m ary l ou r oberts december 2011 looking back, looking forward
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MARY LOU ROBERTS December 2011December 2011
LOOKING BACK, LOOKING FORWARD
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MARY LOU ROBERTS December 2011
DIFFICULT ISSUES – WHAT ELSE?
• Understand Social Media as Part of the Marketing Communications Mix
• Understand Social Media from a Strategic Perspective
• Come to Grips with How Much Work Is Involved
• Make the Organizational Case for Social Media
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MARY LOU ROBERTS December 2011
FAR DOWN ON THE HIERARCHY
http://diy-marketing.blogspot.com/2009/04/where-does-social-media-fit.html
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MARY LOU ROBERTS December 2011
STEPS CAN’T BE AVOIDED
LISTEN COMMUNICATE ENGAGE COLLABORATE
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MARY LOU ROBERTS December 2011
MY TOP 10+ SMM MYTHS
1. It’s Easy.2. It’s Free.3. It’s About Technology.4. Social Media Reaches Mass Audiences.5. Marketers Can Talk About Their Products.6. All Internet Users Will Participate.7. Management Will Understand the Potential.8. We’ll See Results Right Away.9. Tracking, Measuring is Easy.10.We’ll Put It Up and It Will Take Care of Itself.11. It Will Scale as We Are Successful. 12.Marketing Research Will Guide Us.
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MARY LOU ROBERTS December 2011
4. MASS AUDIENCES IS NOT THE POINT
• Social Media/Networks Allow Identification of– Groups \– Segments– Niches /– Specialists \– Influencers /
• For Specific, Personalized Targeting– Depending on Your Objectives/Target Audience
Klout, Kred
Facebook Ads an Accessible Example
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MARY LOU ROBERTS December 2011
6. ALL INTERNET USERS WILL PARTICIPATE
http://blogs.forrester.com/jackie_rousseau_anderson/10-09-28-latest_global_social_media_trends_may_surprise_you
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MARY LOU ROBERTS December 2011
7. MANAGEMENT WILL UNDERSTAND POTENTIAL
THE ULTIMATE ISSUE
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MARY LOU ROBERTS December 2011
NEED TOP MANAGEMENT CHAMPION
• Get Small Projects Approved– Have Strategic Impact– CAN BE TRACKED TO SUCCESS MEASURES
• Social Media Metrics• Key Performance Indicators
• Demonstrate Return on Investment• Have a Clear “Next Steps” Vision
• Understand Change Management Process/Strategy
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MARY LOU ROBERTS December 2011
8. WE’LL SEE RESULTS RIGHT AWAY
http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2011/
Remember that Overdrive requires a year engagement contract.
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MARY LOU ROBERTS December 2011
10. WE’LL PUT IT UP; IT WILL TAKE CARE OF ITSELF
• Must Have Community/Corporate Guidelines– http://push.pickensplan.com/notes/Community_Guidelines
-- http://www.scribd.com/doc/33461366/Cisco-Social-Media-Policy-Guidelines-and-FAQs Why needed? http://blogs.cisco.com/socialmedia/social-media-%E2%80%93-the-efficacy-of-the-corporate-guide/
-- Unless You, like Matt Johnston, Sit In a Room with the Entire Marketing (and perhaps PR) Department
• Assign Responsibility and Monitor Consistently
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MARY LOU ROBERTS December 2011
12. MARKETING RESEARCH WILL GUIDE US
Marketing Research Plays a MINIMAL ROLE.
Listening, Responding Produces Insights(Data)?
No MR Until You Have Questions:Can’t OBSERVE/Monitor BEHAVIOR
Must ASK
Behavioral Data Generally More Reliable Than Self-Report
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MARY LOU ROBERTS December 2011
QUESTIONS? MY TOP 10+ SMM MYTHS
1. It’s Easy.2. It’s Free.3. It’s About Technology.4. Social Media Reaches Mass Audiences.5. Marketers Can Talk About Their Products.6. All Internet Users Will Participate.7. Management Will Understand the Potential.8. We’ll See Results Right Away.9. Tracking, Measuring is Easy.10.We’ll Put It Up and It Will Take Care of Itself.11. It Will Scale as We Are Successful. 12.Marketing Research Will Guide Us.
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MARY LOU ROBERTS December 2011
WHAT DOES 2012 HOLD?
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MARY LOU ROBERTS December 2011
IN A WORD
M O B I L E
SO LO MO
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MARY LOU ROBERTS December 2011
MOBILE = CONVERGENT TECHNOLOGY
http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-2011?from=ss_embed
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MARY LOU ROBERTS December 2011
SEARCH IS OTHER CONVERGENCE ELEMENT
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MARY LOU ROBERTS December 2011
Razorfish Outlook 2012Other Useful Chaptershttp://dev.realartusa.com/razor/13409/www/download/RazorfishOutlookReportVol10.pdf
MULTICHANNEL INTEGRATION IS KEY
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MARY LOU ROBERTS December 2011
FORECASTS
Infographic +
Video on Media(consumer & business trends)
http://www.localonlineguy.com/291158/2011/11/14/digital-marketing-trends-2012-%28infographic%29.html
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MARY LOU ROBERTS December 2011
THE VIDEO
http://www.youtube.com/watch?v=CwTAARorGbk
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MARY LOU ROBERTS December 2011
YOU WILL HELP WRITETHE NEXT CHAPTER!