Green Bay Business Expo 2011 - 12 Steps of Social Media Strategy

Developing a Social Media Strategy
That Makes Sense!

12 Steps to Social Media Success The MarketingSavant Group
www.marketingsavant.com
888.989.7771
dana@marketingsavant.com

The MarketingSavant Group 888.989.7771

About
Dana VanDen Heuvel
Dana VanDen Heuvel is an award-winning marketing blogger, author of the
American Marketing Association's Marketech Guide to Marketing
Technology and the MySpace, YourSpace, TheirSpace Guide to Social
Network Marketing and the creator of the AMA's TechnoMarketing
training series. Dana is a widely recognized expert on blogging, podcasting,
RSS, Internet communities and interactive marketing trends and best
practices and speaks regularly on these topics at industry events. Dana
founded BlogSavant, one of the nation's first weblog and social media
marketing consultancies and currently runs The MarketingSavant™ Group,
a marketing technology consulting and training firm that helps marketers
leverage emerging marketing technology to reach and keep customers.
Learn more from Dana's blog at www.marketingsavant.com.

The MarketingSavant Group is a specialist company that focuses on transforming our clients into the preeminent
thought leaders and trusted advisors in their industry. Through our thought leadership marketing approach and
deep experience in digital and social media marketing we do extraordinary work for B2B clients to move your
entire organization beyond the competitive realm and into the unique niche of industry thought leader. We focus
on genuine organizational transformation through marketing, innovation, intellectual capital development and not
on producing a campaign that’s merely a quickly forgotten flavor-of-the-month tool.

We formed MarketingSavant to work with ethical, intellectual, innovative and challenging clients in the Business-
to-Business market sector. Our approach and our philosophy are to always put altruism before capitalism. We do
well by doing good, and we like to work with clients who share our philosophy.

On Today’s Agenda

• Is social media really a big deal? (Why should you
care about social media?)
• Yes, it’s a really big deal
• Social media helps your customers buy your stuff
• How to use social media to get them to buy more of
your stuff
• Getting serious and thinking strategically
• Now what?
• ** Free Stuff **


Social Media Starter Kit
Free Download
www.marketingsavant.com/bizexpo2011


SAVE THE DATE
JUNE 2, 2011
ST. NORBERT COLLEGE, BEMIS CENTER

SOCIAL MEDIA ROCKSTAR II


6 C’s of Social Media
1) Content
2) Commerce
3) Community
4) Context
5) Customization
6) Conversation Via: Joseph Jaffe from his book, Join the Conversation
(October 2007, Wiley)


Source: What the F**k is Social Media
http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-later www.marketingsavant.com

Social Media is the #1
Activity on the Internet!

via: WWW.VIRTU-ASSIST.COM


93% OF SOCIAL MEDIA USERS BELIEVE A
COMPANY SHOULD HAVE A PRESENCE IN
SOCIAL MEDIA. Cone, Business in Social Media Study, September 2008

85% OF SOCIAL MEDIA USERS BELIEVE A
COMPANY SHOULD GO FURTHER THAN
JUST HAVING A PRESENCE ON SOCIAL
SITES & SHOULD ALSO INTERACT WITH
ITS CUSTOMERS.
Cone, Business in Social Media Study, September 2008


http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-later

Where Buyers Go First

The MarketingSavant Group Source: Rain Today
888.989.7771

Most Common
Social Media Tactics (B2B)

The MarketingSavant Group Source: MarketingSherpa
888.989.7771

http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-later

Connecting Content
with Consumers

Source: Ogilvy


Don’t Commit Random Acts of
Social Media Marketing!


Take the Long View

• Most businesses are quick to test tactics, but
aren’t taking a larger strategic view
• So…most are doomed to underperform
• Or worse: CNET estimated that 50% of social
media campaigns launched by Fortune 100
companies this year will fail


The Social Media Channels
BLOGS
EVENTS and Social Content
CALENDARS
MICROBLOGS VIDEOS
EMAIL PHOTOS AUDIO
(BACN) (PODCAST)

STATUS
UPDATES WIKIS

SMS and TEXT
WHITE-LABEL BRANDED SOCIAL
SOCIAL NETWORKS NETWORKS

Social Interactions
Social Platforms

Social media is created and shared within social platforms: status updates and
similar interactions drive participation by increasing visibility of use.


World-Class Social Media
Users Match the Customer’s
Buying Phase to Social
Media Channels


Social Media + Path to Purchase

But…what should
we do next?

