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Defining a Social Media
       Marketing Strategy:
    Breathing New Live Into Corporate
     Marketing Content and Collateral

An Excerpt from the Let’s Talk Social Media ROI Series



     Download the full whitepaper here:
     http://socialmedia.alterian.com/learn-more/roi/corp-marketing-whitepaper1
The ROI of Listening to Your Customers’ Needs



  The paradigm shift in marketing requires consideration of
  a new philosophy. Marketing is no longer about creating
  the perfect message and then broadcasting it; as
  mentioned, consumers are increasingly blocking those
  channels. Marketers need to take a few minutes and step
  back and consider how their audiences are interacting
  online. This approach will provide the guidelines for
  effective social media engagements and a corporate
  marketing strategy.



        Download the full whitepaper here:
        http://socialmedia.alterian.com/learn-more/roi/corp-marketing-whitepaper1
From the Consumers’ Perspective



  To make the transition into this new type of marketing, it is
  important to understand why consumers are tuning out
  marketers, what they want, and the benefits that brands
  can derive from a participatory methodology. This will
  enable the marketer to easily adapt to best utilize
  the social channels with a focus on customer
  engagement.




         Download the full whitepaper here:
         http://socialmedia.alterian.com/learn-more/roi/corp-marketing-whitepaper1
Why are consumers tuning out your carefully crafted marketing
messages?


  • They don’t care about glossy PDFs filled with marketing
    clichés.

  • They are not interested in flashy corporate websites.

  • They are aligning themselves with brands that have
    integrated their marketing messages with their customer
    service and product development.




        Download the full whitepaper here:
        http://socialmedia.alterian.com/learn-more/roi/corp-marketing-whitepaper1
What do consumers?


 • They want brands to create products and services that
   they need.
 • They want brands to listen to their concerns and
   respond in a timely manner; And this doesn’t necessarily
   mean a formal press release; Consumers want to talk
   with people.
 • They are demanding authenticity and transparency. For
   example, if the customer service wasn’t good enough,
   then they want an apology. If the product didn’t work
   properly, then they expect a resolution.

       Download the full whitepaper here:
       http://socialmedia.alterian.com/learn-more/roi/corp-marketing-whitepaper1
What are the benefits to the brands to accomplish this?


  • Listening to consumers provides an invaluable guide to
    what interests them, how they want to be communicated
    with, and through which channels.

  • Consumers will uplift the brand and promote it in social
    networks via word of mouth (which is far more powerful
    than traditional marketing and cannot be bought).




         Download the full whitepaper here:
         http://socialmedia.alterian.com/learn-more/roi/corp-marketing-whitepaper1
From the Consumers’ Perspective




  Understanding why consumers are tuning out marketing
  messages and what they want from your brand will help
  you to implement the right strategy to fulfill the objective of
  more effective marketing. The ROI of listening and brand
  building is a much more effective reach on your marketing
  efforts, and lower costs.




         Download the full whitepaper here:
         http://socialmedia.alterian.com/learn-more/roi/corp-marketing-whitepaper1
A New Philosophy for Marketing




  1. Create content that is educational and informative.

  2. Ensure that content exists for consumers at all points
     in the buying cycle, including after points of sale.

  3. Placing the content in shareable social networks
     encourages the magic of word of mouth.




        Download the full whitepaper here:
        http://socialmedia.alterian.com/learn-more/roi/corp-marketing-whitepaper1
Defining a Social Media Marketing Strategy




  1. Listen using a comprehensive tool

  2. Decide on Objectives and Plan Strategy

  3. Metrics Defined by Objectives

  4. Benchmark and Execute

  5. Measure, Report and Refine




        Download the full whitepaper here:
        http://socialmedia.alterian.com/learn-more/roi/corp-marketing-whitepaper1
Listening

•   Gauge the amount of conversation around your brand
    and competitors
•   Identify where the target markets are interacting both
    online and offline. Focus on the places where your
    consumers are most active.
•   Establish the sentiment and tone around the brand and
    products.
•   Gain insight on competitors and industry topics.
•   Determine main themes of the conversations.
•   Ensure that marketing messaging is connecting with
    consumers. (Are you speaking the same language?)
            Download the full whitepaper here:
            http://socialmedia.alterian.com/learn-more/roi/corp-marketing-whitepaper1
Objectives and Strategy


Marketing’s primary objective is to increase brand visibility
which in turn will create a path for inbound leads
and sales. Another important objective is to support internal
communications.

