bma strategic thinking_for_social_media_marketing_success
TRANSCRIPT
1
Strategic Thinking for Social Media Marketing Success
with Suse Barnes of
Susby Internet Solutions
May 22, 2012
Strategic Thinking for Social Media Marketing Success
Introductions
• Who is Susby?• Who are you?
– Solopreneurs– Consultants– Marketing Managers– CMOs– Community Managers– Using Social Media– New to Social Media
Strategic Thinking for Social Media Marketing Success
3
What is the web today?
Strategic Thinking for Social Media Marketing Success
4
The Funnel has Reversed
We (consumers) have a voice.I.e. Your customers have something to say,and, people are listening to each other
Strategic Thinking for Social Media Marketing Success
New Media Marketing?
Traditional Marketing– Broadcast– Big Budget– Mass Media,
One to Many– Brand Equity– ROInvestment
Traditional Marketing– Broadcast– Big Budget– Mass Media,
One to Many– Brand Equity– ROInvestment
Social Media Marketing– Personal Conversations– Smaller Budget– One to One, One to
Many, Many to Many– Brand Ambassadors– ROInfluence
Social Media Marketing– Personal Conversations– Smaller Budget– One to One, One to
Many, Many to Many– Brand Ambassadors– ROInfluence
Strategic Thinking for Social Media Marketing Success
6
Is content still king?
Communication?
Entertainment?
Source: Hubspot
Strategic Thinking for Social Media Marketing Success
7
• Listening• Sharing• Participating• Voting• Communicating• Connecting• Collaborating
Social + Media = We are the media
Strategic Thinking for Social Media Marketing Success
The 4 P-Shift
P8
RODUCTRICELACEROMOTION PEOPLE
ROXIMITYROMISESARTNERSHIPS
Strategic Thinking for Social Media Marketing Success
http://www.youtube.com/watch?v=x0EnhXn5boM
Why do we need to participate?
Strategic Thinking for Social Media Marketing Success
It’s not a sprint…
Strategic Thinking for Social Media Marketing Success
It’s a marathon
Strategic Thinking for Social Media Marketing Success
“Failing to plan is planning to fail.”- Winston Churchill
Strategic Thinking for Social Media Marketing Success
How to develop a winning social media strategy:
• What is your goal?– Finishing, winning, beating your PR?
• Who are you?– Fit, fast, slow, strong, weak, injured, confident?
• How do you plan to accomplish the goal?– Strategy? Pre-race, in-race, post-race
• Are you ready?– Resources: Shoes, food, training
Strategic Thinking for Social Media Marketing Success
How to win (your marathon):
1. Identify a clear and realistic goal.2. Know yourself, SWOT.3. Create a plan.4. Implement the plan and be flexible.5. Reflect and refine for next time.
Strategic Thinking for Social Media Marketing Success
Strategic Thinking for Social Media Marketing Success
1. Define the goal
• Is it attainable?• When will you achieve it?• How long will it take to accomplish?• What will success look like?• How will you measure that success?
Strategic Thinking for Social Media Marketing Success
2. SWOT
• What are your Strengths, Weaknesses, Opportunities and Threats?
• Who is your competition? • What is the competition doing to
accomplish their goals?• What can you learn from competitors?• Hint: Are you doing lots of LISTENING?
Strategic Thinking for Social Media Marketing Success
3. Create a plan
1. Think LOVE2. Ask yourself the ABCD questions:
A. Who is your Audience?B. What is the Business Benefit of the
relationship?C. What is your Content plan?D. What Distribution channels will you use?
Strategic Thinking for Social Media Marketing Success
Think first, then plan
• What are you marketing?• Which social networks will you participate on and
why?• How will you engage with your community?• What is your strategy including
– Frequency– Voice– Measurement?
19
Strategic Thinking for Social Media Marketing Success
20
What are relationships made of?
Strategic Thinking for Social Media Marketing Success
21
Your Social Media Plan
LOVE
L - ListenO - OfferV - VisitE - Engage
LOVE
L - ListenO - OfferV - VisitE - Engage
Strategic Thinking for Social Media Marketing Success
22
Your Social Media PlanLISTEN (You’ll need some listening tools: SocialMention.com, Google Alerts, Radian6?)
to everything that is being said about your product/service and industry -> RESEARCH (who is your friend?)