Source: Ogilvy www.marketingsavant.com

Define the Social Media Plan

1. Outline Your 7. Enterprise Social
Objectives Media Assessment
2. Risk Profile 8. Policy / Protocols
3. Define Your 9. Choose Social
Audience(s) Channels (Tools &
4. Social Media Content Tactics)
5. Determine Integration 10. Capacity and
Points Commitment
6. Culture Change and 11. Social Media Systems
Adaptation? 12. Measurement


Social Media Strategy
1) WHY? Why are you interested in social media?
2) Why do you want a social media plan for the
organization?
3) What objectives are we trying to meet?
1) Outcomes that are essential to the project
4) How will we know when we get there? (metrics)
1) Objective or subjective measures
2) Qualitative or quantitative
3) Indication of progress
5) What’s the value of accomplishing your objectives?
1) Demonstrable value
2) Represents actual improvement in the current conditions


Social Media Objectives
• How to we plan to measure the success of our social
media efforts? (Qualitative and quantitative metrics)
• What other benefits can you derive, such as creating a
community with suppliers, vendors, and partners?
• What do we expect people to do with the social media
tools that we roll out?
• What are our data do gathering objectives? (email,
address, downloads only)
• Are we ok with not seeing an immediate and direct
return on are social media investment?
• What are our short term and long term investment
expectations?


Common Social Media Objectives
• Research and Learning
• Lead generation
• E-commerce sales
• Store traffic
• Increase Brand or Issue Awareness
• Reputation management
• Get your fans to talk about you (word of mouth)
• Content Generation and Issues Awareness
• Increased Relevant Visitor Traffic and Page Rankings
• Take Action (sign petition, send email, leave comment,
etc)


Write the Strategy

• Objective: Develop a clear strategy statement
for your plan.
• Activity: Define the core plan elements.
• Outcome: Be clear about what the plan entails
and the expected outcome.


Toolkit
Blogs (73 of them)
Video
RSS feeds
LinkedIn
Twitter
Flickr

Indium employs social media to generate leads for electronic assembly components


Social Media Marketer
Indium Corporation
• 25% reduction in
marketing spend
• Major account wins
• Entire organization
involved
in the ‘community’
• “Thought
Leadership Status”
in their industry


Balance Risk &
Reward


WHAT’S YOUR SOCIAL MEDIA
GORILLA?

Top 10 Social Media Barriers
1. Lack of internal resources/time
2. Lack of knowledge/expertise
3. Not convinced about the value/ROI
4. Lack of clear guidelines/policies
5. Lack of awareness of social media within
company
6. Lack of budget
7. Social media not appropriate for
company/brand
8. Fear negative reaction from customers
9. Lack of global reach/scale
10. Lack of appropriate agency partner


Social & Thought Leadership Toolkit
Blog
Twitter (rates)
RSS feeds
Facebook
Business Pulse Survey
VOC community center

Nicolet uses a blog and social media to educate and connect with their tribe


Define the Audience

• Objective: Define the behavioral
characteristics of the target audience for your
selected organization.
• Activity: Review audience demographics.
• Activity: Build reliable buyer personas
• Outcome: Be clear about the makeup of the
audience.


Buyer Personas bring focus


Conversations start at the bottom

Curators • Edit a wiki – <1%*
• Moderate a forum – <1%

• Write in a blog – 21%
Producers • Upload a video – 18%

• Write in a discussion forum – 47%*
• Rate a product or service – 32%**
Commenters • Comment on a blog post – 22%**

• Share online video – 37%
• Update profile – 35%
Sharers • Upload photos – 23%

• Watch online video – 59%
Watchers • Read blogs – 48%
• Download podcasts – 23%

Source: Universal McCann Social Media Tracker Wave 3, March 2008
*Source: Wiki data from Wetpaint, forum data from Lithium Technologies
**Source: Pew Internet & American Life Project Tracking surveys


Social Media
+ Thought Leadership = Publisher
• Like it or not, you are a publisher, and you need to
start acting like one.
• Look at your web marketing activities…starting to
feel a lot more like publishing.


Clemson has a well-
defined social media
content strategy


Content can be more complicated than
we want to accept or believe.

• Audit
• Analyze
• Strategize
• Categorize
• Structure
• Create
• Review
• Approve
• Publish
• Update
• Archive


How does this work?

Content
Maintenance
Project Content Content Content andProject
Foundation Strategy Specifications Creation Completion
Marketing


Most Companies Under-leverage Assets
for Search, Marketing, Education

5% of Assets Demand

Demographic:
25 to 54 year old male,
business professional


100% Asset Utilization Elevates
Your Brand

100% of Assets Demand

Thousands of products (SKUs) &
brand messages


Types of Assets – More Than You Think?
Example: Technology Company’s Assets
Example:
Technology 14 Brand families
Company 12,732 Products and services
6 Broad go-to-market themes
42 Industry solutions
6.1MM Web pages
349 Case studies
1,942 Product data sheets
431 White papers
109 Webcasts
31,000 Press articles
219 Events with presence
13 Major sponsorships
432 Active employee blogs
395 Print ads
17 TV spots
421 Major global partners
227 HR initiatives
28 Languages

Social Media Integration

• Objective: How will your social media strategy
support and enhance your existing
communication strategy?
• Activity: Map Social Media to existing
channels and tactics.
• Outcome: Be precise about were social media
fits in to your overall communication plan.


