recognized early on that the first key in developing a solid social media strategy is to:

• LISTEN to what customers are saying about the Cisco brand, products, competitors and
the industry. By monitoring conversations, tracking brand mentions and identifying brand
advocates, we found that we could effectively gauge the time and resources needed to
invest in our social media campaigns.

• To ensure that there’s clear alignment between business objectives and social media,
Cisco PLANs for engagement by mapping out the team’s objectives, goals, strategies
and tactics. By working through this exercise, Cisco teams are able to identify members
who are particularly suited for certain roles and responsibilities and who are able to fulfill
functional work streams”

39
Source: http://www.scribd.com/doc/33518678/Cisco-Social-Media-Playbook-Best-Practice-Sharing

Cisco – Blogs

Easy to sort

40

Cisco – Blogs

Easy to navigate

41

Cisco – YouTube

High viewership

Well organized

42

Cisco – YouTube

Integrated
with other
SMN feeds

Well organized

43

Cisco – LinkedIn

Career/product
focused

44

Cisco – Facebook

A hub for Cisco info

Linked to
Other content

45

Cisco Twitter

Linked to blogs

Responding to customers

46

Cisco – Lessons Learned
• Encourage across-the-board participation in social media (within
social media policy guidelines)

• Develop strong content
• Deep understanding of what your customers want
• Monitor what is read/viewed to drive future content creation
• Length and frequency that is appropriate for your target audience

• Have the “appropriate” level of company/brand participation
across all SMNs

• Ensure strong linkage of content across all SMNs
47

Red Bull

48

Red Bull – Facebook

Extraordinary social following – “top 5”

Content Gathering Place

49

Red Bull – Facebook

Continuous content stream

50

Red Bull – Twitter

Enhancing brand
through hashtag use

Use of promoted tweet
to ensure viewership

51

Red Bull – Twitter

Interacting with
consumers

52

Red Bull – YouTube

Do you think their
content is relevant
to their consumers?

Custom
content

53

Red Bull -- Blogs

Linked to
Facebook
Red Bull
athlete blogs

54

Red Bull -- LinkedIn

Career focus
on LinkedIn

55

Red Bull– Lessons Learned
• Develop strong content
• Deep understanding of what your customers want
• Monitor what is read/viewed to drive future content creation
• Length and frequency that is appropriate for your target audience

• Have the “appropriate” level of company/brand participation
across all SMNs

• Ensure strong linkage of content across all SMNs

56

Exercise #2

Building An Effective
Social Media Plan

57

Building an Effective Social Media Plan

• Find a partner

• Start with the SMN program from the initial exercise– fine-tune as
necessary

• Expand the plan to 2-3 channels
• How will you integrate/link the channels to leverage your content?

• What is your success metric? How will you measure?

• Additional questions
• Does your organization have the resources to execute this plan?
• Do you have a social media policy in place?

58

Discussion

59

Common Mistakes & Pitfalls

60

• Quantity over quality
• Only talk when you have something to say!

• Too much “buy, buy, buy”
• Think about the entire marketing funnel

• Focusing on a singular campaign, rather than an ongoing strategy
• Might be OK for a launch, but then what’s your content strategy?
(start with asking your sales force for the top 5 customer issues)

• Not having a social media policy in place
• It takes resources

61

Social Media Policy Elements
• A statement that the organization’s broader ethical guidelines also
apply to social media
• A statement of who has rights to access/use company-sponsored social
media venues
• Reminders of individual responsibility and liability
• Reminder that employees must post disclaimers that they do not speak
for the organization
• Disclosure of affiliation with the organization when posting
• Respect for copyright and fair use laws
• Honoring the confidentiality of proprietary or internal information
• Prohibitions on hate speech, ethnic slurs, etc
• Privacy and discretion reminders

