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Social media marketing strategy

A keynote talk by Dave Chaffey at Technology for Marketing and Advertising 2012 in London. Explains 7 Steps for creating an integrated social media strategy based around the Smart Insights

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7 Steps for creating
an integrated
social media strategy




Dr Dave Chaffey

Download deck and free Ebook
SmartInsights.com/tfma2012


                   1
    Intermission
Hello!
                    About Dave Chaffey
Online publisher:            Books:
Marketing advice
& consulting
SmartInsights.com


                             Qualifications:
Search &                     Cert DigM and Dip DigM
conversion
consulting
Clickthrough-marketing.com   Best practice guides
                             2007-2010:



                                                      2
3
Source: Business Insider
                           4
Source: Smart Insights – Burberry case
                                         5
Social by Design?
                                                       Is Your Marketing
Source: http://developers.facebook.com/socialdesign/

                                                        6

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Social media marketing strategy

  • 1. 7 Steps for creating an integrated social media strategy Dr Dave Chaffey Download deck and free Ebook SmartInsights.com/tfma2012 1 Intermission
  • 2. Hello! About Dave Chaffey Online publisher: Books: Marketing advice & consulting SmartInsights.com Qualifications: Search & Cert DigM and Dip DigM conversion consulting Clickthrough-marketing.com Best practice guides 2007-2010: 2
  • 3. 3
  • 5. Source: Smart Insights – Burberry case 5
  • 6. Social by Design? Is Your Marketing Source: http://developers.facebook.com/socialdesign/ 6
  • 7. 7
  • 8. 8
  • 9. STEP 1 BENCHMARK AND SET GOALS 9
  • 10. Questions to ask BEFORE setting objectives for digital platforms How much is enough / too much?  1. What proportion of your target audience are using different digital platforms?  2. Which content and promotions are your audience interested in? What do they post/ask?  3. How are competitors using the platforms – benchmark what’s working for them?  4. Reviewing your own analytics, sales and customers insights  5. Setting broad goals and vision for the organisation  6. Getting more specific with SMART objectives 10
  • 11. + will share “...the [potential] customer needs evidence that we understand their problem better than they do before they’ll buy, share or recommend us...” @juntajoe - Content Marketing Institute 11
  • 12. Segmenting your social audience http://www.forrester.com/empowered/tool_consumer.html 12
  • 14. 14
  • 15. Setting SMART goals for social media  Strategic measures  Increase brand equity : CSAT  Improve reach and so leads and sales  Tactical measures  Share of voice, sentiment  Operational measures  Fans, Followers, Shares, Contribution  Site referred visits, leads and sales Source: Altimeter 15
  • 16. Use Google Analytics to understand true value Measuring assists in Google Analytics 1 16 Google’s new social analytics 6
  • 18. STEP 2 CREATE YOUR STRATEGY Source: Smart Insights: Content Strategy infographics 18
  • 19. 19 19 Source: http://www.slideshare.net/gamages/advertising-fireworks-social-bonfires
  • 20. Expanding your digital footprint! 20
  • 21. “Mapping Interactive brand ecosystems” FROM THIS TO THIS Source Nate Elliot, Analyst at Forrester Research 21
  • 22. Making the 3 layers work together Transaction Interaction Reach layer layer layer Source Nate Elliot, Analyst at Forrester Research 22
  • 24. Integrated social campaigns http://www.digitalbuzzblog.com/budweiser-poolball-experiential-campaign/ 24
  • 25. “Personalities, not brands engage best in social media… what is your brand personality?”  Personality is the unique, authentic, and talkable soul of your brand that people can get passionate about.  Personality is not just about what you stand for, but how you choose to communicate it. It is also the way to reconnect your customers, partners, employees, and influencers to the soul of your brand in the new social media era. 25
  • 26. 26
  • 27. 27
  • 28. The heart of your digital marketing strategy 28
  • 29. 29
  • 30. Define your core activities for social media  1 Managing reputation  2 Delivering customer service  3 Acquiring new customers  4 Increasing sales from existing customers  5 Increasing engagement with your brand by adding value to customers  6 Harnessing insights to develop the brand 3-5 should run on a continuous AND campaign basis They require a content AND communications strategy 30
  • 31. STEP 3 LISTENING AND REPUTATION MANAGEMENT Source: http://www.youtube.com/watch?v=U2VIRqlq23s and http://www.youtube.com/watch?v=InrOvEE2v38 31
  • 32. 2 types of listening Social monitoring Social Research  “Tracking online brand  “Analyzing naturally occurring mentions on a daily basis for online categories of PR, brand protection, conversation to better operations and customer understand why people do service outreach & what they do, the role of engagement”. brands in their lives and the product, branding and Tom O’Brien & David Rabjohns Motive Quest communications implications Listen First blog for brand owners”. For initial discovery phase - setup listening for mentions of: * Brand variants, * Products, * Target keyphrases, * Competitors and * Key Influencers Our listening tools: Smart Insights - Listening Tools Review 32
  • 33. 33
  • 34. Q. How do we respond? Dell social listening/response process 34 See Social Governance Policies site
  • 36. …and “crowdsourcing” structured social research 36
  • 38. Half-lives Twitter = 2.8 hours Facebook = 3.2 hours Direct sources (Email or IM) it’s 3.4 hours STEPS 4 and 5 CONTENT and E-COMMUNICATIONS STRATEGY Source: http://www.smartinsights.com/email-marketing/email-marketing-analytics/did-you-know-how-scary-the-half-life-of-your-online-comm 38
  • 39. 39
  • 40. Which content engages for you?  Information and news  Promotions  Links to blog posts  Sweepstakes  Yours AND Others  (Contribute to win)  Free downloads  New product info  Zeitgeist  Product discounts  Questions  Live events  Customer service Q&A  Product reviews  Polls/surveys  Video 40
  • 41. What works for Eloqua (B2B) Eloqua Facebook approach 41
  • 42. 42 4 2
  • 43. social media hub Creating a Note: sharing shouldn’t be totally automated: You can’t automate human, social interactions. 43
  • 44. Get into a rhythm… Download “Building your Business with Facebook Pages” 44
  • 45. Use a “conversational calendar” Download “Building your Business with Facebook Pages” 45
  • 46. Love your influencers! Source: http://www.smartinsights.com/content-management/content-marketing-strategy/eight-ways-to-seed-your-business-blog-posts-and-stimulate-inb 46
  • 47.  REACH Outreach! Collaborate with partners and influencers to maximise impact of social media 47
  • 48. STEP 6 Define approaches for core social networks 48
  • 49. 49
  • 50. CIM Social media benchmark Feb 2012 50
  • 51. 51
  • 52. Smart Insights: Marie Page on Vets Now 52
  • 53. 9 tips on the new Facebook Timeline 53
  • 54. Success factors According to Jas Dhaliwal Head of communities 1. Content Own + Curated 2. Community Listen to build better products and offer better service 3. Customer service Dedicated support channel – encourage to log ticket 4. Collaboration Encourage community to help others View case study 54
  • 55. 55
  • 57. 57
  • 58. 58
  • 59. STEP 7 Social media optimisation (SMO) and analytics 59
  • 60.  1 Liking more:  Sign-up page optimisation SMO Summary  2 Sharing more  Blog integration  Mastering the APIs  3 Engaging more:  Reading more  Commenting more  4 Selling more  Site integration  Offer testing  5 Serving more  Service response  Reputation response 60
  • 61. Your views on Google+ ? 61
  • 62. 62
  • 64. The Not So Niche Networks… 64
  • 66. “Pinterest drives more revenue than Facebook” Details: http://pinterest.com/pin/33073378483801904/ 66
  • 67. From “SoLoMo” to “ToDaClo”? SoLoMo = Social Local Mobile and ToDaClo = Touch + Data + Cloud 67
  • 69. Apps matter Source: Flurry 69
  • 70. A glimpse of the future Rue La La (Flash Sales) April 14th 2012 53% mobile (Apps and Site) 30% mobile Weekends 40% mobile Weekdays Source: InternetRetailer.com 70
  • 71. Let’s Connect! Questions & discussion welcome Download: SmartInsights.com/tfma2012  Blog uk.linkedin.com/in/davechaffey  www.smartinsights.com/blog  Feeds  www.feedburner.com/smartinsi ghts facebook.com/smartinsights  Enewsletter  www.smartinsights.com twitter.com/smartinsights 71

