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Creating An Effective Social Media Strategy

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CREATING AN EFFECTIVE SOCIAL MEDIA STRATEGYSOCIAL MEDIA STRATEGY TJ Tee Interactive Marketing Manager Integricity Corporation
BY THE END OF THIS SESSION Why marketing is flawed Rethinking Web presence 1 2 How social media changes things A structured approach to social media strategy Key success (and failure) factors 3 4 5
SOCIAL NETWORKS
SOCIAL BOOKMARKING
NEWS/CONTENT SHARING
COLLABORATIVE KNOWLEDGEBASE
MICROBLOGGING
RATINGS & REVIEWS
IMAGE & VIDEO SHARING
RELATIONSHIPS IT ENABLES PEOPLE & THE
CHALLENGED
HOW MARKETING WORKS • $450 billion spent on ads (2007) • Advertising thrives on repetition • 2 measures:• 2 measures: Reach = # people screamed at Frequency = # times one hears the shout
THE MARKETING FUNNEL
THE PROBLEM WITH MARKETING Marketers are used to shoutingMarketers are used to shouting and listening for the echo
THE PROBLEM WITH MARKETING The Web requires them to talk, and they don’t know how to
IN TRYING TIMES LIKE THESE, WE CANNOT AFFORD TO CONTINUE MARKETING THE WAYMARKETING THE WAY WE KNOW HOW. PEOPLE JUST AREN’T LISTENING ANYMORE.
HOW SOCIAL MEDIA CHANGES THINGS Retail • Amazon has thousands of product ratings and reviews, unlimited shelf space DistributionDistribution • Last.fm lets people listen to music for free, recommends songs based on preferences Product innovation • Starbucks listens to feedback from fans and incorporates suggestions into its business
HOW SOCIAL MEDIA CHANGES THINGS Travel • People trust what strangers have to say about a destination or a hotel on TripAdvisor NewsNews • People vote for news they think is most relevant on Digg Technical support • Experts help out each other solve problems on numerous forums
A collection ofA collection ofA collection of artificial branding and pro-corporate content A collection of artificial branding and pro-corporate content
IRRELEVANT?
1. Corporate website 2. Blog 3. Phone review website 4. Tech review website 6. Corporate website 5. Tech review website 7. Mobile news/review website 8. Gadget review website 10. Tech review website 9. Mobile news/review website
STATISTICS 62% of users clicked on a result on Page 1 90% of people who bought something clicked a link on Page 1 41% of users performed a new search if they didn’t find what they want on Page 1find what they want on Page 1 People will (at most) go up to Page 3 before giving up 1 in 3 users associated companies listed in top search results with top brands iProspect & Jupiter Research (Search Engine User Behavior Study)
FORGET EVERYTHING YOU KNOW Your brand • It’s what your customers say it is Web presence • It lives outside your website• It lives outside your website Media • People don’t trust corporations. People trust people. • The consumer IS THE MEDIA
100 PEOPLE
CAUTION: TROUBLE AHEAD 1. Conversations are happening outside your realm of control 2. People are discussing, complaining, spreading false information about yourspreading false information about your brand 3. No amount of advertising is going to change the way things are
HOW IT AFFECTS YOU 1. You may see it as a huge threat 2. You will lose control, whether or not you’re part of it 3. You want to get involved and talk but you3. You want to get involved and talk but you don’t know where to start
THE PEE OUT OF THE SWIMMING POOL
6,000,000VIEWS IN THE FIRST WEEK 20PERCENT INCREASE IN BLENDER SALES20 77 VIDEOS (BLENDTEC GETS PEOPLE TO SUGGEST NEW THINGS TO BLEND)
THEM
1. #1 pitfall – Choosing a technology first 2. Technologies change rapidly, and they’re not the point. The forces at work are 3. We need to know how to deal with these BUT WAIT! 3. We need to know how to deal with these forces 4. Mastering the social Web – focus on relationships, not technologies
1. People creating – blogs, UGC, podcasts 2. People connecting – social networks, virtual worlds 3. People collaborating – wikis, open source THE FORCES AT WORK 3. People collaborating – wikis, open source 4. People reacting to each other – forums, ratings & reviews 5. People organizing content – tags 6. Accelerating consumption – RSS, widgets
POST 1 22 3 4
DEFINING OBJECTIVESOBJECTIVES
