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7 Steps for creating
an integrated
social media strategy
Dr Dave Chaffey
Download deck and free Ebook
SmartInsights.com/tfma2012
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Intermission

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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:
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Source: Business Insider
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Source: Smart Insights – Burberry case
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Social by Design?
Is Your Marketing
Source: http://developers.facebook.com/socialdesign/
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STEP 1
BENCHMARK AND SET GOALS
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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
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+ 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
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Segmenting your
social audience
http://www.forrester.com/empowered/tool_consumer.html
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http://www.intentindex.com/mobile
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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
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Use Google Analytics
to understand true value
Measuring assists in Google Analytics 1
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Google’s new social analytics 6

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Example:
KPIs in place
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STEP 2
CREATE YOUR STRATEGY
Source: Smart Insights: Content Strategy infographics
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Source: http://www.slideshare.net/gamages/advertising-fireworks-social-bonfires

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Expanding
your
digital
footprint!
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“Mapping Interactive brand
ecosystems”
FROM THIS TO THIS
Source Nate Elliot, Analyst at Forrester Research
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Making the 3 layers work together
Transaction Interaction Reach
layer layer layer
Source Nate Elliot, Analyst at Forrester Research
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Content hub example
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Integrated social campaigns
http://www.digitalbuzzblog.com/budweiser-poolball-experiential-campaign/
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“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.
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The heart of your digital marketing strategy
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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
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STEP 3
LISTENING AND REPUTATION MANAGEMENT
Source: http://www.youtube.com/watch?v=U2VIRqlq23s and http://www.youtube.com/watch?v=InrOvEE2v38
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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
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Q. How do we respond?
Dell social listening/response process 34
See Social Governance Policies site

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http://www.lab.firstdirect.com/
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…and
“crowdsourcing”
structured social research
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www.getpebble.com 37

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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
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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
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What works for Eloqua (B2B)
Eloqua Facebook approach
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4
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social media hub
Creating a
Note: sharing shouldn’t be totally automated:
You can’t automate human, social interactions.
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Get into a rhythm…
Download “Building your Business with Facebook Pages”
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Use a “conversational
calendar”
Download “Building your Business with Facebook Pages”
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Love your influencers!
Source: http://www.smartinsights.com/content-management/content-marketing-strategy/eight-ways-to-seed-your-business-blog-posts-and-stimulate-inb
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 REACH
Outreach! Collaborate with partners and influencers
to maximise impact of social media
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STEP 6
Define approaches for core social networks
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CIM Social media benchmark Feb 2012 50

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Smart Insights: Marie Page on Vets Now 52

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9 tips on the new Facebook Timeline 53

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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
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Source: Social Bakers

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STEP 7
Social media optimisation (SMO) and analytics
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 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
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Your views on Google+ ?
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Google+ matters (to SEO)
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The Not So Niche Networks…
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MckKay case study
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“Pinterest drives more
revenue than Facebook”
Details: http://pinterest.com/pin/33073378483801904/
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From “SoLoMo” to “ToDaClo”?
SoLoMo = Social Local Mobile and ToDaClo = Touch + Data + Cloud
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Source: Placecast 68

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Apps matter
Source: Flurry
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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

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Let’s Connect!
Questions & discussion welcome
Download: SmartInsights.com/tfma2012
 Blog
uk.linkedin.com/in/davechaffey  www.smartinsights.com/blog
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ghts
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 Enewsletter
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