Hinweis der Redaktion

  1. Twitter and Flickr shares only – not lights. Power of social media to spread an idea to AMPLIFY.
  2. http://www.smartinsights.com/goal-setting-evaluation/vision-setting/digital-and-social-media-transform-business/Social media is not just a channel, not just a set of tools, not just about acquiring new customers. Instead, a way to transform business
  3. That’s the large company view. But can be used by very small companies if they’re adding value.
  4. This is permission marketing as from 1999. Still works – shows way to integrate. NOT a social outpost. Need to integrate
  5. Cover social media listening tools in Step 3. For example, two of the brands I work with: Nokia and Puma use Radian 6.
  6. From RuderFinn – a US based agency
  7. Content is the fuel that feeds the fire – a combination – a bit like the Olympic flame – needs to keep burning. But need major campaigns and investment to cut-through.
  8. Created by Ogilvy Agentina, this campaign combined what many guys like most; football, beer and a night on the town with their mates, into an oversized game of pool, played with mini soccer balls.The experiential campaign was launched at an event for 600 people, who played in teams of two, on a pool table over 7 metres long, complete with a built in fridge full of Budweiser, of course! The entire event was broadcast live on Fox Sports and ESPN to huge success, and the inside word is that pubs across Buenos Aires in Argentina, were reputedly scrambling to replicate “Poolball” due to an overwhelming demand from the people!
  9. Not sharing the love – sharing the hate
  10. I HATE these expressions - I use them for humour mainly, but they ARE trends:http://www.forbes.com/sites/fredcavazza/2012/05/02/from-solomo-to-todaclo/