The measure of which you define what a goal means • Sale Factors to consider • Tell, don’t sell CONVERSIONS: WHAT & HOW? • Lead • View • Share • Download • Sign-up • Conversions don’t always happen right away • Previous experience affects future likelihood • People don’t navigate in a linear fashion, don’t herd them
DIRECT MEASURES & HALO EFFECT
1 Instant messenger 2 Mobile 3 Microblogging 1 Instant messenger 4 Virtual worlds 5 Social networks 6 Mash-ups
CONVERSATIONCONVERSATION ECOSYSTEM
CONVERSATION
SUCCESSSUCCESS FACTORS
3 KEY FACTORS FOR CONVERSATION Visibility • How easy it is for people to find your brand online EngagementEngagement • How relevant and connected your brand is Trust • How trustworthy your brand is in delivering its value proposition
HOW TO FAIL 1. Focus on the tools and technologies first 2. Shout, not talk. Neglect developing a conversation strategy 3. Be ignorant about what you want to achieve3. Be ignorant about what you want to achieve by engaging the social Web 4. Be clueless about what your brand means to people 5. Neglect the people
CREATING A STRATEGYSTRATEGY
HOW TO GET STARTED 1. Identify and understand your audience 2. Define clear objectives, measurable goals 3. Connect and create value 4. Reward participation4. Reward participation 5. Grow
TIPS FOR SUCCESS 1. Never forget that the social media is about person-to-person activity 2. Be a good listener 3. Be patient3. Be patient 4. Be opportunistic 5. Be flexible 6. Be collaborative 7. Be humble
A CHALLENGE 1. Embrace your customers’ suggestions into your own development and process strengths 2. Listen and act on these suggestions to2. Listen and act on these suggestions to accelerate innovation 3. Start a conversation with them to understand and exploit their knowledge
IN THE COMING YEARS WE WILL NEED TO DEPEND ON THE PEOPLE WHO MATTER DEPEND ON THE PEOPLE WHO MATTER MOST TO US: OUR CUSTOMERS
KEY TAKEAWAYS 1. Marketing needs to evolve, we need to change. Participation is the start 2. People don’t trust companies, people trust people. The people is the mediapeople. The people is the media 3. Key to conversion: Conversation 4. Success factors: Visibility, Engagement Trust 5. Technology is not the first thing to consider. Remember the POST method
FOLKS!
Comments, questions, feedback, or want aComments, questions, feedback, or want a copy of this presentation to impress your boss? tj.tee@integricity.com

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Creating An Effective Social Media Strategy

  • 1.
  • 2. CREATING AN EFFECTIVE SOCIAL MEDIA STRATEGYSOCIAL MEDIA STRATEGY TJ Tee Interactive Marketing Manager Integricity Corporation
  • 3. BY THE END OF THIS SESSION Why marketing is flawed Rethinking Web presence 1 2 How social media changes things A structured approach to social media strategy Key success (and failure) factors 3 4 5
  • 4.
  • 11. IMAGE & VIDEO SHARING
  • 13.
  • 14.
  • 15.
  • 16.
  • 18. HOW MARKETING WORKS • $450 billion spent on ads (2007) • Advertising thrives on repetition • 2 measures:• 2 measures: Reach = # people screamed at Frequency = # times one hears the shout
  • 20. THE PROBLEM WITH MARKETING Marketers are used to shoutingMarketers are used to shouting and listening for the echo
  • 21. THE PROBLEM WITH MARKETING The Web requires them to talk, and they don’t know how to
  • 22. IN TRYING TIMES LIKE THESE, WE CANNOT AFFORD TO CONTINUE MARKETING THE WAYMARKETING THE WAY WE KNOW HOW. PEOPLE JUST AREN’T LISTENING ANYMORE.
  • 23. HOW SOCIAL MEDIA CHANGES THINGS Retail • Amazon has thousands of product ratings and reviews, unlimited shelf space DistributionDistribution • Last.fm lets people listen to music for free, recommends songs based on preferences Product innovation • Starbucks listens to feedback from fans and incorporates suggestions into its business
  • 24. HOW SOCIAL MEDIA CHANGES THINGS Travel • People trust what strangers have to say about a destination or a hotel on TripAdvisor NewsNews • People vote for news they think is most relevant on Digg Technical support • Experts help out each other solve problems on numerous forums
  • 25. A collection ofA collection ofA collection of artificial branding and pro-corporate content A collection of artificial branding and pro-corporate content
  • 27.
