The Change Challenge 2011 intro workshop

1. SETTING GOALS &
DEVELOPING ENGAGING
CONTENT

2. About Your Crazy Speaker…
Jake Aull is a web designer and digital marketer, a branding
and creative marketing strategist, and all around good guy,
if I do say so myself. I currently teach social media
marketing and SEO at GSU (one night a week), am chair of
AiMA’s Social Media SIG, co-founder of The Change
Challenge and president of SCAD Alumni in Atlanta. I was a
reviewer/editor for Pearson Prentice-Hall’s first draft, first
edition social media marketing text book. I act as a
consultant offering digital marketing services to a variety of
clients through my company, Zen of Brand. I write a popular
blog on digital marketing issues, am a big fan of poetry,
philosophy and visual arts. I'm always eager to expand
networking and learn more about organizations.
Jake Aull | Zen of Brand | Websites, Marketing, Social Media, SEO & Design
404.259.5550 | email | @jakeaull | blog: jakeaull.wordpress.com
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3. #TheChgChallenge 1 st Workshop
Our first workshop is focused on something
sorely lacking in social media marketing
today:
– Objectives identification
– Strategic content planning
– Coordinated tactical alignment
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4. Groundswell Objectives
• Listening – Research (monitor customers’
conversations)
• Talking – Marketing (two way conversation)
• Energizing – Selling (customers, ea other)
• Supporting – Customer Support (ea other)
• Embracing – Development (crowd-source)
• Charlene Li & Josh Bernoff, Forrester Research, 2008
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5. Objectives & KPIs
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6. Objective: Thought-leadership projection
• Objective 1: Thought-leadership projection (a content strategy for goals
of brand attribution or to influence sales)
• Rationale: Traditionally, companies have attempted demonstrating
industry expertise to enhance brand reputation or to persuade sales
(largely B2B but B2C as well).
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7. Objective: Brand awareness & fan promoters
• Objective 2: Brand awareness and fan promoters
• Rationale: Traditionally, companies have attempted to build new
awareness of their brand in market place for reasons of competitiveness
or eventual sales growth (largely B2C but B2B as well).
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8. Objective: Crowd-sourcing & Support
• Objective 3: Crowd-sourcing/R&D/Product support
• Rationale: Traditionally, smart companies have done marketing research to drive
product attributes (largely B2C but B2B as well). Modern companies can use social
media to not only capture more input more easily for product attributes, but even
use the groundswell itself for collaboration and creation.
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9. Objective: Customer Retention & Rewards
• Objective 4: Customer retention/upsales
• Rationale: Traditionally, companies have found it more profitable to
retain and upsell existing customers than to buy new ones. Social media
enables customer communities for just that.
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10. Taking it Deeper
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12. Broadcast Communications
• The strategy map shows how social media is often used
today with a traditional advertising broadcast
promotional model.
• In the digital world, hub-and-spoke models are
constructed.
• The goal shown here is to drive social and other
channel traffic to a website or landing page (or
increasingly a Facebook page).
• As evidenced here, messages promoting the hub are
pushed out to channels.
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13. Driving Traffic to a Hub; Grabbing Contact
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14. Funnel Conversions
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16. Community-Focused Social Engagement
• A real strength of social media lies in finding existing
target audience communities and engaging in
conversation with them there.
• People buy from those they know and those who help
them with advice, info, etc.
• Just as it works in live, physical communities, this
works in digital communities as well.
• By finding and collaborating in these groups, marketers
can pull users to the marketing objectives, as in the
map shown.
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17. Quantity, Quality & Alignment Objectives
within the Organization
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18. Obama ‘08
Election Campaign
