build a social media strategy not tactics - sujata ramnarayan, ph.d
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@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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Build a Social Media StrategyNot Tactics
By Sujata Ramnarayan, Ph.D.
Managing Principal, SMStratAuthor of Marketing in a World of Digital Sharing
sujata@smstrat.com@mktgnugget
March 30, 2013
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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Agenda
• The State of Social
• How to Build a Strategy not Tactics
• How Social Media fits into your overall mix
• Is it appropriate for you and to what extent?
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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What does being social mean?
• Communicating
• Sharing
• Community
• Connecting with people you did not know before
• Connecting with people you already know
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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Whats different today
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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Pure Web To Community Based Web
One to many one way communication
One to many and pull centered Web
Multi-way dialog centered Web
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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Many Choices
Website
Blogs
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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Demographics/Psychographics
405
89
89
21
17
8
3
0 100 200 300 400 500
Tumblr
LinkedIn®
myspace
Google+™
Average Minutes Per Visitor Per Month
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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Building a Strategy
Not Tactics
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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Successful social engagement is rooted in business objectives, not in a desire to be on Twitter or on
a micro-site- Larry Weber, Everywhere
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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Start with Objectives
• Build an audience• Maintain brand presence• Build awareness• Customer Engagement• Customer Pulse• Lead generation• Idea generation• Sale
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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The Real Asset
• Audience
• Permission to Speak
• Many choices
• Choose based on target market and resources
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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Currency of Social Networks
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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Listen
6
1440
120
500
1000
1500
Minutes on Average
Chobani® Dannon® Yoplait®
Brand
Source:http://www.smstrat.com/
Frequency of Social Media Mention of Each Brand
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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Analyze what you hear
• How do you compare with competition?
• Who is blogging about you?
• Who are the most active micro-bloggers?
• Negative versus Positive Sentiment
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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Strategize, Speak, Engage
• Great product
• Delectable photos on Facebook that are easy to like
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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Build a Social Media Experience
• Engaging bloggers on nutrition, fitness
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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Map Metrics to Business Objectives
Social media intelligence around customer conversations, whether they
are yours or your competitors can provide a wealth of information
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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Social Media Intelligence
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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Comments on Product
• 87 Reviews with an average 1 star rating Worst product since thalidomide Nice idea, terrible execution MESSY, will never buy again BAD, BAD, BAD HORRIBLE Do not buy or use this product Broke within five minutes Do not buy
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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Feed Analytics Results Back Into Strategy
Improve performance
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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How Social Fits
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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Word of Mouth
• What we see today is a multi-tiered form of “word of mouse” in which transparency is important, customer voice is stronger and marketers need to be subtle while providing something of value to get permission to speak to their prospects and customers
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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Word of Mouse
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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Social is
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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How does it fit?
• Email vs social
• Search vs Social
• Blogging – Content Creation
• Demographics
• Benefits and Disadvantages
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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Tradeoffs
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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Google on Social Networks
0
2
4
6
8
10
12
14
Google+
Number of followers on each network in millions as of March, 2013
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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Be where your audience is
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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Quantity versus Quality
• Proliferation in Quantity over Quality
• Difficulty in separating quality within quantity
• Reliance on Brand
• Customer voice is stronger
@Sujata Ramnarayan, Ph.D., http://www.smstrat.com/
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Thank you!
Sujata Ramnarayan, Ph.D.
Managing Principal, SMStrat Marketing Strategy/Research Consulting
Author of Marketing in a World of Digital Sharing
sujata@smstrat.com@mktgnugget
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