62

Cisco’s Social Media Policy
1. Identify yourself as a Cisco employee…when participating on social networking sites while discussing
Cisco’s business and related industry topics. Please provide a disclaimer if using a non-Cisco sponsored
tool. It is never acceptable to use aliases or otherwise misrepresent or hide your affiliation . It is best
practice to state your relationship with the Company from the outset.
2. Keep applicable policies in mind…when engaging online to communicate anything related to Cisco
business, you must read, understand and abide by this Policy and any related corporate policies.
3. Do not commit Cisco to any action unless you have authority to do so.
4. Protect Reputation Avoid any statement or comment that might harm Cisco’s reputation. You represent
Cisco and the Cisco brand. As an employee and possibly a shareholder, your actions both on and offline
can affect perceptions about the Company and shareholder return.
5. Do not post confidential or copyrighted information (music, videos, text, photographs, etc.) belonging to
either Cisco or third parties without written permission. Please refer to Cisco’s Proprietary Information and
Inventions Agreement, and Cisco’s Data Classification Handbook for more information.
6. Do not make any statements about Cisco’s financial performance…Refer any questions to our
investor relations representative.
7. Maintain confidentiality of internal only information…Do not share any information that is marked for
internal use only.
8. Do not post anything that is defamatory, offensive, harassing, or in violation of any applicable law or Cisco
9. Do not engage with the news media to discuss Cisco strategy and/or business without PR consultation and
approval. If a member of the news media or a similar outlet contacts you, consult your PR Representative
before responding

Source: http://www.scribd.com/doc/33518678/Cisco-Social-Media-Playbook-Best-Practice-Sharing 63

• Quantity over quality
• Only talk when you have something to say! But say it often enough.

• Too much “buy, buy, buy”
• Think about the entire marketing funnel

• Focusing on a singular campaign, rather than an ongoing approach
• Might be OK for a launch, but then what’s your content strategy?

• Not having a social media policy in place
• It takes resources

• Failing to link your social media strategy with your search strategy
• Social media networks typically on first page of brand searches!
64

Don’t Believe Me?
Try “Googling” Some Popular Brands…

Page One Results
IBM Twitter
Oracle Twitter
Coca-Cola Facebook, Twitter
Southwest Airlines Twitter, Blogs
Hewlett Packard Facebook
Oreo Facebook
American Airlines Twitter
Apple YouTube (page 2)
Toms Shoes Twitter
65

More Common Mistakes & Pitfalls
• Failing to project your brand voice
• Should IBM be “wacky”? Should Red Bull not be bold?

• Trying to be great in all SMNs
• Focus on the 1-2 that are most relevant to your goals

• Thinking social media will replace your off-line marketing
• Integrate, integrate, integrate

• Not responding to customer comments: the good, the bad AND the ugly
• Important to “delight” and “diffuse”

• Using social for “one-way” communication
• It’s not all about you!
66

Measuring ROI

67

Measuring ROI
What Are Marketers Currently Doing?

• Columbia University study – March, 2012
• Only 15% of senior marketers say they are tying their social media marketing efforts to
financial metrics like share, $, profits
• Compared to 41% for e-mail marketing and 47% for traditional direct mail marketing

• Wildfire Study – January, 2012
• Among those who do measure, “soft metrics” tend to be the focus – likes, fans, comments
and interactions
• 38% of marketers said these soft metrics were their “top metric”

• Awareness, Inc. Survey – December, 2011
• 38% and 26% of marketers tying their social media marketing initiatives to lead generation
and sales, respectively
• 76% using soft metrics such as “social presence”, measured by followers/fans and website
traffic

68

Measuring ROI
• It’s not only about fans, followers, connections or views!
• Are they engaged?

• It starts with “what’s your objective”?
• Where in the funnel are you trying to impact?
• Focus, focus, focus

• And what’s your evaluation metric?
• Leads?
• New customers?
• Customer satisfaction?
• Reorder rate?
69

Popular 3rd Party On-Line Tools

• Dashboards/Trackers
• Radian6
• HootSuite
• Sprout Social

• Blog Monitoring
• Alltop
• Technorati
• Postrank

• Social Influence
• Klout
• PeerIndex

70

Summary
• “All-way communication” has changed the way we interact with customers

• You cannot “dip your toe” in the social media waters
• Need a well thought out content strategy – content is king!
• Need a resource strategy

• Is your brand ready – do you have a strong differentiated brand strategy?

• Align your social media objectives with your marketing objectives and your
business objectives – where are you in the marketing funnel?

• Choose/prioritize your social media networks wisely

• Measure, measure, measure – you can’t manage what you can’t measure

71

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