The strategy to accomplish these things will be based on the
information gathered during the listening stage of a social
media engagement.

As stated earlier, remember to create content that appeals to
consumers at all stages of the buying
process.

        Download the full whitepaper here:
        http://socialmedia.alterian.com/learn-more/roi/corp-marketing-whitepaper1
Benchmark and Executive



The metrics of a social media engagement strategy will be
based on the objectives. The most common metric is to
increase the number of conversations by a certain
percentage. It is also easy to measure the increase in the
number of conversations in a certain channel. For example,
an organization might specify that it wants to increase its
brand visibility by 15%. These metrics can be added to
traditional web metrics: number of subscribers, number of
visitors, number of comments, etc.




        Download the full whitepaper here:
        http://socialmedia.alterian.com/learn-more/roi/corp-marketing-whitepaper1
Metrics

Assessing the current level of brand awareness and brand
image surrounding your company provides the basis for
future comparisons. As you execute your social media
marketing strategy you can reference the baseline and
comprehensively note and measure your progress.

It is important to remember two points of effective social
media marketing:
1. A social media engagement is a long term commitment.
   It can be done in campaigns, but they need to build.
2. Brand building requires consistent engagement over time

          Download the full whitepaper here:
          http://socialmedia.alterian.com/learn-more/roi/corp-marketing-whitepaper1
Measure, Report & Refine

The final step is measuring progress. In addition to
quantitative aspects of measuring your brand, keep track of
qualitative aspects such as quotes by product advocates.

Reporting is key and will provide guidance on future social
media efforts. The reports should include quantitative aspects
such as amount of daily conversations, distribution of those
conversations across multiple channels, and also the
sentiment and tone of those conversations. The qualitative
aspects of recording significant interactions, feedback and
comments are also invaluable. All of these should be
compared against progress towards the objectives.

        Download the full whitepaper here:
        http://socialmedia.alterian.com/learn-more/roi/corp-marketing-whitepaper1
The Human Aspect



    Social media engagement is far more than utilizing
    technology in Facebook or Twitter. It requires a
    human to interact online. The social media specialist
    role is fast becoming a mainstream position in
    organizations. Companies are realizing the value of
    having someone lead their social media efforts.




        Download the full whitepaper here:
        http://socialmedia.alterian.com/learn-more/roi/corp-marketing-whitepaper1
Conclusion



    The foundation of social media marketing and
    engagement is listening using a comprehensive tool.
    This will point to the objectives and make the steps
    for a successful strategy apparent. A professional
    social media monitoring tool will also define the
    metrics and make it easy to benchmark, measure
    and report on them.




        Download the full whitepaper here:
        http://socialmedia.alterian.com/learn-more/roi/corp-
        marketing-whitepaper1

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Defining a Social Media Corporate Marketing Strategy

