Determining why social media is a good fit and how you can use it to better your brand.

1. nick westergaard | branddrivendigital.com
strategy firstUnderstanding the Strategic Foundation of Social Media Marketing

2. #UIMKTG
@nickwestergaard

3. strategy first
‣ Building the Foundation
‣ The 6 Strategic Business Uses of Social Media
‣ Case Studies of Each Use
‣ Coming Full Circle

4. Building the Foundation
1

6. Photo via Flickr user Robert Course-Baker

8. rudyard kipling
I keep six honest serving men (They
taught me all I knew): Their names are
WHAT and WHY and WHEN and HOW
and WHERE and WHO.”
“

9. unpacking the “serving men”
‣ WHY are we doing this?
‣ WHAT are we doing?
‣ WHEN does this happen?
‣ WHERE does this happen?
‣ WHO does this involve?
‣ HOW do we get it done?

10. Photo via Flickr user bradhoc
setting the stage for measurement

11. albert einstein
Everything that can be counted does not
necessarily count. Everything that counts
CANNOT NECESSARILY BE COUNTED.”
“

12. Photo via Flickr user ksayer1
have to start with ‘why’

13. The Six Strategic Business
Uses of Social Media
2

14. 5 uses of social media
‣ Branding
‣ Sales
‣ Market Research
‣ Customer Service
‣ Lead Generation

15. 7 “no bs” uses of social media
‣ Brand Awareness
‣ Protect Brand Reputation
‣ Enhance Public Relations
‣ Build Community
‣ Enhance Customer Service
‣ Facilitate Research and Development
‣ Drive Leads and Sales

16. 6 strategic uses we’ll focus on
‣ Branding
‣ Community Building
‣ Public Relations
‣ Market Research
‣ Customer Service
‣ Leads & Sales

17. Case Studies of Each Use
3

18. Photo via Flickr user Derek Gavey
1. branding

19. building a brand

20. Photo via Flickr user Derek Gavey
growing a brand

21. Photo via Flickr user Luke Peterson
new water cooler

22. protecting a brand

23. 2. community building

24. a scissors community

25. ceding control to your community

26. creating a community

27. 3. Public relations
Photo via Flickr Tamaki Sono

28. integrating social media & PR

29. connecting with the public
Potential Sponsor
Sponsor
Participant
Observer

30. Public relations around charitable work

31. 4. market research
Photo via Flickr user Alberto G

32. capturing & implementing ideas

33. improving experience, creating impact

34. start small …

35. or …

36. 5. customer service

37. It costs 3-5X
as much to get a new customer
vs. keeping an existing one

38. smart brands know this

39. “People will say bad things about us”
Photo via Flickr user Robert Course-Baker

40. a story about a sandwich
Photo via Flickr user stu spivak

43. we are a forgiving culture
Photo via Flickr user mslavik

44. 6. Leads and Sales
Photo via Flickr user 401(k) 2012

45. a new sales funnel

46. social selling

47. lead generation

48. launch ⇢leads ⇢ sales

49. Source: Ford

50. – jim farley, ford motor company
We can lower the amount of traditional
advertising we do and see massive cost
savings. We spend 10 cents on the dollar.”
“

51. Coming Full Circle
4

52. 82%of marketers agree that social media
marketing is key to their business
Source: Salesforce

53. data aligns with the six strategies
Source: Social Fresh

54. 76%
OF MARKETERS FEEL THEY
KNOW WHAT THEIR
CUSTOMERS WANT

55. Only
34%HAVE BOTHERED TO ASK
PERCEPTION GAP

56. the perception gap explored
Source: Pivot/Brian Solis

57. key take-aways
‣ Critical to ground social media marketing with strategy
‣ To do this, you have to answer the right questions — starting with ‘why’
‣ WHY sets the stage for WHAT you do, WHEN, WHERE, and with WHOM
‣ And HOW you measure success

59. #UIMKTG
@nickwestergaard

60. nick@WESTERGAARD.COM
Slides at Slideshare.net/nickwestergaard
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