Your market, Your Competition, Potential Partners, Current Trends, Customers (Existing and Potential)
Participate in conversation with questions, comments, likes, follows etc.(Participation is marketing)
OFFERShare what interests your community (Content, Content, Content)Create good content, content worth sharing (Content, Content, Content)Value and ENTERTAINMENT (Content, Content, Content)
VISITBuild your network so you have people to talk with and connect with Grow through learning about others and understanding what they like
ENGAGENurture your community members, show that you care, because you doYou want the answer to be “YES!” What would that take? (Content and Frequency)
Strategic Thinking for Social Media Marketing Success
Tools
• Where will you participate?
• What are your resources?• What networks/tools are best?• Why?• How do you know?
Strategic Thinking for Social Media Marketing Success
Ideas for Campaigns
• How will you implement the strategy?• What campaigns will facilitate it?• Strategy = Simple• Tactics = more complex
Strategic Thinking for Social Media Marketing Success
Strategic Thinking for Social Media Marketing Success
4. Implement the plan and be flexible
Real-time A(B)CD:Be AuthenticBe HumanFocus on your CommunityBe Dedicated to your customers
Strategic Thinking for Social Media Marketing Success
Be Human
http://www.youtube.com/watch?v=OAlyHUWjNjE
Strategic Thinking for Social Media Marketing Success
Success?
• Were you successful?• What does the picture of success look like?• How do you measure your success?• What will you learn in the process of
creating your strategy, implementing it and measuring the results?
Strategic Thinking for Social Media Marketing Success
Social in the big picture?
1. What is the goal?2. What is your overall marketing strategy?3. What tools are going to be most effective?4. Are you supporting an existing strategy or
creating a new form of buzz?5. What works, what didn’t work and why?
How does your social strategy fit into your overall marketing strategy?
Strategic Thinking for Social Media Marketing Success
B2B Social Marketing Tips
B2B Facebook Marketing Tips:http://socialmediab2b.com/2011/06/b2b-facebook-marketing-tips/5 Ways B2B companies can use Facebook Timeline: http://socialmediab2b.com/2012/03/b2b-facebook-timeline/
Strategic Thinking for Social Media Marketing Success
SocialMediaB2B.com Top B2B Companies on Twitter(January 2011)1. Hubspot (@Hubspot)2. Forrester (@Forrester)3. eMarketer (@eMarketer)4. CME Group (@CMEGroup)5. comScore (@comScore)6. Cisco (@CiscoSystems)7. Gartner (@Gartner_Inc)8. Oracle (@Oracle)9. radian6 (@radian6)10. Intel (@Intel)
Source: http://socialmediab2b.com/2011/01/b2b-top-10-companies-twitter-list/#ixzz1vXA6dHoT
Strategic Thinking for Social Media Marketing Success
B2B Social Media Strategy
Source: http://www.marketingprofs.com/charts/2012/7501/top-b2b-firms-gaining-230-more-leads-via-social-media-than-peers
Strategic Thinking for Social Media Marketing Success
Be Best-In-Class in B2B
Source: http://www.marketingprofs.com/charts/2012/7501/top-b2b-firms-gaining-230-more-leads-via-social-media-than-peers
Strategic Thinking for Social Media Marketing Success
34
Fish where the fish are
Fish where the fish are
Strategic Thinking for Social Media Marketing Success
ReachReach
Think Three R’s
RelevanceRelevance
ReturnReturn
Strategic Thinking for Social Media Marketing Success
36
Strategic Thinking for Social Media Marketing Success
ReturnReturn
Think Three R’s
RelevanceRelevance
ReachReach
Strategic Thinking for Social Media Marketing Success
38
Strategic Thinking for Social Media Marketing Success
39
Strategic Thinking for Social Media Marketing Success
40
Strategic Thinking for Social Media Marketing Success
41
Strategic Thinking for Social Media Marketing Success
42
Be Different, Be Remarkable
Strategic Thinking for Social Media Marketing Success
43
Who Are You Talking ToWho Are You Talking With?
1. Where does your audience spend most of their time online?
2. Why do they spend their time there?3. Who are they?4. Who are your fans?5. Who are your enemies?6. How do you start conversations with both of
these groups?
Strategic Thinking for Social Media Marketing Success
44
Distribution
• There is a lot of noise out there• It’s ok to repeat (or retweet) • Sharing is good• Content is always king, frequency is queen
and entertainment is the jack of all parades• Create an editorial (social media) calendar
and ALWAYS offer value
Strategic Thinking for Social Media Marketing Success
45
Strategic Thinking for Social Media Marketing Success
46
Strategic Thinking for Social Media Marketing Success
47
Strategic Thinking for Social Media Marketing Success
Will it blend?
48
Strategic Thinking for Social Media Marketing Success
Did it blend?