  • 1. Defining a Social Media Marketing Strategy: Breathing New Live Into Corporate Marketing Content and Collateral An Excerpt from the Let’s Talk Social Media ROI Series Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/corp-marketing-whitepaper1
  • 2. The ROI of Listening to Your Customers’ Needs The paradigm shift in marketing requires consideration of a new philosophy. Marketing is no longer about creating the perfect message and then broadcasting it; as mentioned, consumers are increasingly blocking those channels. Marketers need to take a few minutes and step back and consider how their audiences are interacting online. This approach will provide the guidelines for effective social media engagements and a corporate marketing strategy. Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/corp-marketing-whitepaper1
  • 3. From the Consumers’ Perspective To make the transition into this new type of marketing, it is important to understand why consumers are tuning out marketers, what they want, and the benefits that brands can derive from a participatory methodology. This will enable the marketer to easily adapt to best utilize the social channels with a focus on customer engagement. Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/corp-marketing-whitepaper1
  • 4. Why are consumers tuning out your carefully crafted marketing messages? • They don’t care about glossy PDFs filled with marketing clichés. • They are not interested in flashy corporate websites. • They are aligning themselves with brands that have integrated their marketing messages with their customer service and product development. Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/corp-marketing-whitepaper1
  • 5. What do consumers? • They want brands to create products and services that they need. • They want brands to listen to their concerns and respond in a timely manner; And this doesn’t necessarily mean a formal press release; Consumers want to talk with people. • They are demanding authenticity and transparency. For example, if the customer service wasn’t good enough, then they want an apology. If the product didn’t work properly, then they expect a resolution. Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/corp-marketing-whitepaper1
  • 6. What are the benefits to the brands to accomplish this? • Listening to consumers provides an invaluable guide to what interests them, how they want to be communicated with, and through which channels. • Consumers will uplift the brand and promote it in social networks via word of mouth (which is far more powerful than traditional marketing and cannot be bought). Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/corp-marketing-whitepaper1
  • 7. From the Consumers’ Perspective Understanding why consumers are tuning out marketing messages and what they want from your brand will help you to implement the right strategy to fulfill the objective of more effective marketing. The ROI of listening and brand building is a much more effective reach on your marketing efforts, and lower costs. Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/corp-marketing-whitepaper1
  • 8. A New Philosophy for Marketing 1. Create content that is educational and informative. 2. Ensure that content exists for consumers at all points in the buying cycle, including after points of sale. 3. Placing the content in shareable social networks encourages the magic of word of mouth. Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/corp-marketing-whitepaper1
  • 9. Defining a Social Media Marketing Strategy 1. Listen using a comprehensive tool 2. Decide on Objectives and Plan Strategy 3. Metrics Defined by Objectives 4. Benchmark and Execute 5. Measure, Report and Refine Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/corp-marketing-whitepaper1
  • 10. Listening • Gauge the amount of conversation around your brand and competitors • Identify where the target markets are interacting both online and offline. Focus on the places where your consumers are most active. • Establish the sentiment and tone around the brand and products. • Gain insight on competitors and industry topics. • Determine main themes of the conversations. • Ensure that marketing messaging is connecting with consumers. (Are you speaking the same language?) Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/corp-marketing-whitepaper1
  • 11. Objectives and Strategy Marketing’s primary objective is to increase brand visibility which in turn will create a path for inbound leads and sales. Another important objective is to support internal communications. The strategy to accomplish these things will be based on the information gathered during the listening stage of a social media engagement. As stated earlier, remember to create content that appeals to consumers at all stages of the buying process. Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/corp-marketing-whitepaper1
  • 12. Benchmark and Executive The metrics of a social media engagement strategy will be based on the objectives. The most common metric is to increase the number of conversations by a certain percentage. It is also easy to measure the increase in the number of conversations in a certain channel. For example, an organization might specify that it wants to increase its brand visibility by 15%. These metrics can be added to traditional web metrics: number of subscribers, number of visitors, number of comments, etc. Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/corp-marketing-whitepaper1
  • 13. Metrics Assessing the current level of brand awareness and brand image surrounding your company provides the basis for future comparisons. As you execute your social media marketing strategy you can reference the baseline and comprehensively note and measure your progress. It is important to remember two points of effective social media marketing: 1. A social media engagement is a long term commitment. It can be done in campaigns, but they need to build. 2. Brand building requires consistent engagement over time Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/corp-marketing-whitepaper1
  • 14. Measure, Report & Refine The final step is measuring progress. In addition to quantitative aspects of measuring your brand, keep track of qualitative aspects such as quotes by product advocates. Reporting is key and will provide guidance on future social media efforts. The reports should include quantitative aspects such as amount of daily conversations, distribution of those conversations across multiple channels, and also the sentiment and tone of those conversations. The qualitative aspects of recording significant interactions, feedback and comments are also invaluable. All of these should be compared against progress towards the objectives. Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/corp-marketing-whitepaper1
  • 15. The Human Aspect Social media engagement is far more than utilizing technology in Facebook or Twitter. It requires a human to interact online. The social media specialist role is fast becoming a mainstream position in organizations. Companies are realizing the value of having someone lead their social media efforts. Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/corp-marketing-whitepaper1
  • 16. Conclusion The foundation of social media marketing and engagement is listening using a comprehensive tool. This will point to the objectives and make the steps for a successful strategy apparent. A professional social media monitoring tool will also define the metrics and make it easy to benchmark, measure and report on them. Download the full whitepaper here: http://socialmedia.alterian.com/learn-more/roi/corp- marketing-whitepaper1