Social Media Channels
PERSONAL SOCIAL
NETWORKS
EVENTS WHITE-LABEL
SOCIAL NETWORKS

TV and
Radio WIKIS BLOGS
Magazines

Integrated Social COLLABORATIVE Conversion MICROBLOGS
Media TOOLS
Campaigns (Engagement)
Direct
Online Mail SMS PHOTOS
Advertising

EMAIL AUDIO
(BACN) (PODCAST)

VIDEO

Social media is part of an Integrated Marketing Communication program.


Culture Change & Adaptation

• Objective: a. How will you get your
organization to embrace your social media
strategy?
– Can you think of any internal champions to drive it
forward?
– How will you address any fears or concerns?
• Activity: Determine any barriers to social
media success.
• Outcome: Social media acceptance.


Social Media Requires
Change Management
• Urgency!
• Guidance & governance
• Vision
• Communication
• Empowerment &
enablement
• Campaign wins +
competence development
• Build institutional
processes
• Create Social Media
Center of Excellence


The Social Enterprise


Social Media Touches
All Departments
• Business Development • Management Information Systems
– Field of membership – Technology
– Member education – Infrastructure (IT)
– Youth education – Security
• Corporate Communications • Member Contact Center
– Media relations – Service
– Public relations – Sales
– Cause-related marketing – Satisfaction
• Human Resources • Member Service
– Employee recruitment and retention – Service
– Rules and regulations – Sales
– Policies – Satisfaction
• Legal / Risk Management • Sales
– Risk management – Prospect development
– Member data integrity – Lead nurturing
– Security – Content curation
• Marketing • Training
– Sales – Employee skill sets and knowledge base
– Support of other departments’ objectives (ongoing)
– New product/service launches
– Regulation training


Why have a social media
& blog policies
• New media channels and internet services have changed the
way we communicate
– Personal information at display on blogs, Facebook etc.
– The line between the personal and the professional sphere gets
blurred.
– Corporate information available from lots of sources.
– Users spread information about brands, products and companies.
• Internet allows viral spread of information
– Bad news travel fast.
– Good news can also travel fast.
– Media and the blogosphere influence each other.


De Paul
Social Media Policy


A social media policy should…

"The true goal of every type of social media or web
policy should be to make interacting on the social
web easier, more comfortable, and safer for your
stakeholders."

http://associationmarketing.blogspot.com/search/label/social%20media%20policies


A good social media policy will…

• Educate as well as guide
• Provide instructive input to equip
people with basic new media
knowledge
• Complement an existing code of
conduct
• “Educate on”, respect and
enforce privacy guidelines
• Set constructive boundaries

Listen to the Conversation
• Be transparent. Be open and
honest in all communication.
• Be ethical. Live by the WOMMA
Practical Ethics Toolkit
• Be relevant. Share information
and perspectives that are
valuable to the online community
• Personalize and be personable.
• Address negative discussion
head-on.
• Court evangelists & advocates.

Even if you’re not ready to join the conversation, it
pays to have a sound strategy for dealing with any
social media conversation taking place about your
brand.

Sample Policies:

• Be trained
• Provide unique perspectives
• Post meaningful content
• Be respectful and responsive
• Respect confidentiality
• Transparency
• Follow the Intel Code of Conduct and Privacy
Policy (you do have those, right?)
http://www.intel.com/sites/sitewide/en_US/social-media.htm


MarketingSavant MindMaps – Social Media Policy Roles www.marketingsavant.com – 888.989.7771

Exercise: Choose Channels

• Based on the identified business objectives and
audience characteristics, prioritize and choose
three applicable social channels for your
selected organization.
• Or… go simple and do the One-One-One
approach


The Social Media Channels
BLOGS
EVENTS and Social Content
CALENDARS
MICROBLOGS VIDEOS
EMAIL PHOTOS AUDIO
(BACN) (PODCAST)

STATUS
UPDATES WIKIS

SMS and TEXT
WHITE-LABEL BRANDED SOCIAL
SOCIAL NETWORKS NETWORKS

Social Interactions
Social Platforms

The specific social content, spaces, and interactions you choose define the type of
experience your audience will have on the Social Web.