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19. The Social Pulpit
Barack Obama’s Social Media Toolkit
• Social media lessons from the Obama campaign
– Start early
– Build to scale
– Innovate where necessary; do everything else incrementally
better
– Make it easy to find, forward and act
– Pick where you want to play
– Channel online enthusiasm into specific, targeted activities
that further the campaign’s goals
– Integrate online advocacy into every element of the campaign
© 2009 Edelman
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20. Obama’08 Election Campaign
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21. Obama’08 Election Campaign
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22. Obama’08 Election Campaign
The Obama campaign gave prospective supporters a menu of options:
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23. Obama’08 Election Campaign
The Obama campaign gave prospective supporters a menu of options:
• Personal - You could start by friending Obama on a social network. Then,
you might sign up for text messages and e-mails to stay informed about
the campaign. As a supporter, you may make your first donation or
register to vote.
• Social - Once invested, you may post a comment to a friend’s profile,
telling them why Obama was the right candidate for them. Perhaps you
would jump to the MyBarackObama.com (MyBO.com) Web site, where you
would create an account. After getting positive feedback on the site, you
might join or even create a group.
• Advocate - To drive interest in the group, you may post pictures, write
blog posts or create a video declaring your support, which you could post
to YouTube. With insights and materials from the campaign, you might
host an offline event where you would ask supporters to donate money,
register to vote, canvass or phone bank.
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24. Content Strategy
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25. Positioning/Message Strategy
• PROBLEMS TO SOLVE:
• BENEFITS:
– Why should customers demand us?
• WHAT IS THE BRAND PERSONALITY WE WANT TO PROJECT?
• MARKETING STRATEGY:
• POSITIONING STATEMENT OR USP:
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26. Strategic Target Goals
• TARGET AUDIENCE:
– CURRENT TARGET CUSTOMER BELIEF
– CURRENT TARGET CUSTOMER BUYING BEHAVIOR
– DESIRED FUTURE CUSTOMER BELIEF
– DESIRED FUTURE CUSTOMER BUYING BEHAVIOR
• WHY SHOULD CUSTOMER BEHAVE THIS WAY?
• TARGET CUSTOMER INSIGHT:
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27. SEO Keyword Strategy
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28. Social Media
Tactical Plan
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29. Social Media Marketing Tactical Plan
• BRAND:
• INDUSTRY/MARKET DESCRIPTION:
– COMPETITORS:
– INFLUENCERS & MAJOR EXISTING COMMUNITIES:
• AUDIT OF EXISTING SOCIAL MEDIA (IF APPLICABLE):
– HOW WILL THE TACTICAL PLAN BELOW EFFECT/TOUCH EXISTING SITES (IF
APPLICABLE)?:
• TARGET AUDIENCE:
• BRAND POSITIONING (OVER-ARCHING):
– DESCRIPTION & MAJOR URL:
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30. Social Media Marketing Tactical Plan
• SOCIAL MEDIA POSITIONING (IF DIFFERENT OR MORE SPECIFIC THAN
OVER-ARCHING BRAND POSITIONING):
– USP/MESSAGE:
– OTHER KEY FACTS/DESCRIPTION:
• SOCIAL MEDIA/CAMPAIGN OBJECTIVES/STRATEGY:
– REASONS WHY:
– SUCCESS MEASURE (e.g., projected followers or traffic):
• UPFRONT GUIDELINES (e.g., total budget, media requirements,
barriers):
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31. CALENDAR - TACTICS
(LIST SPECIFIC CHANNELS/SITES):
! "#$%! /-0',! <2$(! =:-'$* A(5! C38(6! D!>0)%($! A(57-'),6! =(%8(9$!
&'()(* 1)23456! ,&'(2)!! $('8! 8($'3+,! '(,-0'+(! ECF! )($234,!
+(,,-',.! 7((#456! ->?(+$3@(,! B!$--4,! 244-*
8-9$:45;! 29245$3+,!! +2$3-9!
G4-%! ! ! ! ! ! ! ! ! !
=-+324!H($7-'#,! ! ! ! ! ! ! ! ! !
"3+'->4-%%39%!1C73$$(';! ! ! ! ! ! ! ! ! !
=-+324!I'(,,!1G4-%%(',;! ! ! ! ! ! ! ! ! !
J3)%($,! ! ! ! ! ! ! ! ! !
G--#82'#39%6C2%%39%! ! ! ! ! ! ! ! ! !
E'-7),-0'+39%6K-$39%! ! ! ! ! ! ! ! ! !
E-88(9$39%6L-'08,6J3#3,6! ! ! ! ! ! ! ! ! !
M2$39%!29)!M(@3(7!,3$(,!
N9439(!K3)(-! ! ! ! ! ! ! ! ! !
I:-$-!,:2'39%! ! ! ! ! ! ! ! ! !
I-)+2,$39%! ! ! ! ! ! ! ! ! !
I'(,(9$2$3-9!=:2'39%! ! ! ! ! ! ! ! ! !
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!

32. Additional Tactics Considered for Integration
• Advertising:
• Website integration:
• Offline media:
• Additional/ongoing monitoring/tools:
• Additional Notes and Objectives:
• RATIONALE/REASONS WHY:
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33. Questions…
Thank you!
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