49
• $50 gets 6 million hits in 5 days• 650% traffic increase• 5x the amount of sales
‘ “a breakthrough in demographics“ for BlendTec’s brand awareness and image creation.’ -- ROI for BlendTec’s “Will it Blend?” Campaign March 13, 2009
by Joy-Fleur Brettschneider
Strategic Thinking for Social Media Marketing Success
50
Don’t
• Write or say anything you wouldn’t do or say in front of your mother
• Broadcast• SHOUT• Copy• Forget about the elephant!
Strategic Thinking for Social Media Marketing Success
51
http://www.bnet.com/blog/businesstips/nestles-facebook-page-how-a-company-can-really-screw-up-social-media/6786
Strategic Thinking for Social Media Marketing Success
52
Strategic Thinking for Social Media Marketing Success
53
Strategic Thinking for Social Media Marketing Success
54
Strategic Thinking for Social Media Marketing Success
Are you offering Value?
55
• Free Webinars• Infographics• Events• Free information• Fun • Quotes
Strategic Thinking for Social Media Marketing Success
56
https://pinterest.com/search/?q=supply+chain
Strategic Thinking for Social Media Marketing Success
57
https://pinterest.com/search/?q=supply+chain
Cisco distributes its social presence on all networks
Strategic Thinking for Social Media Marketing Success
58
https://pinterest.com/search/?q=supply+chain
Cisco distributes it’s social presence on all networkshttp://socialmedia.cisco.com
Strategic Thinking for Social Media Marketing Success
Learn from Cisco
• http://socialmediab2b.com/2010/05/cisco-facebook-page/
• http://www.youtube.com/watch?v=thQxfWHDRmM - SuperFan Launch
• http://www.smartinsights.com/social-media-marketing/facebook-marketing/b2b-facebook-pages/
59
Strategic Thinking for Social Media Marketing Success
60
Cisco’s SuperFan Spotlight
“together we are the human network”
Strategic Thinking for Social Media Marketing Success
61
http://www.youtube.com/watch?v=CHtyQJzTy70
Strategic Thinking for Social Media Marketing Success
62
But First we Need to Measure
Implementing marketing campaigns is worthless unless you know how they performed.I.e. What is the ROI (return on investment)?AKA Return on Influence in social media circles
Remember, even if you’re not paying to promote on social networks, you’re still spending time.
Strategic Thinking for Social Media Marketing Success
63
Measuring Marketing Campaigns
Web = DigitalDigital = TrackableTrackable = AnalyticsAnalytics makes it super easy to measure
performance of marketing campaigns
Strategic Thinking for Social Media Marketing Success
64
Measuring Marketing CampaignsTypes of campaigns and tools
– Driving Visits to the Website• Google Analytics [FREE]• Webstat• Omniture
– Facebook Fan Page/Advertising• Facebook Insights [FREE]
– Twitter Engagement• http://bit.ly [Free]• http://www.hootsuite.com [Free]
– Social Media Marketing Performance Tracking
Strategic Thinking for Social Media Marketing Success
65
Social Media Marketing Performance Tracking
• Radian6 - http://www.radian6.com • Biz360 - http://www.biz360.com • Trendrr - http://www.trendrr.com • Infegy - http://www.infegy.com • Lithium – http://www.lithium.com • Unilyzer - http://www.unilyzer.com • SocialMention – http://www.socialmention.com• Trackur – http://www.trackur.com
Strategic Thinking for Social Media Marketing Success
66
Always More…
• 20 Tools for Tracking Social Media• Viral, Social, Senitiment, Mobile: 4 Delightful Web
Analytics Solutions - blog post by Avinash Kaushik• Social Media Analytics: Twitter Quantative &
Qualitative Metrics - another blog post by Avinash Kaushik
Strategic Thinking for Social Media Marketing Success
67
Remember the Secret?
It’s not about marketing,it’s about relationships and trust.
Build sustainable relationships.
Strategic Thinking for Social Media Marketing Success
68
Thank You BMA NorCal Marketing Roundtable!
Connect with Suse (Susan) Barnes:[email protected]://www.susby.com http://twitter.com/susbyhttp://www.facebook.com/susby http://www.linkedin.com/in/susanbarneshttp://www.pinterest.com/susbyhttp://gplus.to/susby
Phone/SMS: (415) 305-6403
Connect with Suse (Susan) Barnes:[email protected]://www.susby.com http://twitter.com/susbyhttp://www.facebook.com/susby http://www.linkedin.com/in/susanbarneshttp://www.pinterest.com/susbyhttp://gplus.to/susby
Phone/SMS: (415) 305-6403
Strategic Thinking for Social Media Marketing Success
69