Hub and Outpost
social media
architecture

Social Media Isn’t Just a Set of Tools…
 Blogs
 Widgets
 Micro Blogs
 Online Chat
 RSS
 Social Networks
 Social Bookmarks
 Message Boards
 Podcasts
 Video Sharing Sites
 Photo Sharing Sites
 Virtual Worlds
 Wikis
 Local Search
(…just to name a few)

Define the Tactics

• Objective: Develop a clear tactical outline for
your plan.
• Activity: Define the core plan actions.
• Outcome: Be clear about how the plan is to be
put into action.
• (We will complete this exercise in class)


Social Media Tactics
• Answer common customer questions • Offer discounts, coupons or special offers to customers
• Share insight and opinion who find you via social media
• Pass on interesting links/posts • Offer discounts on conferences for folks who come to
• Tweet links showing your company featured on other Web hear you speak
sites or mainstream media • Show your human face
• Tweet often to keep your brand in customer’s top of mind • Talk about what you’re doing
• Share high quality content that is relevant to your customers
• Talk about who you are
needs
• Share information about your organization that customers, • Talk about why you do what you do
colleagues and others may be interested to know • To get blog subscribers
• Promote competitors when they deserve it • Direct traffic to your site
• Tweet links to Slideshare presentations or videos of speaking • Find referrals
engagements.
• Offer referrals
• Promote upcoming speaking engagements
• Connect vendors to one another
• Mention awards you’ve won or accreditations you’ve earned
• Hold contests
• Be the one to break the news in your industry
• Livetweet events
• Highlight employees
• Do free market research to see what people want/don’t want • Publish your Twitter handle on all direct mailings, email
• Conduct Twitter polls to quiz consumer opinion
newsletters, on your Web site and all other marketing
channels. Put it everywhere
• Learn about what’s working/not working for your
competitors • Promote your latest blog posts and newsletters
• See how your competitors are interacting with customers • Admit and apologize for flubs to help neutralize the
impact
• Ask for votes on social media sites (use sparingly)


Texas Instruments: B2B Video
• Texas Instruments “Thank
an Engineer campaign”
• At the end of March they
had:
– 176K Conversions
– 151K video views
– 25K “further actions” people
took from the landing page to
other areas on ti.com.
• People spend an average of
4.21 minutes on the page
• TI is confident and happy
that people are engaged
and watching the videos
(and more than one)

Thank an Engineer!
What They Expected
Our objectives were to show design What Else Happened?
engineers that TI “gets” them and that As far as customers creating their
we appreciate their role in bringing
today’s innovations to all of us. We also
own content- we held a video idea
hoped to build brand loyalty. contest. People submitted their
ideas for our next videos to our
Our measurable goals(conversions) community site (community.ti.com)
were: and we had a panel of judges who
• View multiple “thank an engineer” rated the top 10 ideas and the
video winners got flip video cameras.
• Forward video link to a peer or friend
We ended up getting about 90 idea
• View system block diagrams or other
ti.com portal pages
submission with very little
• Share stories regarding engineering
promotion of the campaign.
innovations on our community
forum.

Capacity and Commitment
• Objective: Who will implement your organization’s social
media strategy?
– Can you allocate a minimum of five hours per week to
your strategy?
– Do you need any outside expertise to help implement
your strategy?
– (Do they know your intentions?)
• Activity: Determine who will do your content updates
and social media engagement.
• Outcome: Social media point person(s) in the
district.


Time Commitment


It Can Also Be
Distracting…
• Why you must have a
strategy in place
• Mobilize your
volunteers, donors,
advocates and
everyone else to help
with social media
efforts


The Blogging Process


Marketing Map


Measurement Basis/ROI

• Objective: Develop a clear baseline against
which and ROI will be determined.
• Activity: Define the core metrics.
• Outcome: Be able to measure, refine, and
produce a defensible ROI.
• (We will complete this exercise in class)


Social Measures
• Participation
• Sales
• Registrations
• Referrals
• Links (the currency of the
social web)
• Votes
• Reduction in costs and
processes
• Decrease in customer issues
• Lead generation
• Conversion
• Reduced sale cycles
• Inbound activity


PARTICIPATION

The Global Social Media Check-up, Burson-Marsteller, 2010


Social Media Dashboard

SOCIAL MEDIA IMPACT
Source: Oliver Blanchard
“The Basics of Social Media ROI”


Exercise: Define the Metrics

• Define the metrics for each of the selected
social media channels.
• Tie these metrics to the current metrics for your
selected business.


Take Lessons from Leading Brands
• Deputize people throughout the organization
• Understand each channel’s unique engagement
• Find champions
• Centralize coordination
• Be in it for the long haul
• Pick channels carefully
• Fish where the fish are
• Support engagement as an extension of company culture
• Encourage employees to use social media to get work done
• Make social media part of the job
• Modularize and Synchronize across channels (activity
streams)
Source: Altimeter Group


Green Bay Business Expo 2011 - 12 Steps of Social Media Strategy

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