  • 28. 1. Corporate website 2. Blog 3. Phone review website 4. Tech review website 6. Corporate website 5. Tech review website 7. Mobile news/review website 8. Gadget review website 10. Tech review website 9. Mobile news/review website
  • 29. STATISTICS 62% of users clicked on a result on Page 1 90% of people who bought something clicked a link on Page 1 41% of users performed a new search if they didn’t find what they want on Page 1find what they want on Page 1 People will (at most) go up to Page 3 before giving up 1 in 3 users associated companies listed in top search results with top brands iProspect & Jupiter Research (Search Engine User Behavior Study)
  • 30. FORGET EVERYTHING YOU KNOW Your brand • It’s what your customers say it is Web presence • It lives outside your website• It lives outside your website Media • People don’t trust corporations. People trust people. • The consumer IS THE MEDIA
  • 32. CAUTION: TROUBLE AHEAD 1. Conversations are happening outside your realm of control 2. People are discussing, complaining, spreading false information about yourspreading false information about your brand 3. No amount of advertising is going to change the way things are
  • 33.
  • 34. HOW IT AFFECTS YOU 1. You may see it as a huge threat 2. You will lose control, whether or not you’re part of it 3. You want to get involved and talk but you3. You want to get involved and talk but you don’t know where to start
  • 35. THE PEE OUT OF THE SWIMMING POOL
  • 36.
  • 37. 6,000,000VIEWS IN THE FIRST WEEK 20PERCENT INCREASE IN BLENDER SALES20 77 VIDEOS (BLENDTEC GETS PEOPLE TO SUGGEST NEW THINGS TO BLEND)
  • 38.
  • 39. THEM
  • 40. 1. #1 pitfall – Choosing a technology first 2. Technologies change rapidly, and they’re not the point. The forces at work are 3. We need to know how to deal with these BUT WAIT! 3. We need to know how to deal with these forces 4. Mastering the social Web – focus on relationships, not technologies
  • 41.
  • 42. 1. People creating – blogs, UGC, podcasts 2. People connecting – social networks, virtual worlds 3. People collaborating – wikis, open source THE FORCES AT WORK 3. People collaborating – wikis, open source 4. People reacting to each other – forums, ratings & reviews 5. People organizing content – tags 6. Accelerating consumption – RSS, widgets
  • 45.
  • 46. The measure of which you define what a goal means • Sale Factors to consider • Tell, don’t sell CONVERSIONS: WHAT & HOW? • Lead • View • Share • Download • Sign-up • Conversions don’t always happen right away • Previous experience affects future likelihood • People don’t navigate in a linear fashion, don’t herd them
  • 47. DIRECT MEASURES & HALO EFFECT
  • 48. 1 Instant messenger 2 Mobile 3 Microblogging 1 Instant messenger 4 Virtual worlds 5 Social networks 6 Mash-ups
  • 52.
  • 53. 3 KEY FACTORS FOR CONVERSATION Visibility • How easy it is for people to find your brand online EngagementEngagement • How relevant and connected your brand is Trust • How trustworthy your brand is in delivering its value proposition
  • 54. HOW TO FAIL 1. Focus on the tools and technologies first 2. Shout, not talk. Neglect developing a conversation strategy 3. Be ignorant about what you want to achieve3. Be ignorant about what you want to achieve by engaging the social Web 4. Be clueless about what your brand means to people 5. Neglect the people
  • 56. HOW TO GET STARTED 1. Identify and understand your audience 2. Define clear objectives, measurable goals 3. Connect and create value 4. Reward participation4. Reward participation 5. Grow
  • 57. TIPS FOR SUCCESS 1. Never forget that the social media is about person-to-person activity 2. Be a good listener 3. Be patient3. Be patient 4. Be opportunistic 5. Be flexible 6. Be collaborative 7. Be humble
  • 58. A CHALLENGE 1. Embrace your customers’ suggestions into your own development and process strengths 2. Listen and act on these suggestions to2. Listen and act on these suggestions to accelerate innovation 3. Start a conversation with them to understand and exploit their knowledge
  • 59.
  • 60.
  • 61.
  • 62.
  • 63. IN THE COMING YEARS WE WILL NEED TO DEPEND ON THE PEOPLE WHO MATTER DEPEND ON THE PEOPLE WHO MATTER MOST TO US: OUR CUSTOMERS
  • 64. KEY TAKEAWAYS 1. Marketing needs to evolve, we need to change. Participation is the start 2. People don’t trust companies, people trust people. The people is the mediapeople. The people is the media 3. Key to conversion: Conversation 4. Success factors: Visibility, Engagement Trust 5. Technology is not the first thing to consider. Remember the POST method
  • 65.
  • 67. Comments, questions, feedback, or want aComments, questions, feedback, or want a copy of this presentation to impress your boss? tj.tee@integricity.com